Community operation: community hierarchical management and operation model! (With gameplay)

In 2019, the concept that everyone talked about the most on the Internet, whether it was e-commerce or TOC business, was "community". Everyone should be clear about what it means to build a community: a group of people with the same values ​​and labels come together to move forward towards a common goal, and use WeChat, QQ, or the community as a carrier to connect.

What is “ community operation ”? Simply put, the 21st century has changed from the traditional marketing model. Whoever captures the users, works hard on them, and deeply cultivates them will be the king. Community operation is an operation tool that reduces the platform's customer acquisition methods and improves conversion rates through WeChat or QQ groups.

At the same time, since 2018, the position of user operation has become very popular. What is the main work of user operation? We did not give a specific definition in 2018. It was not until the second half of the year that we had an accurate positioning, which was to build stickiness in the form of KOLs in WeChat groups or where users are located, or to build stickiness in communities, plant grass, and guide users' secondary consumption and third-time consumption behavior. This explanation may be more direct.

"Community operation" is very important. If you don't have community awareness now, you are really out of date and will be eliminated soon. The price of traffic is getting more and more expensive. We should work hard where the users are. Communities have a life cycle. Many companies do "communities" and do them very commercially. But in the early stage, I suggest that they should be based on interests, label guidance, and in-depth operations. You can learn from Xiaomi's "Mi Fans" and Luoji Siwei's "Luo You Club".

I won’t go into details about the forms of communities here. Different entrepreneurial projects have different forms, and the forms of communities are also different. For example, “Brand Brain” is a knowledge-based paid community, a commodity-based community, Funiutang, and there are also many resource-based community markets, such as PR people and public relations communities.

Many social e-commerce platforms adopt a 399 membership model or a 0-threshold model. If this type of social e-commerce does not build a community, its activity and stickiness will be very low.

Usually, a social e-commerce model platform with a 399 membership system will have a distribution component. We can observe these users through the background data. Some of those who have done well are already top players or middle-level users. In the early stages, one of the tasks we need to do is to divert traffic and establish a basic model.

1. Traffic diversion and hierarchical management

We can use the user analysis model of the social e-commerce platform to direct mid-level users to the company's personal IP numbers. These numbers are managed by the company, and every partner who gets an number is in a (user operation position). In the initial stage, don't rush to create a group, otherwise the group will die quickly.

Initial work can start from the following levels:

1. Create a personal IP number for your company

2. Keep updating your Moments (to prevent being blocked)

3. Import traffic to WeChat account

4. Prepare community management rules in advance

5. Create a group

6. Product + content support

The company creates a personal IP account. I have seen many friends who are engaged in user operations, but they don’t know how to create it. Here I would like to make some suggestions. To create a personal IP account, you need to operate the company account as a normal daily life, posting on circles, products, likes, comments, etc. every day.

I won’t go into detail here about how a person’s WeChat account was blocked. You can search on Baidu for details.

Regarding the number of friends added on WeChat, it is about 50-100 per day.

I believe you have some understanding of the community management system. There are many models on the Internet, such as: you cannot advertise in the group, you cannot send price-cutting messages, you cannot talk about irrelevant things, etc.

The purpose of hierarchical management:

That is, different users on the platform are operated according to different attributes, so in the initial operation stage, we should first concentrate the middle-level and waist-level forces and establish group management.

Main links:

Before creating a group, communicate with mid-level users one-on-one or one-to-many in advance. The tone is usually, "The official community of XX will be established tonight. If you want to join, I will send you the group rules first. After joining the group, you need to change your name, pay attention to group information, and pin the group to the top." The purpose of this link is actually to inform users what this group is for? What are the benefits of this group? What will the official group bring you? In fact, the purpose behind this is to unify management, create stickiness, attract new customers, and increase GMV.

Official operation:

For middle-level users, social e-commerce needs to operate communities in batches, which requires sufficient community user operations. Usually, one person can manage 20-30 communities, and 300 people are no problem. Excellent community user operations can reach 50. Of course, it depends on personal ability. In the early stage, you should focus on communicating more with users in the middle-level group. Remember not to push products right away. First lay a solid foundation, set rules, and then make a fixed community model. (Community administrators will do training on several days a week, and will do flash sales and promotion of hot products every week, platform introduction, value introduction, social responsibility, and how to make middle-level users copy.

In the early stage, the community of mid-level users needs to do a lot of stickiness work.

For example: chatting, interacting, and building relationships with each other, and friends in charge of user operations should be good at observing the people in the group, which ones are active, which ones are average, and which ones are suitable to be the KOL in this group, and they should delegate authority appropriately.

For the initial high-level top users, the model methodology for building groups is the same. From the operational side, high-level top operations are more inclined to team management, community management, and replication capability management. Because high-level top users, at the social e-commerce level, they all have their own teams, and they have their own way of educating their teams with their own set of methodologies. On more levels, the role of top users is management.

In the early stages, high-level user team management usually holds weekly meetings. Regarding stickiness, it is best for the official to hold a regular meeting once a week to publicize the week’s major events, the week’s main products, the week’s benefits, etc. The rest of the time is more about planting seeds, sharing, and cultivating values.

When a certain scale is reached, the group needs to establish relevant mechanisms and refined operations, such as weekly sharing in rotation, weekly duty, weekly selection of outstanding top senior members to go to the novice training camp for lectures and sharing, etc., a series of coherent strategies. About how to play in the group: You can pay to enter the Knowledge Planet: "Brand Brain" to download the community gameplay operation form .

"Hot products help, social media creates stickiness"

Because it is a social e-commerce platform, the difference between social e-commerce platforms and e-commerce platforms is that e-commerce focuses on consumption, while social e-commerce focuses on social interaction. Consumption occurs after stickiness is established. In the early stage of social e-commerce platforms, when users are just being stratified and group operations are being established, the sale of goods is indispensable. It is definitely not a taboo to distribute goods everywhere in the group or place orders for goods.

What we need to do is to promote the explosive products and boost morale. The gameplay of social explosive products is as follows:

1. Product selection

2. Premium is good

3. Empowerment of hot-selling product attributes

4. Hot Product Material Pack

5. Sales gameplay

6. Time regulations

7. Group Live Broadcast

8. Stage battle reports to boost morale

9. Closing review

About social media hot products:

Not all products are suitable for being hot-selling products. What you think is a good product may not necessarily sell well. Hot-selling products should be based on the user attributes of their own platform and community. 1. Whether it fits their consumer group 2. The current season 3. High repurchase rate 4. Fast-moving consumer goods 5. Endorsed by a basic big brand 6. High premium (enough sales profit for sharers)

About hot product packaging:

The packaging mentioned here is not the packaging of the product, but the packaging of the hot product in the live broadcast in the group. It is recommended to introduce this product from beginning to end, mainly highlighting: 1. Selling point 2. Brand 3. Endorsement 4. Sales profit sharing 5. TOP reward 6. Gameplay

Phased work:

Hot products need to be preheated and promoted in advance, and battle report incentives should be given according to the hour or sales performance. For example, if the sale starts at 10 o'clock, then the platform should have a battle report at 10:30, and the top few should be listed at 11 o'clock. The second wave of promotional materials will start at 12 o'clock, and people may be tired by 13 o'clock. In the afternoon, you can use some stimulating measures, such as raining red envelopes, and giving away gifts based on how many orders you make. Wait, I won’t give a detailed introduction here, you can send me a private message for details.

Hot product package:

To create a hot-selling product in a social e-commerce group, the hot-selling product material package includes the product's: 1. Text introduction, 2. Picture introduction, 3. Video introduction, 4. Interactive gameplay, 6. Sales gameplay, 7. Offline interaction. If you want to know about the material package, you can join the "Brand Outbrain" community and consult me, and I will give you a template. This template is suitable for social e-commerce platforms and community teams.

Group live broadcast and closing review:

Group live broadcast, in simple terms, means live broadcast in the group. I recommend using text as the method of live broadcast, and do not recommend using a live broadcast platform. After all: everyone is busy, and you are not dancing in a video. Others are not interested in listening to your nonsense, so it is more appropriate to do it in a group. Every time you finish speaking, remember to make a note and share it with others to facilitate others to copy and spread it.

The community operation of social e-commerce product types is a chain action. Each step must be planned in advance to maintain continuous activity and produce fission and multiplication.

《Regarding user operation, group play is more important》

If a community wants to do well, what does it mean to be good (oriented towards attracting new users and GMV)? Being good does not mean being active in the community. The purpose of being good is to generate transaction volume or increase the number of new members on the platform. Good = Copy.

The way to play in a group is not something you can do on a whim, but requires a plan. Here I share several group interactive games to increase stickiness, as follows: 1. Guess the price, 2. Treasure hunt day, 3. Likes day, 4. Free order day, 5. Free gift, 6. Shopping expert, 7. Saving money comparison, etc. I have a community operation form in the brand external brain community, you can join and download it by yourself.

About offline community activities

Zhiyuan often says: Chatting online 100 times is not as good as meeting offline once . When a community of the social e-commerce platform type reaches a certain scale, offline community activities are essential. The purposes of offline community activities are: 1. Increase user stickiness to the platform, 2. Shape corporate culture, 3. Train core strength, and 4. Prevent user churn. Types of offline activities: one is organized by the official platform, and the other is self-organized. If you work in online communities for a long time and not offline, the stickiness will naturally decrease. In an era where we are always holding our phones, we need to put down our phones and communicate more.

Offline activities:

1. Mainly do training expansion, integrating coaching technology.

2. Offline meet-and-greet or commendation meeting is also possible.

"Combined methods to create stickiness and empower KOLs"

I have written about building KOLs in previous articles. Of course, I have also talked about the middle-level and senior-level operations. As an official platform, we must have a group of KOLs. KOLs are relatively speaking the opinion leaders of the platform. They have a certain influence and persuasiveness and can help the platform save a lot of costs. At the same time, if they do a good job, it is also a good idea for the platform to give them some monthly rewards.

KOLs are selected from middle and senior groups. The responsibilities of KOLs are: 1. Live broadcast of popular products. 2Upload and place orders in the community. 3. Online inspections, such as assisting administrators, checking for any violations in the group, giving reminders, warnings, etc. KOLs’ ability to bring products is also good. They can influence a group of people. You know this.

About the new platform

The most common bottlenecks encountered by social e-commerce platforms are fission and new additions. User operation needs to find the underlying model. New additions are related to activities, crowds, and festivals. Every fission is definitely a process of spending money to buy traffic. Here are a few methods: 1. Attract new users with membership packages 2. Attract new users with products 3. Attract new users with group purchases. New additions are related to novice training camps, so that a closed loop can be formed.

A new user must immediately enter business school, receive training, and make secondary purchases of low-priced goods. After consumption, he must start attracting new users and then move to the middle level. In other words, as soon as a user arrives at the platform, you have to plan all his actions for him. Only in this way can you continue to generate revenue from such a large traffic pool. Otherwise, it’s just a matter of two words: cool.

Social e-commerce is a huge outlet in the new consumption and new retail fields. Of course, for the recently popular community group buying, we will analyze the user operation model, marketing model, and management model in detail in the future. All of this is inseparable from the promotion of the community, and the way the community plays is constantly upgrading. The logic behind it is the management of human nature.

Author: Brand Brain

Source: Brand Brain