How to improve the community’s operational processes and refine its operations?

Community operation is a very complex job, even more complex than the operation of WeChat public accounts. The most important point is the connection with users . During this process, a lot of communication will occur. Therefore, before taking a certain operational action, a series of preparatory work may be done.

The operation of the community is divided into four parts: attracting new users, promoting activation, retention, and conversion. Currently, the fastest way to attract new users is community fission .

First, attract new

After clarifying this goal, determine the specific operational processes for each part. For example, in the stage of attracting new users, if you use the fission method, then you must first clarify which method to use for fission. Currently, there are two major directions for the fission of communities: 1. Users share posters to Moments, and friends in Moments see them and scan the code to join the group; 2. Users invite 3 or more friends to join.

The difference between the two is: users actively joining the group and passively joining the group.

From the perspective of growth , the method of inviting friends to join seems to have more advantages. I am not sure about this yet, but through the nearly 60 fissions I have done, I have indeed found that this method has faster growth. Our partners have used this method to fission 60,000 people in a week, but in the end, it is not difficult to guess how difficult it is to activate and convert these groups. Once the heat is over, these groups will find it difficult to become active, let alone convert. (Some users are inexplicably pulled into a group and then quit, or they don’t know they have joined such a group. There may be many groups.)

From the perspective of conversion, based on my past experience, the method of forwarding to Moments is more advantageous. I can be 100% sure of this because every user who joins the group actively scans the code to join the group. Even if 60%-70% of the users fail to complete the sharing task in the end, at least 30% of them meet the sharing standards. These users can be focused on operations, which is more conducive to conversion. Others who did not complete the forwarding but still stayed in the group may just be unwilling to forward, but still have expectations for this group.

What we do is to group users who have completed tasks together, and the results show that the activity and conversion rate are very high.

Speaking of this, the fission process at the stage of attracting new customers is very important, because it is related to how much growth you can achieve and is directly related to your performance.

Therefore, your preparations before fission are: determine the poster copy, the community fission SOP (process), and the rhythm. You must be very clear about what needs to be done at what time of day, and complete the operational actions in a timely manner. If necessary, you can make some adjustments in a timely manner. (One of the most important capabilities of operations is to respond to changes, such as temporarily changing copywriting and adjusting strategies)

Second, promote activation and retention

Why put activation and retention together? Because your activation will generate a lot of valuable content (these contents may require some research). These contents will make users feel that this group has the value they want, so they will continue to stay in the group.

Of course, some users may leave the group during this process, but it should be controlled within a reasonable range. If users keep leaving the group, it means there is something wrong with your content, or you are not controlling the direction of user discussions well. Don't worry if a few users quit in the next few days, this is within reason because no matter how good the teacher is, there will always be some students in a class who are late or leave early.

Regarding the operations and processes for promoting activation and retention, I have a few ideas here for your reference. First of all, just like when you organize an offline event, there must always be a warm-up, so first you need to clarify what the theme of the promotion is, whether it is a common topic for everyone, and then you can start talking (to put it bluntly, it is a hostage).

The step of determining the theme is very critical because it is directly related to the conversion issue in the later stage. Every action in community operation serves the ultimate conversion. Therefore, the discussion must have a direction, either targeting the brand or product sales.

My WeChat: ljs9162, you can communicate if you are interested.

Third, transformation

I have seen many educational institutions that, when making conversions in WeChat groups , simply throw the link into the group, add a paragraph of introductory words and leave it alone, or just write a paragraph of introductory words and post it on Moments. The result of this approach is - take your chances.

In fact, we have observed the development of the e-commerce industry in recent years. Before almost every big promotion, there will be a warm-up to give users psychological preparation. If you directly throw a link into the group, on the one hand, it is difficult for users to get the value of what you send in a short period of time, and on the other hand, the exposure of the things you send is also low.

Therefore, I will do a warm-up topic discussion in the group one day or two days before sending the link to the group. This can also test the users’ concern level about this topic, so that I can adjust the words to guide purchases according to users’ feedback at any time. If you have more experience, this can roughly determine your sales conversion results.

This is the framework for the operation of the entire community. During the operation process, it is recommended that operators first establish framework thinking, then learn process thinking, and then carefully polish every link in the process. Only in this way can refined operations be achieved. Only then can your WeChat group be called a true community.

In addition, there are many training camps, offline-to-online themes, and activity groups. These methods are to heavily connect users, which is more conducive to conversion, and can even create your own super users and build your own super user pool.

Source: Ivan's Operation Diary