Operational tips: 5 ways to quickly increase community activity

I often hear people say that they joined a community and everyone seemed very enthusiastic at first, discussing and learning together, but not long after, more and more people started to lurk. Sometimes I want to say something in the group, but no one responds. In fact, this is a sign of inactivity in the community. So, from an operational perspective, how do we increase the activity of the community?

01. Strict screening of initial members

Teacher Qiu Ye once mentioned a point in the book " Community Marketing ": "The first element of community composition is like-minded people, which is the premise of the establishment of the community. The so-called "like-minded people" are the common recognition or behavior of something." Precisely because "like-minded people" are so important, when we establish a community, we must strictly screen the initial members and strive to find the first batch of seed users who have common connection points. Instead of finding a group of people and then cultivating like-minded people. This is not only a thankless task, but also often has little effect, ultimately leading to a significant decrease in community activity.

The like-minded people in a community can be reflected in many aspects. It can be based on a product, such as Apple fans, Hammer fans, and Mi fans who gather together because of Apple mobile phones, Hammer phones, and Xiaomi phones; it can also be based on a certain label, such as the second dimension, geeks, etc.; it can also be based on space, such as a group of square dance aunts in a certain community; it can also be based on emotions, such as hometown groups, alumni groups, etc. In short, any common points that arise from social connections can be manifestations of shared interests.

Once we understand the connection points of the community, we will know how to screen the initial members. For example, if we form a community of Hammer fans, we don’t necessarily require every member to own a Hammer phone. At the very least, they should be passionate about Hammer Technology’s product series and have a positive attitude towards Mr. Luo Yonghao. If a member's most admired person is Steve Jobs, and he uses everything from laptops to cell phones, then this person may not be suitable to join the Hammer fan community.

02. A strong and responsible management team

An active and valuable community must be operated continuously. Behind these continuous operational outputs is often a strong and responsible management team supporting them. This management team includes both a strong core leader and a team of responsible assistants.

Taking the knowledge-based IP training camp that I joined as an example, this should be the community with the highest value and activity among the communities that ordinary people can join that I have seen so far. This community has a strong spiritual leader, and all of the connections among people are basically initially based on this leader. Uncle Akiba's rich knowledge, unique personal charm, and professional methods and skills have also become the object of everyone's learning. In addition, there is a responsible management team in the IP training camp, including class teachers, interviewers, content organizers, etc. They will carefully prepare every online and offline activity in the community, enhance the sense of participation of community members, and guide everyone to make progress together.

For example, within the IP group, there will be a group commendation event every month. Behind the commendation activities, the assistant team needs to pay extremely high statistical costs, even to the point of being precise about which group member has spoken the most times, who has sent the most red envelopes, who has withdrawn the most messages, and so on. It is precisely because of the assistant team's very responsible efforts that every member who participates in the commendation activities feels particularly touched.

03. Reasonable activity arrangement and output

If a group needs to maintain sufficient activity, then the official must arrange various activities to fully mobilize everyone's enthusiasm and enhance members' sense of participation . In addition, the arrangement of activities should not just be a way to make everyone have fun. It would be best if everyone can generate certain value through the activities. This kind of value output is the sedimentation of this community, which in turn affects more members within the group.

Taking the knowledge-based IP training camp as an example, the official will arrange many interesting and beneficial activities based on the actual needs of the members and their different work and life rhythms. For example, there will be a daily sharing session every week, inviting a group member to share his or her special qualities, which can be unique skills, eye-opening knowledge, or unique experiences, etc., so that every member of the group, whether a big shot or a newcomer, has the opportunity to actively showcase themselves. For example, the group also holds a consultation activity every week, where everyone helps one or more members to solve the problems and confusions they are currently facing.

Activities like this have greatly enhanced the activity level within the group. At the same time, a summary will be produced at the end of each activity. These value outputs not only solve the problems of the parties involved, but also trigger more people to think.

04. Construction of community culture

As the saying goes, "First-rate corporate management relies on culture, second-rate corporate management relies on systems, and third-rate corporate management relies on people." The same is true for community management. A community cannot be maintained well if it relies solely on the maintenance of an individual or the establishment of community rules. The best state of community management is that a unique culture is generated within the community, and all members will make the most appropriate choices within the cultural framework. Community culture also promotes everyone's cohesion and centripetal force, making the entire community more active and united.

Take Group 69 of Qiuye PPT as an example. This group brings together some very talented PPT designers currently on the market. The most important thing is that everyone is willing to abide by a common "dirty" culture within the group. Every new person who joins the community for the first time will be "tease" by old members and will be required to show photos and introduce themselves. During normal communication, a veteran driver may suddenly come up with some suggestive pictures or jokes. Everyone communicates happily and harmoniously based on this common cultural identity. In this relaxed atmosphere, it is easier for everyone to use their imaginations, come up with amazing ideas, and complete better works.

05. Integrate online and offline

The popularity of mobile Internet has made social interaction more convenient. Within the community, people communicate more through tools such as WeChat groups , QQ groups, and Alipay groups. However, both online and offline communication are indispensable. If members want to gain more intimacy and a sense of identity, offline "face-to-face communication" is an essential link. For example, Xiaomi’s Mi Fan Community, although everyone usually communicates and interacts in the forum most of the time, the official will also hold some offline activities such as “Xiaomi Popcorn” from time to time to enhance fan participation.

There are many benefits to organizing offline activities, which can enrich the experience of group members and deepen the social relationship chain within the group. It has turned many “net friends” who used to chat with each other in daily life into friends in life. Common offline activities can be entertainment and communication activities such as dinners and team building, or learning and sharing activities such as training and lectures.

The above are the 5 methods I shared with you to increase community activity. If you encounter similar problems, you can try to solve them using the above methods. Finally, I would like to share with you that the most powerful connection in a community is emotional connection. Human beings are emotional animals. If they develop feelings for a community, they will definitely be active in the group. The most important thing for everyone to have an emotional connection with the community is that the official can operate the community with care. Being sincere is the best way.

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