Give you a complete set of community operation solutions

The value of WeChat groups, QQ groups, and Zhanghi groups has been underestimated by many people. Youshu, a large self-media account valued at tens of millions, has developed through hundreds of thousands of social groups. You can earn millions a year just from the community.

1. Why do we need to develop a community operation plan?

1. Community operation is the simplest, lowest cost and most efficient way for brands to communicate with users.

2. For new users, instead of communicating directly with the official, it is better to consult in the official community first, as the psychological threshold is low.

3. The threshold for joining the community is low, and combined with community operation tools, it can easily achieve fission propagation and acquire a large number of fans in a short period of time.

4. As a self-built traffic pool, a herd effect is likely to occur within the community, especially when a large number of people participate in the activity under the leadership of a small account.

5. You can search for user topics through the community, build a brand atmosphere through community interaction, and cultivate loyal fans.

2. What is the core of community operation?

Now many companies are establishing their own operation communities, but many operators will complain: Why did the operation community I worked so hard to establish eventually become a "dead group" with no one talking, or it became an advertising group, not to mention improving the conversion rate of products through the operation community.

Xiaomi is the most influential company in China that started out by operating a community. According to Xiaomi’s own analysis, the core of operating a community lies in two points: value and participation.

1. The value of operating a community

Whether it is content marketing, social marketing or event marketing, value comes first. It’s just that different core values ​​are reflected in different ways.

The core value of the community for users is: efficient communication and user interactive discussion.

For operators, in addition to the daily release of relevant information, event announcements, and new product releases, it is obviously not cost-effective if operators have to respond to every question in the community, and there is a shortage of manpower. However, in the early stages of community operation, users can be guided to receive rewards. This brings us to the second point.

2. Sense of participation brought by community operation

When all products change from "other people's" to "mine", the products become invincible, and even children know that they will desperately protect what they own. How to turn a product from "someone else's" into "mine"? Participation is the core.

During the process of user participation in operations, if everyone's opinions can be fully respected, users will feel more friendly and interesting. "I watched this product grow." This sense of belonging will make users promote it spontaneously. Although the core of operations must be top-down, it is very important to make users feel involved.

2. Community Operation Plan

1. Community operation positioning

Before building a community, you need to understand what the original intention of building a community is? What value does it have for users and for enterprises? Only with a clear positioning can we establish clear discussion topics and provide guarantee for subsequent operations.

At the same time, community operators must pay attention to the spread of negative news, as panic is very easy to occur within the group. If your product has a bad reputation, avoid building a community.

2. Community operation rules

There is no order without rules. After new members join, we will actively push community rules. Warnings, prompts, kicks, etc.

3. Activity

In addition to daily discussions, users can also increase their activity by publishing daily information, taking the lead in initiating hot topics and social topics, organizing sharing activities, issuing red envelope rewards, etc.

4. The dissemination effect of community operation content

Text > Picture > Video > Voice > H5 link > Article link > File > Network disk link.

5. Core figures in community operations

There must be a soul figure in the community who is recognized by the majority.

6. Big names stand on the platform

You can find some big names to stand up for your community, thereby enhancing the overall value of the community and the sense of gain of group members.

3. How to attract traffic to the operation community

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

2. Find an operating community with the same customer base and add it via private message.

3. Self-media traffic: exposure through software, such as Toutiao, Dayu, etc.

That’s all for today’s sharing. I hope it will be helpful to you. Thank you for reading.

Author: Xu Jiao

Source: Jianshu