Review of the private domain traffic case of maternal and infant community!

The mother and baby group is a group that traders love and hate, because this group of mothers are relatively sensitive to prices and have high requirements for products, but once they identify with you, they will generate huge potential energy to help the brand grow. Therefore, the maternal and infant group has become a battleground in many private domain projects.

As someone who has led many maternal and infant group projects and is also an operator of the maternal and infant group, I am actually relatively experienced in the projects. Therefore, I have a more accurate grasp of user psychology, and the process of building a private domain for this group will be relatively simpler.

A few more words this group has to say:

1. The precise group has greater value. Because those who buy picture books are targeted mothers and babies, when such a group gathers together, the scenes and topics, interests and hobbies, and consumption behavior habits generated are more concentrated, making it more suitable for community conversion.

2. Groups with consumption habits are more valuable. Many users just watch the fun without placing any orders. Such users are actually not of much value to the community. Therefore, the threshold is set to allow users who have already purchased to join the group and enjoy membership benefits, and to allow users who have completed transactions to make transactions again. Because of the previous basic trust, it will be easier for everyone to complete the transaction.

3. To close a deal, you must socialize first. Before making a deal, you need to create a social scene, make friends with users and build more trust, contact with customers in the group, guide the topic, and meet certain needs of customers. These are all manifestations of social scenes. Many users actually do not refuse to buy your products, but because they do not have a trusting relationship with you. Therefore, before making a deal, we must become friends with the users.

4. Users are highly active, but they also need to be guided by topics. The mother and baby group is naturally dominated by active topics, but an active community does not mean higher transactions. Many times, invalid topics can easily lead the group theme astray, which in turn reduces user perception and purchasing power. Therefore, moderate activity is necessary, but not essential. Many inactive communities can also be a healthy community environment as long as they can generate sales. The most important thing is that everyone can pay attention, concentrate, and see the welfare news within the community and place orders.

1. Project Background

The background of the project lies in the precise user group. The case study this time is the group of mother and baby picture books. The average order value is relatively low, but at the same time, because of the awareness of education, it is easier to guide purchases in the private domain, and they have the consumption habit of buying picture books.

The cases in the public domain platform already have a certain amount of orders, so the overall activity is based on order conversion - WeChat retention and repurchase to build a private domain system.

Before building the platform, we also conducted multiple surveys on the project, determining the user conversion methods and results by observing user portraits and consumption habits. The process of building a private domain system is actually not easy, and every link is very important. We are very fortunate to have a serious and responsible community operator who can clearly control and implement the details of the project and will optimize and improve it on his own.

All things are difficult at the beginning. For the second point, I will sort out the system direction and the model building framework process of the mother and baby community.

2. How to build

When taking on a case, the most important thing for us is to learn how to rehearse the overall process. If you are an experienced trader, you can also use your brain to do it.

The process of building the architecture is to simulate the entire process of user entry - conversion - reach - connection - transaction. By grasping the mentality, all action points can be strung together.

Different cases will have different community models, and different model frameworks and personnel structures will have different construction methods. This is why private domain operators are so valuable. They need to know how to build a house, make a budget, design, and even make an overall plan. Such a construction process can only be achieved through the accumulation of time and projects.

In this project, my ideas are as follows:

This idea is generated through the understanding of resources, methods, and models. Therefore, in the overall plan, we will be able to move forward with ease in each part, rather than just the idea of ​​a certain section.

After the background research, what we need to do is to plan the overall plan. The plan is the soul of building the system. All processes and progress are carried out according to the plan. Therefore, the execution of the plan makes the community operation more rhythmic. When encountering key nodes, we will also adjust and optimize the plan according to the situation, but we will execute and promote it with the ultimate goal in mind.

Program planning is divided into several parts:

The community building system, timetable, personnel division of labor, etc., will be further subdivided into the execution and coordination of each section, the progress time, and the control of time nodes in community operations. For example, if a community is in the early stage, how to carry out community activation and connection, how to promote group member activation and topic activities in the middle stage, and how to retain and activate users in the later stage, these are all things that need to be considered in the project.

The first thing that needs to be built is the traffic generation system, which is the first step of all projects, the introduction and conversion of traffic. Because of the diversity of methods, many people choose different methods. Generally speaking, they are based on package cards, outbound calls and text messages. Some also use the method of adding customers by themselves. This method is more risky if it is machine-operated, and the efficiency is relatively low if it is manually operated. Therefore, it can be tried, but it is not recommended.

In this mother and baby case, we used a more efficient method such as package cards to conduct testing. At the same time, we used three different prizes: prizes, coupons, and cash red envelopes for lottery scratch cards. This type of package card was very effective, and the conversion rate of the first wave was around 11%. At the same time, because coupons are mainly used, users will choose discounted products for joint consumption after adding friends. The consumption conversion rate here has reached 20%. Overall, we can almost achieve zero-cost conversion in the package card part.

During the process of attracting traffic and testing conversion, the next step is to divide the work among existing personnel and sort out the task objectives after the second stage of group building. Before we operate the project, we will require the other party to match the corresponding community operation position to execute it. This is very necessary. When the operation can independently drive the community to convert, the private domain can be considered to be completed. Because the closed loop of this community is relatively small, a community operator can also fully carry out the first part of the private domain operation, and our division of labor among personnel becomes much simpler.

The process of division of labor is also an explanation of rights and responsibilities. Everyone must clearly understand their own responsibilities, scope of work and performance assessment. This will facilitate the subsequent work and prevent someone from not knowing what to do.

After the division of labor among personnel, the operations of building personal settings and content systems will be carried out simultaneously. Every user hopes to deal with a friendly person rather than a machine or a cold brand. Therefore, when we designed the character, we used the attributes of the IP itself, the identity of a mother to give benefits and recommend good things to everyone. The real personality is that of a friendly mother, and at the same time, her focus is on sharing good products, making it easier for people to accept this attribute, and there will be no obstacles to topics or identities when making transactions.

The most important thing in creating private domain content is the content in the circle of friends. Through the circle of friends, you can actually tell a lot about a person, especially for users who you meet for the first time. Therefore, the content in the circle of friends must be diverse, optimistic, and inspiring. When we built the Moments system, we provided a framework for the content of the Moments. It will be easier to write text and edit pictures with this framework. There are many techniques and ideas on how to write on WeChat Moments, so I won’t go into details here.

In the process of building the platform, we chose Youzan because Youzan’s system is relatively stable and suitable for private domain community transactions. Subsequently, we started to conduct community activities and transactions.

Community activities are diverse. Most users have different levels of sensitivity to activity benefits and are more looking forward to new gameplay. Therefore, you need to try to change the marketing plan every three months or so. In this way, every major event is new to users. When promoting products on a daily basis, we will carry out activities 3 days a week, from Wednesday to Friday to promote products and close deals through the community. During the product selection stage, we also need to choose together. After our operational analysis, we recommend and select products to users based on scenarios and themes. The reason is: data analysis shows that the user browsing rate is relatively high and the conversion rate is relatively low. Therefore, users view the product page but do not retain and convert because of the competitiveness of the product itself or the problem of product selection. On this issue, we use a combination of activities such as the start of the school season, Children's Day, Father's Day, and Thanksgiving, so that we can achieve seasonal and thematic consumption scenarios for the entire community. When users convert their consumption based on the scenarios, there is an obvious increase in consumption.

For the community, every welfare activity is an indispensable process. When users are accustomed to watching our products from Wednesday to Friday and look forward to our recommendations, our community sales will naturally stabilize.

The copywriting and process language in the activity also need to be improved and optimized. Whether an expression or a layout format is easy to read will affect the conversion rate.

When sales become stable, exponential growth becomes particularly important. Growth, as a common pain point in a community, is often accompanied by various activities. For example, we will organize group buying to promote user sales conversion, and use invitation assistance to carry out fission sharing. For users, a very important point is: how to let users share themselves and also let their friends feel benefited. Only such sharing will appear valuable, rather than consuming the emotions and trust between people.

Growth does not just mean ordinary fission. Part of it also comes from the stable support of the public domain traffic pool itself. When the conversion rate of people entering every day can be improved and users can make purchases and place orders in the community, growth will become very important.

When we reviewed the data, we found that a smaller number of users would generate larger sales, and the ratio difference was very large. Therefore, we can find through the data that some members and KOLs can be maintained and communicated through more methods, which involves what we call membership system and KOL management.

The process of member stratification is actually quite simple. You can enjoy different levels of membership discount system and point redemption system according to the amount of consumption. We have set up a group sign-in points function in the group, so that users can get more points to redeem gifts through community activity, and they can also get more sales attention through community activity.

When screening KOLs, in addition to judging the user's consumption amount, we also need to screen based on the user's activity and level of attention. After precise communication and maintenance, KOLs can independently assist us in community management, active topics, and recommend good picture book products. This is also a very great value of KOLs, and they are external "mercenaries."

3. How to connect methodology with data

After explaining the complete framework, I hope to provide you with some community operation guidance through methodology + cases. It is extended from the following four psychological effects.

1. AARRR Model

This model is currently widely used and is one of the operating models that community operators must have. Through user attraction, activity, retention, conversion and fission, it is also very consistent with the planning plan for building the community system I mentioned above.

The user journey of each user is different, but building this model is actually a very important part. When users join the group, we optimize the wording. Simply placing the invitation to join the group before redeeming the prizes has led to a very high conversion rate for joining the group. This is also because from the overall perspective, at the node where traffic is directed to the private domain, users are the most active and concerned.

The reason why the AARRR model is important is that the closed loop of the community system built according to the idea of ​​this model is very effective. I believe that if you have seen the above process breakdown, everyone will be clearer and understand it.

2. Bandwagon effect

The bandwagon effect is also a very basic psychological effect. This effect is most commonly used in group chats, bulk group purchases, and transaction scenarios with active topics. Users will also buy when they see that everyone else is buying.

For example, when we are conducting transactions in a social network, we will sometimes ask users to post screenshots of their orders in the group and offer red envelopes as a thank you. This scenario will motivate more people to post their orders and make purchases next time. When we post screenshots of orders in the group, we will obviously find that the transaction amount in the community will increase during that period of time. This is the secret work of the bandwagon effect.

3. Scarcity mentality

Scarcity mentality refers to the mentality of rushing to buy caused by the limitation of product quantity. Scarcity makes things valuable, so when we do activities, we must limit the quantity and time. For example, if we have an event that follows the logic of pushing 3 flash sale products every hour, then the sales volume on that day will be particularly high. The specific reason is that because the number of products is limited, the mentality is that if you grab them, you will make a profit. Users who did not purchase the product will feel regretful and will continue to buy in the next event. This mentality is very effective for flash sales and limited-time purchases.

One thing that needs to be noted is that when estimating product quantity, be as accurate as possible. You need to consider both the purchase volume of existing users and the negative effects that may arise if a large number of people do not buy the product. It is very important to strike this balance.

4. Gambler’s mentality

The gambler mentality is most often used in activities such as raffles and golden egg smashing. We will use post-purchase raffles, centralized raffles and other methods to provide users with benefits. At the same time, we will use this gambler mentality to encourage users to actively place orders or take active actions. When users can participate in a lucky draw after making a purchase, it often increases the number of orders.

Summary: Regardless of what kind of community it is, you must pay attention to the overall structure and the details of the operation. Only by seeing the future goals above and being able to walk the road ahead down to earth can you reach your destination smoothly and safely. In addition: When doing private domain business, please treat your users sincerely and exchange sincerity for sincerity, only then can the relationship last long.

Author: Red Masters Association Coconut Green

Source: Red Division Practical Camp