Before the beginning of this article, let's look at a case study of community operation scheme-the case study of Portland. 1. Analysis of the whole process of community operation. Nowadays, Internet companies have firmly occupied the entrance of Internet traffic, and all the traffic entrances you can think of, such as e-commerce, search, payment, application stores and new media, have bottomed out. Therefore, the operating cost is also high, the dividend of WeChat is getting less and less, it is increasingly difficult to get more money from the official account of WeChat, and the customer acquisition cost of Guangdiantong advertising is already high. As a means of user growth, community has three characteristics: security: avoiding the attack of WeChat on induced sharing. WeChat official account induced sharing is easy to be recognized by the system, with light blocking and heavy title; And the community can avoid this risk by guiding users to spread. Fast: the old brings the new, and the new can bring the new fission play. In fact, old users bring new users. At the initial stage of fission, old users, or other users who can pry channels, spread the first wave to attract the first batch of new users. The first batch of new users can continue to spread and attract the second batch of new users. Then the second batch of new users spread, attracting the third batch of new users. Low cost: Apart from manpower and operating tools, the cost is very small. Compared with the high cost of other channels, there are three main costs of community fission: tool cost, activity reward cost and labor cost. The activity incentive cost has the largest room for change. Some people can achieve zero-cost fission by borrowing resources exchanged by BD, or some exclusive resources, or using information asymmetry. For the method of community marketing activities in fission activities, from the comprehensive consideration of effect and cost, it is suggested to use virtual gifts such as points, coupons, card coupons and electronic materials, followed by cash and in-kind rewards. Three core processes of community fission: user fission process, user participation process and operation process. User fission process: refers to the propagation path between users in the social fission process, for example, user A spreads to users B and C, and user B spreads to users D and E. In the user fission process, the greater the influence of the parent node, the more child nodes are derived, and the more people are affected. The enlightenment of user fission flow chart is that it is very important to find influential nodes in the process of community fission. Fission activity 360-degree SOP whole process user participation process: a complete process in which a single user participates in community fission. Taking the most common gameplay of social fission as an example, the user participation process is generally: 1) Seeing fission posters on WeChat official account/circle of friends/WeChat group arouses interest; 2) scan code into groups; 3) receiving welcome messages and forwarding tasks; 4) complete the forwarding task; 5) screenshot back to the group; 6) receiving the audit message. User participation in flow chart operation process: it refers to the whole process of operators manipulating community fission, and it is also the core process of doing community fission, which is mainly introduced here. Operation flow chart 1, activity planning includes the purpose, time, reward, process and promotion channel of the activity, which is not much different from other online activities. Its function is to help the operator clear his mind and distinguish the key points, so as to carry out the activities as planned calmly. 2. Design fission posters according to the activity plan, extract poster copy, and then design fission posters. Six elements of fission poster: main title, subtitle, selling point, endorsement, action promotion and live code. 3. Preparation for group speeches Group speeches include group speeches, listening speeches, reminding speeches and kicking speeches. 4. Background Settings After preparing the materials according to the previous steps, you can enter the operation background of the community fission tool and set up related activities. Different products have different setting methods, so I won't introduce them here, but there are several points that are easily overlooked, so I would like to remind you. (1) Pay attention to whether the group is enough. (2) After setting, download the live code and put it in the fission poster. (3) Don't confuse the live code with the group QR code. The QR code that needs to be put in the fission poster is a live code, not a group QR code. (4) After the setup is completed, test the process in person to fill the vacancy. (5) Our own people must join the group, pay attention to users' feedback, and guide public opinion at critical times. AARRR mode of community operation. After the promotion of activity and data monitoring fission poster, operators need to follow up the activity, not only to understand the progress of the activity from a macro perspective (through data feedback), but also to go deep into the activity site (that is, within the group), observe the user's feedback, find out the user's needs, and find other points that can be improved, so as to optimize immediately, log in without optimization, and think about how to avoid the same problem in the next activity. Second, how to connect community fission with community operation This is a method of user acquisition, which takes user innovation as the core and is in the first stage of "acquisition" of user operation AARRR mode. The focus of community operation lies in the user's activity, retention, realization and new self-communication. How to make a smooth transition from the large-flow noisy environment during fission to the operation stage? First, be timely. The group cycle of social fission is short, so if you want to drain to WeChat official account, APP or other platforms, the best time is to integrate the drainage into the process of user participation when users join the group to do tasks. If you want to continue to operate the fission community and treat these group members as seed users, you need to intervene in time through operation, establish group rules, guide topics and participate in interaction. Second, you need to use tools. Sharp tools make good work. In the early stage of fission, there are many problems and high interaction cost. At this time, operators will face a dilemma: to improve the quality of interaction, they will have no time to take care of some users; Taking care of all users, it is difficult to ensure the quality of interaction. Therefore, we need to use community management tools. At present, there are only a handful of products on the market that have both community fission function and rich group management function, such as Jianqunbao, Zero Fission, Small Fission and Small Community. , are the founders of community fission cases in the industry. Third, users should be classified. It has to be admitted that the time and energy of operators are limited, and the benefits generated by average distribution to all users are often not high, because 80% of low-value users and non-target users occupy 80% of operators' time. Reasonable classification of users can help operators prioritize, give high-value users more time and resources and create greater value. Common classification methods include paid and unpaid, user activity, user value and multiple indicators. In the community, there are two methods that we can easily realize: one is paid and the other is non-paid, and we have our own experience: the activity and topic quality of paid and free communities are very different; The other is active and passive. This method needs a period of operation to cultivate and discover active users, and then aggregate active users into a group. User life cycle model III. How to do social fission? Analysis data: The original data to be collected include: startup amount, number of people scanning code, number of people joining the group and number of people completing tasks. Fission conversion funnel can be analyzed with raw data: if the number of code scanners is too low, the possible reasons are: less startup, low information acquisition rate, unattractive posters and insufficient incentives. If the joining rate (equal to the number of people joining the group except the number of people scanning the code) is not high, it may be that there are too many intermediate page thresholds, such as too much information to be collected, or the design of joining labels is unreasonable, or there may be too many people quitting the group. If the task completion rate is low (equal to the number of people who have completed the task divided by the number of people who have joined the group), the possible reasons are: high task threshold, unclear speech guidance, unreasonable speech segmentation, and mistakes in auditing operation (giving rewards too early so that those who have not completed the task can get them). Factors affecting fission 4. How to choose fission tools? In fact, social fission can be done without fission tools, but the labor cost will be high, the process will be cumbersome and too troublesome. First, you need to build the group manually. If the number of users participating in the activity is large, and the number of groups built by each micro-signal every day needs to be set in advance every day. Secondly, we need to find a reliable field code tool. At present, the most commonly used free version of forage QR code live code function, although available, has many limitations in function. Finally, someone needs to be responsible for sending tasks, reviewing and speaking in the group. After the activity starts, the traffic is generally large, and human interaction is easy to be missed or repeated. Once users are left out, they may complain, and even lead users to quit the group directly. These are three important indicators of an excellent community fission tool. A good community fission tool should have at least three core functions: 1) It should be able to build groups automatically, and users can freely schedule when they need it, and it can automatically replenish groups when there are not enough groups; 2) The live code system should be stable enough to automatically update the group QR code; 3) You must be able to send group conversations and audit conversations so that every user can receive messages. In addition, it is necessary to have certain community management functions, so that users can smoothly transition to the next operation stage after the completion of new recruits. So, what are the indispensable social functions of social fission? 1) mass messaging: it is an important channel for operators to communicate with users and the most important means to maintain the community daily. 2) Keyword automatic reply: users can receive the content set by operators by sending keywords in the group, and many interesting gameplay can be derived by using keyword reply. 3) Mass announcement batch modification: The difference between mass announcement and mass message is whether it will be owned by everyone. For the important news that everyone in the group wants to see, it is more efficient to modify the group announcement in batches. 4) Advertising filtering: Many people may not know that intra-group advertising is actually a kind of "black production", and they will sneak into various groups to advertise in an organized way. Originally healthy groups are likely to be abolished because of an advertising party. Therefore, advertising filtering is a very necessary means. 5) automatic kicking and blacklisting: it is also an anti-advertising function. When users trigger some sensitive behaviors (such as sending official WeChat account cards, applets, links or some sensitive words), they will be removed from the group chat and added to the blacklist (whether it is enabled or not can be set). 6) Statistics: Only data can track the effect of activities, and statistics can be regarded as one of the necessary functions of social fission. User demand level 7) Label entry: Users can select specific labels and enter different groups. 8) Grouping: When a large number of groups need to be managed, the grouping function becomes important. It is very convenient to group groups with the same attributes, so that they can be managed in groups. To sum up, when choosing community fission tools, we should focus on three core functions and eight auxiliary functions. Five or six fission models 1. Assisted model: Assisted model is the most commonly used fission model at present. Its advantages are easy for users to understand, simple operation and obvious effect. There are three commonly used power-assisted games: 1) Bargaining: If users want to get a product at zero yuan or ultra-low price, they need friends to help them bargain. From high price to low price, the more people there are, the greater the probability of success. Bargaining, the setting of the first few knives is very important, which makes users feel that success is infinitely close. Therefore, in many bargaining activities, the first knife will be directly cut into more than 90%, stimulating users' desire to win or lose. 2) Get a red envelope: The logic of getting a red envelope is just the opposite of bargaining. Getting a red envelope is a little bit, so when you deposit a red envelope for the first time, you need to let the user complete more than 90%. Of course, in the opposite way to Pinduoduo, you can also increase the amount of aid each time, instead of the logic of Pinduoduo's aid of a penny each time. In addition, the reward amount can also be adjusted according to your own business, such as 8 yuan, 66 yuan, 88 yuan, 200 yuan and so on. So that users can make their own choices. The advantage of this is that users will get cash after completing simple tasks, and they will be more active after verifying the authenticity. 3) Like: There are two forms of like. One is a common favorite among friends. This kind of similar activity will be more troublesome statistically. The advantage is that you can let the winners add you to WeChat. In this way, if you send 1000 gifts, you can successfully add 1000 WeChat friends. Moreover, these people are accurate participants in the activities and are good users in the cold start of the later activities. Another kind of assistance can be understood as voting, which belongs to honor+material incentives, and is especially suitable for Ma Bao, WeChat business agents and content creators. 2. Distribution mode Distribution is the most popular game at present. Everything can be distributed, and everyone is an agent. For a single activity or a small platform, it is enough to do primary distribution directly, and give more benefits to the promoters, such as selling tickets, courses, calendars, books and so on. And you can give 30%, 50% or even more as a reward for dealers. However, for products or platforms with long operation time and high user consumption frequency, multi-level distribution mode can be adopted. At present, there are two levels of safety, legality and compliance. In addition, if users need to be graded, a layer of grading division can be added to the distribution logic. The most common are junior high school and senior high school. The promotion conditions of each grade are different, and the distribution of rewards is also different. 3. The modes of collecting cards include collecting blessings, collecting characters or puzzles. In fact, the acquisition of such integrated cards requires a high number of users of the platform itself. In fact, it emphasizes the user interaction in the platform, which can be used as a gameplay for user retention and old user activation. If you want to turn the card collection activity into a new game, you need to design a special process, such as giving newcomers double cards. In addition, the deck identity unlocking method is more suitable for all kinds of games. For e-commerce platform or education and other related products, it is only suitable for big promotion and major festival activities, which has certain limitations and the user activation cost is relatively high. 4. Mutual benefit mode Whether others help us bargain or vote, it is a one-way profit-making behavior. This will make some promoters feel embarrassed to share. We all say altruism, so we should first consider what the helper can get. Therefore, we see that free delivery, ticketing and red envelopes are all given to help seekers in the name of users. The logic of mutual benefit is that the helper can get preferential treatment and the sharer can get corresponding reward. 5. Mode The current gameplay belongs to nested rewards, such as a friend rewarding 30 yuan. Generally, cash rewards in 30 yuan will be divided, such as 5 yuan for friend registration, 15 yuan for friend's first purchase and 10 yuan for friend's second repurchase. This can effectively avoid brushing and ensure the quality of users. There are also ladder reward methods, such as 1 yuan team battle, 10 people's 0 yuan gang bargaining, 5 people to send coupons/yard, 3 people to reward 5 yuan, 3- 10 people to reward 8 yuan, fission poster activities, punching activities, red packets of rain, and regular coupons within the group. On the basis of a single award, you can set a performance breakthrough award or ranking. 6. Preferential mode The fission gameplay we just shared, the final rewards are almost all cash-driven. Next, we take the form of cash equivalent as the condition of fission incentive, and share with you three common ways of playing. 1. One yuan seconds kill 2. Free 3. In order to achieve the goal of fission, we need to add the conditions of friends' help. For example, how many friends get the qualification of one-yuan spike and free collection, plus time-limited conditions. Among them, the focus is on the group's gameplay. The group can be a two-person group, a three-person group or a multi-person group. But the more people ask to join the group, the more attention should be paid to the audience attributes of the selected products. And don't easily refund the user's participation fee, which is a big taboo. Imagine, isn't the purpose of all businesses to let users pay for the transaction? Users are willing to pay to fill in the address, and eventually you will return the user's money, so how can you ensure that users will come to join the group next time? How can users be willing to share when they fail to join the group several times in a row? Therefore, on the premise that the platform does not lose money, no matter how many people eventually join the group, the system will help users successfully join the group through robots. Users will have a follow-up sharing when they taste the sweetness. Fission has no secrets, but there are many small details, which can best reflect the professional level of user growth. In the past five months, the supply chain team interviewed 600 bosses from all walks of life in depth, looking for increments, looking for cases that can make money, and looking for dividends in the stock age. We found that there are still many ways to make money by video number, Tik Tok, private domain name and IP ... So, we selected 50 money-making cases that are best realized, reproducible and easy to learn, and carefully disassembled and summarized into this book "Tik Tok".