Core methodology of community fission activities

In this article today, I will focus on the following three aspects and combine all my success experiences and failure lessons to narrate, hoping to help you:

1. The three core elements of community fission explosion;
2. The three underlying logics of community fission + overall operation strategy;
3. 4-step tips for novices to get started quickly + real case analysis.

1. Three core elements of community fission explosion

As the holidays approach, it must be a good time for some companies to split.

But if you have never done fission and suddenly received a task from a Leader, what would you do?

Yes, I've encountered similar problems. Let us restore the scene together.

“There are some groups here. Can you help me split them and activate these users?”

“Okay, what’s the latest delivery time and what’s the target?” But you are already confused in your heart.

"You can just do it first, activate the old users, and use these groups to attract new ones."

After leaving the office, you are a little confused and say, "I don't know how to do it."

At this moment, you must be in deep anxiety and irritability. What should you do?

Now please imagine the scene of buying lipstick yourself "getting in the car":

As shown in the picture above, you see a lipstick swatch, and this celebrity looks so beautiful when wearing it! You see you can get discounts by sharing.

You share it to your circle of friends, and “Little A, Little B, Little C, and Little D see the activity and join in like you.”

You, your friends, and your friends' friends all received lipstick benefits by completing the tasks, and are looking forward to the next event.

This is a real user scenario that everyone can perceive.

As shown in the figure above: Through this scene, we can intuitively see:

From the first moment you see the bait to the time you complete the task and share it on WeChat Moments, there are two links that play a decisive role, namely user perceived value and user motivation.

So how can we make users perceive value and motivate them to participate in activities? This will be the focus of our discussion next.

As shown in the figure above, there are three core elements of community fission:

1. Product selection is the reason to attract users to actively participate;
2. Posters and copywriting can trigger users to click on the poster within 3 seconds;
3. User experience process and user participation process should be simple enough.

1. Product selection

Product selection is the hook or bait of fission activities , which attracts users to actively participate.

So how to choose products?

Let's first look at a set of negative examples. We have seen a case before:

In order to attract users to register for its APP, a company offered free tickets worth hundreds of dollars as bait. However, it found that users had no desire to share, so it increased the preferential benefits.

In the end, due to various reasons such as KPI, the event becomes a matter of giving away things, which is putting the cart before the horse.

Not only does it have no obvious effect on the number of APP registrations, but the users attracted are not accurate and the customer acquisition cost is extremely high.

This case made two typical mistakes:

1. The product selection has nothing to do with the company's own products . Not only will it attract general fans, but these general fans will also greatly increase the difficulty of operations.
2. Different frequencies led to putting the cart before the horse. During the event, colleagues at all levels were not in sync, and the relevant operations personnel did not understand the business focus, which led to the event going astray and putting the cart before the horse.

Correct product selection strategy, focus on:

1. Step 1: The company should determine its core goals (same frequency) from top to bottom, and the bait must be strongly related to its own business.
2. Step 2: What kind of users with what tag attributes are the activity mainly targeted at? What do they need ?
3. Step 3: What in our business can meet user needs ?

Note : If you find that your business cannot meet user needs, you need to consider whether your target audience is incorrect or whether your product is self-satisfied.

User selection strategy table:

Tips: Take advantage of the situation

Generally speaking, when doing activities, timing is very important. For example, during various festivals, users will naturally think of discounts, etc. For example, Double Eleven = big discounts, hot spots = attention, etc.

Therefore, it is best to check the calendar before doing an event to amplify the value by leveraging the momentum.

Product selection skills: Exceed expectations

In other words, surprise the user.

"Such a good course is given away for free? So much content is given away for free? I need these things so much, are you really going to give them all to me?"

"Oh my god, I have to collect it quickly and tell A, B, and C that this is equivalent to earning 10 billion!"

I think you must have had the above mentality, and you must have participated in similar activities, which made you look forward to the next event time and generated a strong sense of user trust.

In fact, these perceptions in life can serve as a source of inspiration for our work.

Deliver as much of what users need as possible, but for us it’s best if it’s something with zero marginal cost.

How much? It’s so much that when you think it’s not enough, add another 20%.

What is zero marginal cost?

Here is a simple example:

If you think this part of my article is really good and want to use it directly, I will give it to you. This thing is very necessary for you, but it has zero marginal cost for me.

Because whether I send out 1 copy, 100 copies, or 10,000 copies, my production cost is the same.

Simply put: zero marginal cost means that value increases, but the cost remains unchanged or approaches zero.

2. Posters and copywriting

Poster production:

There are five key points to pay attention to when making a poster: main title, subtitle, content area, marketing area, and color blocks.

1. Main title: large scale. The main title tells what your event is about. Users can see it without clicking on the poster, making them want to click on the picture to see more details.
2. Subtitle: The subtitle is a summary of the detailed selling points of the main title;
3. Content area: Detailed supplements on the gifts should be clearly listed. If there are many gifts, you can add more text to the content, but make sure that users can read and understand it clearly.
4. Marketing area: clear instructions and behaviors, such as the common ones: scan the code quickly, limited to x seats, price increase of 10 yuan for every 50 people, full refund for 7-day check-in, etc.
5. Color blocks: Simple and clear, not too many color blocks, 1-2 are enough, it is best to choose eye-catching color blocks.

Note: Marketing posters do not need to pursue aesthetics, but rather the user's sense of gain.

Copywriting: clear, simple, and lucrative

• The shorter the text, the better. Note that the 54-character limit on WeChat will automatically collapse.
• Long copy must be divided into sections to reduce the user's reading cost.

【About the poster】

Main title: in big characters, just to tell everyone that there are free things here, so come and have a look.

Subtitle: Explain what to give.

Content area: Use pictures to tell users what to send in a more intuitive and concise way, reducing the cost of understanding for users, which is particularly good.

Marketing area (action area): Scan the QR code to get 0 yuan, limited time and limited quantity, we tell you to act quickly.

Color block: This poster basically uses a large color block, and the red color is more eye-catching.

【About copywriting】

The statement is divided into paragraphs, which is simple and clear, and the instructions are explicit. Users can understand it at a glance, and compared with a long paragraph of text, it greatly reduces the reading cost of users (of course, this is the way of corporate WeChat fission, which is different from social group fission, but the posters and copywriting are very worth learning from).

3. User experience process

Atkinson's motivation theory: Motivation (M) = Subjective possibility (Ps) × incentive value (Is)

The implication of this theory is that an individual's motivation to do something depends on his or her estimate of the possibility of success and the perceived value of the incentive.

On the other hand, in community fission, product selection represents the value of the incentive, posters and copywriting mean that users can quickly perceive the value, and the user experience process is the key to whether users think they can get the incentive.

Note: An important feature of this formula is the multiplicative relationship, meaning that if someone believes the probability of success is zero or if he believes the incentive is worthless, then his motivation level will be zero.

In other words, no matter how well the products are selected, the posters and copywriting are designed, the user experience process is cumbersome and complicated, causing users to invest too high user costs.

For example, long paths, complex paths, and paths that are difficult to understand will all result in user loss.

I have seen many user flow designs on the market that guide users to continuously follow three WeChat public accounts, a WeChat group, plus a small program. This is somewhat overwhelming for users, unless your bait is tempting enough.

When designing the user experience process, start with your target user group and consider their needs and behavioral habits. It must be simple and let users feel it is so easy !

What to do if you don’t know what the user needs? Here are a few tips to share with you:

• Look outward: See what your peers are doing and learn from their needs. Standing on the shoulders of giants will help you avoid many detours.
• Look inward: Conduct small-scale tests and communicate sincerely with users, and you will surely find many new discoveries and inspirations.
• Look at yourself: Trust your own feelings, which are the wisdom you have accumulated through experience.

In short, no matter how good the product selection is, it will be useless if users cannot perceive it immediately.

No matter how high the user's interest is, if the actual participation process is complicated, they will definitely lose motivation to participate, resulting in user loss.

Speaking of this, have you ever thought about what the essence of growth (explosion) is?

Internet operation rules - the law of potential difference: low potential energy will always be attracted by high potential energy, and traffic will always shift to high potential energy.

Simply put, the essence of growth is potential energy difference!

Taking community fission as an example, we attract users to participate in activity sharing by selecting products. The better the product selection, the higher the potential energy created and the more users will participate.

When users complete tasks, they pay the cost of time and energy and consume potential energy. When they receive the activity rewards and no longer need you, the potential energy remains the same until the users leave.

This is the same principle as the admiration for the strong in our lives. You will always be naturally attracted to people who are stronger than you.

"Wow, how can he be so good and amazing? I really want to become as good as him." At this moment, the gap between you and him in your eyes is the difference in your potential energy.

By understanding the nature of growth, we can better understand how to manage a community fission activity and how to achieve the outbreak of community fission activities.

To sum up: If you want to achieve an explosion in community fission, you need to create high potential through the three core elements of product selection, poster copywriting, and user experience process to attract users continuously!

2. The underlying logic of community fission + overall operation strategy

1. The underlying logic of community fission

The underlying logic of “explosive” transactions in community operations that took me two years to figure out in the previous article is all here!

Having introduced the three underlying logics of community operations, let us now witness the secrets and power of migrating the underlying logic.

You will suddenly feel like a community operator who knows everything and is fearless.

1) The “closed space” attribute of the community

When users enter a community, they can understand the rules of posting on the circle of friends by observing the actions of others and automatically lower their psychological defenses without the need for the operator to inform them separately.

1V has more users, which not only reduces operating costs, but also increases user trust through the mass effect (herd mentality) of the community.

2) The “circle” attribute of the community - the circle effect

All social fission outbreaks (screen swiping) are based on user circles.

Why do I say so? For example

We have 100 ordinary precise users with no influence. Assuming each of them influences at least 10 people, they influence at least 1,000 people.

We have 100 influential precise users. Assuming each of them influences at least 50 people, we can influence at least 5,000 people.

We have 100 KOLs with 100,000 followers each. Assuming each of them influences at least 1,000 people, that means they influence at least 100,000 people.

What does it mean?

In other words, as long as it is hit in a closed field of a vertical circle, it is very easy to explode.

Each precise user can penetrate layer after layer of users in a targeted and deep manner.

For example: a must-have for community operators, a must-have for mothers, etc., are all people who are vertical to this circle.

And it is very likely that there will be very influential KOLs among these people, or they will cooperate with KOL resources, and the influence at that time will be very huge. Even achieve transitions between circles.

3) The “social ” attribute of the community — social currency

How to influence vertical targeted users? We need social interaction based on "human nature".

① Find insights that resonate with people in this circle.

For example, topics that mothers are interested in: husband, children, mother-in-law and daughter-in-law, and making money.

In this circle, mothers will take joint actions because of these topics, such as talking about a topic in the same frequency and buying the same milk powder.

② Basic human needs (Marx's hierarchy of needs model - reference for product selection)

(From Educational Psychology)

For example, when everyone posts their Alipay bills all over the screen, the underlying logic is either to satisfy people's desire to show off their wealth (needs for status and respect) or to satisfy their self-deprecating mentality (needs for security).

③ What user emotions are rendered and stimulated

They also used the example of posting Alipay bills, which aroused people's anxiety.

For example, the recent "Wang Leehom" incident triggered people's crazy complaints, and the previous "Erke" incident triggered patriotic sentiments.

At this point, you will find that the underlying logic of the community is the same. It will help you reasonably use various operational strategies and efficiently and quickly judge and solve a series of problems you are facing.

2. Overall operational strategy for community fission

Step 1: User Flow Design

The user experience process is different for different activity goals, depending on the specific situation.

Step 2: Determine the activity plan

Remember the peak experience mentioned in the previous article?

Before the event: posters and copywriting give users surprises and expectations, and give users a good “start”.

During the activity: Easy user experience process, giving users the best “best” experience.

After the event: We will provide users with product selection rewards that exceed their expectations, giving them a good “end”. This cycle will lead to an explosion of community fission.

You see, these strategies can be regarded as universal tips for Internet operators, and they are very effective and quick.

There are three key points to note before formulating an activity plan:

1. Determine the gameplay. What are the common ways to create community fission? Which one is more suitable for our current business?
2. Take inventory of resources, consider costs, and combine actual conditions to maximize resource utilization.
3. Consider supply and demand, prepare alternative plans, avoid situations where supply exceeds demand, and erode user trust.

Here I would like to tell you about a fission activity our company has done before, which was also during the Spring Festival. Users can get physical rewards by completing the third-level tasks.

The following problem occurred:

1. The effect of the event exceeded expectations, and the demand for physical rewards exceeded the pre-stock by more than 5 times.
2. It was the Spring Festival period, and on the one hand, logistics delivery was delayed, and on the other hand, all factories were closed, so it took longer to rush the goods.

This means that some users will not be able to receive their prizes at the promised time, which will lead to various negative emotions and evaluations.

If the physical rewards cannot be delivered to users on time and the delay is too long, it will consume the user's trust value, which will have a serious impact on the company's reputation and reputation.

Therefore, when we carry out fission, especially physical fission, we must consider issues such as cost, supply and demand in advance, and be sure to prepare alternative plans.

Otherwise, once the fission is released and cannot be fulfilled, in addition to eroding user trust, it may even lead to the direct bankruptcy of the company.

For example, in the above situation, we can extend the date when the prize is promised to be delivered, or prepare a compensation strategy in advance if the prize cannot be given to users in time, etc.

These are the key points we need to consider in advance.

Step 3: Activity Execution

We say that the time, place and people are all right, and of course the synchronous collaboration among the participants is also particularly important.

Usually we use some project execution forms and other collaborative work.

Here I would like to mention the importance of staying in sync with the Leader.

Once the targets are out of sync, irreparable losses will occur.

Based on the questions at the beginning of the article, think about the leader’s current needs.

What does he want now? Do you want to activate the user? Or attract new members? Or a deal? still?

It should be noted that sometimes the leader may not have thought clearly about what to do, so you need to think ahead for him as much as possible and give him some reference opinions.

How to keep in sync with the Leader? I summarized 2 key points:

1. When the leader asks a question, think about what problem he wants to solve most at the moment.
2. What did I do right that is most important in the eyes of the current leader?

Please note that it is always “the present moment”. Why do we say that?

As shown in the figure, when considering the above two questions, the company's current business stage determines our work focus at this time.

If it is in the introduction stage, then the focus is on attracting traffic and acquiring customers. If it is in the growth stage, the focus should be on word-of-mouth promotion and monetization.

In the mature stage, the focus should be on monetization and profitability. If it is in the business decline period, you should consider how to activate old users and whether there are new opportunities.

In this way, you can think from the perspective of a leader and clearly understand the focus of your work.

In addition, we also need to be in sync with our colleagues and work together to better complete tasks.

Whether our work can be more efficient and perfect depends on the mutual cooperation among colleagues.

Whether our efforts are valuable depends on whether we can solve problems for the Leader and exceed expectations.

Keeping in sync with leaders and colleagues is the key to solving all problems.

Step 4: Review the activity and analyze the problems.

Tips to prevent blocking :

• Be sure to honor your promises. Fraud will result in permanent ban.
• The process must be clear to avoid user complaints and penalties from Tencent;
• Avoid using explicit misleading words, such as "share", in posters.

3. 4-step tips for beginners to quickly get started + real case analysis

4-step tips for beginners to quickly get started:

1. Step 1: Find relevant cases of community fission from various information channels;
2. Step 2: Disassemble several cases similar to your business, and organize and analyze them;
3. Step 3: Create. Combine your own business attributes and target users, learn from the advantages and disadvantages of the cases, and design and innovate your own community fission activities;
4. Step 4: Self-examination. After the design is completed, you must go through the process yourself from the user's perspective.

I often share my common self-examination method: find some people around you who are consistent with the target user group, go through the process, and verify and adjust based on actual feedback.

Real case analysis: screenshot-based community fission

Case name: Peiban-free training 7-day improvement plan

Case background:

Peiban is a service APP software that shares learning resources and practical tools for training specialists/managers, internal trainers and other training practitioners engaged in corporate training-related work. It is an online learning APP for the training industry.

Target users: Very precise and direct targeting of “trainers”.

Activity product selection (bait): free gifts, various free gifts, the ultimate embodiment of the product selection skills of "more, cheaper", enough courses and materials are given away, and the content is in urgent need. The bait looks very tempting and has very high potential energy.

Event copy and poster: The whole poster has two color blocks, red is the main color and is quite eye-catching. Yellow emphasizes the distinction of color blocks. At a glance, the key points are clear and there is a strong sense of achievement.

Main title: "Get it for free" is big and eye-catching, telling the trainers that I am giving it away for free, so come and have a look.

Subtitle: What to get for free? Receive the 7-day training improvement plan.

Content area: divided into two parts, in the form of a total score. Moreover, the “√” is used very well. Adding a symbol allows users to see the key points at a glance without any reading pressure.

Action area: Scan the QR code to receive all benefits. This part of the guidance is relatively weak, which may be based on sufficient confidence in the product selection.

User experience process design:

Let’s look at this user process. In fact, users only need four steps to complete the entire fission closed loop.

Due to the community’s field attributes, social attributes and circle effects, the fission speed of vertical groups can be accelerated.

Points to learn from:

① The bait of the whole event is attractive, there are a lot of gifts, and the value is real, which users can perceive very intuitively.

② The user process is simple, the copywriting and posters are clear and to the point, and the three core elements are all focused on, making the entire event very high in potential energy.

③Poster setting, the content area has two highlights:

First, it adopts the form of total score, and the color blocks of the summary part are prominent, so that the user's sense of gain is clear at a glance, and the potential energy is enhanced (users are very excited).

The second is to distinguish symbols, reduce users' reading costs and enhance potential energy.

④ The copywriting mentions "disbanded within 12 hours" and "claim as soon as possible", which increases the user's sense of urgency to complete the activity and guides the user to take immediate action.

Points that can be optimized:

① The long text is not clearly divided into sections. It would be better to add some icons to make it more intuitive.

② The guidance part of the action area is relatively weak. For such a good activity with so many free rewards, it should be limited in time and number of participants to enhance the sense of urgency and make users feel uncomfortable if they do not participate.

For the above activities, let’s change our thinking.

If the user flow is adjusted as follows:

This user process directly adds the WeChat account without going to the community stage. Let’s think about what is the difference between these two designs?

Based on my past experience with fission, if fission is the goal, the first method is obviously better than the second one.

Why?

(Note: You must think based on the underlying logic of the community)

• When users join a community or add a personal account, they are less wary and the entry threshold is low;
• The community has a group effect and potential energy, which will produce an explosion of information, and all users are precise;
• There are many 1Vs in the community, so operators do not need to guide users individually, reducing operating costs.

For the above activities, let’s change our thinking.

Suppose we are doing public account fission this time. The regular fission task is to invite 3 users to get XX, and invite 5 users to get XX.

At this time, which one is more accurate in attracting users, community fission or public account fission?

The logic of public account fission is to force people to join. For example, if you want to give away a book, you only need 8 people to pay attention to it.

Think about what you would do at this time. You would probably pull all your aunts, uncles and good friends over.

But they may not all have similar needs. It doesn’t matter whether they are interested in your product or not, as long as they pay attention.

Community fission does not involve any forced behavior but is an individual initiative, and most of the users attracted are from vertical circles who have this need.

Relatively speaking, the former must have a large number of fans, but the accuracy of users is a question mark?

The most important thing is that it will bring a huge workload to the operators. I often hear my growth friends say

"I am replying to a lot of messages from users who are trying to get free stuff. They have so many questions, including these."

"These people are really something, they just run away after taking advantage of the situation" ... These users are all users who have been split from the official accounts.

He was extremely impatient and doubted his life and the value of his work.

Therefore, the fission of public accounts should be determined according to the situation, and you should not put the cart before the horse.

In terms of user accuracy, community fission, or the method of attracting users to actively participate, is better.

Let’s put it into practice. At this moment, do you feel that you have transformed from a “newbie” to a “master”?

Author: 🐟Yu Xiaotong

Source: 🐟Yu Xiaotong