Chapter 9: Fission Effect - How to bring users to users?
Fission effect, or viral effect.
How to make your product have such attributes? How to make your products have fission effect?
First of all, users need a driving force to support sharing, dissemination and fission. Without this motivation, no matter what, users will not share or spread, and there will be no fission effect.
To put it simply, user sharing itself is a need of users. Users need to share, so they share. Users need to spread this information, so they will spread this information. It is precisely because users need to share and spread information that the fission effect is formed.
If this cannot be corrected, fission can easily result in high costs but little gain.
So, what is the driving force for fission, sharing, and dissemination?
To sum up, this driving force comes from three aspects:
1. Self-expression.
In addition to the two sources mentioned later, users will only share their highlight moments. If a certain point of your product can exactly reflect his highlight moments, or your product can be used by your users to express his highlight moments, Then, he will actively share.
However, this highlight moment is actually what users think of as a highlight moment. Therefore, different user groups and different users will have very different "highlight moments". This requires careful study of users.
There is a word that sums it up well - social currency.
That is to say, if your product can be used as social currency by your users, then it will trigger users to share it. To put it more bluntly. It means that the user shares your product or a certain point of your product on certain occasions, or introduces your product in an implantable way. Ultimately, it can earn him the respect of others, a good impression, etc. in this social occasion.
2. Collaborative relationship.
What is a collaborative relationship?
This scenario is common at work. For example, when you print out a document and give it to other colleagues, in fact, you are not only giving a document to your colleague, you are also passing on the pieces of paper that contain the content of the document. To your colleagues.
Therefore, Google Docs has become a typical example of the driving force generated by collaborative relationships, thus forming a fission effect.
Almost all work-related products leverage collaborative relationships to create fission effects. From online documentation to some SAAS tools.
How is the collaborative relationship formed?
It's actually very simple. Let's take the office SAAS as an example. The user uses this product to write a document, and then he needs to let his colleagues see the document, so he will send the link to the document to his colleagues.
In other words, if your product can carry data generated by users, and this data needs to be known, seen, and obtained by others, then this product will easily form a fission effect.
However, for users to use such a product, it must be that users can better collaborate with other people by using this product.
Therefore, the key to using collaborative relationships to create a fission effect is whether your product can help users collaborate better.
Communication is more efficient, more efficient, and more convenient to use. . .
3. Interest relationship.
This is easier to understand.
Share to make money.
Major e-commerce platforms, travel platforms, etc., a large part of their orders come from affiliate marketing, or distribution. That is, relying on the sharing of various users, including various independent bloggers, social platform bloggers, etc.
There are also many ways to give money to users to share.