How to achieve explosive growth on WeChat? 1 model + 4 steps!

I have been doing fission activities recently. Although I have conducted in-depth research on it before, I have not made a systematic summary. Today's article will systematically share with you from the underlying logic to how to practice: what is fission and how to do fission.

1. A model to understand the underlying logic of fission

In fact, fission is essentially just a specific link in traffic operation. This link may be in different positions. The difference in position will lead to different thinking in operating traffic, which will affect the actual results.

Traditional traffic operation thinking basically follows this order: user acquisition - user activation - user retention - user monetization - user recommendation.

This is the traditional traffic operation model, also known as the pirate model. However, this model has a problem, which is that traffic will be lost layer by layer. It is necessary to ensure traffic supply in the initial acquisition stage, and it is difficult to bring in a large amount of new traffic through recommendations after monetization.

If the recommendation process is advanced, such as after activation or retention, that is:

User acquisition—user activation—user recommendation—user retention—user monetization;

User acquisition—user activation—user retention—user recommendation—user monetization.

The effect of this change is that traffic will be replenished quickly under normal circumstances, as long as the recommended traffic is large enough.

This is the fission model guided by the new operational thinking.

The difference between different growth models

So, how do we ensure that the recommended traffic is large enough? The answer lies in the underlying driving force of fission: demand.

There are actually five real human needs. According to Maslow's hierarchy of needs theory, they are physiological needs, safety needs, belonging needs, respect needs, and self-actualization needs.

However, from the perspective of fission, human needs can be divided into four types, which I call interest needs, cognitive needs, emotional needs and social needs. If we divide them roughly, there are two types: material needs and spiritual needs.

These needs are all met through fission. Borrowing the demand triangle mentioned by Li Jiaoshou, it is material or spiritual lack + fission target to fill the lack + user fission propagation ability.

The above is the underlying logic of fission.

2. 4 steps to maximize WeChat traffic

Once you have mastered the underlying logic, you can start fission activities. This process is divided into four steps: clarify the purpose - plan the process - execute the details - test the effect.

1. Clarify your purpose

The purpose of any fission activity is to achieve growth, which includes two dimensions: attracting new users and conversion. There is a big difference between them, which mainly lies in whether to distinguish between new and old users. This is the first point of this step.

The second point is to launch an activity or product based on user research. This product can be a paid knowledge or educational product. This requires control of the content because it is the core of such products.

The third point is to choose the North Star indicator, which is the core starting point for your subsequent planning and execution. Generally, you will choose the three indicators of new customer acquisition, conversion rate, and ROI. Of course, it also depends on the specific situation.

1. Planning Process

Once you have a purpose, you need to clearly design the path and details of fission. This step is called the planning process.

First, we need to choose the distribution channel. In the WeChat ecosystem, these are mainly official accounts, WeChat groups and Moments. The purpose of this is to find seed users.

The so-called seed users are the participants needed for the first launch of fission. They can be old or new, but they must meet two points: one is large quantity, and the other is high quality.

A large number of seed users can bring high potential energy to fission, and high-quality or sticky seed users will continue to expand the influence of fission, making the long-tail effect more obvious.

The second is the fission form, of which there are many. Just choose the one that suits you best or that you want most.

Finally, there are four points to grasp when it comes to the fission path, namely, case analysis, novice perspective, replication and iteration, and combination of gameplay. If these four points are achieved, an effective fission activity can basically be guaranteed.

Distribution fission path

1. Detailed Execution

After the plan comes out, it can be implemented specifically. Here, we should pay attention to the following two aspects: one is operation, and the other is copywriting.

There are many things to do in operations, three of which are more important:

(1) Anti-interception

This is the most troublesome thing for all those who do fission. The reason for the headache is not because they are worried that the traffic will be intercepted, but because it will cause trouble to users and affect the fission effect.

Imagine that when there are suddenly a lot of advertisements in the fission group, and traffic is coming in at this time, how much of this traffic will become disseminators? It is estimated that it will be reduced a lot.

In the early days of group fission, anti-interception was mostly done manually, and omissions were inevitable. Some of the current group fission tools have built-in kick-out functions, which can kick out people when they find advertisements, or even block them, which can be used well.

(2) Change group

Fission generally uses users to actively join the group. When each group reaches 100 people, the QR code for entering the group must be changed. This is called a live code. It was previously done manually and required a dedicated person to be responsible. However, it would inevitably be delayed due to extra things, resulting in the loss of some traffic.

There are many tools for changing live codes. For example, the Golden Data and Caoliao QR codes can be changed manually. Most of the current fission tools support automatic code change functions, which also solves the manpower problem.

(3) Review screenshots

In order to confirm user forwarding, the other party is required to provide screenshot proof. This step is a simple operation, but it was done manually in the past. Once there was too much traffic, the operational pressure would be very high. Fortunately, the current fission tools also support the screenshot review function.

As for copywriting, you should pay attention to the following scenarios: poster copywriting, detail page copywriting, and the rhetoric during the fission process.

I will not go into detail about the design of the poster here, and the attached picture is for reference only.

Poster copy design

The picture below is the copywriting module of the course details page. The elements include applicable population, teacher introduction, course content, course features, recommendations from experts, etc.

Detail page copy design

One thing that needs to be clarified is that whether it is a poster or a details page, the copy must be logical and meet user needs, otherwise no matter how beautiful the design is, it will be useless.

As for the rhetoric in fission activities, here are a few principles. The first is to be tough, such as emphasizing that one must forward the message in order to attend the class. The second is a sense of urgency. The rhetoric must include words such as limit and time limit to increase the conversion rate. Finally, when it comes to screenshot rhetoric, it is important to emphasize that deletion and grouping are not allowed. Although some people will delete the screenshots after taking them, most people will still worry because negative words have a intimidating effect.

1. Effect test

The fission activity needs to be tested before it is officially launched. That is, on the basis that the path, product and creativity are determined, it is tested through different channels, different posters and different copywriting to select the best combination.

The content of the test mainly includes channel testing, poster testing and path testing.

• Channel testing is to calculate the conversion rate by placing ads in different channels and select the appropriate channels based on the conversion rate.
• Poster testing is to prepare different versions of posters and select the best poster in the form of A/B testing.

Multiple posters

• Path testing is to adjust or shorten the fission process through some test data of user path nodes. There are many important data here, such as group joining rate, code scanning rate, reading rate and so on.

The most important data for fission activity is the fission ratio, that is, the fission amount/start-up amount. This data is different for different fission forms and the test difficulty is also different. Most fission tools can provide this test, including the poster test.

The fission ratio of general fission activities is below 1. 1.2-1.5 are considered relatively good fission activities, and those greater than 2 can basically achieve screen-sweeping in different circles.

Through the above three tests, we can basically make a relatively objective evaluation of the effect of fission activity, and the rest is further optimization and iteration.

Summarize

• Fission is a link in traffic operation, and bringing fission forward will result in a new growth model. The underlying driving force of this model is demand, that is, fission is a form of meeting demand. This is the underlying logic.
• A complete fission activity needs to go through four steps: "clarify the purpose - planning process - detailed execution - effect testing", so as to ensure the self-circulating influx of traffic.

Source: Dugushang