WeChat group fission, how to achieve 30,000+ users in 1 day?

“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.

In this second half, I plan to break down 100 closed-loop growth cases so that anyone can follow this guide to replicate these cases step by step in reality and dominate their own growth. At the very least, you will be able to clearly understand how such an activity is carried out, without having to read those sophisticated review processes all night and only be amazed.

Last week, Wanmen University launched a "National PPT Skills Learning Camp". By using PPT, a skill that is in urgent need in the workplace, and offering a large number of PPT templates and courses as candy, it seized the pain points of people in the workplace and carried out pure WeChat group fission , and fissioned 30,000+ users in just one day.

Looking at this event as a whole, its ultimate goal is to attract new users on a large scale and complete subsequent conversions , so from the very beginning, the prizes were designed around the "workplace", a very broad group of people. The final conversion rate of the event has not been made public yet, but in terms of event design alone, there are many points worth learning from.

Today, I will explain to you the operation process of this fission activity.

Operational 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

(2) User experience process

Operation Guide

Let’s look at the practical steps of the case and review what is worth learning from this activity.

1. Fission Start

(1) Select the launch channel and main communication channel

In the fission startup phase, the most important thing is to prepare the startup channels and determine the main communication channels. The choice of launch channel needs to be determined based on the resources you have. The main decision indicators are the following two:

1. Start-up volume
2. User accuracy

Fission poster

(2) Determine the information presentation of the poster copy based on the presentation method of the main communication channels

In this case, the sharing in Moments is designed to only forward posters (this can lower the psychological threshold for users to forward). Therefore, when designing a poster, you need to pay special attention to what information needs to be visible without clicking on the picture when browsing the Moments.

Fission poster's friend circle view

As can be seen from the above picture, when browsing the circle of friends, the information that can be seen at a glance without clicking on the picture is PPT Skills National Learning Camp (candy content, scale), free for a limited time (urgent). Users who have this need will be captured when they see this information.

One thing worth noting is that the event organizer did not reveal themselves on the fission poster. Because at this stage of the campaign, the key is to attract new users with the course content, rather than attracting users who already identify with the brand . Your own brand is not the focus, but it may give people a sense of advertising and cause information interference.

(3) How to make a poster?

In order to teach you step by step, we specially asked the designer to copy a version of the fission poster. The method of obtaining the PSD source file of this poster is at the end of the article. You only need to change the text and change the picture.

The design file also groups the modules together to make it easier for you to find changes.

1. Guide into the group

Steps overview: After the user scans the QR code on the fission poster, they will enter the group introduction page. After clicking "Apply to join the group", they will get the QR code of the latest group and can scan the code to join the group.

In this step, you need to:

(1) Design of the group entry process

After scanning the code, the page will jump twice to enter the latest group

As shown in the picture above, after scanning the QR code, you will be redirected to a group introduction page, which once again emphasizes the benefits that can be obtained by joining the group, and displays the number of "members who have joined the group". There is a button at the bottom of the page with the words "Click to apply to join the group" prominently displayed. After clicking the button, you can jump to the group QR code and scan the code to join the group.

Button copy: Click to apply to join the group (the word "apply" raises the threshold a little psychologically, but the prize is attractive enough, so users will still click)

(2) Selection of third-party fission tools

The third-party community fission tool used in the case is "Octopus Growth Expert". There are many similar third-party tools on the market with different prices and functions. You can choose according to your needs and budget.

The following figure shows some of the functions that third-party community fission tools usually support:

Some functions of third-party community fission tools

1. Guide sharing

Step overview: After the user joins the group, the robot guides the user to share the poster to Moments, and sends a screenshot of the Moments to the group for review. After the user sends the screenshot back, personal account X will guide the user to add him as a friend and take the course.

Guidance process after joining the group

In this step, you will need:

1. Design copywriting to encourage group members to share, and try to be concise, clear and friendly.
2. Pay attention to monitoring advertisements and other risks, and choose third-party tools appropriately.

In fact, there are three steps that users need to complete in this step: share -> take screenshots and send to the group -> add personal account friends , but in the guidance copy for joining the group, users are only prompted to complete the first two steps. After the user takes a screenshot and sends it back to the group, the personal account will lead the steps to add friends. The purpose of this design is to not increase the user's psychological cost all at once in the early stages when the task is relatively complex, but to guide the user step by step with gentle persuasion.

1. Tips for retention

Steps: After adding personal account X as friend, the user is informed that he needs to save a screenshot of his Moments for 4 hours to receive the course, and at the same time, a round of light brand promotion is conducted to the user.

Personal accounts guide users to keep their words in Moments

In this step, you will need:

1. Design copywriting that guides users to complete additional steps
2. Designing copywriting for light promotion

Here, "send a screenshot to receive the course after retaining it for 4 hours" is a new task that is notified temporarily, but the user will not know it until he reaches this step. At this point, the user is only one step away from the finish line and is unlikely to give up. However, if users are told from the beginning that they need to keep a screenshot for 4 hours after posting to their Moments to receive a course, it may increase the user churn rate , so the process design of these steps is very worth learning.

1. Push courses

Steps: After the user sends a screenshot of their Moments 4 hours ago, personal account X pushes the course link to the user, along with Wanmen Lifetime VIP introduction, activities and official website information, and asks the user to send a message in the group to indicate that they have received the course.

Post lessons on your personal account and guide users to speak in the group

In this step, you will need:

(1) Package the promotional copy and course materials and push them together

As shown in the picture above, in this case, the course materials are PPT coupons, lecture links, and templates; the promotional links are lifetime VIP, lifetime VIP conference, and Wanmen official website. The courses are at the top and the promotion is at the bottom, with all the links arranged in order, giving a feeling of rich content. Many users will click on all of them based on behavioral inertia, so the user reach is achieved through the delivery of courses .

(2) Determine the feedback information that users need to send in the group

At this step, users receive the course and usually will not refuse to send a simple feedback in the group. The purpose here is to activate the group and reactivate users in the group who have not shared the course . The “Course has been received” in the case is a good example.

1. Secondary promotion

Step overview: After completing extensive new customer acquisition and adding personal accounts, it is time to start retention and conversion, which is also the ultimate goal of this fission activity. In this case, on the second day after the event was completed, the personal account began to push the platform's promotional content to new users in a planned manner , and at the same time posted content promotions covering all age groups and subjects in the circle of friends.

Personal accounts push promotional content on the platform on the second and third days

In this step, you will need:

(1) Develop a promotion plan and carefully select promotional content

The opportunity to capture new users may only be 1-2 pushes , so the content of these two times is crucial. You must introduce the core competitiveness of your product to users to the greatest extent. In this case, Wanmen selected once a day, and the two contents were the introduction of Wanmen platform and the introduction of lifetime VIP (limited time installment interest-free payment).

(2) Organize copywriting and design long pictures/posters to better present information and improve conversion rates

Once you’ve decided on the content, you need to carefully craft your copy. In order to better present your content, you may need other materials besides the copy, as shown in the figure below: In the first promotion in this case, a long picture of the course was sent along with the copy, while the second promotion also pushed a poster for JD.com's interest-free installment payment.

Materials pushed by two conversions

(3) Develop a content plan for WeChat Moments promotion

When promoting to new users who have not yet converted, you need to carefully design each content in the Moments and the time of sending it, to prevent users from feeling disgusted by “why do you always post the same thing” or “why do you keep posting” and eventually unfollowing you .

The sending frequency of the personal account in this case is approximately one message every 2-3 hours. In terms of visual perception, it is quite frequent but not offensive. Because this wave of new users covers a wide range, the content of the Moments also tries to present the different age groups and fields covered by Wanmen, hoping to hit the points that users care about and promote conversion.

Personal WeChat Moments Promotion

Operation Notes

1. Core principles : The design of all steps, processes, and copywriting should be closely centered around the overall goal of the activity and the small goals to be achieved in this step, while taking user experience into consideration to find a balance.
2. Process optimization : In the process of optimizing the process, in addition to experiencing the entire process as a user, you can also try to explain what purpose each step accomplishes and how it serves the overall purpose.
3. Flexible execution: In the actual experience of the case, it was found that after adding a personal account as a friend, users who did not send a screenshot of the Moments for 4 hours also received the course push. The reason is probably: the cost of checking one by one is very high, and taking the course is just the beginning of conversion. Users who are unwilling to stay for 4 hours may also be converted. Therefore, in the actual operation process, many aspects also need to be handled flexibly according to the overall purpose and progress.
4. Feedback copy: After users have taken the course, the feedback copy they are asked to send must be as simple as possible to avoid raising the user's psychological threshold. There is no need to place any promotional content here.

Source: Pineapple