Examples of ways and methods to attract new members to the community!

What are the common ways to attract new members to a community? How to quickly attract new members to a community? What are some long-term solutions for attracting new members to the community? I believe this is a problem that community operators will inevitably face when they first come into contact with a product. The following are some methods and approaches used by the three brands, Xingfu Cake, Weiduomei and Luckin Coffee, in attracting new members in the community, which I have compiled for you. You can communicate and learn from each other.

1. Social media acquisition method Case 1: Happy Cake

1. Offline store traffic diversion

The basic traffic of the community comes from offline stores, which attract users to join the group through the bait of prizes and benefits. The screenshots show that there are still quite a few people entering the stores every day.

1. Other community groups

Through rental company communities such as Ziroom and Eggshell, we carry out publicity and promotion and attract traffic to the communities.

1. Community fission

(1) Allow users who join the group to invite others, and get rewards if they invite 10 or more people.

(2) Rewards are drawn based on the number of people in the group

The two methods can be used together to help the community split and quickly attract new members, but please note that the prizes must be collected in the store (this determines that most of the new members are within a 1 km radius).

The method used by Happiness Cake to attract new members to its community is relatively common, but as long as it is implemented, a group will be full very quickly. Since he has many stores, the group names are all named after places. People who arrive at the stores basically live in the surrounding areas, and they are also fission people. So if we are doing new customer acquisition with geographical restrictions, then this is something we need to pay attention to.

2. Social media acquisition method case 1: Weiduomei

In terms of specific new customer acquisition strategies, we will target new customers based on the demographics of the store’s location, as follows:

As can be seen from the strategy map, it is impossible to achieve a one-size-fits-all approach when attracting new customers. The user characteristics of different business districts and communities are completely different, so there will inevitably be differences in the language used to convey to customers when attracting new customers.

For example, in community stores, customers are mainly community residents, and older people are the main consumers. This group of people cares about whether they can get benefits by joining the group. When attracting new customers, the store should focus on explaining in one sentence what benefits the customers will get when they pay and leave.

In business district stores, the main customers are white-collar workers. This group of people are not very sensitive to discounts, but are more concerned about the experience they get after joining the group. The stores will focus on introducing social activities such as baking classes, tasting and evaluation.

3. Social media acquisition method case 1: Luckin Coffee

1. Luckin Coffee: Online and offline promotion of the “first cup free” offer

2. Shenzhou Special Car: New users will receive a 60-yuan ticket upon registration (specifically 3 tickets worth 20 yuan)

3. Luckin Coffee: Give free coffee to your friends, each of you gets one

4. Shenzhou Special Car: Invite friends to register and take the special car for the first time, and each of them will receive a 60-yuan special car coupon.

Among various growth methods, such new customer acquisition and fission tactics are not uncommon. CMO Yang Fei also believes that among all the ways of App fission, the fastest way is to attract new users with rewards. This method uses the form of post-paid rewards, making the advertising cost = rewards for attracting new users from old users + rewards for registering new users. Moreover, since the rewards are paid post-paid, users can only receive rewards after registering or completing the behavior, which reduces the risk of advertising.

This method of attracting new users with rewards first originated from Paypal (online payment). They first tentatively placed an advertising banner on the website. After discovering that the cost was too high, they decided to promote Paypal in a different way - giving $10 to newly registered users and old users who invited friends to register and bind their credit cards. Later, the number of Paypal users increased at a rate of 7%, which means that the total number of users doubled every 10 days.

Then, this promotion method of Paypal was used by Sean Ellis, the originator of the concept of "growth hacking", in the promotion of Dropbox (cloud disk service) which he was responsible for. It became that for every friend a Dropbox user invited to register, both parties could get 250MB of additional space. As a result, within one year, Dropbox's user base and usage frequency increased by 500%.

Author: Xiao Ni

Source: WeChat ID: haoxiaoni1520