Community Operation: How to increase community interaction efficiency by 500%?

The theme of this session is to share how to increase the interaction efficiency by nearly 500% by establishing a reliable group chat script system.

Let’s look at the problems that many community operations often encounter in practice:

1. There are so many users in the group, and I’m really afraid that anything I say wrong might cause resentment.
2. I feel like no matter what I post, no one seems to read it and the effect is minimal.
3. My boss never told me when and what I should say. As a newcomer, I am really confused.
4. We hope that users will do as required, but how can we make it effective? Tangled.
5. …

Is it really that difficult to operate a sales pitch? This is a community experiment I conducted. When the number of people in the group, the nature of the group, and the nature of the users were basically the same, the effect of upgrading the speech skills increased dramatically:

After multiple experiments in more than ten new communities, the data finally stabilized at a high level. We also accumulated the following three experiences to share with you:

1. Set up a reasonable, accurate and efficient speech plan;
2. Consider every tiny scenario in the group as much as possible;
3. Be brave to try and conduct A/B testing repeatedly.

1. Set a reasonable, accurate and efficient speech plan

In the previous article, we mentioned that 99.9% of groups cannot survive for more than 24 hours. In fact, a large part of the reason is that after users join the group, there is a lack of timely guidance and incentives, which leaves users in the dark and not knowing what to do.

Once it exceeds 3 minutes, it will be difficult for users to regain their attention.

Since the users of communities are slightly different each time, they are defined as "non-standard products" in the eyes of many newcomers. They are things that cannot be standardized or patterned, and naturally there is no need to prepare scripts in advance. Just package your leader's request with some cute and lively sentences, and then you can go to the battlefield.

Let’s take a look at a day in the life of a newbie named Xiao Ming: In the morning, before he even went to work, some people were chatting in the group chat. After a while, someone @ed him in the group chat, asking about today’s class schedule.

Xiao Ming replied hurriedly. When everyone saw Xiao Ming’s reply, some people chatted with him privately, and some people @ him on the public screen. Xiao Ming soon became flustered . I staggered to the company and saw that there were 99+ unread messages on my phone.

He quickly replied to them one by one, but some people were dissatisfied with the arrangement and started arguing. Xiao Ming quickly acted as a referee in the group, comforting everyone and explaining the rules.

Then the boss’s request came, telling him that he wanted to launch an event and collect some questionnaires. He quickly thought of a few copywritings and threw them into the group. The effect was not very good, but there was nothing he could do, as there were still dozens of unread private messages waiting for him. He hurried over to reply.

Hey, who is this person? Why didn’t you change the remarks as requested? So he issued a notice asking everyone to change the notes, but no one paid attention to him...

Finally, Xiao Ming’s outcome today is predictable.

In fact, behind every disorganization, the efficiency of the entire community is greatly reduced. Every official statement or every step of transformation of the community should be like a precision instrument, with gears moving forward one after another.

The following is an intern’s course schedule. There is no required format, but due to the habits accumulated over a long period of time, they are able to make their own arrangements neatly. And make this arrangement specific to the hour level.

The result of this picture is:

1. The overall operational efficiency has increased by more than 70% compared to the initial stage;
2. No matter if someone takes a temporary leave or resigns, there will be someone to take over immediately without any hindrance to ensure that the machine continues to rumble forward.

Indeed, each user is an independent individual with his or her own personality and behavioral habits. But once you have the social machine set up, everyone is ultimately working together toward a goal.

People may not be standard products, but everyone’s results are standard products that can be polished.

2. Consider every tiny scene in the group as much as possible

Xiao Ming's group lasted for 7 days, and today is the 4th day. When he arrived at the company, he hastily sent out the copy and guiding scripts, and then quickly did his own thing. However, what worried him was that the effect was getting worse and worse, and the scripts were becoming less and less effective. Even though he said something very nice and everyone was excited when he first came in... He was stuck in a dilemma that he couldn't figure out.

In fact, the above picture has revealed to us that different lines of speech will exist at different times of the day. For example, in my courses, I divided them according to the time of joining the group, date, time period, course progress, when there is a need, when to reply, etc. In just a quick community that lasts for 4 days, we have preset 15 scenarios and 35 lines of speech to deal with every situation we can think of.

On the one hand, users have different needs at different times. A person who has just joined a group wants to quickly know the group chat rules, the situation within the group, and the benefits he can get.

Those in the other group who have already taken two classes need answers to questions, guidance, follow-up arrangements, and how good their results are, etc.

Different needs cannot be addressed with the same rhetoric. However, if you rely on temporary thinking to complete the entire conversation, the efficiency will be reduced by tons.

You spend 5 minutes thinking, and he spends 1 minute to make slight changes to the existing words to make them more suitable for the current situation. It is clear at a glance which one is more efficient.

3. Be brave to try and conduct A/B testing repeatedly

At the beginning, we also asked ourselves, how to do A/B testing for this kind of speech?

After all, in a group, various factors such as the crowd, the day of the week, the time, the progress, and even everyone is discussing about celebrities cheating today...will affect our results and lead to deviations.

After all, this is not our own APP, but a group based on social software. But there are solutions. If you observe carefully, you will find that it is really difficult to control every word in a group chat, and there are not many opportunities to conduct repeated tests.

However, in a one-on-one private chat scenario, since the target base is large enough and the population is randomly assigned, the constraints on the accuracy of the experiment in a group environment are reduced to a minimum, because your words only affect one person instead of 500 people.

At the same time, for 500 individuals, a sentence can be transformed into 500 completely different styles. The base is large enough.

Xiaomi plus rifle, running a rough A/B test can also bring huge benefits. The data also proves that the two are in a typical proportional relationship.

My group has now reached its twentieth session, and the conversion rate has increased from around 30% at the beginning to 75% today. I believe that with subsequent continuous strengthening and development, the conversion rate will be further improved.

The above are my three tricks for practical speech skills. I hope that after reading this, you can apply them in real life. Thank you for reading.

Source: Operation Method (yunyingfangfa)