Some thoughts on the integrity and systematization of the change.
Editor’s note: This article is from WeChat public account “Bird brother notes” (ID: niaoge8) , author Satay.
This article organizes the “Full Link Growth” offline public class sponsored by Free Birds’ notes, the speaker Sha Hao, the deputy director of Tencent Microservices, and the topic of the speech: “Using fission-driven growth.”
Good afternoon everyone! Today’s theme is “spreading growth with fission.”
Most people know me and know that I am a fashion blogger and funny blogger. In the content section, it is only some of my attempts, because I have been doing some activity operation methodology construction, but the content operation is also what I hope to present in my methodology system, so there will be everyone Know the content of this “People Wear Guide” series. But in fact, my main business is to operate, there is a book called “sky all-round operation”, is a thing I have been doing.
My professional resume is about 7 years. I have been working in Tencent and Jingdong. I am currently working for Tencent Micro Security and I am the deputy director of Micro Insurance.
What I shared today is fission, mainly to share what I did on fission, and to extend what we want to achieve for the fission course.
Because I was in the department of Tencent E-commerce before, and because of the famous cooperation between JD and Tencent, our department began to invest in this social e-commerce and social marketing field at a very early time, basically From the end of 2013 to the beginning of 2014, I began to study these topics of fission and social marketing. So in fact, everyone in the industry now sees a lot of gameplay like crowdfunding and gift packages. We are the first case in the industry.
Because I have done a lot of such innovations and attempts, I also got a lot of marketing awards, because at the time, social marketing was very advanced, and the judges couldn’t understand it. It felt very powerful and the numbers were very big. I have won many awards.
Social Marketing We have been insisting on doing this since the end of 2014. In the past five years, we have done more than two hundred kinds of various social marketing explorations.
Some records in the industry, the first case in the industry to exceed 100 million PV, is an OPPO N3 cooperation case we have done, but it is widely known that there was a game called nerve cats, but because of us It’s relatively low-key, so there isn’t much to publicize, but it’s the first social splitting case we’ve done.
I have just talked about five years, what have we done later?
We will start to slowly display some social marketing tools or this kind of social marketing model into some product forms. Then we will make a platform called Jingdian Rubik’s inside. It is currently open. The status of cooperation, you can search for it.
That is, we will provide dozens of such social fission tools for merchants on this platform. You can quickly configure some fields on it, or configure some design drafts and styles to quickly launch a fissile marketing campaign. With this system in place, we basically go online with thousands of such social fission online events every month.
Based on many of the above-mentioned explorations we have done, we have been exploring the new model of more than 200 games and the observation of the continuous social marketing case after the platform is launched. So what I am bringing to you today is about fission. Some more systematic thinking.
The course of the fission of everyone should have been heard a lot, but I believe that the systematic thinking accumulated by such a large number of cases, or we have been interviewed by the Trade and Industry Bureau several times, was repeatedly killed by micro-envelopes, and displayed. These blood and tears history, I believe this should be helpful to everyone, this is what we share today for everyone.
Today I mainly share three parts:
The first part, if you do fission, we want to tell you about how we see fission after we have made fission. What is it? How to define fission?
The second part, let’s talk about the most original point we have fromHow do you start to make a fission? What is the nature of fission?
The third part, to share with you how to use fission related business, let fission produce real effects and value.
01.Understanding fission
We first know about fission.
Part1 fission energy
The fission has been heard a lot, first of all, let’s take a look at the case, we have actually operated it.
Cracking In the past, it was used more for exposure because it spreads a lot of exposure, or does some drainage. But in fact, fission has come to the present, it is actually not only limited to just use it for exposure, fission has been completely applied to various business scenarios to bring a variety of business value.
The first value is that it can produce very large and fast fission effects, and get a lot of friends’ traffic and exposure for free.
This case is a case of cooperation with Panasonic in the past. This case is on CCTV. Do you know why? Because we didn’t anticipate this activity at the time, we only invested about 100,000 to promote traffic, and finally it broke out more than 60 million PV, so we prepared less gifts and were complained by users. Users said that we are deceptive. It was exposed by the news.
The second value, in fact, a lot of fission patterns, has now evolved some deeper gameplay, everyone knows our monopoly, various games, in this deep gameplay, in fact, we have a lot of users Contact points, the user’s relationship with us is no longer just to say that when you come in, click a button, turn it off, the user will play the game after entering, and then share, get the number of lives.
You may invite friends again. We have a lot of contacts. Every contact inside is where I can put brand information into it, do exposure, advertise, or guide the user to bind some Business action. For example, I can let users pay attention to my public number in a certain process of the game, or become my fan. This is the second role.
The third value, fission belt sales, use fission red packets to accurately issue user coupons.
How to distribute it accurately? The key point is that it is better to share peer-to-peer than to share it with friends. It is because a mother-infant user, a mother, is most likely to have other mother-infant users around her.
Every company has a mother group. If you give a mother a coupon of ten milk powder, don’t you say that this ticket is not attractive? Not much strength? If you are a coupon of 10 minus 1000, you think about whether this mom will help you find other moms more, so this can achieve more efficient coupon distribution and fission guidance.
It’s also helping a user get a hundred through fissioningMillions of fans.
Part2 The nature of fission
How do these cases work? I will go out to you in the next content, which is how we can achieve it step by step, including how to bargain and how to expose.
This page is more important. I want to share with you how we see fission ourselves. Of course, it is not a concept of public perception in the industry. We believe that understanding fission with such a concept will help everyone to think and make the right decisions, and let fission really help your business.
1) Differences in play, spread, and fission
First distinguish three concepts. I believe that these three concepts will be confused every day. Everyone will tell me whether I am doing a gameplay today, or do I want to spread it or do a fission? In fact, these three things are completely different, just like massage and big health care, completely different.
First of all, what is the gameplay?
It is actually a reflection based on the user interaction level. What is its typical representative? Doll machine, the game that everyone played, before the nerve cat, snowman, these games are basically through a very interesting little game, let the user interact, maybe it will also insert some fission factors, such as me After the end of life, I can share and get a new life. In fact, the different gameplay is essentially the same. It just wants to achieve a purpose, let the user interact with you deeper. This is an idea of how to play.
Second, spreading, spreading and fission are two things.
What is the spread? What is the motivation for my users to spread? What is its typical representative? Recently, a lot of big melons have been released. Someone is married, and some have divorced. There is also a popular poison chicken soup. Users share it, why? Because he wants to express his feelings through this, there is resonance, I recognize, or I don’t recognize, it is this thing to do communication research.
Doing fission, what are we studying?
Cracking We are studying models. In fact, fissioning is not like spreading. You have to explore or guess what the user’s point of interest and mental state are, or you don’t have to catch up with hot spots or catch up with real things.
What is its typical case? Fighting group, bargaining, it only considers the needs of users, do you let your fission really bring value to users? This is also a basic condition that fission can really produce results and help everyone.
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