Practical social operation: teach you how to acquire accurate user groups!

To do community operation, you must learn how to build your own "fish pond". There are two main ways to acquire users through WeChat: the first is to obtain accurate groups, and the second is to attract fans through fission.

I wrote this article, on the one hand, to give some ideas to those who are doing community operations; on the other hand, I am a bit of a homebody and hope to get to know more operators in different industries.

As we all know, traffic is getting more and more expensive nowadays. It is easy to obtain traffic for those who know about it. For those who don’t, they just try here and there, and then say it doesn’t work.

Compared with other channels, the cost of communities is relatively low, not only in terms of basic equipment, but also in terms of marketing work within the group.

At present, whether it is e-commerce, WeChat business, mini-programs, or even public accounts that have passed their bonus period, many of them still rely on communities to maintain users and make money.

This article mainly shares in detail the first step in community operation - finding accurate user groups . As for the subsequent operation work, it will be written in another article.

For most of last year, I spent most of my time in university communities, and accumulated more than 30,000 WeChat groups.

Among them, I came into contact with many companies in the university market, which allowed me to see how the community will be played in 2019; I also met many people who are very good at monetizing through the community, which really benefited me a lot.

Of course, the most direct benefit is that I achieved real monetization through these groups and increased my income last year.

Later, some companies asked me to do their operations and serve as a consultant. I applied the approach to other user groups. There is no problem in accumulating user groups such as mothers, car owners, pets, and even insurance.

Acquiring users on WeChat can be either active or passive.

The easiest way is to be proactive, which is to join a group to increase your fans; the passive way is to do fission activities, or try to use resources and activities to attract fans. (You can also refer to the WeChat business routine: invite friends to add WeChat and send gifts) If you are attracting fans through platforms other than WeChat, abide by the platform rules, and seize some loopholes, there will generally be no problem.

For example, when I was attracting fans who are mothers in Guangzhou, I posted some essential supplies for mothers and babies through Xianyu, which also attracted many mothers to add me on WeChat.

There are many ways to actively join a group. If you just want traffic, you can get it by changing groups or buying groups . If you need a more precise user group, you will need to spend some time looking for it.

Of course, you can buy them, but many of them are not reliable, and there are many people in the group who do micro-business advertising.

There is nothing much to say about changing groups or buying groups. It is nothing more than finding people with the same user group (peers and or those who specialize in traffic). Peers can find those who advertise in the group.

How to obtain precise groups

1. Official Account

Search for public accounts of relevant user groups.

For example: Mom, after searching, in the list of public accounts that pops up, click on each public account to view it, and then look at the column. Some public accounts will set up ways to join the group in the column, and you just need to follow the guidance to join the group. Generally, such groups are quite accurate. The search keywords can be expanded on their own.

For example, the search keywords for mothers include: mother, mother and baby, parenting, and pregnancy preparation. Just expand it according to your own industry.

Car owners' keywords can be searched based on brand, model, etc. In fact, they are all the same...

Search through the official account column. If it is not there, you can also find it in the article. You can also search for the official account, click on it, scroll down the page, click on the tweet message, scroll to the bottom of the article, and there will be a method to guide you to join the group. Generally, you add WeChat and then someone will pull you into the group.

(Why is it pulled to the bottom? Students who write copywriting know this. If you don’t understand, you can ask them.)

There won’t be many groups that can be searched through the official account channel. You may only find 10 groups or even fewer out of 100 official accounts, but they are accurate because other operators have spent time to operate them.

2. Forum

Whether it is mothers, car owners, or even other user groups, there are basically forums. You can also find WeChat groups in the forum.

Here is an example of a car owner forum that many people are familiar with - "Autohome". Use Baidu search to open the Autohome forum, enter "WeChat group" in the search box on the forum page, and then click "Filter" to filter those posted in the past week.

In this way, you can not only find the WeChat group of a certain car model, but also don’t have to worry about the group QR code being expired.

Of course, you can also read some old posts. Generally, the poster will leave his or her WeChat account, and after adding WeChat, they will also add you to the WeChat group. The user group acquired through the forum channel can be said to be quite accurate.

3. Baidu Tieba

The search method of Tieba is the same as that of the forum. You need to use the "Search" function, open Baidu Tieba, click "Advanced Search" on the right, enter the corresponding keywords, press Enter, and the corresponding posts will appear.

It’s the same as usual, just scan the group QR code if there is one, and also scan the group owner’s WeChat QR code, and let the group owner add you in.

The WeChat group search method for forums and Tieba introduced above can be fully applied to other platforms, including Douban, Zhihu, etc.

Just enter "corresponding group keywords" + "join the group" in the search box of the platform, and you can find some.

1. Audio Platform

I found the "Litchi Micro Course" here for you to take a look at. Many courses in Lizhi Micro Class have their own communities to facilitate communication among students. Some are paid and some are free. You can start with free courses or 9.9 or 19.9.

For this category, you need to carefully read the details page of each course. Generally, at the bottom of the details page, there will be a WeChat group QR code or contact WeChat. If there is a group QR code, you can directly join the group. If there is only a contact person or customer service, you can add customer service first and ask if there is a group. Be careful not to buy courses blindly, otherwise courses without groups will have no value to us.

Note: This method requires patience in reading the details page of each course. The process takes a longer time, but users are relatively more accurate and have a stronger awareness of payment.

I have given the example of Lizhi Micro Courses. In fact, you can also extend it and look for other platforms, including Knowledge Planet, and find your own user groups there. After all, different groups may gather in different places.

After introducing so many methods of finding user groups, the main focus is still on WeChat groups. After all, we still need to use WeChat and WeChat groups to achieve our further marketing work.

Now that we have talked about how to find groups, let’s talk about how to use these groups.

If you find that the quality of the groups is very poor after changing a large number of groups or buying a large number of groups, there is no need to care about what messages are sent in the groups. They are basically advertisements from your peers every day. What you need to do is to try to wash out the users we need.

Send messages to WeChat groups through posters, copywriting, links, etc. to guide users to add our customer service number. Direct the traffic over here first.

If you have entered some high-quality user groups through what I introduced above, you can directly increase your fans through software; or you can build up an identity of a KOL in the group and guide users to add your WeChat. This requires some skills. You can try it first. If you really don’t understand how to operate it, I will focus on it in the next article.

5. Assistive tools

If you want to increase your fans, I can recommend a free PC version, you can use Wetool, this software is quite easy to use.

Android phones can also download "Weiweier" in the app store.

Recently, there are some better tools for increasing followers. When adding friends, it will show: from "group chat" instead of which group they are from. This can also avoid being discovered by the group owner.

At the same time, the software's anti-blocking ability is also good. You can ask those around you who do this. Basically, many people have it. If you really can't find it, you can contact me. After all, it is a paid software, and I won't advertise it.

Passive fan acquisition through fission

The methods mentioned above are all active, including actively joining a group, actively increasing fans and adding friends. Next, let’s talk about passive fan acquisition through “fission”. 2018 should have been the peak period for fission, but it is almost coming to an end now.

After all, many users know the routines and have to do this and that, especially for some sweepstakes, the participation rate is extremely low. Many users have passed that stage.

Of course, if you can find bait to attract users, you can still make a splash. So I will just talk about it briefly here, mainly to share the fission of WeChat and WeChat groups.

Last year, we planned to create a community for more than 80 universities in Guangzhou. Later, due to some factors, the project was stopped and only more than 50 university groups were established. However, the operation of the group is also quite good. Since many users enter through the threshold, the activity level is quite high.

These are a few screenshots I kept before. The process of WeChat fission is roughly like this:

The above is a rough flow chart, you can try it, the bait can be some electronic or resource-based things, it does not include manpower, and it is a completely zero-cost operation.

The script needs to be set according to your own user group, pay attention to automatic replies, and automatically invite people to join the group after sending screenshots.

Automatic replies can be set up through wetool, guiding users to forward to WeChat groups or Moments, and once the screenshots are approved, they will be added to the WeChat group.

The general process is as follows. There will be many details that need to be continuously optimized during implementation.

For example, we asked users to post to Moments, and reviewed them uniformly in the afternoon and added them to the group after 5 o'clock. After testing, we found that the effect was not very good. Some users were resistant to triggering Moments. Later, we asked users to post to two WeChat groups of 300 people, and take screenshots after 3 minutes. Because it cannot be withdrawn after 2 minutes, it is sufficient to take a screenshot after 3 minutes. The effect was much better. What impressed me most was that a user posted an active group of 400 people, which immediately attracted more than 100 people to add friends.

Of course, the way of speaking is also important. Ask users to forward the poster, and it is best to add a sentence of copy; when sending to a group, put the picture first and the text later; the content of the poster does not need to be very good-looking, just extract the key points, highlight the important content, and keep the copy simple.

I won’t share the detailed automatic reply scripts here. If you are interested, we can discuss it privately. Here are the posters and texts we asked users to forward at the time:

Sharing copy: Share a good internship experience exchange platform.

This is basically the initial work. Find someone else's fish pond and guide the fish to your own pond. Raise the fish first and then slaughter and eat them.

As for the work within the group, how to promote activity and how to make conversions, I will write about it in the next article.

At the end of 2018, WeChat blocked a large number of accounts. I believe many friends who work in community groups have experienced this deeply. Many studios have been transferred and changed. But don’t worry, the more perfect the rules are, the more our professionalism will be reflected. As the saying goes: When the tide goes out, you can tell who is swimming naked.

In 2019, if we continue to create so many general traffic groups and low-quality groups, we will definitely end up destroying ourselves. You can only choose to do it in a refined and in-depth way. That is, from group quantification to intensive cultivation. In the past, the number was piled up, 10,000 or 100,000. This is not allowed by WeChat and it destroys the social ecology.

What we need to do is to build our own fish pond, raise fish well, feed the fish well, eat the big fish and still have small fish, and occasionally we can also let people come to fish.

Source: Mr. Cat