How to implement community operation SOP?

The article shared today is a concise SOP from attracting new customers to conversions and daily maintenance.

I have run a community that brought the company 100,000 orders a month, and I have also run a dead community. I have some experiences and pitfalls that I would like to share with you.

1. Let’s talk about the failure cases first

In the past, in order to quickly acquire new users, we would recruit new users through courses and count them as effective data for our department.

Secondly, our department was understaffed to communicate one-on-one with new users, because there was only one young girl in charge of community and customer service at that time. So I set up a communication group for children’s micro-classes.

The group was created for these two purposes, but no subsequent maintenance was planned. The way we attract new users is to use Zhihu. After users join the group, we will publish a group announcement and let users share posters to receive free courses.

More than 200 people joined the group within two days, and the data was basically stable with no one joining anymore. We knew that this wave of attracting new members was over.

The community formed temporarily this time obtained more than 100 valid phone numbers, with only an 8% order conversion rate and an average customer price of 8*299.

This community was formed temporarily and had no user positioning, group positioning or rules, so it became a dead group in just half a month.

Summary of experience:

If you are not collecting data for the purpose, you must at least sort out an operation plan for one month. To avoid the group dying out prematurely, don’t make up content on the fly just to post something every day.

The second failure case was not my own mistake, but the result of a long-term accumulation process. That is to say, our company provides training in more than ten subjects, but the community is not classified by subject, language, or user.

There were no problems in the beginning, but there were problems later on. They are talking at cross purposes, and the operations partner doesn't know what kind of content to post in the group.

When your community is already very large, it is very difficult to do user segmentation!

Summary of experience:

Dear friends, when you start to attract new members to your community, don’t think about putting all users into one group just to have a large number of users. This will make it very difficult to maintain the group later.

2. Some good cases

We launched a check-in activity before, but this activity has always been operated on the APP, and we have basically no communication with users. Users can share freely on the APP and redeem prizes in the mall after getting points.

We monetized the APP function through one action;

That is to form a community. First of all, we changed the sharing rules. Those who join the group to share and check in will get double points, which can be exchanged in the mall. The previous sharing content was about life, travel, etc., and the photos and videos were in a very messy format.

This messy sharing has been turned into a 7, 14, or 21-day check-in. The group owner is an internal staff member who leads users to check in together.

Originally, they were a group of users who were just trying to get something for free, but they turned the "free money" into sharing within the platform. After a few check-ins, we converted the free money users into paying users. Although the conversion rate is only 3-4%, it is also a breakthrough for the company in many years.

Summarizing the experience: The reason why this community is quite successful is, first, its positioning is good, and second, it has close stickiness with users. Every user who checks in for spoken English, painting, etc. will receive daily comments from the teacher.

The third is to carry out three rounds of conversions after the check-in is completed. If there are no paying users, the group will be disbanded immediately and users will be allowed to proceed to the next check-in activity.

Community infrastructure construction

There is also a table for daily operations: planning is based on time.

8:00-9:00: Good morning, let’s share some industry-related hot topics of the day. These are very easy to find.

The information website URL is as follows:

• MBA Think Tank Encyclopedia: wiki.mbalib.com/wiki/%E9%A6%96%E9%A1%B5
• The world's largest Chinese business encyclopedia:
• Baidu Index : index.baidu.com/v2/index.html#/
• Tonghuashun Data Center_Tonghuashun Financial Network: data.10jqka.com.cn/
• National data: h data.stats.gov.cn/
• Baidu Public Opinion - Professional Internet Public Opinion Analysis System: h yuqing.baidu.com/saas/i ntro/newindex?castk=LTE%3D
• Data Analysis Network – Big Data Information, Opinions, Technology Research Center I: afenxi.com/
• Tjuzi | IT Internet company product database and business information services: afenxi.com/
• Analysys – Data analysis drives business upgrades: analysys.cn/
• Bigdata.com - a market research and data exchange platform focusing on the mobile Internet industry: bigdata-research.cn/
• iimedia.cn - the world's leading new economy industry data publishing platform: h iimedia.cn/
• Baidu search rankings : top.baidu.com/?vit=1_c11

11:00-12:00: You can share your own products, or give feedback on the content released yesterday;

13:00-16:00: This time period is more likely to be idle, and it is a good time to share gossip and experiences;

17:00-18:00: You can interact with everyone before leaving work, such as posting your work status. The anthropomorphic social operation is very easy to create stickiness with users;

The rest of the time should be planned according to your company’s business and products. The above are just examples.

Growth > Conversion

1. Attract new customers

Attract new customers through various channels, for example:

The above is an H5 from Tsinghua and Peking University Online School that leads to the community. The path is: follow the official account – welcome message pops up – click – H5 pops up – scan the code to join the group – receive information;

• Activate old users
• Distribution channels to acquire new traffic

I won’t share the specific methods of attracting new members here.

2. Retention

• Check-in in group
• Share useful information
• Spontaneous management by group members

The specific form of the activity should still be determined according to the company's own products.

3. Conversion

• To convert new members into a group, you need to offer preferential treatment
• Daily sales conversion requires not only stickiness with users within the group, but also one-to-one table building can build trust;
• Activity conversion needs to be supported, and guide people to post their orders and keep doing it

Activities and interactions

The fission of community activities is the most common. In the past, there were many applicable programs for community building, which were generally paid software.

But now Tencent has strictly controlled the social fission tools, and has also vigorously launched enterprise WeChat and related operation tools.

But no matter what tool is used, the operating ideas and preparations are the same.

Fission path: see the poster - scan the code to join the group - talk about joining the group - forward the poster;

According to this fission path, we need to make a good activity preparation plan. It can be seen that the poster is the first step for users to see the activity.

So it is also the most critical, and the second is the speech skills within the group, which is also very important. You can make a schedule according to the following table;

Since the community serves users, we should create a good user profile. Operators with less experience may not know how to conduct user analysis when they come into contact with new business. In this case, they can look for patterns among previous users who have made orders.

Find the crowd portrait from your own official account. If you study your users well and have good products, it will be very easy to operate well.

Data monitoring and online memo:

Author: Snow White

Source: Zhihu