Community operation construction and activity methods!

Let me ask you directly, have you ever encountered any of the following social network "accidents":

• The community atmosphere was good, but it eventually turned into a PK dispute and a quarrel about right and wrong in the group.
• The community was originally doing well, but after a while it became very quiet and no one spoke up.
• I created a community, originally planning to deepen friendships, but the group suddenly became an advertising group.

The core is to return to a fundamental question: How to build community operations and how can you truly help yourself during the construction process?

Everything has a decoding process . We need to analyze from the bottom-level logic to find out what the underlying genes of the thing are and how to get the decoding secrets.

For many things, when you look beyond the surface and see the essence, you will find that the original things are different from the actual situation.

To understand how to decode the underlying logic of this operation, let me show you “ 5 steps to build a high-quality community and make the community attractive .”

Vision, thresholds, rules, activities, and benefits are the five keys to unlock community operations.

Think about whether you have achieved these 5 points when operating a community? This is the most important gene for controlling the operational ecology. Each key point is closely linked to each other, and the complex ecology forms a system.

For example:

Project name : "Video Account Practice"

Vision : Learning ability becomes productivity

(Let students know that learning through the video account will produce results, and help every student who is trying to make money in the video account track to really get results)

Threshold : 299 yuan

(Not a free activity, you need to pay to learn, and we will closely follow the vision input to select high-quality students)

Rules : ① Complete the learning process on Xiaoetong ② Complete the check-in in the community ③ Naming: Nickname + Industry + City

(For networking resources and communication between students and industry backgrounds)

Activities : show time, becoming an internal class committee member, 500 people following each other/taking photos of each other, guest extra classes

(It proves that the combat camp is of great help and improvement to the students)

Benefits : ① Free 8-day camp ② Consultation and answering of questions after the camp ③ Early morning companionship

After splitting up this project activity, did you find that the entire operation structure of the community is very logical, forming a complete closed loop?

1. Vision

Visions can be divided into 2 types of groups:

• Relationship groups : colleagues, friends, family, relatives, business communication partners
• Interest groups : people with broad interests such as singing, dancing, games, and painting

Before creating a community, you must first know what your purpose is, whether it is to maintain relationships or develop interests, and then analyze it on this basis and go deeper step by step.

In the vision section, first determine what your group is based on, and then write the vision based on this.

Vision is very important. From the company's perspective, there are three core points for its establishment: mission, vision, and values. These three points drive the results themselves.

When you run a community, what are your mission, vision, and values? Are these contents known only to you or to others? Do the friends who join your group know why you created the group?

The core of these questions is to help practice natural occurrence and tell group members about real activities, rather than just learning and leaving it there without doing anything, which is fake learning.

2. Threshold

There are many types of thresholds:

Special invitation (inviter/invitation code), paid membership , identity requirements , asset requirements (e.g. VIP customers of a bank), and regional requirements

Think about this: shouldn’t the more people a community has the better? Why do we need a threshold?

The meaning of threshold: those who cannot obtain are always in turmoil, while those who are favored are fearless (this is a line from the lyrics of "Red Rose")

Remember this equation: No threshold = no value

I believe your parents often say, "They only buy expensive things, not the right ones" and "You get what you pay for." The same is true for the community. If there is no threshold, people will not know how to cherish it.

III. Rules

Rules can also be divided into many types:

Naming rules, rules of speech and behavior, task rules, punishment rules, learning rules, and punch-in rules.

In fact, everything is under the community system. Don’t equate WeChat groups with communities. The definition of community is the connection between people . For example, when you are in school, your teacher tells you not to litter; on the road, the traffic police tells you not to run red lights.

Three questions:

1. After you establish a community, does your community have rules?
2. Are your rules complicated?
3. Are your rules agreed upon by everyone or do you come up with them yourself?

In fact, the process of formulating rules is essentially a kind of interaction, a kind of intersection, and a kind of social interaction.

(Tip: In the early stage of establishment, you can lead everyone to initiate a small discussion on "give my community a name, give my community some rules". Through such small activities, not only can the stickiness between community members be strengthened, but also the rules that everyone recognizes and abides by are jointly)

IV. Activities

Types of community activities :

Content sharing sessions, sign-in and punch-in, prize collection, small PK competitions, talent shows, offline meet-ups, charity walks, reading conferences... (and many, many more~)

For example:

Community Project: Reading Camp

Activities: ① Reading good books together

(Upload to the community in the form of text, audio, or video)

② Enjoy the beautiful articles

Take a wonderful article or a meaningful passage and communicate with each other in the community

③Reading sharing

Please share your thoughts and experiences on reading with some people who are good at reading.

④ Theme essay - "My appointment with reading"

⑤ Speed ​​reading PK

We can find that there are many types of community activities. We can design an activity that suits our group members based on their preferences. The core of the activity is to be interesting and informative. The purpose of the activity is to learn and socialize.

5. Welfare

For example:

Benefits of participating in "16 Days of Social New Retail" include:

• What is Social New Retail?
• Mastering the new retail method
• Build your personal brand
• Find a companion
• Links to equivalent resources
• Personal Growth

The above benefits come from the individual, but there are also additional benefits:

• Companion camp
• Possibly become a full-time lecturer
• Help you build a team
• Help you with action guidance

These benefits are to tell your friends that your community benefits are worth the money, and that this community is great and is what others want it to be.

When the purpose of creating a group is infinitely equal to the goal of joining the group, it is a successful community.

The core of a successful community is what you give me, and it happens to be what I need.

This is also the goal of all of us who do community operations, because what you give is exactly what I need, you can form infinite matches with users, and infinite possibilities can be generated in infinite matches.

Good operations can touch people's hearts ! When users trust you, you can have better conversion potential!

Author: Original Operation Notes

Source: Original operation notes