How to trigger user growth? Follow these 5 steps!

In the past, a brand’s advertising investment was generally invested in traditional advertising, with the channels being the beneficiaries, and its costs were usually large advance payments.

There is a saying in the marketing field: "Half of the advertising money you spend is wasted, but the problem is you don’t know which half is wasted." ‍

Traditional advertising relies heavily on your experience and judgment, which determines whether your advertising content and advertising data are accurate enough.

But the interesting thing about fission is that the beneficiaries of the whole process are users, because usually old users recommend new users, old users get referral rewards, and new users get registration rewards.

Did you notice? The beneficiaries are either old users or new users, and the fees are paid post-hoc, that is, the reward will be paid only after the new user recommended by the old user successfully registers.

So, how to complete a fission activity in the private domain? I will explain it in 5 parts.

01 Take small steps and iterate quickly

Usually, a mature Internet operator must take small steps and iterate quickly when doing fission to make the entire activity more precise.

That is to say, when doing a fission activity, you may start with more than 20 groups, which can cover a user group of 3,000 to 5,000 to launch a wave of activities. ‍‍

Then pay attention to the scanning status of the poster. If there are more than 5,000 people in a group but the number of active users is less than 1,000, then there must be something wrong with the design of the poster. At this time, you need to redesign the poster, adjust the poster copy, etc.

If we find that users have scanned the QR code, but the proportion of users participating in the event is very low, for example, 100 users scanned the code, but only 10 users participated in the event, then there must be something wrong with the design of the event rules or the process of the event.

In short, for this kind of online fission activity, we can continue to pay attention to the data, iterate quickly, and take small steps to make it more accurate.

02 Necessary conditions for completing fission

1. Sufficient existing users

This is a very famous story: Archimedes played chess with the king, and the king lost. The king asked Archimedes what reward he wanted?

Archimedes said to the king: "I just need to put one grain of rice on the first square of the chessboard, two grains on the second square, four grains on the third square, sixteen grains on the fourth square... and fill the entire chessboard in this way."

The king thought it would not take much food, so he agreed without thinking. As a result, the king's granary was emptied.

A Chinese farmer was deeply inspired by this story, so he negotiated with the landlord and said, "From now on, you don't have to pay me wages. From today on, you give me 1 grain of rice on the first day, 2 grains of rice on the second day, 3 grains of rice on the third day, and so on."

What is the outcome of this story? ‍‍The result was that the farmer starved to death because he did not have enough fission bases.

Therefore, a sufficient number of existing users is a necessary condition for completing fission. If there are not enough existing users, it is very likely that fission will not work at all.

But there is no need to be too nervous. According to our experience, a sufficient number of existing users is about 200 active users.

2. Poster page of fission landing

On the poster page of the fission activity, the profit rules, participation paths and fission content should be clearly stated.

I would like to share with you the traffic layout of a fission activity we have done before. I think this design is still very classic.

1) The first wave of traffic: find KOL to post fission posters

Because the fission activity at that time was a distribution activity, we were also worried that users would be embarrassed to take commissions, so we did not share the activity poster. If he was too embarrassed to share the event poster, there would be no way to have fun.

‍‍How can we make users feel comfortable sharing this poster? We think that if he admires and respects the people who posted this poster, he should not have any obstacles in his heart. ‍‍

So our first step was to invite a group of KOLs to help us post posters. On the one hand, it was to match and bring along some very precise traffic, and on the other hand, it was to bring the event content to a higher potential energy so as to break through the users. ‍‍

2) The second wave of traffic: please cooperate with traffic to issue fission posters

Collaborative traffic is relatively easy to understand. Every industry has its own media that speaks for the industry and public platforms that serve the industry. Their official accounts also accumulate a large amount of accurate traffic.

3) The third wave of traffic: starting user fission

Before we officially started user fission, we had already raised the potential of the entire event through cooperation with KOLs, which made users yearn for it - this is an event that big names have recognized very much.

Through the traffic of KOLs and cooperation, the user groups are reminded again and again quickly. When the user fission is finally started, the whole speed is relatively fast.

In fact, users need 7 reminders to complete a transaction. That is to say, users who participate in fission are likely to have seen our posters many times in their circle of friends and finally decided to share the posters and participate in this event.

So at that time, I thought the most beautiful thing that made this event a success was the design of flow and rhythm. ‍‍

Of course, content is also important because it reflects the fission process and user participation path.

The key to content is whether you have hit the needs of users, whether you have found the leverage point for conversion, and whether you have corresponding eye-catching and unexpected profit points to complete the operation.

I have a formula here that I can provide to everyone. This matter is divided into four levels - the attributes of the matter, the effectiveness, the user's self-satisfaction and values. ‍‍

For products with more obvious efficacy, I suggest choosing keywords that are more value-oriented. For products with less obvious efficacy, I suggest choosing keywords that are more attribute-oriented.

Taking financial products as an example, the effectiveness of fund products is not obvious, and it is possible to make a profit or a loss. The effectiveness of wealth management products is relatively obvious because the rate of return is clear.

Therefore, we can see that most fund products clearly describe their investment scope and the industries they invest in. ‍‍

03 Fission Mode

Generally speaking, there are three modes of fission, namely mutual benefit, crowdfunding and sharing. So what are the ways to play them respectively?

1. Mutually beneficial

The gameplay of old users bringing in new users is a relatively common type. For example, old users bring in new users, and both sides have certain rewards; individual incentives are that I may share it, and you give me some confidence incentives; group red envelopes, for example, Meituan has a red envelope that can be forwarded after ordering a meal.

In many unfamiliar communities, you can often see this kind of mutually beneficial red envelopes.

2. Crowdfunding

‍‍Crowdfunding generally takes three forms: group buying, ticket grabbing, and bargaining.

We often see crowdfunding-style fission in family groups and classmate groups. You need to crowdfund other people's behavior or funds, and you need others to pay a relatively higher price to help you achieve a benefit. This is called crowdfunding. ‍‍

3. Shared

When I was pregnant, I participated in a sharing activity. A mother sent me a link to receive a newborn kit, and then I clicked on it, but it was unsuccessful.

After I entered, I was reminded to forward this activity to the next mother, and after they click to receive it, you can successfully receive it. So I forwarded it again, and then I succeeded. This is called sharing.

Have you noticed that from mutual benefit to crowdfunding to sharing, the relationship between users is becoming increasingly close.

From sending it in groups of strangers, to sending it to family groups and classmates groups, to when you clearly know that your friend needs this product, you can send it to him.

Precisely because the relationship is closer, the requirements for a user's behavior are higher, and we provide relatively more benefits.

4. Gameplay superposition: IP-based and game-based

There are already a lot of fission activities now. In order to make our fission activities easier to be recognized by users, I suggest superimposing gameplay, one is called IP style and the other is called game style.

The IP style can cooperate with celebrities, movies, and restaurants. For example, a local Internet celebrity restaurant gives you red envelopes, or Angelababy comes out to give you red envelopes. This is a typical IP style of play.

The game is that after completing the fission, your friend can get a red envelope, but this red envelope is not easy to get. For example, if three red envelopes are sent out at the same time, you get whichever one you draw; or if you send a red envelope, what you actually get is a slot machine, and you have to shake the slot machine to get the red envelope.

04 High-frequency and low-price products

The user base is important, the type of incentives given to users is also important, and whether or not you can motivate users to generate motivation is also extremely important.

A user's behavior is determined by the user's motivation, ability, and reminders.

There are already many large fission activities now. How can you capture the attention of users? If it is a high-frequency and low-priced product, it is recommended to do fission. If it is a low-frequency and high-priced product, it is recommended to break the product into pieces. For example, if it is an accident insurance in insurance, you can use one-day accident insurance to carry out an activity.

You can also look for the possibility of low-frequency, high-priced products in a high-frequency environment. For example, sports insurance is very low-frequency, but in the parent-child field, if the child is going to participate in sports training courses, we think this is a relatively high-frequency scenario, such as insurance for sports training courses for children aged 3 to 12, etc.

Finding such high-frequency scenarios to do so will make it easier to obtain more accurate user participation and help.

05 Fission creates SOP

I will give you a SOP for creating fission. I suggest that when you create a fission activity, you can prepare your project according to these activity steps.

After preparing the corresponding projects, you can look at the list of checked items, so that your fission activities are fully prepared.

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Author: Mantou Business School

Source: Mantou Business School (mantousxy)