"WeSheng·QiWeGuanJian is committed to helping merchants improve customer service and growth based on corporate WeChat. It updates useful information every Monday to Friday, so pay attention and don't get lost." 1. How to increase the group membership rate?

Usually, users can enter a brand's private community in two ways: active group joining and passive group joining.

Actively joining the group depends on the brand's traffic flow and breadth through various channels.

For example, brand public accounts, mini programs, apps, etc., where users can see how to join the community.

Passive group membership usually involves adding a brand employee’s WeChat account and then being added to the group.

For example, participate in a flash mob event group, live broadcast group, etc.

Then the group participation rate can usually be calculated as follows: Group participation rate = number of people joining the group/exposure of the group joining channel. If the group participation rate decreases during the operation process, what operational actions can we take?

First of all, we need to think about how to improve the efficiency of users joining the group. There are two main points: 1) Expand promotion channels: for example, promote the community through public accounts, private messages, Moments and other channels, so that more users can join the group to understand; 2) Clarify the points of interest

: Attract users to join the group through benefits, such as: joining the group to enjoy 20% off, joining the group to receive gifts, etc.

Focusing on these two points, let’s talk about the specific practical skills in detail below.

2. Practical skills to improve the group membership rate. Whether users actively join the group or passively join the group, from a practical perspective, they are inseparable from specific words, content, processes, and tools.

Summarize and summarize three aspects of skills: different channel focus, time, and tools.

1. Focus on different channels 1) Private messaging The focus of private messaging is on benefits.

Usually there are two main reasons why users do not want to join the group: First, the user does not see the group information in time; second, the user sees the group information, but believes that the value of the community is limited and is unwilling to join the group.

Therefore, it is necessary to clarify the value points of the community, especially for private communities, it must reflect the characteristics of "benefits + services" and clearly convey them to users so that users can perceive tangible benefits.

Reference words: Hi!

Finally waiting for you~ In addition to clarifying the welfare value of the community, it also mentioned services such as clothing consultation; in the words of the babycare customer service, he emphasized his identity as a mother, which can solve parenting problems and strengthen the benefit value point.

Attract mothers to join the group.

2) Moments The focus of the Moments method is on timeliness, because the time limit for users to see your Moments is usually within 24 hours.

Therefore, we need to create a sense of urgency in our speech skills, and encourage users to join the group as soon as possible through limited time and limited quantities.

Reference words: Today at 17:00, 300 benefits are ready to be grabbed. If you miss it, wait another year!

Quickly scan the QR code to join the group and seize a good spot ~ 3) Other channels The focus of other channels on group invitation methods is to have clear action instructions. The fewer steps, the better. After all, one more step will cause more users to be lost. It is best

It allows users to quickly join the group.

Reference case: Take Helen's and Nayuki's tea as an example. The public accounts of the two brands have set up community entrances in the menu bar. Clicking will jump to the QR code, and the steps of the introduction and the benefits of the community are marked.

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In addition, both brands have set up LBS location functions, which can push QR codes of nearby communities based on the user's location, enhancing social attributes and giving users a greater sense of belonging and motivation to join the community.

2. Time: Imagine if you were woken up by a message at two o'clock in the middle of the night, and it turned out to be a social message, your impression of the brand would be greatly reduced.

So when does a user join the group?

How often?

All require careful consideration.

If you can't even take this aspect into consideration, let alone how to operate users in a refined way.

When recruiting groups, you need to refer to your own category and user portraits.

For example: Most of the user portraits are engaged in Internet work, and they get off work late, so they can concentrate in the study community after 8 pm.

Maternity and baby brands between 18 and 23 o'clock can be concentrated on food brands after 10 o'clock in the evening, and one hour before meals, such as 11 o'clock in the morning, 4 o'clock in the afternoon after the first private message to the user, or more

There may be situations where users do not join the group.

This is the time to think about it again, no more or less.

Too many times will easily arouse users' resentment and delete friends directly. It is best to target users who have not joined the group, initiate it again within 3 days of establishing a friend relationship, and strengthen the welfare hook.

If it is a short-term welfare group like a flash group, you can consider increasing the frequency.

3. Tools Most companies on the market now use corporate WeChat and third-party SCRM tools to build private communities, mainly using "automatic welcome message", "keyword reply", "group activity code", "group messaging", etc.

Function.

The automatic reply and group sending functions of Enterprise WeChat can send group entry posters with QR codes to customers as soon as possible. This can not only achieve timely contact, give users the best experience, but also reduce the amount of manual operations.

The keyword reply function can be used with "passwords" to divide different community types and achieve refined user operations.

In addition, the "group activity code" function can be deployed in the background at any time when diverting traffic externally. It is not limited by the number of people joining and time, and it is also convenient for statistics and analysis.

3. Community retention techniques As users grow, they will be lost. Communities also pay attention to "increasing revenue and reducing expenditures." If the retention rate of the community is not guaranteed, no matter how much traffic the front-end attracts, it will be in vain.

There are many ways and dimensions of retention. Here is just one situation, that is, many people leave the group soon after joining the group. This is mostly because the "internal" of the community is not set up well, which can easily lead to rapid loss and social problems.

It doesn't have much to do with the daily maintenance of the group.