Community Operation: How to use the community to achieve a daily turnover of one million?

Since the end of the "Thousands of Group Wars", business models based on group buying have rarely appeared, until the rise of Pinduoduo, which exposed the people in the sinking channels, ignited the trend of social e-commerce, and derived community group buying.

Of course, Pinduoduo does not have the energy to fully give birth to community group buying. It also requires changes in traffic channels and marketing models. To put it bluntly, it is the birth of WeChat, and to be more clear, it is the combination of communities and mini programs.

However, mini programs are just tools, and the role of the community is the most core, because the community means circles, and only users who are connected and together can be converted in large numbers.

There is a saying that I like very much. Any business is the process of converting traffic into users. The community is the transit station between the two, and community group buying is no exception.

The purpose of this article is to analyze how community group buying plays with community marketing.

The operational conversion logic of "Mini Program + Community"

As mentioned at the beginning, the online operational conversion of community group buying is completed through communities, and the specific form is the combined use of mini programs and WeChat groups.

WeChat groups are usually established by group leaders, who are usually recruited and are mainly full-time moms who are at home or have relatively free time. A small number of group leaders are owners of community convenience stores . For example, the group leader structure of "Nongfu Orchard" is 70% moms and 30% community store owners.

After the group leader establishes the WeChat group, he or she begins to be responsible for the daily operation and management of the community to ensure that the atmosphere of the group is normal. Of course, because the group members and the group owner are from the same community and have a deeper social relationship as neighbors, it will be easier to manage.

The next step is the most important task: recommend products to group members and guide conversions .

This is actually a relatively natural process, because group members join the group through the relationship with the group leader and have great trust in the group leader. Naturally, they do not need to make excessive decisions when buying things recommended by the group leader, and they will basically buy them. In addition, group leaders use mini programs to recommend products. After all, mini programs are lightweight, easy to spread, have low development costs, are easy to iterate quickly, and do not require registration. Only user authorization is required, which greatly reduces user behavior costs.

For example: a certain community group buying platform connects various group leaders by providing mini programs.

They help group leaders initiate group purchases of goods and welfare activities, thereby assisting group leaders in operating WeChat groups and increasing sales. By utilizing such strategies, the community group buying platform has accumulated more than 3.4 million users and a daily turnover of more than 1 million.

The above is the community operation conversion logic of community group buying.

"Training + Distribution" Unleashing KOL Effect

From the above analysis, we can find that the group leader is very important for the community conversion of community group buying. It can be said that he is in a particularly critical position, because for a group, the group leader is their opinion leader. If the operation of the group leader is strengthened, the KOL effect can be significantly released.

At present, the operation of community group buying for group leaders mainly includes two aspects: training and distribution.

1. Training - Team Leader Business School

Let’s talk about training first. Why do we need to provide training to team leaders? This is because most group leaders are recruited, and many are even part-time with varying levels of skill.

For example: some may be managers of community convenience stores or have worked in micro-business and have some knowledge of marketing, while others are complete newcomers with no experience and are prone to problems.

Faced with this situation, it must be solved through training. The most common approach is to launch a "Group Leader Business School" to enhance the activity and loyalty of group leaders through standardized management and step-by-step incentives.

The training of "Group Leader Business School" has a specific process. First, a group of group leaders must be established to facilitate centralized management. Then there is specific training and assessment. Common methods include group training, sales training and skills training about three times a week, and targeted coaching for head, middle and tail group leaders.

2. Distribution - Community Partners

Another aspect related to group leader operations is distribution incentives, which will usually be explained during recruitment and training. The main purpose is to clearly tell the other party: being a group leader can make money, and a lot of money.

Of course, simply talking won’t have much effect. You also need to work hard on the copywriting. For example, when a community group buying platform is recruiting group leaders, it directly says that the monthly income can reach 20,000 yuan, easily 200,000 yuan a year, and there are also titles such as "community partner", which is really attractive.

However, this is just publicity. How much you can actually earn depends on the group leader's own sales ability and personal connections. As long as the personal connections are wider and more groups are created, and the marketing and operational capabilities are strong enough, it is possible to earn more than advertised.

In addition, the distribution ratio also determines the income of the group leader. The higher the ratio, the higher the income will be. Looking at the entire community group buying industry, the distribution level is around 10% , and a few players will have a higher level, around 15%-25%.

Implications for the paid content industry

In fact, the purpose of training group leaders and joining the distribution mechanism is to stimulate the group leaders' execution and conversion capabilities and make the business model run quickly and successfully.

This is true not only for community group buying, but also for other industries, especially community-based paid content industries (knowledge payment and online education).

If we sort out the social gameplay of community group buying, we will find that it generally follows this path: recruitment - training - group building - operation - promotion - commission distribution - dissemination

This is exactly the same as the common distribution fission gameplay of knowledge payment, but it is also obviously different:

1. Recruitment: During the warm-up period, captains are recruited from various channels, using the opportunity to earn money through competitions as bait to attract players from top channels to participate;
2. Training: Announce product information, teacher background, specific gameplay, team requirements, ranking rewards, and promotion time;
3. Group building: Call for free team formation, free group building, and self-built traffic pool;
4. Commission sharing and fission: People in the team earn profits while promoting, and those who are attracted also follow the promotion and earn relatively small profits;
5. Operation: Users converted from various team channels are centralized in the event organizer, who will be responsible for group building, operation and service;
6. Marketing: The event organizer’s staff uses the stickiness created by the course services to achieve conversions.

Such a small difference can give us the inspiration that delaying the commission distribution and fission links and building the authority effect and user stickiness before that will be more beneficial to the final conversion of the community.

The creation of community authority and user stickiness is essentially a behavior to promote community activation and the core of community operations. What are its routines? This can be explored in another article.

Finally, let’s briefly summarize the social marketing routines of community group buying: use "mini programs + WeChat groups" to help group leaders convert, and enhance the KOL attributes of group leaders through "training + distribution".

above.

Author: Dugushang

Source: Dugu Operation