How to operate a WeChat community?

Socializing is a basic human need, and socializing based on interests or common needs is an even more urgent need for people. For a community to exist, the members who gather together must have a common strong demand, and the community must be able to provide services to solve this demand. So how do we master community operations ?

Community operation is mainly about people operation, which is to establish links between people and products and between people. It usually requires a relatively high level of comprehensive ability from the operator. But no matter what the process is, one sentence:

"If you work hard, you will get a sincere return."

Socializing is a basic human need, and socializing based on interests or common needs is an even more urgent need for people. For a community to exist, the members who gather together must have a common strong demand, and the community must be able to provide services to solve this demand.

Therefore, the vertical positioning of the community is particularly important. So how should we operate the community well?

1. Vertical positioning of the community

What is vertical positioning?

Simply put, it means focusing on a vertical field. For example: mother and baby community, painting community, lawyer community, music community... Most people can start with a hobby or area of ​​expertise of themselves or their team to establish a community. In this way, the target group is relatively clear and it may be easier to operate.

Furthermore, before operating a community, you must have this kind of community thinking:

With accurate positioning in the general direction, try to present vertical development as much as possible. The more vertical your community is, the stronger the sense of belonging of users will be.

This is also determined by people's consumption psychology: material needs are the main focus, and spiritual and cultural needs are secondary.

From this perspective, communities can be simply divided into two categories:

1. A material-oriented primary product resource community serves your members by providing tangible high-quality product resources. Members spend a small amount of money to buy high-quality products, which naturally strengthens their sense of belonging.
2. A high-level knowledge community oriented towards spiritual culture , relying mainly on KOL (opinion leaders) or teams to input and output high-value skills, knowledge or experience sharing. "Standing on the shoulders of giants", you can see higher, go further and earn more.

2. Building a community framework

The community value system architecture mainly refers to the value content that the community can output, whether it is specific resource products, practical knowledge, or sharing of practical experience. At the same time, it is also the core value of the community, among which the output of values ​​is more important. As long as your content continues to be valuable, making money is just a by-product.

The community management structure emphasizes the knowledge system of the entire community opinion leaders, which will be the pillar of the entire community system. The team members' understanding of the system content and the degree of tacit cooperation directly determine the system genes.

The membership structure is to better serve community members. It is determined by the 80/20 principle that a small circle must have 20% active members to drive the overall atmosphere of the community and infect the remaining 80% of members.

3. Recruitment of community members

The recruitment of community members mainly includes two categories:

1. Online streaming promotion ;
2. Offline activities attract traffic .

The two solutions, the combination of online and offline, can be summed up as the productization of knowledge and the knowledgeization of products. The former can better guarantee the rapid monetization of the community in the later stage; the latter can gradually enhance members' sense of belonging and identity in the community and promote the healthy development of community operations.

There is a very good operation strategy: build a scenario-based sense of participation - that is, open the process of making products, services, brands , and sales, let users participate, and build a brand that is touchable, ownable, and grows together with users! The fission brought about by such sense of participation is word of mouth.

4. Community operation includes brand operation, content operation and membership operation

4.1 Overall steps of community operation

1. Explore the characteristics of the target group and achieve accurate communication;
2. From the overall perspective, control the pace of knowledge accumulation from 0 to 1 and the progress of productization;
3. Enhance the interactive stickiness of community members, enrich scenario-based content, and continue to provide valuable people and output valuable things.

4.2 Brand Operation

Regarding branding, don’t just focus on building the company’s brand, but focus on building your personal brand. The reason is: the entire mobile Internet is becoming decentralized, the era of self-media is flourishing, and personalized and differentiated personal brands are easier to build and spread.

Overall, from the labeling, productization, and branding of personal brands, goals are quantified, split, and executed step by step to form a closed loop of self-branding.

4.3 Membership Operation

When doing membership operations, you should put the problems and needs of your community members and potential members first, rather than what you want to sell. Invite as many community members as possible to participate in the establishment of the community operation system or the product construction process. Combining fixed activities with non-fixed activities, fixed activities can cultivate habits among community members and also build the community's operating framework.

Scenario-based interaction is the most direct way to maintain community members.

4.4 Content Operation

When doing content operations, it is recommended to follow the idea of ​​"usefulness, emotion and interaction" and to do valuable content marketing . The core is not "what you sell", but "what substantive problems the product resources or knowledge services you sell can help the other party solve and what benefits it will bring to the other party".

Only send useful information to avoid information overload. Each piece of information must have personalized emotional output and guide users to further interact, share and spread.

5. Scenario-based interactive maintenance of the community

A community cannot be too large. A small and beautiful one will make it easier to control operating costs. The most important person in a community is not the group owner or KOL, but a group of users with positive energy, positive thinking and ideological pattern who integrate, participate and contribute.

Only in this way can a community become more dynamic, more vital, and more lasting; only in this way can the cultural value of the community be reflected. A good community relies on members enhancing each other's potential and amplifying energy, rather than simply relying on forming a circle of people.

KOLs and team members should constantly enhance their potential energy and create exchangeable equal value for themselves and others.

Why do others join your group?

Because joining the group is valuable to him, he can gain personal connections, ideas, methods, successful experiences, purchase products, etc.

Why do you let others join your group?

Because other people's joining can bring value to you and the community, you set a threshold and those who cannot provide value are not allowed to join the group. Everything is an exchange of value, everything is of equal value to each other.

A community is a collection of people based on a certain sense of identity, but identity can only provide initial enthusiasm, not lasting consumption motivation. If you want to successfully manage Internet communities and enable them to develop sustainably, the ultimate focus must be on improving product services and maintaining community relationships.

6. Sharing of community operation examples

6.1 WeChat discussion group operation flow chart

6.2 Detailed steps

(1) Rulemaking

The discussion will be led by a KOL once a week. The KOL will be an in-service partner in the industry and they will discuss points in that field. The discussion framework will be optimized. The KOL introduction, discussion topic, discussion outline, and discussion time will all be released [one day before the discussion], and an in-depth discussion will be conducted the next evening, resulting in a [high-quality] report every week.

Specific operation: One day before each weekly discussion, push the weekly discussion topic to multiple WeChat groups to warm up in advance.

(2) Create a discussion group and distribute the QR code

On the day of the discussion, the community leader will create a WeChat discussion group with a limit of 100 members (the purpose of limiting the number of members is to make people in the group feel the scarcity of discussion spots. Those who arrive early will get a spot, while those who arrive late will get one. This allows users who really want to communicate and discuss to join in). Partners who want to express their opinions are completely free to speak (pornography, gambling and drugs are prohibited). The group will be disbanded at around 10 p.m. on the same day.

Specific operations: On the day of the discussion, a new discussion group will be created, and a screenshot of the group's QR code will be sent to each large operation group to guide group members to enter the discussion group and remind users to join at intervals.

(3) Discussion and exchange

After users in each operation group enter the discussion group through the QR code, the group administrator is required to maintain and guide users to participate in the discussion. At the same time, the KOL must control the rhythm of the entire discussion process, always lead users to discuss around the topic, and not deviate from the topic.

Specific operations: Before the discussion begins, send the discussion topic and precautions again. During the discussion, KOLs and group managers should guide users. After the discussion, a summary should be made and the discussion group should be disbanded at 22:00 that evening. (No detailed documentation is needed for now).

(4) Product promotion and tool utilization

During the discussion, you can use third-party tools or your own platform products in conjunction with the discussion topic to conduct questionnaires, product promotions, etc. to increase interaction among group members and increase user participation.

Specific operation: When it comes to issues that require users to vote, you can call the WeChat applet [Group Screen Group Plug-in] to conduct online voting, and each member in the group can view the statistical data in real time.

(5) Document output

After each discussion, a detailed report of the discussion needs to be produced and shared in various WeChat operation groups. At the same time, KOLs can also be recruited from group members to fully mobilize users' enthusiasm and activity.

The author of this article is @人杂添堵. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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