Don’t know how to do community operations? Try these 5 ideas for user operations

Community operation has been very popular recently, just like the previous e-commerce operation. Whether it is traditional e-commerce, new retail or online education, community operation is regarded as the main battlefield for consumer conversion. A war between telemarketing departments and communities for consumer conversion is quietly unfolding.

However, as an important part of transformation, we cannot simply regard community operation as "community" operation. The community is just a good container that can keep users here to listen to us and watch us perform.

But after the performance, what actions the user will take, whether they will be interested, whether they will place an order, whether they will compare products, or whether they will advertise it all depends on how our "performance" is and how our product is.

It is more like user operation than community operation .

So what exactly is user operation? I believe that anyone who has been involved in community operations will have such questions in their hearts.

There are various user operation-related positions on the market, such as: community operation, membership operation, expert operation, etc., and there are also direct recruitments for "user operation".

So, what exactly is user operation operating? Why are there so many diverse job roles?

In fact, these roles are nothing more than different aspects of user operations, and they all ultimately come down to one point, which is how to get along well with users - how to better promote and deliver user value.

1. User growth: finding new friends

For a product, someone must constantly find "new friends" for the product. Horizontally and vertically exploring user needs will always be the driving force behind the development of an enterprise.

During the product cold start phase, our product is like a newborn baby. If we want to survive every day, we must exert our full strength and build a user pool from scratch. The most important thing is quality - choose users who are really willing to try the product, and resolutely refuse to use red envelopes, benefits, material incentives and other means to attract non-target users.

After completing the construction of a user pool from zero to one, we must constantly use data changes to understand who our users are, what they like, where they usually hang out, and when and how often they are in product-related scenarios.

These basic information lays the foundation for the fission growth from one to ten and from ten to one hundred, which is extremely important!

2. User stratification operation: classify your friends into categories

"Can we allow users from different channels to add different customer service numbers?" An intern once asked me this. After further questioning, I learned that the five customer service accounts often encounter various problems, but only the users who directly inquire about products and product prices are the most important, but we have no way to directly screen them out and reply as soon as possible.

The essence of this question is: How can we provide the best service to high-quality users with limited energy?

At this time, we need to classify our friends into categories, and even divide them into levels and levels.

We can set some friends as core friends and set them as starred friends on WeChat; we will reply to their messages immediately and will never ignore them. If there is any good news, we will tell them first.

This is called a core user, or a KOL user. This is like our childhood friend, close friend or friend with whom we have a life-long friendship.

It’s like when you get married, this group of people will be there no matter how far away they are, and when they arrive they will help you set up the venue, receive and entertain the guests. They are very busy and happy, and when they are done they will post on their Moments to help promote your wedding.

When dealing with such a friend, you will naturally be available at any time and be caring and warm-hearted! This idea is the idea of ​​core user operation and management-level user operation.

Communities and community products are particularly suitable for such a strategy. If you capture the moderators, group owners, and forum owners in the community, you will indirectly capture the tens of thousands of users they manage.

In addition to management-level core users, there are also some core friends who are leadership friends . They are very opinionated and thoughtful. They can always lead the trend and spread their ideas. Then they may be the best outlet to promote you and will bring you many new friends.

The next level after core friends may be active friends. They will at least like or comment on your Moments, but you may not communicate with them that much in your daily life. In this way, the time you spend on them should be less than that on core friends. You should give them corresponding rewards for their efforts in you.

The next level below active users is “acquaintances” - silent users, who are strangers to your posts except for those who like them, but they will still take a look at your updates and maybe even get involved if there’s anything new.

The last level of users are lost users - what should you do if they block or delete your users? If you want to add them back, you need to have mobile phone number and other marketing channel information.

But if someone has already contacted you once and decided to delete their contact, do you have to come up with a gimmick or activity to attract them back? Otherwise, why would you send a friend request directly? Because you are old and you don’t take a shower?

3. Community and activity operations: strengthening connections between friends

For those core friends and active friends, in addition to providing our own value on a daily basis, we should also consciously and systematically create opportunities to strengthen our connection with them, otherwise they may become ordinary friends at any time or even delete you from their friend list.

In this way, we must strengthen our connections with good friends in our daily lives, chat more on WeChat, and meet more often off WeChat. Help each other when there is trouble, and complain together when there are worries, so that the normal relationship can be stable.

The more frequent and in-depth your daily interactions with users, the deeper the relationship between your users will be. We must learn to create some interactive topics and find points that everyone is interested in in order to form interactions.

In addition to daily interactions to deepen connections, we can also create opportunities to take our interactions with friends to a higher level.

The most common way is of course to organize some gatherings, occasionally go out for a meal, drink tea, go shopping, etc., invite friends to participate, and get together again next time. So community operations came into being.

You can also organize some special events, for example: you get married or have a child, invite friends to attend, they give you gifts, and you give them gifts in return, so event operations come into being.

The events of getting married and having children are too big and may only be suitable to be held once, but some events are smaller but more effective and can be held regularly, such as birthday parties.

Double Eleven is nothing more than a birthday party to Tmall. On this day that is agreed upon every year, we push the interaction and relationships to the extreme. I prepare carefully and you enjoy it.

4. User Incentive System: Praise and Recognize Your Friends Often

We should praise our core users verbally and thank them with actions, but this will not cover all the friends who have contributed to you.

We need to create a rule so that everyone who has contributed to you can feel your positive feedback. So a user incentive system emerged, which could be a membership system or a user level system. In short, it is a solution that marks the behavior of all friends and provides targeted value feedback.

For this reason, we must pay attention that no matter whether it is a membership system or a user level system, the most important thing is not to leave users with the psychological impression that "actions" are exchanged for "materials". This will transform incentive behavior into transaction behavior. The mechanism that was originally intended to bring both parties closer together has become a meter to measure the efforts of both parties. How can the relationship be good in this way? ! Right!

For your friends, no matter how close they are to you, they can get corresponding feedback from you. For you, you can also use this feedback mechanism to find people who really treat you well.

Always give back a little more than they give you, and they will always enjoy dealing with you.

5. User survey and research: Hear from your friends

We need to collect various voices from users and determine which ones are true and objective and which ones are unreasonable.

This is not an easy thing to do. After all, if you ask a friend if his new clothes look good, there is a high probability that he will answer you "not bad". It is not easy to tell whether "not bad" is a sincere compliment or because he is embarrassed to expose your ugliness. What's more, a thousand people have a thousand different standards for defining "not bad".

How can we conduct user research better? The methods are as follows:

1. User questionnaires;
2. Telephone communication/WeChat communication;
3. Interview.

We can select users who fill out the questionnaire more seriously and conduct one-on-one follow-up visits and in-depth communication with them through phone calls or one-on-one private chats on WeChat, so that we can obtain more intelligence. If the location is right, we can also choose to have a face-to-face interview to have a more in-depth and three-dimensional conversation with the user and truly enter the user's world and life.

Related reading:

1. Demonized growth, fission and community!

2. Community operation: How to create a good community atmosphere?

3. Community operation: 6 thoughts on community operation!

4. Community operation: How to use the community to achieve a daily turnover of one million?

5. Community operation: Why are more and more communities dying?

6. Community operation: How to increase the conversion rate of fission communities by 10 times?

7. Community Operation丨The essence and gameplay of "private domain traffic" in 2019!

8. Community operation: replicable community marketing case!

9. Community operation: 9 minefields of community marketing!

10. Community operation: teach you how to easily build a high-conversion rate community!

11. Community operation: operation skills of community content!

12. Community operation and promotion: How to build a successful community?

Author: Wangzai8141

Source: Wangzai8141