WeChat group operation ideas, methods and strategies!

"Groups" bring together similar users and allow them to communicate quickly during a specific active period. These divergent groups cannot do without operations if they want to realize their value. By using appropriate operational methods, groups can also build user circles and provide in-depth services.

1. Limitations and Value of WeChat Groups

Providing user circles and in-depth services based on the system and manual level will have some limitations when facing the upgraded user service system, such as:

1. Users are unable to respond quickly and efficiently to messages sent by the system (EDM/targeted SMS messages).

2. User feedback is not necessarily timely and true (customer follow-up).

But WeChat groups can solve these problems:

1. The cost of reaching users is low.

2. User feedback and processing are timely.

3. Can guide users to give real feedback.

4. Save labor maintenance costs.

The behaviors and feedback shown by similar users in WeChat groups will play an important role in supplementing and extending operational data, especially when the data volume is insufficient. For example:

1. The behavior of seed users in WeChat groups can provide product managers with a lot of valuable information.

2. The feedback from old members of the e-commerce company on their experience with new products in WeChat groups will also have an impact on the subsequent new product marketing strategies to a certain extent.

2. WeChat group operation ideas

Here we mainly discuss WeChat groups. In addition to the fact that WeChat groups are currently a relatively powerful tool for accumulating customer circles, WeChat group products have a better experience in converting mobile users and a relatively short path.

If you want to operate a WeChat group well, you need to first understand the conventional value forms of WeChat groups:

Compared with other groups such as QQ groups, WeChat groups have some "special" attributes, which determine the user circle and the operation method of in-depth services:

1. Bad money drives out good money more easily in WeChat groups

Occasionally, one or two advertisements will appear on the screen of a QQ group, but their impact on group members will be relatively weak. However, if it occurs in a WeChat group, especially a high-quality WeChat group, the group will be immediately cleared out or some people in the group will be prompted to leave.

This means that in addition to paying close attention to the dynamics within the group, group operations administrators also need to formulate and implement guidelines to create a good group atmosphere. Groups without any operational means will have more and more advertisements and vulgar content, as well as worthless chats. Such WeChat groups will easily lose their meaning as friends are added privately.

2. WeChat group product features emphasize social efficiency

WeChat groups advocate efficient social interaction, which can be seen from the product performance:

(1) Closed group environment (if the group QR code reaches 100 people, you can no longer scan the code to join)

(2) Instant latest information (although there are latest news reminders, the large number of red dot information makes it easy for people to choose not to view it directly)

(3) Reminder function (@Reminder function can isolate irrelevant information)

(4) WeChat groups place greater emphasis on social efficiency, screening out people and information that are most relevant to oneself for communication.

A common situation is that in a QQ group, there will be a few core members communicating, and more people are lurking but not leaving the group. However, in a WeChat group, if a few core members are communicating spammily and there are too many red dots with irrelevant information, it will easily stimulate other WeChat group members to leave the group.

3. There is a clear difference between temporary groups and long-term groups

Although QQ also has groups and discussion groups of different levels, the distinction between temporary and long-term ones is not as obvious as that of WeChat groups. The survival period of a temporary WeChat group is about one week, and the survival period of a long-term group is generally more than 30 days.

In terms of value expression, temporary groups tend to be event-driven (red envelope groups, training meetings, etc.), while long-term groups tend to be relationship-driven (colleague groups, class groups, running groups, etc.). It is not necessarily the case that long-term groups are more valuable than temporary groups. The establishment of corresponding groups is mainly determined based on different operational objectives.

4. WeChat groups are greatly influenced by the role structure of group members

Many people think that paid groups are better than free groups, mainly because of the price they pay. Of course, this is part of the reason, but the implicit reason is that many paid groups, because of the support of funds, can build relatively complete and reasonable WeChat group social roles.

Big names in WeChat groups (leadership value), administrators (time cost investment), targeted invitations to people with the same attributes (value of social relationships)... These roles will be relatively in place because they are supported by funds.

Of course, if a free group has a certain IP influence, it can also attract and form a good social role structure. Such a WeChat group can also be very vibrant.

5. WeChat groups need to set up extended resources

It is actually very difficult to operate a WeChat group in isolation. In addition to the influence of the product characteristics of WeChat groups, WeChat groups need to establish extended resources suitable for themselves, whether it is a personal WeChat account with a certain number of users, a WeChat public account , or even a QQ group. If you want the WeChat group to be able to play its value, you need to design the user flow route of the extended resources.

3. Use WeChat groups to create user circles and provide in-depth services

The features of WeChat groups mentioned above make them more suitable for user circles and in-depth services. Now more and more companies are beginning to pay attention to "user circles, scene social networking, and precision marketing." Although they are helped by tools and data, the role of social networking is becoming more and more important.

I believe everyone has had similar experiences, where a desire to buy a product arises under the stimulation of a specific scenario. At this time, those divergent suggestions will not play much of a role.

When faced with so many choices, you tend to seek out people of the same type to share their experiences. It turns out that shopping decisions made in this way are relatively accurate and efficient.

1. User circles

Common operating skills :

(1) Targeted invitation

(2) Set entry threshold

(3) Activity screening

User circles are the beginning of how a WeChat group can operate and realize its value. Based on data and user analysis, users with similar tags are invited to join the group in a targeted manner, and the user structure within the group is set reasonably.

For example, through specific theme activities, people with the same needs are invited to join the group, and different roles are set up in the group. There are the first batch of experience users who participate in the activities, who can take on the roles of answering questions and inviting people, there are administrators to guide them, and there are also users who create momentum to guide the shift of group attention.

2. In-depth service

Common operating skills:

（1）Customization

(2) Activity stimulation

(3) Social Guidance

The in-depth services of the group need to be combined with the operational objectives at a specific stage. Many WeChat groups will disappear during the operation process, mainly due to the lack of in-depth service drivers. After the initial circle is completed, groups with different attributes need to customize different operating methods, and the core is the operation of group interests.

For example, for a first-time purchasing user group, the direction of in-depth service can be the cultivation of seed users or the activation of repeat purchases. According to the first-purchased products and user attributes, corresponding related shopping discounts, repeat shopping discounts, etc. are pushed.

A deep service group also needs group rules and group interaction operations. If it only has the interests of a group of people but lacks the guidance of interaction and rules, the effect of the WeChat group may not be as good as a group notification.

3. Agent WeChat Group

This is an example that has been implemented before, using WeChat groups to provide in-depth services for agent circle operations and sales force activation. It mainly combines the characteristics of agents and product marketing to set up WeChat groups and in-depth operational directions.

Characteristics of the agent circle: strong regionality and strong stickiness to single products.

At that time, agents had strong offline characteristics, so the regionality would be more obvious. In addition, due to the influence of product strategies, agents would have the characteristics of concentrated sales of single products, and many agents would only sell a single product.

To adapt to this feature, we have set up temporary groups + long-term groups for single categories and long-term groups for regions. The temporary group of a single product is mainly based on activity attraction, stimulating agents to mobilize the first level of social relationships.

For example, participating in specific policy activities related to a single product, etc., the long-term group mainly provides single product services. The regional group is mainly to mobilize the core agents with influence and high activity in the region to do maintenance. Of course, temporary groups for offline activities are occasionally set up.

4. KOL + fans multi-center independent group

Many e-commerce companies hope to reach C-end users as much as possible and try to keep users in their hands for direct connection operations, but this example is a little different.

KOL+fans group: KOL initiates temporary groups to mobilize fans.

Different from the regular user groups, at that time we did customized fan activities with 5 Internet celebrities . KOLs started to form temporary activity groups for fans based on the customized activities, distributed customized benefits and participated in activities within the groups. Of course, our marketing activities were also embedded in them (we were promoting new products at the time).

KOLs enjoy a sense of honor within their fan groups, and on the other hand, they also enjoy the benefits brought by user conversions. Customized activities will also make participating fans have a stronger sense of belonging, and the interactive atmosphere within the fan groups is very good.

Although the brand did not reach out to C-end users (we have a group maintenance staff, but we will not take the initiative to add users in the group as friends), the final sales conversion effect is still ideal.

5. Scattered groups allow users to gather quickly

A while ago, I joined a startup WeChat group (more than 50 people, with a good atmosphere). One day, the group administrator launched a call for group members for a hot topic in the Moments . I happened to be very interested in this hot topic, so I joined the group. Then, I saw an old colleague in the group, and she had very little relevance to my profession. After some investigation, I found out that this colleague had joined another collection discussion group. In the following period, the administrator frequently opened local groups, professional groups, etc.

Multiple WeChat groups with very high similarity and highly relevant interactions can maintain basic user stickiness and activity. Based on hot topics, tag requirements, activities, etc., slowly circle out and expand the peripheral users into the corresponding groups.

Although it seems that these groups are not operated in depth at present, this is also a good way to circle users.

Comments:

WeChat groups are an indispensable node in the operation of the WeChat matrix, but it is not easy to operate them well. In addition to mastering the on-site operation skills of WeChat groups, what is more needed is the idea of ​​operation, providing customized in-depth services to the same type of user circles, so that users can get corresponding benefits in the group, and the group can meet the needs of the ultimate operation goals.

Source: Ma Haixiang