Review: How to conduct a complete fission activity?

This is a very dry article , please click with caution! The title may be a little exaggerated, but in order to complete this article, I spent a total of 5 days on and off, and went through all the user fission cases collected on my Baidu Netdisk. In the end, I hope it can inspire you.

1. The Origin of Fission

Fission is called user growth abroad, and it is led by product managers , mainly reflected in the realization of product functions. When it was introduced to China, it evolved into a new user fission method that is mostly led by operations . Now, the new user fission method is widely circulated in the industry. In fact, the relationship between them is that user growth includes user fission, and the latter is a branch of the former.

In fact, the difference between the two lies in the essential difference between the domestic and foreign Internet environments. There is no such job as operation abroad. Due to consumption habits and cultural differences, the job type and name of operation have been extended. It now mainly exists in the WeChat ecosystem , but this is not our topic today, so I will not elaborate on it.

2. Advantages and Disadvantages of Fission Activity

In my opinion, no matter what it is, it will have its positive and negative sides, advantages and disadvantages, and the same is true for fission.

2.1 Advantages of fission

There are many advantages of fission activities, especially in the current Internet environment, where user growth is becoming increasingly difficult and customer acquisition costs are rising. Here I mainly summarize two points:

1. Successful fission activities can greatly reduce the cost of user acquisition, especially for a newly launched project or a small company. The high promotion costs are prohibitive, regardless of the effect. The alternative approach of fission can obviously help companies greatly save customer acquisition costs.
2. Successful user fission can accumulate a large amount of user resources in a short period of time and enhance brand influence.

2.2 Disadvantages of Fission

1. Improper operation of the fission activity may cause users to have negative emotions towards the product, which may lead to the risk of abandonment.
2. While fission activities can quickly acquire a large number of users, they may also lead to rapid consumption of products, which may quickly increase data in a short period of time and then return to normal or even end. Therefore, it is necessary to consider the specific business and product life cycle .

3. The Nature of Fission

Before we discuss fission, we need to first understand the essence of fission. Why should users participate in your fission activities?

And what are the key elements for a successful fission activity?

3.1 The nature of fission

Find or discover the user pain points in a certain industry through user surveys and other means, and propose targeted solutions. Based on the solutions, design one or more means to attract people to achieve user growth. This is fission.

3.2 Give users a reason to switch

Because the WeChat ecosystem is relatively closed, if you want to achieve a fission effect within the WeChat ecosystem, you need to guide users to share activities. This can be in the user's circle of friends or in the user's WeChat group . To a certain extent, the more the better.

Here I divide user sharing into two parts, one is active sharing and the other is passive sharing. No matter which one it is, we obviously have to create enough reasons for users to share.

All of these require us to consider human nature more. Here I have listed three directions based on my own understanding. More testing and adjustment are needed in actual work.

(1) If the activity is more about dissemination, then I think we may need to consider Maslow's hierarchy of needs more, such as many of NetEase's popular H5s;

(2) If the intention is to guide users to forward content in order to achieve conversion goals, then the focus may be on “profit-driven” factors, such as course distribution. The world is full of people who are seeking profit. If you give users enough benefits, they will naturally spread the word for you.

(3) In addition, I would like to quote Li Jiaoshou ’s theory of five types of social currency. Such examples can be seen everywhere in social communication.

The above three reasons are what I personally think can generate sharing motivation in fission, and they can be used in most fission activities.

4. The key to successful fission activities

Behind a successful fission activity there must be a lot of effort, and there must be some key factors. If there is a problem in one link, users will be missed and the activity will receive mediocre response. The following are 9 factors that I think will affect fission activities.

5. Some common fission activities

5.1 Free

• Information Collection
• Course Collection
• Software Collection
• Book Collection
• Other items to pick up
• Invite friends to help

5.2 Payment

• Bargaining
• Group Buying
• Crowdfunding

5.3 Earning Money

Distribution Agent

6. How to plan a fission activity from scratch

It does not involve specific business, but mainly talks about some general paths and reusable SOPs, plus some of my own thoughts and summaries after reviewing more than 100 fission activities recently.

My understanding of the life cycle of fission activity is as follows:

6.1 Making a request

If you are in a third-party marketing company, your first-party company may first make a request to you at this time. But normally it is your company's leader or boss who makes the request to you.

At this time, we may need to make some predictions. Is this feasible? Is it necessary? Is there enough time? This is done just to avoid any impulsive demands, similar to doing a product demand assessment.

6.2 Project establishment, investigation and analysis

After the project is established, it is proved that the business can be launched, and then it needs to be continuously verified through a large amount of data investigation and analysis work, which may include but not be limited to the following.

Through user portraits and product analysis , we can identify user pain points and find differentiated solutions based on specific products or businesses, and list the resource distribution.

6.3 Planning and preparation

6.3.1 Planning proposal writing

After getting the survey results, you need to start writing an event planning plan , sort out the ideas for the event prototype, then write it out and improve and modify it, and form the final plan after the evaluation is completed.

We need to predict the scale of the event, determine the event rewards, and the form of the event based on user portraits and competitive product analysis results, combined with what we can provide. You cannot offer something that is irrelevant to the product or priced out of reach, nor can you offer something that users are completely uninterested in.

User portrait is also an important factor in determining posters and copywriting . There are still great differences in the understanding ability and aesthetic vision of copywriting among people of different age groups. This also needs to be communicated with design colleagues in advance. In order to ensure the effect and provide efficiency, you can draw a rough prototype in advance or find some references for the design.

For issues such as poster design, please refer to the 9 factors that affect fission activities mentioned above.

6.3.2 Project Management

After the event plan is approved, there is another process, which is to meet with relevant responsible persons to clarify each person's work content and time nodes. A Gantt chart can be used to form a visual document, which looks more intuitive and facilitates project management.

As shown in the figure, each person's responsibilities, time and other information are clear at a glance, making project management very convenient.

6.3.3 Promotion channels

There is actually not much to say about the promotion channels , there are nothing more than paid, free, or owned.

Paid channels are to find some KOLs or large communities in the industry to place advertisements ;

The free channels focus on finding some target user gathering places, such as WeChat groups, Tieba , QQ groups, Zhihu communities, etc. Of course, you can also exchange resources with others, which depends on the specific communication;

In fact, own channels should be summarized when the project is established, including one’s own official account , social network , customer WeChat, etc.

6.3.4 Cost Estimation

Cost estimation is very important and directly affects the effectiveness of the event. We need to consider the input-output ratio, so we have to control the two most expensive things: investment in competing products and budget for promotion channels. Another is the cost of manpower investment, how many people are needed in a certain link, so as to ensure that there is no excess manpower and that things can be done well.

6.3.5 Risk prevention measures

The risk has been mentioned above. In short, it is best to prepare Play B in advance for the links that are prone to problems, and deal with problems in a timely manner when they are discovered to minimize major losses.

6.4 Activity Preview

Event rehearsal is an essential step and is very important. You can first find a small number of users to go through the entire event process. On the one hand, this will allow you to have a clearer understanding of the overall picture of the event, and it will also be easier to find nodes where risks are likely to occur through rehearsals. On the other hand, through rehearsals you can optimize the event again, including participation thresholds, processes, posters, etc., so that the event effect is one step closer to success.

6.5 Activity launch

The first thing is the launch time of the event. You cannot launch the event when users are sleeping. This, to a certain extent, plays an important role in accumulating potential energy in the early stage of event promotion. Normally, we publish between 7pm and 9pm, but other time periods are not excluded, depending on the target users' schedules.

The second is the activity warm-up time, which should not be too short or too long. Generally speaking, 2 to 3 days is more acceptable to people. The time was too short and the event was not sufficiently disseminated. If it goes on too long, you will face negative emotions such as user impatience and disruption from competitors.

6.6 Activity Process Monitoring

The main purpose of activity monitoring is risk prevention, and timely handling of problems to avoid larger problems or losses.

In addition, because certain unstable factors may arise during the event, real-time monitoring can also enable us to adjust the content of the event in a timely manner. Of course, we also hope to avoid this situation as much as possible.

6.7 The activity is completed and the finishing work is carried out

After the event is completed, we may need to arrange the distribution of rewards as soon as possible. If necessary, we may also provide feedback to users and answer their questions.

Maintain the activity community and introduce powerful operational means to manage the community to avoid it becoming a dead group or affecting user experience , product image, etc.

When it comes to maintaining a public account, you can’t just leave it there and do nothing after it has attracted a lot of fans.

7. Review

The last step is to review the entire activity. Why do I want to talk about it separately? Because reviewing is really important. This is the moment when value is reflected. It can be carried out mainly in two directions. One is the statistical analysis of key data of the activity, and the other is to summarize the entire activity process and the problems encountered in the activity.

Through reviewing, we can intuitively see the effect of this activity, and the effect is often directly related to money.

Reviewing is also the fastest way to grow. Find the pitfalls encountered in this event so that you can avoid them next time; find the highlights of this event so that you can selectively reuse them next time; find the links that can be optimized so that you can do better in the next event.

The above is my cognition and personal understanding of user fission. It may not be mature enough and there are many areas that need to be learned and improved. If you have any good insights and opinions, please feel free to contact me!

Source: Xiao Zuanfeng