3 practical methods of user fission growth!

Let me share with you how to achieve fission growth from a practical perspective.

Group fission

Example: A company wants to attract a large number of users through a PPT course and prepare traffic for subsequent paid course conversions. You need to plan a group fission activity, what would you do?

Let’s first look at its key behaviors, which include scanning QR code posters and forwarding posters. Its corresponding behavioral feedback is as follows: see the poster (what can you get after scanning the code? The corresponding one is the fission poster design, scan the code to get...) - scan the poster - enter the fission group (1. What feedback do you get after entering the group? The corresponding one is to prepare small gifts and forward tasks. 2. What can you get after forwarding? The corresponding one is that you can get the final candy after forwarding.) - forward the poster - get the reward (the feedback after forwarding, the corresponding one is to redeem the candy.)

Step 1: Prepare the poster. What can you get after joining the group? For example, the 21-day training camp for PPT masters mentioned before is the ultimate candy (corresponding to the forwarding behavior), and scanning the code to get 100 sets of PPT templates is a small gift (corresponding to the group joining behavior).

Step 2: Give out small gifts and announce the task copy.

Step 3: Prepare the forwarding words.

Step 4: Prepare the words to redeem the candy.

As a new user, scan the QR code to join the group - receive tasks and posters - forward posters - receive candies.

The user experience path of group fission: from seeing the poster - scanning the code to join the group - seeing the task script of forwarding the poster in the group - forwarding the screenshot of the poster back to the group - receiving candy in the group, the three links in the middle can achieve continuous fission.

What are the advantages and precautions of group fission?

Advantages: safe, good fission effect, good community forwarding atmosphere

In the WeChat ecosystem, there will be more and more restrictions on various marketing activities. For example, using official accounts to guide users, or forwarding products to Moments, etc., may all be restricted. In this regard, at least it would be relatively safer to do fission through a group. The reason why its forwarding atmosphere is good is that users are often influenced by other users. When a user in the WeChat group is forwarding, other users are used to follow up and have more forwardings. There are also many similar "support" practices to create this atmosphere.

Points to note: Before fission, think carefully whether it will be used as a reach pool or heavy operation? It is used as a reach pool to promptly handle intercepted advertising users; for heavy operation purposes, it is necessary to deploy relevant operation personnel and formulate operation plans.

Personal account fission

The fission of personal accounts is convenient for increasing the exposure of personal circle of friends information, or for point-to-point communication.

I currently want to use data documents to plan a closed loop of personal account fission. How should I do it?

We often encounter various WeChat business people who want to add our personal accounts, but in practice, the conversion effect is not very ideal. Why? Because they haven’t built trust.

Therefore, when we consider the planning of the closed loop of personal account fission, we must think about how to establish a sense of trust. The basis of this trust is to be able to provide real things and real value, and to stand up from the user's perspective.

The most basic personal model is: scan the code and add your personal account number - forward the poster.

The first one is on guard. Many people are unwilling to add a personal account, let alone forward a poster? At this time, we need to make sure the candy is strong enough when planning. Let’s take a look at its basic process: see the poster - scan the QR code and add your personal account - enter the dialog box - forward the poster - get rewards.

We also need to consider feedback design: see the poster (same as what can be obtained after scanning the code?) - scan the code to add personal account - enter the dialog box (1. What feedback can be obtained after adding friends? 2. What can be obtained after forwarding?) - forward the poster - get rewards (feedback after forwarding)

This requires that the candies on our growth posters must be attractive to users, and use various methods to increase users' sense of trust and lower the threshold for users to add personal accounts. Because many users will first question whether you are a scammer when they find out it is a personal account after scanning the code, so you should explain it clearly to users in advance so that they can feel that there is no problem. Including the small gifts and candies that will be redeemed afterwards, you must be very delicate and pay attention to the guidance of the copy, because you are using your personal account to interact, and the experience these users ultimately get may very well determine the effect of the forwarding.

We need to calculate the time from when the user sees the poster - the welcome message and task - the forwarding copy - the feedback copy - the candy distribution copy. How much did I invest, how many users did I get, and what was the customer acquisition cost for each user. In the next few years, the total cost in the first two years will be relatively low, and it is possible to acquire users by only spending the cost of time. However, in the future, combined with the selection of candies and the incentives for users, the cost of each one can be calculated, and the unit price is constantly increasing. At this time, we must combine templates to give users a sense of freshness, or new stimulation and incentives to reduce the single cost of user acquisition as much as possible.

Personal account fission process: new users scan the code to add personal account - receive tasks and posters - forward posters - receive candy.

The user experience path of personal account fission: see the poster - scan the code to add the personal account - receive the personal account task and fission poster - forward the poster - take a screenshot and send it to the personal account to receive candy; the three links in the middle can achieve continuous fission.

Advantages and points to note for personal account fission:

A. Advantages

As long as we establish a connection, they will have a strong sense of trust in us, which makes it easier to guide users; we can then reach users repeatedly (such as through friend maps or group messages)

B. Note

Pay attention to the long-term operation of the personal account circle of friends (for example, the avatar, image, published content, etc. must be closely related to our products to establish positive brand output). There is a daily limit on the number of friends that can be added to a personal account (the upper limit for actively adding friends is 20 people, and it is recommended that you be good at guiding others to add you).

Public account fission

For example, if we are in charge of the operation of a reading community and want to make a public account fission through the popular physical books on Douban and increase the number of fans of the public account, how can we make a good plan?

In our previous candy class, we mentioned that users are constantly exposed to various stimuli every day, so if we want users to generate new motivation, we must have our own highlights, be different from others, and be able to combine with recent hot spots. We often come across free courses, e-books, various documents, etc., what about you? What do you have?

At this time, having physical books is a highlight, and they happen to be the physical books that are very popular recently, so it is possible to attract a group of specific users. For example, for the mother and baby group, it may be a parenting book, and similar candies may allow you to circle out the mother and baby user group in the form of a book. There are many similar ones, such as children's picture books... The characteristic of this type is that you have to spend a certain amount of money, but the stimulation you bring to users is relatively strong.

Of course, we also need to calculate the cost of investment, the total investment, the number of users gained, the cost of each customer acquisition, and analyze the cost differences in other channels. The final single cost trend is constantly going up. As long as it is less than other channels, this growth model can be sustained. Determine the key behaviors for the public account fission: scan the code to follow the public account - forward the poster - help from friends.

We also need to consider feedback design: see the poster (what can you get after scanning the code? Fission poster design, what can you get after scanning the code) - scan the code to follow the official account - official account dialog box (1. What feedback do you get after following? Official account introduction, welcome message, forwarding task. 2. What can you get after forwarding? Explain that you can get the final candy after forwarding) - forwarding poster - friends help (what feedback is there after friends help? Copywriting preparation after friends help) - help completion (feedback after the help is completed, redemption of candy)

1. Poster preparation
2. Official Account Introduction
3. Welcome and tasks
4. Forward copy
5. Friends help successful copywriting
6. Prepare candy distribution copy

Abstraction layer: new users scan the QR code to follow the official account - receive tasks and posters - forward posters - help successfully receive candy.

The user experience path of the public account fission: see the poster - scan the code to follow the public account - get task guidance and fission poster - forward the poster to friends to help scan the code - complete the support of the public account to receive candy; the three links in the middle can continue to fission.

Advantages and points to note about public account fission:

A. Advantages

High fission efficiency: one user brings multiple users

Automation: Automatically run after the activity starts

Low cost: The cost allocated to each new user is very low

Strong interactivity: Users can be notified instantly of the dynamics of user-assisted tasks

B. Note

There is a certain development cost, or you need to purchase the Taskbao tool

The official account must have good products and content, otherwise it is easy to lose fans

When the amount of fission is large, it is necessary to pay attention to diverting it to multiple accounts. This is related to security, because the entire process of fission and increasing fans of the public account is subject to many restrictions of the platform. What we need is a continuous, even slow, user acquisition model. If you see that a certain method is particularly popular and keeps being displayed on the screen, you may find that the activity cannot be carried out because the platform has restricted it, and scanning the code or connecting the link will be useless.

In fact, it is not just WeChat, other platforms are the same. Each platform has its own rules, and merchants and consumers have their own demands. The two may conflict or support each other. So we must grasp the scale of each platform and ensure security as much as possible while obtaining user traffic.

Notes and conclusions

Feedback needs to be adjusted at any time

There will be some problems for different groups. For example, the information reception is different between middle-aged and elderly people and young people, and between people in cities and rural areas. Some people who are exposed to it for the first time don’t understand it very well. For example, the screenshots may be wrong. This may be because the users did not fully understand what you meant when you were guiding them. There may be problems with the previous copy or the copy during communication, so adjustments must be made in a timely manner. For users who participate in fission for the first time, there will be correction feedback on the screenshot content.

Also, when we are doing fission, we pay attention to quantity and quality. The long-term trend is that people will pay more and more attention to quality. In the early days, we will have a large number of fissions and a large number of users through extensive methods, including many new users, but in the end, not many service conversions. We must grasp our own degree.

When we do fission propagation in the reach pool, we can create a VIP group to transfer users from the general reach pool to the active pool. This is a continuous process. Use the VIP group as candy to stimulate users to forward, and at the same time prepare for the conversion pool.

At the same time, in this class we talked about three models: group fission, personal account fission and public account fission. These basic models can be used to make many variations and conversions in the future, and then correspond to our poster design, formal design, copywriting design, etc., to establish a closed loop for each piece and acquire more users through operation.

Author: Drunk Uncle

Source: Drunk Uncle