How does community operation improve conversion?

Before sharing the case, let me say some nonsense: the term community operation has been very popular in recent years. Many industries: catering, education, supermarkets, e-commerce, and even couriers have engaged in community operation. However, there is a drawback to the community: the operating cost is very high and the conversion rate is low. In fact, no matter what kind of operation you are doing, the core is actually for conversion. Since the conversion rate of community operation is so low, why do people still do it? main reason:

1. Strengthen deep social interaction

Now everyone is working on private domain traffic. If you maintain relationships one-to-one, the operating cost will be much higher than community operation, and the communication path will be too narrow. However, creating and maintaining a community can reduce operating costs on the one hand, and on the other hand, it can connect users with the same attributes and allow everyone to discuss a topic together. The discussion has a broader dimension, deepens social interaction, and can also screen out accurate fans.

2. Social media can achieve precision marketing

This is the topic of my article. In fact, there are many prerequisites for achieving precision marketing:

①Filter users with the same attributes;

② The brand has a certain degree of recognition;

③The promoted products must be attractive

3. Community can achieve word-of-mouth effect

Of course, the premise must be that the community operation and product are particularly good. You must know that everyone has a herd mentality. When one user thinks your product is good, others will also agree.

Well, let’s get back to the topic and start today’s case sharing:

Activity process:

1. Before the event starts

1. Screening accurate users

This step is very important. Its main purpose is to screen out potential users to prevent disruptions during community conversions that affect activities. So how do you screen out accurate users? Before the event starts, arrange for sales and operations to send a message to WeChat Moments, blocking registered students. The specific words and posters are as follows:

XX course—group report continues this Friday! XX company’s XX course is available again at half price within the group! The five stages of basic study, key reinforcement, advanced practice, pre-exam simulation, and pre-exam sharpening will help you prepare for the economist exam! If you want to know more details, please chat with me privately~

Private chat techniques:

Are you there, classmate? The XX exam has been postponed, did you know? We would like to take this opportunity to make better use of the preparation time. This Friday (6.12, 16:00-16:00), we will hold the second XX group registration activity, and you can purchase the live classes at half price in the group! The five major stages of basic study, key reinforcement, advanced practice, pre-exam simulation, and pre-exam sharpening will help you prepare for XXX! Are you moved? Reply "666" to join the group discount group

Because our activities are marketing, the language must have a marketing nature, so that we can screen out students who are interested in signing up and join the group to avoid wasting too much time. For some students who have no intention, when we are doing community marketing, we are constantly screening out potential students for conversion.

Students who have made an appointment at this time will have the time marked and the students will be informed of the start time of the course and the time to create a group. Do not pull students into the group in advance. The main reasons are:

1. Communities have a life cycle. If you add people to the group in advance, they will be active at first, but will slowly die out later. By the time the activity starts, the community is almost dead, and it is extremely difficult to revitalize it.

2. If you join the group in advance, you will not be able to deal with the competitors in time if they cause trouble;

3. The passion of operators also has cycles. When the group is first established, everyone is in an excited state. Not only will the users be more active, but our own operators will also be more active. However, over time, everyone's activity level will decrease, and it will be difficult to rekindle it.

2. Create a sense of urgency

Most people will get nervous when something is about to happen. For example, one day you receive a notice that a party will be held in a week and you will have to perform a solo. For you who sings frequently, it is actually a piece of cake. You don’t feel nervous when you receive the notice, but as time gets closer, you will start to feel nervous. I believe most people are like this, so in order to create a sense of tension, we need to create the atmosphere before the event starts. It’s time to send out a countdown poster.

Talking skills:

There are X hours left until the group registration starts! Registration for the course with a direct discount of 2,000 yuan will start soon! Live lectures, this course is enough to help you prepare for XX with 5 major stages: basic learning, key reinforcement, advanced practice, pre-exam simulation, and pre-exam sharpening! Message me privately and I will add you to the group to enjoy the discount!

The poster is a bit ugly. Since we are in a tight time frame, friends should design the poster in advance when doing the event.

Requirements for the countdown poster:

1. Be simple and clear, and avoid unnecessary nonsense on the poster to reduce the time users spend thinking;

2. The theme is clear and you can see the theme at a glance. This is the same as the previous point, which reduces the user's thinking time;

3. Clearly inform users of how to participate;

4. Choose bright colors such as red and yellow to catch the user's attention at first glance.

3. Improve community activity

When doing this kind of activity, you must pay attention to time control and proceed strictly according to the schedule. If the activity starts at 16:00, you must invite students two hours in advance to avoid some students joining the group too late because they did not see it at the time. It also avoids inviting students to the group temporarily, which will affect the management of the community.

After students join the group, it is very important to promote the community:

Welcome to the group:

@XXX Congratulations on qualifying for the group discount! 14:00-16:00 is the Q&A time. If you have any questions, you can ask the teacher in the group. During this period, there will be four red envelopes distributed, and the lucky ones can get paper test papers~ The group purchase discount will start on time at [16:00-18:00]. Discounted courses: "XXXXXX" live broadcast throughout the whole process. If you don’t pass the first year, you can study for free in the second year! You can also get a set of paper handouts worth 99 yuan by posting your order in the group. Note: The group buying activity will end after 18:00 and this group will be disbanded.

The content of the script should not be too long. It should briefly explain the form of the activity so that users can see it at a glance. Too long text will make users feel tired of reading. In addition, the welcome message "Congratulations on obtaining xxx qualification" is very important. Do not change it to welcome xxx. Chinese is profound and extensive. Congratulations give people a sense of honor, as if such things are not easy to obtain, so words such as welcome are much better.

What needs to be noted here is that the welcome message for joining the group should not pop up too frequently, which will cause the screen to be flooded in the group and affect group members' ability to ask questions in the group.

Students enter the group two hours in advance. At this time, the activity has not started yet. In order to increase the activity of the community and avoid the group being flooded with welcome messages, it is necessary to arrange a few people to stir up the topic:

1. Ask some questions about the activity

2. Ask for some course details

3. Add daily small talk to talk about everyone’s current learning status

4. You can guide students to pay attention to the red envelopes in the group, for example: Teacher, when will the red envelopes be sent out? What is the use of receiving the red envelopes?

In the welcome message, I mentioned that a red envelope will be sent out within the group every half an hour. The amount of the red envelope does not need to be too large, 5-15 yuan will be enough. The number can be determined according to the situation of your own community. I will send out 10 red envelopes in this activity.

What is the use of red envelopes?

1. Improve community activity and give students a sense of excitement in grabbing red envelopes, although they will not receive much;

2. The red envelope is similar to a lottery, and the students who get the most luck can get a paper version of the test paper;

With the blessing of red envelopes, the activity of the community will naturally increase. After each round of red envelopes are sent, a screenshot will be sent to the group, and the friend with the highest luck will be tagged to receive the prize. This will also encourage other students to want to win prizes, and they will look forward to the next red envelope in the group.

The red envelopes at this position can also be adjusted, you can use it as a reference:

All students who participate in the red envelope grab can use the red envelope amount to expand 100 times to exchange for course discounts, which can be used to purchase courses and can be superimposed with the group registration discount for the same day. This can still encourage students to purchase formal courses to a certain extent. In this case, the amount of the red envelope should be considered and should not exceed 10 yuan.

2. Group activities officially begin

Time is up, the group report activity officially begins,

1. The activity starts and students are guided to pay

Admin group sending words:

The group discount period has begun! If you need to purchase the course, please contact the teacher who invited you to the group to receive the discount! Students who have successfully purchased, please be sure to send a screenshot of the payment in the group to post the order. After the order is successfully posted, you can receive a set of paper handouts worth XX yuan.

↓

Attached beautiful handout pictures

At this time, the tutors have to start playing their roles again. The tutors who have been arranged in advance should create an atmosphere in the group and guide the students to buy. They can ask questions such as: how to buy, when to start the class after buying, the validity period of the course, what the course includes, etc., and guide other students to ask questions. Create an atmosphere.

2. Posting orders in groups leads to the herd effect

From a psychological point of view, most people actually have a herd mentality. Conformity refers to the fact that an individual is influenced by the behavior of the outside crowd, and his or her perception, judgment, and understanding conform to public opinion or the behavior of the majority. Experiments show that only a small number of people can maintain their independence and not be followed by the crowd, so herd mentality is a common psychological phenomenon among some individuals.

During the operation, we also want to take advantage of people's psychology, create this kind of atmosphere, and guide users to send payment screenshots to the group after purchase. Users who post their orders can privately chat to receive paper handouts. The course is an online course, and no paper handouts are given. They are all electronic versions. We will explain to the students in advance that as long as they post their orders, they can get the paper version. At the same time, we will shoot the paper version of the handouts into a short video and send it to the group. Posting orders is not a difficult thing for many people. Since they have already bought the product, there will be no loss in posting the order, so they will post it in the group.

In addition, prepare payment screenshots at some time points in advance and arrange for someone to send them in the group. The administrator will create an atmosphere in the group, send them in the group regularly, and count down to the end of the event to encourage students to hurry up and sign up.

Ignore the price, this is just a reference for the payment screenshot

The information in the group did not save any relevant screenshots, so I will not post them for now.

3. End of the activity

The activity lasted for two hours and ended. After the event, the community must be disbanded. There are several reasons:

1. The community itself is created for activities. After the activities are over, in order to prevent some competitors from disrupting the group later, the community must be disbanded;

2. Prevent after-sales problems of the course from happening. When students discuss in the group, most of them will follow the crowd and agree, which may cause subsequent accidents.

3. After the activity ends, the community will slowly die and it will be difficult to recover. The best way is to disband.

Author: Xiaohuahua

Source: Xiaohuahua (om_note)