The community operation expert is here! First, let everyone get to know me a little bit! In March, Cheng Cheng is the founder, a practical expert in social business, a member of the "Community Operator" expert group of the China Electronics Society, and one of the top ten Weibo influencers for growing up mother and child care. Through community operations, I and my team have earned a lot of income. Moreover, Chengwei, which was founded, developed into a national community within 3 months of its establishment. It has been deeply involved in the community for 7 years and has cultivated a total of 7,00 outstanding community talents from all walks of life. At the same time, we hosted a closed-door meeting on March traffic management with a fee of over RMB 10,000, bringing together the best in each segment of traffic management. In the past two years, there have been more than 200 people on site, and more than 26% of companies have revenue over RMB 100 million. Supermarket-type community operations belong to the offline real economy. It is similar to most offline real economies. Next, I will bring you a real case of Cheng Weiliangliang, a student who specializes in the catering industry and belongs to the industry community. , her community has been very successful. Let’s take a look at how her barbecue restaurant is run and what experiences we can learn from. If this answer can help you, I hope it can leave your footprints. Move your little hands and give it a like! 1. The goal of building a group. Therefore, the first step is to think clearly, what do you most want to gain from establishing this community? Is it for sale? Or to attract traffic, or to connect people? If it is selling goods, then send more product-related information and activities; if it is attracting traffic, then you can design a high-margin and low-cost traffic-draining product to attract offline customers online at a price that cannot be refused. If you are linking people: Then think clearly, what can you bring to other people in this community? The key point of linking people is to be able to relate to each other. For example, if you want to find suppliers through the community, a connection will be established between you. If you don’t have a specific purpose, you can recommend each other to other people in the community, so that others will feel that you are an enthusiastic person with the ability to integrate resources, and you will also connect with each other. Her original intention in establishing the community was very clear from the beginning. It was to attract traffic to her offline physical store. The way she did it at that time was that when customers entered the store to make purchases, the service staff in their store told the customers that there was a product in the store. If you join the WeChat group, you will get a snack as a gift. However, the requirements for snacks are high gross profit, low cost, good taste and popularity. People generally have the mentality of taking advantage, so when many of them had customers, they would join the group for this purpose. Later, a customer asked her, if I join your group and receive snacks, then I will leave the group. Boss, aren’t you losing money by doing this? At this time, we will tell the other party that our group will send out some exclusive benefits of our WeChat community from time to time or regularly, which cannot be enjoyed elsewhere. So at this time, many guests will consider whether to decide to withdraw from the group. When hesitating, it actually increases the cost of choice, and people generally choose the easier option. Each stage has its own goals. Determine a goal (O), study the implementation method (A), and recruit all possible resources and connections around me (P) to complete this goal with me. Be a boundaryless organization. 2. How to increase customer stickiness and repurchase through the community: When the group reaches a certain scale, its goal also changes. This is the second stage - repurchase. When she first established the community, she wanted to achieve repeat purchases and increase customer stickiness. To achieve the goal of increasing customer stickiness, he found three types, which he considered to be more critical and good points. 01. Find out the KOLs. When the brand has a certain degree of awareness, find out the KOLs who have a certain degree of activity in the group. A kol must meet certain conditions: being a regular customer, agreeing with her and the store’s taste, and liking to chat and post pictures in the group. When she was away she helped me answer questions from other guests. These people will keep the group busy. Her way is that they build a good relationship in private. When they come, she will personally receive them, chat about home affairs, and give them some snacks to make them feel like VIPs. 02. Turn KOL into my Panters. Encourage KOL to take the initiative to send pictures of dishes and meals to the group and give them favorable comments. Pay special attention to customers who can make animations of dishes. When a guest sends some animated pictures of dishes, praise him or her. Sometimes you can also mainly ask the other party to help you make pictures (provided it’s not too many and it’s appropriate). Sometimes asking for help is also a way to get closer. In fact, we should not be too afraid to trouble others when we have established contact with some customers and the relationship is relatively good. In fact, sometimes we can take the initiative to ask each other for help. When a person is asked for help, he will feel that he is needed and valued. In fact, he is very willing to help you. So at that time, he asked customers for help, such as asking him to send pictures, or asking him to review it for me on Dianping.com. 03. Inspire divers. They will also choose to post some food photos 2-3 hours before meals, such as 3.4 pm or late at night. Those who are divers and those who don’t come often will see people sending photos of meals in the group. When they see the pictures, they will have the desire to eat. They will think that such a popular restaurant must not be the restaurant that everyone chooses. would be wrong. Constantly using the guests' words to express the restaurant brand not only leaves a deep imprint on the guests' minds, but also provides more convincing publicity. Next time when choosing a Chuan Chuan category, people will first choose a brand they are familiar with; or when they don’t know what to eat, they will also choose a frequently mentioned brand to avoid making mistakes.

People have a herd mentality, because if everyone chooses but I don’t choose, then I may doubt my choice. Have you ever thought about why the longer the queues at some stores, the better their business? In fact, people all have a herd mentality. To give a simple example, when I returned to Nanjing two days ago, I saw the legendary Internet celebrity store, Lele Tea while shopping in the mall. In fact, I don’t have much idea about milk tea. But at that time, because I had heard of this brand and seen other people showing off this brand, I was wondering if you should try it? Then when my husband and I were talking about this topic, my husband also thought that I should try it. After all, everyone is choosing. 04. When chatting with customers about interesting topics, you can send some coupons from time to time in the group, which can only be enjoyed by group members, so that group members have a special feeling. Chat about gossip, food, skin care, health care, etc. For example, Wen Zhang and Ma Yili divorced. Let’s talk about your views on love and marriage. The person who speaks the most actively will give him a snack coupon. The next time he comes to spend, it will be directly deducted, which is equivalent to a free gift. Just like the glazed cat, not too much, just the right idea and the finishing touch. As the uncle said, the picture should be bigger and don’t just talk about your own products. You can appropriately talk about other products that do not conflict with your own products and are in line with the appetite of community customers. This requires group owners to maintain a certain sensitivity to some news in society. Sometimes she would go shopping and have dinner with her guests, and they gradually became friends. The traffic and repurchases brought to me by the community were at their highest, half of the number of dining tables every day came from the community. 3. Pitfalls that need to be avoided when establishing an online community in the physical industry. After talking about increasing the repurchase rate, the next thing to talk about is how to avoid 3 pitfalls. 01. Without a plan, thinking that building a community is just a matter of forming a group. Building an online community in the physical industry Communities, especially those in single product-based or traditional industries, can easily fall into this trap. When working in the physical industry, it is very easy for many people to make a problem, which is to have products - find a store - decorate - open the door - and wait for customers. The work done to build a community with this thinking mode is similar: attracting people - joining the group - selling goods - staying quiet (posting advertisements) - dying of the group. Taking catering companies as an example, the end result is basically the same: advertising group. In the restaurant communities I contacted, things basically turned into advertising groups. 02. There is no system. I think it’s good to chat and promote my products. From the first community to now, she has strictly followed a rule and is not allowed to send any advertisements and irrelevant mini programs. Let’s take a small example that caused controversy: One day, a customer posted a small program in the group to help him grab train tickets. He, who is a member of Aite, asked to withdraw it and informed the group rules. The customer was very excited at the time. He thought this was not an advertisement, so why couldn’t it be posted? Her explanation is: She hopes to provide a clean and refreshing group chat environment for all group members, otherwise everyone will be disgusted. Just like the principle of broken windows, if it is not stopped, there will gradually be more and more mini program advertisements. The customer's reaction was understanding, but not very happy. She provided a solution: If you encounter such a situation and need help, you can send her a private message. She is not trying to help the guests, but setting rules for everyone in the group. Of course, not all guests can understand that she will also leave at this time, and people who are not on the same frequency will choose to stay away. Isn't her operation like this very powerful? It seems like some very simple methods, but there are many details worth thinking about! There are many ways to play community operations. It mainly depends on what kind of community you belong to and then consider which method to use. If you are still confused about how to play community operations.

Then you are welcome to leave questions in the comment area below, and I will answer them one by one. Friends who want to know more about it can also join the Chengwei family. I am waiting for you at Chengwei!