What exactly does community operation do?

Community operation has always been a difficult problem that causes headaches. The goal of " community + ecosystem" is easy to say, but in practice it is often difficult to implement. Once, as an intern and a novice in community operation , I encountered countless pitfalls in community operation. Then I studied all kinds of community operation knowledge, checked Zhihu, read books, asked experts, listened to lectures... to avoid falling into the pits.

Next, I would like to share my experience on how new community operators can quickly grow and get started with their work. Share it with classmates in need, and hope that they can gain something from reading it.

Cold start phase

Community operation has been under discussion in recent years and is becoming increasingly popular, but how many communities can you name that are doing well? Once you start following the trend and building a community, blindly chasing after concepts, as soon as you enter the market, you will find thousands of competitors like you.

Therefore, before you start, you might as well take some time to calm down and think about the top-level design of the community.

for example:

• Why create a group?
• What kind of users do we serve?
• What are their needs?
• Where to find these users?
• What value can you provide to them?
• Why did these people choose us?

…

Differentiation strategy

Refers to the ability to differentiate the services provided by a company or product. These include corporate brand image, core technology, and experience services, which can all be seen as ways to achieve differentiation.

The members of the Food Research Society mainly include raw material purchasing managers, food R&D/application engineers, food quality inspectors, safety managers, food sales managers, and food company owners, which generally cover the demand and supply sides of the food industry. The differentiation of the Food Research Society lies in the matching of supply and demand among members. For example, if you have product needs, you only need to raise the demand in the group, and the operation staff will find supplier services for you in a targeted manner. With the help of such a "de-intermediated" community, the Food Study Society has well constructed and improved the platform value chain (assisting in verifying the platform value) and solved the problem of cognitive asymmetry between Party A and Party B in product supply and demand.

Therefore, finding out the differentiation of the community, your core competitiveness, will mean half the success of community operations.

Pareto Principle

The 80/20 rule has a wide range of application, and community operations also follow this rule. By operating 20% ​​of core users, we can influence 80% of low-end users. The most taboo in community operations is to use one trick to rule them all. There are so many people in the group, and if you rely on one person to operate it, the efficiency will be too low.

Recently, when I was preparing for the final examination for Party members, I saw this sentence:

The rich will help the poor to eventually achieve common prosperity.

This sentence is applied to community operations and is explained as follows:

There are always a few extremely active people in a community. Find them, communicate with them, make them identify with the concept and development model of your community, cultivate them to become kols in the community, manage these core users well, and then let the core users lead ordinary users to become core users again. Through this virtuous circle, you can create a mature community operation mechanism.

Bad money drives out good money

When a community is just starting out, because there are fewer people, everything is under control and community management is relatively easy. However, as the number of members in the community increases, various violations of group rules emerge one after another, and there are more and more advertisements and meaningless chats. At this time, some old members of the community will gradually realize the negative impact of the increase in the number of members, begin to develop resentment, and actively choose to leave.

Therefore, operators often face a dilemma in controlling the increase in member numbers and the scale of member management. The departure of community members is attributed to bad money driving out good money. The only way to deal with this is to grit our teeth, make an example of one and banish the rest, and drive the bad money out of the community.

Community Structure - Incentive Mechanism

Community activity is a criterion for measuring the sustainable and healthy development of a community. By establishing a community incentive mechanism, enhancing the subjective initiative of members, and increasing the content output of the community, the community can continuously create value for members and develop in a healthy and orderly manner.

For example, some time ago, we proposed

Community guest sharing mechanism:

By pooling everyone's wisdom and adopting a "crowdsourcing model", the work of regularly finding guests to share, which was originally undertaken by the operations staff, was transferred to members with guest resources through an incentive mechanism. Compared with limiting the operation team to rely on its own manpower and time to solve problems, the cost is much lower and the efficiency is higher.

Community member UGC:

Members are encouraged to provide high-quality content for sharing.

In the beginning, community content operations were mainly based on PGC, and community operators were responsible for the efficient production of content, mainly maintaining the depth of the content, and guiding members to actively produce content; in the middle and late stages, they were mainly based on UGC of community members, mainly maintaining the breadth of content, contributing to the community's traffic and participation, promoting user usage, and cultivating user habits.

Conclusion

The era of refined operations has arrived. The once simple and crude era of traffic has become a thing of the past, and users are becoming increasingly difficult to "please". Although every operator has cognitive biases and understanding biases, and the methods of community operations may vary, building a high-quality community will always be our ultimate goal of unremitting efforts.

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This article was compiled and published by @陆仁佳 ( Qinggua Media ). Please indicate the author information and source when reprinting!