How to guide users into the group

In a complete community operation, no matter what the purpose is, it is ultimately to guide users in the direction we want, and content is the direct carrier for us to guide users. How much can this carrier carry? How much influence the operator's thinking can have on the user's emotions will determine whether the user will move in the direction we preset, so content operation has always been one of the most important parts of community operation. The key to running a good community is to learn to deal with users. What content can your community provide members? What value can it bring to users?

There are usually two reasons for guiding users to join the group: profit-driven and interest-driven. Let me explain them in detail below.

1. Profit-driven - Attract users to join the group through benefits, so that customers already think that they can get more benefits and discounts in the group before joining the group

For example: members join the group to enjoy Discount? Join the group to enjoy 20% off? Join the group to receive gifts

After joining the group, most groups maintain the group by updating product content, including: new brand introductions, product feature introductions, and product discounts Information (flash sale activity information)

However, customer attention cannot be satisfied in the long term through the temptation of benefits

The main reasons are as follows:

1) Renzong It’s about pushing further and further

2) Driven by interests, customers need greater preferential policies, not just for your products

3) IP and customers are in conflict

1. Deactivation analysis

When the content in your group cannot be continuously recognized by customers, customers will naturally cancel their attention. This is the core reason why the merchant group is always inactive for a few weeks. Moreover, unfollowing a community is basically a permanent unfollow, because the customer confirms over time that your content does not meet his requirements. As long as the information in the customer group is not valuable, the customer will default that there will no longer be anyone in the group that he thinks is valuable. information, so it is difficult to activate.

2. Social driving force - the temptation of interests

This kind of power that allows customers to pay attention to group content and participate in group socializing because of a certain content is called social driving force.

If we want to activate users in the group to participate in social networking and pay attention to the content in the group, we must think clearly about how we can continue to activate their social driving force.

This kind of attracting users to participate in social activities in the group through benefits is called benefit-driven.

3. Profit-driven community model

A profit-driven community should look like this:

Various distribution model communities - reasons for joining the group : Opportunities to make money. Maintenance content: Who makes money and how to make money. Industry examples: Wechat business group

Financial community - reason for joining the group: opportunity to make money. Maintenance content: ways to make money. Industry example: Stock group

Ultra-low price community - reason for joining the group: more discounted products. Maintenance content: mattress wool, non-single brand SKU, platform SKU.

4. Characteristics of interest-driven communities

Synchronization of driving forces - synchronization of reasons for entry and maintenance content

Positioning of maintenance content - positioning rather than product positioning In the product-based crowd

Maintain content - with the temptation of continuous benefits

IP model - selfless, capable, and in the same camp as the customer. There is enough IP content to create momentum packaging.

5. What is the most appropriate way for merchants to build a community driven by profit?

Shorten the community maintenance cycle

Flash kill group - the activity of the flash kill group is about 3 days Very high

Time - long-term activity and delivery rate will drop rapidly until death

6. How to effectively use profit drivers

Integrate the supply chain, Make the benefits more general

Increase the interest of the benefit gameplay and make the benefits not fixed (such as Aunt Tian: It is the operation logic of the fresh vegetable store: 6:30% off, 7:50% off, 8:30% off , free at 9 o'clock)

Enhance the irreplaceability of products

Why do store groups love to be profit-driven groups? Because they are easy to maintain, have a high rate of followers, and a high rate of joining the group.

2. Interest-driven - maintain customer attention through the interest points of the target customer group, and gain higher product repurchase opportunities through high customer attention

1. Interest-driven social Summary of group cases

Positioning the customer portraits served by the product

Positioning interests and content services through customer groups so that the content can give customers a stronger sense of gain

Increase customer attention and activity through broader content to increase repurchase rates

Increase the specificity of product services and break away from product homogeneity

Interest attraction cases:

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Children's photography store - teaches shooting techniques, makeup, photo retouching, setting, etc. The final way to make money is to sell model cards in the decoration industry - find the most common features of houses in old communities and draw them for free.

The final method of monetization is to find the building materials market to earn money from customers

2. Honor drive increases customer retention time in interest groups

Question 1: Why can honor drive extend user attention?

People need to be noticed, hoping to become an important person in the crowd or even an opinion leader

When a person pays attention to whether he becomes an important person in the group, he Basically, they will obey all organizational requirements without principle

Question 2: How to use honor drive?

Set up identities and rewards for different classes

Make it clear what kind of rewards and identities an individual can receive based on his contribution to the group

The contribution here must be to Things that are meaningful to the group, not things that are meaningful to the business

Expose users to a sufficient degree after they have contributed to the group, and promote them through the Internet in the early stage

Three , Summary

In the initial stage of group building, it is still necessary to grasp people's psychology to attract the first batch of seed users and launch the product. Especially for products like communities, which bring together a group of friends with the same attributes, there must be no lack of thresholds and rules, because people never cherish things that are easy to obtain. However, if you want to create good community content, it actually depends more on the operator's understanding of human nature. The more you can consider the user's emotions and thoughts from the user's perspective, the more delicate the content is, the more it can touch and guide users.