Case analysis: How to avoid the pitfalls of WeChat community operations?

The preliminary preparations for community operation projects must be done thoroughly and well, so that you will not be in a hurry when you actually go to the battlefield.

The world is bustling with people, all for the sake of profit. The world is in turmoil, all for the sake of profit.

When operating a community, it is imperative to keep in mind that “profit-seeking” is the only way to achieve great success.

The current situation of community operation

There is often someone who uses the WeChat group to turn the tide and save the company from dire straits.

Many bosses start to fantasize after seeing this kind of online articles, and immediately hold meetings, establish projects, build teams, and create communities.

I just took over the WeChat group operation project and was at a loss as to what to do. How could I become the main force behind the company's profits like the great guy mentioned in the article by my boss? If you think this way, your project is not far from being stillborn.

Without resources, fame, labels, or even sufficient resources, even the great people mentioned in the article would not dare to take on this project.

This is the current situation of WeChat group operations.

I have worked on three WeChat group operation projects, and the first two failed without any struggle:

One was stillborn;

One is that you realize halfway through that you have killed the project when designing the underlying logic of the project;

A small achievement is realized in cash.

The experience of fighting monsters in three projects will teach you how to ensure that the community project does not die.

Infrastructure construction, cleaning optimization, and large-scale operations are the three main ways to ensure the survival of the community

Infrastructure

To carry out WeChat group operations, you must prepare accounts, operation tools, products, fish ponds, underlying logic, and personification. This is the fundamental way to ensure survival.

The core of WeChat account maintenance: deepening of social network

The process of account maintenance, from applying for an account to real-name registration and then to the flow of account cash flow, are all basic account maintenance processes. If you want to maintain a more advanced account in a short period of time, you have to bury the account deeply in the social network, and deep burying in the social network must be done regularly.

Complete real-name registration within one week of account creation, post to Moments, grab red envelopes, change avatar, nickname, follow public accounts, chat, join groups and other routine operations. The second week is about embedding the social network. This step is to tell the robot that you are a normal person with normal work and rest habits.

For example: when using a new account to play games and add friends, you cannot play all the time. You have to play at a specific time and time period every day. And you cannot add game friends all the time. You can add all your teammates in every game.

When listening to QQ Music with a new account, you should give appropriate likes, collections and even comments.

Anything that can be logged in with a WeChat account is a potential channel for deep-seated social relationships.

When using WeChat tools, you just need to pay attention to the frequency of use and the repetition of content.

Fish pond construction: can stand the loneliness

The product determines the attributes of the community. Some products must have specific and accurate users, while some products do not have particularly high requirements for users and can be operated through general WeChat groups. The product also determines the basic form of fish pond construction.

The boring and long process of fish pond construction requires the ability to endure loneliness and pressure.

Use the project case of establishing a job-seeking WeChat group to share the hardships and fatigue of the previous fish pond construction:

Six full-time staff members were invested in the construction of the job-seeking WeChat group Yutang. The construction period of Yutang was 47 days. Nearly 20,000 people joined the group, and 66 companies had recruitment needs. During this period, 183 people were successfully recommended jobs, and nearly 10,000 workplace courses and basic workplace courses were distributed. The cash revenue during the construction of Yutang was more than 220,000 yuan.

(All work docking standards and docking terminology must be unified. If you don’t have enough money and a sense of ownership, don’t even think about it)

Division of labor: Modular operation, with tasks and data targets.

2 people are responsible for offline business:

• The main job is to visit companies and schools that need to recruit, and recruit or provide employment information for them free of charge or for a fee.
• The secondary job is to assist in making vests.

Requirements: Within 30 days, win over 40 companies and 10 universities. (It was not completed)

3 people are responsible for online operations:

• The main work is to do online promotion, traffic generation, activation, output of high-quality content, screen courses according to the underlying logic, and negotiate distribution rights.
• Real-time monitoring and detection of WeChat group operation tools, updated daily on the official account.

Require:

1. Through online promotion, we cover more than 5% of local vertical groups and communities.
2. Answer the @questions from group members within 5 minutes, discuss and update standard questions and answers at any time based on actual conditions, and enter them into the language library of the auxiliary robot.
3. Post recruitment information and learning materials to the community three times a day.

There is another person who is just there to make up the numbers and act like a lazy ant.

Preparation for fish pond construction: bait preparation, target guidance logic, user training, catfish setting, fish pond planning

Bait preparation:

Others can easily attract thousands of people to join the group by building a fish pond. It seems that the process is the same, but you can only attract dozens of people to join the group by building a fish pond. What pitfalls have you not avoided?

Bait that has not been polished can at best be called feeding.

The bait setting needs to be set according to the characteristics of the target group in this activity.

Targeting college students who are about to leave school, two baits were set up: "Give you a pair of sharp eyes to identify the internship pitfalls through three dimensions" and "This is how you should write your resume, your resume is at most an introduction."

It is designed for those who have graduated for 1 to 3 years: "If you have been working for nearly two years and have not mastered these rules, you deserve to work overtime for two hours."

For those in management positions, we have set up a guide called "Avoid these companies if you are looking to change jobs at mid-level management level"

Of course, the most attractive bait and the most practical one is the more than 200 positions we offer.

Logic of bait preparation:

Internship requirements:

1. Basic layer requirements: recruitment website, recruiting company information.
2. Psychological needs: How to write a resume to stand out.
3. Security layer needs: Afraid of being cheated and not knowing how to distinguish between good and bad companies.

Requirements for those who have worked for 1 to 3 years: promotion, salary increase and no overtime.

This is already a requirement for middle-level management: don’t jump into a pit when changing jobs.

The most important point in setting bait is to make it practical. The baits for recruitment community building are far more than the ones mentioned above. I hope that you can design the bait according to your actual situation.

When designing bait, focus on age group, work experience, spending power, psychologically expected consumption peak, and psychologically expected gains.

Note: How to find the peak of psychological expected consumption (simulate a person of X age who has worked for Y years and earns Z yuan per month, and suddenly loses N yuan one day, but still acts as if nothing happened, it is easy to find it naturally)

How to find psychological expected gains (simulate unexpected surprises, and through the practical steps of the theoretical professional terms of the masters, you can basically obtain knowledge beyond the expected gains.)

The standard for whether the bait is set well lies in whether, in front-line practice, there are target user groups who complain that the bait is useless. The length of the WeChat group’s life cycle also depends on whether it provides long-term value output to the target user group. This is why some people would rather block group messages than quit the group.

After the bait is ready, find the fish nest:

Common online fish nests such as Tieba and forum communication channels are very easy to be blocked. It is necessary to use some more clever copywriting to avoid these problems. The primary way to avoid being directly blocked is to fight wits and courage with the robots of Tieba and forum. Pay attention to details and be familiar with the rules. This type of Tieba forum has a more stringent review, which is manual review. You cannot escape this no matter what, so the copy should be prepared to be interesting and not too rigid.

Another common method is to add similar WeChat groups and post your own messages after joining. Most of the same type of targeted groups will not be harmonized unless you directly send QR codes and links. If you want to introduce this type of target group into your own fish pond, you must pay attention to one point, that is, peers joining the group. The initial community cannot withstand the advertising bombardment of peers. In the latent stage, you must identify those who only send advertisements and set their IDs to the blacklist so that the auxiliary robot can politely ask these people to leave the group in a timely manner.

Is drainage that simple?

Those who have done front-line drainage will define those who do this as leaders who know nothing and can only talk nonsense. This is indeed the case. It’s just that this conventional drainage method is no longer able to accurately drain traffic, but it is still used as an example by some people.

Starting a project from scratch, with nothing, the chance of success by just browsing forums and posting small advertisements is almost zero.

Our offline business conducted a series of discussions on school resources and held six offline lectures before we achieved some results. Most schools welcome units with job resources to give them lectures and career guidance. After all, the employment rate of students is high. Our school student resources alone account for more than 60% of all community members, and this is also the best selling group for our 9.9 yuan career courses.

By borrowing the human resources of more than 70 units that the team had previously accumulated, we recruited several thousand more people. Of course, most of the credit here was accumulated by our colleagues who had previously worked on the events.

In return, we gave each of the more than 70 HRs a course priced at 699 yuan, and also provided them with a good part-time job opportunity.

One thing to note here is that all operations must be mutually beneficial. Favors will run out one day, so try not to use facial recognition if possible.

In fact, we attracted less than 5,000 users through advertising and email bombing, but these 5,000 were relatively accurate users. Among the 183 people who successfully joined the company and received commissions, more than 55% came from these 5,000 people.

Of course, we have also accumulated nearly 300 accurate job-seeking WeChat groups and nearly 1,000 job-seeking QQ groups. These are the reasons why we were able to achieve these results in a short period of time.

Traffic generation is a boring but mind-opening job. It requires not only doing the same thing boringly and over and over again, but also discovering problems while doing the same thing and making modifications based on the characteristics of the problems. Many people will doubt whether drainage is the job of operations when they are draining traffic. I think this is probably the most confusing thing for operations workers.

The way we actively look for people is still to search one by one in forums and groups. What works better is to find the target users on the recruitment platform, ask for their contact information, add WeChat, and then pull them into the group.

While you are fishing, remember one thing: the one looking for a job is not you. As for those who are particularly picky, you just need to ignore them. You can be sure that he will not delete your WeChat, because you are a potential job opportunity provider for her. Deleting your WeChat means losing you, which is determined by people's possessiveness.

Initial user training:

1. When you join the group, you should immediately @ her and clearly tell her what you can and cannot do in the group. and the consequences of violating the regulations.
2. @her again and clearly tell the group what information will be obtained by replying "keywords" so that they can be divided into groups.
3. The third time I @ed her, I clearly told her what was in the official account and what she could get by following the WeChat official account.

During this process, you should also pay attention to others who are digging into your group and remove them in time and set up a blacklist.

An interesting and rigorous domestication process can significantly increase the activity of your community.

The rule setting should clearly state the position and make it clear what can and cannot be done.

In the background management tool, it is set up that once someone touches the red line, it will be immediately pointed out and the situation explained in the group. This can effectively deter those who are ready to make trouble.

Catfish Settings:

A more advanced name is silver carp.

To be honest, it's called a vest.

To put it more clearly, it's called a babysitter.

The setting up of a shill is a relatively important link in all the links, and sometimes it can directly affect the outcome of the transaction.

Generally speaking, the ratio of vest settings is 1:7~12. If there are enough accounts, the ratio can be increased.

The most important point about a vest is that it needs to be personalized. I set it up with reference to the book "Enneagram". Each main account is configured with 9 aliases, which can theoretically cover almost all personalities. Through personality research, I prepared about 150 sentences for each alias (in addition, a total of 97 public questions and answers were prepared, and the public questions and answers were set up with strong flexibility and can be changed at any time). This can ensure that the psychology of the majority of the target people is stirred and cause them to have psychological turmoil. Once the psychological turmoil begins, the alias will also play a role.

When setting up a vest, you need to pay attention to the way different personalities think about the issue of consent. Even if they see this problem and think about it, they will not say it in the group. They are always waiting for others to jump out. This is the commonality of most people now and the biggest advantage of community operation. In this way, you can relatively easily guide the target group to the situation you have set, so that both parties can more easily complete a topic or have an in-depth understanding of a position.

Always believe that those who peeper on the screen will become participants.

Fish pond planning

In most cases, communities will not be able to remain active for long. Remember to slowly change the nature of the community based on the needs of the majority of group members. A job search group will generally only be active for 2 months, and basically all that's left is advertising.

When members find jobs in the group, they must make further adjustments to the fish pond based on the situation at work. If they don’t adjust, it will die, and if they adjust, it may not survive. This is the fundamental reason why we killed the job-hunting community. I didn’t take this day into consideration when I started the community. After the fish pond was built, I have been focusing on draining the fish pond and publishing work.

The planning of a fish pond is like a person's life, with different needs at different ages.

If you give the wrong demand, you may be killed by society.

If you give the right demand, you will have the opportunity to live longer. In the business context, every extra minute of life is earned.

About the cleaning optimization of group members

Many people believe that cleaning up WeChat group members is like falling in love. Only when the three views and needs are consistent can you finally go to the end and complete the transaction.

In my opinion, if you are not promiscuous, how can you have so many dirty deals?

What does the consistency of the three views have to do with your community building?

Your purpose is to achieve benefits through him, and his purpose is to keep you as a backup in case of emergency.

Community group buying is so popular, why do most platforms only last for a year? When group buying is used, it is true love; when users treat group buying as a backup, it is just a spare tire. Those who are engaged in community operations should be prepared to be a backup!

Community cleaning mainly involves deleting duplicate people from marketing accounts, removing people who use vulgar advertisements, and removing those who poach employees. If you can achieve these three points, things will be much better.

After WeChat operations have attracted more than 30,000 new users, you should start focusing on operations. After all, only those who can provide value in a stable long-term manner are worthy of trust, and you should not just attract new users.

In the end, he could not escape the fate of the monkey moving corns and throwing them away as he moved them.

Operation is like falling in love. The best result of the first contact is love at first sight. WeChat group operation seems to be something that only masters of love can handle.

When formal operations begin, it is necessary to demonstrate both professionalism and humanistic care.

Being professional doesn't just mean knowing the meaning of a few technical terms. The key is to be able to tell the target person in a way that they can understand.

The content, activities and users of operations work are the three essential skills.

When designing small-scale events, we took trust as the basis and held two offline events and five online events (one of the online events invited three HRs from partner units to talk about job situations in a live broadcast format). The content pushed the real office and traffic conditions of the partner units. We also organized activities to invite HR to join the team, and the results were generally good.

When you first start operating, avoid large-scale operations. If you are not familiar with your users, it is more valuable to keep them silent than to get them to take action.

In small-scale activities, we conducted test activities with 90 cents and 1 yuan.

Purpose:

Test difference 1 whether the advanced charging method really has an impact on sales.

Criteria for judging whether there is an impact:

In both methods, a difference of 50 applicants or less is recorded as no impact, 50-150 is recorded as a slight impact, 151-300 is recorded as a real impact, and more than 301 is recorded as a major impact.

Activity results: The final results show that being 1 cent cheaper does have great advantages.

For small-scale activities, the following is a review of this test.

Purpose of the activity:

Test difference 1 The impact of advanced pricing methods on charging results

Activity preparation:

1. Prepared a position that requires 6 people and most of the information for the position.
2. Make sure the recruiter and direct supervisor for the position are in the WeChat group.
3. Psychological induction setting: The fake user @ the group owner in the group, asking why he does not accept the red envelope and whether he is not eligible to participate (first sell anxiety and tell group members that not everyone can enter by sending a red envelope, to attract members to try this activity).
4. Group tool preparation.

Promotion:

Before the event, an online event was held for HR to discuss positions, with more than 5,000 people directly participating. At the end of the event, it was announced that there would be such a face-to-face event between HR and direct leaders.

Face-to-face chat activities.

Three days before the event, I sent messages to the 20 selected groups every day, and no messages were sent to the others.

On the morning of the event, the vest shouted in the group very early, asking for the specific time of the event. After that, the group members chatted among themselves. At around 5 pm, the event was announced, and the event started at 7:30 that evening.

Activity results: 1,377 people signed up for the 90-cent prize, and 802 people participated in the 1-yuan prize. In the end, 5 people were selected from the 1-yuan area and 7 people were selected from the 90-cent area and scheduled for an interview the next day. Fortunately, all the people who were scheduled for the interview went the next day. Six people were hired for this position within three days, and all of them started work the following Monday.

Many people believe that activities must be designed to be fun, which is a misunderstanding. The reason why so many people participate in Double Eleven is that in most cases they seize the opportunity to get a bargain and join in the fun.

The operational planning and gameplay of WeChat group activities do not require too many routines, but only a firm belief in "sincerity". Just sincerely grasp the real psychological and physiological needs of the target group.

Large-scale community operation (operating more than 200 groups at the same time)

You should be cautious when operating large-scale WeChat groups. If you have no experience, you can practice on a small scale first.

Once you decide to operate on a large scale, early preparation is essential. You must prepare a six-month or full-year operation plan. As long as you follow the general direction of the plan, the project will basically not fail. You can also organize and collect the content from previous operations in case of emergency. Personnel reserves, content reserves, activity reserves, and tool reserves are all essential:

How complex is large-scale WeChat group operation? Let’s share and demonstrate it with the community store activities we have done before.

Activity scale:

1,022 WeChat groups of 735 convenience stores in Chongqing simultaneously carried out brand promotion activities

Purpose:

Clear the inventory of 5 products in the warehouse

Activity objectives:

• Eliminate 75% of existing inventory.
• Give participating stores the impression that their products are good and cheap.

Activity preparation:

The preliminary preparations took a total of 2 weeks, covering the refinement of product selling points, training on communication with stores, training of store operators, preparation and training of speech skills for all links, purchase price and promotional sales price of promotional products, return of unsold products, advance reporting of finance and warehouse distribution, discussion of rebate details with suppliers, arrangement and training of group accounts, group wake-up activity strategy, preliminary gifting strategy, and design of promotional packaging bags.

Four days before the event started, the operations staff were already in a state of readiness, with irregular hot spot reports and discussions, and regular red envelope bombardments. In the first three days, the average number of orders in the WeChat group increased geometrically from 12.77 to 31.1. The average customer spending also jumped from around 15 yuan at the beginning to 23.9 yuan. The number of conversations in the group, which previously numbered less than 300, has jumped to around 4,000.

On the day of the event:

On the day of the event, our own operations team plus people borrowed from other departments formed a large team of 73 people. They were fully engaged from 11 a.m. to the end of the event at 9 p.m., handled more than 930 emergencies, established more than 200 standard responses to emergencies during the event, and sold more than 3.7 million event products on that day, achieving the overall goal. If the staffing is not adequate on the day, the event will be a failure. (Too many people can lead to confusion, so division of labor and management is a crucial link)

After the activity:

It's hard to describe

The preparation of content and activities is the top priority for large-scale WeChat group operations. Better content output combined with flexible and fun activities can ensure the long-term activity of the WeChat group.

When the WeChat group operates to a certain scale, you will find that all the routines used before are no longer effective. The prepared activities have almost no response after being thrown in, and sometimes the effects of the activities thrown in are surprisingly good.

This is the excitement that large-scale WeChat group operations bring to people. There are always expected sorrows and unexpected joys.

There are all kinds of birds in a big forest; there are all kinds of people in a big WeChat group. The reasons why people stay in WeChat groups vary from person to person. In most cases, it is because the WeChat group has given them benefits, which are not limited to material and spiritual support. The reason for leaving the WeChat group is that I’m fed up with seeing everyone looking the same.

Even if the same advertisement is sent to a group, some advertisements can become a widely discussed topic in the group that day, while some advertisements can become the main reason for people to leave the group that day. This is the difference between soft advertising and hard advertising. Both are about recruiting food delivery riders. Let me show you the situation.

A:

Ten years of work for nothing.

The rider became a millionaire in one year.

There are thousands of men in China, and if Zhang San doesn't do it, Li Si will.

Do what you want to do and watch what you want to watch.

I have saved more than 100,000 yuan, but I am still a pauper.

There are thousands of ways to get rich, but the most reliable one is hard work. The hotline for getting rich is 023-XXXX. I am waiting for you at a distribution company.

B:

XX platform is recruiting riders, work location is XXX, salary is XXX, working hours are XX.

The same two ads:

The first advertisement caused widespread discussion in the group. Some people made fun of it, some said the salary was exaggerated, and some said it was hard work. This advertisement was transformed into various jokes by group members, and of course our pseudonyms also contributed to it.

The second advertisement was too strong. It was sent to many groups but there was no feedback at all. Some people even left the group.

In the process of pushing this kind of advertisement, it is necessary to package the advertisement according to the positioning. Even if everyone knows that something is very low-end, by packaging it a little bit, another effect can be achieved. Packaged advertising is also one of the continuous content sources for large-scale WeChat group operations.

Use of tools:

As the number of WeChat groups increases, a small number of operators do not have time to stay in the group for a long time. At this time, they have to use only auxiliary tools according to the situation. During use, you must be careful to prevent your account from being blocked or mistakenly killed.

Anti-blocking:

From small-scale operations to large-scale operations, what you have to overcome are Lao Ma’s unreasonable and irritating rules. After all, you have to know the rules when doing things in someone else’s home. As an operator of a large-scale community, you must be familiar with Lao Ma’s rules. After reading the rules carefully, you will be relatively familiar with the use of operating tools, and the risk of being banned will naturally decrease.

Here you need to study and try out the rules more, and more importantly, communicate more with your peers. The results of communicating with your peers are far better than working hard on your own.

Personally, I think that an operations position is one that is either preparing to make money or on the way to making money. WeChat group operators should pay more attention to this. If there is no sustained benefit, the chances of this position being cut are quite high.

Source: Assassin&Guard