There are more and more WeChat groups. How to operate WeChat group so that users can not block messages?

Text /XIII

I saw an old problem of 20 15 on PMCAFF the other day: there are more and more WeChat groups. How to operate WeChat group so that users can not block messages?

I didn't think about it. About 2 seconds later, I typed my answer-no matter how you run it, you can't stop your users from blocking group messages.

Later, I thought about it and found that I showed a strong subjective consciousness, which was too arbitrary.

Because I am used to expressing myself in the scene, and I am preconceived. So far, I haven't seen that group that allows users to completely block group messages, at least my own WeChat group is like this. So I arbitrarily think that no group can make all group members open the group news.

In fact, I still want to believe that having such a high-quality group can provide users with a good communication platform, provide users with what they want as much as possible every day, improve their sense of participation, and make users feel that they can get "value" and "sense of belonging" here.

I read my friends' answers on PMCAFF. The key words are "positioning", "value", "red envelope", "offline activities", "rules", "access threshold" and "no advertising". Some answers even spilled thousands of words. But I didn't look closely. I just felt bored and hurt, and it seemed reasonable. Below I briefly extract a few short answers for your reference. You can enter PMCAFF if you are interested. "There are more and more WeChat groups. How to operate the WeChat group so that users do not block messages? " Check the original text of the question (read the original text at the end of the article and go to PMCAFF to check the original question)

@longge009:

@Bonney:

First there is news, at least there are people who produce. The premise is that the news is not an advertisement, not an expression screen, not a group-independent speech.

@ People in the village:

The essence of the question is: Why do people stay in your group? There are no "valuable" groups, and there are no groups that are useless to group members. I believe no one wants to stay in it. Ps: A lot of chat records occupy a lot of cache.

What kind of group does what kind of things, even if the bragging group is bragging, everyone will stay in it. The most important thing is that your team did the right thing.

Some friends' answers seem reasonable. I wanted to extract it for your reference, but there are too many words to move here.

Although I think what these friends said is quite reasonable, it just "seems quite reasonable."

Actually, I think their answer is beside the point and wrong. The topic corresponding to most answers should be "There are more and more WeChat groups. How to operate the WeChat group to retain your users and keep them active? "

In view of this problem, let me briefly say my opinion as a suggestion. Please advise us on the shortcomings.

First, to build a WeChat group, we must first do a good job of "community positioning". Community is also a product. In fact, like product positioning, it determines what kind of group your group is and who the target users are.

Second, you need to find out why you brought these people together and why this group of people is willing to be dragged in by you. Literally speaking, it is based on what kind of vision.

Third, well, now that we are in the same group, in order to realize this vision, we need to do something to finally realize it satisfactorily.

Fourth, in order to keep users in the group, what kind of measures and strategies do you need to take and what kind of operation mode do you adopt? For example, make reasonable group rules, because it is impossible to make Fiona Fang without rules.

Fifth, whether you are a free group based on friendship and interest or a user exchange group based on commercial operation, you should understand what value this group can bring to users, that is, give users a reason to stay-why should I stay in this group?

Li Jiaoshou mentioned in the previous article that in the process of community creation, our key should be to "build a group in people's minds, instead of using WeChat as a tool to pull a group of people in".

So, how do you build a WeChat group in your mind?

A loose community of "exchanging red envelopes", a community remembered by group friends from 0, often lags behind these designs:

1/ Clear mission-why are we together; 2/ design ceremony-how do we achieve our goals; 3/ Provide feedback-how far away from the target;

In fact, it is similar to what I said above, but his statement is more concise and clear. Relatively speaking, I prefer his statement. I suggest you directly refer to Professor Li's point of view.

We say that product positioning is very important because it will determine the tonality of your product. Any product must identify the target users, and so must community operations. For example, in a product design group, you can't pull all kinds of people from sales, marketing, technology, marketing and promotion into this group without screening. Of course, these people can also join in based on personal interests. However, in the early stage of building a group, it is necessary to be well positioned and attractive, and the seed users must be design-related people. Of course, it is also an effective way to control the number and quality of group members by setting the threshold for joining the group during the operation.

Most of us definitely don't want to be in the WeChat group when we build it. We just chew melon seeds and brag every day. So set a common goal-discuss the interview together, find job interview opportunities, or learn how to use tools and software?

So how can we become an adult job seeker? We may need to talk about the problems encountered in the interview process, see what kind of questions HR usually asks ourselves, then exchange and discuss, reflect and summarize how to answer the general questions of HR, and slowly seek progress. In addition, for how to quickly master the use of tools and software, you may need to learn some videos, practice more, be familiar with basic operations, and communicate with each other in the group when you encounter problems you don't understand.

In any case, we should talk about a "focus issue" and a "core goal", and try to talk less about topics that have nothing to do with our ideas when we set up this group, which will delay our time.

In order to keep users in the group, we need to take some effective measures. For example, if you set up a campus recruitment group, you may need to do the following:

First, as mentioned above, it is necessary to formulate reasonable and easy-to-follow rules. For example, the most basic group business card is changed to "identity confirmation", so that the group owner can have a basic understanding of you and know who you are, where you are and what you do.

Second, update the job information of major enterprises in real time, the enterprise side of the recent campus job fair, which schools and when; At the same time, tell the students that they can start to contact (hook up) seniors and sisters.

Third, provide students with some resume templates for reference and tell them how to prepare for interviews and job hunting.

Fourth, invite some industry seniors or brothers and sisters to hold online job-hunting lectures for students and organize offline experience sharing meetings;

Fifth, you may be very busy and need to recruit some friends to help you manage this WeChat group ... and so on.

Having said that, we need to make it clear that "letting users stay and not blocking the group and keeping the group every day and forcing you are two different concepts."

A quality group provides what I like every day, and there are many beautiful women to talk to. Even though I often send out red envelopes, I don't pay enough attention to the dynamics of this group when I open the group news. It's simple. Everyone is busy. Don't say that.

Wechat is a social APP with high frequency of use and strong demand. Almost everyone spends a lot of time connecting with WeChat every day. But not everyone is chatting when they use WeChat, and they may be reading articles on the official WeChat account. If the group news is not blocked, I am reading the article well, and then the group news rings impudently. Out of people's basic curiosity-what happened in the group and why it always rang, I quit to check the news in the group. It turned out that the same person was frequently posting words, which would make people very angry and seriously interfere with their reading process.

Moreover, many people open WeChat on the PC side when they go to work every day, and their work is already very busy (excluding students who are dissatisfied with their work and have more chat time). If the mass message keeps ringing, even if you can refrain from talking in it, can you refrain from watching the flashing WeChat icon and not destroy little red dot? Whether you can do it or not, I can't.

This situation is so disturbing that people can't concentrate on their work at all. So, speaking of which, I want to give you a suggestion. Except for those students who rely heavily on WeChat to communicate with team members at work, try not to open WeChat on the PC side at work, otherwise it will really affect work efficiency. Of course, self-control is still quite strong, and students who don't chat on WeChat consciously ignore what I said.

I always believe that whether it is the interest exchange group, the family relatives and friends group, the dry goods group in the industry, or the blind force group, some rules need to be established. There are no rules, Fiona Fang. If someone talks in a group at any time every day, I will definitely block it, and even choose to leave when I feel that this group is useless to me and seriously interferes with my work or life. Specific rules should be formulated according to the league system, and there is no universal rule. Because people in each group have different personalities, industries and interests, the gameplay is naturally different.

Having said that, you may find that what I said is not the same as the original question. The question I am talking about is actually, "There are more and more WeChat groups. How to operate WeChat group to keep your users and keep them active? 」

Because although I admit at the beginning of the article that my statement in PMCAFF is too arbitrary, I still think that no matter what you do, you can't let users not block group messages.

Senior Xu Zhibin, the author of Social Dividend, said a point:

1, as long as the group you want to operate is almost blocked by a large number of users, 10% interaction is good;

2. Only one group is active and does not block messages: a small group;

The so-called small group is about 20 people. It rarely exceeds this number.

4, you see small group members, strong relationships, classmates, colleagues, friends. "

Community operation presents a result. Everyone wants to join a big group and everyone is only active in a small group.

Therefore, to be active, one is a small group, and the other is to "consume people's time happily and let people consume each other's time happily."

In view of this view of xu teacher, I thought for a moment in combination with my own situation and had the following ideas:

1/ I believe that almost all groups will be blocked by most users, and I think the interaction rate of 10% is similar.

2/ There may be only one group that does not block messages, and it is a group, but the group that does not block messages is not necessarily active. For me, even a small group, if it is too active, I will block it.

3/ Small groups are based on strong social relationships. The existence of this group has not established a new community, but only made contact more convenient through WeChat. Even without the WeChat group, their relationship still exists and will not break down.

4/ I don't agree with the statement that "everyone wants to join a large group, and everyone is only active in a small group".

Because from my observation, it seems that not everyone likes to join large groups, and not everyone is only active in small groups. Whether you can join a large group depends on your "personal needs". What do you want to join the group for, such as making more friends in the industry, deepening exchanges and improving yourself. Then if you don't have such a demand, and feel that the large group is inactive and there is no dry goods, those people are pushing you all day, which is of no value to you, then you probably don't want to join the large group. In addition, some people in my own WeChat group are very active and speak enthusiastically every day. Of course, I may be suspected of entering a dead end when I say this.

I have joined some groups myself, ranging from a dozen to 500 people. Whether it is a large group or a small group, I will choose to block when I join the group. But blocking doesn't mean I don't watch the news, and it doesn't mean I don't speak and take the initiative. The fact is that large groups don't talk for days, while small groups are active every day, or vice versa.

The small groups I joined were mainly my friends and classmates who worked hard in Shenzhen when I was in college and high school. We put them in a group, chat occasionally when we are free, or make an appointment to come out to play. Large groups are mainly some industry exchange groups, and my own opening rate is not high. I occasionally open it to see what everyone is talking about and make comments occasionally. The product design group with the highest opening rate every day can really be said to be the best group in all my groups. I think it can be done for the following reasons, but not limited to:

First, the group owner is a Tmall interactive designer, with his own aura, and he is excellent and modest, willing to share and help others.

Second, the friendly portraits in the group are all awesome. Many of them come from first-and second-tier manufacturers such as BAT, Microsoft, Huawei, Netease and JD.COM, and they have a strong spirit of brainstorming, sharing and mutual assistance. (Of course I belong to a line other than 1000)

Third, group owners provide a relatively relaxed and peaceful communication platform for everyone. Although most of them are designers, as long as they are related to the Internet, they can basically speak freely.

Fourth, some simple and reasonable group rules have been formulated, and everyone consciously abides by them. For example, it is forbidden to send small red envelopes below 200 yuan, throw advertising links and voting links, try not to queue up and send emoticons frequently.

However, although the group rules are written in this way, it does not actually mean enforcement. If you send it, you will not be kicked out of the group or other penalties, and you will be reminded in good faith. But everyone basically consciously abides by the group rules, and there are few meaningless topics or violations of the above group rules.

All right. Let's just say so much.

To sum up, my conclusion is that no matter what you do, you can't keep users from blocking group messages.

Above.

This article ends.

The road traveled, the story heard.

Books read, words written

Just so that one day I can tell you.

Feel a little useful, please share.

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About the author

Qing Zong Wei

A savage product dog.