WeChat Fission Poster Template-How does WeChat Group Fist?

How to make a fission poster of WeChat official account can be said that using fission to achieve user growth is a recognized method in the current operation field.

In the circle of friends of operators, there have never been many cases of peer fission:

Every time I see this kind of case, it is no less than adding a handful of oil to my anxiety and falling into deep self-doubt:

How do people carry out their activities? How can we plan a screen-level fission activity?

(PS: prize types support physical objects, virtual links, redemption codes, coupons, write-off codes and red envelopes)

These activities are all dead, but every node in the middle is a place where you can play "light and heat". Designing activities with user thinking and polishing activity nodes with detailed thinking will make it difficult for activities to break out, which is also the key to the success of those peer myth fission activities.

Don't think the word "user thinking" is old-fashioned.

As an operator, it is undeniable that you have heard it many times, and even know that you will roll your eyes and skip it automatically.

But in fact, there is still a long way to go between knowing and doing.

If you can really apply the word "user thinking" to the planning of every activity, your operational ability will certainly increase exponentially.

You can tell at a glance whether you really want to make a profit or cheat users with fake bait.

Ask yourself, will you shake your head when you see these prizes?

Now that the information is rich, everyone has the ability to distinguish. It's not that you brag about how much it is worth. Repeatedly using this kind of thing to "fool" your users will not only affect the effect of the activity, but also destroy your account credit. Even if you really do sincere activities in the future, no users will believe you.

Speaking of which, I guess you will say, I can't help it. The budget given by the company is too small, and the distribution of benefits without any return is really bad.

This is a big mistake. Will solve it in a different way.

From the user's point of view, the price of the prize is not the most important, what matters is its value.

I have seen a network disk data packet with a cost of 0, and successfully sucked 1w powder.

Because their bags are practical and useful, and the classification is clear. For their specific user groups, it is a very useful practical tool in the workplace and life.

So, what is the most precious thing for users in your industry? Can you take it out as a gift as an "introduction" to the event?

I saw that only five gifts were prepared, and the half-day activity was over. The "short, flat and fast" one successfully sucked 6000 powder.

What they call insufficient cost. But even so, we still try to spend all our money on the cutting edge and choose really attractive prizes. Even if the number is small, it can immediately focus on users and stimulate their participation.

So, can we also refer to this idea? Even if the number of prizes is small, can you guarantee that each prize is effective and attractive enough?

I have also seen physical merchants deduct existing packages from the commission of Meituan, and then directly use them as gifts to guide fans to pull new packages and complete offline verification. The three-day activity has increased by nearly 8000, which is basically an accurate user.

Make concessions as much as you can. For merchants, the cost impact is not great. The key is to easily achieve the purpose of online drainage-get customers offline, kill two birds with one stone.

If you have a shop, can you use this idea for reference?

In short, always remember that the prize design should not only be effective, but also maintain your brand reputation. After 2-3 activities, the credit value of your account will be established. If you do activities in the future, your users will easily participate in forwarding with natural credit, and the cost of persuasion can be greatly reduced.

The activity threshold refers to how many subordinate fans you need to attract to get the prizes you set.

The best and most efficient threshold design method is that it is not easy for users to realize it, but it can be realized by jumping.

From my years of experience in fission activities, one of the easiest ways to set the threshold is to set it according to the market price of prizes.

Give a few examples:

If you want to make the activity more interesting, you can also combine these prizes with each other and randomly combine them according to your own gifts and costs to create multiple threshold prizes.

Give the same example to illustrate:

In short, it is to maximize the new potential of fans and remind them not to stop and keep walking. The prize amount is even greater. In this way, the effect of your activities will gradually emerge.

After constructing the framework of the whole activity from the perspective of user thinking, you need to go back to the activity process from the beginning and polish every activity node almost perfectly with meticulous thinking.

The details of key activities mainly include the following seven points.

This is the channel for you to publish your activities, and it is also the first hurdle for you to convince existing fans (your first batch of event seed users) to participate in your activities, so it must be detailed and clear, and it must be understood by fans.

Gifts, rules of activities, how to participate and the time of activities are clearly written. It's best to inform the fans in advance about the way to distribute gifts, which indirectly increases the credibility of your activities.

This is where you meet new fans.

The poster bears your "first impression" of this activity. Whether it looks beautiful and conforms to the image of your user group plays a decisive role in the effect of your activities.

So as far as possible, use users' thinking to design posters that conform to their aesthetics. At the same time, poster pictures should reflect your event gift to a great extent, so that your users can understand that this gift can be easily obtained in just a few simple steps.

For fission activities, the ideal state is that after fans decide to participate in the activities, they will forward them immediately to help you fission new users.

To do this, it is necessary to shorten the process of your user's decision to forward as much as possible, and let him directly participate in your process with his eyes closed and without thinking.

One of the most effective ways is to help him think of forwarding the copy while generating the poster, so that he can copy and forward it directly to his friends or send it to his friends, so that more people can be distributed.

These techniques are usually customizable, so make good use of them.

Just like the feedback mechanism of playing games, every step tells fans what to do next, and you can get it.

For what?

Strong correlation and step-by-step guidance can maximize user participation and minimize user loss.

People will be guided under any circumstances.

The role of the leaderboard is to play a guiding role and enhance the fans' desire to win or lose. In the process of participation, you will be inspired by the mentality of "sprinting" and "comparing".

This step is not repeated, but it has far-reaching significance.

These fans who can complete the task are all people with strong innovation ability. If you put them on your personal number and do activities later, you can make them your first seed users and use their strong appeal to quickly start your activities.

Over time, your fission activity will be smoother and smoother, and you don't need to spend money to promote it at all, because the promotion resources are in your own hands and very accurate.

In the prompt after the event, you can inform the approximate time of the next event or the specific event gift by the way.

This step is to deepen fans' memory of your account, enhance the stickiness between each user and your account, and correspondingly reduce the clearance rate of your activities. For users, after all, there are interests to attract, how can it be easy to get through?

At this point, a fission activity is completed.

From prize design to activity copy, every step is "hands-on" experience sharing. No matter what type of account you are, you can apply directly by changing the copy and prizes, which is quite adaptable.

I hope you can write your own fission legend next time.

The title map comes from Unsplash and is based on CC0 protocol.

Related Q&A: What are the channels for game promotion? For example, applets, official WeChat accounts, official website, search engines, what else?

With the development of society, the word online mail has also entered people's sight. We do our own online marketing, and we usually use email marketing. Presumably, many people have experienced this marketing model. Here, enterprises need certain skills to achieve better results before choosing email marketing for promotion.

I don't need to say more about email marketing. I believe everyone is familiar with it. According to incomplete statistics, 98% people who have been online have their own mailboxes. E-mail has brought a lot of convenience to our life, so the marketers of enterprises have noticed the importance of e-mail and used e-mail marketing to promote their products. As a merchant, how to write an email for promotion? Today brings you the secret of success.

(a) Choose a suitable title

First of all, the theme should be clear, and the design of the theme should grasp the recipient's heart and approve your email before you are interested in opening it. Many emails used to promote enterprises have unclear themes, and the recipients will think that they are spam at first glance, and they will face the bad luck of being deleted.

When we receive an email, we usually refer to the title of the email to determine whether to open it. A good title can not only attract customers' attention, but also determine whether customers can click on the content of the email. The title of the email should capture the customer's heart, so that the customer can't wait to click in and see if there is anything he needs.

To clarify the theme, choose a suitable title to arouse the interest of customers.

(2) The content of the email should be carefully conceived.

We also need to add personalized things to the email content, such as the customer's name, job title, age and other information, and we can also use email templates appropriately. Illustrated email content can attract customers' attention and improve the email reply rate. In Rushmail mass delivery platform, users can directly use the platform's free templates. If there are other needs, Rushmail group sending platform also provides users with professional template customization services, and users can choose according to their needs.

(3) Send mail regularly

Research shows that it is best to send emails with the same content 2-3 times a month. Don't mistakenly think that as long as you send it more and more frequently, the recipient will have a deeper and deeper affection for you. Sending too frequently will only make your users disgusted. If you can't remember how many emails you sent to the recipients in a month, the statistical report of Rushmail group sending platform can help you save this trouble.

(4) Do a good job in follow-up mail tracking.

The purpose of e-mail marketing is to promote sales, and it is necessary to know in detail the customer's acceptance of our mass mail for follow-up tracking. Users can view the detailed data of daily, weekly and monthly by time, and they can also view the detailed data such as the number of emails opened, the number of clicks and the failure data of each task, which is convenient for enterprises to analyze, thus improving the accuracy of email marketing.

For example, when we send an email, if we track the times of opening and clicking, we will analyze it according to the data and consider whether the theme and content of the email need to be improved or optimized.

Q&A: What are the promotion channels for WeChat official account activities?

Speaking of channels, there are really many, but there are still many considerations in implementation.

1, friends circle article forwarding.

Just say that the articles in the circle of friends are forwarded. You open your circle of friends and brush it for a while. When you see an article, will you click in and read it? Maybe, maybe not. Why did you click in? Why didn't you click in?

Both the forwarded copy and the title of the article need to think about how to impress users. The user attracts the user at first sight, otherwise the brush will pass. Friends circle news coverage, first understand the time when users open friends circle, such as the time when they get up in the morning to open friends circle)

2, group posters, friends circle posters fission.

The design of the poster is basically the same as the article in the circle of friends, attracting users, then forwarding, then attracting, then forwarding, and guiding attention to the official WeChat account.

Here, the user community needs to participate. You can display 10 people to 10 people. When you see 10 people, there will be 10000 people, and the number of users will be different.

3. Other platforms are drained to the official WeChat account.

Laying out the content and then leading the traffic to the official WeChat account is more troublesome than the circle of friends and WeChat group, because it is troublesome for users to come to your official WeChat account, which leads to a great loss of users. There must be a point where users can actively move.

For example, if the picture is designed to attract attention, let the user click on the picture first, and then write the copy well to build trust with the user. Only when you understand and believe what you say will users be moved.

4. Advertisements for friends circle activities are placed directly.

That's it, but we also need to give users a reason to get started immediately, 0 yuan, limited to 200.

This friend circle advertisement needs some budget, so we can try it on a small scale first.

5. Find some official WeChat accounts to promote your activities and give your activities and your official WeChat accounts.

Here, you need to find some official WeChat accounts with similar user attributes to help you raise the amount. Different user attributes will lead to different needs, and others may not come to your activities.

These are some of my own ideas. You can leave a message in the comment area or follow me. We can learn from each other.

How to make fission posters? Fission poster is not only designed as a poster, but also placed in a larger framework to observe and think. Finally, there are many design routines.

1. User location

User positioning corresponds to user circle, user portrait and user insight.

The top layer of user positioning is the user circle layer. As the saying goes, "Birds of a feather flock together, and people are divided into groups". To use a less rigorous metaphor, the so-called circle is the grouping of people.

You know, the user relationship chain in the Internet world is a network, and the circle effect is very obvious. The screen-swiping event in one circle is probably unknown in another circle, and the non-public friendship of WeChat makes the circle effect more obvious. Positioning the user circle is to choose our target group. The selection criteria can be labels such as pan-interest, occupation, industry and region. The clearer our target is, the finer the granularity of the label is, and the easier it is to detonate.

The second level of user positioning is user portrait, including user's age interval (or the number and proportion of users in each age interval), gender, terminal distribution, region, occupation, interest, active time period and so on. You may find that these characteristics of users are relatively "static" demographic characteristics, which are easy to obtain and relatively fixed, and it is easy to find laws and commonalities. But the problem is that our perception of users is still cold numbers and rough labels with a slight "stereotype", so that we can't really understand users according to them.

Therefore, in order to continue to understand our users, we need to use user insight.

What is user insight?

User insight is based on the knowledge of user behavior observation and studies the deep motivation behind behavior. It pays more attention to users' value orientation, behavioral preferences and hobbies, and then finds common ground that can resonate universally. For example, the funeral culture advocated by funeral tea is an insight into young users. david ogilvy found that "people who read advertisement headlines are five times as many as those who read advertisement texts" is an insight, and loss aversion is also a user insight. In user insight, psychology and behavior are the basis of research.

So, how to do user insight?

One way is to establish information channels with users and keep interacting with them. When we know that users like our friends, we will know where his jokes are, what he cares about most, and so on. Another more scientific method is qualitative investigation. The way of development can be one-to-one user interviews (online or offline) or multi-user interviews. As for how to do user interviews, I won't start here.

2. Product positioning

Product positioning determines the product form and service mode, and also determines the value of the product to users-what problems can be solved by users and what needs can be met by customers. Therefore, product positioning includes three levels: product form, product value and service mode.

What kind of our products belong to, standardized software, customized system, or some kind of service, can also be standardized and personalized. This is the problem to be solved in product form.

The value of a product can be summarized in one sentence, that is, what kind of value can help users create.

Finally, product form and product value will be attributed to service. The product itself is a service, and the service itself is also a service. However, we still need to consider: whether it is ToB, ToC or ToG, how to best present these functions or services, whether they are charged monthly, quarterly or annually, how to solve the problems encountered by users in the use process, and how to ensure the renewal fee of users.

3. Communication positioning

Propagation positioning is to solve the problem of fission promotion, including channel research, promotion strategy and trigger design.

The attributes of different platforms are different, and so are the attributes of different sub-channels of the same platform. Therefore, the way and focus of communication also need to be adjusted accordingly. This is channel research, aiming at the attributes, rules, users, basic data, etc. of each big channel and small channel, and making an all-round understanding. Combined with the feedback of follow-up promotion data, the channels are continuously screened and the selection criteria of channels are optimized.

Then, according to the attributes of different channels, formulate corresponding promotion strategies:

Who are you trying to cover for?

What kind of publicity materials do you choose?

When will it be promoted?

How to evaluate the promotion effect?

For most advertising and fission promotion, the work is usually over at this point. But in fact, there is another point that can greatly improve the communication effect-trigger design.

Different from brand advertising, fission does not care so much about brand exposure, but hopes that communication can be like molecular diffusion, and the more levels of penetration, the better. Therefore, we must find ways to make our promotional materials more easily attract users' attention, stimulate their interest, and let them have the impulse to click and enter our design process.

This involves trigger design.

Trigger design is divided into internal trigger design and external trigger design. Intrinsic trigger design usually starts from people's emotions and needs, such as curiosity, desire and anxiety.

Because the internal trigger design is closely related to the user's emotions, we need to know some common characteristics of human emotions, and I think the most important thing is to learn to distinguish between high arousal emotions and low arousal emotions.

Awe, recreation, excitement and humor belong to high arousal emotions, anxiety and anger also belong to high arousal emotions, which are easier to share.

Sadness is a low arousal emotion, which will inhibit people's desire to share.

External trigger design needs external signal reminder. SMS, template message of WeChat, various replies from official WeChat account, Aite reminder in WeChat group, and PUSH of APP all provide us with good tools. We just need to sort out the user experience process first, and then give the user a reminder at the key node.

However, it should also be noted that the design of external trigger is a systematic project, and the reminding mode, reminding times, reminding time and reminding copy of users in each process node will be different, with many details.

Fission tools: personal fission tools, community fission tools, WeChat official account fission tools, community account aggregation management, etc.

How is the WeChat group split? Wechat group should be a community, so that there will be accurate customers! The activities of community fission can be streamlined! Don't talk about the concept, just 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 activity, as shown in the following figure:

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The second process is the user's participation process, which refers to the complete experience of users participating in fission activities.

(1) Seeing fission posters in WeChat official account/circle of friends/WeChat group and other channels aroused interest;

(2) Scan the QR code on the poster to join 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 benefits on the poster are 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 their own positioning and resource characteristics, determine the purpose, target users, time, welfare, process, promotion channels, etc.

(2) Design fission posters

According to the activity plan, edit fission copy and design fission poster. The elements of fission poster include: title, selling point, endorsement, activity time, live code and so on. The general template of the poster is as follows (note: the position of the QR code is reserved when designing the poster):

(3) Fission speech preparation

Fission speech includes group speech (welcome+task release), task reminder speech (task approval+task unfinished reminder) and black kick speech.

Different industries have different emphases on fission speech. The specific voice template can be obtained by consulting Octopus AI customer service.

(4) setting of background fission activity

Log in to the background, create fission activities, and complete the corresponding settings. Different fission tools will have different settings. 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 up, operators should enter the group to experience the whole process, test it, and finally optimize the process and voice.

(6) Promotion and management of activities

Distribute fission posters to the predetermined promotion channels. Operators will follow up the activities at any time after joining the group, guide the atmosphere in the group, solve the problems 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 effect of the activity is monitored, and many indexes such as group entry transformation, sharing transformation and reflux transformation are analyzed, so as to adjust and optimize the fission activity.

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 high-quality seed users. It is proved that if a fission activity is to be effective, at least 1000 seed users need to see the promotion poster at the same time (instantaneously), among which 10% seed users scan the code into the group at the same time (concurrently). And the more accurate the seed users are, the better the fission effect will be. When promoting fission activities, we should contact as many channels as possible (official WeChat account, circle of friends, 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 in today's information overload.

(3) Fission posters and texts

Ensure the effectiveness of posters and words. Attention should be paid to fission posters: (1) advanced: color matching, typesetting and KOL endorsement, etc. Let users feel that sharing posters is a show-off and will not cause embarrassment; (2) Highlight, so that users can know the biggest selling point of fission activity 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 to join the group. Attention should be paid to: (1) colloquialism, using a tone suitable for users, not advertising language; (2) Simple and clear, let users get the activity information in the first time and attract them to join the group.

(4) Fission tools

Choose the right 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) There is a stable updated live code; (3) Join the group, review tasks and guide users to complete forwarding tasks; (4) There should be a perfect kick-blasting, power-off and anti-sealing system to ensure the safety of activities.