Three core logics of fission activities

As the Internet traffic dividend reaches its peak, if companies want to gain more users and drive growth, they need to combine more gameplay to achieve their goals. Among them, fission activities are an effective way. Do you understand the underlying logic of fission activity? In this article, the author sorted out the core logic of private domain fission growth. Let’s take a look.

Population growth is slowing down and the advantage of the demographic dividend is gradually shrinking. At the same time, the growth in the number of mobile devices has basically reached its ceiling. Business operations are all focused on deepening and delving into the value of existing customers, hoping to rely on existing customers to generate more incremental volume.

This is the general direction, but how to implement it in practice is another question. Create content to build brand influence? Build a short video matrix to create strong online exposure and divert traffic to private domains? These are all very good choices. Among them, with the help of WeChat ecosystem, there is a way of playing that is worth exploring and studying, and that is fission activity!

Regarding fission activity design, it has a relatively complete process.

If we regard fission activities as a basic activity operation, a complete activity operation actually includes a lot of content. For example, we need to have a clear event background, determine the event time and user goals, analyze the advantages and disadvantages of the event, determine the creativity and gameplay of the event, as well as event resources, event prize design, event path, communication path, event copywriting and final event crisis plan handling, etc. There is actually a lot of content that needs to be sorted out.

But no matter what form and implementation method the fission activity takes, it is necessary to dig deep into the logic behind it. Knowing the principles behind it can help us better understand this gameplay and look at this matter from a higher dimension.

Based on the practices and thinking in the field of fission growth in recent years, I have sorted out several underlying logics about private domain fission activities. There are about three of them. There are many shortcomings in the content, and I hope to get your feedback and supplements.

1. The first is from the logic of "interaction-propagation-fission".
2. The second fission activity is not just the single hard advertising promotion like in the past. Because of the gamification design, users can participate more smoothly and are more willing to promote and spread it.
3. The third is to link users and products through operations.

1. The first core logic is "interaction - dissemination - fission"

How to understand interaction to communication? First, let’s look at interaction, which is a kind of thinking about people and scenarios.

For example, when a user participates in a fission activity in the circle of friends, in fact, when the user enters the H5 activity page, the user is in a scene and is immersed in the scene.

Perhaps the user clicked on the page because of attractive copy, or perhaps he participated because of interesting interactive buttons, background music, or some gamification guidance on the page. Once users get involved, the gamification of the activity itself makes it easy for participants to get into the mood and find the activity more interesting.

Because of the participation and sharing path design of the event itself, users can achieve a continuous participation effect, and then be guided by some buttons during the event to unconsciously share and forward to WeChat groups and Moments.

This is some interactive design of the activity itself, coupled with interesting and informative creative settings, to stimulate the spread of the initial users.

After the event is spread, new participants are encouraged to spread and share the event because of the fission design of the event itself (similar to taking advantage of the psychology of mutual assistance between people, the psychology of showing off and playing, the human greed and the desire to take advantage of small opportunities, etc.), thereby achieving multi-level dissemination and exposure of the event. Because they conform to human nature, fission-type gamification activities will occupy more of the users' time, making them willing to participate and actively spread and share.

At this point, the activity itself is no longer just a single H5 page at the beginning, because the support or stimulation of these interest points has allowed the activity to receive more forwarding and dissemination. When more people come to this activity page, it enters a new cycle.

From interaction to dissemination, and then to fission. It fissions out and new users participate, and because of the interactive design and continuous dissemination, a new fission effect is achieved. Such a positive cycle of "interaction-propagation-fission" is initiated.

2. The second core logic involves some content in the field of communication

There is a famous "5W" model in communication studies, which talks about the five elements that constitute the communication process, also known as the Lasswell formula.

1. Who
2. Says what
3. In which channel
4. To whom
5. With what effect

The five elements here involve the concepts of information source, communicator, media, and audience .

The information source refers to what the content is presented , the content information that the brand wants to disseminate, and the content that the brand hopes to convey to users. In fission growth operations, the specific form of information sources can be an activity to attract new customers, retain existing customers, or promote high-quality content promotion, etc.

The communicator is the party that first or actively sends information to the recipient, and is responsible for collecting and processing information during the communication process, using symbols and with the help of different media tools. It can be an individual, an organization or a professional body. Communicator is a relative concept. The original disseminator is the source of information. A communicator is either the source of information or the controller of the channel.

In a broad sense, audience refers to the recipients of information in social communication activities; in a narrow sense, it refers to the recipients of information in media activities, such as newspaper readers, radio listeners, television viewers, Internet users, etc. In the WeChat ecosystem, every individual can be an audience.

The traditional communication state is centralized communication , and media channels often control information and content, and are both communicators and sources of information. For the recipients of information, they are basically in the state of being accepted, and the active communication channels that the audience can use are relatively limited. With the advent of the mobile Internet era, the state of content dissemination has changed greatly. Every individual has his or her own voice, and the development of new media has satisfied the self-expression needs of many people.

The content carried in the fission activity can be understood as the information source, the WeChat ecosystem’s Moments, WeChat groups and other touchpoints can be understood as the medium, the seed users/first-level participating users can be understood as the disseminators, and the subsequent users who are shared can be understood as the audience.

The traditional concept of communication is to achieve the effect of communication through transmission and to continuously spread information sources through media channels. The mobile Internet era is an era of decentralization, and the communication effect of a single individual is also amazing. In particular, by relying on this gamification method, we can say goodbye to a single communication channel. Each sharer, as an individual medium, can also achieve continuous forwarding and sharing, allowing the activity content to be continuously disseminated and spread.

Especially many KOL and KOC groups, their influence in the circle is beyond our imagination. By leveraging the value of the social relationship chains around you, you can achieve continuous dissemination and exposure of the event.

3. The third core logic is about thinking about operational growth

What is the essence of operations? My own understanding is to connect users and products, for reference only.

How do you understand this? For example, as a user, I participate in an event and come into contact with information about the brand, which leads to subsequent conversion actions. A fission activity links users and brand information, and through subsequent refined operations, achieves longer-term operational conversions, repeat purchases and other continuous actions. Because of the intervention of operations, users and brand merchants’ products and services are connected.

1. User side

Left-brain products, right-brain brands. This is a core idea in Ye Maozhong's book "Conflict". When people make purchasing decisions, they will have rational thinking as well as emotional moments. The left brain is responsible for rationality, and the right brain is responsible for sensibility. When businesses touch upon both people's emotions and rationality, people will be infected without realizing it.

For many more rational users, factors such as whether the product is good enough and whether the quality is excellent will have a greater impact. Because this type of users believe more in professional knowledge and logical reasoning, it will be difficult to impress this group if you cannot convince them well.

For more emotional users, they may just stroll around the mall and are likely to make a purchase when they see a promotion. Daily brand exposure and frequent advertising displays will have a greater impact on this type of people.

To extend the topic, the same principle applies to the creation of private domain personalities, that is, how to influence the target customer group through private domain content. For rational customers, create a professional personal IP, strengthen personal labels through more professional knowledge sharing and product promotion, and let others remember you.

As for the more emotional target user group, that is, potential users, we can create a companion-type personal IP and subtly influence these users through warm services, product recommendations, user testimonials, and real expressions in daily life.

I have a lot of feelings about this. I wasn't familiar with a friend of mine at first, because I often saw her posting early morning check-ins on her WeChat Moments. After a long time, I felt that this friend was very positive, and then we got in touch and started communicating offline. Although this friend does not pursue a professional persona, her sharing of her daily life has subtly influenced my impression of her. Maybe there are many similar examples around you.

2. Product side

There are both virtual and physical products. Commodities can be divided into four categories according to their price and consumption frequency.

1) High frequency and high average order value

Beauty, maternal and child care, clothing, pet supplies, medical beauty, and travel. The characteristics of this type of product require merchants to demonstrate their professional skills and high-quality content to users on the private C-end. Increase repeat purchases by enhancing user stickiness. Increase the help of repeat customers on sales.

2) High frequency and low average order value

Life services, supermarkets, catering, food and beverages. The consumption frequency is high, but the average order value is low. With the help of some low-priced products, more new customers can be acquired and the number of member users can be expanded. At the same time, with the help of drainage products, try to bundle the related high-priced items for sale to increase the overall average order value. For users who have successfully transitioned to high-priced goods, some VIP services can be added to distinguish them from the low-priced user group. Build a loyal user base through user stratification management.

3) Low frequency and high unit price <br />Jewelry, luxury goods, home appliances, houses, cars, home decoration, and finance. Professional and high-quality services will appear to be more effective. The operation of these products requires winning recommendations and referrals from old users by improving service quality and strengthening product reputation.

4) Low frequency and low average order value

Wholesale small commodities, hair accessories, data cables, etc. To sell in large quantities at low prices, it is more important to find the right channel.

In addition to common forms of activities, content is also a means of private domain fission growth. From the moment the user first comes into contact with the merchant, whether it is fission activities, content display, or community maintenance, the interaction between the merchant and the user generates more connections and builds trust, thus completing the conversion action. And later in-depth operations to achieve more repeat purchases. After going through multiple links of “ traffic diversion-interaction-conversion-repeat purchase ”, a virtuous cycle is formed.

Finally, to sum up, private domain fission activities are based on social communication, its participation threshold is relatively low, and it is easy to get started quickly. Because these interesting, fun and informative designs lead to forwarding and sharing, which in turn leads to user growth through social communication.

Author: Hu Xianwu

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