LGERR Model: How to Refine Community Operations in a Fast-Paced Environment?

Suppose, you are a community operator of an Internet company, your responsibilities and tasks are responsible for community conversion, community maintenance, community course push, user Q&A, etc. However, the company has an average of 5 events a week, and each event takes 3 days to operate before, during, and after the community, which is completely beyond the time range available to you, what will you do?

Suddenly, one day your boss told you that now your community conversion rate is going to increase by another 20% from the original level. Do you have a way to accomplish your goals? In the absence of skills, can some scientific methods be used to improve efficiency and conversion rates?

In fact, this is not a hypothesis, it is what really happens to many Internet companies. Although, I personally do not agree with this rhythm of work, after all, time is the premise of refined operation. However, the reality is naked. Since we can't change the environment, we must find a way to change our mentality; since we can't change the existing relations of production, then we need to use new technologies to increase productivity.

LGERR model

The chaos of community operation is caused by the rapid pace of the company on the surface; in fact, the operation is not clear about job responsibilities, goals, and planning. The LGERR model analyzes through multiple aspects such as user tags (Lable), community peripheral (Group), user education (Education), community transformation (Revenue), community fission (Referral) and other aspects, fundamentally improving everyone's effectiveness and releasing everyone's time.

User tag Lable

Let's say the company notifies you before you leave work that there's going to be an event tomorrow about converting B+ customers into A-level customers, with a conversion rate requirement of 20%. A few keywords: before work, tomorrow, B+ level users, A level users, 20%. Obviously, the time is rushed, the task is heavy, there are clear conversion goals, and the focus is to invite B+ users into the group one by one. How to judge B+ users, how to quickly filter B+ users? Usually, novice operators will filter one by one through chat history or transaction tables, and then invite them to the group all night. Not only is it tiring, but it is also extremely inefficient.

The professional practice is usually to do hierarchical processing at the first time of contact, and distinguish customers through different labels. When companies need to prepare different activities for different users. Invite users to the group with one click according to the tag; remind users to participate in the activity with one click through the group assistant according to the tag. Of course, in addition to user-level labels, user feature labels, and equipment feature labels, if the company has hierarchical operation needs, it also requires operators to do a good job of labeling levels in advance. The flexible operation of the label is that the original hours of operation work are solved in just a few minutes, which is not only efficient, but also less likely to be missed.

Community Peripheral Group

Through the remarks tag, we solved the problem of difficulty in building a group, and then there was the problem around the community. How to design group announcements, how to design group welcome words, how to notify group activities, when are group rules notified, and what should I do if the noise in the group causes chaos? Of course, I've seen more serious things about the group building, which hasn't been changed. After the customer enters the group, he is confused, confused into the group, and angrily withdraws from the group.

The professional practice is usually to use Excel to do a group SOP (Group Process: Standard Of Process), and prepare the available group names, group announcements, group rules, group welcome words, group avatars, group countdown reminders, etc. in advance. This design makes operations more robust and professional. At the same time, it can also realize the multiple reuse of the surrounding data of the group, relieve the time of the operator, and achieve deeper and more professional operation.

User Education

All the preparations are about setting the stage, and the most important moment is the performance on the stage. How to get customers to recognize the company's new products has become the top priority of the entire community. Why is the first content on the social stage user education? Because, no one likes to sell, and no one places an order to buy a product without understanding the company, the product, and the promoter. Therefore, user education should be placed in the first piece of the entire community content.

The content of user education must be based on the perspective of building trust and showing the value of the product, only in this way can we break the local psychology of users and pave the way for the next step of transformation. This is also why we often sigh for those groups that create groups and immediately transform!!!

Community conversion Revenue

So much work has been prepared, so much preparation has been made, just to transform this moment of a thousand guns. However, the same transformation schemes and steps often have a world of different effects, which makes many operators puzzled. This is mainly due to the error in the direction of judging the problem, and many operators pursue the standardization of transformation. In fact, I want to tell you that the core of the transformation lies in the control of the group rhythm. In the same community, the questions answered by users in the group are different, and the rhythm that needs to be controlled needs to be differentiated. Ignoring the feedback of users often causes bad changes in the psychology of user groups, which also causes a great reduction in the conversion effect. Therefore, community conversion you must not only catch the user's eyeballs, but also grab the user's heart, more importantly, control the community rhythm according to local conditions, and control the community rhythm with a clear goal.

In addition to controlling the rhythm of the community, we also need to learn to create a sense of urgency and solve the worries of our customers.

Creating a sense of urgency is usually carried out through promotions and gift activities. For example, you can get a 200 yuan coupon for placing an order on the same day, limited to 100 places. If you add the control of the community rhythm, through the form of ordering screenshots, the sense of urgency can be described as a clever use. Every time there is a screenshot of an order, it means that the number of places is reduced, and it also means that the probability of potential users missing out on opportunities is one level higher.

Customers do not place orders, there is another very important reason: worry about product quality is not good. If the operator can solve the user's worries in the idea of designing the transformation, the conversion effect can be imagined. For some good solutions to worries, we can discuss them in the comments section.

Referral

The most important reason why the Internet can grow wildly is that it is easier to fission than any industry. If the community people hope for 10 times or 100 times the number of users, they have to use the big trick of community fission. Earlier we saw the growth of the three-stage rocket model: S=m*β*2ⁿ. The three most critical factors for knowing growth operations are the user base, conversion rate, and fission layers.

Author: Zhong Jiazhen Former senior consultant of enterprise management, head of online education growth operation.