Have you fallen into these 5 pitfalls of community operations?

Because it's simple, everyone wants to do it. Communities such as families , companies, and friend circles should have more respect and consideration for the "humanity" of their members before starting out.

Judging from the popularity of recruitment , communities have become an operational method currently recognized by the mainstream, and even Professor Xiaobo talked about his experience in community operation . This rise process is closely related to the entrepreneurial atmosphere and the popularity of new media . Startup companies have introduced more concepts into the community, such as cold start , MVP, community e-commerce , and community monetization. From the perspective of operation, there is nothing wrong with it, but often because of the focus on the goal, the social and interest attributes of the community's products are ignored. This is so solid that it will not change because of any "noble" purpose of yours. This creates a gap between ideal and reality.

Just do it, create a few groups first

We don’t have much budget right now, so we can create a few groups first and attract more target users , so that we can have the first batch of users for our product. Set up a few groups to manage them, make some product recommendations in the groups every day, and sell more goods. Let’s do this, the goal for this month is to make 500,000.

Well, that’s right, community has become one of the company’s core operating directions.

The basic points of community and product development are the same:

1. What value can the community I create bring to target users?
2. Can it continue to bring value?
3. How can we achieve the above two points.

The second thing is to think about how to achieve your own goals in the process of creating preset value for target users.

Then, the promotion of the community is just like the promotion of the product. It is based on the value of the community itself to gain the favor of users, or based on the ecological characteristics of the community, it uses promotion techniques and rules to drive it strongly.

When we first started building technology communities, our goal was to acquire early users and then convert them into products. If I attract a group of users, tell them that the product is useful, and ask them to try it out, I can imagine that they will be scolded by a bunch of technical experts who are so awesome that they are unmatched in the world. Now let’s get back to the basics. Our product is designed to solve technical questions and answers. This user demand is verified and sustainable, so the purpose of the community is centered around this.

Then, how can we get these technicians to join a new community when a random search of the group name shows only “advanced” technical groups? On the one hand, we add new technical concepts that come with the product into the introduction (user characteristics: technology attracts each other). On the other hand, in terms of community rules, we can ensure that the question-and-answer efficiency is higher than other communities.

In this way, the differentiated characteristics of the community are extracted, but in essence it is very similar to other technical communities. Of course, the differentiation and value promised to users must be delivered and satisfied.

So the first thing you should do is not to think about what contribution you want users to make in the community, but how to use the simplest reason to make users happily join the community. Based on this reason, the differentiated theme of the community must be very specific, detailed, recognizable and distinctive, even if it is only reflected in the copy .

Similarly, we need to plan and envision what kind of content and methods can continue to provide value, and topics must also be analyzed in detail.

Make some sharing, make it lively

In addition to educational activities, such as English and talents, many communities also use sharing as one of their main means. In the absence of rules, activities, and great differentiation among people, using professional content output as an attraction has a low operating threshold and fast execution. Another point is that with the current development of many subdivided fields, more specific and targeted analysis can be provided. If you want to build an interest-based community, topic sharing has become a standard attraction. From an execution perspective, it is not complicated to determine the theme, find guests, set up processes, attract users, and make conversions in one go.

The question then lies in the relevance and consistency of interests between community sharing and one’s own business, which in turn determines sustainability and intended purpose. Let’s not talk about education, let’s take “hall guests” as an example. Tingke is a paid skill service platform for freelancers. The platform organizes community sharing. The guests are the service providers on the platform, and the shared content is related topics of the services provided by the service providers on the platform.

In this sharing event, the service provider directly promotes and converts its paid services to a large number of target buyers; buyers obtain valuable shared content for free, or have an in-depth understanding of the intended services; the platform obtains guests free of charge, activates and attracts new users, and can convert targeted users.

The interests of each role in the case are highly consistent, so the organizational intention and organizational sustainability are very good. From the development results, the platform moved the theme sharing to the APP, which can better connect the user experience and payment conversion.

The real counterexample is that many communities only use sharing as a point to attract new members. They do not have continuous guest resources, and sharing cannot directly lead to conversions, so they will gradually lose motivation.

A large amount of facts have verified that once sharing stops and there is no new operation plan, no matter how vigorous the original sharing was, it will be dead silent.

Business growth depends on you

In the past there were Taobao customers, and in the future there were WeChat business teams, both of whom made a lot of quick money in the community. What is the scene of Taobao’s QQ group? Buy Taobao product reviews, post spam on Taobao forums, and you can’t say you’re making money without thousands of groups. The groups are banned from speaking, and Taobao links are posted in an “orderly” manner. Are you sure this is the direction the community should go?

There are other possibilities. For example, single product explosive strategy, high unit price strategy, distribution mechanism, different strategies have different operational focuses and investments. Some require continuous large-scale new customers, some require continuous activity, and some require in-depth content.

There is no certainty that it can be done, but there is no certainty that it cannot be done. We need to consider the issues of operational efficiency, cost, and growth potential comprehensively.

1. The carrying capacity of a single community is limited. Can it generate stable repurchases?
2. Can the management (staff + activity) costs of a single community be reduced after it becomes stable?
3. How to continuously acquire new community members, by introducing products or attracting new members?

Budgets and manpower are always limited. If we can grow our business steadily without relying on other communities, there wouldn’t be so much to do. Therefore, we must always make a comprehensive comparison of operating methods and choose those that are efficient and have room for growth.

Find an administrator, or do management

First of all, there is no administrator role in WeChat groups , and you cannot directly see the group member list. Even the group owner’s presence is stronger only when “you have been removed from the group by the group owner”, and otherwise it depends on “talking a lot” and receiving red envelopes. It is not easy to identify a good administrator role in a business community. Just like management:

1. If the community is run well, being the garbage station manager may not be a sense of honor;
2. Benefits, honors, rights and responsibilities are decentralized (something to do).

When managing a department, you always have to talk to them from time to time to understand their status, right? There must be something for everyone to do and to follow the planned schedule, right? We must always be strict in admission and graduation, so that our values ​​are consistent, right? We always need rewards and encouragement to motivate people, right? We always need to review and adjust the department’s planning strategies, right?

The number of people in an ordinary group is equivalent to that of a medium-sized company. They hold the positions of "CEO" of several companies, but are doing the functions of interns. How can they expect the expected returns?

Is it OK if we just fix the rules?

Rules are symbols, not panaceas. They are necessary, but whether they exist inside or on the surface, the frequency of their existence is something that needs to be considered. The rules are derived from the community's predetermined direction plan. If the community always relies on posting group rules every day, every time a new member comes in, and every time a rule is violated to maintain the atmosphere, it is not necessarily a good thing. Why bother thinking about whether the group rules need to be revised or whether we should keep an eye on the group and issue group rules in a timely manner? It is better to return to the goal of operation and deal with it with the necessary measures. Whether to use the symbol or the substance is a question.

Because it's simple, everyone wants to do it. Communities such as families, companies, and friend circles should have more respect and consideration for the "humanity" of their members before starting out.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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