Review | 10 distribution pitfalls encountered in course activities, 8 key links of screen-sweeping

After reviewing the distribution course activities such as NetEase Xijing Class and Sanlian Zhongdu, many friends said that they always encountered various unexpected pitfalls when doing distribution activities.

Just recently, as the marketing service provider for the Knowledge Planet's "Building a Million Communities " course, we once again took advantage of the unique advantages of our distribution approach and created a small-scale sensation.

So today, we will review for you all the details of this community course activity and some of the reusable distribution methods, as well as some pitfall avoidance guides found during the activity.

Review format: based on the timeline of event planning
Review content: the entire process of event planning + methodology refinement + pitfall avoidance guide
Expected benefits: ① Comprehensive understanding of the refined activity planning process; ② Familiarity with distribution risk control in the WeChat ecosystem ;
③ Reuse the experience summary of each link in the practical activities;
④ 10 community operation pitfall avoidance guidelines.
Scope of application: Knowledge payment industry or distribution activities using courses as bait

The background of this project is that "Knowledge Planet" hopes to expose the "Knowledge Planet" brand by planning a popular community course and attract new users to create their own planets on Knowledge Planet. The estimated sales volume of the course was 10,000 copies, and the final sales volume was over 12,000 copies, exceeding the target.

Next, we will review every aspect of the entire event for you in full accordance with the event planning timeline.

① Develop an activity timetable

The promotion of this distribution activity mainly includes 6 modules:

① Instructor follow-up: personal information/course outline/content polishing ② Activity materials: poster, detail page design, etc. ③ Channel promotion : contact channel /determine plan/press release preparation

④ Distribution team: reward plan, team leader recruitment

⑤ Technology development: Development of real-time distribution payment system

⑥ Community management: community talk, volunteer recruitment

We plan the module nodes into a complete time schedule according to the project's time schedule:

Developing an activity time schedule is helpful to promote project progress and improve execution efficiency.

② Activity process

The distribution process of this event uses the course registration page we developed ourselves, adopts first-level distribution and 50% commission. At the same time, the commission earned by distributors can be deposited into WeChat wallets in real time, giving users timely profit feedback. This is similar to the Zhihu reading club and Himalaya course projects we have done before.

The distribution flow chart of the entire course is as follows:

Main process ①: User purchases course – Follows the official account – Enters the discussion group – The robot automatically replies with the script – User shares the poster and earns registration fee

Main process ②: User purchases course – Follows the official account – Enters the official account – Views the rankings – User shares the poster and earns registration fee

At the beginning, this course was not promoted through any media channels. Instead, it was promoted through the personal traffic of a small distribution team. Therefore, the page visits were not particularly large, and the overall number of user purchases also increased at a steady rate.

But because of this, this course was not banned by WeChat, and the system did not have any fatal bugs, and it was able to successfully attract new registered users brought in by the distribution of old users of Knowledge Planet.

But even when the weather is calm, we still need to prepare for a rainy day. Based on our previous experience with distribution courses, we prepared these risk controls in advance:

① Pay attention to two key pages: the course details page and the group QR code (to prevent being blocked and problems with the WeChat group ); ② Prepare an additional version of the public account reply script to replace the running distribution version script at any time; ③ The public account menu bar can be modified to "class channel" at any time;

④ Cancel the real-time arrival template message notification at any time (to prevent being blocked);

⑤ Hide the distribution button on the details page at any time, or change the "Earn ￥19.5 instantly" in the copy to "Share knowledge".

③ Confirm course details

There are 5 steps in total.

Step 1: Determine the course topic

This was a very interesting brainstorming process. For example, the five of us spent a full six hours in the conference room, and together with our friends from Knowledge Planet, we screened and eliminated more than 50 topics. We also consulted Captain Flying Fish, who gave us a lot of reference opinions and suggestions, before we finally determined three alternative course topics. They are:

How to create a million-dollar paid community
You can’t write 100,000+ posts, but you can create a community that earns over 10,000 yuan a month
After Tencent’s investment , Knowledge Planet’s first community open class

The principle to follow is simple: be direct and easy to understand.

Step 2: Determine the course instructor

This event was initiated in the name of Knowledge Planet, so we screened the top 10 star owners of Knowledge Planet. According to the direction of course topic selection, I asked my friends from Knowledge Planet to help contact the tutors overnight. Finally, I selected several tutors, namely: Guan Jianming, Yiren, Qi Junjie, and Shao Yunjiao.

☆ Activity tips: Opinion polls are very helpful in selecting mentors and improving activity effectiveness.

Step 3: Determine the tutor’s profile and course outline

Poster design requires the instructor’s personal information and course outline, so after confirming the instructor, you should obtain the instructor’s information and confirm the course outline as soon as possible.

The output of course outlines is often delayed, especially after the preliminary outline is produced, it still takes time to polish and optimize the title . So try these tips to speed up outlining :

① Prepare some course outlines with similar themes in advance for the tutor’s reference; ② Confirm the course topic with the tutor within 2 days; ③ Remind the tutor to produce the outline at any time, because the tutor is generally busy and needs constant "fancy reminders".

☆ Activity tips:

① In the early stage, you should finalize the outline as quickly as possible to make posters and detail pages, because if this link is delayed, it will affect the subsequent work and cannot be carried out. It is OK even if there are some inconsistencies between the outline given by the instructor and the lecture content, just make some minor modifications later; ② Try to find more competing courses of the same kind, understand their selling points and the main user pain points, which will be more conducive to the output of poster and detail page copywriting.

Step 4: Determine the teaching platform

The platform we chose for this event is Xiaoetong . After deciding on the course platform, try to figure out some of the settings for the course platform as quickly as possible (this will take about 3 hours). This will make the later configuration of class content more efficient, and will also allow you to become familiar with some of the more hidden functions in advance (such as free courses, setting instructors, etc.).

Step 5: Determine the estimated launch time

The key points to note at this stage are: the time for docking with technology must be seized and done in advance. For example: if the project is to be launched on the 5th, then confirm with the developer that it will be delivered before the 3rd. Everyone has a procrastination mentality. Once procrastination occurs, the project will not be able to go online normally.

④ Determine the poster prototype

In order to finalize the poster for this event, we went through these 6 steps and produced more than 30 prototypes:

① Research/collect all similar courses on the market; ② Refer to similar courses to find out what selling points they have and what pain points they focus on for users; ③ Output themes and selling point versions for multiple courses;

④ Refer to the style of the fission poster library;

⑤ Output multiple poster prototypes;

⑥ Users vote, modify details, and finalize the draft;

Among them, we have summarized some ideas for your reference in "Competitive Course Research" and "Selling Point Extraction" :

Go to some micro-course platforms such as Lizhi Micro-course Search
Search keywords in the official account/ friend circle , such as "community", to find relevant posters and promotional information
Search on Google / Baidu / Sogou WeChat / Jianshu / Zhihu

When determining the final version of the prototype, we used the "dismantling method" . It is to break down each element of the poster, discuss with the team, and vote on the final version. The elements of the split poster are as follows:

Nickname & Introduction / Main Title / Subtitle
Instructor/Course Outline
Big name endorsement/ welfare module/ price module
Poster Style

⑤ Determine the poster design

This fission poster design still follows the "6 elements of fission poster design" we summarized earlier:

These are the basic elements of poster design with good conversion rates that we summarized after designing many posters. You can use it as a self-checklist for posters.

Through the previous topic discussions, we finally determined two poster themes , namely: "How to build a million-selling paid community" and "The first community open class of Knowledge Planet after Tencent's investment."

The designer provided 8 posters with red, white and blue background tones according to the theme:

We first conducted a color analysis on these 8 posters:

White : Eliminated, the visual effect in the circle of friends is not obvious Blue : To be determined, it looks good and does not clash with the previous red color that was flooding the screen, and I am afraid that people will feel bored Red : To be determined, the color is conspicuous, the previous Xinshixiang and NetEase Xijingke have used this "screen-sweeping red"

Then, we asked seed users to blindly test the "theme and poster color" . After everyone voted, red received the most votes. Based on user feedback, we finally chose a red background poster with the theme "How to Build a Million-User Paid Community".

Here are some tips for finalizing the poster:

1. [The design of the poster should be finalized as soon as possible] because the details page and banner images are all designed based on its style; 2. [Disassembly of elements] Split the copy and style of each position of the poster, and then determine the specific copy and style, so that the final draft poster is determined with the highest efficiency; 3. [The text of the poster should be checked clearly] This time, the word "健" by Professor Guan Jianming was found to be wrong after one day of wide dissemination, and it was changed in time;

4. [Users’ voice is big data ] Whether you agree or not, the title copy that users think is good is the effective copy;

5. [Real-Scenario Test] Post the poster to your Moments to see if the visual effect is obvious, how your friends interact with the poster, whether you can see the title without clicking on the poster, whether the QR code is scanned smoothly without bugs, and other process details;

⑥ Detail page design

The design of this course details page is similar to other courses in the past, but we have added two parts to the conventional structure:

Real Cases (Look at the People Around You)
Real effect (XX people have established the community)

The main function of the details page is to encourage users to place orders, and the theme of this event is "doing paid community courses", so the universal pain point of users is "wanting to make money."

Therefore, we use "before and after comparison", "more numerical explanations", and "real successful cases of people around you" to hit users' anxiety, and finally further stimulate their desire to trade through "recommendations from big names" and "number of people who have built planets".

(The details page corresponds to the disassembly diagram of the AI DA model)

The purchase conversion rate of the final details page was 34.10%, while the purchase conversion rate of NetEase’s New Year’s courses at the same price was 25%, an increase of about 9%.

Here are some tips on detail page design:

1. [Avoid long paragraphs] Do not write too much content in the beginning of the detail page to raise the pain point. Try to summarize the pain point and state it in 3-5 sentences; 2. [Check the content of the detail page] The detail page has a lot of text, and punctuation and text are prone to errors; 3. [The tutor's profile should be brief and concise] The content structure of the tutors' profiles should be unified, and try to summarize the most essential content to form a consistent length profile;

4. [Store PSD files] To prevent the designer from being unable to contact you temporarily, ask the designer for the PSD file of the design draft after the finalization to prevent temporary modifications and provide the technical configuration online in time.

⑦ Promotion process, time and nodes

●【Channel promotion process】

① Determine the channel promotion plan and the rewards that channel partners can obtain; ② Screen previous channel resources and select effective channels with high conversion rates for cooperative delivery; ③ Contact the channel manager (1 week in advance), prepare the tweets, and make an appointment for the channel tweet time;

④ Record channel promotion data;

PS: When talking about channel cooperation, the document should be illustrated with pictures and texts as much as possible (it is best to attach a poster), which can increase the probability of cooperation.

●【Activity launch time】

The original estimated launch time for this event was June 12, but taking into account the impact of the holiday (June 16 is the Dragon Boat Festival , and users are "not interested in learning" before the holiday and "not interested in working" after the holiday) , it was finally decided to skip the holiday period and set the launch time to June 21.

●【3 nodes of distribution promotion】

The total number of orders brought by this distribution promotion is 12,255, among which there are 3 particularly important key nodes:

The first promotion node: At 8 pm on June 21, 16 distribution teams (350 people in total) started the initial promotion. The first wave of screen swiping appeared in the circle of friends, with a speed of one full group every 6 minutes.

The second promotion node started at 8:30 pm on June 21st, and Planet celebrities Spenser/Wu Ruga/Guan Jianming and others began to support. Combined with the long-tail traffic brought by the distribution team, a total of 5,751 orders were sold in two days.

The third promotion node: The channel official account started promotion at 8 pm on June 25, with a purchase conversion rate of 34.10% and a distribution share of 94.86%, indicating that the vast majority of users purchased through distribution, and fission was successful.

⑧ Community & Live Broadcast Room

●【6 community operation pitfall avoidance guide】

A total of 159 groups were established for this event, and 8 volunteers were recruited. The course fission used was explosive fission + wetool. We also encountered many pitfalls in community operation during this event. Here are 6 pitfalls to avoid:

① Unable to join the group

Problem: The company's network was disconnected and the robot could not reply or switch the WeChat group live code in time.

Solution: • Mark on the group landing page : If you cannot join the group, please add WeChat XXX. Guide users to add groups manually; • Scan the code to view at any time;

• Put the communication group at the top of your phone and pay attention to whether the latest group has too many people so that you can identify problems in time.

② Delayed class notification

Problem: The group messaging function of the explosive robot is a bit unstable. If there are too many groups to send a message to, it may not be able to send the message to the group. As a result, paying students cannot be notified in time on the first day of class, and a lot of negative feedback has been received.

Solution: • Arrange the content to be sent every day and arrange the time • Send a group message at 12 noon to announce the evening class

• Group announcement at 5pm to preview evening classes

• 7:30 group announcement to prepare for class

• 7:30 a.m. class notification via WeChat public account template message

• Switch Wetool group announcement sending

③ There are many advertising parties

Problem: The blacklist function can prevent one person from joining multiple groups, but the function is unstable. This results in advertising parties being able to refresh and enter multiple group chats multiple times, and they can only be kicked out manually one by one, which is inefficient.

Solution: • Communicate with the official promptly about the bug and cooperate to solve it • Consider using other live code tools + Wetool together

• Enable group chat verification in a timely manner

④ The group name has been changed and no notification is given

Problem: The names of several groups were modified, resulting in the failure of batch push, and users did not receive class notifications in a timely manner.

Solution: • The community should be pinned to the top, pay attention to the wrong name, and change it in time • Juice Fission has a function to automatically modify the group nickname, so when using the tool, you should find out whether there is this function

⑤ Insufficient establishment of community atmosphere in the early stage

Problems: After students join the group, they are mostly guided to receive benefits, distribute registration fees and class notifications, without ice-breaking activities and related topic discussions. As a result, community users are not activated in the early stage, and subsequent notifications are difficult to reach.

Solution: • Add "self-introduction + topic discussion" to the community content push to activate users • Use the Knowledge Planet applet (welfare easter eggs + linking new friends) to attract traffic + promote activation, and at the same time direct traffic to the Knowledge Planet

⑥ Community information package collection

Problem: Data documents are uploaded to Baidu Netdisk in the form of compressed packages. When users download them to receive benefits, they mostly do so on their mobile phones. After downloading, they cannot be decompressed and need to activate Baidu membership. Some students think that we are advertising for Baidu Netdisk and collecting membership fees, resulting in some unnecessary negative communication costs.

Solution: Use tools in the WeChat ecosystem to guide users to receive content, such as the Knowledge Planet applet and Tencent Docs, so that users can view the content on their mobile phones.

● 【Personal summary of 4 live courses】

① Pre-set content and diversion in the live broadcast room

Problem: The live broadcast room was not configured with corresponding content, public account QR code, etc. in advance, and it was impossible to attract traffic before class.

Solution: • Prepare the content + class start time + frequently asked questions for each tutor to prevent users from coming here without any reminders; • Attach the public account QR code or personal account to provide a channel for answering questions + diversion.

② Timely processing of discussion area content

Problem: In the early stage, some users left messages in the discussion area, and there were some negative feedback.

Solution: • The discussion area of the course platform is set to mute mode in the early stage, leaving a personal account or public account to guide the addition of the solution • Hide negative content in time and contact the user to solve

③ Live room entry page card

Problems: There were a lot of people participating in the live broadcast on the first day, and some students reported that the audio would get stuck or the live broadcast room would not load.

Solution: • Before the class starts, warn everyone that there may be lags. It is recommended to switch to a good network wifi or 4G to listen to the class. • Communicate with the course platform in advance to debug the stability

• During the course, guide everyone to wait patiently for the instructor's voice and don't rush

④ Less number of students attending the class

Problem: The initial notifications through social networks and official accounts were not timely enough.

Solution: • The community reaches users with group messages and group announcements at a certain time (noon, 2 hours before class, 15 minutes before class) • Display the class start time in each message content and remind users

• When arranging courses, put courses with good reputation first, so as to attract more people to stay.

Author: Ahao , authorized to be published by Qinggua Media .

Source: Operational In-depth Selection

<<: What are the functions and advantages of developing Wanjiang’s self-service ordering app?

>>: The most comprehensive | Guide to registering developer accounts for the 9 major Android app stores, you deserve to collect a copy!

Recommend

Lin Yu's Thinking Course quickly captures the blue ocean of paid knowledge topics and creates courses to seize the initiative

Lin Yu Little Bookboy Thinking Course, quickly cap...

The latest Douyin film and television account transfer technology in 2021, a film and television work every 3 to 5 minutes, you can make money with just a mobile phone

If you ask what is the hottest and most profitabl...

How to use Tik Tok more efficiently? Master these five vertical screen thinking!

Why is it that when Chengdu sweet girl says “I th...