Talking about fission activities: How to increase tens of thousands of fans per day through one activity?

As we all know, almost every company is talking about "growth" and "fission" because it is a low-cost form of customer acquisition that can easily bring about explosive growth. Just like the “NetEase Drama Class” and “ New World Marketing Class” that were frequently on the screen at the beginning of the year. However, this kind of explosive growth is not easy and often faces the pain point of "not being able to break out".

Today we will look at the [essential elements for success] and [underlying logic] of this type of fission activity.

1. How to plan a fission activity

Regardless of the form of the activity, before deciding to do a fission activity, think about this: Is your product really suitable for fission?

Fission activities are often suitable for products that are "topical, spreadable, in high demand, high frequency, and reasonably priced", such as paid knowledge products, daily necessities, etc.

Let me ask you: If your company sells cars , is it suitable for fission?

I think you already have the answer.

After determining whether you are suitable for fission activities, you need to consider: What is your goal?

The gameplay of fission activities aimed at attracting fans and fission activities aimed at purchase conversion are very different. For example, fission activities aimed at attracting fans are more suitable for "invite x people to follow and get xxx"; fission activities aimed at purchase conversion are more suitable for types such as "three people join in a group and one person gets free".

After determining whether to do fission and the goal of fission, it is actually a simple [splitting-combining] stage.

Below we take the fission activity with the purpose of "attracting fans for the official account " as an example:

1. Target disassembly stage

The purpose of goal breakdown is to ensure that the goal is achieved. For example, if your overall goal is to "add 3,000 new fans" and "average cost < 3 yuan", this means:

• Assume the prize cost is 20 yuan/item;
• The total expendable cost is 9,000 yuan;
• The number of prizes available is 400;
• Each prize requires 7.75 people to be brought.

2. List the stages of activity gameplay

If there are no cases that can be used directly, it is recommended to list the gameplay and then combine them.

for example:

• The poster invites attention;
• Distribution rebate;
• Community fission;
• …

3. List the Bait Phase

Listing bait means listing all existing items that can be applied to this activity. For example, if you are a knowledge payment company, list the ready-made [courses]. This is mainly to help you better call on resources. If the bait is determined at the beginning, you can ignore this step.

4. Split and combine phase

This step can create a complete activity, combining the gameplay and bait, and then matching them with the target.

For example, you can design an activity like this: by scanning the poster and inviting 8 friends to follow the official account, you can get [x audio lessons], limited to the first 400 people.

Why 8 bits?

Because it can be seen from the target breakdown that each prize must bring 7.75 people, so the number of invitees must be >7.75!

Why the top 400?

It can also be seen in the target breakdown that in order to ensure costs, only 400 copies can be delivered!

What are the essential factors for success?

An excellent event operator should pursue perfection in details and have macro-control capabilities. Simply put, you have to hold on to this activity.

Let’s look at the key factors:

1. Theme

The subject is: Is the user interested in your prize? This is also what I said at the beginning: Is your product suitable for fission activities?

2. Poster

The poster is of utmost importance, which directly determines whether the event can be popular. It is necessary to allow users to clearly perceive the value of your product/event, which is commonly known as "value manifestation".

When designing a poster, you should pay special attention to the following points:

• Title : mainly displays the product name;
• Subtitle: Give users a reason to buy/participate;
• Endorsement: It can make users quickly trust your product;
• Photos: people/products, value visualization;
• Introduction: Introduction of prizes/courses/products to give users a preliminary understanding;
• Promotion: Limited time/limited quantity/free…add urgency and promote action.
• QR code

3. Threshold

Do the activity thresholds you set match the value of your product?

If the value of your product is 19.9 yuan, it is impossible for users to invite 10 people to follow you before they can receive it. Users will weigh the effort they need to put in and then match the value. If the threshold is too high, most users will be lost at the beginning.

4. Guide

Do users know exactly how to participate in the activity? Can you get timely feedback for every step you take? If the user finds it difficult to understand or simply cannot understand the activity rules you designed, what are the chances that he will complete the entire activity?

The fewer people who go through the entire process, the lower the chance of a crack.

5. Reach

Reach is divided into 3 stages: first reach – process reach – recall.

• First reach: Common forms are graphic messages/template messages...The title determines the open rate, and the content of the article determines the engagement rate. Putting aside the specific words, the entire article must "speak human language" and clearly tell users why they should participate. What are the benefits of participating? How to participate? Articles that are too long or contain too much verbiage will greatly reduce engagement.
• Process contact: The common form is template messages. For example, every time a user successfully invites a user, a template message will be used to tell him: 1. Another user has been successfully invited 2. Only x people are left to get 3. Go and continue to invite
• Recall: There are many common forms. Not everyone will participate in the activities, and not everyone will go through the entire process. For those who have not participated in the activities, you can stimulate them to participate. For those who participated but failed to complete the task successfully, you can give them a clear goal and encourage them to work harder towards the goal.

3. How to use data to drive ?

When we do activities, we usually record data every 10 minutes so that we can see the overall progress of the activity and optimize it at any time. For example, when the growth rate slows down, we push a wave of template messages. So what are the key data to look at?

(1) Key outcome indicators

• Number of seed users (number of people who pushed);
• Open rate (number of reads/number of seed users);
• Engagement rate (number of level 1 users/number of readings);
• Achievement rate (number of people who achieved it/total number of participants);
• New fans/new purchases (determined by the overall activity goal);
• Average customer acquisition cost per person.

(2) Key process indicators

• Total fission level;
• Number of level 1 users;
• Number of Level 2 users;
• Level 3 people.

Note: When the number of people at level 2 is greater than the number of people at level 1, it indicates that there is a possibility of a rift in the activity. Here is a data chart of a successful case for your reference only!

So what clear optimization directions can we see from these data?

• Number of Level 1 users: indicates the attractiveness of the activity;
• Level 2/Level 1: Describe the appeal of the poster;
• Achievement rate: Indicates whether the threshold setting is reasonable;
• Number of new followers/number of new purchases: describes the results/effects of the activity.

Well, since we just finished a pretty good fission activity, we might as well output it while it’s hot!