What to do if the group is inactive? Urgent, waiting online!
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Background of the incident: I recently used a social product, paid to become a member, and joined the product WeChat group . Because I am usually busy and don’t show up in the group, I suddenly received the following notification the day before yesterday: After contacting customer service, I learned: My expression at that time was like this: Why t people? Group optimization == t people? I paid a year's rent for the apartment, and you kicked me out early. I am a paying user of the product. Only after paying is I eligible to join the WeChat group. The membership period is one year, but the group has no time limit. Even the default membership period is one year. The deadline is far from over, and the group rules don't specify how long you stay lurking before getting a flight ticket , and I haven't violated any group rules. Later I learned that the group rules stated that if you didn't show up for two weeks, you would be kicked out, but I don't remember this group rule. If there was, I should have been fired long ago, and this "notice" would be a slap in the face. In fact, the group chat volume is very high, with more than 1,000 messages per day. I guess it's because of the group membership limit and they want to allow new members to join. It can be seen that the number of lurkers has affected the joining of new members. So why do so many people lurk for such a long time? What is an inactive core? Can t people solve the problem? Are the products and apps good enough? Whether the user problem has been effectively solved. Maybe the user is already disappointed with the product. Poor user experience leads to user loss. Customer service feedback and speed. Product complaint and suggestion processing speed. Has the app update solved the problem? Update speed. Quality and quantity of group chat. Too much meaningless information, which creates a burden and pressure on users. There are too many group chats, and climbing up the ladder requires a lot of energy. There is a lack of management and guidance, and it is simply based on typing and chatting. It is difficult for newcomers to find topics to start with. It has failed to provide long-term value. Someone once threw a red envelope in the group. As a result, they were snatched up in minutes, so my friends started to catch robots and kept throwing red envelopes to test it. This is a small episode, and of course it is also a manifestation of "group activity". It would be really embarrassing if no one even grabs the red envelopes in a group. But if it becomes a red envelope group, it is definitely not what the product wants. (Core industry, group is service, auxiliary) Competitive products impact other aspects (communication, user survey) Users are really busy. College students obviously have more time and chat more, but their payment conversion ability is not as high as that of white-collar users. It’s like in online games , 20% of paying users support 80% of free users (the ratio is estimated to be higher in reality). Paying users are more likely to buy items and seek out boosters, because their goal is to have fun, to quickly reach a high level, to kill monsters, and to have high stickiness. But they don’t have time to practice on their own. As for free users, they just want to go through the process and play for free, so their stickiness is not as good as that of paying users. Bad money drives out good money and if the quality of free users is too poor, it will lower the level of the entire platform and lead to the loss of paying users. So do you want to take "tough incentives" against paying users because they are not as active as free users? Identify who your core users are. Whose interests are affected? The above are just some rough summary of reasons that may lead to user inactivity and lack of engagement. It's not just a problem with the group, it could also be a problem with the product or a problem with user operations . In many cases, problems do not exist independently, and of course the impact spreads like a domino effect. Positioning, role, and long-term value of the group Let’s take a look at an example. Suppose Jiayuan.com has also opened a user group, and only paying members can join. Users can chat and complain freely, and the administrator does not intervene. What are the possible outcomes? Jiayuan.com’s product positioning: quickly find a suitable marriage partner through various data matching. (Also the core demand of users) Group positioning (hypothesis): Strengthen user connections and interactions, and also complete matching. If we are guided by the matching results: Situation 1: Jiayuan.com has a high matching degree, but a low group matching degree. Situation 2: Jiayuan.com has a high matching degree, but a high group matching degree. Situation 3: Jiayuan.com has a low matching degree, but a high group matching degree. Situation 4: Jiayuan.com has a low matching degree, but a low group matching degree. Situations 3 and 4 are first of all unqualified, which is a product problem. I think situation 1 is acceptable. Condition 2 means that the group has already started to dilute the product. Users join groups just for matching, and chatting is also for matching. If you really want to chat, why not go to a hobby group like the pesticide group or basketball group, where there are more people with the same number and you can chat in depth. Besides, if users have the ability to match through chatting, what is the use of the product? So “active matching” is not a good positioning. What if we change our positioning to: active conversion, we can use a series of measures to increase user stickiness and increase trust in the product. We can: Regularly send app activity links to guide users to the app to participate in activities - encourage users to publish relevant industry information to make users feel valuable and have something to look forward to; regularly organize discussions such as "Have you ever encountered this kind of straight male cancer?" to arouse topics. Allow newcomers to quickly join the discussion to avoid being too close to the familiar circle to discover KOLs and chat privately. Make it responsible for guiding the atmosphere. Some users create value by formulating group rules and ensuring that new members see the group rules. After posting them in the group, they also have to chat with others privately. When the rules are promulgated, the quantity and quality of group chats must be controlled. Appropriate bans should be adopted to avoid causing trouble to users, prevent the chat level from being too low, lower the overall level, send out red envelopes appropriately, and interact with everyone. Let everyone feel that the group manager is a real person, not a robot, so users may be more inclined to the product. The content of the chat also gradually changes from random chatting to chatting under your conscious guidance, of course, the premise is that the topic you choose is interesting. And you can also learn more about users. In short, you have to lead users to follow your routine and continuously convey the value of the product, rather than just putting a group of people in a group and calling it a day. In addition, the product is the core. For Jiayuan.com, how users use the product to achieve matching is the core business, so that users will pay. The logic behind the t-person thinking and the last-in-first-out system: Is t-person a means or an end? There is a sales company where the boss feels that the employees are not active, so he adopts a last-in-first-out system: the last-in-first-out employee in performance will automatically leave the company every month. We hope this will improve the company's performance. At the beginning, everyone was very nervous and started going around to get orders. It was very lively and the boss was very happy. Later, the company received fewer and fewer orders from outside, and everyone began to compete for orders with each other, which led to serious internal friction. We all have only one goal, which is not to be the last one. As a result, the boss saw that it was not working and hastily cancelled the last-in-first-out system. I don't deny that sometimes simplicity and roughness are better than indecision, and it can indeed play a certain role. But being simple and crude does not solve the problem, on the contrary it only temporarily covers up the problem. On the surface, everyone is happy and loving, but the problem is like a time bomb, and no one knows when it will explode in someone's hands. If you find that a user has been lurking for a month, can you privately chat with the user’s customer service first – “Hey buddy, it’s been a while since I saw you in the group? What have you been busy with recently? 😊” User 1 – “Haha, I’m on a business trip recently, I’ll be back in a while. By the way, why can’t I log into your app?” User 2 – “There’s too much content in the group chat, I don’t have time to check it, and I can’t get a word in.” User 3 – “Those people in the group are so bad. I just said something last time, and a group of people scolded me.” Isn’t this much better than directly clearing the user out. If a group of users is inactive, you can chat with these users privately and build a user churn model. Of course, it’s just inactivity, not loss, but the method is similar. Then formulate corresponding strategies and establish early warning of churn. Such users may return to the group, and the feelings of other users will not be hurt. T people are just a means, there are other means, but the purpose of the group's activity should ultimately be to serve the product. This is the difference between purpose, goal, and means. User Recall and Retention Until I finished writing this article, I didn’t see any follow-up actions from the product. I also sent an email to the product to "complain", but have not received a reply so far. However, the product manager and the boss came to talk to me a few times. It still feels very sincere. In fact, I have been feeling very comfortable these past few days because I don’t have thousands of unread messages. If I were to go back, I would probably still be an inactive paying customer. First of all, recall itself is difficult. The cost of acquiring a new user is 5 times that of maintaining an old user, and the cost of recalling lost users is even higher. If the user has not deleted the app, the recall channel app push can be used for push notifications, provided that the user has enabled push notifications. Email and SMS Email and SMS can easily be classified as spam and junk. And it may cause stress to users. Recall copy: "Please come back soon, I can't achieve my KPI without you!" Of course you can't say that? The main consideration here is, what is the user’s purpose? Problem that needs to be solved? Has the problem of leaving been solved? What is more difficult than recall is how to retain customers and avoid loss after a recall. I have written so much in the postscript without realizing it, so it is inevitably a bit long-winded. This is a good opportunity to sort it out. The product manager said that I was the only one who sent a complaint email, and I also felt that I was quite idle. Ha ha! The author of this article @Steven1987 compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Product promotion services: APP promotion services, information flow advertising, advertising platform |
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