Analysis of online fission activities!

When it comes to growth, what is the first thing that comes to your mind?

It is estimated that most people will think of fission activities . After all, in this era of "traffic becoming more and more expensive", a good fission activity may bring about an exponential growth in users, which will certainly make the trader happy.

But it is undeniable that users are becoming more and more savvy, and fission growth is becoming increasingly difficult to achieve.

What should I do? Should I not do fission? Of course not.

In fact, we have mentioned in previous articles that the old fission method based on personal WeChat and public accounts has cumbersome processes and increasingly smaller effects, making it difficult to meet new growth needs.

At the same time, the new fission gameplay based on WeChat for Enterprise, with the official endorsement and support of Tencent, is becoming more and more obvious.

Today, I will take you to disassemble a fission case based on WeChat Enterprise, but combined with our own tool "Sell Together": "Year-end reward: Get a free classic picture book."

About this activity

First of all, I would like to explain that this fission event was based on a year-end feedback from its own fans, so it was not promoted on a large scale.

But judging from the final data, the fission effect of this activity is unquestionable, which is also an important basis for us to use it for disassembly.

At the beginning, let us briefly introduce the core purpose of this event, the promotion channels, the target groups, and the tools used.

1. Core Purpose

① Accumulate more users through fission, and then deposit the users into the private domain of the enterprise microblog;

② Achieve user monetization through private domain traffic operations.

2. Promotion channels

①The first step is to push articles and fission posters on the official account;

② The second step is to use the "Sell Together" tool to push activity scripts and fission posters to the original old users of WeChat Enterprise;

③The third step is to guide users participating in the event to share the fission posters to WeChat groups and Moments.

3. Target Group

①Activate old users on the official account;

② New users who follow the official account through activities;

③From the poster, we learned that the potential users of the event are mainly mothers.

4. Fission tools

Tools used in this event: Tencent’s official “Enterprise WeChat” + enterprise tool “Sell Together”.

When doing a fission activity, the preparation work before starting is absolutely the top priority.

The operators not only need to design every link, but also prepare various materials such as posters, copywriting, and scripts, all of which require in-depth attention to every detail in advance.

For this fission activity, we divided the entire preparation work into three main parts.

1. Setting of each time node

① We chose 21:00 on Christmas Eve, December 24 as the launch time for the event.

Idea: Christmas Eve fits the festive atmosphere of Christmas and helps to increase users' enthusiasm for participation;

At 9 p.m., most children are asleep, and the mother starts to have some free time.

②We set the activity period to 3 days, and the deadline is 24:00 on the evening of December 27th.

Idea: These three days happen to be Christmas and two consecutive weekends, so users have enough free time to participate in the event;

Three days is neither too long nor too short. It can create a certain sense of urgency for users, but it will not end the event before it becomes popular.

③The free open classes will be broadcast at 21:00 on December 28th to 31st.

Idea: The course is broadcasted the day after the event, which can well connect with the popularity of the fission event;

21:00 is the same as the starting point of the event launch time, taking into account the work and rest time of most mothers.

2. The function and significance of each material

①Fission poster

This is actually a very simple fission poster. It’s not very fancy, but you will find that it contains all the necessary information for an event: Christmas elements + event theme + prize details + event rules + how to participate.

After reading it, users can quickly understand the value and rewards they can get from the activity.

On the poster, we also used some copywriting techniques, namely the "top 30" and "top 3" points.

Users generally think that the first 30 or top 3 participants will receive the rewards, so they will participate as soon as possible.

However, after asking clearly and finding out that they are in the top 30 or top 3 of the support ranking list, they will quickly start inviting friends to help.

This is actually a simple trick to increase user participation.

② Guidance of conversation

In addition to preparing posters, the script is also something that requires time and careful preparation.

The links of fission activities have been repeatedly scrutinized, and it is difficult for major accidents to occur. Therefore, in different links, we need to use different wordings to guide users to continue participating until the entire activity is completed.

So you can't think of these words of speech on the spur of the moment, otherwise you will not only be too busy but also easily make mistakes.

The following screenshot shows some of the words we prepared for this fission activity:

As you can see from the screenshots, we need to prepare appropriate scripts in advance for almost every link and every action that the user may take.

On the one hand, it can help us save a lot of energy; on the other hand, it can prevent us from making irreparable mistakes when we are in a hurry.

Moreover, we strive to make every word of speech short, accurate, and emotional. We will talk about the specific details later.

③Prize design

In order to stimulate users' enthusiasm for participation, we adopted a tiered reward method in this event, that is, the value of the prize increases with the difficulty, and the prize is divided into 4 levels in total.

At the first level, as long as you scan the QR code to participate in the event, you can get 4 free places in "Today's Good Classes".

The threshold for this reward is relatively low, and it is mainly to accumulate word of mouth and promote users' subsequent conversion to paid courses.

At the second level, as long as you invite 5 users to participate in the event, you can get a classic American children's picture book "A Quiet Christmas Book" worth 42 yuan. Generally speaking, physical rewards can stimulate users' enthusiasm for participation more than virtual courses.

Choosing such a book not only fits the festive atmosphere, but also fits well with children's interests and promotes their psychological growth.

At the third level, if the number of friends you invite to help you is in the top 30 and remains so until the end of the three-day event, you can get a "Chicken Ball Doll" worth 128 yuan for free.

"Little Chicken Ball" is a powerful IP in the field of children's books. Choosing this cute-looking doll is not only loved by children, but also by mothers.

At the fourth level, if the number of friends you invite to help you ranks among the top three and remains so until the end of the three-day event, you can get a set of "10 Volumes of Must-Reads for Family Education" worth RMB 509 for free.

The original intention of choosing this set of ultimate prizes was entirely from the perspective of the mother, because if you want to teach your children well, it will definitely not work if the mother does not arm her mind first. Therefore, this series of books will make mothers feel it is very worthwhile.

3. Each preparatory plan

Another important but often forgotten part of preparation is to have contingency plans in place for unexpected situations.

Although these contingency plans may not be used in many cases, when you really need to use them and don’t have them, the effectiveness of the activity will be greatly reduced, and even irreparable losses may occur.

In this activity, we mainly provided two aspects of the preparatory plan:

① Traffic: In order to prevent the user traffic from the fission activities from exceeding the handling capacity of a single enterprise micro, we have prepared 2 backup accounts to deal with emergencies.

② Rewards: First, there are physical rewards. In order to prevent the number of users who complete the task from exceeding expectations in a short period of time and being unable to send out prizes, we have prepared an additional number of prizes;

Then there are the free course rewards. Since we had planned to conduct a live broadcast from the beginning, in order to avoid time conflicts, we prepared recorded courses in advance as a backup.

Next, we will go through the entire activity process in detail and delve into every operational detail in the operation process to facilitate everyone's learning and reference.

In fact, compared with previous fission activities, the whole process is not complicated. On the contrary, it is very simple. However, each step of the operation has been carefully considered and is guided by the fission results.

This is also a new fission activity based on Qiwei, which wants to highlight its core value and highlights: fewer processes, simple user operations, and doubled fission effect.

The first step is channel push.

We have mentioned the details of material preparation and time node setting before, so I will not go into details here.

The initial channels for push notifications are mainly two: official accounts and corporate WeChat accounts.

On the official account, we pushed articles that resonated with a specific group of moms’ fans, and then attached posters; on the corporate WeChat account, we pushed specific activity guidance words and personal posters to existing old users.

The purpose of both things is to attract them to participate in the event and then guide them to share the posters.

The function of sending personalized posters to old users of WeChat Enterprise uses our tool "Sell Together". Because the built-in group sending function of WeChat Enterprise cannot send such personalized posters, it is impossible to collect activity data.

The second step is to take over the traffic.

In most of the previous fission activities, everyone used QR codes to transfer traffic to WeChat official accounts, and sometimes it was even necessary to direct traffic from the official account to the individual micro accounts.

But in this event, we directly used WeChat to take over all the traffic. Users can directly add our official WeChat to participate in the event by simply scanning the QR code on the fission poster.

Why use enterprise microblog instead of individual microblog? We have analyzed this in previous articles, so we will not go into detail here and just talk about it briefly.

First, the upper limit of the number of people who can add friends passively is more than 2,000 for Enterprise WeChat, but less than 150 for Individual WeChat.

Secondly, the enterprise microblog has features such as quick reply and live broadcast that the personal microblog does not have, which makes it more operable in terms of user operation;

Also, without any user operation, the enterprise WeChat account can seamlessly connect users to other colleagues, but the personal WeChat account cannot... and so on.

The third step is to refine operations.

When users add WeChat, that is, enter our private traffic pool, all subsequent operations are actually carried out on WeChat with the help of our tool "Sell Together", including the generation and push of personal exclusive channel QR codes, automatic triggering of sales talk, interface for viewing event invitation progress, etc.

This step has two purposes: to guide users to expand the fission effect; to keep users in their own private traffic pool.

So how is it done specifically?

First, after users add WeChat, they will receive the activity scripts and fission posters we set in advance:

Analysis: The push notifications were timely and connected to users immediately; the notifications were concise and efficient, telling users how to participate, how to check progress, and what prizes they could receive.

When the activity is halfway through, for users who have not yet reached the goal of 5 people helping, we will push the following words:

Analysis: The purpose of this set of words is also very simple and clear, to create a sense of urgency and promote the enthusiasm of users to continue fission. At the same time, it also reminds users to claim free courses in a timely manner to facilitate subsequent paid conversions.

After users have received 4 free trial courses, we will push the following words to them before the live course:

Analysis: There are very few words, but two purposes are made clear: to count the number of users who can attend the live course on time; and to kindly remind users that they can watch the replay, thereby indirectly obtaining users' usual learning time.

Of course, there are many similar lines of speech throughout the process, which we need to prepare in advance and then adjust according to the actual situation.

In short, every word and every action is carefully considered, with the purpose of guiding users at every step.

Step 4: Reward Implementation

As mentioned earlier, this activity adopts a tiered reward method, so how to implement it? We actually use our tool "Sell Together".

After users scan the QR code to participate in the event, they can see the number of their friends who have supported the event, as well as the popularity ranking of their support, through the link provided by the "Sell Together" tool.

Through this page, users can clearly understand their current activity progress and the distance between them and the prizes they want to obtain.

After the event is over, users who win prizes will receive a friendly reminder. Then, on this page, they can enter their delivery address and wait to receive the prize.

Next, let’s take a look at the effect of the entire fission activity and review it to see what points in the activity are worth learning from and need to be optimized.

1. Data review

Whether the fission effect is good or not, let the data speak for itself. Here, we mainly look at 3 data:

① The traffic diversion rate of the public account through poster fission (the number of new users who participated in the activity by scanning the code/the number of public account article readers): 14.5%.

②Enterprise WeChat user retention rate (net increase in the number of Enterprise WeChat users/total increase in the number of Enterprise WeChat users): 88%.

③ The cost of acquiring a single user (cost of the prize/net increase in the number of users on the enterprise’s microblog): 3.8 yuan.

2. Highlights

①The process is simple and easy to operate, and the threshold for user participation is low

For users, the more steps an activity involves, the more likely they are to give up participating.

A big highlight of this fission activity is that it is simple and easy to operate. Users only need two steps to wait for the prize: scan the code to add the company’s WeChat account; share the fission poster with friends.

With such a simple operation process, users are naturally more willing to participate.

②Efficient handling of enterprise and micro-traffic

Using corporate WeChat instead of personal WeChat to handle traffic breaks the previous limitation of passively adding about 150 friends on personal WeChat. If combined with channel active codes, in the same situation, Qiwei can handle several times or even dozens of times the traffic.

③The prize design is diverse and users are highly motivated

This event offered four different rewards, including free courses, which effectively motivated users to participate.

We can see that many users who want to get the top 30 and top 3 rewards are desperately sharing poster invitations to help.

3. Points to be optimized

In any activity that offers rewards, there will be some form of freeloading.

In order to avoid such behaviors from affecting the quality of the activity as much as possible, there are actually two ways to optimize it.

①Optimization of traffic sedimentation path

It’s very simple, just add an extra step of traffic sedimentation.

We can first deposit the users participating in the event into the QiWei community, and then add them to QiWei when they want to claim their prizes.

After adding WeChat friends, we can automatically pop up a script to invite them to join the free course learning group, and then carry out subsequent paid conversion operations.

②Optimization of activity reward methods

In addition, we can also optimize the way of event rewards.

How to do it? Appropriately increase the threshold for users to obtain rewards.

For example, combine rewards and courses, so that only users who participate in free courses can receive rewards.

In this way, although the increased difficulty is not very great, it can effectively prevent a certain number of users from taking advantage of the situation.

Finally, let’s summarize some highlights of this fission activity:

First, the process is simple, easy for users to operate, and more willing to participate;

Second, Qiwei is efficient in handling traffic and is less likely to be blocked by Tencent;

Third, the tiered reward design is diverse and can promote users’ enthusiasm for sharing in many ways.

Fission is actually a process of continuous experimentation, reference, and optimization. When you find new tools, new ways of playing, and new trends, remember to take action.