How to play community fission activities

Although the epidemic has had some impact, it will not erode everyone's desire to survive. On the contrary, it will play a promoting role to a certain extent. In view of this, I have summarized the changes in three major directions:

1. The first one is learning new skills

After the epidemic, more and more people have begun to consciously learn Internet money-making skills, such as copywriting, short video, private domain operations, looking for Internet money-making projects, and even acting as agents to sell products online. Many people even earn thousands, tens of thousands, or even hundreds of thousands of yuan per month relying solely on these skills.

2. The second one is called model innovation

Business owners and store owners are beginning to realize that they can no longer rely solely on the previous business model of waiting for customers to come to their doors, and are instead trying transformation, business model innovation, multi-channel promotion and layout. For example, Evergrande Real Estate created sales of 100 billion in two months through an online distribution model.

3. The third one is called private domain operation

Many companies and physical stores have begun to increase their private domain operation layout. Big brands such as Luckin Coffee, Heytea, Perfect Diary, Pagoda, and Wugumofang have achieved amazing results through private domain operation layout.

Why play in the private domain?

1. Greatly reduce the customer acquisition cost of enterprises

Traffic costs are getting more and more expensive, and the cost of attracting fans through private domain operations is greatly reduced

2. Improve customer loyalty and repurchase rate

Through private domain, we can achieve two-way contact and deep interaction with customers, which will greatly enhance customers’ loyalty and trust in the company, and the repurchase rate will naturally increase accordingly.

3. Helps companies build brand reputation

Through private domains, customers can closely experience the company's services, interactions, feedback, product temperature, etc.

4. Greatly improve customer retention and transaction rate

Developing private domains can effectively solve the problem of customer loss, increase customer stickiness and loyalty, and greatly improve transaction rates.

So, how do you master private domain community operations , easily attract fans, and quickly turn them into your customers? Why is it so hard to create a hot social launch event? There are mainly five reasons!

1. You haven’t screened out your precise seed customers
2. You don’t dig deep into your customers’ needs and pain points
3. You haven’t established initial trust and stickiness with your customers
4. You didn’t do a good job of pre-event warm-up and social interaction
5. You didn’t design a perfect social marketing process

Next, the chairman will share with you how a calligraphy training institution, through a community fission activity, attracted more than 330 students and achieved a turnover of 190,000.

A popular online marketing campaign can not only stimulate customer participation and attract more targeted customers, but also drive exposure of products and brands.

On the Internet, users spend far more than 6 hours a day on the Internet. They can easily obtain the information they want. It can be said that the online transmission of information is more than a thousand times faster than the offline transmission speed.

However, most people do not know how to plan a popular online marketing campaign to gain greater exposure for their products and brands and allow their customers to convert, close deals and split more easily through participation in the event.

So today, the chairman will share with you the universal formula for community fission and transformation activities in online marketing activities. Through this universal formula, we can help everyone master the essentials, steps and methods of online marketing activity planning more quickly, thereby achieving exponential growth in sales performance!

Universal formula for community fission activities = seed customers + activity content + transaction proposition + fission mechanism

1. Seed users

First of all, you need to know who the group you are targeting for your event is and who will be your first batch of seed users.

Remember that the "seed users" mentioned here do not mean your customers, but can also be your employees, relatives, friends, colleagues, potential customers, prospective customers, partners, alliance merchants, etc.

Therefore, before the event starts, you must list who your seed users are and who you will invite to participate in this online fission event.

2. Activity Content

The content of the activity generally includes the purpose, theme, time, form, cost, promotion and related information of the online marketing activity.

(1) Purpose of the activity

Determine the purpose of the event, generally include attracting new customers, promoting activation, improving retention, increasing conversion, brand promotion, etc. However, the ultimate goal of the event is to close a deal, right?

(2) Activity Theme

Determine the theme of the activity, such as 19.9 yuan for 8 summer consolidation courses worth 1,280 yuan

(3) Activity form

Determine the form of the activity, such as bargaining, flash sales, lucky draws, likes collection, voting, red envelopes, etc.

(4) Activity time

Fill in the event time, such as May 16, 2022 - June 16, 2022

(5) Activity Rules

Determine the rules of the activity and formulate relevant rules based on the form of the activity.

(6) Introduction

Provide an introduction to the relevant institution, including the institution's name, address, contact information, team, honors, location pictures, teaching scene pictures, videos, etc.

(7) Product description

Provide relevant product descriptions, including but not limited to product introductions, product images, product certifications, customer testimonials, and comparisons of customers before and after using the product.

(8) Prepare the main image materials

1. Event theme poster
2. Event Gift Pictures
3. Product pictures
4. Organization introduction picture
5. Related content pictures

In terms of event content, you must be fully prepared. Not only should customers be clearly informed of the content of the event, but the display and layout of the event content must also be able to bring visual impact to customers and stimulate their desire to participate.

2. Transaction Proposition

A sales proposition is a reason for customers to choose to buy from you. The following are the common sales proposition designs for general online activities:

1. Additional offers
2. Super free gifts
3. Providing zero risk guarantee

Then, a calligraphy training institution achieved more than 10,000 exposures through community fission activities and attracted more than 130 students. This is an effect that they cannot achieve through their usual activities!

(1) Additional discount design

(2) Super gift design

(3) Zero-risk commitment design

So, many times, just as you send out the event link or poster, others will pay for it? Why? Because others don’t understand your product, or don’t know how your product can help them and solve their problems.

So at this time, we need to sell your products through community operations so that your potential customers can have enough understanding of your products.

So, how should we describe our products and shape their value so that they can be more popular among people? You just need to design according to the following framework.

1. Describe the current situation and problems of the industry
2. Describe what your product is?
3. Why should I choose your product to buy?
4. What problems can your product solve for customers?
5. What benefits can I get by purchasing your product?
6. What kind of services and guarantees do you provide to your customers?
7. What is your zero risk promise?

Basically, by describing the above 7 parts, you can give your product value a new look and make your product value deeply rooted in people's hearts.

The value description of the product should pay attention to the following points:

1. Be sure to be concise and don't describe it too complicatedly.
2. It must be illustrated with pictures and texts to fully demonstrate the value
3. Be sure to do a good job of graphic layout to improve the aesthetics
4. Don’t be too abstract. Be good at using numbers and comparisons to describe the value of your product.

3. Fission Mechanism

What are the common online community fission activities we see?

1. Group buying, such as Pinduoduo, invites multiple people to join the group and the price is lower.
2. Invite, for example, if a restaurant invites 10 people to join the group, they can enjoy a 198 yuan meal for free
3. Accumulate likes, for example, at a children's playground, convert the poster + copy to the circle of friends, and accumulate 10 likes, then you can get a free ticket and play.
4. For example, if you forward the poster and copywriting to your friends circle for 3 consecutive days, you can enjoy 3 basketball experience classes.
5. Bargaining, for example, calligraphy training, the original price is 699 yuan, invite 20 people to help bargain, and learn a 6-day course for only 29.9 yuan
6. Distribution, such as Wanfuhui Micro Classroom, you can get 80% commission by inviting people to become members
7. Alliance, such as merchant alliance activities, in which 20 merchants form an alliance to carry out activities. Each merchant shares resources, gifts, and customers, directs traffic to each other, promotes together, and achieves a win-win situation.

So, if you want to do a successful community fission activity, you must have 5 major elements:

(1) Seed precision

——If the seed customers are not accurate, it will be difficult for you to fission

(2) Simple operation

——It is very easy for customers to operate, and it can be completed in one or two steps

(3) Very low threshold

——You don’t need a high threshold to participate in the event, and you can also get valuable gifts and benefits

(4) Easily accessible

——By following a few steps, you can easily get the gifts given in the event.

(5) Super high value

——The products or services being sold are of very high value and come with extremely high-value gifts.

This fountain pen training attracted many people to sign up through group buying and fission, and 131 people completed the transaction. It is difficult to achieve this effect if you promote enrollment yourself on a regular basis.

(1) Seed precision

——Mobilize your own employees, old customer resources, and friends around you to carry out promotion and publicity.

(2) Simple operation

——Provide the copy and poster, and forward it to your friends circle.

(6) Very low threshold

——You only need to pay 19.9 yuan in advance to take 2 free trial classes, and then sign up when you are satisfied.

(7) Easily accessible

——Sign up and get a free pen worth 99 yuan

(8) Super high value

——Register to receive a 5-piece set of super valuable gifts.

If you have ever done a social media sales event or planned an event for a physical store, you know that it is difficult to achieve a large number of batch transactions and a hot transaction scenario without the help of marketing tools.

Of course, it is not ruled out that some experienced big sellers can easily make hundreds of thousands or even millions of dollars in a single event. However, if you observe carefully, you will find that today’s transactions are increasingly relying on tools, and more and more companies are beginning to pay attention to private domain operations. I hope this practical case analysis will inspire you!