How did the community achieve a growth of 0-500 in 2 months?

The ultimate goal of community operation is to achieve conversion . Through a series of planning, the mother and baby community operated by the author of this article achieved growth from 0 to 500 members in eight weeks, and the conversion rate was super high. Let's learn together.

This picture shows the first 500 people in our community. A mother who made a purchase is sharing a link to invite other mothers to join the group purchase. Currently, more than 80% of our community’s orders come from community operations:

1. Core Views on Community Operation

1. At the very beginning of community operation, "formulaic" data decomposition should be done, and the community should be built around a clear "goal" to prevent "direction" and "slackness" in later execution and optimization. The decomposition dimension mainly starts from "time + N", and N is configured according to the characteristics of its own products and users. Indicators, such as "activity, conversion rate, order volume, transaction amount, etc."
2. It is best to choose high-frequency trading products for community operations. Users’ recognition of the community and products is voted with “orders”, so prosperity without transactions is false. Only transactions can see the match between user needs and operational strategies.
3. Attracting new users, retention , conversion, and repurchase are a cycle in the life cycle of community operations. Only based on this cycle can the community have liquidity and activity. Currently, "hot products + circle of friends " is definitely the most effective way to attract new users to the community.
4. Marketing communities with multiple methods such as "flash sales, group buying, lucky draws, bargaining, points, etc." have extraordinary value in improving the conversion rate of the community. Never believe in "free" and "gentle" user cultivation. You must start transactions from the beginning. "Orders" are the only yardstick for users to measure the value of the community.
5. Whether the community makes mothers feel like they have "found an organization" and becomes their "second home" is the core concept of operation. Only by building communities and products around core values ​​can we avoid going astray. The correct "vision" will enable us to achieve twice the result with half the effort.

2. “Formulaic” data decomposition of community operations

Our community operations revolve around "data", for example, all goals are digitized, and all executions are digitized: do not set community goals around "quantity", but design them around value (activity and conversion rate).

• Target: 500 people in WeChat group
• Time: 2 months
• Activity: 40%
• Conversion rate: 15%

Focusing on the established strategic goals, the next step is to implement the decomposition and build a community of 500 people in 8 weeks:

First week goals: 30 new members, 90% activity, 30% conversion rate;

Second week goals: 40 new members, 80% activity, 25% conversion rate;

Third week goals: 50 new members, 75% activity, 23% conversion rate;

Fourth week goals: 60 new members, 70% activity, 22% conversion rate;

Week 5 goals: 70 new members, 65% activity, 21% conversion rate;

Week 6 goals: 80 new members, 60% activity, 20% conversion rate;

Week 7 goals: 90 new members, 50% activity, 18% conversion rate;

Goal for the eighth week: 100 new members, 40% activity, 15% conversion rate.

illustrate:

1. In the first week, our product was not very stable and the needs management of community users needed to be tested, so our target customers were mainly friends and kindergarten classmates.
2. Management goals should not be too high. Those that are difficult to achieve can easily undermine self-confidence and lead to a lack of persistence.
3. Weekly activity = participating in one interaction (consultation, speech, purchase, recommendation, etc.) within 7 days / total number of people in the group * 100%. The main purpose is to test the "three qualities" of operation: the quality of the product, the quality of the event design, and the quality of control of user needs.
4. Weekly conversion rate = one purchase in 7 days/total number of people in the group * 100%, mainly used to test the effectiveness of our product selection.

3. Six key actions in goal execution

1. From 10 core users to 30 seed users

Our community uses the logic of Internet product development. For example, we first design the core user portrait , and then design the product based on the needs of the core user portrait. After the product is designed, we immediately invite core users to conduct internal testing. After the internal testing, we iterate quickly and only promote it publicly when the conversion rate reaches more than 50%.

Core user portrait:

• Identity: Mother (not a wet nurse, 90% of future trading users will definitely be wet nurses)
• Children: 3-6 years old (many parent-child activities and products require interaction, and children who are too big or too small are not conducive to user participation)
• Area: Tiantongyuan (on the one hand, it is for the development cost of surrounding cooperative resources, on the other hand, it is for the efficiency of social communication, and maternal and child care is very regional)
• Purchasing power: 2,500-5,000 yuan (children’s kindergarten expenses)
• Features: Children are mainly taken care of by their parents on weekends

With a clear user portrait, we found 10 such mothers and started internal testing of product selection. We communicated with these 10 mothers one by one for each product. The mothers would give us suggestions on product features, services, prices, designs, after-sales, safety, routes, etc. We iterated quickly based on their suggestions and conducted internal testing again until the purchase rate was higher than 50%, and then we promoted it publicly.

More importantly, the mothers who participated in the internal test have become very active and proactive because of their "sense of participation". They are currently working in the group as customer service, maintaining group order (such as strict advertising, etc.), developing children's experience, and answering parenting questions.

To sum it up in one sentence: form "internal test users" based on precise user portraits to help with product selection and testing.

2. From 30 seed users to 100 early users

We started using "invitation" starting with 30 people. Since the products have all gone through "internal testing", their price-performance ratio is definitely better than similar products. So we encourage every mother to invite 2-3 nearby mothers if they have fun, and we will also give certain rewards to the mothers who participate in the invitation.

For example, the product structure is "one paid + one free". Users who have purchased the "Rainbow Bubble Run" can experience the indoor playground in a nearby shopping mall for free (worth 75 yuan per time, our community purchased a large batch ourselves, so the cost can be controlled) as long as they invite a mother to buy it.

This “paid + free” invitation reached a scale of 100 users in 3 days, and only one product was used, with a conversion rate of over 40%. If we calculate the customer acquisition cost of a transaction user in our community, it is controlled within 20 yuan, and the revenue covers the customer acquisition cost.

3. When the number of users reaches 100, start to cultivate 3-5 core "stabilizing users"

It is actually very difficult to manage a group of 100 people, especially for active mothers. There are so many questions and demands that it is hard to handle them all by myself, so I trained 3-5 mothers to "stabilize the situation" (of course, these all cost money, such as frequently giving away free activities and offline meals and interactions, etc.).

The value of "reputation" and "timely service" starts with 100 people. Every mother who comes in will be infected by the information and atmosphere here, and then choose whether to participate. Therefore, the value of "stabilizing the market" is essentially to help convert new users.

4. From 100 to 200 people in the circle of friends community

With a foundation of 100 people, you can start the circle of friends; more than 60% of the friends in the mother's circle are mothers, that is, the users of our community. If each of the 100 people can attract one new user, you can reach 200 people. The conversion rate at this time is 1%, and 30% of the mothers are willing to share the circle of friends. Each mother's circle of friends has 100 users, and a conversion rate of 3% can acquire 100 new users.

In fact, we selected a hot product with the highest " click-through rate + order volume + purchase conversion rate" at the time and combined it with "sharing in circle of friends" to launch an activity, which gained more than 180 new users. "Hot product + circle of friends" was crucial to this new user acquisition.

5. Social marketing from 300 to 500 people

We started using e-commerce marketing methods when we had 300 employees, such as “flash sales, group buying, lucky draws, bargaining, points, etc.”, basically changing the products and methods.

For example, a children's English class that originally costs 200 yuan can be taken at 150 yuan per person if three people join together. As long as there is a need, mothers will share it with their groups or friends. This is also an important logic behind Pinduoduo's rapid growth.

4. Build derivative communities around "mom + baby" to increase user stickiness and brand output

After reaching 500 members, in order to increase user stickiness and brand output, our community launched the "derivative community" model and established the "Beijing Moms Second-hand Group", "Beijing Moms Picnic Group", "Baby Picture Book Reading Group", "Kindergarten to Junior High School Exchange Group", etc. In essence, these groups solve various problems of mothers, and from an operational perspective, they increase user stickiness through UGC .

Summary: The two things that Sugarbag Mommy thinks most about the community operation of our community are:

First, what is the “user value” of our community?

Why should mothers come to the group? What is the difference between being in a group and being outside a group? When we design products and services, how can we achieve differentiation so that mothers in the group can be the first to receive discounts, get more parenting information, receive more timely after-sales service, etc.? In other words, how to make users in the group feel like "plus members".

Second, do mothers feel like they have “found their organization”?

For example, more than 80% of mothers’ lives revolve around their children. Can our community meet these 80% of needs and, through the community, make mothers feel like they have “found an organization”?

For example, in order to provide "point-to-point" care for the mothers who have just joined the group, Tangbao Mama will first communicate with this mother privately to understand her characteristics, and then publicly "praise" the new mother in the group, such as "Mom *** is a travel expert who has been to more than 50 countries around the world. Moms who are preparing to travel can consult Mom ***", etc. In this way, the mothers who have just joined the group will quickly have a sense of superiority of being "valued", which is very helpful for the later activity and conversion.

This article was compiled and published by @汤磊(Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games