User fission growth tips!

There is an old saying: Three incompetent generals are better than one Zhuge Liang.

In ancient times, "Bijiang" referred to "deputy general", which means that the combined wisdom of three deputy generals is equivalent to that of Zhuge Liang. This is not difficult to understand. After all, even Zhuge Liang would listen to other people's opinions.

But later generations misinterpreted it as “three cobblers are better than one Zhuge Liang”, which is very interesting. The so-called fission , where one person tells ten people, and ten people tell a hundred people, is nothing more than this.

Have you ever thought deeply about this question, why can it split so quickly, even causing people today to misinterpret its original meaning?

The distorted meaning can show one's own ability. Zhuge Liang is such a powerful figure, and it turns out that three cobblers can match him. Then aren't we much different from him? How can this not attract people to spread fission?

Nowadays, fission propagation has been played out for a long time, but many people in various circles are still playing it. You will often see titles such as "XXX fissioned 50,000 people in a group in one day, XXX earned 100,000 per month through fission", and most of these are just indulging in self-carnival.

I have also played with fission many times. Let me tell you a relatively successful case: I was working on a Taobao robot at the time and wanted to increase user growth. After considering for a long time, I finally decided to do user fission by sending it to others.

But what to send?

Taking into account the cost, monetization cycle and fission effect, I selected products for the first time, including women's clothing (summer), paper towels (AB single), etc., and then let users choose one of their favorite categories. Although the prices are between 5 and 8 yuan, I packaged them so they are still quite tempting, and most of the users are female.

How do I send it? Can I just add me as my friend? Obviously not.

Condition: You need to post the robot business card poster I prepared in advance to your circle of friends for one day or a WeChat group with more than 300 people.

How to receive: Send the user the link of the gift he likes, and then ask the user to send this product link to the rebate robot to receive the coupon and place an order. Finally, ask us to pay on his behalf, or we will send a red envelope after the user pays by himself.

This method of giving away gifts not only achieves the fission effect, but also allows users to fully experience the process of receiving coupons and shopping, which improves retention and stickiness, and plays an important role in my subsequent monetization.

Having said that, let me talk about my views on fission:

The logic of fission: giving and value exchange.

1. Send

Nowadays, most of the fission, no matter how exaggerated it is, cannot be separated from the word "give".

The question is: what to send and how to send it?

What to send?

Human nature is greedy.

1. The gifts are of low value and not very inducing, which makes fission difficult.

2. It has high value, strong inducibility, and is conducive to fission, but the cost and subsequent realization must be considered.

3. It is best if the gift is related to your own products.

4. Can you provide something equal to or higher than this value in the future? Otherwise, if the user has already obtained a product of high value, will he still pay for a related product of low value?

After seeing this, are you thinking that it contradicts my Taoke case? Then continue reading.

How to send?

How to deliver can help you recover certain costs and subsequent monetization to a large extent. Of course, it is also very likely that your product is monetized using this method.

For example: Share this content with your friends and you can get a course worth three thousand yuan.

If that's all, the fission basically ends here, so let's put it another way:

The Taobao Affiliate Practice Tutorial, which originally cost three thousand yuan, can now be purchased for only 99 yuan by sharing it on WeChat Moments or in a group. Limited to the first 100 people, first come first served, and an additional traffic generation course worth one thousand yuan will be given as a gift. Don't worry about the quality of the tutorial, as XX boss has already purchased it and given it a positive review.

In this case, the fission effect must be much better than before. Why?

1. Use hunger marketing method to make users feel that this course is really valuable and they must buy it immediately. After all, the price is not expensive during the discount period and most people can accept it.

2. Trust endorsement. When big Vs in a certain field purchase the course and give positive reviews, users will definitely think that this course is excellent and worth buying.

Although I mentioned low prices in my Taobao affiliate cases, I also said that I packaged the products well, and the products I selected were more attractive to women. Although the items delivered are not directly related to my products, they need to be purchased through my robot. Therefore, it doesn’t matter what I give or how I give it, and the basic fans also come from my personal public account, which increases the sense of trust.

2. Value Exchange

Just two months ago, a friend of mine who was working on community fission in a company came to me for advice.

Their fission logic is value exchange, and the role they play is more like a senior intermediary, but this is where the problem arises. They need the resources of small intermediaries, and at the same time they will provide these small intermediaries with customers, some industry knowledge and training, which is equivalent to a resource integration.

I asked two questions at the time: Can you provide customers? How many customers can you provide?

The answer he gave me also left me speechless. He could provide clients, but only one or two a day.

Therefore, I come to the conclusion: there is no problem with your fission on the small intermediary side, and you can achieve the expected results, but the core value, that is, to provide small intermediaries with services that clients cannot provide, will ultimately be nothing more than a garbage community, which is meaningless. The so-called industry knowledge and training are not important here at all.

But their boss didn't believe it and insisted on trying it. But it's better to try it, so that I can verify my conclusion in the end.

It’s not that I don’t provide them with solutions, but that they cannot effectively provide core value. The relationship between the two parties in value exchange is an equal one, not a hunger marketing. Only in this way can fission be achieved.

3. So what is the logic of fission?

1. Determine the primary goal: Is it mainly for traffic generation or monetization?

If the main purpose is to attract traffic, then it doesn’t matter whether the fans are accurate or not, or whether the following communities are junk, because traffic is your goal. However, since I have been doing traffic attraction, I am less and less fond of general fans, because they are not of much value, they are just a string of gorgeous data, and the “traffic is king” on the Internet mostly refers to accurate traffic.

If the main purpose is to monetize, then you need to think it through carefully. Whether it is giving away gifts or exchanging value, you need to let users know clearly what they can get by adding you or joining a group, and whether you can meet the needs of users.

2. Sufficient temptation means that after positioning the users well, the users can actually feel the benefits, and the benefits are the driving force for fission.

3. Low cost and high value. Low cost means that the user acquisition cost is low and it can be provided without spending much time and money. High value is best to be clearly priced.

4. Trust endorsement. If you are a big V in a certain field, it’s fine. If not, you must find a way to make users trust you.

5. Determine the operation process, and don’t make it too complicated. This is related to the execution effect, fission effect, and subsequent monetization.

6. Determine the rules. Remember, without rules, there will be no order. You must abide by the corresponding rules when doing anything. The following two dimensions can be used to formulate rules:

Threshold: The role of the threshold is to screen users and make full use of their value.

Group rules: As a group owner, you have to ensure the normal operation of the community. It can't be blocked before one day has passed, or group members don't get anything valuable, which leads to being blocked from the group or even quitting the group. Due to human weakness, even if you set thresholds and screen a group of users, there will still be many low-quality users, who must be eliminated in time.

In addition, setting group rules reasonably can also increase user stickiness.

IV. Platform Rules

For anyone other than RMB players, marketing and traffic generation on other people’s platforms is just a game of cat and mouse.

As a relatively closed ecosystem, WeChat has a huge number of users and naturally has its own rules. I believe that anyone who does WeChat marketing may encounter account blocking. This is unavoidable and the only thing they can do is to adapt, look for loopholes in the rules, and find more sophisticated methods.

When doing fission, users come in very rapidly, and no WeChat account can bear it. In addition, the official prohibits inducing sharing, so you have to consider whether your account can resist being blocked.

Or you can change your mindset and import these users into different traffic pools, such as official accounts, or QQ groups which are relatively easy to manage.

Finally, in combination with the fission I wrote this time, I would like to share my feelings after watching the Huawei 5G conference some time ago. This is the real fission principle.

5G users are expected to reach 500 million in 2021. Why is the number of 5G users growing so fast?

1. 5G itself is attractive enough. It not only has fast network speed, but also improves user experience by 10 times. It also includes the birth of various other new applications. These various novel things are bound to attract a large number of users.

2. It is the general trend, just like 3G replaced 2G and 4G replaced 3G; including my Taoke robot, shopping and getting coupons has become a consensus, but it has also evolved from robots to today's social e-commerce.

3. Mutual benefit. The arrival of 5G will definitely drive the development of many industries, such as the video industry, AR, VR, etc. These industries will naturally promote the development of 5G by benefiting from 5G.

4. The cost of acquiring users gradually decreases. When high-value products can be obtained at low cost, the number of users will inevitably increase.

Author: Tianwenge

Source: Lu Songsong's blog