What I want to share today is how to do a good job in community operation ? What details need to be taken care of? Key points to master in community operation

The emergence of mobile phones has brought people closer together, and the emergence of social networks has brought people’s hearts closer together.

When content becomes the carrier of information and communities become the fusion agent for establishing relationships with users, community operations gradually come into the center of people's vision and receive more and more attention.

So how do we do a good job in community operations?

1. What is social marketing?

A community is a spiritual union and community of interests that transcends time and space, with common values ​​as its spiritual core and members carrying the same spiritual labels.

1. Characteristics of the community

1) Have a stable group structure and relatively consistent group consciousness

2) Members have consistent behavioral norms and continuous interactive relationships

3) Members work together and have the ability to act in unison

2. Elements that make up a community

1) Common interests

People who gather into a community must have a unanimous agreement on something.

This thing can be a product, an emotion, a behavior, etc.

2) Reasonable structure

Community development requires certain rules, which requires that an effective and reasonable structure be established for the community at the beginning of development. This structure includes communication platform, organizational members, joining principles, management norms, etc.

3) Valuable output

An important significance of the existence of a community is to pass on valuable things.

In order to prevent members from leaving and the community from disbanding, the community must regularly output valuable things, which can attract more people to join the community and stay in the community.

4) Effective operation

After a community is established, it needs to be operated carefully. Effective operation determines the life span of a community.

Communities that are well run tend to be more vibrant.

5) Replication fission

Operators can continuously replicate and multiply successful communities to continuously expand the scale of the community.

A mature community requires emotional belonging and value recognition.

And the larger the community, the greater the likelihood of emotional division.

Therefore, in the process of community growth, we must constantly replicate past successful experiences and guide everyone's emotional convergence.

3. Advantages of social marketing

1) Precision marketing, high efficiency

2) Low cost, fast transmission speed, wide range and great impact

3) Promote word-of-mouth marketing to increase brand exposure and influence

4) Accumulate a large number of personal connections

4. Disadvantages of social marketing

1) Lack of relevant regulatory policies

2) Long preparation time, complicated process and certain risks

3) Industry limitations

4) People have certain prejudices against social marketing

2. How to do social marketing?

1. The path to building a community

1) Build around the soul figure

2) Build around the core product

3) Build around soft services

2. The specific process of social marketing

1) Find people who share the same interests

Find potential users with similar interests and needs. Because a real community is made up of a group of people with common needs and interests. The people in the community may share the same product, the same behavior, or the same values.

2) Fixed structure

The complete community structure includes organizational members, communication platform, joining principles, and management norms. An effective and reasonable structure can help the community develop stably and healthily.

3) Output

The forms of output are quite diverse, such as morning newspaper content output, public account recommendations, output for topic groups or current affairs, live class output, etc.

The purpose of output is to promote community activity and increase user stickiness;

Only by allowing group members to learn and gain valuable content can we retain users.

4) Smart Operation

Use clever operating methods to carry out community activities in an orderly manner.

Through the preparations in the previous steps, the users in the group will have a certain conversion foundation in terms of the group's positioning, content value, and platform awareness before implementing activity conversion.

5) Can copy

From being able to operate a community to replicating the business model, the ultimate goal of the operator is to carry out infinite viral replication and fission.

3. Operational objectives

1) Attract new customers

Attracting new users is the basic work of operations. It is a directional process behavior. When it comes to the process, there is conversion, so the core is the conversion rate. We must pay attention to continuous optimization of data and reduce the average user acquisition cost.

2) Promote activation and retention

By increasing user stickiness to the product and improving the conversion rate of traffic introduced by promotion, we can also conduct product-based content operations and attract traffic through brand and channel promotion cooperation to increase visits and user volume.

3) Convert revenue

The ultimate goal of operations is to convert and realize revenue, and the ultimate goal of user accumulation is to realize monetization.

All processes are aimed at achieving transformation. Operators need to clarify the purpose of operations and form strategic thinking.

3. Skills of community operation

1. Community operation tactics

1) Bounty strategy

If there is a big reward, there will be participation. But it is not enough to just offer big prizes. To truly stimulate community vitality, we must pay attention to designing attractive activities. The benefits that can be obtained within the community are usually knowledge, information, opportunities, services and even red envelopes. The organizer needs to provide the necessary benefits to the group members in order to mobilize the enthusiasm of the members and maintain the activity within the group.

2) Fixed-point tactics

For community actions, it is necessary to find the location of the community, familiarize yourself with the community structure, understand the community preferences, and start from the psychology and behavior of community members.

3) Bait tactics

A method of attracting attention within the community through valuable carriers, thereby inducing purchases.

4) Alpha Wolf Tactics

Communities need leaders, and it is especially difficult to operate large communities without a spiritual leader. The “alpha wolf” is not always a person. A surprise attack can be launched by the "alpha wolf".

5) Ant Tactics

The most important thing is to grasp the characteristic of "the individual strength is not large but the number is large".

6) Siege tactics

Connect everyone's strength by completing a task.

7) Dimensionality reduction strategy

Reduce the opponent's dimension and seize the initiative.

2. Misunderstandings of Community Operation

1) Believe that community operation is to sell products through the community

2) Judging the value of a community by whether it can achieve monetization goals

3) Misunderstanding that building and operating a community is free

Author: Lao Xia

Source: Lao Xia Analyst