Will column-based operations definitely increase community activity?

Those who run community groups all hope that the groups they are responsible for are active every day and can complete the tasks assigned by the company. But the reality is that there are few people chatting and it is difficult to mobilize them to do some activities. In this case, how to solve this problem?

Anyone who builds a community will face a core problem: how to increase the activity of the community. Although, I personally do not pay attention to the activity indicator, but more to retention and conversion.

But for many practitioners, being active is a must.

So, how to increase the activity of the community?

1. Columnization seems to be a must

When we look at private domain community cases, we can definitely see columnization. As shown in the figure below,

1. The key to joining the group

The core attraction of joining the group is the 18 yuan coupon, which is also what 99% of our brands do, pulling consumers into the group through benefits. Moreover, the coupons themselves can drive consumers to buy. It can be said that it kills two birds with one stone.

2. Columnization becomes the norm for sustainable operations

Columnization is a mature and time-saving method, such as Nayuki's free delivery on Mondays, Tuesday's cup upgrade day, Wednesday's membership day, Thursday's group buying day, and Friday's lucky draw day. Through relatively solidified columns, consumers can develop an understanding of the value of the community.

3. The event further adds icing on the cake

If something is relatively solidified, there must be a need for something less solidified. Therefore, on the basis of columnization, we should add activities that can be carried out at any time to further develop holiday activities, new product promotion, etc.

It seems that this system is already very complete. But if you are in Naixue's community, you will find that there is actually no so-called activity. The community is essentially still a one-way radio station model.

2. Why can’t we be active even though we have spent so much energy?

1. Everything starts from the purpose

Ultimately, the purpose of brands developing private communities is to close deals. Whether the community is active or not is not important, or it is not a must.

What does it mean when a consumer joins a group? It means that this group is valuable to him/her;

What does it mean that consumers stay in a group after joining it? It means that this group is indeed valuable to her/him.

——Therefore, when consumers are willing to join a group and stay in the group, it shows and verifies the value of the group.

2. So, what value do consumers need?

The first is purchase. All the content organized by our communities ultimately leads to purchases, which is also very clear to consumers themselves. Secondly, it involves psychological identification. In the community, we can answer the most basic question: I am not the only one who buys. Or we can seek a sense of security. Even if the brand is a liar, at least I am not the only one who is deceived.

3. It’s enough for the consumer to buy, why must she/he be active on the surface?

Therefore, for brands, it is enough for consumers to buy. There is no need for them to be superficially active in the community. But many brands obviously want more. Wouldn’t it be better if they could be active? Wouldn’t it mean that they are more powerful if they can be active? Therefore, being active has become a pursuit.

3. So, what are the specific methods to make the community active?

It is divided into three levels: the first level is interest, the second level is trust, and the third level is self-realization.

1. Profit-driven

Just like the 18 yuan coupons that Naixue gave when she joined the group, if you want consumers to be active, you need to continuously invest in benefits and keep consumers interacting. Is it just a matter of sending a red envelope in the group and letting everyone grab it? Of course not. Next, I will lead you to start a group interaction.

Activity Rules

1. Obtaining activity qualifications: You need to perform specified operations within the specified time to obtain activity qualifications;

2. The group owner sends out red envelopes at the designated time, and the one with the best luck can get the corresponding prize;

3. Special emphasis: Those who are not qualified cannot participate, and one person can only receive one prize in the same event.

Activity Preparation

1. Prepare 3-5 prizes, which can be physical or virtual goods. The core is to attract more group members to participate;

2. It is recommended that the prizes be in kind and consumers should be guided to collect them in the store. This will give consumers a chance to come to the store.

3. Prepare the activity script.

Activity Talk

To thank and give back to everyone for their support of our store, a lucky draw will be held at 11 am tomorrow. The rules are as follows:

1. Obtaining the lottery qualification

Please send the following content to this group before 11:00 am tomorrow to get the chance to win the prize:

Xiaoer Heiyan Hotel on Jingnan Road celebrates its anniversary with a 15 yuan discount for every 200 yuan spent. The number is limited and the event is on a first-come, first-served basis. The event will last for 3 days from February 1 to February 3.

2. How to Play the Lucky Draw

1. Please follow the prompts to obtain the lottery qualification. If you do not obtain the lottery qualification, you cannot participate in the lottery;

2. The group owner will draw a prize by sending out red envelopes at 11 a.m. tomorrow. The one with the best luck will win. One person can only get one prize.

3. Prizes: 3

6 cans of Coca-Cola/1 box, 3 servings, 1 serving per person.

What are the core points here?

A. Requires consumers to complete a task

This task can be very simple, but it must involve consumers so that they can feel that they are actually part of the community. Of course, the best task is to combine it with the activities you are currently carrying out, so as to achieve the purpose of continuous publicity activities.

B. Prizes can drive consumers to the next step

For example, coupons can guide consumers to buy, and obtaining flash sale qualifications can also guide consumers to buy. For example, physical prizes can guide consumers to claim them in stores, thus achieving face-to-face sales opportunities.

C. Mainly contact consumers who won prizes

You need to let the other party show it in the community. On the one hand, it is to further build trust with community users, and on the other hand, it is continuous publicity.

D. This matter needs to be solidified

This will make it easier to form the mind of community users. For example, set up a free lottery day every Wednesday. By setting a fixed time point and this interactive method, you can quickly capture the user's mind. Let her/him know that there will be a free lottery event at 4 pm every Wednesday, and you have to set an alarm. At the same time, when existing community users realize that the event is real and effective, she/he will actively invite relatives and friends around them to join the group to participate, forming fission/word-of-mouth recommendations.

2. Trust-driven

How to form trust drive? In fact, it is very simple. When you continue to carry out the "interest drive" thing repeatedly for 100 days, trust will naturally be formed. When trust is formed, you can further expand a new column section: good product recommendation.

For the community, there are only two sections: one is free prize draw, and the other is product recommendation. From the perspective of the brand, one is altruistic and the other is self-interested.

3. Self-actualization drive

Because users in the group have trust, they will gradually release non-patterned (non-interest-related) interactions. Because at this time, a family-like feeling has been formed among the group. But the core here is the same, it takes time to settle. Just as it takes 100 days to build trust, you need 360 days to achieve the drive of self-realization.

However, once this drive is formed, it is irreversible. Simply put, once this drive is formed, you have a self-circulating community operation logic.

Finally, there are a few things to pay special attention to during community operation:

• Deal with spam messages in the group in a timely manner. As the saying goes, "One rat spoils the whole barrel", any spam message is that rat.
• At its core, group announcements are the best spam avoiders.
• When sending the best luck red envelope, the number of red envelopes sent must be less than the number of people interacting. For example, if there are 20 people interacting, it is recommended to send it to 10 people, so as to get the best luck users as quickly as possible. Otherwise, you will not be able to get the best luck in the first place, which will affect the interaction.
• The amount of the best luck red envelope can be set smaller, such as 0.5 yuan or 1 yuan. Its core is not a welfare, but a tool to get the best luck.
• When the group size is small, it is not recommended to use the likes in Moments to draw prizes, because the number of participants is small or even no one participates, which will make the activity impossible to carry out. At this time, the most appropriate is the best luck red envelope.
• Persist, persist, and persist.

No more than 20% of people can post content three times a week for three months.

No more than 10% of people can post content three times a week for six months;

If you persist for 1 year, congratulations, you are already the king at this time!!!

Author: Yang Jun, WeChat public account: Uncle Yang in the Workplace (zhichangyangdashu)