Case analysis: Comments on the operation methods of 8 special communities

There are various forms of case communities , and I was completely addicted to them. I spent 3 hours reading all 100 community cases. Logically speaking, as a community practitioner, I should be indifferent to other communities, but I found that after reading these cases, I still gained a lot of inspiration.

1. Matching of community and business model: Low-frequency and high-decision-making (small user scale) businesses are most suitable for using community as an operating method. You can use the community to convert traffic or directly use it to provide services, such as returning the Global Black Card membership service from the App to the community.
2. Close the loop of demand and supply in the community: I have seen that many communities are one-way information flow models for the C-end. It is also a new idea to be able to connect the demand side and the supply side through the community and create demand stamps and platforms at a very low cost, such as designers and manufacturers, sellers and channels .
3. The student group has strong paying ability: the current large-scale action group roamed around various universities in the early days and quickly expanded a very large group of seed users . It mainly helped confused college students to quickly find a breakthrough in life and obtain good operational returns. The content shared will include how to find yourself, make it clear that your future self is your present self, time management, efficiency improvement, etc.

Of course, in addition to being an inspiration to my community operations , these cases themselves are very interesting in terms of service direction and interaction methods. Here I have selected 8 distinctive communities out of 100 to share with you. Perhaps they will be helpful to your business... At least they will make you feel that you can continue to spend time in the community.

1. User repurchase community

When I was buying fruits near my community by chance, the merchant invited me to join a membership group. After joining the group, I found that I could enjoy different membership benefits.

Currently, there are more than 300 members in the group. Every day, the boss regularly updates the discounted products. Group members can not only get first-hand information on discounts, but also place orders to buy fruits in the group, and the products will be delivered to their doorsteps near the merchants. Since most of them are people around us, we will exchange old items, share information and so on. The group is quite active, and only the merchants themselves know the conversions it brings. (ps: The boss lady is very nice and plays a key role.)

Comment: Ever since Jack Ma proposed the concept of new retail at the Alibaba Cloud Conference in October 2016, more and more companies in the fresh food and supermarket sectors have been leaning towards this concept. I wonder if this kind of localized fresh food community that optimizes sales methods can be considered new retail.

2. User conversion community

This community was established one month before the junior accounting qualification examination in order to promote their sprint course.

The way to keep the community active is to have a dedicated colleague lead the students to do exercises at a fixed time every day. After discussion, everyone gives the answers, and we release the analysis, both in text and video. There is also an online mock exam, which students complete themselves and share their scores.

Thousands of pieces of content are produced every day, and when students are not doing exercises, they will take the initiative to bring up questions for discussion. The administrator interacted frequently with the students and won the trust of most people. When the news of selling courses was released, the response was also very good, and the conversion rate within the group reached about 15% . For students, this community is vibrant and informative , and for companies it also brings results, achieving the best of both worlds.

There are some similarities between social media and self-media articles. The early promotion of the community is like the title of an article, and your operation methods and the interactive output in the group are like the content of the article. A good "title" makes you want to join, and good "content" makes customers feel valuable and willing to produce and share, etc.

Comment: This is a very typical conversion-oriented community, which is very suitable for learning and reference for businesses with long decision-making cycles. It attracts traffic to the community through learning materials, and then uses content service monetization to increase the conversion rate of the entire course by 15%. (Of course you need enough patience)

3. User Retention Community

The positioning of this community is "to book the lowest-priced air tickets and hotels on the entire network, and have a dedicated butler to provide one-on-one service." They used this as a product highlight to promote and attract new customers , and invited celebrities such as Han Han and Zheng Kai to use it to build publicity. Therefore, it attracted a group of seed users, and some of them chose to join because the service provided by this product was exactly what I needed.

After entering and doing some research, I found that the prices of hotels and air tickets are indeed cheaper than those on most platforms. After all, with the large number of users, you have the capital to negotiate prices; the only difference is that the one-to-one service means that a butler serves you, rather than a butler serving only you.

Later, as the number of users increased, the community began to push a new feature called "exclusive goods". Simply put, these are customized or semi-customized products that can only be purchased through the community. The packaging and quality of the products are very high, and the customization cycle is generally very long, giving users a sense of anticipation. Due to various factors, it is difficult for people not to post pictures after purchasing them. It is precisely because of this psychological characteristic of users that the community has once again seen a crazy increase in users.

Comment: The first time I heard about the Global Black Card Club was when I was chatting with students. I thought this project was pretty good, but I felt that it was not very reasonable to make an App. It is indeed a good choice to switch to social networking now, which will be inspiring for those low-frequency businesses with small user scale (high average order value).

4. Active user communities

Share a community that connects designers and material suppliers at a previous internship company (the company and the App are called Decoration Circle, which provides designers with building material suppliers and a platform to promote users)

The entire community gameplay is to establish 33 city clusters, each city has a designer group and a material supplier group, and demand communication and docking are carried out through operations. People in the company use labels (such as designer label 1. city + nickname, material trademark 2. city + nickname) to regularly manage the order of the group.

At the same time, we will set up decoration circle city clusters and recruit city operators (designers or decoration company owners) to operate the city clusters, gathering local designers and material suppliers. The city cluster companies will regularly offer courses on operation and promotion methods , and organize offline salon gatherings for a fee.

Comment: It stands to reason that this kind of matchmaking app should not use WeChat groups alone for business matching. My guess is that the demand group itself is not large, so there is no need to use an app to match the demand, or their app functions are not perfect and they can only rely on WeChat groups to keep users active and business information circulated.

5. Product service community

When we regard the community itself as the entire operation, and courses, tools , and peripherals are just supporting users to implement community services, then the community you are creating at this moment is a product service community. As far as community operations are concerned, I am personally more optimistic about this type of community, because their regular investment is destined to last longer.

Case 1

I recently joined the WeChat group of the 100words reading training camp. This group requires payment to join. This group now has 437 people and has been established for about 20 days. I think this community has two main values ​​for students:

1. Under the mutual influence of the group, individuals are encouraged to achieve their goals. Because there is interaction in the group every day, I will think that I can't fall behind.
2. It has changed people's views on learning English. At least from this community, I no longer learn English for the purpose of taking exams, but focus more on cultivating my interest in English.

I think the highlights of this community are as follows:

• Bringing together a group of people who share the common goal of reading three English books in 100 days;
• A relatively complete group rule is set up from the beginning of joining the group, and users are informed of the services that this group can bring to everyone;
• One of the more important services provided by this group is question answering. Everyone can post sentences that they don’t understand to the group, and the group owner will answer your questions. One thing the group leader did well was to mobilize other group members to help answer questions, which motivated everyone;
• Provide additional services, the group owner will recommend an English song to everyone every day

Comment: Knowledge monetization is an opportunity for many products, especially those working in vertical fields. In fact, learning is very suitable for using communities as service implementation tools. From one-to-many teaching to many-to-many user communication and supervision, it can be easily achieved in the community.

Case 2

The Copywriting CP Task Group is a community centered on copywriting creative output. It requires community members to find a CP within 7 days and work together to complete each task. The one with the highest total score will win the title of MVP for the best copywriting CP combination.

The previously popular seven-day love CP format was transferred to copywriting. The user group is young people who like copywriting, and the registration is super popular~; the difficulty of the daily creative copywriting tasks increases step by step, and points are awarded for completing the check-in every night, and the total score for 7 days is accumulated, which improves the task completion rate of participants~

50 sets of CPs produced hundreds of copywriting in 7 days. After 7 days, the group was still active, discussing copywriting every day~

Comments: There is nothing much to say except that the format is interesting. More and more users prefer communities with novel gameplay. Let me tell you a truth: if your community gameplay is not updated, it will be difficult to survive for more than 6 months!

Case 3

Share a high-quality community around you - a car club in a certain city. The threshold for setting up a group is to own a car, and each group is for a corresponding car model. They have a total of three communities, which are mainly divided based on car models: BMW, Audi , and Mercedes-Benz.

Based on the high level of local trust, great demand for cooperation and social interaction , and high community value, everyone hopes to get more value. The group is currently very active, with people discussing car-related issues, investment , resource matching, etc., and spontaneously organizing various forms of gatherings such as self-driving tours.

The community has celebrity endorsement and is organized by a local entrepreneur. What’s more impressive is that the profit model is clear, with membership fees, travel product cooperation fees, high-end electronic product cooperation and other advertising-type charges.

Comment: The main purpose of sharing this community is to expose the "experts among the people". The operation of communities linked to money is simple and crude.

Case 4

The high-quality community I have come into contact with is the Operations Research Community . Everyone is familiar with this, so today I will talk about my understanding of why the Operations Community is high-quality.

First, let’s talk about how this community demonstrates its value: outputting substantive learning knowledge so that students can learn substantive content; taking micro-courses as the center, developing multi-angle learning scenarios, such as books, video courses, and offline exchanges.

Then let me talk about the inspiration this community gave me in maintaining activity: accurate user positioning, preventing operators from growing in loneliness, and allowing community users to have clear goals; data-based management, counting the number of speeches, sign-in points, etc., and regularly cleaning up inactive users to improve the cost-effectiveness of students' time.

Group management avoids the problem of large groups with too many people, improves the sense of participation in the college, and makes it easier to ask questions; combines online and offline to maintain emotional connection and multi-scenario learning; has a systematic system and professional management personnel to keep the group in order; regularly changes the sharing and discussion topics to maintain freshness; has opening and closing ceremonies to enhance the students' sense of ceremony

These are all things that can be truly felt in the operation club. Not to mention the knowledge that I learned, the atmosphere of communication and learning allowed me to switch to learning mode immediately within just a few days of joining. Just by cultivating this attitude, I have achieved the purpose of joining the Operations Research Club.

Comment: You know.

Case 5

The model of the girlfriends study class is to let each girl find a girlfriend to come in and supervise each other's learning. Each girlfriend is required to study for at least one hour every day. Generally, we sign in to the group at 9:50 every night, start studying at 10 o'clock, and end at 11 o'clock. Three shifts or special shifts can be arranged according to your own time. But you must stick to one hour every day and sign in (no need to study on holidays)

But it failed later. Now I reflect on it and there are probably several reasons: the group’s goals were too big and empty, so group members could not feel the value of the group’s existence. Value is the core factor to improve stickiness; without operation, there is no community, and the discussions every Friday are not carried out as scheduled in advance, resulting in no value output, which makes group members feel that they are wasting their time; no matter how small the group is, you should not fight alone, you must form a team, even if it is only 2 people. I neglected the building of the team.

Comment: There are many growth-oriented communities, and the successful ones so far are either because the community founders are very inspiring and set an example, or because they are very vertical and only focus on knowledge growth in a certain direction. I think the biggest problem with the girlfriends' study class is the lack of focus in the learning direction and the unreasonable selection of the group (girlfriends are more corrupt, and mutual supervision of learning is not very reasonable).

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