3 common scenarios for community operations!

First of all, we must make it clear that a community is not only a WeChat group, nor is it just a single form of "group". My understanding of community, taking the WeChat platform as an example, is a combination of multiple tools including WeChat groups, WeChat accounts, mini-programs, service accounts and subscription accounts.

The community operations I will introduce below will also use multiple strategies in this toolbox.

Taking knowledge payment platforms as an example, there are generally traffic-generating products (for external traffic) , low-unit-price products (for light payment to increase the base of paying users) and high-unit-price products (for revenue generation and cultivating core users). Some platforms may also have smaller head circles like "private board meetings" .

Only the common three-layer pyramid structure is discussed here.

First, we simply divide users into three layers based on the three-tier products:

Users to be converted who are attracted by the lead-generating products, paying and non-paying users who have undergone at least one conversion marketing, and core users who purchase products with high average order value. Of course, each layer can be further subdivided. For example, new users to be converted can be grouped according to different drainage products, and users who have been marketed can be divided into non-paying, paying for different product types, etc. The same is true for products with high average order value. I won’t go into details here.

The first is user retention: It is applicable to the long-term retention and activity of large-scale users. The goal is to build a private domain traffic pool that is long-term active and has a high reach rate.

Second, user conversion: It is suitable for short-term conversion of a small user group of about 100 people. The goal is to concentrate operating resources to strengthen the conversion of target users within a short period of about 7 days.

The third is core user activity: It is applicable to the long-term activity of a small number of core users below 1,000 people. The goal is to maintain the long-term activity and loyalty of this group of top users and tap into potential demand to feed back product development.

The following introduces community operation strategies, common tools and products in practice that are applicable to the three levels of users.

1. Users to be converted who are attracted by the lead generation products

Let’s start with the drainage products. As we all know, the price of traffic is getting higher and higher. The cost of a single user on some knowledge payment platforms is as high as hundreds of yuan (of course, this is nothing compared to the Internet finance platforms). Therefore, launching traffic-generating products on social platforms and using fission strategies to acquire customers accurately has become a new option for low-cost customer acquisition.

Traffic-generating products generally have three characteristics: first, payment, the user payment threshold improves user quality; second, fission, which reduces customer acquisition costs; third, community services, which provide opportunities for community sales and increase the conversion rate of real paid products.

For this level of users, our goal is simple: sales conversion. The two most important factors affecting conversion are the user's understanding of the product (which is the foundation) and the user's trust in the platform (which is largely based on trust in the sales staff).

Let’s continue to break it down. What has the greatest impact on users’ understanding of the product? The design of the traffic-generating product is the foundation. For operations, the core indicator is the user's completion rate, that is, whether the user actually learns your traffic-generating product. The two key indicators that affect the overall completion rate are the opening rate of course update push and the completion rate of single content. For both indicators, communities can play an irreplaceable role.

Regarding push delivery rate , WeChat reminders (personal private messages, service reminders, and group messages) are much more efficient than strategies such as APP push, SMS, and email. This is one of them.

Regarding the completion rate of a single course , WeChat group learning check-in incentives (cash back and gifts) supplemented by daily WeChat reminders are very effective in stimulating users' active and passive learning. This is the second one.

On the whole, the social operation strategy suitable for this level of users is service account + WeChat personal account + WeChat group , where the service account is used for automatic response to new users, distribution of new traffic and course update reminders, WeChat personal account is used for marketing and daily interaction, and WeChat group is used for face-to-face services. Now Changtou Academy’s 9.9 yuan financial management course is basically based on this logic.

2. Paid and non-paying users who have undergone at least one conversion marketing

There are three characteristics of this group of users: first, after the marketing baptism, the pace of subsequent marketing conversion will slow down; second, there are a large number of people, and new traffic will enter this pool after the initial marketing; third, the composition is complex, and user needs are very diverse;

For this layer of users, our core operational goal is retention. The operating logic of the traffic pool is to maintain daily connections with potential users and regularly use marketing tools to wash out paid or cross-sell products from the pool. The traffic pool must achieve three points: classification management, high daily activity and high loyalty.

Why classification management?

As mentioned earlier, the needs of users in the traffic pool are very diverse. We have not yet clearly defined the needs of non-paying users, so we can only classify them according to the overall portrait of the target users. Paid users already have clear needs, but because there are many product lines, user needs are also diverse.

Therefore, if we use one strategy to operate users with multiple needs, it will inevitably lead to overall inefficiency. It also affects the accuracy of marketing. After all, we cannot conduct this test on all users every time a marketing tool is launched, which will also reduce users' tolerance.

Why do we need high daily activity? Because the long-term goal of the traffic pool itself is still conversion, we need to be able to effectively reach users when investing in marketing tools;

Why is loyalty important? Because during the long retention period, users do not use our core products, which means that the connection and loyalty are naturally declining, which will inevitably affect marketing efficiency;

So what tool can match these three characteristics?

First of all, category management requires a powerful CRM management system and highly extensible community tools.

In the early stages, many products will choose to use Excel manual CRM systems and WeChat groups to meet this demand. However, when the number of users grows, for example, to 100,000, Excel and WeChat groups will become very bloated and complicated, with a high error rate.

In the long run, there are two tools that can meet the needs: App and Mini Program . Needless to say, App can be realized naturally. Mini Program, as a tool rooted in WeChat, shows strong plasticity and can also meet these two needs well.

Secondly, high daily activity relies on high-frequency demand, high-quality content or services, and high push delivery rate.

Taking investment-related knowledge-based paid products as an example, high-frequency demand and high-quality content both rely on information or community exchanges, and high push reach rates rely on the characteristics of the tool itself.

First of all, for dense content, it is obviously difficult for WeChat groups to bear the burden of content sedimentation, and the cost of content management is also high. Because it relies heavily on manpower, the reach of WeChat groups is also decreasing as more and more groups are blocked. Apps and mini programs are the only ones that can solve the problem of high-quality content sedimentation and management. And because mini programs have "service reminders", the push delivery rate is obviously higher.

Ultimately, high loyalty depends on the overall quality of the content, lower frequency marketing and personalized operations.

User classification management can push matching high-value content more efficiently, improve marketing accuracy and effectively control marketing frequency, while personalized operations require rich tools to strengthen the image in multiple scenarios, just like Ba Jiuling of Wu Xiaobo Channel. Such precise content and push management still requires powerful tools, and apps and mini programs are still the only two options.

On the whole, the social operation strategy suitable for this level of users is mini program + official account , in which the mini program is responsible for content management, community functions, CRM and daily push, and the official account is a beneficial supplement to content push to enhance the activity of the mini program. Now, the car circle of Dochedi uses the mini program as an important retention and activation tool.

3. Core users of high-priced products

This part of users has several characteristics: first, the number is small, and the three-level product architecture means that the number of top users is the smallest; second, the value is high, which is mainly reflected in cross-selling and exploration of potential needs. The high ability and willingness to pay determine their high value.

For this layer of users, our core goal is activity. Of course, the long-term goal is always to convert sales, but daily operations need to revolve around activity. There are three reasons for doing this: first, activity can stimulate potential demand to develop more products; second, activity can increase user loyalty and thus increase cross-selling.

Maintaining the activity of a small number of users requires the joint creation of two strategies: scarce circles and personality links. The so-called scarce circles have three characteristics: circleization, small number of people and scarce platform . If the circle becomes common, it will naturally not attract permanent users. If there are too many people, most people will become spectators. The so-called personality link means that the product needs to have personality and have equal communication with core users, rather than one-to-one customer service. From these two value points of view, WeChat personal accounts and WeChat groups are the most suitable tools. Because WeChat itself is a communication and connection tool.

On the whole, the social operation strategy suitable for this layer of users is WeChat personal account + WeChat group. WeChat personal account is responsible for the function of long-term and high-frequency point-to-point connection with core customers, and is more life-oriented, while WeChat group is responsible for creating a closed and scarce circle. The small number of core users makes this tool combination highly applicable. Many wealth management institutions now use this combination of measures to manage large customer resources.

From the perspective of operations for these three levels of users, although the specific tools are different, they can all be implemented in the WeChat community toolbox. To briefly review: new users to be converted try the tool combination of service account + WeChat personal account + WeChat group. The private traffic pool formed by paid and non-paid users who have undergone at least one conversion marketing is suitable for the tool combination of mini program + official account. Core users try the tool combination of WeChat personal account + WeChat group.

Author: Twenty-six years old

Source: 26 Years