How can startups use community operations to boost user growth?
From the perspective of growth hacking, community operation is one of the important methods. Now a lot of traffic has shifted from search engines to communities, so what we are going to discuss today is how to operate communities to achieve early operational and product goals. The target groups we recommend for learning are CEOs, product managers , marketers , entrepreneurs and consultants of startups , all of whom can use the community to achieve their own goals. For startups, there are often many problems with their products: Many dilemmas like this can be solved through community means. Find the right people and do the right things. One of the functions of a community is to rapidly expand the scale of users. Many people are very active in the community, and a little bit of stimulation can bring them together. For example, there may be a very interesting picture with a small QR code in it, which will bring these people together after being spread. There are also some online and offline activities that bring everyone together. Community operation mainly uses operational means to gather and activate users, so that they have continuous and frequent contact with products. Therefore, we hope that when the community is established, the entire direction is in line with the user needs of the product. What is your product? You are very clear about where your users are, and your direction should be in this direction. Every community should have a clear positioning, and the community can be regarded as an independent social product. The earliest and most popular form of online communities was forums, but today’s communities can be roughly divided into several categories: The most important thing in building a community is to find the right people. Choosing users is very important. If the wrong users are chosen, it will be difficult to control the content well. So generally speaking, there are several ways to choose users when building a community:First, lenient admission and strict exit. You can enter at will, but if you don’t perform well, you will be eliminated and kicked out. Second, there is no requirement for activity itself, but there are some controls on the quality of users, so as to ensure the quality of the community.There are two theories to mention here: Theory 1: Leap Theory The more high-quality people participate in a community, the more people it can attract to participate. Therefore, we must pay special attention when selecting users and use the users themselves to attract other users. Theory 2: Broken Windows Theory: Once a community starts to be destroyed, it must be cleaned up immediately, otherwise the community will fall into chaos very quickly. We need to discover that some users do not conform to the purpose of operating this community. They create topics or advertisements that do not have much meaning to others, which ultimately wastes a lot of time and prevents the entire group from having very good discussions. Such people should be kicked out. After the community is established, we need to increase the understanding between users. If everyone knows that others can help me, they will form some interactions with each other. In fact, the mutual cooperation that a community of 300 people can bring about is already huge. Why there are so many large communities but little cooperation is because people don’t understand each other. Should I advertise my products in the group? When you are doing community, please note that if you want to advertise, it is important to control the number. Because if we want to build a good community, we must improve the quality of the community. A high-quality community can attract high-quality people and produce good content. Everyone joins the community for a purpose. The more people invest, the stronger their sense of belonging to the community will be. They will be more willing to maintain many aspects of the community and spread the products. Even if the products have many problems, many people will still maintain them. The first version of the iPhone that Jobs released had a very short talk time. It is said that someone got a sample and tested it, and found that it could only support 18 minutes of calls. Many people said that it was completely unusable, but someone said in a community forum that if Jobs thought 18 minutes was enough for a call, then we could just make 18 minutes of calls. The reason why they have loyal fans is that users have become the leaders and supporters of the community. The more they invest, the easier it is for them to be loyal to the community. At the same time, they will also raise more questions to promote the leaders and owners of the community to make some improvements. Find seed users through community operations First of all, what kind of community is a good community? Let's go back to the essence of a startup. A startup needs core users or seed users at the beginning. Even if it takes a lot of time to maintain these users, they can indeed reflect the quality of your product like a barometer. Once you can understand the problems of the product and make iterative improvements, when the product is good, you can invest large-scale in marketing and promotion. Therefore, we should pay special attention to how to find early core users and seed users. Xiaomi does this: Xiaomi found various discussion groups related to mobile phone hardware and gathered more than 100 seemingly very professional enthusiasts, who communicated and discussed in Xiaomi's forums. Finally, some high-quality content was gradually formed, and they participated in Xiaomi's product development and testing. This is a very good way to find core users. There are also many people who, when they create a community, immediately attract a lot of people to the group. However, many of them are confused and don’t know what the group is for. Everyone doesn’t talk and they quickly leave. This is a very bad strategy for attracting new members. Some products actually use the community for customer service, such as Modao: Modao is an online tool for product design and rapid prototyping. It also has an APP. After designing such a thing, many people will encounter many imperfections in the product itself or problems they do not understand, and they need someone to provide customer service. In the early days, they built communities, for example, they would put the group QR code in their WeChat public account . Through this model, if anyone has feedback, they will know it first. By maintaining more than 50 groups, we can publish product update information as soon as possible so that users can continue to use the product. This is because many users stop using the product after encountering problems at the beginning, and they can be reactivated once the problem is solved. We always hope to convert community users into product users, buyers, and word-of-mouth promoters, and even provide different conversion triggers based on user characteristics: Momoda is an O2O business focusing on massage, which was started by people who came out of Alibaba. They pull everyone they meet into the Momoda WeChat group , and then continuously send out some benefits, etc., to encourage everyone to convert. Through this model, a certain amount of perception can also be guaranteed, so as to adjust his operating strategy, marketing strategy, etc. How to build a product community from scratch Next, we will take a larger-scale product community as an example to talk about the operational strategy and how overseas shopping e-commerce operates. First of all, there are the following goals: First, we need to improve user satisfaction and let users know more information about products, mainly cosmetics, so that they can be more beautiful and finally have more fun meeting more friends with similar interests. Second, add new users, hoping that these old users can introduce new friends. Third, obtain some high-quality content at low cost. Fourth, improve products and experience through user feedback. Fifth, you can consider new business models. For example, the shelf life of food imported from overseas is only three months. You can use the pre-order model. Everyone places an order first, and then the goods are shipped directly after they are delivered. In this way, you may still have nearly three months of shelf life when you get them. This way you can get better value and experience. Sixth, there are some advantages in terms of brand selection, etc.At this time, how do we select users in user operations? There are many roles here: First, opinion leaders. He is good at organizing and communicating with people to participate in the community's online or offline activities, and he also has some professional knowledge. Second, there are loyal users. These people already love the products or content sold on the website, and they are more willing to actively participate in activities. Third, those with high social status. These people create attraction. Fourth, you can find people who like Japanese and Korean culture on general websites, such as finding these people on Weibo. They like Japanese and Korean food and overseas travel, so you can attract them to your website. Fifth, those who like to talk about beauty and makeup, and those who like to eat overseas snacks can also be found on different social networks. Sixth, those who like to shoot videos and frequently shop overseas. Live video streaming is also a very good means. For example, you can make a video about how to put on makeup. With a little packaging of the content and some advertisements embedded in it, it can effectively promote the generation of community content.We will divide the community into several levels: First, the community leader. He mainly recruits core organizers from various cities to develop organizational processes and reward systems, and to implement some elimination and entry methods for organizers. The community leader can be an employee, because only he can truly obtain resources and has a deeper understanding of business considerations. Second, the core organizer. The core organizers are basically users. These users or customers are very passionate about the product and the company. It would be best if they could be rewarded, such as giving small gifts based on certain achievements, or having a party for everyone, etc. Third, ordinary organizers. Although they are currently lacking in ability, they are also very positive and can help the core organizers with some specific work after being attracted. Fourth, volunteers. Volunteers only need to help with some odd jobs occasionally, and there are still many people willing to be volunteers when recruited temporarily for a specific activity. Fifth, users. These users are our gods, and we need various ways to drive everyone to actively participate in community-related activities, contribute content, etc. When talking about growth hacking, we still need to understand that we use data to measure everything. As a community, what numbers do we use to measure? 1 Number of users. Current number of users and growth number. 2. Participation. The number of coupons we issue and receive, the number of questionnaires filled out, or the number of registrations for an event are all measures of participation. 3 Online activities: How many online activities are held in a month? What is the quality and the number of participants? 4 Offline activities: How many offline activities are held? What are their quality, quantity, and number of participants? 5 Or content contribution, the amount of generated content can be divided into ABC levels. 6 Organizational cost, per capita cost or positive cost of a single activity are all ways to measure organizational costs. 7. Conversion rate : how to convert these users into orders or registrations. You can issue some coupons here, and use these coupons to calculate the conversion volume of orders or registrations. 8. Level of the organizer. Evaluate the ability of the organizer. If an organizer always organizes a small number of activities with poor quality, you may need to consider training or even replacing the organizer. These are all considerations for community operations. Through these considerations, we can continuously correct problems in community operations and make the community higher quality and more efficient. Your APP |
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