How to build a drainage fission channel from 0 to 1?

This article is compiled from the open course jointly launched by Huodongxing and Kingdee: "How to build a community of tens of thousands of people - establish a sustainable fission and drainage channel."

Here is the sharing highlights:

1. Confirm community positioning from 6 dimensions

Before creating a community, be careful not to blindly create a group or start blindly. According to current statistics, WeChat is currently adding more than 2 million groups of various types every day, and 95 out of every 100 groups will eventually die . If you build a community and fail to capture the hearts of users and solve their pain points within the first 7 days, 90% of the groups will become silent.

Therefore, before establishing a community, you must think about the community positioning . On the one hand, from an external perspective, how to make differentiated competition and stand out from many homogeneous communities; on the other hand, from an internal perspective, you must consider the establishment of the community personnel organizational structure and how to create a self-growing and active community.

1. Positioning purpose - What is the purpose of establishing a community?

Communities aimed at acquiring new users

—For example, the community established by Xinrenxinshi (an enterprise-level HR product service) is mainly focused on acquiring new HR users

The accounting community we are currently working on is also mainly for acquiring new users.

A community aimed at converting new/old users

—For example, the Accounting School’s Double 11 promotion group, create a group - release promotion activities - user purchase conversion, generally such a group life cycle is two to three days, mainly to convert into paying users

A community for maintaining old customers

—For example, the city community established by Chaos University. Users pay a certain fee to become an annual member of Chaos and enter the city community. The community is full of Chaos paying users. The community formed by these paying users is basically to maintain old customers.

A community for the purpose of building a brand image

—For example, Xiaomi’s fan community and local communities established by Xiaomi’s flagship stores are mainly aimed at establishing Xiaomi’s brand image.

The above four purposes of positioning communities can cross or overlap, but it is best to have only one main focus. For example, we mainly establish a community with the main purpose of acquiring new users, but this community may also have a certain role in converting users.

In short, clarifying the purpose of establishing a community is of paramount importance!

2. Positioning users: What groups of people are the users who enter the community?

The following 5 user portraits can help us better locate community users

• Demographic attributes: age, gender, height, region, education level, income, and education
• For example, some dating groups will limit the entry conditions to demographic attributes such as "25 years old", "female", "height 165cm", "Shenzhen", "bachelor's degree", and "income of **".
• Interests and preferences: including shopping, games, sports, culture, etc.
• For example, some communities are established based on a common game enthusiast to discuss games and exchange skills together.
• Behavioral habits: including sports, leisure travel, hotel accommodation, diet and daily life preferences
• For example, some groups that have the habit of staying in hotels frequently can form communities where they can discuss which hotels have good services and facilities, etc.
• Social attributes: including social position, marital status, housing, vehicles, social relationships, etc.
• For example, some communities formed by people engaged in operations, accounting, programmers, etc. based on different social positions can exchange work experiences and learn together.
• Psychological attributes: lifestyle, personality, needs and motivations, values, attitude towards life, etc.
• For example, some communities are made up of people who share the same feminist values, such as those who believe that women should be independent and cannot rely on men.
• The user profile of the accounting community established by Kingdee is: accounting groups with junior accounting titles and a love of learning in various provinces and regions across the country.

You can locate users based on these 6 attributes.

3. Positioning direction

Here are seven directions for establishing communities. You can refer to them.

• Social community
• For example, the dating groups and blind date groups in Shenzhen are social groups. This is a kind of community positioning direction.
• Personality community
• For example, the community of Logical Thinking and the community of Wu Xiaobo, there is a KOL role model in the community, which is a personality-based community.
• Product-based community
• For example, Tesla community, some Xiaomi communities, and enthusiast communities based on products
• Knowledge community
• Knowledge communities can be further divided into:
• Skill development type - such as some English learning groups and painting learning communities
• ·Reading and knowledge-seeking type - such as reading communities, reading books together, etc.
• ·She Economy - life and work communities for women, etc.
• Entrepreneurship services - for entrepreneurial institutions or individuals
• Interest-based communities
• For example, KEEP's running and swimming communities are established based on common interests and hobbies.
• Brand community
• For example, Starbucks has a community that focuses on promoting and expanding its brand.
• MLM community
• For example: communities established by WeChat merchants and agents
• You can determine the direction of your community based on your different products and target users.

4. Positioning culture, positioning model, positioning scale

• Positioning culture——
• Determine the main cultural tone of the community and gather people with similar values. The best way is to explain to users before joining the group or in the group announcement after joining: cultural tone, basic rules (lurking, advertising, kicking people, etc.), vision, etc. It is best to let users express what they can provide in this community and what they want to get in this community. This can also determine whether the user is consistent with your cultural tone, and can also further understand user needs and improve community content construction.
• Positioning mode——
• External expansion model: How do you plan to expand externally? What model can bring a steady stream of traffic to the community?
• Internal management model: What kind of structure do you plan to use internally to manage the community, activate the community, and allow the community to form a good state of self-activation?
• Positioning scale——
• Small-scale community: less than 150 people, no unlimited expansion, to create a high-conversion, high-stickiness community
• Large-scale community: Each group can have 500 people and can be expanded indefinitely, covering a large community

2. How to accumulate initial traffic from 0 through two channels

Because we basically use a 0-cost method to accumulate initial traffic, what I want to share here are mainly channels for accumulating original traffic and discovering accurate users at 0 cost:

1. Offline channels

「Offline venues」——Find your precise user base, various offline venues that may appear, including but not limited to:

• Event Salon
• Industry Exhibitions
• Interest organizations
• Fixed traffic point
• Physical stores...

"Offline method" - through some method, let users get key information directly

• Flyer
• card
• Roll-up banner...

2. Online Channel

"Free channels" - publish information/materials/courses/physical objects that are of high value to users but are free or very cheap, attract users and obtain private domain traffic

• Tieba, Douban, Zhihu, WeChat group, QQ group, Xiaohongshu, Weibo,
• Yidianzixun, Toutiao and other content publishing platforms
• Xianyu, Zhuanzhuan, 58, Ganji, etc.
• Student part-time job platform

Each of the above platforms has a different publishing and review mechanism. Focus on one platform, study the rules, and do it thoroughly and well!

「Payment Channel」

• Public account launch
• Information flow delivery
• Big V
• KOL, etc.

3. Case:

——32 groups were created at zero cost, with 4,949 people participating and nearly 1,000 loyal fans

Note: When doing fission, you must grasp the user’s pain points!

3. How to establish a sustainable fission drainage channel

Fission groups are easy to die, but communities can only achieve explosive growth through fission. How to combine fission with high retention and high activity?

Here are three examples of how to sustainably attract users to your community:

1. Case Study - Paying People and Paying Things

Drain traffic to the community through a public account matrix created with high-quality content

Official account captures hot spots - attracts fans - guides people to join the community at the bottom of the official account - fans join the rudders in various provinces and regions

2. Case Study - Accounting School

Use mini programs as the main entrance to attract traffic to the community

• Accounting Questions Mini Program internal community entrance: communities for each industry, province, and certification type
• Each entrance to the official account will have a mini program entrance
• Mini Programs have the attribute of fission

2. Case Study - Accounting Black Card Project

——Establishing a WeChat ecological matrix with the accounting black card as the center to continuously generate fission traffic

1) What is the accounting black card? ——We made our own fission landing page, which integrates various upstream and downstream benefits that accountants are interested in: free courses, study tours, questions from experts, offline lectures and other welfare cards

2) How to claim?

You need to invite three people and scan the code to receive it. Joining the community will activate all the benefits of the black card, and the benefits will be continuously updated.

3) Construction of fission drainage matrix:

• The Accounting Black Card has a community (divided into directly scanning the code to join the group and adding a personal account to reply to the keyword to join the group) and a mini program entrance
• There is an entrance to the accounting black card at the bottom of each public account
• At the bottom of the mini program, there are entrances to the community (accounting black card) and the official account.
• at the same time:
• Mini programs can self-splitting
• Public accounts can self-splitting
• Accounting Black Card is promoted through resource exchange

4) The entire WeChat ecosystem is integrated with official accounts, and the closed loop of mini-programs, communities, and personal accounts is basically formed.

This closed-loop WeChat ecosystem traffic matrix has enabled us to promote our products at zero cost, and more than 100,000 people have received the Accounting Black Card.

Regarding the method of establishing a continuous fission drainage channel, you can use the high-quality content of the official account to create an official account matrix based on the attributes and positioning of the community, or use the mini program matrix to open the entrance to the community. You can also develop a third-party fission tool as an entrance like us.

4. A self-running community pyramid management method

The community traffic has increased, how to keep it from becoming quiet?

By building a pyramid management structure for users within the community, allowing users to participate in community building, giving them certain material incentives, a sense of honor and participation, users will feel that the community is their own property and will grow with the community step by step like raising their own children. At the same time, their own abilities and personal brands will also be improved to a certain extent.

1. Be familiar with the basic user hierarchy:

• Top of the pyramid - celebrities - industry leaders well known to ordinary users, such as Wu Xiaobo, Xue Zhaofeng, etc.
• These celebrities are invited to introduce you with strong personal connections/material resources.
• The second level of professional users: users who are deeply involved in professional fields or industries
• Inviting such people requires satisfying their personal brand needs and enhancing their influence in the industry.
• The third level of contributing users - ordinary users who can produce high-quality content: spontaneously manage the community and produce content
• For this group of users, we need to provide benefits and requirements, and have someone responsible for routine operations.
• The fourth level of active users - high-frequency active users
• For these users, we plan reward activities, provide benefits and privileges, and encourage them to stay active.
• The lowest level of ordinary users - users who rarely contribute content or interact
• For this part of users, there is no need for targeted operations. You can plan some general activities to stimulate them to become active users.

2. Case: Kingdee Cloud Accounting - a three-tier community structure centered on the big boss

As shown in the following figure:

1) The first level of the pyramid structure - the "big boss", focusing on recruitment and dedicated operation

• Each province will recruit 1-5 people to manage a group, and they need to have professional titles and work experience
• At the same time, some rights and interests are given to the "big boss" to help build his personal IP
• This group of people care more about a sense of honor and participation

2) The second layer of the pyramid - "Little Chef", assisting in community management

• The "Big Boss" can choose to recruit the "Little Boss"
• "Little Chef" has the opportunity to upgrade to "Big Chef"

3) The third layer of the pyramid - ordinary users

For community managers, if they want to build a large-scale community, they must establish a pyramid-like community management structure. We only need to spend the most energy managing the top KOLs.

5. Q&A

1. Low community activity, how to activate community users

A: First, you can send out dozens of red envelopes to test the waters and see how quickly the red envelopes are snatched up. If the red envelopes are not snatched up within one or two hours, then this group is basically a dead group and you can give up.

If the group doesn’t become a dead one, how can we activate the users of the community?

• Use third-party social tools to set up a check-in activity in the community
• Find more vests to check in together, or find more vests to chat about related topics together to activate the community
• Please invite some experts in the field to share some
• Allow users to participate in the construction of the community, set up corresponding 1-2-3 level characters, and give corresponding material and spiritual rewards

2. High customer acquisition costs and difficult product sales

A: Regarding the cost of acquiring customers, in the process of Kingdee building a community from scratch, there is not much cost involved. Basically, it is 0-cost to acquire customers, mainly through fission. The key to fission is to identify the user's pain points and use high-value virtual products to acquire accurate users.

As for product sales, it depends on what kind of product it is. For example, for Kingdee's B-end products, after establishing a B-end community, it is necessary to carry out a series of content marketing and content incubation, which takes a certain amount of time. For C-end products, I think the most important thing is to trust the product or you as a person. Don't let people think that you are inviting people to the group just to sell products, but that you can really provide some valuable information or help.

3. Difficulty in late operation

A: The key is to design a good pyramid structure for the community and a sustainable expansion model. Community operators should spend most of their time managing the KOLs at the top of the pyramid and formulating the rules of the game, which will achieve twice the result with half the effort. If they manage everything by themselves, it will consume a lot of energy and it will be difficult to expand the scale.

According to incomplete statistics, the life cycle of a community is about 2 years. Communities play a certain role in a company or a product at a certain stage. Communities like Logical Thinking and Wu Xiaobo Reading Club all play a certain role in the early stages of expansion and product sales. In the later stages, because community management requires huge manpower and material resources, they no longer exist. Therefore, each community has its own mission at a certain stage. When establishing a community, we must also be prepared for its demise. At different stages, it is enough for the community to fulfill its mission and role.

Author: Activity Line

Source: Activity Line