6 aspects to talk about the community operation framework

In this article, I want to talk about community operations .

It has to be said that many learning websites now have explanations about communities and how they operate . A simple search on the Internet will yield hundreds or thousands of article links.

The reason why community operation is so popular today is that its growth and expansion also has its own unique logic and operation path.

Next, I will talk about my insights on communities from six aspects: community definition, community elements, community operations, community activity, community marketing value , and community incubation indicators .

Community

The word "community" seems to have become popular in 2016. In order to keep up with the trend, many companies and self-media have begun to engage in community marketing , establishing their own organizational groups on social platforms such as QQ and WeChat , and pulling fans, target users , seed users , etc. into corresponding tag groups, and began to cultivate, activate, market, and monetize.

If we look at the definition of "community" from the above perspective, to put it simply, it is correct. But more strictly speaking, "community" has its own very strong and distinct characteristics, namely core values. For example, if the core value of this community is to make good-looking PPTs, then it is clear that users who join the community all like to make PPTs and join based on this basis. Their common goal is to make the PPT look good, and there will be teachers, big Vs , etc. to help with teaching. Everyone in this community is a like-minded friend.

So, let me ask a question: A purchasing agent is flying to South Korea tomorrow. He wants to create a group and let everyone scan the QR code to join. Then, if he wants to buy something, he can directly post pictures in the group or live video broadcast in the group and let everyone buy it. Is this group considered a community?

Let's analyze it. Users who join this group do want to purchase on behalf of others and have the same goal. However, this community has no manager, which means it lacks management norms. Secondly, this group is essentially for the purpose of sales, not based on interests and hobbies, so it is easy to be exhausted. It is just a simple purchasing group.

Community Elements

For a community, if we want to understand its operation, we must first understand its major elements.

1. Like-minded people

As explained above, people with the same hobbies and core values ​​have similar interests. Of course, only based on the community. When you want to build a community, you need to clarify the core value of your own community, and then go to the corresponding channels to attract these people. When promoting , you can better grasp the direction of channel delivery, the tendency of operation content, and the packaging points of gimmicks.

2. Structure

It can be simply divided into the following four points.

• Composition members (need to be hierarchical)
• Communication platform (can be QQ group, WeChat group )
• Joining principles (setting corresponding thresholds)
• Management norms (improving group rules, etc.)

3. Output

Continue to produce valuable content.

When users join, making friends is secondary; the main thing is to learn something . I believe that the initial intention of most users is to join with interest in learning, and making friends with like-minded people, offline salon gatherings, and getting to know many famous teachers are just boosters of varying strengths.

Therefore, in the community, there must be useful content output so that users can see the content and thus generate a desire to learn, promote the connection and stickiness between users and the community, and then shift from learning to discussion between users, transforming the connection between points into surfaces.

4. Operations

Determine the life of the community.

Community Operation

The quality of community operations determines how long the community can survive, but the survival of the community depends more on the emotional connection between community members. The emotional connection between users or between users and communities is the basis for trust. As operators, we should continue to deepen and repeat certain operational actions to strengthen the sense of ritual and participation, thereby enhancing users' sense of belonging in the community.

1. Sense of ritual

Whenever new people join, managers should set an example. For example, posting a message that floods the screen: Welcome newcomers! ! (You can also add festive emoticons )

For newcomers, they can feel the importance and enthusiasm of the organization and members.

For members, they can learn that new people have joined the organization and make new friends.

For an organization, if this repetitive action can become an unwritten rule, it will be an excellent way to build and cultivate the organizational atmosphere.

2. Sense of participation

Cultivating a sense of participation can help members better integrate into the organization. Of course, a superficial sense of participation is not what we need. We should let members have a sense of ownership, deeply participate in activities big and small, polish products together, and communicate business processes, so that they will also feel happy when the event is officially held or successful.

At the same time, for our members, we also need more precise operations. Members are divided into a pyramid shape, and we need to focus on users in the middle and upper levels of the pyramid, provide good user care, and grasp their sense of participation. For example, you can invite these people to visit the company from time to time, and discuss and share with people within the brand , so as to enhance brand recognition and increase the sense of participation. They can also share what they have learned in the group, increase their exposure, and build their own IP.

3. Sense of belonging

A sense of belonging means that what users get in the community exceeds their original expectations, plus the sense of happiness they gain. In addition to the continuous output of practical knowledge, the community also provides users with participation in activities of all sizes, the sense of accomplishment after success, the friendships formed through mutual collaboration and understanding among community members, and the habits cultivated in the community, all of which allow users to subtly integrate into the organization. For operators, success is achieved when users feel that the cost of leaving the community is very high.

Community activity

The activity level of a community is an indicator of whether the community has become a dead group. As the saying goes, it takes two to tango. If only managers produce content and users absorb it silently, then over time the group will become a dead end.

Therefore, we should encourage users to generate UGC content, or actively share good articles in the group, let users speak as much as possible, and establish relationships between users.

1. Incentive mechanism

For those who actively share, we should provide positive and timely feedback, which can improve the user's happiness index. And users can be rewarded in the form of prizes, points, etc. For example, in the early days of Xiami Music and Xiaomi Community, which were centered on topics and interests, the incentives for content producers were basically for their own employees, executives, and even CEOs to go to the community center to like and comment on users in the shortest possible time, maintaining seed users through this method of timely feedback + emotional bond.

2. User relevance and strong guidance

If you want users to actively participate, you need to make the content relevant to them. Just imagine, if I don’t even understand something, how can I share it? Therefore, the content we output must be relevant to users and provide accurate user classification and user portraits . And guidance should be strengthened at all levels of the product. For example, when entering the app page, the "Post Content" button should be the most prominent, suggesting to users: Express your opinion~

3. Celebrity endorsement

When big Vs are creating and sharing content, they can create more topics to share, participate in discussions and reply, etc., and gain a lot of attention from fans. When you see big Vs continuously posting content and gaining a lot of attention, do you think you will have a stronger desire to emulate them and be more proactive in learning from them?

4. Create an atmosphere

The community needs to create an atmosphere where everyone is sharing, that is, constantly creating topics and using topics to stimulate users' willingness to participate. You know, when it comes to a popular topic, users' desire to express themselves and participate will be significantly enhanced.

Social marketing value

Social media marketing has been popular until today, so it must have its value.

1. Feel the warmth of the brand.

The existence of the community allows products to demonstrate their characteristics more directly.

2. Stimulate product sales.

Daily social marketing activities are infectious and can stimulate people's impulse to buy.

3. Maintain customer stickiness.

Communities should retain users and allow them to participate more deeply in the feedback, upgrades and promotion of corporate products.

Community Incubation

Some people may ask, what does it take to be considered a successful incubation?

Based on personal experience and relevant references and consultations, the following indicators can be used to make judgments.

• The number of members in the community should be no less than 200. If the number of members is too small, there should be some problems and it will not be conducive to subsequent expansion.
• Community members are stratified in a pyramid shape, that is, group roles are obvious. In the group, you can distinguish who are the managers, who are the big Vs, and who are the beginners, so as to better carry out refined operations.
• In the early stages of a community’s establishment, no less than 20% of its members should participate in interactions every day. In the middle and late stages, there should be corresponding topics for discussion every day (not unrelated topics). The number of participants cannot be too small, and it must last for about three months.
• For the habits and sharing cultivated by the community, some members should insist on checking in, and managers should provide regular incentives within the group to form dynamic self-growth.
• Community members are familiar with the group rules, and violations rarely occur. The topics discussed are mainly based on the core values ​​of the community and do not go off-topic.

If the above indicators are achieved, then the community can be considered successfully incubated .

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

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