Practical case analysis: A personal account can gain 1,000 followers per day with just one trick

"Before the arrival of 5G, what you want is a crazy increase in followers. Then you will find out how valuable your fans are." Last week, I did a practical case of personal account fission. I share with you the detailed activity plan and review. In fact, it is not difficult to increase followers. It mainly depends on your methods and routines.

1. Activity Plan

1. Activity Background:

It is understood that colleagues from other departments of our company are making a 0.1 yuan course called "Teacher Wu's Life Guidance". After internal communication, I can use this course to carry out fission activities to attract Teacher Wu’s fans to purchase this course.

2. How to play:

• Long press to identify the QR code on the poster.
• Enter the second level page of HuoMa Cloud, and you will be prompted to add a friend and reply with the number 9 to receive the course.
• After adding a friend and replying with the number 9, the event copy and poster will be automatically pushed to you, and you will be prompted to share the poster and take a screenshot and upload it to the Mike form; if you like Teacher Wu’s course, you can reply: Get a coupon, get a 30-yuan membership coupon, and purchase a full-year membership.
• After uploading the screenshot, Mike Form will automatically jump to the course purchase link, and you can attend the class after placing the order. (Method 2 is to send it directly to the customer service for review. The specific reasons are summarized below.)

3. Goals

Verify the feasibility of the personal account fission and fan growth activity plan to help our company convert annual fee members.

• First goal: add 500 new followers on WeChat .
• Second goal: convert 20 members.

4. Target Users

Fans of Teacher Wu and all users who are interested in Teacher Wu’s courses.

5. Event time

• Event start time: 2018.7.10
• Event end time: 2018.7.13

6. Activity channels

Personal WeChat Moments

7. Execution Plan

• Poster demo + submit design requirements @swimming July 8
• Event copywriting finalized @swimming July 9
• Tool configuration used in the activity (Huoma Cloud, WeTool, Mike Form) @swimming July 9
• Activity dissemination: Disseminate through existing WeChat account and friends circle of colleagues @小王July 10
• Activity monitoring @Xiao Wang July 10-14

8. How to budget

0 budget

• For internal activities within the company, for small-scale activities, you only need to use 5W1H to simply describe an activity. The key is to let others understand the activities you are doing, think clearly about the activities, and then write them down simply. There is no need to waste a lot of time on writing plans.
• If you want to replicate this activity, you can replace "Teacher Wu's Life Guidance Course" with other products. For example, your own company’s courses, collected information, e-books, etc. (Note copyright!)
• You can also design a route for users to go to your official account (either subscription account or service account) to receive the reward and attract fans to your official account.

9. Event copywriting

(1) Moments copywriting:

First Edition:

There is no unified pattern for life, and everyone has more than one way to live.

I invite you to study with me "Teacher Wu's Life Guidance Course", which will teach you how to use design thinking to live the life of your dreams.

Scan the QR code to get the course for 0.1 yuan, limited to the first 500 people.

Second Edition:

Come with me to learn Teacher Wu’s “Life Guidance Course”

The copy for the Moments should be as simple and clear as possible. I personally feel that the first version made things clear, but it was more like an advertisement. So we immediately optimized it into the second version to make it look more like UGC content.

(2) Automatic reply when adding a friend:

Hi, nice to meet you, I’m Meihao+Xiaolu, the assistant for this “Life Guidance Course”. Are you here to receive the course?

The original price of this course is 29.90 yuan. Just share the following copy + poster to your circle of friends and take a screenshot to: http://baicaoweiv ip .mikecrm.com/XXXXXX (Mike form link), and you can get "Teacher Wu's Life Guidance Course" for 0.1 yuan. If you think the course is good, you can reply: Member to receive the annual membership coupon

The copy is as follows↓↓↓

Come with me to learn Teacher Wu’s “Life Guidance Course”

• After becoming friends, first introduce yourself and what you do; then talk about how to participate in the event; finally, release the copy and posters that you want to share on WeChat Moments.
• It is best to send the text for Moments separately to make it easier for users to copy and paste.

10. Poster demo

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
• People and product photos
• Promotional Information
• Activity diversion QR code
• Detailed introduction of products and courses

Depending on the activity you are designing, you only need to select 3-5 of the above 7 points. Too many will result in too much information on the poster.

11. Tool configuration:

• Maike CRM: Automatically jump to the corresponding link after uploading the screenshot.
• Live Code Cloud: 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.
• 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)

2. Summary

1. Results comparison

• Goal: Add 500 new WeChat friends; convert 20 members
• Actual: 1,280 new members were added, exceeding the target by 156%; 2 members were converted, with a completion rate of 10%, which is lower than the average conversion level of the company's WeChat public account .

2. Analysis of reasons for over-fulfillment of new friends:

• The event is spread based on the social relationship chain of WeChat Moments , and every user who participates in the event will share the event to their own Moments, so that the event poster can reach more people;
• Super IP like Mr. Wu and the course content "Life Guidance Course" have further deepened many people's trust, interest and attractiveness of this activity;
• The course price of 0.1 yuan has greatly lowered the threshold for the activity, allowing everyone to take the course and study.

3. Analysis of reasons for low member conversion:

• The seed users for the initial dissemination of the activity are not a specially matched group of people;
• The activity is spread based on the social relationship chain of WeChat Moments. As the depth of the spread increases, the matching degree of the crowd will become lower and lower, resulting in a low conversion rate ;
• The course has ten sections and you do not need to receive the course on the same day and purchase it directly to become a member.

4. Event highlights:

• Virtual products can be promoted through posters without any cost and with excellent communication effect;
• Since we have found relatively accurate seed users and then spread the message through the WeChat social chain, the accuracy of the users reached during the dissemination process will be relatively high;
• All participating users have added WeChat friends, and can continue to reach and guide conversions through Moments;
• The entire activity is simple and easy to execute, and everyone can copy this gameplay.

5. Insufficient activity:

(1) Due to the lack of design resources, we did not design multiple posters to test the best poster communication effect; design requirements will need to be submitted in advance.

(2) Not preparing multiple WeChat accounts. Once each WeChat account reaches 250 friends per day, no more friends can be added on the same day. You will need to prepare multiple WeChat accounts in advance.

(3) Due to the settings, you can get the course immediately by just uploading the screenshot. Later, it was discovered that many people uploaded screenshots to obtain the course, and then immediately deleted the circle of friends, causing the subsequent spread to become slower and slower. The activity path was subsequently modified to cancel the process of automatically submitting screenshots uploaded through the Mike form to the course, and to change it to manual review.

Send the uploaded screenshot back to WeChat via private message, and arrange someone to review and reply with the course link every half hour or hour. Before obtaining the course, people rarely delete their Moments, which makes the post last longer.

(If you don’t have enough manpower, you don’t have to use this method. This activity is free of cost, and if you don’t have enough manpower, you don’t have to use human resource costs.)

6. Experience summary:

• For this type of poster fission activity, you can design multiple versions of the poster to highlight the highlights of the activity from different angles to expand the fission dissemination.
• When virtual products are available, try to use them to carry out activities, which can greatly reduce the cost of the activities.
• When a company decides to engage in community or social e-commerce , it can prepare several WeChat accounts in advance.
• The entire activity design process will determine whether to use robots or manual operations based on the existing human and material resources.

After each activity, a review and summary must be conducted and recorded. On the one hand, by reviewing, you can optimize each activity plan and improve yourself; on the other hand, you can share it with others to learn and improve.

Review method: comparison between estimated results and actual results; after comparison, summarize why it was completed or not completed; the highlights and shortcomings of the plan; and finally the experience summary.

Source: Growth Leader (ID: swimming54)