Review of NetEase Cloud Classroom's fission activity

NetEase Cloud Classroom held another fission activity a few days ago, and the effect was good. Let’s take a look at the author’s review of this activity.

1. Purpose of review

On the evening of May 10, NetEase Cloud Classroom launched the "Limited-time Free Data Analysis Class" activity, which achieved a small-scale fission with the help of "official public account + WeChat + course". After the activity was blocked, it launched the "Limited-time Free Access to 10G Workplace Materials" activity again on May 14, with the same fission method.

Judging from the continuous reuse of its activities, the results of the activities are in line with its expectations. In addition, the two activities of NetEase Cloud Classroom can basically be said to be reusing the operating strategy of Youshu Gongdu. In 2016, Youshu Gongdu first directly promoted the official account, and then used the method of inviting people to join the group to induce forwarding in order to circumvent WeChat rules, which gained tens of millions of users for the official account, which was a huge success.

To this day, NetEase Cloud Classroom is still using the same activity strategy, which shows that this strategy is worth reviewing and even reusing.

2. Activity review

2.1 Purpose of the activity

From the perspective of the May 10 event link terminal, the main purposes are:

1. Public accounts attract fans: The "NetEase Cloud Classroom IT Internet Course" public account attracts fans as the main one, and the three public accounts "NetEase Cloud Classroom", "NetEase Cloud Classroom Workplace Course" and "NetEase Cloud Classroom Life Course" attract fans as the supplementary ones.
2. Promote quality courses and prepare data for benchmark courses; at the same time, use high-quality content to promote user retention and conversion .
3. NetEase Cloud Classroom brand promotion .

2.2 Activity Effect

It was released at 21:51 on the evening of May 10th, and the poster was blocked on the evening of May 11th. As of the last observation time (20:09 on May 11), this activity covered 20 groups and attracted a total of 541 users to join the course QQ group. During the period, the total number of new users covered was 1,500-2,000, and the course conversion rate was approximately 30%.

2.3 Activity Process

The activity involves three groups of people: official users, self-propagation users, and circle of friends users. The overall link is:

1. Guide users into the group
2. Guide users to send posters with group QR codes to the official account
3. Guide users to follow the official account
4. Guide users to send keywords
5. Get the course coupon and join the course QQ group, follow the derivative public account to get the corresponding information

See the figure below for details:

During the event, group QR code generation and group administrator push were achieved with the help of third-party tools .

In the above process, the key step is to guide users to join the group and send materials to the circle of friends to achieve fission, and the churn rate within the group is the highest.

The reasons are:

1. Some users are reluctant to post posters and text on WeChat Moments.
2. The official wants to push materials in steps (a total of 4 materials - a long paragraph of guiding text + picture poster + accompanying text + public account QR code, the steps are text to guide users to forward [picture + text] to the circle of friends and keep it for 30 minutes, guide users to send "sign up" trigger keyword to send the public account QR code), but there are too many materials and the users have different rhythms. After replying to the keyword trigger command, the materials are released all at once or interspersed, and the rhythm within the group is disordered.

2.4 Activity Process Improvement and Reuse

The main reason for setting up a long link for the activity is to circumvent the WeChat account blocking rules. Unfortunately, the activity (QR code for joining the group) was still banned by WeChat. Based on the event on May 10, the event on May 14 added a link, that is, after the user scans the QR code on the poster, an h5 page is added, and the group QR code appears after clicking "I want to join the group".

In general, the WeChat account and official account were not affected by this event. Only the QR code for joining the group was blocked, and the tweets about NetEase Cloud Classroom's IT Internet course were deleted, which slightly touched the bottom line of WeChat. At the same time, since NetEase often walks on the edge of WeChat's bottom line, being closely monitored is also one of the reasons why its activities were quickly blocked.

Considering the problem of numerous steps and disordered rhythm in the group, when used for attracting fans of the public account in the early stage, the following process improvements can be made to the group guidance process:

Plan A:

After the user joins the group, the robot @sends the other party a "promotional guide + poster" to guide the user to post the poster to their Moments, and asks the user to add the customer service WeChat 30 minutes after posting, take a screenshot to confirm, and then add the official account to receive the materials.

• Advantages: This step simplifies the guidance content and avoids the risk of the official account being blocked due to directly adding the official account.
• Risk point: If the customer service account adds users too frequently, it may be easily blocked, usually temporarily.
• Risk solution method: In the early stage of the event, set up a few more WeChat customer service accounts. When the activity is not expected to be strong (such as this NetEase Cloud Classroom activity), the customer service account will generally not be blocked. If it is blocked, just replace it with a backup robot account, which has fewer risks. In addition, adding customer service WeChat is conducive to continuous content promotion and conversion in the circle of friends.

Plan B:

After the user joins the group, the robot will concentrate on @ and send "introduction words + promotional posters + promotional words" to guide the user to send [text + poster] to the circle of friends and take a screenshot and send it to the group, indicating that the customer service will verify one by one after 30 minutes. After verification, the course link will be sent and invited to join the course exchange group (in fact, it is impossible to verify one by one. After the time node arrives, the materials for receiving the course and inviting to join the group will be sent uniformly in the group).

• Advantages: Avoid customer service WeChat (robot) from being blocked, and avoid public account from being blocked. The guide content is concise, and the posters are sent to the group to encourage others to spread it on their own.
• Risk point: Without adding the customer service WeChat, it is actually impossible to verify one by one, and some people will take advantage of the situation. However, this risk can be basically ignored: first, the number of participants is small, and fission propagation has achieved its purpose after most people have completed the poster sharing; second, those who take advantage of the situation will not publicly point out that they are taking advantage of the situation in the group, so the impact on subsequent activities is relatively small.

3. Written after

After writing this, I experienced the promotion of NetEase Cloud Classroom's AI course. Basically, I made improvements according to Plan B. The result was both gratifying and regrettable.

The good news is that the activity was not banned, user participation in key links was obvious and the churn rate was low; unfortunately, user operations were simply handed over to robots and the team did not give timely feedback, causing some users to question NetEase.

The author of this article @Buer compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games