The 3-step fission method used by all fission masters

In this article, we will talk about fission. It is a method that can quickly transform you into a "fission god". I call it the “3-step fission method”. This method comes from something I've been doing recently.

Let’s get to the point. Today’s article is divided into 2 parts:

First, let me share the "3-step fission method". I have written about this method in my previous article. Recently, I have optimized this method based on my own project practice review.

Then, I will review my small-scale fission last week and tell you how I operate the "3-step fission method" thinking;

What is the 3-step fission method?

Fission is actually a funnel model . We assume that one old user can bring 10 new users. So, if at the top of the funnel, there are only 5 old users participating in fission. So, in the end you will only get 50 new users. Therefore, the three-step fission method is actually a funnel model analysis method.

Step 1: Design the fission process

The process design for each fission may be somewhat different depending on the product. Here I will give an example of a more general and simplest process. As shown in the figure

There are several points to note when designing the fission process:

The fission process design may initially be an addition, that is, the originally designed process had 3 steps, but later it was discovered that optimization was needed, so the process was increased to 5 steps. But it doesn’t matter;

Draw the fission process graphically, such as this diagram I drew;

Don’t comment on the quality of the process. Don’t worry about whether it is right or not. Just keep moving forward.

Step 2: Switch to fission funnel

For each step of the fission process, change the graphical style to a funnel. Changing it into a funnel shape is to enable a clearer analysis of the funnel in the third step. Funnel, as shown

Step 3: Analyze the funnel

Why do we say that in the first step, there is no need to analyze the process too much? Because the process is not intuitive enough, while the funnel model is more intuitive. Through the funnel model diagram, the following analysis can be performed:

• Widen the funnel:

In the fission planning, for each layer of the funnel, we need to think about the following: Is there any way to make this layer of the funnel wider? It is obvious that it is necessary to widen the funnel here. If there are 50 people at the activity entrance and 5,000 people at the activity entrance after widening, can the fission effect be the same?

• Improved continuity:

Let's analyze it layer by layer to see which layer affects the continuity. For example, in the paid purchase process of some high-priced products, users have to pay before they can proceed to the next step. Because the experience of high-priced products is discontinuous, users can easily jump out and go to Baidu to learn about your product. In other words, some functions that are of no help to fission are implemented at this layer, such as requiring users to fill in their ID cards or user profile information. If there are any, be sure to delete them from the funnel. The deletion here is actually subtraction. A good fission is achieved by subtraction.

• Optimize the process:

Still analyzing layer by layer, what is the significance of each layer in the funnel? Can it be deleted? If your answer can be deleted, you can delete it directly. The simpler the fission process, the better

Fission replay

Last week, I made an appointment with JD.com ’s operations director to share a course in my [2-minute marketing practice learning group]. Because the community was established just a week ago, the group members are probably loyal fans. There are more than 80 people in total. But at that time I didn’t want to split many groups on a large scale, because I needed to build a group well with my heart and really help group members grow.

So, I did a small split. In about 3 hours, the number of group members increased from 80 to 280. And in the end, I turned away a large number of people because I didn't want the group to exceed 300 people. I designed this fission using the "3-step fission method". Next, I will review it.

This was a wave of screen swiping during the fission process.

Step 1: Design the fission process

Let’s take a look at my process design for this fission.

The main purpose of this fission is, first, to expand the group size to less than 300 people through fission, and to do personal account fission, so that everyone can add my personal WeChat , which will facilitate subsequent operational exchanges, project docking, etc.

My process is as follows:

• Activity entrance:

Friends in the group forwarded the poster; I and several of my KOL friends forwarded the poster; and the poster was also pushed on our official account at the time.

• User scan code :

After the user scans the code, this code is my personal WeChat. Users need to add my personal WeChat before they can join the group.

• Users join the group to receive posters:

After the user joins the group, the assistant will automatically @ him and distribute posters, requiring the user to forward the poster to his circle of friends .

Step 2: Switch to fission funnel

Next, I changed the graphical representation of the entire fission process into a funnel model.

Step 3: Analyze the funnel

• Widen the funnel:

The first layer: Because we don’t plan to do large-scale fission, the traffic launch does not need to be very wide, so the people who forwarded the poster include the 80 people in the group, myself, and several of my KOL friends.

The second level: scan the QR code to add me, which is actually the fission of a personal account. At that time, I thought of two plans for this level. Plan 1 is: you need to forward the poster first, then take a screenshot and send it to my personal WeChat, and then I will add you to the group. Option 2 is: just add me on WeChat and I will pull you into the group. I chose option 2 because the second funnel will be wider.

The third level: Get the poster within the community and forward it to your friends. The reason for doing this is that everyone will follow the crowd. If it is not done in the community, the proportion of poster forwarding will decrease. If you forward the poster in this group, the third-level funnel will be wider.

As for improving continuity and optimizing processes, no optimization was made for these two steps because the processes were already the simplest.

Summarize

The three-step fission method is a way of thinking used before doing fission. Through this way of thinking, we can ensure that fission has the following effects:

• The fission funnel is wide enough to ensure the fission effect;

• Can ensure that the fission process is smooth enough and improve user experience

Source: Marketing Fanatic Jackie