How to do community operation? Positioning and user analysis are equally important!

Community operation is currently a popular operation method because of its advantages of high verticality, high conversion rate and reducing user sense of distance. Many independent websites such as Mantou Business School, Luoji Siwei, and TaQu use communities to maintain their brands and sell online products, which fully proves the importance of community operation.

1. Positioning of the Operation Community

At present, mainstream community operations can be divided into the following three types:

a. Product communities: They are mainly for discussing and selling the company's own products. Similar communities include Xiaomi's Mi Fans Group and Hammer Mobile Phone Fans Group. In addition, there are some WeChat business communities for selling and displaying goods. This type of community generally has a higher repurchase rate and low operating costs.

b. Knowledge-based communities: This type of community can be further divided into paid and free membership. The essential difference between the two is that paid membership offers more privileges and benefits than free membership. For example, the "Operation Study Club" on the little red circle. This type of community, which takes knowledge as its main purpose, has a higher operating cost than other types of communities because it needs to rely on the output of practical goods and knowledge to maintain the daily operation of the community, but at the same time, the conversion rate is also relatively high year-on-year.

c. Mixed communities: This type of community is relatively common. For example, if you are a product manager , you will inevitably have several product operation communities on your mobile phone, and this type of community is a mixed type. Generally speaking, we define mixed communities as "users are in the community mainly to seek some BD cooperation or resource needs." This type of community is easier to operate. As long as it does not keep posting advertisements or swiping the screen, it is usually fine and has a higher dissemination rate.

The three types of communities serve completely different purposes. Below I will select a more classic product community to analyze the various users in the community.

2. Users in the community

The types of users in the community can be mainly divided into ordinary users and core users.

a. Ordinary users

In product communities, ordinary users generally exist in the posture of consumers. The reasons for joining the group may include being interested in the product, having purchased and being keen on the product, and joining the group through recommendations from others.

The needs of this type of users are relatively simple and crude: 1. Purchase products. 2. Understand the product.

To this end, we need core users to help ordinary users realize their needs.

b. Target users

Core users are like leaders in the entire community and serve as KOLs in the community. Generally speaking, core users are the direct contacts of the community product and need to manage ordinary users and meet their needs.

In addition to being responsible for ordinary users, core users also need to formulate relevant rules in the community. For example, advertisements cannot be posted, and users will be removed from the community if three cumulative warnings are invalid; those who join the group must change their nicknames, etc., in order to maintain the stability of the community through the setting of rules. But of course, core users also need to raise topics, discuss topics, and liven up the atmosphere in the community.

In fact, in addition to core users, we also need to properly cultivate ordinary users into the role of KOLs to make the atmosphere in the group more active.

3. How to operate product communities (real questions and answers)

Q：How does the community attract new members?

A: You can create relevant articles or single pages, and then share them through WeChat Moments or new media platforms. It is best to use a single page to attract new members. For example, you can use the recently popular XiuZan platform to create a single page for registration. Users can apply to join the community by filling in relevant information or reasons, which also makes it easier for managers to recognize users. If it is a product community, you can use the introduction of the product and the benefits of joining the community as the content, make a single page and link it to the registration page, and finally attract new members to the community.

Q: What rules should be established in the community?

A: Rules are very important for a community. If there are no good rules, the community may face problems such as inconsistent and cluttered topics, and in serious cases, it may directly lead to users leaving the community. Therefore, when formulating the rules, in addition to stipulating that advertisements cannot be posted and screen flooding cannot be allowed, the topics to be discussed every day must also be guided and controlled and cannot be left unattended.

Q: What if a user violates the group rules?

A: Wherever there are rules, there will definitely be violations. If a user violates the group rules, you should give the user three chances. Even if you don't want to, you have to hold back, because everything you do in the group will be seen by other users, so be patient. If a user violates the rules three times in a row, you can @ all of them and explain the reasons, and then remove them from the group. This can not only maintain the stability of the group, but also increase the support of other users for you.

Source: Jianshu