Get 10,000+ users in 7 days, with a conversion rate of over 50%. You only need to do 3 things to achieve success

The author of this article will interpret group fission by analyzing the cases he has operated. There is a lot of content, so I will make a brief summary here, hoping to give every operator some inspiration and help. enjoy~

When talking about traffic now, the first thing people think of is how to obtain it. As for the way to obtain it, I believe that most people will choose this way - fission.

This is currently the most talked-about way to acquire traffic, and the reason why it has attracted attention is mainly because of the knowledge payment cases that dominated the screens of New World View , Sanlian Weekly, etc. in early 2018, as well as the popularity of concepts such as growth hacking and traffic pools.

Of course, this is not the main reason. The most fundamental reason is that it is easy to operate, can be replicated, and has quick results.

Among the many fission modes, there is one that is the most primitive and common, and almost everyone uses it. This is group fission.

As the signature skill used by Youshu when it first started out and has tens of millions of users, it attracted attention as soon as it appeared and was imitated by others.

However, every model will fail at some point, and the same is true for group fission. Any group fission we see now is basically difficult to go viral, because the people who use it are tired, and the people who are deceived are also tired.

So, is there any value in continuing to use group fission, which has become rampant? The answer is of course yes. As long as you do these three things right, it can still be an effective means of growth.

So, what are these three things? This also needs to start with group fission itself.

1. The Origin of Group Fission

Group fission belongs to the same type of fission as the currently emerging personal account fission and public account fission.

The logic of this fission is very simple, that is, users only need to forward a message, which may be a poster or a picture and text, to obtain the target object.

After the user’s WeChat friends see the poster or picture, they will click or scan the code because the content meets their needs or is interesting, thus entering a fission cycle.

Because users obtain the target object passively and the forwarding behavior is compulsory, this kind of fission is called forced forwarding.

However, for friends, what they see is the recommendation of their friends, and because of this trust they will click and participate, which is a recommendation relationship.

So, I gave this fission a name – retweet fission.

Retweeting is actually not a new operation, but retweet fission was a very new way to acquire customers when knowledge payment just emerged. Youshu has attracted tens of millions of users with this method, which shows its power.

The process of retweeting fission can be represented by the following figure:

It can be seen that after the traffic is imported, the undertaking platform will send out forwarding words and posters. Users will share the posters as required and send screenshots. After passing the review, they will enter the process pool to use the product and be further converted into paying users through the product.

There are two points worth noting in this process. One is the hosting platform, and the other is the conversion form.

Currently, the main platforms for undertaking this are WeChat groups , public accounts and personal accounts. Among the three, WeChat groups are recommended first because the effects are visible and controllable, but the operation is difficult; the second is personal accounts, which acquire accurate users and are easy to review (such as looking at the circle of friends ), but are very troublesome; finally, public accounts have lower operating costs than the first two. Although screenshots also need to be reviewed, current technology can solve this problem.

As for the form of conversion, you can directly send information or directly promote courses. In fact, both are good. I personally recommend the official account + live class. First of all, the conversion effect of live broadcast is currently the best. Secondly, to sign up for live classes, you often need to follow the official account, otherwise you will not receive class reminders.

A fission case that I once handled was to use WeChat groups as the receiving platform and official accounts + live classes as the conversion means. It took 7 days to acquire 10,000+ educational users, with an overall conversion rate of over 50%.

Next, we will explain the operation process of group fission by disassembling this case.

2. Group fission operation process

No matter what fission model is adopted, the essence is to plan activities, which requires a complete implementation plan and execution logic.

A complete activity, including the early, middle and late stages.

There are four things you need to do in the early stages: user research, finalizing details, task division, and finding channels .

At that time, the team wanted to do a family education project during the summer vacation. They thought of many creative ideas, but found that they were not very good. Later, they decided to do a user survey. By analyzing the questionnaire data, they found that users had a great demand for time management, so they decided to make a summer time management practice plan.

After knowing what you want to do, you need to further finalize the details of the entire activity. The best way to do this is to sort out the complete activity path from the user's perspective, and by analyzing some key links in the entire path, clarify more detailed actions. For example, when joining a group, do you need a personal account invitation or a live code? This requires a good discussion.

Generally, after the details are finalized, the complete plan for the entire activity is ready, and you only need to assign tasks. Here is a principle, which is that no one person should be responsible for one part, but the main person should be responsible for one part and participate in the whole process. The purpose of this is to prevent no one from responding when problems arise in any link of the activity.

At this point, the preliminary preparations are basically completed. You just need to determine the channels and promote according to the schedule.

Then it is the middle stage of the event, and there are actually two things to do: execution and operation. The former is to proceed step by step according to the event time, rhythm, and plan, and the latter is to do a good job of maintenance at key links.

The event lasted a total of 7 days from the official promotion to the first live broadcast. During this period, in addition to maintaining the fission traffic , we were also preparing for conversion and retention , that is, preparing courses.

Live broadcast was used at the time, which required rehearsals and was a relatively complicated process. The details will not be repeated in this article.

When using live classes for conversion and retention, don’t just use one live broadcast, but prepare multiple ones, so as to ensure that as many users as possible remain in your traffic pool.

In the later stages of the event, because the early and mid-term work went smoothly, plus multiple rehearsals, the first show achieved a 50% conversion rate and eventually accumulated more than 10,000 users.

The above is the complete fission process.

3. Three Keys to Group Fission

In the above process, there are three key points that are not explained in detail, because the author believes that if you want to do a good job of group fission, these three key points must be paid attention to and are worth discussing separately.

The first key to group fission is seed users

The importance of seed users to fission is self-evident, but many people tend to fall into a misunderstanding, that is, treating seed users as old users or retained users, which is obviously too one-sided.

The so-called seed users are the participants needed for the first launch of fission. They can be old or new, but two points need to be met: large quantity and high quality.

A large number of seed users can bring high potential energy to fission, and high-quality or sticky seed users will continue to expand the influence of fission, making the long-tail effect more obvious.

However, it is actually very difficult to meet both of these points. Most people can only meet one of them. To solve this problem, you either have to work hard to build your own traffic pool or find an external large account that meets these two requirements.

Therefore, user channels are very important. As long as you find a good channel, fission will be half successful.

The second key to group fission is operation

There are many things to do in group fission operations. I think there are three important ones:

(1) Anti-interception

This is the most headache-inducing thing for all those who do group fission. The reason for the headache is not because they are worried that the traffic will really be intercepted, but because it will cause trouble to users and affect the fission effect.

Imagine that when there are suddenly a lot of advertisements in the fission group, and traffic is coming in at this time, how much of this traffic will become disseminators? It is estimated that it will be reduced a lot.

In the early days of group fission, anti-interception was mostly done manually, and omissions were inevitable. Some of the current group fission tools have built-in kick-out functions, which can kick out people when they find advertisements, or even block them, which can be used well.

(2) Change group

Group fission generally adopts the method of users actively joining the group. When each group reaches 100 people, it must change the QR code for entering the group. This is called a live code. It was also manually operated in the past and required a dedicated person to be responsible. However, it would inevitably be delayed due to extra things and lose some traffic.

There are many tools for changing live codes. For example, the Golden Data and Caoliao QR codes can be changed manually. Most of the current fission tools support automatic code change functions, which also solves the manpower problem.

(3) Review screenshots

In order to confirm user forwarding, the other party is required to provide screenshot proof. This step is a simple operation, but it was done manually in the past. Once there was too much traffic, the operational pressure would be very high. Fortunately, the current fission tools also support the screenshot review function.

In general, group fission operations can be carried out through specialized fission tools.

The third key to group fission is copywriting

There are two parts to group fission copywriting: one is the poster copywriting, and the other is the guiding words.

There are actually many formulas for poster copywriting. You can look up key books or write articles about it. When I was planning the fission activity, I also thought of many formulas. Later, I found the most useful one, namely "pain point + expectation + solution". For example, parents are worried that their children cannot plan their time. We thought of highlighting the word "plan" because it reflects the problem of time management. Later, we decided on the copywriting "Make reasonable plans and have enough stamina to study", and the result exceeded expectations.

Now let's talk about guiding words, which is actually the guidance within the group, because users join the group to listen to the class, but they are also required to forward it, so there must be a regular wording. Here are a few principles. The first is to be tough, that is, to emphasize that they must forward to listen to the class. The second is a sense of urgency. The copy must contain words such as limit and time limit to increase the forwarding rate. Finally, the screenshot wording must emphasize that deletion and grouping are not allowed. Although some people will delete the screenshots, most people will still worry. This is because negative words have a intimidating effect.

IV. Conclusion

The above is the author's interpretation of group fission through analyzing his own operating cases. There is a lot of content, so I will briefly summarize it here, hoping to give each operator some inspiration and help:

• Group fission is essentially a form of retweet fission, with WeChat groups as the platform for receiving traffic. The recommended conversion method is public accounts + live classes;
• The group fission process can be divided into three phases: the early phase, the middle phase, and the late phase. The early phase mainly involves user research, detail finalization, task division, and channel screening; the middle phase involves execution and maintenance; and the late phase involves conversion and retention.
• There are three keys to group fission: seed users, operations, and copywriting. Seed users need to be obtained through self-built traffic pools and external high-quality large accounts. Operations can rely on fission tools. Poster copywriting can use the formula "pain points + expectations + solutions", and guiding words must follow the three principles of toughness, urgency, and intimidation.

Source: Loneliness