Community operation, what exactly is it?

I have been engaged in community operations for Party A and Party B for 5 years. From simple community material distribution to in-depth framework system building, I have been involved in many projects. Recently, during my free time at work, I talked with my friends and we were discussing and colliding about community operations. What exactly is operation? The following are my personal opinions and are for your reference only.

I think if we want to answer this question, we should first look at the company's business model, and then it will be smoother and faster to build a community and carry out operations based on this core business point. Only by knowing the business model can you know the operation path and channel, and then execute it according to the characteristics of the channel.

1. Enterprise business model:

Currently, the mainstream methods on the market can be divided into three types: S2B2C, B2B2C, and B2C. Without going into too much detail, I will show you the framework of my painting. There are also core points for each operation to focus on and what methods are better to use.

2. User Type

Based on the characteristics of the above business, we will make different operation strategies for different users at different stages. This strategy basically uses the three methods of "community + mini program/App + live broadcast" to develop and maintain business.

Community role: early user awareness training + mid-term communication and payment + later service and repeat purchase

Mini Program: Sales Tools + Data Statistics Tools +

Live streaming: a key marketing tool

3. Community role

Let’s single out the community and talk about what its value is.

CRM Management System:

Everyone wants to use social networks to make sales, but they don’t know how to conduct more accurate sales. In fact, this involves labeling different people, and then operating them in layers and groups based on the labels you define. For example, some time ago, I operated a group for weight loss energy bars. In the general direction, we divided users into different payment groups (299, 800, 3000, etc.) according to the amount of payment. In order to improve the customer's usage effect, we forced the number of customers to be reduced to less than 30 people, and we made a distinction based on the customers' place of origin (Hunan, Hebei), etc., because those who lose weight are basically women, so we did not use male and female labels.

I personally think that for other projects, such as beauty products, if they are purely sold online, there is no need to classify them by region. They can be divided into groups based on the average purchase price range, and at the same time, they can be grouped together with various scales of promotions. This will have a better effect.

I will not elaborate on this point of CRM today, I will discuss it in one part later.

Sales channels:

As commercial channels develop to this point in 2020, traditional offline entities and e-commerce from 2010 to 2020 have completed their phased missions. I think that as the third sales channel, or the sales channel with "social apps" as the battlefield, although it has been on the rise for 3-5 years, its explosiveness and potential cannot be underestimated, especially in today's world where physical stores and e-commerce traffic are drying up and brands' revenues are declining, monetizing their previously accumulated users through social apps for a second, third, or N times is the optimal solution at the moment, because e-commerce brands don't want to spend money to buy public domain traffic anymore. They buy one wave of public domain traffic and lose one wave, and they have to buy it again for every event, which is really expensive.

Direct traffic from the public domain, interact with users in a social way to promote conversion. In the early stages of a business, the emphasis is not on traffic generation and fission, but on importing existing resources and making users aware of themselves.

User interaction tools:

Physical stores and e-commerce companies communicate with users via phone, text messages, and in-site messages respectively, but the point of communication is to get people to buy your products, so it will appear rather stiff, and the frequency will be relatively low, at most 1-2 times a month, and they may have already forgotten you. But social networks are different. They are an instant and high-frequency way of interaction.

And in terms of relationship management, it is not a cold business relationship in the traditional sense, but a friendship based on this, so it has more advantages than the traditional one in this regard.

The last point is about the sales method: traditional e-commerce is a search model where people look for goods, while the community is a push model, which is a recommendation model where goods look for people. This also satisfies many lazy people. Based on trust in the brand and daily interactions, coupled with the dual stimulation of coupons and live broadcasts, it is easy to make purchases and place orders in the group.

In the early stages of a project or community operation, harvesting users is definitely not the focus, but to allow users to generate the "first effect" as quickly as possible. This effect should be good, positive, and necessary, so that users will spread and split themselves. Therefore, there should be as many activities within the group, or you can say interactive activities, as possible. Or to put it more directly, make them feel as "happy" as possible. Only if they feel happy will they stay.

The above is my understanding of the community part, which will be updated later. Output will force input. Practice + learning + output is the best growth model, come on.

Author: Nig's Hut

Source: Nig's Hut