Community operation: replicable community marketing case!

Let’s talk about some down-to-earth social media marketing cases. You don’t need any resources, but you can copy them as long as you put in some effort.

I am now in charge of the company's community operations , so I often join other communities to look for inspiration and learn some community marketing cases.

I found some groups like this:

A group of people in a WeChat group exchange resources and share experiences, for example, whose fruit is unsalable, whose brand needs marketing, who needs someone to move, do laundry, or mop the floor (off topic). As long as you shout in the group, you can always find someone with resources, and from time to time someone gives lectures.

This is the ideal situation for the community. We work together to share experiences, exchange resources, and become bigger and richer.

As for the cost, almost nothing.

But for most communities, it is like this:

It's a community that often holds gatherings online and offline, with a lot of fanfare, and the founder is also quite famous. The characteristics of this XX community are: 1. Sharing of national network resources, 2. High membership fees.

The so-called resource exchange does not exist. Most of the people who come here have no resources, neither money, factories, nor companies. Everyone exchanges gossip and connections with each other, and their catchphrases are: I know that XXX.

In many social marketing activities, the knowledge shared is like the Nike shoes from Putian, which look real. The so-called gathering of a group of people to share resources turns out to be the only resource that can be shared is this group.

It is difficult to build a community because it is hard to find group members who have resources and are willing to share them. But it is also easy because you can be the operator who coordinates all resources and maximizes them.

There are three principles to build an excellent Internet platform:

Build a platform

Set rules

Execution

To put it bluntly, a community is also an Internet platform, so to run a good community, we must follow these three principles.

Next, I will talk about my experience in operating a company community and explain in detail how to do these three points.

Origin

The story begins when I first came to the company.

We often do micro-classes, and after each sharing, we will leave several or even dozens of WeChat groups with 100 members. After a long period of operation, there were dozens of groups. Even recruiting administrators was difficult, so they had to disband.

I felt it was a pity and wanted to activate this group of people.

So, I started my first community operation.

Set the tone for the community (build the platform)

I chose a course on fission, which was very effective. After the sharing, everyone kept discussing various fission issues in the group. It was quite lively and everyone recognized this group.

The first step I want to take is to get everyone to shift their recognition of the group to recognition of the company.

The method I chose is online Q&A.

I started to speak frequently in the group, answering various fission questions from group members, ranging from small ones like how to configure the fission software to big ones like disassembling other successful fission cases. After answering questions like this for a while, the topic of discussion in the community focused on fission. Our community has its own theme.

Thanks to my experience in this area, my answers can satisfy everyone. I also became a small opinion leader in the community.

So to sum up this stage, I think it should be:

Set the tone for the community, establish opinion leaders, and build centripetal force.

Let everyone find their place

The above operating mode lasted for about two weeks. I found that this operating model was too heavy and not replicable, and my input-output ratio was too low.

During the Q&A process, I found that everyone actually has their own opinions on operations, and they are also willing to comment on others, regardless of whether the motivation is to help others or to market themselves. So I guess that if group members were allowed to answer each other's questions, everyone might be more motivated. Although their general operational level is lacking, by working together, they can always comment on various problems in the article. This can increase members' sense of participation and reduce our own time and management costs.

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With such an expectation, I tried to answer the questions like this:

On the day when I was supposed to answer questions, I announced that I couldn't open the article because the signal was too bad (which was true), but I still had to answer the questions. So let's change the format and have members answer each other's questions. Please send the articles to me privately, and I will send them to the group for everyone to comment on. It takes 5-8 minutes on average to comment on an article, and I am in charge of controlling the pace.

Since that day was a Saturday, the results were not very good and only four or five articles were collected. So I found an advertisement in other groups and asked someone to play the role of the public account operator, and finally I got together 10 articles.

After the article was posted in the group, not many people responded, so I found a few friends to act as agents to liven up the atmosphere.

After commenting on about three articles, more and more people started to get involved, and some people even ignored the group rules and directly posted articles asking for comments. After reiterating the group rules and activity rules, more people began to privately message me to post articles, and the activity began to become popular.

An hour later, I announced the end of the event and made a summary. The event ended without any major incidents, but the effect was still good.

Having learned from the previous experience, I held the second Q&A session among members three days later, which was Tuesday.

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This time I preheated it in advance, such as:

1. At noon, I tagged everyone and announced that there would be a Q&A session with members in the evening, and asked everyone to prepare their articles.

2. Find someone to be the administrator and have everyone send articles to her. This way I can free up my energy to participate in the reviews and improve the quality of the reviews.

3. Prepare some words and closing remarks in advance

4. Prepare some articles in advance and find some people to act as agents.

The review effect was very good. As of half an hour before the event started, we collected 5 articles and announced the start of the event.

The members were in very high spirits. Commenting on others gave them a sense of superiority and accomplishment, and those being commented on also felt that they had gained a lot. On average, each article received more than 20 comments. After everyone has commented, I will make some additions and summaries, and then the administrator will send out the next article. During the comment process, people continued to add the administrator as a friend and send articles to the administrator. The administrator could only regretfully inform them to wait for the next activity.

Finally, I will summarize and express my gratitude, and the event will end successfully.

To summarize this stage, I think it should be:

Find ways to interact and give everyone opportunities to participate.

Shuffle! Blood transfusion! (Formulate rules + enforce them)

No matter what kind of group it is, there will always be onlookers and die-hard fans. Of course, it doesn’t mean that the person is dead, but that he gradually stops participating and no longer clicks on your group. Some people have never opened it since they joined.

So after the previous process, the community has been stabilized. What I need to do next is to clear out the onlookers and attract new people in.

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In previous operations, I have always emphasized that everyone should change the notes, because I think this is the most basic recognition of the community. I issued an ultimatum: after 12 hours, the comments that have not been changed will be cleared out. More than 100 people were cleared out that night.

We also have several other groups, which we originally planned to disband, but I have always insisted on keeping them, maintaining them to prevent advertisements, and regularly going in to answer questions, just waiting for this day. I disbanded these groups and left messages asking those who are interested to add me as a friend and invite you to join the community.

So, the community was full again, and a blood transfusion was completed.

To summarize this stage, it should be:

Make sure the group always maintains a certain proportion of active users.

Summarize

Finally, a summary is given throughout the article:

1. Only when everyone focuses on one point and gathers together, this community will have a playable community marketing case.

2. The community should have fixed topics so that everyone can talk about something instead of just chatting

3. The threshold for participation should not be too high, so that everyone has the opportunity to participate, otherwise it will become a carnival for big Vs

4. Innovation is needed more than love.

5. Constantly change the blood to ensure that there is always a certain proportion of active users

6. Consider the low-cost operation of the community to make it replicable.

To sum up, there are three points: build a platform + set rules + enforce them.

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?

Author: Langge

Source: Marketing Planning Officer