Let's know what the fission process is from a story. Although it is not very appropriate, it is better to expand the image of cancer cells.
It is said that Xita invented chess, and the king was very happy. He decided to reward Xita. Xita said, "I don't want your reward, your majesty, as long as you reward some wheat on my chessboard. Put 1 grain in the first grid, 2 grains in the second grid, 4 grains in the third grid, 8 grains in the fourth grid, and so on.
It's a small fraction and a few grains of wheat. What's the problem? "Come," the king asked the Sita to pay in full.
The work of counting wheat grains began. One grain was put in the first grid, two grains were put in the second grid, and two' grains were put in the third grid ...
Before the twentieth grid, a bag of wheat was empty. Bags of wheat were carried to the king. However, the number of wheat grains increased rapidly one by one, and the king soon saw that even if he took out the national grain, he could not cash it.
Originally, the total number of wheat grains required is: 2+2 2+2 3+……+2 64 = 1844674737955 1615
How many wheat grains are there?
For example, if you build a warehouse to store the wheat, the warehouse is 4m high and 1m wide, then the length of the warehouse is equal to twice the distance between the earth and the sun. It will take two thousand years for the whole world to produce so much wheat.
Although the country is very rich, he can't get so much wheat. As a result, the king owes Xita a great debt.
Although a grain of millet finally split into a debt that the king could not afford. Then fission in marketing is also the thinking of super masters playing.
Fission marketing is a marketing method that every operator should master, which is summarized as the core four points here:
1. Matthew effect will be strengthened again
The good ones will get better and better, and the same content will be posted on 3, fans, which will bring 3 new fans;
posting on a new account may bring only three new fans.
a year's hard work on a new account may not be as great as a day's work on a large account.
At the same time, in terms of cost, the marketing cost of large-sized fans is getting lower and lower, reaching zero;
the marketing cost of new products is getting higher and higher, and marketing accounts for more than half of the enterprise cost, which will eventually bring down the whole enterprise.
and, tragically, this result cannot be changed at all in the short term!
The tragedy that the rich get richer and the poor get poorer is even more cruel in the era of mobile Internet!
2. The era that content is king is coming again
Remember, fans are definitely not king, because fans are just fruit, and fans are caused by content.
Good content brings fission spread, thus bringing fans, thus bringing customers, and finally bringing the value of the enterprise
3. Both fans and profit model can survive
1. Platforms with fans and no back-end profit model will die or be sold at a low price
2. Enterprises with profitability and no fans will die
4. Fission marketing will become a trend
Tradition.
In the future, the marketing cost will be higher and higher, and the channel cost will be higher and higher. Unless you are a local tyrant, you can't afford to play with new products and platforms.
Only with good content, community and fission can we expand and develop at low cost.
It can be said that the essence of mobile Internet marketing is fission marketing.
definition of fission marketing: communication individuals (enterprises/individuals, etc.) publish a content containing bait in the community (seed users), which causes users to compete for communication, so as to achieve the goal that one user drives N users around him.
the result of fission is that ten, ten, and hundreds of thousands of students will be born in a lifetime, and the enterprise will get thousands of fans at low cost, and fans may be transformed into lifelong customers of the enterprise, thus bringing profits.
We explain the future of mobile Internet marketing in detail through a Fission Marketing Map: the gameplay of Fission Marketing
The steps of case planning of Fission Marketing
Starting from the horizontal axis of Fission Marketing Map, the steps of planning fission marketing activities are divided into:
1. Setting bait
2. Selecting seed users
3. Synchronizing with vertical axis. And began to split
5, turn attention into fans
6, and turn fans into lifelong customers
We explained the specific gameplay in detail through a case:
Case background:
Mid-January is the snow season in the north, but children in many southern cities may just watch the snow on TV and find it fun, so they can't enjoy the pleasure of having snowball fights in person. A ski resort in a southern city saw this opportunity, hoping to quickly gain the attention and participation of citizens in this city, especially parents and children, through mobile Internet marketing.
1. Set bait
What is bait?
to put it simply, what your target users want very much at present and what you can provide is something or service related to your own
product.
There are three key words here:
1. Users want it very much, which will lead to broadcast, powder pulling
2. What they can provide
3. Things related to the products/services of enterprises
are indispensable.
There was once a private hospital that wanted to make a similar fission marketing plan. He set a bait:
Invite friends to see a doctor for 3% off. Just look at the title and you will know that this will be a complete failure of the plan. Seeing a doctor is definitely not what everyone needs at present.
Case bait:
Free parent-child tickets for ski resorts in 4 yuan. We compare three attributes
1. Want tickets for 4 yuan, I believe many people will be moved
2. Available: the enterprise itself is engaged in this service
3. Relevance
This bait is feasible
2. Choose seed users
. Try to choose users with high influence and high activity as product users.
otherwise, even if more users are introduced, it will not help to spread the number of target users. On the contrary, it is possible that the products and users are not on the right track, resulting in a large number of users who are hard to introduce, and it will also give product developers the illusion that it is the product itself, not the user's problem.
2. The quality of seed users is more important than the quantity.
When introducing seed users, we should pay attention to selective selection, and the user's personality should match the tonality of the product as much as possible, or the influence of users should spread to the target user group as much as possible.
The quality of seed users is more important than the quantity. At this time, it is not a bad thing to have fewer but better users. On the contrary, the more users with low quality are introduced, which will not only affect the shaping of product character, but also affect the real seed users' cognition of products, form prejudice and even leave the products. It is better to have no users with low quality.
3. Seed users can give feedback on product suggestions.
Excellent seed users will not only use products frequently, but also be active in the product community, often express their opinions, drive other users to discuss and interact, and most importantly, they can provide pertinent opinions and suggestions for product developers, and help products to continuously improve their performance and functions. Users with a sense of ownership are the best seed users.
Therefore, it is not that the more user interactions, the better. It depends on the content of the interactions. If it is just meaningless teasing, spitting or even complaining, it will not only bring useful suggestions to the product developers, but also affect the community atmosphere of the products.
case seed users: 5 enterprise employees' family groups between 2 and 3 years old
There are 5 employees' family groups in this ski resort, including 2-3 years old and about 5 employees who have formed families. We chose this group as the seed user group.
They have the three most important characteristics of seed users:
1. Their influence and activity are very high
2. Their personalities and products are very consistent
3. They can provide feedback
3. Setting rules and starting to launch
Step 3, setting fission rules and starting to launch
Several conditions are required to obtain the fission generated by user forwarding:
For example, it suddenly thundered in winter
2. Help him express: for example, all kinds of chicken soup, the charm index of a typical constellation
3. Create an image: the PRO version of WeChat open class spread wildly a few days ago, and everyone shared their number of red envelopes and friends
4. Help others: forward friendship, a child lost, I'm sure you've seen a lot.
5. Direct benefits: communication has benefits.
The fission we're talking about here is only the fifth point, which gives benefits directly, and the fission rules of cases that can get tickets are:
Forward, get the help of 4 friends, and get free tickets
(there is a premise here, you need to develop a system independently, and you can consult relevant technicians for details).
Continue to ferment, and put a soft article on a WeChat official account, which won the attention and help of 2-3 secondary users.
5 .. Fans
Fans are the direct result
I personally witnessed this activity and gained the attention of 1, fans in one month. The number of tickets issued is only 1.
6. Lifelong customers
Lifelong customers are permanent ATMs
Ten fans will gradually transform into lifelong customers of the enterprise and permanent ATMs.
The vertical axis is about the business level, which belongs to the enterprise, including:
1. What are the products and business models
2. What are the rules of fission? This is related to the Case, and it may be different every time
3. How to systematize fission
4. After systematization, how to copy the case and turn the case into the horizontal axis of the product is the representation. The horizontal axis is marketing, and the vertical axis is product;
the horizontal axis is variable, and the vertical axis is the initial intention of the enterprise, which is constant.