Community operation: Several methods to teach you how to overcome traffic barriers!
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Flow Off If you build a community and run it very well, but not many people know about it, then the scale of your community will not increase. If the community scale does not increase, the income will not increase. So if you want to build a community, you must first pass the traffic test. How to overcome the traffic problem? There are four common methods: We-media traffic diversion; offline traffic diversion; external traffic diversion ; internal fission; Due to the length and scale of the article, we will mainly discuss the methods of self-media traffic diversion and offline traffic diversion here. It is a common method to direct traffic from self-media to social groups. This is the method I use to create the community “Flute Friends Club”. aWe- media diversion No matter you are a big V on Weibo, WeChat official account , Zhihu, Jianshu or major live broadcast platforms , by leaving a QQ group number when outputting content, you can naturally import the traffic from your self-media end into the community. QQ groups now also have a paid function, which is very convenient. Most people will not pay, but a few who trust you and recognize you will still pay. b offline diversion If you already have a physical store or products, it is very easy to build a community through offline traffic diversion. For example, I once ate at a Mexican restaurant in Beijing, and most of the people eating there were foreigners. When it was time to pay the bill, the Mexican proprietress with brown hair and a sticking butt said: Transfer the money via WeChat . So she added me on WeChat and I transferred the money to her. Not long after, the boss lady added me to a WeChat group . Most of the people in the group were foreigners, chatting in a language I couldn’t understand. I guess it was Mexican. WeChat groups are often filled with pictures of restaurant gatherings, where a group of burly foreigners with big breasts and hips hug each other, clinking glasses, or high-fiving and laughing, and occasionally there are one or two Chinese faces who want to pick up foreign girls. It seems that these foreigners living in a foreign country regard this restaurant as a regular gathering place. So originally this restaurant was an ordinary restaurant, but because the proprietress directed the offline traffic into the online community, these foreigners were able to gather together and organize activities regularly. This in turn led to a secondary flow of traffic to her restaurant. Conversion rate With traffic, everyone knows about your community. So how do you get people to trust you and join your community? Due to length and scale issues, only two methods are introduced here: "free-to-paid model" and "professional content endorsement". aFree -to-Paid Model When your community is not authoritative enough, you can first gather people together for free, and then convert some of them using a paid model. For example, if you are running a blind date community, you will have information on a lot of single men and women. You say to each of them: I will add you to a WeChat group of single men and women, and each person will pay 100 yuan. Are you willing? I believe most people are unwilling to do so because they are afraid that you are a scam group. Even if they have the need to make friends, they may not necessarily trust such communities. But if you add them to a WeChat group of single men and women for free, would they be willing? ! I believe most people would be willing to do so, because there are new people of the opposite sex to meet, it’s free and there’s no risk. Not only are they willing to do so, they may also bring their good sisters and friends around them into the fold. The first step of the “free-to-paid model” is to use the free model to aggregate the crowd. The next step is to use a paid model to achieve conversion. The simplest way is to use activities for conversion. For example, after chatting in an online WeChat group for a while, everyone has more trust in the community. At this time, if we hold an offline blind date party or an eight-minute date and charge each person 100 yuan, is there anyone willing to come? There must be many people willing to come. There are so many handsome men and beautiful women chatting in the WeChat group every day. You only need to spend 100 yuan to meet and interact with them. Of course I am willing to come. Not only are they willing to come, they may also bring their younger sisters and brothers to pay together. What I just said is not just theory, but a real case that actually exists. I have a good friend who has gathered a few people to set up a blind date community like this. Their official account has only a few thousand followers and there are only a dozen or so WeChat groups, but each offline blind date event can attract hundreds of people. With one event a week, they can earn tens of thousands of dollars from each event. The worst thing is that this doesn’t take up much of their energy. They all have essential jobs and just use their spare time to do this. bProfessional content endorsement If your community can produce some professional content, and you show a small portion of the content to people who are interested in joining the community, they will trust the quality of your community's operations and pay to join your community. For example, the content of this article is actually compiled based on part of the internal lectures of the Flute Friends Club. After seeing the professional content of this article, some friends may pay to join the Flute Friends Club in order to have a deeper understanding and discussion on the theme of "community". At the same time, you can also organize some of the essence of the content communicated in the community, and use professional content to endorse the credit of your community. Once the initial sense of trust is established, subsequent work will be easier. Operation After gathering people into a community, as the group owner, you certainly cannot just sit back and do nothing. When Luo Zhenyu was running the Luoji Siwei community two years ago, he proposed the concept of "decentralization and free connection", which now seems to be wrong. "Decentralization, free connection" means "there is no core in this group, and no one is in charge of you, so you can do whatever you want." To keep a community vibrant and generate value, the most important thing is: the founder needs to continuously inject value into the community! A river of spring water flows eastward, and there is no need to worry as long as it has value. Only by continuously injecting value into it can community members feel the value of the community, be willing to participate in the interaction, and the community will have long-term vitality. If you just bring people in and leave them alone, community members won’t feel their value and will start to spread bad things about them, and the community’s reputation will quickly deteriorate. So how do we inject value into the community and what value should we inject? Due to the length and scale of this article, only three types of injectable values are introduced here: Training value; resource connection value; theme activities; aTraining value Providing training value is actually very simple. Just ask the founders, internal members, and external guests to share in the group regularly or irregularly. For example, the flute friends club holds online sharing sessions twice a month. This is easy to understand and I will not elaborate on it. b. Resource docking value Everyone has a need, and everyone has a supply (something to offer). If you can connect the demand side and the supply side, this connection is valuable. The simplest way is a blind date group. You connect the men and women in the group, and the value of this is huge. For example, some industry exchange groups can also connect the demand and supply of product trading, parts trading, suppliers and customers, recruitment and job hunting , etc. by filling out demand forms, each member introducing themselves, and posting help posts within the group. cTheme Activities How to improve the cohesion and sense of belonging among community members? Just hold more activities. It can host leisure activities such as dining, singing, and sauna, as well as professional activities such as industry seminars and special lectures. Let me give you a very interesting example. Many college otakus will join communities with the theme of "pick-up girl training". Such communities will organize many themed activities: for example, organizing boys to gather on the streets to pick up girls; gathering in a room to listen to lectures by so-called PUAs (pick-up experts); holding some online or offline seminars, where participants share their recent experiences and lessons in picking up girls. Although people outside the community feel disdainful or disgusted when they hear about these activities, these activities are still very attractive to people who are part of the community. Conclusion Building a community has been a small bonus in the past two years. There is almost no financial threshold and no risk of failure. However, it is not easy to do it well. In addition to finding a suitable entry point, the most important thing is to overcome three major difficulties: traffic, conversion rate, and operation. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @吴寒笛 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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