How to combine KOL to attract new members to the community?

It’s quite interesting to see a community activity of an APP, and I think this method can be directly applied, which is suitable for attracting new users and active products. Share it with you:

【Million Community Drainage Plan】

1. Event gimmick:

The product provides KOLs with display resources and directs traffic to KOL communities through group benefits.

2. Core nodes :

1. The KOL participating in the event must have more than 200 fans on the product side and have his own community with more than 50 members.

analyze:

(1) First, a threshold is set, so not everyone can participate

(2) Setting fan requirements on the client side to encourage KOLs to continue to contribute content in order to gain traffic and increase their fans

(3) Setting WeChat group requirements, the purpose is obviously to convert KOL’s social media followers

2. KOLs need to include the name of the product in the name of their community, such as [XXX丨Fans Exchange Group] (XXX is the product name), and the official customer service staff need to join the group.

analyze:

(1) If this requirement is passed, the KOL community will be controlled by the government, and in the eyes of users, the group will be an official user group.

(2) Official customer service can carry out all product promotion work in the community and convert KOL fans

3. To divert traffic from the product to the KOL community, users need to add official customer service, and then the customer service will pull them into the relevant KOL community.

analyze:

(1) The official can control the diversion of traffic to KOL communities at any time and take the initiative

(2) This method enables users to actively add customer service representatives and accumulate user resources for customer service numbers

4. Set up incentive activities for products, evaluate the KOL’s community based on points from dimensions such as attracting new members and being active in the community and product, content supply and fan interaction on the product side, and award prizes based on the points ranking.

analyze:

This part is the core part of the activity

(1) Use KOL activity rewards to encourage users to join the community and participate in activities

(2) The activity rules are multi-dimensional, involving both the product side and the KOL community, benefiting both sides

(3) In order to reward, KOLs guide users to actively participate in activities and mobilize fans to actively interact with the product side (data guarantee for incentive activities)

5. The entire activity is a closed-loop ecosystem, and the ultimate biggest beneficiary is the product. Regardless of whether it is the fans directed to the KOL by the product, or the new fans brought into the community by the KOL through other channels, the final flow of traffic to them will be the product.

3. Notes:

1. The key point of guiding users to join groups and participate in community activities is motivation, so the incentives set should impress users.

2. The weight of the reward points in the activity needs to be set according to the purpose of the activity. If the purpose of the activity is to attract new users, the points obtained by attracting new users will be increased. If the purpose is to provide content, the reward points for the content will be increased.

3. In order to promote competition among KOL communities, an elimination mechanism can be set up.

【Group leader assessment system】

There are many companies that are now making community products, and many of the communities for these products will be handed over to KOLs (group owners) to establish and manage. The official will review the quality of the communities and ultimately pay the KOLs (group owners) their wages. I saw a more detailed assessment and shared it with you:

The total score is 100 points. The score is settled every two weeks. The level is graded based on the score. The salary for different levels is different. If the level is rated C for multiple consecutive periods, the candidate will be eliminated. If you think the review is too troublesome, of course you can just find 1-2 mothers to do it part-time. Whether it is internal publicity or external PR, as well as community maintenance and attracting new members, the entire rule is covered and is worth referring to~

Author: Xiaobai

Source: Growth diary of a newbie in operations