The basic elements of a community operation plan!

In the workplace, we often need to write "plans", and of course, community operations are no exception. A good community operation plan requires a lot of research and preparation in the early stages, and even more so, it needs to be implemented in detail after it is finalized. Only through continuous optimization, improvement, and review can the established goals be achieved. So, what are the basic elements of a community operation plan?

1. The purpose of building a community

Why do we need to build a community? I believe that most companies or individuals operate communities for the purpose of conversion, yes, conversion and monetization. But we can write something more specific, such as "In order to attract fans, traffic and other indicators for the "XXX" WeChat public account, cultivate the first batch of seed users, the foundation of fission, and prepare for future monetization."

2. Positioning of the community

The positioning of a community does not need to be diversified. It is necessary to determine a positioning based on its own product features or selling points, what value it has to users, and what value it has to the enterprise. Only with a clear positioning can a clear discussion topic be determined.

For example, if you are a postgraduate entrance examination training institution, you can build it according to different positioning such as postgraduate entrance examination subjects, postgraduate entrance examination institutions, and postgraduate entrance examination majors;

For example, a company that sells online operations courses can build them separately according to different operations directions, such as content, products, data, video, e-commerce, activities, new media, channels, etc.

3. Formulation of Community Rules

There is no order without rules. A community is equivalent to a small group. Within this group, there should be some rules to regulate the behavior of group members. For example, please change your name card when joining the group, ban spam, and remove those who post advertisements from the group.

1. Set a welcome message: When group members join the group, inform them of the group's positioning and the value they will gain;

2. Formulate group rules: When group members join the group, they will be informed of the basic rules of the group and reminded to abide by them;

3. Monitor the dynamics within the group: When group members post bad information or try to poach people in the group, clean them up immediately;

4. Determination of core members of the community

1. There must be a soul figure in the community who is recognized by the majority. This person's main role is not to be active in the group and he does not necessarily speak much, but he can come to the rescue at critical moments.

2. Have a few of our people lurk in the group, responsible for creating a good atmosphere, providing useful information, and being on-site, etc., to avoid embarrassment for users due to a dull atmosphere or unanswered questions;

3. Identify the members of the observation group and warn or remove them immediately if anyone is found to be posting advertisements;

5. Community Content Preparation

It is best to prepare community content after research and discussion, and the more comprehensive the better. Regarding community content, we can start from the following aspects:

1. Determine the selling points of your products

2. Determine target user needs and pain points

3. Determine the target user profile

4. Determine the active channels of target users and determine the promotion methods

5. Organize group sharing information

6. Prepare discussion points for brainstorming related issues

7. Find open topics to discuss

After determining the main content of community promotion, you can then prepare materials for different promotion channels, mainly including:

1. Text

2. Pictures

3. Video

4. Voice

5. H5 Links

6. Article links

7. Data files

8. Network disk link

6. Community promotion started

1. Make promotional posters and publish them in communities, forums, and bulletin boards where users gather, such as Zhihu, Jianshu, and Douban. The QR code can be set as a live code to avoid the problem of QR code expiration. It can also be promoted offline.

2. Find the operating community of your competitors and add them via private message.

3. Self-media traffic generation: Exposure through soft-text marketing, such as Toutiao, Dayu, Sohu, WeChat, etc.

4. Invite a group of seed users. They can be friends who can help you warm up the audience, or they can be KOLs in the field. They can not only endorse you, but also promote your products in the early stages to avoid a dull atmosphere.

Author: Xiao Ni

Source: Xiaoni (haoxiaoni1520)