Practical Manual丨8 Keywords for Community Operation

With the popularity of private domain traffic this year, the popularity of the term " community operation " has also risen. For brands, the community is an excellent platform for developing and maintaining high-quality traffic, and operations play a vital role in this. Only with good operations can we tap into more valuable inventory in today's era of scarce traffic. So, what are the key points of community operations in actual combat? We summarized eight key words.

1. Planning

If you plan ahead, you will succeed; if you don't, you will fail. Before building a community, you must have a clear plan, including which type of customers you are targeting, what are the customer attributes, what topics customers are interested in, how to interact in the community, how to retain customers, how to maintain stickiness, how to convert, how to split, etc. These are all points that need to be thought about and planned. Building a community without prior planning will be a futile effort.

Just imagine, if a community is built, but no one in the group initiates common topics, and instead everyone is just chatting in a mess, using emojis, sending advertising links, and the chat is filled with worthless spam. Then the value of this community will plummet, and as the interest of group members cools, it will become a lifeless "dead group."

Therefore, a very important point in community planning is to plan corresponding interactive topics after understanding the user portraits of the group members, and to activate those lurking users by initiating, throwing out and guiding them through group administrators, so as to get them involved, create a lively, active and interesting atmosphere within the group, and form recognition and a sense of belonging among group users through resonant responses. This is the power of community topic planning. It is necessary to integrate your own brand into the topic through packaging, and be good at discovering and creating fresh, creative, funny and participatory topics.

At the same time, in order to maintain the health and sustainability of the group ecology, it is necessary to plan reasonable group rules. The role of group rules is to supervise and restrain group members. A community without group rules will only be blocked or even withdrawn by the majority due to the disruption and destruction of a few people. Generally speaking, group rules will prohibit group members from sending random advertisements, external links, and QR codes. If they do, they will need to issue red envelopes of corresponding amounts to compensate group members. In addition, in principle, the group is not allowed to talk about topics unrelated to the group's attributes, and is prohibited from posting sensitive topics such as pornography, gambling, drugs, and politics. It is not allowed to swipe the screen, quarrel, or spread negative energy. It is prohibited to harass group members without reason. If there is any violation, the group will be given a plane ticket directly.

In addition, some groups will require group members to authenticate their real names, such as modifying the notes according to the format of "company-position-nickname", so that group members can get to know each other, chat with each other, and promote the atmosphere within the group. In addition to the group owner, there are usually three administrators in the group to supervise the behavior of group members and prevent them from destroying the good ecology of the community.

2. Preserve powder

The first step after building a community is to retain fans. Only by retaining this group of original users can we discuss other follow-up operations. As a creator, you have to think about a question - why are these users willing to stay in the group? Is it because you can grab a huge red envelope worth a few cents? Can I save funny emoticons for free? Can I watch various soft-text advertisements for free?

Of course not, because the community has value. Only when you have visible value will users be willing to endure the information interference within the group and stay in the group for a long time. For example, in the communities of various clothing online stores, you can get various coupons, new product recommendations, new product trials and other benefits. In the communities of industry big Vs, you can expand your industry resources and connections. In the logical thinking group, you can learn different ideas and initiate exchanges of views, which is conducive to self-improvement. People will still pursue things that are valuable to them. If the group has value, then the community has a basis for survival. At the same time, based on the improvement of interest value, the vitality of the community will become stronger.

Therefore, as an operator, you must take the initiative to give the community relevant value attributes, combine your own products and brand tone, and provide all group members with exclusive benefits, self-improvement channels, opinion sharing, value recognition, industry exchange platforms and other "benefits". Otherwise, everyone has their own social circle, so why do they have to chat and gossip in your group? It must be because this group has tangible "value".

3. Viscosity

After doing a good job of retention, it is time to start activating the community atmosphere, that is, to maintain the stickiness of group members. In the daily operation and maintenance of the group, we should often bring group members to share topics that everyone is interested in, and build group culture and group values ​​on this basis. With the accumulation of time, we can continuously gain recognition and form a "circle" of mutual familiarity. Although everyone may not have met in real life, they continue to share views, exchange ideas, recognize each other, and become familiar with each other in the online community. In this process, not only do individuals grow and improve, but they also form a high degree of stickiness in the closed loop of group culture.

4. Conversion

When building a community, at which stage can we start to make conversions? How to make conversion? How to improve conversion? These are issues that make operators more anxious. The author believes that transformation is a natural process. The previous operations and maintenance are all laying the groundwork. When it reaches a certain stage, the transformation can naturally begin. How do we define this stage? There are two aspects that are essential.

First, a certain level of product awareness must be accumulated. Only when the product has been promoted in the community and users are familiar with it, can it be possible to promote it. For a new product, no one knows whether it is reliable, and no one knows its selling points or functionality. Therefore, even if the KOL shouts at the top of his lungs, it may not work. Another aspect is to accumulate trust endorsement. In addition to the group owner, other active group members must also become leader-like "KOCs". It is important to have a certain degree of popularity and trust within the group. Therefore, when the product promotion begins, it starts with the group owner and gradually spreads to the KOC. Through personal and simple evaluations, a real, objective and effective product experience can be formed, which can increase sales power. Therefore, once product awareness and trust endorsement are built, conversion is no longer a problem.

5. Temperature

Community operation is actually about establishing a certain emotional magnetic link, and then maintaining it with value, thus forming a stable ecology. And establishing emotional connections within the group can make the group warmer. It is not just a one-sided output of opinions to group members, but a highly resonant two-way communication. I agree with you, you agree with me. In a harmonious, pleasant, interesting and active atmosphere, everyone can participate and integrate into it, instead of being stage fright and silent. A warm community has higher stickiness because it has formed a relatively solid social circle and has created the possibility of moving offline.

6. Online + Offline

A community should not only have topics, but also activities. The initial activities will definitely focus on online. In the later stage, when the group members know each other well and have an emotional foundation, they can start to move offline. The community is a value portal. People build relationships through online communities and meet friends worth making, who may be in the same industry, have the same hobbies, or have similar life philosophies. They can expand their social circles and not only be exposed to different fields, but also absorb different perspectives and even give rise to cooperation.

For a community with huge energy, it is inevitable to move offline. Through the organization of group members, everyone gathers offline and carries out various activities to help the community radiate new vitality and upgrade. Another point of offline activities is that they can help communities monetize their connections. At the same time, when brands organize offline community activities, they can try to plan the activities with an Internet mindset, which may have better results.

VII. IP

After a community has survived the retention period, it should start to consider fission, and IP is the best means of fission. The growth of the community depends on old members to bring in fresh blood. Based on value identification and interest inducement, the former can attract accurate, high-quality new members, while the members brought in by the latter are prone to be mixed with low-quality traffic. However, relying on IP can actively absorb more accurate traffic and allow more interested friends to join the big family of the community. Of course, the premise is that the community has helped many people achieve self-improvement through appropriate value output, and has formed an IP and gained a certain reputation in the industry.

For example, the Weibo celebrity “Almighty Big Bear” has established an IP for the community “Big Bear Club” in the field of micro-marketing. With an entry threshold of nearly 2,000 yuan, it has nearly 10,000 paid members, and many members of the group have spontaneously become promoters of the group to share their experiences of how the group helped them to counterattack. This is an example of the effective output of community values.

8. Silence

Community operation and maintenance does not mean always outputting high-density information. You also need to exercise restraint and learn to remain silent. An active community is certainly a good thing, but we also need to recognize the fact that in addition to sharing, there are also some people who are accustomed to keeping silent and rarely express their own opinions. Instead, they filter and absorb the information in the community. Therefore, operators do not have to rack their brains to arouse the sense of participation of each group member. The number of active people in the group is generally fixed, which is equivalent to those who are willing to stand on the stage to express themselves, while the others are the audience. Although they may occasionally take the microphone and say a few words, it is difficult for them to maintain a high level of activity all the time.

Sharing is an effective mechanism. The process of sharing actually helps digestion and deepens understanding, but you must also exercise restraint. It is also necessary to remain silent in the group during other time periods. Do not take up too much free time of group members, and do not generate information junk, so that the community becomes a platform with a high proportion of effective information. However, excessive pursuit of activity will only put the cart before the horse.

Having said so much, the essence of an excellent community still lies in the refined operation of users. You need to think from the user's perspective and think about what valuable things you can bring to the user, such as industry knowledge, exchange of ideas, discounts, etc. Only by knowing the advantages of your own community can you make it bigger and stronger, and eventually form an IP, allowing community members to actively help you attract new members. At that stage, there will be no shortage of traffic or conversions, which is what brands are most happy to see.

Author: Tenant 404

Source: PR Home