A complete guide to community operation

Transaction-based communities can be roughly divided into two categories: fan-based communities and flash mob groups. Today we will talk about how to play flash mob groups specifically.

Flash mob, I believe you are all familiar with it. It is a kind of short-term performance art. In terms of community operation , it can actually be simply understood as completing certain specific actions in a relatively short period of time and ultimately achieving the goal of transaction.

To accomplish all of this, our operations staff need to have a high level of control capabilities. However, no matter how awesome the operators are, they will always encounter many unexpected problems during actual operations. If they rely entirely on on-the-spot responses, it may be okay once or twice, but it will become unrealistic over time.

Therefore, if you want to operate a flash mob group well, the most important thing is to have a script! Just like shooting short video content, there needs to be a script as the output of the overall operational strategy.

If you don’t understand, it’s okay. Let me take a look at it through a case study:

I wonder if you guys know about Zebra AI course? This is a learning platform designed for children aged 3-8, and it contains rich content. The community of Zebra AI course basically achieves transactions through flash groups, and it does a pretty good job. Let me briefly break down its entire process:

1. The first stage

First of all, because the average customer price of Zebra AI courses is about 2,000 yuan, this price is relatively high for most users. If this is promoted directly, the effect will be self-evident and will fail miserably. Therefore, the Zebra AI class first designed a low-cost traffic-generating product on the front end, which is the bait and hook.

Of course, this drainage product is charged, although the price is relatively low. The purpose of this is to screen accurate users and prepare for the flash mob group later. In fact, in community operations, it is necessary to appropriately increase the threshold for attracting traffic, especially for communities that aim to conduct transactions.

The next step is to promote this low-priced traffic-generating product, and pull all the paying users into a group, and then arrange for group members to study based on the content of the traffic-generating course. The overall process can be roughly divided into:

First, there is an opening ceremony, where the class teacher introduces the group information, study plan, etc.

Then guide the students to introduce themselves, the purpose is to understand the basic situation of the students;

After that, the learning content will be arranged, including daily study arrangements, learning summaries and previews of the next day's content. At the same time, the teacher will also answer questions raised by some members and confusions in their studies.

Finally, the operations staff will guide group members to share their learning process.

The entire process above is to enhance the user experience and feel the value of the course. This is what I call the first stage of the script, the process of building trust. At the same time, at this step, Zebra AI Class also has a reward mechanism called completion reward. That is, every time a student finishes all the courses, he or she can get a voucher. After you share it, both your friends and you will get discounts on course purchases. This can effectively stimulate students to complete the entire course and experience the value of the product.

This actually exists in most educational communities, because for knowledge payment, the product experience is listening to classes. Only after users have finished a course can they know the quality of the course, thus creating the possibility of further consumption and repeat purchases.

2. The second stage

After that, the operator of the Zebra AI course will start privately chatting with group members and provide one-on-one service. This is actually synchronized with the first stage, focusing on the community on one hand and private chat on the other. Through the private chat of the operators, it can not only meet the users' needs to be respected, but also enable the operators to understand the customers' needs, so as to further dig deeper and lay the emotional foundation for the subsequent transaction conversion. After the lead generation course is completed, private chat is needed to achieve transaction conversion. Generally, it tells users what kind of courses will be available later, what kind of services can be provided, etc.

In addition, the Zebra AI class has a parent class, which is actually a live broadcast! Their specific approach is to first announce the live broadcast event, and at the same time cooperate with the reward mechanism, which is a set of virtual Zebra coins that users can use to redeem prizes. This is to motivate users to attend parent classes and forward live broadcast previews within the group. As mentioned in the previous article, one of the core elements of community transactions is atmosphere! Therefore, Zebra AI Class will use incentives to encourage every user to post their orders in the group. The specific content posted may include learning experience, benefits obtained after participating in activities, etc.

Through the above actions: live broadcast activities, private message invitations, group sharing, etc., parents have been educated, user stickiness has been achieved, and product experience has been created, so the next most important thing is to make conversions and close deals!

3. The third stage

At the end of the Zebra AI class, an activity will be held, such as offering some kind of discount if you buy now, to create a sense of urgency and encourage users to make transactions.

Therefore, we educate customers through live broadcasts, then make deals through private messages, and finally let users who have already made deals post their orders a second time in the community! (The main purpose of posting orders here is to show off the discounts and benefits you have obtained, and the content of the series of courses you have purchased at a low price. There will also be rewards for posting orders).

Such a set of strategies to force sales can make those users who are still on the sidelines and hesitant easily follow the trend (herd effect) and finally make up their minds to pay for the purchase.

By simply breaking down the community operation process of Zebra AI Class and summarizing it, we will find that its entire process is to first establish trust with customers, then educate customers, then track transactions, implement incentive policies, guide sharing, and finally achieve batch transactions and conversions.

From this, we can roughly conclude that the core of the script creation for the flash mob can be divided into three parts:

The first stage: Building trust. You should know that the premise of all transactions is that the user trusts you.

The second stage: promoting conversion, that is, quickly achieving customer transactions;

The third stage: continuous follow-up sales.

The core of the flash mob script creation is actually the core of the entire flash mob gameplay strategy.

Based on the above strategy, the overall conversion rate of Zebra AI courses should be at least above 60%. Moreover, every time a group completes a transaction, the operator will take the transaction users away, and the few remaining users will be disbanded immediately afterwards. This is the characteristic of flash mob groups.

In many educational communities, flash groups are actually used to achieve transaction conversion. The key points of this kind of community are as follows:

1. Traffic-generating products. To operate a flash mob group, you must have products to attract traffic, that is, bait and hooks. When designing a product to attract traffic, the main thing is to meet the two points of strong relevance and ultimate experience. As for whether it is free or paid at a low price, this can be determined according to the characteristics of the industry. There is no good or bad.

2. The operational core of the flash mob group is different in the three different stages:

In the first stage: the main purpose is to build user trust. So at this time, the script content we designed should have the following four key points:

1. First of all, we need to find ways to get users to use our traffic-generating products and build trust through product use;

2. Secondly, set up a reward mechanism for completing tasks to motivate users to complete the actions we want them to take;

3. Group management, group support and other community members should find ways to drive the group to be divided;

4. Guide users to share.

The above are basically the operational priorities of the flash mob group in the first phase, and the cycle is generally 1 to 2 days. Because flash groups are not long-term operating communities, but rather short and quick existences, so the time has to be compressed.

Second stage:

When the user trust is almost established, the flash group enters the second stage: the transaction preparation period. For operators, the specific work is to guide users to share their experience of using products and further explore users' deep needs through private messages, incentive policies, conversion scripts, etc., or they can use the currently popular live broadcast format to further educate customers. In general, the script design should pave the way for the final transaction conversion.

The third stage:

The last stage is continuous follow-up sales. Quickly pressure users with strong purchasing power and urgent needs discovered through private chats to place orders! At the same time, take advantage of customers who have already made transactions and encourage them to post their orders to create a shopping atmosphere, arouse the herd effect within the group, and encourage more customers to follow suit and make transactions.