The core and guidance plan of community operation and fission operation

After the concept of private domain traffic emerged, many brands began to build their own communities. However, as the number of communities increased, their activity levels decreased, and they eventually became “dead groups” for advertising. If the community operation is not good, fission will not have a good effect.

In 2019, about two years ago, community operation and fission operation were in vogue, and the training industry was thriving. But now it has returned to silence, and only what has been left behind through practice is closest to the truth and is most worthy of everyone's study, reference and reflection.

Of course, the training industry is now prosperous, and with the continuous growth in traffic, the training industry will also change according to demand.

For example, last year’s Douyin videos promoted sales, and this year’s video account operations grew. The platform is changing, and by grasping the core of the underlying operational logic, you can respond to ever-changing situations with the same approach. This article wants to talk about community operation and fission operation.

Regarding these two sections, for community operation, I communicated with Professor Maizi, who is also an alumnus, and carried out experiments and practices in the enterprise; for fission operation, I communicated with Professor Wang Liuliu and carried out practices.

Books and courses are actually the most basic things in learning. You have to pay every penny of the tuition fees you owe.

However, the results of application and practice are far from satisfactory. Of course, I believe this is also the normal operating state of most companies. This is not about how the method or course is, but the different characteristics and different situations of different companies determine the difference in the results during the application process.

Let’s talk about these two sections separately. Let’s talk about community operations first.

1. Community Operation

1. Classification management of communities

The good thing about community operation is that it is even more valuable to enterprises. Community operation can classify and manage users according to different needs of different enterprises, for example (it can be divided into non-paying user group, first-time paying user group, senior paying user group, hardcore paying user group, or enthusiast user group);

Or you can divide them based on different user identities and needs, for example (operation professional user group, marketing professional user group, copywriting professional user group, growth professional user group, product manager professional user group, etc.)

Websites like Everyone is a Product Manager, etc.

Of course, for different industries and different companies, we will classify and manage users based on different operational purposes. Therefore, specific problems need to be analyzed specifically. Just try and choose the user group that best suits you.

I think the community itself is just a window that brings users together and manages them in categories . There is nothing too profound about it, so don’t be mysterious about it. You must distinguish the true from the false and understand its most fundamental tool attributes.

For large enterprises, there are millions or tens of millions of potential user groups. Of course, this refers more to the fan users accumulated based on the content distribution on the entire network platform. These are not users of private domain traffic. Each platform has the tool attributes of a community, so fans are guided into the community. For example, Taobao communities, Douyin communities, QQ communities, and WeChat communities all fall into the category of community operations.

It’s just that the communication cost and usage cost of the WeChat community itself are the simplest and most direct in terms of convenience. Therefore, we generally say that community management based on WeChat is more valuable for enterprises.

But no matter how it is managed, its essence falls within the application scope of the user management system.

In the process of enterprise development, it is the most difficult to acquire the first batch of seed users. Some enterprises use paid methods such as SEM, Guangdiantong, information flow, WeChat dispatch, and direct express to acquire them; some enterprises use vertical content platforms and various related platform channels to share content and attract traffic to acquire them.

No matter which method you use, I think it is actually advisable as long as you can accumulate the potential customers you want. It’s just that the customer acquisition costs of different methods are different. I will share the details later.

For small businesses, since the user base is not particularly large, I think it is sufficient to adopt the most basic one-to-one communication and refined operation method. In this article, we take large enterprises as an example. Large enterprises have strong promotion support and have basically accumulated a large enough potential user base.

So in this situation, how to operate and manage the community becomes an important issue. The roots of Internet companies are actually traditional companies. The most important difference between Internet companies and traditional companies is the huge user base. Because they transcend spatial barriers, it becomes possible to acquire customers across the country.

Therefore, in order to digest these huge potential user groups, enough people must be employed in the industry. ByteDance claims to recruit tens of thousands of people every year, most of which are basically to support the sales conversion talents needed for business development.

For enterprises, the initial conversion of potential users into paid users is what they care about most. The greatest value of establishing a community is to meet the needs of business expansion and transformation. If not, please ignore it hahaha.

2. I have always advocated simplicity, and I think this also applies to commercial communities.

Basically all business communities, from their initial establishment to their final demise, the so-called demise means returning to a state of silence with no one speaking. Their life cycle itself is very short.

Even if a community is always active, if it does not have much value to the community members themselves, then its constant activity will be a kind of information interference to the community members themselves.

Therefore, I believe that the best state of community operation is that members stay based on a certain need, and the operation only needs to continuously meet the core needs of members.

There's no need for so many fancy things. There's the daily news and the idle chatter, which is totally unnecessary. You just need to remember that the community exists to solve a certain need of users, and keep working hard to meet this need.

Taking the education and training industry where I am currently working as an example, the classified operation of the community can be divided according to the grade of the child (as the years go by, remember to constantly update the community grade name during the operation of the community), and continue to provide targeted learning materials, study question banks, special exercises and other baits, but this is not the purpose, it is only a means and strategy method, and further guiding them to personal accounts will have a greater possibility of conversion.

In the previous article, I said that only one-on-one service and communication can maximize the conversion of users. Not all people who enter the community will enter the company's personal account, and the operation of the circle of friends is needed to take over. Here, we can further guide and add them by registering for free courses, obtaining one-on-one diagnosis spots, etc.

In the process of guiding conversion, constantly spread your authority and professionalism . By spreading the growth and super high results that current users have achieved with you, you can build trust and further achieve conversion.

3. The community itself is essentially a one-to-many service window

It can reduce the workload to a certain extent when there is a shortage of talent. However, there will inevitably be a certain discount in the effect, which is unavoidable. With the high cost of customer acquisition today, with the promotion of refined operations, more efforts, more attentive service, and more time and energy are inevitable.

Behind the high salary level in the Internet industry is actually the increase in labor. Don't just envy others for their high salaries, but also see their dedication and hard work. As the saying goes, don't just see the thief eating meat, but also see the thief being beaten. Comrades, don't think this is the case.

2. Fission Operation

1. Fission operation is essentially just one of the methods to increase user growth

The reason why this method was so popular back then was that traffic had just started to increase and a breakthrough was imminent. This method was launched at the right time and met the need to acquire users at a low cost . Users themselves are also somewhat new to this method, so their participation will be relatively high.

Even so, even when it was first introduced, this method was difficult for physical enterprises to apply. The complete set of fission processes is actually not difficult. You can basically learn it by reading any article about fission.

2. Difficulties and solutions of fission

So what is the difficulty? The fundamental reason lies in user demand. Some businesses are not suitable for applying this method, such as B-side corporate users. Even for C-end users, the design of the bait of fission itself is not very attractive to users. The education industry is not so bad, as there are some low-cost learning materials and other content as auxiliary, especially K12 education, which are rigid demands .

Therefore, the possibility of fission is greater than that of other industries. Moreover, the immediate needs stimulated by periodic examinations can easily stimulate users' desire to share if they are responded to and satisfied in a timely manner.

As for physical enterprises, they can indeed design bait based on educational content from related industries, such as the wine industry, by providing a series of courses to help novices identify wine. However, you will find that the effect will still not be very obvious. If they want to split out, companies will have to spend more on customer acquisition costs.

If the bait is not designed properly, for example, your bait design itself will cause the company to fall into a state of loss. Once it is split out, it cannot be cashed, and it may even lead to the direct bankruptcy of the company.

This is not alarmist talk, but a real case that has happened before. If the cost of acquiring users in this way starts to be higher than other methods, then this itself is not a good way to acquire customers.

Therefore, it is not necessary to be too superstitious about fission operations.

3. Insights and practices on the popular short video operations

We are always looking for traffic depressions. Now we have found that Douyin, Kuaishou, and Video accounts have gathered traffic and become traffic depressions. Everyone rushed in and it quickly became a red ocean market.

If customers are acquired free of charge, then the cost is relatively small. However, the production of content, communication planning, and shortage of talent become a thorny issue. It is not so bad for large companies, as they can just recruit at high prices. However, it is quite miserable for small companies, as the new recruits simply cannot do the job. The key is that even if you do it, how many conversions you can make is still an unknown.

1. Practice makes perfect

My previous employer invested hundreds of thousands of dollars and built a Douyin account with two to three million followers. However, it was difficult to monetize the account, and ultimately had to sell the account at a low price, and the project was disbanded.

Therefore, we have come to the conclusion that fans on platforms such as Douyin and Kuaishou are just fans. They are not very helpful in terms of monetization value . This is determined by the content recommendation mechanism of the platform itself, not by the number of fans. Even if you guide them to personal WeChat accounts for conversion, it is very difficult. It would be faster to directly intercept them in the comment section of your competitors.

Based on the operation of short videos, the current mainstream monetization method is still to conduct paid promotion and sell goods on the live broadcast channel of the short video platform, which is somewhat similar to the shopping channel of a TV station . Design the corresponding live broadcast script and then enter the performance stage. Invest and realize cash at the same time, and calculate the profit and loss at the end. This basically applies to all companies equally, and is a solution and method that all companies can try.

2. The reason why I am optimistic about WeChat’s video account is that it is different from Douyin and Kuaishou.

First, the user base of WeChat itself basically covers all valuable Internet users , so the number of people it can reach is large enough. The core of Internet monetization is to connect to enough of your potential users, and to deliver and meet this demand through certain commercial media to achieve the purpose of monetization.

Second, WeChat’s own business closed loop has been completed, and it has enough business tools and methods to realize monetization. The development of micro-business, the development of social e-commerce, and the popularity of private domain traffic can fully illustrate this point.

Therefore, following the changes and scripts of WeChat and betting on video accounts is an important strategy that companies should adopt quickly. WeChat's ecosystem will become more and more complete, and the content system will become richer and richer. If you don't do it, your competitors will do it. For example, taking the education industry as an example, Zuoyebang is the most successful in this area, and it has continuously incubated KOL anchors and accounts under the subcategories of each subject.

This matter should be handled by the headquarters. If a single branch is responsible for it, the feasibility is basically weak. The incubation of local video accounts should focus more on serving existing users. Of course, localized institutions can also expand incrementally through advertising or cross-industry cooperation.

If you rely on word of mouth to spread information, then you have to accept a slow process. I have also said that when the word of mouth is positive, it is also very desirable to take appropriate measures to improve the word of mouth.

The headquarters can do this by dividing users into branch communities and providing user support to the branch communities.

Whether it is community operation, fission operation, or video account operation, its core purpose is nothing more than user acquisition and conversion. Only by keeping this point firmly in mind can we avoid deviating from the direction in future work. Originally, this article was supposed to share how to train novices, but I can only talk about that later.

Author: Fan Yiwen

Source: Teacher Fan's Text Gallery