Review and practice: How to conduct a group fission activity that can generate 100+ communities?

I am a person who is most afraid of writing, because I feel that sometimes execution saves a lot of time rather than writing it down.

But as an operator , especially one doing exponential growth, I gradually discovered that words can string together all my ideas, thoughts, logic, and execution details, like a chain. All links must be clear to avoid omissions and mistakes, especially common sense errors.

▌What is the word you heard most this year? Fission and growth.

We also hear a lot of growth-related job titles, such as: Growth Hacker , Chief Growth Officer.

The forms of fission (or growth) that we often come into contact with include: public account fission, group fission, personal account fission, mini program fission , H5 fission, etc.

Each method has its advantages and disadvantages, as well as the costs required. Especially those that require secondary technical development. How to plan a qualified fission activity at low cost and in limited time?

-01-

Fission activity link settings

The fission topic was determined on June 26 : How to use free tools to increase 2,000 followers per day? Create a personal account matrix!

Design the fission plan on June 27-28 : user portrait analysis , fission gameplay design, fission link control, implementation details, channel testing plan design, and confirmation of materials required for the project.

On June 29, we will prepare to organize fission theme materials: that is, the interest points that attract users to participate in this activity.

7.2 days to follow up on material preparation progress

7.4 Configuration tools and test tools

The first test will start at 19:30 on the evening of July 5th

-02-

Activity testing, data collection

Data 1: On the evening of July 5, there were 6 test fission communities, and the number of fission activations was: 2 WeChat accounts with 5,000 friends.

Data 2: According to the weight reference of WeChat Moments threshold, if a single person’s WeChat account has more than 3,000 followers, the actual exposure data of a Moments post is only: 50%. That is, the people who can actually see a Moments post are only half of the total number of people in your address book.

Data 3: The coverage of the downgraded circle of friends is only 50%. In fact, within a certain time range, we can see that the data ratio of this circle of friends is: 2.3%-6.7%. This data is calculated based on a standard of 3,000 people. Within a certain time frame (30 minutes), it can be seen that the number of people in the same circle of friends is between 70 and 200.

The personal accounts selected for the first data test were not all personal accounts of vertical operation groups, and there was no human guidance or monitoring during the community fission process.

-03-

Solution Optimization

Based on the test data and links, as well as the user experience, we optimized the execution plan .

Optimization part: Optimize fission guidance words and user experience.

Option A:

▌There are 2 changes in the two plans

First place:

Regarding the copywriting guiding forwarding, Plan B has one more forwarding option than Plan A. In Plan B, we provide participating users with an option: if they do not want to forward the message, they can add Lei Fengjun on WeChat and send him a red envelope of 9.9 yuan.

Silence Cost & Social Currency

Some users participate in such activities without consuming too much of their own social network resources, which can also be called: social currency.

The vast majority of users choose to forward directly. They have already come in and want to get the information but don’t want to spend 9.9 yuan. They have no choice but to forward because the cost of silence has already been incurred.

Second place:

Optimization of poster copywriting. We modified Article 3 of the poster copy outline of Plan A and Plan B from the original: 'Operation tutorial for building a personal account matrix' to: 'Personal WeChat account maintenance strategy and anti-blocking strategy'.

These two changes increased the activity sharing and forwarding rate by 30% . During the testing phase, some users reported that the information in the information package was inconsistent with the poster description. Therefore, we optimized the outline copy for the event theme and added information on personal WeChat account maintenance and account prevention.

Some people may ask, since the information is free, would anyone be so stupid as to send out a 9.9 yuan red envelope?

The answer is: Yes. And this proportion is not low.

The community managed by my colleague also received a red envelope of 99 yuan from a user. A change in the guiding strategy not only increased the fission sharing rate, but also increased a small income. This method can be reused to monetize open courses and data packages. On the premise of grasping user needs, set a threshold that users can accept.

-04-

Fission activity begins

After the first test on July 5, we collected, organized and optimized the test data. The activity was officially launched at 9 pm on July 10, and the established execution plan was implemented and launched in the channel.

One hour after the start of the activity, the speed at which users joined the group was relatively normal. After 10 o'clock, the speed at which users joined the group increased rapidly, with a new group appearing every 5 minutes or so.

In this process, we optimized a detail. After guiding the community, we manually issued a new instruction (rule): reject those who ask for help, and start kicking people out after 2 minutes. Those users who are unwilling to forward the activity and are unwilling to add Lei Fengjun to send red envelopes will be kicked out.

After the new rule was announced, the fission sharing rate increased to 70%.

No one wants to talk to a cold robot. Users need to be paid attention to and interact with them to let us know they exist.

-05-

Traffic guidance

The probability of fission projects becoming dead or abandoned communities is as high as 80%.

Is it in line with avoiding waste of resources? Flow back to the official account or personal account.

This time we chose to transfer the information back to personal accounts by asking the user who forwarded the information to add customer service and receive the information. Although this approach increases the workload of customer service, it has several advantages:

Advantage 1: It can attract traffic and increase followers for personal accounts, and it is a precise user group. Anyone who is willing to forward is a user with need.

Advantage 2 : Further verify the user's circle of friends to prevent others from taking advantage of the situation.

Advantage 3: It establishes contact with users. After providing user information, users’ trust in the activity and recognition of the service are greatly improved, thereby increasing the trust endorsement of the activity. After users get the information and verify it, they will say in the group that they have obtained the information, which promotes the participation of other users.

Advantage 4: Human nature has a selfish side. When users obtain information through their own efforts, they will be very happy and will not be willing to share it. They only want to enjoy the fruits of their efforts by themselves. This ensures the effectiveness of the activity. If you send information directly in the group, it will not only reduce the value of the information, but also reduce the fission rate and quality of the activity.

When doing fission, especially this kind of public fission activity, what are we most afraid of?

1. Intercepted

As the saying goes, when a scholar meets a soldier, he cannot explain his reason clearly.

When doing fission activities, if you don’t arrange your own people in the group, if the traffic is intercepted, it’s like eating a fly: disgusting.

▌The common ways of throttling are as follows:

Method 1: Post advertisements by simply throwing your official account number, product link, or QR code into the group. This is the stupidest way. Not only will it fail to attract traffic, but you will also be kicked out.

Method 2: Change the profile picture to that of a staff member, pretend to be the organizer of the event, and send out the diversion link.

Method three: gain fans directly in the group.

2. Stolen

The information you have worked hard on a project and compiled is taken away by someone with ulterior motives and used to attract traffic to themselves. It is difficult to agree with such so-called: knowledge porters.

I encountered two of them this time. What’s even more hateful is that they deleted the contact information I left in the information package and replaced it with their own.

I won’t expose such people here, but they have been blocked in my address book.