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

In the Internet environment, the definition of private domain is traffic that is independently owned by a brand or individual, can be freely controlled, is free, and can be used multiple times. The private domain is usually presented in the form of personal WeChat account, WeChat group, mini program or independent APP.

In layman's terms, it refers to the traffic in the hands of the brand itself. In the WeChat ecosystem, WeChat groups and personal accounts are the two most important private domains.

Therefore, the operation of the community will be crucial in the future, because these are the traffic in one’s own hands. This is actually the concept of traffic pool that Yang Fei mentioned.

A community can accommodate 500 people, and a personal WeChat account can accommodate 5,000 people. Some top micro-business influencers sell goods through communities and Moments, and their turnover has exceeded 10 million, so community operation is particularly important.

But why are some people not very good at social networking?

First of all, what is a community?

Everyone may have encountered this situation. Sometimes you don’t know why you are pulled into a group. In fact, this is just a WeChat group, not a social group.

In simple terms, the essence of a community is to gather a group of people to do something together. The community is directional and members of the community have common needs.

1. What does an excellent community look like?

I have joined more than 400 communities, and the quality of the communities varies. Here I would like to share with you the communities that I think are better.

1. A good community must have an entry threshold

Sometimes, people don’t know how to cherish free communities, and communities that require users to pay something to join are often more likely to be valued.

Therefore, we can set thresholds when establishing a community. The process of setting thresholds is actually a process of screening users.

There are three ways to set the threshold:

• You can join the group by forwarding the tweet to your friends circle
• Send business card for review and join the group
• Join the group by paying a fee or deposit

For example, in the operation of Gongju Xiao Leilei’s learning community, everyone knows that you need to pay 200 yuan to join, which not only allows you to get permanent high-quality community services, but also gain connections. You can also get a new media information USB drive filled with information, membership of the new media platform, etc.

Recently, the technical team of Xiao Gongju has also developed a mini program that provides paying users with the function of "querying lists, promoting each other and increasing followers".

Therefore, the essence of payment lies in recognizing the value of the community and achieving a result of equivalent exchange.

2. All communities are directional

Many times you will be pulled into a community without knowing it, but in fact it is meaningless.

The basis of a community is directionality, and members of the group have something in common. For example, the purpose of the "Haha Group" is to be a source of daily happiness, and everyone joins the group just to see funny jokes and so on.

3. The community must have group rules. Without rules, there will be no order.

Many times, a group member advertises, but the administrator does not manage it, and over time the community dies. Therefore, a community must have group rules. The purpose of group rules is to regulate the behavior of community members, so every community must have group rules.

For example, in the little princess’s learning community, if a member posts an advertisement, he must send a red envelope of more than 10 yuan. If someone quarrels, since everyone is a paying member, they will be temporarily kicked out of the group.

4. Good communities have daily processes

You may have heard of an English abbreviation called SOP when you are working.

SOP means standard working procedure, which means to standardize a job. So for community operations, we can also standardize community operations.

For example, I joined a community like this. They set up a daily routine for the community. The community would send out a morning report every morning, and in order to stimulate the activity of group members, relevant topics would be posted every afternoon to guide everyone's discussion.

Over time, group members will become attached to the community.

Therefore, we can also design the daily process of our own community based on the characteristics of the members in our community.

Through user feedback, we continuously adjust the operation direction and eventually form a set of community operation SOPs that suit us.

2. Some suggestions on community operations

Often, the activity of a community does not exceed 21 days. Why is the activity of such a community so low?

A very important point is that this community does not meet the continuous needs of users.

Generally, there are two types of communities: one is a non-continuous demand community, and the other is a continuous demand community.

For example, I joined a community called "Public Account Topic Selection Community". This community is not very active, but it is full of vitality because the community is positioned as a public account topic selection community. This demand is a continuous demand for members of the community, so it is full of vitality and can survive forever.

What about non-sustaining demand?

For example, the Kuakua group that was very popular some time ago. Many people also created Kuakua groups, but the community became inactive after a few days. A big reason for this is that the group members in the community may have participated just because it was novel and fun. The positioning of this kind of group is a non-sustainable demand for users.

How to run a community well? Here, I give a few suggestions:

1. Use the PBL model to operate the community

I mentioned the PBL model in the previous article. This model is a kind of gamification thinking and is mainly used in game design. In fact, this model can also be applied to community operations.

for example:

Our community members give users points (or credits) based on their daily contributions to the community, and then through the accumulation of points or credits, when they reach a certain amount, we give users rewards.

Rewards can be physical rewards or virtual rewards. In fact, this model can be applied by many social robots.

2. Community operators need to set up several small accounts in the group

Sometimes a big reason why a community is inactive is that there is no one interacting and no one setting the pace.

So in order to avoid this situation, you can set up a few more small accounts in the community and interact in a timely manner, which will help activate the community's activity.

3. Use dry goods to promote activities

The communities we manage all have a typical user portrait, so we can use practical information to promote community activity based on user characteristics.

What is dry goods? In simple terms, dry goods are information that is valuable to users.

For example, for the "public account title group", you can provide group members with useful information on how to choose titles.

Therefore, community operators must have the ability to search for information and pay more attention to some practical information after work. This will not only mobilize the activity of group members within the community, but also increase user stickiness to the community.

3. The establishment and operation of community and personal accounts are crucial

The WeChat ecological matrix is ​​divided into communities, public accounts, and personal accounts.

These three parts are basically where users gather, but the opening rate of official accounts is getting lower and lower, so the establishment and operation of communities and personal accounts are crucial.

Social groups and personal accounts are the private domain traffic that has been popular recently. It is worth exploring what other ways there are to use private domain traffic.

However, it is very necessary to cultivate personal accounts and establish communities.

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!

Author: Liu Zhe

Source: Operation Publicity Xiao Leilei