Growth Methodology | What is in the underlying framework of fission?

I've read a lot of methodologies about fission logic, but it's still not clear how to do it. This article tries to abstract the key elements of the fission system, dismantle the fission framework, and explore how to build the fission system in depth, hope it will be helpful to you.

There are many articles and cases on fission, and after reading so many, it is still unclear what the framework of the fission system is, which may soon be forgotten. This article attempts to abstract the key elements of the fission system and see how it looks after removing its makeup.

Time is limited, just talking about the framework.

1.Overall view

I think the three most important words for growth are: user size, user value, and cost. The explanation is as follows: (For details, please refer to: What are the overall structural frameworks for growth)
Growth is ultimately driven by the growth of the commercial value of the product, so looking at what factors determine the commercial value can tell where the focus of growth lies.
Business value = (user size*average individual user value) - total cost
Because different products have different business models, and different business models have different dimensions for these three indicators. For example, for an e-commerce product, the user size may be the number of paid accounts within the site, the individual user value may be the average amount paid by each paying user within the site, the cost may be labor costs, the cost of traffic and materials, delivery and supply costs, etc.;

Fission itself is only a means of growth. If a product can begin to undergo fission, its long-term value needs to be established. Value is fundamental, and fission is only a means of amplifying the value of a product.
These three indicators can give us a very clear definition, how much money, how many people, how many resources to invest in this channel and the ceiling of this channel.
Customer acquisition cost: commonly referred to as CAC, it refers to how much it costs to acquire a new user.
New user volume: Pay attention to the caliber of measuring this user volume, whether the new users are registered users, activated users, purchased users, paid users, etc. Of course, after the caliber is defined, it also means that the cost of customer acquisition will also change accordingly.
User quality: Generally measured by user behavior. After the user comes, have they activated the product & Are there any key behaviors & Are there any payment-related behaviors?
So through these three indicators, we can basically see the quality of a channel.

Therefore, the growth channel of fission can be measured by these three indicators: first, the cost of customer acquisition is lower than that of channel delivery, and the quality of users is also higher than that of channel delivery (because the essence of fission is to spread through word-of-mouth, which itself has the "endorsement" of the old user as a sharer). However, the user scale is definitely far less than that of channel delivery;

Due to the limited scale of users, fission is generally not likely to be a channel for core contributions. What is the value of fission?

If we consider all customer acquisition channels of a product as a whole, then:

Fission can reduce the cost of customer acquisition for the entire user.
Fission can improve the customer acquisition quality of overall users.

How to understand it: To reduce the customer acquisition cost of a product, it is not necessary to suspend the delivery channels with high customer acquisition costs. Instead, we can try to find another channel with low customer acquisition costs but high user quality, and let this channel reduce the overall customer acquisition cost. (For example, the fission channel, of course, presupposes that such a channel can be found: stones from other mountains can be used to attack jade)

2. How to build a fission system

2.1 Disassembling fission from its path

Since fission is a means of growth and serves growth, let's break down the problem by "beginning with the end": the "end" is how many users a fission can ultimately bring to the product. Push forward and analyze the entire fission path using "process-oriented thinking": fission=>F (startup uv, sharing rate, new user opening rate, number of new users invited)
In addition, if the product or operation manager wants to improve their perspective on problem analysis, they can often try to cultivate "process-oriented thinking, refined thinking, closed-loop thinking, and leveraged thinking" when encountering problems.

That is, the final effect of fission is determined by the following factors: "share uv, share rate, new user opening rate, and the number of new user invitations":

When the user scale of the product itself is small, the number of potential sharing users will be small, and the effect of fission will be limited. Unless the seed user is very loyal or carries its own traffic, you can try fission.
After having potential sharing users, what are their sharing experiences and what are their sharing scenarios? Fission is a referral, a word-of-mouth spread. It needs to share product links, packaged posters, events, etc. that can promote the product. Therefore, sharing rate is the second core indicator.
After sharing, a new user is reached. A new user needs to open this link. Only after opening it can they see it, have a chance to feel the value of the product, and have the motivation to be invited to download the product.

Therefore, it is crucial to do a good job in the indicators of these four parts of fission.

2.2 Fission Framework

Based on the above analysis and further abstraction, the main factors of the fission system can be obtained:
Generally, users do not have shared needs. However, it can be achieved through operational means, such as incentive users to share.

It should be noted here that incentive is only a means of serving fission after all, and cannot solve the essential problem. What is the essential problem? It refers to whether the user has the motivation to share in a certain scenario. If so, adding an incentive would be icing on the cake. If not, the added incentive effect will not be too great. Therefore, the general framework of fission can be abstracted from this:

Key factors:

Sharing scenario (this will determine the probability that users on the product will see the "sharing population")
Sharers (portraits of shared target groups)
Sharing motivation (how to "impress" the sharer)
Shared people (portraits of shared people)
Reason for acceptance (how to "impress" the shared person)

Supporting factors:

Sharing path
Reflux path (the path where the shared person opens the link to download the app/accept the invitation)
Incentives

It may not be easy to understand here. Let me give a random example:
For example: suppose a reading product has a function to share books or chapters. If the sharing audience is employees of a company, the probability of the scenario can only be during non-working hours, and the sharing motivation is strongly related to the type of book they are, as well as the type of people in their circle of friends because it represents their preferences and their current status. Before sharing, he considered a lot of things, such as whether to show them to his boss, colleagues, friends, etc. It would be better to understand if he replaced the book here with a certain course for career advancement.

Another example: A programming training course targeted at people with low education background will receive a discount after sharing. At this point, the motivation for sharing will be strong, and the pressure to share may not be so great. Moreover, there is a high probability that his circle of friends will have people with similar needs (compared to the previous example). But in the same scenario, when people are replaced by professionals, the motivation to share is much weaker.

2.3 Incentive to fission

Come back to incentive. The incentive itself is only a means, but its essence is still based on the long-term value of the product to users. The carrier of value on the product may be a certain "behavior", and the product designs user paths based on "behavior". After a typical user growth path for a product is clearly defined, a complete incentive system can significantly amplify the efficiency of growth through productization.

The object of an incentive system is an incentive, which can be divided into two types: expendable and non-expendable. Expendable refers to incentives that have monetary properties and need to consider inflation. Non-expendable items are generally virtual, such as" titles "," medals " and so on.
The object of incentives is the behavior that is intended to be stimulated, that is, the behavior that the product wants users to trigger, which can be divided into one-time, continuous, repetitive, creative, periodic, and so on. The incentives that are appropriate for different behaviors are slightly different. For example, repetitive behaviors are not suitable for incentives with strong monetary attributes. Otherwise, how can the cost be controlled? Returning to fission, the selection method of incentives can be tested by selecting goods in the mall (the mall is flexible in configuring incentives).

Cash. The disadvantage is that the risk of cheating is high, and the cost is difficult to control; because cash is not discounted (unlike commodities, where there is a purchase price and a premium, the cost is relatively controllable), cash is generally used for certain key incentives, such as first time incentives;
Standard goods. Standard goods refer to goods with fair value, which can be equivalent to cash. For example, electronic products: mobile phones, computers, etc., so these standard products are displayed in general malls.
Scarcity. The first is that scarce products can generate strong attraction for users, and the second is that they can reduce costs for shopping malls. For example, the price of goods with IP attributes is generally high, but the actual production cost is very low. The scarcity of products can make token consumption more efficient. Then the ROI will be even greater.
General goods. Generally, it is a product that users like very much. General goods generally have a wide audience and users like them.

2.4 Fission Carrier - Design of Shared Tasks

After having the incentive, the next step is to design the sharing task:
How to promote user sharing? To improve ROI, task design must be refined.

Refinement is divided into several directions:

Refinement of action. Early fission generally motivates the" result ", and users must have the ultimate" result "behavior before incentives can be given to users. This actually increases the threshold for users to share, so in order to lower the threshold for sharing, it is necessary to also have incentives for the sharing process. For example, the common poster sharing in the circle of friends is an incentive for the action of sharing. As long as the user shares the poster, the poster will have exposure, and with exposure, there will be conversion. Knowing the conversion rate, the value of the incentive for this sharing behavior can be quantified.
The refinement of the crowd. Different people give him different incentives. For example, for people who share for the first time, an incentive may need to be stronger to motivate them to complete their first sharing. For example, the incentives for users with or without purchasing behavior can also be different. Because users who have purchasing behavior have experienced our services and products, he already has a strong perception of the product. Therefore, their willingness to share is relatively stronger, and the incentive costs for them may not need to be spent as much. Perhaps it is some incentive methods that make him feel more belonging through other ways. By giving him some exclusive gifts, his willingness to share will be stronger. However, users who do not have purchasing behavior, do not understand the product and have no knowledge. It would be better to give him more standardized incentives.
Refinement of task gradients. For example, the incentive for sharing once, twice and three times is different. This logic is to let people with sharing power share more. For example, when users share actions three or five times, your incentive will become more. Allowing people who can share to share more is also a way to improve the sharing rate.
Design combined with holiday themes. It will generally make the whole fission have a phase burst.

The above is for the indicator of promoting user sharing.

The second indicator is to promote the opening rate of users. (Personalization, Visualization, Altruism)

Personalization. When the relationship between the poster and the sharer is particularly close, on the one hand, its sharing rate will increase, and on the other hand, the opening rate of new users will also increase. For example, in the education industry, parents will display posters with pictures of their children and learning reports. This is the embodiment of personalization. Why can this personalized poster improve the opening rate of users? Because you share it with your circle of friends, the circle of friends are your friends, they will have a prying interest in your private life. When a friend sees it, he or she may experience anxiety or other emotions, which may prompt him or her to want his or her children to learn, and there is a possibility of transformation.
Visualization. This goes without saying much. Sharing such as posters and short videos, good visual effects definitely have a positive impact on the opening rate.
Altruism. It's about sharing something that is valuable to the person being shared. Value is reflected through copywriting. The role of copywriting is to let your friends see this poster, see your circle of friends, and convey the value of this thing.

The third indicator is to promote new users to accept the sharing.

After opening, users may also have to register, log in, and so on. Therefore, it is necessary to optimize the reflux path. For example, it is often seen that there are takeout or taxi coupons shared within the circle of friends. They are all guided downloads after receiving the coupons, rather than guided downloads before receiving the coupons. The reason is that after registering and then receiving the coupons, if you don't download them, you will feel the loss of the coupons. (psychologically speaking, people have a sense of loss aversion. For example, in the early days of Qunar, it grabbed the market from Ctrip through ticket ranking, and the cheapest ticket ranked first. Once users saw the lowest ticket, even if it was only 5 yuan cheaper, most people would choose to buy it even for more complex operations, because if they didn't buy it, they would feel at a loss)
The landing page, whether the content of the landing page has value points, should be able to clearly and succinctly convey to the user the value points you can provide. As long as it has value, it will download and reflux. (You are sick, I have medicine, and I am very professional. Buy it quickly.)
Whether the incentive of the reflux is clear. Why can Pinduoduo's early sharing quickly impress users? Because the group buying will be cheaper. So we see a lot of referrals and sharing, with gift packs for newcomers. Or you can get a membership after downloading. (For example, in a group buying, team leaders and old users share, team members and new users form a group, and new and old users will have their own clear gifts)

In addition, fission also needs to develop anti-cheating strategies and pay attention to users who are at risk of cheating. For example, the quality monitoring of new users, the strategy of inviting the same person for the same day or for a period of time, etc. The system needs to have the ability to identify users with cheating risks.

The above is an analysis of fission from an operational perspective, as well as the spontaneous fission of users, which is guided by product functions: (The product itself will make users actively motivated to share)
For example, the common screen sharing of NetEase Cloud music, such as its year-end music listening report, will make many people unable to resist sharing. Alipay's Jiwufu (the fission has gradually become a Spring Festival element), as well as the fission methods such as "test a test" and "pass-through game" that are often used in WeChat before. In short, fission has social currency attributes for users, or it is interesting, or it can satisfy their curiosity, which may trigger users' desire for motivated sharing.

Finally, let me give a casual example: the offline scene itself is also a multi-person scene. For example, if only four people can play mahjong offline, then playing mahjong online also requires four people to play, so copying of offline multiplayer scenarios can also be migrated to online. It has social attributes in itself.