5 key points to master user operations in community operations

User operation in community operation refers to the methods and plans of attracting new users , retaining users , and stimulating group users to participate in established operation activities after users form a "group" through certain channels. Different from other forms of user operation, community operation emphasizes the word "group", that is, user operation has an established "group" space, such as: WeChat group , QQ group, online and offline activity groups, etc.

The goal of community operation is to attract and maintain users in the specific circle of the "group", and at the same time, through effective means and methods, let the members of the "group" participate in the topics or activities designed by the community operator, so that its members can maintain their continuous attention to the "group" and participation in group activities, and contribute their attention, time, energy, money, etc. to the "group".

5 key points of user operation in community operation

Due to the particularity that user operations in community operations are limited to the scope of "groups", user operations in community operations are slightly different from other Internet user operations. The following 5 key points can help operators master community operations. The following points are given as examples:

1. Emphasis on the “group” quality

The "group" characteristic is the key that distinguishes a community from other groups. When conducting user operations in community operations, operators are required to repeatedly emphasize the goals and content of the group to users in the group, which is the so-called emphasis on the "group" characteristics. For example, if the group you are operating is an English learning group, the group operator can publish English knowledge and content every day in the group, announce everyone's English learning progress, praise group members who have completed or achieved excellent results in the English learning process, and publish English learning activities.

In short, by continuously publishing content that is consistent with the characteristics of the "group", the characteristics of the "group" are repeatedly emphasized.

Here, group operators should avoid creating irrelevant content that can activate group members in order to activate the group. For example, in an English learning group, in order to stimulate the activity of group members, group members are required to send red envelopes, or gossip about hot topics is published. Attractive or profitable content input can quickly activate group members in a short period of time.

However, it will cause confusion and disgust among some group members who have clear goals in joining the group. The reason is that the input of content irrelevant to the characteristics of the "group" is contrary to their original goals in joining the group. In an era of scarce attention, it is not conducive to the development and maintenance of the "group".

2. Creating and discovering KOLs

In community user operations, creating and discovering valuable KOLs is particularly important for group operators. The reason is that KOLs, as activists and opinion leaders in the group, can play a "leverage" role. At the same time, as a third party other than the operator, it can more objectively evaluate and assess the content and activity quality of the group, and influence and inspire the enthusiasm of other group members.

Generally speaking, KOLs in a group have the following characteristics:

(1) Professional knowledge with “group” characteristics

This type of KOL has professional knowledge related to the group owner and has accumulated a certain number of fans and supporters to join the group. Therefore, when expressing their opinions, they can often output valuable content. At the same time, because of having a certain number of fans and supporters, it is possible to connect group members more quickly and influence their enthusiasm to a certain extent.

(2) Having the quality of being willing to share valuable things

KOL itself is required to be able to influence and inspire others to the greatest extent. In community operations, the influence of KOL mainly depends on whether it can continue to provide other members with valuable information or things. For this, the KOL is required to have the character trait of being willing to share valuable things, so that other group members can obtain effective information when they follow the group and the KOL.

3. Continuous output of valuable content

In the process of community operation, continuous output of valuable content is the key to the group's continued operation. Valuable content is formulated around the group's goals and the needs of group members. Generally speaking, valuable group content is provided by group operators, such as sending valuable content every day or holding theme activities that are in line with the characteristics of the "group" from time to time, or holding relevant theme activities for group members based on the needs of group members.

In short, in community operations, the continuous output of valuable content is like giving group members a reason to continue participating in the "group".

4. User habit formation plan

The "continuous output of valuable content" in the user operation of community operation mentioned in the previous article is closely related to the user habit formation plan mentioned in this article. However, in the user habit formation plan, the continuous output of valuable content is only one of the methods to form user habits.

The part about the user habit-forming plan is the most challenging part for group operators. In this part, the commonly used plan is to use activities such as clocking in and signing in to allow users to persist for a period of time, in order to cultivate the habit of users participating in group activities or paying attention to group topics.

It is worth emphasizing that just as all the fate in the world is like the careful arrangement of the Creator, the user's habit-forming plan also requires group operators to formulate long-term and effective plans, rather than occasional whims or following the trend.

In addition, during the user's habit-forming period, group operators will give users sufficiently attractive material rewards in order to encourage users to persist in a certain behavior or continue to participate in an activity. On the premise of giving rewards, group operators are required to have an accurate assessment of costs and benefits. Otherwise, when users participate in and complete the activities as required by the group operator but fail to obtain the promised benefits, it will undermine users' trust in the community and the community's reputation.

5. Connections within and outside the community.

When the users of the community begin to connect internally and externally, the user operations of the community can begin to show small profits. Internal connections among community users refer to users within the community starting to spontaneously generate content output, such as: actively speaking, sharing relevant knowledge, asking questions within the community, and connecting and communicating with other members of the community. External connections among community users refer to community users actively sharing community content and activities, and sharing them with non-community members, and even spontaneously developing other external personnel to participate in community activities .

Summarize

User operation in community operation is different from other Internet user operations to some extent. This article shares 5 key points of user operation in community operation, namely: emphasis on "group" characteristics, continuous output of valuable content, creation and mining of KOLs, user habit formation plans, and internal and external connections of community users.

These five points can effectively help community operators evaluate and practice the relevant work of community operation. As the saying goes, "there is no first in literature and no second in martial arts", I look forward to your sharing on community operation.

Source: Miao Xiaowu