How does user operation implement fission marketing plan? Start from these 4 points!

Whether it is fission marketing or not, we only need to see whether it has the ability of self-propagation.

To put it simply, fission marketing is to carefully polish several key nodes in the dissemination of relevant content among the crowd, so that the content can be extended and fissioned through forwarding, thereby increasing the dissemination time and the breadth of the population covered.

Therefore, the essence of fission is to use the influence and social circles of others to form horizontal transmission from one parallel dimension to another.

The most important thing in this process is to figure out the user's motivation for spreading the word.

Fission setting logic

Before creating a fission marketing plan, the thing we think about most is: "Can this plan trigger a screen-sweeping trend?" Thinking this way is a deviation, but if you change your perspective, you may see it clearly: "Why would the 'users' forward this plan?"

The user market is like a tranquil lake, and the marketing plan is the stone. The ripples caused by the marketing plan falling into the user lake mean a response. The better the fission plan, the more likely it is to spread through the user market. Especially if you think about the communication logic from the user's perspective, you can truly create a stir.

When it comes to communication motivations that can "cause waves", it is essential for us to study user psychology. Generally speaking, users have the following four psychological reactions to a marketing campaign:

1. Based on good program packaging, we are curious about the event and are led to pay attention to it;

2. The herd mentality prompts you to follow the people around you and participate;

3. To take advantage of others and get a discount to attract yourself to participate;

4. The sense of accomplishment motivates you to share with your social circle for dissemination.

Based on these four psychological factors, we can divide the logic of setting up fission into two points: first, there must be good "packaging", with inflammatory and highly directional copywriting, posters, etc., which can induce the target population to pay attention; second, there must be a good "core" that can form a strong motivation for dissemination and allow the target population to carry out extensive self-propagation.

1. The “Packaging” of Fission

Different groups have different interests and concerns. The lower-level groups are more concerned about material benefits such as discounts, discounts, cash coupons, cash back, gifts, etc.; the middle-level groups are concerned about spiritual interests such as decency and style; and the upper-level groups are concerned about self-worth and experience.

For example, Pinduoduo, a third-party social e-commerce platform focusing on C2B, packages its fission idea in the form of "more discounts for group purchases". It is simple and clear, and directly shows that Pinduoduo's purpose is discounts and its function is group purchases, allowing users to buy discounted goods at lower prices by initiating group purchases with colleagues, relatives, friends, classmates and even neighbors. This product model, which naturally possesses the ability to self-propagate, successfully caused fission propagation in the underlying market, helping Pinduoduo to successfully carve out a path in the red ocean of e-commerce.

Therefore, after determining the target core user group, we need to adopt a corresponding "packaging plan" based on the characteristics and habits of the user group. When your target group is the lower-class group with low social costs, the more explicit and sensational the copy is, the better the effect.

For example, Qutoutiao’s “earn cash by reading the news”, Alipay’s “collect five blessings and try your luck to win 500 million”, and Alipay’s “recommendations get rewards” are all the most aggressive fission marketing copy that have dominated China’s screens in recent years.

But when your users are white-collar workers in first- and second-tier cities, the packaging of the copy is very particular. Not only must you give them clear benefits of sharing, but it must also be in line with their style, aesthetics, and psychological resonance, so that their sharing is "decent enough."

Luckin Coffee is well aware of this. Its point of differentiation is to package the "first cup free" as a "new user privilege." Of course, this is based on huge investment, but users are willing to buy into it because it gives them enough "benefits" in a decent manner. After all, for urban white-collar workers in first- and second-tier cities, if there is no good packaging and it smells LOW, it will not be accepted by the group.

Just like an ordinary cocktail, Japanese food and croissant, when packaged with interesting and sentimental copywriting, it instantly becomes very classy, ​​which can not only attract your attention, but also allow you to take a photo and post it on WeChat Moments, and enjoy the fun of sharing (showing off). This is how self-propagation is stimulated.

To sum up, allowing users to benefit through sharing is a successful fission.

In terms of fission packaging, adding copywriting, making posters, and planting Easter eggs are the most feasible and most commonly used methods. Copywriting, in particular, is the simplest and most cost-effective self-propagation tactic. Good copywriting is like an attractive-looking, rich and fragrant cake, which makes people want to try a bite at first sight. But at the same time, the packaging of the copywriting must be timely and consistent with the tone, otherwise it will be a disaster, such as the recent copywriting of the joint venture between Durex and HEYTEA.

2. The “core” of fission

When it comes to motivation for dissemination, I prefer to describe it with an intuitive word - reward. Only when users think it is "profitable" will they be willing to forward it and form self-propagation power.

There are generally two types of rewards for fission-style communication. One is explicit reward, such as gifts or discount coupons for users who participate in forwarding, which is a direct and visible benefit. The other is implicit reward, which comes from the fact that users will have a sense of psychological accomplishment after participating in forwarding. Users will feel that this kind of forwarding can make them look more wise, aesthetic, classy, ​​stylish, humorous and cheerful, etc.

Of these two reward mechanisms, the former is more rudimentary, while the latter is more sophisticated; the former has high costs, a wide range of deployment, and is difficult to operate, while the latter has low costs and is easy to operate; the fission efficiency of the former is extremely high in the sinking market, while the fission effect of the latter is better among the middle and high-income classes.

It is not difficult to see that the "core" of fission is actually divided into two categories: spiritual level and material level. The specific choice depends on the target group. For example, the fission routine of "three people form a group, the group leader gets a free meal" gives users the motivation of material benefits; and the fission of WeChat red envelopes is based on the social needs of users, especially during festivals, when everyone needs to exchange red envelopes to maintain relationships with relatives, friends or businesses. So after WeChat red envelopes were launched in 2014, they helped WeChat bind 200 million bank cards in just two years.

The photo editing software TiantianPtu and Baidu Magic Photo at that time updated the creative functions of "making elementary school student ID photos" and "PK celebrity faces" respectively, which greatly enhanced the fun of the products and successfully stimulated self-propagation in the circle of friends. Its self-propagation power lies in satisfying users' curiosity and interest, allowing users to actively share.

So it is astonishing that Baidu Magic Photo achieved tens of millions of app activations in just a few days thanks to this update.

Just like the various H5 pages we see in the circle of friends, such as "Accurately test what kind of good luck you are born with?", "IQ test: Test what type of genius you are?", "Fun test: Test what your lucky color is", etc., their fission thinking logic is the same, and they are all based on the user's interest to generate self-propagation power.

Of course, not all fission is divided into "packaging" and "core", there are also special cases - "packaging" is the "core", the two are combined into one: copywriting, posters, articles, etc. have their own self-propagation power. The most typical ones are Jiang Xiaobai, Durex, GQ Laboratory, Xin Shixiang and other public accounts with tens of millions of fans.

The New World WeChat official account has planned many fission cases with self-propagation capabilities. For example, you must have read or heard of "I Bought 30 Air Tickets Waiting for You at the Airport: Escape from Beijing, Shanghai and Guangzhou in 4 Hours". This article not only highlights the psychological state of young men and women in first-tier cities who want to leave at any time, making the white-collar workers who have no choice feel itchy, but also sells the literary and artistic feelings, and is full of pretentiousness. It successfully helped the New World WeChat official account to forward more than one million articles and increase its fans by more than 100,000.

Jiang Xiaobai's fission marketing has also been praised by people inside and outside the industry. Through various thoughtful bottle copywriting, such as "The words I want to say most are in my eyes, in the draft box, in my dreams and in the wine", "The so-called loneliness is that some people have nothing to say, and some people have no one to say it to", "I always feel that I haven't drunk enough, but in fact it's because I haven't talked enough", it has become a frequent visitor to social networking sites, sought after by self-media, and paid for by consumers.

Why does Jiang Xiaobai have such a high self-propagation ability? Because Jiang Xiaobai is approaching young people in a young way, and its copywriting fits the life attitude and outlook on life of young groups, making young people keen to actively spread the culture and values ​​represented by this brand.

Because of understanding, it became popular and split.

3. Channels of fission

Where users spend their time determines the main platform in the era of self-propagation. WeChat and Weibo are the two most typical fission platforms - information that everyone is willing to share, exchange and forward can have a wide impact.

Traditional media is long gone, the PC era is gradually declining, the era of mobile Internet has long become the mainstream, and everyone's attention has basically shifted to mobile phones. At a glance, all you see are people who are addicted to their phones.

In the "2017 Internet Trends Report", research shows that Chinese users spend an average of about 3.1 billion hours on mobile applications every day, and about 900 million hours on WeChat. WeChat accounts for nearly 30% of the usage time of Chinese mobile phone users, followed by Weibo.

At the same time, due to WeChat's decentralized ecological model, everyone's energy is more evenly distributed, while Weibo is an ecosystem with concentrated traffic but weakened social relationships, which makes WeChat's fission ability (self-propagation ability) better than Weibo.

Therefore, judging from the results of communication and people’s focus, if we want to trigger a wider fission and form a huge self-propagation power, WeChat and Weibo are the main battlefields.

4. Blind spots of fission marketing

Since the birth of marketing, almost 90% of marketing plans, including domestic and foreign ones, in various industries and brands, do not have the ability to spread themselves. Fission marketing has a natural advantage in self-propagation, which puts it at the top of the marketing chain. When other marketing plans are still at the stage of "I saw it, I forgot it", fission marketing makes people "I not only remember it, I even want to share it actively", actively asking users to endorse the brand.

However, in this process, fission marketing may not necessarily stick to the original intention of marketing - to make users remember the "good" of the brand or product, rather than simply relying on swiping the screen to increase presence.

The purpose of marketing is very direct, which is to make users and the market say hello to you, rather than investing a large amount of resources to become a "fast food" for mass consumption, and also to avoid becoming "self-indulgent marketing."

At the same time, in fission marketing, do not blindly pursue fission and traffic through large-scale exposure and investment. Although this can also form self-propagation power, it may not be a good thing for brand ecology and output. This can be seen from Luckin Coffee’s money-burning subsidy model.

Summarize

Where there is profit, there is attention; where there is attention, there is a market; this is the basis of business; where there is profit, there is self-propagation power; where there is self-propagation power, there is a market; this is the basis of fission.

In the era of social commerce, the simplest and most brutal way to capture traffic is fission. However, whether we can create a successful fission plan requires us to continuously explore and summarize in forming a strong self-propagation ability, so as to create a strong "fishy smell" and attract the cat in the market.

Author: Qingfeng

Source: PR Home