Fission Marketing Methodology

There are many types of marketing in the Internet era, such as search engine marketing, soft text marketing, self-media marketing , etc., which are often named according to the nature of the media.

There is another type of marketing, such as fission marketing and viral marketing, which are named not based on media characteristics but on communication characteristics. Fission marketing, viral marketing, you can understand what they mean at a glance. The marketing effect is like the splitting of a virus, one becomes two, two becomes four... just like the picture below.

This kind of marketing effect is what every business dreams of, but it is often disliked by media platforms because it affects the content experience of social platforms, and of course many consumers also dislike it. But advertising is advertising. Without exposure, how can there be attention? Without attention, how can it stimulate interest and generate purchases?

This article summarizes the commonly used methods and tools of fission marketing on the Internet for reference by marketing friends.

1. The core of fission marketing: choosing the right stimulus

The core of fission marketing is to encourage users to help you spread the word. Only when users help you spread the word can you slowly fission. In order to get users to actively help you spread the word, you must give them enough benefits. Otherwise, users will have no motivation to help you spread the word. And this benefit is what users need, the most direct of which is of course money. But in addition to money, there are also many very effective things, such as: documents, materials, e-books, and examination materials that customers urgently need; small items that are very practical in life, such as cups and umbrellas; VIP memberships of video websites; toys that mothers like, etc. In short, you need to fully understand the needs of users before preparing stimuli for communication.

Common stimulants:

Cash: Cash red envelope

Virtual: phone bills, memberships (Youku, Tencent, iQiyi, music), vouchers, points; exam materials package; design drawings; e-books; activity plans; source code; film and television resources; software (activation code);

Physical items: company mascots, trendy electronic products; other customized gifts (calendars, backpacks, pillows, cups, tea, umbrellas, bags, creative ornaments)

2. The key to fission marketing: setting appropriate acquisition conditions

Once you have chosen an attractive stimulus, you need to consider setting appropriate conditions for obtaining it. This condition is also called the threshold and cannot be too high. If it is too high, users will give up participating; if there are too few participants, a chain fission reaction cannot be formed. If it is too low, users can get it easily. On the one hand, the marketing cost is too high, and on the other hand, it is difficult to achieve the purpose of effective publicity. We must also consider the possibility of loss of control. If the spread cannot be controlled and huge costs are incurred, it will be an accident. Another thing to prevent is system bugs. It's scary to be targeted by freeloaders. Therefore, it is best to set a condition for the activity to end early, just in case.

Common acquisition conditions:

Message filtering/like count;

Share to friends circle/collect likes;

Send a group message to friends (at least how many people);

Create a group and recruit participating users;

Group buying (2, 3 or more people);

Bargaining (the system sets a minimum number of people required to bargain to the target price);

Invite friends (invite registered platform accounts within a fixed time period);

Consumption or investment (up to a certain amount);

3. The key to fission marketing: choosing the right tools

First, the social media platform (WeChat, QQ, Weibo, Weitou, etc.) determines on which platform to carry out the activity;

The second is auxiliary tools.

It can also be carried out without auxiliary tools, such as asking all friends participating in the event to add the editor's WeChat account first, then forward the results to the circle of friends or group message, take screenshots to the editor, and then manually distribute the rewards. This type of activity is suitable for small-scale activities, but the experience becomes particularly bad when there are too many participants. Often busy to the point of collapse.

Common auxiliary tools:

1. Red envelope customer acquisition system;

2. Group buying system;

Bargaining system;

Multi-level distribution system;

Paid reservation system;

These auxiliary tools can free your hands to a great extent. You only need to make a good plan when planning the event, and then wait to see the communication data and do a good job of converting consulting customers. After all, there is a recent saying: The ability to use Internet tools is the biggest difference between humans and animals.

Common solutions:

Collect likes for page comments;

Collect likes by forwarding the page;

The most beautiful family portrait collection;

Forward the event poster to your friends circle to receive it;

Send the event poster to your WeChat friends;

Invite friends to join the group to receive it;

Invite friends to bargain and receive;

Invite friends to participate in the event to receive it;

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