How does "Fluent Reading", which has been all over the WeChat Moments, operate a community?

This article will analyze the community from four aspects: content output, KOL creation, event organization and detail control, to see how "Fluent Reading", which has been flooding the circle of friends , operates the community?

After "Mint Reading" became popular, its competitors also quickly emerged. Every day before going to bed or when I wake up, I check my Moments and see similar content:

Over time, you can’t help but remember it.

Moreover, since most of the people in my circle of friends are from the same circle as me, seeing them studying and checking in every day, I have some thoughts from time to time: Is it really that useful? Why can they persist?

If they can accept this learning model, so can I?

This check-in mode successfully aroused my curiosity and knowledge anxiety. After observing for a long time, I couldn’t help but sign up for a session and then joined the course’s supporting community.

What is swiping the screen?

If you look closely, you can see a small line of "English Fluency" below the link shared to the circle of friends. This is actually the English reading course under "Liulishuo" - "Fluent Reading".

The course will provide an article from a foreign journal every day, as well as explanations from professionals and community-assisted learning.

The question is, what is the magic of this course that makes everyone promote it by posting a message on WeChat Moments every day?

The supporting community has made a significant contribution to this. Next, we will analyze from four aspects: community content output, KOL creation, event hosting and detail control.

1. Content Output

This is a supporting community for English courses. The needs of community members are very clear - to learn English, so the content output by the community is centered around English knowledge.

Community - General Content

The regular content output through the community is divided into 5 parts: news introduction, knowledge cards, today's exercises, learning tips and weekly summary.

Every day when you wake up and open WeChat , you will see the operator @ everyone in the group, sending a news summary of the day and reminding users to study.

Knowledge cards are made of important vocabulary, sentence patterns and extended knowledge from foreign publications of the day, for users to collect and study to consolidate what they have learned.

Extract a passage from a foreign publication and use it to arrange dictation, translation or oral practice, helping users improve their listening, speaking and writing skills through reading courses.

Provide study tips that match today's practice. For example, today we are giving listening practice, so we will provide a little listening tip.

The study tips for the first month are as follows:

A weekly summary will be provided every Sunday, and all learning materials for the week will be packaged in a cloud disk and sent to users.

There will also be a small test, which consists of about 10 multiple-choice questions, covering vocabulary knowledge, common expressions, article comprehension, background knowledge, writing skills, cultural knowledge, etc. learned this week.

It only takes 5 steps to complete this test, and the whole process is very smooth.

In addition, the time for community content output is very concentrated and fixed, usually at 7 am and 7 pm.

In other words, as long as I open the community during these two time periods, I can receive all the information. And the operator provides a way to quickly locate important content.

You don’t need to check the messages, and you can completely ignore other messages you don’t want to see!

Moments - Value-added Content

When users join a community, operators usually add their WeChat accounts. Therefore, operators actually have four channels to reach users: group announcements, group messages, private messages and Moments.

Moreover, the reach efficiency is private message > group announcement > circle of friends > group message.

Frequent private messages to users can easily cause disgust. Group announcements are usually used to publish the most important content of the day for users to view.

This is when the Moments come in handy. The operator sends the content to the Moments in different time periods. Users can take a look at it when they are browsing the Moments, and ignore it if they don’t want to read it.

Are these contents easier to see than group messages, but not as annoying as private messages?

The content output by "Fluent Reading" in the circle of friends is also quite rich, covering a wide range of content directions, including vocabulary and sentence pattern summaries, the latest information, English songs, movie lines, bilingual beautiful sentences, learning tools , excellent notes, etc.

In the course communities I have participated in, operators always provide the promised regular content, but I have rarely seen such varied ways of bringing in value-added content. This part of differentiated services far exceeded expectations and brought extra surprises.

2. KOL Creation

When I was in middle school, each class would elect a class monitor and subject representative to help the teacher manage the class and set a good example.

Similarly, there are several class representatives in the "Fluent Reading" community who help the operator maintain the atmosphere and order. Their specific responsibilities include sharing notes, actively participating in activities, helping to manage the class and answering questions.

Moreover, one cannot become a class representative just because one wants to; one has to go through a screening process.

When registering to run for class representative, you need to fill in your personal occupation, your method of learning fluent reading, your fluent speaking test level, how you will be a good class representative, your campaign manifesto, and upload your study notes.

In other words, only students who have both the ability to learn and the willingness to contribute are qualified to become KOLs and truly play a role in leading learning.

So what are the benefits of being a class representative? In addition to being able to get English courses, the operators also organize special awards to give them maximum exposure and recognition.

3. Event organization

One of the reasons why course communities are so popular is that you can communicate and share while learning.

Organizing activities can quickly enhance user participation, meet user needs, and thereby achieve operational goals such as activity, retention , conversion , and dissemination.

Building community awareness: holding class meetings

The entry threshold for this community is to purchase courses. Once you purchase a course, the system will inform you of the importance of the community and provide you with ways to join the group.

When users first join a community, they need to be helped to build a sense of group awareness. In order to reduce management costs and create a sense of ceremony, "Fluent Reading" held a class meeting one day before the start of the course to inform everyone of the important content.

Among them, the teacher introduction is an audio self-introduction of 5 teachers, which is more intimate and warmer than written expression. The students’ self-introductions promoted the community atmosphere and laid the foundation for subsequent joint learning and communication.

Promoting retention and communication: learning incentive activities

In fact, I wanted to withdraw from the course on the second day (refunds are available within 7 days after the course starts). Because I feel that the course is not well suited to my English level and it takes too much time every day to learn it well.

The reason why I persisted was ultimately because of the three learning motivation activities of "Fluent Reading".

• Tuition fees will be refunded if you check in 80 times in total: Users who purchase the Fluency Reading course for the first time can get the full tuition fees back if they check in 80 times in total on WeChat Moments within the 100-day validity period of the course.

• A course can be retained after a cumulative study of 80 days: within the 100-day validity period of the current course, a cumulative reading of 80 days can retain the course for 2 years.

• 21-day habit formation plan: On days 1-7, 8-14, and 15-21, users can obtain corresponding rewards by completing the learning tasks of each stage and sharing them on WeChat Moments.

That is to say, for users who are willing to share courses, they can get a listening course, a speaking course, a writing course, and full tuition respectively if they study for 7 days, 14 days, 21 days, or 80 days in total and share them to their friends. For users who are unwilling to share courses, as long as they persist in studying for 80 days, they can keep the course.

There must be users who have the same mentality as me: this course is not suitable for me, I want to quit → but if I stick to it for 7 days, I can get "Teacher Mao Xi's Listening Lecture Hall" (the word "large" is really used very cleverly, which increases the value of the reward in the user's mind) → Anyway, as long as I check in for 80 days, I can get the full tuition fee, which is not a loss → Continue learning.

We cleverly anticipated these psychological issues and promoted user retention and dissemination by setting up the above-mentioned learning incentive system.

Promoting activity: communication and sharing activities

These activities can be roughly divided into two types: learning activities and emotional activities.

Learning activities are carried out around the theme of English, with the aim of guiding users to learn, share and exchange English knowledge.

Share your notes to win a course: During the first three days after the course starts, share your notes in the community on any one day to get a reward.

Tonight Talk Show: Host an English talk show based on the news of the day, and users can get rewards by participating.

Prize-winning quiz: The operator asks questions in the group, and users can get rewards if they answer correctly within a limited time.

Emotional activities are mainly aimed at guiding users to share their learning experiences and thoughts, so that users can feel emotional care.

• 「Thanksgiving Activities」: Share your learning experiences and leave stories you want to be grateful for.

• "A letter to your future self": Write down what you want to say to your future self, when you graduate in 100 days

When the party comes, you will receive this letter from the operator.

The rewards for the activities are designed based on the needs of the students, such as "Knowledge Package" and "Green Diamond Course". In addition to material rewards, it is also possible to get feedback from being "turned over".

Promoting conversion: course renewal activities

On the 12th day after the course started, taking advantage of the popularity of Double 11, Fluent Reading launched a wave of course renewals - [Fluent Reading×Double 11] course renewal carnival.

The official also launched three channels for publicity: social network, Moments, and private messages. Moreover, the activities are played in a variety of ways, and the conversion rate is improved through rich marketing tools, interactive scenes and copywriting packaging. I won’t go into details here~

Moreover, I found that some users would post the order page and learning experience in the group after renewing their courses. I guess it was deliberately guided by the operator. After all, other people's order-posting behavior can arouse curiosity and herd mentality to a certain extent.

Below is a summary schedule of activities. You can see that the schedules for activities of all sizes are very tight.

4. Control of details

Sometimes when we join some communities, we often encounter the following scenarios:

• Being bombarded by hundreds or thousands of group messages every day;
• After scrolling through the group messages, I found a lot of useless content (such as "received");
• Asking questions in the group, but not getting any response;
• To find important content, you need to manually scroll up the information;
• Save important messages one by one.

Every time I manually scroll through these meaningless messages and then save the messages I want one by one, my hands get sore and my heart gets tired, and the experience is very bad.

The "Fluent Reading" community solves these user worries through some details, which really makes people feel good:

• Remind users to turn on "Do Not Disturb" & inform them that they do not need to reply to announcements;

• Inform the working hours & suggest users to provide feedback via private messages;

• Provide a way to locate important content (the community can be located by searching for date);

• Provide a collection version of important content to facilitate users to collect it with one click. (Use WeChat's note function and Baidu Cloud to integrate content)

From the user's perspective, these practices optimize the experience; from the operator's perspective, they also reduce management costs, which is a win-win situation.

IV. Conclusion

"Fluent Reading" is an English reading course under "Liulishuo". It uses communities to bring users together and provide services to help them learn better.

When managing a community, operators not only output regular content in the group, but also provide additional learning materials through the circle of friends. At the same time, we create class KOLs to assist in management and hold various activities to promote user activity, retention, dissemination and conversion.

Source: carb