Using the AARRR model to analyze community operations

"Is there a relatively comprehensive and systematic set of community operation ideas as a reference for study? Is there a set of theories to guide community operations?" Based on my studies and past practical experience, I think the AARRR model is very suitable for community operations as a theoretical guide.

The AARRR model is commonly known as the conversion funnel model. It is the abbreviation of Acquisition (user acquisition/customer acquisition), Activation (activation), Retention (retention), Revenue (monetization), and Refer (self-propagation), which correspond to the five important links in the user life cycle. It is the basic model for user growth and one of the most widely used models.

From the perspective of the community, it means how to attract new users, how to activate the community after it is established, how to improve retention after the community is active, how to encourage users to pay after the community is retained, and how to get them to spread word-of-mouth after they pay. Next, I will introduce community operations in detail and how to use the AARRR model.

1. User acquisition

In community operation, it can be said to be community drainage, how to increase group members. The first 200 people can be attracted through the group QR code. For more than 200 people, they must add WeChat friends and invite them to join the group. Another way is to invite friends to join through group member fission. Or forward the fission poster to your circle of friends and invite the group owner to join the group. It is about user acquisition, which must be accurate and more conducive to subsequent conversions.

2. Activate/enhance active groups

When new people join the community, it is necessary to increase activity and break the ice. It is carried out from many aspects, including the sense of ritual of joining the group, the establishment of group rules, the output of group values, community activities, etc. For example, after joining the group, guide people to send a self-introduction + a small red envelope, or post photos. Organize a community activity, such as a red envelope lottery, interactive games, etc., with the aim of getting everyone involved and active in the group.

3. Retention

How to improve community retention and reduce the number of people leaving the group. First of all, it has to be valuable and beneficial to group members, and then there has to be some active interaction. Value is the core of the community, including useful content, resource links, personal connections, welfare, convenient information, etc. Different communities provide different values. For example, some paid communities do this: weekly guest sharing/resource links/project roadshows/special brain-burning activities, etc., and topic discussions at 4 pm every day to answer group members' questions.

4. Monetization

Most communities have the need to monetize. For example, I recently started a free group and occasionally share useful information and benefits in the group with the goal of establishing a paid community. However, it should be noted that advertising should not be too hard or too frequent, and can be combined with operational means to increase activity. For example, user monetization can be achieved through preferential information, flash sales, and lottery activities. There are many ways to monetize, such as selling products, courses, services, projects, etc.

5. Self-propagation/referral/recommendation

Users who have already paid invite new members to join the community, thus forming a closed loop. Some people who do micro-business use referrals to earn a good income every month. Serve an old customer well, then ask him to refer 3 others, give them trial packages or information, and then add them on WeChat. If you want to achieve self-propagation, community reputation is very important. The content/value of the community can meet the real needs of users and allow users to generate real benefits, only then can you gain the trust of users. If the content or activities of the community are entertaining in themselves, or if some needs of users are touched. Users will also spontaneously spread the content to their own circles of friends, bringing in new users.

Several key points for referrals: you have benefited, you know how to refer, and you are motivated by interests. The above is the main content about how to use the AARRR model to break down community operations. This is a theoretical system that can guide community operations. This is just for your reference, I hope it will be inspiring to you.

Author: Social Network

Source: Community Youdao (ID: jianxing2020)