Community disassembly | Looking at the process from attracting new users to converting users from the perspective of game groups

What is a community? How to define community? How to form a community? Someone once defined a community as: a group of people with common interests and hobbies.

There is indeed nothing wrong with this statement. Since the launch of WeChat groups, everyone has at least dozens of WeChat groups on their WeChat, such as relatives groups, friends groups, classmates groups, colleagues groups, and so on.

I believe that even if you are not working in the Internet industry, the groups we just mentioned will appear in everyone’s WeChat.

For many newcomers, due to limited resources and cognitive abilities, they may often lack industry cases to enhance their understanding of this area. In fact, communities are everywhere. Even for newbies who don’t have classic industry cases to analyze, they can still discover some community cases in life around them and gradually understand and recognize them.

Here we take a small example that is common around us:

Everyone should have more or less gaming friend groups around them. Of course, the premise is that you also play games, and a few people can create a group together, form a gang or team in the game, and the people in the group are all friends.

A few days ago, a friend of mine created a WeChat group for Honor of Kings, and I joined it. After a while, I suddenly realized that this was a real-life example of the entire process from attracting new members to conversions in a community!

1. Attracting new target users

Since it is a community, it is bound to have early seed users.

Let's first define the roles here. Suppose you are now the group owner and want to create a game group to experiment with this whole process.

When forming a game group among friends, there must be some friends around you who like to play games. At this time, you need to determine your target seed users, and the number can be 5-10. Because it is a game group, in the early stage you only need to be able to form a team in the group, but these people must be friends who are interested in playing games or have played games before.

After determining these seed users, you can start to build a group. We can first pull these people into the group in the early stage, and then initiate game teams in it every day to cultivate these people's interest in playing games; after doing this for a period of time, the people in the group have basically aroused their interest in playing games, and now we should start the second round of attracting new users and let more friends around us join the group.

This part can be done by attracting new members by playing games together, forming teams, and sending the link to other large classmates groups or larger friend groups (the classmates groups and friend circles here must be the same group of friends, because they all know each other, so the appeal will be relatively high; if it is just a group with more people, but they don’t know each other or are not the same group of friends, then there will be no effect), attracting the attention of friends who haven’t started playing yet; through the publicity of the first batch of seed users, encourage the participation of other friends, and then join this game group.

If everything goes smoothly at the beginning, then in the later stage, as your friends gradually join the game group, you may want to chat with your friends but find that the original group is no longer so active. At this time, the purpose of joining the game group will be to add a communication factor.

To put it simply, I think the entire process is: discover the product - locate seed users - promote the product - start fission - continue to attract new users.

2. For group conversion

Most of the conversions in the game group are recharges.

As mentioned in the process of attracting new members, the group owner can promote games in the group every day to drive other people to play the games more frequently. No matter what game it is, there will be a difference between paying money and not paying. If you pay, you will definitely be more powerful or have some modifications to the appearance of the game character.

So after planting the seeds for a while, you can cooperate with the official game activities and send some skins or heroes that require recharge to the group so that others can see them and initiate discussions on this topic.

Everyone has this vanity, and they all want to make themselves more powerful and attract praise from others; and if there are girls in the group, the effect will be even better, and at this time someone will definitely not be able to resist recharging and purchasing; there is only one purpose, which is to post pictures after the purchase to attract the attention of other people in the group.

After the first conversion, 70 to 80 percent of other people will not be so resistant to recharging for this game and will follow suit; especially competitive games, because of the reason of comparison, many users will be driven to continuously recharge; until this point, the product conversion in the group has been gradually completed.

When you play the game, you will find that, especially after you recharge for the first time, it will become addictive; because of the influence of the rank in the game, it will drive you to continue to recharge.

Therefore, for the group owner, if this step of conversion is to be carried out, then as long as the group members are guided to make the first recharge, there is basically no need to do too much guidance afterwards, because they will not be able to help but recharge on their own.

The process here is roughly: plant the product - plan activities - cooperate with publicity - use the Internet to create momentum - take advantage of human nature - complete conversion - continuous conversion.

At this point, the entire process of attracting new members to the community and converting them has actually ended.

Although this is an analysis of a game group case around me, in fact, this set of processes is commonly used by everyone. For some business communities, the logic used is roughly the same as above.

I believe that many people have this kind of case in their WeChat accounts to some extent, but because it is too common and does not seem so deliberate, we often fail to discover the other layer of thinking behind it.

Author: Liu Zhixing

Source: LZX's study notes (LZX_PM)