How can APP achieve fission-like dissemination and capture the user's psychology?

The most important thing about fission-style communication is to grasp the user's psychology, provide sufficient communication power, and lower the user's operation threshold at each link.

1. Definition of fission propagation

The first time I came across the concept of “fission” was in a physics class in my second year of high school (yes, I was the legendary girl majoring in physics). The energy source of an atomic bomb or a nuclear power plant is "nuclear fission". The principle is that bombarding atoms with neutrons will produce a chain reaction, in which the following changes occur over and over again: one nucleus splits into several nuclei.

This chain reaction is called fission propagation in marketing . This marketing method is most common after the emergence of Weibo and WeChat .

2. Fission Propagation Principle

Before the emergence of WeChat and Weibo, we communicated on the Internet almost entirely through one-way or two-way communication methods such as forums and blogs. People's influence is very limited, but when social media such as WeChat and Weibo appear, it brings about different changes.

I think social media marketing has brought about two major changes compared to traditional marketing methods:

First, the way information is disseminated has changed .

In the traditional era, only organizations or companies could speak out in the media, and the dissemination of information was one-way from the brand to the general consumers, and consumers were isolated from each other. In the social age, the cost of information dissemination is almost zero, everyone is an information disseminator and is connected to each other. Because of this, the transmission of information has grown exponentially, and you can pass one piece of information to completely unimaginable people, such as Jack Ma . If used properly, your resources will be beyond your imagination.

Second, the consumer’s relationship chain has changed.

In traditional times, the only people a person could influence were their relatives and friends, and each person’s influence was very limited. In the social age, it is easier for people to connect with people who have common hobbies or interests and form a virtual social network . Compared with information released through official channels , people are more inclined to believe information circulated within the circle, which is what we usually call "word-of-mouth communication."

Currently, most successful marketing activities rely on mutual recommendations among consumers . What companies need to do is to effectively use the leverage of the market to trigger a series of chain reactions. Due to the two changes mentioned above, social media marketing has become the most powerful way to spread information.

3. Fission Propagation Logic

This picture should help you better understand the logic of fission propagation:

▲Fission propagation hierarchy diagram

The propagation path is: A to B, B to C, C to D...

Nowadays, most marketing activities only have three layers, and the fission layer is dead. After being forwarded by employees, friends, loyal fans, and cooperative channels, it was not shared again in their respective friend circles , the dissemination chain was interrupted, and it became a small circle of self-entertainment.

If a communication activity successfully passes through the fission layer and reaches D, E, F..., it is very likely to achieve an exponential growth effect and achieve fission-like communication.

▲Fission propagation diagram

The more levels you go through, the greater the number of fission users each seed user brings, and the better the fission effect. There is a calculation formula for its propagation effect.

4. Fission propagation calculation formula

This formula is also called the viral propagation formula, where each character represents the following meaning:

Custs(0) is the number of seed users

Custs(t) is the number of new users added after a period of time.

t is the period, you can choose days, months, etc.

ct is the propagation cycle, which refers to the time period during which seed users lose the ability to invite new users after a round of propagation.

K-factor is the number of new users a user can successfully refer.

After determining the t period, the K value and ct value can be calculated through big data statistics.

The specific calculation method is not described here, but we need to pay attention to one key indicator:

K value refers to how many new users each user can bring.

If K=1, it is equivalent to one user bringing one new user, which is still growth, but the growth is relatively slow. However, when the K factor is <1, the system is not contagious. After a period of time, the number of new users will become 0, and the system will completely stop growing.

Only when K>1 can the number of users grow rapidly.

In other words, the fission system will only be established when one user can bring in more than one new user.

But many times, most of the activities we see fail to achieve fission success. What is the reason?

5. Prerequisites for Fission Propagation

In traditional marketing, most of them are very direct and crude. Generally, advertisements are pushed to users through unfriendly means such as emails, text messages, phone calls, WeChat, etc., and marketing is carried out in a bombarding manner. Forced promotion is very harmful to users and cannot trigger dissemination.

So, how can we make users willing to forward and share brand information? Li Jiaoshou has an article titled "Why do you post on WeChat Moments: Five major motivations for users to forward messages crazily" which summarizes five points. Together with the most common temptation of benefits, it can be concluded that there are six main motivations for users to forward messages:

(1) Benefit inducement

If you forward a message and get a rice cooker or information materials for free, or get a share of the money when your friends make a purchase, etc., some people will definitely forward the message, but the loyalty generated by interest-induced changes is also the lowest. Users are very likely to receive the benefits and leave, so the brand also needs to provide supporting content to keep users . There are too many such cases. The New World View that went viral a while ago is a typical example.

(2) Providing topics for conversation

Providing users with information that others do not know so that users can use it to chat. Such content is often forwarded, for example:

Shenzhen residents, please take a look. 99% of Shenzhen residents have never received all of these 20 benefits!

Don't ask me where to go in Guangzhou! This is it all...

Today, another big event happened in Beijing

(3) Express your ideas

Helping users to say what they want to say often leads to users forwarding their messages. For example, if the target group is employees, you can send the following content:

70% of excellent employees are driven away by mediocre middle managers

Study finds: Excessive overtime is harmful to work efficiency

Can employees make up for executives’ strategic mistakes by being more diligent?

(4) Helping others

Most people like to help others and get happiness from it, not to mention just a simple task like forwarding a message. So some people always like to forward various "internship recruitment information" (also known as "human trafficking posts" by job seekers ) to help people in their circle of friends find jobs... The Ice Bucket Challenge, which was popular all over the world at the time, used the name of charity to mobilize internet celebrities and stars and stimulate public participation.

(5) Image building

Everyone wants to shape and strengthen their own image in the circle of friends.

"I love life very much. I graduated from XX University. I am from Guangdong. I am..."

So if the information provided can strengthen their image, they will forward it.

For example, I would repost the content about the physics major at South China Normal University becoming a world-class discipline, because this is the major I studied, and I want everyone to know that the major I studied is a great major, which strengthens the identity and image of "SCNU people" and "good learning ability".

(6) Social comparison

If the information provided helps users to make comparisons effectively and at a glance, people will tend to forward that information.

For example

After playing various games , you will be told that you have defeated 94% of your friends and what your ranking is...

The Alipay bill allows people to instantly understand how much money they have spent on Alipay in the past 10 years and forward it to their friends.

Even every time when grabbing red envelopes in a WeChat group , most people will compare who is much stronger.

In order to achieve the effect of fission-like communication, the premise is to provide information that satisfies users' motivation to convert - provide interest temptations or social currency, and lower the threshold for user decision-making in each communication link in the fission-like communication chain.

▲Fission transmission chain

6. How to lower the user decision-making threshold?

I think the most important thing is empathy. We have always had a misunderstanding: we believe that behaviors that do not require money or much labor do not require psychological decision-making - I just ask you to forward it and like it, is it that difficult?

But when you put yourself in her shoes, if your friend sends you a private message asking you to vote for her daughter who is participating in a cute baby contest, you will also feel uncomfortable.

So, how to lower the user decision-making threshold?

Let me give you an example to illustrate:

Many friends who plan fission activities often fail to break away from traditional advertising and marketing thinking when writing user forwarding scripts and think about the operation process from the user's perspective. For example, in my Knowledge Planet "Marketing Growth Tool Library", a friend in the circle unconsciously fell into this misunderstanding when planning a personal account fission activity:

The text that this friend asked users to forward can easily make users feel that I am blatantly advertising after forwarding it. My friends will be annoyed with me and may even block me from my circle of friends. The copy I wrote was not good enough (it was written temporarily and needed to be polished), but compared with the previous copy, it undoubtedly lowered the threshold for users' forwarding decisions.

Previously updated in the "Growth Hacker Girl" public account, "How to use free tools to easily achieve personal account fission? 》The case mentioned in the article used the guiding speech very well.

The activity description used the words "related to me" (indicating students who love operations ) and "arousing interest" (testing the fission gameplay of personal accounts), which was simple and clear:

Hello, fellow students who love operations

I am testing the gameplay of personal account fission

Copy the following paragraph + poster and post it on your Moments to help me promote it. I will send you the free class coupon I bought

The forwarding copy of the event covers the value of the course (the original price of the NetEase course is 199 yuan), why it is given away (I accidentally bought too many tickets), and the limited time and quantity (there are only 10 tickets, first come first served):

The most popular drama star this year: The first thing NetEase Dad did in 2018 was to teach everyone how to operate!

NetEase’s four major mentors personally teach NetEase’s internal operating methodology . The original price is 199 yuan. My friend accidentally bought 10 tickets. Friends who need them can add him to get free tickets. First come first served while stocks last.

There are 4 points worth referring to in the above copy:

1. Fully utilize the curiosity of target customer operators - testing the gameplay of personal account fission
2. Provide motivation for forwarding its appeal - listen to NetEase’s internal operation methodology, originally priced at 199 yuan, for free!
3. Lower the threshold for operation and the cost is low - just forward it, and forwarding it will improve my social image (wow, I am here to give benefits to everyone~)
4. The forwarding language uses the user’s tone and has a high conversion rate - a friend accidentally bought 10 extra tickets, and friends who need them can add him to get them for free! ! !

In general, the most important thing about fission-type communication is to grasp the user's psychology, provide sufficient communication power, and lower the user's operation threshold at each link. When the fission level exceeds 4 layers and each user can bring more than 1 new user, your fission propagation begins. I look forward to everyone sharing your practical cases with me.

The author of this article @曾小梅 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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