Analysis of viral fan-attracting strategies in fission activities

When doing private domain business, how to acquire more users through fission and promote revenue growth?

Today, as platform traffic costs rise and dividends reach their peak, self-operated private business models have changed from an "optional option" to a "must-have option" for long-term sustainable operation. However, many companies still do not have the correct method to generate private domain traffic, and they only try briefly, with very poor results.

In fact, private domain traffic operation is not difficult. What is difficult is to learn the correct and systematic private domain operation methods and underlying logic. To acquire such capabilities, it is unrealistic to simply copy other people's ways of doing things or read a few articles about private domain traffic online. This may even lead you astray from the right path. Today, let’s talk about the underlying logic of fission, one of the ways to acquire private domain users at low cost. ‍‍

In the past, a brand’s advertising investment was generally invested in traditional advertising, with the channels being the beneficiaries, and its costs were usually large advance payments.

There is a saying in the marketing field: "Half of the advertising money you spend is wasted, but the problem is you don’t know which half is wasted." ‍

Traditional advertising relies heavily on your experience and judgment, which determines whether your advertising content and advertising data are accurate enough.

But the interesting thing about fission is that the beneficiaries of the whole process are users, because usually old users recommend new users, old users get referral rewards, and new users get registration rewards.

Did you notice? The beneficiaries are either old users or new users, and the fees are paid post-hoc, that is, the reward will be paid only after the new user recommended by the old user successfully registers.

So, how to complete a fission activity in the private domain? We invited Jin Jiang, a private domain expert from UFIDA, to use Sofia as an example to help everyone analyze the underlying logic of fission activities. as follows.

1. Model Overview

WeChat official account + mini program + secondary distribution + fission + private chat conversion + live broadcast.

2. Applicable Types

Physical chain enterprises are especially suitable for industries such as home furnishing, automobiles, and real estate.

3. Case Overview

As a home furnishing company, Sofia is mainly engaged in the research and development, production and sales of customized cabinets, cupboards, wooden doors, floors, supporting hardware, furniture and home products, and customized bulk business.

Sofia has a complete layout for secondary distribution and fission on official accounts and mini-programs. Sofia’s senior management also attaches great importance to it and has integrated a lot of the company’s resources. However, after about a year, there has not been much improvement and the company is in a paralyzed state.

Therefore, Sofia wants us to help it activate private domain traffic and quickly accumulate private domain fans.

After we entered the market, we used the "secondary distribution + fission" model around the official account and quickly acquired more than 110,000 users through cold start. About 300 users placed orders, and the cost of each new customer was less than 10 yuan.

4. Detailed gameplay - secondary distribution + fission

The basic logic of secondary distribution is that as a partner, users can share directly with customers, and when customers place an order, you can get the commission directly; at the same time, users can also develop their own partner team, and when the customers of the partner team place an order, users can still get a certain percentage of the commission.

Fission means, through certain incentives, allowing users to use their own network to spread activities, achieving the effect of one person spreading the word to ten, and ten people spreading the word to a hundred.

The "secondary distribution + fission" combination gameplay designed by the Sophia platform is mainly based on secondary distribution, and fission is nested in the link of partner development team members. On the official account and mini program, the platform has designed official accounts and mini programs for partners and customers respectively. The two are independent of each other but also interconnected. They not only acquire partners to prepare for long-term customer acquisition, but also acquire customers and bring about immediate conversion of products.

(Secondary distribution + fission rule example)

1. Partner fission, prepare for customer acquisition

At the partner fission level, the main attraction model is red envelope fission, which encourages target customers to forward exclusive posters, invite qualified friends around them to follow the official account, and add staff WeChat to participate in activities. After the invited people become partners after review, the inviter will receive corresponding red envelope rewards.

(Partner Path Example)

2. Partners market to customers and gain immediate benefits

Partners can not only develop their teams and prepare for long-term customer acquisition, but they can also market to customers on their own and receive immediate profits as long as customers place an order.

(Share an example of a customer acquisition path)

3. Three steps of user analysis to find real startup users

For user portrait analysis, we have summarized the three steps of user analysis:

1. User portrait analysis. We conducted relevant user portrait analysis based on Sofia’s business logic and also based on the partners’ operational logic.
2. User portrait verification. Verify whether the profile analyzed in the first step is practical in actual operation scenarios.
3. User portrait positioning. Based on user thinking, finding target users and reaching target users is one of the keys to finding accurate users.

4. Poster design AB testing to improve conversion rate

First, we designed multiple posters based on our deep understanding of the business and users. Then we convened Sofia’s operations staff and business team to conduct research, and selected 2-3 posters for AB testing. We launched them on a small scale, screened out the posters with the best results, and finally launched them on a large scale.

(Poster AB test example)

5. User empowerment

At the empowerment level, we will not only publish some tutorial answers with pictures, texts and short videos in the Newbie School of the official account, but also invite users to the WeChat group for training, guidance and empowerment.

6. Diversified conversion channels

1. Rely on the WeChat official account mini program to publish relevant marketing content and guide users to register for coupons;
2. Marketing conversion through WeChat;
3. The shopping guides of offline stores will convert customers related to phone marketing to stores;
4. Promote through coupons in the live broadcast room and guide users to go to the store to redeem the coupons.

V. Conclusion

1) The "secondary distribution + fission" model is very universal. It mainly depends on the characteristics of your own industry, products and consumption scenarios, and make corresponding adjustments and designs.

2) When designing secondary distribution, partners and teams need to be isolated from each other. In this case, isolation between different levels is achieved by jumping between different mini-programs.

3) The fission process requires rigorous and comprehensive thinking in the fission rules and the review process, and corresponding risk control.

4) The user portrait trilogy is the key to our success in establishing the initial traffic pool.

The first step is to analyze the user portrait; the second step is to verify the user portrait to make sure that this user group is indeed our users; the third step is to locate the users, based on the above two steps, to understand where our users are, find our users, and reach our users.

5) When doing fission, you must take small steps and iterate quickly to make the entire activity more precise.

We use small-scale promotion to test out the appropriate poster format, and then carry out large-scale poster promotion to improve our conversion rate. If we find that users have scanned the QR code, but the proportion of users participating in the event is very low, then there must be something wrong with the design of the event rules or the process of the event. In short, for this kind of online fission activity, we can continue to pay attention to the data, iterate quickly, and take small steps to make it more accurate.

6) Behind the fission, behaviorally it is the process from users adding friends to transactions, and psychologically it is the process from users getting to know you, understanding you, recognizing you, and finally using their own credit endorsement to spread your message. It is necessary to analyze and study the time clue of the user life cycle.

Author: Yang Manli

Source: UFIDA Private Domain 2.0