Community content operation and planning skills!

When it comes to community operation and management, what is the first word that comes to your mind? Attract new customers? Retention? active? Conversion? Fission?

First of all, we need to think about the goals and nature of our community. A community without a clear goal is like a wild horse that has lost its direction. It will only lose itself little by little while running randomly.

The nature of the community determines the natural attributes of the fans our community carries, and the goals of community operations determine what operating methods we should use to achieve our goals. This article will share relevant skills from the three aspects of community operation goals, paths and management . I hope to learn and explore with you all. progress.

1. Clarify the goals of community operations

1. Community goal setting

When any community (organization) is established, it carries a certain goal. This goal is like the North Star, guiding our direction. The process of establishing operational goals is also the process of finding the North Star.

Community operation is a way to reach users. Compared with other ways to reach users, WeChat community is the one closest to users. This way of reaching users allows us to get to know our fans and users up close.

Common operational objectives:

1. Social marketing conversion
2. User traffic pool operation (now a new term: private domain traffic pool)
3. Deliver product core values, brand exposure, etc.

Generally speaking, these three types of goals need to be achieved at the same time, and then according to the long-term strategic direction of the company's operations, the focus of operational goals will be different at different stages.

For example, taking B-end products as an example, the recommended priority ranking of community operation goals is: (2)-(1)-(3), and establishing a user traffic pool is the first priority. Compared with C-end customers, B-end customers have a longer conversion cycle (which means long-term operation is required), and their loyalty is relatively high, but customer stickiness needs to be improved (the distance between customers).

As market resources become increasingly tight, it is very important to establish and expand new user traffic pools. After the private traffic pool is established, it will inevitably carry the corresponding marketing conversion goals and output conversion results; the third point is to convey product value and brand exposure, which is a long-term goal. It requires a tree planting process and gradually builds its own ecosystem, thereby continuously outputting value and creating brand influence.

1. Analyze user attributes and divide operational goals

A deep understanding of the attributes of our community users will help us formulate more detailed segmentation goals. To deeply understand users, we can start with asking questions and observing user behavior portraits.

(1) What is the job content of our users?

（2）What are the demands for job development?

(3) What time do you go home and get off work every day? How did community become a strong demand for them?

(4) What do users do on weekends?

（5）What are the connections between our products and users?

(6) How to perfectly connect these connection points with social media fans?

(7) What resources would they definitely want to obtain?

(8) What actions have our competitors taken based on community user operations, and what is the logic behind these actions?

(9) Does your team fully understand the user attributes that you understand? This is very important. If your team does not fully understand it, it will be difficult to operate and manage the community. This will also be discussed in detail in the second section.

What questions should we think about in relation to how we raise a flock?

Which questions determine how we involve conversion logic?

Which key issues determine whether our community has the ability to split?

Among a hundred thousand whys, there will always be 10 that get to the core. The process of asking questions and thinking is also gradually understanding the attributes of the customers. Based on the results of the questions, a series of hypotheses are made, and the next step is the verification stage.

Then we should note that it is best to use our eighteen weapons one by one to try and error, and steadily test the results we want. Be careful not to be impatient for quick success or quit at the height of your career just because of a temporary high or low.

Because in the early stages of operation, the tone of the community is uncontrollable, and not all actions can quickly produce the most realistic results. Occasionally, you need to learn to step out of the community operation itself and observe and analyze objectively from the perspective of an observer, so as to gradually determine the small goals of different operation stages and achieve them one by one.

2. Path to achieving operational goals

Okay, after talking a lot, I’m finally getting to the point. How do we achieve our goal? There are thousands of ways to achieve your goals, and it is not certain which one is best for you, but we can learn from and discover inspiration; this article takes the perspective of B-side products to share with you some skills and experiences from personal practice.

1. Group operation

Raising a flock can be understood as "planting trees". "Planting trees" is relative to "planting grass". Planting grass is a common term among everyone. Its characteristics are fast, popular, and crazy harvester. It is a common way of playing on the C-end.

Based on the characteristics of B-side products, we decided to choose to [plant trees]. Planting trees is a long process compared to planting grass. It requires careful care in the early stages and the need to endure the changes and tests of the seasons so that they can take deep roots. OK, the story is beautiful, but reality requires hard work.

Previous wave of dry goods:

(1) Maintenance of group rules. In simple terms: pull people in, kick people out, guide people towards positive topics, and prohibit discussion of sensitive topics; there must be a threshold to join the group, and groups with a low threshold are often mixed with good and bad people and of very low quality.

(2) Guide group members to be healthy and active and improve the professionalism of answering questions and interacting with each other.

(3) Cultivate a group of loyal fans (opinion leaders) who will help you share the output of group topics.

Cultivate opinion leaders: interact with them in the group in a timely manner, praise them publicly and loudly in the group, express affirmation in the group; chat with them privately frequently to get closer to them, express gratitude (the kind of gratitude with real money), listen to their ideas and suggestions, and make them feel valued, cared for, and trusted;

(4) Make the community open and free. There are not only experts but also novices in the group. Every time you speak, you should consider taking care of the majority; be respectful to the experts and tolerant to the novices;

(5) Learn from competitors. It is always worth learning from competitors because they are not only your opponents, but also your teammates in the industry.

In short, it is like planting trees and raising a group, so you need to analyze what nutrients your fans need, what level of nutrients you can provide, what are the fans' demands in the community, and gradually approach the ultimate goal of operation while meeting the fans' demands;

1. Conversion logic chain

If you are still not satisfied with the story of planting trees, then this part will be more exciting. After all, if we plant trees for a certain period of time, we will have a good harvest. This is also the issue that everyone is most concerned about. After raising a group for many days, we can finally achieve some results! In this link, we need to prepare the conversion path and welcome the results smoothly.

The story is beautiful, but difficult to realize! Some strategies that we can all think of (pre-sales, reservations, promotions, hot items, creating a circle of friends, etc.) are often the easiest to implement, but the effects are the most difficult to improve. This is even more obvious in community operations.

Conversion logic :

• Scene presets. What kind of scenario is most suitable for conversion? Whether it is an existing community or a new group, specific analysis of product and user attributes is required.
• Process segmentation. Sort out all the props you need: product copywriting, social media talk, material posters, transfer mechanisms, etc. Each link needs to be carefully designed and detailed. It is best to divide it into specific tasks so that team members can focus on their goals and collaborate efficiently.
• Rhythm control. What are the key nodes, the progress estimates for these nodes, the transaction estimates, and the transfer resource reservations.
• Conversion transaction. Now that you have the customer, the finishing touch is in place.
• Activity fission. Every event, regardless of size, needs to consider fission, and let fission thinking run through the entire community operation. Whether it can bring about fission dissemination, from a poster to a product marketing campaign, is the most basic indicator to measure the quality and effectiveness of operations.

3. Data Management of Community Operations

Clear goals and clear paths are the most critical prerequisites for a team to fight side by side.

When it comes to management, the most intuitive thing for us is data monitoring. The finer the dimension, the more conducive it is to data analysis, optimizing management, improving the details of the corresponding links, and promoting operational growth;

1. Key issues in community operations

(1) Group member management

Group member management is the most basic aspect of the entire operation cycle. Whether it is in the group cultivation stage or the conversion and monetization stage, it belongs to the scope of daily management and operation. Learn to draw a map of group members and segment and perfect the portraits of group members as much as possible. You will need to compete with all kinds of members in the community, let them shine on the community stage you have built, and generate huge operational value.

(2) Operational content management

Content management was explained in the previous article about the planning and output of content operations. This article will focus on content management and intuitive understanding of table building. The more detailed the dimension is, the clearer the logic is, and thus the optimization can be well guided through the data dimension. Let’s practice together!

1. Data Management

The gradual establishment and standardized implementation of the data system will provide better reference value for operational management and will be of great value to goal setting and result output.

1) Content

1. Day, Week, Month
2. Content activity
3. Topic activity
4. Product delivery times

2) Users (Fans)

Four user groups : potential customers, new customers, main customers, and dormant customers.

1. New fans
2. Fans Source
3. New customer information
4. Customer Information Source
5. Fission Added
6. Fission Channel

3) Conversion rate

Conversion source; conversion cycle.

Four conversion rates : new addition rate, conversion rate, churn rate, and awakening rate.

At the same time, team members can also develop the habit of daily data recording and summarizing; manual recording will be cumbersome in the early stage. When the amount of data is not large, manual recording can drive the team to develop data thinking, and actively look for suitable tools to do data monitoring; in terms of community data management tools, it is recommended that everyone try to experience and try to find the most suitable tool when selecting.

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: BM Xiaohui

Source: BM Xiaohui