How to build an effective online training camp community?

First of all, it is necessary to introduce my job responsibilities.

We are a SaaS company that provides designers with online H5 production tools . My job is to develop and design courses around this tool . I belong to course operations and my role is more like " content operation + user operation ".

When I reflected on our online course products, I found that although we provide very detailed courses on the official website, many people do not read them from beginning to end. In most cases, they just look for something temporarily during the production process, which leads to many learners not knowing even the most basic functions. In addition, I also found that although many designers have registered accounts on our website, the rate of producing works is very low. Through the questionnaire, I learned that the high learning threshold is the main reason.

In order to solve the above two problems, an idea of ​​"online community learning plan" suddenly came to my mind. We organized a 21-day course and have held four sessions in a row so far. Next, I will conduct a comprehensive operational review of the entire event from the starting point to help myself and everyone sort out ideas on how to build an effective online training camp community.

1. Clarify the purpose of the activity

1. Change the way you learn

If you have learned the earliest Photoshop video tutorials, you will probably agree with my point of view: the earliest Photoshop video tutorials teach each tool one by one, which is very boring. Even if you learn all of them, you may not be able to make a complete case. The best way to learn is to master the underlying operating logic of the tool. Even if you encounter new functions, you can call them through experience and figure out how to use them.

To be honest, our tutorials also have corresponding problems.

The primary purpose of this 21-day course is to change the way you learn:

• Through course reorganization, "functional points + small cases" are combined to enable students to master the use logic of H5 design software and improve their interest in learning;
• The learning method adopts a level-breaking mode, with one stage lasting 7 days, and a total of three stages. Only after students have submitted the major assignments of each stage can they obtain the learning materials for the next stage. This mode is similar to upgrading and fighting monsters, helping students to fight procrastination.

2. Word-of-mouth effect, achieving enrollment referrals

The second purpose is to enhance word-of-mouth effect through training camps, encourage old students to introduce new students, achieve admission referrals, and share the pressure of admissions.

3. Attract new users to the website

I won’t elaborate on this point: attract a group of students through enrollment → become registered members of the website → become paid members of the website.

2. Establish a process prototype

After clarifying the purpose of the activity, the next step was to establish a prototype of the entire activity process to ensure that each link could be carried out smoothly. It took me 2 weeks to build the entire prototype (the training camp courses also began to be prepared during this period).

Below I will focus on the key processes and briefly describe the others.

1. Preparation

Writing promotional copy , preparing promotional materials, internally testing whether the purchasing process is smooth, being responsible for colleagues' schedules for 21 days, and teachers preparing course videos.

2. Promotional stage

Time: Allow 2 weeks for promotion

Channels : WeChat official account , Tencent classroom live classes, user QQ groups

Selling point summary: Limited registration, 21 days of step-by-step learning, fighting monsters to fight procrastination

3. Registration starts

The class teacher will contact the students one working day after registration to inform them of the learning instructions and course start time.

4. Opening stage

On the opening day of camp, we focus on creating a camp atmosphere and distribute learning materials and instructions.

5. Learning stage

In order to make the students feel fulfilled in their studies and attract more students for the next term within 21 days, I made two preparations:

(1) Prepare 21 days of practical pictures and texts, which will be posted to the community at 7 o'clock every day. Students need to read and write a 30-40 word study note as a forwarding message, and then forward it to their friends circle . This will serve as an attendance score (accounting for 20% of the total score), as shown in the figure:

(2) In addition to the communication group, create a new [Mute] homework group. This group is used for students to upload daily small homework and daily WeChat Moments attendance screenshots. Operations do not need to check WeChat Moments one by one, saving time, as shown in the figure:

6. Conversion work

After 21 days, how to make students become members of our website, that is, paying users , and bring in students for the next period? For this, I made two preparations:

(1) Old students can enjoy discounts when they upgrade to members

All old students who have participated in this 21-day course can enjoy the benefit of receiving a 150-yuan recharge card for every 1,000 yuan recharge in their account. The more you recharge, the more you get (the amount of the recharge card is 15% of the recharge amount), and there is no limit on the recharge time.

(2) Old students can introduce new students to get a recharge card

If an old student successfully recommends a new student to sign up for this 21-day course, he or she can enjoy a 50-yuan/person account recharge card benefit. The number of recommendations cannot be accumulated and can only be redeemed during the current period.

(For example, if an old student successfully recommends 3 new students to register, he or she can get a 150 yuan account recharge card. The recharge card will be issued in the form of a serial number after each registration period ends)

3. Inventory of key data

It can be seen that with the passage of time, the proportion of students coming from friends’ recommendations continues to rise. This is due to the quality of courses and services, the fact that students write study notes and forward them to their friends every day, and the reward mechanism for old students to recommend new students.

The benefits are self-evident. Operations staff don't have to worry about the number of students enrolled every time. If old students really recognize your course, they will spare no effort to support you in their circle of friends, but the core is that your course is good enough.

4. Reusable operational experience

By holding similar community learning activities, as time goes by and you think more deeply, you may find that as an operator, you mainly plan and take operational measures around two major issues.

1. How to expand the courses to more people?

Explain this question, that is, how to make this activity sustainable? That is to break the existing scope of publicity and expand to more people?

At present, I mainly focus on three ends, namely the institution side, the student side, and the teacher side.

(1) Institutional side

• Make full use of the agency's publicity channels . So far, the publicity channels are limited to WeChat public accounts , such as official website advertisements, EDM and group notifications, etc. In fact, there are still many channels that can be used, such as group SMS, in-site messages, etc. In the later stage, you can set up points for these publicity channels, focus on optimizing channels with high conversion rates , and improve efficiency.
• Cooperate with institutions with high user overlap rate . The precise users of our platform are designers. In the future, we can consider cooperating with designer websites such as UI China, ZCOOL, and Huaban.
• Make full use of course learning platforms with large traffic , such as Tencent Classroom, and upload training camp trial courses on these platforms to attract enrollment.

(2) Student side

• Read the useful information in the group every day, write 30-40 words of study notes, and forward them to the circle of friends. Use this as your attendance score. Because it is useful information, students are very willing to forward it to the circle of friends. This operational experience can be reused.
• The top three final scorers will become certified designers on our platform and will be awarded electronic and paper certificates. Students will feel a strong sense of honor and are willing to spontaneously forward the certificates to their friends.
• If an old student introduces a new student and successfully enrolls, he or she will receive a platform account recharge card reward. This has been mentioned above and will not be repeated here.

(3) Teacher side

At present, only official teachers are allowed to teach the classes. In the future, we will consider allowing more certified trainers on the platform to teach the classes. The official will issue the enrollment information, but the enrollment work will be led by the trainers. For students who register through the publicity channels of these teachers, 50% of their tuition fees can be used to reward the teachers.

2. How to stimulate students to become our users?

Let me explain this question. I define this user as a paid member of the platform. Currently, there are three main directions, namely, training camp rewards, enriching various activities on the platform, and targeted follow-up by business colleagues.

(1) Training camp rewards

In the beginning, the top three were given membership accounts as gifts, and in the later period, the top three had their tuition fees refunded. After 21 days of study, these students have mastered the skills and obtained the honor of certified designers on the platform. They can enjoy the benefits of outsourcing and official assigned outsourcing on the platform and earn part-time income, so these students have a strong desire to upgrade to paid members.

PS: Platform membership privileges: unlimited space for works, unlimited export of works, access to all templates and one-on-one customer service, etc.

(2) Enriching various activities on the platform

After graduating from the training camp, it is far from enough to expect to attract students by taking on outsourcing, after all, outsourcing opportunities are very limited. At this time, it is particularly important to enrich the activities on the platform. After the start of the 4th session of this 21-day course, I planned the first "H5 Design and Production" competition, which was divided into two groups: imitation group and original group. Even a novice can make a complete work based on our live teaching video and participate in the competition, thus lowering the threshold for participating in the competition.

I plan to turn this competition into one of my regular operations, holding it once a month. The duration will not be too long or too short, so that everyone will have sufficient time to prepare and improve the quality of their works.

(3) Targeted business follow-up

Since the third training camp opened the industry class, namely the new media class, many students who signed up are from traditional media, such as newspapers, TV stations, magazines, etc. Moreover, most of these students are from units and study together in one department. The purpose is very simple, which is to enable these employees to upgrade their skills faster and master the new form of expressing content using H5.

After the training camp, I will hand over the units that can be focused on for development to my business colleagues. If I can successfully facilitate the purchase of accounts, it will be a considerable income.

As this 21-day course training product matures, it gradually occupies more and more of my time in course operation work. It complements and promotes each other with my other course operation work, namely online course operation, learning official website user experience optimization, certified designer/trainer and online activities, and continues to "serve" our platform's major goal of "increasing platform users - improving user activity - increasing user payment rate".

Recently, I have also been building a small ecological cycle in my own course operation work, and I also hope to communicate and learn with more experienced operation partners in online education. What I said above are all my small thoughts and insights in the process of my work. You are welcome to comment in the message section. Helping each other will help us make progress faster.

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

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