Community operation: In what ways can a community split?

5-step framework design for online social networking

The fission of a community must first consider the tone of the community and think: What is your purpose in creating a community? Who do you want in your community? This is the basis of fission. At the same time, we must know that fission is achieved through people. First, we must activate a group of people, let everyone have commonalities, a sense of identity, and work towards a goal.

In order to achieve online fission of the community, we must first design a good framework and make preliminary preparations.

1. User pain points

In the current era of knowledge payment, the most important thing to gain users in this red ocean is to hit the user's pain points and find out their real needs.

2. Framework design

After having a certain understanding of user needs, we started to build the entire platform and even the operating system framework. In the case of zero resources, first build the stage with a platform-based character. Design a good framework and take small steps.

3. Channel cooperation

Channel cooperation can also be called resource integration, which is to find partners with the same target audience. It can be cross-border cooperation with different product business models, or it can be upstream and downstream cooperation in the industry chain. Similar product forms can also lead to win-win cooperation.

4. Expectation Management

After designing the framework, the most important thing is to manage user expectations. Actively create a sense of scene, use stories and excellent copywriting to mobilize users to join the community.

5. Fission Tools

Existing fission tools can be used to quickly perform fission propagation. Commonly used fission tools include Qianliao’s Taskbao; Lizhi Microclass’s group fission; and Fan Circle, which focuses on building communities. In particular, the message template notification function of the fan circle can establish in-depth connections with the official account, notify fans of messages in a timely manner, and promote fission.

Detonation of a 3-stage rocket with fission propagation on the line

What is fission propagation? For every person you know, you can get to know 25 more people through him. This is the 1 to 25 fission law - the golden rule of success. In community operations in the era of mobile social networking, as long as you can create explosive information or some interactive activities, the speed of information dissemination will far exceed your imagination!

Grasp the fission rhythm, formulate a three-level publicity and promotion strategy, and detonate online fission propagation.

1. KOL and pricing strategy

Big names have high-potential voice, and posting their content on WeChat Moments first can trigger a herd effect. At the same time, KOLs also need such benefits as feedback to their fans in the circle of friends. Secondly, combined with pricing strategies, use the huge contrast between single price and group purchase price to guide users to buy.

2. WeChat official account and free ticket benefits

By promoting partners’ official accounts by giving away tickets, we meet their needs for increasing followers, activate users, and achieve the purpose of self-promotion, which is a killer weapon that triggers online craze.

3. Invitation letter and distribution poster

We sent high-end invitation letters and distribution posters to users who had already registered, satisfying their needs to show off their image in their circle of friends, and quickly increased the number of paying users to 1/2.

Pay attention to details and make online communication 100 times more effective

The value of a community lies in its operation. Operations should focus on detail execution, allowing the community to generate large-scale interactions and making the community more lasting through sharing and mutual benefit.

In summary, paying attention to some details in the execution of community operations will help accelerate online dissemination. Admission letters, achievement cards, awards, completion certificates, review articles and other easily overlooked places can often bring unexpected results.

The above content provides a general idea for your reference only.

Source: Lee, born in the 1990s