With the rise of knowledge payment , a large number of communities with the purpose of learning have emerged. Everyone gathers together because they participate in a course on a certain platform. Since the community is based on an online platform, they are in a state of weak relationship with each other.

As time goes by, interest decreases and there are some deficiencies in community operations , the community will gradually become a zombie state. Even if new courses are added, the attendance rate will be very low, and it will be difficult for users to interact with each other.

As a result, these users will gradually leave the platform.

My definition of "social zombie status" is that everyone can see the messages, but as long as it is not related to their own interests, no one will speak up or leave the group.

I will explain to you from several aspects, such as the importance of offline activities , activity models, and specific activity plans, how to conduct offline activities in a learning community so that you can have fun and last long.

1. It’s better to meet someone offline than to flirt with them online thousands of times

Just as "Teacher Xu who doesn't teach" said: "It's better to meet someone once offline than to flirt with them a thousand times online." Good offline activities are a booster for the community and will lead the community out of the zombie state. A good learning community will organize offline activities in the early stages of community formation. Because the earlier in the user life cycle , the greater the influence on the user. Enhance the "connection" between people through offline activities. This link can come from a work context, a hobby, or maybe you both have a cat.

Many opportunities for cooperation and the establishment of friendships are born out of this kind of face-to-face communication. In this way, you will find that there is an invisible link between you and some people in the community, connecting you together.

In the past, if the community was disbanded, you might not keep in touch with each other. Even if you added each other as friends, there would only be a few more updates in your circle of friends . But with this chain, your relationship breaks the constraints of the platform. You can be said to have truly "known" each other.

Therefore, the importance of offline activities for online communities is self-evident.

2. The "immediate" mode can be used here

Many people around me have recently begun to like information apps such as "Jike" and "Qingmang" that provide recommendations based on interests.

I think the reason is simple. If I like something, I want to know more about it and get the information about it as soon as possible. Just like pursuing a girl you like, you will learn about her dynamics from various channels such as her classmates, roommates, friends, etc. If a new channel emerges that can provide you with all the above information at the first time, you will definitely not refuse it.

Therefore, you are willing to invest your time and energy in things that interest you, even if they are fruitless or do not bring returns in the short term.

If you can organize an event like this: the theme of the event is of interest to users, then they will be very willing to participate. In addition, they will not only gain relevant knowledge through the event but also achieve social purposes, then their favorability towards this community will increase.

To sum it up in one sentence, it is to engage in "valuable interest-based social interaction." I would like to thank teacher @化之之 for the summary.

Some people may say that this model is very common in the market and there is nothing new about it. But don't forget, we do this as a community. Users have already been screened, which is particularly prominent in paid communities .

The quality of this group of people is relatively high, and everyone has had more or less communication online. When they come to offline activities, they can be said to be coming to meet face to face, so their willingness to participate will be much stronger.

Interests: You need to understand the interests of community users and then regroup the community based on these interests. For example, I have study groups 1, 2, 3..., and then I divide them into communities based on their interests, such as those who like outings, board games, visiting exhibition halls, etc. Under each theme, I find a few people who are best at playing and are willing to help the platform organize activities, so as to form the top users of this interest group, or even the KOL of this community.

According to the 2/8 rule, these 20% of people will lead the remaining 80% to play. The platform can help them connect with some offline venue resources and come up with some activity plans (this part can be completed entirely by the user, with the cooperation of the platform).

Value: As a user of a learning community, I attach great importance to the value of the time I invest. If I just go out to play, I naturally feel that it is not worth it.

But it would be different if the activity could gain value in his area of ​​interest.

For example, if we organize a Werewolf event, players can share some advanced ways of playing Werewolf on the spot, so that other players can accumulate experience and level up while playing, and then they can use this experience to crush their opponents when playing with others.

The value attributes attached to such activities can be like "acquiring new skills" or "upgrading skills" when playing games . At this time, the experience will be much better for users of the learning community.

3. In addition to dinner, there are so many things to do

Since it is "valuable interest-based social interaction", the form of offline activities will definitely not be limited to such uncreative things as dinner parties.

For example, if you like visiting exhibition halls, you can make an appointment to visit a certain exhibition and have the classmate who knows the most about the exhibition act as the tour guide, or you can hire a professional tour guide so that everyone can gain some relevant knowledge while visiting. (I am the kind of person who likes to go and watch, but even if I don’t understand it, I still go and watch it anyway). Students who like coffee can go to an offline venue to learn how to make coffee. There are many activities such as baking, flower arranging, cocktail making, etc. For specific forms of activities, you can refer to various channels at home and abroad.

What the platform does at this time is to use the influence of its own platform to communicate venues for these offline activities. If there is a charge, it can help communicate discounts, benefits, etc.

In fact, for offline venues, these people are precise users with the ability to pay, so why not do it?

4. It’s difficult to satisfy everyone, what should we do in the early stages?

What should you do if you feel that there are too many types of interests and as a platform, you don’t have enough time and energy to operate multiple interest groups?

In fact, it is very simple. Borrowing the MVP (minimum viable product) theory of " growth hacker ", you can first do one of the points of interest, and then find a small number of users to participate, summarize after the activity, and then iterate until an activity model can run perfectly, and then promote it on a large scale.

In the later stage of large-scale promotion, "fine-tuned operations" can be carried out. Of course, this requires a large enough number of users. Collect statistics on users’ interests, age, gender, geographic location, etc., and make more suitable activity plans and more reasonable activity locations based on this information (reducing travel time). I believe that users will love you!

If you want to ask, can you monetize it after spending so much time and energy?

But my original intention was,

Let interesting souls meet.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @徐邦睿 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map