WeChat system for community operation: education industry

The operation of the WeChat system can be considered a part of community operation or a highlight.

In fact, I don’t really like the so-called community operation, because it is really hard, dirty and tiring work, and it takes a lot of time to do it. It is not as enjoyable as playing with user strategies. In the current market situation, many bosses and operators are grabbing at straws. Whether this is good or bad, let the world judge.

1. WeChat service accounts, subscription accounts, mini-programs, WeChat groups, Moments, and private accounts

There are so many products in the WeChat system and many ways to play, and any one of them will have different effects.

1. Display

WeChat subscription accounts are displayed folded in the main message interface of WeChat, and users have to open it a second time to see all subscription accounts.

WeChat service accounts are directly displayed on the main message interface of WeChat.

2. Number of messages

WeChat subscription accounts can publish 30 articles per month.

WeChat service accounts can publish 4 articles per month.

3. The difference between customer service message push and template message push

The message style pushed by the customer service message interface is the same as the normal chat style (see the figure below):

If fans have not interacted with the official account within 48 hours, they will not be able to be pushed through the customer service message interface.

The interactions referred to here include: sending messages, clicking on custom menus, following public accounts, scanning public account QR codes, successful WeChat payments, scanning QR codes, etc. The customer service message interface has a daily call limit.

The style of the template message is obviously different from the customer service message and it is easy to distinguish (see the figure below):

• The template message function needs to be applied for in the WeChat public platform background;
• Template messages (referring to the specific template messages you use) need to be applied for in the background;
• Template messages are not subject to the 48-hour interaction rule. You can send template messages no matter how long your fans haven't interacted with your official account.
• There is no daily limit on the number of times a template message can be used;
• Frequent and malicious use of template messages (some users use template message group messaging as WeChat group messaging) will be reported and may face the risk of having template messages blocked or the account blocked.

2. Operation conversion related skills

The WeChat system as a whole can be seen as a traffic pool. Who is in front and who is behind varies depending on the product.

Transformation is always the constant theme.

The transformation of the education industry is actually not complicated. The key is to see who can do it more delicately and exquisitely. As the saying goes, "The framework is built, and polishing depends on the individual."

1. Lead generation courses

1) Universal and rigid demand

The users involved are quite broad, such as English vocabulary classes, top test point summary courses, and overall course summary framework courses.

2) Significant short-term effects

The so-called selling point, the hot spot. For example, memorizing words using word roots, memorizing data formulas using rhymes, etc.; or choosing a teacher who is humorous and has a strong personal charm to instantly capture your heart.

3) High quality courses

The workmanship, teachers, course content, picture quality, voice, publicity, packaging and other aspects must be high-end, otherwise how can you attract users? If you can't even get off to a good start, forget about attracting users.

2. Drainage information

1) Question bank information

Postgraduate entrance examination vocabulary question bank, mathematical formula bank, level 46 vocabulary bank, physics formula summary, etc.

2) Summary of test points

High-frequency test points, pre-test predictions, question type summaries, etc.

3) Book donation

Give away self-published textbooks, exam summary materials, exercise booklets and other paper materials.

4) Low-cost trial lessons

Low-priced trial classes, low-priced small classes, low-priced course packages, etc.

3. Traffic diversion methods for each port

1) Public account placement and promotion method: article + group QR code (take GSX as an example)

2) Information flow delivery method: video, picture + course details page (take GSX as an example)

3) APP port traffic diversion (taking GSX as an example)

The three core products, official accounts, mini programs, and WeChat groups, are nothing more than a channel for traffic to flow to each other. Which one to highlight depends on the specific situation.

4. Operational Strategy

Registration groups, class groups, homework groups, etc. Different groups have different specific plans.

• Activation: receive the course (corresponding words) - add personal account - inform group rules - send course + related information;
• Retention: class preview - send live link - reward class - reminder (SMS, PUSH, group message) - homework feedback;
• Payment: Live broadcast promotion - group purchase promotion - quota promotion (hunger marketing);
• Services: urging attendance - continuous attendance incentives - answering questions after class - after-class services - various training sessions - course redemption;
• Fission: likes collection activity - forwarding activity - group purchase activity - invitation activity - distribution activity (pay attention to the rules of inducing sharing).

Conclusion

To put it simply, the community operation of the WeChat system is just a traffic pool, which uses the relevant rules and tools of the WeChat system to gather users.

New users are mainly attracted within the WeChat system. After the users come, the operation strategy is no different from that of the APP, which is nothing more than activation, retention, payment, fission, etc. The strategies used are nothing more than event operation, user operation, live broadcast operation, content operation and other means to promote sales and finally form transactions.

Unlike APP and PC websites, you must first understand the WeChat ecosystem very well, then understand the product operation, and finally form transactions in the WeChat system.

I would like to emphasize on attracting new members. The content must be solid, and money must be invested wisely. We can rely on manpower to add groups, add groups, and add friends to continue expanding the group. We can even set up group leaders and create distribution groups. We can let countless group leaders help us build groups and operate groups. All we have to do is establish rules.

I think community operation is awesome only when you manage thousands of group leaders and start to establish rules and strategies based on data; it is not community operation when one or two people manage hundreds of WeChat groups, organize some activities, sell some products, and increase GMV.

The operational ideas for different scales are different. Being able to operate 10+ groups and 100 groups are two completely different concepts.

Therefore, I hope that young people nowadays will not just set up a few groups and say that they are community operators. There is still a long way to go, so just take it slow.

Author: Bai Gaoliang

Source: Public Account: Baigaoliang