wechat group should be a community, so that there will be accurate customers! The activities of community fission can be streamlined! Don't say what concept, just say how to plan!
first of all, we need to understand the three core processes of social fission.
The first process is the complete process of fission activities, as shown in the following figure:
The second process is the user's participation process, which refers to the complete experience of users participating in fission activities.
(1) See fission posters in WeChat official account/friends circle/WeChat group and other channels to arouse interest;
(2) scan the QR code on the poster to enter the group;
(3) receiving the welcome message and forwarding the task;
(4) Forward the poster to the circle of friends/WeChat group;
(5) reply the screenshot to the group;
(6) The task is approved and the welfare on the poster is obtained;
the third process is the process that operators create group fission activities, and it is also the process that everyone must understand when doing group fission.
(1) activity planning
according to its own positioning and resource characteristics, determine the purpose, target users, time, welfare, process and promotion channels of the activity.
(2) Design fission posters
According to the activity planning, edit fission copy and design fission posters. The elements of the fission poster include: the title, selling point, endorsement, activity time, live code, etc. The general template of the poster is as follows (note: the position of the live code of two-dimensional code is reserved when designing the poster):
(3) Preparation of fission speech
Fission speech includes joining the group speech (welcome+issuing tasks) and reminding speech of tasks (tasks approved+reminders of unfinished tasks)
different industries have different emphasis on fission speech. The specific speech template can be obtained by consulting Octopus AI customer service.
(4) background fission activity setting
log in to the background, create fission activities, and complete the corresponding settings. Different fission tools will be set in different ways, so I don't need to introduce them too much here, but I can operate the operation guide of each fission tool.
after the activity is set, build a group and generate a live code. Download the live code and put it in the reserved space of the previous fission poster.
(5) activity test
after the background fission activity is set, the operators should experience the whole process, test it, and finally optimize the process and speech.
(6) Promotion and management of activities
Distribute fission posters to the predetermined promotion channels, and operators will follow up the activities at any time after joining the group, guide the atmosphere in the group, solve the questions in the group, collect user feedback, and optimize the user experience as much as possible.
(7) Activity data monitoring
Based on the fission data of the system, the activity effect is monitored, and many indicators such as group entry transformation, sharing transformation and reflux transformation are analyzed, and the fission activity is adjusted and optimized accordingly.
after a basic understanding of the process of fission activities, let's discuss what are the key factors of a screen-level fission activity:
(1) seed users
A screen-level fission activity first needs enough seed users with high quality. The research proves that if we need to ensure a good effect of a fission activity, we need at least 1111 seed users to see the promotion poster at the same time (instantaneously), and 11% of them scan the code into the group at the same time (concurrently). Moreover, the more accurate the seed users are, the better the fission effect will be. When promoting fission activities, we should reach as many channels as possible (WeChat official account, friends circle, WeChat group, etc.).
(2) Fission resources
Ensure the quality of fission resources (SKU). Select the resources that the target users are really interested in and scarce as fission benefits, so that users are willing to forward these resources for the sake of information overload today.
(3) Fission posters and speech
Ensure the effectiveness of posters and speech. Attention should be paid to fission posters: (1) advanced: color matching, layout and KOL endorsement, etc., which makes users feel that sharing posters is a show-off and will not cause embarrassment; (2) Highlights are outstanding, so that users can know the biggest selling point of fission activities when they see the poster, and at the same time, with the help of some inducing statements, such as limited time specials and limited price specials, users are prompted to scan the code and enter the group. We should pay attention to: (1) colloquialism, using a tone suitable for users, not advertising language; (2) Simple and clear, so that users can get the activity information in the first time and attract them into the group.
(4) Fission tool
Select the appropriate fission tool. A good community fission tool needs at least four key functions: (1) users can automatically build groups in the background as needed; (2) Have a stable and updated live code; (3) Join the group and audit the task to guide users to complete the forwarding task; (4) There should be a perfect kicking and blacking-out and anti-sealing system to ensure the safety of activities.