Community operation: How can community fission activities achieve high conversion rates?

How can a social fission activity achieve a high conversion rate? How to design the fission process and links? How to combine fission activities with business monetization? This article will answer these questions in detail through real case review and reveal the methodology behind fission.

It is easy to generate fission but difficult to generate revenue, and fission requires the support of a systematic operating architecture.

Are your fission goals consistent with your paid conversion goals? Only after thinking through this issue clearly can we consider the fission process, gameplay, and creativity.

We recently carried out a community fission activity, mainly targeting the operation and monetization of B-side customers. How to design the fission process and links? How to combine fission activities with business monetization? Today, I hope to re-understand the methodology behind fission by reviewing this recent project.

1. Case Review

1. Business Background

The company mainly provides human resources and labor law consulting and services, mainly providing relevant training and consulting services to corporate HR individuals, and providing relevant consulting services to enterprises. The new Personal Income Tax Law came into effect on January 1, 2019. Enterprises are at a loss as to how to implement the upcoming new policy. The company launched human cost optimization and solutions under the new policy.

In business, HR plays a vital role as the audience is both C-end customers and B-end customers.

Because the products and services themselves are not essential products and the average order value is relatively high (more than 2,000 yuan), they need to be converted through in-depth operations and offline sales.

1. Fission-Transformation Thinking

Use some old users accumulated from the original business to start traffic, and drive new users into the group through course sharing, forming a fission cycle;

Guide new and old users after fission to free lectures (participate in offline lectures or watch live broadcasts)

Screen key customers through free lectures and convert them into one-to-many paid lectures or one-to-one paid consultations.

1. Fission process

The fission process is divided into 4 steps:

The original traffic pool users join the fission activity through WeChat (friend circle/official account/WeChat group);

Force forwarding posters/pictures to Moments or WeChat groups to inject traffic into the traffic pool;

Import new users from the traffic pool into personal accounts/own platforms or high-level WeChat groups, promote activation of new and old users, and select them to enter a more accurate traffic pool through activation;

Make paid conversions for the screened users.

1. Execution process

Users join the fission group through posters, and the organizer of the event publishes the rules for obtaining free qualifications to participate in the event in the group, and clarifies the mandatory forwarding and review mechanisms.

The user forwards the poster to their Moments, takes a screenshot and sends it back to the group, waiting for the administrator to review it.

After passing the review, the administrator adds the user as a friend on WeChat and sends the registration address for the free lecture (need to register on the own platform);

One day before the lecture, the registered users will be informed of the specific address of the offline lecture and how to participate in the online live broadcast.

1. Activity Results

Due to company privacy, the specific activity data cannot be made public for the time being, but the effect of the activity itself is still good.

The activity results mainly focus on several key indicators in the funnel:

Startup conversion: the participation rate of users in the original traffic pool;

Poster fission conversion rate: the number of scanned posters and the number of people joining the group;

Conversion from old users to new users: the number of conversions brought in by new users after they scan the QR code.

The actual number of applicants.

The actual number of participants.

2. Problem Solving

1. The problem of startup conversion

The startup volume is mainly based on the groups accumulated from the original business, which are basically dead groups due to lack of operation and activity for a long time. However, these groups have not been imported into personal accounts and their own platforms before, resulting in limited customer access to information and reduced exposure.

1. Poster generation problem

Because there are many similar open courses on the market, in order to highlight the quality of our courses, the poster focuses on the warm-up of the open course content. However, in actual testing, it is found that after the poster is converted, because the picture is relatively long, the compression of the picture is not conducive to improving the conversion rate.

1. Fission process

The fission was very successful, but the final conversion rate of the number of people registering for the open class and the number of people participating in the live broadcast was not as expected. Because from my own experience it is indeed cumbersome, from scanning the poster to join the group - forwarding and sharing - adding personal friends after review - registering on our own platform - class notification - actually attending the class. This may also be the distress of many operations, that is, operations with multiple goals.

Although the company has to design it this way due to its own indicators, which may cause the loss of some users, if it is a simple fission process, the shorter the better.

3. Fission Optimization

Don't expect every activity to be perfect, and there is no one-size-fits-all, tried-and-tested method for fission.

I have performed many fission operations. Some of them seem the same, but no two fission methods are exactly the same. Designing each fission as a new project will avoid deviating from the goal.

The process of fission execution is a process of constant testing and optimization. Therefore, during the execution process, we must always pay attention to data, pay attention to user reactions, and make timely adjustments.

What optimizations have been made?

1. Optimize startup volume issues

While the community is fissioning, we are also strengthening the fission of personal WeChat accounts. Through reward mechanisms, limited-time scarcity, etc., we guide new group users to actively add the administrator's personal WeChat account, increase exposure in the circle of friends, and promote fission efficiency through private chats with key users.

A competitive invitation mechanism is adopted for active users and key users. As long as you invite 10 or more HR partners to join the group, you can get a red envelope, limited to the first 20 people.

Improve the exposure rate of Moments and public accounts: the time for posting posters in Moments is adjusted from 9 a.m., 12 noon and 5 p.m. to 8 a.m., 1 p.m., 6 p.m. and 8 p.m., and the accompanying text is replaced, and the posted dynamics are deleted to maintain the uniqueness of the dynamics.

1. Poster problem optimization

Several key elements of fission poster design:

Main title: Simple and clear, allowing users to understand at a glance what problems can be solved, what can be obtained, and what benefits can be brought;

Subtitle: What are the attractions and highlights?

Institutional/Celebrity Endorsement: Photo and introduction of the person;

Welfare and promotion information: The event is beneficial. For example, the open class of our event is charged 3,000 yuan in some consulting companies, but ours is free.

Traffic entry: QR code;

1. Optimize registration conversion rate

The number of fissions is growing rapidly, but the number of registrations is increasing only very limitedly. Although community fission has an obvious effect in attracting new members, many people often block group messages after joining the group because the group messages are frequently refreshed. Therefore, once users complete the forwarding task, they will no longer pay attention to the group messages, resulting in a low reach rate of group message notifications. This is also why our group splits rapidly, but the number of registrations does not go up, because everyone assumes that joining the group means registration or forwarding the message means registration.

Therefore, we must pay attention to the following points in the process of community fission:

@ new members of the group and inform them of the activity rules;

Strict review mechanism, especially for those who take screenshots and delete them immediately after setting up groups and sharing. For those who do not follow the rules and are preparing to flood the platform with spam, timely removal and removal;

Timely notification of completed forwarding tasks. If there are next steps (such as receiving benefits, learning or registration entrance, etc.), a separate @ notification must be made to reduce losses.

1. Increase class attendance

Because the bait for this fission is an open class of a large class, which is divided into two parts: online and offline participation. From the perspective of user experience, the online and offline registration channels are separated, which makes the notification more targeted.

Online live broadcasts can remind users to participate in advance through Moments/WeChat groups, and communication and guidance should not be ignored or abandoned during the live broadcast.

5. Payment issues

For products and services with high unit prices, it is not suitable to mix payment into the fission process. This will cause a break in the entire fission process, resulting in poor fission and payment effects.

4. Fission process optimization

The fission process is essentially a funnel, which means that the design of each link is related to whether users can reach the top from the bottom of the pyramid. Therefore, in the process of community fission and optimization, we must also follow this law, analyze layer by layer, and optimize each step starting from the details.

Source: summer