How to carry out private domain community growth activities in 2021?

I don’t know if you have noticed that community operations have become increasingly difficult recently, or in other words, traffic operations have become increasingly difficult.

When Mr. Xu Zhibin published an article this year titled: New Year's Guess: Be careful that the private domain will enter the hard mode in 2021, many people actually began to reflect on the private domain.

After users have been repeatedly educated on a set of methods, this set of usage is no longer new to consumers. At this time, we will find that the effect is still getting worse. Once you create a group and send a message, users will know what you are going to do. When these marketing campaigns become excessive, do the bases for community operations and community marketing still exist? What other changes will there be? When the cost of acquiring users is getting higher and higher, what else can you do?

The key point I want to mention here is the user's sense of freshness. Because only fresh gameplay can make operations diversified and allow the entire marketing to advance and upgrade. We may like a product simply because the brand's operations are more diversified and interesting.

Under the current operating framework, we can summarize some of the methods we commonly use to provide you with some reference value.

Cultivation type (such as raising a small animal or a tree), assistance in unlocking, likes, multi-level group buying, bargaining group buying, sharing the bonus pool, one yuan unlocking, virtual currency acquisition, national bargaining, sharing red envelopes, testing, give one get one, task treasure, group fission, game quiz, ranking list, gift rebate, gift by commenting on Moments, best red envelope luck, and free bill for the group leader.

As shown in the figure:

When operating social private domain traffic, these methods will have very good effects if used interchangeably or in combination.

These methods are based on the underlying logic of referring and rewarding users, using what we call interest bait to recommend and refer users, and then achieving a significant fission effect.

In these methods, the underlying logic is actually very common, as shown in the figure:

The first thing to explain is the source . The source of users is generally determined based on the project and is very diverse, such as: poster displays, official accounts, communities, Moments, etc., which are all entrances for users to discover your activities. Users who follow and enter these entrances are the basic source of activities, and we generally call them: seed users. Just like a seed, it will grow and change and fission.

The second part is that after attracting attention, some users will participate in the event. There is actually loss of participation here. Don’t think that your event will attract 100% participation, which is not possible. We generally have conversion rate and loss rate in activities. If the number of people who see the event and attract attention is browsing, and the people who actually participate in the event are those who scan the code or place an order, the number of these users depends on the number of your initial users, and whether the bait and benefits designed in your conversion process are reasonable, and whether it can allow users to decide to participate as soon as possible.

The third part is to provide benefits or bait for fission. This part is also very important. It is divided into two key points. The first is what kind of activity form to use. The design of activity form and process is also a key core indicator.

For example, Xueersi is used to offering super welfare gift packages at super low prices, leaving you no reason to refuse. One time, a large gift box was pushed in the circle of friends, and the price was only 19.9 yuan. This way of acquiring customers is an activity that takes advantage of what we call the greed in human nature.

The second is diverse game incentives. For example, when doing similar fission activities, you should choose what kind of incentive products will be most effective for your Yonghui. If the user is a mother, then electronic technology products are definitely not her appeal, but good-looking baby backpacks and baby supplies are the important key products to attract her to buy and consume.

The diverse game incentives are reflected in the way of fission. It is important to know how users share your products. Some are to directly share courses + gifts, and some require the other party to click and support. Pinduoduo, for example, started out by bargaining. You will often see people in the community posting about bargaining, so it is very likely that this is Pinduoduo's fission method. Hua Xiaozhu and Meituan have also used similar fission methods, with very good results.

In addition to the previous part, many times when doing user growth and fission, a variable incentive system is very worthwhile to use. For example, Yuanfudao held an event in which they offered a 10 yuan cashback for inviting one person to place an order, a notebook or timer for free when inviting two people, a cushion or thermos cup or a handwriting board for free when inviting three people, and a Bluetooth speaker or school bag for free when inviting four people to purchase.

After the user makes the first order, he will find that there are rewards for the recommendation. After receiving one reward, he will think about recommending others to buy in order to get the next few rewards. After recommending in this way, I have already got the Bluetooth speaker. This profit-driven approach actually has the highest conversion rate.

Written at the end:

In fact, every model has its own underlying logic for success. Once you figure out the underlying game and learn to design your user fission system like a game, I believe you will become a professional community fission operator.

Whether you use tools or do it manually, it is necessary to absorb more new community fission methods and fission tools on the market. Only by constantly trying new things and using good fission methods can you gain a place in the fission growth link. Whether it is community or growth fission, it may become more difficult in the future, but precisely because it will become more difficult, a stronger future will emerge.

Author: Red Masters Association Coconut Green

Source: Red Masters Association Coconut Green