How to play fission well? Share 2 tips!

If you want to know what is the most popular operation method at the moment, it must be fission. Fission satisfies all companies' desire to attract new customers at low cost. A successful fission activity can reduce the cost of acquiring customers to one-tenth of the market price, or even lower.

As an operations expert, if you don’t understand fission, you are unqualified. Fission gameplay , like Excel and Ps, has become an essential skill for operations.

According to the needs of the company's development, I also managed a fission activity some time ago. Overall, it was in line with expectations and the results were satisfactory. However, I also encountered some pitfalls in the process. Fortunately, I am so smart that I resolved all the problems I encountered one by one.

I won’t talk about the specific execution here, but just one thing: the premise for the success of fission activities: the rewards are greater than the efforts .

The reward is greater than the effort is the prerequisite for the success of fission activities

Let me briefly talk about the fission activity I did this time. The purpose was to increase the number of fans of the official account . The method was to use the information package as bait to guide users to post on WeChat Moments , attracting users' friends to join the group. After the friends join the group, if they want to get the information package, they also have to post on WeChat Moments, which will attract the friends of users' friends to join the group, thereby achieving the purpose of fission and group entry, and accumulating a traffic pool for increasing fans of the official account.

The event took about three days to prepare, but it took a whole week to think about what to use as bait. First of all, it is best to send digital products, which are easy to distribute. If you send physical items, no matter how cheap they are, such as mobile phone cases, the cost of mailing hundreds of mobile phone cases is not low, and the labor cost is also very high.

In addition, it is best if the gifts are free of charge, such as data packages and phone cards. Don’t give them at all. Those who work in operations know that it is not easy to get the boss to allocate some event budget these days.

After much thought, I decided to give the boss an autographed photo as a gift. I’m sure the user will like it. But the problem is, even if the user likes it, they may not necessarily pay for it. In the end, I had no choice but to refer to dozens of cases of fission activities and decided to use the old method, which was to send the information package.

I have seen several public accounts that have gained a lot of followers by using data packages. If you change your thinking and do group fission , it should also work.

The next problem is how to make the value of the data package greater than the effort made by the user to share it on WeChat Moments. Assuming that the data package contains only one picture, the user will definitely not post it on WeChat Moments just to get the data package.

Assuming that the information package contains the winning numbers of the next issue of the Double Color Ball, 99% of users will probably post it on their Moments. The remaining 1% are people like Sicong who don't care about the 5 million. The idea is simple: make the value of the data package large enough to be greater than the user's behavior of posting it on WeChat Moments.

Then I spent a morning collecting and organizing the information, downloading other people's scattered information, sorting it out and uploading it to the network disk. I was doing the work of a data porter.

In order to make the data package look detailed, we put a lot of effort into the file size, which is a full 50G, in order to cater to the idea that people would rather have something big and complete than be useless. The documents are divided into 6 major categories, with tens of thousands of files. I don’t know if it’s hard to read them all, but they are super large, super complete and super valuable. No wonder KFC is pushing the family bucket so much, it’s so affordable!

In fact, after putting together the information package, I was not completely confident, because if this information package is not attractive enough to users, it will seriously affect the effect of fission. The expansion speed and return of fission, that is, the value of the reward obtained by users is directly proportional. As for this information package, for operations, its attractiveness is 90 points. For the user group in another industry that I want to fission, I am prepared to leave it to fate.

Fortunately, after the activity went online, joining the group and sharing data were OK, and I finally put my mind at ease.

The return is greater than the effort is the premise of all activities success

Money makes the world go round, and this saying is very appropriate in this activity. Fission activities are to induce users to share through rewards. For users, the cost of posting on WeChat Moments is negligible. If it is a poster for a lecture, it can also improve the quality, so why not do it?

When I first saw the fission activity of NetEase Courses, I posted it on my Moments, not for anything else, just to tell everyone, look, how studious I am.

In our operations, activities are not just fission. There are also recharge activities, login activities, fun activities, etc. The activities are diverse, but the essence remains the same. Each activity requires users to make some contribution. Recharge activities require users to charge money, login activities require users to log in, and fun activities require users to spend time.

Asking users to pay something means that they must have expectations. This expectation, or return, is what we need to think about and plan for in our operations. Here are two examples, one high-end reward and one low-end reward. High-end rewards refer to satisfaction at the spiritual level, while low-end rewards refer to satisfaction at the material level.

High-end rewards: Voting activities. If you give users prizes worth hundreds of dollars, it will not be attractive to users with good material conditions. However, voting activities are different. For example, the voting for the top ten handsome men in South China and the top ten campus beauties in North China. If users submit their information and are asked to canvass for votes, not to mention sharing it on WeChat Moments, they will even privately message every friend on WeChat and ask for votes.

Low-end rewards: cash rewards. For platforms with lots of money but poor operations, the most direct activity is to give out money! Our most common monetary reward is to attract users and get red envelopes. The upgraded version is that there is a threshold for withdrawing red envelopes, so you won’t be able to get them easily. There are also cash rewards that are very fun to play with. It has formed an industrial chain where you can get cash by reading the news. Users will think that they can earn money just by reading the news, but in fact they are just making money from it.

Regardless of whether it is a high-end or low-end reward, in order to make users pay, the reward must be impressive, that is, the return is greater than the payment. Among the series of activities carried out by the operation, some have no effect at all. Apart from the problems with the activity process, the activity rewards are the biggest problem.

A friend of mine made an APP and hopes that users will introduce it to their friends. He will be rewarded with 1 yuan in cash if he brings in one person. My advice is that if the cash reward is too low, it would be better to replace it with physical items.

Summarize:

In the formulation of rewards, the condition that the return is greater than the cost is met, and the first step of the fission activity is considered to have passed. I got stuck when I was planning the second fission activity. The first one was aimed at C-end users, and users could accept the data package. The second fission activity was planned to be aimed at B-end users, but the reward has not been figured out yet. It's really a headache.

However, if everyone wants to do fission activities, it is estimated that they are all for C-end users. In addition to the information package, there are also online courses, e-books and other electronic materials that can be used. For more high-end gameplay, you can also set up one or two physical objects in each group to make the activity more varied and interesting. Otherwise, if the fission gameplay is played too much, users will become indifferent.

Source: Tiger Talk Operations