Community operation: 5 elements and 7 key points of high-quality communities!

Social media has the advantages of low cost and high conversion. As advertising and traffic costs are getting higher and higher, social media has become the shortest path for brands to connect with users at low cost.

Community is an extension of the value of the relationship between brands and users. Ordinary customer relationships often only exist during the transaction process. Once the transaction is completed, the relationship chain will be greatly weakened or even broken. But the community can maintain long-term relationships with customers, during which time the community operations you perform can continuously tap into customer value.

Generally speaking, community operations have the following key points.

With these key points, the community is a complete community. I have analyzed some high-quality communities , and their success is nothing more than implementing the above key points to a more refined level.

The following is a brief explanation.

1. Clarify community goals

Everyone in the community must have a common goal. In the face of this goal, everyone's activities revolve around this goal.

Let’s look at a few scenarios:

① You organized an event at a school, and users could receive prizes by scanning the QR code and adding you on WeChat. You added users who participated in the event into a group.

②You posted a video online that had a high click-through rate, and then many people added you on WeChat, and you pulled them into a group.

I can tell you very clearly that neither of these two groups will have good development and will eventually die because of advertising.

2. Set up entry threshold

A commonly used method is to "slightly add a threshold and then provide benefits later", for example: "Join XX and you can get XX, but you need to be able to/know how to/be XX."

For users, having a threshold means high quality, and everyone hopes to be among the high-quality group. This is your guarantee of community value to users. With this level, you don’t even need benefits, you can even collect money.

For you, when building a community, don't be greedy. For every additional bad fish or shrimp, your management cost will go up a level. You only need accurate, high-quality users to ensure that your community can operate well in the future.

3. Community Rules

Without rules, there can be no order. Through the regulation and guidance of group rules, group members will spontaneously restrain their own behavior in accordance with the regulations, and spontaneously supervise and punish behaviors that violate group rules such as posting advertisements.

4. Core members

A high-quality community must have a certain number of core users, who may be seed users or die-hard fans. They are a group of people who are highly loyal to the community. They will help the group owner maintain the community and are highly active.

Core members are very important. For example, Xiaomi’s achievements today are inseparable from the initial 100 Xiaomi enthusiasts. It was because of these 100 enthusiasts that we had the 500,000 forum fans later. It was because of these 500,000 forum fans that Xiaomi mobile phones were able to split so quickly after they were launched.

5. Value Output

You must create value for community members. When operating a community, you must not only think clearly about what you want to gain, but more importantly, you must understand what you have to give and what you want community members to gain.

A successfully operated community can not only continuously output value to its members, but also bring certain returns to the operators. If the input and output are balanced, a virtuous circle will be formed.

6. Opinion leaders

Simply put, this community member has certain professional capabilities and influence, and his opinions or methods are accepted by everyone.

7. Sense of ceremony, participation, and belonging

For example:

① Submit your homework on Weibo, add the topic and @ the official account, so that you can get your homework corrected.

② If you check in on your Moments for 100 consecutive days, you can get five physical books.

③ Fill in the information before joining the group, and you will be given a personal number after joining the group.

④Punch in every day.

⑤Opening ceremony and closing ceremony.

⑥ To join the group, you need to provide personal introduction + photo sharing + red envelope.

⑦ Invite outstanding group members to share their experiences.

⑧Fixed time, fixed activities.

Source: New Media Operations