First, clarify the purpose of this marketing: such as: increasing fans, attracting traffic, and selling products.
Second, set a North Star metric that can measure the effectiveness of a fission marketing campaign.
The goals of a marketing campaign need to be measurable, and the North Star Metrics can be used to assess the success of a fission campaign.
Analysis via AARRR (Pirate Model) Growth Model: Fission Marketing focuses on the A and R of the model.
In the fission link, the node that is propagating is the node where the user is fissioned.
How to let private domain traffic users generate effective communication through effective design, and pull in new users of public domain traffic through communication.
Purchasing and operating through country email list effective propagation paths, resulting in purchases and other behaviors.
Regarding the selection of indicators, it needs to be defined in combination with the business. Here are a few:
Number of spreaders shared: This indicator is a process indicator, and it evaluates how many people participated in the sharing of this event.
The number of new and active users: It is directly related to user growth.
Metrics related to the number of people realized and the amount realized: Some metrics related to ROI.
This indicator needs to be defined in combination with the actual business scenario. The purpose is to use it as a North Star indicator to measure the final effect of fission marketing.
2. Incentive methods
Different products are aimed at different user groups, and the selection of corresponding incentive methods should also be different. For example: often seen incentive methods: red envelope incentives, discount incentives, physical incentives, emotional marketing.
Using Maslow's hierarchy of needs model and user social value perception model to analyze, we can see: Take Pinduoduo as an example, the user group that focuses on the sinking market is more concerned about the more cost-effective form of fission marketing activities and the way users participate. More often through group bargaining and so on.
The people covered by Taobao and Tmall will have higher demands, and they will mainly focus on interactive games, such as: red envelope wars, building buildings, etc.
Going up one level, such as Xinshixiang or NetEase Cloud Music, pay more attention to the user's sense of participation, honor, and the influence of KOL, and the concern of feelings will be higher.
Each product has a brand's tonality and target audience attributes, and it is necessary to match the incentive methods applicable to the product according to the crowd attributes.
After selecting the crowd and the corresponding incentive methods, how to find or match such a crowd? Generally, people are roughly divided into: strong ties, general ties, weak ties, and social caps. According to the data of Umeng + U-Share: in the scenario of fission marketing, the general relationship group has lower investment and better effect.
After understanding the user portrait, how to design the model scheme and match the crowd, so as to generate the corresponding strategy. Taking Umeng + Data Bank as an example, it can help operations find the relationship between groups, and gather users from different ends through official accounts, apps, and small programs, so as to analyze the relationship between accounts on different platforms. And put different labels on crowd attributes and portraits. Perform user grouping, understand which users are the core users of fission marketing, and match the crowd with the incentive strategy.
3. Smooth process
App sharing can only affect people on the first floor, but it cannot cause fission. However, the effect we hope is to not only affect the first-tier people, but also affect the second-tier, third-tier, and th...
As shown in the figure below: The user shares a link from the App to WeChat or QQ to complete the first fission, and it will continue to be shared with his friends on the social platform. We hope that through the social platform, the fission users can be converted into App users , On this link, a lot of technical support is needed. If there is no smooth process experience, crowd matching and strategies will be greatly affected. card point.