Community Operation "Explosive" Transaction Logic

"How to achieve explosive sales in social media operations ?"

Now, I would like to invite you to open your phone and see how many communities you have joined? What types of communities are they?

How many communities are indispensable to you? What is the value of these indispensable communities to you?

How many communities do you pay to enter? How many communities (products) are you willing to share with others?

This article will not talk about anything else but how to operate a "conversion-oriented community" in community operation in order to grab the attention of users among many communities? Achieve “explosive” transactions?

I will elaborate on the following three aspects in detail, and I hope that after reading this article, you can become a "new rich man":

1. If SOP is strictly implemented, will community users make transactions?
2. 4 operational strategies for users to achieve “explosive” transactions
3. Conversion system construction + successful case analysis

1. Will community users make transactions if SOP is strictly implemented?

I think everyone must be particularly interested in this question. Why? Because this is the confusion and obstacle for most community operators around me.

(The key operational actions and specific applications of each step will be explained in detail in the third part)

Simply put, there are only three steps from joining the group to completing a transaction:

Step 1: Users join the group. At this time, they are eager for new knowledge, looking forward to learning experience, and waiting and watching;

Step 2: User experience. At this point, users want to learn and grow, but learning is anti-human and there will always be various problems that hinder user progress.

Step 3: User transaction is the ideal state, where users gain progress or feel they can continue to improve and pay to join the upgrade group.

To achieve user transactions, you need to do two things right: one is to build user trust, and the other is to deliver an experience that exceeds user expectations.

Operating the community strictly in accordance with SOP can only be called community notification. Take a piece of copy and a poster, send it once to a private message group, once to a social network, and repeat this process every day.

How do users feel?

I definitely don't have any feelings for you, I think of you more as a "mass messaging machine". How do you feel about the product? If you don’t communicate with users in depth, you won’t know.

So, after the trial period is over, how can we talk about user trust and user experience that exceeds expectations? This is why many operators seem to work very hard but see no breakthrough in conversions.

So let’s go back to the original question: If the SOP is strictly implemented, will community users make transactions?

Strictly implement SOP and only complete transactions with probabilistic users. For example, under normal circumstances, this business will generate a conversion rate of 10%, and anyone who operates it can achieve this part of the transaction. This is not cool at all~

How to become the coolest community operator?

Community operation, literally speaking, is simply a series of interactions carried out in the community (operators facing users) based on a certain purpose.

There are five key words here: purpose , community , operator , user , and interaction.

Just like in a war, the community is the battlefield, interaction is the strategy, users are the objects, and operations are the operators.

Only by understanding the position and the target clearly can we adapt the strategy and achieve the goal (win-win) naturally. This is the underlying logic of community operations.

Master the three underlying logics of community operations and create the coolest community operations.

1) Combining the “closed space” attribute of the community, we deliver a learning experience that exceeds users’ expectations.

We create a space for users through private messages/outbound calls, communities, Moments, public accounts/video accounts, and continuously carry out high-frequency dimensionality reduction attacks on potential energy and content.

Let users fully enjoy the product experience and value perception that exceeds their expectations in this venue.

As long as users have demand, purchases will occur sooner or later.

So how do you achieve an immediate transaction?

2) Community is an organization, and “social needs” are the key to building user trust .

The strict implementation of SOP mentioned at the beginning cannot achieve "explosive" transactions in the community. The most fundamental reason is that the importance of the social attributes of the community has been ignored.

Whether it is Weibo, WeChat, or self-media, the core of their prosperity is the pursuit of users' social needs.

There is trust only when there is social interaction, and there are no transactions without trust.

So what is socializing?

The definition given by the dictionary is: Social interaction, abbreviated as "socializing", refers to the spiritual communication between several people under certain psychological activities.

From this point of view, issuing SOP is not socializing, but giving special care to users based on communication after issuing SOP is socializing;

Giving users learning materials is not socializing. Giving users the learning materials they need is socializing based on communication.

Sending template messages in a group is not socializing, but sending a real-person message directed at a specific user in a group is responding to socializing.

Imagine a scenario like this:

Today at 8:00, 12:00 and 20:00, the head teacher sent a lot of learning materials in the community. The next day, the teacher gave a lecture in the group. When the class meeting started, there were 100+ messages. On the third day...

But, can you learn by climbing stairs? If the teacher packages all the materials and forwards them to you, will you read them? Will this help you build trust with your teacher?

I don't think so. Because you know that the teacher forwarded it to everyone with one click, and you are just one of them. Furthermore, there is an overabundance of learning materials, which are relatively unattractive and will most likely not lead to further in-depth communication.

Then I can understand the social nature of the community in this way: when you communicate with users, you act as a friend, teacher or expert, and provide appropriate user care based on issues related to user product learning. The entire communication involved questions and answers, give and take.

At this point, your identity will undergo subtle changes in the user's mind. Transforming from customer service robots to friends, teachers, and experts is the basis for building trust between you and your users.

(Note: Depending on the business needs, the stages of user trust relationships may also vary, and will be specifically applied in the third part)

In a "conversion community", our trust relationship with users will go through seven stages: users don't know you, want to know you, know you, understand you, become familiar with you, buy you, and share you.

We need to constantly understand the users’ learning needs in these seven stages and continuously build trust with users through user social interactions.

In addition, the closed environment brings users an unexpected learning experience, which ultimately leads to user transactions.

So how do we achieve “explosive” transactions among users?

3) Community circles: Use A to drive B and achieve “explosive” transactions among users

The social attributes of users mentioned above are based on the social interactions between us and users, but in fact, the social interactions between users are also crucial.

Why? I think you must be very confused here.

Social circle effect:

Social circles are also an important attribute of a community. Any community contains three layers of users: core layer, influence layer, and peripheral layer. Their characteristics are:

Core users: equivalent to precise users, super fans, but not many in number

Influence level users: can learn, love to learn, love to share

Peripheral users: unstable learning, lurking, and watching

The fact is: we can only influence the core layer and some of the influence layer users, while other influence layer users and peripheral layer users need to be influenced by the core layer or influence layer users.

In other words: if your operational actions are targeted at all users, then unfortunately, most of your efforts may only affect a small number of people, so how can you talk about "explosive" transactions?

I think now you should know the fundamental reason why users socialize with each other.

That is, user A drives users B, C, D, etc. to achieve "explosive" transactions among users.

SOP is only auxiliary, how to "operate" is the key.

Only by mastering the underlying logic of community operations can you take the lead in the final community conversion and achieve "explosive" transactions among users.

2. Four operational strategies for users’ “explosive” transactions

1. Group Effect

I believe that group effect should be the key strategy that should be implemented throughout community operations .

The group effect refers to the fact that when people face a group, they will be influenced by the group's behavior and thus integrate into the group's behavior, which in turn aggravates the group's influence.

Creating a sense of scarcity and urgency at this time will accelerate user decision-making, and user decisions will promote the overall effect.

2. Human Intervention

From the circle theory, we know that if we want to influence most people, the best strategy is to let users in the core layer and influence layer influence more people.

We cannot make most people in the community become core or influence-level users, but we can create core and influence-level users in the community through human intervention.

We let them speak out in the community, build momentum, create a community atmosphere, and influence other users. We call them "shills" or "water army."

Combining the group effect, designing artificial intervention is also a very important part.

It is worth noting that you must be sincere enough to your users and have enough confidence in your product . Only then can we create value for users and achieve user growth when conducting manual intervention .

(Here it is recommended that you must choose a formal company and product that you agree with, so that you can work happily and meaningfully.)

3. Marketing

In a "conversion-oriented community", to put it simply: creating momentum means "blowing the wind" everywhere in the user's closed space, blowing for gusts again and again. What kind of wind is blowing? Whatever the gimmick is, the trend will prevail.

We build momentum and create suspense for users, and use suspense as a topic to rhythmically reach out to users in their closed space to attract their attention.

When users start to interact in the community, the suspense is magnified again and user expectations are increased.

Then, through dynamic pricing, setting price anchor points, manual intervention and other methods, we continuously break through the user trust threshold and ultimately achieve "explosive transactions."

In fact, the essence of marketing is to seize user awareness. Simply put, what a product is in the "user's mind" is far more important than what it "actually" is.

This is not about creating something out of nothing, but about letting users perceive the degree of match between the product and their own needs.

For example: Our certain courses focus on famous teachers who graduated from Peking University and Tsinghua University, which is actually true, but if parents are more inclined to "whether the teacher has sufficient teaching experience", then we need to make this item the focus of users.

By creating hype and marketing, users will feel that "it will be hard not to get the product", and transactions will inevitably occur.

4. Peak Experience

Behavioral economist Daniel Kahneman mentioned in his book "Thinking, Fast and Slow" that human memory of experience is determined by two factors: the peak (whether positive or negative) and the feeling at the end. This is the peak-end rule.

The book "Peak Experience" also adds that these key moments are usually: the initial first impression (initial), the most satisfying moment of the experience (highest), and the last impression before the end (final). These three moments are what we call the "golden moments" of experience design.

The above gives us the inspiration that we should carefully design unforgettable learning experience for users at the first, highest and final moments of user experience.

For example, opening ceremonies, ice-breaking events, sharing meetings, closing ceremonies, etc., can effectively build user trust and deliver an experience that exceeds user expectations.

When users are at the critical moment of peak experience, the combination of group effect, marketing promotion and human intervention can add icing on the cake, directly influence users to make decisions and achieve "explosive" transactions.

This is the end of the theoretical part. If you already fully understand based on your experience,

I hope you can apply it to your actual work and internalize it into your own methodology.

If you want to know how to apply it in real work, please continue reading.

3. Overall operational strategy formulation + successful case analysis

1. Overall operational strategy formulation

Here I would like to mention the RARRA business model. The RARRA model is an optimization of the Pirate Indicator-AARRR model by Thomas Pettit and Jarbo Papp. The RARRA model highlights the importance of user retention .

• RARRA: Retention: retain users, provide value to users, and encourage users to return;
• Activation: Ensure new users see the value of your product when they first start.
• Referral: User recommendation, allowing users to share and discuss your product;
• Revenue: Commercial realization. A good business model can make money.
• Acquisition: Attract new users and encourage old users to bring in new users.

In the past traffic era, we usually used the AARRR model. Simply put, it is equivalent to using a funnel to "screen" users layer by layer, "screening" out accurate users and achieving user transactions.

The characteristic of the AARRR model is that after "screening" from the first layer to the last layer, there may be only a few users left. For example, the final conversion rate may be only 5%, which means 95% of users will be lost.

In today's era of expensive traffic, the AARRR model is clearly not the optimal strategy.

The RARRA business model, in simple terms: it can be understood that user retention and conversion are positively correlated. Our focus has shifted from "screening" precise users to "screening" and "cultivating" precise users.

Therefore, in-depth communication and caring for users is particularly important, and this is also the biggest challenge for operators.

Always starting from the user's perspective, being sincere to users, and having confidence in products will give you unlimited confidence, patience, and sense of responsibility, allowing you to remain steadfast and move forward.

Understanding the principles of the RARRA business model can help us better understand the importance of community operation and user retention, and design an overall community operation strategy.

How to do it?

Methodology (underlying logic) : Based on the user experience process, focusing on the user life cycle;

Combined with the user trust relationship table, analyze the user's learning needs and status at each step and stage, and list the key operational actions;

Finally, the overall operation strategy is formulated based on the underlying logic and operation strategy of community operation.

Steps for formulating the overall operational strategy:

Applicable people: Leader positions and community operation positions (suitable for both new and old employees). Carry out community transformation based on existing businesses and communities. I will focus on the perspective of a community operator, and the perspective in brackets is that of a leader.

The first step is to clarify the "North Star Indicator"

What is the North Star Metric?

For the community, it’s your business goals. (For the entire operations team, it refers to the most important goal at this stage.) Every operational decision made by all operations stages (position members) must be based on achieving this goal.

What are the benefits of setting a “North Star Indicator”?

Stay result-oriented, operate more focused and more efficiently. (Make all team members have the same goals, be more cohesive and executive, save decision-making costs, and enable the team to reach consensus quickly)

Step 2: Identify “Related Indicators”

What are “relevance indicators”?

Indicators that are positively correlated with achieving the North Star Indicator. It is worth noting that there is more than one related indicator. If the related indicators perform poorly, it will directly affect the North Star Indicator.

How to determine the “relevance indicator”?

In the process of users helping you achieve the North Star Metric, that is, all the steps in the user experience process throughout the user life cycle are listed.

Take the community as an example: when a user just joins the group, he or she is at a loss as to what to do. The relevant indicators at this stage are the frequency and duration of user product opening, number of group chats, etc.

There are also some data that cannot be monitored but are also key indicators for certain businesses, such as user opening and ice-breaking, and operations also need special attention.

Another example is downloading the app on the product side – registering – browsing product details – clicking to buy – successful payment

How to monitor “correlation indicators”?

Method 1: Capture and present data through a third-party data service provider;

Method 2: The company's internal technology and data teams build their own data models and capture relevant data.

Step 3: Develop an overall operational strategy

• Develop corresponding operation strategies based on each related indicator
• Operate based on impact on North Star Metric
• Continuously collect data changes of various related indicators during the operation process
• Determine whether the operation strategy is successful based on data results

Step 4: Review and find out the reusable points and points to be optimized for the next activity.

2. TOP1 Case Analysis + Granularity

The case being disassembled today falls on the operator of a community, not a project manager. Based on the perspective of community operation, I will disassemble the case into the finest possible granularity so that it can be directly reused.

background:

A leading education company, with a user life cycle of 30 days, offers experience classes to attract users.

Because the experience cycle is long enough, I will consider using the mentality and methods of event planning to achieve community conversion based on actual conditions.

Community conversion process:

The entire community conversion process is divided into four stages:

Phase 1: Preparatory period (Days 1-7)

The user’s first acquaintance and first experience of the product. The preparation at this time mostly refers to product learning care and learning supervision, so that users can have a preliminary understanding of the product, combined with the social attributes of the community, to establish basic trust in the operator.

Combining the closed space attributes of the community, we create a learning environment for users to fully experience and gradually deepen their use and favorability of product functions.

Phase 2: Momentum Building Period (Day 8-16)

Some users had experiences that exceeded their expectations, felt self-improvement, and had ideas for further learning. Combine the social attributes of the community to build trust in the operator.

Some users become dormant or even leave due to factors such as learning fatigue and lack of sense of value.

Combined with the closed field attributes of the community, users continuously carry out high-frequency dimensionality reduction attacks on potential energy and content in this field, generating a strong demand for advanced learning.

Combined with marketing campaigns, price advantages are offered, and users are reached rhythmically in their closed spaces to attract their attention.

Stage 3: Climax (Day 17-24)

In the four-in-one environment, users can fully experience the product and perceive the value beyond their expectations, which establishes deep trust with users.

Carefully organize learning sharing sessions and invite KOLs to share their learning experiences to create a peak user experience and break through the user trust threshold.

Then, a two-day limited-time promotion was held, combining group effect, dynamic pricing, setting price anchor points, manual intervention and other strategies to achieve "explosive" transactions.

Phase 4: Closing period (25-30+3)

Some of the users at this stage are in a dormant period, and some have completely left.

Users will begin to learn and share in social groups or friend circles when they are in the 7th stage of trust relationship and after purchasing and entering a new group.

Combined with the analysis of community circle attributes, such behavior can influence the decision-making of peripheral users.

We can also amplify the circle effect through artificial intervention strategies. At this time, the peripheral layer users are influenced by the core layer and other influence layer users, develop a herd mentality, and complete the transaction.

Note that the key point of the entire operation cycle is: to reach users in a closed space rhythmically and progressively, and gradually break through the user's trust threshold through dimensionality reduction attacks through content and potential.

Combined with attractive preferential benefits, users will feel "very uncomfortable if they can't get it" . At this point, a win-win situation is created.

In addition, because the business of each company is different, I have not elaborated on the "North Star Indicator" and "Correlated Indicators". Everyone should always pay attention to these two points when implementing them so as to facilitate timely optimization and adjustment.

At this point, how can a "conversion-oriented community" be operated in order to grab users' attention among many communities? Achieve “explosive” transactions? You must have the answer in your heart, right?

Finally, here is the community operation sop for your reference (desensitized):

Author: 🐟Yu Xiaotong

Source: 🐟Yu Xiaotong