Growth fission: Review of the Knowledge Planet distribution fission project

This article is a review of the event planning conducted by the author and his team after they distributed 2,078 paid memberships of Knowledge Planet at zero cost in two days and one night, with a total sales of more than 140,000. I hope it will be helpful to everyone!

Just a few days before Double Eleven in 2018, I, together with my team and colleagues from the Jingjinshe practical team , distributed 2,078 Knowledge Planet paid memberships at zero cost in two days and one night, with a total sales of more than 140,000! The popular poster almost swept the entire operation circle .

The event lasted only two days from its launch to its end (terminated early due to force majeure), but it generated 26 groups and attracted 2,078 paid members of Knowledge Planet .

Next, I will review the planning and promotion progress of this event and present to you the entire process of this screen-sweeping event.

Table of contents

1. Purpose
2. Event planning and preparation
3. Activity Execution
4. Activity data
5. Pitfalls and improvements
6. 3 elements for a successful event

Well, let’s start reviewing!

1. Purpose of the activity

Activity purpose: Mainly to increase the number of paying users of the "Daily Selected Hot Cases" of Knowledge Planet, and indirectly enhance the brand awareness and influence of "Operation In-depth Selection" in the operation circle

Previously, there were more than 9,200 paid users of Knowledge Planet. Since it is the first time to do membership distribution fission of Knowledge Planet, the preferential price for this activity is 69 yuan/two years.

Goal: 2,000 paying customers

2. Event Planning and Preparation

1. User research

(1) User Profile

After referring to the results of other assignments and combining my own situation, I have identified the following key points:

• Attributes: Internet people, mainly operators with 0-3 years of experience, especially interested in fission and user growth , including marketing , product managers and other Internet people
• Active channels : In addition to being active in WeChat Moments and various industry communities , they also like to follow vertical websites such as " Everyone is a Product Manager ", vertical public accounts such as "Operation Depth Selection", " Three Lessons ", "Operation Control", "91 Operation Network", etc.
• Consumption habits: The generally acceptable price for paid knowledge courses is below 99 yuan, and the acceptable price for paid communities is below 499 yuan

(2) User needs

• Various fission gameplay, tools , and the core logic behind them
• The latest fission gameplay skills and cases
• Other various operational knowledge and skills
• Opportunities to meet like-minded friends and connect with various channels

(3) User pain points

• I have tried fission, but it basically failed. I don’t know what went wrong, and I can’t solve it by myself.
• I have never done fission before, but I want to do it but I am confused. I don’t know what tools or methods to use.
• I have never done fission, but I have some knowledge about it, but I am not clear about the process, key points, and risk points of fission.
• I have done fission and want to get more excellent fission cases to find inspiration

1. Gameplay Design

• Fission form: The main method used is distribution fission , using distribution as a driving force to drive user sharing
• Launch channels: all channels available to students + all internal and external channels provided by the official
• Recruitment of distribution team: Recruitment of distribution team 2 days before launch (11.4-11.6)
• Drive the fission of top users : set up a fission ranking, and the top 3 will receive additional rewards, such as signed recommended books, etc.
• Drive the fission of following users: After following the official account, a QR code for joining the group will pop up, guiding people to join the group and receive the knowledge planet
• Drive purchases and conversion of unfollowed users: After purchase, users can join the group, earn back tuition fees through group messages and promotions, and join the distribution team

3. Process Design

• Official Account Configuration: Operation Official Account
• After the project is launched, the official distribution function of Knowledge Planet will be closed, and the distribution mechanism of H5 distribution system will be used.
• After purchasing the course on the course details page, the user is guided into the group and the group is sent an invitation link to the Knowledge Planet

1. Tools & Platforms

• Group fission tool: Jinqunbao
• Distribution tool: Zero One Distribution System

1. Project Scheduling & Personnel Division

• Project start time: afternoon of November 6
• Distribution team recruitment time: tentatively scheduled for November 4th

3. Poster and detail page copywriting

Regarding the framework and key points of poster and detail page copywriting, we still follow the previous fission activities, so we will not go into details.

The text of the 1.0 version poster is as follows:

Version 1.0 poster copy

Since Chaos Guangzhou temporarily joined this event as a sponsor, the poster copy and design have been changed. The following is the improved 2.0 version of the poster copy:

Version 2.0 poster copy

4. Poster Design

Version 1.0 poster design

We conducted a research and discussion on the first draft of the 1.0 version of the poster within the practical group and found the following problems with the poster:

• The title is not eye-catching enough
• The color is too solemn
• No sense of hierarchy
• Lack of overall design

The problem is already obvious: the focus was on making some changes to the poster title and visuals, emphasizing the Double Eleven in the title, strengthening the overall visual and design sense of the poster, and finally iterating to version 2.0.

Version 2.0 poster design

5. Detail page design

We iterated through three versions of the details page. The first version was not attractive enough and the color tone lacked layering. In addition, Chaos Guangzhou temporarily participated in the sponsorship, so the details page underwent major changes. The second version was amazing and very eye-catching, but it was a bit too bright, so we finally changed the main color to blue, which matched the temperament of the operator.

3 versions of detail page design

1. Event Resources

• Channel resources : Operational depth selection provides internal and external launch channels: public accounts, knowledge planets, personal WeChat Moments , etc., KOLs invited by partners of Jingjinshe and personal WeChat Moments
• Other resources: short-term baits such as information packages, case packages, etc.

1. Risk Assessment & Plan

Here we only discuss risk plans, not possible problems and optimization solutions for each process:

• The distribution system loads very slowly or cannot be opened - the technical department needs to observe the background data in time to ensure that the H5 can be opened normally;
• Negative information risk control for activities - real-time monitoring of group dynamics, configuration of group administrators and water army, preparation of negative information in advance, and synchronous update of QA;
• Unable to add personal account - prepare more available WeChat accounts , such as customer service number to solve purchase problems
• Unable to add a live code group - prepare a separate live code group entry system and check whether there is any problem at any time;
• Distribution cannot be received in real time - find the relevant person in charge in time and coordinate technical solutions;

3. Activity Execution

1. Distribution team recruitment

Since the target users of this event are mainly operations practitioners, which just coincides with the people in our circle of friends, it is relatively easy to recruit a distribution team.

We invited more than 350 promotion spokespersons within two days, including KOLs in the field of knowledge payment distribution such as Guo Liangliang, Si Ge, A May, Deng Ke, etc. This distribution was carried out in the form of free team formation, and the team leaders were directly trained in management and could also participate in distribution individually.

1. time

2018-11.4-2018-11.6

1. Distribution Reward Mechanism

(1) Distribution ratio

First-level distribution 50%

Secondary distribution 20%

(2) Distribution Rewards

• First place: extra reward of 10,000 yuan + xx private course (sales volume not less than 300 orders)
• 2nd place: extra reward of 3,000 yuan + xx private course (sales volume not less than 200 orders)
• 3rd place: extra reward of 1,000 yuan + xx private course (sales volume not less than 100 orders)
• 4th to 10th place: extra reward of 400 yuan (sales volume not less than 30 orders)

The top three distribution rewards at the beginning were: 5000, 3000, and 2000. The gradient of this reward was not large enough and not attractive enough. We directly increased the distribution reward for the first distributor to 10,000 yuan, and the second and third distributors to 3,000 and 1,000 yuan respectively.

The 10,000 yuan prize for the first place is attractive enough, and the gradient difference is obvious. It is also because of this reward setting that several top KOLs were attracted to participate in the distribution. The final result was that the top few KOLs accounted for almost half of the sales, which shows the importance of KOLs in distribution fission.

4. Activity launch

Time: 8:00 pm on November 6 to 24:00 pm on November 8

Due to force majeure, the activity was terminated early, so risk avoidance must be done well!

In two days and one night, 2,078 paid memberships of xx Knowledge Planet were distributed at zero cost, with a total sales of over 140,000.

1. Details control

1. The administrator will issue promotion commands in the distribution group, post them to the Moments at the designated time, and provide timely feedback on the promotion results, such as the speed of generating posters, whether payment can be successfully made after the posters are recognized, whether the QR code for entering the group will pop up correctly after payment, and whether the QR code for entering the group is invalid.
2. Problems arising in the community should be sorted out in a timely manner, and QA should be updated synchronously, so that administrators and water army can speak with one voice.
3. Prepare the group entry script in advance, set up the robot, and have the administrator and the water army actively cooperate in the group. If the robot does not respond in time, the administrator can send a welcome script to the group.
4. The administrators and the internet army answer everyone’s questions and purchasing issues in the group, and promptly show the profits to guide everyone to participate in distribution, earn back tuition fees, trigger secondary dissemination and multi-level fission.

Different versions of Moments copywriting:

Version 1:

A place where 9000+ operators are, a planet exclusive to the xx team. Double 11 big promotion, buy one year for 69 yuan and get one year free, plus a Chaos Guangzhou Growth Course worth 199 yuan! If you miss it you have to wait another year!

Version 2:

Here are three reasons for the recommendation:

1. This is the inspiration library behind the xx team's screen-sweeping events, and the details of the review of the 7 screen-sweeping events are also disclosed here without reservation.
2. There are 9,200 Internet operators here, and the connections from these networks alone are worth far more than the 69 ticket price.
3. As an insider, I know that the carnival price of 69 is only for this time and will return to the original price after the event.

Version 3:

I bought this planet a long time ago, and I bought it without hesitation for 199 yuan a year.

Now you only need to spend 69 yuan to get a 2-year planet ticket, which is less than 10 cents a day!

It also comes with a Chaos University Growth Course for free, which is a great value, you’ll make a profit if you buy it!

Version 4:

Here comes another wave. This event ends at 8 o'clock tonight. The server was crowded as soon as it went online yesterday! I was fortunate enough to witness the entire process of this screen-sweeping event. It was different from the previous fission events. This event was very enjoyable, and every screen-sweeping event brought surprises~

Version 5:

I spent 199 in March to join a planet, which gathers more than 9,800 high-quality connections of growth experts in China. Growth experts from big companies such as Alibaba , Tencent, Baidu, Didi , and JD.com are also hidden among them!

20+ fission case analysis every day, a comprehensive review of various fission growth methods for public accounts, personal accounts, H5, mini programs , and e-commerce , and the analysis of the fission methods of the entire network!

Version 6 (best conversion effect):

The cases on this Knowledge Planet really helped me a lot. Its case analysis was very useful, so I think I can recommend it to everyone.

Double 11 big promotion, buy one year for 69 yuan and get one year free, plus a chaos growth course worth 199 yuan! If you miss this time, you will have to wait another year!

Version 7:

A place where 9000+ operators are, a planet exclusive to the xx team. Double 11 big promotion, buy one year for 69 yuan and get one year free, plus a Chaos Guangzhou Growth Course worth 199 yuan! If you miss it you have to wait another year!

IV. Activity Data

The data of this event was average, and it could be considered a hit in a small area. Although there was no financial cost, a lot of manpower cost was spent during the period. Since the method of distributing members of Knowledge Planet was limited, paying users needed to be guided to the community, which increased the workload, and later management would also be a problem.

5. Pitfalls and Improvements

The main pitfalls:

1. Distribution System

Within one minute after the posters were sent out at around 8 p.m. on the 6th, the distribution system crashed due to heavy traffic and could not generate the distribution posters; payment could not be made after the QR code on the poster was recognized, the group QR code did not pop up in time after payment, the proceeds were not credited in time, etc. We communicated with the technical staff in a timely manner, quickly resolved subsequent problems, notified everyone that the system had recovered, and sent out the posters to the Moments again.

Improvement: Test the system functions and server resistance multiple times before the activity goes online, and solve any problems in a timely manner.

1. Distribution Team

Since there is no entry threshold for the distribution promotion group, many people who advertised and gained fans joined in randomly, which caused a bad experience for the promotion. During the promotion, not all people in the promotion group were mobilized.

Improvement: Set an entry threshold for the promotion group, such as enabling group entry verification, and guide everyone in the promotion group to participate in distribution activities before the activity goes online, such as sending red envelopes.

1. Community

When I joined the group to distribute Planet membership on the first day, I found out that each account could not join more than 10 groups per day, so I could only issue memberships to 10 groups first. At that time, there were already 25 groups, and the remaining groups had to be postponed to the next day. The group members who had not been issued memberships began to complain in the group after waiting for more than 10 hours. Fortunately, the administrator and the water army appeased everyone in time, otherwise there would have been a large number of refunds and negative impacts.

Improvement: People who distribute planet memberships can join the group in advance, or prepare a few small accounts in case of emergency.

4. Knowledge Planet

The Knowledge Planet community was not prepared in advance and lacked essential content. Members could post at will, and some people started advertising as soon as they joined the planet, which lowered the quality of the community and had a certain negative impact on everyone's experience.

Improvement: Prepare content in advance, pin the best posts and community system regulations, classify posts by labels, and update and supplement high-quality content in a timely manner.

1. Partners

If a partner secretly invites people into the group while others are joining the group one after another, it will cause other people to invite people into the group at will. After directing users to the 7-day training camp community, the partner's administrator was not professional enough and did not respond to everyone's questions in the group in a timely manner, causing negative impact.

Improvement: Communicate precautions and emergency measures with partners in advance.

1. customer service

Since there was only one customer service number at the beginning, no friend requests would be received when many people added at the same time. During this period, there were many problems that needed to be solved, and the response from one customer service number would be very slow. The group reported many times that the customer service number had not been approved for a long time.

Improvement: Prepare more customer service numbers to share the workload.

There are still many details to be solved. These are the most representative problems that have a greater impact. They are pitfalls that will be encountered in similar activities. Just prepare in advance and solve them in time!

6. Three elements of successful activities

Fission is the best way to obtain social traffic, but "fission marketing" requires certain skills. Based on Miss Misha's sharing, I sorted out the three elements for the success of this event.

1. efficiency

(1) Path

When designing an activity path, you need to think about whether your path is the shortest and where there is room for optimization.

The initial path guides users to add their personal account after purchase, which greatly reduces the speed of joining the group and increases the workload. Therefore, we directly remove the node that guides users to the personal account. After the user purchases, the QR code for joining the group will pop up directly, and users can join the group by scanning the code .

Version 1.0 User Path

(2) Experience

Whether the user experience is stimulating, surprising, interesting, or even addictive.

For this event:

• The poster and details page are very distinctive, taking advantage of the popularity of Double Eleven, emphasizing the font of Double Eleven, and the whole color is bright and attractive.
• The discount is large and the benefits are attractive enough
• The H5 distribution system is very smooth, from scanning the code to joining the group, it takes only a few seconds, which brings a good experience to users
• The distribution bonus is attractive, the bonus is credited in real time, and the ranking list is updated in real time. When participating in the distribution, you can experience the excitement brought by comparison and money.

(2) Gameplay

• Is this the easiest way to achieve the goal? Are there other better ways to play?
• This time, we adopted the distribution fission gameplay, which is easier to promote conversion

(3) Tools

Whether risk control is reduced to the lowest level, whether the server is stable, and whether user feedback is timely.

Risk assessment and preparation were done in advance before the event went online. When the poster could not be generated and payment could not be made within one minute of being sent out, the technology solved the problem in a timely manner, the system's emergency handling capabilities were up to standard, and no major problems occurred behind the server.

1. Potential Energy

It mainly involves the potential of several major aspects such as brand, guests/lecturers, channels, partners, distribution channels, and KOL channels.

For this event:

• It has its own traffic, which has achieved a good trust endorsement effect. The partner Chaos Guangzhou also has a certain influence
• KOLs such as Guo Liangliang, Si Ge, A May, and Deng Ke have their own traffic and channels, and the circle of friends of Jingjinshe partners also happens to coincide with the target users of this event.

1. Crowd attributes

(1) Density

Where do your users gather and do they have common interests?

The target users of this campaign are mainly operations personnel, and the operators’ circle of friends is basically composed of operators. Everyone is in the same circle, and operators like to share good things and love to learn. When you forward a message to your friends circle, if the operator of your friend circle is interested in this activity, he is very likely to make a purchase and forward it, which will create a screen-sweeping effect in the operator circle.

(2) Sensitivity

Have the target users been fooled by similar gameplay and routines of peers? Do they understand your gameplay and routines? Is the bait you set a rigid demand and can arouse user desire?

Although the operator has been fooled by countless gameplay routines and even knows everyone's gameplay very well, this event is attractive enough, the user experience is good enough, and the bait set up is also a rigid demand for everyone, so the expected effect of the event was finally achieved.

This practical activity not only gained successful fission experience, but also made friends with like-minded friends. The fission souls will eventually meet~

Source: Miss Yixiu