Essential for increasing followers: Learn the fission promotion methodology in 5 minutes!

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I personally participated in a community fission project a while ago. As a popular technique for increasing followers, community fission is indeed very powerful.

A while ago, Himalaya gained 100,000 followers through this fission promotion . Today, I will unveil the mystery of fission promotion for you.

It has to be said that as one of the most effective promotions 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.

Social fission seems to be just a vague concept to many people, but the principle is actually not that difficult.

Once you experience it yourself, you will think, " Oh, it's so simple, I can do it myself ", so don't imagine it too complicated.

After seeing this flow chart, do you roughly understand how the so-called fission comes about? In fact, it is an infinite cycle of something. Of course, fission also has a life cycle, just like a parabola.

01 Principle

There are many ways to increase followers on WeChat at this stage. The most common ones are as follows:

• Scanning QR code to send gifts: simple and crude, poor segmentation accuracy, low retention , high overall cost
• Enterprise red envelope interface open: fast fission red envelope, strong fan attraction, average retention rate , low accuracy
• Innovation of password red envelope: high accuracy, high conversion , segmentation requires old users, high accuracy, high retention
• Creative QR code poster: the most popular segmentation method nowadays, good fan attraction effect, high accuracy and high retention

Fashion experts like to keep up with the trend, and operations are no exception. Of course, they will aim at the most popular and effective way to increase fans, which is the creative QR code poster fission listed above.

What is poster fission?

I believe I don’t need to introduce it in detail. In daily life, everyone often participates in such courses and forwards them to friends to get the qualification to attend courses or participate in activities.

Do you feel familiar when you see these? It is precisely because these course posters capture the user's psychology that we really want to scan the code to learn.

The current WeChat environment is still relatively impetuous, so these "Teach you workplace tips in 5 minutes" and "Learn Photoshop in 3 hours" can be widely spread.

02 Preparation

Getting ready to start community fission, what should we prepare?

• Tools needed for community fission: Jianqunbao, zhiwubao, etc.
• Benefits to attract users: products, courses, lucky draw opportunities, etc.
• Fission poster: design it yourself or hire a designer
• Copywriting : You need to prepare several sets of copywriting for different scenarios
• Customer service staff: To answer users’ questions in real time or to avoid users who post advertisements or cause trouble

Social fission tools

Many people don’t know that you have to choose the tools for community fission. Some systems are very unstable. When you are working on it, the robot may break down and you can’t enter the group. This will prevent many users from entering.

It is best to find out which tools are more suitable for you before doing it, and it is also best to try them out.

Tools are important. If the backend system crashes, you will have to manually act as a robot and tire yourself out.

03 Key Points

In my opinion, if a community fission is to be successful, it must focus on two points. The first is the interest point of attracting users, and the second is the promotion channel.

These two points are the main factors that directly determine whether poster fission can be successful.

Promotion channels directly determine the user coverage. If an unknown person posts on WeChat Moments, no one will read it, but if Mi Meng, who has millions of fans, posts on WeChat Moments, it may have a great influence.

The spread degree of an ordinary person may be only 0.9. After 50 levels of spread, the remaining spread degree is less than 0.005. Mi Meng's spread degree is assumed to be 1.1. After 50 levels of spread, the spread degree can reach 117.

Before you take action, you need to think clearly about where the information comes from, whether it is from a social network, self-media , or a personal account.

The second key point is the type of benefits, which directly affects the quality of users.

You need to analyze what benefits can impress the target users more and prepare for the next step of conversion. Choose the rewards and benefits that users want, so that the users who come will be very accurate.

For example, if we are a car buyer, when we see the two pictures below, which one would we prefer?

Which one do you think is more attractive to you and can attract more attention from users , Lamborghini or Wuling Hongguang?

04 Let's do it

All talk and no action, fake tricks

I won’t go into details about event planning here (I will update an article in the future), let’s get straight to the point

Generally speaking, there are three prerequisite steps for user participation activities, which can be simplified into three steps:

Contact → Feel → Action

Think back, where did you first learn about the "Get a BMW, Mercedes-Benz or Ferrari in 3 Days" event?

Yes, poster

The activity is mainly spread through posters, because there are few reporting entrances through posters. If it is in a public account , it is easy to be blocked after someone reports it.

The poster needs to have a clear theme, let others know what they can get from the poster at a glance, and it should be beautiful. No one is willing to click on a particularly low-quality poster, while a particularly good-looking poster will make people want to click on it.

I made a poor man's poster demo. It's about as simple as this.

There are several points that need attention:

• Fission posters are not corporate propaganda, so they should not contain too much content. All core interest points should be extracted.
• Create the most user demand points (attract people from the product, feelings, interests or some temptation points)
• Create relevant content based on hot topics, such as: In the Name of People , a certain festival. . . wait
• What is the original price? 999, no need now, free for a limited time, limited to the first 100 people, to increase the sense of urgency

05 Undertake

After scanning the code, you will enter the following page, also called the follow-up page

To make it easier for everyone to understand, I made a poor man’s version of Demo, don’t laugh!

Guide users step by step, let them know that they have entered a more formal place, and prepare a set of group introduction copy to introduce what this place does and what you can bring to users.

If users want to learn more, they need to scan the code to join the group. The purpose here is to facilitate the setting of live codes to prevent

06 Live Code

After scanning the QR code, do you think you can just join the group and be done with it?

You also need to add a live code

What is a live code? ↓↓↓↓↓↓↓↓↓↓

Generally speaking, the QR codes we see in daily life are ordinary QR codes, and live codes are those that can continuously switch their internal structures.

The main reason is that there will be many people joining the group. In order to prevent the later people from being unable to enter, the live code is used. When a group is full, the later users will enter the next group.

Because the upper limit of a group is 500 people, the advantage is that the QR code of the follow-up page does not need to be changed, and these groups can be increased without limit.

07 Install customer service

Think back, every time you join a group, is there a wave of messages bombarding your phone?

That’s right, these messages are all sent by robots. The specific operations must be performed in the background of the group fission tool.

What do these robots say?

Smart friends have figured out that three different sets of copywriting need to be prepared here, namely:

User forwarding copy - simple, not too long, with clear pain points

Push copywriting when joining a group - let your users know what they need to do (forward to Moments) to stay

Successful review copy - prompt users that it needs to be reviewed and not deleted (you have submitted it for review, please keep the circle of friends for 24 hours)

What I said at the beginning about preparing a few customer service staff is also useful here.

Customer service should respond promptly to avoid user reports

Customer service should kick out those who post advertisements in time to prevent this group from becoming an advertising group.

The customer service is active in the group and answers everyone's questions in a timely manner.

Customer service needs to play along to make the group look like there are many people participating

For common customer service scripts, you can make a simplified version first , because you may not know what questions users will ask.

Giving a script template to the customer service staff can solve most of the users' questions.

08 Scheduling

We need to schedule and arrange the personnel. Generally, a small project like this will not require a lot of manpower and energy, so we also need some volunteers we know to help.

When you see the excel above, do you think it is enough to put one person in each position?

Wrong, not enough

It is best for two people to cooperate, play with each other, and reply in time. During the peak period of fission, many people may join the group, and it will be difficult to take care of them.

During peak hours, there must be customer service online to respond, because the number of inquiries may be huge

09 Risk Control Details

You have to control the details of the poster fission yourself, and adjust the gameplay according to your own conditions. You will encounter countless pitfalls in the execution process that you need to fill yourself

We need to do a good job of risk control to prevent accidents from causing project failure

• Keep the system stable, because there will be continuous crashes and reports in the background. It doesn't matter. Just communicate with the customer service of the group fission tool in time.
• If it is control, we must ensure that our customer service enters each fission group in advance
• If you are sending gifts, you must inform your fans how much stock is left. Don't participate and then find out that there is no stock left, or you will face a lot of reports.
• The activity copy must be revised repeatedly, and the words "share", "rebate", "follow", "subordinate", "first level and second level" and so on are not allowed to appear.

10 The essence of operation is optimization

The above mentioned the details of risk control, as well as some more important optimization details for operations.

Make good plans and implementation plans, implement people, things and time to specific points, and assign responsibilities to people

There will be many pitfalls in the operational details.

For example

What if the user does not send screenshots after joining the group? How to group them? What if the user does not send screenshots or sends the wrong screenshots?

Arrange customer service to @ them. There is no need to remind each one. The main purpose is to let users see our attitude towards work.

For example

What if you find that the growth rate has slowed down?

Think about it, if about 20% of users in a group forwarded the message, then 80% of users did not forward it. If we want to speed up the fission rate, we need to increase the number of people forwarding from 20% to 60%.

We need to focus on the final effect. Community fission is only the early promotion, and the later conversion is more important.

The company needs to make a profit. If you bring in 100,000 invalid traffic and no one pays for it, then this project is a failure.

Focus on benefits and input-output ratio

Whatever we do, we need to focus on our ultimate goal.

Children only care about the increase in followers, while adults only care about conversions

at last

Any methodology will become outdated. Maybe the popular and effective poster fission now will no longer be used in a few years.

Just like Weibo was very popular a few years ago, WeChat is very popular now.

In the future, more new ways of playing will emerge, I am really looking forward to it.

The author of this article @包总学习笔记 is 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