An article lets you know what fission is.

I first came into contact with the concept of "fission" from a physics class (the energy source of atomic bombs or nuclear power plants is "nuclear fission"). The principle is that neutron bombardment of atoms will produce a chain reaction, which happens again and again: one nucleus splits into several nuclei.

This chain reaction, in marketing, is called fission propagation. This marketing method is the most common after the appearance of WeChat.

Fission propagation principle

Before WeChat and Weibo appeared, we communicated on the Internet, almost all through forums, blogs and other one-way or two-way communication. People's influence is very limited, but when social media such as WeChat and Weibo appeared, it brought different changes.

Compared with traditional marketing methods, social media marketing has brought two major changes:

First, the mode of information dissemination has changed.

In the traditional era, almost only organizations or enterprises can speak in the media. The dissemination of information is one-way communication from brands to consumers, and consumers are isolated from each other. In the social era, the cost of information dissemination is almost zero, and everyone is an information disseminator and is in contact with each other. Because of this, the transmission of information has increased exponentially. You can send 1 message to completely unimaginable people, such as Ma Yun. If used properly, your resources will exceed your imagination.

Second, the relationship chain of consumers has changed.

In the traditional era, everyone can only influence the people around him, and everyone's influence is very limited. In the social era, people are more likely to contact people with the same hobbies or interests and form a virtual social network. Compared with the information sent by official channels, people tend to believe the information circulating in the circle, which is what we usually call "word-of-mouth communication".

At present, most successful marketing activities rely on mutual recommendation of consumers. What enterprises need to do is to effectively use the leverage of the market to stimulate a series of chain reactions. Because of the two changes mentioned above, social media marketing has become the most powerful way of information dissemination at present.

Fission propagation logic

This picture should give you a better understanding of the logic of fission propagation:

▲ Fission propagation hierarchy diagram

The propagation paths are: A to B, B to C, C to D. ...

Now most marketing activities have only three layers, and the fission layer is dead. When employees, friends, iron powder and cooperation channels forwarded, they did not share in their respective circle of friends, and the communication chain was interrupted and became a small circle.

If a propagation activity smoothly passes through the fission layer and reaches D, E and F, it is likely to achieve exponential growth and fission propagation.

▲ Fission propagation map

The more checkpoints you pass, the more fission users each seed user brings, and the better the fission effect. There is a formula to calculate its propagation effect.

Fission propagation calculation formula

This formula is also called virus propagation formula, in which each character represents the following meanings:

Custs(0) is the number of seed users.

Custs(t) is the number of new users added after a period of time.

T is the period, and you can choose day, month, etc.

Ct is the communication cycle, which refers to the time period when seed users lose the ability to invite new users after a round of communication.

K factor is the number of new users that a user can successfully recommend.

After the T period is determined, the K value and ct value can be calculated through big data statistics. ?

It's not here, but you need to pay attention to 1 key indicators:

K value, how many new users each user can bring.

If k = 1, it is equivalent to 1 users bringing 1 new users, which is still increasing, but the growth is relatively slow. But when the k factor

Only when K> is at 1 can the number of users increase rapidly.

In other words, the fission system will be established only if 1 users can bring in more than 1 new users.

But many times, most of the activities we see, fission, are not successful. What are the reasons?

Fission propagation premise

In the traditional marketing methods, most of them are very direct and rude. Generally, advertisements are pushed to users in unfriendly ways such as email, SMS, telephone and WeChat, and marketing is done indiscriminately. Push is very harmful to users and cannot cause communication.

So, how to make users willing to forward and share brand information? To sum up, there are six main motivations for users to forward information:

1, interest induction

If you send a rice cooker, send materials, friends buy money, etc. Someone will definitely change, but the loyalty induced by interests is also the lowest. Users are likely to leave after receiving benefits, so brands need to match the content retained by users. Think clearly about the purpose of sending something before sending it. We should also combine them with our own products and send them. For example, we are now a local beauty industry (beauty salon) in Shijiazhuang. If I want to hold activities to let customers into the store, I will send some discount packages and discount cards to promote customers to enter the store. Of course, if we do these activities online, we should aim at people who know us and have knowledge. There are too many such cases, and the new world that was screened a while ago is one of the typical cases.

Step 2 provide conversation materials

Provide users with information that others don't know, and let users chat with them. Such content is often forwarded, such as:

Shenzhen people see that 99% of Shenzhen people have not received these 20 benefits!

Stop asking me where Guangzhou is fun! It's all here. ...

Today, another great event happened in Beijing.

Step 3 express your thoughts

Helping users say what they want to say often leads to users forwarding. For example, if the target group is employees, you can send the following:

70% excellent employees are tortured by mediocre middle managers.

Found that excessive overtime is harmful to work efficiency.

Can employees make up for the strategic mistakes of executives by being more diligent?

Step 4 help others

Most people like to help others and get happiness from it, not to mention just forwarding this easy job. Therefore, there are always people who like to forward all kinds of "internship recruitment information" (that is, "trafficker posts" as job seekers say) to help people in the circle of friends find jobs ... The ice bucket challenge that swept the world in the past was to incite online celebrities and stars in the name of charity and promote public participation.

Step 5 create an image

Everyone is eager to shape and strengthen their image in the circle of friends-

"I love life very much. I graduated from XX University. I come from Guangdong. I am ... "

So if the information provided can strengthen their image, they will forward this information.

For example, I will change the content of physics major in South China Normal University to become a world-class discipline, because this is my major, and I want to let everyone know that my major is a great major, which strengthens the identity and image of "a China teacher" and "a good learner".

6. Social comparison

If the information provided can help users to compare effectively and clearly, people will tend to forward it.

take for example

After playing all kinds of games, I will tell you, you beat 94% of your friends, what's your ranking? ...

Alipay bills let people know instantly how much they spent on Alipay in the past 10 years and forward them to their circle of friends.

Even every time the WeChat group grabs a red envelope, most people will compare who is much stronger.

In order to achieve the effect of fission propagation, it is necessary to provide information that meets the needs of users to turn to engines-to provide benefits or social money, and to lower the threshold of users' decision-making in every link of fission propagation chain.

▲ Fission propagation chain

How to lower the user decision threshold?

I think the most important point is empathy. We have always had a misunderstanding: we think that we don't need money, we don't need too much labor, and we don't need psychological decision-I just want you to forward it and praise it. Is it so difficult?

But when you change your mind, if your friend trusts you privately and asks you to vote for her daughter who is participating in the Mengbao contest, you will also feel uncomfortable.

So, how to lower the user decision threshold?

For example:

Many friends who plan fission activities often can't jump out of the traditional advertising marketing thinking when writing the comments forwarded by users, and think about the operation process from the perspective of users. For example, a circle friend in the marketing growth tool library yesterday unconsciously walked into such a misunderstanding when planning personal number fission activities:

The copy forwarded by this circle of friends can easily make users feel that I am advertising naked. My friends will annoy me and may block my circle of friends. The copy I wrote is not good enough (it is written temporarily and needs polishing), but compared with the previous copy, it undoubtedly lowers the threshold for users to make forwarding decisions.

The activity description copy is simple and clear with "related to me" (expressing students who love operation) and "arousing interest" (testing personal number fission play):

Hello, students who love operation.

I'm testing the game of personal fission.

Copy the following passage+poster and send it to a circle of friends to help me promote it. I will send you the free lecture ticket I bought.

The event forwarding copy covers the course value (original price 199 yuan Netease course), why you should give it away (hand skating bought more tickets), and the time limit (only 10 copies, first come first served):

The most screened drama this year: The first thing Netease dad did on 20 18 was to teach everyone how to operate it!

Netease's four instructors personally taught Netease's internal operation methodology. Original price 199 yuan, my friend bought the ticket for 10 by hand. Friends in need get it free of charge while stocks last.

There are four points worthy of reference in the above copy:

1, which is called the curiosity of the target customers-a game to test the fission of personal numbers.

2. Give it attractive forwarding power-original price 199 yuan's Netease internal operation methodology is free to listen!

3, lower the operating threshold, lower the cost-just forward it, and my social image will be improved after forwarding (wow, I'm here to give you welfare ~)

4, forwarding speech in the user's tone, the conversion rate is high-some friends bought more 10 manually, and friends in need will get it for free! ! !

Generally speaking, the most important thing of fission propagation is to grasp the user's psychology, provide enough propagation power, and lower the user's operating threshold in every link. When the fission level exceeds level 4, each user can bring more than 1 new users, and your fission propagation begins. I look forward to sharing your actual combat case with me.