Community operation: How to create a good community atmosphere?

Before starting the article, I would like to share with you two successful cases of my friends selling goods through social e-commerce!

┃ Case 1

Industry: Traditional home decoration industry

Community size: within 500 people in a single WeChat group

Time: One year

Performance: Over one million

┃ Case 2

Industry: Clothing

Community size: 500 people in a single WeChat group

Time: One week

Performance: Over 100,000

After reading the above two social e-commerce cases, do you have some new ideas about the community?

In recent years, the community industry has gradually become the mainstream. At present, whether it is an Internet company or a traditional new retail enterprise, the shadow of the community can be seen!

Because the cost of traffic promotion in the current market is getting higher and higher, the cost of acquiring a new user is much higher than the cost of making repeat purchases from old users. Therefore, most companies have begun to accumulate customers in their own user pools for continuous conversion and growth!

For new retail and e-commerce companies, social e-commerce has gradually become a major direction for business development! Because there is relatively no promotion cost when conducting marketing activities in the community to achieve conversion.

Although social e-commerce is very popular at present, many companies have followed suit by simply creating a few groups, pulling users directly into the groups, and then throwing product links into the groups every day, thinking that this is social e-commerce. In fact, it is not. Often, this will only accelerate the death of the community and ultimately end in failure.

Friends who are engaged in event operations should all know that no matter where it is, online or offline, the event will be warmed up before it starts to let everyone know when the event will start and some "welfare links" in the middle of the event.

There is actually a set of processes in the community, from the warm-up before the event to the final conversion stage. What I want to share with you today is the atmosphere of community activities.

What is community atmosphere? In fact, it is the UGC content ecosystem that has been generated by the activeness within the group before the event starts.

Because users now generally have many WeChat groups, most users will directly block such corporate business groups. Therefore, when you are starting to prepare for an activity in a community, you must try your best to push the atmosphere in the group to a climax and activate latent users, so that the conversion rate of your activity will be greatly improved.

Why do so many consumers always wait punctually for the event to start shopping during big promotional festivals on a certain online Taobao platform? In fact, it is because e-commerce platforms often preheat their events in advance to create an atmosphere of event benefits, making consumers feel that they are getting a bargain. Of course, there is also a certain degree of platform brand image endorsement involved.

So, in fact, we can also compare the community to a platform, but the carrier is different. Some of the methods used to fuel the flames will be different.

The author believes that how to improve the community atmosphere can start from the following points:

I guess everyone knows the announcement. This is also an important function to activate lurking users. 2-3 days before the event, I suggest sending an announcement every day to count down to the event. On the day of the event, you can send 1-2 more times, that is, within 1 hour before the event starts. Firstly, it can maximize the activation of users who have blocked the group to come and take a look; secondly, it can increase the expectations of existing active users for the event.

In addition, when posting an announcement, you must remember to write the announcement text and time in advance, especially the event time, which can be posted every time. This will serve as an alarm response for both active users and lurking users, and will create a physiological alarm reminder in the user's mind. Even for lurking users, once they are free on the day of the event, out of universal human psychology and curiosity, they will click in to see what the event is like.

Here the community operator may need to have a higher level of control over group topics. If possible, it would be best to find two friends to join the group and cooperate as consumers.

When the event warm-up begins, try to make sure that the daily messages in the group revolve around discussions about this event. For example, which products will be promoted in this event, the intensity of the event, what discounts are available, etc. Here the author suggests that you try to reveal only a little information before the event starts, and don’t tell it all, to arouse the user’s curiosity.

During the warm-up process, the operator can find a few water army to join the group to cooperate. After the group announcement is issued, we can write a sentence at the end: Reply at 8 o'clock tomorrow night, I want to draw benefits and so on. Then let the water army cooperate to copy and flood the screen. Usually, after the internet water army takes over, real users will also continue to follow after seeing it. This can further trigger users' awareness of the activity. Here, you can write the chain words on the cover of the red envelope together with the red envelope, which will be more effective.

Within the first hour of the event, you can conduct a red envelope rain in the group. The amount of the red envelopes does not need to be too much. The emphasis is on the ceremony and "blasting the group". After sending out 3-5 red envelopes continuously and intensively, the atmosphere of the event will be pushed to a climax. Generally, most users in the group will click in to see what is going on. At this time, you can launch the event.

When doing marketing activities, especially in the e-commerce industry, the atmosphere of the activity is particularly important. If an activity does not have any warm-up, users have no idea about your activity content and products, and you just launch it coldly, if it were you, I believe you would just ignore it.

Doing social e-commerce actually means knowing how to deal with users, understanding their psychology, and using some routines and methods to hook up users’ consumption psychological needs step by step.

Related reading:

1. Demonized growth, fission and community!

2. Community operation: How to build a high-quality and active community?

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?

Author: Liu Zhixing

Source: LZX's study notes (LZX_PM)