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As we all know, the effectiveness of traditional WeChat fission gameplay has gradually declined. Due to growth anxiety, new carriers are needed to take on the task of fission. Coincidentally, WeChat for Business appeared.

Enterprise WeChat is one of the two new traffic ecological tools that WeChat has focused on promoting in the past two years (the other is Video Account). It has many advantages over traditional WeChat, and many popular science articles have introduced it. The author would like to explain why Enterprise WeChat should be used for fission.

There are two main reasons.

First, enterprise WeChat has strong data and tool capabilities, and has greater stability and a better experience than WeChat accounts, especially the stability of passive traffic. WeChat accounts can no longer catch up, otherwise there will be great risks.

Second, corporate WeChat can be functionally associated with public accounts, corporate WeChat groups, mini-programs, etc. to achieve joint growth, but WeChat accounts cannot be functionally associated with other carriers, and there are no stable tools to support WeChat account fission.

Now that we know the reasons, let’s move on to the core content of this article: How to achieve explosive growth in traffic through WeChat for Business?

1. Bait suitable for enterprise WeChat fission

I have said before that the three factors that affect fission are bait, gameplay and channels. Just like group fission, task treasure and other mature gameplays that have been popular for many years, physical objects, courses and materials are the three most commonly used types of bait, among which physical objects have the best effect.

However, physical objects are not a good bait choice for enterprise WeChat fission. The reason is simple. The most suitable operational objectives for enterprise WeChat are retention and conversion.

Enterprise WeChat is essentially an "enterprise version of a personal account". It is still a one-to-one scenario and a scenario with a relatively high degree of trust. Compared with group chats and official accounts, it has a stronger private domain screening function. It is suitable for the maintenance and passive conversion of precise users. It is not suitable for using physical objects like official accounts to attract general fans for Enterprise WeChat.

In addition, physical baits have costs, and for fission, it is necessary to calculate the cost per user. Because following a public account puts little psychological burden on users, the number of people in the task will be relatively high, usually 10-20 people, and one fan costs less than 1 yuan.

On the contrary, the psychological burden of adding WeChat is higher. It is difficult for users to mobilize so many people to add you for something worth a dozen yuan. Therefore, if you must use physical objects as bait, the price should be low and the number of people in the task should be controlled below 10. If the number of people is too high, the traffic will be inaccurate.

If you choose materials and courses as bait, enterprise WeChat fission will be easier to be accepted and carried out by users.

The reason is very simple. The production cost of materials and courses is relatively low, so the threshold of the fission task can be set very low, such as inviting 3-5 people. This is very easy for users to accept, and the users brought in are also very accurate, which is very similar to a referral.

However, as long as there is fission, there is the problem of completion rate. The completion rate of enterprise WeChat fission is still relatively low at present. In addition to the influence of bait, it is also related to the path of enterprise WeChat fission.

2. The gameplay path of enterprise WeChat fission

Gameplay can be said to be the aspect of fission that has been studied the most, and it is also the easiest place to distinguish and discover. We often judge whether this is a new way of fission and whether it will bring new growth dividends based on the gameplay.

Enterprise WeChat fission is no exception. It is very important what kind of gameplay is suitable for Enterprise WeChat. I have summarized four such gameplays.

1. Customer fission

The so-called customer fission is to encourage people who have added corporate WeChat to recommend it directly to their friends. This is a very simple way of fission, but nowadays, fission has very strong requirements for scale and data, and the process must be transformed with the help of tools.

There are two friend fission processes that have been modified by tools:

(1) Process 1: Add WeChat for Business -> Pop-up words and pictures -> Click on pictures -> Copy words and save poster -> Send to friends to scan the code -> Fission cycle -> WeChat for Business sends rewards

The enterprise WeChat tool that I first used supported this process, and it was also through this tool that I began to explore the fission effect of enterprise WeChat. From the user's perspective, this process is very difficult to understand, and requires hard work on pop-up scripts and graphic descriptions.

For example, when a leading organization guides users to participate in fission, the first contact script lists in detail the steps to participate in the activity, and the graphic and text messages also use action-guiding copy, which greatly reduces the difficulty of user cognition.

However, users have to click on the image and text to generate the poster. This step is prone to loss. Although the progress can be checked, there is no real-time reminder like the official account. The reminder to complete the task will also occupy the number of corporate messages and requires operators to keep an eye on it, which greatly reduces the completion rate of fission.

(2) Process 2: Add corporate WeChat -> Pop-up script and poster -> Save poster -> Send to friends to scan -> Fission cycle -> Event link/official account/corporate WeChat to send rewards

This is the most reasonable and good enterprise micro-fission process at present. Most enterprise micro-fission tools adopt this process because the overall logic is very similar to the public account task treasure. Enterprise WeChat fission is also called enterprise micro-task treasure.

After adding corporate WeChat, the activity steps and other copywriting content will pop up, accompanied by posters. Users who frequently participate in fission will quickly understand and spread the information, greatly improving efficiency and effectiveness.

Because WeChat for Business cannot remind task progress in a timely manner, a link will be inserted in the first message to the new member. After the user opens it, they will see the invitation progress, invitation details, invitation rankings, etc.

However, some tools will add an entrance to follow the official account, with the purpose of using the official account for message reminders, and some tools will provide step-by-step task instructions and poster generation entrances as in process one, all with the purpose of improving the completion rate of enterprise micro-fission.

2. Enterprise WeChat + Official Account fission

A major drawback of enterprise WeChat fission is that it cannot have a real-time progress reminder function like a public account. Therefore, some enterprise WeChat tool providers have found ways to transform the fission path and embed the attention of the public account into the fission cycle.

Specific process : follow the official account -> pop-up words and corporate WeChat -> add corporate WeChat -> pop-up words and poster -> save poster -> send to friends to scan -> fission cycle -> official account sends rewards

In this process, users have to follow the official account and add the corporate WeChat at the same time, which is not user-friendly and poses a great risk of loss. Although some people say that the probability of completing both actions at the same time is over 90%, this depends on the attractiveness of the activity and is not a stable value. If the activity is not good, a loss of more than 50% is normal.

Some tools will provide another path, which is to directly obtain the poster after following the official account. After scanning the code, friends may only follow the official account or add the company WeChat, and then add others to complete the assistance. For example, after adding the company WeChat, they can follow the official account in the link.

Although this path advances the dissemination node, it increases the difficulty of assistance and does not solve the fundamental problem, because users think that they only need to scan a code (this path also pops up a poster to guide sharing), and at this time they are told to follow the official account or add the company's WeChat account for successful assistance, which makes them want to hit others.

Therefore, the fission gameplay of achieving simultaneous growth of corporate WeChat and official accounts is certainly very creative, but it puts higher requirements on fission bait and increases the intensity of traffic screening, which is very suitable for fission growth (referrals) of high-net-worth users.

3. Enterprise WeChat + Enterprise WeChat Group Fission

There are very few cases of this kind of gameplay, and many people don’t even know that WeChat for Business can achieve functional linkage with WeChat for Business groups.

Specific path: Add corporate WeChat -> Automatically create corporate WeChat group -> Send invitation link in group -> Click link -> Save poster -> Send to friends to scan code -> Fission cycle -> Corporate WeChat group/corporate WeChat sends rewards

There are a few third-party tools that implement this gameplay, but the problem is relatively large. The core point is that the third-party enterprise WeChat added is not the company's own corporate WeChat. What the company owns is an enterprise WeChat group, and the company needs to guide the users in the group to its own corporate WeChat, which is both troublesome and harmful to users.

Therefore, to adopt this type of gameplay, companies need to develop it themselves, because company WeChat friends and company WeChat groups are traffic assets. I am actually very optimistic about this approach, as it takes into account the three operational objectives of attracting new customers, retention, and conversion, and I look forward to seeing some cases emerge.

4. Enterprise WeChat Group Fission

This is the easiest way to understand but rarely seen. It is an extension of the mature WeChat group fission, but so far there is no tool that can fully implement it.

Specific path: Enter the enterprise WeChat group->Robot publishes the script and poster->Save the poster->Send the code to friends->Fission cycle->Enterprise WeChat group/Enterprise WeChat sends rewards

In fact, one of the biggest difficulties in the fission of WeChat Enterprise groups is that it cannot be audited. This can be solved based on the automatic reply function of WeChat Enterprise. Therefore, as long as the third-party tool sets the active code and group entry script in advance, and uses automatic replies for auditing, the fission can start.

3. Key Operational Points of WeChat Enterprise Fission

Finally, let me summarize the key points of fission operations.

First, design the account matrix. Similar to official accounts, many tools support the fission of multiple corporate WeChat accounts, which can not only help share risks but also achieve scale growth, killing two birds with one stone.

Second, focus on conversion. Fission passively converts into 0-9 yuan courses, with a conversion rate of over 10%, so when setting up the tool, course registration links can be added to the first message, invitation reminder, completion reminder, etc.

Third, reach customers in a timely manner. Enterprise WeChat supports group messaging, which can notify previous fission users to participate in new activities as soon as possible, remind users who have not completed fission to continue inviting, and even group all users with one click for centralized conversion.

Enterprise WeChat is still in a stage of continuous evolution. I believe that more fission gameplay will be born. As a growth person, we must always pay attention to such trends, seize every wave of dividends, empower the business, and achieve reverse growth.

Author: Wild Operation Community

Source: Wild Operation Community (dugu9bubai)