According to the village chief's understanding, many people regard group activity as an important assessment indicator in the country email list process of operating WeChat groups. Even borrow some gadgets from third parties to count the number of speeches of each member in the group. It is generally believed that the quality of a group depends on whether the group is active and whether the frequency of chat is sufficient.
Therefore, many students operating in the community will spend their time thinking about various solutions to activate the WeChat group. But from the perspective of the village chief, I think the more active the group is, the faster it will die.
1. What is the purpose of adding users to groups?
I don't know how many students who do community operations have thought about the question, what is the purpose of adding users to groups? Or what is the purpose of your WeChat group?
Is it for the convenience of sending a notification to the user? Is it for users to communicate with each other? Or to do some activities in the group? From the user's point of view, is the user joining the group to participate in a single event? Or for the latest exclusive news? Or to get your private share?
The purpose of adding a user to a group is different, and it is directly related to the activity of the group itself.
2. Group activity is related to the nature of the group
Whether a group needs to be active or not depends on the type of group. We list two of the most common WeChat groups, let’s think about it together.
1. Good Things Sharing Group
Nowadays, many people have community group buying groups and girlfriends' good things sharing groups. The core purpose of users joining this group is to buy cheap and easy-to-use goods. The most active person in the group should be the group owner, and what the group leader does is to regularly share some good products, maybe one a day, or five a day.
For the user, the group is a shelf of commodities, and he only needs to find the right commodity, snap up and place an order. What do users need to be active in such a group?
It will not be cheaper because users say a few words in the group. The most test of this kind of shopping group is not how many people in the group are chatting, but whether the products you share are good, the price is not affordable, and the after-sales service is good.
2. Social Resource Group
The village chief held a resource pop-up group activity last week, and each time a limited number of people with resources were invited to join, and the group disbanded within 10 minutes.
Why do this? It's very simple, because the so-called resource docking group, doesn't it just need to know what the other party does? Then after pulling the group and introducing resources to each other, connect with each other. If there is no resource connection, what is there to talk about in the group?
Therefore, in the vast majority of resource groups, many group members do not chat. Because their needs are very clear, they either understand how the other party runs their business, or they connect resources to make money. The first learning need cannot be solved through group chat. The second docking requirement is to know whether there is a chance to cooperate at the first contact.
Let's think about it again, the so-called IP type community, who will discuss Wu Xiaobo, Luo Zhenyu, Luo Yonghao, and Li Jiaqi in the group all day long, because there is nothing to talk about. But if it is a star, it is different. You have established a fan group of Xiao Zhan, Wang Yibo and other stars. You only need to send a photo, still photo, short video, itinerary, quotation, GIF, etc. of them every day. Fans interact.
Let's think about the punch card group, weight loss group, chat group, and stock speculation group. Which groups have natural topic attributes?
3. Too much activity in the group is an ineffective interruption
There must be industry groups in each industry, such as fresh food community group buying, social e-commerce, live broadcast e-commerce and so on. Let me ask, what can I talk about every day in this group?
The issues that everyone is concerned about are nothing more than the supply of goods, traffic, product selection, conversion, and retention, but these contents cannot be explained clearly in two sentences. As an operator, when they really can't think of good content, they can only dry their hair, and the last point will become a purposeless chat group.
Some time ago, a friend who was doing indoor air purification testing asked the village chief for consultation, saying that he would pull some owner groups in the community, and then share the knowledge of air purification in the group. I immediately denied it.
Indoor formaldehyde detection is originally a very low frequency business, and it may be once or twice in a lifetime. Then you share formaldehyde knowledge in the group, no matter whether the user's service has just started or ended, it is not necessary for users to understand every day.
In the same way, you are selling two-wheeled electric vehicles, and you say you want to build a user base. Ask yourself, what do you share every day? Traffic safety knowledge? Or a new two-wheeled battery car?
This kind of product is not only low-frequency, but users have no desire to exchange it, so the more things are posted in the group, the more likely users will drop out of the group. The most important point is that this kind of low-frequency business actually does not need to build a long-term group. of.
Many groups have very little content that is truly valuable to users. Therefore, if a WeChat group has more than 100+ messages every day, most of the chat content in this group is invalid. Any group has a life cycle.
Therefore, the village chief gives a suggestion to all the small partners who operate WeChat groups. For those core agent groups, VIP member groups, private board committee groups, etc., they should be dissolved once a year. Then in the name of a certain activity, pull it again, once again strengthen everyone's sense of cognition, and do the ceremony of joining the group again. Don't underestimate such a small action.
4. What is the value of judging the quality of a WeChat group?
As I said at the beginning, I don't agree to take WeChat group chat as a standard for the quality of a group. I think a group is good or bad, and the most important value is what does it deliver to users? On the contrary, what does the user gain?
The user's sense of acquisition is a standard for measuring the quality of a group, and I think the sense of acquisition can be judged from the following four dimensions.
1. Timely information
The village chief has previously shared cases of making money such as the Tanabata toad and the cover of WeChat red envelopes, and most people realize it later. And these cases of making money have been shared, which means that some Illuminati have mastered this information and have dug the first pot of gold.
Therefore, the more information you have, the more timely it is, and it may bring you value in terms of traffic and realization. The more vertical the community is, the higher the demand for timely information. For example, the Taoke group needs to know the latest alliance policies and activities.