[Community Marketing] Why do your users "die" in the WeChat group? How to operate?

With the continuous popularization of social platforms, community marketing gameplay has gradually emerged in various fields. However, a problem that many users' friends will encounter is that there are about dozens, and there are no robots. Every tens to hundreds of people's WeChat groups are gradually becoming "dead groups". The vitality of the community disappears little by little with time. Even if we try morning paper, evening paper, finance and economics, current political news, cold jokes and other forms of content. , or only occasionally someone chat. If there are members of community activities, they will only "squeak", which makes the operation of WeChat community extremely difficult.

First, accurate classification and grading operation

The survey shows that the most active groups at present should be social groups with strong relationships, similar to family, friends and relatives. But most of them are invalid active values, because they can't produce anything that makes you feel valuable, and more are emotional attributes. The second is a purposeful community, usually a disadvantaged group, such as some knowledge sharing and learning communities. At the same time, this community has obvious and long-term goals, which cannot be achieved overnight. This kind of community is effective and active in the active process, because a purposeful community can bring value to users, and at the same time, through a certain degree of transformation, it can also bring brand value to the community. The last category is the negative value community, usually the "game revival group", the advertising forwarding group and the WeChat merchant product brush group. These groups have no real value to users, because the theme goal of the community is not developmental, which will confuse users and output content. They are just a hodgepodge of "four unlike" and there is no need to promote value. The reason why the WeChat community is so difficult to operate is not that the group members are inactive, but that you have not given the group members an active atmosphere. First of all, since all members of the group have joined your WeChat group, it proves that there must be values recognized by members of this group. The reason why the news you posted in the group didn't get a response is because there is a sense of strangeness among the members of the group. There is no weak relationship in this community, but you forced it into the group in some way. As the saying goes, Xu Shu entered Cao Ying without saying a word. So the content you sent can't find the corresponding reply point and propagation point. One of the ways to break the ice is to let the group members gain mutual emotional trust, or have words to communicate with each other. It is suggested that we can find out the topics they can talk about through a questionnaire, that is, we need you to help them find links to weak relationships, which can include: occupation, psychology, personality, habits, likes, own situation (single or not) and so on, and link them together to help them have weak relationships. You can try H5 page games and psychological evaluation games here. ) Put people with the same weak relationship into small groups for trial operation through activities, and give them some incentives to communicate, encourage them to get to know each other, select representative opinion leaders according to the characteristics of each group, and participate in the management of large groups, just like school community activities. They don't have much communication with each other in their spare time, and they can get together efficiently when they have common activities. So you need to manage only a few opinion leaders in the group, not all members, who are the ones who decide the task allocation and arrangement.

Second, how to achieve social fission

A key issue still to be mentioned here is that the community is an expanding group, that is, there will be the same ideas and different opinions. It is very important to coordinate the member culture in the community, which is also the core of maintaining the operation of the community. In the face of huge users, we must calmly analyze and deal with them, and we must not blindly accept them. The most important thing of community fission is not to rush to distribute goods quickly, but to establish accurate user positioning and not to blindly promote goods. Fission should not only bring satisfaction to old users, but also give new users a certain freshness. If you just let users send a sharing link and a course link to users who have separated, it will definitely be regarded as an advertising block, and complicated receiving methods and unclear coupons will bring greater sense of loss and deception to users. For example, the recently popular WeChat applet game, users who play in it will gain new life and increase game props through sharing, but it can only be a disaster for those who are shared, and even an article asserts that WeChat will die in the "small game". Therefore, in fission distribution, it is important not only to pay attention to the profitability of old users, but also to pay attention to the experience of new users' acceptance, so as to avoid complicated, routine operation methods and screen-tired content. After simple screening of new users, we can analyze the root of fission, where users appear, and the demand points of most users entering the community through background data, so as to accurately locate small groups. Remember that there will be many problems in the operation of a huge community, such as management fatigue, such as illegal information dissemination and effective information flooding. Hierarchical community operation, through the fission point, splits the community environment in which users live, takes one month as a cycle, and makes new and old users flow and be active in different small communities through different activities, which reflects the consistent community concept again in the process and increases the emotional identity among users.

Third, choose the right platform to realize the fission of the community itself.

In order to realize the self-fission of the community, we need to rely on a social platform that conforms to the orientation of the community. Looking at all communities, most large-scale communities will appear in QQ groups. This is because QQ has three advantages over WeChat: first, QQ group has larger personnel storage space, stronger carrying capacity and larger single-layer personnel gathering space than WeChat group; Secondly, compared with WeChat, QQ group's joining method and threshold access space are more open. Even though WeChat can adjust the development level of the threshold, the single condition is relatively rigid, which cannot meet the diversified requirements of community access and increases the workload of managers. Thirdly, the identity of community managers can be clearly displayed to handle the management of community members. In the WeChat group, only the group owner has the actual management authority, and the manager can only talk and has no right to rely too much on one person. Therefore, QQ group is easier to realize the fission of the community itself. However, we found that QQ group is more likely to die. Usually, the QQ group with thousands of people has fewer than dozens of daily active users. This situation is also the result of our above analysis, and it is also a major drawback of QQ group-QQ group can not achieve hierarchical community operation mode, and group members can not communicate effectively in the same large group, nor can they achieve small group operation mode well. Therefore, if the community wants to achieve its own fission, the best platform that the community should choose should meet the following four conditions: high carrying capacity of community personnel; Openness of social platform; Integrity of community management system; Decentralization of community operation management (hierarchical system). What is one-to-many communication? What skills and methods does it have? In fact, this one-to-many communication, from the perspective of WeChat Internet thinking, is the WeChat group. What is popular in the market now is to build a group for free, and then attract people into the group with various temptations. In fact, during the operation, you will find this free WeChat group. Actually, it's of little use! Because the user's thinking and the operator's thinking are our traders, they must resonate. If your users feel wrong, it will bring you a lot of confusion, make you feel depressed, and even doubt the benefits of operating WeChat group.

4. How should the WeChat group operate?

1, the basic idea of operating WeChat group

1) A WeChat group is an organization (company) 2) An organization must have a common program (goal)-why build this group? what are you going to do？ 3) Leaders with opinions (s) 4) Full-time operation (the boss of a small organization is left-handed) 5) Group friends should have a sense of ceremony, clear guidance and specific group rules. . . . . 6) Groups must be charged (the more expensive the group, the higher the quality of friends) 7) WeChat groups are used for trading and fission. Be sure to use it well! 2. Fang Faraxin, who runs WeChat group, is to attract more WeChat friends to join your WeChat group-to solve the fan problem (attract users) and cultivate maturity: to build good relations with WeChat friends, enhance mutual understanding, and establish a good trust relationship. Good relationship-to solve the trust problem (build trust). Deal: it is to develop friends into members of your WeChat group-to solve the problem of collecting money (reflecting value): it is to let members invite more.

2. 1 has positioning.

Before doing WeChat group marketing, we should design the positioning of WeChat group and pay attention to the same frequency resonance. For example, when doctors are put together, everyone will be very happy to communicate; It will also be very happy to put primary school students together. But putting primary school students and doctors together to communicate, everyone will feel pain. There are three kinds of WeChat group positioning: fan WeChat group-its purpose is to help you sell more products. I didn't make a fan-type WeChat group to sell products one-to-one, nor did I make a fan-type WeChat group to sell products one-to-many Of course, it is a fan-type WeChat group. What is the first premise? In other words, your industry is that your products must be very good. For example, the weight loss products you make are very inferior weight loss products. So what are the benefits of being a fan WeChat group? Do it one day earlier and go bankrupt one day earlier. Partner wechat group-the purpose is to find like-minded partners and expand the business together. After the WeChat group is completed, we still have to charge a membership fee, but charging this membership fee seems to think that we are earning a membership fee, but it is not. What we value is 90% back-end value. Through like-minded partners, there will be more cooperation, and we will do great together. Boss-type WeChat group-the purpose is to integrate the resources between bosses and promote more cooperation. Boss-type WeChat group is the top leader of each company or the founder of a certain block. Is to integrate everyone's resources and develop together. For a project, there are funds to give money, strength and ideas. Therefore, the power of the boss WeChat group is enormous.

2.2 There is a threshold.

Any WeChat group must have a threshold. Wechat groups without thresholds are all junk communities, which is crucial! The principle of designing the threshold is: only when there is a threshold will your fans cherish your WeChat group; There is a threshold, and fans will take the initiative to cater to the WeChat group rules you set; If the threshold is set high, your fans will have the capital to brag to their friends. Be sure to remember: WeChat groups without thresholds will definitely die! Threshold setting method: thresholds are generally divided into these four types. The first is to pay, the second is to be recommended, the third is to do a certain task, and the fourth is to have proof of income. WeChat group must be recommended when paying. Many wechat groups can only be added after being introduced. The advantage is that if someone introduces you, you will have a strong sense of ceremony. The more thresholds and referral designs, the more complicated they will be, and the more fans will cherish them. To do a task is to join a group. If you want to join this group for exchange and study, you have to sort out the dry goods of WeChat group and share them with your friends. Of course, people who have enough ability to enter the WeChat group should be willing to share. Especially into the boss-type WeChat group. Be a free WeChat group, others will not cherish it!

2.3 Have a goal

Having a goal means that when everyone joins your WeChat group, we should set a common goal for it. Let everyone work towards this goal. Why have a goal? For example, Yale University 1953 did an experiment at school. College students made a questionnaire survey when they graduated: What to do after graduation? Then only 10% people have goals, and then ask this 10% people, can you write your goals clearly? At that time, only four percent of people wrote it down! Twenty years later, I went to do another survey and found that those who have goals and write them down have more wealth than the other 96%. Whether a WeChat group has a goal determines whether this WeChat group can gather fans!

2.4 share

The most embarrassing thing about attending a party is silence! After joining the WeChat group, the most embarrassing thing is to be cold and cheerless! Hundreds of people in the group, no one spoke. At most 10 yuan's red envelope is distributed to 100 people. After everyone grabbed 1 cent, they thanked the boss with a bunch of expression packs. How to make WeChat group not cold and cheerless? How to make WeChat group lively, and how to make friends of WeChat group gain a lot? The answer is: 1. When you create a WeChat group, you only attract people who are willing to share it. 2. After creating a WeChat group, we should continue to promote the spirit of sharing.

The more you share, the more successful you will be!

If you are in the WeChat group, you have always advocated sharing and sharing. But this kind of advocating sharing is not what you say verbally, but what you actually do. As a founder, you should be willing to share and promote the spirit of everyone for me in the WeChat group. It will become easier and easier to operate the WeChat group. If you don't share it, the WeChat group will become more and more tired. A person's energy is always limited, so we should mobilize everyone to mobilize group friends to share in the group. Share your money, your time, your energy, your resources, your contacts, your wisdom, your knowledge and so on. As long as the founder is willing to share it with me and promote the spirit of everyone, members will be willing to share dry goods in the WeChat group and be willing to run the WeChat group with you, and your WeChat group will live!

Simplicity is the law of the development of all things in the universe and the essence of China culture and China Taoist philosophy. The reason is so simple that it can be explained in a sentence or two. As the saying goes, "Tell true stories, tell false stories and tell thousands of books". "At the beginning of all things, the Tao goes from simplicity to complexity" comes from Laozi's Tao Te Ching. The road to simplicity is not only influenced by Taoist and Confucian philosophical schools

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