Community Operation SOP Methodology

From my own perspective, I sorted out my understanding of community operations and built the framework step by step. If this inspires you, please leave a message for discussion.

This article shares the third community operation method - group operation and maintenance.

Step 1: Social media conversion sop path

Set up a complete conversion path: As we mentioned, the traffic of the groups is different, and the positioning of the groups is different when the communities are established, so the operational conversion strategies used will be different.

During the establishment process, we continue with the method we set before:

First determine the group positioning and group management, and then start designing the SOP for joining the group, such as group talk, group welcome message, and what content to send?

Start to carry out tiered operations. What content should comprehensive communities publish? How to transform them into paid communities? What are the content and methods of the conversion? What products to use? What type of marketing campaigns are used?

This content must be clear and understandable when carrying out community operation and maintenance.

Step 2: Configure process settings for different types of communities

1. Keyword setting in the group: set keywords, trigger automatic replies in the group, automate community content output, reduce employees staring at group messages all day, and automatically reply to fans in the group (members' questions) 2. Advertising monitoring: there are many users in the group, avoid random advertising, set sensitive words, sensitive word links and automatic reminders, and violators will be removed from the group chat

TIP: Rules need to be stated in advance in group specifications

3. Group welcome message/smart group announcement: This is a built-in function of WeChat for Enterprises. After users join the group, they will be automatically informed of what the group is for and what regulations everyone needs to comply with!

Small Case

You can refer to the beauty brand Perfect Diary:

1) Set up a "Contact Customer Service" menu in the menu bar of the official account. After the user clicks it, he will jump to the customer service WeChat account and recognize the QR code in the picture to add the customer service number; 2) After jumping to the customer service number, the brand benefits and how to receive the benefits will be automatically announced in a welcome message. At the same time, the welcome message will inform the user that the user will be invited to join the group later. The customer service will then send a group message to new users to invite them to join the group.

Community name : Chibi Maruko Beauty Research Institute + capital letters (the following letters are the group number) Community type: Comprehensive welfare group

Operator/Group Owner: Brand nickname, 1 administrator, exclusive welfare officer and beauty consultant

Operational goal: Product promotion, guiding community users to consume

Target group: young women, makeup enthusiasts, etc.

Group owner: Nickname: Xiaowanzi (homonymous with anime characters, playful)

Position: Brand Advisory Group

External business card: bind to the circle of friends, and create a historical circle of friends for the enterprise WeChat manager

Historical circle of friends background: real people appear in the photos, representing the brand concept of "enjoy color, enjoy life"

Group announcement settings: combined with the welfare group attributes, inform group members of the benefits. Group announcements recommend must-stock items by theme, notify of new product discounts, and emphasize new customer activities. The purpose is to clarify the purpose of the community and allow customers to join the group and participate in activities every day.

Step 3: Design the content of group activities

In simple terms, what is posted in the group every day? What activities do you usually do? Can conversion be guaranteed?

Generally, group activities can be roughly divided into four categories according to their purpose:

"Group Conversion"

"Group activity"

"Group Retention"

Different types of activities have different orientations, so when conducting community planning, the trends of planning activities with clear orientations on operational results are completely inconsistent!

Community activity scenario - group fission

Operation focus 1: Share with friends and attract new users

How to play:

[Bargaining] 0 yuan

【Group Buying】Old and new members join the group buying

【Lottery】0 yuan lottery

Key points of operation: product selection

1) Select high-frequency, easy-to-spread scenarios to guide users to share

2) Choose products that are practical, cost-effective, and functional.

Operation focus 2: Social relationship distribution

Activity gameplay: Distributor

Key points of operation:

1) Distributor characteristics: users who are willing to share and are relatively active

2) Distributor community: distribution scenarios, product training, preparation of forwarding materials

◆Group buying/0 yuan lucky draw

◆Reward sharing

Community Activity Scenario—Group Retention

Operational focus 1: Punch card/daily sign-in

Activity gameplay: Calendar sign-in

Operation focus 2: Social topic interaction

Activity method: Daily news morning reading/buyer show collection, etc.

Key points of operation:

1) Check in for store/brand activities, solar terms, content, etc., and complete tasks to earn points

2) Combine the member center points mall, member level system and rights

3) Continuously output high-value content/topic discussions, etc.

4) Follow/filter active users in the group

◆Interactive Q&A

◆Daily sign-in

Community activity scene - group activity

Operation focus 1: Red envelope interaction

Activity gameplay: Red envelopes liven up the atmosphere in the group

Operation focus 1: Fun sharing

Activity gameplay: Extending the participation of in-group topics

Key points of operation:

1) Enrich community content by adding interesting links from time to time; while the content formats are increasing, this also allows users to have more ways to connect with the community in addition to product content and activities. The richer the sense of gain, the higher the stickiness.

2) Red envelope collection record; after receiving the red envelope, the customer will directly deposit it into WeChat wallet. WeChat for Business has opened the red envelope function.

◆Interesting sharing and interaction

◆Red envelope interaction

Community Activity Scenario—Group Conversion

Operational focus: current/promotional activities

How to play:

【Promotion】Cards and coupons

[Limited time] Flash sale/Limited time discount

【New Arrivals】New Product Experience

【Live Preview】Live Conversion

Key points of operation: product selection

1) Develop long-term/short-term operation activity plans for the store

2) Regularly launch promotional activities in the community

3) Preheat the event and create a good atmosphere

4) Pay attention to product selection, keywords, high frequency of use, and high cost performance

◆Special offers/events

The positioning of enterprise WeChat communities tends to be a daily marketing scenario established with users for daily information distribution (welfare or event previews) to make up for the group messaging limitations of enterprise WeChat personal accounts and Moments. Its core solves the problem of the content and value that the brand outputs to users. It has exclusive communication and two-way interactive channels. Therefore, based on their characteristics, different types of communities have different functions, and classified operations can improve activity and retention rates.

Eight forms of community activities

Although group activities can be roughly divided into four categories, and the ways of playing activities that everyone knows are also numerous, but when it comes to the ways of playing activities, in fact, the following eight types of activities are more commonly used. In the actual operation, everyone can master it efficiently and play the community very well!

Step 4: Monthly SOP planning for community operations

In the private domain, communication plans are very critical. Many partners formulate very complete plans, but in the end they neglect communication and reach, which greatly reduces the effectiveness. Mobile social networking directly links users with [touchpoints], and at the same time, it revolves around the WeChat ecosystem, providing more touchpoints and social fission attributes, integrating people, goods, and places, online and offline.

Due to limited touchpoints, the rhythm of communication must be consistent with marketing activities in order to maximize the value of the community.

All operational actions are aimed at achieving the goal.

Start planning around the goal achievement: monthly marketing activities , and the effect of targeted solutions can be reflected!

Marketing plan implementation table:

Develop a marketing plan implementation table

The marketing plan implementation table contains four aspects:

1. Goals (all business goals related to members)

2. Plan (all plans matching the target, including products and marketing) 3. Reach (promotion and reach methods)

4. Date (warm-up period/formal period/closing period)

The communication plan around the community also requires more detailed organization of communication content.

Community Monthly Operation Plan

Community Weekly Operations Plan

TIP: Remember to avoid irregular and unplanned community operations and avoid a situation where you interact when you have time and remain silent when you don’t.

Step 5: Community operation summary and ROI calculation

The purpose and results of the summary are more centered around data, not just judging whether an order is good or bad. In WeChat for Business, the activity status and conversion data of the community can be quantified. Only after mastering the data can the community operation be optimized.

Finally, it is to calculate ROI: we calculate the ROI corresponding to its traffic and conversion rate, and each link can be directly calculated. In this way, it will be obvious how much profit you will get from doing this and how much labor cost you will have to pay, because the final result must be converted into a profit target!

In the data-driven 2.0 era, all paths can actually be used to track data sources. In addition, calculating ROI is also a way to control refined operations. It can better trace and optimize existing SOP processes and clarify what is most effective and what needs to be improved!

Regarding community operation, Zixu has made a small summary to answer questions raised by some classmates. Please check it out.

Small Q&A

Question 1 : Is it necessary for WeChat groups to maintain high activity? The higher the activity, the greater the investment and energy, and the greater the operating cost; member welfare groups need long-term maintenance and are not short-term behaviors;

WeChat group service satisfaction > WeChat group member activity

Large scale and low activity vs. small scale and high activity

Question 2 : Is it necessary to be chatty in WeChat groups every day?

Even if there is no interaction or topic for a day or two, it doesn’t matter. Don’t chat just for the sake of chatting. Talk when necessary. All content posted in the group has a clear purpose.

Question 3 : WeChat groups are just for chatting, and the operation is very simple

Don’t underestimate the cost of WeChat group operation. Human resources, energy, gifts and other resources are all costs.

Problem 4 : Too high expectations for WeChat groups, hoping to quickly increase sales

WeChat group operations require a long-term maintenance process and cannot achieve dramatic results in the short term.

WeChat groups are more about cultivating customer stickiness and increasing customer repurchase, but the perception of repurchase data is slightly lagging behind.

Author: Zixu talks about private domain

Source: Zixu Talks about Private Domain

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