How to plan a fission event promotion?

Hello everyone, I believe that every operator who has done fission has had the following questions?

Why are other people's fission activities so popular, but mine is so bad?

Why have I studied so many cases, but still can’t get good results once I start?

Friends who have never done fission may think that fission growth is just a sharing and support activity? Is it difficult?

If you have any of the above questions, you have come to the right place. Come, look down.

I will tell you how to plan a fission event by using the example of a fission event I just did in April. First, let’s learn about this activity.

1. Activity Background

We are an online education company and our product is high-priced operational employment classes. In April, I wanted to achieve the goal of increasing the number of followers of the official account and converting courses through a live broadcast + prize redemption event.

Speaking of this, do you have any questions? The purpose of this event does not seem to be very clear. It seems clear, but it is not the only one. If you can see this, it means you have a good awareness of fission growth.

There can only be one core purpose for fission activities. Practice has shown that fission activities that take into account two or even more purposes often cannot take into account either side.

Because our project is new and the official account does not have many fans, it is difficult to achieve two goals at the same time. Therefore, the core purpose of this activity is to increase fans. The goal I set for myself is to increase the official account to more than 3,000 fans. It would be best if there can be sales conversion, but it doesn’t matter if there is no sales conversion.

2. User Insights

After understanding the background of the activity, you can start to gain user insights. User insight is not a simple demand survey, making a few survey questionnaires, or finding a few target users and having a brief chat with them. Insights include user cognition, user needs, user perception, and user behavior.

User cognition: This is to investigate users’ cognition of your industry, brand, product, etc.

User needs: what benefits can users get from this activity and what problems can be solved

User perception: This is the user's feedback on the posters and activity process displayed during the event.

User behavior: whether users will actually participate in your activities or purchase your products.

It should be noted that user insights are divided into two steps. User cognition and user needs are the first step, which aims to figure out what users think and then prepare resources for adaptation.

User perception and user behavior are the second step, which needs to be carried out after the poster design is completed and the activity process is fully set up, which is the testing phase.

Let’s take the first step of user insight. The target of this activity is college students, so I found 40 college students, 10 from freshman to senior year, to conduct the survey.

I first designed a survey questionnaire, which included four parts:

① College students’ views on the operation skills training industry (industry cognition)

② Our perception of competitors and our brand (brand awareness)

③Demands for specific content to be shared during live broadcast (theme of live broadcast)

④ What are your expectations for the event (sharing incentives)

I found that there are complete differences in cognition and expectations for activities from freshman to senior year.

Senior students want to listen to live broadcasts from big company leaders on job search guidance and have a high level of awareness of operational training;

Juniors are more interested in some operational materials and are more curious about operations;

Freshmen and sophomores are only interested in prizes such as red envelopes, and have no interest in courses or live broadcasts.

So, based on the survey results, I positioned the theme of the live broadcast as "job hunting and employment". The prizes are divided into two types: free information and red envelopes + physical prizes. At the same time, I set up ranking awards.

3. Activity Process Design

1. Process design

Fission activities are basically completed using tools. During the group-entering stage, I used the "Jinqunbao" public account task treasure, and during the public account fission stage, I used the "Mei Xiangxiang" task treasure.

There are two paths to choose from. One is to join the group first and then guide the public account to participate in the fission activity. The process is as follows:

Another way is to directly scan the code to follow the official account, participate in the fission activity, and then prompt the user to scan the code to join the group when automatically following. The flow chart is as follows:

In this path, after the user follows the official account, the user will be prompted to scan the code to join the group in the automatic follow-up message.

2. Resource preparation

Before starting the fission activity, you need to prepare three resources: welfare resources, channel resources, and potential resources.

Our project is new and we don’t have many resources, so we did not make any external investment for this event. We found 5 campus KOLs and Baidu experts to be lecturers.

Small teams often have limited resources, so think about how to make the most of seed users. Fission activity is actually not a good way to go from 0 to 1, but a good way to go from 1 to 30. In other words, fission is actually using existing stock to find incremental growth.

Our seed users are college students, and we have conducted preliminary research on the concerns of students of different grades, so our seed users are still happy to share.

4. Poster Design

In addition to allowing users to quickly understand the event, the design of the poster also has a very important purpose to achieve, which is related to the success or failure of the event, that is, to gain the trust of users, which includes several elements, as shown in the figure below.

Here are 6 elements of trust.

①Pre-payback

A stepping stone to building trust.

②Solve demand points

It can help customers solve practical problems, which is also the main attraction (selling point, demand point)

③Build confidence

Includes brand self-certification, expert endorsement, and herd participation.

For example: The brand proves that it is able to deliver on all the above promises;

Use third-party arguments such as experts as support to convince users that it is right for them to participate;

Seeing so many people participating, especially some well-known industry figures, I believe that the judgment of most people is correct, which reduces the cost of consideration and thus actively participates in the event.

④ Trigger emotions

Create a feeling of urgency, great value, and bargain.

For example: the prizes are scarce and valuable (such as iPhones). In the case of multiple gifts, try to cover as many user preferences as possible;

For example: limited time flash sale, only once a year, limited to 100 people, etc.

⑤ Explanation of behavior

Users need to know the real and reasonable reasons behind all your promises and concessions. Otherwise, users will suspect that there is a trap or snare involved. Here you can tell users that this is a short-term benefit with a time limit, such as: the lowest price of the year, only for 7 days, etc., to eliminate users' doubts.

⑥Friends’ endorsement

Fission activities can very conveniently borrow users' social identities for endorsement and empower the trust in friends in the activities.

We present the six elements of trust on posters and make two posters based on two paths, as follows:

5. Testing

I still found those 40 students, asked them to experience both activity processes, choose the one they liked better, and also give them suggestions for the posters. As a result, everyone chose the path of "going directly to the official account and then joining the group".

Then let everyone invite their classmates, each person invites 5 people, to see how many people are willing to participate. The average value of the test is 2.3 people, which can be expanded.

What is particularly important to note during the testing phase is that if it is a paid activity, such as course distribution, it is important to let users actually purchase the product during the test, and then see whether the content they get after paying is what they want. If a refund is not possible, you also need to think about whether the users you are looking for are accurate, or whether there is a problem with your demand insight.

Finally, combining the user's ideas and the six elements of trust, we determined the poster to be the following version, as shown below:

Let’s take a look at how this poster embodies the six elements of trust.

①Pre-payback

Invite 5 people to share a 100 yuan red envelope, and the top three rewards are to let users know what rewards there are.

②Solve demand points

The theme "Senior executives from BAT share how to get into a big company" is designed to address the needs of graduates who want to find employment and want to get into a big company.

③Build confidence

Since the explanation is about how to enter BAT companies, the speaker must be a BAT executive to be convincing and make users believe that the content you share is valuable. So the poster shows the information of Baidu executives.

④ Trigger emotions

The event also provides offers from major manufacturers, giving users the opportunity to obtain them. On the one hand, it can continue to increase user trust, and on the other hand, through offers from large companies, such rare resources can make users excited and actively participate in activities.

⑤ Explanation of behavior

A brand won’t be good for no reason, but it also can’t state its purpose too directly. For example, if it directly says it gives you benefits just to sell you courses, then users probably won’t come to participate. Therefore, posters usually use conditions such as rare places and time limits to create the feeling that one will lose a lot if they don’t come this time. The poster clearly states the restriction of "only 200 people".

⑥Friends’ endorsement

There will be a friend’s portrait at the top of the fission poster, indicating that the friend has participated, and most users trust their friends. Moreover, the fission activity itself is carried out based on social relationships among basic acquaintances, so it naturally has the endorsement of friends.

VI. Risk Prediction

When organizing an event, you must prepare a risk plan, because various uncontrollable changes may occur during the event.

For this event, we took into consideration that many students are taking classes at home and their daily schedules are very tight. In addition, since they are not in school, the KOL effect may be greatly reduced, resulting in the initial number of participants being far less than expected.

So we contacted a college student entrepreneurship organization and dozens of college student WeChat groups. These are paid channels, so if the team resources are weak, they will not be used at the beginning, but they can be used as a backup. Sure enough, such a situation really occurred at the beginning of the event, and the backup channels came in handy.

Many times, testing cannot reveal all problems, and contingency plans must be prepared for various situations.

According to my experience, there are several risks that must be considered in fission activities:

① Insufficient number of participants at the beginning of the activity

Be prepared for both free and paid channels. Once the free channels are not attracting enough traffic, quickly launch paid channels.

②The number of participants in the event increased sharply

There may be a group of freeloaders, or the activity may be too attractive. It is necessary to control it in time or do a good job of diversion to prevent Tencent from blocking the account. For example, if a new public account gains more than 5,000 followers in a single day, or an old account gains 20,000 followers in a single day, there is a risk of being blocked.

③Trust issues arise in activities

Despite your foresight, mistrust may still arise. Or there may be many users who have questions, and it is necessary to provide multi-channel customer service (personal accounts, social networks, etc.) to answer their questions, provide timely feedback, and reduce complaints.

④ Insufficient resources

For example, the prizes you offered have been distributed, but the event is still very popular. Therefore, you need to think about the maximum distribution amount in advance. Once this number is reached, even if the activity is still popular, you must stop it in time and control costs.

7. Adjustments during activities

All adjustments after the start of the event basically revolve around one factor, which is the fission effect. Speaking of this, let's talk about the fission virus propagation formula:

Custs(t), the total number of users after a period of time;

Custs(O), number of seed users;

K, or viral coefficient, means how many people a user can attract to participate in the activity on average;

t, the total time of virus transmission, that is, the duration of the activity;

ct, namely the virus cycle/transmission/conversion cycle,

It looks complicated, but it is actually easy to understand.

When we are doing fission activities, the best thing to determine is the activity time (t). Today's users don't like to wait and hope to get rewards immediately after participating in the activity, so the activity time is best controlled within 3 days. Of course, if your activity is relatively large, it can also last for 7 days.

Then you don’t need to worry about CT, its greater value is reflected in the data review.

The most important things to consider are Custs(O) and K, which are the number of seeds and the viral coefficient.

Custs(O) determines the growth rate at the beginning of the activity. If there are few seed users, the exposure will be low and the growth will be slow. The more seed users, the better.

The K value determines the growth limit of the activity. The higher the K value, the higher the activity sharing rate, and the more levels of fission can be sustained.

By breaking down the K value, we can get: K = number of seed users * sharing participation rate * sharing return rate * communication level

K<1, the fission level starts from the second level, and the number of people spreading shrinks exponentially, so the fission cannot be opened;

K=1, each level is eternal and unchanged, and it is unknown whether it can achieve the expected result;

K>1, the fission level starts from the second level, the number of people spreading increases exponentially, and it has strong fission properties.

Therefore, during the fission activity, the most important thing to monitor is the K value. Almost all adjustments revolve around improving the K value. When the K value is lower than 1 at the beginning of the activity, it must be adjusted quickly.

For those screen-sweeping fission activities on the market, such as the former NetEase Xijing Class, the K value must be more than 10, because it is generally believed in the industry that in order to achieve a screen-sweeping effect, the K value must be at least 10.

8. Data review

After the final event is over, data review is required. Data review can not only evaluate the success of the event, but also check which step of the event had major problems, summarize them, and help avoid pitfalls in the future.

The final data of this event is that the public account gained 5,232 followers, 553 people joined the group, 424 people participated in the live broadcast, and 1 course priced at 5,999 was converted. The cost of the entire event was more than 3,000. Although it did not lose money, I think the event was a "failure."

Reason 1: There are few potential conversion users for the course (senior students)

Judging from the data of group joining and the number of people participating in the live broadcast, the event reached fewer senior users. Most of them were freshmen to juniors, who basically came for the prizes, and the accuracy of the traffic was low.

Optimization plan:

In daily operations, various baits are set up through official websites, public accounts, social groups and other channels to attract senior students and form groups of senior students. Before the fission activity begins, prepare a senior community of at least 300 people. At the same time, raise the threshold for event participation and set the core purpose of the event as sales conversion. When doing user insights, we segment the senior group according to multiple dimensions such as majors and employment preferences to achieve in-depth insights, and everything is done around sales conversion.

Reason 2: There are problems with the way the activity is played, resulting in considerable cost waste

I found that the top three in the rankings all had support values ​​of over 200, which is very high. However, there are only more than 20 people whose support value exceeds 6, and 30% of people have a support value of 5. This is a very big problem. This means that basically everyone’s support value has reached 5, and they no longer invite anyone.

Later, I found 50 classmates to conduct a survey, and the result was that the support value of most users did not exceed 5. This was because they felt that the prizes for the top three were so good that they must have a lot of support values, and they could not reach the top three, so they just needed to complete 5 support values ​​to participate in the share of 100.

The cost of the high ranking rewards for this event added up to more than 1,500, accounting for more than half of the event cost. Not only did it have no effect, but it also discouraged many users.

Optimization plan:

Centralize the activity funds and set up a two-level red envelope gameplay, so that users can receive a red envelope once by following the official account, and then they can receive another red envelope by inviting 5 people. After each collection is completed, the user will be prompted to join the group. This will have a much better effect. This idea was also confirmed during exchanges with another group of 50 college students.

IX: Summary

Finally, I would like to share with you my understanding of fission activities:

“Fission activities are actually an insight into the human nature of users. Whether they can be done well depends on whether you help users find what they really want and give it in a comfortable way. "

I hope this article can help everyone, and I am very grateful to all the readers who spent their valuable time reading the article. Mu Chen wishes you all good health and smooth work.

Author: February Teacher

Source: February Teacher