I have summarized 2 experiences from the "Limited Free Class" fission activity

Event Background

During this year's Spring Festival, everyone was panicked by the outbreak of an epidemic. All festivities and excitement came to a halt, and everyone paid close attention to the epidemic situation.

For operations, where attention is focused is where traffic is competed for. Many Internet products, such as "Get APP" and "Fan Deng Reading", took the opportunity to quickly launch limited-time free courses and membership activities, taking advantage of people's current anxious mentality and conducting traffic and brand promotion activities with the orientation of "strengthening learning".

Inspired by this, we also want to quickly plan an operational activity. So we temporarily gathered a few friends and launched an operation activity in three days through remote working collaboration.

Purpose

This event is to provide benefits to users. For the platform, the primary purpose is to attract traffic, and the secondary purpose is to promote the brand .

Online courses are a business segment of our platform, and the target audience is salespeople in the engineering industry, especially newcomers in the industry and those who are willing to learn. The course resources we have accumulated already have a certain influence and can continue to play a role. We hope to take this opportunity to accumulate another wave of seed users.

Activity ideas

Our activity format is also to provide free courses for a limited time . In terms of traffic, since our courses are placed on a third-party platform, in order to create positive benefits for ourselves, traffic is mainly generated by attracting fans through our own WeChat service account.

After directing traffic to the service account, it will be convenient to direct it to other services on the platform for further conversion. As for those who purchase other courses of interest by receiving free courses (and being satisfied with the quality of the courses), this conversion rate is not taken into consideration in this activity.

How to Play

Using free courses as an attraction, we created a course themed "Engineering Project Research", highlighting that the course instructors are all industry bigwigs (authoritative), and the price of the course is set at 199 yuan.

Users can receive it for free by following the service account, the operation is simple.

In order to encourage fission propagation, additional rules are set: sharing posters with friends and inviting a specific number of friends to follow the service account can obtain additional rewards; a ranking list is set for "helping friends", and the top 100 are announced on the list to satisfy the communicator's sense of accomplishment and vanity.

Prompt progress feedback is given to users through template messages on the service account, including helping them succeed and meeting the conditions for receiving a reward, so that communicators can gain a sense of accomplishment and form a closed experience loop.

User Path

The brief process of this plan is as follows. We will start with posters for publicity and use them as a carrier for dissemination:

Event poster

As for the poster design, due to time constraints, I directly used the template through a third-party platform to modify it without involving professional designers, so practicality was the main focus.

I referred to the 6 key elements that high-quality poster design needs to meet to design:

1. User identity (users need to show their image in the circle of friends, showing a positive and learning attitude)
2. Main title (hit the needs and pain points of the target audience, the font size should be large enough to be clearly visible even in small image mode)
3. Outline (list what benefits it can bring to users and what problems it can solve)
4. Trust endorsement (big platform logo, lecturer’s avatar, image and title, celebrity recommendation or platform, etc.)
5. Sense of urgency (limited time, limited number of places, price anchor, let users perceive the value, such as original price XX yuan)
6. Short-term benefits (e.g. additional XXX benefits)

Data performance

(1) This event was launched at around 3:00 p.m. on February 4. The operations staff first mobilized the company's front-line colleagues to promote it on their own private domain traffic, including sales staff, customer service staff, operations staff, etc. Since the initial dissemination sources were relatively scattered, this part of the traffic could not be counted.

At 8 o'clock that evening, the company's two service accounts jointly released corresponding tweets (with a cumulative number of followers of approximately 60,000).

After the event started, it was very popular in the first two days. However, as can be seen from the data trend in the figure below, after the official stopped the continuous promotion, the popularity obviously cooled down from the fourth day .

As of February 14, the total number of people who received the course was 2,760 . This number does not seem high. How do you judge it? We had been accumulating seed users through live classes for a period of time and promoting them vigorously. However, after several courses, we only accumulated more than 3,000 people. Of course, the two are different in terms of process, form, bait, etc.

In comparison, the radiation effect of this operation is still good.

(2) In terms of the ranking of "helping friends" in the user-shared posters (part of the data is shown below), the conversion traffic shared by company insiders and the conversion traffic shared by real users are about 7:3. There are three main reasons for this:

1. Time span: Currently, the real user transmission is still continuing weakly, bringing in 70 to 80 people every day. The current data statistics cannot make a final conclusion.
2. Different communication sources: As an official source, our initial communication source traffic is relatively large, so the conversion proportion brought by internal people is relatively high.
3. Flaws in the operation method: This event was planned hastily and there were some objective problems in the thinking, which led to insufficient motivation for users to spread the word. (To be continued below)

Activity Summary

(1) There is a general main idea for the operation of fission activities (as shown in the figure below).

For the platform, it is to place the bait at the source of communication, stimulate the actions of target users, and let them obtain the bait by completing tasks. (Inner loop in the figure below)

For communicators, they take action after seeing the bait and pass the bait to their traffic pool according to the rules, so that the bait gets more exposure and produces fission. (External loop in the figure below)

What needs to be emphasized here is that the source of dissemination of the bait invested by the platform must be a traffic pool of considerable size in order to trigger a sufficient number of seed users to take action.

(2) There are two deficiencies in the process setting of this activity:

1) We split the user's goal (bait) into two parts, which inevitably leads to loss in the process.

2) The main bait this time (referring to bait 1 in the picture below) is to get a course worth 199 yuan for free, and the secondary bait (referring to bait 2 in the picture below) is to share the poster with friends to get extra rewards. The additional rewards are the platform's short-term membership services and physical books. Here, it requires the target users to first have a clear understanding of the value of the membership service before they may have enough willingness to participate in the dissemination, otherwise they will just leave after taking the course.

Therefore, the secondary bait is obviously not as attractive as the primary bait. However, when we bind the fission link with the secondary bait, the fission effect will be relatively poor.

So, if we readjust our thinking, we should proceed as shown below:

1. Only provide one bait to let users focus on the target, and ensure that the bait is attractive enough.
2. Fission should be closely integrated with the process of users achieving their goals so that the fission effect can be guaranteed through profit-driven means. Without sufficient motivation, it is difficult to awaken users' awareness of sharing, and only a few people are willing to actively share.

Conclusion

There are many factors that led to the unsatisfactory fission effect of this operation. The scale of the activity was not large, and the time taken from idea to implementation was not much, but it was precisely this opportunity to seize the moment and practice flexibly that gave me the chance to analyze and summarize from a small perspective.

Learning lessons and experiences from imperfect practices can give you more confidence for the subsequent path.

Author: Longshan Villager

Source: Longshan villagers