If we say that the community operation in 2019 is optional for enterprises, by 2020, community operation has become the standard configuration of enterprise online revenue, to the extent that it has to be done.
Private domain traffic is booming, and community development has become the standard configuration of enterprises
In 2018, the business opportunities contained in the community were discovered by a small number of enterprises, who quickly acquired a large wave of users through community fission, and took the lead in seizing the dividend period of community operation.
In 2019, more and more comments were made about the difficulty of obtaining customers online and the high cost, and the concept of private domain traffic exploded. More enterprises began to attach importance to their own WeChat official account, WeChat group and other existing resource platforms.
In 2020, the use of community as a channel for flow activation, fission and realization has become the standard configuration of enterprises, and needs more refined operation to serve enterprises.
To put it bluntly, private domain traffic is Operate the existing customer resources of the enterprise, reduce the dependence on the platform, and maximize the target users in their own hands, so as to achieve sales transformation.
For example, businesses that open stores on Taobao rely on platform traffic, which you can't take away. Once your store is restricted by the platform or left the selling platform, you will have nothing and need to start from scratch.
WeChat groups are different. Now many Taobao merchants will give a small card to add the owner's WeChat and return the praise. In this way, they can get a good comment and a precise customer. WeChat is essentially a private social networking place. Merchants gather their most accurate customer groups through WeChat groups, and then conduct effective WeChat group operation and circle of friends operation, which can accurately connect products with users and ultimately achieve the purpose of sales.
Why do you take pains to do community operation but still have no effect?
At the beginning, many business owners talked confidently about detonating and spreading crazily, hoping that the social movement could break out, but only when they started to operate did they find that the effect was not as expected.
Our WeChat group members are not few, and our friends also regularly send product information, but customers often ask a few questions, and there is no following, let alone sales transformation.
Every day I tried to add WeChat to customers, but only a few customers were added, and even more, I was deleted as soon as I added them.
The group was very active on the day of drainage, and everyone was communicating with each other, but no one spoke after three or five days. Not only do some people retreat from the group every day, but also many people send advertisements indiscriminately.
It is believed that many business owners have encountered the above problems in the process of operation. The reason is that there are many misunderstandings about community operation, leading to many fatal mistakes in actual operation, such as:
Only send product information to friends in groups every day, without basic maintenance
Consequences: In the group, except for self directing and self acting by oneself and internal employees, almost no one participated in the interaction. Finally, the group died and WeChat was blocked or deleted by friends.
The user didn't give corresponding rewards after purchasing the product
Consequences: It was not easy for someone to buy the product, but there was no reasonable user incentive system, and customers gradually lost their enthusiasm for buying and became one-time users.
In the whole set of operation links of WeChat community, attracting, managing group members and realizing transformation are all difficult problems. These problems need a set of systematic solutions to ensure the normal operation of the community.
How can WeChat group operation be realized?
Playing WeChat group can be divided into the following steps according to the process:
Do a good job of group positioning
Attract traffic into the group
Manage group members
Active group members and keep interaction
User conversion
1、 Do a good job of group positioning
The stronger the same attributes of the community, the more accurate the target, and the greater the fission value of the community. Therefore, before forming a community, operators must be clear about the following four elements:
(1) Group members must have the same attribute label
(2) Group members must have the same goal
(3) Develop a complete operation system
(4) Set up perfect user transformation process
The community can be formed after the above four elements are defined. There are four common types of community:
The first is the product community, such as the fans of Xiaomi and Huawei. The members of the group are basically the users of the product, and people focus on the product and brand;
The second is the "Tonghao" type of community, such as the Wenju group, whose members are all Wenju hand string enthusiasts and have common topics and needs;
The third is the knowledge community, such as the new media resource sharing group. Group members value whether they can share high-quality dry goods within the group;
The fourth type is a mixed community. For the purpose of resource replacement, cooperation and exchange, group members no longer have fixed attribute tags.
2、 Attract traffic into the group
After the group positioning is clear, you can start to attract traffic to the group, but not to see which platform is popular, where to advertise. It is difficult to attract target customers to join the community, regardless of the product attributes. The low rate of return on investment will also increase customer acquisition costs. Therefore, analyze your target users before publicity.
For example, if they are friends and relatives, they will send QR codes to the circle of friends; If you are an incoming customer, print the QR code and put it on the checkout counter; If you are an online store customer, you will get a QR code card with the product
Sometimes the drainage has no effect. The real reason may be that the company has not analyzed the positioning of its own products and has chosen a drainage platform that is not suitable for its own products.
There is also a need for a point to attract users to add to the group, so that they will be willing to add your WeChat. Just like Taobao merchants will note on the QR code card that they will add friends and return cash red envelopes after favorable comments. You need to set such a small feedback to attract more traffic to the group.
3、 Manage group members
When the group members reach a certain scale, it is necessary to formulate a set of perfect community operation rules, which can define the daily behavior rules of group members, so as to facilitate the later management and maintenance. For example, modifying nicknames, words and deeds rules, and punishment rules are common types of community rules.
Modify nicknames: group members need to modify their nicknames according to the rules
Rules of words and deeds: group members should actively participate in the discussion of topics within the group, express their views, refuse some forms of personal attacks, and abuse group friends
Penalty rules: group members who publish violence, pornography, and other malicious ads will be expelled from the group directly
When the number of users in the community is large, it is necessary to establish a management team to maintain the rules of social operation and protect the user rights of members in the community.
4、 Active group members and keep interaction
It is not enough to simply gather group members together. It is also necessary to maintain the activity within the group. A community with high activity can form transformation when necessary. If there is a pool of stagnant water in the group and few people interact, everyone will not have an impulse to buy. In order to maintain the activity within the group, it is necessary to set up an incentive system to enable group members to actively participate and guide them to become active users.
For example, regular release of new product advance notice and goods arrival information; Share industry information, adjust policies As long as the user cares and wants to see it.
In order to stimulate users to buy products and avoid becoming one-time users, some feedback rewards can also be set for old users. For example, a 20% discount coupon or a reduced coupon will be available for the next purchase. You can also use the "lottery assistant" applet in WeChat to launch lottery activities for old users from time to time, and the winner can directly receive a certain amount of cash bonus.
In this way, old users won the lottery, new users were stimulated by consumption, and businesses gained the possibility of repurchase.
5、 User conversion
The ultimate goal of community operation is to stimulate users to buy products through a series of previous operation means. Different types of products have different ways to play community operation and transformation.
For example, in the community operation of cosmetics products, you can share articles about product evaluation and grass planting on a daily basis, and then organize activities in the group to stimulate users to place orders.
In the life service category, it can continue to provide high-quality article content for group members, and irregularly borrow popular events or controversial topics, such as the nanny suffocation of 83 year old people, which triggered a heated discussion on the Internet recently, in order to motivate users to participate in the discussion and maintain the vitality of the group.
In the link of user transformation, many operators still make a fatal mistake, that is, they hope that group members can implement the link of "community operation business realization" in one step.
For example, if you want to promote APP, you need to realize commercial realization through the whole process of "downloading software - user registration - user payment". Some operators hope that through operation, community members can complete the whole process, which is unrealistic. The purpose of community operation is just to let the users in the group download your APP. As for the future user payment, it is necessary to set up some daily activities and incentive activities in the APP to promote users to pay.
Therefore, the user conversion process must be shortened. The longer the conversion process is, the easier it is to lose users.
When community operation becomes the standard configuration of enterprise online revenue, if you don't do it, you will lose some market competitiveness. The operation schemes of enterprises vary from industry to industry, from product attributes to target users. There are no standard rules for community operation that can be fully applied. It is necessary to formulate an operation plan flexibly according to the enterprise's own situation after in-depth research to finally complete the commercial realization.
