Friends who work in operations or marketing will need to learn a basic operational skill - event planning; because it is difficult for you to complete the KPI assigned to you by your leader and boss through conventional operational actions, you need to plan activities in a purposeful and structured manner to complete the KPI indicators assigned to you by your boss.

• When you find that the number of new user registrations has dropped sharply, you need to plan corresponding new user acquisition activities and fission activities to attract new users;
• When you find that the frequency of users using the core functions of the product is gradually decreasing and the number of users using the core functions is also gradually decreasing, you need to plan corresponding activation activities based on user activity;
• When you find that your users have not used your product for more than 14 days or have been in isolation for a long period of time before using your product, you need to plan corresponding recall activities for the lost users.

In fact, the indicators that most operations partners should focus on are the number of new users and GMV. They need to constantly formulate corresponding new user acquisition activities based on channel strategies and platform rules, and they need to make good use of the social resource value and personal connection chain of old users to plan corresponding fission activities.

So how can we plan a fission and new customer acquisition event? Below, I will summarize for you how to plan a fission and new customer acquisition activity based on my practical summary and case analysis.

It will be roughly divided into three parts:

• Activity planning framework for fission activities;
• Case analysis of the fission of old employees bringing in new employees and the fission of mini programs;
• My own thoughts and insights on fission growth;

1. Activity planning framework for fission activities

In fact, the activity framework can be summarized into 7 steps. Through these 7 steps, you can organize the entire activity system and output a general activity framework; namely: background - purpose - object - grip - mechanism - path - target decomposition.

1) Understand the background of the event and the reason for doing the event: In fact, I mentioned it at the beginning. To put it in a broader sense, it is based on the boss’s macro-strategic goals. For example, during the winter and summer vacations, the education industry must do new customer acquisition activities. For example, our company is about to get a round of financing, or is going to go public, and I need to make my BP look better, so I need to increase my user base like crazy to do subsidized new customer acquisition activities. For another example, the current business track is still in its infancy and there are no unicorns occupying it. I need to quickly formulate strategies to occupy the top and the minds of users.

To put it simply, the background of the activity needs to be based on the current stage of the product and business to infer what kind of activities need to be done.

• Background 1: When a new channel is connected, I need to test whether the new channel’s effect in attracting new customers can make my ROI reach 2 or 3.
• Background 2: My current community users are extremely inactive, and the number of speakers and posts is declining sharply. I need to plan some activities and incentive mechanisms to keep users active.
• Background 3: Currently, our growth has reached a bottleneck. The number of our new users is decreasing every day on a month-on-month basis. We need to research and test new strategies for attracting new users and acquiring customers.
• Background 4: Our current customer acquisition cost is too high, and the ROI has not yet reached 2. We need to plan some low-cost activities to attract new users.

2) Purpose of the activity: The purpose of the activity can be derived from the background and reasons. You can also define the purpose of an activity from the user life cycle model; attracting new users, retaining and activating users, converting users, recalling users, spreading users, and creating momentum.

Generally speaking, an activity should not only achieve one purpose, you can achieve two or three purposes; but if you are afraid that too many purposes will confuse you, you can make your own judgment based on priorities.

• Purpose 1: Activate old users through free book activities and interact with old users. At the same time, it can bring new users to low-unit-customer products through fission.
• Purpose 2: Activate old users by letting them participate in live broadcast interactions, and at the same time let old users share posters to invite new users to join the group to attract new users.
• Purpose 3: Guide users into the flash group through group fission, and convert users through the gameplay of lucky draw + grass planting + strategy.

3) Target audience of the activity: You need to think clearly about which group of people your activity is targeting. Only when you know which group of people you are targeting can you develop subsequent levers and mechanisms based on the preferences and habits of that group of people.

For example, among the new user groups, my target user group is Generation Z, so my levers and mechanisms must be relatively "new, unique and special"; for example, this time I am targeting churned users, and the reason for their churn is because they experienced bad services, or because the number of times or coupons have been used up, then my levers and mechanisms can be formulated according to the reasons for user churn.

4) Event hook: What interest points do you rely on to attract users, catch their attention, and give them reasons to participate in your event.

• Grab handle 1: discount promotion, free gifts, free red envelopes, free gifts;
• Grab 2: After completing the task, I can get a rare product, a unique product, or a product with great value;
• Tip 3: I can get free courses or useful documents;
• Grab 4: I can get corresponding qualifications, privileges, and tickets;
• Hook 5: It is very topical and full of gimmicks. The copywriting, posters, and rhetoric really hit the user's pain points, and it has enough endorsements from bigwigs.

5) Activity mechanism: You need to set rules, thresholds and tasks, and require users to complete certain behaviors and actions in order to obtain the rewards you set; in fact, the activity rules of group buying, bargaining and crowdfunding are all considered activity mechanisms.

• Mechanism 1: You can write in the advertising copy "Complete the registration to receive a 500 yuan no-threshold coupon" - for new users.
• Mechanism 2: "Complete 7 days of posting and checking in to receive a gift package worth XXX yuan" - targeting user activity.
• Mechanism 3: for old users: forward to Moments and invite 6 people to scan the code to help and you can get a gift; for new users: follow the official account to push new user gifts, receive new activity coupons, and get on the hook; - complete forwarding, invitation, sharing, recommendation, and new user registration.
• Mechanism 4: Watch the live broadcast and pay a deposit during the live broadcast to participate in the 10,000 yuan lottery with a winning rate of 100%.

6) Customer-Journey: From the time a user is pushed to see an activity to the time they finally complete the threshold and mechanism you set, how many steps does it take for the user to complete your task; that is, who completes what action in what scenario.

This can be further broken down. In addition to the user path map, there are also product logic diagrams and user psychological path maps.

The first one is the user path map, which shows what actions the user has completed in what scenario. This is the user perspective – the first-person perspective, where you think of yourself as the user.

The second one is the product logic diagram. I want users to complete those actions in different scenarios to achieve the AHA moment of my entire product. The biggest difference between product logic and user path is that product logic must have judgment statements such as "yes and no".

The third one is: what is the user’s psychological change process when he or she is following his or her user journey map; from doubt and resistance, to curiosity, to finally feeling great after using the product.

The user journey map can be roughly divided into the following steps:

From users seeing the event - entering the main venue - clicking to participate - sharing for the first time - progress feedback - completing tasks - receiving rewards.

7) Goal breakdown: Based on the design of your user path, you can actually roughly estimate the data indicators that can be achieved in the end of your entire activity. Your user path corresponds to the conversion rate funnel. Then, you can organize your resources and channels, pull up past historical data, and break it down step by step according to the user path funnel to see if you can achieve your desired goals.

First, take stock of the resources:

• A. How many seed users are there?
• B. How much prizes are in stock?
• C. How many channels are available for push and reach? Internal channels: social networks, Moments, public account fans, Weibo fans, Douyin, Kuaishou, Bilibili, Xiaohongshu, video account fans, etc.

External channels: cooperating media, KOL, KOC, and reachable communities.

Next, determine the conversion rate of the user path; break it down according to each step of the user path:

• How many people can see my activity and what is my estimated exposure rate?
• What is the estimated click-through rate of my poster, copywriting, and the content of the event itself that can attract users to click?
• After entering the main venue, what is the participation rate of users that my interest point settings can get?
• After users click to participate, what is the completion rate of users that our threshold mechanism can set?
• If my final step is for users to complete conversion and pay, what is my conversion rate? Make an estimate.

Finally, make a budget estimate and effect evaluation based on your conversion rate breakdown: If the final estimate is that the goal cannot be achieved and the budget is insufficient, provide timely feedback.

• Finally, how many new users can I attract?
• How many users have completed the task?
• How much money do I need to give out in prizes and coupons?
• What is my customer acquisition cost (including tool costs, etc.)
• If it comes to delivery and conversion, what is my ROI?

The above is what I think you need to list at the beginning of an activity framework and plan to carry out a fission activity. After listing them, you need to discuss the details of the activity theme, words, copywriting, posters, UI, etc. - these are the more time-consuming parts.

2. Case analysis of the fission of old customers bringing in new customers and the fission of mini programs

Next, I will sort out two better cases that I wrote in my previous case analysis according to the framework I wrote:

1. Dingdong Classroom

1) Case name: Dingdong Classroom—Get free classes every month (fission activity).

2) Disassembly purpose:

A. I have recently been thinking about setting up an incentive system for old users. When setting up the incentive model, I need to think clearly about what user behaviors need to be incentivized, what rewards will drive users, how to reflect the user's feedback on the incentives, and how to redeem and consume points.

B. Break down the user path of each step of Dingdong Classroom's monthly free lessons.

3) Case background:

Company background: Dingdong Classroom is an educational app under Shenzhen Youlexue Technology Co., Ltd. It is understood that Dingdong Classroom currently has nearly 5 million users and more than 100,000 classes are completed in a single day.

Course Features: Dingdong Classroom is an AI English classroom tailored for children aged 5-10. It is based on AI technologies such as image recognition and natural language processing, simulates real American teachers, and creates an interactive teaching scene classroom.

Through interactive English games, peer PK, peer collaboration, partner classes and other interactions, we can restore the real classroom scene and improve the interest and initiative of children's learning.

It mainly adopts the 1-to-2 small-class teaching mode taught by North American foreign teachers, and conducts AI fun interactive gamification teaching; at the same time, according to the official website, the developed intelligent learning system can utilize intelligent matching class division system, adaptive course recommendation, intelligent learning reports, customized after-class review and other intelligent interactive functions.

Note: One-to-two classes means one teacher teaches two children, but this is an AI interactive class. You need to study whether it is a live class or a recorded class (Coding Cat also has such experience classes, but Coding Cat is through telemarketing conversion and reservations, while Dingdong Classroom is through purchasing experience classes for 0 yuan. Here we can focus on analyzing the advantages and disadvantages of this type of teaching model).

4) Case analysis:

Activity mechanism: Old users can generate their own posters with their children’s pictures through H5 links, share them and invite friends to sign up for classes.

Activity cost:

• Reward mechanism: You can get 250 stars by inviting 1 person to successfully sign up for a course. If the invited friend pays more than 200 yuan in a single transaction, you will be rewarded with 5 lessons + 2 gems.
• Reward Cost: There is no cost to redeem the course.
• Review mechanism: Users need to upload screenshots of their posts for review.

User path: Old users open the official account → click on the menu bar to receive free classes every month → click to make a poster → upload a photo of your child → generate a poster → forward the poster to your Moments → new users scan the code to sign up for classes → complete the first class → old users receive class rewards.

5) Points to be optimized

I think there is no need to upload screenshots for review again. Whether screenshot review is needed depends on whether you generate exclusive posters for users or unified posters.

Exclusive posters can monitor at any time whether you have completed the action of inviting people, and I can monitor your real data; unlike unified posters, I have no way to monitor how many people each person has invited, and then what kind of rewards I can give, I can only restrict users by setting rules.

I didn't see any feedback mechanism. The feedback mechanism could remind the user of the progress of his task in a timely manner, for example, "The friends you invited have completed the registration. As long as you complete the appointment registration, you can get a class hour reward"; it could also tell the user the result, for example, "Congratulations, you have successfully invited 2 people. You can get XXX reward by inviting one more person"; and in the end, I still didn't see how to redeem and consume the "stars".

The poster copy lacks the trust endorsement of old users themselves, for example:

• “XXX (WeChat nickname) wants to invite you to study together”;
• You can also refer to the copywriting of Juejue Reading: "8-year-old Xiaoxiao (child's name) has persisted in reading on Jiaojiao for 5 days. Come and give him a thumbs up and cheer for him";
• You can replace it with "8-year-old Xiaoxiao has completed three courses at Dingdong Academy and would like to invite you to study together."

So to sum up, I think the correct steps for introducing the activity should be:

• Generate exclusive photos;
• (If there is no prompt progress reminder) How to check the progress;
• How to claim/redeem rewards.

(Step operation interface)

(Poster generation page - need to improve the wording)

7) Highlights and points that can be taken

Highlight 1: Regarding the activity format itself, users can post photos of their children on posters to share; this can greatly increase trust endorsement and also cater to parents’ desire to “show off their children”.

Highlight 2: DIY poster making. Parents can choose their favorite poster style freely. However, when sharing to Moments, it would be more appealing if Walnut Programming could prepare several Moments texts for parents to choose from.

Highlight 3: The entire user incentive activity is nested. In the education industry, the user's "aha moment" is completing the first trial course, so the criterion for judging old users here is that star rewards are given only after new users complete their first class.

Of course, this path is a bit long, and it is impossible to provide timely incentives. If the incentive feedback is very long, users will easily feel that this is too difficult to complete, and they don’t want to go on and participate.

Therefore, we use timely progress notification to users to motivate them, and the entire reward process is nested with "stars + gems"; stars can be exchanged for virtual courses, gems can be exchanged for physical objects, and the entire H5 interface is connected in series.

2. Qingju Bicycle

1) Case name: Qingju Bicycle·Wind Chasing Race

2) Disassembly purpose:

• After taking a close look at the "Wind Chasing Race", I think it's the first time I've seen a case of a mini program activity, so I really want to know how the entire activity is implemented using the mini program as an activity carrier.
• Learn how others plan events and consolidate your thinking about event planning.

3) Case Background

Case introduction: "Qingju" bicycle is Didi's own shared bicycle brand, which implies a fruit that is slightly immature but full of hope; the name "Qingju" echoes Didi's company name "Xiaoju Technology".

On January 25, 2018, Qingju Bicycle was officially launched in Chengdu.

On April 17, 2020, it received more than US$1 billion in financing.

The current number of users and profitability are unknown, but with the support of Didi, there should be a large number of traffic entrances and registered users, so the number of users should not be small.

Industry track: The shared bicycle industry has entered the "Three Kingdoms" era represented by Hello, Meituan Bike, and Qingju Bike from the era of the duopoly of Mobike and ofo; no longer relying solely on burning money for subsidies, the industry has also experienced a round of price increases and is gradually returning to rationality and pursuing profitability.

"The situation of the Three Kingdoms War has been formed. The current competition will no longer repeat the situation of 2017, which was blindly burning money, over-investing, violating business laws, and not considering business models. It will focus more on product experience and operational efficiency."

The current situation is: the shared bicycle market is already saturated, and there is little room for growth in the number of bikes put into use, especially in first-tier cities.

In August 2019, Didi and Meituan announced that they would reduce the number of vehicles currently reported in Beijing by 50%, and take back all the vehicles that had been centrally cleared and stored in various districts, with the implementation to be completed before the end of 2019.

How to do a good job in the existing market and transform from extensive management to refined operation is the key to competition in Three Kingdoms Kill.

4) Case analysis

Activity background: Based on the current "three-kingdoms" situation and the above analysis of the current industry status, doing a good job in the existing market and user activation should be the important strategic decision for Hello, which is backed by Alibaba; Meituan, which has already begun to enter the sharing industry in large numbers, and Qingju, which is in the cradle of Didi.

Purpose of the activity: Based on the background, the main purpose of Qingju’s activity this time may be to activate old users by inviting friends to ride and receive red envelopes; to interact with old users, and at the same time to bring new users to experience the product through fission.

Activity goals: The number of participants reaches XXX, the number of new registered users reaches X, and the number of new users completes their first ride.

Activity theme: Qingju Cycling Chasing Wind Race.

Activity mechanism: Old users can invite friends to help them by sharing the mini program. When they reach 3,000 meters, they can receive a WeChat red envelope of 30 yuan.

Activity grip:

• For old users: 30 yuan WeChat red packet.
• For new users: 60 yuan of cycling benefits.

Activity entrance: Qingju Bicycle service account & subscription account (no activity entrance or banner was seen in the mini program or Didi).

Target audience: Old users who follow the Qingju Bicycle Service Account and old users of Qingju Bicycle.

【Activity Rules】

5) Activity details break down user paths:

Initiate an event through a public account tweet:

(Tweet from Monday)

Users click on tweets to learn about the event — User guide map:

(Activity guide map)

Users can scan the QR code at the end of the article to enter the main venue of the event:

(The main venue interface of the event. Because I took a screenshot here later, the text on the red button has changed from "Start a race to get a cash red envelope" to "Invite one more friend to get the support of 5 people")

Click "Start a race to get a cash bonus" (the most conspicuous red botton) to enter the sharing invitation interface:

Click "Share to WeChat Friends" to generate a mini program and share it with groups and friends; there is actually another step of message notification authorization before sharing.

After a new user successfully helps, he will receive a push notification from the service:

(Service message notification)

The user clicks on the notification message to view the progress:

Finally, complete the invitation target (3000 meters) to receive the reward.

The above is the complete user path for old users.

6) Highlights and points that can be taken:

a. Leverage celebrities to increase influence and invite Liu Haoran to be the spokesperson for this event. This should attract many fans of Liu Haoran and also increase the influence of this event (the topic level is a bit weak).

b. The theme of the event can be combined with the product function (cycling). The entire event scene of "Wind Chasing Race" is still cycling and biking; so new users can clearly know what you do, and can also quickly guide users to use product functions - this theme and scene are very well chosen.

c. The UI design of the main venue is very cartoon-like and can be easily brought into the scene. The two cartoon characters chasing each other fit the theme and also create a racing scene.

d. Set up a "super accelerator" to reduce the "friction" between users and the event. The progress bar in the middle of the main venue actually requires users to complete 3,000 meters of cycling before they can receive rewards (this point is not mentioned in all activity interfaces. I think it also reduces the cost of users participating in the event and prevents users from thinking that 3,000 meters is a difficult task to complete).

Therefore, Qingju first gives users a super accelerator of 2361 meters before they share, to reduce the difficulty for users to participate in the activity; after first giving the reward distance of 2361 meters, users will suddenly feel that the difficulty has been reduced a lot, and will be more motivated to participate and complete the activity; after the user completes the first sharing, he will get a "301-meter" meter downgrade, so by the time the user completes the first sharing, his meter has reached 2662, and the completion rate has reached 88%.

It greatly reduces the difficulty for users to participate in the activity, and the users’ motivation to persist will also increase a lot; because I have completed 88% at the beginning, I will not want to give up.

I really want to say what Jianfeng said, that to do fission you must first give users some sweetness and encouragement, and increase the cost for users to escape the activity.

e. The remaining 12% (338 meters) actually requires the help of new users' clicks. You will find that friends' resistance will get a reward of 27 meters, which is equivalent to inviting 12 people to complete the resistance clicks; using 30 yuan to invite 12 new users to register, the CAC is 2.5 yuan/person - in fact, it is quite cost-effective for a large company like my brother.

I think it is very novel to convert the progress bar of the number of invitees into a progress bar of "meters". It can be used as a reference and it also reduces the risk of being fleeced to a great extent.

f. Service notification message reminder. Before sharing, the mini program will ask you to authorize message notifications. Therefore, when each new user completes the support for the old user, the old user will receive a support message notification on WeChat - this is actually a timely feedback mechanism, letting users know the current goal and how much they still need to achieve.

g. Pop-up windows are set frequently. Whether it is a new user clicking in or an old user logging out and then clicking in again, there will be a pop-up reminder to inform the user to share and invite friends. By setting pop-up windows, the user's sharing rate must be very high.

3. My own thoughts and insights on fission growth

1. Question 1: What are the main means of customer acquisition and growth now?

Channel placement for customer growth: Place information flow ads on major traffic platforms, or collaborate with KOLs to place content

• Interactive retention activities within the APP site: develop small games to allow users to participate and share.
• Content side: Create hot content to attract customers. By writing hot articles or videos, users will voluntarily forward and spread them, causing fission
• Product side: produce tools that users can use frequently, similar to Yuanfudao’s question search and Changtou’s long-term investment temperature.
• User side: Establish your own private traffic pool, plan activities to bring in new customers and fission activities.
• Distribution: Recruiting distributors.

You are welcome to add more.

2. Question 2: For what kind of user tags, at which step in the user behavior path should the fission link be set?

For new users, before they pay, you can guide them to share and forward by group buying and bargaining, and invite friends to group buy and bargain to achieve fission; for example, Walnut Programming can also guide users to forward and fission through distribution after users pay.

For old registered users, set up a fission link when they understand the content of the activity and take the first step, for example: Shao Nian De Dao. You can also do forwarding fission in the form of coupons in the conversion link.

3. Some more thoughts

1) Ignoring the labor cost, the customer acquisition cost of the training camp activities that the teenagers received was basically 0; the course is part of the large class and does not require R&D costs. The only costs required are the tool costs and the costs of physical rewards. The final ROI should be very high.

2) Will there be more fission activities using mini-programs as carriers in the WeChat scenario in the future? For activities carried out with mini programs as the carrier, I can imagine that the fission data is very controllable. We can know the conversion rate under each funnel (click rate of a button, UV of the sharing interface, etc.); we can monitor the data of the mini program at any time, and we can respond promptly to abnormal conversion rate data, optimize the copywriting in a timely manner, and adjust the strategy in a timely manner.

3) When organizing activities, the theme must be able to be integrated with the business itself. For example, Changtou has a fission activity that simulates fund speculation, Qingju has a racing competition, and Pinduoduo has bargaining. How can the activities we organize be integrated with our business itself? We need to think proactively and imagine more cases.

The final chicken soup:

Day by day you gonna know my name (Day after day of hard work will eventually bear fruit), Even life so hard still on my way (Even if life is difficult, I will continue to move forward).

——Rap New Era Laziness "KMN"

Author: ZS__Fang

Source: ZS__Fang