The four core rules of community operation!

The moment users settle on personal WeChat accounts, it means that potential sponsors have been sent to our "store door" in batches.

Faced with thousands of sponsors, the value of course products is difficult to perceive immediately, and higher course prices mean higher user decision-making costs. Therefore, the online sales model " community operation " suitable for batch and efficient operations comes with its multiple missions. This is the mainstream conversion model for large-class online education at this stage.

The community not only carries the mission of converting low-priced students into regular students, but also undertakes the task of providing services for regular courses, and also shoulders the burden of renewal conversion. In short, a community is an online shopping mall that integrates "people, goods, and places", and the biggest mission of community operations is to "sell goods" in bulk in this shopping mall. After the sale, services must be provided, that is, supporting community services to deliver user value and at the same time prepare for the next conversion.

In addition, the process of bringing in new customers and attracting new customers through fission is also mostly done in WeChat groups. However, WeChat groups play more of a channel communication role in these two tasks.

Today we will mainly talk about the conversion logic of “low-to-positive conversion” which plays the most core value among the many missions of community operation. Usually we see a lot of disassembly steps. Today, let’s understand the underlying logic behind the steps.

The essence of low-to-regular conversion is to provide users with a good "trial package" experience, allowing users to perceive the value of full-priced goods in just a few days in advance, and to develop trust in the organization, products, and services and be willing to pay for them.

To translate, in order to achieve low conversion rates in a community, users need to follow a well-designed sales path, complete the "tasks" on the user path step by step comfortably and easily, and taste the benefits of the product. In the process, they continuously accumulate trust, generate pleasure, and gain a sense of accomplishment, until they finally complete the payment under the combined force of pressure, tension, and motivation.

Breaking it down, the bottom layer is mainly these four core principles:

• Continuously narrow the distance with users and enhance trust
• The rhythm is clear and orderly, guiding users to complete the path and providing a sense of comfort
• Complete tasks under external and internal motivation and gain a sense of accomplishment
• Continuously create good touchpoint experience for users and generate pleasure

The picture below is a classic low-to-positive conversion path. Next, let’s break down the 16 core links in the movement line and understand the core logic of each link.

1. Before the Course Starts

1. Self-introduction: Greet the user for the first time and build initial trust

It is strange and distant, invisible and intangible, so the first impression left on users is very important.

Self-introduction can show a rich and vivid image as much as possible. Combining sound and vision can more efficiently build the foundation of trust and increase a lot of trust points. It is very cost-effective. It is recommended to combine text + voice, or even video introduction.

Key words: Leave a first impression

2. Learners understand: opening the basis for dialogue and laying the groundwork for building trust and subsequent conversions

The purpose of communicating with users is to continuously build trust, making it easier for users to relax their vigilance and let down their guard. You can ask for basic student information such as name + mobile phone number, and you can also learn more about their learning situation.

Many institutions ask users to leave clues under the pretext of checking courses so that they can match the information one by one with the background information; or asking about the child’s academic situation is also more suitable for opening up a topic and making it easier to label users to set the stage for subsequent conversions.

It is important to strike a balance between conversation and privacy; being too private may cause resistance from users.

Key words: Open dialogue mode

Student information survey: Changtou Academy

Student learning situation: Zuoyebang + Xueersi Online School

3. Preparation before class: split the pre-class actions so that users can complete them easily and orderly

Activation, installation, attention, class schedule, handouts, and preview are the most common tasks. However, the user experience is very different when multiple tasks are thrown at you at once vs. when tasks are split up according to rhythm points!

"Clearly splitting tasks into steps" can reduce startup energy, and combined with extremely clear guidance icons to reduce resistance, this is an important basis for ensuring users feel comfortable when completing tasks. For some organizations, the completion of each step will trigger the receipt of welfare information, using pressure and motivation to continuously drive the initiation of user behavior.

It is recommended to combine text, pictures, voice and video, and guide users to make preparations for class step by step, easily and orderly, in different time periods.

Key words: Split pre-class preparation tasks

4. Group rules release: establish good order, establish a sense of authority, and maintain a good user experience

The four-piece set of group rules: pinning, do not disturb, changing nicknames, and not sending irrelevant information, are designed to ensure that users have a good experience in the community. Additional reminders include "Please do not add other people in the group privately" and "Please do not enter the information collection link in the group."

I have seen all kinds of disruptive operations by friendly competitors. The most outrageous thing is that the avatar and nickname are changed to be the same as the group owner, and the information collection/free giveaway links posted do not look like they are from other organizations.

Core keywords: Group rules are strongly released

5. Camp opening reminder: emphasize the importance of camp opening and ensure participation

It is called various names such as class meeting, opening camp, and pre-class briefing. The first key step to officially launch the conversion is for the instructor to emphasize that the content of the opening ceremony is important and should not be missed, and to assist in building momentum by lining up in the group [Opening ceremony at 19:00, I will definitely attend on time], which will increase the sense of ceremony for the opening of the event.

Send self-introduction templates to users in advance to remind them to prepare in advance, so that "obedient users" feel that they have tasks to complete, and everything is just for the opening of the curtain.

Core keywords: Warm reminder for the opening of the camp

Queue up to swipe the screen: Tencent ABCmouse

Self-introduction reminder-GuaGuaLong + Walnut Programming

2. Classes in progress

1. Opening the camp to break the ice: create a sense of ritual and a strong "field" to break the ice and get familiar with each other

The opening ceremony is a very important link, the first formal meeting that gathers strong potential energy. Not only will they introduce the company, courses, and teachers, but they will also help the hundreds of parents in the group quickly break the ice and get familiar with each other through student self-introductions and question-and-answer sessions.

The opening of the camp is not only the first time to formally understand the company's brand and course products, but also a very formal introduction to the main teachers and tutors, as well as a preliminary understanding of other students in the group who come from all over the world and are of similar age. A well-designed and rhythmic opening ceremony can often inspire a strong sense of ritual, just like celebrating an opening ceremony that makes users feel excited and look forward to it.

It is recommended to combine rich media forms such as text, voice and video to keep the entire ceremony within 20-30 minutes as much as possible.

Core keywords: grand opening of camp, breaking the ice

2. Class reminders: Various class reminders can motivate users to attend classes

Classes usually start on the day of the opening ceremony or the next day. Attending class is the basis for completing the class, and completing the class is the core of transformation. It is like spending a lot of money to guide users to experience the product in the "store", but if they don't participate in the trial experience at all, it is basically a waste of money.

The "earnest and encouraging" class reminders, combined with the "pressure instructions" of replying with a number when you arrive and asking for leave if you cannot attend class, as well as the "motivation" of rewards for full attendance, tuition refunds, and extra points for arriving early.

Sending a wave of red envelope reminders in the group before an important part of the class begins, and sending video clips of the teacher teaching within 5 minutes of the start of the class are all fancy strategies used by various companies. In short, the "pushing and pulling" reminders make the tutors worry about their children's attendance.

Core keywords: fancy class reminder

Red envelope class reminder: small step early education

3. Course completion supervision: After the course is over, urge the course to be completed and improve the completion rate

After the course, the tutor immediately took a screenshot of the classroom PPT and sent it to the group, and immediately began to remind students to send their class notes to the group for checking, and at the same time reminded students who had not read it to review it in time.

Others will publish a ranking of students who have completed the course every day, immediately praising the students who have completed the course to increase their sense of achievement. This kind of "honor" posted on the list makes students who have not completed the course feel "guilty".

There is also a fancy method: collect the class code, send a private message to the teacher and you can get the full attendance reward. It is obvious that whether students have attended the class can be seen in the background, and this is deliberately used to increase the pleasure of gamification points.

Key words: timely motivation to complete the course

Completed the lesson code: homework help

List of completed courses: GuaGuaLong English

4. Expediting homework submission: timely feedback on learning results to promote users’ sense of achievement

Reminding students to submit their homework in the group will inevitably motivate students who are proactive. A little sense of superiority will make them send the answers to the group as soon as possible and wait to be praised. Submitting homework in a chain will arouse more anxiety among parents/students, so they will complete the homework immediately, effectively reducing the procrastination mentality.

Answering questions correctly can effectively test the effectiveness of the class. This design requires great skills: the questions are closely centered around the skills taught in class and cannot be too difficult. This 100% accuracy rate will greatly increase the sense of accomplishment of parents/students and is also one of the best scenarios for externalizing the effects.

Core keywords: Expediting homework

5. Extra meal content: Extra meals increase the sense of gain and increase the touch points of goodwill

Supplementary materials, auxiliary practice videos, chicken soup in the morning and at noon are common snacks.

By spending the same amount of money, users unexpectedly receive additional content and information, and they often feel as if they have gained extra benefits and gotten a good deal. No matter what it is, it’s always a good idea to save and collect it first.

For example, combining foreign teacher videos with Chinese teacher videos, guiding students in the group to follow along and increase learning content, is a very good way to supplement learning. Although this move increases the tutors' personalized review tasks and workload, it is the best strategy to increase users' sense of accomplishment.

It is recommended to control the tasks of adding snacks. Too many and too heavy tasks may easily cause disgust; too many messages in the group may also increase people's anxiety. It’s hard to satisfy everyone. I can’t help but sigh that it’s really difficult for those of you who are doing community operations.

Key words: Snacks promote activity

Extra review: Children's Fluency

6. Ask for feedback: Being noticed helps increase user favorability and guilt

You can send private messages to users every day/after each class to ask for their learning feedback. If you didn’t attend the class, you can kindly ask if they need any help.

If a student misses the class twice, the teacher will basically start to lecture him in a "slightly oppressive" style, which makes the student feel embarrassed. Since we cannot see the users in person and cannot clearly grasp their status and mood, we can only use a combination of soft and hard tactics, using both soft and hard rhetoric, and a mixture of coaxing and forcing.

The tutor sent a long message with good intentions, and most users will reply in time out of pity. Such daily basic communication helps promote trust and increases the feeling of being noticed. If the course is not completed, it will increase the sense of guilt, thereby promoting the completion rate and laying the groundwork for subsequent conversions and conversations.

Core keywords: Intimate inquiry about learning situation

Ask about learning: Ivy League Dad

3. Camp Conversion

1. Conversion stage: Control the public opinion in the group, and the user conversion potential is at this moment

By the time two-thirds of the course is completed, most institutions have entered conversion mode. If it’s too early, users won’t understand the experience yet; if it’s too late, users may get bored and leave early. Several shills started asking about the formal courses in unison, and the conversion began with a strong explanation of the new round of brand and course advantages, as well as cases of previous students (or the group leader’s own experience).

Here, users' questions mainly revolve around price, vision, competitors, brand, effect, time, etc. The scripts should be prepared in advance to allay parents' worries and doubts, and then a few childcare can be used to control the direction of public opinion on the spot.

Limited-time offers, limited-quantity offers, and additional benefits are often the most common combinations for promoting sales. Some will use the form of appointment to grab coupons, using the scarcity scramble to stimulate users to lock in a spot; others will allow users to directly receive coupons through private messages and complete payment on the spot.

Allowing users to send payment receipts to the group, the sense of trust brought by group members' payment greatly enhances the herd effect, which is very suitable for exerting advantages within the group. 1V1 private chat conversions are basically carried out in conjunction with various incentive scripts and scripts indicating that the discount is about to end, and conversions will continue within 3 days after the course ends.

Compared with the conversion of courses priced under 3,000 yuan in the past, the conversion of courses priced at 7,000 or 8,000 yuan in the summer and autumn joint courses is now very smooth, greatly reducing the pressure of telemarketing.

Core keywords: control efficient conversion

Reservation coupon: Xiaobu Early Education + Walnut Programming

High-price group transfer: Homework Help

2. Closing ceremony: grand award ceremony and real user testimonials to push user emotions to the highest point

The peak-end rule states that all peak experiences, big or small, during the path are plus points for user experience, but if the closing ceremony is done well, it is the "multiplication" that reaches the commanding heights.

Although the transformation had already been carried out for more than half before the end of the camp, the closing ceremony is the ceremonial ending of the event and the last round of large-scale transformation. The creation of the atmosphere is very critical.

In addition to another round of publicity for the brand, teachers, course features, and previous students, the highest peak experience is to praise users who have completed the course, award prizes, and let the winning users give their acceptance speeches. This not only increases the sense of accomplishment of the winning users who have completed the course, but also quietly inspires the fighting spirit of other students.

Core keywords: perfect camp closing ceremony

Award Ceremony + User Testimonials: Walnut Programming

Bonus points:

1) Creating a circle of friends: Personalizing the circle of friends to build a sense of trust in daily life

Synchronous reminders in the circle of friends are also a way to reach parents.

However, what is more important is the promotion of trust. Here users can see many more lifelike scenes of tutors, such as teachers working overtime and unable to get a taxi, vivid inspirational stories of students, the company's pet plants, and even teachers helping users buy unsaleable local specialties, helping parents find part-time jobs and many other humane stories.

In addition to course information, users can also learn that teachers are people with preferences, personalities, and warmth. So far, I have found that the WeChat Moments of Liulishuo for Kids is the best operated one. It is very real, loving, interesting and inspiring.

Core keywords: life-oriented circle of friends

Rich and real circle of friends: Liulishuo for children

2) IP image building: tutors are an important cornerstone of user trust and experience

Although the size of the company's brand and the professional authority of the lecturer are very important, the tutor is the close service staff who has "intimate" contact with the user's status.

Whether the tutor responds quickly, answers patiently, comments are professional, tone is sincere, emoticons are funny, avatar is a real smiling avatar... all affect the parents' emotional impression score. The most powerful marketing is emotional marketing. Emotional touch can move people's hearts and make them explode at any time.

The IP image of a tutor is suitable to be created as - friendly and humane, interesting and approachable, considerate and able to answer anything, professional and authoritative.
Core keywords: Create IP image

3. User behavior monitoring statistics: all user behaviors are scored

Every step of the user's behavior is automatically scored, and the background scoring automatically filters out users with high intentions.

For example, for churn warning reminders, if there are situations of absence from attendance, failure to clock in, failure to complete questions, and failure to respond in the early stages, timely reminders with low scores will be more targeted in preventing user churn and recalling users; high scores are also conducive to later conversions.
Key words: User behavior science statistics

4. Core capabilities of community operation: Possess core capabilities of community operation to improve operational efficiency

Community operators need to understand user needs, user paths, user touchpoints and user status, need to deal with countless details, and need to accompany users through all the stages. The qualities and abilities required to do this job well are extraordinary.

Core keywords: core capabilities of community operations

Although each company’s product form and conversion rhythm are different, by mastering the operational logic and combining the 16 core points, you can design an operation link that suits your own business.

In fact, all of the above links that promote the conversion process are closely centered around four core principles, with the same goal: continuously increasing user trust, improving user experience with the product, and finally promoting conversion.

Finally, I would like to say that by comparing the four core rules, grasping the main line of operation, refining the standardized nodes, and refining the language of each link, plus empathy and patience for users, community operation will no longer be difficult.

Author: Three Bowls of Mojito

Source: Three Bowls of Mojito (HiMomoK)