Community fission: 5 steps to teach you how to operate a good community

The Internet has experienced a period of rapid development and has also encountered a period of rising bottlenecks. Now, facing the disappearing traffic dividend, community economy, community marketing, community ecology, etc. have become the most frequently appearing new terms in the industry, and communities have become another channel for major companies to seek development. So how can we use social networks to improve store performance while providing strong support for subsequent activities?

Community operation is divided into four stages: 1. Traffic generation stage, 2. Activation stage, 3. Value output stage, 4. Monetization stage. The purposes and means are different in different stages. The specific operations should be as follows:

1. Community planning
Community planning requires understanding the industry attributes and community positioning of physical stores. Generally, physical stores can be divided into three types: high frequency for rigid demand, low frequency for rigid demand, and niche demand.

How to do it for three types of communities:

High frequency and rigid demand: attract target users into the group, activate the customer base through community operations, build trust with them, shape value, and then complete transactions in batches (store value, buy-a-full-get-free activities, etc.);

Strong demand and low frequency: This type of customer is unlikely to repurchase. To establish a community, you must extend corresponding products, or cooperate with other surrounding related businesses to jointly operate and exchange resources. For example, building materials communities can cooperate with kitchen and bathroom, home furnishing and other businesses to complement each other’s customer base;

Niche needs: You can establish a content output system to attract people who share the same frequency with your customers through content, and extend your customer base to the national level.

Before creating a group, everyone should have a clear plan and positioning, and think about who your main target users are? What are their needs? What are their pain points?

From the collected user information, we know which users have which needs. The operators will then pull similar users with the same needs into the community, and then continuously guide the users to chat in the group, providing professional guidance based on user topics, such as what kind of clothing to match when attending a certain occasion.

Different users require different operating methods. For example: If it is a "beauty salon", then what you want to establish is not a "beauty lovers communication group" but a "6 months, become beautiful together" group.

2. Preparation for traffic diversion and group building

1) Drainage

When a physical store builds a community, the first target group is definitely the customers entering the store. Just a small gift can attract many users to join the group. You can attract fans to the group through Moments, rewarded forwarding in Moments, recommendations from friends, QR code scanning by customers entering the store, point-to-point benefits, raffles, posters, etc. Spread the concept of the group to target customers, and only if they are interested can they join the group.

The second is online customers. You can use thoughtful copywriting, content marketing, etc. to attract customers to join the group.

At the same time, you can also use the help of mutual traffic between stores, such as helping other merchants to give gifts, and after customers scan the code to join the group, come to your own store to receive the prize, etc., to direct the flow of customers into the community.

2) Prepare gifts
There are three types of community gifts:

Leading gifts – gifts to attract new customers;

Raffle gifts – group active gifts;

Reward Gifts——Fission Gifts

The purpose of gift giving is to quickly gather popularity. Gift requirements: low cost, good packaging, high value. Clothing stores can prepare beautiful jewelry and scarves as gifts.

3. Lottery management

The purpose of community operation is to realize monetization. If any activity is to be a success, it must be laid in advance. How to lay the groundwork?

In fact, you don’t have to go through the group owner to publish an event. You can let a small account do it to avoid group members thinking it is an advertisement. Activities can also be set up for limited-time purchases, taking advantage of the psychology of small quantities and the scarcity effect to trigger the quick consumption psychology of group members.

The most important thing about a lottery is to let most customers win prizes and get a good deal. This way, when the merchant tries to promote the lottery, most customers will feel embarrassed to refuse. If you add the temptation of gifts, customers will easily take action.

4. Group announcements are simple and clear

The group rules within the community must be set up well, and everyone's behavior must be regulated in advance. For example, advertising is prohibited to avoid causing disgust among group members. Interaction with small accounts can avoid the unfamiliar state in the early stage of the group and liven up the atmosphere in the group.

The group should also create topics in a timely manner to encourage group members to actively participate in discussions. For example, sports merchants can post topics such as weight loss and health in the group to attract the attention and participation of the target group.

5. Improve community participation and generate customer fission

1) When you enter the store to claim your prize, the interactor’s relatives and friends can help take photos and post them in the group or circle of friends (customer testimony) to attract more targeted customer groups to participate in the lottery. You can prepare your sales pitch.

For example: I was so lucky today that I actually won a prize in the group. I was a little bit unbelieving at first, but the prize was great. Thanks to boss XX, he is a nice person, has a good store, and most importantly, is generous. Don't miss out on such a great benefit. Add the WeChat below to apply to join the group for a free draw!

2) Find active members in the group to help you create a good atmosphere in the group. Not only does the store owner need to have a small account to create the atmosphere, but he also needs to find more users to help.

We make deals through social networks, but one WeChat group can only accommodate 500 people. No matter how we do the deals, it’s hard to break through sales. How to turn one community group into several groups, or even dozens of groups?

1) Let customers invite friends to join the group and get rewards;

2) Customers can get prizes if they post on Moments;

3) Customers can bring their friends to top up and win big prizes;

4) Form a community alliance and join forces with other surrounding businesses to form a sticky business circle.

Now online and offline marketing scenarios tend to merge, which is a kind of traffic complementarity. It can not only increase user stickiness and improve user loyalty, but most importantly, it can save marketing costs and form a traffic closed loop.