Product Operation: Is your product suitable for fission?

Regarding fission, there have been several questions that have been bothering all the operation partners.

We all know that fission is popular and has good effects, but are our own products suitable for fission?

Why, despite the same fission model, our activities are far less effective than those of our competitors?

Let’s talk about these issues today.

Before each fission, the thing everyone thinks about most is probably: Can I dominate the screen this time? In fact, it is clearer from another angle: Why did "I" forward it this time?

The essence of fission is to achieve its goal through continuous propagation.

So how does fission continue to spread, and what is the underlying logic of fission?

In my opinion, it consists of these three parts:

1. Motivation for communication

2. Crowd Matching

3. Copywriting packaging

I call this the "fission triangle."

1. Motivation for communication

Fission, after all, is about leveraging the influence and social circles of others.

You need to give people a motivation to spread the word!

I would like to divide the motivations for communication into two categories: spiritual and material.

Spiritual motivations can be divided into two categories: selfishness and altruism.

Altruistic motivation is easy to understand, that is, to help others by sharing useful or interesting things, while selfish motivation is more complicated and can be roughly divided into the following categories:

Flaunt: Establish an image, highlight personality, tell others that you possess certain qualities, and seek recognition.

Topics for conversation: Find topics and express your opinions on them to influence others and form social currency.

Show off: By comparing with others, prove that you are great and unique, and satisfy the desire to compare and show off.

Maintenance: Purposefully sharing valuable things to maintain old relationships or expand new ones.

Realization: Sharing content can help you achieve your desired self and reflect your self-worth, that is, sharing it for yourself.

(The above theory on the spiritual level of communication motivation comes from the great god Du Gushang's "Summary of NetEase's Screen-sweeping Rules: H5 Fission Methodology that Everyone Can Master" and I would like to pay tribute to it here)

The motivation for communication at the material level is simple, it can be summed up in four words: profitable.

The fission routine of "three people form a group, and the group leader gets free of charge" gives users the motivation of benefit; the education industry's favorite fission routine is to use motivations such as publicity and maintenance, or add some profit distribution.

If your product wants to achieve scalability, what user motivations can the capabilities you provide it to satisfy?

Is it to allow users to show off themselves and increase topics of conversation, or is the incentive you offer enough to leverage the user's social value?

If none of these are true, it means your product is not suitable for fission.

The degree of inducement is worth considering. If you give too much, the cost will be too high, the ROI will not be good enough, and it will be easy to make users picky, and they will not come for small activities in the future (for example, Luckin Coffee gives me coupons with 28% and 38% discounts every day, and occasionally gives me coupons with 48% discount, which I don’t like.). If the amount is too small, it will not be enough to attract users.

Therefore, for brand promotion-type fission, you need to think clearly about what motivations your product can satisfy; for sales conversion-type fission, you need to calculate how much incentive you can give.

2. Crowd Matching

For the same model of activity, sometimes users don’t buy it and just don’t forward it; sometimes a lot of freeloaders come and it’s impossible to stop them.

That’s because the “people” spreading the message are wrong.

Many people scoff at the fission copywriting of Pinduoduo and Qutoutiao, thinking that they would never forward such cheap stuff. But this is not their problem, this is your problem. You are not the right person.

By combining user scenarios and conducting a detailed multi-level and multi-dimensional analysis of existing users, we can clearly understand what kind of people we are looking for and target the right people to satisfy their communication motivations.

Moreover, the WeChat ecosystem is a decentralized communication ecosystem based on strong relationship social networking. Because of decentralization, everyone's energy is relatively limited (compared to centralized communication with weak social relationships such as Weibo). The decentralized ecological model means that among the friends of every person who forwards the message, there must be at least several dozen people similar to him, so that the activity can continue. Otherwise, the subsidies are given out but the process stops, which is not worth the loss.

Therefore, users with high audience matching must meet these conditions: willing to forward, have a high degree of dissemination, and be consistent with the tone.

Willingness to forward is the basis, and the degree of spread depends on the match. If it fits the tone, analysis should be done in advance. The same person may be contagious in this activity, but the match may not be high in another activity.

Let me give you some examples.

Pinduoduo's users have never been 1st-2nd tier white-collar workers. Even if a large amount of money is spent on subsidies to get some white-collar workers to forward the event or participate in group buying, there will be no reaction in the social circles of these white-collar workers.

Similarly, even if a fission activity like “Learn EXCEL in 30 Days” meets the communication needs of some knowledgeable and literary youths in third- and fourth-tier small towns, their social circles will not give any effective feedback.

For this event, white-collar workers and intellectuals from small towns all forwarded the message for their own benefit, but did not receive good feedback. They are all good communication groups, but they are not the right group for this event, so naturally the match in their social circles is not high.

From another perspective, why do many planners of fission activities feel so scared about the "freeloaders", but companies like Pinduoduo and Qutoutiao are not afraid at all? Because for them, the "wool party" is not only a group of people who are willing to forward and have a high degree of dissemination, but also a group of people who are in line with the tone of dissemination.

3. Copywriting packaging

Not only should we give him benefits, but we should also consider his face. Otherwise, even with benefits alone, it is still difficult to attract some users.

It’s not that you chose the wrong target users, but that the benefits you offer are not enough for people to earn them at the cost of damaging their own social value!

When your users are 3rd-4th tier people who don’t care about social media prices, the more explicit the copy, the better the effect. For example: red envelopes for inviting friends, I bargain for a free ceramic bowl, I lend you my big knife to bargain, etc.

But when your users are 1-2 white-collar workers, then the packaging of the copywriting requires a lot of research. Not only do we need to provide them with tangible benefits, but we also need to come up with good promotional copy for them and make sure that the information they share is presentable. As the saying goes, repairing the plank road in the open while marching through Chencang in secret!

For example, the 2019 operation map, which was particularly popular after the New Year, I saw people spontaneously promoting it in several operation groups and recommending it to new operators. However, what many people don’t know is that it is supported by the profit sharing of multi-level distribution.

Fruit distribution, which has been very popular recently, should be a kind of fission with a strong "profit" orientation. However, the promotional copy when recruiting agents is not about "making money", but about "letting more people eat good fruits from the place of origin" or "helping fruit farmers deal with unsold products."

If you can let users take away the benefits decently, then you will be successful.

There is another kind of packaging, which is to amplify the existing effects. Using the power of packaged copy to increase the appeal of an event is commonly known as clickbait.

Of course, this method must be used with caution. It is necessary to distinguish user types, and even the right people should not use it frequently. After all, everyone knows the lesson of the boy who cried wolf.

4. Summary

In this case, the motivation for sharing is "realization" in both altruism and selfishness. The marginal cost of recording a course is close to 0, so the price can be low enough for you to convert without hesitation.

The matching population can be selected from those who have a higher demand for EXCEL in 1st-2nd tier cities, such as new employees in company human resources, finance, and operations. People have a high willingness to forward, the social circle match is high, and it is also in line with the tone.

The fission of knowledge does not need packaging, or it can be said that the event itself is packaging, the purpose of which is to attract new fans for the community or official account behind it.

Based on this analysis, this activity meets the conditions of a fission triangle. As long as the process is reasonable, the set goals can basically be achieved smoothly.

This article took me a week to write and it was very painful. I am still not satisfied with some of the content in the article, but I don’t know how to modify it. If you have any suggestions, please leave me a message. I would be very grateful. Personal WeChat public account (user operation ID: happy_yiyi517)

Finally, a mind map is attached.

Source: Liu Qiuping