Short survival cycle but high efficiency to attract new groups

We're going to start today with two lectures on community operations. "Community" is a word that started to catch on in the second half of 2015. In fact, from the big classification, community operation also belongs to the user operation. Because you operate or users, but put them in the form of a wechat group with common values, so that you can operate more efficiently.

First, why community operation

So why put users into the community to operate? How is it different from maintaining him directly through private chat and moments on wechat personal account?

First of all, community is a many-to-many transmission mode, which is very efficient and low-cost, and has different degrees of amplification effect on the whole growth chain of new-retention, transformation and re-transmission.

Secondly, social groups can grab users' attention more than moments, and there are more opportunities to build trust. Now, if you have more than 3,000 friends in your moments, the flow will be restricted, many friends will miss your moments, and in an active group, you will usually finish reading the day's news while climbing the stairs. And because of the herd effect, the impact on the brand in the community, both good and bad, will be multiplied.

Finally, the community is more stable than wechat personal number private domain traffic pool. There are multiple and complex relationship chains in a community. Even if a user does not like you, he or she will not easily leave, because he or she may get value from the comments of others in the community.

As can be seen above, the value of community is great, but it is not easy to do well. 99% of the groups are worthless dead groups.

People often say to me, I pulled a group, no one to talk, only me in a solo show, how can I make this community active, for my use? I would ask him: what is active, the number of chat is active? Active will be able to achieve your purpose? Why do you want people to be active in your group? What value are you giving them?

Often the other side can't answer. Many students think community operation is too simple, but it is not a simple process of building groups, attracting people, chatting and transforming. There's a lot of detail that needs to be done.

One of the most common problems is that many companies take a community and add all the things that people have bought and haven't bought, and then maintain the whole mess. This obviously does not work, because bad money will drive out good money.

Most companies should have a first and a second community, which we call the recruit group and the retention group, and use them in combination to funnel out the users who are really useful to us and stick with us for a long time.

Second, the difference between the new group and the retained group

The survival cycle and purpose of these two populations are different, which will lead to different operation methods.

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The new group needs to assume the role of new, experience service and promote transformation. In this step, new users are cultivated and become paying users, even if it is only a small amount of money to buy a low-barrier drainage product. For example, many online education companies have 7-day boot camps, and 21-day boot camps fall into this category. For example, we can see that 9.9 14 days small white financial training camp is such a case.

Users are then filtered through a threshold to enter a later retention group, keeping in mind that not all paying users are necessarily added to the retention group. This is the most representative of the company's typical user profile, where the brand's loyal fans are deposited. The purpose of building a group is to give people a sense of belonging, to keep users around and prolong their life cycle through the continuous value output of the brand side and the interaction between community members.

For example, the operation circle plan I made by myself, the iron fan group of some companies, the owner community of famous real estate such as Luhu and Anaya, etc.

Most companies are focused on maintaining a certain kind of community.

For example, a travel company will lightweight maintenance to attract new groups, and pay attention to the maintenance of loyal fans, so that they can reproduce and spread.

And K12 online education company will put more effort in the new group, through a web of parents might be interested in online classes, offline theme activity screening of the theme of the community, probably every month a new group of building also has the previous group will dissolve, but by the time gather quickly spread fast, very efficient to target users to screen out. As for the paid users, they may be one-to-one wechat maintenance by course consultants, without necessarily having a community, or just a lightweight maintenance and after-sale community.

3. How does La Xin Qun operate

Today we are going to focus on pulling new people. In the next video, we'll talk about retention groups.

As an operator, you need to create value in both groups, but the former is quick and the latter is more sustainable.

We will discuss two topics: ① Where do the people in the new group come from? ② How to maximize the conversion of people in the new group into paying users in a short time. ③ How to deal with the new group after the activity?

① Where do the men of the new flock come from?

The first response is not to find users in channels other than wechat, but to make good use of the ecological fissibility of wechat. CMO of Luckin Coffee once said that "all ideas can be fissibility". If you have a good article, an online micro-class, or an offline event that hits your potential users, and you have a small number of, say, 100 seed users, the idea will ignite those seed users, and with the benefit of sharing and forwarding, fission may begin. See the first lesson in the previous chapter on User Operations for tips on how to find torrent users.

② How to maximize the conversion of people in the new group into paying users in a short time.

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Here's a theory called the Triangle of Needs. We've probably all had the experience of being in a recruiting group on a certain topic, and everyone starts talking fine, but when it comes to paying, it falls silent and awkward.

This is actually designed from the beginning, over a period of time to get the requirements triangle established. The first Angle is lack of sense. To create the difference between ideal and reality, for example, in a new group of financial management courses, you will experience the difference between financial management and non-financial management, understand the benefits, and the difference between you and others, so that you will yearn for financial management and the benefits it will bring.

The second corner is the object, which is the solution to fill the gap. It is proved that our financial course is the best choice to fill the above gap, you through a few days of time step by step to let her experience your teaching philosophy, your teachers, taste the taste of your effect.

The third Angle is the ability to take action. May he also felt the gap, also want to buy your finance class, but no action because of a variety of reasons, the cost of this Angle represents the action such as too expensive, such as learning too difficult, and so on, such as fear of decision-making errors and so on, you will need to get rid of finishing, dispel concerns, such as flash spell group discounts and even distribution of tuition can solve your problem, For example, one-on-one private teaching, group PK, repeated hearing loss and other methods can solve the problem of learning difficulty. For example, 7-day refund without reason can solve the problem of decision-making error.

In short, the demand triangle must be established in order to have a good transformation.

③ Finally, how to deal with the new group after the activity?

In fact, the new group is not necessarily the users with the same values, because its opening is relatively large and its users are relatively complex, so long-term maintenance is not recommended. Three days later it'll be dead or advertising. Do not force to extend its life period, can transform transform, cannot transform in the activity of the end of two or three days with a more decent reason to dissolve it is OK. After summing up the experience, we can plan the next new activity, build a new group, hold high, gather quickly and disperse quickly.

In the strict sense, La Xin group is not a real community, or the shell of the community to do business transformation. But now the company needs such a low-cost way to get customers, so as a community operation students should learn a little. And most importantly, I think as an operator, you should be in multiple groups and you should be fed and inspired by them, and you should always think outside the box about what the group is doing well and what the group is not doing well. To see into human nature.

If you want to get a deeper understanding of the essence of community operations, don't miss the next class on Community retention.

Four, summary promotion

This is the end of today's lesson, today mainly for you to explain the difference between a new group and a retained group, and how to operate a new group. Did you learn? If the lessons are useful to you, please share them with your friends. See you next time!