Analysis of the entire process of community operation (8 steps of comprehensive and detailed analysis)

Analysis of the entire process of community operation

Today, Internet companies have firmly occupied the entrances to Internet traffic, including e-commerce, search, payment, app stores, new media... the dividends of all traffic entrances you can think of have already reached bottom.

Therefore, the operating costs are also high. The WeChat bonus is getting smaller and smaller. It is becoming more and more difficult to increase the number of followers of public accounts. The customer acquisition cost of Guangdiantong advertising is already very high. As a means of user growth, social networks have three characteristics:

Security: Avoids WeChat’s crackdown on induced sharing

Public accounts that induce sharing can easily be identified by the system and at best be blocked or even banned. However, this risk can be avoided by guiding users to spread the message on the social network.

Fast: The old can bring the new, and the new can bring the new

The core of the fission gameplay is actually to bring in new users from old users.

In the initial stage of fission, rely on old users, or other users who can leverage channels, to do the first wave of dissemination and attract the first batch of new users. The first batch of new users joining the group can continue to spread and attract the second batch of new users. The second group of new users then spread the word and attracted the third group of new users…

Low cost: In addition to manpower and operating tools, the cost is relatively small

Compared with the high costs of other channels, the costs of community fission mainly include three: tool costs, activity reward costs and labor costs.

The cost of activity rewards has the largest room for variation. Some people use the resources obtained through BD, or certain exclusive resources, or take advantage of information asymmetry to achieve zero-cost fission.

Social marketing campaign methods

In fission activities, considering the effect and cost comprehensively, it is recommended to use virtual gifts such as points, coupons, cards, electronic materials, etc. , followed by cash and physical rewards .

Fission growth principle and user path

Community fission process

The three core processes of community fission: user fission process, user participation process and operation process .

User fission process: refers to the path of communication between users during the community fission process. For example, user A spreads to users B and C, user B spreads to users D and E, and user C...

Schematic diagram of fission information propagation

In the process of user fission, the greater the influence of the parent node, the more child nodes will be derived, and the more people will be affected.

User fission flow chart

What this tells us is that in the process of community fission, it is very important to find influential nodes.

360-degree SOP process of fission activities

User participation process: the complete process of a single user participating in community fission. Taking the most common gameplay of community fission as an example, the user participation process is generally as follows:

1) Seeing the fission poster on the official account/friend circle/WeChat group arouses interest;
2) Scan the QR code to join the group;
3) Receive welcome message and forward tasks;
4) Complete the forwarding task;
5) Take a screenshot and reply to the group;

6) Receive review message.

User Engagement Flowchart

Operational process: refers to the entire process of community fission operated by operational personnel. It is also the core process of community fission, and is introduced in detail here.

Operation flow chart

1. Event planning

It includes the purpose, time, rewards, process, promotion channels, etc. of the activity, which is not much different from other online activities. Its function is to help operators sort out their ideas and focus, so that they can calmly execute the activities according to the plan.

2. Design fission poster

According to the activity plan, extract the poster copy and then design the fission poster.

The six elements of a fission poster: main title, subtitle, selling point, endorsement, action promotion, and live code.

3. Preparation of in-group speech

The in-group language includes the language for joining the group, the language for reviewing, the language for reminding, and the language for kicking people out.

4. Background settings

After preparing the materials according to the previous steps, you can enter the operation background of the community fission tool to make activity-related settings. Different products have different setting methods, so we won’t introduce them one by one here. However, there are a few points that are easily overlooked, so I would like to remind you.

(1) Check whether the group size is sufficient.
(2) After setting up, download the live code and put it into the fission poster.
(3) Do not confuse the live code and the group QR code. The QR code that needs to be placed in the fission poster is the live code, not the group QR code.
(4) After the setup is complete, you should test the process yourself to find out any gaps.
(5) Your own people must join the group, pay attention to user feedback, and guide public opinion at critical moments.

Community Operation AAARR Model

5. Activity promotion and data monitoring

After promoting the fission poster, the operation staff needs to follow up the event. Not only do they need to understand the progress of the event at a macro level (through data feedback), but they also need to go deep into the event site (that is, within the group) to observe user feedback, discover user needs, and find other points that can be improved. Those that can be optimized should be optimized immediately, and those that cannot be optimized should be logged in to think about how to avoid the same problem in the next event.

How to connect community fission and community operation?

Community fission is a method of user acquisition that focuses on attracting new users and is in the first stage of the user operation AARRR model, "Acquisition".

Community operations focus on user activity, retention, monetization and self-propagation after attracting new users . How to smoothly transition from the high-traffic, noisy environment during the fission period to the operation stage?

First, be timely.

The group cycle of community fission is relatively short, so if you want to divert traffic to official accounts, apps or other platforms, the best time is when users join the group to do tasks, and integrate the diversion into the user participation process.

If you want to continue to operate the community that has been split, and treat these group members as seed users, you also need to use operational means to intervene in time, establish group rules, raise topics, and participate in interactions...

Second, we need to use tools.

If you want to do your work well, you must first sharpen your tools. In the early stage of fission, the user traffic is large, which leads to many problems and high interaction costs. At this time, operators will face a dilemma: if they improve the quality of interaction, they will have no time to take care of some users; if they take care of all users, the quality of interaction will be difficult to guarantee.

Therefore, we need to use community management tools.

Currently, there are only a handful of products on the market that have both community fission functions and rich group management functions. For example, Jianqunbao, Zero One Fission, Small Fission, Yidian Community, etc., are all creators of community fission screen-sweeping cases in the industry.

Third, users need to be classified.

It has to be admitted that operators’ time and energy are limited, and the benefits of spreading them evenly among all users are often not high. This is because 80% of low-value users and non-target users occupy 80% of the operators’ time.

Reasonable user classification can help operators distinguish between the primary and the secondary, and give high-value users more time and resources to create greater value.

Common classification methods include classification based on paid and non-paid, classification based on user activity, classification based on user value, and classification based on the combination of multiple indicators...

There are two methods that are easiest for us to implement in the community:

One is paid and non-paid . We have also experienced this: the activity and topic quality of paid communities and free communities are very different.

The other is active and inactive . This method requires a period of operation to cultivate and discover active users, and then aggregate the active users into one group.

User life cycle model

How to conduct community fission review?

Analyze data: The raw data that needs to be collected include: number of startups, number of people scanning the code, number of people joining the group, and number of people completing the task.

Fission conversion funnel

With the original data, we can analyze:

If the number of people scanning the code is too low, possible reasons include: small number of activations, low information reach, unattractive posters, and insufficient incentives.

If the group joining rate (equal to the number of people joining the group divided by the number of people scanning the code) is not high, it may be that too many thresholds are set on the middle page, such as too much information needs to be collected, or the group joining label is not designed reasonably, or there may be a large number of people leaving the group.

If the task completion rate is low (equal to the number of people who complete the task divided by the number of people in the group), the possible reasons are: high task threshold, unclear guidance, unreasonable segmentation of the speech, and audit operation errors (rewards are released too early, allowing people who have not completed the task to get them).

Factors affecting fission

How to choose a fission tool?

In fact, community fission can be achieved without fission tools, but the labor cost will be very high, the process will be cumbersome and too troublesome.

First, you need to create a group manually. If the activity has a large number of users participating, and the number of groups to be created per WeChat account per day needs to be prepared in advance.

Secondly, you need to find a reliable live coding tool. The most commonly used free version of the forage QR code live code function can be used, but it has many functional limitations.

Finally, someone is also needed to be responsible for issuing task scripts, reviewing and sending scripts within the group.

After the event starts, the traffic is generally large, and manual interaction can easily be missed or repeated. Once missed, users may complain, or even quit the group directly.

The above are exactly the three important indicators that an excellent community fission tool should have. A good social fission tool needs to have at least three core functions:

1) It should be able to automatically create groups, so that users can freely schedule them when needed, and automatically fill in groups when there are not enough people in the group;
2) The live code system must be stable enough and able to automatically update the group QR code;
3) Be able to send group entry and review messages so that every user receives the message.

In addition, it also needs to have certain community management functions so that it can smoothly transition to the next operation stage after attracting new users. So, what are the indispensable community functions for community fission?

1) Group messaging: It is an important channel for operators to communicate with users, and is also the most important means of daily community maintenance.

2) Automatic reply using keywords: When users send keywords in the group, they will receive the content set by the operator. By replying using keywords, many interesting ways of playing can be derived.

3) Batch modify group announcements: The difference between group announcements and group messages is whether or not everyone will be tagged. For important messages that you want every group member to see, batch modifying group announcements is more efficient.

4) Advertisement filtering: Many people may not know that in-group advertising is actually a "black industry". They will infiltrate various groups in an organized manner to post advertisements. An originally healthy group may be destroyed because of an advertising party. Therefore, ad filtering is a very necessary measure.

5) Automatic kick-out and blacklist: This is also an anti-advertising feature. When a user triggers certain sensitive behaviors (such as posting a public account business card, mini-program, link, or certain sensitive words), the user will be removed from the group chat and added to the blacklist (you can set it to be enabled or not).

6) Data statistics: Only with data can we track the effectiveness of activities. Data statistics is also one of the essential functions for social network fission.

User demand level

7) Join a group by tag: Users can select specific tags to join different groups.

8) Grouping: When you need to manage a large number of groups, the grouping function becomes important. By grouping groups with the same attributes together, they can be managed as groups, which is very convenient.

In summary, when choosing a community fission tool, focus on 3 core functions and 8 auxiliary functions.

Six fission models

1. Support model

Assistance is the most commonly used fission model at present. Its advantages are that it is easy for users to understand, simple to operate, and effective. The commonly used assistance methods are mainly the following three:

1) Bargaining: If users want to get a product at zero or a very low price, they need to invite friends to help bargain. The prices go from high to low, and the more people you invite, the greater the probability of success. When it comes to bargaining, the settings for the first few cuts are critical, and users should feel that success is very close.

Therefore, in many bargaining activities, the first cut will directly reduce the price to more than 90%, which stimulates the user's desire to win.

2) Receive red envelopes: The logic of receiving red envelopes is exactly the opposite of bargaining. Receiving red envelopes is a process of accumulating little by little, so when accumulating red envelopes for the first time, users need to complete more than 90% of the red envelopes. Of course, in the opposite way to Pinduoduo, you can also increase the amount of each support, instead of following Pinduoduo's logic of only providing one cent each time.

In addition, the reward amount can also be adjusted according to your own business, such as 8 yuan, 66 yuan, 88 yuan, 200 yuan, etc., allowing users to choose by themselves. The advantage of this is that after users complete simple tasks and get cash, and verify the authenticity of the cash, they will be more motivated to do this.

3) Likes: There are two forms of likes. One is the common likes in the circle of friends, which will cause trouble in statistics. The advantage is that you can require the person who wants to redeem the prize to add your WeChat. In this way, if you send 1,000 gifts, you can successfully add 1,000 WeChat friends.

These people are the precise group of participants in the event, and they are all good users for the cold start of later activities. Another form of support can be understood as voting. Voting is an act of honor + material incentive, and is particularly suitable for mothers, WeChat business agents, and content creators.

2. Distribution Model

Distribution is the most popular way of playing at present. Everything can be distributed and everyone is an agent.

For a single event or a small platform, you can directly do first-level distribution and give more benefits to promoters. For example, when selling tickets, courses, calendars, books, etc., you can take out 30%, 50% or even more as rewards for distributors.

However, for long-term operations and products or platforms with high frequency of user consumption, a multi-level distribution model can be adopted. At present, the two-level model is more stable, legal and compliant. In addition, if you need to perform user stratification operations, you can add a level of division to the distribution logic.

The most common are junior, middle and senior levels, with different conditions for promotion to each level and different distribution rewards.

3. Card collection model

Collecting blessings, collecting words or assembling pictures, these types of card collections actually require a relatively high number of users on the platform itself. In fact, it emphasizes more on user interaction within the platform and can be used as a way to retain users and activate old users.

If you want to turn the card collection activity into a way to attract new customers, you need to make a special design for the process, such as doubling the cards for new customers. In addition, the gameplay of collecting cards and unlocking identities is more suitable for various games.

For e-commerce platforms or education-related products, it is only suitable to carry out activities during big sales and major festivals. It has certain limitations and the cost of user activation is relatively high.

4. Mutual benefit model

Whether it is inviting others to help us bargain or voting, it is a one-way profit-making behavior. This will make some promoters feel uncomfortable and reluctant to share. When we talk about altruism, we have to consider what the helpers can get first?

So we see that free gifts, taxi coupons, and red envelopes are all gifts given to helpers in the name of users. The logic of mutual benefit is that those who help can get discounts, and those who share can also get corresponding rewards.

5. Invitation Model

The current gameplay is a nested invitation reward, for example, inviting a friend will give you a 30 yuan reward. Generally, the 30 yuan cash reward will be split into several parts, such as a 5 yuan reward for friend registration, a 15 yuan reward for a friend’s first order, and a 10 yuan reward for a friend’s second purchase.

This can effectively avoid false orders and ensure the quality of users. There is also a tiered reward method, such as 1 yuan for group buying, 0 yuan for 10 people to help bargain, coupons/codes for inviting 5 people, 5 yuan for each person for inviting 3 people, 8 yuan for each person for inviting 3-10 people, fission poster activities, check-in activities, red envelope rain, regular coupons in the group...

On the basis of a single reward, you can set up a performance breakthrough award or ranking reward to stimulate more people to complete the invitation task.

6. Special offer model

The final rewards of the fission gameplay we just shared are almost all cash-driven. Next, we will share with you three common ways of playing, using cash equivalents as conditions for fission incentives.

1. One Yuan Flash Sale

2. Free

3. Group buying

To achieve the purpose of fission in these three modes of play, it is necessary to add the condition of inviting friends to help. For example, you need to invite a certain number of friends to qualify for a one-yuan flash sale or free items, and there must also be a limited time limit.

The focus is on how to play group buying. Group buying can be a group of two people, a group of three people, or a group of more people. However, the more people who want to join the group, the more attention should be paid to the audience attributes of the products selected.

And never refund users' group membership fees easily, this is a taboo.

Think about it, isn’t the purpose of all business to make users pay and make transactions? Users are willing to pay money and fill in their addresses, but in the end you return their money. How can you guarantee that they will join the group again next time? If users fail to join a group several times in a row, why would they still be willing to share?

Therefore, under the premise that the platform does not lose money, the group buying business must use robots to assist users in successfully joining the group, regardless of how many people the user ultimately invites to join the group.

Only when users taste the sweetness will they share it later.

There are no secrets to fission, but there are many small details, and this is where the professional level of user growth can be best reflected.

The classic community fission template example is as follows: