Community operation: 5 tips to increase community activity!

First of all, we need to figure out what is the purpose of companies creating communities? If it is just for product conversion, we need to clarify whether the characteristics of the product itself require users to be active, or whether it is enough for users to understand the product attributes and place orders silently, such as the common group buying groups for fast-moving daily necessities and Luckin Coffee's group buying discount groups;

1. Clarify the community positioning

First of all, we need to figure out what is the purpose of companies creating communities? If it is just for product conversion, we need to clarify whether the characteristics of the products we sell require users to be active, or whether it is enough for users to understand the product attributes and place orders silently, such as the common group buying groups for fast-moving daily necessities and Luckin Coffee's group buying discount groups; if the value of the community itself lies in continuously attracting traffic to its own platform, then what we need is to continuously provide high-quality content and activities to the user platform within the group, and drive user activity through multiple points of contact; if the existence of the community itself lies in the rapid processing of pre-sales and after-sales services of products, relevant staff must join the group to handle user problems in a timely manner, and rapid response can ensure user trust in the community. Therefore, it is unscientific to blindly demand active corporate communities.

If your community really needs active users to meet business needs, the following points are for reference.

2. Two-way interaction

Simply one-way promotion and output of content cannot make users active. In the long run, it will cause users to lose their sense of freshness and leave. What we need to do is to truly activate users and let them take substantive actions in the group through a series of activities. Common active activities include but are not limited to: daily quizzes with prizes, online salons, theme discussions, Tucao conferences, etc. You can think about it based on the characteristics of your own product.

3. High-quality user screening

Users in a group are mainly divided into three levels: ordinary users, active users, and core users. We need to evaluate the user activity level in multiple dimensions to screen high-quality active users to enter new groups and drive more users to become active. The main evaluation dimensions are qualitative evaluation and quantitative evaluation. Quantitative evaluation is mainly based on community points, and qualitative analysis mainly includes:

One-way output activity: the degree to which users browse information in the group and the length of time they stay in the group

Two-way interactive participation: user participation and interaction enthusiasm, number of speeches

Contribution to the group: maintaining order within the group, producing high-quality speeches, and substantive UGC content

IV. User Contributions

If we want users to remain active, they must make certain contributions within our group. Only by paying enough costs can we establish lasting connections and activity. Therefore, we need to establish a user level system and rights with user contribution value as the core. For example: producing original articles - contribution value 200, users sharing courses - contribution value 500, different total contribution values ​​correspond to different user levels LV1, LV2... Different levels give different user rights.

According to business needs, the rankings will be announced regularly on a weekly, monthly, quarterly, etc. to encourage users and other new users to participate, and issue relevant rewards and certificates.

5. Silent Recall

What should I do if I have tried various interactions many times but there is no active feedback from users in the group?

Be willing to give, only by giving can you gain! Sometimes giving up appropriately can bring new life. First, ensure that users in the group are added as friends in batches to prevent real loss of users. Secondly, publish a group announcement in the group to announce the dissolution of the group, and choose a new theme group as a way to attract traffic. If interested users can join the new group, the general recall rate can reach up to about 30%. At the same time, conduct a small-scale survey of users in private to understand the reasons for inactivity in the group in order to optimize operational actions.

above.

Author: Goddess Crystal

Source: Goddess Crystal