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Social Marketing Why do your users “die” in WeChat groups? How to operate?
With the continuous popularity of social platforms, social marketing methods are gradually emerging in various fields. However, a problem that many user-operated partners will encounter is that there are about dozens of WeChat groups without robots, each with dozens to hundreds of people, and they are gradually becoming a "dead group" ". The vitality of the community disappears little by little over time. Even if I try various forms of content such as morning and evening newspapers, finance, political news, cold jokes, etc., there are still only occasional chats. If there are community activities, members will only " The "squeak" status makes the operation of WeChat communities extremely difficult.
1. Accurate classification and hierarchical operation
According to the survey, the most active groups at present should be social groups with relatively strong relationships, similar to groups with family and friends, relatives group. But most of them are invalid active values, because they do not produce any content that makes you feel valuable, and are more of an emotional attribute. The second category is purposeful communities, which are usually weakly connected groups, such as some knowledge sharing and learning communities. At the same time, this type of community has obvious and long-term purpose pursuit and is not a one-time result. This type of community has effective active value in the process of being active, because purposeful communities can bring value to users, and at the same time, through a certain degree of conversion, they can also bring brand value to the community. The last category is negative value communities, which are usually "game resurrection groups", advertising forwarding groups, and micro-business product brushing groups. These groups have no real value to users because the theme goals of the community have no development. Sexuality will cause confusion for users and output content, and it will be just a hodgepodge of "four dissimilarities", so there is no need to promote activation value. The reason why WeChat communities are so difficult to operate is not that group members are inactive, but that you do not give group members an active atmosphere. First of all, since the group members have joined your WeChat group, it proves that this group must have value that is unanimously recognized by its members. The reason why the messages you posted in the group are not responded to is because the group members have a sense of unfamiliarity with each other. There are no weak relationships in this type of community. You are just forced into the group by you in some way. As the saying goes: Xu Shu entered Cao Ying without saying a word. Therefore, there is no corresponding reply point or communication point for the content you posted. One way to break the ice is to allow group members to gain emotional trust in each other, or to have something to communicate with each other. It is recommended that you use a small questionnaire to find out what they can talk about, that is, you need to help them find links to weak relationships. This weak relationship can include: career, psychology, personality, habits, likes, and your own situation (single or not) and other aspects, linking them together helps them create a weak relationship. (Here you can try H5 page games and psychological assessment games) Through activities, people with the same weak ties are put into small groups for trial operation, and some incentives for communication are given to them to encourage them to get to know each other. The characteristics of the group are to select representative opinion leaders and participate in the management of the large group, just like club activities in school. There is no more communication with each other in leisure time, but they can gather together efficiently when there are similar activities. . Therefore, what you need to manage is only a few opinion leaders in the group, not all members. It is up to them to issue and arrange tasks.
2. How to achieve community fission
A key issue that needs to be mentioned here is that the community is an ever-expanding group. Even if there are the same ideas, there will be differences. Due to differences in opinions, it is extremely important to coordinate the culture of members within the community. It is also the core of maintaining community operations. When facing a large number of users, we must analyze and deal with it calmly and do not accept it blindly. The most important thing about community fission is not to rush to distribute products quickly, but to establish accurate user positioning, and not just promote products blindly. What Fission needs to do is not only bring satisfaction to old users, but also give new users a certain sense of freshness. If you just ask users to send sharing links and course links to fission users, they will definitely be blocked as advertisements. Complex methods of receiving products and unclear methods of using coupons will give users a greater sense of loss and deception. . For example, in the recently popular WeChat mini-program games, users who play them will renew their lives and add game props by sharing, but it can only be a disaster for the people being shared. Some articles even assert that WeChat will die. In "Little Games".
Therefore, when conducting fission distribution, what is important is not only the profitability of old users, but also the acceptance experience of new users, and avoid complicated and routine operations and tiring screen content. After simple filtering of new users, we can use background data to analyze where the root users of fission appear, analyze the demand points where most users enter the community, and accurately locate small groups. It is important to remember that operating a large community will inevitably lead to many problems, such as management fatigue, illegal information dissemination, and effective information flooding. The hierarchical community operation uses fission points to separate the community environment in which users are located. One month is a cycle and different activities are used to allow new and old users to be active in different small communities. , and once again reflect the consistent community concept in the process and increase the emotional identification between users.
3. Choose a suitable platform to realize the fission of the community
In order to realize the fission of the community, it is necessary to rely on a social platform that conforms to the positioning of the community. Looking at all communities, most of the larger communities will appear in QQ groups. This is because QQ has three major advantages over WeChat: First, compared with WeChat group, QQ group has a larger storage space for people, stronger carrying capacity, and a larger space for gathering people on a single level; Secondly, compared with WeChat, QQ group has more Open joining methods and threshold access space. Even if WeChat can adjust the development level of the threshold, the single condition is relatively rigid and cannot meet the diverse requirements for community access while increasing the workload of managers; Third, social The group management identity can be clearly displayed to handle the management of community members. In WeChat groups, only the group owner has actual management authority, and managers can only have words but no authority and rely too much on one person's humanity. Therefore, QQ groups can more easily realize the fission of the community itself. However, we found that the probability of dead groups in QQ groups is higher. Usually, QQ groups with thousands of people have less than a few daily active users. The reason for this is also the result of our analysis above, and it is also a major drawback of QQ groups. ——QQ group cannot realize the hierarchical community operation model. Group members can neither effectively communicate with each other in the same large group, nor can they implement the small group operation model well. Therefore, if the community wants to realize its own fission, the best platform for the community to choose must meet the following four conditions: high capacity of community personnel; openness of the community platform; integrity of the community management system; community operation Decentralization (hierarchy) of management. What is one-to-many communication? What techniques does it have? In fact, this kind of one-to-many communication, from the perspective of WeChat Internet thinking, is a WeChat group. What is popular on the market now is to create groups for free, and then use various temptations to attract people to join the group. In fact, during the operation, you will find this kind of free WeChat group. In fact, it’s not of much use! Because the user's thinking and operator are our traders' thinking, which must reach the highest level. If your users don't feel right, it will bring you a lot of confusion, make you feel very frustrated, and even doubt the benefits of running a WeChat group.
4. How to operate a WeChat group?
1. Basic ideas for operating WeChat groups
1) A WeChat group is an organization (company) 2) An organization must have a unified program (goal) - --Why create this group? What are we going to do? 3) There must be one (multiple) opinion leaders. 4) There must be full-time operations personnel (the boss of a small organization can take care of both). 5) There must be a sense of ceremony when group members come in, there must be clear guidance, and there must be specific group rules. . . . . 6) The group must be charged (no limit on how much, the more expensive the group members are, the higher the quality of the group members) 7) WeChat groups are used for transactions and fission. Be sure to use it well! 2. The method of operating a WeChat group is to attract new users: to attract more WeChat friends to your WeChat group - to solve the problem of fans (attracting users) and to cultivate familiarity: to build a good relationship with WeChat friends, enhance mutual understanding, and establish a good relationship of trust. , build a good relationship - solve the problem of trust (build trust) Transaction: develop friends into members of your WeChat group - solve the problem of collecting money (reflect value) Fission: let members invite more friends to join - solve promotion Problem (core users)
2.1 Positioning
Before doing WeChat group marketing, you must design the positioning of the WeChat group. Positioning pays attention to the same frequency vibration. For example, if you put PhD students together, everyone will be very happy to communicate; if you put elementary school students together, you will also be very happy. But when elementary school students and doctors are put together to communicate, everyone will find it painful.
There are three types of WeChat group positioning: Fan WeChat group - its purpose is to help you sell more products. There is no fan-type WeChat group that sells products one-on-one, but the fan-type WeChat group sells products one-to-many. Of course, create a fan WeChat group. What is the first premise? That is to say, the industry you are in and your products must be very good. For example, if you make a weight loss product, it will be a very inferior weight loss product. So what are the benefits of being a fan WeChat group? The sooner you do it, the sooner you will go bankrupt. Partner WeChat Group - The purpose is to find like-minded partners to expand the business together. After setting up a WeChat group, we have to collect membership fees, but by charging this membership fee, it seems that what we earn is membership fees, but in fact it is not. What we value is the 90% back-end value. Through like-minded partners, more cooperation will occur, and working together can make the business bigger. Boss-type WeChat group - the purpose is to integrate resources between bosses and promote more cooperation. Boss-type WeChat groups are filled with top leaders of various companies, or at the level of founders of a certain area. It means integrating everyone’s resources and developing together. For a certain project, if you have funds, you will provide funds, if you have strength, you will contribute, and if you have ideas, you will have ideas. Therefore, the power of boss-type WeChat groups is huge.
2.2 There is a threshold
Any WeChat group must have a threshold. Any WeChat group without threshold is a junk community. This is very important! The principle of designing a threshold is: if there is a threshold, your fans will cherish your WeChat group; if there is a threshold, fans will actively cater to the WeChat group rules you set; if the threshold is set very high, then your fans will have the capital to brag to their friends. . You must remember: WeChat groups without thresholds will definitely die! Methods of setting thresholds: Thresholds are generally divided into these four types. The first is to pay, the second is to be recommended by someone, the third is to do a certain task, and the fourth is to have proof of income. When you join the WeChat group to pay, you must be recommended by someone. Many WeChat groups require someone to recommend you before you can join. The advantage is that if someone recommends you, the sense of ritual will be very strong. The more thresholds and referral designs are more complex, the more fans will cherish them. To do a certain task, you have to join a group. If you want to join this group to communicate and learn, then you have to organize the useful information in the WeChat group and share it in Moments, etc. Of course, people who join the WeChat group must be capable enough and willing to share. Especially join boss-type WeChat groups. If you create a free WeChat group, others won’t value it!
2.3 Have goals
Having goals means that when everyone joins your WeChat group, we need to set a unique goal for it. Let everyone work towards this goal. Why have goals? For example, Yale University conducted an experiment at the school in 1953. At that time, college students completed a questionnaire survey: What will they do after graduation? Then only 10% of people have goals, and then ask these 10% of people, can you clearly write down the goals? Only four percent of people wrote it down at the time! Twenty years later, another survey was conducted and found that the total wealth of people who have goals and write them down exceeds the total wealth of the remaining 96%. Whether a WeChat group has goals or not determines whether the WeChat group can bring fans together!
2.4 Share
The most embarrassing thing about attending a party is the silence! After joining the WeChat group, the most embarrassing thing is the desertion! There are hundreds of people in the group, but no one speaks. The maximum red envelope of 10 yuan is divided among 100 people. After everyone grabs 1 cent, they flood the screen with a bunch of emoticons thanking the boss. . How to keep WeChat groups from being deserted? How to make the WeChat group lively and how to make the members of the WeChat group gain more? The answer is: 1. When creating a WeChat group, only attract people who are willing to share. 2. After creating a WeChat group, you must constantly promote the spirit of sharing
3. The more you share, the more successful you will be!
If your WeChat group has always advocated sharing and promoted sharing . But this promotion of sharing is not something you say in words but your actual actions. As a founder, you should be willing to share and promote the spirit of everyone working for you and me in the WeChat group. Running the WeChat group will become easier and easier. If there is no sharing, the WeChat group will become more and more tired. A person's energy is always limited, so everyone must be mobilized to mobilize group members to share in the group. Share your money, your time, your energy, your resources, your connections, your wisdom, your knowledge, etc.
As long as the founder is willing to share and promote the spirit of everyone working for one another, members will be willing to share useful information in the WeChat group and run the WeChat group with you, and your WeChat group will be alive!
The principle of simplicity is the law of development of all things in the universe, the essence of Chinese culture, and Chinese Taoist philosophy. It is an extremely simple principle that can be explained in one or two sentences. As the saying goes, "One sentence of truth is preached, but thousands of books are falsely preached." "The beginning of all things is from simplicity to simplicity, evolution to complexity" comes from Laozi's "Tao Te Ching". From the great to the simple, it is not only asked by the philosophical schools Taoism and Confucianism
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