Community traffic case analysis

This article will specifically analyze a fission activity that the author conducted many years ago.

Let me first talk about the background of this event. We wanted to do an event different from the past during the Mid-Autumn Festival and National Day. The time range was three days before the Mid-Autumn Festival and three days after the National Day, which was about 15 days in total. The reason for choosing 15 days was to match the current scene of the Mid-Autumn Festival and National Day. If it exceeded the two festivals for too long, it would make users look very tired.

At the same time, we wanted to make the event more interactive, so we chose to have users share moon-viewing photos and set rewards with different thresholds based on the top few votes to drive strong dissemination and interaction of the event.

Without further ado, let's get straight to the point. Taking a Mid-Autumn Festival event in the financial industry where I worked at the time as an example, I will make a detailed analysis from six aspects: purpose of the event, conception of the event, determination of the event plan, preparation for launch, implementation, and event review .

1. Purpose of the activity

In the Internet finance industry, new users are attracted and reinvested through corresponding activities or by giving away reinvestment coupons, and these are long-term ones.

However, as the Internet finance industry became increasingly fierce, the cost of acquiring customers also increased year by year, and many platforms began to explore other approaches. At that time, we also conceived the logic and traffic-generating methods of a new round of activities based on this idea.

At that time , the primary purpose of the activity was to attract new users, followed by achieving natural user fission, and simultaneously following the official account and adding WeChat friends . Adding WeChat friends was to prepare for community drainage .

After the first round of brainstorming, combined with the holiday scene, the initial idea was to take a photo, share it on WeChat Moments, then invite friends to like it, and then give different rewards to the top 6 people with the most likes.

2. Activity Concept

Later, after a second round of discussions, it was found that although the ideas of the first discussion could achieve certain publicity purposes, it was still a bit far-fetched to achieve natural fission. After two or three discussions, we finally decided:

1. With H5 as the carrier of the activity, everyone can take photos, upload them and ask their friends to vote for them;
2. To become a participating canvasser, you must first follow the platform’s official account, and secondly, register a platform account;
3. After voting, voters will be prompted to receive a red envelope. They can only receive the red envelope by following the official account and registering a platform account.
4. The top six canvassers who canvassed the most votes will be rewarded with large red envelopes of different amounts, but the prerequisite is that they need to invest, and the investment threshold is lower than usual;
5. After completing the above operations, you need to add the platform customer service WeChat to receive the red envelope.

After confirming the general idea of ​​the activity, you also need to confirm the core indicators of the activity. Based on the determined activity idea, you can determine the number of people canvassing for votes, the number of voters, the number of people added to the customer service WeChat group, the number of new fans of the public account, and the number of new members of the group as the core indicators of this activity. The entire activity will focus on these indicators to promote the results.

3. Determination of the activity plan

After the activity is conceived, it needs to be refined into an activity plan, that is, an activity plan that can be executed. This combines the event theme, time, port, crowd, marketing points, publicity channels and other contents, and refines the content of each link.

1) Activity theme : Enjoy the Mid-Autumn Festival and post your moon-watching photos to win a cash red envelope of RMB 815.

2) Event time : September 26th - October 10th.

3) Active port : H5.

4) Marketing group of the activity : new users/old users.

5) Marketing activities

1. Vote for the most beautiful moon-viewing photo;
2. All voters can receive a cash bonus of 8.15 yuan;
3. The top 6 votes from the initiators of the screening vote will be rewarded with a cash bonus of unlimited amount.

6) Activity content

1. Event participants first come in through the H5 entrance;
2. Voters and participants need to follow the official account;
3. Voters can vote only after following the official account. After voting, they will be prompted that there is a cash red envelope of 8.15 yuan to be claimed, and the claiming instructions will be added on the corresponding page;
4. The initiator of the vote needs to log in to initiate it, and it contains a Mid-Autumn Festival blessing and a photo of the most beautiful Mid-Autumn Festival moon-viewing photo;
5. The top six initiators of the vote with the highest number of votes will be awarded cash red envelopes of 815 yuan, 666 yuan, 518 yuan, 418 yuan, 338 yuan and 188 yuan respectively.

7) Activity Description

• The rewards for this activity do not overlap with other activities on the platform;
• The entrance to the activity is the H5 page on WeChat;
• The cash bonus for the event will be distributed within 7 working days after the event ends;
• Both voters and voting initiators need to follow the official account, and voting initiators must be platform users;
• Cash red envelope withdrawal entrance: PC → Member Center → Withdraw, APP → Account → Withdraw, WAP → Account → Withdraw;
• To receive cash bonuses, you need to become a user of the xxx platform and open a third-party bank fund escrow account for authentication. At the same time, you need to invest more than 100 yuan in projects (without a project cycle limit) before you can withdraw cash. Cash bonuses can be invested and withdrawn;
• All canvassers and voters need to confirm their eligibility to receive red envelopes by adding the platform customer service WeChat account;
• If you have any questions, please contact customer service (Tel: 400-xxx-xxxx, WeChat ID: xxxxxxxx);
• Within the scope permitted by law, all rights of interpretation of this activity belong to the xxx platform.

8) Event communication channels

All major WeChat groups, all marketing WeChat Moments on the platform, mainstream soft-article publishing media, APP and PC official website related entrances

9) Activity budget and effect estimation

• The budget is: xxxxx yuan;
• New registrations: 10,000;
• Add customer service WeChat group: 3,000 people;
• New number of public account followers: 30,000;
• Number of new members: 1,500;
• Basis for estimation: Combining the average cost of user registration on the platform in the past year and the number of fans following the public account in the past year, converted into WeChat friend conversion rate .

4. Preparation for Launch

The event plan is generally determined about 30-40 days before the event begins, so as to reserve enough time for the preparation of event materials and publicity; the more fully prepared the event is, the lower the tolerance for errors in the details will be, and the better the publicity effect will be. The details are as follows.

1. Material preparation

1. The activity preparation schedule and activity function division table will specifically implement matters such as responsible persons, completion time, completion standards, activity monitoring, data analysis, and activity review;
2. Preparation of activity pages for each port, mainly including APP, PC, WAP and other entrances;
3. The activity carousel banners of each portal should highlight the activity theme and selling points, and the color matching should be clear and contrasting;
4. Preparation of SMS messages for different time periods of the event. The reminder periods include the event warm-up period, the event in progress, and the event countdown. The prepared content includes the event content for different periods, the corresponding exclusive links, etc.
5. Preparation of press releases. Press releases also need to be divided into different periods, corresponding to the SMS reminder period, and it is best to keep them consistent;
6. Preparation of materials for warm-up pictures for Moments, promotional pictures during the process, and countdown promotional pictures;
7. Prepare promotional scripts, frequently asked questions and SOPs for activities for customer service, and synchronize them to customer service colleagues and colleagues in other departments.

2. Pre-event publicity

The main methods of early publicity are SMS marketing, media soft articles, WeChat groups, public account tweets, and circle of friends. Generally, the general selling points of the event are simply exposed in the form of event countdown to attract the target's attention and build momentum for the event.

On the one hand, early publicity can enhance users’ expectations for the event; on the other hand, it can enhance users’ awareness of the event through continuous reminders and guidance of selling points. During this period, you can interact appropriately in the group or official account, such as sending red envelopes, initiating competitions, and continuously checking in to win gifts, so as to fully mobilize the activity of users.

5. Implementation

The implementation of the event is mainly carried out according to the time nodes of the event schedule. After all the preparations are completed, the next step is to deploy it at various ports to officially promote and publicize the event.

After the event is launched, data monitoring of each link is required according to the person in charge of the event execution, and core indicators are implemented to the responsible persons in the departments . For example, the operations partner needs to be responsible for the new registration and investment indicators, the customer service department needs to be responsible for the number of WeChat participants added, and the copywriting partner needs to be responsible for the number of new followers of the WeChat public account.

At the same time, there is a partner who is the overall coordinator of the event and formulates corresponding adjustment strategies based on daily data changes.

For example, at that time, we found that the third person who was canvassing for votes was suspected of vote-rigging. The customer service girl called back the friends who helped him vote, and the call connection rate was far lower than normal. We immediately called the canvasser back and asked him to stop the behavior. In addition, we used technical means to limit the number of votes that could be canvassed within the specified time, ultimately ensuring the fairness and impartiality of the event.

6. Activity review

Finally, after everyone's joint efforts, this event achieved 12,000+ registered people, 30,000+ followers on the public account, and 2,000+ group members ; in terms of the achievement of core indicators, it has exceeded our expectations, and at the same time, it has also achieved the goal we envisioned at the beginning to focus on attracting new members and supplemented by fission + community drainage. This was the biggest highlight of the event at the time.

However, this event also has some minor shortcomings. For example, there is still room for improvement in terms of customer acquisition costs, and the investment threshold for receiving red envelopes is set relatively low, so that the amount of the first investment is not high.

Therefore, this event had its gains and losses, but it laid a good foundation for our later exploration of the private domain traffic pool. Based on this traffic-generating method, new methods have been extended, such as forwarding to collect likes, group buying to win rebate coupons, and providing assistance, and other different forms of traffic-generating methods.

At the same time, through the review and summary of each activity, each deficiency will be used to supplement the optimization measures for later activities, providing favorable directional guidance for cost reduction and efficiency improvement of the activities.

VII. Final

Although this event was shared many years ago, many aspects of it can still be used as reference. Regarding the traffic generation method we figured out, I would first like to thank the company I was working for at the time for providing a good platform for us to give full play to. Secondly, I would like to thank my teammates at the time, because their wisdom and hard work have achieved results that exceeded our expectations.

For every operation partner, no matter which platform you are on, first of all, you must have a mentality of exploration and learning, and secondly, you must have efficient execution. Through learning and practice, you must constantly exercise your operational thinking and fully reflect your own value. Only in this way can you maintain your competitive advantage for a long time and ultimately achieve every small goal.

Author: Minghang Talks about Operations

Source: Minghang Operations (minghang0205)