Community operation? What do you and I both know but don't pay attention to? ...

As one of the key points of private domain operation, community operation needs to be more specialized and refined, and community operation needs to be more sustained and stable. However, in the process of community operation, some brand businesses often fish for three days and dry their nets for two days because of the lack of scientific and systematic methodology, which leads to poor community activity, low conversion rate and easy silence of users. How should enterprises solve these problems? Today, we share with you how to build a high-quality private community and improve the activity of the community. 0 1 Why are brand businesses doing communities? 1) Precipitating private domain customers and accumulating your own traffic pool will only become more and more expensive. If an enterprise does not have its own traffic pool and relies on pure advertising, it is difficult to compete with the head enterprises in capital investment. Relying on advertising for profit will also lead to lower and lower profit rate of enterprises, and the income will stop when advertising stops. The competition between enterprises is getting bigger and bigger, and the private community of enterprises is the moat for the long-term development of enterprises. 2) In the era of linking customers, constantly optimizing products and operating traditional brand marketing, brands are far away from consumers, and before brands and consumers, they are separated by dealers and stores. It is difficult for customers' feedback on products to reach the brand. If the brand has established its own community, users can receive feedback directly as long as they speak in the group, and so can the small partners operating in the community. Brands can also directly launch questionnaire surveys, new product testing and other activities within the group, and optimize the products and operations of enterprises through direct docking with consumers. 3) Transform customers in batches to improve ROI. According to our actual operation results, 1 community operators can operate 100- 150 groups, covering 30,000-50,000 users, or even10-200,000 users by establishing standard SOPs and frequently asked questions. 4) Cultivate loyalty and KOC users. For users, joining the group is not only a link with the brand, but also a link with other consumers. The defensive mentality of joining the group will not be particularly heavy. Links based on community relations give users a feeling of "belonging to their own home", which makes it easier to enhance the stickiness of users and brands. What brands and products are suitable for the community? Which companies are suitable for community? We judge from customer attributes and product attributes respectively. 1) From the perspective of customer attributes: ① There are a large number of customers, and it is difficult to serve customers timely and efficiently by relying on 1 service 1, such as catering and daily chemical brands. ② The customer needs are clear and unified, and the pre-sales service cost is low (no in-depth pre-sales consultation and service is needed), which is common in low-cost and high-frequency consumer products, such as fresh e-commerce, travel services and daily necessities. (3) customers have short repurchase cycle, high purchase frequency and high price sensitivity. This kind of brand is suitable for building welfare groups and membership groups and promoting private repurchase. 2) From the perspective of product attributes: ① Standardized products need neither creative customization nor personalized customization. ② Products with relatively low customer unit price and low decision threshold. 3 products with certain social topic attributes, such as beauty products and medical beauty products. ④ Products that need in-depth service and answering questions through the community, or enterprises themselves need the community to link customers and listen to their voices. For example, Luckin Coffee, Naixue Tea, Starbucks and other brands. They are all doing communities, because catering categories are very suitable for doing communities regardless of customer attributes or product attributes. After the whole process of planning and building a private community has been made clear, how should brand businesses build and operate a community? 1) According to the operational objectives, the types of communities can be defined in many ways. Today, we will share three categories of private domain communities that we have summarized through practice. (1) brand welfare group-strong marketing brand welfare group, suitable for high-frequency and easy-to-make products. In the operation process, interaction is generally ignored and promotion is emphasized. Common ones are spike group, snap group, membership group and shop group. ② Service-oriented community-Service-oriented community is suitable for products with relatively high price, high decision-making cost and difficult use. In the process of operation, service is emphasized and marketing is ignored. 3 interest exchange groups-attach importance to emotional communication In the operation of interest exchange groups, enterprises should pay attention to topic introduction and interactive guidance, and the sense of atmosphere within the group must be in place. 2) In the whole process of planning and building a private community, it is necessary to clarify the community positioning and core value points, and list the core value points of this community. All subsequent community-based marketing plans are carried out around community positioning. Community content planning community content can be mainly divided into community standard content, dry goods value content, product marketing content and so on. Content of community norms: define community norms and red lines, and let users know what they can and can't do in the group. Dry goods value content: this kind of content is to provide users with core value points, which is strongly related to users' own interests. For example, in the beauty exchange group, the core value of dry goods is the teaching knowledge of skin care and beauty. Product marketing content: this kind of content is closely related to marketing transformation, such as new product concessions, limited-time benefits, membership activities, etc., all of which belong to product marketing direction. User interactive content: in order to keep the community active for a long time, interactive content must be set up, such as quick question and answer, grabbing red envelopes, winning subscriptions, etc. After-sales service content: for example, upgrading service, logistics consultation, return and exchange processing, we must make corresponding speech and process design in advance. Community culture/value content: the activity and transformation of the community are linked to the stickiness between users and the community. A community with its own group values and cultural atmosphere will leave a deeper impression on customers. 04 SOP writing and practice of brand community 1) Community pull-ups ① Omni-channel drainage should enhance the attraction of drainage. After deciding to carry out private community operation, it is necessary to sort out the resource list of enterprises, switch the diversion contact of private domain to the community, or introduce the community after adding friends. In the process of diversion, we should package the core community values, that is, the positioning and core values that we have determined in the community planning stage. (2) Advertising and community exchange are the same. If enterprises don't have much self-owned resources for diversion in the short term, we can also do the first wave of diversion through advertising or exchange promotion. (3) The group customer acquisition activity is the last group customer acquisition activity to quickly acquire new customers. You can see that JD.COM Fresh, Daily Limited and Ding Dong Shopping, which are mainly operated by the community, are all doing online customer acquisition activities. Let me show you a group customer acquisition activity of a fresh e-commerce platform. (4) activate the old group. Many companies have many WeChat groups or groups that used to sleep. These groups can be activated by red envelopes to mobilize sleeping customers and divert them to new groups. 2) Community Retention Link 1 Sign-in Punch is a common retention method, such as signing in to send points, signing in for a lottery, and signing in to unlock gifts. Brands can initiate sign-in and punch-in activities based on their own applets, member micro-malls, integral mall and punch-in applets. ② The export value of community content is the direct reason for users' retention. In the case of keeping private domain names, the community should regularly output valuable content. Only transformational content is prohibited. (3) Communities with high activity in community interaction topics tend to have high retention rates. In addition to signing in and punching in, outputting valuable content, and throwing related topics in the group to guide users to interact and discuss is also a very common operation mode. 4 Gamification of small games in content communities is also a way to enhance retention, such as simple third-party games and small games developed based on their own small program malls. , can enhance the activity and retention of private domain. 3) Community transformation link ① Transformation of newcomers into groups ② Transformation of daily operations ③ Transformation of marketing nodes About Global Whale Our Global Whale is a full-scene private domain user operation solution service provider, with Saas tools, top-level design, platform construction, global operation, transaction transformation and other product components and supporting consulting services to help enterprises precipitate digital user assets, create a closed loop of data-driven operation, establish close relationships among private domain users, and achieve lean growth.