Fission marketing planning: How to increase the fission factor of products?

However, stimulating users to share can no longer be solved by just pressing a “button”; it requires more guidance from “content + productization”. So today I would like to share some of the techniques we used in designing the fission process of the PMTalk product manager community.

Share export

The definition of sharing export can be divided into functional sharing and fission sharing.

Functional sharing exports are functional exports in the product, without any operation side or guidance sharing.

Fission sharing defines the entrance for communication. Users can spread the message to their subordinates, and the subordinates can spread the message to their subordinates.

Fission sharing

From the above picture, we can see that fission sharing itself is user-driven. It gives users subjective sharing bonuses, while functional sharing products themselves do not bring sharing bonuses.

Set sharing as fission sharing

The benefit of functional sharing is that it provides users with an entry point that does not spread information and carries their own subjective will. Fission sharing uses users as an electric shock to attract more users. Explosive growth and hacker growth for product growth

The biggest difference: word-of-mouth communication and traffic communication.

Functional sharing must be the result of subjective sharing by users, while fission sharing is the result not only of subjective sharing but also of user assistance.

Functional sharing is a must for products, so they cannot be shared on mainstream social platforms. The entire product cannot obtain traffic, so function sharing exists

Fission sharing: may or may not exist.

But its existence can help increase the product's growth base and user costs.

What can be shared through fission

To do fission sharing, you must first understand the difference between fission sharing and functional sharing.

The biggest difference between the two:

Is there any guidance for user benefits?

Fission itself is achieved by grabbing user interests and then spreading them again. Therefore, users attract similar users to join through the same anchor point. Therefore, common fission sharing entrances will have

Tips for receiving red envelopes, points, coupons, memberships, etc.

Currently in fission sharing, the sharing entrance can also be unlocked and revived. Guide users to obtain value-added services,

Functional sharing: direct sharing copy + matching sharing poster/h5 as follows

The fission sharing entrance is as follows

Advantages and disadvantages of H5, App, and Mini Program fission sharing entrances

When designing a fission sharing portal, the most difficult part to consider is: how to avoid guiding sharing?

But almost all the fission sharing you see is "guidance". Even WeChat Reading and Weixin Insurance use similar tactics. (There is no reason for being blocked, you know)

H5 advantages: anti-blocking, high communication level

Because H5 is in the form of a URL, WeChat can only block a certain address. But you can switch to a new address. When designing the fission entrance, some teams prepared 30 URL addresses.

shortcoming:

Of course, it doesn’t mean you can always prevent blocking. WeChat will also block through the IP behind the URL. This solution can only use distributed servers, which is relatively costly.

Mini Programs: Fast Spread

Because the mini program itself has good community and public account support entrances in the WeChat ecosystem, the overall experience is the best. The entry point for user access and fission is direct and fast.

shortcoming:

The ban is too high, especially now if you don’t understand the WeChat ecosystem and you make a small program and carefully pass it through the review. But once it is spread, the reason for being banned may not be known. As for how to prevent mini programs from being blocked, you can refer to the tips I shared before.

APP: Stable entrance

Because the app is within its own product ecosystem, of course you can set the sharing entrance at will. As long as it meets the requirements of the Apple platform (no pornography, no gambling, no political violations, etc.), you can let users spread it with confidence. As long as the content and value orientation of the product itself are correct, it will not be blocked. (Unless reported maliciously)

shortcoming:

However, because the entire cost of the app requires users to re-download it, h5 and mini programs are used as front-end touchpoints. Users also need to be guided to download, which has a high threshold. The most common approach is to accumulate account system users in the WeChat ecosystem. Then gradually transfer to the app.

Without a portal for sharing, it is difficult to grow

Nowadays, the opportunities to attract users through word of mouth and the value of the product itself are becoming increasingly rare. Anything you can think of or consider a good opportunity may have already been done by giants or other teams.

Regardless of the product, acquiring traffic is always the first step. Products without users cannot survive, and Internet companies without growth and monetization will also be doomed.

Therefore, when designing a product, try to focus on fission sharing as much as possible. Creating your own product value and user needs and pain points, and creating a fission sharing entrance is a novel way in today's mobile Internet.

Whether the traffic ultimately lands on the product or in one’s own “private domain” depends on the user portrait. If the user portrait is a sinking user, the official account and community traffic areas of the WeChat ecosystem are the best way.

Related reading:

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6. How to make a good APP online activity promotion plan?

7. Summary of promotion and operation of more than 100 events!

8. Event promotion and operation: After I have done more than 100 fission events...

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Author: Huang Erdan

Source: Huang Erdan