After two practical exercises on fan fission, I would like to share some suggestions!

Since the beginning of this year, fission has been extremely popular in the Internet industry. Since NetEase and Xin Shixiang used fission to increase their fan base, many companies have become jealous. Major companies have begun to increase the number of fans for their products through event fission. Both small and large companies have begun to practice and imitate some classic fission routines.

However, not every company can carry out good fission and fission activities with "good data". In order to pursue convenience and save time, many companies directly copy other people's activities. They didn’t even bother analyzing the target audience and user characteristics of their products, which ultimately led to extremely poor results in the campaign.

For example, if you are in e-commerce , and you copy the fission strategy of an educational enterprise, do you think this will work?

The two are completely different industries with different products, different target audiences, and naturally different user demands. Although the general process can be similar, the prerequisite is whether you, as a real user of your product, can fully accept and be attracted by the activity.

Of course, the above are only my personal thoughts and suggestions on fission. If the operator is an experienced fission player who can easily control the entire activity process and progress, then these will be different conclusions.

There are many ways to play fission on the market now, and everyone plays it basically the same, which has caused many users to become aesthetically fatigued and numb to similar activities. Blindly following others' way of playing will only erode users' patience and expectations. This is when your creativity and planning are needed. Can you come up with some novel ways to make users curious and engage in the activity?

The "Sudoku Course" activity planned by Xueersi some time ago is a good example in this regard. Users pay to purchase the first lesson, and then unlock and watch the next lesson by inviting friends. Although the nature of the activity is the same, it has made some detailed changes in the process and conversion , which has increased its creativity and is also in line with their target audience. (I won’t elaborate on his activities here)

The editor also held two different fission activities some time ago. The purpose of these two activities was to practice ideas and summarize experience, not to get more users or orders, so the final activity data will no longer be listed. Here I will share with you the problems encountered in these two activities and what precautions should be taken.

Activity Process and Overview

1. Service account template message fission (invite assistance)

The fission process of the service account: users follow the official account through the poster parameter QR code, and a template message will pop up automatically and an exclusive poster will be sent, stating the activity rules, time and customer service contact information. The threshold for activity tasks can be set by yourself. Every time a user invites help, a template message will be automatically pushed to show the completion progress and a ranking list will be given. The ranking list should show the activity progress and prize collection status of the top 100.

After the user completes the task, the customer service WeChat account will be immediately sent to the user, allowing the user to add the customer service friend and provide a screenshot of the completed task and receive the prize.

2. WeChat community fission (forward and share posters)

Users follow the official account through the poster to obtain the group entry link, and the group robot automatically sets the welcome message and task reminder! The first picture of the automatic background review is the completion of the task ( tool limitation). If it exceeds 30 minutes, the robot will remind you of the task progress for the second time. If it is not completed within 24 hours, you will be deemed to have given up your participation in this event! After the task is completed, take a screenshot and add the staff to receive the prize (the screenshot will be distributed to the community ).

Some suggestions

1. Fission threshold

If the assisted fission process is adopted, I suggest that the threshold for participation should not be too high, and try not to exceed 5 people. If it is too high, it will reduce user engagement.

2. Fission Bait

As a fission activity, the core of your activity may be this bait, which will directly lead to the final data results of your activity. When choosing event benefits, I suggest that you first conduct a survey among a dozen or so of the most representative product users, satisfy their needs first, and then evaluate the event's prizes and benefits.

3. Template message script

When configuring the template message copy in the background, write down the activity rules, time and customer service contact information, and try to control the wording of the copy and don't make it too stiff!

4. Top ranking/seed player rewards

For seed players and top-ranked users, in addition to self-improvement in cases and prizes for activities, top-ranked users can be given additional value-added benefits (such as books, courses, certificates, etc.) to stimulate promotion efforts.

5. Starting number of people

When setting up community fission , it is recommended to set a virtual number of participants so that users do not feel that your activity is unpopular and can also stimulate their interest. I set it to 1,000.

6. Community seed users

Before the event starts, it is best to find a few friends or users who support you to join the group in advance, so as to avoid new users who join the group later following the rhythm and causing negative effects. The seed user promotion of the activity is also summarized here. It is best to find some representative core users of the product, as these users can often attract the attention of a group of users through their circle of friends .

7. Community Announcement

If your event is going to last for a long time, be sure to clearly state it in the WeChat group announcement to avoid users complaining in the group and replying with comments like “The event is fake, I haven’t received the reward yet”. In addition, the staff suggested posting some topics and matters in the group from time to time, so that users can feel that this group is valuable and valued, and not just a machine group built for this event.

In the process of community fission, you can find a few "trustees" or core users to post some screenshots of receiving prizes in the group. This can further motivate other users to share. The staff can also post announcements in the group from time to time to inform the progress of the activity.

At the beginning of the activity, I think the above points are some points you need to check. After the event starts, all that remains is to follow up on the progress and data of the event. If your prize is a physical item, you need to add the customer service staff’s WeChat address to receive it. Here you must let the customer service control the progress of adding WeChat friends. If the activity covers a wide area and the amount of data is large, and it is impossible to approve the user's friend request in time, it is recommended to write "Please wait patiently" and other words in the prize collection text to appease the user.

Advantages and disadvantages of the two fission methods

Here are some advantages and disadvantages of these two fission methods:

Advantages of boosted fission:

1. Being able to stably control the acquisition of each user is a direct advantage for companies that want to increase the number of followers of their official accounts.
2. Using template message replies will make users feel that this is an official operation.
3. Reminders of assistance progress. Every time an assistance is completed, a template message will be pushed to remind you, which can motivate users to complete the task to a greater extent.
4. User-exclusive posters can be generated for promotion, which has certain social currency properties.

shortcoming:

1. Since all tools are automated, the progress of active users cannot be fully controlled.
2. Traffic cannot be hoarded and will be accumulated as a channel for the second activity later.
3. If the activity covers a large area, it will be defined as inducing sharing and there is a risk of account suspension.

Advantages of WeChat group fission:

• It can accumulate active users and lay the foundation for laying out activity channels later.
• The atmosphere of group activities can be enhanced through "agents" and staff, the added value of the activities can be appropriately increased, and user participation can be further stimulated.

shortcoming:

• It takes effort to maintain the community and users. Some activities may take a long time and negative topics are likely to appear in the group.
• Most social fission tools have defects, and the robots will review the first picture by default.

(Since it involves some configuration of the fission tool, I won’t elaborate on it here. You can try it out when the time comes!)

Conclusion

The above are some suggestions I summarized after these two fission activity experiments. I hope it can be of some help to you who are doing fission or planning to plan a fission activity!

Source: LZX's study notes