6 steps to teach you how to activate a "dead" group in your private domain!

This article analyzes in detail how to reactivate a community. In general, to reactivate a community, you cannot rush for quick results. You need to understand user needs and provide value, and operate sincerely to achieve long-term results. Recommended for friends who run a community.

Private domain operations have become an important means for many companies to seek growth. Reaching users at low cost through private domains can promote subsequent user conversions.

In this process, community operation is an extremely important link. In the past, we created groups and recruited people frantically for traffic. However, it is easy to create a community, but it is difficult to keep it active . After a period of activity, the community will become quieter and quieter.

Not only that, the group owner and administrator gradually neglected management, causing the community to gradually become deserted. In the end, countless spam ads were flying everywhere, and more and more people chose to leave the group. Such a community has almost become a dead group.

But for various reasons, the operators want to pick up the community again. After all, they spent a lot of money to build the group in the first place, and it would be a pity to just abandon it.

So, how can you reactivate a community that is dead or in decline? Is it worth activating?

1. What kind of dead group is worth "activating"?

First, let’s clarify what kind of community is considered a dead community. Its main characteristics are as follows:

• The community has no purpose, and the members gain nothing;
• The community lacks high-quality content; no one speaks in the community, or there are only advertisements;
• Most people have decided not to disturb this group, and no one responds when someone speaks.

So how do we determine whether a dead group has activation value?

First of all, we need to review the reasons for the “death” of the group.

Before activating a community, you first need to think about why the community is "dead". Is it due to poor management, lack of high-quality content, or lack of care and interaction for members? Find out the reasons, prescribe the right remedies, and then start activating it.

If there are no problems with community positioning, content output, and staffing, but members still do not feel the value and are difficult to convert, reactivation is likely to repeat the same mistakes, so there is no need to continue.

Then, consider whether the community has conversion value.

In fact, the ultimate goal of community operation is still around conversion , so it is also an important consideration.

We need to observe whether this community has ever achieved conversion and what the return rate of conversion is. And if some paying customers are also in the group, then this community still has great operational potential.

For those communities that originally only rely on benefits and benefits to attract people and have not brought any conversions, don't waste your energy on them, even if there are a lot of people.

Secondly, consider whether the community has any network value.

Although some communities do not have many people talking in daily interactions, few people leave the group. Such communities are usually industry groups or alliance groups, and members achieve cooperation through matching resources.

Although such communities cannot generate direct profits, they can obtain benefits other than money by hosting online or offline activities, so they are still worth operating.

Therefore, it is still worthwhile to operate such communities. We should focus on the integration and coordination of resources and provide valuable activities and communication opportunities to keep the community active and attractive.

Combining the above, once we decide to activate the community, we need to prepare a specific plan and then execute it. Don’t act rashly.

2. 6 steps to activate dead groups

One thing to note is that if you have many groups you want to activate, it is best to pick a few key groups first, test the effects, summarize the experience to form a fixed method, and then copy it to other groups.

The following summarizes the 6 steps to activate the dead group, which you can try according to your actual needs.

The first step is to establish group rules and clean up the community. If a group has not been managed for a long time, it must be cleaned up first. There are many dead groups, and in the end, there will be many people constantly posting advertisements in them. So the first thing to do is to remove these people from the group, and then make a new community announcement.

Group announcements can be sent several times, mainly focusing on three points:

1. First, explain the current situation: explain the current situation of the community to the group members and the value it can provide in the future;
2. Second, formulate group rules: redefine the group, including prohibitions and rewards and punishments;
3. Third, express gratitude: Thank the group members who have not left.

The second step is to start activation through benefits, and then you can start activation. This step can be done several times. The simplest and crudest way is to send red envelopes. Red envelopes are the most effective way to activate the community, no one else!

In addition, red envelopes can also be used to simply and effectively measure the number of active users. For example, send out 100 red envelopes and see how many people receive them in a short period of time. In addition to red envelopes, you can also use coupons, subsidy coupons and other attractive benefits instead.

The third step is to remove zombie members and introduce new members. Through red envelopes, we can also find out the so-called "zombie members", those who block community messages for a long time. Then send private messages to activate them, and if there is no response, ask them to leave the community.

Removing certain zombie members can ensure the overall quality of the group. At the same time, we also need to use drainage methods to add new members, who will also bring new activity to the group and drive the activity of old members.

The fourth step is to establish a community points system. Establishing a points system within the community will make every member feel involved, and setting up a ranking list can greatly increase the activity of the community. If the community is not very large and there is no corresponding manpower support to do this, this step can be skipped.

There are two main parts to design:

1. Points can be earned by signing in, speaking, answering questions, and participating in discussions;
2. Consumption of points: how group members consume points after obtaining them and the setting of prizes.

The fifth step is to take over the community with content and keep it active. To ensure the activity of the community, daily output of high-quality content is essential and is also the best catalyst to keep the community active.

According to the content production path, it can be divided into 4 steps:

1. Content classification: Content classification focuses on three aspects: activation (user portrait and value), conversion (product usage scenarios), and brand promotion (brand advantages and highlights);
2. Material library construction: Collect and organize materials according to community positioning and industry, collect questions and answers related to your industry products, and create a document so that you can find them at any time when you need them;
3. Content production: Now we can use AI tools to quickly generate content, whether it is copywriting, pictures or videos, and then we need to formulate corresponding community SOPs;
4. Content optimization: Analyze the content that has been sent and optimize it based on the response within the group.

Step 6: Use interactive games to further enhance the community atmosphere. Once the community starts to become active, this step becomes very simple. It is nothing more than promoting activity through activities. There are many ways, such as:

• Invite and get gifts: Set a threshold. You can receive red envelopes or coupons by inviting x friends to join the group. When the group reaches 50, 100, 150, etc., red envelopes will be sent to the group, or additional benefits will be given to users who place orders, to encourage users to actively invite people to join the group.
• Fun quiz: The group owner sets a relatively simple question, sets a time for answering the question, and guides users to post answers in the group. Users who answer correctly can receive prizes, coupons, points and other rewards.
• Group chain: Common forms include group buying chain, interactive chain, form filling chain, registration chain, etc.

There are also many other ways to play, such as signing in, collecting likes in Moments, membership day, and receiving gifts for posting your orders. For specific details, please refer to my previous article "10 Ways to Play an Active Private Communities".

After the above steps, if the community still cannot be "alive", then there is really no need to operate it. After the community has become active, you can slowly consider the issue of conversion.

Final Thoughts

In short, to do a good job in private domain operations and communities, don’t blindly pursue new customers and conversions, and don’t be too obsessed with KPIs and methodology.

The most important thing is to think about how to transform ordinary users into loyal and active users, how to guide users to become super users, and continuously provide value to meet their needs.

Users are not fools, they can tell whether you are sincere or not. Therefore, constantly building trust and providing value is the way to operate the community and even the private domain in the long run.

Author: Yan Tao Source: WeChat public account "Yan Tao Sanshou (ID: yantao-219)"