High conversion community operation skills

" Community operation is the most tiring job I have ever seen. Every day I just maintain the account, create groups, send group announcements, and then do some hard advertising benefits for 9.9. I don't learn anything and it's a waste of time. I plan to change jobs because I will never do this again." A classmate complained like this.

I think there are quite a few people who complain like this.

Left Alliance: Raising accounts, creating groups, and posting advertisements

Right link: forward, kick people, sell things

Horizontal banner: Social marketing

This fake couplet, which seems to be a joke, also expresses the grievances and distress of community operators all over the world. On the one hand, there is a large amount of repetitive and basic work, and on the other hand, we have to face wave after wave of performance pressure. Sometimes people just fail like this.

So how do we make community operations interesting? How to build a high-conversion community? There are actually methods to follow. Today we will use a simple and easy-to-understand way to talk about how to do a good job in community work.

1. Understanding the community

In the first part, let’s talk about how to understand the community.

Anyone who has been involved in community operation work, if they are a little motivated and willing to learn more and read more, will have heard of the five elements of a community: like-minded people, structure, output, operation, and replication.

Then what?

And then nothing happened.

Even if most people memorize these five elements, they still cannot solve the social problems they encounter in reality. What is the reason? Is the summary wrong, or is it not used correctly?

I think it’s neither of those, but rather a lack of observation and thinking. To understand the community, we cannot just read books, but also need to observe and compare our own communities with those of others, and then discover the hidden threads of these five elements.

What types of communities have you come into contact with or observed? Let me tell you about mine, and you can use my observations as a reference. The premise is that we must be clear about the purpose of doing this. It is not to list all communities, but to classify them and to refine the characteristics and actions.

In my own observation, there are four common situations:

The first

I have established connections with other people, so I need a carrier to help me carry on and maintain the relationships. For example, I have family groups, classmates groups, and colleagues groups.

The typical characteristics of this kind of community are: deep relationships come first, then groups are formed; the relationships are deep, but the carriers are thin. Using this carrier or not will not affect our relationship.

The core purpose of this type of community is to build relationships. In fact, to a certain extent, this type of group with deep relationships can be considered as a community, because the relationships between group members are strong and do not directly generate commercial value. In our daily work, we mainly work with communities of commercial nature.

The second

I have a spiritual belief, which is NBA player Kobe Bryant, so I joined a Tik Tok community where everyone shares Kobe's Mamba spirit.

The characteristics of this kind of community are: driven by passion, shallow relationships among group members, shallow carriers, but true content and resonance. The core purpose of this type of community is to find identity. This type of community actually has great monetization opportunities, but you must exercise restraint.

The third

A community for learning purposes. For example, new media writing groups and operation exchange groups. Just like many candidates now join postgraduate entrance examination groups and civil service examination groups.

The obvious characteristics of this type of community are: strong purpose, good content and relatively clear management. The purpose of joining a group is to obtain information and skills.

The fourth

I was also invited to join the welfare group by Luckin's welfare officer, recommended by Didi to join the carpooling group, and redirected by Taobao stores to the flash sale group, etc. I call this type of community fish ponds.

The characteristics of this type of community are: welfare is the bait, and harvest is the real thing, so there are many activities and the frequency of one-way communication is high. Of course, the purpose of joining the group is very simple, which is to get the benefits.

You see, by observing the community I enter, I can position the community we serve very well. If I am serving a learning community, I know that my focus should be on two aspects: content and management. In fact, it corresponds to the "output" and "structure" in the five elements of our community. If I were running a fish pond, I would pay more attention to its life cycle and ensure diverse stimulation of the operation.

As for the final replication, it actually means that after the community operation model is running smoothly, you should think about how to operate in batches as a middle platform. This involves the relationship between batch communities and the middle platform, the relationship between tools and people, the relationship between resource allocation, and so on.

2. Build a high conversion team

Is community operation equivalent to sales?

Strictly speaking, this statement is inappropriate. Because community operation is a sub-type of operation, it depends on the specific business and its position and responsibilities.

The community is just a tool to reach users. We should achieve our business goals based on understanding the characteristics of the community.

On the other hand, in actual work, we must admit that the community operations of many businesses have sales attributes. This is seeking truth from facts and cannot be covered up.

The reason is simple, because the community is so friendly to transactions.

1. Closing a deal requires frequent communication and building trust. Community satisfaction.
2. To improve efficiency, more 1V communication is required to complete transactions. Community satisfaction.
3. The herd effect is the secret weapon for closing deals. Community satisfaction.

Therefore, we will find that most companies will put social marketing in the conversion stage. Of course, social tools are mostly used in the stages of attracting new customers, retaining existing customers, and promoting activation, but the ultimate goal is to facilitate conversion. Since "conversion" is the inevitable fate of community operations, we should study carefully how to make the community interesting and high-conversion. Here I want to emphasize a concept. Taste actually has three meanings:

1. First level: users find it interesting and useful
2. Second level: The company feels that the operation is effective
3. The third level: Employees feel that the research is worthwhile

In response to these three meanings, I will deliver a set of targeted formulas to solve the problem of "having flavor" respectively. Please note, it is not one formula, but a set.

1. Interesting and useful

"Interesting and useful" is the user's feeling, and feeling is the internal guide for action. If you want users to take action, you need to get to know them and understand how they feel. First the formula, then the explanation.

Interesting and useful = popularization of practical information + diversification of forms + fuller character setting. This feeling comes from three aspects: content, form and characters.

Therefore, in the cosmetics market, you cannot just throw out purchase links, you have to explain skin-whitening tips. Moreover, these skin-whitening tips cannot include a bunch of official language like “rich in 5% niacinamide”, you have to tell users that “applying this bottle of cream is equivalent to applying 5 whitening masks”.

The pursuit of novelty is an instinctive need for most people, and it is no secret that people get tired of the old and love the new. So what you share can’t be in just one form, you have to be diverse. Posters, videos, audios, Q&A interactions, crowdfunding participation, etc., do more design and don’t let the community just become a tool for chatting. It is very important to have a well-developed character, because the connection between people is, in most cases, stronger than the connection between people and products.

Let users feel your authenticity, your dedication, and your quality. These will determine the moment you send a marketing message, whether users will feel “you only know how to sell things but you don’t have any service” or “he’s so good, the things he recommends must be right”.

2. Effective operation

"Effective operation" is actually more important at the company level, but as the executors of community operations, we must be aware that "users should be satisfied first, then the company". Therefore, our first step is to talk about the "interesting and useful" formula. This is the foundation. Without this foundation as a guarantee, there is no talk of the subsequent "effective operation". Effective operation means high conversion.

Effective operation = attention attraction + value impact + expectation atmosphere + promotion conversion. Please read this section carefully. I will share with you 20 conversion techniques to help community partners improve conversion. Attention grabbing is the starting gun for every conversion campaign. The implementation of this strategy means that a transformation action has quietly begun.

This will involve 5 skills, which will be delivered to you together:

Attracting attention is the preparation for action, which means learning to tell stories. What story is this? Talk about how much manpower and material resources were spent and how much grievance was suffered in order to obtain this product. Talk about how this product was developed from its inception to completion of design to optimization of the finished product, and how many difficulties were overcome and how many challenges were encountered.

The above method is called "product story attraction method"; in addition to this, we can also use the "welfare attraction method", such as first holding a wave of lucky draw activities, and then explaining the background of the event to preview the product.

• Pain point attraction method: List the collective pain points, ask everyone if it hurts, and then announce that we have a solution. Careful students will find that I actually used this little trick at the beginning of this article.
• Co-creation attraction method: Invite the other party to experience, improve and evaluate your own products through seeking help, internal testing, co-creation, research, etc., so as to gain the other party's attention.
• Curiosity attraction method: Do you remember that when Youku announced its spokesperson, it sent a silhouette of a person? You can also pick a few features and ask users to guess what the new product is.

Value impact is product packaging. It is the original basis for users to judge whether something is "worth it" or "not worth it". At this time, some partners may ask: "Shouldn't we find out user needs first and then meet them? Why are we going straight to value now?" Actually, this is not the case. Because we need to analyze each case specifically and cannot apply theories rigidly.

Demand insight and matching should be completed before the product is launched. This step of "value impact" only requires completing the proof. Prove that my product can meet your needs. This layer also delivers 5 tips to everyone (the examples below are for illustration purposes):

• Quality: This cosmetic cost $1 billion to develop, was developed by 120 scientists, and obtained XX patent
• Weight: The previous version of the mask, the same price only has 10 pieces, now upgraded to 50 pieces, and also give away 10 pieces of trial packs
• Authoritative: Electric toothbrush recommended by Professor Wang of Peking University Stomatological Hospital
• Heavy data verification: The noise of this air purifier in sleep mode is as low as 30 decibels
• Real-life case study: Comparison of the effects of this mask after one month of use

The atmosphere of expectation is the last wave of preparation before product conversion and a key step in breaking through the user's psychological defenses. This step is like the undercurrent the night before a storm. You desperately want to get it, but you are frustrated by not being able to get it. Here are 5 tips for creating an atmosphere of anticipation:

1. The number of reservations exceeded expectations: the product has not yet been launched, but the number of reservations has exceeded 100,000. This is a tried and tested trick used by mobile phone manufacturers.
2. All the beta testers said it was good: the new phone was exposed in advance, and here are a wave of review videos. Doesn’t this operation seem unusually familiar?
3. Here comes a wave of gratitude and feedback: pre-sales exceeded expectations, here comes a wave of benefits, forward it and get 3 new Pros, maybe you will be the winner. Expectations are high and participation is strong.
4. Insufficient spot supply: limited time and quantity, scarce manufacturing, more people than meat, so it’s better to act first.
5. Fans asked three questions, gave two likes and sent a letter: asked about the product, asked about after-sales service, asked about the price, praised the previous usage results, praised the good return and exchange service, expressed their trust in the brand and looked forward to new products.

Promotion conversion is the time to test the results of the previous steps, and it is also the moment when the window paper is broken. When making conversions in the community, you always have to offer some extra benefits and give the other party a reason to "buy from you right now." Here are 5 tips for this step:

1. Super special prices: This one depends on the situation, because it may turn out to be like Wang Po bragging about her own products.
2. Prioritize opening the internal channel: lock in the loyal fans, win first and then fight
3. Share the results: half an hour's results, one hour's results, in short, the sales are crazy
4. Extra gifts for ordering: Thank you for your support, extra gifts and benefits, let’s create a miracle of our own together. Common routines used by celebrities in their live broadcast rooms.
5. The very last: the last two hours, the last 40 sets, the last free quota, etc. In short, if you miss it, you will have to wait until next year.

3. Valuable

Finally, let’s talk about the employees themselves. As mentioned above, "satisfying users first, then satisfying the company" is the basic awareness of a community operator. But the personal growth of employees cannot be ignored. Who should be responsible for the personal growth of employees? The first person responsible should be yourself. Because only you are the biggest beneficiary of growth. The second person responsible should be the superior.

The growth of most people is directly related to their superiors, so I want to say something sincere, but not necessarily correct - you have to learn to choose your superiors. Do you believe it? There is also a formula for selecting superiors. A good superior = a skill + willingness to train + career development match. A good superior must have something better than you. Here we should look at it with an open mind, not finding fault, but discovering beauty.

It's not that he is better than you in everything, but that he can help you make up for your weaknesses. Of course, you have to ensure that this ability can be achieved through acquired learning, otherwise it is not called "a skill" but "talent". Just because your superior is capable doesn’t mean you can learn something. Action = ability * willingness * trigger. Don’t overestimate your ability to “learn by stealing”. You must know that “learning by stealing can easily lead to obsession, and only by learning from a master can you achieve twice the result with half the effort”.

The last point is the matching of career development, that is, what you learn must be meaningful to your future. For example, the ability to think independently and deeply is meaningful. For example, teaching you how to cook delicious dishes will be of little significance unless you want to work in this industry in the future. Of course, the premise of all this is based on self-growth. I have three suggestions for your reference:

• Broaden your horizons and read more. We know that the most classic and systematic knowledge should be in textbooks. So we can improve our knowledge structure through books.
• Don’t be a scholar, be a practitioner. For every activity and every plan we carry out, we consciously refer to the knowledge structure to sort them out. At the same time, we take the results as the goal and correct ourselves in the opposite direction.
• Practice deliberately and reflect on what you have done. "No growth" is a rough perception. It does not mean that you have not gained anything objectively. It is only because you have not done systematic review and organization that the illusion of "no growth" is created.

If you have achieved the above 3 points, there is still no room for growth. Stopping loss in time is the best option. Believe it or not, sometimes “suitability” is more important than “hard work”! That’s all for this update.

Author: Operations transfer student

Source: Operation transfer student