High repurchase fan community operation strategy

Among the three major categories of communities, we have discussed the specific gameplay and operation strategies of traffic-generating communities. Today, we will talk about the other two types: fan communities and flash groups.

As mentioned before, the core purpose of traffic-generating communities is to increase followers, acquire customers, and take over traffic . Fan-type communities and flash mob groups, on the other hand, both aim to convert transactions and are transaction-type communities.

Because the core purpose is different, the specific gameplay strategies will also be different.

However, although the above two types of communities are both aimed at completing transactions, there are still certain essential differences between them. Among them, the ultimate goal of fan-type communities is to achieve transaction sales and generate more repeat purchases. Flash groups, on the other hand, use short-term scripts to guide users to complete specified actions in a relatively short period of time, so that they can experience the product/service and ultimately complete the transaction.

So today let’s talk about the gameplay strategies of fan-based communities and how to do it specifically. !

The specific operation strategies of fan communities can be roughly divided into five parts: community positioning, group rules, role division, activity planning, and incentives and interactions. Let's talk about them in detail below:

1. Community Positioning

I have said before that any community needs to do positioning work before it officially operates, and different types of communities will have different strategies. Although the type of fan community has been clearly defined, this is not enough and we need to go further. In other words, we need to be clear about the value of the community we have built for our target users!

The specific positioning method can be divided into two steps:

1. The first step is to define the user portrait: for example, if you sell clothing, then determine the user's gender, age group, etc. based on whether you sell men's or women's clothing;

2. The second step is to find out the common goals of target users, such as pursuing cost-effectiveness, fun and interesting things, etc. For example, if you sell women's clothing, the age group is women between 20 and 30 years old. Then the common goal of this type of people may be to love beauty and become beautiful; this common goal is actually the value output direction of your community.

The above is the positioning of the community. In fact, based on this we can roughly know that the three steps of community positioning are: clarify the community type, determine the user portrait, and find out the common goals of the target users (also known as user needs).

2. Formulate community rules

Once we have determined the community positioning, we can start to formulate group rules.

That is to say, we need to tell users what they can and cannot do in this group. Generally speaking, group rules will be placed in the group announcement. After all, when there are more group members, if the administrator sends a message to every person who comes in, it will inevitably cause the problem of screen swiping. There is actually not much to say about this, and many people understand it. I just want to add one point. As the saying goes, when you hit someone with a stick, you get a date. After the group rules are formulated, it is best to include the value that the community can provide when they are released, so that it will be relatively easier for users to accept them.

Usually, the template for writing group announcements is to first clearly state the group benefits (that is, the value that can be provided), then explain the group rules , and finally add the corresponding punishment mechanism (such as kicking out, etc.). This is the so-called benefit-first .

Another point is about changing the nickname in the group.

Although requiring users to change their group nicknames is very beneficial for businesses, in actual operations it is almost impossible to get everyone to change them. So for me personally, this requirement can be met, but it doesn’t necessarily have to be mandatory. Moreover, for groups in different industries, changing nicknames may not necessarily have a big impact. The key is that as a group administrator, you need to understand every member of your group. It is best to summarize the member information in a table so that you can have a clear idea when you communicate one-on-one later.

3. Role Division

Because a fan-based community is a long-term operating community that needs to rely on content to output value . Through reasonable division of roles, the group can maintain reasonable activity. Therefore, division of roles is very important for fan communities.

In the previous article "The four-step community operation method for private domain traffic allows you to master the essential core of community operation ", I have shared in detail the types and contents of the eight roles in the community. Friends who are interested can take a look.

However, here, because it is a transaction-oriented community and not a core fan group, there is actually no need for so much in the specific division of roles. We can roughly divide them into three categories:

1. The first type of KOL is an opinion leader, or a personal IP with strong appeal. For example, in many communities that sell paid knowledge courses, there is often an instructor with strong endorsements who serves as the KOL in the group. Another example is Perfect Diary, which creates a virtual character: Chibi Maruko-chan, as a personal IP. This type of people have a certain authority in terms of content and knowledge, or have convincing points. They are the main contributors to the output of the community’s core values.

2. The second type of KOC is consumer opinion leaders. These people are at least users on the surface, and have certain knowledge and insights in related fields. Sometimes they will take the initiative to answer questions from other users on behalf of the group owner. In the early stages of community operations, KOCs can actually be played by company employees. However, when the operation reaches a certain stage, we need to take the initiative to discover potential people among real users and work hard to train them into KOCs. This is beneficial to both parties. For users, they can gain a certain sense of accomplishment, and for enterprises, through the cultivation of KOCs, on the one hand, they can further strengthen the relationship between the enterprise and users, and on the other hand, in many cases KOCs can cooperate with KOLs or group owners to drive the overall rhythm of community operations and encourage more users to complete conversions.

3. The third type is the active team . If a community is generally equipped with one KOL and 3-5 KOCs, then the active team can usually be arranged with around 10-15 people (taking a community of 200-300 people as an example). The role of the active team can be understood from the name. Its main function is to activate the community and create an atmosphere during activities and promotions. There is a phenomenon in psychology called the herd effect. In fact, it is the flexible application of this. It is no exaggeration to say that this type of people exists in almost all business activities today.

Of course, not every time the atmosphere is created, the entire team has to rush in all at once. This is unnecessary to avoid rejecting users who really need it. Appropriate groups can be formed to avoid the awkward situation where only a few people are trying to create the atmosphere every time.

The above three types of people are very important for transaction-oriented communities. They divide the roles and cooperate with each other, output valuable content in normal times, create an atmosphere and provide decision-making opinions during event promotions. We can almost bring the vast majority of users into our rhythm and ultimately achieve target conversion.

4. Community Activity Planning

In community operations, if the previous points are preliminary preparations, then event planning is the most important point in daily operations. It can be said that almost all community conversions are achieved through activities.

No activity basically means no conversion.

Let's first classify specific community activities, which can be roughly divided into: promotional activities, content sharing activities and theme activities .

The purposes of these three types of activities are different. Promotional activities are mainly to achieve sales conversion by creating a buying atmosphere, which is directly linked to the ultimate goal of transaction-oriented communities. Common forms include group buying, limited-time buying, instant discounts for purchases over a certain amount, etc.; content sharing activities are mainly to let users experience the value of the community, such as sharing by experts, topic exchange sessions, etc.; and the purpose of theme activities is to increase user stickiness and enhance user dependence on the community and products through the output of core values.

In the previous article, I shared that a very important point about the event is the setting of gimmicks and interest points. This is also important in community activities, but it is not the most important! For community activities, what is more important is the arrangement of activity time. This is what we often call community SOP ! Because of community activities, you don’t need to think too much about your target users, the number of people participating in the activities, etc. (they are all in your bowl), so what you need to consider for community activities is your rhythm, but this rhythm is different from the so-called warm-up period, startup period, climax period and closing period. It should be designed based more on the user's living habits. For example, the SOP of the following community:

The table above condenses three types of community activities into one day. Of course, in the actual operation process, the timeline can be extended depending on the industry. I am just explaining this for convenience.

Normally, in the morning, users are more likely to accept positive content and are relatively resistant to marketing-oriented advertisements. Therefore, in the morning, in addition to some good morning greetings, the community can promote some positive content and interact appropriately in the group. The main purpose is to make users pay attention to you.

In the morning when it is almost time to get off work and during the lunch break, we can do some small topic sharing content, and through interactive topics, guide group members to communicate with each other, while also providing product knowledge, benefits, etc. The main purpose is to enhance users' perception of the product.

When it’s almost time to get off work in the afternoon, you can release some information about today’s promotional activities, such as guiding users to sign up, post on WeChat Moments to receive red envelopes, etc., mainly to warm up for the promotional activities that will take place in the evening. Because during this period of time, people are actually very tired physically and mentally after working all day, and shopping is a good way to relieve stress. If your products are some daily necessities, fruits and vegetables, it is very easy to stimulate users' desire to shop.

Finally, the evening promotion begins. Currently, the most popular method is to use social media live streaming as a carrier for the event. From 19:00 to 19:30, that is, about half an hour before the start of the live streaming event, a live streaming preview will be made. At the same time, administrators, KOCs, active teams and other roles will be mobilized at the same time to guide user interaction and create a rush to buy event.

Finally, when the promotion is over, our customer service staff will start adding friends, whether they have purchased the product or not. The core purpose is to retain users. One thing that needs to be noted here is that you can arrange two customer service staff, one to add those who participated in the event, and the other to add those who did not purchase. Needless to say, all purchasing users need to add their personal account. On the one hand, this is to provide good after-sales service, and on the other hand, it is to further deepen the relationship and prepare for repeat purchases. For users who have not made a successful purchase, customer service should also take the initiative to add the user’s personal account. On the one hand, this is to understand the reason why the user did not make the purchase, whether it was because they did not get the product or because they had some concerns. On the other hand, it is also to deepen the relationship and pave the way for the next transaction. Of course, for users who have purchased the product, when adding personal accounts, they are restricted by WeChat rules and cannot add too many friends at one time. Therefore, in principle, priority is given to adding those who interact more in the group.

In theory, the three types of community activities can be combined into one large event. The key point is to grasp the rhythm. Of course, the example I give here is to condense the time into one day. This is more suitable for daily necessities, snacks, fruits and vegetables, because users basically have demand every day. For categories like course sales, beauty products, clothing, and electronic products, the timeline can be extended, for example, 3 to 5 days as a cycle to plan community activities.

5. Incentives and Interactions

The last part of a fan community is motivation and interaction. The best way to motivate is the so-called three-pronged approach to community operations: valuable content, emotional interaction, and benefits .

Among them, benefits, such as red envelope draws, are the most direct and effective, after all, people are profit-seeking. The amount doesn't have to be too large, a few dollars is enough.

As for emotional interactions, the most basic and common ones are greetings like good morning and good night, holiday wishes, fan thanks and the like. This can be determined according to the specific product and industry. In principle, it should not be too frequent, as it can easily cause numbness and disgust. If possible, it is best to be creative. The specific details depend on the actual situation, there is nothing much to say!

The last step is the output of valuable content. The knowledge-based paid communities are probably the ones that are doing relatively well in this area. After all, under the slogan of learning, they can be expressed through sharing by big names, topic discussions, and thematic exchanges. For example, those in the beauty and apparel industries can also use becoming beautiful and loving beauty as entry points to output content. This actually mainly revolves around the common goals of the target users mentioned earlier, and you can develop around this.

As for interaction, the purpose is to increase stickiness, so it needs to be reflected in the daily work of operators, generally by making a SOP for community operation. There are many customized processes on the Internet, but it is not recommended to use them directly. You can use them as a reference, such as the following table:

This is the SOP of a community I worked on before. You can refer to it. It has designed multiple waves of benefits, and at the same time, it coordinates the cooperation between different roles in the group to achieve the purpose of interaction and enhance user stickiness.

In fact, every community should have such an SOP. Although the SOPs for operating communities in different industries may be different, for enterprises, this one can be completely reused.

In summary, the above are the key points regarding the gameplay strategies of fan-based communities within transaction-based communities. These are just my personal experience summary. If you have any better suggestions and ideas, you are welcome to communicate with me! As for the gameplay strategy of flash groups in transaction-oriented communities, due to space constraints, I will share it next time! ~

Author: Pi Ye Operation

Source: Piye Operation