A set of offline activity diversion fission solutions

There are many ways to increase private domain traffic, including writing articles, offline traffic diversion, activities, and placements. Accumulating users depends on time, and requires you to persist in executing it for a long time.

But if you ask me what is the fastest way to increase followers, then I will definitely tell you that if you want to do it quickly, then do activities!

Our team has spent a lot of effort in the past two years to study how offline activities can quickly increase corporate WeChat users through traffic diversion and fission. Next, I will use two articles to share with you a set of offline activities to divert and fission corporate WeChat friends solutions we have explored in the past two years. The content includes:

1. Before an event, how to attract more users to sign up for it?
2. At an event, how can we set up traffic bait to attract more users to add WeChat?
3. At an event, how can we conduct on-site fission activities to encourage active sharing among users?
4. At the event site, how to combine online live broadcast to attract online users to add corporate WeChat?

This article is the first part, which mainly talks about how to attract more users to sign up for the event during the event recruitment stage?

1. Analysis of activity fission ideas

Offline activities are divided into paid activities and free activities, and the fission plans adopted by the two are different.

If it is a paid activity, the fission solutions generally adopted on the market at this stage are group buying fission or distribution fission. Group buying allows users to invite friends around them to participate, and generally they are sold in the form of early bird tickets or team tickets of two or three people, allowing users to form groups on their own.

The method of distribution fission is to encourage registered users to share by rebating the registration fee. In addition, distribution fission can also promote channels to actively share by inviting channels to share and obtaining commissions.

In addition, some industries and products that use the distribution fission model will make users feel that "sharing is like taking advantage of friends", so users are unwilling to share. Then we can adopt the activity fission method, which was developed by our team. It is that users share the prizes after the users purchase, instead of paying commissions:

If it is a free activity, we usually adopt our activity fission method. Recommending users to sign up can get rewards or upgrades to encourage users to share and recommend. The path is the same as above, except that users do not need to pay when they sign up.

However, relying solely on the above fission scheme is far from enough to achieve good fission effects. If you want a better fission effect, it is best to add this solution together - team PK!

So, how to play activity fission? How to play the team PK plan? Below I will share the specific gameplay process based on a fission planning plan we came up with in April this year.

2. Specific Case Implementation

Let me first talk about the implementation effect of this case:

This is an offline exhibition event for cross-border e-commerce. Through the event fission + team PK solution, we achieved fission of nearly 6,000 users to sign up for the offline event within 3 days, and finally helped to push the total number of event registrations to 18,000 and the event attendance to 15,000. This was the exclamation of Mr. Liu Run when he participated in this event as a guest:

When the other party approached us to help with the fission plan for the exhibition activities, I found the following difficulties when sorting out the resources:

• The organizer's private traffic pool only has official accounts and employee WeChat Moments, and there were almost no users accumulated on personal WeChat before.
• The organizer has more than 600 employees, but they do not want too many exhibitions to affect their original work. The brand department is mainly responsible for the exhibition.
• I have placed ads in several media before, but I don’t know the results because I didn’t do any effect tracking. However, judging from the increase in the number of applicants, the results are average.
• Exhibitors, partners, employees’ WeChat Moments, official accounts and other channels have all shared the exhibition activities, and the promotion time has exceeded one month.
• The contact information of the exhibitors must be collected, and registered users cannot register again

Therefore, based on the above problems, the starting resources we can use for fission activities are mainly the following three types of users:

However, the motivations for sharing vary from user to user. For example, for employees, using vacation time, cash, and in-depth communication with senior leaders can be helpful.

As for exhibitors, they need more opportunities for publicity and exposure, booth discounts, opportunities for in-depth communication with big names, etc.

As for users who have already registered, they need more on-site learning materials, cash, and opportunities for in-depth communication with on-site guests.

When it comes to sharing materials, each group of people is willing to share different content. We also need to consider the presentation methods and copywriting corresponding to different groups of people, which should be consistent with the identities of the corresponding groups:

Since the exhibition itself is free and requires the collection of contact information of registered users, and the contact information cannot be repeated with previously registered users, we have adopted the following activity path:

Let users enter the registration page to register, and then add the corporate WeChat to enter the group. Then guide the registered users to share the event. When the user fills in his or her mobile phone number, we connect the mobile phone number API and match it with the mobile phone number of the registered user. Once there is an existing mobile phone number, duplicate registration is not supported:

Before we participated in the project, our external distribution was to post registration posters. A large number of users scanned the code to enter the poster but did not fill out the registration form, resulting in poor results. Because we improved the logic of the distribution, the content of the external distribution first entered the enterprise WeChat group, and then guided the other party to sign up, so as to deposit the external distribution traffic into our own private traffic pool as much as possible.

In addition, the previous registration page guided users to learn about the conference details after registration. We changed it to let users add corporate WeChat to join the WeChat group immediately after registration. In this way, we can retain registered users in the corporate WeChat group as much as possible, so that there will be corresponding activation volume when doing fission activities later:

In response to the organizer's confidentiality requirements, we have anonymized the event poster. The following is the execution path of our fission plan for registered users:

This path is what we call the activity fission gameplay path. By setting task rewards, we attract old users to follow the official account, generate a registration poster with exclusive parameters, invite friends to scan the poster code, enter the registration page to register, and after registration, they will be guided to add personal WeChat or corporate WeChat. The effective recommendation volume of old users is based on the registration form filled out by the user.

One of the benefits of this approach is that it can present content to users more completely through the landing page, which can encourage users to sign up. Gaotu Academy's Weishi uses this approach to attract users to participate in courses:

The second benefit of this gameplay is that it can collect users’ contact information, and can also be combined with the in-store scenario, allowing users to sign up, add the company’s WeChat, and then send the in-store verification code to the user, directing the user to the offline store.

The details of the operation for the scene of visiting the store or attending the event on site is to divide the adding WeChat and the in-store verification into two steps:

If multiple channels need to be written off, we also support multiple write-offs with one code, and multiple write-offs through multiple channels to meet the needs of cross-industry cooperation and merchant alliance scenarios:

Generally speaking, through the event fission plan, the fission goals of many companies can be met, but if you have a lot of cooperation channels or employees.

Then, we can consider adding a team PK plan based on the activity fission plan, so as to maximize the sharing motivation of channels and employees, and stimulate everyone's enthusiasm for participation under the stimulation of team honor and team rewards.

The team PK gameplay actually allows sharers to form teams for team PK. We will design team ranking rewards and individual ranking rewards. At the same time, on the basis of ranking rewards, we will add deterministic effect rewards (for example, if the number of team invitations or individual invitations reaches xxx people, you can get a reward).

If the company has many employees, then the employees can form teams to PK (or PK by department). If the company has many cooperation channels or hardcore fans, then the cooperation channels or hardcore fans can also form teams to PK against each other. Especially when the cooperation channels participate in the name of the company, the PK effect will be better.

The specific implementation method of the team PK plan is to recruit a captain first, and then let the captain recruit team members. Recruiting the captain is the most critical. A good captain will promote himself and lead the team to inspire everyone in the team to participate in the activities. As the team leader of this event, we mainly mobilized exhibitors to participate. Through private chats, WeChat Moments, and community recruitment, we eventually recruited dozens of exhibitors to participate in this event.

It should be noted that the team PK plan requires the preparation of captain recruitment materials and the preparation of recruitment materials for the captain to send to team members, so that they can convey the content of the activity. In the implementation process, attention should also be paid to the immediate feedback of data and the support of promotional materials, so that they can know the ranking of their team and the promotion of personnel in real time, and can simply carry out promotion.

We provide four promotional copywriting and poster support for WeChat Moments every day, and publish data three times a day. We also add rewards for the top three people in terms of the total number of newly invited users each day to fully mobilize the enthusiasm of the team.

I have previously summarized the five tricks for team PK and motivating the team, which are:

• Give confidence: Just post screenshots of effective data feedback on your Moments, which will give the team confidence and get everyone to start taking action;
• Show off your achievements: Show off how others have received prizes/commissions after sharing so that everyone can see the rewards of their actions;
• Teaching methods: teach everyone how to post in Moments, WeChat groups, and private chats, so that everyone can learn how to promote;
• Set up role models: During the activities, we need to identify the team members who have done well, conduct research, and share the benchmark cases and methods with everyone so that they can be copied;
• Communication data: The last point is to publish data in a timely manner. With the help of the tool, personal promotion progress and ranking can be published in real time. In addition, the team's promotion progress and ranking data can be published in real time in the form of a table, so that everyone can understand the data in real time.

Of course, during the execution of the event, you will encounter many details. The most important thing is that the operator must continuously iterate and optimize the plan in this process, and must persist and have confidence. Only in this way can the event be done well.

Some people may worry that all the invited users are zombie users, or data from others. Here we have made corresponding identification and judgment in the system. For example, we will collect the other party’s IP address and other related information from all the registered users. Once false data is found, it will be marked as suspected fake orders. The trader can hide the recommender in the ranking list:

Through the above-mentioned activity fission and team PK solutions, we were able to fission nearly 6,000 registered users in just 3 and a half days. The most important thing is that in this process, almost all registered users have added our corporate WeChat and all have settled in the private domain traffic pool.

So, after completing the registration and recruitment process, how can we enable on-site users to share and attract new users during the event, thereby attracting more users who are not present to join our private traffic pool?

Author: May｜Growth Hacker

Source: May｜Growth Hacker