As a community operator in an educational and training institution for several years, I am really getting more and more distressed now. Because my main job is to attract new students and promote transformation, I will build various learning interest groups through activities every time.
In the beginning, everyone was very active in their interaction and would discuss various issues, but in order to further increase the activity of the group and increase the number of people in the group, I will send some small gifts or red envelopes from time to time to encourage everyone to share and forward.
The problem is, although there are indeed more people in the group, but the activity of the group has disappeared, and even before some transformation actions have been done, these groups have become dead groups with no one to speak. Later, no matter how much I send red envelopes to promote life, everyone will have no other interaction except sending emoji when grabbing red envelopes.
In this case, can I only increase the conversion rate by constantly building groups? I can understand this kind of situation you mentioned. I usually add a lot of groups myself, but as you said, more than 80% of them are dead groups that have been active for two days and then basically have no news.
For users, it doesn’t matter if a group dies, but for the operators of the community, each group is their own hard work, and it will be painful for a long time to die.
But the reality is so cruel.
After a fission activity was done by a small partner in the community, he happily told me: Sister C, I created more than 50 learning interest groups in this activity, and I pulled 1 at the beginning. More than 10,000 people came in. Later, I brought in nearly 10,000 people by giving out red envelopes and small gifts, and more than 20,000 people. It was a great sense of achievement.
But within two days, he came to me and cried: Sister C, I created more than 50 groups, more than 90% of the groups, basically no one spoke, and even the red envelopes could not be activated.
To be honest, this situation is very common now. The community operation has been exhausted for many days, and a wave of groups has been created. As a result, all of them became dead groups in less than two days, and the rest are all a bunch of advertisements. The screen is still holding on, which is really annoying. The strange thing is that when many groups were first established, everyone was actually quite active, but when they started giving out red envelopes and small gifts to promote their lives, they became inactive?
1. Motivation and behavior
In fact, this phenomenon is often seen not only in community operations, but also in other things.
For example, a 10-year-old child wants to learn to draw because of his interest. After you provide him with tools, he will learn very actively and attentively. But when you say to him, "You learn this painting today, I'll give you 10 yuan." "You learn that painting tomorrow, and I'll give you another 10 yuan."
At the beginning, the child was very active in learning for the 10 yuan, but after a period of time, he would feel very boring and gradually lose the motivation to study. Why does this happen?
In fact, people's motivations change, which leads to changes in behavior. For example, sense of accomplishment, curiosity, interest, and pride country email list are our intrinsic motivations. If we do something because of intrinsic motivation, we will persist for a relatively long time.
And money, points, positions, etc., these are our external motivations. If we do something for the sake of external motivation, we will soon lose the motivation to do it because of the change of external motivation. .
Why do I not advocate the use of red envelopes for group promotion?
When operating the group, users originally entered the group because of their interest, so they were very active in speaking and asking questions.