4 content systems that must be built for community operations

In a complete community operation, no matter what the purpose is, the ultimate goal is to guide users to move in the direction we want, and content is the direct carrier for us to guide users. This carrier can carry a lot of operators' thoughts, and finally have a lot of influence on users' emotions. It will definitely determine whether users will move in the direction we preset. Therefore, content operation has always been one of the most important parts of community operation.

Content operation is often the most important part of designing the daily SOP process of a community, but many people do not have a clear framework for the content of the community. In fact, the content operation of the community includes four major modules: circle of friends content, private chat content, official community content, and community small account content. There is a lot of content to prepare for these four modules, so when we manage the community, in addition to building the community system, the most time-consuming thing is content planning.

Since it is so important, let’s sort out the key points of content operation module by module!

1. Let’s talk about the circle of friends first

Before creating any content, we must understand the main logic of the entire community operation. To put it bluntly, we must first know where we want to guide users before we can use content to guide them. Generally, users must go through the following important guidance steps from joining a group to converting: activity - trust - conversion - referral; and content is our way of guiding users, so each of our content must have a very clear guidance purpose, rather than just posting whatever we want. After all, users’ attention span is limited.

After clarifying the purpose of each stage, we need to produce content based on the purpose. For example, in the early stage, if we want users to trust us through our circle of friends, we need to produce more content about our own lives; in the middle and late stages, if we want to convert users, we need to post more orders, more user reviews, and more scenarios in which we help users solve problems; in the later stages, we need to post more user referrals, user testimonials, and so on.

There are many ways to produce content. I use two of them more often, and I hope they can help you. The first is to find the circle of friends of your peers and directly adjust it to your own. This method depends on whether you can find peers who understand private domain traffic operations. If there are no peers to lead the way, then we can use the second method. On Weibo, find a user with a similar personality who meets three elements: not many fans, often posts pictures, and the pictures are eye-catching. Find such a user, just adjust it and put it into your own circle of friends plan, and that's it.

After we produce content around a purpose, we need to examine the content we produce from three perspectives, including whether the content can express the purpose we want to express, what emotions users will have when they see the content, and what users will think of the person who posted the content.

Here I use the actual document as an example:

As long as you switch between multiple perspectives before posting to your Moments, the result will generally not be bad.

2. Talk about the private chat content

Many people who have not done strong transaction processing in the community may not understand that in fact more than 60% of the conversions in the community come from private chats, so many people who do community work do not pay enough attention to this link.

To do a good job in private chat content, you must first determine the purpose. When I work in the community, private chats are generally used in three parts. The first part is to promote trust, the second part is conversion, and the third part is referral (fission). Because the operating cost of private chats is extremely high, you must be very clear about the purpose of your private chats so that the content of the private chats can be targeted.

After clarifying the purpose, we need to set up our private chat scene. The private chat scene means under what circumstances do we go to chat with others privately? Is there an event to inform them? Or is there something you need help with? All of this needs to be designed. We must make chatting with others privately a legitimate matter, rather than just approaching others abruptly and having an awkward chat.

After determining the private chat scenario, we need to determine the chat script that needs to be used in this private chat scenario. This is the most test of the operator's experience. How to chat so that others voluntarily enter the framework we set and are guided by us is difficult to explain here. We can only say that a good community operator must also be a good writer.

There is another very important point about the content of private chats. There is a misunderstanding that many professional community managers make. In order to make it convenient for themselves, they often bombard customers with long paragraphs in private chats. In the end, the reply rate and conversion rate are extremely low. This is an operation that clearly lacks user thinking. When creating content, you must think more from the user's perspective and think more about what emotions the user will have and what actions he will take if he sees this question.

3. Content officially released by the community

The first step is to clarify the purpose of official content release based on the main logic of the operation. What is the purpose of creating this official content? If the purpose is to promote activity, we can incorporate more topics; if the purpose is to promote trust, we can incorporate more of the group owner’s personal experiences; if the purpose is to promote conversion, we can incorporate more customer endorsements; the content of different operation stages is actually very different.

An important point should be mentioned here. Preparation is the key to success. Without preparation, there will be no success. All official content must be planned according to the main line logic before being released (at least the theme of each share must be determined first). Most professional community managers in the market create content and release it one by one. They fail to plan the theme and depth of the content in the early stage, which makes users confused and have no direction. How can they guide users?

After we have matched the corresponding topics, we can output relevant content on a regular basis. In the process of our project management, the output content is divided into two links. The first link is that the enterprise provides ready-to-share content, and the second part is that the operator screens and splits the content and adds guided interactions.

Preparing content is a relatively simple matter. Generally, companies will have basic content on related topics. The difficulty lies in screening, splitting content and adding guided interactions. This requires strong user thinking. You need to think about when users will watch what kind of content, what emotions they will have when watching the content, and what impact the emotions will have on users' cognition or behavior. These are all things that need to be done by the operator.

4. Community’s trumpet content

One very effective function of the community is the herd effect. In order to make the community produce the herd effect, it is necessary to rely on the chat scripts of the small accounts. However, this is also overlooked by many people. They think that the small accounts can just come out and deduct 1, reply "666", and reply "thank you" after receiving the red envelope. In fact, the chat scripts of the small accounts are much more complicated than the official sharing content.

First of all, it is necessary to clarify the goal. The purpose of releasing content at different stages is different. After clarifying the goal, content must be produced. The content of a small account is often not just one small account, but the chat scripts of N small accounts. Users are often not required to come out to respond, but just need to read it. Content design is a test of the operator's experience.

Here is a simple example:

One thing we need to pay attention to here is to be "natural". Sometimes people make the wording and reply time seem very deliberate. In fact, the more natural the wording and the more natural the reply time are, the more likely they are to touch users.

To summarize:

To create good community content, it actually depends more on the operator's understanding of human nature. The more you can consider the user's emotions and thoughts from the user's perspective, the more detailed the content, the more it can touch and guide users.

Author: Waiwai

Source: Waiwai