6 steps to plan social fission activities and case analysis!

Speaking of social fission, when talking about traffic now, the first thing people think of is how to obtain it. As for the way of obtaining it, I believe that most people will choose this way - fission .

Several cases that have been in the spotlight this year, such as the listed Pinduoduo and the popular Luckin Coffee, all used this method to attract users. The main core of social fission is to be profit-driven and use users' social relationships to achieve product dissemination and sales promotion.

The year of the World Cup has always been a big year for marketing . It used to be a fixed battlefield for sports brands. However, no one might have expected that the biggest winner of this year's World Cup marketing would be Vatti, which launched the slogan "If France wins the championship, Vatti will refund the full amount."

There are two reasons why Vatti's marketing was successful this time.

1. Advertising and public relations. The advertisement itself is a hot topic. The French team and full refund are the main factors that attracted the attention and complaints of netizens.

2. Benefits promote diffusion. A full refund means that users who purchased Vatti products will get the products for free. Consumers who want to gain benefits (for free) may buy them. Even consumers who cannot make up their minds to buy will always pay attention to see whether those users who have purchased products before have actually gotten the products for free . This also makes its dissemination cycle span the entire World Cup, and its potential energy is not even worse than that of Mafengwo, Zhihu, etc. which have been advertising throughout the entire period.

Why should users help you forward it? Why should users click the button you designed? Only when there is something he wants to get behind it will the user follow the path.

"Benefit" does not only refer to money, it can also be "emotional satisfaction", "showing off", etc. This "insight" requires long-term interaction with users to explore, rather than just self-satisfaction based on what you think they need (just like some parents give their children everything based on: it's for your own good, not what the child wants).

Yang Fei of Luckin Coffee said that the most effective way to promote sales is "fission" . I believe that fission is one of the most effective ways to promote sales. If we were to find a keyword for the marketing field in 2018, "social fission" would definitely be the most popular option. There are two ways to trigger fission. One is content. Good enough content will naturally trigger the fission spread of users. The other is simple and crude, which is interest. Most of the cases that triggered fission this year were caused by interests.

When doing this kind of fission marketing, you can try to use the following 5 points, which may bring about fission growth:

1. Benefits

Use benefits to drive user growth; many e-commerce apps, such as JD.com and MissFresh, have long provided large-value coupons to new users to attract user registration. In fact, the conditions for using these coupons are very strict, and often not many users can actually get the discounts.

2. Reciprocity

Sharing benefits both parties. In order to promote user sharing, Luckin Coffee has planned a fission mechanism. When a user recommends a friend to successfully register, both friends can get a free cup of coffee. The mutual benefit makes both parties happy.

3. Assistance

Interpersonal relationships are a driving force; during the Spring Festival travel rush, the ticket-grabbing mini-programs of Ctrip and Zhixing were able to increase the ticket issuance rate by accelerating the process through friends; although accelerating ticket grabbing has no practical effect at all, it still caused a huge screen-sweeping effect on WeChat Moments during the Spring Festival travel rush.

4. Scarcity

The rarer, the more sought-after; limited editions are common in marketing. The recently popular RIO with the scent of toilet water and the QQ accounts that Tencent has been using for more than ten years are all tricks that simply add value to equivalent products to attract more attention.

5. Preferences

People are always happy to share their preferences; the World Cup has just ended, and maybe within a month or two, we will forget which brands have embedded their advertisements, but we will always remember how panicked Messi was. The reason why emoticons and Internet buzzwords can go viral is because the content is loved by users.

The most important thing for operations is "empathy" . Whether it is job hunting, seeking help, or fission of users, the first thing to consider is:

What can you give to the other person?

Is this what he wants? (Generally, we focus on whether the "bait" can be used by the user right now).

There are two ways to get free traffic in WeChat: Moments and Groups. There are also differences between the fission of Moments and the fission of WeChat groups.

If you want to increase the sharing rate of users' Moments, you should help users show their "uniqueness": common activities include various question-answering and test activities, the results of which are various exaggerated dimensions, or special compliments to users (everyone is lonely and cold in their hearts and they really want others to understand them).

Or it can satisfy his vanity and allow him to show off better: transcripts, collections of achievements, or be able to give users positive labels (such as love of learning, caring).

Game methods such as sending red envelopes and helping to bargain can also drive user dissemination, but the sharing rate of this method is not as high as these three points.

If the goal is to drive users to share in a group, our own testing found that the angle with the highest click-through rate in the group is the "altruistic" angle (for example, the copy: I'm giving you a red envelope, come and get it!), rather than the "selfish" angle (for example, the copy: I'm trying to grab x red envelope, everyone come and help me).

Fans share virally:

The first type: users bring user fission: fans can bring you exponential users

Core: High values ​​and the importance of satisfying others

The second type: old users bring transaction fission

Core: Continuously develop to meet the needs of old users and attach importance to their lifetime value

After looking at these two cases, it is not difficult to find that there are some common features in user fission growth:

1. Fission traffic entrance

At the current stage of the Internet, all user fission growth is inseparable from the WeChat social ecosystem.

2. Intrinsic factors of fission growth

Every user fission growth follows some internal factors:

1) Profit-driven:

There are two general interest drivers: making money and saving money;

2) Emotional stimulation:

The emotional stimulation of fission sharing, such as a sense of accomplishment, self-expression, showing off, and being noticed;

3) Social cost:

The size of social costs is based on personal subjective awareness, whether the activity is reciprocal, conformity, preferences, etc.

4) Other factors:

Factors like interactive experience and channel promotion also affect the fission effect.

3. Fission growth model

Based on the designed strategy, user growth is achieved through the fission form of people pulling in people.

Pinduoduo was launched in October 2015, and its user base has now exceeded 300 million. In 2017, its GMV exceeded 1 billion, second only to Taobao and JD.com in China. It has been listed on the Nasdaq, with a maximum market value of US$35.1 billion.

What kind of growth strategy is behind such explosive growth rate? Now let’s look at Pinduoduo’s growth strategy.

Pinduoduo App’s new customer acquisition channel based on WeChat ecosystem

First, let’s take a look at Pinduoduo’s logic for attracting new customers:

1. User positioning: Most of the customer groups in third- and fourth-tier cities have not been developed, and most of them are socializing with acquaintances;

2. WeChat channels: WeChat ecosystem traffic diversion, official accounts, mini-programs, WeChat groups, Moments, etc.;

3. Decision-making cost: The decision-making cost is almost zero. In third- and fourth-tier cities, the social cost of acquaintances is very cheap.

New customer acquisition methods:

1. Help from friends, get 0 yuan free of charge

How to play: Select the product – Invite friends to help (must be new users) – Ship the product when the number of friends is full.

2. “Group buying” to attract new customers

Process: Select product - share with friends - friends pay - reach the number of people who help - price reduction/free delivery. Inviting friends to help can help the initiating user get the product at a cheaper price, and it can also increase the transaction volume of the platform.

3. More activities to attract new customers

1) Open a red envelope to receive cash: Enter the mini program to open a red envelope to receive cash. You will be given 1 red envelope. After receiving it, you will be prompted to invite friends to help open it. The more friends you have, the more money you can get.

2) Open the treasure chest to get money: Enter the event page, the platform will give you a treasure chest, and prompt you to invite friends to share it in the group, and you will win 100% of the bonus without any threshold;

3) One-cent lucky draw: pay 1 cent to start a group - invite friends to form a group, get the qualification to win a prize - wait for the prize to be drawn - the winning prize will be shipped/voucher;

4) Check in to receive red envelopes: Share with friends. Click on the shared card to successfully check in and receive red envelopes. Friends can also receive red envelopes.

5) Daily treasure hunt: You will be given one treasure hunt opportunity every day. Share it with your friends twice to get extra luck points. The treasure chest contains cash, no-threshold coupons, etc.

6) Cash sign-in: Sign in every day to get random cash. Sign in successfully after sharing. Get extra cash for each friend you invite to sign in.

A successful planning fission marketing campaign can be divided into:

1. Set the Bait

What is bait? Simply put, it means that your target users really want something or service related to your product that you can provide.

There are three key words here:

1) Users want it very much, because they want it very much, which will trigger broadcasting and attracting fans

2) What you can provide

3) Things related to the company’s products/services

2. Select seed users

The three most important characteristics of seed users are:

1) High influence and activity

2) The personality and product are very consistent

3) Will provide feedback

3. Set the fission rules and start delivery

Setting the fission rules and starting to deliver, and obtaining user forwarding to generate fission requires several conditions:

1) Provide topics for conversation

2) Help him express himself: for example, various chicken soup articles, typical charm index of a certain zodiac sign

3) Building an image

4) Can help others

5) Direct benefits: spreading benefits

4. The market ferments and begins to fission

5. Turn followers into fans

6. Turn fans into lifelong customers

Source: Sheep Brother