Why is the effect of increasing followers not ideal? 7 words to make you fission king

Having missed the traffic bonus period, it seems impossible to acquire customers quickly and at low cost. Among the many ways to increase followers, fission makes it possible to acquire customers quickly and at low cost. Pinduoduo, Liwushuo, and WeChat Reading have all used fission to obtain huge traffic.

If you want to carry out fission, it is very important to understand and make good use of the seven words " fight, send, compare, help, cut, return and exchange ".

▲ Screenshot of the new media operation guide

spell

Pin means to group together or to buy in a group. The concept of competition existed as early as the e-commerce era.

1. Group buying 1.0 era

Offline products are competed online, based on the PC operations of Meituan, Dianping, and Nuomi for movie tickets and catering consumption.

In 2011, on the first anniversary of Nuomi.com's launch, Nuomi.com teamed up with Jackie Chan's Beijing Jackie Chan Yaolai Cinema to launch a "value package", where audiences could spend 36 yuan to enjoy a double ticket package originally priced at 240 yuan, which was applicable to all films, time periods, 3D and giant screens. In just 7 days, 160,000 sets of movie tickets were sold out.

Online group buying of goods at low prices, such as Taobao's Juhuasuan platform, merchants apply to participate in group buying activities with relatively low product unit prices, and users enter Juhuasuan's group buying activities to screen products.

In the early days of group buying, users only participated in group buying, and their participation in dissemination was not high.

2. Group buying 2.0 era

Pinduoduo is the most representative mobile group buying platform for online products .

The mobile terminal has undergone significant changes compared to the PC terminal. The PC terminal has limitations on the operating location, but with a mobile phone at hand, you can operate it anytime and anywhere. At this time, it becomes possible to obtain traffic quickly and at low cost, and this becomes the key to success. Pinduoduo uses the "low price + group buying" model to encourage users to split and group buy on the WeChat platform through different unit prices, thus quickly rising to become a legend in mobile social networking.

QuestMobile data report shows: In 2018, Pinduoduo had 418.5 million annual active buyers and a net increase of 42 million monthly active users. Pinduoduo's GMV reached 471.6 billion yuan, a year-on-year increase of 234%. The average daily orders were 30.4 million, and the total number of orders for the whole year exceeded 11.1 billion. Various important operating data showed exponential growth.

With mobile group buying, users are no longer just passive recipients, but actively spread the word in order to purchase products at a lower cost.

3. Group buying 3.0 era

Community group buying became the only hot spot in the second half of 2018, mainly based on WeChat communities, strong social apps, and offline communities.

Taobao, which has a more complete e-commerce ecosystem, has joined hands with Alipay to launch the group buying function. Taobao group buying grows on the huge Alibaba retail ecosystem and can better guarantee quality.

Taobao is accelerating the process of de-low-endization and reducing traffic support for low-quality, low-priced goods; introducing high-end brands, supporting personalized brands, and cultivating the consumer upgrade market, so that users can buy branded goods at preferential prices through Taobao's group buying channels. Taobao operates group buying on top of Alibaba’s huge ecosystem.

Based on the concept of competition, more and more knowledge payment platforms, e-commerce monetization on WeChat, etc. are now relying on the concept of competition.

deliver

Send means to present or to give as a gift.

There are two types of gifts. One is the more common one where you get one free when you buy it. You can set a threshold for the gift or not. The other is where you get it first and then buy it . Regardless of whether you make a deal or not, the gift will be given to you to attract you to buy. This usually requires you to complete certain tasks, such as registering as a user, scanning a QR code to follow, posting to Moments, etc.

Luckin Coffee, which became famous in 2018, has taken the use of "gifts" to the extreme. Luckin Coffee launched a buy two get one free, buy five get five free offer, and even new customers can enjoy the first cup for free. If they invite friends, they can each get a cup.

This gifting strategy, strong user insights, and deep exploration of user needs helped Luckin Coffee quickly accumulate a user base.

There is a spillover effect in psychology, which means that when an organization carries out a certain activity, it will not only produce the expected effect of the activity, but also have an impact on people or society outside the organization. In short, an activity must have external benefits, and these benefits cannot be obtained by the subject of the activity. Spillover effects are divided into knowledge spillover effects, technological spillover effects and economic spillover effects.

Based on the spillover effect, giving users extra surprises will lead to word-of-mouth spread.

Compare

"比" means competition, and people's competitive mentality is often taken advantage of here. The operating logic draws on the ranking mechanisms of game competitions and various competitions.

Such as the early rising ranking of the early rising check-in group, the reading ranking of Mint Reading, and the step ranking of WeChat. Through the concept of comparison, we can drive users' internal exploration mechanism through comparison between users, so that they can join in more actively and positively.

For example, the top 10 friends who rank in the number of likes in the comment section of iTypesetting will receive one month of iTypesetting premium membership. In order to rank high in the number of likes and receive prizes, some users may forward content and ask their friends to like it, which invisibly promotes the dissemination of content.

Many communities use the point system to manage group members. Points can be earned by speaking in the group, participating in answering questions, etc. The administrator manages the points of group members and ranks them by points. Those with high rankings will receive certain rewards. These measures will encourage further interaction among users in the group.

From the earliest "Surround the Crazy Cat" in which users defeated 90% of their friends, to various rankings in the game, to distribution rankings, etc., rankings can greatly stimulate users' psychological challenge and enable them to complete crazy actions, such as forwarding and purchasing, all of which utilize the concept of "comparison".

help

Bang means to help or ask for help, and the users' psychology of mutual assistance is often used here . Common ones include help with answering questions, fission assistance, unlocking assistance, help with voting, etc.

In 2015, when the "help voting" campaign based on the concept of "help" was just emerging, a cute baby competition could gain more than 300,000 fans, which was crazy.

The live quiz show that was popular during the Spring Festival in 2018 started the answering and help-seeking service when it was launched. When the number of incorrect answers a user has reached a critical point, if he wants to get a chance to continue answering questions, he needs to invite friends to help unlock the answer. After the friend unlocks the answer, the user can continue answering questions.

When people buy train tickets or stay in hotels through mini-programs such as Tongcheng-Elong and Ctrip, they often invite friends to help unlock red envelopes so that they can buy them at a lower price. Out of courtesy, friends are generally happy to help click, which means users can buy at a lower cost and companies can get brand publicity at a lower cost.

Certified subscription accounts and service accounts often use the Taskbao tool to send posters to users. If users want to obtain a certain resource, they need to invite a certain number of friends to follow the official account to unlock it. I set up 2-3 of them on each side, and the effect of this method of fission and drainage is more obvious.

cut

"Cut" and "help" are actually quite similar. Chopping also requires asking others for help.

For example, Pinduoduo’s various operations to encourage people to help, with guiding phrases such as “Brother, please help me cut the price” and “Are you friends? Please help me cut the price”, etc., make more use of “friendship verification”, which is a bit like a gangster operation. Due to the temptation of benefits and the low difficulty of operation, coupled with the tempting introduction of Pinduoduo, users have sufficient incentive to ask their friends to help "cut" the products.

Compared with "help", bargaining assistance is more suitable for physical objects . Users can feel that they have taken possession of the physical objects, while virtual goods are relatively unsuitable.

And there are many ways to cut prices, such as counter-cutting, that is, raising prices. This uncertainty increases the fun of the game and stimulates user participation.

return

Fan means to return. Common ones include shopping rebates and distribution rebates.

As early as the online shopping era, there was the operation of returning red envelopes after shopping. In the era of self-media, there are also many examples of shopping rebates. For example, some knowledge-based paid products give users large-value coupons with no threshold and an App after purchasing them. This is the most representative example.

Many of the popular and explosive activities in 2018 used the distribution and cashback model. Such as NetEase’s drama lectures, New World’s marketing courses, etc.

▲ New World Distribution Mechanism

Compared with other fission operations, special attention should be paid to the distribution return in the "return" concept. When designing the distribution model, we must avoid falling into the risk of multi-level distribution, which can easily be blocked by the platform. Xin Shixiang’s marketing course was blocked because of the drawbacks of multi-level distribution.

Cashback stimulates user distribution from a material perspective, and if there is a KOL spokesperson, it can greatly spread the word.

Change

Change means to exchange or interchange. Common ones include information exchange and points redemption.

As a platform for sending good things based on a points system, Xianwushuo has taken the exchange of points to the extreme. On Xianwushuo, donors can upload their unused items within seconds, and the items will be automatically shipped with one click after the transaction is completed. After the recipient uses Red Flower to take a picture of the item, he or she can just wait for the courier to deliver it to the door. We only deliver items here, not sell them.

Handing out business cards is an excellent representative of information exchange. Through online business card information exchange, users can understand and communicate more quickly. The business card handing out mini program has accumulated more than one million users in just one year.

It is becoming increasingly difficult to acquire traffic, and it is crucial to master the underlying logic. If you master the 7-word underlying logic of "fight, send, compare, help, cut, return, and exchange", you may be able to achieve twice the result with half the effort when doing fission. If you don't believe it, try it!

What I will mainly share today are the 7 core elements of fan-increasing fission. Based on these underlying logics, there are many ways to increase fans, such as increasing fans through mini programs, increasing fans through posters, increasing fans through drainage, and increasing fans through messages. The fan-increasing methods based on the underlying logic are specifically marked on the new media operation guide map. You can use it as a desk mat to remind yourself to keep your original intention in mind and start from the underlying logic when increasing fans.

Source: Operation Store