【Q&A】Why did your community become a dead group? The Secret of Wu Xiaobo Channel Community Operation

Introduction: Have you ever encountered these embarrassing situations when operating a community? The community was established not long ago, but no one talked and it became a dead group. Either the group is in chaos, with endless advertisements and arguments. Community operation is not as simple as you think. Let’s see how Wu Xiaobo Channel solves these problems.

In 2014, he began to be responsible for the content and operation of Wu Xiaobo Channel, and successfully planned and organized activities such as the coffee shop renovation plan, the self-media e-commerce class, the Wu Xiaobo Channel year-end show, the 890 entrepreneurial project selection, the self-media Hangzhou forum, and the Shenzhen and Shanghai traditional enterprise transformation class (with thousands of people).

Q1: What is a community? What are the common misunderstandings in community operations?

Everyone has many groups on their mobile phones, whether they are work groups or life groups. First of all, I would like to ask everyone a question, are your company groups and friends and family groups considered communities?

Groups like this do have activity. When your boss or family members speak, you need to reply. Is this a community? In another situation, sometimes our company has products and services, and we will bring customers in. Is this kind of group a community?

The reason why I talk about this issue first is because this is the most basic problem that most companies face when establishing communities. I brought my customers in, but I didn't know how to run the group afterwards. As time went by, no one talked in the group and it became a dead group.

The fundamental problem is that this kind of group is not a community. A community is brought together based on interests, values, and beliefs, not because people are forced into the group because of an event or a product.

Q2: Why do companies need to engage in community operations? What are the reasons?

If we put communities in the context of larger business trends, there are a lot of reasons for this. The era of circle consumption has arrived, the era of scene revolution has arrived, and the era of precision marketing has arrived.

Today, everyone’s consumption is divided into circles, that is, classes. People in the same circle can hang out together and buy products of the same brand and price range, but it is difficult for people from different circles to hang out together. When people buy products, they are no longer based on functional consumption, but rather consumption in certain scenarios, such as giving them to girlfriends, colleagues, etc. Precision marketing means that my product is designed specifically for a certain type of people, and other people are not my target users.

Nowadays, our product categories have greatly enriched, and there are more homogeneous products. When we promote our products, we must let users know that this product is related to me, which greatly satisfies my sense of scene.

Q3: What are the key elements of new media entrepreneurship?

A new business model composed of content, community and products . These three elements can form such a closed loop from different angles. Wu Xiaobo Channel is a typical media public account. We start with financial content, then build the community step by step, and then create products suitable for users. Many companies have their own products, such as mobile phones, cars , houses, etc. In fact, we can build the community in reverse and then find content that matches the users. Any combination of logic will work, but these three elements are indispensable.

The community is in the middle of the three elements. It directly faces users and takes user operations as the center. Your content is to meet users' knowledge needs, and your products are to meet users' consumption needs, and the connection between the two is through social media . We cannot do without content and products when building a community.

Any individual, organization or enterprise can create a community. For example, if someone likes photography and sets up a photography community, this is completely possible, but it will take a longer time to monetize it. If I were in the camera business, it would be possible to establish a community to promote my cameras, but it is not necessary. You can cooperate with many mature communities and there is no need to operate it yourself. After all, many product companies do not have experience in community operation .

Q4: How does the Wu Xiaobo Book Club operate?

Wu Xiaobo Book Club is one of our more mature communities. The prerequisite for operating a good community is to understand who your community users are? Wu Xiaobo’s channel has nearly 1.5 million fans, including people from all levels, so when establishing a community, it is necessary to make it clear what type of people it is for. The target audience of our community is mainly white-collar workers who have worked for about 5 years. Once the group positioning is clearly defined, it will be easy to describe the structure of the community and clarify the needs of these people.

After recognizing your community users, you need to achieve values ​​+ structure + rules + interaction + benefit distribution

Values ​​are the labels that distinguish you from other communities. Nowadays, whenever you do something, you will encounter countless competitors. You must come up with a label that can recognize you in the crowd at a glance. This is your value. You need to make your values ​​clear to everyone at the very beginning. The values ​​of Wu Xiaobo Book Club are to recognize the beauty of business, advocate self-struggle, be willing to contribute and share, and reject the Diaosi culture. If values ​​are not set at the beginning, it will cause big disputes within the community. For example, many people on Wu Xiaobo Channel joined the community because they like Teacher Wu Xiaobo, but when there are huge differences in class cognition, they will argue over whether to support Diaosi culture. We must have a clear attitude. If your values ​​are contradictory, we cannot let you join even if we like you.

The setting of structure is often overlooked by many people. Structurally, we used the structure of class monitor, class committee members, and group leaders . We will select a class monitor as the person in charge in each city, and the class monitor will be assisted by a class committee. Usually, we have an operations manager to connect with the class monitors in various places, and then the class committee will select group leaders to lead the students in various activities. This form greatly mobilizes the power of book lovers from all over the country, who spontaneously organize various activities.

The rules are about what can and cannot be done, and whose opinions prevail. Rules are set according to the actual needs of each community. In our community, it is forbidden to discuss sensitive topics such as religion and politics. Other rights will be delegated to local monitors. Of course, the monitors’ values ​​are highly consistent with ours.

Interaction is to maintain the rhythm of online and offline activities . If the community only has online activities and everyone has never met offline, this is a very bad phenomenon, because without a sense of intimacy, everyone will gradually fade away. But if there are only offline activities, the cost will be very high. The best thing is to combine online and offline. For example, if you have online sharing about a week, you should have offline activities about two weeks. Now we officially organize some activities, such as reading a book together. Book clubs in various places also organize activities such as cycling and running.

We are also constantly exploring the distribution of benefits . Many squad leaders initially do things out of enthusiasm, which also consumes a lot of their financial resources and energy, so we want to think about how to reward them. The business model of our official account is also gradually being established. For example, after the training business and e-commerce products are formed, we can provide them with tiered benefits. For example, they can become distributors of our products.

Answer: In this case, users are attracted through the product, but these users are not necessarily interested in this community. Just because I have dined there does not mean that there will be a close connection, because dining is only a one-time consumption. This situation requires the person in charge of community operations to screen consumers and determine which categories of your products can arouse their interest.

To determine which group of people you want to focus on, you can analyze them based on repurchase rate, gender, age group, and industry, and then produce content in a targeted manner. In this way, you will evolve from product logic to content logic. Your content will attract people and form dependence. Then you can organize offline activities, such as new product tasting activities.

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