Community operation: 12 basic skills and 9 tips

Everyone has WeChat, but do you know the 12 basic skills of WeChat operation? At the Fan Research Institute this Wednesday, Mr. Niu Enkun gave us a detailed account of the 12 basic skills of WeChat, the operation process, and some of his suggestions.

1. 12 basic skills

The first basic skill - retaining fans.

Protecting fans means protecting fans. In order to retain fans, we should not post disguised advertisements, third-hand excerpts, health tips, etc., nor should we forward without annotations, or post expressions that others cannot understand, or excessive moaning and chicken soup-like content.

We need to provide something high-end, something positive, so that users will actively like it.

The second basic skill is stickiness. If we can increase stickiness, our status will skyrocket.

WeChat has two principles. From the perspective of attention, it is "watching", which has four main forms: 1. Voyeurism, everyone has a voyeuristic mentality; 2. A roundabout way, posting something fascinating; 3. Touching, something that can touch the heart; 4. Practicality.

From the perspective of attracting attention, we must post things that are easy to see. There are four aspects: 1. Cuteness, such as children's things, etc.; 2. Clickbait titles; 3. Magnetic images, which make people feel very good after seeing them. 4. High-end, some high-end things.

What should we do specifically? There are 7 shells:

1. content. Content should be produced in advance, especially important content. Our WeChat should be unexpected, simple, warm, authentic, trustworthy, and engaging. This is the core content of WeChat operation.
2. Flare. For example, if we want to hold an event, we need to make some eye-catching trailers in the early stages as a prelude.
3. Depth chain. The depth chain refers to the continuous progression, prelude and foreplay. It is best to have deep ones that can be used throughout the year.
4. Like chain. In other words, praise can increase stickiness, but don’t be too explicit, and your comments on others must be just right.
5. bullet. Bullets are specific events, content, posts, jokes, pictures or videos that trigger chain reactions.
6. glue. That is to say, it captures people's hearts, turns those who divers into those who spit bubbles, and those who watch into those who participate.
7. Lubricant. Resolve internal conflicts and discordant content and posts. For example, if two people in a group have an argument, how can we use content to resolve it?

The third basic skill - style. High quality is the first priority for WeChat content. The quality is not only good, but also highly unexpected, and has the ability to be spread twice or multiple times.

There are several criteria for testing the quality: 1. Hot period, we need to create an active time period during this period; 2. Comments are a must. For example, you must reply to other people's comments and inspire others to forward them. This is the standard for testing your level of coolness.

The fourth basic skill is temperature. Without warmth, there are no fans. Without fans, there is nothing.

There are four sources of warmth: first, our care for our fans, which means concern and love; second, we must be sincere to our fans, not hypocritical; third, authenticity, which is the greatest skill that can bring us closer to our fans; fourth, to create warmth, we must humble ourselves and be modest.

The fifth basic skill: brightness. Brightness means content that has hot spots, common concerns, resonance, and high moral power.

For example, the vaccine incident, the Hongmao medicinal wine incident, etc., are all bright events and have resonated with netizens. If we cleverly use such content at this time, we can make WeChat or WeChat groups very bright and full of justice.

Where does the brightness come from? There are 3 aspects:

1. Feedback on major events. For example, some people use blockchain to deceive others. If we give feedback on such things on WeChat and in WeChat groups, it may appear brighter.

2. Feedback on popular events. Some time ago, NBA was a hot topic. If we can leverage that, it could also have a very good effect.

3. Public resonance and sympathy. What we do must be social. Community does not only refer to WeChat groups. WeChat groups must also contain content with social significance, which must be public and able to resonate with people. You can take a look at the book "Cognitive Surplus", which talks about social content, even some public welfare content.

The sixth basic skill: content.

Anything that can provide substantial help to users is called content. One principle is no sales or advertising.

What kind of content can attract the attention of friends or fans? There are 4 points:

1. Conflicting information. For example, in the liquor industry, the price of Moutai has been rising wildly. If any product company comes out and says that we insist on not raising prices, this would be against Moutai. This kind of content can arouse everyone's resonance, emotions or attention.
2. Produce public opinion. When we do communication, it is not about spreading product selling points or brands, but about guiding public opinion. Therefore, the content we produce must be opinion-provoking and able to attract everyone's attention.
3. Inspire participation and arouse everyone's sense of involvement.
4. Concept implantation. If everyone has a concept of our content, it will be very easy to remember. For example, Harbin Pharmaceutical Factory No. 6 has an advertisement: blue bottle, delicious. Very easy to remember, that's the power of the concept.

The 7th basic skill - operation and maintenance.

There are two points here: one is to improve the operational dimension, and the other is operational maintenance.

In terms of operations, I have two suggestions: 1. There must be an operations structure. For example, when we were doing WeChat groups before, we had command groups, ammunition depots, branches, groups, and so on. 2. There must be dedicated people to maintain it. For example, who will be in charge and who will be the administrator? If there is no full-time administrator, it will be like a morgue and meaningless.

The 8th basic skill—directing. The director is the soul of WeChat operation. WeChat group operation is a director leading two waiters, accompanied by countless group members or fans, to perform a warm and stylish show.

There are three elements in the content we direct: 1. It must have ideas and soul; 2. It must have a core and main content; 3. It must have performance and rhythm. In the WeChat group, we are more focused on interpreting and expressing the products through users rather than promoting the products.

The 9th basic skill - nuclear weapons. In other words, we must have nuclear weapons. As long as we have nuclear weapons, no matter how dumb a person is, he will not fail.

I have summarized three attributes of WeChat’s nuclear weapons:

1. Try not to give competitors the opportunity to sell goods;
2. We should make sure that customers only recognize ourselves;
3. It must have a strong and irresistible stickiness, or attraction.

There are 3 nuclear weapons:

1. You need weapons to convert transactions;
2. There must be something that strongly attracts customers;
3. You need something to block your opponent.

The 10th basic skill - position.

The position is the key point of attack and defense. For example, a WeChat group can have five aspects of content: 1. A command center; 2. An ammunition depot that provides materials; 3. A circle of friends; 4. Personal WeChat; 5. Information about foreign aid.

If you have such a structure, your WeChat can become a base.

The 11th basic skill - accumulating fans.

Accumulating fans means increasing the number of fans. At present, the division on WeChat is very serious. People are willing to pay to join high-quality groups, but everyone is leaving useless groups.

Accumulating fans is similar to fission. There are some methods for your reference:

1. Attract some fans yourself. 2. We recruit some from our subordinates, attract some from customers, attract some through information, and attract some through activities. From the current perspective, holding events to attract fans is the most effective way.

When it comes to conversion, we are often in a state of contradiction: if we sell goods directly, we will fail, but if we don’t sell goods, we will be unwilling to do so. Therefore, selling goods must be based on a series of actions such as eliminating competitors, occupying minds, and watching and peeping at high-end events in order to achieve conversion.

The logic of conversion is the 12th basic skill - closing the deal. Looking backwards, we have 4 approaches:

1. Ban the opponent; 2. Soak in public opinion for a period of time; 3. Create events; 4. Play with feeling, you must play with users, when there is emotion, people will not be sensitive to price and a sense of trust will be established.

2. 9 tips

In the operation process of the 12 basic skills, here are some of my suggestions:

All members must learn the basics, ammunition depot, structure, and even some responsibilities or disciplines within the group.

It is necessary to build positions, establish a command center, have a familiar ammunition depot, and have a certain understanding of the user's basic information. You also need to prepare some materials, such as pictures, videos, etc.

We need to divide the work, design the workflow and even the division of labor.

You need to warm up and design some trailers for preview. When replying to your friends' circle, try not to exceed three lines. You need to show warmth, style and stickiness.

There must be a standard operating procedure and a clear plan. We need to summarize a set of rules or standardized models based on the industry, even local work and rest time, or the value recognition of WeChat, and it would be best if there is a link to interests.

Become an advanced fan and raise a small group. Advanced acquaintances, relatives or your own people, automatically get excited and reach a tacit understanding.

When the number of fans multiplies and expands, it is better to be slow than fast; don’t be greedy; add one to warm up one; when it is not warm enough, don’t add too many people; and there must be a standard message to take care of everyone.

We need to manage activity, not engage in fan-killing activities, not be annoying, and be 360-degree warm to everyone. Our events should be rich, clear, and repeated.

To convert transactions, we need to express the warmth in our hearts through event marketing and create the happiness of closing deals.

We need to keep constant the areas affected by WeChat. For example, the influence range of WeChat may be only 5 kilometers, just like a retail store. In this case, we need to target specific locations and place ads based on interests, launch online campaigns, and even involve all business formats to become the main force in transactions.

Author: Liu Laoshi New Marketing

Source: Liu Laoshi's New Marketing