How to build a local parent group with a retention rate of 95%?

This is just like falling in love. For example, if my husband gives me a gift on Valentine's Day, then my trust value will go up. But if he does something wrong, then my trust value may go down. It is a relatively balanced process.

So how can this person willingly stay in this group and give you his or her money?

I think this is something that many local operators need to think about. From my perspective, I think it is necessary to meet the needs of local parents. It is not necessary to meet all needs, but you can relatively provide the needs that are urgently needed by TA, which will create a sense of trust.

Second, is there any difference between this localized community and other localized communities? Why should others pay attention to you instead of another brand for the same information and content? Is it just because you exposed yourself to him in advance? But in fact, retention is a long process. The first platform a user may come into contact with is you, and then he or she will be exposed to different platforms. If your platform does not provide a differentiated value, I don’t think it is necessary for a user to stay on your platform.

I think these two are the key factors that will make people willing to stay in your community. As for the money aspect, it is actually after providing value continuously and differentiatedly through the first two points that users will develop a sense of trust in you, which will prevent you from being too disgusted when promoting some marketing products.

1. High-quality community topics

In a localized community, you actually need to continuously generate some good value output, and high-quality community topics are indispensable. The difference in localization may be that in addition to some common sentiments among people across the country and the growth experiences of raising children, there will be strong regional topics about further education. So for Chongqing, the hot topic of further education may have a demand from parents of more than 60%. At this time, most of the topics may be concentrated on hot events of further education, and then your community operation will be smoother.

In fact, apart from hot events, there are common issues that are common to everyone, such as the emotions involved in growing up , including the issues of growth and education when raising children, and some topics spontaneously generated by parents in the community. The degree of discussion can be observed through various channels.

In fact, in order to expand the scope of local topics, we can also look at the research methods mentioned earlier. It can also be used for topic research. For example, the top 10 hot search lists on Weibo New List are one of the hot topics that can be used as references in the near future. In addition, the scope of this local topic is actually expanded just for the purpose of multi-dimensionality, so that more parents can resonate with it.

In fact, in order to improve the topic mining ability, in addition to the hot search list mentioned earlier and some spontaneous questions from parents, operators can actually improve the topic mining ability through competitor analysis and simulated experience.

In fact, there should be feedback on the effect of a topic. Otherwise, if you put the topic in for 365 days, you won’t know which one is the high-quality topic after posting it every day. Therefore, the quality of the topic can be evaluated by looking at the number of parents who participate in the discussion of the topic, as well as the quality of their speeches, which can also roughly evaluate the topic.

Topics of good quality can actually be reused next year. As for topics that fail to resonate with the audience, it is best to discuss them from another dimension in next year's operations.

2. Regular activities

In addition to regular topics, regular active activities are also very important.

Actually, I have only written about some of the highest forms of activities here, which are creating festivals and competitions. In fact, we can also provide free resources to core parents through lectures, Q&A sessions, salons, and localized welfare exchanges for offline welfare collection. This includes regularly holding limited interactive activities in this group, which can promote community activity and let parents feel the value of this matter.

There is a regular activity that is actually indispensable in the localized community, which is about the issue of localized education . Therefore, the issue of localized education can be planned through the editor's own familiarity with the local education market, including inviting our KOLs to talk about their current experience as students. For example, if he/she is in elementary school, then how will I feel about him/her after he/she is admitted and enters junior high school? Let’s share.

In fact, schools are a key to localized communities . I think schools are a critical step. Whether it is visiting the school or inviting some official admissions teachers from the school to the group, these are actually very good ways to create differentiated value. This point can generate a large differentiated value output with many platforms.

3. Discovery and cultivation of KOLs.

In addition to topics and regular activities, you actually need to cultivate your own KOLs, both online and offline.

The process of discovering and cultivating KOLs is relatively long. I have previously shared a method of creating 30 KOLs within one month at my previous company. It is through a screening community and then to a formal core parent community. There is a transition link in the middle, which is actually through an activity, such as the parent committee, management committee, and promotion officer screening activities. In fact, it is an activity to pick out core parents. Through this activity, a group of KOLs are created in a centralized and standardized manner, which is much faster than daily maintenance on a one-to-one basis, and the operational efficiency will be relatively higher.

In fact, every user has multi-dimensional needs. Here I summarize the three normal needs of some local parents I have met before:

The rigid demand for further education. Local parents are very concerned about issues such as further studies and which schools to attend. If our professional editors have the ability, they can share this first-hand information. When exploring KOLs, we must pay attention to the differences between resource allocation and conventional user operations. Mainly for relatively exclusive content, I actually suggest that KOLs should get it first. In this way, KOLs themselves will have a certain understanding and feel that we are inclined towards them, which can increase their favorability towards us and trust us to a certain extent. For the group of people we are training now, if they have questions related to further studies, it would be best if the editor could reply in time. This is applicable to both online and offline community operations.

The other two are that in the process of discovering and cultivating KOLs, they may have material needs in the early stage , but mostly spiritual needs in the later stage . If they still have material needs in the later stage, then you have to reflect on whether you have successfully cultivated this KOL. As for the material needs, you can actually use a point incentive system after screening through certain activities. For this cultivation, for example, if they post articles, or share your official account or posters from some channel, and if they interact and speak in the community, we can have a point incentive system.

In addition, you can also arrange appropriate holiday gifts yourself. In the middle and late stages, most of the needs are spiritual. In the early stage, you can actually pay attention to frequent interactions with these potential KOLs, or 1-on-1 private chats . If the KOL planning is done in the form of an event, you can do such an interaction in your event group. At the same time, because they are KOLs themselves, if we give them certain honors, such as the management committee, or the honor of recommendation officer, they will also have a sense of accomplishment, and slowly it will be subtle. Of course, it also depends on the person. Therefore, a very important point for operators is to transition from material needs to spiritual needs. This requires constant interaction, including sincere communication, because these parents actually have social needs.

What is important is actually archival management , which can relatively break down the social wall and win trust. Why do today's KOLs trust you when they first meet you? It may be that you provided them with certain help during the chat and solved their needs, and they will slowly trust you. However, how to develop the kind of face-to-face trust like friends? That's very difficult, right?

But in fact, we have discovered in previous experiments on some projects, including some activities, that if you manage potential KOLs in an archival manner, for example, when they talk about a certain topic, you can mention some of their key information, and they will find that you care about them. In fact, this is more like face-to-face care, rather than a superficial and simple satisfaction of material needs.

In addition, these topic activities, including this KOL in your channel, actually externalize the value is a very important point. After finding the differentiated value, you have to externalize this value. Then, people in your channel and users not in your channel will know what differentiated value your channel can provide them, why they should join your group, and why they should stay in your group.