The underlying logic of fission, how to make your fission lasting and effective?

The reason I wrote this article is that I was recently touched by the “fission” method of a small county town where I was traveling, so today, I would like to focus on the underlying logic of fission.

What is the underlying logic?

What do you think fission is? Some people may say: "Fission is to share content through WeChat Moments or social media posters, and then reward new and old users to bring in new users."

I said, that's right. But I want to share an experience I had in a small county town where I traveled recently. You can see whether this is fission.

An interesting case

Case background:

This small county town held a welfare lottery draw, the kind that plays scratch tickets. The ticket costs 5 yuan per piece. In order to attract more people to scratch the lottery, the county town placed roll-up posters as shown in the picture at the intersections of the streets. What is hard to imagine is that almost everyone in the county knew about the scratch-off lottery event, and on October 1st, a lot of people really participated in the scratch-off lottery. I went to watch, and I have never seen so many people gathered in a square in my life. Quite shocking.

Case Study:

Is this fission? I said yes! ! ! Let’s first look at a funnel.

• Placing roll-up banners at intersections is a way to generate basic traffic . In other words, this is the top layer of the fission funnel. Choosing areas with high traffic at intersections for exposure will allow more people to see it.
• When users see this lottery, it will spread like a virus. In other words, residents in the county town are very happy to talk about scratch lottery tickets during conversations. Why?

Social currency: This kind of scratch-off activity is an effective social currency and a topic of conversation among people. I personally participated in the chats with residents and conducted research, and found that they talked about the following aspects:

1. You can also go to the lottery, 7 draws are worth 300,000 yuan;
2. Show me the photo. Look, this is the photo of XXX winning 300,000 yuan.
3. How should I spend 300,000 yuan?

Gambler’s Mentality: I specifically checked online and found that the average annual income per capita in this county is 28,560. The average annual income per person is more than 20,000 yuan. What does that mean? 300,000 may already be a huge sum of money, but what about 28 times 30,000? 30,000 coins are more than the annual income.

When people are in a bad financial situation, they are more inclined to take a gamble. After all, if you scratch one ticket for $5, you won’t lose anything, and you might even win. But for many white-collar workers in Beijing, Shanghai and Guangzhou, 300,000 yuan may be a much higher annual salary than this. So will such a scratch-off lottery activity be effective for them?

No, when the economic situation is good, people's gambler mentality is weaker and they tend to be stable.

Through the above analysis, the entire square is finally filled with people. However, in order to complete the final paid conversion , there are actually some things worth learning:

• Credit endorsement: At the bottom of the poster there is a line of small words: "Organizer: XXX County Civil Affairs Bureau", so residents are happy to talk about this scratch lottery event during conversations, and they keep saying, don't be afraid, this is organized by the government, just go and participate
• Big names are here to support: Liu Huan, Tengger, and Andy Lau are all here, why don’t you go and draw the lottery? Even if you don't smoke, it's good to go and take a look. I want to say, please pay attention to the very small line of words behind the names of all the big names, xxx imitation show. Anyway, I wrote about the Andy Lau imitation show, so it’s not my fault if you didn’t see it. Anyway, my photos are also photos of the imitator of the Andy Lau imitation show, so I didn’t infringe any rights.

So, in the end, this was a scratch-off lottery event where you could win something for nothing, with a total prize amount of 2.94 million. I calculated that only 580,000 people would need to buy a 5-yuan scratch card to break even. But in the end, it was far more than that, because firstly, the county's population was far more than 580,000, and secondly, judging from the scene, no one bought only one scratch card, the minimum was 25, and the maximum was hundreds.

What is the underlying logic of fission?

Fission is actually propagation.

• If we talk about the fission funnel in a broad sense, you will find that whether it is the offline county case or the online fission, there is a fission funnel, that is, starting traffic and user forwarding.
• If we talk about consumer psychology in a narrow sense, fission actually needs to use some methods of consumer psychology to do each layer of the wide funnel.

Why does fission require underlying logic?

My career experience:

Take my own career development as an example. When I just graduated and entered the industry, I was doing management consulting for companies, yes, as a consulting consultant. You think that consultants are the ones you see on TV, flying first class, staying in five-star hotels, and wearing Armani suits. Actually not. The work I did when I first entered the industry was very simple. I just learned how to use various EXCEL functions to organize data and how to use PPT to make good-looking business cases.

Now, I can actually use EXCEL and PPT, which are my basics.

What do I want to express?

How to advance your career through learning:

There are many ways to learn fission, such as: how to do community fission , how to do personal account fission through welfare. These are all things we need to learn, but they are not enough to support your career leap. To be realistic, do you think an operations director should make strategic plans for traffic or execute community fission? What about the operations specialist?

The changes and constants of fission:

The fission routine is very important and must be learned. That is the foundation, but the routine of fission will change. Today we are doing fission on WeChat , but everything has its birth and death. When one day WeChat is no longer as glorious as it is today, how should we do fission? In fact, the fission routines you have learned will become ineffective.

Not to mention the future, I am currently managing a project and the online fission method is ineffective. This is a new user acquisition project for a local public account in a small city, which requires acquiring local city users through some fission methods. But I want to say that clients have told me that some online fission methods have been tried and failed.

So, this is why I shared the case of the county scratch lottery. This is a fission that many people dare not imagine. But it is effective. The routine is different, but the underlying logic is the same.

So, in summary, fission learning, or marketing learning:

• You must learn the routines, and you must continue to learn the latest ones. This is learning in the face of change.
• But please don’t forget that there is something that remains unchanged, which is the underlying logic. The underlying logic is what can truly support you in your career to become a manager, director, or even higher. This is learning in the face of uncertainty.

Source: Activity Box