20,000 words of pure dry goods丨The inner strength of community operation

This sentence is a line from the movie "The Godfather".

Although it is just a line, it has already made clear the biggest difference between people.

Similarly, if a community is founded by people who can see through the essence of the community at a glance, and if it is founded by people who cannot see through the essence, the fate of the community is determined early on.

01

Communities have existed since ancient times. People began to gather together from a scattered state, and this was the initial prototype of the community.

The first primitive man started by digging a hole in the ground and putting his food (seeds) in it. When he does this, others may laugh at him. But later, these seeds grew into a rice plant, and many seeds grew into a large field of rice. Life in nature is just like human beings. A large field of rice is more resistant to natural disasters. Even if one rice plant is blown down by the wind, a large field of rice becomes a landscape .

At the beginning, this person accidentally invented seeds and started a farming life. He settled down to take care of his crops. Other primitive humans followed suit and settled down. A village was formed, which is also a community, a community formed by common geographical and blood relations .

In 2014, Luoji Siwei recruited a total of 24,925 members in two batches within four months, with a total income of more than 9.6 million yuan, which became a major event on the Internet. Luoji Siwei and its community economy also became the focus of people's attention. It was also from 2014 that communities based on WeChat began to flourish.

I think the discussion on the nature of community can be transformed into these two questions: Why create a group and join a group?

Community Creator: Why do you want to create a community?

Community joiners: Why should I join a community?

"Records of the Grand Historian": The world is bustling with people, all seeking profit. The world is in turmoil, all for the pursuit of profit.

The essence of a community is of course to satisfy people’s interests. Rather than simply bringing people together. Simply gathering people together is not called a community, it should be called a "crowd", which is not much different from a herd of cattle or a flock of sheep.

The essence of a community is interest, and operating in a community is about solving the problem of maximizing the interests of each member. Benefits are not necessarily equivalent to money or material things, they may be other intangible things such as connections, honor, etc.

Many articles say that the essence of a community is connection. I think they must have confused the community with the Internet.

The essence of the Internet is connection, and compared with the concept of community, the Internet is just a tool. Replacing the essence of a tool with the essence of a community is in itself a substitution of one thing for another.

Why should I join a community?

Di Xinyue, Douban's vice president of technology, said that when users join a community, they will most likely have the following demands, which we can regard as another form of expression of interests.

The demands from a rational level are: answering questions, sharing knowledge, managing reserves and maintaining relationships;

The appeal from the emotional point of view is: show off, find resonance

The appeal from a cultural perspective is: commonly recognized long-term goals and values .

1) Question and answer needs. When users have questions or need help, they won't hesitate to add a group if they know they can answer it. For example, if someone wants to travel to Nanjing, they will choose to join the "Eat, Drink and Have Fun in Nanjing" group to make inquiries. Questions and answers include the actual benefits that users want to obtain and solutions to certain current practical problems.

2) Show off. It is similar to showing off on Weibo or Moments, but we feel more accomplished when showing off in front of people like us or those who know the subject well. In social situations, this is a very influential behavior.

3) Seek resonance. Users express something in order to gain recognition from others, find resonance, and keep each other warm. One of the most common emotional needs, users are willing to express their demands through interaction or even quarrel.

4) Share knowledge and information . Altruistic behaviors such as sharing knowledge and helping others may be for the purpose of accumulating popularity, gaining a sense of presence in the group, accumulating popularity and influence, and gaining honor. In practical applications, altruistic behavior will help companies build communities at multiple levels.

5) Manage and reserve potential relationships and maintain relationships. Users usually join communities in order to enter a group or meet certain specific users. Many users would rather remain silent than quit the community, which is also related to their desire to find certain relationships at any time, reserve potential relationship chains, and maintain relationships among a certain group of people.

6) Commonly recognized long-term goals and values.

In this article, I will use the thinking model of Tao Te Ching, " Tao Fa Shu Qi (Shi) ", to analyze and describe the community.

The Tao of community: I understand it as the essence, the core thing

The Law of Community: Summary of Community Laws and Methodology

The art of social networking: practical strategies

Community tools: Production tools improve production efficiency. Introduction to social tools.

The power of the community: power. Potential energy. Granted by the creator of the community. This article does not discuss this in detail.

02 Law in the Community

See a thousand swords before you know the weapon, play a thousand songs before you understand the sound.

Since the rise of communities in 2014, we have been constantly experiencing "mass death and mass birth". What kind of rules are behind this?

In the community era, our focus is completely different. The key is to have a deep understanding of people's behavioral habits and the rules of community operation, and combine them with our own products and operations.

Method 1: You must be aware that the first thing to do when building a community is to build a brand.

Brand awareness is crucial. The difference between experts and ordinary people lies in this awareness. There used to be a well-known question in the venture capital circle: If a company has one dollar left, what should it do with it?

In response to this, angel investor Xu Xiaoping said: Of course it is "P" (PR), that is to say. This area should be used for public relations and branding.

To many community creators, you may say that the community is just starting out and many basic skills have not been done well, so how can you build a brand?

Precisely because we have nothing, we should devote more energy to managing our own brand, because this can become a powerful weapon for us to face various difficulties in the early stage of our business. For us, brand is no longer as simple as marketing. It is the fundamental factor that determines the success or failure of business logic.

Well-known communities such as Xiaomi's "Fever Group", Uncle Qiuye's "Knowledge IP Base Camp", Piaohan Yikemao's "Piaohan Jianghu", Zhang Tianyi's "Funiutang", etc., have all implanted the awareness of "brand" into the community from the very beginning. If you are a little bit observant, you will find that most of the social networks or WeChat groups we join will become advertising groups or dead groups in about 2 weeks. This result is inevitable. This is because the creator of the community has no brand awareness in his mind at all, he just wants to attract people and create a wave of traffic. Killing the goose that lays the golden eggs, the traffic can only be used once.

The importance of brand is reflected in the following aspects:

(1) Recruiting people.

Startup companies can’t afford high salaries, and they only have two or three guns. Recruiting people is indeed a headache for many entrepreneurial teams. People think you are a shell company and won’t come!

Qiuye has now established three companies. The CEOs of the three companies were all discovered from the "IP Base Camp" he founded. Most of the team's executives and employees also came from the community. The reason is simple. Normally, everyone is in the same group and recognizes each other's opinions or abilities, so it is natural for them to work together.

When many college students first joined Funiutang, they told their families that Funiutang sold rice noodles. When their parents heard this, they were shocked! Go sell rice noodles? The atmosphere immediately went crazy. However, when these colleagues showed their parents the Baidu introduction of Funiutang and the videos of the "Day Day Up" column, it became much easier to gain their family's understanding.

(2) Facilitating business expansion

Of course it will be easier to get things done if you are well-known. At least they have already heard it when they met, so there is no need for business people to break the ice again. One of the benefits of a brand is that it builds trust between people.

(3) Corporate culture

The benefits of the entrepreneurial team are not very good, but the work intensity is high. Brand awareness is also an important source of team honor. As mentioned earlier, many of Zhang Tianyi’s colleagues are proud of Funiutang because everyone knows that they work at Funiutang.

For another example, employees of BAT always carry their ID cards with them wherever they go. In fact, this is a form of social show-off. At least they are proud of being able to work in a company like BAT. A while ago, there was a trend to remove the "B" from BAT and replace it with ATJ. This is not a good thing for Baidu. Remove the B from BAT. That would be tantamount to asking for Baidu's death.

(4) Sales

In order to save rent, Funiutang opened stores in very remote locations in the early days, but the business was not greatly affected. The founder Zhang Tianyi has made statistics and found that among Funiutang's customer base, 47% of them came specifically to try the restaurant. For well-known physical businesses, fame will attract people to them.

Method 2: Social Evaporative Cooling Effect

Putting social evaporation cooling in the second place in the mindset is because it is an objective but unavoidable law of social network development. Once we understand the social evaporative cooling effect, we will understand why a community will go from active to declining? If we can use the "six major driving forces" and the "three close and one opposite" principles to control the social evaporative cooling effect, we can extend the life cycle of the community. (The six driving forces and three approaches and one opposite will be mentioned later).

The social evaporative cooling effect was first proposed by Facebook engineers in 2012. It roughly means this:

When new members continue to pour into an open community, the most valuable members of the community will find that the decline in the average level of community members makes it meaningless for them to stay here, so they will choose to leave. The departure of these members further reduced the value of the community, and thus a vicious cycle began: more and more high-value members chose to leave, until one day the community completely collapsed and became a mediocre organization, a dead group or an advertising group.

At its root, Eliezer Yudowsky believes that openness leads to social evaporative cooling.

Solution: Add a lid.

The revelation to the community is to set up thresholds and charge admission. Screening of group members...

The specific operation will be described in detail at the "technique" level.

In addition, based on his research on social networks, Eliezer Yudowsky proposed two models of social network organization, which he called the " square model " and the " courtyard model ".

This concept is very similar to the third mind method that we are about to talk about. The square model + courtyard model also exists in our community, but we put it more bluntly: everyone wants to join the big group, but everyone is active in the small group.

Method 3: Small Group Effect and “Three Nears and One Counter”

In February 2015, Xu Zhibin, vice president of Weibo, conducted a small survey, asking users whether they prefer to join large groups or small groups. The groups here refer to WeChat groups. The results show that nearly half of the people (42%) want to join a large group with more than 500 people, 20% want to join a group with more than 50 people, and only 26% like to join a small group with less than 20 people.

After analyzing user behavior habits, Tencent's products found that although everyone wants to join large groups, the number of large groups is very small, and the actual proportion of large QQ groups with more than 500 people is very small. Most users are active in 4-6 small groups for a long time. Most of them are small groups of less than 20 people, consisting of relatives, friends, colleagues, classmates, and close friends.

Everyone wants to join a big group, but everyone is active in a small group . This echoes the "square model" + "courtyard model" mentioned above. For groups whose core need is instant communication, the more people there are, the louder the noise, and the greater the harassment to users. By observing user behavior, we can find that after joining a large group, the most common action taken by most users is to turn off message prompts, which is due to being disturbed too much by meaningless information. When this kind of disturbance continues to increase, most users choose to leave the group (evaporate).

Let’s find some examples around us to help us understand. Take the company group as an example. Open your own WeChat and see if it is the case.

There is basically no news in the company's group. Most of the time, people are just trying to flatter the boss and praise the company.

Department groups, team groups, or customer groups basically have the most messages, and leaders don’t like to chat privately anymore. I always @ you in the small group. In this group, messages are basically flying everywhere on weekdays.

What we love most are our own eating groups, basketball groups, stock groups, girlfriends groups, nail art groups and other small groups that we join based on our own interests and hobbies.

Whether it is a WeChat group or a social circle, they all show the characteristics of "large groups are loose and silent, small groups are close and active".

Let me tell you a historical story. When it comes to community operations , the ancients have already been doing this. Guan Zhong was prime minister of Qi. Duke Huan of Qi was the first of the Five Hegemons of the Spring and Autumn Period. The small community of Qi became powerful thanks to its chief operating officer, Guan Zhong. In addition to ideological unity, diplomatic means, etc., Guan Zhong invented an efficient model of community.

"Guan Zi. Xiao Kuang" and "Huainan Zi. Qi Su Xun" have records: "The four classes of people, namely scholars, farmers, merchants and artisans, are the pillars of the country." "Scholars, farmers, merchants and artisans are different in different villages. Therefore, farmers talk about strength, scholars talk about behavior, artisans talk about skill, and merchants talk about numbers." (The people of the country are divided into four categories: scholars, farmers, merchants and artisans, and they are gathered together according to their regions, and they try not to interact with each other. In this way, farmers and farmers will exchange physical work; scholars and scholars will exchange ideas; craftsmen will gather together to exchange skills; merchants will exchange business matters. In this way, everyone will make rapid progress without interfering with each other. The sons of farmers will naturally be better at farming, and the sons of artisans will be naturally skillful and not tempted by business.)

In addition, Guan Zhong also re-established administrative regions and grassroots organizations. This is a segmentation within a large community and a specific way of operating the community. At present, we also have many communities, and the entrepreneur community has over ten thousand members. However, WeChat groups still bring people together. Why not segment by industry? If I set up a Chinese entrepreneur community with 10,000 members, each would pay a membership fee of 10,000 yuan. It can be divided into 100 groups, each with 100 people. For example, we are entrepreneurs in the food industry. Among the 100 people, there should be 1 food industry expert and a beautiful administrator. In addition, there must be several people with active thinking in each group to promote the atmosphere of communication.

In my opinion, the consequence of Guan Zhong treating the country as a community was that he cultivated Duke Huan of Qi into the first overlord of the Spring and Autumn Period.

What would happen if we applied this model to modern times? A company with a valuation of 100 million will be directly created.

Do you still remember the example of Funiutang that I mentioned in the first part of the Heart Sutra? Building a community is about establishing a brand. Everyone thinks that Funiutang sells rice noodles, but the founder Zhang Tianyi believes that in addition to selling rice noodles, Funiutang is also a gateway and a platform for young people. With a user base of over 200,000, Bamashe (the name after the brand upgrade of Funiutang) has developed into the largest youth community in Beijing, with a brand value estimated at 100 million yuan.

Let’s analyze how the large group + small group model generates huge brand value. When investing in Funiutang, investors conducted a due diligence customer data investigation. More than 80% of Funiutang’s customers were born after 1985, and most of them are from Hunan in Beijing. These young people may not have worked for long and have not established new workplace or social connections. For these people, the biggest pain point is that they don’t know what to do on Saturdays and Sundays. Although they have social needs, they have no social outlet. Zhang Tianyi divided the Baman Society into several interest groups. For example, if someone is interested in playing basketball, he or she can go to the basketball group. Similarly, based on the large group of Baman Society, running interest groups, mountain climbing groups, etc. were formed.

Most of Funiutang’s employees were born in the 1990s. Young people should stay with young people . Tianyi made an arrangement to have all employees join Bamanshe and no longer organize corporate team-building activities because employees all have their own interest groups. Then something even more interesting happened. Employees are the representatives of the company’s brand culture, and community interactions are carried out offline between employees and users. During the self-organized activities, some community members were gradually attracted by the culture of Funiutang and decided to work at Funiutang. According to statistics, 40% of the employees were directly converted from users. Another direct and gratifying benefit is that it brings about 40% of online traffic to the store. No matter where the store is located, community members will take the initiative to consume there. The large group + small group operation model directly solves the two biggest structural problems in the catering industry: high rent and difficulty in recruiting.

Everyone wants to join a big group, but everyone is active in a small group. This shows us the trend and direction of subsequent community operations, which must be a combination of big groups + small groups.

Gather everyone into large groups and distribute everyone into small groups . A large group is supported by countless small groups, and countless small groups make the large group glorious. Looking at more than 90% of the communities on the market now, operations are basically based on a large group. Some communities don’t even allow group members to add each other as friends. Just one large group can easily lead to a social evaporation cooling effect. Then you might ask, is there no evaporation effect in small groups?

There is also an evaporative cooling effect within the small group. However, we use a principle when allocating small groups. To control this cooling effect.

What is it?

"Three Approaches and One Opposition"

The formation, growth and income generation of a community must all follow this simple rule: "three close and one opposite". The "three nears" form the foundation of a small community, and the "one opposite" helps the community earn income . No matter what kind of social environment we are in, it cannot be overemphasized that these four words "three approaches and one opposition" should be emphasized.

In social networks, we summarize the basis for promoting user activity, lowering the threshold for mutual acquaintance, and adding friends (networking) as "three close and one opposite". Among them, "three nears" refers to similar regions, similar ages, similar interests and hobbies, etc. "Yi Fan" originally referred to opposite genders, but the accurate definition of "Yi Fan" refers to two parties who help each other but also have conflicts and collaborations. In addition to the most familiar relationship between the sexes, typical examples include Party A and Party B, supply and demand sides in a business environment, etc.

Pay attention! -Typical case of "three nears and one opposite"

The gaming community "Laoyuegou" already has 40 million users. So how does the "Laoyuegou" team manage these users?

If I am a new user and register on the "Laoyuegou" app, I need to enter my game ID (account) and character first. The system will recommend the user to 4 game circles with the same hobbies and the same record (three close and one opposite principle). The topic interaction rate will be higher when similar people are together. If the system detects that the user has not spoken in the circle within a week. New circles will be recommended again to keep the user interface active. The 40 million users are scattered across 800,000 groups, with most groups having around 50 members. This is a typical practice of using the "three close and one opposite" principle to build a small group within a large group.

Looking back at the interest group established at Funiutang mentioned above, it is also an application of a similar mentality.

The research data of "Laoyuegou" also shows that if a user has 3 friends in the community, he can remain active for 6-9 months. 80% of the community’s dynamics come from this group of users. If a user has 7 friends, he or she will become a die-hard fan of the community. The same goes for our community operations. If I join a community and develop a few friends with similar interests in a small circle, then I will actively speak in the large group (because I am not afraid that no one will respond after I speak, and I am not actually lonely). To run a community, we need to encourage people with similar interests to get to know each other. Here, we introduce three criteria for excellent small groups:

1. Everyone knows each other

How many friends can members make in the community? This metric represents the tightness. The more friends you have in a community, the longer people will stay, stick to it, or be active in it. In reality, many communities will arrange a fairly long "ice-breaking" session when arranging offline activities, which is the practical application of this principle.

2. Everyone trusts each other

Do members trust each other? This represents trust. The lowest trust cost is the basis for achieving high community conversion.

3. Frequent interaction between members

The number of interactions and the frequency of interactions represent the currency of time. A core indicator to measure whether a community has what it takes is to see how much time the community consumes from its users. Generally, users stay longer. This indicates that the community has a greater impact on users. The most significant consumption occurs during the frequent interactions between members. Frequent interactions can lead to roughly unanimous recognition of community changes, resulting in widespread dissemination of information, and are the basis for rapid user growth.

Method 4: Six driving forces behind the community

In social networks, there are six major driving forces that cannot be ignored. They are: honor-driven, interest-driven, relationship-driven, event-driven, region-driven, and interest-driven.

Profit-driven and honor-driven are like the two most prominent attacking forces, relationship-driven and regional-driven are more like basic forces, and interest-driven and event-driven often have a powerful effect internally.

The model of six driving forces behind the community was proposed by Mr. Xu Zhibin, the author of "The Small Group Effect". These six driving forces can be summarized in three sentences for easy memory: event-driven is not as good as relationship-driven, interest-driven is not as good as region-driven, and profit-driven is not as good as honor-driven. But these three sentences do not mean that one driving force is really inferior to another, but they make it easier for us to remember and understand. In different scenarios, the use of different driving forces will vary greatly.

Event-driven is not as good as relationship-driven

Event-driven means that people work together to accomplish something. The large number of silent groups on our mobile phones that are formed when attending meetings and initiating activities, discussion groups when going out for travel, and work groups formed with customers around a certain cooperation obviously belong to this category.

Relationship-driven means that people gather together for various relationships, such as groups of relatives and friends, peer communication groups, work groups formed by colleagues, etc. Communities that emphasize relationships go further. The purpose of forming a WeChat group is different, and the lifespan of the group will also be different.

According to rough statistics, WeChat now creates about 3 million groups every day (including conversation groups with 3 or more people), of which more than 40% of the groups die within 7 days, and only 30% of the groups can survive for more than a month. From the birth and decline of countless similar groups, Tencent PMs summarized the following:

The life cycle of a group formed by event-driven is very short, usually 3-7 days. The life cycle of a group formed based on relationship is longer, at least one month.

Interest-driven is not as good as region-driven .

The user interaction brought about by regional drive is much stronger than that brought about by interest drive. This conclusion was reached by Douban researcher Null pointer after studying 5,024 interest groups. On Douban, discussions on the same topic among people from the same region and school are stronger than interest groups on the same topic.

Regional drive means that similar living areas naturally bring people close and connect them for a long time. (Think about it, in the 1980s, our parents went out to live with their fellow villagers, the hometown associations at universities were always more lively than other interest associations, the WeChat groups of mothers in the community had the best micro-business, and groups like "Chaoshan people in Guangzhou" were always the most active...)

Interest-driven means that people naturally gather together because of similar interests. These two driving forces are powerful driving forces in homosocial interaction, coupled with similar age and opposite gender, constitute the basic principle of community building of "three similarities and one opposite".

Profit-driven is not as good as honor-driven

Benefit-driven means that community operators fully provide benefits to users, or guide users to actively obtain the desired benefits, so as to ensure that users are active and sticky and achieve operational goals. There are two companies that are very aggressive in profit-driven activities: one is Didi Taxi, namely Didi Red Packet; the other is Alibaba, namely Alipay’s Spring Festival blessing-collecting campaign in recent years.

Although users want to gain benefits, benefits are not everything. If interests can be combined with the image that users want to create, the relationships they want to maintain, and the demands they want to express, greater power will be generated.

Honor drive, the big brother among driving forces. For example, all of Tencent's products have rankings, and they are constantly compared, including the relationship chain rankings of users in the game, such as which friends the user has surpassed; in addition to its own relationship chain, Honor of Kings also involves regional rankings, including various ranking comparisons. One good strategy is the point ranking and group ranking of users in the Honor of Kings in the WeChat group. This ranking function permeates into the details of every Tencent product, such as Kugou, WeChat Reading, WeChat Sports, and Airplane Shooting. Recently, WeChat's mini-programs can call various interfaces and functions of the game. Jump Jump already has more than 100 million daily active users, but it still uses the ranking comparison of users and friends, which is crucial to attracting users. In addition to having many tools, Tencent's deep understanding of how to activate users' desire for comparison, sense of honor, and various ways of showing off has a lot to do with it. When leaving Tencent to start their own business, many product managers analyze the market strategies they have adopted and promoted. When acquiring customers in the early stages, they habitually use various competitions, such as campus karaoke competitions, to achieve a cold start. These rankings, showing off, and competitions are basically driven by honor. .

Honor drive: users want to shape their own image. (To put it bluntly, it’s just about saving face.)

Why does “comparison” have such great magic?

The purpose of "comparison/competition" is to shape the image that one wants. People often compare with each other in various occasions and even in real life. People always share their winning results in various selections and never get tired of showing off their new image. This simple need of "wanting to shape their own image in front of others" has become one of the original driving forces for the explosion of one application, phenomenon, and activity after another in social networks. In small groups composed of acquaintances, the sense of honor brought by this comparison is more direct and stronger.

Having said that, we will understand why so many early-rising check-in activities and running activities are successfully held in the community. The core is "comparison". In order to gain virtual honor or status and shape one's own image, people will continue to invest time, resources, money, etc.

Honor drive is not that difficult to understand. In addition to “comparison/competition” at its core, the more important core is what we Chinese often call “face”.

If you understand the word "face", you will understand it very clearly when you apply it to some honor-driven cases.

For example, in live shows, why do many big Rs spend money to support a girl? It’s not really to sleep with her, but to outdo another man so that they can save face.

03 The Art of Community

If we divide the community into two parts, it is a combination of internal strength and techniques. What lies beneath the iceberg is inner strength, the invisible part. Above the ice are moves, used in actual combat.

Zhang Tianyi of Funiutang said that internal strength is more important than physical moves. I deeply agree with this point. Only when the basic capabilities are built well, will we be able to carry out actual combat with ease. Your confidence comes from your experience and knowledge.

The 72 Shaolin Kung Fu skills in "Demi-Gods and Semi-Devils".

The monks in Shaolin Temple can only practice one or two of these unique skills in their entire life. After Jiumozhi practiced the powerful internal skill of Xiao Wuxiang Gong, he could master the moves of 72 unique skills in an instant.

We can simply understand the moves as routines.

The longest road I have ever walked is your routine. We have spent about ten thousand words talking about internal strength, now let’s talk about the moves.

We mentioned in the chapter on inner strength and mental skills that WeChat creates approximately 3 million groups every day (including conversation groups with 3 or more people), of which more than 40% die within 7 days, and only 30% of the groups can survive for more than a month.

A group has its life cycle, and the length of the group's life is mainly determined by the stages it goes through.

The complete life cycle of a group includes several stages, including the early germination stage, growth stage, active stage, interactive stage, decline stage, and dormant stage. Most of the "flash in the pan" groups go through the entire cycle within 7 days and die directly. 30% of the groups can survive for a month. If we take into account the community’s operating strategies and tactics, based on observations of most communities, the community’s life cycle can last for more than 6 months.

Communities that operate commercially will generally complete the conversion of their commercial value within 6 months. The mining is almost complete and maintenance is continuing. The costs will outweigh the rewards.

(Many communities claim to be lifelong, but in fact, the effective operation cycle is only about 6 months. The essence of the community is profit. Can it guarantee lifelong operation by charging such a small entrance fee?)

Therefore, before we start a community, an important thing is to decide how long we want this community to last. The time dimension is the basis of community operation. The time dimension is missing. Our subsequent routines and moves could not be carried out.

Assuming that the community operation cycle is 6 months, we use 4 major strategies throughout the entire operation cycle.

Abbreviated as C 4 (community 4)

The internal skills mentioned above will be reflected in our operating routines. You can think about it.

Each of our C4 routines reflects those mental methods (brand, evaporation, 6 major drivers, 3 close and 1 reverse)

When we read books on practical community operations in the future, we can immediately understand what is the supporting logic behind the actual operations?

Routine 1: Preliminary preparation

We are starting to show our moves.

The first step: accurate positioning .

Positioning is about capturing the ideas in consumers’ minds. To put it simply, it means labeling yourself; for example, we are all familiar with "Pork Rong", "Fish Selling Sheng", "Sweet Potato Chang"... As soon as we hear the name, we know what the other person does.

For example, Volvo Cars represents "safety", Xiaomi represents "Internet thinking", and Zhucheng represents "inspiration". These have occupied the minds of consumers and cannot be erased for a while.

The same is true for community marketing. For example, Luo Pangzi’s Luoji Siwei is synonymous with “knowledge-based community”.

So you need a label to let others know what you do and what problems you can solve , so that it will be easier for like-minded people to join. When designing a community, it is necessary to carry out differentiated positioning, state the highlights and characteristics of the group, and establish the group's unique value and lasting appeal.

The second step: creating value

Do you still remember the nature of the community and the six major demands for joining the community? This is used in our second strategy of “shaping value”. It is human nature to seek profit. If a community only has a positioning but no value, it will be difficult to attract people. Therefore, after we determine the positioning of the community, shaping the value of the group is crucial and natural.

So how do we shape the value of a community?

Let me first tell you a French folk tale that won the Caldecott Medal, "Stone Soup"

"Three soldiers walked wearily along an unfamiliar country road. They were on their way home from the battle. They were tired and hungry. In fact, they had not eaten anything for two days."

When three soldiers approached a village, the villagers began to get busy. They knew that soldiers were usually hungry, so every household hid anything edible, such as hiding barley in the attic, sinking milk barrels in the well, and hanging meat in the cellar. The soldiers went from house to house begging for food, hoping to stay in the attic, but the villagers said they had no food or place to stay, and the whole village tried hard to pretend to be starving. This is a battle of wits.

The hungry soldiers were forced to resort to a desperate measure. They announced to the villagers that they were going to make the most delicious stone soup in the world . The curious villagers prepared firewood and a cauldron for them, and the soldiers actually started to cook soup using three large round stones! Of course, in order to make the soup taste better, they also need some seasonings, such as salt and pepper... Of course, some carrots would be better... Cabbage, potatoes, and beef would also be good... If there were some barley and milk, even the king could drink it... A pot of magical stone soup was really cooked!

Let’s take a look at how the three soldiers managed to get something for nothing by creating value.

When you add stones to water to make soup, after it boils it is still essentially water. It's not soup at all. The value of the three soldiers' stone sculptures is: the most delicious stone soup in the world. Only then did they attract the food hidden by the villagers.

Zhang Bing, the first person in Chinese corporate community marketing, summarized a model for shaping value:

1) High-end connections. Without joining the community, it is basically difficult for you to reach these people. After joining the community, you can add them as friends, you can deeply connect with high-end contacts, and you can cooperate with them.

2) Question and answer. After joining the community, we will answer your questions within 48 hours so that you will no longer be troubled by these problems.

3) Sharing by experts. There are elites from various industries in the community, and we will invite them to make wonderful sharing.

4) Online training. Join our community and enjoy online training once a month.

5) Resource docking. The talented people in the community have various resources, and you can obtain other people’s high-quality resources. You can also contribute your own high-quality resources.

6) Offline gatherings. After joining the community, you can participate in monthly offline gatherings and have in-depth exchanges with many great people. study.

7) Special price for members. You can purchase products from members in the community at low prices.

8) Priority investment. Join the community. You can get opportunities for community personnel to invest, or you can invest in other projects as an investor.

9) Practical information. You can obtain a lot of high-value practical information, and the market price of these information is far more than the membership fee you join.

The third move: Set thresholds

Do you still remember the social evaporative cooling effect? Setting thresholds is such a purpose, to find people at the same frequency and level, and to reduce the occurrence of evaporative cooling effects.

Don’t be afraid that the threshold will be set, the number of people coming in will become smaller. 100 pan-flours are not as good as 1 precision powder. Being a community is not about attracting traffic, precision is the most important thing.

Rules for introducing 5 types of thresholds

1) Invitational

The introduction of small circles generally uses an invitation system and is not open to the public. Come through the invitation of the group owner or group member. More private

2) Task system

Joining a community in this way requires a certain amount of cost, and you can usually join after completing a certain task. The most common small characters such as "forward to Moments and take screenshots to the editor" and "collect X likes".

3) Paid system

If a park does not charge, what would you think it would be? First of all, the people who came in were very messy, including the old lady who grew vegetables, the dancing auntie, the mistress who walked the dog, the men and women who were in love... I don't charge, that is, I will not be responsible for you.

For example, a family member with logical thinking, the ticket to join the group is 200. The number one person in the micro-business self-media, Gong Wenxiang - The ticket to the Lightning Club is 10,000.

4) Application system

If you don’t take the initiative to invite, you don’t have to pay to buy products or members, but you have to go through the assessment if you want to apply for a job. This typical example is Li Jiaoshou's "Li Jiaoshou Research Association". It is recruited publicly through WeChat public accounts. Applicants need to submit resumes and also need to go through WeChat video interviews to screen dozens of people from nearly a thousand resumes to enter.

5) Inspection system

A community represented by Uncle Qiuye’s IP camp. There is a need for an internal recommendation and self-recommendation letter from the old camper. If the initial review is passed, a short-term reserve camp will be arranged to observe everyone's performance in the camp. If both parties are not satisfied in the preparation camp, they will refund the fee and persuade them to refund.

The fourth move: common goal

We cannot unify everyone's thoughts, but we can unify everyone's goals.

"For example, our country has a population of 1.3 billion and 56 ethnic groups. It's too difficult for so many people to unify its thinking. What should I do? Unify the goal!"

"What is our country's goal? It is to achieve the great rejuvenation of the Chinese nation. The next decomposition of this goal can be summarized into two hundred years, that is, by 2021, the 100th anniversary of the founding of the Communist Party of China and the 100th anniversary of the founding of the People's Republic of China in 2049, the great rejuvenation of the Chinese nation will be gradually and ultimately successfully. The specific manifestations are the prosperity of the country, the rejuvenation of the nation, and the happiness of the people."

"In a community, as the founder's perspective, I must think that my community is getting bigger and bigger, and members gain more and more. But the purpose of some members is to add others as friends, and some members only want to publish advertisements. Taking Uncle Qiuye's IP camp as an example, the common goal is to polish one's skills, shape a personal brand, and use a big goal to unify everyone's goals together."

Tip 5: Community Leader

The community must have a leader. There must be a leader, if this person is missing. Then this community will definitely not be able to continue playing. If a community is an organization, it is impossible to decentralize and it is impossible to have a leader. The leader of the community is the maker and executor of positioning, value, goals, thresholds and rules in our community, the mobilizer of community resources, and the specific leader in realizing community values ​​and goals. It is irreplaceable within the community. It is the cohesion and attraction in the community.

The most awesome community should be religion. Like Jesus in Christianity. Sakyamuni in Buddhism

Tip 6: Community Rules

There is only one purpose in establishing community rules: to help build group culture and standardize group operations. Under this purpose, we can see that there are two types of group rules. One is strict restrictions. One is loose management.

Strict restrictions: Users are clearly required to comply with various "not allowed" requirements, up to 40, each rule is very detailed, and any user who violates the rules will be kicked out of the forum.

Why do netizens on XX website (forum) often speak rationally? – Chen Bin’s answer – Zhihu

https://www.zhihu.com/question/19711033/answer/12855729

On the contrary, Qiuye’s IP Knowledge Base Camp has a much more humane rule.

The purpose of setting up group rules is always to serve the community culture.

Routine 2: Recruiting people (seed user starts)

If you want to talk about the community, talk about users first. Without users, everything is nonsense.

Why put this model? Because as long as you understand this model, you can correctly find your early head seed users. The secrets that those communities that have done successfully will not tell us are all in this picture.

Moore’s theory mentioned in “Crossing the Gaps”: Companies only need to grasp a few enthusiasts to drive the entire mainstream market. Before facing an unprecedented thing, most people have no opinions or opinions, which is the so-called "mob". (When Henry Ford was producing cars, he asked consumers what you want. They said they wanted a horse that ran faster)

In Routine 2, especially in the early stages of the community, it is crucial to find the right seed user-the niche group in front of the Gate. We always see the glory of others in building a community, but we cannot see the hardships of others at the beginning. The process of spending a lot of time and energy slowly finding users.

Funiutang's success in building a community has achieved a valuation of 100 million yuan within one year. I think the 2,000 seed users they found played a decisive role.

In April 2014, Funiutang opened. In the two months before opening, I only did one thing. About 50 people were found, each of whom had a task and went to Weibo to find someone. His identity tag was "Hunan + Beijing". Such people are Hunanese in Beijing, which is the early angel users. In the end, almost 2,000 people were recruited. Later, they sent private messages to these people one by one, then added WeChat, and finally everyone met these angel users separately and invited them to try rice noodles. Gradually became friends.

(Jianfeng, who is a user growth fission, started his business in 2017 and is also a community in the operation circle, gradually accumulating seed users, and the process of explosion later is exactly the same)

When we have the first batch of seed users, this number is best around 1,000. (Selecting 1000 this number is the theory from KK. If you have 1000 die-hard fans, you will be worried about your life.)

We must use the four-dimensional communication theory + seed users to spread the circle of friends. Welcome the explosion.

Suppose your friend has 5,000 friends, then 5,000 people will see a first-level communication event. For example, if you post a photo of a pet, someone will like it, but no one will forward it. This is a typical first-level communication effect news, which 5,000 people in your circle of friends will see.

The news of the secondary communication effect is different, your friend will forward it once. Suppose you have 5,000 friends, and 10% of the friends will be forwarded by this message when you post it to your Moments. Suppose that 500 people have an average of 500 friends per person. Then there will be a secondary communication copywriting that will be 250,000. Typical secondary communication copywriting such as "I am not Chinese if I don't transfer it", "Beware, 10 kinds of junk food you don't know", etc. These copywritings are usually sent to us by our parents, but obviously we will not forward it again. (If you are an elderly community, then you can obviously use this method)

How many people will see events of third-level communication effectiveness? If we still use the above formula to deduce, there will probably be

250,000 x10% x500=12.5 million people see it. It has become a spread event of tens of millions of levels. This means that your city and several industry circles around you will know about this.

The effect of level four communication can be called ultimate communication. According to the above communication formula, it will eventually affect 625 million people.

But in fact, when we operate. Each ordinary person has only about one hundred WeChat friends. The so-called effect of the level 4 propagation effect cannot be achieved, but the theory of the level 4 propagation effect is correct. When we actually use seed users to perform fission, the general propagation level can reach 6 or above. Then the entire communication activity will achieve good results.

Dingxiang Doctor - an APP application that develops users through social networks and discovers how big the fission level is 12 layers through data backtracking.

The Didi Taxi, which we are most familiar with, once reached 17 levels through red envelope fission!

Routine 3: Operation (feeling of ceremony, belonging, and participation)

Routine Three, which is our third move, this move is the hardest to talk about. Operation is a concept with a large scope. You can read any book about operations for several days. I can only choose the essence to write, and I will recommend a list of books on community operations later.

I have only two sentences to my own understanding of community operations:

Only by observing a thousand swords can you recognize the instrument, and then you can practice a thousand songs can you realize the sound.

No move is better than there is a move.

Grandpa all came from grandson. No one is great at birth, everything must have a process. When we were grandsons, we naturally didn’t know anything. At this time, you told me that the operation should be "no moves better than no moves", and I must throw you away with the stool. When we are still in the novice stage, the most urgent thing is to see more, think more and imitate more, learn more about how other people's communities operate from beginning to end, what moves are there, and whether the operation moves between different types of communities have in common, we must learn and imitate these basic routine moves and internalize them into our own moves. The minimum requirement is that after practicing the basic moves, we can also gesture to the newbie and reap the praises.

As we continue to advance in the process of imitation and learning, we continue to improve as our own skills. Then we will naturally analyze the essence behind these specific moves. For example, why do you have to do this? Can changing the action achieve the same effect?

To sum up, behind all the above specific moves, they are essentially controlling people's emotions. No matter how they make moves during the operation, as long as they can cause a sense of ritual, belonging, and participation within the community, it is a good operation.

This is the second sentence: "No move is better than there is a move." As long as you have a sword in your heart, fallen leaves and flying flowers, you can be full of plants and trees. When doing operations, we no longer need any fixed moves, but based on the actual situation, I will create any moves if I need them, otherwise we will only imitate others forever.

If you still remember our internal skills and mental methods in the previous article, you can create your own sect in the community operation world based on the six driving forces, three near and one counter, and large and small group operation strategies, and we can be the heads of our own.

So what exactly is a sense of ritual? I always have an indescribable feeling about these three words. It is a mysterious and mysterious one that can only be understood but not expressed in words.

But if we divide the "sense of ritual" into two, it is: sense of ritual = ritual + feeling.

"Rite" plus "feeling", the ritual is fixed, but everyone's feelings are different, so "feeling of ritual" means differently to each of us.

For example, when I eat watermelon, the "ritual": it looks good and is placed with a fork. Give me my own "feeling" This watermelon represents beautiful things. Summer is coming, so you should enjoy the sunny afternoon. This experience is my "ritual sense", but some readers will think, "You are easy to do, just eat watermelon, why do you do this?"

Because we are in different environments, the feeling of rituals for each person is different.

People use the sense of ritual brought by this ritual to give themselves a strong self-suggestion. It implies that we must treat something sincerely, sincerely, focused and hopefully. This self-suggestion can transform ourselves and maintain a sense of respect for what will be done after the ceremony.

"Some rituals can help us realize that the game has begun, so we can make various preparations, switch to the corresponding role, and put ourselves in a state of preparation. For example, regarding marriage as a game, and holding a grand wedding ceremony, this ceremony tells both parties that the game of marriage has begun, and we must quickly switch from boyfriend and girlfriend to roles that assume family responsibilities. Why do some people think that getting married is the same as living together? It must be the lack of a certain ceremony."

Now most communities have a ceremony to "welcome to the new group" : a "new member" came to the group today. The generous group owner will give 200 yuan to the red envelope and write "Welcome to XX to join a certain community" and @ the newcomer's name.

This welcome ceremony has several benefits:

Benefit 1: Give newcomers a tip to tell her the game is starting

Benefit 2: If you send red envelopes in the group, other members will come to grab the red envelopes. After grabbing the red envelopes, they will also @ the newcomers together and send their own welcome speeches.

Benefit 3. Newcomers can take the opportunity to post their own introduction to eliminate the strangeness that they just came. The group owner recommends newcomers’ business cards and allows old members to actively link new members. The closer the members are, the greater the value of the community.

Benefit 4: Many people come together to welcome the newcomers, so that the newcomers can feel a sense of belonging, and they can better integrate into the community in the later stages of getting along.

In the community era, everyone will join a different community. If the welcome ceremony of each community is similar, then we will soon become bored with the "ritual sense" of the community. "No move is better than a move." Every successful community will have its own unique ritual in the end to let the group members gain a sense of ritual and belonging.

Jin Yong's novels are the best textbook for community operation. In "The Deer and the Cauldron", the description of Wei Xiaobao's "opening the incense hall" ceremony when he became the master of the incense of Aoki Hall, fully expresses the sense of ritual and home:

At this time, Li Lishi came in to repay the incense hall, and the incense hall had been set up. Chen Jinnan led everyone to the back hall. Wei Xiaobao saw two spiritual cards on a table, one in the middle said "The position of the Emperor of Ming Dynasty" and the other on the side said "The Princess Yanping of the Ming Dynasty, the position of Zheng of the Great General" was written. On the table was a pig's head, a sheep's head, a chicken, and a fish, with seven fragrant branches. Everyone knelt down and bowed to the spiritual position. Cai Dezhong took a piece of white paper on the altar and read aloud:

"The world and everything will return to the Ming Dynasty and destroy the barbarians. We should live and die together, imitate the Taoyuan story, and make a brother, surnamed Hong and Jinlan, and merge into a family. We worship heaven as father, earth as mother, sun as brother, moon as sister, and fifth ancestor and ancestor Wan Yunlong as the whole god of the Hong family. We regard the Chou time on the 25th July of Jiayin as the Chou time. In the past two capitals and thirteen provinces, we should work together with the barbarians to wipe out the heavenly signs. We should follow Chen Jinnan's orders and travel to all the five lakes and seas to seek heroes. Burn incense and set up oaths, follow heaven and follow the heavens, restore the Ming Dynasty, and avenge the shame. We oath of blood, and the gods surrender."

Cai Dezhong finished his speech and explained, "Do you know the story of the Taoyuan fraternity mentioned in Brother Wei's words?" Wei Xiaobao said, "Liu, Guan, Zhang, and Taoyuan three times, and they don't want to be born on the same day of the same year, month of the same month, but they want to die on the same day of the same year, month of the same month." Cai Dezhong said, "By the way, if you enter the Heaven and Earth Association, everyone will be brothers. We and the helm leader are brothers. You worship him as your teacher, and everyone is your uncle, so you will kowtow when you see us. But from now on, everyone is brother, so you don't have to kowtow to us anymore." Wei Xiaobao replied, "Yes." He thought to himself, "That's great."

: : : : : : : : : : : : : : :

Cai Dezhong said again: "July 25th, the Chou time is the day when our association was founded. The fifth ancestor of this association is the five generals who died in Jiangning, the first surname is Gan Hui. When our army attacked Jiangning, I led the troops in the town and lie in ambush outside the west gate of Jiangning under the order of the chief military advisor. The Tartar soldiers..." When he talked about attacking Jiangning Mansion, he pointed at him and couldn't help but talk further and further.

Ma Chaoguang interrupted with a smile: "Master Cai Xiang, it's not too late for us to talk about the attack on Jiangning Mansion."

Cai Dezhong smiled, stretched out his hand and gently flicked his forehead, saying, "Yes, when you talk about the old things, it's endless. Now I will read the "Three Points Revolutionary Poems", I will read one sentence, and you will read one sentence." He read the poem now and said, "Three Points hidden in the Revolutionary Sect, don't ventilate when you enter my Hongmen. Develop a sharp force and follow the Japanese, and swear to destroy the Qing Dynasty and sweep away the whole thing." Wei Xiaobao followed.

Cai Dedao: "The Hong character in my Hong family is actually the "Han" character of our Han people. My Han people have occupied the land by the Tartars. Without land, the word "Du" is removed from the "Han" character, which is the "Hong". "The thirty-six oaths, ten prohibitions, ten punishments, and twenty-one codes will be explained to Wei Xiaobao. It is probably loyalty, filial piety, filial piety, harmonious village party, brothers and family, helping each other in times of distress, etc. If there are reasons for leaking secrets, inciting brothers, surrendering to the government, robbing and looting, bullying the orphans and weak, being untrustful, and swallowing public funds, the least they can cut off their ears and beat them, and the worst of them can be relieved and cut off their heads and cloned.

Wei Xiaobao followed one by one and vowed not to violate it. This time he was sincere and did not make trouble when he swears.

Ma Chaoxing took a large bowl of wine, stabbed it with a needle on the middle finger of his left hand, and dripped the blood into the wine. Chen Jinnan and others all stabbed blood. Finally, Wei Xiaobao stabbed blood into the wine. Everyone took a sip of the blood wine, and the ceremony of entering the society was completed. Everyone held hands and hugged him, very intimate. Wei Xiaobao's whole body was hot, and he felt that from now on, he would no longer be helpless in this world.

In Jin Yong's description, we see how the community is built, including the rules of the community, the sense of rituals, the sense of belonging generated through the sense of rituals, etc.

Community rules: Thirty-six oaths, ten prohibitions, ten punishments, twenty-one codes, and what punishment will be imposed on violations.

An activity full of ritual sense, "Kai Xiangtang" itself is a serious activity. After that, when Wei Xiaobao intervened in the Shenlong Cultivation Commission to be the head of the Bailongmen, the Shenlong Cult also opened the Xiangtang, but the ceremony was much simpler.

A sense of belonging: "Wei Xiaobao obeyed one by one, and sweared not to violate it. This time he was sincere and did not make trouble when he sweared... he just felt that from now on, he would no longer be helpless in the world." The sense of belonging of the community is very important to the members of the community. Many times, the result of the joint action of various community rules and mechanisms is to shape and form a "sense of belonging".

Tencent once analyzed hundreds of millions of QQ groups, and found that the average active proportion of each group was only 10%. In other words, a group of 500 people usually only has about 50 people active. Active people are always active, and inactive are always diving. If it continues for a long time, it will lead to the evaporation of the community.

After the welcome to the group, it means that the community has entered a formal operational link, which can be divided into two parts: daily online operations and offline operations. Among these two parts, the six driving forces of the community often run through it. For example, the check-in activities are driven by honors, the lottery activities are driven by interests, and offline gatherings are driven by geographical and event-driven, etc.

Using specific operational activities to improve community participation, in this regard, we take Uncle Qiuye’s “IP camp” as an example:

An important reason why many groups become dead groups is that most members are not activated during the operational process, which makes them slowly become diving parties. If the proportion of diving parties in a group exceeds 50%, it is not great. If you can bubble in the group every week, even if you participate.

The Knowledge IP Camp builds a sense of participation of community members through a large number of low-threshold activities.

3 key elements to create a sense of community engagement: timing, form, and interaction

【opportunity】

In the community, everyone has different time, and it is difficult to make everyone online at the same time. The choice of timing is very important.

From an online perspective, there are 4 prime time periods:

The time from getting up in the morning to going to work

Noon lunch break

Traffic time after get off work

Time after supper

【form】

After all, the event is not RMB, and it is difficult for everyone to like it. For example, let everyone send a voice message at 6:30 in the morning. On the surface, the threshold for the event is low, but in fact, many people just don’t want to send it. Because I don't know what to say. However, if the activity threshold is lowered and the voice message is changed to posting it, the threshold for participation you see on the road today will be much lower.

However, the low threshold for activities does not necessarily mean that everyone is willing to actively participate. It also needs to combine the forms of similar habits in everyone's lives and willingness to interact.

Post lunch: Post lunch photos, everyone wants to eat. One of the most popular activities

Talk about gossip: Damn it. As soon as we started chatting, we started to do it.

Small complaints: Let everyone vent their negative energy every day and reduce each other's blood pressure.

【interactive】

It is not easy to make everyone interact. There are three problems. First, everyone likes to chat with friends and does not like to chat with strangers; second, they hope to get feedback, not without anyone paying attention; third, everyone has common topics.

We have three corresponding methods to solve these 3 problems

First, actively guide. To create an atmosphere, one must first take the lead. If someone takes the lead, you actually have to arrange a few supporters. We cannot expect community activities to be spontaneous at the beginning, and a community without entrustedness is not a qualified community.

If someone takes the initiative to read the sharing, even if the content is average, they should actively encourage it. This is a very important point in creating an atmosphere. The threshold for sharing for ordinary people is not high, then I will share it too. The sense of participation comes.

Second, respond positively. If someone participates in the event but finds that he does not receive any response after participating, his enthusiasm for participating in the event will be greatly hit. So if the operation team finds that people who don’t usually speak very much, they must try to call and reply to his content to make him realize it. In this group, some people will read what he does, and some people will listen carefully to what he says.

Third, motivation. No matter what interaction it is, we need to think of various ways to praise and motivate those who perform well, so that those who are motivated will change from participants to organizers and drive more people to participate. Form a virtuous cycle.

We have almost finished talking about the three routines.

We are born with seven emotions and six desires, and all reason will eventually return to sensibility.

All operational moves will create a certain feeling to pass on to the user, forming a sense of ritual, belonging, and honor. All work in community operations is to control user emotions and ultimately create "emotional asymmetry". For community operators, greater commercial value benefits can be obtained.

Those who are favored are fearless. Emotional asymmetry means gaining user preference.

Pancakes are full of fruits on the street. Huang Taiji sells a pancake for more than 20 yuan, which is much more expensive, but there are many people buying it. Everyone knows this. Someone has analyzed that selling is so expensive because Huang Taiji is a brand with a brand premium. But I think that in addition to the brand factor, there is another important point, that is, Huang Taiji used "Internet thinking" to create an emotional experience for users. Emotional asymmetry is formed and users prefer it.

The Hammer mobile phone R1 is sold at 8848, so expensive. Because there are old Luo fans who are willing to pay the bill. If an ordinary person has no preference for Lao Luo, then I won’t buy a hammer.

The same goes for the community.

Uncle Qiuye’s “Knowledge IP Base Camp” took two and a half years for the community, each issue lasting half a year. The fifth issue has so far.

It is said that the proportion of veteran campers in each period exceeds 50%. In other words, every time a new camp is opened, more than half of the old campers will stay and continue to switch to the new community. If it is not based on emotional transformation, which communities can achieve such a high conversion rate?

In the Internet era, a truly good community must have the function of "emotion". Only by returning to the essence of the community can the "interest" + "emotion" continue to attract new people and improve the conversion of old users.

Routine 4: Finishing (ritual sense, precipitation and transformation)

Our C4 set has the last routine, and the last one is very simple. To sum up, it is a sense of ritual, precipitation and transformation.

The "sense of ritual" must have a beginning and an end, running through our entire operation.

The final "sense of ritual" is equivalent to a graduation ceremony. To review and summarize the achievements made by our entire community, how many members have made progress and gained income, and the graduation certificate is issued. I also tell you the members that the game is over. If you want to continue, please participate in our next issue (to achieve conversion).

The last task is to do a good job in precipitation, sorting and archiving of community information, such as community member address books, community essences, essences, achievements, etc. Organize and save it to group members.

04 Community tools

Marx said that the biggest difference between humans and animals is that they are "making and using tools."

Tools are the last part of our community model "Tao Spell Tool" - "tool".

Most online communities now use WeChat groups as the platform to carry, but as a WeChat group owner, our greatest power is to pull people and kick people +@ everyone. Apart from this, there are no other advanced permissions.

If tools are not used, then you will be very tired in the specific community operation work.

According to actual operational work, I divided my needs into four categories.

For group member management, we will need to record the member's entry and exit time, set relevant group entry welcome speeches, etc.

Group message management requires collecting group essences and retaining group essences. Files in the group need to be managed

Group operation management, check-in, check-in, lectures, collaborative work within the group, etc.

Group data management, analyzing the number of active members, that is diving. Those who have not spoken should have blocked the group. I kept talking, weren’t it just those people? Someone has stolen someone in again? As a group leader, why don’t I know! . Who else has taken advantage of me to secretly post advertisements? I need all these data.

1. Almost all-round community operation tool: Xiao U Manager

Because it is used by many people, with stable performance and moderate price, it is recommended first.

2. Community content accumulation: Knowledge Planet

Use the Little U Butler to view the essence of the group. You also need to call in the group to activate the Little U Butler.

When we use WeChat, the disadvantage is that the message cannot be deposited. Once the information is too much, the information we want cannot be found, which is not conducive to the precipitation of knowledge.

When using Knowledge Planet, you need to download the APP, or you can follow the official account. The experience is average in the official account. If you use the APP, you can get more than 90 points in the experience. The advantage of a knowledge planet is that it can accumulate knowledge, and the published articles, cases, and questions and answers can be saved, which is a bit similar to the post. The addition of likes and appreciation functions is also conducive to motivating the output of group members.

Important files of the group can also be placed on the planet for storage.

Simple usage: Download the APP → Create an exclusive planet → Scan the QR code to follow the group members

3. Check-in and sign-in operation: Whale check-in [Mini Program]

Perfect functions

This is a mini program designed mainly for bootcamps/communities, which meets all basic needs within bootcamps/communities.

1) Check-in function

Check-in is the most basic function of this mini program.

You can modify it by checking in, which is the second highlight. Originally, there were only one opportunity a day, and people always wanted to show their best side, so this function just gave people such an opportunity.

This function is very suitable for training camps/communities and is very practical for students to punch in and do tasks.

2) Scoring function

I didn't expect this function before using this applet.

Going forward, you only give the evaluation of passing/failure. Later I found out that this was not good and the judgment of details was unreasonable.

The evaluations are exactly the same for 10 details and 1 details, which is obviously unreasonable.

During use, it was also found that scores can be performed by multiple people at the same time. Finally, like a game, the system will combine the scores of all administrators and get the average.

This is obviously more fair to those who check in, and has higher requirements for those who score.

After rating, a corresponding message will pop up in WeChat. Just as you take an exam, you will be sent a transcript and comment.

3) Reminder function

The reminder function is mostly prepared for patients with procrastination.

4) Management functions

5) Daily Sign-up Function

Daily signs are generated after checking in. The content is a famous saying, below is the QR code and activity name of the check-in mini program.

4. In-group lecture tools: Qianlai, Lizhi Micro-Chat, Xiaoetong

The three tools have similar functions, and they can all realize voice lectures, voice +PPT lectures, inter-learning interactions, recording and charging fees for course settings.

Some people may ask why you don’t just give a speech, picture, and text in the WeChat group directly. You also need to use a third-party lecture platform.

Because some communities have more than one WeChat group, if you want to broadcast multiple groups, you also need to add additional robots to collect the group essence of each group in the future. It is time-consuming and labor-intensive to directly establish a live broadcast room to teach, which can solve the problem of teaching at the same time in multiple groups. It can also precipitate the course content.

5. Group operation tools: Gift Say [Mini Program], Fun Juanxing [Mini Program]

I have used these two more recently. One is used to pay benefits, so I can save myself from collecting members' addresses, phone numbers and other information. One is used to survey user needs, eliminating manual statistics. It is very convenient for the hard work of the community operation officer.

Gifts say [Mini Program]’s main selling points: give gifts on WeChat, fill in the address of the other party, deliver them to your door with free mail, but remember that you have to pay for the gift money.

Qujuanxing [Mini Program], I used it once, and the questionnaire has a template. Automatic statistics and notifications after investigation. The questionnaire has all the functions.

6. The last one, data analysis tool: Zidou Assistant

Focus on WeChat group big data analysis and redefine the value of WeChat group;

In short, it can let you know the relevant indicators of your group. Not only can you know your own indicators, but you can also compare them with the indicators of other communities, so that you can understand how your community operates. Instead of being self-entertainment. (Isn’t this an honor-driven application?)

By joining Zidou WeChat and enabling group data analysis function, group owners can provide group owners with optimized measures for WeChat group member management, insight into group activity, discover abnormal group members, identify leading group members, recall group members, and activate user activity in WeChat groups through the global ranking of group operation status. It is an indispensable big data analysis tool for community operations.

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Author: Chen Hongfeng , authorized by Qinggua Media to release.

Source: Chen Hongfeng