Community operation: How to build a high-quality community from 0 to 1?

Everyone who works in the Internet industry knows that when users’ attention was distracted by all kinds of information and channels and traffic became increasingly expensive, communities emerged. Almost the entire Internet is saying that communities are popular, and everyone is talking about community economy, community marketing, and community operation theory.

But, we join group after group, but how many of them are not blocked?

A newborn calf is not afraid of a tiger. Now, from a newbie’s perspective, I will seriously discuss: how to build a high-quality community (from the perspective of those born after 1995) from scratch.

Now, let me start my sharing——

First of all, we need to clarify what kind of group can be called a high-quality community?

Several major characteristics of high-quality communities: unique community culture, highly recognized values ​​and common goals, clear and organized organizational structure, and stable output.

There are five steps to building a high-quality community from scratch:

Now, let’s talk about them one by one in detail.

1. Clarify your goals

That is, the purpose of establishing a group. This is the first and very important step in establishing a group, which determines all subsequent plans. Like Fan Deng Reading Club, the purpose is to gather a group of people who love reading and keep them paying through operations.

Therefore, we often hold offline book sharing sessions, post reading sharing and book excerpts every day, etc. Everything we do revolves around the theme of reading to increase user stickiness.

2. Identify like-minded people

People come together because they agree on something or an idea.
3. Planning Group Structure

Threshold for entry

This action determines what kind of users are in the group and their quality. At the same time, users can only be qualified to join the group after making efforts, which will make them have a certain sense of ritual and pride: I can join the group because I am good enough.

Membership

A circle with a good atmosphere should be one in which everyone plays a different role. There should be opinion leaders, core active members, ordinary members, people with different personalities or specialties... All kinds of people gather in a circle. When the circle forms a closed-loop chain or a pyramid structure, and everyone finds the right role and no one can be missing, the circle will be very successful.

Rules of Play

Where people gather, there is organization. Where there is organization, there are rules and regulations, and things can go smoothly. If the system is not perfect, it will be easy for the screen to be flooded with advertisements, emoticons, etc., and the value of the group will not be reflected.

IV. Operation Process

There are 6 main parts here:

1. Design of new member entry process and growth guidance

To let a new user experience these 4 feelings:

Sense of ceremony (registration review before joining the group, welcome ceremony after joining the group, self-introduction session, etc.);

Participation (let users participate in the activities and actively listen to their opinions and needs);

sense of organization (division of work and collaboration to complete a project or activity);

Sense of belonging (encourages users to provide value to others, allowing them to know that they are important and feel needed by the organization)

2. Event organization

There is a fixed process both online and offline: event planning → notification and warm-up → execution → summary output.

What needs to be emphasized here is that the operation team is extremely important in the event. The team divides the work and cooperates with each other, covering planning and organization, hosting, warm-up and support, event execution, controlling the on-site rhythm, etc.

3. Building and training the operation team

To shape the value of administrators, we need both energy and methods.

①Understand growth and needs

After you have a clear understanding of why your friend wants to be this administrator and what he wants to get here, you can analyze each administrator and help them get what they want, so as to achieve mutual benefit, mutual needs and common growth.

② Create a sense of ceremony and mission

When assigning administrators, don't assume that you can just give them a list of tasks and that's it. The official authorization ceremony is very important, and we should give them enough attention, such as sending job invitation letters, distributing certificates in the group, rewards and so on.

③ Clear division of labor and clear work

Each position is given clear job responsibilities to improve work efficiency and help discover problems and solutions that arise during the operation process.

④Prompt feedback

When things go well, we provide timely recognition, praise and rewards; when things don’t go well, we provide timely communication to help solve the problems.

1. Forming output

Output is the basis for evaluating the value of a community, and it can take many forms, including knowledge sharing, team collaboration to complete a project, activity review, etc.

5. Build a social brand

There are three points here that can be specifically expressed and focused on.

① Create social brand media. The media here does not only refer to subscription accounts, headlines, etc., but can also be community-specific avatars, logos, group names, secret codes, etc.

② Create brand activities. The community’s exclusive activities make people think of this activity when they think of the group. Like Luo Yonghao's Luoyou Club, the almighty Big Bear's Big Bear Club...

③ Create branded products. Just like the group-based listing activity mentioned above, group members work together to polish articles that belong to this community. If you continue to go deeper, you can try to polish it into a course system.

6. Extend the life cycle of the community

It is said that there is a curse about communities: the life cycle of most communities does not exceed three months. Generally speaking, there are four ways to extend the life cycle of a community:

① Wash powder

Members should be eliminated regularly. Everything needs to undergo metabolism. The bad and old things should be removed and fresh blood should be injected so that it can exist more sustainably. Moreover, this rule will make group members feel a certain sense of crisis and make them consciously abide by the group rules.

② Innovation

If the gameplay and rules remain unchanged, it will easily lose its novelty. It is also important to know how to utilize the brainstorming of group members. This can not only generate more creative ideas, but also enhance the sense of participation of group members.

③Establish multiple connections

Think about it, among all the groups we have joined, the one that has existed the longest and can become lively immediately after a festival or by sending out red envelopes should be the family group.

Why? Because everyone in the group knows each other and is very familiar with each other. They can chat online and occasionally have dinner together offline. They have other ways to contact each other besides WeChat, and the connections between group members are diverse.

In addition to chatting, a group established based on a common hobby and goal can also help each other solve problems, work together to complete something, cooperate at work, organize offline activities, or eventually become mentors and friends...

④Create core community benefits

By joining this group, I can get things that I can't get in other groups. As for what this thing is, it can be a certain skill, career growth, or friendship...

5. Copy

When a small-scale seed group can operate well, form a unique community culture, and members stick together, you can consider expanding the scale. But there are skills involved in how to expand and the rhythm of expansion.

It is best for the old to lead the new, and for the old members to lead the new members. When attracting new customers, you must control the speed. If they come in droves at once, management will easily get out of control.

Author: Mars Operation, authorized to publish by Qinggua Media .

Source: Mars Operations (MWnewmedia)