Community operation: 12 refined methods to promote community activity!

Community operation seems to have become a standard feature of many brands or platforms. The core of all operations is to carry out work around people. "Community operation" is not "senior customer service." People who operate communities should not only observe the dynamics of people in the group, but also be responsible for their own KPI indicators. Advanced-level operators will build themselves into a community KOL, while entry-level operators will only do daily maintenance and place orders in the group. Today, Zhiyuan has summarized 12 methods in the e-commerce field that effectively promote community activity based on its own experience and will share them with you.

“Any social network operation that does not observe user dynamics is in vain”

1. - "Treasure Hunt Day" -

This activity is suitable for social e-commerce or knowledge-based paid e-commerce. The group owner will post products in the group at irregular intervals every day. Some groups may post dozens of products a day. At this time, if you want to liven up the atmosphere or participation of the community, you can play this game: Treasure Hunt Day.

Find the products with XX price (highest price - lowest price - range price) offered by the group owner today. You don’t need to go to the platform to check it. You can search in the community chat history, or guess based on your own memory. The activity time is 15-30 minutes. Partners who guess first can add the group owner’s WeChat to send the answer. The answer will be announced after half an hour. The first few people can get rewards, and cheaper products can be free.

• Game: Treasure Hunt Day
• Event time: Every Monday at 14:00
• Event address: Community
• Activity method: Find the group owner to send out the product with xx price
• Activity Rewards: The top 5 participants will receive a product experience

2. "Quick Answer"

This activity can be carried out in multiple dimensions including platform introduction, company introduction, corporate culture, brand, etc. The value of the community is conveyed and users are educated through questions and answers. For example, community operators prepare 10 questions every day and interact in the community at 4 pm (or when users are tired and inactive). Those who answer more or less questions correctly can receive relevant commendations or certificates (best newcomer in quick response) (little prince of answering questions, etc.).

For this activity, it is recommended to formulate the reward mechanism, recognition mechanism, and activity interaction time in advance to avoid unannounced interactions, low activity and participation.

• Game: Quiz
• Game purpose: Promote activity and cultivate culture
• Activity time: Every Tuesday afternoon 14:00-15:00
• Event address: Community
• How to play: Answer questions asked by the group leader
• Activity Rewards: Get a certificate if you answer all the questions correctly (Little Prince of Answering Questions)

3. "Guess the price"

The price guessing activity is suitable for new products or for interaction before the release of new products. Or the next day's flash sale or limited edition products can be put on the shelves. On the one hand, it is for the sake of activity, and on the other hand, it is also helpful for the group owner to plant seeds in the group the next day. This method is more effective than directly pushing advertisements or products.

The group owner or operation specialist sends out products and asks users to interact in the group and guess the selling price, commission ratio, and discounted price (any price is fine). Users who guess correctly can get a free order or have priority experience. The activity is calculated based on speed and accuracy. If a user fails to answer, he or she can choose the reward that is closest to the answer.

• Game: Guess the Price
• Game purpose: planting seeds, pushing products, preheating in advance
• Event time: Every Wednesday afternoon from 14:00 to 15:00
• Event address: Community
• How to play: Guess the selling price of the product (discounted price)
• Activity Reward: 5 free tickets
• Activity Tips: Try not to use products with prices that are easy to guess

4. "Save money"

Compare saving money: As the name suggests, see who saves more money. The community owner or operation specialist picks a product (promotional product or discounted product) from his own platform or mini program, and asks group friends to find the lowest price through various purchasing channels they know, and get the first few cheapest products for free.

This game can be done with data cables or products with similar polar prices or high commissions. It is not easy to compare, and it can also highlight the platform's discounts and plant grass in advance.

• Games: Save money
• Game purpose: to promote activity, and highlight the cost-effectiveness of the platform
• Event time: Every Thursday afternoon 14:00-14:30
• Event address: Community
• Activity method: Find the sales price of the product in any channel
• Activity rewards: free of charge or cash
• Activity Instructions: The game is too long, so you need to warm up one day in advance to keep it mysterious.

5. "Super Red Packet Rain"

Every week or every month, there is an S-level product that needs to be promoted through the community and focused on sales. This strategy is usually suitable for hot-selling products. Group members can be activated through 5-10 waves of continuous red envelope rains. The value of the community can be mixed in the process, and guidance on what to do next, refining selling points, and promoting the benefits of hot-selling products.

At a fixed time, different groups can send multiple red envelopes, one big red envelope, multiple quantities and other strategies. On the one hand, it can test the number of people online, and on the other hand, it can check the activity level. Zhiyuan often does this when talking about big things in the community, and then after the big thing is over, there will be a wave of rewards, such as a free experience for the best-selling products, or no-threshold coupons for platform products. If it is launched in multiple groups, it will be more powerful and can be combined with question-and-answer rewards.

• Game: Super Red Envelope Rain
• Purpose of the game: Promote hot products and stimulate activity.
• Activity time: every Friday afternoon 14:00-14:30
• Event address: Community
• Activity gameplay: Send 5-10 red envelopes in a short period of time
• Activity Reward: Product Experience
• Activity instructions: This can be done together with the Q&A.

6. "Roll the dice to see the size"

I believe everyone is familiar with the game of dice rolling. There is a dice icon in WeChat emoticons, which is also a good way to activate the community. The group owner can specify the points, and the person who throws first wins. The winner can privately message the group owner to receive a designated red envelope or a coupon with no threshold.

This game is suitable for daily active group atmosphere, or for interaction a few hours before a product is promoted. In order to allow users to win more prizes, coupons can be distributed in large quantities to create a sense of participation and interaction.

• Game: Dice
• Game purpose: Promote activity, give coupons to recommended products
• Activity time: Every Saturday afternoon 14:00-14:30
• Event address: Community
• How to play: Guess the dice and compare the size
• Activity rewards: coupon red envelope
• Activity instructions: Preheat in advance and control the number of participants each time.

7. "Fission, the King of Accumulation of Praises"

We often see activities in the circle of friends to help like posts. This activity is the "Fission, King of Likes" we are talking about this time. The group owner sets a picture or a product and asks group members to forward it to their friends circle, and then notify their friends to like it 50 or 100 times. This activity is a must for flash sales. Choose the cheapest and most cost-effective products. If a certain number of products are reached or the user with the most likes is offered a free item or receives a coupon without any threshold.

On the one hand, the Likes Activity can expand the brand's popularity, and on the other hand, it can effectively allow group members to interact with their friends on WeChat and help group members spread brand products at a low cost.

• Game: Jizan King
• Game purpose: Expose the brand and promote activity
• Event time: Every Sunday afternoon from 14:00 to 14:30
• Event address: WeChat
• How to play: Post on Moments to accumulate likes
• Activity rewards: red envelope, free order
• Activity instructions: Control the deadline for accumulating likes.

8. "Showing Orders Day"

This activity is suitable for summarizing the last day of the week. Partners in the group gather together at a certain time to post sales orders of single products in the group (it can also be the total number of orders, number of shares, number of people covered, etc.) and share their sales results of the week. The highest sales person will be rewarded, and the lowest sales person will be given an incentive.

There are many ways to play, and you can do it with a different direction each time, such as focusing on single products this week, the number of shares next week, and the number of people who shared the week after next.

• Game: Posting Day
• Game purpose: Promote GMV and activity
• Event time: every Sunday
• Event address: WeChat
• How to play the activity: Whoever posts the most orders
• Activity rewards: red envelope, certificate
• Activity Notes: Data statistics are relatively troublesome, so do a good job of quantification.

9. "The Little Prince of Watering"

Many operating partners must know about "community check-in". The group owner invites group members to use the community check-in tool to check in in the tool at 9 o'clock every morning, or greet each other good morning in the community. At the end of the month, the operations specialist will conduct statistics, quantification, and commendations. They can find the most active users in the community and the users who talk a lot, and reward them with certificates or cash rewards.

When Zhiyuan was operating the community in the past few years, it used statistics in the form of tables. Now there are more mini-program tools, or it can be done in cooperation with the APP community. The effect is good and it is conducive to improving user stickiness and encouraging everyone to check in.

• Game: The Little Prince of Watering
• Game purpose: Promote stickiness and cultivate culture
• Activity time: Every day
• Event address: WeChat
• Activity gameplay: Require users to check in every day
• Activity Reward: Bonus Certificate
• Activity Notes: Tools are required for carrying and long-term work.

10. - "Monthly "Lucky Cat""

This gameplay is also an activity that is beneficial to active users. The community plans to find the "most beautiful" and "most handsome" lucky cat every month. The activity can use the official account or mini-program tools to assist in the lottery and guide users to follow the official account, similar to finding a "koi".

Because the cycle is too close, it is held every month, so the rewards can be reduced and the frequency can be increased. On the one hand, it can guide users to forward the activity page and related posters, and on the other hand, it can expose the brand.

• Game: Find the "Lucky Cat"
• Game purpose: Promote stickiness and expose social media brands
• Activity time: every month
• Event address: WeChat
• Activity gameplay: Ask users to forward the lucky draw
• Activity Rewards: Bonus Mysterious Gift
• Activity instructions: Tools are required to carry and preheat in advance.

11. - "Story Wallpaper" -

The group owner can ask group members to write their thoughts, stories, their own experiences and feelings, and their experience of joining the community every month. There is a fixed quota every month. Excellent articles and comments can be promoted on the company's "two microblogs" and even included in the cultural manual as a recognition. It is also a detail of user experience and community operation.

For example: Mother's Day, looking for the most beautiful mother, warm family photos, etc.

Such activities are conducive to exploring users' psychological feelings, cultivating emotional connections between brands and users, empowering users, and allowing users to become brand spokespersons.

• Game: "Story Wallpaper"
• Game purpose: Promote stickiness and cultivate brand culture
• Activity time: every month
• Event address: WeChat
• Activity method: Find the warmest family
• Activity Rewards: Bonus Mysterious Gift
• Activity Notes: The effect will be better if combined with the official account.

12. "Idiom Chain"

I believe many people have played the idiom chain game a lot when they were young, so you can also play it on WeChat. The group owner will announce the idiom chain slogan at the top of the hour, start with an idiom, and let group members pick up the idiom. In the end, whoever fails to pick up the idiom will be the winner, or whoever answers the most will be the winner.

During the operation, you will find that there are many talented people in the group and there is no link that cannot be answered. The interaction rate of this activity is relatively high. On the one hand, it can exercise the brain's thinking ability, and on the other hand, it can also promote the culture of community cohesion.

• Game: "Idiom Chain"
• Game purpose: Promote stickiness and cultivate brand culture
• Activity time: every week
• Event address: WeChat
• How to play: Play a game of solitaire with the last word of the idiom
• Activity Rewards: Brain-opening Certificate Coupon
• Activity Notes: Preheating in advance will help more users participate.

at last

"Give up the traffic mentality and focus on user operations."

Community operation is a process of interacting with users, dealing with people and making friends. If you want to operate a community well, you must learn to observe the emotional dynamics of users and their needs. Community operation is not "senior customer service". You might as well try to cultivate yourself into a KOL of the community. Then I believe that you will not only gain connections, but also the incremental value behind them.

Related reading:

1. Demonized growth, fission and community!

2. Community operation: How to create a good community atmosphere?

3. Community operation: 6 thoughts on community operation!

4. Community operation: How to use the community to achieve a daily turnover of one million?

5. Community operation: Why are more and more communities dying?

6. Community operation: How to increase the conversion rate of fission communities by 10 times?

7. Community Operation丨The essence and gameplay of "private domain traffic" in 2019!

8. Community operation: replicable community marketing case!

9. Community operation: 9 minefields of community marketing!

10. Community operation: teach you how to easily build a high-conversion rate community!

11. Community operation: operation skills of community content!

12. Community operation and promotion: How to build a successful community?

Author: Wang Zhiyuan

Source: Wang Zhiyuan