What is fission? Hundreds of fission marketing activities have helped me uncover its mystery!

If you ask what the biggest difference between Internet players and ordinary players is, it must be their mastery of traffic.

There is a case circulating on the Internet that involves an Internet operations staff member who, during an event, gained tens of thousands of fans in just one day. His boss praised him highly, saying that this is how to play on the Internet.

In the eyes of many bosses, those who work in the Internet are a group of experts who have the ability to multiply one into ten thousand. The so-called fission is a magical technique. Various tools for increasing followers are emerging one after another.

In fact, when it comes to fission marketing , everyone is familiar with it. Anyone engaged in operations-related work should have done similar activities.

Today, based on the hundreds of similar activities, big and small, that I have done at work, I will summarize and review the so-called ways of playing.

Generally speaking, the three elements of fission activities are: products, channels, and mechanisms. There are five common ways to attract fans through fission: forwarding, invitation (distribution), accumulating likes, bargaining, and group buying.

In fact, if you look at the fission activity this way, it is a prize plus a tool, and then find the right channel for promotion. This type of marketing activity is simple and anyone can do it, but why do some succeed while others remain calm?

Today we will summarize what we should pay attention to and what we should do in the so-called fission marketing.

1. The peak of the outbreak determines whether the activity is successful

What distinguishes fission activity from other activities is that it is fleeting. If this is a short-term campaign, you can no longer expect a long-tail effect, but should go all out.

A good fission activity will have an explosion period within a few hours after its launch. The amount of data generated during this explosion period is the peak value of the activity. If the activity continues to move forward, the data will not exceed this peak unless there are new and larger promotion channels.

Therefore, if you want the activity to increase the number of users to a certain extent, then when the activity is just launched, you should manage the peak number of users to about 80% of the target number. Only when the peak period reaches this number can your activity achieve its ultimate goal.

2. The promotion time of fission activities should not be too long

If the peak of an activity on the first day is too low, there is a 90% chance that the activity will need to be readjusted instead of continuing to look for new channels for promotion.

If a fission activity cannot break out, it only means that either the channel is wrong or the activity is wrong. The possibility of using the wrong channel is relatively small because, generally speaking, our activities are planned for target groups. Relatively speaking, channels are the easier part to grasp.

When an activity fails to gain traction, it can no longer be promoted. One thing I have experienced is that many department leaders always like to stick to their own ideas, thinking that there will be no problem with my planning, and the problem can only be that your staff have not tried their best to promote it.

A good fission activity is very easy for the staff, and fission can be started with a little help. If an activity really cannot be carried out, one should generously admit that the activity is insufficient. It is impossible for every activity to succeed. Any marketing activity is a game process. The possibility of failure is very high, and failure is normal. For failed activities, it is necessary to stop losses in time rather than escalate the firepower.

3. Product selection determines 90% of the success rate of the event

Product selection determines whether an activity can become a hit, while channels determine how big the hit will be.

If an activity fails, it may not be because of the wrong channel, but it must be because of the failure of product selection.

The purpose of doing fission activities is generally to attract fans, so when choosing products, we should pay attention to the following three principles:

1. The audience is wide, and it is best to have products that are needed by most people besides the target group.

2. The cost is low, because fission activities are aimed at increasing volume. If the cost is too high, it is equivalent to spending money to buy users. Such operations are actually quite costly.

3. Easy to operate. For some gifts, even after receiving them, it is still a problem how to give them away. So in general, choose products that are easy to use.

Generally speaking, when doing fission activities, electronic products are the first choice, such as online courses, cloud disk information, electronic cards and coupons, etc.

4. Be clear when setting activity goals

The goal of the activity is not to be written and seen, but to be written and done. Ideally, every activity would have an explosive effect, but no activity will ever be carried out under ideal circumstances. Therefore, your activity objectives must not be written based on the ideal state of the activity.

As long as it is a good activity, even if the promotion channel is very small, it will definitely produce an explosive peak. But don’t expect that a good campaign can double the effect while keeping the channel unchanged. Some things are determined by objective factors.

The conversion rate of Internet users is actually very low, taking the activities I have done before as an example. In the best case scenario, a conversion rate of 10% can be achieved, which means that 10 people out of 100 can be converted.

Based on this ratio, if you want to increase your reach by 1,000 people at one time, your reach, or the number of article readers, must reach 10,000. To increase the number by 10,000, it would have to reach 100,000. If it is a relatively good activity, this conversion ratio can basically be achieved.

As an event executor, you need to predict the final effect based on the existing channels. It is foolish to consider conversion rate when there is no way to achieve reach rate.

5. Fission Mechanism

Speaking of the fission mechanism, in my opinion it should be the packaging form of the activity . Everyone knows the common ways to play, such as: forwarding, inviting, accumulating likes, bargaining, group buying, distribution, etc. I won’t go into detail about how to play the activity here, but I want to talk about how the activity is combined with the fission mechanism.

If the threshold of the activity is set too high, users will be unwilling to participate; if it is too low, it will not work. The setting of the fission mechanism is also a manipulation of user psychology.

In this regard, many people tend to get caught up in how to set up the activities, such as: giving information to the first 100 people, the activity is limited to 3 days, raising the price after the 100th person, inviting users to help, etc.

In fact, what is really important in this link is the activity itself.

I have done an activity before, and the requirement was just to share the poster on WeChat Moments and collect 5 likes. But later it was discovered that many users not only shared the posters, but also shared the event tweets. When I sent the event tweets to some communication groups, some group members even said thank you for sharing, and there was no trace of advertising at all.

The reason why such an effect can be achieved lies in the early planning of the event and the analysis of the user's psychology.

In fission activities, we usually make simple and direct requests. If you want to get benefits, you must forward and share, and provide screenshots of the dissemination. In this case, if the prizes are indeed attractive, they can attract a certain group of people, but such an operation is often not optimal because it relies heavily on the expansion of new channels and cannot achieve in-depth exploration of existing channels.

Here we analyze what users are willing to actively spread.

1. Express ideas - want to convince someone or express some inner thoughts

In social situations, almost everyone is eager to express their ideas in order to demonstrate influence. If you can help them in this process, they will naturally forward your message.

There are many psychological test games that bring very good fission effects. For example, after scanning the QR code for a round of testing, a poster with personalized labels is generated, which comes with some personalized explanations. Such games are very popular and users are often willing to share the posters on their Moments.

If we embed some emotional factors into the activity and help users express some opinions, we can make the activity more popular, such as testing your past and present lives to help users express the other half they desire. There are other psychological testing games that are also very popular.

2. Create an image

Everyone wants to shape and strengthen their own positive image when socializing, such as "I am a smart person", "I am a responsible person", "I am a patriotic person". If a certain information can help them strengthen this image, it will naturally be more likely to be forwarded.

For example, during the National Day in 2019, avatars in costumes of 56 ethnic groups became popular. After users uploaded their own avatars and selected the corresponding ethnicity and gender, the system automatically generated posters. By sharing the poster and showing your own profile picture, you can appear patriotic. For example, Tencent previously planned a public welfare activity called "Buy a Painting for One Yuan". Users shared their friends' circles. In addition to spreading the activity, they also showed others that they are people who love public welfare, are caring and kind.

In short, if your activities can help others strengthen their image in social circles, then they are more likely to be forwarded.

3. Find topics for conversation:

Social behavior often starts with chatting, and a very important point in chatting is "finding topics to talk about." People who have topics to talk about can often attract the attention of others in social behavior and become the focus of the whole audience. So, if your event can provide something to talk about, it will be more easily spread.

For example, Alipay’s annual Five Blessings Collection activity can create some topics of conversation every year, such as “Diligence Blessing”, “Flower Card”, “Family Portrait”, etc. Friends who have participated in the Alipay Five Blessings event know that there is really no money to be shared, but there are still many people who participate in it every year. Because every year Alipay can provide different ideas for this event for users to talk about.

There was also the previous "Alipay Koi Event", which created a big topic. Whoever became the Koi was a super lucky person, and even led many businesses to imitate its gameplay.

4. Help others

In the process of social interaction, each of us desires to be accepted by the group and needed by others. In order to achieve this, we often need to provide valuable information to others and help others to enhance our own value.

If a person can continuously provide valuable information and help others in social interactions, this person's invisible status will rise. If your information can help the process of "users helping others", they will forward your information.

So what can we do specifically in the event: embed the event into tweets .

We often see articles like "Forward to friends who are looking for a job: 8 tips for resume interviews", "4 habits to stay healthy", and "7 must-see movies for educating children" in our circle of friends.

Presenting event tweets in the form of practical articles is also the way many sales copywritings work. It may look like chicken soup, but it is actually advertising. For example, after you finish talking about interview skills, you can recommend interview courses, and finally guide users to share it on their Moments to receive the interview courses. When the user has accepted part of your copywriting content, he will be more interested in the course, and the cost of guiding him to share it on WeChat Moments will be much lower.

Because what he shares is not advertisements, but valuable information for others.

5. Social comparison

Each of us has the desire to compare ourselves with others, because through this comparison, we can better confirm our own status and show that we are superior to others.

For example, WeChat sports rankings, daily check-ins, ten-year Alipay bills, etc.

Some businesses are tied to WeChat Sports. For example, if you take more than 10,000 steps through WeChat Sports, XXX products will be 50% off.

Some are combined with check-in activities, requiring users participating in the activities to check in on their Moments every day. By checking in, friends can know that I am a person who actively learns English and likes reading, thereby improving their social status. Users are also willing to check in.

Previously, I planned a seven-day training camp learning activity for the National Day, requiring users to share the learning interface to their Moments after learning every day, and take screenshots and send them to the group to complete the check-in. At that time, it was expected that the check-in completion rate would not be very high. After all, it was National Day and everyone was posting pictures of their travels and sleeping in, and few people would study seriously. But precisely because few people study seriously at this time, those who study seriously become even more rare.

After the event, the check-in completion rate exceeded 60%, which is 20-30% higher than the completion rate of normal activities. Many users are willing to check in every day during the National Day to show their extraordinary behavior.

Summarize:

When we think about how to plan a fission event, in addition to thinking about how to lower the threshold for participation, we should also think about what users can get after sharing. In addition to material rewards, there are also things that cannot be satisfied by material things. For example: helping users meet social needs, express ideas, shape their image, etc.

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

Author: Bei Xiaoxiao Operation Notes

Source: PR Home