How to conduct a fission activity correctly?

This article analyzes the disadvantages of blindly following the trend to carry out fission activities , and how to make adjustments based on your own company.

01

I don’t know what your circle of friends looks like, and I don’t know if you have ever purchased courses in your circle of friends. Let’s not talk about whether you have purchased it or not for now.

Let’s first talk about this: have you ever seen posters about paid knowledge in your circle of friends?

I work in operations, and I have added some people from the same industry. I have obviously frequently seen posters about paid knowledge courses.

In fact, I have basically become numb to this type of poster.

To be able to transform me, three conditions must be met :

• First, I encounter problems in my work/life that need to be solved or I need to improve a certain ability.
• Second, I happened to see your poster
• Third, the person who teaches the course needs to be a very capable person.

Why did I say the above?

Because today's topic is about "fission activities".

Last year, the Alipay Koi event triggered a craze in the field, so I followed suit and organized an event. The number of followers increased by 100,000.

Later, I reviewed and analyzed the situation. At that time, my review was partial, that is, I only reviewed the points that needed to be optimized in that activity.

I looked at the review document again a few days ago, and my opinion is different again. This time I look at this matter (fission) from the perspective of the entire field.

Many courses say that fission needs to meet xxx conditions, and the terms used are relatively professional, such as the K factor in viral transmission, which is difficult to understand.

Let me explain briefly. This k is the amount brought by each person participating in the activity. The larger this k is, the longer the communication intensity and cycle will be.

For example, if 10 people participated in an event and they brought 100 people, then on average, k=10. Usually, k must be greater than 1 to have a communication effect.

For example, one person only brings one new user (k=1), and this new user does not necessarily participate in the activity, right? So, if one person brings in 10 new users (k=10), the probability that these 10 new users will participate in the activity is greater than the former (k=1), thereby also expanding the amount of dissemination.

Since we are talking about virus transmission, let me briefly talk about k.

But I have my own independent understanding of fission, and I don’t use high-sounding words and formulas.

Through review, I found that not all activities are suitable for fission. It needs to meet several conditions: benefits + triggers + industry .

02

Your leader or boss must have told you something like, "Let's do a campaign to increase our followers."

Then they ask you to come up with a plan, and then start working on it, and then it doesn’t work, and then you get blamed…

It's normal.

If your superior or boss assigns you such a task, you should first know what the essence of fission is and what conditions need to be met.

After understanding it, explain it clearly to the people above you, and tell them how to do it if it is to be done. If it cannot be done, try to convince them.

Then let’s look at what fission activities require, which are also the factors that operators (especially event operators) need to consider.

This is my own understanding. There are only three points, involving details such as how to design posters, how to write copy, how to sort out the process, etc. These are things you need to think about only after you have decided to do it. This is the packaging and process link .

Today's diary is written based on my thinking and understanding, my experience in last year's activities, the reviews I have seen, and I write it from a macro perspective in the field of operations. It is to teach you whether you can do it, rather than telling you how to do it.

Benefit

If you want to organize an event, you must have something to offer (we are not talking about charitable or emotional marketing here). As long as your prizes are generous enough, more people will be willing to "sell" their circle of friends.

Benefits are always the top priority for people before making a decision .

trigger

Trigger, as the name suggests, is the way you tell others. Triggers are actually divided into internal triggers and external triggers. Internal triggers are users' voluntary forwarding and sharing, while external triggers are when you inform users of an activity through push.

In fact, fission basically utilizes external triggers, such as the benefits or other rewards that users get when they see the event poster. When a user sees a very touching video and then forwards it, this is called internal triggering.

industry

Why talk about industry?

Because this is so important. This is a key factor in determining whether the fission activity can be successful.

So, let’s go back to the beginning of the article. Think carefully about the so-called fission posters you see in your circle of friends. What industries do they belong to? Are a lot of them paid knowledge? Reading, children, workplace, thinking, professional skills, etc.

What are these types?

These are things that everyone hopes to improve on. There are no limitations on space and time, and no limitations on industries.

Chaoxi Calendar accumulated its first batch of users by signing in and clocking in. What kind of industry is this? There is no industry, because everyone hopes to develop the good habit of getting up early. Good habits make people excellent, and excellence is the capital of self-confidence.

The same goes for reading.

No one wants to be worse than others, so what to do? The only way is to study.

You have to know that reading, workplace, general entertainment and interest types can easily split because there is an almost borderless market supporting them .

Looking at the industry you are in and the job you are doing, do you have such conditions?

Car sellers, do you want to create fission in the car industry?

Do you think car manufacturers and dealers don’t have the ability to hire the best fission experts?

Do you think real estate companies don’t have the money to hire people to specialize in fission? For example, Lianjia, Beike and so on.

Obviously not.

Many bosses, seeing that many people are posting posters on WeChat Moments, would say, "Let's also hold an event and post it all on WeChat Moments," without considering the industry you are in, the rewards you can give, and the channel resources you have.

They just let things go without realizing that the people below them racked their brains to come up with an activity that ultimately had very poor results, and they still have to take the blame for the results of the activity.

Therefore, this article is not to teach you how to do fission, but to tell you under what circumstances you can do fission .

Let me put it this way. Fission is actually not difficult. If the incentive is big enough, there are start-up resources and endorsements, and the value can really help users, and if you streamline the activity process and do a better job of packaging, then it is basically not a problem.

So you see, which one of the things I said above is the most important? That’s right, packaging is the most important. Once you want to do fission, packaging is the top priority. I won’t say more here.

If you want to carry out fission activities, the biggest problem is whether the industry you are in or the products you are responsible for meet the potential for fission.

Save this article. Next time when your boss asks you to do fission, please explain to him directly why you cannot do it.

03

It is easy to generate general traffic, but the question is do you need such traffic?

You are a lock seller, what do you use to do fission? A lock? A fancy lock? An exquisite, high-end and classy lock?

First consider how broad the audience for the demand is.

The industry restrictions mentioned above mostly refer to low-frequency industries, such as cars, houses, decoration, etc. These industries are transactions that take a long time to complete, and the cost is heavy. Will you give away cars during an event? Give away a house? Obviously not.

The natural attributes of the industry largely determine your k factor , your audience, and the prizes you can offer. Your prizes should be closely related to your products. You can't be a car manufacturer and just follow others to give away books and materials just to organize a fission event.

Obviously not.

Why not?

Because the traffic is inaccurate, it wastes time and cost.

Having said so much, let me summarize.

Summarize

• Don’t think that an activity is very effective or that the trader is awesome just because you see your friends circle is flooded with posters. A trader certainly needs solid abilities, but as I said, fission requires the combination of many factors, and no matter how awesome a person is, there has not been one who has dominated the real estate industry.
• Not all activities can be fissioned, the industry will directly restrict you; looking further up, you will find that almost all fission comes from "knowledge", because people need knowledge, but people do not necessarily need an exquisite and high-end lock.
• People's inner emotions will be gradually developed , and the effects will decline later. That is, future growth will be closer to the experience and practicality of the product itself.
• Focus on growth and don’t always think about how to achieve fission, otherwise you will become arrogant.

Author: Rain Wash Qianfengxiu

Source: Public account: Rain Washes Thousand Peaks Show (shenzhuangnaiba)