Practical review: How to cold start community fission?

Let me begin by saying something, a very honest truth that may be a little painful to hear.

“The fission method cannot be copied!!! Only the underlying logic of fission can be copied!!!”

Okay, I won’t talk too much anymore and will just share the useful information directly.

Today's content is divided into 3 parts:

1. During this practical operation, the first fission method was used, and the results were reviewed and analyzed;
2. The second fission method used in this practical operation is a relatively new fission method, and each operation detail will be explained;
3. How to grasp the "underlying logic of fission" and do a good job of fission. I will give specific fission learning methods to help everyone grow quickly.

1. Project Background

The practical project this time is clothing again; yes, it’s the brand I shared before. I have managed many social e-commerce projects, but I have only worked on this one clothing project because I always believe that "only good products and warm brands are worthy of marketing ."

Other channels for this brand are still being built, so this time we only have two WeChat communities before launching. Over a period of one and a half days, we planned to split into 6 groups, but because we did not have enough manpower to operate the subsequent paid conversions in the actual community, we terminated the plan and eventually split into 4 groups.

Next, I will mainly share the fission gameplay during this operation.

2. The First Fission Method

For the sake of convenience in the following text, I will call the two original WeChat communities: Old Group 1 and Old Group 2; and the newly split groups: New Group 3 and New Group 4.

1. Fission thinking

The old group 1 and the old group 2 are all old users with high loyalty. We hope to use them as the starting traffic for this fission.

The main idea of ​​fission is:

Use large red envelopes to stimulate old users in old group 1 and old group 2, and then let them forward the posters.

Because these two groups are already full; therefore, the poster shows a personal QR code, and the personal account will then pull new users into the new 3rd and 4th groups.

I actually want to say something here. Many people may ask: Why don’t you put a group live code made by a group fission tool on the poster to automatically pull people into different new groups? The reason for not doing this is: this fissioned community is used for community e-commerce, and the group fission tool cannot pull more than 100 people into the group. If the number of members cannot exceed 100, such a group is often not suitable for social e-commerce.

Based on past experience, if you want to sell goods in a community, there must be at least 200 people in the group, and a full group is also good.

2. Fission gameplay

The specific gameplay and operation steps are as follows:

The old group 1 and the old group 2 are already full, so we will send the forwarded fission poster to the group. Because there is a personal QR code on the poster, we want to attract a group of new users through the circle of friends of old users.

The poster has already been written, as shown below:

Old users have higher loyalty , so on the eve of Double 11, we hope to get them to forward posters and create more groups.

Our method of rewarding users is: we have formulated a tiered reward. If the group has 1,800 people, each person can receive a red envelope of 50 yuan without any threshold; if the group has 3,000 people, each person can receive a red envelope of 100 yuan without any threshold; if the group has 5,000 people, each person can receive a red envelope of 200 yuan without any threshold.

Soon, three new groups were formed, but there were not many users in the new group. According to the data, there were 1,000 people in the old group 1 and the old group 2, but the new group 3 reached its limit when it reached about 170 people. We also pulled some traffic to the new group 4, but the new group 4 also reached its limit at around 100. The growth rate slowed down and even stopped growing at one point.

When someone joins the new group, we continue to distribute scripts and posters through tools; similar to the old group 1 and the old group 2. Tell users that we have an event like this, everyone can forward the poster, attract thousands of people, and receive large red envelopes with no threshold.

3. Fission results and review

As a result, before the evening of that day, the new group 3 had remained at around 180 people, and the new group 4 had around 110 people. And no longer grow. This means that the basic traffic of 1,000 people was split into less than 300 people.

Next, we immediately reflected on the fission results and made adjustments; the adjusted fission method is the second fission method to be shared below.

Let's first reflect on the first fission method. The reasons for the poor results are as follows:

We later conducted a survey on several active female users in the group and found that the fission gameplay of forwarding posters has actually been widely used in the operation circle. Everyone is actually very familiar with it. Even when you enter a community, even if they don’t distribute sales pitches or send out a poster, you know that you have to forward it to your friends to spread it.

However, as mentioned at the beginning: "The fission method cannot be copied!!!" Because forwarding the poster is not suitable at all for our target female users, they don’t even understand why they should forward the poster, so many people actually did not forward the poster.

We once again dig deeper into this type of target female users; to summarize: this type of users prefer simple and crude methods. It’s not that the red envelopes with no threshold are not attractive, but that forwarding posters are too complicated, which is not suitable for the target female users.

4. The underlying logic of fission

The fission method of forwarding posters did not work, so this required us to plan and implement a new fission plan that night, otherwise the Double 11 target sales would not be achieved.

Since the fission method doesn't work, the underlying logic of fission must work, that is, "human nature!!!" No matter whether male or female, old or young, everyone has common human nature. There are a few points that we can use as the underlying logic of fission: like the feeling of taking advantage; like competition.

From a psychological point of view, these two points are human narcissism and aggressiveness; Freud, the founder of psychoanalysis, summarized these basic human natures as: sex.

So, how do we take advantage of these two aspects of human nature?

Please see the following explanation:

3. The Second Fission Method

1. Fission thinking

New group 3, with about 180 people; new group 4, with about 110 people. This time we are using more than 100 people in each new group as the starting point for traffic, and plan to expand the two communities to 500 full groups. Of course, in the end, we did it, and very quickly, the group was full before 11 o'clock that night.

The idea is to take advantage of people's love of taking advantage and love of competition. There are no posters anymore. It is simple and straightforward. Everyone can directly invite their own girls and friends to join the group and then compete. If you invite 30 or more people, you can get a free T-shirt worth 398 yuan, while stocks last.

Some people may ask, will the traffic be accurate if this is done?

Don’t worry, let’s continue reading and we will share with you how to control the accuracy of traffic.

2. Fission gameplay

Using a certain tool (starting with "we", it seems that it cannot be said in tweets, otherwise, you know), there is a group statistics function that can count the number of people invited by each person in the group. In this way, we can monitor how many new people each person has effectively attracted . The so-called effective new member acquisition means: A attracts 10 people to the group, but 3 of them leave the group, so the tool counts 7, not 10.

Configure encouraging words. After an old person invites a new person, the old person will be automatically tagged and informed of how many people he has invited. You can also configure the words of encouragement. As shown in the picture, the old members are automatically tagged, and through the welcome script configuration, the new members are automatically tagged, telling the new members what activities the group is doing and asking them to continue to invite their young lady friends.

Conducting personnel review: This step is the key point; that is, you have to start kicking people out. How do you judge whether to kick out unsuitable people?

Here’s how:

(1) Gender

There is nothing to say about kicking the men out. We sell women's clothing, not a blind date group. Ha ha!

(2) Look at the name

• Any name starting with A, or mainly consisting of numbers or symbols, will be kicked out directly, as it is an advertising name;
• Those with XX sister or XX baby in the name are all promotional , just kick them out, they are advertisements;
• Those with simply repeated names, such as Fenfen, Lili, and Jiaojiao, are promotional accounts and should be kicked out directly.

(3) Look at the profile picture

Those who use avatars of internet celebrities are basically promotional accounts of WeChat businesses. They are not target users and can be kicked out directly, as shown in the picture. Moreover, you can buy a lot of these avatars in bulk on Taobao.

(4) Comprehensive

Click on this person’s detailed profile page and take a look. I have framed it in red.

The avatar and the name are the ones we just mentioned. Then look at the personal signature, which is motivational. It is obvious that he is a micro-businessman leading a team , not a target user (I am not saying that micro-business is bad here, please understand, I am telling you how to identify those who are not target users). Let’s take a look at the personal album section, which is full of pictures of payment receipts, so there is no need to say more.

3. Fission results and review

Through the above fission method, we quickly made the new group 3 and the new group 4 full (after kicking out unsuitable users, it was full of 500 people). And in the subsequent social activities after Double 11, a higher conversion rate was achieved.

Let’s take a look at this Double 11, 4 WeChat groups , and some final data: 4 WeChat groups, average customer unit price of 600 yuan, payment conversion rate of 36.7%, sales of more than 1.03 million, and each paying user purchased 2.5 items per person.

I will send out the detailed and complete project review next week.

After reviewing this fission, I think the second fission method is effective for the following reasons:

1. Grasping the underlying logic of fission and taking advantage of human nature;
2. We have conducted research and understanding of our target users, and we know exactly what kind of fission bait and fission gameplay they need.
3. Fission means traffic. Traffic and revenue should be viewed as a whole. Otherwise, it would be a terrible thing to just focus on traffic and have inaccurate traffic. The fission of poster forwarding actually puts the work of controlling traffic accuracy in front of the group, that is, only those who see the poster and are interested will join the group. This time, we postponed the work of controlling accuracy. We first added people to the group and then conducted manual review. Therefore, there is another important point. After the fission is completed, the community activities on the second day require a good control of the rhythm, otherwise these new users will easily be lost.

4. The underlying logic of fission

I wrote 2 fission methods today. But you can't say which one is right and which one is wrong. Because there is no right or wrong in fission, only whether it is applicable in specific scenarios. The second fission method was an impromptu innovation we came up with that night.

There are many fission methods on the market. I have summarized more than 100 methods with everyone in my learning community. But the fission method cannot be copied! ! ! So is it still useful to learn the fission method?

Yes, because you have to analyze the underlying logic of fission through the fission method, and then use the underlying logic to guide your fission. That is the highest realm of having no sword in your hand.

Finally, I will give you a method to learn fission, as shown in the following figure:

This is a wrong learning method, that is, constantly learning other people's fission methods. Why, is this wrong?

If you have learned the social poster fission method, you will want to copy it into your work environment. However, it is likely to be ineffective. Because the crowds, scenarios, and products are all different. So what should we do?

The correct way to learn is to constantly learn the fission method and look at other people’s cases, but you have to go one step further. You have to do more than just analyze what he does in each step. That is a method, not the underlying logic. The underlying logic is: you have to analyze why he does this? Why does this work? Who is his target user? What kind of human nature did he exploit to stimulate user fission ?

And when you do such an analysis, in your actual work, you can quickly complete fission using the correct fission method, or even create new fission methods, just like our second fission method this time.

Source: Activity Box