The underlying logic of fission growth

Nowadays, many companies use fission to grow their business. Some high-quality fission activities can bring high conversions and have good results. Moreover, fission methods mostly appear in the spread between users, which is more likely to generate trust. The author of this article shares the underlying logic of fission growth. Let's take a look.

This article explains the underlying logic of fission growth, not a summary of practical skills; it is more of a way of thinking, or when you plan a fission activity, you can use it to judge whether your activity is reasonable.

Many people are no longer unfamiliar with fission. Almost every industry is trying to achieve business growth through fission marketing. There are also many articles and courses on how to plan a high-quality fission event.

It is nothing more than mastering the core elements of fission: seed users, sharing motivation and bait setting. Almost all the content about fission is supplemented and expanded on this basis! Even those contents that talk about the so-called underlying logic use this as a framework to build the upper-level things.

However, Pi Ye has some small ideas. Although these things are certainly important and can be said to be the key to fission marketing, these three factors must be taken seriously for an excellent fission campaign! However, fission and fission marketing are different things in some ways.

From a physics perspective, fission is a process in which a heavy atomic nucleus splits into two or more lighter atomic nuclei, releasing huge amounts of energy in the process. This concept is relatively advanced, so as ordinary people we won't explain it much. We just need to know that fission is an explanation for a certain behavior of a certain thing.

Then, combined with the concept of operational marketing, fission is actually a description of user behavior, and fission marketing uses this fission law to achieve marketing goals.

Therefore, many links and contents in fission marketing are actually just to maximize the benefits of this phenomenon (law), such as bait, copywriting, posters, etc. The real underlying logic should be a study and analysis of user behavior based on human text.

In this case, we just need to return to the object of human beings. Of course, it would be more accurate to say that it is human behavior. Of course, humans are complex creatures, and their behavior is unpredictable. But we don’t need to understand it so deeply. In the context of fission marketing, we only need to understand how to guide people’s consciousness and make them spread the message. To put it simply, it solves two problems:

• Under what circumstances is one person willing to intersect with another person?
• Under what circumstances would one person pass certain information to another person, and at the same time the other person would be willing to receive this information?

As long as the above two problems are solved, fission will occur. Combined with marketing and other content, fission marketing can be established and ultimately achieve its purpose.

Solving these two problems seems a bit complicated, so let's continue to split the problem; first, let's assume that the first person, the communicator, is A, and the second person, the person receiving the information, is B, and then it can be divided into three small problems:

• AWhy are you willing to participate in your activities?
• AWhy are you willing to share?
• How does A spread to B?
• Why is B willing to accept it?

At this point, you will suddenly realize that the first question and the fourth question are actually the same question; then if you observe carefully, you will find that these questions are actually generated around the two people A and B. To be more specific, A accepts, A shares and B accepts, two people, three actions.

This is the specific manifestation of user behavior in fission marketing! All our planning is to prepare for this.

1. Social Drive

Under what circumstances would a person socialize with others? The key point here is not why we should socialize? It’s a matter of scene! Humans are social animals. Because of the influence of the clustering effect, everyone instinctively needs to interact with others, so this is not the core. The key is the scenario.

After all, this is an article about fission marketing in the context of Internet marketing and promotion, rather than an article analyzing the psychology of human behavior. So under this premise, the focus of discussion is how we design a scenario to stimulate people's social instincts.

Social venue: Since it is a social event, there needs to be a venue for communication. For example, WeChat groups, offline communication groups, forums, Tieba, etc.; the first step in planning fission marketing is to think clearly, where should we put this activity? In other words, into which reservoir do you want to divert the users who grow after fission!

Social circles: Birds of a feather flock together. Although humans are social animals, they are complex after all, and everyone most wants to socialize with people of the same type. Therefore, user identity matching is the second issue to consider.

Nowadays, many fission activities hardly consider the issue of identity, and their goal is to cover as many people as possible. This does not seem to be a problem. After all, fission itself is to pursue user growth. However, a balance needs to be struck between the number of users and the quality of users. After all, no one wants the activities they have worked hard to plan to ultimately attract non-intended users.

After determining the social "venue" and identity matching, we will have targeted content output when planning fission marketing activities, including the setting of fission rewards, whether it is red envelope rewards or physical rewards, or certain resource rewards for the identity of the target group; at the same time, for users attracted by fission, we can also discuss various topics based on different identities to increase user stickiness.

2. Trust Driven

The above talked about human instinct, and now we are going to talk about human nature. Take advantage of human weaknesses and constantly stimulate them through deliberate content settings to establish a bond of trust.

In fission marketing, Pi Ye summarized the five most commonly exploited human weaknesses: laziness, greed, fear of loss, escapism and gambling!

Laziness: Everyone has laziness, whether due to objective reasons or subjective reasons, laziness exists in everyone. Many activities will take advantage of this to make a big fuss. For example, from the perspective of: I will help you organize, analyze and make arguments, and organize content materials for users that they don’t have time or are too lazy to learn, etc. When spreading information, there is always a sentence: I have already sorted it out for you, just use it directly!

Greed: Many event planning activities come with some valuable gifts, gift packages, or some membership privileges. Create a feeling that you will miss this store once you miss it. In fact, it is just taking advantage of the public's tendency to be greedy for small profits.

Fear of loss: Usually combined with greed, taking advantage of the fact that many users are unfamiliar with products and content, setting an validity period to stimulate user participation. For example: If you don’t act now, you will lose something. If you don’t act now, you will really be eliminated…

Escape: that is, not wanting to take risks. For many users, buying a product or learning a course, in addition to wanting to get something, is actually a deeper fear of facing certain setbacks in real life. Coupled with some other factors, it is easy to be attracted by some of the merchant's copywriting, thinking that as long as they buy the product or learn the course, everything will be fine.

In fact, nothing is omnipotent. Take knowledge payment as an example. Any course product from any company on the market has its worth learning, but at the same time, it cannot be omnipotent. When you study a course, you still need to practice. On the other hand, businesses will always use a kind of copywriting that as long as you learn it, you can instantly become a master and everything is under your control, so that users will pay for it.

Gambling nature: There is no need to elaborate on this feature, as it is utilized in almost all industries. The usual rhetoric is: give it a try, there's nothing to lose, and if it works then you'll make money! If a fission activity is combined with some other marketing methods, it can completely stimulate a person's gambling nature. Then a steady stream of benefits will be generated.

Laziness, greed, fear of loss, evasion of responsibility and gambling are five human weaknesses that almost everyone has, but they are not obvious after all. Therefore, the most important thing in fission marketing is to learn how to inspire.

Five elements of trust drive:

• Pre-reward: This is almost the default point in all fission activities now. It is also a stepping stone to build trust;
• Core selling point requirements: whether the core selling point of a product or service can meet the actual needs of users or truly solve actual problems of users;
• Establish endorsements: For example, many activities will endorse products/services from three perspectives: brand testimony (self-proven ability), expert testimony (authority), and customer testimony (herd mentality) to dispel user concerns;
• Mobilizing emotions: We all know that when users make purchasing decisions, they are often more emotional than rational. Similarly, when users participate in an activity, they are also basically influenced by emotions. In addition, the deep influence of human nature is the fear of gain and loss. The copywriting of fission activities often hits this point accurately, and uses copywriting descriptions and other methods to stimulate emotions as soon as possible to mobilize users to make decisions based on emotions, such as creating a sense of urgency, taking advantage, and having no worries, etc.
• Explanation: There are many fission activities, and a large part of users have become immune to the so-called profit concessions made by merchants. Therefore, your promises and interest concessions need to be better packaged, that is, there needs to be a gimmick during the activities, a reason that people can accept, otherwise it is easy for people to suspect whether it is a trap or snare;

From the underlying logic, social-driven + trust-driven basically solves all the problems of A acceptance, A sharing and B acceptance, two people and three actions. However, if a fission marketing only has these, it is still not enough.

After all, this is just planning a path for users to walk on, but how to make this process smoother? Allow users to switch from walking to running on it? We need a third driver: efficiency drive!

Efficiency drive can be generally divided into two parts: contact efficiency and structural efficiency optimization.

Contact efficiency:

Many marketing activities nowadays attach great importance to user behavior and usage scenarios. When designing and planning, they often pay attention to the touchpoint scenarios behind each behavior of each user. Only by understanding and mastering these can we design specific marketing opportunities, or hooks, in order to achieve higher behavioral conversion rates.

Therefore, combined with user behavior and touchpoint scenarios, the entire touchpoint efficiency can be divided into five layers:

• User life cycle;
• User experience map related to emotions;
• User value growth path related to business attributes;
• Key user behaviors under business attributes;
• The key data indicators behind the behavior.

There is a certain difference between structural efficiency optimization and contact point efficiency. Contact point efficiency is more of a reflection of user behavior. By improving contact point efficiency, the behavior of every user participating in the activity becomes natural and smooth. Structural efficiency is the smoothness of the process from the initial participation of users to the final completion.

3. Structural efficiency optimization

The key to improving structural efficiency is to solve four problems:

• How to lower the user's cognitive threshold so that the gameplay is easy to master;
• How to increase user participation and willingness to share (usually through a reward mechanism, which can be material or spiritual, and of course a combination of the two is best);
• How to improve the smoothness of the entire user path (that is, reduce various frictions in the process);
• How to give users the strongest positive stimulation at appropriate key time points (such as timely data feedback, reward rankings, etc.).

There is a lot to say about contact efficiency and structural efficiency optimization, so I won’t elaborate on them today. Friends who are interested can leave their efficiency in the comments, and I will talk about this in detail later.

The underlying logic of fission growth is to achieve user fission through social drive + trust drive, while efficiency drive enables the entire fission growth to develop at a high speed. If there is only efficiency drive but no social interaction and trust as the underlying driving force, fission growth cannot be initiated; and if there is only social interaction and trust as the underlying dual driving force but no efficiency drive, it will be difficult for fission growth to reach a sufficient height.

Therefore, as long as the fission growth marketing activities have the above three driving forces, even if their effects cannot become classic cases, they will at least not fail.

In addition to social drive, trust drive and efficiency drive, there is another drive called resource drive:

The reason why I put this last is that in my opinion, the greater role of resource-driven is as a megaphone. After your basic kernel has been completed, it provides an accelerator for the entire fission growth through resources.

Resource-driven can include many things, such as welfare resources, including material benefits, spiritual benefits, etc. (the material benefits here are provided in addition to the products/services themselves); another example is channel resources, through existing resources and investment resources, using the method of finding incremental resources through existing resources, so that each existing user becomes a social interest point; for example, many e-commerce live broadcasts usually cooperate with KOLs, Internet celebrities, etc. to cooperate with the brand, increase influence, and provide further trust endorsement, thereby expanding the communication influence and greatly saving costs.

There is another kind of personal connection resource. The personal connection resource here is not to introduce you to any big V, but to tell you through the wording that people participating in the event can gather together to form a community and grow together. It is especially used in the field of online education. While through fission growth activities, it can also divert and store water for the private domain in the later stage.

So to sum up: the underlying logic of fission growth marketing is composed of four driving forces. Social drive + trust drive are the cornerstones, efficiency drive is the lubricant, and resource drive is the amplifier. The combination of the four driving forces can maximize the benefits of the entire fission growth marketing.

Author: Pi Ye Operation

Source: Pai Ye Operation (pyyunying)