New Ideas for Community Operations: Key Strategies to Improve User Conversion

In the early stages of community building, the operation team often invests a lot of resources to develop channels and attract users. However, even if the channel traffic is sufficient, the community activity level and product usage rate may not necessarily increase. This phenomenon is akin to trying to carry water with a bamboo basket; no matter how much water flows, if the gaps in the basket are too large, it is difficult to retain the water. So, how can we effectively "narrow the gaps" and improve user retention rates?

To solve this problem, it is necessary to clarify its root cause first.

Reasons Community Users Find It Difficult to Convert

Despite the continuous growth in the number of community members on social platforms, why has the number of actual users of the product not changed much?

Social accounts are disconnected from blockchain addresses.

Currently, most community members' social accounts do not have a corresponding relationship with their blockchain addresses. This makes it difficult for operators to match active community accounts with active on-chain addresses.

The efforts of the operations team are mainly focused on social platforms, such as member growth and daily activity improvement. However, the actual reliance on the activity of blockchain addresses by users has not received enough attention.

lacks a long-term incentive mechanism

Community operation is a long-term job. In the initial stage, it is necessary to expand channels and scale, while in the growth stage, attention should be paid to the quality of members, enhancing participation and value contribution. However, due to limited resources, many community activities are time-sensitive and it is difficult to continuously motivate users.

low degree of automation

Many blockchain project teams are relatively small and face resource shortages. Community operations mainly rely on manual efforts, resulting in a backlog of repetitive tasks. The operational staff's energy is overly focused on attracting traffic and answering questions, making it difficult to concentrate on user conversion.

Market Trends: Built-in Community and Long-term Incentives

Built-in Community

Users are active on social platforms using social accounts, while in the blockchain ecosystem, they use on-chain addresses. Currently, most communities are still centered around third-party platforms, requiring users to perform multiple steps to experience the product; each additional step increases the risk of losing a portion of users.

Some large projects have realized this issue and have started to build communities on their official websites. This allows users to directly participate in the community through on-chain addresses, improving conversion efficiency.

However, building an integrated community on the official website requires a significant investment of resources, which is not an easy task for most startup teams. Fortunately, there are already some mature solutions available in the market, such as a certain community platform that provides various task templates and custom domain management features, which can help projects quickly establish an integrated community.

Long-term Incentive Mechanism

In addition to the built-in community, a long-lasting incentive mechanism is also very important. For projects that have not issued tokens, the Token Generation Event (TGE) is a common strategy that can guide user behavior by leveraging airdrop expectations. To reduce attrition during the waiting period, a points tier system can be introduced to provide timely feedback on users' effective actions.

A certain Layer 2 project has adopted the TGE + points approach, linking actions such as staking and invitations with points, and establishing a leaderboard to incentivize user participation.

For existing token projects, a dual-token model can be considered. The issued token serves as a certificate of rights, while the new points serve as functional tokens linked to community participation. A redemption mechanism can connect the two, bringing new vitality to the community.

Conclusion

In a bull market environment, user attention is a scarce resource. If new users cannot experience the product in a timely manner, no amount of customer acquisition investment will be effective. Shifting the operational focus to the user's on-chain address, rather than social accounts, can fundamentally improve the conversion rate. In the face of limited resources, effectively using tools can help the team achieve goals more efficiently.