The underlying logic of fission activity operation

In recent years, everyone has been working on private domains. When someone becomes your friend, you consider him to be a member of your private domain, and then start to focus on refined operations. But have you ever thought about this problem? The person who comes may not be your precise user, and you may never convert him even if you serve him for a lifetime. What should you do?

Then we must find a way to get traffic. How do we find traffic? Paid traffic from multi-channel platforms? Trying every possible means to intercept traffic from other people’s channels?

In fact, the best way to increase your own traffic is fission . Although there have not been any major fission cases for reference recently, the fission form of supplying oxygen through internal "blood circulation" is the secret to lasting success.

Next, I will share the correct fission social skills from the user's perspective, and truly master the core capabilities of fission through the case of WeChat Reading.

1. The core underlying logic of fission

If trust is the essence of the sharing economy, then fission can be said to be the core of this sharing economy. Through low-cost social fission, it can attract more traffic and drive sales in order to maximize profits.

1. The nature of fission

The basis of fission is based on social relationships . WeChat business and other businesses have made perfect use of social relationship chains, and they are widely spread in the form of 1 becoming 2, 2 becoming 4, and 4 becoming 16, thus achieving the effect of fission marketing.

The power of social fission is endless. Through fission, you can sell goods, spread word of mouth, attract investment, recruit partners, add users...

The three elements of fission activities: products, channels, and fission mechanisms . The standards for each activity are generated around the core goals. A benign social fission should conform to the logic of " cycle ", rather than planning another fission action for a new batch of new traffic after a new fission activity.

2. Objects of fission

When conducting community fission activities, users will habitually think about whether the overall cost of participating in this activity is high. For users participating in the activity, in addition to the time cost and money cost, there is also the trust cost.

If it is a simple activity and the rewards are relatively low-value products such as umbrellas and plush toys, but you ask users to fill in their mobile phone numbers, names, ID numbers, etc., most users will definitely resist and refuse to participate in the activity.

For companies in sensitive industries such as non-finance and medical, when conducting fission activities, most of the fission activities are as simple as possible. The lower the user's understanding cost, operation cost, and transaction cost, the easier it is to produce good fission effects.

3. Fission Prizes

There may be Pinduoduo users who are willing to invite their friends to help cut down prices for 200 yuan, and there may be elderly people who are willing to sign in on the App for 20 consecutive days in order to get a box of eggs. However, there will also be activities that give users 100 yuan or even more, which are financial products that users will not buy.

Therefore, for different industries, when conducting fission activities, they need to consider not only the attributes of the product, but also the bottom line of user participation in the activity. For example, if a child holds a competition and needs to vote to win, even if there are no gifts, parents will take the initiative to forward it and go to many groups to ask others to vote.

It should also be noted that when holding fission activities, it is best to leave users with room for imagination, such as giving away cash red envelopes of thousands of yuan, giving away iPhone 13, etc.

2. Practical Leverage Principle of Fission

Growth equation: (social + viral marketing + communication) * traffic * conversion rate * average order value * repurchase rate = revenue growth.

1. Three criteria for fission

① Many people are willing to split

If a fission plan cannot attract more people to participate in the fission activities during the startup period, it can be concluded that the plan has failed 90%.

We have all heard stories about money making money, and the fission of more people is the capital for money making money, so the early activity hooks must be well designed. You can understand what users are interested in through questionnaires or correlation reports.

② Fission can happen multiple times

Even if your fission plan does attract more people to participate, it does not mean that your plan is successful. Why?

Any user who participates in fission activities has two values: social value and profit value.

The end point that enterprises want to achieve through fission is profit value, and in the process of realizing profit value, it is necessary to play the social value of users multiple times. Obviously, multiple times of social value cannot increase the value of a single user, but the final overall profit value will increase a lot.

③ Retention must be effective

Only by allowing the users generated by fission to more effectively lay the foundation for the next fission can a "closed loop" be formed and a continuous cycle be created. Therefore, more effective retention techniques are an indispensable part of any good fission plan.

In other words, when your primary metric revolves entirely around profit and not on creating value for your users, you are unsustainable.

2. Eight models of fission

① Activity model

In their own private domain, users are encouraged to actively share through the form of community + games. For example, in a community game, users participating in the activity must complete each task within the community. Users who fail to complete the task will be kicked out of the group directly. If they want to be resurrected, they need to share the poster of this event. The prizes of this event must be something that everyone wants. This event is similar to the "Squid Game".

② Live broadcast model

After the recent revision of the video account, the link function can be used to push various types of link bubbles in the live broadcast room, including: live broadcast previews, public account articles, corporate WeChat, etc., combined with live broadcast activities for online fission.

③ Support model

It is the most commonly used fission model at present. This model has many advantages, such as easy for users to understand, simple process operation, and obvious activity effect. There are three common ways to play:

1. Bargaining: When users want to buy a product at a super low price or for free, they need to invite friends around them to bargain (Pinduoduo is the best example). The first few bargaining settings are very important, which should make users feel that they are infinitely close to success, which can stimulate users' desire to win.
2. Receiving red envelopes: The logic behind this is the opposite of bargaining. Receiving red envelopes is a process of accumulating small amounts into large amounts. After completing simple tasks and obtaining cash, users have verified the authenticity of the activity, increased their trust in the activity, and will be more motivated to do this.
3. Likes: Likes can be divided into two forms: α. Common likes in Moments. As long as your friends like a few times under the content you posted, you will be given coupons or prizes; β. Voting likes. Voting is a dual incentive behavior of honor + material, which is suitable for mothers, content creators, freelancers, etc.

④ Distribution model

Depending on the industry and brand tone of the company, the company can freely and flexibly choose the form of distribution and give more benefits to promoters. It can take out 30% or even more as rewards for distributors to stimulate their enthusiasm and achieve a win-win situation.

⑤ Card collection model

The most typical case is Alipay’s annual “Collect Five Blessings” activity, which requires a relatively high number of users on the platform through the method of collecting blessings and cards. Its main purpose is two-way interaction between the platform and users. It is one of the ways to improve user retention and activate old users, and it is also a divisive form of marketing communication.

⑥ Mutual benefit model

The logic of the mutually beneficial model is that both the sharer and the helper can get rewards. For example, Didi Taxi issues coupons every day. Those who want coupons need to share them with others. The helper will get a gift and can also ask others for help to get more expensive coupons.

⑦ Invitation Model

This model has many tricks. For example, you can get an 80 yuan reward by inviting a friend. The platform will split the 80 yuan reward into several parts, such as a 30 yuan reward for friend registration, a 30 yuan reward for the first successful order, a 20 yuan reward for the second purchase, etc. (This operation can effectively avoid false orders while ensuring the quality of users participating in the event).

⑧ Special offer model

The above five methods are all carried out in cash, but the preferential model uses cash equivalents for fission incentives. Common ways of playing: α. One-yuan flash sale; β. Invite friends to receive it for free; γ. Group purchase discount.

3. Fission Case - WeChat Reading

Recently, there was a hot search about the complete removal of Kindle products from the store and the possible withdrawal from the Chinese market. My first reaction was that most readers in China have now developed the habit of reading on WeChat.

Friends who have used WeChat Reading will find that WeChat Reading has a strong social fission attribute. In order to read books for free, they are willing to actively share them with friends to extend the reading time.

1. The fission sharing content of WeChat Reading

1) Daily answer to share unlimited book coins

There is a game session "Daily Answer" in the APP. If you win, you can get book coins or unlimited cards. There are a total of 12 questions. If you fail to pass the level and have no chance to revive, you need to spend 2 book coins or watch ads or invite friends to play games to revive. If you are stuck in the middle and choose to quit the game, then you can choose to share to get resurrection.

2) Collect likes to get a 12-day co-branded card

Share the co-branded card with your friends. If you collect 2 likes on each card, you can get a 2-day unlimited card. In order to extend the reading days, it is a good idea to share the activity content!

3) Flip it

Users have the opportunity to flip cards for free. The prizes include e-books, book coins, unlimited cards, etc. However, the number of flips is limited. If you want to continue flipping cards, you need to share the cards to get 2 more chances to flip the cards.

4) Team up to draw unlimited cards

You need to find 4 teammates to form a team with you to participate in the unlimited card lottery. If a new user joins the team, he or she can draw a lifetime unlimited card. The more new users there are, the greater the chance of winning. How exciting is this sharing?

5) Share the TOP200 list of books

Share the top 200 books with your friends and you can get a 1-day unlimited card for free.

6) Sharing in a small circle

Similar to the circle of friends, your friends or reading enthusiasts love to write book reviews in a small circle, and then share your "erudition" with people around them. Just like what is said in the support model, you gain honor through voluntary sharing.

2. Common characteristics of social fission products

WeChat Reading's sharing mechanism can be regarded as the originator, allowing users to voluntarily share and have fun. If you think about it carefully, you will find that the forms of sharing activities have several commonalities:

1. Use the interest chain to stimulate users to share voluntarily;
2. Use relationship chains to attract new users;
3. Use product chains to extend user usage time;
4. Use fun chains to guide users through learning.

IV. Conclusion

When we think about how to plan a fission event for our product, in addition to thinking about how to lower the threshold for participation, we should also think about what users can get after sharing.

At the same time, you must think carefully when choosing prizes. If you have time, it is best to research what current users want to get. The worst thing is that it ends before it even begins.

In addition to material rewards, there are also things that cannot be satisfied by material things, such as: helping users complete social needs, express ideas, enhance users' sense of accomplishment, sense of ritual, etc.

Only when we analyze the essence of sharing based on human nature can we avoid falling into the vicious circle of spending money to buy users.

Author: Original Operation Notes

Source: Original operation notes