10 community operation experiences gained in 365 days with RMB 150,000!
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Real cases and diligent exploration of community operations . The Operation Research Society persisted for 365 days, achieved a turnover of 150,000, and "unfortunately" spent all the money on exploring community operations . Today, as the ending of the 1st anniversary of the Operations Research Club, I would like to talk about something related to the community. Without talking about the industry or trends, I will share 10 practical tips on "How to build a community from scratch" and "How to keep the community active". I hope this nearly 4,000-word content will be helpful to you. If you want to try to build a community from scratch now, you can refer to these 5 experiences. 1. Be sure to think clearly about the community’s services and value Whether you want to create an interest community for yourself or build a business community for your company, the essence of a community is a social product with zero development cost, so we need to think clearly about what kind of people we will provide what kind of services in what scenarios before implementing the community. For example, at this stage, the Operation Research Society mainly provides practical information sharing and online Q&A for operation practitioners aged 0-3 who have no structured learning opportunities at work and have no one to answer their operational questions. In addition, business-oriented communities also need to think about the product value of the community and see which data of the product’s new customers , retention , conversion , activation, and branding it is responsible for. Because only by thinking clearly about the value can you know whether to create this community and how much budget to invest in it. For example, Baidu's campus brand department used to spend nearly one million yuan every year to create a campus user community that had little value in product downloads. At first, few people from other departments could understand its value. It was not until Baidu and 360 Search started to fight that they realized that this wave of users could play a role of nearly ten million in maintaining Baidu's brand. 2. Don’t recruit users in a steady stream Many communities should adopt the recruitment method of inviting one person to join the group. However, this method will actually make it more difficult for users who join the group later to integrate into the community. Because of the different amount of information obtained, he could only watch other users' communications without being able to say a word. Based on the management experience of the operating community over the past year, it is recommended that the community should not take a long-term approach when recruiting members. This will not only make it difficult to improve the cohesion of the community, but also increase the management and education costs. Batch recruitment can be adopted, that is, recruitment is carried out by concentrating traffic in the current period. If someone wants to join after the recruitment is over, he or she will have to wait until the next period. Regarding community recruitment, here is some data from an operations research community. The conversion rate of recruitment traffic in the seventh phase of the operation agency reached 6%, the highest since its establishment. The main reason is that compared with the past six periods, we have clearly informed users of the foreseeable benefits. Therefore, for users , a community that clearly informs them of the benefits will be more attractive than a community that simply talks about ideals and concepts. 3. You want 10 core users, not 200 ordinary users The most important people in the community’s management team are the daily service operations staff and the material design staff. The former determines whether the community can continue to operate normally, and the latter determines whether the community can live up to its standards. These management team members are the key to the success or failure of the community. The key to measuring the development of a community is the number of core members who have settled down and the degree of tacit cooperation. The acquisition of core members is a process of constant recruitment and elimination from users. For core members who meet the requirements, you need to find a way to retain them. Here is a little trick: buying thoughtful gifts for core users is more effective than giving them money directly. The success of every product has its uncontrollable randomness. The rapid development of Xiaohongshu community in 2014 was due to the crazy sharing of shopping posts by several core users led by Melody. If I were asked to go back to a year ago and work on the Operations Research Club again, I cannot guarantee that I would be able to do better than I am doing now. The reason is not that the community environment has deteriorated, but that I might not be able to meet classmates like the current ones who are so concerned about the development of the Operations Club. 4. In the early stages of a community, the number of members should not grow too fast Human nature is greedy and everyone wants to get rich overnight. When it comes to social networks, people want to pull all the users they can into the community. But the truth is that these communities that frantically attract people often die the fastest. After all, most communities are run by humans, and the number of users you can serve is proportional to the core members of the community. Communities are not like APPs where you can simply add a few servers to handle the increase in users. In short, no matter how much user acquisition energy you have, the number of community members should not grow too fast. It is recommended to spend a considerable amount of time focusing on polishing services that are useful to community users. For example, it is very difficult to get users to generate UGC content in the community . The topic discussion of the Operation Research Society every Tuesday was only launched after a year of polishing, and some users realized how participating in the discussion would improve their summary and analysis capabilities, and then truly participated in the topic discussion. 5. Businesses with long decision-making cycles and high repurchase rates are suitable for community development If you are a person selling stockings on Taobao, there is actually no need to try to build a community. First, your business logic is to make small profits but quick turnover, and you cannot serve so many people at all. Second, the decision-making cycle for buying stockings is short, and users will buy them when they see beautiful pictures and high reviews. Third, the coverage of the population is too wide and it is difficult for users to come up with common topics. So what kind of business is suitable for refined community operations? Based on Xiaoxian's observation of some relatively mature business communities, businesses with high purchase decision thresholds and high purchase frequencies (strong geographical restrictions are a plus) are suitable for communities because they can increase business conversion rates and repurchase rates through community Q&A and services. For example, the group-buying community run by Wochu.com is quite representative. Its delivery range is only in Shanghai and its average order value is high (which means there are not many paying users). The community can stimulate users to promote consumption and effectively increase the repurchase rate. The above are 5 experiences for those who want to build a community sharing from scratch. If you want to create a community with a general theme or rely on information asymmetry, it is recommended that you give up this outdated idea. However, I personally feel that there are always opportunities to create a small and beautiful community like the Operation Research Society that is vertical to a certain group of people. After all, the need for socializing is a normal part of human nature, and refined operations are also the direction of community evolution. If you are thinking about how to improve the activity of your community, you can refer to these 5 experiences. 1. The community should establish a member replacement mechanism For a good community, the service cost for a single user is actually quite high. In order to better optimize resource allocation, my suggestion here is to use the survival of the fittest method to renew the community users. A good community that truly invests resources in this will never use whether or not a user posts flyers as a criterion for whether or not they stay. I have previously shared a concept called data-based management of communities, which uses data to measure whether a user is worth your continued service. For ordinary communities, this can be done by observing the amount of users' speeches and the number of days they sign in. For business-oriented communities, it can also be the product's backend transaction data. Another benefit of digital management of communities is that you can easily know when to change the community. For example, when the community's activity or its contribution to the business is less than a certain value, you can consider deleting unqualified users and recruiting new ones. The Operation Research Society will delete some inactive users when the user check-in ratio is less than 60%. 2. The community should develop practical life peripherals During the operation of the community, it is necessary to provide material rewards to some users who have made contributions. We have tried red envelope incentives, sending red envelopes of no less than 100 yuan to guests who shared useful information and students who produced high-quality content in topic discussions. Red envelopes can stimulate community activity, but this type of material motivation has more or less the following defects: insufficient exclusivity, and inability to more effectively enable community members to develop a sense of belonging and a sense of community impression. Therefore, in order to make up for the lack of exclusivity, the Operation Research Society has developed practical life peripherals to supplement material incentives. The current incentive strategy combination is: WeChat red envelopes are given to everyone during holidays, and peripherals are only given to people who have made obvious contributions to the community. In addition, making community peripherals is also conducive to dissemination. The first level is that most community users will choose to post pictures on their Moments when they receive the peripherals. The second level is that the peripherals can make up for the problem of insufficient community coverage and service population. For example, every time new peripherals come out, I will send some to the KOLs in the operation circle. You know the core purpose. 3. The community should create occasional hot spots I think the main reason why the activity of communities that have begun to take shape seems to be declining is that the communities are in a state of being boiled like a frog in warm water. The operators do repetitive tasks every day and have lost their passion for the community. How can they make users feel attached to the community? A while ago, a friend told me, "Now I often mention the operation agency in front of my friends, and I feel a little proud when I see its growth." I think this is due to the fact that the operation agency has created many hot spots for users in the past year. Specifically, a community can do at least the following four things to increase activity, one thing per quarter on average: (taking the operation community as an example) 1) Community anniversary celebration 2) Large offline gatherings 3) Community hot-selling services 4) Community public relations and communication 4. The community should explore reasonable decentralization We all know that introducing new members to the community is a very effective way to boost community activity. When the marginal effect of the growth in community activity brought by new members becomes smaller and smaller, it is time to de-smallen the community. This means that you need to create a second group, and then a third group. At this time, the operation should be more about thinking about how and when to split, and how to tap into user groups with different needs. 1) When will the community split? In my opinion, when a community encounters the following three situations, we can consider community fission. a. When the basic community services have been improved and a method of linking communities has been found. Xiaoxian has seen an international oral practice community that is connected by a quarterly speech contest. Now the operation community is also working hard to achieve connection in the form of a community, so that students who are not in the same community can also discuss operation issues with each other. (The preliminary results are pretty good, with 400 people generating nearly 120,000 topic views) b. When the number of community users reaches 300 and the community activity reaches a bottleneck. We found that after the operation club reached 300 people, although there were new members added in each issue, there were not many new users who actually participated in the speeches, and most of them were old users. The specific data for each community is different. The data of 300 people is given based on the actual situation of the operating community. Considering that the operating community is a relatively restrained community, I believe that the optimal number of people in most communities should be lower than 300. c. When users’ demands for a certain thing become louder and louder. You can consider being a little more bold and try to split the community. For example, it would be popular for an operation community to become an operation community vertical to a certain industry. 2) How do communities split? The essence of community fission is to classify user demand sets. The finer the granularity of the product user portrait , the more types of communities you can fission. Before the operator has implemented all the fissions, I can only share with you some of the fission methods that I would like to try and give the corresponding recommendation levels. a. Simple replicative fission. If you can’t think of a better service direction, you can copy a group to the Nth group with the same service standards. I believe this should also solve some of the problems of low activity. b. Split on demand. The community can be specialized according to its service type. For example, an operation community can use content operation , copywriting , event planning , and BD as fission communities. After the seventh round of testing, it was found that the traffic conversion rate of this type of thematic community is quite high. c. Fission by stages. Split according to the user's life cycle. If you are running an e-commerce product, you can find paying users and non-paying users. Among them, paying users can be further split according to the amount of money. The Operations Research Society can classify practitioners according to their stages: entry-level, junior, senior, director, and CEO, but this kind of thing of labeling users’ abilities is not a good idea. d. Fission by region. It should be noted here that the creation of urban agglomerations is best initiated by users, with the official only making appointments and coordinating resources. If the opposite is done, the results will generally not be very good. Judging from the current situation of the operation community, the effect of urban communities on improving user loyalty is very significant. In the main group, everyone exchanges operational information , and in the urban group, they exchange life issues. By cooperating with city meet-and-greet activities in a timely manner, the community activity will be higher. e. Split by industry. Products that include 2B enterprise services are more suitable for industry fission, and it is preliminarily judged that it will be more conducive to business revenue. Finally, my personal opinion on community fission is that the community is just a transition in the early stage of a service. Before the limit number of community users is reached, operators need to think about the next stage of service form. For the operation club, when the number of members reaches 5,000, I will create a community product to help it serve more operation practitioners. 5. The community must have its own values This shows the importance of values. Let me give you an example: In order to direct traffic to the product, a product promotion specialist brought 50 precise target groups to the WeChat group every day by sending information packages on Tieba. The community usually relies on sharing articles about the product to attract traffic . Of course, dozens of new traffic every day is definitely not enough for the product, so the operator was very smart and started an activity in the community where users could buy an IPhone for 1 yuan. He successfully mobilized community users to invite friends to download the app and buy it in a group, achieving 5,000 downloads with 1,000 yuan. The specialist completed his short-term task perfectly, but what he didn't expect was that the subsequent product customer service received a large number of complaints from users about this incident. In this example, the promotion specialist has achieved results, both in the early stage of attracting people to the community and in the subsequent registration for group buying activities. What started as a low-cost course-earning activity quickly became a negative example that had a negative impact on the product brand. Personally, I think the person mainly responsible for this one-time transaction situation lies with his leader, who failed to clearly convey and adhere to the product values. The importance of values to a community is also self-evident. What the community will become, whether it posts advertisements to make quick money or continues to operate and wait for greater potential, if it is a non-business community, it depends on the values of the initiator, which is related to the initiator's experience and work experience; a business community mainly depends on the core selling point of the product. Operations cannot influence community values, but what they can do is to implement the values. Therefore , it is recommended that operations ask leaders more often during the implementation process, "Why do we want to operate this community?" The above 10 experiences are all I want to share today. Although they do not involve specific operational details, I think they are the key for the operation agency to complete these 365 days, and they are also the experience we gained by spending 150,000 yuan. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by the author @(Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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