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

Community is currently the most effective tool for customer acquisition and fission. Product marketing design based on community has become a trend, or has always been a trend. This article will briefly talk to you about community fission marketing.

Community, this business term has been popular since the author started working. It has been tried and practiced by countless people. Some have created billions of revenues with it, some have used it to obtain millions of traffic, while some have not achieved any impressive results.

The author claims to be a full-stack operator (just a slight exaggeration, don't take it seriously). Although I can't say I'm proficient in it, I am relatively familiar with communities. In my opinion, communities are currently the most effective tool for customer acquisition and fission. Product marketing design based on communities has become a trend, or has always been a trend.

Next, let’s talk briefly about community fission marketing.

3 models of social fission marketing

First of all, there are many classification standards for communities, and the functions of communities are also very rich, but if we only look at it from the perspective of growth, communities can be divided into three types: communication type, product type, and service type.

1. Spread

The dissemination type is fission-oriented. The simplest way is to use the fission of WeChat groups to quickly expand the community, and then convert the product after a certain period of time. This is done relatively early and crazily, and the one who benefits the most is reading books together.

Briefly describe the path of the communication-type community fission model: follow the official account - scan the code to enter the WeChat group - the group owner sends messages and posters emphasizing forwarding - forward the poster and take a screenshot to send to the group - review and pass and inform the rules of reading together - send the entrance to reading together and check in at a fixed time - traffic cycle.

Since the second half of 2016, Youshu has used this fission model to grow its fans to tens of millions, and established its position in the field of knowledge payment. When the Poetry Conference was more popular, some people used the name of the Poetry Conference and combined it with the fission gameplay of the communication-type community to easily gain hundreds of thousands or even millions of fans in a day.

As for now, it is very difficult to do so. The main reason is that the routine is unpopular and too easy to detect. The benefits are no longer there, but some people are still using it. It is not because it is still effective, but because it is easy to operate. As long as you do your best in the necessary links (such as auditing), you can still gain users.

2. Product type

The so-called product type is to regard the community as a part of the product, that is, you need to pay to join the group, and the group is the main place for learning and communication. Many paid check-in products belong to this type.

The classic path is as follows: follow the official account - purchase courses - add personal account - create a group - introduce learning methods and group rules - remind yourself to check in every day - check in - forward to friends circle - complete check in - traffic cycle.

A typical player that utilizes the product-based community fission model is Mint Reading, which is said to have generated over 100 million yuan in revenue. In addition to this model, it has two other innovative points that have enabled it to achieve such results.

• First, there is a diagnostic conversion link, which can greatly improve the efficiency and probability of payment, because measuring vocabulary and matching products are habitual actions for users, reducing hesitation time.
• The second is to add a betting mechanism, that is, cash back for checking in, which further reduces the decision-making cost. However, it is difficult for most users to persist until the specified cash back time, making it possible for this model to be profitable and generate more revenue.

Currently, most social marketing models have shifted to product-based models, and competition has become increasingly fierce.

3. Service-oriented

The service-oriented community fission model treats the community as a tool to serve users and an accessory. It only answers questions and occasionally spreads products for the second time, but users use the product on a separate platform. The user path is as follows: follow the official account - enter the landing page - fission conversion entrance - generate posters - forward and successfully invite friends - successfully sign up - scan the code to join the group - serve and encourage continued dissemination - traffic cycle.

The service-oriented model is a relatively stable one. Its advantage is that it brings forward the fission link that is easy to harm product users (the main methods are group buying, unlocking and distribution), directly filtering out most of the traffic. Users who have entered the community can continue to share posters and attract new users through incentives.

For example: Most knowledge-based paid products achieve fission through distribution. After joining the group, users will be informed of the complete course process and follow-up services. At the same time, they will be reminded that they can continue to share course posters. The more invitations they make, the more they will get. A ranking list is designed using a competition mechanism to encourage more people.

The above are three simple analyses of community fission models. They are not absolute, and any two or three can be integrated. The purpose is to enable readers to have an easy-to-understand and clear understanding of community fission.

4 steps to social media marketing

At present, most course products use community fission marketing, which is essentially an experiential marketing. However, how to make the courses attract more users and make users want to buy through short-term experience and achieve conversion is a headache for operators who are engaged in user growth.

So, how can we solve this problem more easily? One of the most basic principles is to adopt heavier operations. Regarding the specific approach, it can be roughly divided into four steps:

1. Planning

During the planning stage, it is necessary to start from the pain points that meet the needs of the general public and do one's utmost to grab the user's attention, that is, to select the population. This is the first point. The second is to consider hot spots, that is, to consider special time points that are suitable for the target population, such as: college entrance examinations, civil service examinations, postgraduate entrance examinations, CET-4 and CET-6, etc., and design experiential courses based on these time points to attract and convert users. This is the basic principle for course topic selection.

The third is to improve the planning content according to "goal-path-resource" and implement it accordingly. As for how to complete it according to this logic, subsequent articles will analyze it. (You can follow the official account: Wild Operation Community)

2. Attract new customers

The new customer acquisition stage is to use product means to increase registration, set thresholds, and screen users. There are mainly two types: paid and invitation-based. Generally, both entrances will be arranged on the details page at the same time, and users can choose by themselves.

However, this step often utilizes the anchoring effect, sets limited-time discounts, and gradually increases the threshold and sense of urgency. The purpose is to make users tend to choose the invitation method. This is better than retaining only one method because it not only guarantees the experience, but also takes into account conversion and dissemination at the same time, killing two birds with one stone.

3. Maintenance

What needs to be done during the maintenance phase is relatively simple, namely answering questions and providing guidance. What needs to be considered here is the issue of staffing. We need as many user operation personnel as possible to standardize everyone's work content and methods.

For example: the standard configuration of a course learning community is 1 class teacher and 1-2 teaching assistants. The class teacher is responsible for class reminders, announcing rules, and guiding subsequent conversions, while the teaching assistants are responsible for daily maintenance, answering users' questions, and even communicating with users individually.

4. Conversion

There are two main types of tools most commonly used for community conversion: one is low-price experience, such as free trials, low-price trial classes, etc.; the other is live broadcast, where teachers conduct live broadcasts to make conversions and use the famous teacher effect to promote courses.

There is no better or worse between these two methods. The key lies in whether the teacher can participate in daily communication within the community. Because users can build trust in teachers by learning in the community, this is actually very beneficial to the final conversion. After all, trust is the core foundation of conversion and an important link.

Summarize

There are three types of community fission marketing models, namely communication type, product type and service type. All three exist at the same time. Choose a model that suits you based on your operating habits, user habits, advance testing, etc.

There are four steps in social fission marketing, namely "planning - attracting new customers - maintenance - conversion". Each step requires attention and consideration. As long as you do it to the extreme, high conversion rate will not be a problem.

Author: Dugushang

Source: Dugu Operation