The Secret of APP Mother and Baby Products Community Operation
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The development of online communities has gone through two historical periods: one was from 2002 to 2005, when QQ groups, Tieba, Renren, and Kaixin were born, ushering in the golden age of PC communities; the other was from 2012 to 2015, when WeChat groups , Tieba groups, Momo groups, Weibo groups, and interest groups were born, ushering in the golden age of mobile communities. you do not know? Fan economy is out! You don't know? Now it’s the community economy! Whether it is an Internet company or a traditional company, it can only have a future if it has "fans". "Fan interaction" has always been the shortcoming of traditional enterprises in the process of promotion and communication. When operators gather fans into groups, corporate communication has more room for imagination. So, here comes the question! How to create a fan group? How about a win-win situation for fans and reputation? Chao Mengjie combined her current experience with the products she is operating and hopes to share with you: Step 1: Quickly and accurately build a fan group. The most popular groups nowadays: QQ group, WeChat group, Weibo group, Tieba group... Build it accurately according to the characteristics of your product users and the strength of your team. (Be care! There is an advertisement here: our product "What Children Play" is a platform to help parents discover fun children's products and share parenting concepts through play. It needs a high-quality group of parents born in the 1980s.) So, we chose a WeChat group with high activity and high daily frequency, and paired it with a WeChat subscription account as the gathering base for our fan group. If you are a post-90s generation, I suggest you join a forum group, where users are young, energetic, and have a variety of thinking. They are the mainstream users of Tieba. Then, determine your goals and recruitment methods: "Find your users where they are" and you will never go wrong following this route. For example, if our users are young parents born in the 1980s, then we will enter the four battlefields of maternal and child forums, vertical e-commerce communities, Weibo, WeChat, and Moments! The question is, what should a startup do if it has no money? 1) Where to find the first batch of users? "Good operations require eating grass near home." Friends, husbands, wives, colleagues... anyone who fits the target group should not be let go. Pull them all to the platform first. Even if it's just to show support for a few stations, it's great! 2) What should I do if I cannot publicly post recruitment messages on the community forum? "Let's start with the stupid things", use N small accounts to sneak into the internal groups of the community forum, and then manually invite people one by one, it's easy! rough! It works! 3) Should we do ground promotion ? I think that although door-to-door marketing is tiring and difficult, at the same time, it is fun to have close and precise contact with users, even if they scold you, so you might as well give it a try. 4) Is there any high-level operation plan? Of course, you can sell feelings, and it will definitely look cool through H5 tools . However, such a high-end and creative activity also requires a flash of inspiration, which is the so-called "holding back a big move". (Big moves don’t come around often, so just do the basic work steadily and accumulate little by little.) After two weeks of hard work, we quickly achieved our goal of 1,000 seed users ! Step 2: Now that active users have arrived in the group , what’s the next step? It’s very simple: let him stay, don’t leave! Otherwise, it would be in vain. Now it’s time to start planning your event! Get the gifts ready! For example, H5, WeChat account, etc., the form is not limited. The purpose is to retain seed users! For example, 1) We launch a trial of new and cool children's products on WeChat once a week, recruiting high-tech toys for trial. At the same time, users share their own experience of trial play, which can not only accumulate content, but also activate users to give benefits to fans. 2) Expert Q&A: Based on popular topics, such as the Shanghai Book Fair, the start of school, Love Teeth Day and other festivals, we will invite experts to answer users' questions online. The frequency is maintained at once every two weeks, which not only solves the mothers' doubts, but also brings a deep sense of pride and worship to the influencer, and brings a certain amount of fan attention. It also increased the activity of the group, killing three birds with one stone. 3) H5 and WeChat activities, which offer cool prizes, have also attracted many new users to join. We are also gradually trying and accumulating experience. Step 3: The highest level - let users create "word-of-mouth communication". After the other two steps have perfectly laid the foundation, how to closely link the product and users to form explosive communication is the next highest level of community operation. For example, next we plan to transplant the trial activities + voting that have already gained a certain reputation into our product APP and carry out regular operations to expand word-of-mouth and improve user stickiness. We will wait and see what the results are and look forward to sharing with you next time. Super cute sister has something to say: In the "Internet +" era, "whoever gets the fans wins the world". From "touching the Internet" to "weaving the Internet", it requires a deep cultivation process - cultivating users, allowing users to participate deeply, and then accumulating users, gathering word of mouth, and generating a healthy fan word-of-mouth economy. APP Top Promotion (www.opp2.com) is the top mobile application promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing App marketing dry goods . Welcome to follow the official WeChat public account : appganhuo This article is compiled and published by (APP Top Promotion). Reprinting this article must be approved by Top Promotion , and please attach the link to this article! |
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