Community management is difficult, monetization is poor, and death is fast. 5 tips to teach you how to master the essence of refined community operation
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What is a real community ? The people on the bus are definitely not, because the simplest understanding of a community is a gathering of people, but the people on the bus are only on the bus temporarily and do not have the function of gathering. So it doesn’t belong to the community. The circle of friends should be considered as just a social platform. Theoretically, a community is a preset scenario, and social interaction is a social circle formed by adding friends; so it cannot be considered a community. What is a real community? To put it in my own words, a community is the result of members gathering around a value point. It is not a product, but just a means to achieve a goal. How to use social networks to attract , activate and retain users? This operation method can also have an important impact on product operations in the following four aspects: 1. Attract new users The first is to attract new users. For mature communities, they already have their own IP effect and can drive users to spread and divert traffic with the least cost and fastest time. How to operate it? First, operators need to build the value points required by the community, and then do the corresponding polishing work. If you are good at creating content, you can produce more content that users like; if you are good at user maintenance, you can satisfy users' emotional needs. If conditions permit, it is best to fully reach users and let users follow public accounts such as Weibo and WeChat public accounts. By using the spread of content after attracting traffic, you can attract a group of people to join the community, and then continue to output content, add some operational methods, and increase the user scale and community influence through continuous stimulation points. It is best to achieve a certain IP effect, then you can introduce products A, B, C, etc. to help attract new users. Here you can see a particularly typical case: Everyone should be familiar with Wu Xiaobo. Wu Xiaobo has a community called "Book Friends Club". Wu Xiaobo himself is also a very influential IP. However, a single output certainly cannot meet the needs of quality community entities. So if you want to maximize the IP effect, the fan economy must evolve into a community economy. Not long ago, Atour, a pioneer in the mid-range service hotel market, and Wu Xiaobo unveiled China's first community hotel, Atour Wu Hotel, in Hangzhou, which also indicated that a new business model of the community economy has begun. By leveraging the hotel's own advantages, an offline communication platform can be provided to strengthen the stability and diversity of the community. The user consumption level of the "Book Club" has a high degree of overlap with the Atour user group, which also lays the foundation for cooperation. 2. Active Users Active users: Use social networks as user carriers and establish user communication touch points. First of all, after the community is established, we can use the community, which is the carrier that gathers the largest number of users and reaches users most directly, to notify and spread content. Because for a user community with high stickiness, the user participation and cooperation are also extremely high. In this case, the dissemination of community users is actually another source of revenue. Let’s take Weibo as an example. Weibo started its social networking function in 2014, but it never became popular. However, Weibo has started to use social networking to create new ways of playing. The two main active groups on Weibo now are university users and gossip and self-media . The group you all see is the one that I participated in when I was in college on the Weibo campus channel as part of the national college "Green Plant" activity. The "Green Plant" activity is an annual public welfare activity in which colleges and universities across the country participate online and give away green plants for free offline. The characteristics of this activity are low cost, high participation and a wide user base. So later, in order to make use of the community, Sina automatically matched users participating in an event at a university into a community, in order to facilitate the notification and dissemination of each future event. This reflects the importance of the community. 3. Retain users Retain users: For low-frequency consumption industries, community operations can be used to retain users based on their focus. This major step is also to guide users to delve into the product storyline through the community based on product concepts after the community is established, to follow product activities, to explore product goals through activities, and to achieve user retention . In the past one or two years, there has been a wave of Internet enthusiasm in the domestic real estate industry, and the largest real estate empire that everyone should be familiar with - Vanke is no exception. Vanke launched the "Where to Live" app, which, through regional planning, has created a community of colorful life for Vanke by combining the same and nearby communities into an online community. For example, if someone wants to find someone to exercise with and supervise each other, they will ask in the community to find companions. In this way, people with the same idea may agree and participate together. Over time, the relationship between Vanke community owners will become better and better, and user stickiness will increase. Not only will they look for companions in the community, they may also try to add other functions. In this way, it is relatively easy to form a closed-loop ecosystem for household owners. 4. Convert users Convert users: A community is the result of gathering around a value point, and the ultimate goal is to maximize the value. It has always been said that communities must be based on products, and this product may be objects, people, or services. The manpower, time and financial resources consumed in building a community all have costs, so the ultimate goal of building a community is definitely to make money. Everyone should be familiar with Qiuye PPT. Teacher Qiuye first created a community about PPT courses based on his expertise in PPT, and then transformed it into payment, selling courses, selling books, and conducting marketing activities. These are also based on maximizing the value of the community after the community matures. After talking about so many uses of communities, how do we build a community? How to operate the community in a refined manner ? The Operation Research Society includes ordinary members and core members. The core members guide ordinary members to learn, discuss and share, so as to discover members who can produce UGC content, generate materials or content for the content output of the product Cainiaohui, and then attract new users through content polishing. Users will join the Operation Research Society to strengthen interaction and communication; currently, efforts are also being made to form a closed-loop content form. How to carry out refined community operations? So, how can we carry out refined community operations? 1. Guidance I see many people online talking about how to play in a community, and most of them are saying that a community must have thresholds and rules. In my opinion, these are all prejudices. Anyone can organize into a community, but these thresholds and rules can only increase user stickiness or extend the life of the community. It is important for a community to have rules, but there are also some drawbacks. If a community of thousands of people mutes everyone in order to prevent too much nonsense in the group, what is the point of such a community? We must learn to guide users, create an atmosphere where everyone actively maintains community order, and clarify the value of the community, so that users understand what they need to do in this community. The Operation Research Society uses reward incentives and punishment measures to guide users to know what they need to do. You can see that these small products are all peripheral products of the Operation Research Society. We will send some of these small peripheral products to users during our weekly topic discussions, guest sharing, and offline activities . We have also developed the habit of composing pictures in various scenes based on the surroundings and playing with the surroundings. Because the surrounding peripherals are limited each time, everyone will work hard to participate in community activities and actively participate in community discussions and exchanges. When users pay to join the operation club, we write in the registration copy that we will remove community members every period. The criteria for removal are that the users have made no fewer than 50 speeches and have signed in no fewer than 14 times. After the users agree to our requirements, they will be pulled into the group by the operation baby. After joining the group, there will be an assistant to guide them on how to obtain the useful resources in the group. The core members of the group will also remind the new members of the activity features of the operation club. The person in charge of each city will also guide new users to join the city group to facilitate their participation in offline activities. Because the guidance after joining the group allows newcomers to quickly understand that they cannot add people to the group without permission, and the operation agency will create an atmosphere for everyone and will not post advertisements without permission. Such softer guidance and environmental rendering will make it easier for users to accept and comply. 2. Data If I view the community as a product, then I definitely need to guide the community user operations based on basic data. Let’s start with recruitment. The operation agency plans to recruit 100 people each period. From the first period to the seventh period, a total of 537 people have been recruited. Currently, there are 291 people left, and the retention rate is as high as 54%. Because we did not use the assistant in the first two periods, the data above only shows the data from the second period. However, from the last five periods, we can see that the operation agency has been in a continuous decline in recruitment since the third period when charging started. So why are the number of users signing up less? What is the conversion rate for each issue? What is the age distribution and economic expenditure distribution of users in each period? This requires us to observe from the social user data. In the seventh issue, you can see that the recruitment of the operation agency has made a qualitative leap, so we need to consider which channels have been used to strengthen promotion in this issue? What changes have taken place in promotional copy? After analyzing these reasons, it will be easier to grasp the growth of social media users. You can also see that the number of people eliminated has been gradually decreasing since the fourth period. Is the decrease in the number of people eliminated due to the increase in user stickiness and better word of mouth? In which activities are community users most active? From these data, we can deeply explore the value of the operating agency, which can increase user retention. Let’s take a look at the second picture, which shows the check-in situation of the operation club for more than half a month. On average, 160 people sign in every day, and the longest consecutive check-in days are 89 days, which is nearly 3 months. You can tell at a glance that they are true fans. Not only can we see who signs in every day from the background, I will also check which time periods everyone signs in every day are concentrated in, because sign-ins must be done from within the community. Finding the time periods when community users sign in is like a product finding the time periods when users enter the product every day. So, will pushing activities and push during this time period have a higher reach rate? Another thing is that you may not have noticed that I just told you that the recruitment copy guides users to sign in for no less than 14 days. Why is it not 15 days and why is it not 13 days? Because each operation period lasts about 40 days, and you are informed in advance that you will participate in something during 14 days, then you will definitely persist for at least 7 days in the early stage. If you can persevere and complete the 14 days of signing in, you will definitely forget that this is a requirement, and regard signing in as a daily behavior. In this way, user habits will be cultivated, and we can better guide users to participate by notifying activities during the time period when everyone often signs in. The third chart also shows the number of speeches during most of November. The average number of speakers per day is 102, and the average number of speeches per day is 662. The peak number of speeches was nearly 1,200. You should have noticed that there are several peak and low periods every week. This is distinguished by the time period of the operating community activities. Generally, Saturdays and Sundays are when the community is relatively quiet, because some cities may be holding offline activities, or some people are busy with their own affairs or relaxing on Saturdays and Sundays. For learning communities, more activity is still on weekdays, which is more in line with user needs. Finally, you can take a look at the current user distribution of the community: at first glance, it fits the funnel theorem very well. From joining the community to long-term signing in to participate in exchanges, to participating in discussions, sharing to becoming opinion leaders, or joining the management team, it shows a decreasing trend. Of course, this requirement is also getting higher and higher. So how do we guide users to develop step by step and become core users in the community? I will talk about this in detail below. 3. There is precipitation People have always said that if a community wants to survive for a long time, it must have circulation. That is to say, the community must allow people to circulate within the community and cannot remain unchanged. This is because the freshness period of people is three months, so this is also the reason why the community is prone to death. I think that if you want a community to survive longer, it needs to have more sedimentation and its own subculture. After 10 months of polishing, the Research and Operations Society has also developed its own rules and content. In addition to the most familiar Tuesday topic discussions and Thursday guest sharing, there is also community interaction where everyone can show off their daily lives and like their favorite topic discussions in the community. Participants with the highest number of likes will receive small gifts. Not only that, if any community users encounter difficulties or bottlenecks in their work, they can post in the community to ask questions, and then many friends will enthusiastically reply with their own practical experiences. In this way, the operation club will give every new partner a new understanding through the topic discussions on Tuesdays, the guest sharing on Thursdays, and the content accumulated through community interactions, and will further confirm that joining the operation club is the right choice. 4. Supply and demand The ultimate purpose of the community is to serve the product, but it is people who operate it. Since the operators must understand the user's demand theorem, I just told you about the funnel law in the second point. Now I will talk about how we can satisfy the supply and demand of users based on the most basic Maslow's hierarchy of needs. Because the operation club is a learning community, the most basic requirement for everyone to join the operation club is to learn. This most basic need is the most basic value of the existence of an operating agency. So how do we meet users’ higher-level needs after meeting their most basic needs? At the beginning, the operation club only had topic discussions on Tuesdays, and there were no rewards. In this form, users will definitely actively participate at the beginning, but long-term participation will definitely become passive. So after we discussed for a while, we began to find active users in the process of topic participation. They have very unique insights in certain areas. I will try to add friends step by step, introduce myself, flirt with these potential users, and invite them to share on special topics. It was also difficult when we first started, because there were no posters or rewards at that time, and the trailer for each issue was just a text version, which was only to help users achieve their desire to gain respect. Including up to now, every time a group of users joins the operation club, I will check all the information of the members in each group and get familiar with all the users as soon as possible, so that I can understand user needs more quickly. Later, the operating company started a charging model, and we considered giving users some rewards. From that time on, we slowly formed a design team. At this time, in addition to poster promotions in the group, I will also give red envelope rewards to outstanding discussion members and guests in each issue to encourage everyone to participate in discussions and sharing. But money alone can't actually give users much impact, so later I started to research peripheral products. First, I tried to customize the first batch of more exquisite pen holders. I only customized 20 of them, and now they are out of print. This is also a gift for topic discussion and guest sharing. This is also data-driven, because each issue lasts about one and a half months, and I found that the reward for each issue should be around 20 people, so I chose to customize 20 gifts. This way, each user can have different peripherals, and everyone will always feel fresh, which will trigger users to discuss and share more actively. After talking about online, let’s talk about offline. Let me first talk about the offline group in Beijing. At the beginning, only a few early friends in Beijing had met offline. After May 1st, I established an offline team in Beijing. Afterwards, friends in Shanghai, Shenzhen, Guangzhou, Hangzhou and other places also set up offline groups one after another, and began to spontaneously organize offline activities. I have always defined the Beijing group as "eating, drinking and having fun". In the general group, we talk about a lot of things about study and work, and in the Beijing group we are more focused on finding delicious food and fun things. In this way, the online community can maintain the characteristics of a large group, while the offline community will not be so boring. Moreover, people who can get into the same circle are generally easy to play together. In addition, there is a group of little bitches in the Beijing group, and every offline activity is very high-end, which attracts many people to participate. The Beijing group is also the most active city in offline activities. The first one is a barbecue dinner on a yacht, the second one is an offline salon, the third one is an outing in the suburbs, and the fourth one is a homestay party. Each time there is a different theme, and each time the party is organized like an event. Everyone starts by introducing themselves and then briefly chatting about everyone's preferences and work. This allows many people to get to know each other offline faster and also makes everyone feel a sense of belonging. 5. Growth potential When the value points of a community have been used up, the community will soon die. Of course, there is no such thing as an immortal community. The best we can do is increase the activity of the community and extend its lifespan. To extend the life of a community, it is necessary to constantly change the value of the community and continuously increase the stimulation points for users. In other words, in the process of guiding users to grow, the community must also grow together. Since its establishment in February last year, what has the Operation Research Society done to increase the activity of community users and extend the life of the community? In February, the operation club started recruiting for the first time. At that time, Xian Ge first posted it on WeChat Moments, and later posted it to the Product Rookies Club. All the places were taken up within an hour. Because it was an internal testing team, everything was just an experiment, including the topic discussions, which were also considered on a weekly basis. In March, the good atmosphere after the first beta version promoted the next development of the operation club and also attracted a wave of passionate partners who wanted to work together to do the proudest thing in post-youth, which is "not letting operators grow up alone." Gradually, we started to have a topic group (formulating weekly topic discussion plans, setting discussion rules, discovering UGC content producers in the group, and assisting guests in sharing), a collection group (collecting topic discussions, guest sharing content, and publishing daily communication content in the group), and a media group (responsible for content promotion of the product rookie meeting) In May, we started to experiment with paid membership, and added a design team (poster design, which later developed into peripheral design). After payment, the operating company began to implement a reward incentive rule using membership fees. Those who excel in topic discussion and sharing guests will receive red envelopes of varying amounts, in order to encourage everyone to participate. In July, the operation agency began to prepare its own peripheral products, which were also used for rewards. In addition, with offline activities in various cities, they considered making some small badges of the operation agency. This would better reflect the team's identity and increase the sense of belonging of community users. In September, we used our accumulated excellent lecturers to conduct a " Job Hunting Alliance" training activity for fresh college graduates' campus recruitment. We cooperated with 51 College to recruit users for the first time to form a community, and provided these college students with some resumes and interview skills, and also popularized basic knowledge about operations. Perhaps because the first-time users were not accurate enough, not many of them were converted to the operations community after the training. In November, the Operation Club has accompanied 537 members through spring, summer, autumn and winter, and has also ushered in a stage of gradual improvement, so we began to be unwilling to be lonely and started to organize the annual meeting of operators. Still adhering to the principle of "not letting operators grow up in loneliness", we are ready to share practical knowledge, taste delicious food and enjoy life with those who love to tinker. I remember someone asked me what the core of an operating company is. I think it's "never forget your original intention". Every partner here contributes 80% of his time to the operation club after work. Everyone understands how difficult it is to go on alone in the beginning, so we strive to "prevent operators from growing up in loneliness." Someone also asked me, what is the biggest competitive advantage of an operating company? I said it is "extreme". From every topic of discussion and guest sharing, we will adjust the words, hoping to create a perfect theme. From every poster, we will make three styles for everyone to choose from, and finally show everyone the most beautiful side. From every offline gathering, although it is just eating, drinking and having fun, we will take care of everyone as if it were an event. This is what attracts everyone to the operation club. But these are not enough to keep everyone from leaving. I think the main reason is our growth. There is a group of friends who love to play around in the operation club. There are always endless ideas, and then we will also execute them efficiently. This has created a situation where the members of the operation club are extremely loyal. Therefore, any community must not remain unchanged. It must learn to grow and constantly stimulate users to extend the life cycle of the community. Finally, I would like to tell you about the new journey of the community. I often see people talking about how to prevent the death of the community. In my opinion, it is impossible for the community to survive. Then someone will definitely ask, what is the point of putting so much effort into building a community if the community dies? What new ways to play are there in mature communities? So let me tell you about the new ways to build a community when it is mature. I will talk about it from two aspects: 1. Product-based community First of all, I divide product-based communities into functional communities and functional communities. Community functionalization is to bring the community into the product as a function. For example, Douban groups and Maimai communities. In this case, the product uses the added community function to allow users to establish social interactions within the product to retain users. Functional communities are communities that are treated as a function. For example, Wochu.com will gather all users with order records into a community, and then publish some group purchase information to the community from time to time to trigger users' second repurchase. Because the purpose is single and the operation is simple, it is easy to drive the activity of the community. 2. Service-oriented community There are two types of service communities: one is community service, and the other is service community. Community service refers to using the community to serve products. Because this form has formed a process, the community is also an indispensable step and will also extend the life of the community. Serving the community means that when the community has developed to a certain influence and member scale, it can proceed to the next step of service monetization. The operation agency hopes to move in this direction in the next step, hoping to monetize the content by organizing the content. Of course, it also hopes to exchange connections and resources on a platform through the community, and monetize services through fun and interesting learning and communication. This will extend the life of the community. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @李珍珍 (Qinggua Media). Please indicate the author information and source when reprinting! |
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