How to carry out fission activities well? Share a routine!

In fact, all fission activities have only one routine. As long as you understand this routine, everyone can carry out various screen-sweeping fission activities. This article summarizes this routine, I hope it will be helpful to everyone~

It has to be said that as the most effective promotion method on the market, the effect of fission fan growth is absolutely first-class. Now the only way to defeat it is for WeChat to ban this type of gameplay.

If you are an expert in fission marketing , perhaps you have practiced poster fission, group fission, and personal account fission.

If you are a novice in fission marketing, perhaps you have read various fission articles such as "Analysis and Inventory of WeChat Ecosystem User Fission Growth Methods" and "Fission Growth: How to Successfully Conduct an Event That Increases the Number of Followers by Over 10,000 Per Day?" 》"Analysis of practical case: A personal account can gain 1,000 followers a day with just one trick."

Have you discovered a pattern? All fission activities follow the same pattern:

• An attractive prize , whether it is a course or a product, in short, this thing is very tempting, can help solve various problems, or bring various benefits, and enjoy services at a super low price;
• A beautiful poster with a big title telling you that it can help you solve problems, quickly improve your skills, enjoy services at super low prices, and is endorsed by an authoritative organization;
• It is a smooth process , and every link in the process has been carefully designed and arranged, but what remains unchanged is that you must share it with your friends (whether it is in the circle of friends or in a group). You can complete the task after a certain number of friends help you, and then finally you can receive the prize on a certain public account , WeChat group or personal account.

Have you noticed that all fission activities follow this routine? In addition, each activity requires a certain number of seed users . The formula can be summarized as: fission = prizes + posters + sharing process + seed users . As long as you understand this formula, everyone can carry out various screen-sweeping fission activities like Jianfeng.

1. Fission Preparation

Combining the experience of doing activities with the fission formula, before launching a screen-sweeping fission activity, you need to prepare these things:

• Clarify the purpose of the activity: is it to increase followers, attract traffic , sell courses, sell products, or simply gain exposure?

• Determine the event prize: Choose an existing prize to attract your users

• Sorting out the activity process: how users participate in the activity, how to share, how to receive awards, etc.

• Choose the tools to use: whether to develop your own or use the tools on the market, such as wuyibao, jihuipai, jinqunbao, wetool, etc.

• Design a fission poster: Make your users unable to refuse your event after seeing this poster

• Spreading seed users: the first batch of seed users used to spread your activities

2. Clarify the purpose of the activity

Usually, this type of fission activity is inseparable from two core purposes:

1. Increase followers

Increase followers of WeChat public accounts (service accounts, subscription accounts ); increase friends’ attention on WeChat personal accounts; attract more people to join the community .

2. Drainage

Expose and attract traffic to the products, courses, and stores being sold to promote sales conversions ; attract traffic to the APP to promote downloads and activations .

With Yang Fei constantly emphasizing the role of brand-effect integration in his " Traffic Pool", there are currently very few fission activities that are simply done for brand exposure, because in all aspects of fission communication, your brand is exposed all the time.

3. Determine the event prizes

Choosing a suitable prize as the bait for the event will be the core key of the entire event. If the prize you choose is not attractive enough and your first batch of seed users participating in the event are no longer interested, then the event is doomed to fail.

There are four basic elements to choosing bait :

1. What users really want

How can we determine whether the selected bait is what the user really wants? In fact, we can choose from the company's products, those products and services that sell well, or those related products or services that are clearly prepared to create hits after market research. Like in this event, physical picture books and dad expert Tang Ge are products and services that the company has learned through practice and that their users like very much.

2. Enterprise business related

Why choose bait related to your business?

Because the people you need to split are related to your business, so that they can be converted into your lifelong customers in the future. To give an exaggerated example, if you are a company that provides services for mothers, and you design an event to give away marketing-related courses, the results of the event will basically not be very good. If it is still very popular, but most of the people attracted are in marketing-related positions, and there are definitely very few mothers among them, then how can we carry out the subsequent conversion?

3. Real and available

This requirement is just a reminder that the activity must be genuine and the prizes given out must be given out truthfully. Everyone can imagine the consequences of false activities!

4. Low cost and large quantity

This is the key to controlling the cost of the entire activity. If the cost of the gifted product is too high, especially if it is a physical product, the shipping cost will also need to be taken into account. Then the number of people needed to help will inevitably be higher, which will greatly increase the threshold for users to participate in the event. It is generally recommended that the cost of physical products should not exceed 15 yuan, and not more than 20 yuan including shipping costs. Then the number of invitees can be set below 10 and above 4. Of course, the best are virtual products, such as e-books, online training courses, etc. There is no cost and the quantity can be set to unlimited.

The main reason for requiring a large number is to allow the activity to continue in order to achieve an exponential fission effect. Otherwise, the activity will end before the fission has started and the prizes have been given away.

This event selected 40 packs of snacks, which cost only 15 yuan and brought in more than 9,000 fans in one day.

4. Sort out the activity process

The best way is to draw an activity roadmap , where and how users participate in the activity, and how to perform each step, all of which can be written down in the roadmap so that you know clearly how each link is implemented and what users should do. It is best to ask your colleagues to check if there are any problems in the links or possible problems in the process.

For example, this is the process of poster fission:

This is the process of group fission:

This is the process of community fission:

5. Choose the right tools

Depending on your activity flow, choose whether you need to develop a certain function yourself, or whether the tools already available on the market can meet your needs.

Here are some of the tools I use most:

1. Collection faction:

www.jihepai.com

Utilize mini-program fission to realize comprehensive fission tools such as increasing followers of public accounts, attracting traffic to WeChat groups, and converting promotions in micro-mall.

2. Enter Qunbao (formerly Jianqunbao):

http://www.jianqunbao.com/

3. Juice Fission :

http://www.youdd.wang/minapp.html

Use robots to automatically pull groups and guide them to achieve group fission tools.

4. Mike CRM:

http://www.mikecrm.com

After uploading the screenshot, the corresponding link will be automatically jumped to realize the function of automatically collecting and sharing posters and giving prizes.

5. HuoMa Cloud:

http://wx.1yfk.com

A unified QR code can automatically switch between multiple QR codes after scanning. After the user scans the set number of times, it will automatically switch to the next one! Successfully achieved that the poster QR code will never expire.

6.wetool:

http://www.wxb.com/wetool/

A computer tool dedicated to personal WeChat operation and management , which automatically approves friend requests and realizes the automatic keyword reply function. (Only for Windows computers)

6. Design and disseminate posters

Designing a creative poster that deeply captures user pain points will equip the growth engine for the dissemination of this fission activity.

1. Poster

All the successful event posters on the market can be summarized as follows: a successful poster = universality + pain point + psychology + ease of use + celebrity + group + promotion.

The seven basic elements are:

• Subject (Product Name)

• Subtitle (Reasons to buy)

• Authoritative endorsement

• Photos of people and products

• Promotional information

• QR code for event traffic

• Detailed introduction of products and courses

If the poster design is reasonable, try to choose as many of the seven elements as possible, because each element will give users a reason to participate in the event.

2. Copywriting

In addition, poster copywriting can refer to these three types:

• Fear poster = a problem that triggers fear + a suitable solution

• Acquisition poster = physical acquisition, psychological acquisition + appropriate solution

• Quick poster = less time/less learning + presentation effect

For example:

21 days of yoga with no basics will turn you from an ordinary person into a stylish girl

How to increase monthly salary from 5,000 to 50,000 three years after graduation?

Master the office in 3 days and leave work early every day

3. Poster test

It is recommended to prepare several posters, test them in advance, and continuously optimize and select the posters with the highest communication efficiency.

• Test Tip 1: Show the poster to a colleague who has never seen it for 7 seconds, then ask him what he sees. Can you understand the message conveyed by the poster?
• Testing Tip 2: Find a few channels to conduct small-scale testing and calculate the fission rate of the poster. Fission rate = number of fission participants/number of people promoted to the event. According to the results of a large number of industry tests, if the fission rate is greater than 1.2, you can fully promote this poster. Otherwise, it is recommended to optimize the poster and then test the fission rate.

4. Seed user promotion

The next step is just to spread your event poster. The following four channels are recommended for the dissemination of such activities:

• Your own fan circle

• Company colleagues and friends circle

• Pay to buy relevant communities

• Paid placement on relevant self-media accounts

Needless to say, the first two channels are basically used. However, few companies may use paid purchases of social networks and self-media accounts. In fact, as long as you find relevant social networks and self-media accounts that match your users, you can negotiate with the group owner or account owner to pay based on the results. That is, a QR code of an event is given to recommend in their community or account. Jiupai can count the number of the first batch of users who scanned the code and participated in the event brought by this poster, and pay according to the number of participants.

VII. Risk Control and Optimization

Some details in fission activities need to be continuously optimized during execution, and risk control should be done to prevent accidents from causing activity failure.

• Maintain the stability of the system, communicate with the software party in advance before the event, estimate the number of participants in the event and event-related settings, and ask them for some suggestions.

• If the estimated number of participants in the event is likely to be very large, communicate with the software party in advance and ask them to reserve broadband memory for you in advance;

• The event manager monitors the event data and the public account backend in real time and is prepared for customer service inquiries;

• The copy must be revised repeatedly, and misleading words such as “share”, “cashback”, and “follow” cannot be used.

For all fission activities, the key to success is optimizing details. Try to take into account every detail of the activity and implement the content of each link.

You will definitely encounter many pitfalls in the first few times you organize an event. Don’t worry, by constantly reviewing and optimizing the details during each event, everyone can create an event that will sweep the screen.

8. Conclusion

Fission is just the beginning of growth, and what needs more attention afterwards is activation and retention . Ms. Qu Hui, the author of "Silicon Valley Growth Hacker's Practical Notes", and Ms. Zhang Ximeng, the head of growing io, have repeatedly reminded us during their sharing that among growth hackers, the most important thing to focus on is retention. And fission is only the new customer attraction link in AARRR . Any company needs to make a profit. Even if an event generates 100,000 traffic, it will be in vain if there is no conversion.

Remember: only junior operators care about increasing fans, while professional operators only care about conversions.