How to write a community operation plan? I summarized 5 points

Here, I will take the education industry as an example to share how I would write a community plan. The following is the text of the "XX Education Institution Community Operation Initial Plan":

In the initial stage, the main tasks of community operations are: attracting and maintaining students' parents, pushing articles on public accounts , and promoting course activities. The main implementation methods are: sharing of high-quality content, regular teacher live broadcasts , offline salon gatherings, online activity discounts, and reward policies for new and old students. The specific plan is shown below.

1. Overall community operation ideas

The main tasks of community operation are: attracting parent users + attracting seed users + maintaining core users + forming a high-quality team within the company + continuously maintaining community operations.

• By casting a wide net, we attract parents of primary and secondary schools to join the free community [Parents Alliance of XX Region] to build up a scale;
• Then, we attract seed users to join the [XX Parent Help] community by using supplementary materials, practical sharing, and live broadcasts by famous teachers;
• Select a small group of high-quality parents as "spies" and form a separate group to form the [XX institution VIP parent club], and provide them with policy support to enable them to play a role in assisting the community, market enrollment, and event operations ;
• Form other paid communities and event promotion communities as needed.

II. Work Phase Arrangement

In order to carry out work scientifically, community operation can be divided into three working stages, mainly: new customer acquisition stage + activation stage + retention stage. The theme of each stage is slightly different, and the strategic methods are also different.

1. Theme

• The themes of the new customer acquisition stage mainly focus on introducing each other, getting to know each other, chatting and exchanging resources

The group rules at this stage are as follows: This group aims to provide a free communication group for parents in XX area. Welcome everyone to join and chat freely. Welcome everyone to exchange resources and experience. No advertisements, no QR codes, no WeChat business, no soft article links.

• The theme of the retention stage is mainly focused on the analysis of parents' issues, regular discussion of cases, sharing of practical copywriting , and live sharing by institutions.

The group rules at this stage are: This group is a free community for XX education, which aims to help XXX (positioning) parents communicate and discuss, share practical information, and listen to teachers' online courses. Welcome everyone to join the chat, welcome everyone to share insights and useful information; no advertisements, no QR codes, no WeChat merchants, no soft article links;

• The theme of the activation phase is to form external "employees"

To assist community expansion and event operations, let loyal community members enter the VIP community, and let each community member establish surrounding branches to form a second-level segmented community to prepare for community forwarding of later courses, activities, etc.; this community needs to establish a special organization and regulations, and should frequently provide rewards or compensation feedback.

2. Work focus

The main important task in the new member acquisition stage is to set up a [Parents Alliance] community. First, all the company employees are pulled into the community to "act as water troops", and then join QQ groups, post on forums, post courses on course websites, etc., to add parents' WeChat and attract as many people as possible to the community. At the same time, this stage should start preparing for the second phase of courses, practical materials, live broadcast content, etc.;

The key tasks in the retention stage are community maintenance of [Parents Help Center], production of high-quality courses, regular seminars, production of reprinted articles, live broadcasts, etc.

The key task in the promotion stage is to build multiple [Parent VIP] communities, communicate with them frequently, make them "external members" of the company, use their parent resources at hand to help build secondary communities, so as to form a wider channel of product exposure, course exposure, and activity conversion .

3. Basic rules for community management (example)

3. Specific process template preset - Template 1

1. Overall thinking

• Topics (for example): You attend classes, I send books to your children; Beat up the teachers in training institutions; Parent training weekly plan
• Purpose: To attract core users, with an estimated 100 to 500 people attending each event
• Traffic generation channels: existing communities + offline school surroundings + email invitations + official account soft article forwarding
• Join the group to get: information sharing + 5-day live broadcast by famous teachers + full set of Chinese, math and English tutorials by checking in
• Activity arrangement: Course material preparation - WeChat soft article promotion - Ground posters - Phone visits - Share and join the group - Attendance check-in - Issue school bags and certificates - Activity summary exposure

2. Activity process preset:

This activity can be carried out irregularly over a long period of time to attract traffic and form a bond between group owners and parents to retain parents and create at least 5 groups of 100 people to help with subsequent activities such as forwarding, collecting likes, and voting.

4. Specific process template preset - Template 2

1. Overall thinking

• Topic: Collect likes and get free courses
• Purpose: To start a class, with 30 people enrolled
• Traffic generation channels: social media + WeChat Moments + Toutiao
• Register to get: Discounted price + teaching materials + community membership
• Activity arrangement: material preparation - public account soft article promotion - circle of friends pictures - share and collect likes - start of class

2. Activity process preset:

This activity can be carried out irregularly over a long period of time to attract traffic and form a bond between teachers and parents, so as to retain parents and create at least 5 groups of 100 people to help with later large-scale activities such as forwarding, collecting likes, and voting.

5. Operation staff arrangement + operation wbs table

This part is omitted. You can make a project plan based on the number of people on hand.

Okay, to summarize, first, when writing a community operation plan , avoid being stereotyped. Don't always talk about market research, user analysis, demand exploration, creative planning... Balabala fairy, we are not writing a thesis, so don't do those empty things. Second, in order to clearly communicate the work, pay attention to these key words :

• The pyramid principle in structure - first give an overview, then detail it;
• Graphical presentation - using mind maps, structure diagrams, and Excel spreadsheets to present content;
• Be specific in language - use more digital, descriptive words and less emotional, personal expressions.
• Clarity in format - color matching with corporate colors, coordinated font size, etc.