Online fission practice: How to attract tens of thousands of traffic in one hour?

Local traffic online fission, how do I make the fission platform crash instantly and attract tens of thousands of people in an hour? The author of this article has reviewed the entire process in great detail from the event planning period, event preparation period, event launch period, to event summary. I hope the content of this article will inspire you.

sequence

As the education industry matures, various types of capital are entering this emerging industry. The big cake of the education industry, which has been coveted by giants for a long time, is being divided up by various parties. This battlefield has now entered a stage of open-air fighting and the competition is becoming increasingly fierce. The cost of acquiring new customers is getting higher and higher, the renewal rate of old customers is getting lower and lower, and referrals are becoming more and more difficult.

How to acquire customers at low cost; how to find user needs more accurately; how to provide users with the services they need; how to increase user stickiness and trust; how to improve back-end conversion rates. These are also some of the most headache-inducing issues facing every company in the education industry, especially those working in operations. I believe that you who are reading this article are also worried about these problems and how to complete the KPIs brought about by these problems.

Next, I will use nearly 20,000 words to go through the "Back to School Season: Eight Great Gifts for One Yuan" event that I did in a leading education institution. From the event planning period, event preparation period, event launch period, to event summary, these major sections, and the specific wording of each step, I hope it will be of some inspiration to everyone in the future in the education industry's two process lines of attracting new members → maintaining → converting, and combining online and offline models.

This event took a week to prepare and one week to go online. The number of new local community members increased by nearly 16,000, the service account added nearly 6,000 members, and the QQ group added more than 2,000 members.

Contents of this article:

1. Activity Background
2. Activity Logic
3. Promotion Path
IV. Activity Preparation
5. Activity Materials
1. Activity Talk
2. Event poster
6. Activity Questions
7. User Questions
8. Data Analysis
IX. Reorganization of activities
10. Summary of fission activities and Sop

1. Activity Background

Just one month after I came to the company, it was the end of August, and we were about to face a major node in the education industry - the September school season. In order to carry out a large-scale traffic-generating activity when the school starts, we prepared this fission activity. Considering that some of the people attracted by the public account fission may not be the target users, we chose group fission, and the users attracted are relatively accurate. Then we started to plan all the resources that the company could use and sorted out eight gifts :

35 online high-quality video courses;
3 live classes by famous family education teachers;
Online Q&A service by famous teachers;
Primary school comprehensive learning guide (online data package);
Concentration training, math test papers (physical test papers);
Primary school Chinese reading cards valued at RMB 1,500;
Introduce a friend to sign up and get a 100 yuan movie card;
New parents who register can receive a customized school bag.

Because the K12 education industry is an industry with separated users and customers, that is, paying customers (parents) and users who enjoy our teaching services (students), are different user groups, so their needs are different.

Students are concerned about course quality, teacher teaching, and training atmosphere, while parents are more concerned about price, courses, materials, services, and prizes. Since our activities are initiated for parents, the exploration of pain points and needs is placed on parents. Due to the limitations of pricing strategies and offline courses, we are unable to focus on these two aspects, so we focus on the three major aspects of prizes, materials, and services. I started to coordinate resources with the headquarters and leaders to see what resources could be used.

Sort out these eight materials, package up all the boring things and do activities together. As long as there are parents interested in one of them, they will be attracted to participate in the activity. The seventh and eighth items are actually designed to facilitate back-end conversions for users who participate in the traffic flow. One is a referral gift, and the other is a gift that can be obtained by registration.

Advantages: There are more materials, and each material can be organized into a small fission activity. Releasing them all at once will allow parents to participate directly without thinking, thus broadening the audience of the activity.
Disadvantages: The activity logic is complex, which may cause unnecessary misunderstandings among parents. This will be discussed in detail later.

2. Activity Logic

After determining the activity materials and forms, we began to focus on the methods and implementation of the activity forms. First, we determined group fission as the fission tool for the activity. The main purpose of this time was to use our own offline old student resources for cold start to achieve two goals:

To accumulate online private domain traffic, divert offline old students and parents to online, form an online private domain traffic pool, and facilitate direct online promotion and conversion in the future;
Bring business opportunities and visits to the campus. In order to ensure the number of visits to the campus after online registration and to prevent users from participating in the event without going to the campus to collect the coupons, a payment threshold of 1 yuan was set to require parents to pay something, increasing their opportunity cost.

Many free activities now set a deposit threshold of 9.9 yuan or 19.9 yuan to increase the visit rate of participating users.

The activity logic is set as follows:

Online activity logic: Campus teachers push activities → Scan the QR code of the fission activity poster → Enter the fission group → Robot pushes sharing words → User shares in Moments → Automatically push the collection method when the group has 100 members → Reply to the service account keyword to get the information → And push the offline gift collection link and live course coupons or tell how to get the live course → Enter the link and choose the nearest campus to pay one yuan → Go to the campus to receive the gift → Old students bring new students to get movie cards → New students get school bags → Finally, carry out community maintenance and notify parents after confirming the live broadcast time

Offline activity logic: Campus teachers and store managers invite parents → Old teachers bring new students to campus → Receive gifts → New users sign up for classes → Both parties receive movie cards → New parents receive school bags Campus teachers and store managers tell parents to scan the QR code on campus posters to receive benefits online → Enter the community → Share in Moments Robot pushes sharing words → User shares in Moments → Automatic push when group size reaches 100 → Reply with keywords on service account to receive materials

Actual execution logic of the activity: the campus teacher pushes the activity → scans the poster to join the group → shares in Moments → pushes the link to receive → replies to the service account keyword → pays 1 yuan to the payment system → receives the gift at the campus

Because there are three logics that we want to achieve: online traffic; payment of 1 yuan; offline visits.

Therefore, there are many links in the activity logic. In this activity, there are two links that cause a large part of the problems:

The first one is the community fission tool. Because we only had one week to prepare for the event, the materials were ready, and the tool was tested for only 2 days, so many problems were found in the test. The tool party was unable to solve them, and there was no time to replace the tool. As a result, on the day of the early event, the activity traffic was blocked in the first hour. The group was full of 100 people, the system was stuck, and the QR code was not automatically replaced in time, resulting in a certain amount of traffic loss. Moreover, only 50% of users completed the group fission and forwarded to Moments, so the activity effect did not meet expectations;

The second is the payment system. When I got the payment system on the last day, I found that the payment system process was rather complicated. I considered changing it but it was too late to switch to a better payment system. This will also be specifically mentioned in the activity issues.

3. Promotion Path

There are three main promotion paths for our activities:

Online public accounts and community fan push;
Push notifications from campus teachers;
The user shares it in their circle of friends.

In these three promotion channels, the main users are concentrated on the push of teachers in the campus and the spread of users' sharing in the circle of friends. Among the first wave of parents who came in, 11,000 people entered on the first day, and 8,000 people entered in the first 1-2 hours. Then the growth rate slowed down. On the second day, 1,466 people entered through spontaneous fission of users. Therefore, it is estimated that the number of users who spontaneously split on the first day was around 6,000-8,000. The number of people participating in the event is approximately 3,000-5,000.

In these three aspects, we divided the promotion of the first two channels into three stages: the beginning of the pre-activity, the middle period of the mid-activity, and when the post-activity is about to end. Because the main resource channel, the campus, is unable to monitor the progress, the activity data in the mid- and late stages has dropped significantly.

When users share on WeChat Moments, user participation is not very high, and the basic forwarding rate is around 50%. Users who come in are not allowed to break the advertising barrier of sharing on WeChat Moments, and a large number of users remain at this stage. Moreover, the task threshold has been determined, and the resource packages are given out at one time. There is no consideration of the mid-term of the event, in the form of a wave of promotional forwarding. For example, forwarding for two consecutive days can get extra benefits, or inviting friends to join the group can also enjoy another benefit. The activity gameplay mechanism is relatively simple, and resources are released at one time, which encounters this embarrassing problem. The promotion in the mid- and late-stages is relatively weak, and the data has remained between 15,000 and 16,000.

For subsequent activities, you can prepare more forms to promote activation again and strengthen conversion. Moreover, the event was prepared in a very rushed manner with only one week. No grayscale testing or AB testing was done and the event was directly launched online.

4. Activity Preparation

Preparation time: Activity idea logic 8.23 -8.24 Activity preparation time: 8.27-8.31

Because the department team organizational structure had just been adjusted, time was short and the task was heavy, so the entire preparation time for this event was only 5 days, so the preparation was very hasty, especially in terms of tools and payment systems. Moreover, because we don’t have a good understanding of users’ needs and behavioral habits, we only unilaterally consider our needs (group fission and precise users); one-yuan payment (setting thresholds to increase store visits).

During the preparation period, we also considered the two biggest issues: users may be disgusted when they forward your message to their friends, and think that it is advertising for you. How to realize the one-yuan payment and the online payment channels? During the last two days of confirmation testing, we found that the company’s registration system was relatively complicated, which would cause some parents not to know how to pay, or to give up payment due to filling in too much information, resulting in a certain amount of user loss.

5. Activity Materials

1. Activity Talk

(1) Talking skills in Moments/WeChat groups:

Hello, parents. Recently many parents have asked me about their children’s inability to concentrate in class and their academic performance has not improved. What should they do now that school has started?

To thank all parents for their trust and to solve their problems, we have launched the "One Yuan for 8 Great Gifts" event for the start of the school season.

A gift package of high-quality elementary school video courses with "five-star reviews" from 10,000 parents;
New school year curriculum information pack;
Subject professional teachers answer questions online for free;
Live open classes by family education experts;
New school year concentration training/selected test questions;
Chinese reading cards valued at RMB 1,500;
Old students who introduce new students to the class will each receive a 100-yuan movie card;
New students will receive a customized high-quality schoolbag when they register for the class;

Scan the QR code below to get a great value gift package.

Advantages of the speech: simple and clear, directly leading to activities and attracting parental participation, suitable for new students; Disadvantages of the speech: too many gifts, no extension of user pain points, and the form of the speech is more external, not suitable for teachers to push to parents, more advertising-like.

Improvement suggestions: appropriately narrow the distance with parents, find the user's pain points, there are too many gift words, the gift package content can be commented on separately in the comments

(2) Mass messaging techniques:

Hello parents, your children have started school.

In order to help children get a good start in the new semester, we have specially prepared an activity for the start of the school season: "Get 8 great gifts for 1 yuan".

A gift package of high-quality elementary school video courses with "five-star reviews" from 10,000 parents;
New school year curriculum information pack;
Subject professional teachers answer questions online for free;
Live open classes by family education experts;
New school year concentration training/selected test questions;
Chinese reading cards valued at RMB 1,500;
Old students who introduce new students to the class will each receive a 100-yuan movie card;
New students will receive a customized high-quality schoolbag when they register for the class;

Parents can scan the QR code in the picture to participate in the collection. I wish your children better and better grades in the new semester [happy]~

(3) Welcome message for joining the activity group:

@xxx

Finally I've waited for you, welcome to the start of the school season and receive a 1 yuan gift package - Group 2, Grade x.

[How to receive 8 great gifts for 1 yuan]

①Forward the following text + poster to your Moments, and everyone will see it;

②Save the screenshot and send it to this group;

【Activity Notice】

② The circle of friends must be kept until the gift package is received;

② Parents who fail to pass the review or do not share will be removed from the group by the assistant and lose the qualification to receive the content;

③After submitting the screenshot, please wait patiently for the review;

——————————————

Forward the text, the poster is as follows↓↓↓↓↓↓

(poster)

Share text: I am receiving 8 great gifts including premium video courses, elementary school study guides, concentration training secret papers, live classes by famous teachers, etc. for 1 yuan, recommended to you~

Received picture reply

Congratulations on getting the 1 yuan gift package qualification~

The assistant will review it within 24 hours and send you the method to claim it. Please wait patiently and pay attention to the notifications of this group~

Tips: Deleting Moments will not pass the review~~

(4) Announcement when the group reaches 100 members

Dear parents, here are the ways to get 8 great gifts for 1 yuan:

Click the link below to get it now~

Note: The code is "1 yuan gift package", if you type it wrong, the assistant may not recognize it~ (Poster - QR code - link)

Push Talk 1.0 (activity just started)

Good afternoon, parents. The method of receiving the [1 yuan gift package] is as follows:

Click the link below to receive

Link address

Notice:

After successful registration, you can go directly to the campus to collect it with the text message or payment order and a screenshot of your circle of friends. The collection time is from 9:00 to 18:00 on September 3rd to September 15th.
The class time notified by SMS is only for receiving vouchers. The courses in the gift package are all recorded video courses and there is no need to go to campus to attend classes.
If you do not know how to sign up for payment, please reply [Payment Guide] in the official account.
If you have any questions, you can add the teacher's WeChat feedback, WeChat ID: XXX

Push Talk 2.0 (2 days after the event starts)

Good evening, parents. Thank you for your support for the "1 Yuan Gift Pack" activity. Some parents reported that they did not know how to receive and pay after the review was passed. Now we will answer your questions. The collection method is as follows:

Follow the instructions below and pay successfully to receive it~

Finally, I wish you a happy life and your children's grades are getting better and better~

Push Talk 3.0 (3 days after the event starts)

Notice: Many parents said they don’t know whether the application has passed the review? How to receive the registration?

How to receive it: [Scan the QR code below], reply [gift package], and go to the campus after registration! !

Look here↓↓↓↓↓↓ (Official account QR code)

Push Talk 4.0 (Activity lasts for 4 days)

Many parents are asking us what the contents of our [35-lesson premium course] are?

Our 35 high-quality courses are all video courses created by the most professional teachers, covering various sections such as Chinese, English, mathematics, primary school thinking development and family education.

Below are 2 selected lessons out of 35. Click the link to watch!

This is how you should learn mathematics: Course link

Thinking training in primary school: course link

There are 33 quality courses left. Parents who have not yet claimed them, come and claim them now.

How to receive it: [Scan the QR code below], reply [gift package], and go to the campus after registration! !

(QR code of the official account)

Push Talk 5.0 (5 days before the event ends)

Warm reminder: Good Friday, parents! Tomorrow is the weekend. Many parents who have registered will choose to go to the campus to receive gifts tomorrow or the day after tomorrow. Please pay attention to arrange your time to avoid the peak period.

For parents who have not received their payment, there are only 3 days left for the activity, please hurry up and receive it

[How to receive] Click the link below to register, pay and receive it at school!

【Get link】↓↓↓↓↓↓

Push Talk 6.0 (on the day the activity ends)

【Notice】The last push of registration and payment link! !

Because the event has ended, if parents have missed it or have not seen it this time, we will automatically regard it as a waiver of the eligibility to receive it, and will no longer push the registration and payment link!

After successfully registering and paying, parents can go directly to the campus to collect it!

This group will continue to provide benefits to everyone after the event is over. Parents do not need to leave the group yet. We will then pull all parents into the formal service group.

【Payment registration link】

Notice:

The payment channel will be closed on time at 24:00 on September 11

Old students can receive electronic materials by adding "teacher's WeChat" and replying "gift package".

(Push the link to receive the link. As the activity progresses, the link is gradually optimized to increase the enthusiasm of users to sign up, and different link baits are used in different time periods.)

(5) “1 yuan gift package” keyword reply:

Ding~ You are only one step away from the 1 yuan gift package!

Please click on the link, pay one yuan and you can pick it up at the campus with your payment information and a screenshot of your Moments~

(Gift Pack Contents)

Note: This involves picking up physical items, and the activity time is limited. Parents are requested to choose a nearby campus and pick it up as soon as possible.

Reply [campus address] to learn more about the campus distribution

Reply to [Direct Train] and someone will answer your questions

Reply【】…………（The service account already has keywords）

(6) New follow replies for service accounts and subscription accounts

Finally, we've got you, and you're only one step away from the 1 yuan gift package!

Please click on the link, pay one yuan and you can pick it up at the campus with your payment information and a screenshot of your Moments~

(Gift Pack Contents)

Note: This involves picking up physical items, and the activity time is limited. Parents are requested to choose a nearby campus and pick it up as soon as possible.

Reply [campus address] to learn more about the campus distribution

Reply to [Direct Train] and someone will answer your questions

Reply【】…………（The service account already has keywords）

2. Event poster

The first version of the poster is for the first large-scale promotion, so the poster highlights the eight major gift packages and the 1 yuan gift. Because we need to attract all parents to participate in the event, some gifts that require old children to bring new children are not prompted. The push on the first day brought in 12,000 visitors.

The second version of the poster emphasized that 13,000 to 14,000 people had participated in the event two days after it started, and that the number of people participating in the event had reached 15,000. It also reminded those who had not yet joined the event to quickly join the group and participate. After the poster was released, it still brought in 1,000 to 2,000 new traffic.

As a promotional poster for the last day of the event, the gifts and the specific methods of receiving them were clearly stated. However, since teachers were not forced to send them out, almost no teachers sent them out.

analyze

When it comes to sharing posters on WeChat Moments, many parents are reluctant to forward them, saying that they are advertising for us. Basically, only 50% of parents share them, and there is no way to supervise them. There is no way to know whether parents take screenshots and delete them after sending them. Therefore, out of the expected fission target of 20,000 to 30,000 people, only 15,849 people were reached.

Because gifts are not particularly necessary information or services for parents, parents do not have enough motivation to forward the information to their friends, which is also the reason for the loss of a large part of the traffic. Another reason why the goal was not achieved is that the campus sent out two posters on a large scale, which also caused some parents who did not see the event to leave. Moreover, it is impossible to count how many people have seen this poster. Among the 10,000 parents who pushed it in the first wave of campuses, it is possible that only 50-80% of them saw it.

6. Activity Issues

1. Lots of gifts

Because eight gifts are prepared at one time, and the methods of claiming the eight gifts are different, parents are often confused about what gifts are available and how to claim them. Users who have not read the event details clearly will also have questions, asking why they cannot claim all of them, causing unnecessary misunderstandings. There are many gifts and different ways to receive them, which sometimes makes users who cannot receive them feel like victims. During the activity, many parents asked questions in this regard.

Advantages: It can make users feel that the gift contains a lot of content, and those in need will be attracted to participate.

Optimization suggestions: Future activities can focus on one point, focus on packaging, study the diversity of forms, and better study the user's pain points. Focus on activities for target users, make posters more attractive, and determine what kind of activity form is more acceptable to users and will not have a negative impact on the brand.

2. Complex activity logic

The activity logic is more complicated for users. They need to join a group, share it on their Moments after joining the group, and then wait for 80 people to reach the group level before receiving the activity. Moreover, the tool cannot automatically push the activity when the group is full. It can only send the activity to all groups that are full at once.

After sending the link and picture, because we hope to direct some users to the service account, after receiving the link and picture, you still need to go to the service account and click the payment link to jump to the company's registration system. Only after completing the registration can you pick it up offline. If you pick it up offline, old students need to bring new students to receive the physical items. Otherwise, they can only receive online information. Many parents will feel that they have made a wasted trip. During the activity, parents raised questions in this regard.

Advantages: Fans can be consolidated into WeChat groups, QQ groups, service accounts, and virtual people.

Optimization suggestions: The activity logic and process can be simplified and should not exceed three steps. Through the questions asked by parents, many problematic parent user portraits are mostly female mothers or grandmothers. They think more directly, have a lower acceptance of more complex things, and are prone to ignore key information. They have more rigid thinking. Many people will ignore the link directly pushed to them, and worry about you not notifying them separately for approval. Therefore, in subsequent activities, the activity logic can be optimized to the most understandable and direct way for users, in terms of how to do it and how to receive it.

3. The payment system requires too much information

The payment registration system requires too much information to be filled in, and before filling in the information, you need to select an activity, join a class, fill in the form, and then choose to pay. For our needs, which are only to obtain the user's name and phone number, the information required by this payment system is too heavy. In addition, the ID number is also required, which will make parents feel defensive. For old students who are familiar with the registration system, it is acceptable. For new students, it is more complicated and they will feel defensive and give up registering. During the activity, many parents asked questions in this regard.

Advantages: You need to pay 1 yuan. This step can actually set a threshold in the event. In future activities, you can also directly register and pay online, so users don’t need to go to the campus to inquire about and sign up for classes. Suitable for activities such as class registration.

Optimization suggestions: It is recommended to choose the payment tool in the form of later activities according to the purpose to be achieved and the user information to be obtained. Mini programs can be used for support in the later stage.

4. Juicy group fission tool

For this fission activity, we chose the Juicy Group Fission. It took us three days to prepare the materials. In the last two days, we tested the Juicy Group Fission Activity and found many problems. They could not be solved after being fed back to the customer service. Then we had to do it manually, which increased the workload and caused problems in the management of the group. Some groups would also be ignored, causing parents in some groups to have many problems.

(1) We were not prepared in time . We did not communicate with the people involved in the event in advance, did not arrange for people to join the group in advance, and did not prepare extra WeChat accounts in advance. As a result, we only entered the first 40 groups after the event started (because each WeChat account can only enter 10 groups a day, so we were restricted by WeChat).

Solution: Use the teachers on campus to fill up the group and help solve parents’ problems.

(2) In the early stage, the QR code could not switch automatically and there was a delay. Many groups had 100 people but still had not changed the QR code. Especially in the early stages of the activity, this problem would cause a large number of parents to be unable to enter and simply not participate in the activity. The estimated loss of traffic is 1,000-2,000 people.

Solution: Change the group size to automatically change groups when it reaches 80 people, with a buffer zone of 20 people.

(3) The robot’s mobile phone cache was insufficient and it got stuck . After the parents joined the group, they would not receive any push information. This was also a detail that caused the activity to not be promoted. Because the robot they used seemed to be a unified test machine, it would get stuck when a large number of people joined the group at once. Many parents joined the group but did not see any push notifications. They were very confused and left the group after a while. This resulted in the loss of the first wave of very important parents in the early stages.

Solution: Contact customer service to handle the robot cache in a timely manner.

(4) Group announcements could not be sent to a group and group messages could not be received . Later, when an activity was in progress and involved sending a link to push a group announcement, it was found that this function was not available. Later I switched to group messaging, but found that some groups still couldn’t receive the messages. This results in too many pictures to be reviewed, and parents will subconsciously block the group and be unable to see important notifications.

Solution: Use the group messaging function instead of group announcements, and push the notifications again to the groups that have not been notified.

(5) The number of people in a group was displayed incorrectly . Many groups that were already full with 80 people were still shown as having 30 or 50 people on the system backend, making us think that the group was not full yet, and therefore no link to receive the rewards was pushed in a timely manner. There are also some groups with only about 10 people, and the system will directly recognize them as full and automatically switch to active codes, so this group is equivalent to a waste.

Solution: Staff should pay attention to group messages in a timely manner and discover problems in a timely manner. If a group is full of 80 people and is not displayed in the background, the link for receiving the group should be pushed immediately after discovery. If the group is not full and is automatically switched, the link for receiving the group should also be pushed in a timely manner.

(6) Problems with the blacklist and whitelist. If a staff member mistakenly sends a link and is added to the blacklist, it cannot be deleted in the background. After deletion, it will be on the blacklist again when refreshing. This resulted in him being kicked out of the group and being unable to answer parents’ questions.

Solution: Add all staff members to the whitelist in advance so that they will not be kicked out for sending links by mistake.

5. Issues in promoting activities

A big part of the reason why the data of this event did not meet expectations is that the promotion method and task method are relatively simple. You can directly join the group and share it on your circle of friends. Moreover, the resource gift package is released at one time, and there are no resources as a gimmick for secondary promotion. For example, Xueersi charges 1 yuan for a course, and the subsequent courses can be unlocked by inviting people one after another. If you want to watch the courses, you need to keep inviting people, or buy them directly, which can not only attract traffic, but also convert them into transactions online. Moreover, user participation in forwarding to Moments is not high, and some users are even quite resistant.

Optimization suggestions: In the later stage of the fission activities with a longer period of about one week, prepare at least 2-3 transformation and promotion methods of the activity form to maximize the effect of conversion and traffic diversion of the activity.

When forwarding to Moments, for the 50% of people who are willing to share, emphasize sharing, such as what the gift is for one day and what the gift is for two days. For those who are unwilling to share to Moments, you can switch to other tasks to attract more people, so that all people can participate in the event and maximize the effect of the event.

6. Short time and no planning, unclear division of labor within the activity and time nodes for external resources

In fact, a very important factor that led to the failure of this activity was that the time was too short. In order to launch it within a week, many plans were directly reviewed and jumped directly to execution. First of all, there was not enough time to come up with the first event planning plan. There was no division of labor and positioning between the internal event materials and the content and roles that were responsible for the event work. We were forced to go wherever the event was taking place. The entire event was carried out in an anxious and hurried environment. Even the activity tools and payment systems were found to have certain problems only during the final testing.

Many external resources did not clearly specify in advance who would be responsible for the gifts and the time for handover. This caused delays when we were making announcements and finishing the entire event process, and we were unable to accurately inform parents of the confirmed live broadcast, information, and last time point so that they could understand everything at a glance. For example, after parents join the group, they will be sent the schedule shown below.

for example:

What are the event materials? Pick-up time
Course Q&A time; content
Course live broadcast time; content, etc.

In terms of coordinating resources for later activities, we will coordinate with teachers from various departments 1-2 months in advance and arrange time in advance to avoid delays in handing over information when it is needed, due to teachers having other things to arrange. In order to avoid the risk of not being able to hand over the course due to the teacher's tight schedule during this period, you can prepare two plans:

When looking for group resources, you can collect and use information that has been used in other areas of the group.
I have compiled some XR version data packages in advance as emergency data packages. If they are not needed, they can be used for future activities and community maintenance.

7. User issues

In fact, most of the problems caused by parents in activities are due to problems with the logic and link design. Therefore, we must have an open mind to collect parents' questions and work backwards to find out why parents have such problems. We must find out which part of our design has a problem that causes parents to misunderstand and not understand. The best activities are often like dominoes, which do not require external intervention. The activity should go smoothly from the beginning when the first card is pushed to the end.

The more questions users have, the more immature the activity is and the less well-handled the details are. Therefore, during the first three days of the event, we were basically dealing with the following questions from parents. We knew that users would have questions at some stages, but we did not prepare any reasonable response techniques.

(1) How to participate in the event? What happens after sharing on Moments?

There are certain hints on this issue in the robot push scripts.

(2) Have I passed the review?

This problem occurs because there are too many participants and the staff cannot review them one by one. They can only send them out at once. The parents did not see the link after they sent it out and continued to ask you whether you have passed the review because there is no one to @ them.

Solution: Hello parents, all the parents in this group have passed the review, and you can pay and receive directly through the link below.

(3) Where is the payment link? How to pay?

Because we need to direct traffic to the service account at the beginning, so they need to scan and enter the service account, and then click on the link to register. Many parents cannot find the link. After finding the link, many parents do not know how to pay because the payment process is complicated. Although we prepared payment reminder pictures in advance, users often simply ignored them.

Solution: Hello, the payment link is in the middle of the service account (picture attached), and the payment method is below (picture attached). If you have any questions, please ask us in time.

(4) How to receive the payment after it is completed? Collection time?

Because there is no prompt after the payment is completed, parents don’t know how to collect the money or when to collect it.

Solution: Hello, parents. After you complete the payment, you can pick it up at the nearest campus (attached with the campus address, phone number and picture). The pick-up time is from Tuesday to Sunday from 9:00 am to 6:00 pm.

(5) Parents of old students responded that the information they received from the campus was online, and that it was meaningless to go to the campus without the old students to guide the new students .

Because there were limited paper test papers at the time, and the main goal was to attract new students to the campus, so a threshold was set, and only old students had to bring new students in to get paper gifts and reading cards.

Solution: Hello, parents, because we have limited paper materials, if you need paper materials, you need the old students to bring the new students to the campus. If you cannot bring them, we can send you an online electronic version, and you can also print it yourself.

(6) My parents participated in the event but are not in Chengdu at the moment. So they cannot collect the gift certificate. Can someone collect it on their behalf if they are busy?

This question arises because some parents are on business trips or have other matters and are unable to come to collect their children.

Solution: Hello, parents. If you are not in Chengdu or do not have time to pick up the package, you can ask a friend to pick it up on your behalf. Just send the payment screenshot and the screenshot of sharing on WeChat Moments to your friend. If you are not from Chengdu, you will not be able to participate in this activity. Our activity is aimed at parents in Chengdu.

(7) When parents go to the campus to collect the materials, they are told that the materials are not available and can be collected on another day or that the staff responsible for leading parents to collect the materials are not there.

Some parents went to the campus to collect the materials after participating in the event, but found that there was no one on campus, or the person distributing the materials was not there, or the materials were not given.

Solution: Hello, parent. We have received your question. Could you please leave me your phone number? We will have a teacher from this campus contact you immediately to help you handle the issue.

（8）When will the online materials be released? Where can I get it? When does the live class start? What is this Q group for?

After parents successfully received the materials, they asked questions in the WeChat group and QQ group such as where the materials were and when the live classes would start.

Solution: Hello, parents. This QQ group is used to distribute information. We will start distributing information to everyone next week after the entire event is over. Parents will also be notified as soon as possible before the live class starts. Please pay attention to the messages in the group at any time.

8. Data Analysis

1. Goal Review

The activity attracted new members, and the number of fission groups increased by 20,000 to 30,000;
Increase the number of followers of the education service account;
Online traffic is directed to offline campuses to increase campus business opportunities.

2. Activity data

(1) Number of fission

Data interpretation:

The cumulative number of new users is 16,657 (inaccurate; there were 800 robots before the event started, and the actual cumulative number of new users is 15,857)
Cumulative number of fission groups: 170 (accurate)
Cumulative live code scan times 22793 (accurate)
The total number of people who have left the group is 4957 (accurate)

(Trend chart of various indicators in the first hour of the activity)

In this event, a total of 15,857 people were fissioned into 170 groups. As the campus is responsible for the promotion, we cannot know the number of people reached by the first wave of cold start. Therefore, it is impossible to calculate the fission rate of this activity.

According to the number of people who entered the group in 3006 in one hour on the first day of the activity, it is estimated that the number of people touched by the cold start of this activity is 3006, with a fission of 15,857 people, and a fission rate of 527.5%.

The number of scans of the QR codes in the first hour is 7474 times (ignoring the QR code that a person scans multiple times), the number of participants is 3,006, and the event participation rate is 40.22%. If you count the situation of scanning the QR code multiple times, the event participation rate is basically around 45%. Moreover, there is a problem with the tool at the beginning of the event. When the group encounters the QR code, you will not change the QR code. Scan the QR code many times to see if the group changes, and the user's participation rate can basically be determined to be around 50%.

(Trend chart of various indicators in the second hour of the activity)

In the second hour, the number of QR code scans was 3,727 times, the number of people entering the group was 2,704, the activity participation rate was 72.55%, and the activity participation rate increased significantly, which shows that when the event was first promoted to all our users in the first hour, half of the users did not have enough attraction or a simple and clear way to enter the group after scanning the poster, allowing users to enter the fission group.

In the second hour, most of the people who entered the group were gradually spontaneously sharing the circle of friends. Therefore, these users have a higher trust in the circle of friends shared by parents than in the teacher’s direct push activities, and they will not come in with a curious attitude. After scanning the code, most of them will enter the fission group. The activity participation rate has also increased significantly.

(Trend chart of various indicators in the third hour of the activity)

During the third hour of the event, the number of scans of the code was 1,812 times, the number of people entering the group was 1,706, and the participation rate of the event reached 94.15%. In the third hour, parents basically saw the poster pushed by our teacher. Starting from the third hour, the crowd was basically the people who came in with the user's spontaneous sharing of the code in the circle of friends. So basically parents will join the group after scanning the code. The participation rate of activities is very high.

Data extension interpretation:

The user retention rate is 68.74% ( user retention rate = (actual cumulative number of new users - cumulative number of people withdrew from the group) / actual cumulative number of new users ) The user retention rate is only 68..74%. Most of the reasons are because after joining the group, they find that they need to share their circle of friends to receive it, so they directly withdraw from the group; partly because they complete the task later and think that there are too many groups, they withdraw from the group, so the retention of one user in the community is relatively low. If there is no continuous content output, most people in the community will withdraw from the group, and the user stickiness will not be very high.

(2) Activity process

(Trend chart of various indicators in the activity process)

In the figure above, the vertical axis is the number of people, and the horizontal axis is the time period. The event time is 2018/9/3-2018/9/11.

As can be seen from the figure, the daily increase reached its peak on the first day of the event, and then began to fall back, and basically did not rise again. The number of new users on the first day was 11,690, and the actual number of new users was 10,890, accounting for 68.68% of the actual cumulative number of new users.

The number of participants in most activities is basically in line with this trend. The number of participants in the first day of the event is the largest. As the activity time is delayed, the number of participants gradually declined sharply. There was no obvious increase in data in the middle and late stages of the event, which also shows that there is no plan for the secondary and third promotions to detonate, and the activity time period spans a long time (a week). In the second half of the event, the number of people who join the group every day is basically around 100-300. Therefore, the secondary promotion and process design of large-scale events need to be carefully studied and discussed.

(3) Number of new people in service number

(New trend chart for service account)

In the figure above, the vertical axis is the number of people, and the horizontal axis is the time period. The event time is 2018/9/3-2018/9/11.

As can be seen from the figure, the daily increase reached its peak on the first day of the event, and then began to fall. It rose slightly on September 8th, and then continued to fall. As of the end of the event, the cumulative number of followers of the service account has been 17,780, the number of people who are following the event has increased by 5,610, the number of users retained by 5,025, and the user retention rate is 89.57%.

In terms of fission, 15,857 people were fissioned, and 5,610 people increased their fans. This step is equivalent to the step of entering the service account for 5 days before the event. The conversion rate of entering the service account is 35.4%. This means that the retention rate of service accounts will be much higher than that of the community, and the various communities nowadays make people block unimportant communities in many cases. Therefore, as time goes by, the user churn rate will become higher and the activity will become lower and lower. Especially for event-type communities, they will basically gradually become dead groups after the event ends, pushing activities and messages, and the user reception rate and participation rate of users are relatively low.

Compared with the official account, the opening rate of information users see is much higher than that of the official account, and the way of promoting public account activities and maintaining users is mostly only a single push article, while generally speaking, the opening rate of public account articles is basically lower than 10%. Therefore, you should work hard on the functions and articles of the official account, so that users can often use your official account, forward your articles, and maintain user activity.

*Service number action (deadline 2018/9/12):

1) The soft article on the event trailer was released on August 31: "Countdown to School Start | Several Things Parents Must Do Before School Start" Readings 693;

2) The soft article was released on September 3: "What should I do if my child is anxious about school starts? One trick to help you solve it easily! (The welfare broadcast at the end of the article)" read 640;

3) The countdown to the event was released on September 10, soft article: "100 million people touched in 10 minutes, we finally waited for the conscience of Chinese comics" read 571;

(4) Number of QQ group members

The number of people growing in Q group in the first week of the event

The total number of Q group in the first grade is 873, an increase of 340 this week, and the reason for the growth is 1 yuan fission entry into the group;
The total number of Q group 1 in the second grade is 490, an increase of 45 this week, and the reason for the growth is 1 yuan fission entry into the group;
The total number of Q group 2 in the second grade is 66, an increase of 62 this week, and the reason for the growth is 1 yuan fission into the group;
The total number of Q group 1 in the third grade is 710, an increase of -5 this week, because the group is full;
The total number of Q group 2 in the third grade is 1039, with an increase of -12 this week. Interesting mathematics activities are attracting traffic in public schools, and the Interesting mathematics activities have ended;
The total number of Q group 3 in the third grade was 1475, an increase of 699 this week, and the reason for the growth was 1 yuan fission into the group;
The total number of Q group 1 in the fourth grade is 908, an increase of 0 this week; the group is full;
The number of 2 people in the fourth grade Q group was 639, an increase of 252 this week, and the reason for the growth was 1 yuan fission into the group;
The total number of Q group 2 in the fifth grade was 198, an increase of 195 this week, and the reason for the growth was 1 yuan fission into the group;

The Q group increased by 1,593 people in the first week.

The total number of Q group in the first grade is 985, an increase of 112 this week, and the reason for the increase is 1 yuan fission entry into the group;
The total number of Q group 1 in the second grade is 500, an increase of 10 this week, and the reason for the growth is 1 yuan fission into the group;
The total number of Q group 2 in the second grade is 112, an increase of 46 this week, and the reason for the growth is 1 yuan fission entry into the group;
The total number of Q group 1 in the third grade is 703;
The total number of Q group 2 in the third grade is 1031;
The total number of Q group 3 in the third grade was 1,611, an increase of 136 this week, and the reason for the growth was 1 yuan fission into the group;
The total number of Q group 1 in the fourth grade is 908, an increase of 0 this week, and the group is full;
The total number of Q group 2 in the fourth grade is 796, an increase of 157 this week, and the reason for the growth is 1 yuan fission into the group;
The total number of Q group 2 in the fifth grade is 272, an increase of 74 this week, and the reason for the growth is 1 yuan fission into the group;

The Q group grew by 535 people in the second week.

A total of 2,128 people entered the Q group in two weeks. On the first weekend after the event was just beginning, the group was full and the QR code for the group was not changed in time, which resulted in some users not joining the Q group and also lost some users. The number of people who entered the Q group can also be roughly inferred as the number of people who came to school to receive information. Therefore, the estimated number of people to the campus is approximately more than 2,000.

(5) Number of people who sign up for one-yuan event

(One Yuan class registration picture)

The total number of applicants for this one-yuan event was 6,046 , and the fission group had a total of 15,857 people. The registration rate was: 38.13% . This shows that the registration participation rate of this event is still OK, reaching nearly 40%. The reason for the considerable participation rate is that most of the registration methods are basically pushed once a day.

Among the 6046 people, 1924 people were studying during the summer vacation, and 1603 people were waiting for conversion in the autumn. Now it is impossible to know the number of people enrolled in the class, so it is impossible to know the conversion rate of the last class enrollment.

(6) Number of people who register and receive the campus

Because of the number of applicants in the campus, there is no statistics or feedback on the campus, and the number of recipients can only be reversed by the number of people entering the group in our Q group. Our Q group added 2,128 new people, which is roughly this number , with the admission rate of: 35.2%. Although a 1 yuan threshold was set up, after the payment was completed, some users were lost and not collected by the school.

Some parents also forgot to collect it at the campus after paying. Therefore, the number of people who receive the school is only about 35%, but it is good to have a 35% arrival rate from online to offline. One of the reasons why the in-store rate is OK is that a large part of it is collected by old students.

After making the estimate, I found that the data deviation was relatively large, because some parents received the information but did not enter the Q group, so I later obtained the specific number of people who signed up and received the school through the campus, as follows:

(One-yuan gift pack activity to school data)

According to the specific data, the real data is 2,085 people different from the estimated data. The estimated size and actual size are quite different. The real number of people who received the school is 4,213 and the number of people who registered is 6,046, so the real school arrival rate is 69.7% . After online registration, nearly 70% of parents come to school to collect it, and the admission rate is much more objective than the estimated ones.

The number of freshmen, because there are 6 campuses that are uniformly summarized, according to the average, the number of freshmen to school is about 550 and the number of old students is about 3,663 . This activity brought about a traffic of freshmen to the offline campuses, with 194 students enrolled in classes . If the size of the old students is added, the conversion rate is 4.61% . If it is only considered to be the conversion of freshmen, the conversion rate is about 35.3%.

Because there is no statistics on the campus, the number of students who sign up for classes is the old students, so if the conversion rate is calculated based on the number of students, it will be low. Many part of the old students have already signed up for classes and simply come to collect information. If only the new students are counted, the conversion rate will be relatively high. Some part of the old students who have not signed up for classes will also sign up for classes when they come to collect information.

If the number of people sign up for regular classes is all registered, 194 people will register, and the price of regular classes is 1,880 yuan , bringing a turnover of 364,720 yuan .

This event invested 20,000 yuan in subject materials and 3,000 yuan in software costs for fission groups , and invested about 23,000 yuan.

The turnover was 364,720 yuan, and the ROI input-output ratio was about 1:15.86.

9. Reorganize the activities

After completing the above review action, because our activity has basically no plans or plans, we will re-examine the activity next.

First, we will determine the main purpose of our event: online traffic and offline visits. Of course, there is generally only one main purpose of general activities. Because the Internet Transport Department does not have a traffic pool online, it is necessary to drain traffic to the campus and store water for the online traffic pool, so the two purposes of the activities were determined. Secondly, we will determine the resources that can be used in this event, which are the eight gifts:

35 online high-quality video courses;
3 live classes for famous family education teachers;
Online Q&A service for famous teachers;
The comprehensive improvement of learning books for primary schools (online information package);
Exquisite concentration training and math test papers;
Primary school Chinese reading card worth 1,500 yuan;
If you sign up, you will get a 100 yuan movie card when you sign up;
New parents can get a customized school bag when registering.

Then determine the activity logic. In order to attract traffic online, we need fission tools and tasks: the traffic drainage method helps attract people. You can send posters to friends, to communities, and to share them in your circle of friends.

Advantages: simple and convenient operation and configuration. After the test is completed, it can run normally. The probability of problems is small. The number of fans is attracted more and the number of people is easier to estimate.
Disadvantages: The fans who attract traffic may not be precise fans, and some of them may be friends of the users participating in the event, rather than our accurate fans. If the user shares posters to his Moments, most of his fans will be the same as those obtained by group fission.

Group fission: After users enter the group, they share the activity poster. After users see the poster, they share it again, forming fission.

Advantages: Generally, through users sharing their Moments, people who come in from the posters are more accurate and are users who are interested in this event. The group that is fissioned later can also be used as the user pool for subsequent activities.
Disadvantages: Once the traffic is large, there will be many problems with the tool and software, and there will be many problems in the activity. Moreover, some users will be more disgusted with sharing their circle of friends and are unwilling to participate and share, so the data of fission growth will be lower than that of Mission Treasure. Moreover, the community’s users are lost faster. On the contrary, every time you push and event, some parents will withdraw from the group, and there are too many groups and it is difficult to manage.

So if we set the time to one week in the early stage of the event preparation, it can be set as three layers of activity logic, diversified tasks, and more gifts, and multiple layers of thresholds can be designed.

Level 1 threshold, 35 online quality courses and family education lectures;

Level 2 threshold, online information package for Chinese and mathematics;

Level 3 threshold, online Q&A and family education lectures.

Plan 1: The first layer can use group fission to share for one day and you can get gifts with a level one threshold; the second layer can get gifts with a level two threshold; the third layer can get gifts with a level three threshold. (If you realize 1 yuan payment, the payment link will be pushed after the group is full. The robot prompts the third floor threshold or pushes the second floor gift on the second day of the event, and pushes the third floor gift on the third day, repeatedly emphasizes.

Plan 2: Task treasure helps, the first floor helps 3 people, and you can get gifts with a level 1 threshold; the second floor helps 5 people, and you can get gifts with a level 2 threshold; the third floor helps 10 people, and you can get gifts with a level 3 threshold. (Press the payment link after completing the first layer of logic and receive it after payment)

After achieving the first purpose, the second purpose is to visit offline. The logic of our online visit is mainly to allow parents to sign up for classes, so the targeted population is mainly new students visiting or old people bringing new people to visit. Therefore, after the payment is completed, it can be emphasized that the payment is successful. New students can also receive physical secrets and Chinese reading cards when they arrive at school. You can get a schoolbag when you sign up for classes, and old students take new students to school, and you can also receive a movie card that will be 100 yuan each for admission.

Introducing online and offline gifts separately, you can filter out some of them, and the new students and old students who don’t have a strong desire to go to the campus, and then the users who come to the school either want information and parents who want to know about them and parents who can bring new students to the old. On the one hand, it will reduce the number of invalid visits to the campus and reduce the workload of teachers in the campus. On the other hand, it will reduce the number of parents of old students who only hope to receive online information to go out for nothing, causing unnecessary misunderstandings.

On the payment system, you can use the company's own registration system.

Advantages: It has brand endorsement, high trust, and official channels.
Disadvantages: It is a system used for class registration, so there is a lot of information to be filled in, and the process is relatively complicated. If you successfully register, you will also have a text message prompt for class. The content cannot be changed, which will cause misunderstandings among parents. When we only need to obtain three information: name, campus, and phone number, the operation process of the class registration system is too heavy for us and users.

You can use third-party activities to register, such as event lines, questionnaire stars, and gold data.

Advantages: The system is relatively mature, suitable for event registration and payment, the process is simple, and the information acquisition is controllable.
Disadvantages: It is not a new system. All the endorsements without brand will cause users to question whether this event was officially held by the company.

Therefore, the activity logic should be:

(Collection logic diagram)

10. Summary of fission activities and Sop

1. Activity summary

Judging from the data of this event, there were 15,857 people fission, 4,143 people away from the target 20,000, and the goal was achieved at 79.3%. Judging from the event data, this event was not very successful, and from the perspective of the event preparation cycle and planning, a large part of it also determines the reason why this event will fail.

Therefore, in this first large-scale fission activity, the experience we summarized and obtained is more important. The most important thing is to summarize the planning and process Sop of an activity in this activity, and form a process-based reference Sop in future activities.

2. Activities Sop

Based on this activity, two Sop are summarized: fission activity Sop and activity framework Sop.

(1) Fission activity Sop

First of all, fission activities are mainly divided into: personal fission, community fission, mini program fission, subscription fission and service fission, etc. According to the form, they are mainly divided into: micro-course fission, data fission, gift fission and physical fission.

The basic execution level of fission activities is divided into the following 5 steps:

(Activity execution Sop Figure 1)

(Activity execution Sop Figure 2)

(2) Activity sop sorting

1) Preliminary preparations for the event

Event Prizes

First, you need to determine the form of the event prize, whether it is a gift, information or a course.
Plan 1 Plan 2
Events to promote sales
Is there any need to convert later in the event
Course Registration
Offline registration
Sales of peripheral products

Activity Tools

Mission treasure

Unlimited use within one year

Subscription Account

Because there is no technical interface for subscription accounts, all fission can only be achieved through replying to keywords. They cannot directly scan the code to participate, and cannot track the user's path and information.

Service Number

Service accounts can directly participate in activities by scanning posters.

Group fission

Group fission tools are generally divided into explosive juice fission, Jianqunbao, etc.
Through the WeChat group fission method, fans can be quickly gathered in the WeChat group. Advantages: short, flat and fast, easy to operate, no threshold for entering the group; disadvantages: high exit rate, difficult to maintain, and fewer and fewer people sharing their circle of friends.

Personal account fission

Fission is achieved by adding personal account push. Advantages: the personal account has a relatively high degree of connection with users, and it takes advantage of later secondary conversions; Disadvantages: WeChat is limited every day, and it is easy to be blocked and blocked.
Today's fission activities will basically be carried out with these three tools.

Tool Principles

Poster fission + QR code
WeChat parameters QR code

Mission treasure

You can record the source of WeChat fans and tag it
Can remind the task completion progress in real time
Receive gifts after completing tasks

Group fission

You can classify fans by group
You can directly enter the group to prompt the task details
Manual push method to complete tasks
Unable to complete the audit system
Picture poster

Mission treasure

Includes corporate brand, product information, and promotional attributes
Avatars and nicknames with fans to enhance trust

Group fission

Only corporate brand and product information
There is no threshold for entering the group
Activity Properties

Mission treasure

Easy to increase fans, users can choose to recruit new products
Fissile

Group fission

Only one form of sharing Moments, if you use too much, some users will be disgusted
Easy to spread

Activity Objectives

Fan growth target
Order conversion
Expected exposures

Activity Budget

Develop a reasonable budget based on event fan growth goals

2) Activity implementation process

Docking Tool

Mission treasure

One-click authorization

test

Test keyword reply
Test poster generation
Scan the test code to reply
Test tasks to complete the process of receiving prizes

Group fission

Purchase software, expect to use the number of groups

test

Test background tool configuration
Test poster QR code to enter the group
Testing robotics
Test grouping
Test group announcement
Test group speech
Poster Design

Specification

Activity poster 640*1080

Marketing points (pain points)

Reflect corporate brand attributes
Prize display or course main outline
Marketing point display
QR code and other related poster elements

Event Participation Instructions

Instructions on participation in activities, how to participate in activities

Activity copy preparation

Guided speech
Combining festivals, hot topics, policies and event themes, write event talks
Fission group copywriting preparation
Guide how to participate in activities and share your circle of friends
Follow and reply to the official account
Set up follow-up replies, guide participation in activities, guide registration, guide coupons, guide transformation
Scan the code and poster for poster
After scanning the QR code poster, push the document to guide the participation in the event

Official account menu preparation

3) Activity test

The event is ready, enter the preparation state, conduct overall event testing
Test the overall process of the activity, check the copywriting and configuration of each link, and guide the smoothness of participation

4) Resource matrix promotion

Internal employees

Campus teachers and campus managers and store assistants, people with parental resources

Basic fans

Tweet guide for official account
Community copywriting poster guidance
Group post of personal accounts, guide activities on sharing in Moments

Create a community of active seed users

Guide participation in activities, announce the event situation in real time, and give priority to participation in activities

Offline campus

Use offline campuses to allow store managers and store assistants to guide users to scan posters to participate in activities

Self-media paid promotion

The same attributes and users' self-media soft articles guide participation in activities and attract new products

Weibo, headlines

Some self-media platforms push
other

5) Activity control

Because if you do activities on WeChat, if you have large quantities or are reported by others, you will easily be blocked by WeChat account.

Promotion

Monitor activity data at any time
Uninterrupted customer service

End of event

Distribution of event prizes
Follow-up service in the later stage of the event

Precautions

Do not reward the poster copywriting, automatic reply and other words, induce attention to the official account, share inducement documents such as words such as Moments, WeChat groups, etc.
Don't be too valuable
No red envelopes
The event should be real and the prizes should be distributed in a timely manner
After the event is underway and end, you should pay attention to the user's message and do a good job in customer service.
The increase in fans in a single event of the official account should be controlled within 50,000 yuan.
After the event is over, automatically reply and remove the relevant menus
For the official account you just applied for, it is not easy to do too much traffic diversion activities.

The above content is compiled into a flow chart as follows:

(Fission activity flow chart)

6) Activity Process Sop

After summarizing the overall sop of fission activities, it is necessary to summarize and organize the entire activity project process-based sop. The following activity execution project process table and activity details execution time schedule are summarized and compiled:

(Fission Activity Process Table)

Author: Vapor

Source: Vapor

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