The user scale of private domain traffic is one of the goals that brands are most concerned about when investing in private domain operations. In addition to the private domain traffic diversion shared in the last article, there is another way to increase the scale of private domain users. The method is private domain fission. However, private domain fission also makes people love and hate it! On the one hand, private domain fission activities can make full use of the shared value of existing private domain users, use users' social relationship chains to acquire new users, and efficiently increase the scale of private domain users. It is a necessary private domain operation module. On the other hand, private domain fission activities consume user trust and social relationships, have limited new growth effects, gradually reduce ROI, and can easily lead to negative user experience. Facing the fission of the private domain is the prerequisite for doing it well. We do not blindly praise it, nor give up in spite of it. Making good use of the fission in the private domain is still of great benefit to the operation of the private domain. This article is the third in a series of private domain traffic articles. It shares with you the operational thinking of private domain fission. 1. Private domain fission The value role of logical fission Private domain fission stimulates sharing based on private domain users and acquires users in the user's social relationship chain. It can make full use of the user's new value, and the customer acquisition cost is low, which is conducive to implementation Rapid user growth. In addition, fission activities are fun to play and social sharing, which can increase users' activity in the private domain and better discover the value of the private domain. Moreover, fission activities have the effect of issuing rewards and can guide user behavior in targeted designs, such as Use coupons as rewards to guide users to consume. The logic of private domain fission first looks at the premise of private domain fission: Why do users help brand companies attract new customers? The easiest because there are rewards. It is difficult for the products and services of most brands to bring an experience beyond expectations, and it is also difficult to bring about large-scale word-of-mouth communication. Therefore, the fission in the private domain is more driven by interests. In addition, users' trust in the brand and the gameplay design of private domain fission also directly affect users' willingness to share and attract new users. By serving users well in the private domain, coupled with the gameplay design that matches user characteristics, the fission participation effect can be even better. layer. Private domain fission has four key elements: Bait rewards: The internal and external rewards that can be obtained by participating in activities determine the user's motivation to participate. Are they willing to play? Rules and gameplay: The fission rules and gameplay packaging of the event determine how users share and how to play? Communication posters: a key carrier to reach new users, affecting the conversion effect of reaching new users. How to get new users to pay attention? Acceptance carrier: The private domain carrier that accepts new users affects the participation and retention of new users. How to activate new users? Once the prerequisites are understood and the four major factors are resolved, private domain fission will take off. 2. Private Domain Fission Design Private Domain Fission Core Model: Fogg Behavior Model The packaging form and rules presented by the Private Domain Fission gameplay are not the fundamental reasons that affect the key behaviors of users, and the risk of copying and copying is high. Using the Fogg Behavior Model to understand the nature of user behavior can more effectively guide the design and planning of fission activities. The Fogg behavioral model theory comes from the Stanford Persuasive Technology Laboratory and is named after the director of the laboratory, B.J. Fogg. It reveals the three major elements of behavior: Behavior = motivation x ability ) x prompt (prompt) motivation is the motivation generated by behavior, why are you willing to do it? Private domain fission can be divided into external motivations (cash red envelopes/gifts/coupons, etc.) and internal motivations (reciprocity/showing off/interest/identity). Ability is the ability to complete a behavior. Is it enough to do it? In order to promote the occurrence of behaviors, there are two optimization directions for capabilities. One is to improve the capabilities of the actor, and the other is to reduce the difficulty of the behavior itself. Corresponding to the fission of the private domain, effective rule guidance and education can improve the user's ability to participate. , you can also reduce the difficulty of participation and improve the effect of user participation through short activity paths. Prompts are guides for behaviors to occur. Can behaviors occur more proactively and quickly? Prompts also include external prompts and internal prompts. In private domain traffic, external prompts include push promotions in various channels and forms, while internal prompts use users' habits and needs to carry out targeted designs to allow users to actively pay attention to and remember activities. And then produce behavior.

Finally, there is the conversion entrance and guidance copy to promote behavior and action. You can highlight the value through original price comparison and add extra gifts to increase the added value. You can also create scarcity in a limited time and the number of participants to guide the crowd, so that users can scan the code as soon as possible to take key actions. 3. Implementation of Private Domain Fission After talking about the design and elements of Private Domain Fission gameplay, let’s continue to look at how to implement Private Domain Fission activities more effectively. First do the preliminary verification testing. Fission activities are highly communicable and need to be promoted on a large scale while ensuring effectiveness and user experience. Otherwise, there may be many problems such as more user complaints, costs exceeding budget, and poor quality of new users. The verification test can open the event to a limited range of small-scale users to understand the basic data and key issues of the event. It can also conduct AB testing to conduct comparative tests on key elements such as the number of people, reward type and amount, and posters to determine a better private domain. Fission gameplay design. Secondly, do a good job in monitoring and optimizing the fission in progress. Private domain fission activities are highly flexible and their effects vary greatly. Timely data monitoring is required to grasp the status of the activities, and then effectively adjust the fission gameplay rules to ensure the effective operation of the activities. Key data such as access participation rate, participation rate, per capita number, new user participation rate, and fission level require daily attention. 4. Summary: Fission in the private domain is one of the main impressions many people have on the private domain. It is of great value to the scale of private domain traffic. However, fission is becoming more common and users are close to immunity. On the basis of understanding and respecting users, combined with brand products and services Features, step by step to do private domain fission is also of great value. Although it is getting harder and harder to "get rich overnight" with traffic, private domain fission can at least make your traffic "become well-off."