Case analysis: Social check-in fission, how to increase followers by 100,000+ in 4 days

This article mainly introduces a successful case of WeChat group fission growth based on the punch-in training camp mechanism. I hope it will be helpful to everyone~

“The second half of the Internet” has been popular for several years. The second half of the Internet era for the bigwigs was spent in Wuzhen discussing mobile industry+, globalization from top to bottom, and toasting at banquets, with hopes for greater prosperity year by year.

In the second half of our Internet, the dividends have almost disappeared, the cost of obtaining traffic is getting higher and higher, and the battle for growth is in full swing.

1. Today’s case analysis

Today, let’s take a look at a successful case of WeChat group fission growth based on the check-in training camp mechanism.

At the beginning of 2018, Wang Liuliu, now a famous internet celebrity fission mentor, planned a check-in fission activity "100 Days of Watching Movies and Learning English" for the Devil Daddy, which increased the number of followers of the official account by more than 40,000 in a single day and more than 100,000 in 4 days.

In this case, Wang Liuliu closely combined two things: one is the check-in mechanism, and the other is the fission of the WeChat group. WeChat group fission enables rapid growth, and the check-in mechanism ensures closed-loop reflux. Without either of these two processes, such an effect will not be achieved.

2. Operation Process & User Process

Before understanding the detailed operation steps, let’s first look at the overall operation path of this case and the entire process experienced by the user through two flowcharts.

1. Operation Path

1. User experience process

3. Step by step operation guide

Let’s take a look at the practical decomposition steps of the case and the operation guide for each step.

1. Fission Start

Operation Overview

Subscription account A pushes a copy with a poster in it. Users can scan the QR code on the poster to follow subscription account B that needs to be added.

Fission poster in the case

you need to:

1. Design a fission poster, ensure that the QR code on the poster is clear enough, and the QR code leads to subscription account B. It is best if the fission poster can reflect elements such as user identity, content value, sense of urgency, anxiety, endorsement by big names, and popularity.
2. Be prepared to launch the push copywriting.
3. Decide on the launch time and push it on time.

Note: The effect of pushing copy is stronger than sending posters directly on the official account.

1. Guide into the group

Operation Overview

After the user follows subscription account B, a link to join the group will be automatically sent to guide the user to join the WeChat group.

you need to:

Prepare automatic reply scripts for subscription account B to guide users to join the group.

Automatic reply copywriting in the case

1. Guide sharing

Operation Overview

After the user clicks the link to join the group, the robot replies with the group entry text, guides the user to share the poster to Moments, and sends the screenshot back to the group to complete the registration process.

you need to:

(1) Prepare the copy for new users to join the group, explain the rules for sharing posters to Moments and taking screenshots for review, and set up a robot to automatically send messages when new users join.

Reference for the reply text for joining the group in the case:

Welcome to join the [Dad] study group! We will update a course content for you every day. If you want to stay in the group and study for free, you must complete the following tasks:

① Forward the “picture” + “text” below to your Moments. The screenshot cannot block friends and the time of sharing to Moments will be displayed.

②Send the screenshot to this group @group owner

Once you send the screenshot, your registration is successful and you can stay in the group to get free learning qualifications.

Joining the group ≠ successful registration

Joining the group ≠ successful registration

Students who have not been detected posting to Moments within 1 hour after joining the group will be kicked out of the group chat!

The content of "picture" + "text" forwarded in Moments is as follows

↓↓↓

I have joined the [Daddy] study group, where one 10-minute English movie + explanation session every day will help you learn English skills and methods most efficiently; 100 days of fun learning, tens of thousands of English lovers growing together, awakening your desire to learn English.

Click on the picture below, long press to identify the QR code, join your study group, and receive all the course content!

【Fission Poster】

(2) Set up a group announcement in advance. The content of the announcement should be the same as that in 1.

(3) Prepare the reply text after receiving the user's screenshot, and ask customer service to be ready to send it after receiving the screenshot.

The reply text received from the user screenshot in the case

1. Issue class card

Operation Overview

When the group is full, set up a robot or arrange customer service to review the shared screenshots of group members, kick out members who have not shared from the group chat, and then distribute course cards through group announcements.

you need to:

(1) Design a course card and place a QR code with the service number C (course account) on it.

The course card in the case

(2) Prepare the text that the customer service/robot needs to send when the group is full.

The Qunman copywriting techniques in the case

(3) Prepare the text for the group announcement when sending out the course cards, and deliver the courses on time.

Reference copy for group announcement in the case:

Important reminder for Daddy MM29 class

Important Notice

Important Notice

Important things should be said three times

Click on the [Receive Card] below, long press to identify the QR code in the picture, and you can successfully subscribe to the daily English movie + explanation course push!

After successfully receiving the course, reply in the group: 1

1. Push courses

Operation Overview:

After the user scans the QR code and follows service account C, the first day’s course content will be pushed directly, and the check-in rules will be clearly stated in the content.

In this case, the user receives the first lesson after following service account C.

you need to:

(1) Prepare the course content for the first day and set up push notifications in service account C.

The graphic content of the first lesson in the case

(2) Create a check-in activity in advance: search for the mini program "Plan Control", select "Create Check-in", design the activity title, activity cover, mini program patch poster, etc., as shown in the figure.

Create a check-in event through "Plan Control"

Activities created in the case

(3) Design in advance the show-off card generated after the user checks in, and set up the show-off card and QR code in the mini program check-in activity (the QR code can lead to the official account or WeChat group).

(4) Design a good copywriting script at the end of the course to introduce the reward mechanism and guide users to check in on the mini program.

Reference for guidance on punch-in script:

1. Students who check in and share for ≥ 100 consecutive days can get a signed copy of "Put Your English to Use"!

2. Students who have checked in and shared for ≥ 100 consecutive days will be invited to join a formal English learning group for one year after the course. This group will be led by the dad himself, and the group will share the latest English learning methodology, work experience, and entrepreneurial experience from time to time.

(5) At the end of the first day’s course content, insert the link to the check-in activity you created, write out the check-in rules, explain that the check-in is considered successful only if the show-off card is shared on WeChat Moments, and include copywriting to guide check-ins.

The check-in rules at the end of the first lesson in the case

1. Closed loop reflux

Operation overview: Users share the QR code card poster generated by clocking in to Moments, completing a closed-loop return flow to the WeChat group/official account.

you need to:

Prepare copywriting to guide users to keep checking in and share on WeChat Moments

1. In-group service

Operation overview: During the clock-in period, each WeChat group needs to arrange 1-3 customer service staff to perform manual maintenance and interaction, take care of users at all times, ensure the best user experience, guide public opinion within the group and remove advertisers in a timely manner.

you need to:

(1) Prepare the script to notify users after the advertisement is removed from the group.

Ad removal notice copy in the case

(2) Design a plan for daily interaction, including:

• Daily lesson delivery, reminder
• Mentoring
• User FAQ
• Facilitate discussion and sharing
• Community maintenance (ad removal)
• Check-in screenshot/review
• …

4. Operation precautions

Finally, we summarize some precautions for operating the community punch-in training camp fission growth:

1. Topic

The check-in (training camp) mechanism is mainly suitable for self-improvement and learning topics, such as reading, learning English, memorizing words, writing, etc., which require users to overcome laziness and persist in doing them every day. This mechanism is also commonly used in knowledge-based paid products.

1. Start Channel

In addition to official accounts, you can also start the campaign through WeChat Moments poster sharing, Weibo, Zhihu and other channels. Specifically, you need to refer to the traffic you have on different platforms in the initial state to determine which channels to divert traffic from.

1. Fission poster

The design of the fission poster is very important! To a certain extent, the fission poster determines whether the event can be successful. In the early stage, you can try to make several posters with different visual emphasis schemes and prominent elements for testing, and choose the one with the best effect.

1. Path design

In this case, the QR code on the fission poster directs to public account B, and the QR code on the course card directs to service account C, because the purpose of the activity is to increase the number of followers of these two accounts. In specific activities, paths can be designed differently depending on the purpose to be achieved.

1. Multi-group management and group QR code

Create a sufficient number of groups in advance and assign customer service or administrators to avoid confusion after the event starts. The QR code for entering the group on the poster can be a live code generated by services such as "Live Code Cloud", so there is no need to change the poster after the group is full in the early stage.

1. Incentive Mechanism

Use precise things that users want as bait to motivate users to keep checking in.

1. Tuition Refund (Paid Classes)
2. Bonus
3. Physical Prizes
4. Virtual Prizes
5. If you want to convert other products, you can add discounts. If you successfully complete the N-day check-in plan, you can purchase M courses at a discount.

1. Online test

After all configurations are completed, the entire activity path needs to be tested online before the event starts to see whether the process is smooth enough from the user experience perspective, and what modifications can be made to the copy and posters.

1. Activity Monitoring

During the event, we must constantly monitor the growth of backend data of each WeChat group and public account, and strive to discover problems and resolve them in a timely manner.

1. Community fission

During the entire check-in activity, the community can combine other means such as support, distribution, recommendation, invitation, group buying, etc. to achieve further fission growth and active users in the WeChat ecosystem. However, in the early fission process, it is not recommended to distract users too much.

Source: Pineapple Loves Growth