5 practical cases of community operation!

Do you know which stage of community operation you belong to?

What do you do in your daily community operations?

• Passerby A: I’m a handyman.
• Passerby B: I’m just here to chat.
• Passerby C: I do whatever my boss says.

I believe that friends who have just started community operations should have a deep understanding that daily community operations are like doing miscellaneous tasks.

Some friends also chat in professional communities, and they always pay attention to the dynamics of the group even after get off work. After all, the customer is king. If you don't serve your customers well, your boss will be unhappy. Why is the activity level declining again? Why are the sales during the event so poor?... All kinds of problems come to you and you are deeply troubled.

Don’t panic, you are only one growth model away from becoming an operations expert.

Next, I will introduce a growth model to you and share a practical case to teach you how to apply it to the community.

First, let me introduce to you the AARRR growth model. What is the AARRR growth model? That is, acquisition, activation, retention, conversion, and recommendation.

Next, I will break down my practical cases from these 5 aspects and share with you how I used the community to increase the online transaction volume of maternal and child stores from 0 to 180,000 in 2 hours on Double Eleven Day.

Get User

First of all, in the first stage, we acquire users. How do we acquire community users?

Distribute flyers offline to inform customers that they can receive gifts when they come to the store. When customers come to the store, add WeChat. WeChat notifies old and new customers of another welfare activity and invites them to join the group to participate.

It should be noted here that welfare activities should be targeted at your user groups and should be able to arouse the interest of users. This is a detail, you have to feel it for yourself.

activation

We have 14 stores, each with a group. The group has been set up, what should we do next?

You can think about it. The first step is to have more interactions within the group to create an atmosphere. Without interaction, the group will soon become an advertising group or a dead group.

So the question is, how to interact?

Some friends may think of grabbing red envelopes. Grabbing red envelopes is indeed a good method. And you shouldn’t have too many red envelopes at the beginning. A few will give you a sense of urgency when grabbing.

In fact, there is a better way of interaction, which is group relay, which is the most effective way to enhance the group atmosphere. At that time, I set up a group topic for everyone to get to know each other, introduced the babies, and played a chain game according to age groups. Through the chain game, everyone came out to get to know each other, and then livened up the atmosphere by using red envelopes.

recommend

After the group became active, we announced group welfare activities. The welfare we gave out at that time were facial cleansers and facial masks.

There are two points to note here: what to send and how to send it?

The group we are targeting is mothers, who have a great demand for facial cleansers and facial masks and are attractive. When choosing products, you must pay attention to make sure they are of interest to your customer base.

How to send the second one?

Invite mothers to join the group. If mothers join the group and invite 5 new members, they will receive a facial cleanser. If they invite 10 new members, they will receive a facial mask. New mothers can also receive a small gift.

Why do mothers who join the group also have to send gifts?

It is important to note here that we need to make users feel that inviting friends is also a way for them to help them get benefits, not just for their own benefit, but also to save face in front of their friends.

In this way, our group quickly increased from less than 60 people to an average of 300 people, and some groups were even full.

Retention

Retention, as the name suggests, is how to retain users.

Because there are new users in the group and they don’t know you very well, what do you think you need to do at this time?

Maybe some of you have already thought of it, so continue with the previous interactive session and let everyone get to know each other. As the red envelopes are circulating, there is a greater sense of urgency to grab them as more people come. People can directly receive the red envelopes and flood the screen with messages. It is so exciting.

At that time, I did the following:

• Preview of Double Eleven activities;
• It was announced that there will be rewards on Double Eleven Day. There will be ten reward places, but the specific prizes are not disclosed. Wait for the announcement on Double Eleven Day.
• Arrange store staff to send private messages to all users to inform them of the details of the Double Eleven event.

After doing all this, I continued to chat and interact with the mothers in the group, pushing the atmosphere to a climax. Everyone was guessing what the prize was.

Many friends who create communities think that their activities are over after they are completed, but in fact, the interaction after the activities is very important. The community needs to be maintained with care, and your customers can feel it.

What I said are the details of my summary and insights from actual combat. If you really want to build a good community, you need to feel it with your heart.

Conversion

Okay, let’s come to the fifth step of transformation.

If you complete the above steps, you are basically halfway to success and it is time to reach the transaction stage. The transaction stage is the one that determines the outcome. I wonder if everyone is looking forward to it?

Before talking about the transaction process, let me ask you a question: What is the most effective strategy in the world?

Sincerity, sincerity means no routine.

This is the reason why no tricks are better than tricks. There are many marketing methods circulating on the Internet, which claim to bring in millions of dollars in recharges a day, and customers recharge hundreds or thousands of dollars as soon as a store opens. These are all scams to deceive you.

If you are sincere to your customers, they can feel it; if you use tricks on them, they will not come. Although your trick was successful this time, you will lose an old customer; he might have introduced new customers to you, but you not only lost the old customer but also reduced the number of new customers, which is not worth it.

After understanding this, let’s go ahead and make a deal!

After understanding this, let’s go ahead and make a deal!

After understanding this, let’s go ahead and make a deal!

Important things should be said three times.

How did I do it?

First of all, the benefits you provide must satisfy your customers. How do you satisfy your customers?

I made a little dice-rolling game, where you can get a 50-yuan coupon without any threshold by rolling the dice. Everyone in the group rolls the dice, and the sum of the points rolled by the first five people is the number of 50-yuan no-threshold coupons. Let the customers decide for themselves how many benefits to give out. Don’t you think this is cool?

At that time, the screen was full of dice, and several waves of coupons of different amounts were given out, including 30, 20, and 10 yuan. After the giveaways, the top 10 winners were informed again of their prizes, and the transaction went smoothly, with the final online transaction volume reaching 180,000 in 2 hours.

Okay, that’s all for today’s sharing. I am Chuxin, a post-95s who loves to make trouble. See you next time.

Author: Chuxinshuo Community

Source: Chuxinshuo Community