Community operation: 0 basic fission, 700+ traffic in 4 days!

In order to build a personal brand, I made a small community fission attempt in WeChat Moments last week. It was also my first online open class. The final effect was quite good. In 4 days, we successfully attracted more than 700 precise fans, and the total number of attendees reached 473. I decided to summarize and share this experience, hoping to provide some reference for friends who need to split their user communities.

1. Why do we need to do community fission?

There are three reasons that prompted me to do this community fission and fan growth activity:

1. The impact of the personal brand training camp Ajia community fission effect

In order to engage in community operations , I signed up for the community planning activity initiated by Ajia Personal Brand Training Camp out of curiosity.

When I first joined the planning group, I was at a loss, because I had never seen a teacher running a training camp where students were required to do the traffic generation and fission.

At that time, I was thinking: This teacher is so brave that he dares to use this method to gain reposts and activity. Because for most students, let alone fission, they have never even been exposed to community operations, so how can they become planners? If I don’t do it well, won’t it affect my personal reputation?

Later I found out that I was wrong. Although many friends in the group did not know anything at the beginning, could not write copy, design posters, or liven up the atmosphere, but with the assistance and encouragement of the assistant teacher, the friends brainstormed, worked together, and empowered each other. In less than 2 days, the entire fission plan, event theme, fission posters, and community operation personnel were all determined, and everyone was in their positions, just like a professional operation team.

Every day when I scroll up and down the forum to see the progress, I am stunned. A group of friends who didn’t know each other at all, from different regions and different industries, took only two days to become a professional team and developed a highly contagious fission plan. The effect after it was put on the market was also amazing. In one day, six sharing communities were fissioned, with a conservative estimate of 3,000 people. Later, nearly 500 people in the sharing communities signed up for the paid training camp.

It can be said that this fission brought hundreds of thousands of revenue to the teacher's team, and as someone who followed the fission throughout the process, it was the first time that I personally felt the huge commercial power of a personal brand.

2. The impact of Tuma Lingxi on the review of community fission

I forgot in which community I met Tu Ma Ling Xi. Since she appeared in my circle of friends, I have witnessed the counterattack of an ordinary girl.

Tu Ma Lingxi is a copywriter. Before joining Teacher Guan Jianming’s copywriting community, she was an ordinary office worker. Later, by building her personal brand, she became a star in Teacher Guan’s circle. Not only did her side job of copywriting advance from 400 yuan per article to 4,000 yuan per article, earning more than 60,000 yuan in 3 months, she also founded her own public account and paid planet, and her second life is thriving.

While I was shocked by Teacher Ajia’s personal brand, an article by Tu Ma reviewing community fission stimulated my desire to try it myself.

Although Tu Ma is very popular in the social networks of big names, she has never tried to do fission herself. This article is a wonderful review of her first attempt at fission. It tells the story of how an ordinary girl went from zero experience to accurately increase her followers by 1,500+ in 2 days and achieve a daily profit of over ten thousand.

The experience described in the article is very similar to mine. After analyzing the benchmark cases with Tu Ma, I started my own fission attempts.

3. Practical Assignments of Personal Branding Bootcamp

I heard in the early community that one of the assignments of Teacher Ajia’s personal brand training camp is to increase the number of fans in the community accurately. Instead of waiting until the time comes to swarm into the community with classmates, it is better to differentiate in time first. In this way, you can avoid the flow of people, and everyone will have more time to pay attention to and participate in activities. This is a technical operation, taking advantage of the window period to grow bigger and stronger.

2. How do I do fission?

1. Benchmark and analyze outstanding cases to clarify the methods of community fission

Because of the previous cases of Teacher Ajia and Tu Ma Lingxi, I learned from their plans and models and divided them into two topics for comparison and analysis.

After disassembling Teacher Ajia's community fission model, I did the following things in the early stage:

(1) Clarify the theme

For example, Teacher Ajia’s theme is personal branding, and Tu Ma’s theme is copywriting. All program planning needs to be based on this theme, and the brand positioning I want to do is time management, so the theme is set as sharing of time management experience.

(2) Team building

If you want to carry out a community fission activity with a wide coverage, it is definitely impossible for one person to complete it. Teacher Ajia’s personal brand training camp used nearly 70 operation students, and Tu Ma also had an assistant to assist.

Since we are learning from each other, I also need to form my own team. During the early value output and growth process, there are two very excellent partners who support and assist me all the way. I hope to do more valuable things with them, so at my strong invitation, Qiu and Bai became core members of my community operation team.

(3) Determine the plan

After forming the team, I developed a relatively complete fission plan and community operation plan by disassembling the models of the two big names mentioned above, including how to promote and attract traffic in the early stage, how to operate and activate the community atmosphere in the mid-term, and how to extend the community value in the later stage. I had to think about the group rules and all the words myself.

After finalizing the plan, we sent it to two assistants. Based on their suggestions, we made several subsequent revisions to the plan.

2. Benchmark and analyze excellent cases, design course copy and posters

After clarifying the theme, forming a team, and finalizing the plan, we began to design the promotional poster.

This is the first time I made a personal course poster. I have no experience at all. I just learn when I don’t know how to do it and ask when I don’t understand. I referred to the fission posters of Teacher Ajia and Tu Ma Lingxi, and gradually figured out the points that are suitable for my own communication.

The image poster is very important because it is the first poster seen by users when they forward it later. If the poster and copy are well designed, it will directly increase the target users’ desire to participate.

On the road to building a personal brand, image comes before ability. It is the first business card that reaches users. Basically no one will believe how much valuable content a careless and unprofessional poster can bring. If you don’t even pay attention to publicity, don’t expect the course content to be attentive.

By disassembling the posters of the two big names, I found that to design an excellent promotional poster, we need to pay attention to the following points:

1. Poster theme: The poster theme is an important point that can directly affect whether users participate. It is equivalent to the title of an article and also equivalent to a person’s name. It needs to solve two core problems: catching people’s attention and locking in target users.
2. Course instructor: has a good image, strong professional ability, or has sufficient achievements to convince others to participate in the course.
3. Course outline: It is equivalent to an instruction manual. What content does this course mainly provide and what problems can it solve for users? In terms of copywriting design, it is necessary to hit the user's pain points in order to stimulate others' desire to participate.
4. Guide action: You can increase the sense of urgency through some promotional means, such as: limited time and limited quantity, etc.
5. Participation rules: The simpler the participation rules are, the better. It is best if the threshold is low and the operation is easy.

Based on the above points, how do I design my own poster?

(1) Title: "Practical Course on Time Management for Beginners"

What's so good about this title?

1. Target group: 0 basis;
2. Identify the course topics: time management;
3. Clarify the course objectives: practical application.

Why did you choose this title?

This is related to my target user portrait. My target groups for time management are mainly divided into three parts: college students who are confused about study and work; ordinary people who have difficulty in managing work and life; and young people who want to learn or understand time management. 90% of them are users with no basic knowledge, and their biggest pain point is that they want to solve the current chaotic state of time management.

The practical course is specifically designed to address this pain point, using the fastest-learning time management techniques to help everyone alleviate the anxiety of growth and advancement in the Internet era.

(2) Lecturer: It’s me.

In order to build my personal brand, improve my professionalism and recognizability, I took portrait photos very early on.

In the past year, I have been constantly improving my personal abilities to gain more achievements that can convince others: for example, I am the operator of Toutiao, a contributor to the reading notes program [Note Man], the founder of the "Six Degrees of Time Management" brand, etc. These are the achievements I have gained through time management and self-improvement, which can increase users' trust and curiosity. I think this girl seems pretty good, so it's okay to go and listen to her experience.

(3) Course Outline

• Getting Started: The essence of time management is actually managing yourself
• Combing: 1 table will increase your life efficiency 10 times
• Planning: 3 matrices to relieve your life and work procrastination
• Improvement: A checklist to improve your second skill

I don’t know if you’ve noticed that I used Arabic numerals for the numbers in the outline. Multiply 10, procrastination, and the second skill. In fact, these are words that people often mention, and they are also the words that are most likely to resonate with people. Users are most sensitive to numbers and their own experiences. Giving clear quantitative information is more attractive than general talk.

(4) Guiding actions

This is also a common technique for course fission, which is to limit the time, exemption and number of places to create a sense of urgency. I have always felt that planning an online fission is no easier than planning an offline event. Many of the marketing techniques and skills involved even require more attention to user experience and user characteristics.

(5) Participation rules: Scan the QR code and note “Time Management” to attend the course for free

Because I am in the process of transformation now, the content of the official account has not yet been fully built out.

Normally, the fission technique of most courses is to direct users to the official account, guide them to follow the official account, reply to keywords, and then the assistant will pull them into the transit group. Only after forwarding the posters and copywriting will they be pulled into the formal group.

For me, this method is actually quite troublesome. When I was working on a community before, I basically just scanned the QR code to join the group, without so much tedious work.

But later I found that if I wanted to attract new users, divert traffic, and screen high-quality users, the best way was to do fission guidance and stimulate forwarding. Based on the actual situation, the method I chose was to let users scan the code to add my time management work number, with the note "time management". As long as they forwarded the poster, they would be pulled into the group. This method is the simplest. First, it can screen users, second, it can stimulate forwarding, and third, it is easy to operate.

Of course, it took almost three days to complete the entire poster, and I kept optimizing and modifying it, adjusting the content and format. I would also like to thank all the friends who gave me suggestions for revisions. Some gave me suggestions from a professional design perspective, and some gave me suggestions from a user experience perspective. With everyone's help, I was able to achieve the overall effect that was presented later.

3. Accurate delivery and phased fission

After completing the plan and poster copy design, I need to put it on the market to test the effect. I spent 4 days on fission, which is mainly divided into three stages.

The first stage of self-fission: forwarding by people around you

I have persisted in delivering value in my circle of friends for three years and have accumulated a lot of friends who support and follow me.

After my assistant and I put out the first batch of posters and copywriting, my family, coaches, and friends all took the initiative to help forward them. There were dozens of friends brought over by their parents. In fact, they are all outstanding seniors who came to listen to my lectures to see my growth experience.

To be honest, they were not in my initial target user group, because they were much more experienced than me. However, since they joined, the quality of the entire community fission began to improve, and they attracted many outstanding young friends for me.

The second stage of promoting fission: KOL forwarding

In my social circle, there are many KOLs who have strong influence in their respective fields. When the fission and spread reach a certain number, I begin to seek help from influential people in the target group.

Based on my user portrait, I selected some university professors, counselors, note-taking masters and self-media authors who I have more connections with, and hoped to get their support with a very sincere attitude. Fortunately, they were all very happy to help me, and used very thoughtful copywriting, which brought me more exposure.

What is most noteworthy is that the forwarding of the article by one of the professors also brought me to the director of Beijing Satellite TV's "I'm a Speaker". After seeing my experience, she wanted to invite me to participate in the recording of the fifth season of "I'm a Speaker". It can be said that this is a qualitative leap in my personal brand attempt.

The third stage guides fission: new users forward

When new friends started to flock to my WeChat account through the poster, I began to guide everyone to forward the copy and poster, and friends who sent me screenshots would be invited to join the group.

In fact, we encountered many problems in this process. Friends who have been exposed to paid knowledge will actively forward it to join the group. Some friends who have not been exposed to it constantly questioned our motives and even said it was a pyramid scheme or fraud. In fact, it is understandable. From different perspectives, there will be different views on a thing.

When we were thinking about how fission thinking could help us build our own personal brand, another group of people would think that we were doing commercial marketing. I remember replying to a friend who used very strong words at the time, "If sharing experiences and hard work is considered a form of pyramid selling, then I hope as many people as possible will join."

This is my vision and my ultimate goal.

With the help of our friends in the early stage and the fission and forwarding of new users, we finally achieved the result of attracting 700+ traffic to the WeChat account and 475 people joining the group before the course started. Although this result is only a fraction for many big names, it is the first step in the socialization of our personal brand and it is very meaningful.

4. Community operation to improve user activity

This should be the part that is most worth reviewing for our team.

When we were making the operation plan, we thought deeply about all the language and models, learned from other people's successful models, and combined our own practical experience, such as how to welcome new friends, how to set group rules, how to guide everyone to introduce themselves and interact, etc.

Although our team had no foundation in fission, we were strong in community integration and community operation. We were very confident that we could liven up the atmosphere and increase interaction, but the facts surprised all of us.

After the friends who split out joined the group, every 5 people would receive a very warm welcome from the group owner. The assistants would also enthusiastically invite everyone to introduce themselves and guide the communication. However, the result was that there was a huge group of hundreds of people, but no one took the initiative to speak.

Seeing that the situation was not good, I asked my assistant to send a red envelope to test whether everyone was online. The red envelopes were all snatched up in a few seconds, and still no one spoke.

Oh my god, we were almost embarrassed to death at the scene. We were comforting each other in the operation team group. Was it because it was too late today and everyone was busy? Could it be that we are too enthusiastic and everyone is not used to it yet? Later, Qiu even said that it seemed that the Chinese team lost the e-sports competition today, and our group is full of young people, so they should be in a bad mood, so they are unwilling to interact.

We have tried all the methods, but we couldn't create any atmosphere. The assistants even registered small accounts to chat with themselves, hoping to get everyone to speak up, but it still didn't work.

We really can't understand why a new group would be so quiet. According to past experience, every group we operate is always flooded with information, and friends who missed it need to climb up the stairs to read all the content of the day.

I couldn't sleep that night and wrote a 1,000-word review. I compared the successful methods of similar groups and reflected on the attributes of my own community. The next day, I handed it to my assistants to prepare to readjust the operation methods. Ours is a learning group, and it should not be compared with gaming groups or business groups, but with learning groups.

There are three reasons why people don’t chat in groups:

1. I don’t know the lecturer and have nothing to say;
2. Group members do not know each other, and no one can take the initiative to break the deadlock;
3. It is normal that there is no idle chatting in the study group. Everyone comes here to learn knowledge, not to make friends. Making friends is something that is actively formed in the later stage. If there is a lot of noise right away, it will make everyone question the value of the group.

After sorting out our current situation, we began to reduce our enthusiasm and not create too much pressure for everyone to interact. Then, during the fission period, we tried to share useful information in the group in a concise manner.

After the group members gradually became familiar with the instructor, they began to speak and introduce themselves. I think this should be the operating model of a new learning group. So far, the interaction within the group has been good and the atmosphere is active. Everyone is looking forward to the next course sharing.

3. Reflection and summary on this fission attempt

1. There must be a benchmark case analysis to learn from others’ successful models;
2. One person cannot accomplish great things, and needs to work together for warmth;
3. Never say you don’t know, learn what you want immediately;
4. We must have a user-centric mindset, and both the platform and content must be user-centric;
5. You need to have an overall operational plan and the ability to adapt to changing circumstances.

Source: Luoshen's Little Feather