Activity operation: Practical analysis knowledge payment "training camp + community" model!

1. What is the “training camp + community” model?

According to the general understanding of the knowledge payment industry, a training camp is a systematic course that designs and improves user learning patterns and methods by conducting in-depth research on user psychology, learning motivation, and learning habits - quoting Gao Yanpeng, COO of Xiaonengxiong.

(Using personal experience as an example, it is easier to understand)

How to operate a training camp activity ? The brand will take out its own areas of strength to carry out course marketing separately, and use the training method combining audio + social media to carry out integrated marketing, with a single skill as the theme, plan the course content, and then lock in its precise user group through poster sharing. This includes launching activities in some interest groups, setting bait to get users to share on WeChat and then split their own circle of friends!

The last step is to expand the social circle - scan the code to view the poster - product details page - pay to purchase - add the assistant on WeChat - join the group chat to distribute useful information.

Below I will share with you a "training camp" + community training case of a project I worked on recently. I will break it down from the case project background, user portrait, and actual community operations!

Case Brief

Project Type: Social e-commerce project

User profile: 28-45 years old, 70% male, 30% female,

User source: Platform agents

Community size: 380 people

User needs: Want to learn various low-cost online methods of attracting traffic and closing deals with customers

2. Three key points in the early stage of the training camp

1. The sense of ceremony of the training camp community: opening poster/course preview/admission letter

The first step in forming a community is to find a group of people with common needs and interests.

When the number of users is ready, a poster announcing the opening of the training camp will be distributed to all students.

The poster contains three key elements: course theme, teacher introduction, and QR code, giving them a sense of ritual to stimulate their sense of identity and allow them to undergo secondary fission!

2. Staffing of the training camp community: operating the community as a class

The first thing to prepare is the "big teacher": the main sharing person, who is the key KOL in the group and ensures the value of the community.

Then there is the “class monitor”: similar to a group manager, he is responsible for the daily operations of the entire community, notifying course sharing and managing group members, etc.

“Teaching assistants”: Most of them are in-depth students of the teacher. Responsible for creating the atmosphere for daily course sharing, publishing homework, organizing mind maps and distributing learning materials.

The last one is the "water army": responsible for opening several WeChat accounts to liven up the atmosphere in the group, asking questions, and supporting the teacher as a newbie.

3. Participation in the training camp community: Classes are held in the group

I believe everyone has experienced this, where a big-name teacher shares voice information in the group, and then assigns homework to everyone or leaves a personal WeChat QR code.

The goal here is to create a sense of course participation and learning atmosphere for everyone in the community, and to move the classroom format to the online community, which is more practical.

Here is a summary of my practical process:

3. Five steps to community practice

Preliminary preparation: We have completed the preliminary planning of the training camp, including our students, teachers, and group managers, all are ready. What we do now is to offer courses for students to learn and practice to increase the activity of community users!

Step 1: Course Preview

Course preview is the first step, and it must be done after the group is full!

Course previews can motivate students and inform them of the next community activities at a certain time, thereby increasing the activity of the community and avoiding your own "self-entertainment" in operations.

The key points of the preview are the teacher's course introduction and the teacher's personal poster. The course introduction should reflect the value of the course, and the poster should feature real people.

Step 2: Welcome the teacher

Welcoming the teacher is the embodiment of the community’s sense of ceremony, letting students know that this is a live course learning and real online training.

The welcome message should be simple and easy to understand and @老师, so that group members can copy the text layer by layer. This can not only create a sense of ritual but also increase user participation!

Step 3: Teacher’s lecture

The part where the teacher gives lectures is relatively simple. When doing WeChat group training, it is best to use voice as the main method, with pictures and text as the dry goods and course titles, and a complete set of structured outputs.

The best arrangement is to use text as course titles and audio for explanations; pictures as useful information are clear and easy to collect and view.

Step 4: Thank the teacher

"Thank you teacher" is the closing stage of the entire community activity, and it is an action that brings the sense of ritual to the emotional level!

The focus of community course training is on "interaction" and "gratitude", which can not only improve students' sense of happiness from the perspective of operational means, but also allow students to have impressions and feelings for the teachers.

Step 5: Publish the assignment

It is normal for teachers to give homework to students. We always leave an assignment for students at the end of each class. The purpose is to allow students to practice their skills and provide real feedback to the group, thereby promoting community activity and interaction, improving the effectiveness of the entire community training, and allowing teachers to see real feedback.

4. Summary of the advantages of the training camp community

First point: Efficient training of single skills, highlighting the advantages of the course

The most direct benefit of the "training camp" community training is that it breaks the drawbacks of previous online training: students are separated from teachers by a screen, their willpower is not focused, and their learning is easily fragmented.

The training camp will have a clear theme, such as cultivating a certain ability of the trainees, such as data processing, Taobao operation, leadership, writing ability, etc., to systematically learn the entire knowledge system framework in a purposeful manner.

The second point: Accurate traffic integration and improving students' secondary sales conversion

Every paying student is your precise customer traffic. After adding WeChat, you will break away from the original knowledge payment platform and take the initiative in traffic!

You no longer have to rely on the traffic of large platforms such as Lizhi and Qianliao. You can convert and sell your students through social announcements, group messages, and friend circle fission. You can also give students the right to distribute courses and let them help you with secondary sales, reducing sales costs and increasing conversion rates. This is another manifestation of community distribution.

Author: Uncle Wen

Source: Uncle Wen’s User Model