Review of the operation of Xiaohongshu’s popular community!

I had nothing to do during the recent epidemic, so I signed up to be a volunteer in an online community. This is a training camp for learning how to create popular products on Xiaohongshu. As the group leader, I am responsible for the operation of the group and the services for the 10 students in the group. Apart from attending classes and asking questions to the teachers, I am responsible for all other services.

The first operational experience of a product person, the results are pretty good:

• All 10 students in the group completed tasks that exceeded the official requirements.
• Among them, there are 4 top students according to official standards
• 1 student gained 1500+ followers, 1 student realized 3000+
• The group atmosphere was enthusiastic. In the second week of the training camp, I was invited to share my operational experience with all 30+ team leaders.
• It also received 100% positive feedback from students.

Next, I would like to share my thoughts on these two topics:

1. How to provide good service in online training camps.
2. About the value of incentives, and how to provide good incentives in communities and products.

1. How to provide good service in training camps

The models of online training camps and tutoring institutions are similar, so the repurchase of training camps will also depend on two aspects:

1. Users who come to the training camp also have clear goals to achieve; if the trainees fail to achieve their goals, it will harm their subsequent repurchases.
2. Just like tutoring institutions, if the service staff (usually team leaders/group administrators) are liked by students, the subsequent repurchase rate will be very high.

Online training camps have another feature: most students participate during their part-time hours and do not have much time. Therefore, if you want to achieve the above two repurchase indicators, you need to provide good services, fully mobilize the enthusiasm of students, and create a good community atmosphere.

In summary, in the business model of training camps, it is more important to "mobilize the students' involvement" and "establish a good community atmosphere." I achieved both of these goals during this experience. Below is a SOP that I summarized based on my practice to achieve the above two goals.

1. Set goals

1.1 The Importance of Setting Goals

1.2 Privately chat with each person to set their own goals

1.3 Targeted follow-up

1.3.1 Supervision and reminder based on goals: reminders can be given in the middle of the week, and summaries can be made based on the students’ goals at the end of the week to inform them of their completion status

1.3.2 Review the results of the unsuccessful efforts and set “retreat goals” if necessary

2. Make the group active

2.1 Group check-in

2.2 Increase the speaking frequency of group members

Let’s explain it in detail below.

2. Increase investment – ​​set goals

1. The importance of setting goals

When I was working in education, students would go through a step of entry test and goal setting before entering the class. Only with a goal can we take clear actions. So this step is very necessary.

Moreover, the way the teaching assistant privately chats with each person to set goals will make the students feel that it is tailor-made, and they will pay more attention to this goal later.

2. Privately chat with each student to set goals

After that, I took the initiative to talk to each student about his goals, and together we broke down the goals into update frequencies, so that I would have a handle on how to supervise them.

Under my guidance, each student expressed their expected update frequency. As soon as they finished speaking, I added, "Then I will supervise you at this frequency."

This is to let them know that this is not just a casual remark and to make them aware of it. When I went to supervise them, they felt embarrassed and thought I was annoying.

Although some students were a little helpless, everyone still reached a consensus happily. After all, everyone came to the training camp to achieve results.

3. Follow up on the target

(1) Supervision reminder

You can give reminders in the middle of the week, and summarize based on the students' goals at the weekend to inform them of the completion status.

The goals set are weekly goals, so we will pay attention to the students' completion status at the beginning of the week (give reminders when they have relatively more time), give reminders when we feel that the time to complete the task is tight, and give reminders again when it is almost the weekend and everyone has more time.

(2) For those who fail to achieve their goals

For students who find it difficult to achieve their goals, you can review the reasons with them. If there is not enough time or the goal is too high, you can step back and set a goal that can be achieved by standing on tiptoe. This will give them renewed confidence and allow them to continue trying hard.

(3) For those who are not really positive

The first thing is not to give up, and to arrange a time that is convenient for him to talk and help analyze and break down the problem she is facing now, whether it is a problem of willingness or a problem of time.

Most of the time it’s probably a matter of time, so you need to help her break down the tasks at hand and supervise her in making time plans. Set a lower goal.

3. Make the group active

1. Group check-in

In order to create a better atmosphere for everyone to persist, I started to organize everyone in small groups to check in every day. When you see others persisting in updating, you won’t think it’s that difficult to update.

Before organizing the small group, I still chatted privately with many classmates to ask if they were willing to check in with everyone in the small group. Some students would have concerns at this time, and I also followed their own wishes. After all, the training camp is the students' own journey of exploration, and they still have to follow their own feelings.

After that, I started to post updates and check in in the group every morning. After starting the daily check-in, the learning atmosphere in the group became much stronger than before, especially when some students posted notes with good data, it would ignite the atmosphere in the group.

At the beginning, I had a concern about the daily check-in, which was that if everyone gradually stopped updating, would it have a negative impact on the group learning atmosphere?
Because of this concern, I send reminders to my classmates who update their posts daily.

But later in the process of checking in, I found that when everyone else was having difficulty persevering, if there was one person who still persisted, it was very motivating.

Students who have not updated their posts will be motivated and continue to work hard, thus forming a positive cycle where everyone can encourage each other to persevere. Basically, there are six or seven students in our group who update their posts and check in every day. It has become a group that no one can ignore. Naturally, students will also think about updating their posts when they have time.

2. How to make everyone active in a small group

After our group broke the ice, I sent messages in the group to notify everyone, but no one responded. But if I always chat with them privately to convey information, they will be less likely to look at the group, and it will not be conducive to establishing connections between students. So I used the following methods to finally make the group active:

(1) Remind everyone that group learning is also one of the ways the camp empowers everyone, so everyone should make good use of it.

It is easier to persevere when we are together, and we can help each other. It is not cost-effective to go it alone.

(2) Please feel free to respond to us in the group. We organizers also need feedback.

When I went to talk to the students, everyone gave me very positive feedback.

I also found a small program for making emoticons and made a few emoticons 😄.

Speaking of which, the few students I asked for help at that time maintained a high response rate to me until the end. I was really touched and very grateful to them.

(3) If you do not respond, you will be called repeatedly.

Tell them that in order to ensure the reach of the message, if they do not reply to the message in the group, they can only harass them through private messages. Many students do not want to be bombarded with messages, and will reply when they see the notification from the small group.

(4) Create good expectations

I told everyone my vision for the group at the beginning of the small group icebreaker. Everyone will have an expectation and will be more willing to participate in group interactions later.

The value of motivation is immeasurable. If the student's commitment can reach 50-60% through setting goals and supervision, then motivation can make the student's contribution reach 80% or even exceed 100%.

The ceiling of motivation is very high, and a good community atmosphere needs to be created through motivation. Humans are emotional animals and they all need a sense of belonging. I dare say that a community with a warm atmosphere will definitely attract countless fans and money in the Internet environment. As an education product manager, I have specialized in studying user incentives.

I have found that in a product, no amount of praise for users is too much. When users make efforts or achieve small results, they will feel a sense of accomplishment and desire external responses.

This moment is reflected in the product as various small easter eggs and medals, and in community work as "instant feedback-like praise." Students can gain strength from praise, and it also brings us closer to the students.

4. How to motivate the training camp community

1. Praise students so that every action they take gets a good response

Teacher Wu Zhihong said that every demand and action that people send to the outside world, once issued, needs to be received in a relationship, which means that its existence is proven and it is born; if it is not received in the relationship, it means that it is denied or even killed.

At this time, the death anxiety of this energy will be aroused, and the desire for destruction will arise. It either wants to destroy or even destroy the object, or wants to destroy itself. Everyone tried hard not to let their will die in this incident.

Therefore, people naturally hope that their behavior will be seen, accepted, and get a good response. Therefore, our service staff need to give positive feedback to every action of the students, so that the users are happy and satisfied.

（1）Provide feedback after students have made efforts

Generally, feedback on the effectiveness of training camps is slow. The trainees’ service staff can become part of their feedback, recognize their efforts, and praise the highlights of their output. This will make their efforts smoother and more motivated.

(2) Make students feel valued

Goal: Make everyone feel like they are being treated specially.

When we were in school, if a student was given special treatment by the teacher, everyone would feel that this person was amazing and the person would be very motivated.

Volunteers can take advantage of the camp settings, such as invitations to share, top student programs, etc., to chat privately with trainees, creating a feeling of special attention and being valued, which will motivate trainees.

In addition, for example, by understanding and recording each person's characteristics, the communication process will also bring students closer because they feel that you understand them, and students will feel seen.

For example, one of my students used to be a company executive and she was also a top student who had obtained many certificates. When I communicated with her, I could clearly tell her past accumulation, which brought us closer.

(3) Create hope for students

For training camps with more challenging goals, it is important to create more hope for the trainees. Hope brings motivation, this is human nature.

Giving students hope and confidence will also help increase their success rate. The atmosphere of enthusiasm must also be blessed by hope.

Creating hope - Specific approach 1: Help students analyze their strengths

After collecting the self-introductions of the team members, I found that everyone has certain accumulation, and I sincerely think that they all have great hope of success.

So during the subsequent training camp, I kept emphasizing their strengths and praised them crazily.

Creating hope - Specific approach 2: Encourage more often

In order to encourage them, I changed all my emoticons. In order to create a feeling of imminent success through "public opinion", I insisted on sending them this kind of brainwashing emoticons throughout the training camp.

From the perspective of the organizer, how to maximize the community's services: It is very important for the community to provide good services. From the perspective of the organizer, how can we standardize the services?

Characteristics of candidates for community operations :

• Requires strong empathy
• Kind and loving
• People who enjoy socializing and can be nourished by the relationship between teaching assistants and students
• Ability to have an equal relationship with students

2. Community operation is based on sincerity

Deep down, everyone needs a sense of belonging. I have always believed that if someone can create a community with a strong sense of belonging, it will be of great value.

If there is such a community, then one of its characteristics must be sincerity, sincerity from top to bottom.

The community atmosphere is based on sincerity, and community service providers also need to sincerely consider the students.

(1) Provide adequate training and guidance

SOP is very important, and the following tables are compiled to manage students.

Student Goals/Supervision Registration

Student file records

Reflections: During the past month, the epidemic was raging and I was confined at home. While I was accompanying the students in the training camp, they also brought a lot of joy and vitality to my life.

I have participated in similar training camps before, but did not achieve very good results. The experience from this failure actually came in handy. Because of the failure, I thought about many times how to succeed.

Coupled with my experience in education and product manager, it all played a very good role this time. It is true that every step taken will not be in vain.