How to plan fission activities? 4 key nodes!

The key to planning fission activities lies in the grasp and optimization of details. If you want to implement low-cost fission activities, you need to have a clear enough understanding of user needs, achieve precise reach through channel promotion , and ensure that the activity temptation meets user needs, so as to drive users to participate spontaneously and contribute their own resources to participate in the activities.

A friend came to me a few days ago and said that they had recently carried out a fission campaign with a sufficient budget, and their purpose was to increase the number of APP downloads. So we designed an activity where you can earn points by helping your friends. When you follow the official account , the registration page will pop up. After registering, you will get an exclusive poster and forward it to your friends. After your friends register, they will earn points. Users can download the APP to check their points based on their registration information, and the points can be exchanged for physical prizes.

What about the effect of the activity?

The effect is not good. The one-week activity increased 1,000 downloads and the public account gained 2,000 followers, but the APP’s next-day retention rate was only 10%, and the public account’s reading volume did not change much. Why is this happening?

I asked him, "Didn't the programmer want to beat you up for this activity?"

By summarizing this failure case, we can sort out the four key processes of fission activities.

1. Case summary: The process is too long, causing users to lose patience

Why is this activity not effective?

You may have noticed that the process is too complicated. Let’s use a picture to review the process of this activity.

It takes a total of 9 steps for users to complete the activity from understanding the event information and participating in the event to receiving the prize. The whole process can achieve 3 indicators, including new public account fans, new APP registrations, and new APP downloads and activations. It can also increase the participation in points redemption. Physical prizes can also obtain the user's address information.

So what do users pay for?

Get information about the event, follow the official account, register, download, forward to friends and ask them to participate in the event, open the APP to check points, check the points needed to redeem prizes, continue to invite friends to participate in the event, and finally redeem... Let users do so many things, is your prize a house within the Fifth Ring Road of Beijing?

There are many reasons for the failure of this event, such as: the event process is too long, prize redemption is troublesome, it is difficult to obtain rewards, etc. The only success is that this guy has a mature technical development team, who are not only capable, but also have a good temper and do not hit people.

2. Clear indicators: There is only one North Star indicator for an activity

The reason why the activity process is complicated and the participation threshold is high is often not the operator 's own wishes, but the pressure from superiors. New additions, activity, and conversion , each one is a key indicator. Can one activity meet all of them simultaneously?

cannot.

In the growth hacking theory, there is a concept of "North Star Indicator". The so-called North Star Indicator is the core indicator of a task or a stage, and it is also the indicator that guides all growth behaviors.

For example, if the North Star Indicator is to add 10,000 new users, then you need to develop a series of growth methods around the new users, such as: 30% from e- marketplace promotion , 30% from event promotion conversion, and 40% from invitations from old users. You need to lower the threshold when choosing event methods and promotion channels . If your goal is paid conversion, you need to focus on the quality of your users.

3. Process sorting: A fission only requires users to perceive 4 steps

From this picture, a complete activity fission process actually only requires four steps:

1. Inform about the event and receive the task

Promote the event information through your own channels and external channels. Once you reach the users, you have completed the step of informing them of the event. This involves the first conversion, that is, the conversion between the number of users reached and the number of users participating in the event. Write it down in a small notebook for later analysis.

The first step of conversion is to improve the conversion rate , which is related to the positioning of the promotion channel and the attractiveness of the rewards. The rewards can be valuable prizes, such as gift cards, physical prizes or cash red envelopes, or they can be user benefits, such as discounts, commissions, or items with high user demand, such as courses.

If you want to do detailed data analysis , you should start to embed data from this step. You should embed data on the conversion links of different promotion channels and record the conversion rate of each channel to facilitate the subsequent adjustment of promotion channels, or you can conduct A/B testing .

2. User participation and task execution

The task execution layer involves the design of task content, which requires consideration of two dimensions. The first is the direction of dissemination that the task content can bring and the matching users it can bring. The second is the difficulty of task execution. The task execution requires users to perform several steps, and whether users can participate with a low threshold.

Nowadays, many fission activities are mostly carried out with the help of friends in the execution of tasks. The help of friends includes likes, forwarding, attention, bargaining, purchases and other behaviors. That is, the activity task is to allow user A (first-level user) and user B (second-level user) to interact, let the second-level user participate and stimulate the user in a way that both parties benefit.

3. Deliver tasks and review completion

The task delivery process can be completed through many automated tools . What needs to be clarified is the method and channel of delivering the task. The goal of increasing followers is generally achieved through two steps: accepting tasks or delivering tasks. For those who generate exclusive posters, they usually follow the official account to increase followers during the task acceptance step. For personal account followers or group fission, the same poster is usually used to complete the follower increase during the task delivery step.

4. Get rewards and the activity ends

After the user's delivery is completed and the review results are passed, the user will receive relevant rewards. This link also varies according to the form of the activity. Revenue-sharing activities are to obtain continuous rewards, and activities that obtain valuable prizes or related qualifications (such as: class attendance qualifications, download qualifications, group membership qualifications) will end at this step.

4. Three details to pay attention to when planning fission activities

1. Plan activities by subdividing indicators and shortening user processes as much as possible

How should we design an online course with the main goal of increasing the number of public account users?

(1) Segment user targets and set topics based on the groups

The theme of the activity is one of the reasons why users participate in the task. Whether the theme can impress users is the key point of the first step of conversion. Since it is a course-based activity, there are many types of course content. In order to maximize its appeal, the theme of the activity needs to match the benefits of the course.

For example, a growth operation course needs to divide users into two categories:

• The first category is entry-level users, where the course content focuses on basic concepts, single skill points, and success cases;
• The second category is users with certain experience, and the course content should focus on practical methods, case review and overall operation.

The theme is matched with the users. Beginners hope to quickly understand growth operations and learn how to operate them, while the second type of users hope to understand the specific operating methods of successful cases and apply them to their own work. Only by designing themes according to two different needs can users have a strong perception.

(2) Design channels and reward content based on the target audience

The promotion channels are relatively easy to understand. Find places where you can reach users in a concentrated manner and use them as a reference for selecting KOLs and paid promotions for user screening.

When designing reward content, you also need to consider the target audience and theme. If you have prepared the reward content in advance, you can also work backwards. Reward content is the key to driving user participation. The reward content of cash or value prizes will be more intuitive. The design of course and equity rewards needs to consider user attributes.

2. Design the activity process and pay attention to 3 details

In the overall activity process of user participation, three details need to be paid attention to: the threshold for completing the task, the communication channel, and the return flow cutoff point.

Here I would like to focus on the reflux interception point, which refers to the way users deliver tasks. For example, taking a screenshot of Moments and forwarding it to a public account or a personal account, which means delivering the result to a designated channel. This type of reflux interception point is easier to design.

Another type is profit-sharing activities, for example, the fission of NetEase courses, where you can get a share of the revenue when your friends purchase the courses. So where do users go? Will it flow back to the official account or APP?

No, users are actually returning to the course.

If users are simply allowed to gain benefits, they will leave after withdrawing cash or redeeming prizes, and the activity will become a tool for users to make money. Therefore, the profit sharing method of fission activities is not to make users make money, which will attract a large number of wool-collecting parties , but to make users participate, such as: attending classes, becoming a group leader, getting discounts, etc.

3. Monitor activities and optimize activity operations

There is no need to say much about the execution of the event. Promotional materials and publicity channels are two key contents. There are many articles analyzing fission posters. The theme of the event is core benefits, highlighting endorsements and participation methods, and revealing the QR code. The rest depends on whether the designer's aesthetic level matches that of the users.

In the activity monitoring link, many teams tend to overlook the fact that the planning or execution of the entire fission activity is full of uncertainties. For example, the determination of the theme, the channel, and the prizes all have variables. How to discover the optimal combination or find the problem during the activity and adjust the activity is the main value of activity monitoring.

(1) Promotion conversion data monitoring

In the design of the activity page, you can use QR code links to distinguish user conversions brought by different channels. You can also design multiple versions of posters and themes, conduct A/B testing based on the conversion effect, and determine the final choice.

Through channel monitoring and effect monitoring, we can effectively improve conversion rate and reduce promotion costs, and correct the promotion direction during the implementation of the activity.

(2) Funnel monitoring of process transformation

Collect data and analyze activity statistics according to steps such as receiving posters, completing tasks, receiving rewards, and number of conversions, establish a funnel conversion model, find out the steps with low activity conversions, and then analyze the reasons.

If there are too many steps in setting up an activity and the final conversion is not ideal, you need to reduce the process and links, or change the description and presentation format of key pages.

(3) Continuous activation of users after conversion

For APP, data is marked for converted users , and user contact is maintained through push , in-site messages, etc. to encourage users to use the product.

At the same time, for official accounts, new users can be grouped and subsequent activity content can be designed to maintain user activity through proactive chats within 48 hours and subsequent group push notifications. For example: users who are guided to a public account can be guided to a WeChat group or personal account through a second activity design, or guided to other platforms, but it cannot be accomplished through one activity.

The continuous activation of converted users has two purposes: the first is to reduce the rate of user churn , and the second is to screen target users .

As mentioned above, the key to planning fission activities lies in the grasp and optimization of details. If you want to implement low-cost fission activities, you need to have a clear enough understanding of user needs, achieve precise reach through channel promotion, and ensure that the activity temptation meets user needs, so as to drive users to participate spontaneously and contribute their own resources to participate in the activities.