One event converted 100,000 yuan! How can promotion take advantage of traffic to new heights?

Today I want to talk to you about how community fission works.

Everyone may be familiar with social fission. Companies like NetEase and New World are also doing social fission. They give a benefit and then a large group of people forward it.

Yes and yet no. The essence of fission is indeed to forward, but there are many things in the whole process that are worth our further study.

Its main process can be divided into the following steps:

1. Determine your marketing objectives

2. Identify seed users

3. Plan fission materials

4. Seed users begin to split

5. Community promotion

6. Social Conversion

Taking an e-commerce project review as an example, let’s explain the detailed process of community fission!

Project Background

1. Product Introduction

This is a clothing product sold through e-commerce channels . It has low brand awareness and a high average order value. The winter version is priced at around 2,000-3,000 yuan.

2. Product Marketing

Previously, advertisers have been using information flow to attract traffic . Although the effect is not very good, it is not bad either.

After Double 11, we found that the traffic was too dispersed. Originally, we wanted to use the momentum of Double 11 to increase conversions, but because all major brands were offering discounts, traffic was also concentrated on some leading brands.

However, the traffic that you bought with your own money was lost because it was not further guided and accumulated, and all the money was wasted.

3. Current demand

I hope to take advantage of the shopping atmosphere of Double 11 to get a piece of the pie.

Project review

1. Clarify marketing objectives

Before starting, a detailed analysis of the project was conducted:

▲What is the purpose of community fission?

▲What is the final traffic base of fission?

▲What is the traffic profile of fission?

Through the above analysis of the project, we know that this fission is mainly to increase sales. Originally, the more people the better. Since it is the first practical operation, the final traffic base is set at 500 people.

Since we learned in the early stage that the price of this product is in the mid-to-high end, we excluded college students or fresh graduates who had just entered the workplace, and chose white-collar workers aged 25-35. This group of people have both certain high consumption concepts and certain high consumption capabilities.

2. Basic traffic preparation

Once the user portrait is clear, you need to prepare basic traffic based on the portrait, and use the first wave of seed users to gradually generate a base of 500 people.

Note: It doesn’t matter whether the seed user can pay or not. What matters is that he can help us attract accurate traffic!

Since I didn’t have much budget to hire KOLs and other high-traffic seed users, I selected 10 seed users from my friends and advertisers’ friends based on their portraits.

After screening out the seed users, we asked them to help forward the fission posters. Since they were all friends, it didn’t cost too much money.

3. Plan fission posters

After having seed users, the next step is to prepare fission posters.

How to ensure that the traffic base of these 500 people is accurate is the key step.

In view of the characteristics of the clothing, we adopted the form of " text + pictures" in daily postings on WeChat Moments .

In the copy, we highlighted the words "50% off on Double 11" and limited the number of people who can join the group to 500 to stimulate users to join the group as soon as possible; in the picture, we adopted a nine-grid format.

As the saying goes, birds of a feather flock together. Because we were very accurate in finding seed users in the early stage, and the nine-grid picture display only attracted users who were interested in the product.

After the seed user posted on WeChat Moments, the number of people joining the group reached about 250 that night.

4. Further group fission

After the first wave of fission, our group size has reached about 250 people, only a small distance from 500 people.

Therefore, we did not further induce them to post on WeChat Moments, we just gave them a bait to ask them to help recruit people.

Generally speaking, the bait must be of high value to them, otherwise it will easily backfire. So we will continue to reveal this information in the group:

▲ If the group reaches 500 people, we will distribute large red packets of 100-300 in the group every night before the Double 11 shopping season starts, so that everyone can take advantage of the benefits! Everyone can invite their relatives and friends to join ~ (In the atmosphere of Double 11, users themselves also buy for discounts, so we adopted the form of sending red envelopes to let users help to invite people)

▲ This group is limited to 500 people. Once it is full, no new members will be accepted! (The purpose is to increase the position of this group in the minds of users and avoid the phenomenon of leaving the group~)

In the end, the group had reached 500 people by noon the next day.

5. Community promotion

After the group is full, we need to keep the group active to prevent it from becoming a dead group or users blocking the group. Either of these is not good for subsequent conversions.

We have taken the following measures to this end.

• Multiple types of high-quality content reach users

We selected several popular products that have stood the test of the market and are selling well, and then sent them to the group in the form of pictures or short videos to stimulate users' desire to buy the products.

• Interaction creates suspense

The general routine for Double 11 is to tell you how much the discount is in advance, and then start grabbing it at the appointed time. We only tell them the price range of the product and do not tell them the final price of the product.

This allows users to participate in the interaction and guess how much money.

Some people may be curious here: Why not announce the price in advance?

If the price is announced in advance and is not very favorable, there may be a collective withdrawal from the group.

This is much scarier than Taobao . Taobao is not a social community. If you are not interested in the prices on Double 11, you will probably not buy anything. But in the community, if someone is not satisfied with the price, someone will say, "Oh, it's not cheap at all."

Once such voices appear in the community, it is easy for them to be flooded with messages, causing everyone to follow the herd and develop a sense of costliness, which will definitely cause great harm to subsequent sales conversions.

• Using the Internet Troops to Set Price Anchors

For users, no matter how favorable the price of your product is, they don’t know it. They can only feel it through comparison.

Therefore, water army is very important in group activity. Many times, it is difficult for users to get excited without the support of the water army.

For example, during a group interaction, if someone asks how much the discount is on Double 11, we will say less than 50%. But at this time, users have no idea about this.

So at this time, we will send out the navy.

"50% off? This is too much. I don't know how many times I've bought clothes from you and you never offer discounts."

"I feel like I made a loss in the past. No, I'm going to buy a few more items when the promotion starts to make up for the previous price difference."

Users like the feeling of getting a bargain, so the water army is responsible for setting the price anchor point. There is no harm without comparison. Users will think that the original price was 1,000 or 2,000 yuan, and the current price of 100 to 700 yuan is considered a bargain.

6. Use consumer psychology to convert

Conversion is the highlight of the event planning. After all, we invest so much, and the ultimate goal is to make sales.

We did not set the conversion time as 11.11. On the one hand, it would conflict with other things the user wants to buy. On the other hand, the earlier the conversion, the less worry.

So, after the group became active for 2 days, we decided to start buying. At this point, users have both a certain level of awareness of the product and a certain desire to buy it, which is the best time to sell.

• Send red envelope first

Before the sale starts, we use wave after wave of red envelopes to keep users in a state of continuous attention to the group, and grabbing red envelopes can easily make users excited, which is conducive to later conversions.

• User payment method

Currently, there are two main ways to sell goods on WeChat : mini programs and red envelopes.

Mini programs are a relatively new sales method, and they don’t require too much manpower.

But red envelopes are different. You need to collect the money, record the delivery address, etc.

But we finally decided to set the conversion method as sending red envelopes.

We send product pictures with product prices to the group so that everyone can choose freely. If you like any of them, please bring pictures, transfer the money to us directly and leave your address.

Some people may ask: This payment method is far less fast and convenient than the mini program, but why do we do this?

Let's compare the user psychology of the two payment methods:

• If using mini programs, users' emotions will be focused on one point, which is clicking the buy button to see who has the fastest click speed. At this point, users will feel nervous, anxious, and excited.
• Without mini programs, users' emotions are focused on another point - designer, I transferred the money to you, why don't you take my money? Because during the snatching process, not charging money will make users nervous and anxious. The designer has to collect payments manually on WeChat, and hundreds of people are paying at the same time, so it will take some time to collect the payments. During this period, users have been in a state of anxiety. This period of time is longer than the anxiety period of buying on the mini program. Therefore, the degree of excitement and thrill experienced when finally grabbing the goods is also different.

Let’s compare the logic of the two paid conversions:

• If you fail to grab an item during a purchase through the mini program, someone will join the group to complain, saying “MMP, I didn’t get it”, and then no one will try to grab it anymore.

• Another way is to transfer money to the designer. Users are anxious, and then they will go to the group and say, "Hurry up and collect the money, designer. Why don’t you collect the money? Does not collecting the money mean that you didn’t get it?" This actually spreads anxiety in the community. The purpose of the spread is to arouse this anxiety in users whose emotions have not yet been aroused. When people are in that kind of community state, they will have a fear of loss, so the chance of paid conversion will be increased.

At the last payment node, it actually stimulates users' negative emotions and uses social networks to spread these emotions like a virus.

Think back to when we went shopping in a mall, the most common thing the shopping guide said was "This item is selling very well, and there is only one left in the size you wear."

The purpose is to stimulate the user's emotions. Although we cannot use language to achieve this goal online, we can use other small details to encourage users to convert quickly.

The above is the entire process of community fission. This time, Rabbit takes clothing sales as an example, but the same principle actually applies to other products.

If you think you can gain something, then hurry up and try it during Double 11. In fact, many times, reading is one kind of gain, and actually practicing is another kind of gain. There are many details or experiences that you cannot get by just reading an article.

Source: Marketing Fanatic Jackie