For operators, SOP capability is a basic capability, especially in specific operational segments with high repetition such as community operation and user operation. SOP not only improves operational efficiency, but is also a powerful tool for management teams.

This content will share the methodology of SOP from 0 to 1, from conception to implementation, from the preparation period to the public beta period, and through SOP, share the experience of doing a good training camp, especially the low-to-high training camp.

• SOP Construction Methodology

The process of SOP from 0 to 1 is like building a building. First, you need to understand the geology, design the architectural drawings, then lay the foundation, build the main structure, make the roof, decorate and finally conduct property inspection.

The same goes for SOP. On the one hand, it involves courses, growth, and users; on the other hand, it requires content, actions, and iterations. This is a systematic project, so it is not about "making" or "writing" SOP, but about building it.

• Strategic design of key actions

The purpose of building a SOP is to achieve operational or conversion goals. In order to achieve this goal, we need to design corresponding strategies behind every action and every content output. The success of SOP or operation must be the success of strategy and idea.

• SOP implementation and iteration

Once the SOP is fully written, is that the end of the matter? The answer is obviously no, this is just the first step.

A high-quality SOP must be gradually polished and formed in actual combat, and mature through repeated iterations and reviews. There is still some distance between writing the SOP and fully implementing it.

• The pitfalls in community operations

Based on my own experience in leading classes, leading teams, and working on projects, I would like to talk about the common pitfalls in community operations.

Part 1: SOP Construction Methodology

Three things to know before writing an SOP

SOP is not something you can start writing as soon as you open a document. It is based on a series of thoughts and research. SOP connects courses on one end and users on the other end , and users come through different customer acquisition channels. So before you start writing SOP, you should first understand three things: courses, channels, and users.

Learn about the course

SOP, after all, serves the core data. First of all, we need to determine what data needs to be improved in this version of SOP based on the nature of the course.

What course are you taking?

In terms of course setting, it can be divided into two types: lead-in courses and regular courses.

The two different courses also determine that the focus of the SOP is different.

The first one is the drainage class.

From the operator's perspective, the vast majority of traffic-generating courses are aimed at conversion.

So what is the reason why users convert? The fundamental reason is that users feel progress in the course and believe that subsequent courses will enable them to continue to improve.

Therefore, in our SOP, whether it is group content or group activities, or the setting of copywriting and the focus of communication, we should highlight the user's sense of progress and highlight the highlight moments of user learning.

Secondly, from the user's perspective, when a user first starts studying, he or she is unfamiliar with the course content, value, and learning methods. Therefore, we need to strengthen the "guidance" action in the SOP. Whether it is private chat with users or in group content, we should strive to let users have more understanding of the course and a deeper experience.

These two points are the focus when designing the SOP for the lead generation course.

At the same time, it should be noted that the SOP and operation of the traffic-generating courses must be based on an understanding of the causes, positioning, content, and value of the full-priced courses.

The second one is the full-price class.

For most full-price courses, the purpose of operation is retention. Of course, there are also courses that require further conversion or focus on referral rates, which we will not discuss here one by one.

Generally speaking, it is normal for courses to experience user churn, the main reason being that the learning effect is not significant or the needs no longer match.

In order to encourage users to continue learning courses, on the one hand, in addition to the course content itself being attractive enough, users must also be willing to learn on their own; on the other hand, we can use operational actions to encourage users to continue learning, which is external motivation. For example, we need to provide more learning materials and concepts in the community so that users can feel the value of the courses. Another point, to put it bluntly, is to instill concepts into users and brainwash them so that they can clear obstacles in learning and establish the concept of long-term learning. We also need to carry out tiered operations for users and establish a churn warning mechanism to predict the possibility of churn in advance based on user behavior and data feedback. Once the above situation occurs, remind the user immediately, such as proactively sending private messages, text messages, or app push reminders.

When designing the SOP for full-priced courses, it is important to note that the operation and services of full-priced courses need to be aligned with those of lead-generating courses. There cannot be a large deviation, or the two must be higher or not lower. Some of the services and operational actions used in the operation of the lead-in courses are also required in the regular courses. If there is a large deviation, it will cause great damage to the user experience and can easily lead to complaints or even refunds.

After talking about the nature of the course, in fact, it is the course content that you need to study first, understand the course outline, course schedule, and feel the learning gains from the user's perspective.

This is very important for those who are engaged in community operations, but it is often overlooked. If I lead a business team, I will definitely give every colleague in the operation and drainage training camp the right to study the full-priced courses, and stipulate how many classes they should take every day and how long it should take to complete the courses. After completing the study, you will check the learning data in the background and conduct random checks from time to time.

The third point is the course price. For the drainage courses, the course prices for subsequent conversions are different, and the forms of conversion are also different. My own experience is that courses costing 100-1,000 yuan rely more on conversions in communities and private chats. For courses costing more than 1,000 yuan, you will need to join the telemarketing.

If telemarketing is required, it would be best if you could pull the user's mobile phone number through the background. If not, you may need to add a step to obtain the user's mobile phone number in the SOP.

Understand customer acquisition channels

After understanding the course, the next thing you need to understand is the second item - customer acquisition channels.

If we want to understand customer acquisition channels, the first thing we need to do is to understand the content of the customer acquisition channels themselves.

The content delivered by some channels may only emphasize one aspect of the course, so it will also attract users with different needs and characteristics. For example, when an adult English course is launched, it only highlights the point of "practicing spoken English". Most of the users attracted by it are those who have the need to improve their spoken English. In terms of operation and conversion, SOP needs to focus on highlighting the effect of "improving spoken English".

On the other hand, we need to understand whether there are any relevant benefits and incentives in the content of the customer acquisition channel.

Sometimes, in order to attract more users to add the operation teacher and increase the friend-adding rate, the growth side usually sets up some small prizes in the content delivered, such as membership cards, online disk data, or physical gifts. In that case, we also need to prepare the scripts and materials in advance.

Another purpose of understanding channels is to judge user quality.

When we review a training camp, we usually review it from three perspectives: curriculum, users, and operations. If there are no problems with the course content and operational execution, we often attribute it to the users. A common saying is, "The quality of this batch of users is not good and we can't bring them along."

So what exactly is user quality?

In my opinion, the so-called user quality is user needs + cognition.

One is the user's need for learning and self-improvement; the other is the user's cognition, whether they have a high level of identification with the platform/courses/and teachers. A user who has high learning needs and a strong understanding of the platform/teachers/courses must be a high-quality user.

Think about your usual shopping experience. If you have a need but have no knowledge of a specific brand or product, you may not necessarily buy the product. If you have knowledge but no need, you will not buy it. Therefore, these two are the key to user conversion and also determine the quality of users.

Based on my work experience, I made a simple matrix chart to judge user quality. The horizontal axis of the table represents the user's cognition, and the vertical axis represents the user's needs.

Soft advertising includes soft article placement, KOL placement, and traffic from offline activities/exhibitions/lectures. These users have been educated on the content, and their needs and cognition are relatively high.

Online promotion, including social media advertising, information flow advertising, short video advertising, as well as distribution and push users, the quality of these users is relatively low.

Of course, all of the above have a prerequisite, that is, these users are free users, that is, they do not need to pay for the courses to learn. If they are paying users, that is another matter.

For users who do not have such a strong demand for learning and self-improvement, and whose awareness of the platform/teachers/courses is not so high, when writing SOPs, we need to use content and actions to stimulate users' learning needs and build their understanding of the courses.

Understanding Users

After understanding the courses and channels, next we need to understand the users.

To understand users, it is necessary to build a complete user portrait, which includes users’ personal information, consumption level, and behavioral preferences.

The more you know about your users, the more targeted you can be when writing your SOP. Especially when the user profile and the course do not match, we can make up for it through operations.

Another important function is to avoid pitfalls.

I remember that last year I was teaching a project’s traffic generation course, and the customer acquisition channel at that time was the offline public school channel. Initially, we acquired customers in several first-tier cities and had a good conversion rate. We also formed a relatively complete SOP and operation strategy. However, when we opened up a new city, we found that the conversion rate was quite low. No matter how we reviewed, iterated and adjusted, the conversion rate still did not increase. After completing the user survey, we found out that the reason for our failure was that we did not conduct a detailed investigation of the users. The education level and economic level of local users, our course settings and prices are more friendly and acceptable to users in first-tier cities. But this new city is a small fourth-tier city in the north. Both the users' education level and economic level are relatively low, so it is difficult for them to learn our courses. What's worse is that the subsequent full-priced courses for conversion have a high unit price of nearly 2,000 yuan. In a city where the average income is only 3,000 to 4,000 yuan, such a price is obviously unacceptable.

What if it is a new project? The project is still in the preparation stage and there is no way to conduct user research. What should I do?

Here, a better approach is to predict the user's profile based on past experience and online data.

How to conduct user research will be discussed in detail in the second half of this article.

After understanding the three key elements - courses, channels, and users, we have roughly understood what the focus and attention points of this version of the SOP we are going to build are. This is the first step, which is equivalent to building a building. At present, we have only selected the site, understood the geology, and designed the drawings.

Three steps to create SOP

Next, we need to construct the main body of the building – and write the SOP.

The process of writing SOP, I call it the three-step SOP creation process.

Determine the SOP framework - complete the operation content - polish the copy and prepare materials.

In other words, we first need to determine the operational outline of the SOP, come up with a framework and a unified plan, and then on this basis, determine the specific operational activities, complete the content, and finally polish the script and prepare the materials.

Determine the framework of the SOP

The first step is to determine the framework of the SOP.

The SOP framework is the outline of the entire SOP, which is equivalent to the main skeleton of a building. Without it, when writing SOP, it will look very messy.

The SOP framework consists of three parts: operational rhythm, data indicators, and operational actions.

The first is the operational rhythm.

The operation rhythm is our definition of this community. What is the operation period of this group, when does it start to warm up, when does it start to convert, and when does it end to convert? And what are the corresponding core operational actions.

In my opinion, a community can be simply divided into the acceptance period, operation period, and conversion period. and the long tail period.

Different stages have different operational focuses, core operational actions, and core operational actions.

First is the acceptance period:

Generally speaking, the main operation action is to add users to the operation teacher and pull them into the group.

During this process, we can briefly introduce the course to users through private chats. The first step is to understand user information and do a good job of user segmentation. The second step is to establish a personal image and achieve initial trust with users.

There is generally a waiting period before users can add a teacher and start learning, which can be as short as one to three days or as long as a week. There is actually a lot of room for improvement during this period of waiting. We have some small group content, group interactions and activities within the group to introduce courses to users, build awareness and improve subsequent learning rates.

Next are the operation period, conversion period and long tail period. In the next section, I will focus on key action strategy design.

After determining the operational rhythm, we then need to determine the data indicators.

There are two types of data indicators: one is the process indicator generated during the operation process

The main process indicators include friend adding rate, group joining rate, learning rate, course completion rate, and group leaving rate.

For different channels and courses, the data indicators and their definitions are different. Some have 11 data indicators, and some have 15 data indicators.

During the SOP internal testing period, there can be more and more detailed process indicators, but after delivering the business and entering the incremental period and public testing period, there will not be a need for so many. The more data indicators there are, the heavier the burden on the operations teacher will be.

I think these 6 are the most important.

The other is the result indicator. If it is a traffic-generating course, the result indicator refers to the daily conversion rate and the total conversion rate. If it is a full-priced course, the result indicator is the retention rate or referral rate.

The statistical caliber and calculation method of data indicators vary depending on the course format and customer acquisition channel. The following are the reference standards for some indicators that I think.

• • Add friend rate

• • Group Entry Rate

• • Learning Rate

• • Completion rate

• • Dropout rate

We said before that SOP serves core data. So after determining the data indicators, we will start to complete the third step of determining the SOP framework and formulate specific operational actions.

In the SOP framework, operational actions refer to the specific actions, execution forms and execution times of each day.

The main operational actions can be divided into the community side, the private message side, and the circle of friends.

On the community side, there are group sharing, including daily sharing and lectures, and different forms of group activities.

The private message side is for supervision, order enforcement, and personalized care.

The execution forms include group announcements, speeches within the group, private messages, and friends.

In the SOP framework, execution time is generally reflected in a 24-hour format.

Once the operational rhythm, data indicators, and operational actions are completed, the SOP framework is basically completed.

Below are some sample SOP frameworks.

We can find that the content and presentation form of the SOP framework vary, but the essence remains the same: operational rhythm & core actions, operational actions, and data indicators are basically all there.

Complete specific operations

After determining the framework of the SOP, we can then open the document and formally start writing the specific content of the SOP based on the operational actions in the framework.

I will focus on these contents in the third part of this sharing, "Strategic Design of Key Actions".

Polish the copy and prepare materials

When we write the copy of the specific operation content, we need to pay attention to the following characteristics of a good SOP copy:

First, concise and accurate

Concise and accurate copywriting can save users' time. Users are very busy. Each user has dozens of WeChat groups on their mobile phones. They may only stay in a group for a dozen seconds. Copywriting that wants to say everything will only lead to one result: all the information will be drowned out and nothing will be said. Here are two suggestions:

1. Short sentences

2. Extract key information and delete unnecessary text

For example, repeated words, words that can be replaced by shorter words, and words that can be replaced by shorter words. Unnecessary modifiers.

For example,

"Complete the first lesson" can be replaced by "finish the first lesson"

"Dare to challenge your own potential, and your career path will no longer be bumpy" can be replaced by "Challenge your potential, and your career path will not be bumpy."

Second, externalize the pain points

Use appropriate language to express the problems and needs of potential customers. Here is a suggestion:

Make it a scene

Think about what pain points the courses and services solve for users and what scenarios create these pain points?

Those users whose pain points have not been resolved will naturally have a strong resonance after reading the copy, leaving a deep memory, and will either be motivated to learn or willing to pay; or they will think of you first when they encounter similar pain point scenarios in the future.

Third, the sense of achievement is strengthened

Strengthen the summary of course highlights, extract the wonderful content of the course, and explain what the course can allow users to gain.

The above is about the content of the copy. In addition to the content, the presentation of the copy is also very important. There are two main points:

First, typography

After I finish writing the copy, I have a habit of adding small emoticons to it and sending it to my mobile phone to read. After all, there must be a difference between what is written on a computer and what the user actually sees on the mobile phone. The copy should be organized into lines and paragraphs, and should be well-arranged and organized, so that it looks particularly comfortable.

When writing SOP, it is better to have a little obsessive-compulsive disorder and pay attention to perfection.

I often tell my teammates not to underestimate the details in the SOP. If the SOP serves hundreds or even thousands of users, the accumulation of details can potentially lead to huge changes.

Second, auxiliary materials

In addition to pure text expression, it can also be presented in the form of pictures, videos, and mini-programs based on the habits and preferences of different groups of people.

After the copy is finished, the next step is to prepare the materials.

Materials can be divided into two types:

The first type is basic materials, including course schedule, course outline, and lecturer introduction.

Sometimes these can be combined in design.

The other type is professional materials, such as exercises and assignments.

At this point, after determining the framework of the SOP, the operational content has been completed, the copy has been polished, and the materials have been prepared.

The main body of the SOP is completed.

However, SOPs alone are not enough.

The core of community operation is to create momentum, and the most important thing in creating momentum is the use of water army scripts.

The water army script is also called the encourager script by some people. My own habit is to write the water army script last, because the water army script is based on the community actions at different stages. It would be better to start the water army script after all the actions are completed.

There are several points to note when operating a water army script:

First, there are twists and turns

The script of the water army cannot advance the plot smoothly; it cannot be harmonious and just praise the teacher and the course; it cannot be the teacher releasing the registration link. Many users signed up.

You know, many users nowadays are participating in online education courses, and there may be more than one training camp community on their mobile phones. Users who are a little vigilant can easily discover the routines.

The so-called twists and turns, first of all, allow for some academic exchanges, sharing learning content and feelings of self-improvement, expressing one's own doubts, and finally the teacher throws out solutions, and finally the users are conquered by the teacher and the course.

The second is to have a villain, or a troublemaker, who may, for example, question the content of the course, or feel that your service is not that good, and have a moderate argument with the teacher. But in the end I was conquered by you.

Second, there must be role-playing

A community is a collection of different people. In a community, there must be the following types of people:

The first category is the kols within the group. They are excellent, have clear logic, accurate thinking, and strong self-motivation. They are role models for all group users.

The second category is active users in the group, also called the atmosphere group. They are good at chatting and throwing out various topics and gossip. The topics they throw out will also promote group activity.

The third category is the newbies. They don’t know much, but are very willing to ask questions, so they are equivalent to the spokespersons of the entire group. When someone doesn’t understand the course content or learning methods, or when someone wants to know about follow-up courses, they can use them to ask questions.

The script for the water army should imitate the speech of these types of people.

In addition, one point to note is that no matter how we write the water army script from the user's perspective, the content we write will definitely not be as real as the real user's reaction. Therefore, it is necessary to accumulate user feedback during the operation process .

When I was leading the business team, there was a rule that every operations teacher must collect feedback from current users after teaching a class and fill it out in a table. We will gradually organize these feedbacks into our own water army scripts.

Operation Tips

Up to this point, we have talked about the three things you must know before writing an SOP, and the three steps to making an SOP. It seems that our SOP has gradually taken shape, but in fact there is another part that is overlooked by many people, but is also very important.

There should be operational tips in the SOP.

It reminds you of things to pay attention to during the operation, for example, how to set a welcome message for new members? How to create a QR code? How to set up group announcements? How to cut traffic?

SOP cannot just be a collection of operational actions and content, it also needs to include operational items to make it more convenient for users to operate.

Such tips can tell us what to pay attention to in each step of the operation. It is especially suitable for newcomers who are just getting started with the project. At the same time, it also saves the team's manpower costs.

The SOP is refined to this extent. That is what can be called a truly complete SOP. I particularly like a saying of Songyue.

“ An extremely detailed community operation manual is the basis for community building and management.

What does it mean to be extremely refined? This is a document that you can give to anyone who has nothing to do with this project and they will be able to follow the steps. ”

Part II: Strategic Design of Key Actions

Before I officially start talking about this part, let me first state a principle, which is that all operational actions must be result-oriented and must focus on one core, which is to improve users' learning rate and conversion rate. This is the starting point for formulating all operational actions.

Operational actions can be divided into three parts: the community side, the private message side and the circle of friends.

Community side

Actions on the community side can be divided into three categories: group content sharing, group activities and closing ceremony.

Group content sharing

Group content sharing can generally be divided into two types. One is the daily sharing of group content, which some students also call lunch sharing, afternoon tea sharing or good night sharing. Another type is lectures or sharing sessions.

Daily sharing

Almost all groups have daily sharing, but the content shared by everyone in the group that I have seen, firstly, does not reflect logic and relevance in the content, and secondly, is not result-oriented.

Taking a 5-day financial management course experience camp as an example, there are two versions of the group’s daily sharing content during the 5 days.

Which one is better?

Obviously the first one.

Here follows the underlying logic of content organization:

Creating demand - explaining knowledge - demonstrating tricks - shaping a sense of crisis

Does it seem familiar to you? In fact, the underlying logic of many courses is designed in this way. It’s the same content, so why can’t our group content be organized according to this logic?

The first day is about creating demand, the second day is about explaining knowledge, the third and fourth days are about demonstrating special skills, and the last day is about creating a sense of crisis.

After this combination of measures, users have a clearer understanding of the importance of financial management and financial management plans. It not only stimulated his needs, but also improved his cognition.

Lectures

The second form of group content sharing is lectures.

Compared with daily sharing, lectures are held less frequently in groups but are more formal. In my opinion, it should follow three principles:

First, there is solid stuff that you can get started with.

Lectures cannot just talk about theories that everyone knows, they must have sufficient knowledge density or be practical. In other words, there is solid stuff.

You can’t just talk about some theoretical and conceptual words. The content of the lecture should either enable users to get started immediately, meet their needs, and improve the current situation, or let users understand a truth or experience, so that they can avoid pitfalls immediately and know, “Oh, it turns out that my previous idea was wrong.”

Take the adult financial management course as an example. If you want to hold a lecture in the group on the importance of financial management,

In fact, everyone knows why financial management is important. For example, it can help you make a reasonable plan for your finances and prevent you from living paycheck to paycheck. Everyone knows this. But if the content is like this, the effect of the content will be greatly reduced. The content of the lecture must go beyond the user's cognition.

For example, you could say that financial management is addictive, and it feels great to watch the money in your account increase little by little.

You can say that financial management is not only for yourself, but also for your parents’ old age.

These are things that many people don’t know.

Second, combine the concept and content of the course.

It is not enough to just talk about the dry goods. All operational actions must be result-oriented, so it is necessary to combine certain concepts and content of the drainage course to make people interested in the course, increase their motivation to learn or their willingness to pay for subsequent courses.

Let’s take this financial management course as an example. For example, one day the group content is to introduce everyone to the tricks of financial management. After all the introductions, you can leave a sentence, “In fact, today’s financial management tricks are only a small part of the course content. I hope everyone can learn more tricks in class. There are also big tricks that teach you how to achieve an annualized return of 15%.”

When such a sentence is thrown out, I believe that the interest of many users will be aroused.

Group Activities

Next, let’s talk about the second important part of the community side, group activities.

As I said at the beginning, the main purpose of group activities is to improve user learning and conversion rates.

Common forms include interactive games, sharing by outstanding students, display of excellent homework, periodic exams and major tests, and teachers’ live sharing.

Why is it said that such group activities can improve user conversion?

I said at the beginning that, especially in the lead-in courses, we need to set up some links to highlight the user's sense of progress and highlight the user's highlight moments. The above-mentioned group activities, especially the sharing of outstanding students and the display of excellent homework, also reflect this point.

In addition, periodic examinations are an important means to achieve the closed loop of “learning-practice-testing-management” learning.

Closing Ceremony

The closing ceremony is actually a kind of group activity, but I found that in the actual operation process, many operations teachers don’t care much about this link, and even don’t have a closing ceremony.

In fact, the closing ceremony is very important.

There is a law in psychology called the peak-end rule.

It means that if the experience is pleasant at the peak and at the end, then the feeling of the entire experience is pleasant.

A community is a collection of people. Community operation, in essence, is the operation of people and humanity.

For users, if they can feel an experience or service that exceeds their expectations at the end of the camp, they can also achieve the goal of further conversion.

Here, you can refer to a formula:

Learning review + emotional card + excellent display + conversion implantation

Learning review: Looking back on past learning experiences is not just about the content of learning. More importantly, are there any touching stories or memorable experiences during the user's learning process?

Play the emotional card: Use lyrical words to express your reluctance to part with the users and the courses.

Excellent display: Set up some excellent examples, especially some non-paying users, to further highlight their sense of progress and lay the foundation for subsequent private chats.

Conversion implantation: After the previous series of links are completed, the subsequent course learning plan can be cleverly introduced. If the user wants to continue learning and progress, he can sign up for subsequent courses. It would be best to have some price discounts or registration gifts at this time.

The above is the actions on the community side and the strategic design behind it.

Finally, in addition to the operational actions on the community side, there is one point that is overlooked by many people.

We can't just do a group action. You have to know that users' attention is distracted by more other communities and massive amounts of information. Users do not have much time to pay attention to your group. In addition to the group content itself being interesting and useful, we must have supporting actions to amplify the effect of the group content.

Taking lectures as an example, if you simply send a group announcement and then start posting the lecture content, it would be like skimming the surface and the effect would be very poor.

How can we relax the effect of the big lecture?

First of all, the more users participate in the lecture, the better, so there needs to be multiple pre-lecture announcements, whether in the form of group announcements or private messages;

After the lecture, in order to allow users who did not attend the lecture to see the content of the lecture, there should be a second push in the group;

For users who have a certain type of problem, we can also send the lecture content to them privately.

"There's a lecture in the group about XXXX. I remember you asked this question before, and I was afraid you didn't see it, so I sent it to you privately."

This is actually a reflection of precise operation, and users will have an experience and be touched beyond their expectations.

From 8pm to 10pm, when users' attention is at its peak, the video can be replayed three times in the group. At the same time, you should also post on your Moments.

Reflected in specific operational actions, it is a formula:

Next day preview + half an hour preview + 5 minutes advance preview + formal content sharing + content organization + secondary content push in the evening + precise private message + post to Moments.

This is a series of supporting actions, which is equivalent to adding an effect amplifier to the thin group content.

Private message side

There are three types of private messages:

Supervisory language, sales-enforcing language, and personalized care.

In addition, during the conversion period, private chats with potential users to pressure them to buy are also a type of private message content, but due to limited space, this article will not discuss this.

Supervisor & Sales Promotion

Supervisor & sales tactics, although the two have different purposes. But the strategy behind it is the same.

First, the forms should be varied and should be used in combination.

Based on the length, speeches can be divided into long speeches and short speeches .

In terms of content, it can be divided into soft talk + hard talk .

Why do we need to match them like this?

I wonder if you have noticed the words used by community teachers nowadays? Most of them are lukewarm and tasteless. Users feel that he is just a customer service representative or a robot, with no attitude, no personality, and no tone.

Use a combination of long and short, soft and hard language. Although it is a mass message, it is a personalized expression in the mass message, allowing users to pay more attention to you and stay longer among the vast amount of information. Letting users stay a little longer increases the possibility of learning and conversion.

Long Talk + Short Talk

Long speeches can be as long as fifty or sixty words, or even two hundred words, and the content is mostly heartfelt.

Short speeches are usually kept within 15 words. The shortest one can even be three words, "Have you learned it?" "Have you studied it?"

Use very colloquial expressions to make users feel that they can notice you among the monotonous messages and lead to a higher response rate.

Soft talk + hard talk

Soft talk is mostly based on the heart. Complaints and play the emotional card. Add a crying emoticon at the end.

Use hard words, a stronger tone, and a slightly aggressive attitude to make users feel the urgency to learn immediately or pay and place an order.

In addition, we need to compile a set of scripts and design different types of scripts for different stages of user operation and conversion.

Generally speaking, users will have different statuses during the conversion stage.

When the transformation begins. The first batch of users with the highest willingness will sign up directly. At this time, we will use the language to directly introduce the course.

In the middle of the conversion period, the second batch of more rational users will sign up. The content of our sales pitch focuses on eliciting responses from users and breaking down their points of hesitation one by one.

At the end of the conversion period, the third batch of hesitant users will sign up.

The reason why users hesitate is that they have no demand or their demand is not strong. Then we can use words to create demand and stimulate their needs.

At this time, the content of the speech can focus on stimulating pain points, or highlighting the sense of scarcity and urgency.

The content shared above can actually not only be the strategic design of the content of the speech, but also the strategy for operating and creating momentum at different stages within the group.

Personalized care

The supervisory and sales-enforcing rhetoric has uniform content, making people feel that it is a mass message; whereas personalized care can really make users feel a service that exceeds their expectations.

I mentioned before that the reason why users place orders is because they feel they have made progress in your courses. And he believes that subsequent course learning plans will enable him to continue to improve, so he must highlight this point in his communications with users.

Personalized care has no template, but there are ideas.

“What’s your problem?

How to solve these problems?

What progress have you made since taking the course?

What is the study plan for subsequent courses? ”

On the one hand, this allows users to feel their own progress, and on the other hand it also reflects the teacher's professionalism and thoughtfulness.

Friends Circle

Content Categories

There are three types of content in Moments

The first type: show yourself

First, you can share your life updates, just post one or two pieces a day, such as reading, eating, watching movies, shopping and traveling. Moments is a place to build user trust. The more authentic your Moments are, the more trust users will have in you.

Second, to sell the personality of an excellent teacher, you can grasp the following keywords: self-confidence, sunshine, and diligence.

For more information, please refer to:

Still working late at night

What I have gained after participating in some teaching and research activities

A short essay expressing feelings about education

Once you learn to post on WeChat Moments using the persona of an excellent teacher, your popularity and credibility will greatly increase.

The second category: entertainment and interactive

You can post some entertaining and interactive content, such as brain teasers and interactive quizzes;

In other words, it can trigger hot topics for discussion among users, thus increasing the interaction and stickiness of users in Moments.

The third category: value marketing

To retain users, the most important thing is to provide value.

You can share valuable course-related information in your circle of friends, such as subject trends and course content.

Marketing in the circle of friends is inevitable, but you cannot force the promotion. In marketing in the circle of friends, you can only do appropriate implantation. If you post too much, users may directly block you.

Practical methods

Based on these three categories, I will provide several practical methods for posting to Moments.

1. Describing the product experience > Selling product features

Don't shout out the selling points and features of the course, as users won't remember them. What's more important is to describe the course experience. For example, if someone used this course and bought subsequent courses, learning became particularly easy. In this case, add positive feedback from users and remind them to place an order quickly.

2. Scenario-based expression

Post to your Moments based on some important time nodes or life scenes. For example, if you are an operations teacher of adult financial management courses, you can recommend your products on the 10th or 15th of each month, when most companies pay salaries.

3. Good at catching hot spots

If you want your content to be liked by more people, you must seize the hot spots.

These hot topics can be current affairs, entertainment news or academic developments.

At this point, the SOP is almost set up. But this is only version 1.0 of the SOP, and it is still some distance away from being delivered to the business team.

Part 3: SOP implementation and iteration

SOP Internal Test

The internal testing of SOP requires the arrangement of dedicated personnel to conduct the testing. At the same time, the first batch of test traffic generally requires precise examples, that is, users with relatively strong learning and improvement needs and a relatively high understanding of the platform course teachers.

If you need to test the SOP of a workplace PPT training camp, the first batch of examples can be directed from the workplace Excel training camp community, which is the most efficient and lowest cost. Also the most accurate.

In this way, the SOP will be implemented relatively faster.

In order to further optimize operational actions, we can use AB testing during the internal testing period. The variables of AB testing can be the execution time of an important action, such as the start time of a class, the class time; it can be the content of a certain action, and then other factors, such as courses, user sources, and the time of the operation teacher are quantitatively measured. And record the process data and final conversion data in a timely manner. By comparing the two, you can verify the effect of the action.

Generally speaking, when the ROI of class operation is positive, we can increase the sample size of the test. It can push the operation into the public beta stage.

Three levels of operational thinking

Earlier, I shared three things you need to know about SOP and the SOP building methodology. I don’t know if you have noticed that SOP is actually built from three levels.

Understanding courses, channels, and users to determine the overall focus of the SOP and the pace of operations is from a strategic perspective;

Formulate operational actions and strategic design for key actions from a tactical perspective.

Copywriting, materials, and operational execution are from the perspective of execution.

Therefore, when reviewing the situation, in addition to the execution issues of the operators themselves, our review should also consider issues from three levels: strategy, tactics, and execution.

First, there is the issue of strategy: Is the course content setting reasonable? Is the user quality high or low? Does the external environment have any impact on operations?

For example, the external environment. Take the recent environment for example. The double reduction policy has dealt a devastating blow to the K12 education industry. Before that, when the shoe had not yet landed, the user's mind was greatly affected, so everyone's conversion rate was generally low.

However, when reviewing the situation, if we only review the problems on the operational side, we will never be able to attribute the causes.

For example, do the user’s needs match the course?

When I started talking about “understanding channels”, I mentioned a project I worked on before. The users were from small fourth-tier cities in Northeast China, so the users’ educational level and economic level were analyzed. There is an obvious deviation between the course content and the price.

The next step is to think about the problem from a tactical perspective.

If there is a problem at the strategic level, we can make necessary compensation through operational actions.

Is the division of operating rhythm correct? Are the settings of the operation period and conversion period reasonable? Are there corresponding adjustments based on user characteristics?

For example, for users who do not have strong demands, we need to make adjustments to stimulate their learning needs.

The last level of thinking is the execution level.

The content of the copy, its appropriateness, the timing of the action, and the presentation of related materials.

SOP Iteration

Iteration gripper

1. Disassemble the data and analyze the funnel

Starting from the data, we disassemble the process data and find out where the data is significantly different from the expected data or previous data, to see whether the data can be improved through adjustments to operational actions.

2. User Research & Questionnaire Distribution

Before conducting a survey, users need to be divided into two categories: users who convert to paid content and users who pay for content.

There are also two ways to conduct research. One is to distribute questionnaires, which can obtain some group conclusions.

Another method is user interviews, which can dig out more detailed information that is not easy to find through WeChat chats, telephone communications or offline face-to-face communications.

For converted users, they have a higher level of awareness of the courses, a more detailed learning experience, and better cooperation. Therefore, we can conduct user interviews with them to find out what they like about the courses or operations. If this feature is commonly found in the survey of converted users, then we can amplify this feature in the SOP.

The second one is for users who have not converted. These users have a relatively low learning rate and cooperation, so we can use the form of [questionnaire delivery] and set the questions. Find what they don’t like and improve it. In the questionnaire, of course, we can also ask some growth-related questions, asking users why they joined our courses, or what factors in the content attracted them, and then strengthen such related factors on the growth side.

Iterative classification

The specific iteration methods of SOP can be divided into four categories: addition, deletion, replacement, and modification.

Adding new features means whether we can add an action or a certain part of the content, which may be to highlight the user's pain points, or it may be a solution to many courses.

Delete and remove unnecessary content or actions to make the entire operation rhythm and content look more compact.

Replacement, with better group content and more penetrating actions, we can replace it on the original basis.

Modification means correcting the original content that does not conform to the user's mind and the operation rhythm.

Part 4: Pitfalls in Operation

Earlier, I shared the SOP production process, the strategic design of key actions, and how to implement and iterate. I believe everyone has a clear understanding of how to make SOP and how to design strategies. Finally, based on my personal experience in leading classes, leading teams, and doing projects, I will talk about the pitfalls in operations.

Focus on conversion, not operation

I lead a team of more than a dozen people. Every time we reach the conversion period, I find that the operations partners communicate with each other and learn from each other's sales pitches. Some friends have placed more orders today and have a better conversion rate, so they are often the focus of reference. It gives people the feeling that a powerful line of speech is a panacea. As long as you take it, you can get orders and achieve conversion effects.

Then I said, I took a look at your operation process, and I found that many of these people did not do their job properly in the operation. Those who should supervise did not supervise, and the group content that should be sent was not sent. I told my friends that conversion is the result. Your final number of orders and conversion rate are just a result, but operation is the cause. The reason why users pay is because of a sense of progress, because you provide services that exceed their expectations. Therefore, community operations must win through operations and services. It is impossible to achieve a good conversion rate with just a few words. Only when we do every step of serving users well and let users fully feel the value of the courses can we achieve good results.

Focus on details, not the overall picture

When the operations colleagues were reviewing the class, they found that their operations processes had been executed properly, but the conversion rate was still not very good. Sometimes we often get entangled in some very detailed issues, such as the content of a certain line of speech or the time to perform a certain action. What I said are actually details. They are important, but not that important. We should broaden our horizons and consider the entire operation from a macro perspective.

Operations and conversions are never just about operations, they are also about courses and growth. So I came up with the idea of ​​three levels of operational thinking.

If we only focus on details, certain actions or words, in our career development, it is easy to fall into a narrow situation and only regard ourselves as community operators. We should pay more attention to the overall situation, the strategic design of key actions, the setting of operational rhythm, customer acquisition channels, course content, and the external macro environment. Only this way. Only then can we achieve a breakthrough in the workplace in the community operation work where thousands of people are competing for a single plank bridge.

Focus on private chat, not on creating momentum

Some friends like to chat with users privately, either via WeChat or by phone. Although we can place orders after chatting for a while, and it feels great to place orders one by one, but if the orders are not placed on a large scale, from a certain perspective, it is actually because our in-group operation services and promotion are not good enough.

The core of community operation is to create momentum.

In addition, for courses with relatively low average order value, you should never use telemarketing right from the start, after all, the efficiency will be too low.

That’s all.

Author: Wild Operation Community

Source: Wild Operation Community (dugu9bubai)