The most comprehensive practical SOP for community operations!

First of all, a few points should be made clear:

1- This article does not talk about profound theories and incomprehensible terms. If you want to see high-level methodologies, I am afraid you will be disappointed (after listening to so many theories, you still can’t operate well)

2- This article only talks about practical operations, and shares SOP and related data files without reservation, so it is written as simply as possible (just do it)

3-The cases in this article are all shared by people who have practiced or are currently practicing, and have achieved results. They are not watered down (I will sing my own songs to you)

4-All the starting points of this article assume that you have figured out why you want to build a community, but you are not very clear about what kind of community you want to build and how to build it (it is difficult to figure it out)

5-The most important thing in this article is not the process templates that can be used right away, but the repeated thinking about the underlying logic (only technological improvement can bring about cognitive improvement, don’t get it the other way around)

6-All the plans, processes, scripts, sops, etc. shared in this article have source files shared. Scan the QR code to make friends, add: zzfang007, and you can get it!

1. Community, it’s always lonely to operate!

As a community operator , do you face the following problems:

• The community that I worked so hard to build was very lively in the first 7 days, but then it became increasingly deserted until it became an advertising group or a dead group.
• When operating a paid user group, all members are like uncles, and you can only run around and serve them carefully, which is very exhausting;
• I wanted to run a training camp community to convert full-priced products, and I conscientiously followed the SOP template to go through the entire community process, but there were very few conversions, and I and the internet pirates were left alone!
• 9 out of 10 communities died. What the hell caused this? Is it because of our poor operational capabilities or is the community itself just like this?

When it comes to communities, you need to know that there are several inevitable results:

• If you don’t understand the underlying logic of community operations and just blindly copy others, you will definitely fail!
• If users are not stratified and the operation is like a hodgepodge of good and bad people, it will definitely fail!
• The hustle and bustle without a product system will lead to a lack of corresponding output and conversion, and will inevitably lead to death!
• Without a user growth system, the ceiling is artificially designed to be very low, and death is inevitable!
• I always do everything big and small within the community myself, but I can’t replicate it on a large scale. It’s exhausting!

Next, we will enter the pixel-level practical part. Although the article is long, it may be the most practical community operation manual you can see currently, with the clearest underlying logic . It is worthy of your reward, like, share, and collection. Read it carefully several times, and then start working once you have learned it. I wish you success in community operation in the future, from embarrassing loneliness to invincible loneliness.

2. The first step to get started with the community: categorize first

The number one reason for poor community operations is that there are many community categories, but your operation method is only one. Therefore, the first step before starting operations is to understand what types of communities there are.

There are many dimensions for community classification. Let’s make a simple classification based on user stratification and online and offline dimensions.

First look at the horizontal axis: users can be stratified according to their acquisition attributes, from public domain traffic to paying users. Users can be roughly divided into four categories (this is just for demonstration. For more detailed and scientific user stratification, please base it on your actual business)

Let’s look at the vertical axis: communities are classified into online and offline categories based on their common forms.

This gives us six common forms of community, and we can also roughly understand the significance of each community:

• Leading communities: This means acquiring customers from the public domain. The key lies in exponential growth. The community here is just a place to temporarily store users and does not require excessive operations.
• New user community: New users are the first link in the sales chain. The key is to let new users experience our products and turn them into regular users. This requires light operations and gaining the trust of users.
• Conversion training camp community: A community with a sales nature, which is also the form of operation adopted by most companies on the market. It has only one purpose, which is to sell products! It can be conducted in online training camp mode or offline salon and sales meeting mode;
• Delivery community: a community for paying users to redeem themselves, focusing on the delivery of product value, with experience being king as the premise! Only when users are satisfied with the product will they renew their subscription, and they can refer customers later to increase their LTV.
• Die-hard fan group: core user community. The purpose of this community is to deeply connect users and keep our most die-hard fans. Try to avoid marketing conversion activities as much as possible or simply avoid polluting this group! It can be online or equipped with offline social sharing activities;
• Regional community, this type of group is a typical offline community, radiating to the surrounding areas with a certain area as the center. The offline community is the main force and the online community is only auxiliary. This type of group often has stronger cohesion and a better atmosphere!

3. Examples of 6 types of communities, the most comprehensive practical SOP, ready to use

1. Traffic-generating communities

1) Common ways to attract traffic to communities, that is, using communities to attract traffic

A few points need to be made clear:

The community here only provides a user space to facilitate users to complete tasks in the group

Don't think about running this community, it's not worth it

The general lifespan of this group is 12-48 hours. Please disband as soon as possible.

Next, I will take the fission of corporate WeChat groups as an example to break down the gameplay of this new user group!

2) WeChat Enterprise Community Fission Game 1: Screenshot Task Type

(User flow: screenshot task-based fission)

This type of fission group is the same as the previous fission method of WeChat groups, but currently personal WeChat fission is a high-risk growth action, and most third-party marketing tools are blocked. Currently, using WeChat for Business is relatively safe and will be the mainstream in the future!

3) WeChat Enterprise Community Fission Game 2: Assistance Task Type (Taking the Weiban Backstage as an example)

(User flow: facilitating task-based fission)

4) Key point analysis

• Regardless of the fission method, it is to take advantage of the closed nature of WeChat groups/enterprise WeChat groups to create a sense of urgency to accelerate fission. Therefore, it is necessary to place a large number of internet trolls in each group in advance and let them guide the posting of screenshots in a timely manner, set the pace, and control public opinion within the group.
• Copywriting! Copywriting! Copywriting! Important things must be said three times. Regarding the text of the task description, it is best to divide it into paragraphs instead of squeezing it into one line. In addition, simplicity and clarity are the highest requirements, and no irrelevant modifiers should be used.
• The font of the promotional poster should be large , so large that you can see the main and sub-title benefits in the circle of friends without clicking on the picture; the color blocks should be eye-catching, large blocks of color, with no more than 3 colors; the poster has one and only one purpose, which is to make users want to long press and scan the code to join the group!
• Remember! Group fission is just the beginning. Please be sure to design a good user reach strategy, screen out high-quality users, and get users on track for our operations.
• For new users entering our user pool, we need to use a 7-day reach strategy to deepen user connections as quickly as possible.

For the above two methods of community fission, detailed copywriting (tested and easy-to-use version), operation arrangement SOP, 7-day user reach strategy and other information, please private message to receive rewards!

↓Screenshot group fission speech SOP↓

↓Task treasure style community fission speech sop↓

↓7-day user reach strategy↓

2. New User Community

1) Why do we need to create a new user community?

Because traffic is getting less and less and more and more expensive. The way the rich play is the funnel model. Through the funnel layer by layer screening, and then the core users at the bottom of the core operation funnel, there is a prerequisite here, that is, you must have a continuous large amount of traffic input. Do you have it?

(How many users follow this path if you design a perfect funnel?)

In addition, we have lost the useful majority (87%), especially the new users who have just entered our user system. They still have some desire to explore our products and platforms. If they can be operated in time, they can be converted into loyal users in the future. Only focusing on users at the bottom of the funnel model is a manifestation of inaction.

2) User flow design for new user communities

The outreach to new users is generally designed based on the relationship between people, and corresponding things are done at each stage. We divide users into seven stages based on the depth of the relationship between them (customers) and us: don’t know you, want to know you, know you, understand you, familiar with you, bought you, and bought you again. We design different outreach actions and operation strategies based on users in different stages, as follows:

(User relationship stratification and corresponding operation methods)

It can be seen that knowing you is at the front end of user operation, and choosing a community to operate new users is an efficient way.

Specific products and methods vary from industry to industry, and you can design them yourself. Now let’s take a look at the user flow of operating new users through communities.

3) Key point analysis

• The operation of a new user community is not about conversion, but about user experience, so be careful not to design too many conversion links. Impure purposes will make the user experience very bad.
• The operation of new users is based on a hierarchical model. The end of the community operation is just a new beginning. Later, we will undertake the IP operation of the system. I will share how to do IP operation later when I have the opportunity.
• Although new user operations are just experience, service is still the first priority. It is necessary to design a good user experience map. The user journey begins from the moment the user enters the private domain system.
• New user operations also require data-driven thinking. The overall traffic of new users should be coordinated on a monthly basis. Then, through backend learning and usage data, new users should be classified into different levels. Operations should be started first for new users who are active and have shown signs of learning.
• In a word, set thresholds, focus on experience, and standardize delivery.

4) Pixel-level solution and process details

↓New user community operation planning↓

↓ Community operation division of labor breakdown↓

Note: The language used in the new user community operations is basically the same as that in the training camp below and will not be reflected here.

3. Training Camp

1) Why is your training camp becoming increasingly difficult?

The training camp is a prelude to the final sales conversion. So, sales is your goal and experience is your process. But if you stick to your goal, it is often difficult to succeed!

Most operators fail to do this kind of training camp well because they don’t know the simple truth that process > purpose .

Many operators only follow the SOP process from the moment they get the SOP. They have no awareness of user experience and service. They just go through the motions, which is doomed to fail to achieve conversion rates.

You can think of the training camp as a 30-day trial relationship. The goddess has only promised you that you can get along with each other. As for whether you can get along for a long time, it depends on these 30 days. Therefore, what you do in these 30 days is very important, and you cannot just deal with it in a perfunctory manner.

Therefore, the core of the training camp community model lies in user experience and the sense of achievement of results, rather than taking a set of SOPs, completing the process like a task, and then using all kinds of fancy conversion techniques at the end of the camp, which will make users very disgusted!

Only sincere operation and no tricks will bring sincere returns!

2) What does a high-conversion training camp look like?

• Design the user journey of the entire bootcamp with experience at the center. For example, in a learning training camp, the entire process from opening to closing is designed to help users better master knowledge, rather than for marketing purposes.
• User stratification: There must be student committee members, top students, and poor students;
• Focus on service and deliver results;
• Make learning outcomes explicit;
• Semi-self-operated.

3) Bootcamp User Journey Design!

As mentioned above, experience is very important, and that experience is designed. At the same time, a good experience should be used by intended users rather than general users.

A certain screening threshold is required here. Friends who have done private domain operations know how terrible general traffic is!

Next, let’s use a picture to look at the design framework of the user experience of a training camp!

The vertical axis is the relationship between users and us, which can be simply divided into: knowing, understanding, and familiarity. It can also correspond to the seven relationships mentioned above, but is simplified here.

The horizontal axis is the stages of our community operation, which are divided into: adding personal account screening, group admission notification, group admission, camp class meetings, check-in assignments, supervision, camp closing, student feedback and other stages. A complete learning community operation cycle must have a feedback and review stage.

Adding a personal account: You need to screen before adding. Free training camps are mostly meaningless, except for adding tedious workload to you and reducing conversion rate;

Screening: You can screen by payment, answering questions, etc.

Group entry notification: This is the stage where you chat privately with the user, and it is also the stage where you first get to know each other. Don’t be so-op here. You need to chat for a few minutes and get to know each other.

Joining a group: A country has its own laws, and a group has its own rules. Make the group rules clear;

Opening class meeting: Introduce the platform, introduce yourself, and let users introduce themselves, and let users get to know other classmates. The deeper the connection, the greater the significance of this group. The opening class meeting will also introduce the study arrangements, etc.

Check-in assignments: assignment settings, sharing methods, comments, etc. are all key points for later sales;

Supervisor: This is a one-on-one service, one-on-one communication, and an opportunity to have a deep chat with users. It is also the core of improving user experience.

End of the camp: Visualization of learning results;

Student feedback : After each training session, students are required to rate the organizer. One purpose is to create an opportunity for sales and students to communicate and understand the students' final evaluation and intention. The other purpose is to require users to provide real feedback on their feelings in order to iterate and upgrade the entire community operation.

4) Pixel-level solution and process details

↓ 7-day pixel-level process and speech skills of the community↓

↓7-day pixel-level process and speech skills for teaching assistant↓

The above source files and how to obtain them are at the end of the article!

4. Delivery Community

1) Understand the purpose of the delivery community

The existence period of a delivery-oriented community should not be too long, and it can be disbanded or transferred after the delivery is completed. Because long-term maintenance costs are very high, and the purpose of a delivery-oriented community is to fulfill product promises.

Many operations partners make deliveries with the purpose of renewal. There is nothing wrong with this, but they may go astray.

With the training camp, the ultimate renewal is the goal, but the goal cannot be reached without the process.

Remember, for a delivery-oriented community, you should focus on delivery and provide a good learning experience. If you bloom, butterflies will come!

2) Key points of delivery-oriented community operation

• For a learning delivery community, “learning” is the best experience.
• For the service delivery community, 120% "fulfillment" is the best experience.
• Don’t design too many fancy social sharing activities. The most important thing is to allow users to learn the content and get real service.
• For content delivery communities, the content should be moderate, neither too tiring nor too idle.
• The experience design of homework, check-ins, live broadcast feedback, etc. must take into account the user's exposure. It is not only about learning well, but also about learning easily. After all, no one can bear the hardship of studying now.
• In the same training camp, the delivery results must be explicit, such as a final defense with a certificate, or a small test that reflects the results, so that users can clearly feel that they have learned.

3) IP creation of delivery-oriented communities

Delivery-oriented communities are very suitable for IP creation. Here we will briefly talk about the underlying logic of IP creation (I will write a practical IP creation plan later)

The following content is full of pearls of wisdom, and is more useful than any course you take that costs more than 10,000 yuan . Please read it carefully:

• IP creation can only be achieved by dimensionality reduction. The best form is that you can become that kind of IP only if you are who you are. It is absolutely not possible to raise the standard, but it is backward compatible. Therefore, don’t create IP for your boss, unless your level and cognitive dimension are higher than his, otherwise, you will definitely fail!
• The essence of IP creation is "cuteness", followed by professionalism. To understand what is cute, think of Dajiang in the recently popular TV series “Sweeping Dark Storm”. Cuteness can be a shortcoming, an advantage, or even a very boring point. Cute is cute, no reason needed.
• Cuteness makes people like it, and professionalism makes people pay for it. An IP that doesn’t convert content just needs to be cute. If you are working on an IP for conversion, you need to give it professionalism!
• IP needs to be mass-produced, and behind it is a set of operational mechanisms and organizational structures for mass content production.

4) Simple IP creation model (the kind commonly used in the market, too practical, will be shared in the next article, some pictures are from the Internet)

5. Operation of loyal fan groups

1) Let’s first clarify what a die-hard fan is.

The first identification condition for a loyal fan is recognition of your product, and paying or paying multiple times is the most direct recognition.

If they not only pay but also recommend your product to their friends, then they are undoubtedly loyal fans!

2) Some basic understandings of operating a loyal fan group. If you do the following six things, the community will definitely be loyal!

Screening : Without screening, there will be no loyal fans. Without screening, it is impossible to build a community with a life cycle of more than 30 days. Be bold in screening, use money, operating costs, and any other way you want to screen your users.

Culture: The initial sign of the formation of a loyal fan group is that the group speaks "secret language" and has its own unique characteristics. For example, Peiban's loyal fan group has various nicknames and languages ​​that only people in the group can understand. This is the culture within the group. It can be guided consciously or unconsciously. Once a community culture is formed, this group will begin to take on the appearance of a loyal fan group.

(Everyone, call those powerful community members "great gods" or "superior gods" to each other)

Link: Put yourself in their shoes, why do you stay in a group? After all, groups are places with social attributes, so deep links are a necessary condition for a loyal fan group. The operation pattern here must be large. Deep links not only refer to the links between group owners and users, but also the links between users within the group. Friends here will be worried, what if friendly troops come in to steal people?

No need to. First, you have already screened strictly, which ensures that most fake fans cannot enter.

Second, do you really think that if your die-hard fans are stolen by them, you can become their die-hard fans? If you think about it carefully, there is still a lot of meaning missing here!

(Users can chat privately with each other and can add links to group users)

Activities (offline ): If you want to have deep links within the group, there must be activities organized by the organizer. Offline activities are indispensable here. A community that does not hold offline activities is just a general community and cannot be called a loyal fan group with deep links.

In addition, if the group you are currently operating is on the verge of death, believe me, organizing an offline meeting will have a miraculous effect! Everyone can analyze offline community operation activities that are effective in making money.

Content: The content here is in a broad sense. If you are running an educational community, then all kinds of useful information are your content, and topic discussions are also your content. If you are running an e-commerce community, coupons, discounts, group purchases, etc. are all your content;

In addition, the content needs to be put into motion and disseminated through various channels . Good content is a powerful tool for attracting new users. For the content generated within the community, whether it is UGC or PGC, there must be a detailed and comprehensive secondary dissemination plan. You will find that content means growth , and it is a free way to grow!

Self-operation: Self-operation means that users in the group operate the group themselves, with clear division of labor. The core point here is, why do users in the group have to operate themselves? After all, it's a very tiring job.

This requires the operations personnel to design a good operation mechanism. Whether the mechanism here is a points policy or a welfare policy, it is inseparable from two essences: fame and profit.

In name, your community user system should have a stratification, and users at the community management level should definitely receive different exposure opportunities and honors.

In addition, if it is supplemented with benefits, such as the position of community learning committee member, which can obtain management funds, VIP learning rights, opportunities for offline visits to famous companies, etc. every month, this self-operated system will be healthier.

If you upgrade it a little bit more, you can connect the user system within the community with your overall user system. For example, points can be exchanged for membership, and the class leader of the group can enter the lecturer selection system, and so on.

6. Localized community operation

1) What does an excellent localized community look like?

An excellent localized community should be a combination of a loyal fan group and regional attributes, and the regional attributes must be very strong. To be reflected in offline activities and exchanges, there is no need to worry about online exchanges. Offline exchanges will only make online exchanges more lively.

2) There must be a group behind the localized community

Yes, the group owners of each local group should have a separate group. This group is your most loyal fans, and can even be regarded as important external employees. They are the real operators of excellent localized communities. In essence, you are operating them and operating various localized communities through them .

Never try to run a localized community yourself, unless your company is wealthy and has so many employees that you can open branches in local areas. Otherwise, you will be exhausted to death, and your death will not be dignified!

3) How can localized communities be replicable?

The key point of localized community replication lies in the local group owners . If you want to achieve large-scale replication, you must find such group owners. The following four steps can be used to replicate a localized community.

• There must be a successful community operation template, and the community must be one that the operator has actually participated in, such as a fan group;
• It is necessary to find KOLs in each region as alternatives for local community owners, and empower these KOLs with knowledge on community operations;
• There must be a fixed offline activity arrangement in the early stage, which is an official SOP activity to ensure the basic operation of the localized community in the early stage;
• After a period of official operation, the size of the localized community will also grow, and there will be more and more activities based on the needs of the community itself. At this time, the arrangement of official activities can be appropriately reduced, allowing the localized group to arrange its own activities and do a good job of reporting.

4) Pixel-level analysis of localized communities

Next, we will take Peiban’s strategic partner, the “Training Managers Club” (hereinafter referred to as Peijing), an excellent localized community, as an example for detailed analysis, and will provide a comprehensive operational interpretation in eight aspects: organizational structure, brand positioning, entry management, exit management, member rights and responsibilities, member benefits, points management, and event arrangements.

Organizational Structure:

Peijing's operational management organization is the General Council, which is composed of the president, secretary-general, heads of functional departments, and community operation teams in each city. It is responsible for the overall operational management of the club nationwide.

The General Council has an Executive Council, which is the club's decision-making and management body. It is composed of the President, Secretary-General, heads of functional departments, and presidents of city communities. It is responsible for the research and decision-making of the club's development plan and major issues.

The key point is that all Peijing staff are doing operations part-time and are running the business quite well. It can already be called self-operated.

Brand positioning:

Peijing positions itself as: a national, professional learning and public welfare community serving the training managers of pure first-party enterprises. In fact, this is a community-based circle, in which the Peijing family members walk hand in hand on the road of learning and grow together.

At the same time, the Peijing Club defines this circle as warm, valuable, and joyful. In addition to providing learning opportunities, it also provides a platform for every student to build friendships, expand their network and achieve professional growth . That is, the partners within the platform are also deeply connected, which is a necessary structure for an excellent community.

Group management:

The screening for entry into the group is very strict. First of all, the identity must be correct, that is, only Party A’s practitioners can be involved.

Secondly, there is a strict membership procedure. First, you have to fill out an application, then be introduced to the local community president, who will then review it. If necessary, he will make a phone call or interview. Only after passing the review can you enter the local community and become a member of the community.

Such cumbersome and strict entry criteria may seem inefficient and unable to achieve rapid growth in the short term, but in fact it attracts precise members. At the same time, due to the high threshold for screening, community members who come in also cherish their identity as community members and will actively participate in various activities.

Withdrawal management:

There are two types of withdrawal from a group: active withdrawal and passive withdrawal.

You must apply for voluntary withdrawal, and you are not allowed to join again without reason. Isn’t it very strict?

Passive withdrawal usually means violating the group rules and being passively removed from the group.

Membership responsibilities:

Membership rights and responsibilities refer to the rights and obligations you enjoy as a member of the Peijing community. Rights and responsibilities are equal. One cannot simply enjoy rights without fulfilling obligations.

Membership benefits:

Member benefits will be built according to the attributes and brand positioning of Peijing, mainly including: improving professional capabilities through learning, connecting with industry contacts, building personal brands, and expanding career opportunities.

Points management:

Points management is the basis of member management. Various rights and obligations are linked to points. Points also affect a member's withdrawal.

Activities:

There are two types of activities in the Peijing Community. One is daily learning and exchange activities, including offline salons and benchmark study tours. These activities are based on the spontaneous operations of local community members and are efficient. There are 19 branches across the country, and there are salon activities every week. This amount of activities is quite large, and it can only be run by self-operation.

The other type is brand-based activities, such as the annual Peijing Annual Conference, competitions, and Peijing Stories. This kind of activity has a very high level of community participation, because Peijing members do not think of it as just participating in an event, but rather as an opportunity to meet, communicate and connect with community members, and also as an opportunity to contribute to Peijing.

This also confirms Peijing’s positioning of itself as a valuable, warm and joyful learning community.

4. At this point, you have finally mastered 40% of community operations. Let’s change to a higher-dimensional perspective and talk about the remaining 60%

1. What exactly is a community?

Different people look at communities from different perspectives and have different understandings of them. In fact, it is enough to understand communities from a superficial perspective. A deep understanding is unnecessary, which will make the community very mysterious.

A community is a group of people who gather in one place to chat, brag, do social activities, discuss things of interest, eat, drink, shop, and engage in other social activities.

It is very simple to operate a group well. You just need to consider how to make the social behavior of such a group of people better.

2. Why is it necessary to build an offline community?

First of all, I personally think that communities must have offline forms, and online forms are dispensable. Because, if you want to operate a highly sticky, deeply connected group, a purely online format will definitely have barriers, just like there is a layer of window paper between all community members. Once we meet offline, all the ties are exposed, and the level of connection becomes deeper.

3. The relationship between social groups and private domains

A community is a place to store users in a private domain system.

4. The relationship between communities and circles

A community is one of the manifestations of a circle, and a community can also become a circle. I will write a special article on how to build a circle later.

5. Community and User System

Without a user system, no matter how good the community is, it will be useless. Because the community must be a part of the larger cycle of the user system.

Taking Peiban as an example, our community system and lecturer system are both part of the user system.

Users are stratified in the community, and the core community users can qualify to enter our lecturer system. Once you become a lecturer, you can enter the stage of our lecturer IP creation, with a large amount of publicity resources allocated, content polishing and empowerment, joint production of course products, marketing promotion and sales and other series of lecturer services.

In this way, for users at all levels of the community, from the low level of community content to the high level of the community, and then across the community to the instructor level, a potential energy is invisibly formed between user levels .

These are all designed by the user system. However, the community is not a necessary part of the user system. The user system should be planned according to the actual business situation. Don’t create a community just for the sake of creating a community.

6. Community and product system

If a community does not have a product system, there will be problems with monetization. Different types of communities correspond to different types of products.

The traffic-generating communities and conversion training camp communities correspond to traffic-generating products, and the delivery-generating communities correspond to full-priced products. At the same time, there can be higher-level products for loyal fans.

We should do the opposite, look at the product system first, and then design the community, so that our understanding of the community will be raised to a higher level.

Peiban uses the gross profit and degree of standardization of products as two criteria to measure products, and divides products into: traffic-generating products, personalized products, noble products, and star products.

At the same time, we will match the appropriate community operation method according to the type of product, as shown in the figure below.

(The product classification method comes from improvement consultant Ding Hui)

7. Community and content system

Community services and content systems must also be derived from the content system, and they serve each other.

Active communities can produce very high-quality and first-line content, just like Peiban’s fan group, which publishes a group magazine every week.

Group publications are discussions among group members on industry-related professional content. They have extremely high information density and are all the most cutting-edge content in the industry, making them extremely valuable. This kind of UGC content should serve the content system.

(The preferred topics of the week for the fan group, UGC organized by the community members, and the operation is responsible for sorting and output)

At the same time, the community needs to be fed with high-quality content during its startup phase. For example, high-quality topic discussion activities require operators to initiate and promote them, as well as the delivery of high-quality, practical content, all of which come from the content system.

Without a good content team, it is very difficult to build a good community.

So the question is, how does a content team that can handle various social networks, new media platforms, pictures, texts and short videos operate?

We use the strategy of content middle platform, with the content team serving as the middle platform of the entire operation team, providing content support for the front-end marketing and back-end customer service teams.

At the same time, the front and back ends feed back to the content middle end through user topic operations, UGC activities, course check-in operations, etc., forming an effective system.

The construction of the content system and the practical operation of each platform are not the focus of this article and will not be elaborated here. If you want to discuss this aspect, please give me a compliment or make a private chat with me.

8-Community and sales system

Design the relationship between the community and sales system based on your actual business model. The community itself can complete sales, but most of them are based on C-end business.

If your business includes both C and B, or your main business is B, then it is unlikely to complete B-side sales within the community.

At this time, a reliable sales system must be built. At this time, we must clearly understand the positioning and role of the community in the entire sales system. Generally speaking, the community of 2B business is often an operational means of obtaining demand.

At this time, the partners who operate the community and sales must make good division of labor. Let group members know clearly that they should communicate with sales if they have any needs, and sales can also be active in the community as a professional and reliable problem solver. Note that they should be active, not lurking waiting for needs to arise.

5. Let’s look back at the six types of communities

We use a table to show the correspondence between the product system, user stratification, sales system and community. If you look at community operations from a bird's-eye view, perhaps your understanding of the community will be slightly different:

6. What the community can and cannot do, and its future development

The community originates from social interaction. It is a place suitable for discussion and communication among multiple people, especially a group of people with common interests and needs. When they are together, the community will burst out with its due charm. This is the power of the community.

However, communities are not suitable for the accumulation of content, and the large amount of content generated during exchanges becomes a burden for community users who join later. We may all have similar experiences, where we missed out on social sharing on a night and climbed the ladder to the point of doubting life. Because the community itself is a place for communication at any time, rather than a place for content accumulation, this is what the community cannot do.

What’s the next step in community development? I think it should be a circle, a combination of social group and content community. Communication is short-lived and irreversible, but content can be preserved for a long time. For those who are engaged in community operation, they need to master various community operation techniques, and they should also learn to understand user needs themselves to operate a circle.

In the circle, communication is one of the essential needs, and more importantly, high-quality content is generated on the basis of communication and accumulated within the circle.

Circles are particularly suitable for any vertical business. Groups can be disbanded and users can leave, but circles will always be there because they are not only based on people, but also on the content generated by people.

The content is always there, in various forms such as pictures, texts, short videos, long videos, etc., existing on various channels and platforms .

The next stop for the community is circles!