Let us know what the fission process is from a story. Although it is not very appropriate, it is best to expand the image of cancer cells.
Legend has it that Sita invented chess, and the king was very happy. He decided to reward Sita. Hita said, "I don't want your reward, Your Majesty, as long as you give me some wheat on the chessboard. Put 1 capsule in the 1 capsule, 2 capsules in the second capsule, 4 capsules in the third capsule and 8 capsules in the fourth capsule. "
A small part, a few grains of wheat, what's the problem? "Come", the king asked people to pay Sita in full.
The work of counting wheat grains began, with the first grid 1 grain, the second grid with 2 grains and the third grid with 2' grains.
Before the twentieth frame, a bag of wheat was empty. Bags of wheat were sent to the king. However, the wheat grain increased rapidly, and the king soon saw that even if he took out the national grain, he could not fulfill his promise to Xita.
Initially, the total number of wheat grains required was: 2+22+23+...+264 =1844674073709551615.
How much wheat is there?
For example, if you build a warehouse to store wheat, the warehouse is 4 meters high and 10 meters wide, then the length of the warehouse is equal to twice the distance from the earth to the sun. It takes two thousand years for the world to produce so much wheat.
Rich as the country is, he can't get that much wheat. As a result, the king owed Siddhartha a large sum of money.
Although a grain of millet eventually split into debts that the king could not afford. Then the fission in marketing is also the thinking that super masters are playing.
Fission marketing is a marketing tool that every operator should master, which is summarized as the core four points here:
1. Matthew effect is strengthened again.
Okay, it will get better and better. The same content will be published on 300,000 fans, which can bring 30,000 new fans.
Sending it with a new account may only bring three new fans.
The effort of the new account 1 year may not be as good as that of a big day.
At the same time, in terms of cost, the marketing cost of a large number of fans is getting lower and lower, as low as 0;
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.
Moreover, sadly, this result cannot be changed at all in the short term!
The tragedy that the rich are getting richer and the poor are getting poorer is even more cruel in the era of mobile Internet!
2. The time when content is king is coming again.
Remember, fans are definitely not king, because fans are just fruits and fans are content.
Good content brings fission spread, fans, customers and ultimately the value of the enterprise.
3. Pay equal attention to fans and profit model to survive.
1. Platforms with fans and no back-end profit model will die or be sold cheaply.
2. Enterprises with profitability and no fans will die.
4. Fission marketing will become a trend.
The marketing of traditional enterprises is the way of product research and development and channel promotion.
In the future, marketing costs will be higher and higher, and channel costs will be higher and higher. Unless you are a local tyrant, new products and new platforms, you can't afford to play this road.
With good content, good community and good fission, we can expand and develop at low cost.
It can be said that the essence of mobile Internet marketing is fission marketing.
Definition of fission marketing: a communication individual (enterprise/individual, etc.). Publish a content with bait in the community (seed users), causing users to compete for communication, so as to achieve the goal that one user drives N users around him.
The result of fission is ten, ten gives birth to a hundred, and one hundred gives birth to ten million. Enterprises can get thousands of fans at low cost, and fans may turn into lifelong customers of enterprises, thus bringing profits.
We explain the future of mobile internet marketing in detail through a fission marketing chart: the gameplay of fission marketing.
Fission marketing case planning steps
Starting from the horizontal axis of fission marketing chart, the steps of planning fission marketing activities are divided into:
1. Put the bait
2. Select the seed user
3. Synchronize with the vertical axis, set fission rules and start throwing.
4, market fermentation, and began to fission.
5. Turn attention into fans
6. Turn fans into lifelong customers
Let's explain the specific gameplay in detail through a case:
Case background:
65438+ 10 Mid-October is the season to play with snow in the north, but many children in southern cities may just watch snow on TV and find it very fun, so they can't enjoy snowball fights in person. A ski resort in a southern city saw this opportunity and hoped to quickly gain the attention and participation of the citizens of this city, especially parents and children, through mobile Internet marketing.
1. Put the bait
What is bait?
Simply put, your target users want it very much at present, which is what you can provide and what you can provide yourself.
Something or service related to a product.
Here are three key words:
1, users want it very much, because they want it very much, which will lead to sowing and pulling powder.
2. What can you offer yourself?
3. Things related to enterprise products/services.
These three points are indispensable.
Once a private hospital wanted to make a similar fission marketing plan, and he set a bait:
Invite friends to see a doctor and get a 30% discount. Just looking at the title shows that this will be a complete failure of the plan. Seeing a doctor is definitely not what everyone needs at present.
Case bait:
Parent-child tickets for ski resorts worth 400 yuan are free. We compare these three attributes.
1, Want Want: Tickets for 400 yuan, I believe many people will be moved.
2, can provide: the enterprise itself is operating this service.
3. Relevance: Totally relevant
This bait is feasible.
2. Select the seed user
There are several points to note about the seed user group:
1. The seed user is not equal to the initial user.
Seed users should have selection criteria. Try to choose users with high influence and activity as product users.
Otherwise, even if more users are introduced, it will not help to spread the number of target users. On the other hand, it may be that the product and users are not right, which leads to a large number of users who have been introduced hard, and it will also give product developers an illusion that it is the product itself, not the user's problem.
2. The quality of seed users is more important than the quantity.
The introduction of seed users should pay attention to selective selection, the personality of users should be as consistent as possible with the tonality of products, or the influence of users should spread to the target user groups 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 low-quality users are introduced, it 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. Low-quality users are better than no users.
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 make comments and stimulate other users to discuss and interact. 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, but also the content of the interaction. If it is just meaningless teasing, spitting or even complaining, it will not only bring useful suggestions to product developers, but also affect the community atmosphere of products.
Case seed users: a family group of 50 employees aged 20-30.
There is an employee family group in the ski resort, including about 50 employees aged 20-30, who have formed a family. We choose this group as the seed user group.
They have three most important characteristics of seed users:
1, with high influence and activity.
2, personality and product are very consistent.
3. Feedback will be provided.
3. Set the rules and start delivery.
The third step is to set the fission rules and start throwing.
Obtaining the fission generated by user forwarding requires several conditions:
1, provide talk: unusual things, such as sudden thunder in winter.
2, help him express: for example, a variety of chicken soup, a typical charm index of a constellation.
3. Establish an image: A few days ago, the PRO version of WeChat open class went viral, and everyone shared their red envelopes and friends.
4, can help others: friendship forwarding, a child lost, I believe everyone has seen a lot.
5. Direct benefits: communication is beneficial.
The fission we are talking about here is only the fifth point. If you give benefits directly, you can get tickets by diffusion.
Case splitting rules:
Forward, get help from 40 friends and get free tickets.
There is a premise that we need to develop a system ourselves. Please consult relevant technicians for details. )
4. Fermentation fission
50 seed users, each with 40 friends, got 2000 attention that day.
Continue to ferment, put a soft article on an official WeChat account, and get the attention and help of 2-3 secondary users.
5. fans
Fans are the direct result.
I personally witnessed this activity, which attracted the attention of 654.38 million fans in one month. Only 1000 is issued.
6. Lifelong customers
Lifelong customers are permanent ATMs.
10 fans will gradually turn into lifelong customers and permanent ATMs.
The vertical axis is about the business level, which belongs to the things behind 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 so that the horizontal axis is the representation and the vertical axis is the essence; The horizontal axis is marketing, and the vertical axis is product;
The horizontal axis is variable, and the vertical axis is the initial heart of the enterprise.