4 key steps to community operation from 0 to 1!

With the explosion of "private domain traffic", many friends want to squeeze into this track and expand their own private traffic circle. In fact, the so-called private domain traffic is essentially about grabbing the target users in your own hands and reaching them in as many ways as possible to achieve conversion.

For example, everyone must have received a product purchased from Taobao, which came with a card that said "Add the store owner on WeChat, take a screenshot of the positive review and get a 3 yuan cashback." This is an example of trying to convert platform traffic to private domain traffic. When it comes to private domain traffic, the simplest and most widely used medium is WeChat. The ways of communication in WeChat can be divided into three categories: private conversations, WeChat groups, and Moments.

We have mentioned the circle of friends many times before, and today we will focus on WeChat groups!

1. Why do we need to build a community?

1. Avoid user churn and strengthen user relationships

No matter how big the store is or how much traffic it has, it is always on someone else's territory. I think all e-commerce bosses have anxiety. Building a community can help retain users and transform weak relationships into strong relationships, greatly reducing user churn rate.

2. Increase the frequency of repurchase

Through social networks, users can be labeled and operated in layers, effectively increasing the frequency of repeat purchases and raising the average order value.

3. Use social media to enhance brand influence

Due to the particularity of the industry, we need to communicate with KOLKOC from all over the country and use their energy to promote the brand and sell products, and the community is a very good medium.

2. What type of community should we build?

1. What type of community should be established?

The purpose of private domain communities is very simple, which is to retain users, increase stickiness, and increase sales.

The initial community planning was very simple, and was only divided into core groups and ordinary groups.

1.1 General Group

The main purposes of ordinary communities are to gather enthusiasts, accumulate user traffic, cultivate core users, and convert sales. By operating local groups and holding offline community activities, user stickiness is enhanced, which has a great effect on brand promotion and sales conversion.

1.2 Core Group

The core group, as the name suggests, is the core group of people in the community.

We separate high-value users, users with high brand identification, and active and cooperative users into a core group and give them priority in service and operations.

2. Set a small goal for the community

• Build 10 communities with more than 400 people
• Developed and precipitated 50 local KOCs
• No loss
• Cultivate a loyal user base

3. How to be an active community

1. Set group rules

There is no order without rules. If a community does not have group rules, it will definitely not survive. On the one hand, group rules make the community more standardized and allow group owners to manage the community with reason and evidence. On the other hand, they can also effectively eliminate some invalid users. After all, people who do not abide by the rules will definitely have a negative impact on the community.

Another benefit of group rules is that they can create a sense of ritual for joining the group. So what does a complete group rule include?

It generally includes two aspects: one is the introduction of the community, and the other is the specific rules of the community.

The purpose of the community introduction is to prevent people who join the group for the first time from being confused. The main introduction includes: who we are; what benefits will you get from joining this group. The specific group rules are to inform what needs to be done or what cannot be done to stay in the group, mainly including: guiding the modification of group business cards; explaining prohibited matters.

2. Community Organization Structure

Community operation is actually a very heavy job, especially when the community grows larger. So how can we ensure that every group operates normally, is effectively active, and produces value? It is necessary to build the organizational structure of the community.

From the company level, they are divided into general group owner, group owner, and administrator.

The chief group owner is responsible for the overall operation of the community and is responsible for the overall data of the community, including community activity, growth, conversion rate, etc.

The group owner is responsible for the operation and management of a single group, which is equivalent to the boss of each group. On average, a full-time community operator can be responsible for 5-10 groups.

The number of administrators for each group is 1-3, depending on the number of people in the group. Mainly responsible for group management, inviting people or kicking out those who violate the rules; guiding topics within the group; publishing information about group activities, following up on the progress of activities, etc.; sales conversion and guidance, answering user questions, etc. From the perspective of community members, it is generally composed of group owner + administrator, and the chief group owner cannot be contacted.

3. Community Output

To ensure the activeness of the community, stable content output is essential. Stable content is the best catalyst to keep a community active.

After continuous adjustment and optimization, we will use a large number of resource integration activities as community content output to enhance the sense of participation of community members. Divide activities into fixed activities and non-fixed activities.

Regular activities include: enlivening the community atmosphere through continuous activities and cultivating users' sharing and inviting habits.

Non-fixed activities include some offline activities, etc., which improve user activity and stickiness through offline activities.

4. Create a welfare day for regular users of the community

After users join the group, from their perspective, they hope to get more benefits from the company's stores. If businesses only use the community as a promotional platform, then the community is just a platform for spreading information, and the linkage between the brand and fans is completely lost. So how can we encourage fans to buy products and make them feel valued and cared for?

That is what we are talking about, and the following is the methodology for creating a welfare day:

1. Group price day

The group member price is an exclusive benefit for fans and a form of identity recognition. Generally, 1-2 products will be selected as group member prices. Sometimes the group member price is even cheaper than the member price. For fans, cost-effectiveness is the best benefit in the group.

2. Free of Charge Day

We focus on creating a special welfare day, on which coupons for free products can be obtained. Because of the existence of the free product day, many fans will invite their relatives and friends to join the group, achieving a continuous fission effect.

Of course, for free-of-charge days, we need to take precautions in two aspects: on the one hand, we must prevent the free-of-charge party from taking all the benefits, so that the real fans will have nothing to receive; on the other hand, we must consider the ROI. Free-of-charge is not something you can do without considering the cost, but we must consider the conversion operation of store traffic.

In addition, to prevent customers from simply redeeming a free product, a set of strategies is also needed. For every free coupon we invest on the free day, the actual ROI is more than 10, which means that this activity not only really has a traffic-generating effect, but also effectively drives repeat purchases for the store.

3. Planting Day

The benefit of product promotion is that, on the one hand, it can tap into the product's loyal fans, because the fans' promotion shows that they love the brand, and at the same time, as high-quality seed fans, they can act as active fans in the community and drive other fans to be active. On the other hand, by promoting products and displaying them from multiple angles and scenes, other fans can have a deeper understanding of a product, thereby driving the hot sales of the product.

V. Conclusion

Communities also need to be operated in layers. Core users and high-value users should be given special attention, and at the same time, core members of each group need to be cultivated. These core members will generate tremendous energy in the process of managing the community.

Author: Private Domain Traffic Study Society

Source: Private Domain Traffic Study Club