Analysis of Community Operation SOP

What I am sharing today has been verified by hundreds of community operators and combined with my own conversion experience. I have also achieved a conversion rate of 20-50% by relying on this set of gameplay . I will also combine my own practical experience to explain it to everyone as clearly as possible, so I hope that you will practice it after reading it and really use it in your work.

The following is the directory of this sharing:

1. What kind of products are suitable for small group sales?

Before we start the formal sharing, everyone may have this question: What exactly is a small group? What is a large group?

There is no clear definition of the concepts of large groups and small groups, but based on practical experience, they can be roughly divided into three dimensions:

1. Number of people

This is easy to understand. A group with many people is a large group, and a group with few people is a small group. So what specific value is set as the dividing line?

I call groups with less than 30 people small groups, and groups with more than 50 people large groups . Of course, if you have your own opinions and understandings, that’s fine too.

2. Price Dimension

This is not difficult to understand. Simply put, the distinction is made based on the average order value. Large groups are used to complete transactions with low average order values, while small groups are used to complete transactions with high average order values.

The suggestion is to use a small group for transactions above 200 yuan, and a large group for transactions below 200 yuan. Does the price have to be set at this critical point?

Not really. For example, if your product costs 300 yuan, which is already very cheap for users, then you don’t need to go through the trouble of creating a small group.

3. Customer Dimension

In terms of customer dimension, users are mainly divided into two categories: those with strong paying ability and those with weak paying ability. Those with strong paying ability are traded in small groups, while those with weak paying ability are traded in large groups.

Because users with strong paying ability pay more attention to privacy, buying things in a large group seems too low, and they are not short of money, so it is better for such people to complete transactions in a small group than in a large group.

After talking about the differences between large groups and small groups, let’s talk about the essential differences between large group transactions and small group transactions.

Normally, when we make deals in large groups, we create a group of 100 people, and then use promotional methods such as flash sales, discounts, coupons, group buying, etc. This is a common way of playing in social networks.

This type of method is that your product just happens to meet the user's needs, and your promotional method just happens to arouse the user's desire, so the user places an order.

Here I will use the salary increase training camp previously held by the Community Research Institute as an example to make it easier for everyone to understand.

First, you see the posters on various channels, then you become interested and join in to learn, and after three days of learning you feel it is pretty good, and finally you convert to the membership group. For a user, he may feel that this membership group just meets my needs in a certain aspect, so he places an order to purchase it.

This is the typical logic of how a product meets the needs of users. You can think carefully about whether this is the case when you buy something online.

Then let’s talk about the logic of small groups.

Use a small group to make deals. The first step is to create a group of 100 people. This can be called a large group. However , a large group is used for screening and filtering. After the screening and filtering, a small group is created to help them solve their problems. Finally, private chat and follow-up sales are conducted . I will explain this process in detail later.

So you can see that the operation of a small group follows the path of product - manual operation - demand . The essential difference between a large group and a small group is that there is an additional manual operation in the middle. You may not feel anything when it comes to this.

I will continue to use the example of the salary increase training camp and change my thinking. The previous process remains unchanged and I will still create a large group, but from the large group I will screen out those who want to increase salary, change jobs, etc. at the current stage. How do I screen them?

I usually choose the questionnaire method or set corresponding questions in the self-introduction, then I can clearly understand the user's needs.

Then I created a small group for these people who have needs, and in the small group I seriously solved the problems they encountered in terms of salary increase and job hopping. Think about why I need to create a small group here? You can share your thoughts.

Let me explain to you all. This is because the problems that everyone encounters when it comes to salary increases and job changes are different. If you simply rely on giving lectures to large groups in the traditional way, you can only meet the needs of a small number of people. Out of 100 people, you may only be able to meet the needs of 20 people.

At this time, I screened through the large group and found that there were 50 people who had this need, so I could create a small group to better meet their needs.

Finally, conduct private chats in the small group to guide them to match their needs with the value of the member group, so as to achieve the final conversion.

This is the logic of product - manual operation - demand . I believe that you, as a smart person, have already felt the difference.

Next, what kind of scenarios are suitable for small groups?

1. Products are not standardized

Standardized products are not suitable for small groups, such as cosmetics, fruits, clothing, etc., because these products are already fixed. On the contrary, customized products can be made in small groups.

It was mentioned above that cosmetics and clothing products are not suitable for small groups, but if we change our mindset, if we are in the clothing business, we can design a set of courses to become beautiful and handsome. I can directly teach others how to dress . In the process, I can promote my own clothes and use the method of selling products through classes. The conversion rate will be much higher than directly setting up a large group to sell clothes.

So, if your product is a standardized product, you can think about whether it is possible to make it a customized product.

2. Need to educate users

The need to educate users means that users do not accept or understand your product, and this is when you need to educate them .

For example, the groups we see selling skin care products basically do not need to educate users, because skin care products are something that is generally accepted by the public. On the other hand, groups like financial management groups and K12 education groups basically need to educate users, because many people think that financial management is a pyramid scheme or is unreliable, etc.

Therefore, any scenario that requires educating users can be done in small groups.

3. The product is not well known

When your brand is not a big brand and users have not heard of your brand, then you need to make up for it with professional knowledge. Most users nowadays are more inclined to trust professionalism and make purchases, and small groups are the best way to shape professionalism . Why do you say that? You will find the answer you want later.

4. Product consumption frequency is not high

The higher the consumption frequency of a product, the less suitable it is to use small groups , such as fruit and catering communities. On the contrary, the lower the consumption frequency of a product, the more suitable it is to use small groups.

5. High product system pricing

Let me explain the meaning of product system pricing. For example, if the average order value of your products is tens or hundreds of yuan, then the pricing of the entire product system is not high. If there are products ranging from tens to thousands or tens of thousands of yuan, then the pricing of the entire product system is high.

Only when the entire product system is priced high is it suitable to use small groups to make transactions . For example, the highest price of your product may be only a few hundred yuan, so there is no need to spend the effort to set up a small group.

Of the five scenarios mentioned above, if more than three of the points are met, small groups can be used to close deals, and the first and fifth points must be met.

2. What is the whole process of small group transaction?

The process of small group transaction is divided into 4 steps:

Step 1: Channel diversion

Step 2: Create a large group

Step 3: Create a small group

Step 4: Private chat conversion

Below I will explain these four steps in detail:

Channel diversion

Channel diversion is mainly divided into two types: public domain diversion and private domain diversion.

Public domain traffic is mainly diverted through bait , which directs users on the platform to WeChat accounts and then to large groups.

Private domain traffic diversion is mainly done through public account articles, Moments, private chats, fission, etc., to direct the traffic from the traffic pool to the large group. I won’t go into details about this step, I believe everyone understands it.

Building a large group

The ultimate goal of establishing a filtering mechanism through large groups is to get the highly accurate group of people we want.

At this point, there are roughly three things we need to do:

1) SOP for channel promotion:

First, you need to sort out your channel resources, then prepare promotional posters, private chat copywriting, circle of friends copywriting and other content, and finally execute according to SOP

2) Large group operation sop:

Here you need to prepare the copywriting, group announcements and other content for group operation . Another point that needs to be noted is that the operation time of a large group is not recommended to exceed 3 days . There is no need to operate it for more than 3 days because your core purpose is just screening.

3) Filter user sop:

We generally have three methods to screen users:

The first is the price threshold , that is, paying to enter a small group;

The second is the user portrait threshold . For example, if you want a fixed occupation, fixed city, fixed gender, and fixed age, you can use group chat or fill out a questionnaire to screen;

The third is the trust threshold , to see if they are old users. If they are new users, they may lack trust in us. At this time, it will be difficult to close a deal even if you introduce them to a small group. Therefore, you need to think about the screening threshold in advance and do a good job of screening users.

Create a small group

The main purpose of establishing a small group is to let users further understand your expertise through the small group, so as to influence users with expertise and solve users' needs with expertise.

It is actually very simple to get to this step. It mainly involves guiding users to raise their needs and questions within the community.

Let’s take the salary increase training camp as an example. When it comes to the small group stage, users will ask questions that are based on their own needs, such as what our boss is like, what our company is like, how should I write a resume, how should I interview, and so on.

When users ask questions, you must answer them in depth in the group. However, at this step, you need to retain 20% of the content . In other words, you cannot completely solve all users’ problems, and you must guide them to private chat.

For example, you can say: Please add me on WeChat and I will give you a detailed answer later. This is the last step.

There is a misunderstanding in this step. Before the private chat stage, there must not be any marketing atmosphere . Many people will say, "You can sign up for our xxx class" and other such marketing rhetoric. After seeing this, other people in the group will not even dare to ask questions.

Private chat conversion

Private chat conversion can also be roughly divided into five steps

1. Ask questions

Guide users' core pain points by asking questions

2. Uncover core needs

Confirm the pain points with users and get their affirmation

3. Propose a solution

Suggest how you solve the user's problem, but don't mention the product

4. Ask users about their expectations

Confirm with the user whether he agrees with your solution and whether he has expectations

5. Matching products

Your product should match the needs of the user solution, and then introduce your product to the user

The key point of the above private chat is that your product must meet the needs of users before you start recommending it. If it does not meet the needs, there is no need to recommend it.

So after reading this, I think you have understood the importance of screening in a large group, because the more detailed your screening is, the final private chat conversion rate of your small group will not be low.

Author: Community Operation Research Institute

Source: Xingxiu