This content will share the methodology of SOP from 0 to 1, from conception to implementation, from the preparation period to the public beta period, and through SOP, share the experience of doing a good training camp, especially the low-to-high training camp.

SOP Construction Methodology

The process of SOP from 0 to 1 is like building a building. First, you need to understand the geology, design the architectural drawings, then lay the foundation, build the main structure, make the roof, decorate and finally conduct property inspection.

The same goes for SOP. On the one hand, it involves courses, growth, and users; on the other hand, it requires content, actions, and iterations. This is a systematic project, so it is not about "making" or "writing" SOP, but about building it.

Strategic design of key actions

The purpose of building a SOP is to achieve operational or conversion goals. In order to achieve this goal, we need to design corresponding strategies behind every action and every content output. The success of SOP or operation must be the success of strategy and idea.

SOP implementation and iteration

Once the SOP is fully written, is that the end of the matter? The answer is obviously no, this is just the first step.

A high-quality SOP must be gradually polished and formed in actual combat, and mature through repeated iterations and reviews. There is still some distance between writing the SOP and fully implementing it.

The pitfalls in community operations

Based on my own experience in leading classes, leading teams, and working on projects, I would like to talk about the common pitfalls in community operations.

Part 1: SOP Construction Methodology

Three things to know before writing an SOP

SOP is not something you can start writing as soon as you open a document. It is based on a series of thoughts and research. SOP connects courses on one end and users on the other end, and users come through different customer acquisition channels. So before you start writing SOP, you should first understand three things: courses, channels, and users.

Learn about the course

SOP, after all, serves the core data. First of all, we need to determine what data needs to be improved in this version of SOP based on the nature of the course.

What course are you taking?

In terms of course setting, it can be divided into two types: lead-in courses and regular courses.

The two different courses also determine that the focus of the SOP is different.

The first one is the drainage class.

From the operator's perspective, the vast majority of traffic-generating courses are aimed at conversion.

So what is the reason why users convert? The fundamental reason is that users feel progress in the course and believe that subsequent courses will enable them to continue to improve.

Therefore, in our SOP, whether it is group content or group activities, or the setting of copywriting and the focus of communication, we should highlight the user's sense of progress and highlight the highlight moments of user learning.

Secondly, from the user's perspective, when a user first starts studying, he or she is unfamiliar with the course content, value, and learning methods. Therefore, we need to strengthen the "guidance" action in the SOP. Whether it is private chat with users or in group content, we should strive to let users have more understanding of the course and a deeper experience.

These two points are the focus when designing the SOP for the lead generation course.

At the same time, it should be noted that the SOP and operation of the traffic-generating courses must be based on an understanding of the causes, positioning, content, and value of the full-priced courses.

The second one is the full-price class.

For most full-price courses, the purpose of operation is retention. Of course, there are also courses that require further conversion or focus on referral rates, which we will not discuss here one by one.

Generally speaking, it is normal for courses to experience user churn, the main reason being that the learning effect is not significant or the needs no longer match.

In order to encourage users to continue learning courses, on the one hand, in addition to the course content itself being attractive enough, users must also be willing to learn on their own; on the other hand, we can use operational actions to encourage users to continue learning, which is external motivation. For example, we need to provide more learning materials and concepts in the community so that users can feel the value of the courses. Another point, to put it bluntly, is to instill concepts into users and brainwash them so that they can clear obstacles in learning and establish the concept of long-term learning. We also need to carry out tiered operations for users and establish a churn warning mechanism to predict the possibility of churn in advance based on user behavior and data feedback. Once the above situation occurs, remind the user immediately, such as proactively sending private messages, text messages, or app push reminders.

When designing the SOP for full-priced courses, it is important to note that the operation and services of full-priced courses need to be aligned with those of lead-generating courses. There cannot be a large deviation, or the two must be higher or not lower. Some of the services and operational actions used in the operation of the lead-in courses are also required in the regular courses. If there is a large deviation, it will cause great damage to the user experience and can easily lead to complaints or even refunds.

After talking about the nature of the course, in fact, it is the course content that you need to study first, understand the course outline, course schedule, and feel the learning gains from the user's perspective.

This is very important for those who are engaged in community operations, but it is often overlooked. If I lead a business team, I will definitely give every colleague in the operation and drainage training camp the right to study the full-priced courses, and stipulate how many classes they should take every day and how long it should take to complete the courses. After completing the study, you will check the learning data in the background and conduct random checks from time to time.

The third point is the course price. For the drainage courses, the course prices for subsequent conversions are different, and the forms of conversion are also different. My own experience is that courses costing 100-1,000 yuan rely more on conversions in communities and private chats. For courses costing more than 1,000 yuan, you will need to join the telemarketing.

If telemarketing is required, it would be best if you could pull the user's mobile phone number through the background. If not, you may need to add a step to obtain the user's mobile phone number in the SOP.

Understand customer acquisition channels

After understanding the course, the next thing you need to understand is the second item - customer acquisition channels.

If we want to understand customer acquisition channels, the first thing we need to do is to understand the content of the customer acquisition channels themselves.

The content delivered by some channels may only emphasize one aspect of the course, so it will also attract users with different needs and characteristics. For example, when an adult English course is launched, it only highlights the point of "practicing spoken English". Most of the users attracted by it are those who have the need to improve their spoken English. In terms of operation and conversion, SOP needs to focus on highlighting the effect of "improving spoken English".

On the other hand, we need to understand whether there are any relevant benefits and incentives in the content of the customer acquisition channel.

Sometimes, in order to attract more users to add the operation teacher and increase the friend-adding rate, the growth side usually sets up some small prizes in the content delivered, such as membership cards, online disk data, or physical gifts. In that case, we also need to prepare the scripts and materials in advance.

Another purpose of understanding channels is to judge user quality.

When we review a training camp, we usually review it from three perspectives: curriculum, users, and operations. If there are no problems with the course content and operational execution, we often attribute it to the users. A common saying is, "The quality of this batch of users is not good and we can't bring them along."

So what exactly is user quality?

In my opinion, the so-called user quality is user needs + cognition.

One is the user's need for learning and self-improvement; the other is the user's cognition, whether they have a high level of identification with the platform/courses/and teachers. A user who has high learning needs and a strong understanding of the platform/teachers/courses must be a high-quality user.

Think about your usual shopping experience. If you have a need but have no knowledge of a specific brand or product, you may not necessarily buy the product. If you have knowledge but no need, you will not buy it. Therefore, these two are the key to user conversion and also determine the quality of users.

Based on my work experience, I made a simple matrix chart to judge user quality. The horizontal axis of the table represents the user's cognition, and the vertical axis represents the user's needs.

Soft advertising includes soft article placement, KOL placement, and traffic from offline activities/exhibitions/lectures. These users have been educated on the content, and their needs and cognition are relatively high.

Online promotion, including social media advertising, information flow advertising, short video advertising, as well as distribution and push users, the quality of these users is relatively low.

Of course, all of the above have a prerequisite, that is, these users are free users, that is, they do not need to pay for the courses to learn. If they are paying users, that is another matter.

For users who do not have such a strong demand for learning and self-improvement, and whose awareness of the platform/teachers/courses is not so high, when writing SOPs, we need to use content and actions to stimulate users' learning needs and build their understanding of the courses.

Understanding Users

After understanding the courses and channels, next we need to understand the users.

To understand users, it is necessary to build a complete user portrait, which includes users’ personal information, consumption level, and behavioral preferences.

The more you know about your users, the more targeted you can be when writing your SOP. Especially when the user profile and the course do not match, we can make up for it through operations.

Another important function is to avoid pitfalls.

I remember that last year I was teaching a project’s traffic generation course, and the customer acquisition channel at that time was the offline public school channel. Initially, we acquired customers in several first-tier cities and had a good conversion rate. We also formed a relatively complete SOP and operation strategy. However, when we opened up a new city, we found that the conversion rate was quite low. No matter how we reviewed, iterated and adjusted, the conversion rate still did not increase. After completing the user survey, we found out that the reason for our failure was that we did not conduct a detailed investigation of the users. The education level and economic level of local users, our course settings and prices are more friendly and acceptable to users in first-tier cities. But this new city is a small fourth-tier city in the north. Both the users' education level and economic level are relatively low, so it is difficult for them to learn our courses. What's worse is that the subsequent full-priced courses for conversion have a high unit price of nearly 2,000 yuan. In a city where the average income is only 3,000 to 4,000 yuan, such a price is obviously unacceptable.

What if it is a new project? The project is still in the preparation stage and there is no way to conduct user research. What should I do?

Here, a better approach is to predict the user's profile based on past experience and online data.

How to conduct user research will be discussed in detail in the second half of this article.

After understanding the three key elements - courses, channels, and users, we have roughly understood what the focus and attention points of this version of the SOP we are going to build are. This is the first step, which is equivalent to building a building. At present, we have only selected the site, understood the geology, and designed the drawings.

Three steps to create SOP

Next, we need to construct the main body of the building – and write the SOP.

The process of writing SOP, I call it the three-step SOP creation process.

Determine the SOP framework - complete the operation content - polish the copy and prepare materials.

In other words, we first need to determine the operational outline of the SOP, come up with a framework and a unified plan, and then on this basis, determine the specific operational activities, complete the content, and finally polish the script and prepare the materials.

Determine the framework of the SOP

The first step is to determine the framework of the SOP.

The SOP framework is the outline of the entire SOP, which is equivalent to the main skeleton of a building. Without it, when writing SOP, it will look very messy.

The SOP framework consists of three parts: operational rhythm, data indicators, and operational actions.

The first is the operational rhythm.

The operation rhythm is our definition of this community. What is the operation period of this group, when does it start to warm up, when does it start to convert, and when does it end to convert? And what are the corresponding core operational actions.

In my opinion, a community can be simply divided into the acceptance period, operation period, and conversion period. and the long tail period.

Different stages have different operational focuses, core operational actions, and core operational actions.

First is the acceptance period:

Generally speaking, the main operation action is to add users to the operation teacher and pull them into the group.

During this process, we can briefly introduce the course to users through private chats. The first step is to understand user information and do a good job of user segmentation. The second step is to establish a personal image and achieve initial trust with users.

There is generally a waiting period before users can add a teacher and start learning, which can be as short as one to three days or as long as a week. There is actually a lot of room for improvement during this period of waiting. We have some small group content, group interactions and activities within the group to introduce courses to users, build awareness and improve subsequent learning rates.

Next are the operation period, conversion period and long tail period. In the next section, I will focus on key action strategy design.

After determining the operational rhythm, we then need to determine the data indicators.

There are two types of data indicators: one is the process indicator generated during the operation process

The main process indicators include friend adding rate, group joining rate, learning rate, course completion rate, and group leaving rate.

For different channels and courses, the data indicators and their definitions are different. Some have 11 data indicators, and some have 15 data indicators.

During the SOP internal testing period, there can be more and more detailed process indicators, but after delivering the business and entering the incremental period and public testing period, there will not be a need for so many. The more data indicators there are, the heavier the burden on the operations teacher will be.

I think these 6 are the most important.

The other is the result indicator. If it is a traffic-generating course, the result indicator refers to the daily conversion rate and the total conversion rate. If it is a full-priced course, the result indicator is the retention rate or referral rate.

The statistical caliber and calculation method of data indicators vary depending on the course format and customer acquisition channel. The following are the reference standards for some indicators that I think.

• Add friend rate
  • Pass: 70%
  • Good: 90%
  • Excellent: 100%
• Group Entry Rate
  • Pass: 70%
  • Good: 90%
  • Excellent: 100%
• Learning Rate
  • Pass: 60%
  • Good: 70%
  • Excellent: 80%
• Completion rate
  • Pass: 70%
  • Good: 90%
  • Excellent: 100%
• Dropout rate
  • Pass: 15%
  • Good: 10%
  • Excellent: 5%

We said before that SOP serves core data. So after determining the data indicators, we will start to complete the third step of determining the SOP framework and formulate specific operational actions.

In the SOP framework, operational actions refer to the specific actions, execution forms and execution times of each day.

The main operational actions can be divided into the community side, the private message side, and the circle of friends.

On the community side, there are group sharing, including daily sharing and lectures, and different forms of group activities.

The private message side is for supervision, order enforcement, and personalized care.

The execution forms include group announcements, speeches within the group, private messages, and friends.

In the SOP framework, execution time is generally reflected in a 24-hour format.

Once the operational rhythm, data indicators, and operational actions are completed, the SOP framework is basically completed.

Below are some sample SOP frameworks.

We can find that the content and presentation form of the SOP framework vary, but the essence remains the same: operational rhythm & core actions, operational actions, and data indicators are basically all there.

Complete specific operations

After determining the framework of the SOP, we can then open the document and formally start writing the specific content of the SOP based on the operational actions in the framework.

I will focus on these contents in the third part of this sharing, "Strategic Design of Key Actions".

Polish the copy and prepare materials

When we write the copy of the specific operation content, we need to pay attention to the following characteristics of a good SOP copy:

First, concise and accurate

Concise and accurate copywriting can save users' time. Users are very busy. Each user has dozens of WeChat groups on their mobile phones. They may only stay in a group for a dozen seconds. Copywriting that wants to say everything will only lead to one result: all the information will be drowned out and nothing will be said. Here are two suggestions:

1. Short sentences

2. Extract key information and delete unnecessary text

For example, repeated words, words that can be replaced by shorter words, and words that can be replaced by shorter words. Unnecessary modifiers.

For example,

"Complete the first lesson" can be replaced by "finish the first lesson"

"Dare to challenge your own potential, and your career path will no longer be bumpy" can be replaced by "Challenge your potential, and your career path will not be bumpy."

Second, externalize the pain points

Use appropriate language to express the problems and needs of potential customers. Here is a suggestion:

Make it a scene

Think about what pain points the courses and services solve for users and what scenarios create these pain points?

Those users whose pain points have not been resolved will naturally have a strong resonance after reading the copy, leaving a deep memory, and will either be motivated to learn or willing to pay; or they will think of you first when they encounter similar pain point scenarios in the future.

Third, the sense of achievement is strengthened

Strengthen the summary of course highlights, extract the wonderful content of the course, and explain what the course can allow users to gain.

The above is about the content of the copy. In addition to the content, the presentation of the copy is also very important. There are two main points:

First, typography

After I finish writing the copy, I have a habit of adding small emoticons to it and sending it to my mobile phone to read. After all, there must be a difference between what is written on a computer and what the user actually sees on the mobile phone. The copy should be organized into lines and paragraphs, and should be well-arranged and organized, so that it looks particularly comfortable.

When writing SOP, it is better to have a little obsessive-compulsive disorder and pay attention to perfection.

I often tell my teammates not to underestimate the details in the SOP. If the SOP serves hundreds or even thousands of users, the accumulation of details can potentially lead to huge changes.

Second, auxiliary materials

In addition to pure text expression, it can also be presented in the form of pictures, videos, and mini-programs based on the habits and preferences of different groups of people.

After the copy is finished, the next step is to prepare the materials.

Materials can be divided into two types:

The first type is basic materials, including course schedule, course outline, and lecturer introduction.

Sometimes these can be combined in design.

The other type is professional materials, such as exercises and assignments.

At this point, after determining the framework of the SOP, the operational content has been completed, the copy has been polished, and the materials have been prepared.

The main body of the SOP is completed

However, SOP alone is not enough. The core of community operation is to create momentum, and the most important thing in creating momentum is the use of scripts. The script is also called the motivator's script by some people. My own habit is to write the script last, because the script is based on the social group actions at different stages. It would be better to start writing the water army script after all the actions are completed.

There are several points to note when operating a script:

First, there are twists and turns

The script cannot advance the plot smoothly; it cannot be harmonious and just praise the teacher and the course; it cannot be the teacher releasing the registration link. Many users signed up. You know, many users nowadays are participating in online education courses, and there may be more than one training camp community on their mobile phones. Users who are a little vigilant can easily discover the routines. The so-called twists and turns, first of all, allow for some academic exchanges, sharing learning content and feelings of self-improvement, expressing one's own doubts, and finally the teacher throws out solutions, and finally the users are conquered by the teacher and the course.

The second is to have a villain, or a troublemaker, who may, for example, question the content of the course, or feel that your service is not that good, and have a moderate argument with the teacher. But in the end I was conquered by you.

Second, there must be role-playing

A community is a collection of different people. In a community, there must be the following types of people:

The first category is the kols within the group. They are excellent, have clear logic, clear ideas, and strong self-motivation. They are role models for all users in the group.

The second category is active users in the group, also called the atmosphere group. They are good at chatting and throwing out various topics and gossip. The topics they throw out will also promote group activity.

The third category is the newbies. They don’t know much, but are very willing to ask questions, so they are equivalent to the spokespersons of the entire group. When someone doesn’t understand the course content or learning methods, or when someone wants to know about follow-up courses, they can use them to ask questions.

The script should imitate the speech of these types of people.

In addition, one point to note is that no matter how we write the script from the user's perspective, the content we write will definitely not be as real as the reactions of real users. Therefore, it is necessary to accumulate user feedback during the operation process.

When I was leading the business team, there was a rule that every operations teacher must collect feedback from current users after teaching a class and fill it out in a table. We will gradually organize these feedbacks into our own water army scripts.

Operation Tips

Up to this point, we have talked about the three things you must know before writing an SOP, and the three steps to making an SOP. It seems that our SOP has gradually taken shape, but in fact there is another part that is overlooked by many people, but is also very important.

There should be operational tips in the SOP.

It reminds you of things to pay attention to during the operation, for example, how to set a welcome message for new members? How to create a QR code? How to set up group announcements? How to cut traffic?

SOP cannot just be a collection of operational actions and content, it also needs to include operational items to make it more convenient for users to operate.

Such tips can tell us what to pay attention to in each step of the operation. It is especially suitable for newcomers who are just getting started with the project. At the same time, it also saves the team's manpower costs.

The SOP is refined to this extent. That is what can be called a truly complete SOP. I particularly like a saying of Songyue.

“An extremely detailed community operation manual is the basis for community building and management.

What does it mean to be extremely refined? This is a document that you can give to anyone who has nothing to do with this project and they will be able to follow the steps. ”

Part II: Strategic Design of Key Actions

Before I officially start talking about this part, let me first state a principle, which is that all operational actions must be result-oriented and must focus on one core, which is to improve users' learning rate and conversion rate. This is the starting point for formulating all operational actions.

Operational actions can be divided into three parts: the community side, the private message side and the circle of friends.

Community side

Actions on the community side can be divided into three categories: group content sharing, group activities and closing ceremony.

Daily sharing

Group content sharing can generally be divided into two types. One is the daily sharing of group content, which some students also call lunch sharing, afternoon tea sharing or good night sharing. Another type is lectures or sharing sessions. Almost all groups have daily sharing, but the content shared by everyone in the group that I have seen, firstly, does not reflect logic and relevance in the content, and secondly, is not result-oriented.

Taking a 5-day financial management course experience camp as an example, there are two versions of the group’s daily sharing content during the 5 days.

Which one is better?

Obviously the first one.

Here follows the underlying logic of content organization:

Creating demand - explaining knowledge - demonstrating tricks - shaping a sense of crisis

Does it seem familiar to you? In fact, the underlying logic of many courses is designed in this way. It’s the same content, so why can’t our group content be organized according to this logic?

The first day is about creating demand, the second day is about explaining knowledge, the third and fourth days are about demonstrating special skills, and the last day is about creating a sense of crisis.

After this combination of measures, users have a clearer understanding of the importance of financial management and financial management plans. It not only stimulated his needs, but also improved his cognition.

Practical Lectures

The second form of group content sharing is lectures.

Compared with daily sharing, lectures are held less frequently in groups but are more formal. In my opinion, it should follow three principles:

First, there is solid stuff that you can get started with.

Lectures cannot just talk about theories that everyone knows, they must have sufficient knowledge density or be practical. In other words, there is solid stuff.

You can’t just talk about some theoretical and conceptual words. The content of the lecture should either enable users to get started immediately, meet their needs, and improve the current situation, or let users understand a truth or experience, so that they can avoid pitfalls immediately and know, “Oh, it turns out that my previous idea was wrong.”

Take the adult financial management course as an example. If you want to hold a lecture in the group on the importance of financial management,

In fact, everyone knows why financial management is important. For example, it can help you make a reasonable plan for your finances and prevent you from living paycheck to paycheck. Everyone knows this. But if the content is like this, the effect of the content will be greatly reduced. The content of the lecture must go beyond the user's cognition.

For example, you could say that financial management is addictive, and it feels great to watch the money in your account increase little by little.

You can say that financial management is not only for yourself, but also for your parents’ old age.

These are things that many people don’t know.

Second, combine the concept and content of the course.

It is not enough to just talk about the dry goods. All operational actions must be result-oriented, so it is necessary to combine certain concepts and content of the drainage course to make people interested in the course, increase their motivation to learn or their willingness to pay for subsequent courses.

Let’s take this financial management course as an example. For example, one day the group content is to introduce everyone to the tricks of financial management. After all the introductions, you can leave a sentence, “In fact, today’s financial management tricks are only a small part of the course content. I hope everyone can learn more tricks in class. There are also big tricks that teach you how to achieve an annualized return of 15%.”

When such a sentence is thrown out, I believe that the interest of many users will be aroused.

Group Activities

Next, let’s talk about the second important part of the community side, group activities.

As I said at the beginning, the main purpose of group activities is to improve user learning and conversion rates.

Common forms include interactive games, sharing by outstanding students, display of excellent homework, periodic exams and major tests, and teachers’ live sharing.

Why is it said that such group activities can improve user conversion?

I said at the beginning that, especially in the lead-in courses, we need to set up some links to highlight the user's sense of progress and highlight the user's highlight moments. The above-mentioned group activities, especially the sharing of outstanding students and the display of excellent homework, also reflect this point.

In addition, periodic examinations are an important means to achieve the closed loop of “learning-practice-testing-management” learning.

Closing Ceremony

The closing ceremony is actually a kind of group activity, but I found that in the actual operation process, many operations teachers don’t care much about this link, and even don’t have a closing ceremony.

In fact, the closing ceremony is very important.

There is a law in psychology called the peak-end rule.

It means that if the experience is pleasant at the peak and at the end, then the feeling of the entire experience is pleasant.

A community is a collection of people. Community operation, in essence, is the operation of people and humanity.

For users, if they can feel an experience or service that exceeds their expectations at the end of the camp, they can also achieve the goal of further conversion.

Here, you can refer to a formula: learning review + emotional card + excellent display + conversion implantation

Learning review: Looking back on past learning experiences is not just about the content of learning. More importantly, are there any touching stories or memorable experiences during the user's learning process?

Play the emotional card: Use lyrical words to express your reluctance to part with the users and the courses.

Excellent display: Set up some excellent examples, especially some non-paying users, to further highlight their sense of progress and lay the foundation for subsequent private chats.

Conversion implantation: After the previous series of links are completed, the subsequent course learning plan can be cleverly introduced. If the user wants to continue learning and progress, he can sign up for subsequent courses. It would be best to have some price discounts or registration gifts at this time.

The above is the actions on the community side and the strategic design behind it.

Finally, in addition to the operational actions on the community side, there is one point that is overlooked by many people.

We can't just do a group action. You have to know that users' attention is distracted by more other communities and massive amounts of information. Users do not have much time to pay attention to your group. In addition to the group content itself being interesting and useful, we must have supporting actions to amplify the effect of the group content.

Taking lectures as an example, if you simply send a group announcement and then start posting the lecture content, it would be like skimming the surface and the effect would be very poor.

How can we relax the effect of the big lecture?

First of all, the more users participate in the lecture, the better, so there needs to be multiple pre-lecture announcements, whether in the form of group announcements or private messages;

After the lecture, in order to allow users who did not attend the lecture to see the content of the lecture, there should be a second push in the group;

For users who have a certain type of problem, we can also send the lecture content to them privately.

"There's a lecture in the group about XXXX. I remember you asked this question before, and I was afraid you didn't see it, so I sent it to you privately."

This is actually a reflection of precise operation, and users will have an experience and be touched beyond their expectations.

From 8pm to 10pm, when users' attention is at its peak, the video can be replayed three times in the group. At the same time, you should also post on your Moments.

Reflected in specific operational actions, it is a formula:

Next day preview + half an hour preview + 5 minutes advance preview + formal content sharing + content organization + secondary content push in the evening + precise private message + post to Moments.

This is a series of supporting actions, which is equivalent to adding an effect amplifier to the thin group content.

Private message side

There are three types of private messages:

Supervisory language, sales-enforcing language, and personalized care.

In addition, during the conversion period, private chats with potential users to pressure them to buy are also a type of private message content, but due to limited space, this article will not discuss this.

Supervisor & Sales Promotion

Supervisor & sales tactics, although the two have different purposes. But the strategy behind it is the same.

First, the forms should be varied and should be used in combination.

Based on the length, speeches can be divided into long speeches and short speeches.

In terms of content, it can be divided into soft talk + hard talk.

Why do we need to match them like this?

I wonder if you have noticed the words used by community teachers nowadays? Most of them are lukewarm and mushy. Users feel that he is just a customer service representative or a robot, with no attitude, no personality, and no tone.

Use a combination of long and short, soft and hard language. Although it is a mass message, it is a personalized expression in the mass message, allowing users to pay more attention to you and stay longer among the vast amount of information. Letting users stay a little longer increases the possibility of learning and conversion.

Long Talk + Short Talk

Long speeches can be as long as fifty or sixty words, or even two hundred words, and the content is mostly heartfelt.

Short speeches are usually kept within 15 words. The shortest one can even be three words, "Have you learned it?" "Have you studied it?"

Use very colloquial expressions to make users feel that they can notice you among the monotonous messages and lead to a higher response rate.

Soft talk + hard talk

Soft talk is mostly based on the heart. Complaints and play the emotional card. Add a crying emoticon at the end.

Use hard words, a stronger tone, and a slightly aggressive attitude to make users feel the urgency to learn immediately or pay and place an order.

In addition, we need to compile a set of scripts and design different types of scripts for different stages of user operation and conversion.

Generally speaking, users will have different statuses during the conversion stage.

When the transformation begins. The first batch of users with the highest willingness will sign up directly. At this time, we will use the language to directly introduce the course.

In the middle of the conversion period, the second batch of more rational users will sign up. The content of our sales pitch focuses on eliciting responses from users and breaking down their points of hesitation one by one.

At the end of the conversion period, the third batch of hesitant users will sign up.

The reason why users hesitate is that they have no demand or their demand is not strong. Then we can use words to create demand and stimulate their needs.

At this time, the content of the speech can focus on stimulating pain points, or highlighting the sense of scarcity and urgency.

The content shared above can actually not only be the strategic design of the content of the speech, but also the strategy for operating and creating momentum at different stages within the group.

Personalized care

The supervisory and sales-enforcing rhetoric has uniform content, making people feel that it is a mass message; whereas personalized care can really make users feel a service that exceeds their expectations.

I mentioned before that the reason why users place orders is because they feel they have made progress in your courses. And he believes that subsequent course learning plans will enable him to continue to improve, so he must highlight this point in his communications with users.

Personalized care has no template, but there are ideas.

“What’s your problem?

How to solve these problems?

What progress have you made since taking the course?

What is the study plan for subsequent courses? ”

On the one hand, this allows users to feel their own progress, and on the other hand, it also reflects the teacher's professionalism and thoughtfulness.

Content classification of circle of friends

There are three types of content in the circle of friends

The first category, show yourself

First, you can share your life activities and post one or two messages every day. For example, reading, eating, watching, shopping, traveling, and friends circles are a place to create a sense of trust for users. The more realistic the circle of friends, the higher the user's trust in you.

Second, when selling personality and the personality of an excellent teacher, you can grasp the following keywords: confidence, sunshine, and diligence.

For content, please refer to:

Still working late at night

What you gain after participating in certain teaching and research activities

A brief essay on the expression of feelings related to education

Once you learn to post your Moments with the personality of an excellent teacher, your popularity and trust will greatly improve.

The second category is entertainment interactive category

You can post some entertainment interactive content, such as brain teasers and interactive answers;

Or, it is the hot content that triggers user discussions and increases the interaction and stickiness of users in their circle of friends;

The second category, value marketing

To retain users, the most important thing is to provide value.

You can have valuable information related to courses in your circle of friends, such as subject dynamics and course information.

It is inevitable to do marketing in Moments, but you cannot promote it with tough attitude. In Moments marketing, you can only be appropriately implanted. If you post too much, users may block you directly.

Practical method

According to these three categories, I will provide a few practical methods for posting to Moments

1.Describe product experience>Hot-selling product features

Don’t sell the selling points and characteristics of this course. Users cannot remember it. What’s more important is to describe the experience of the course. For example, if you use this and buy the subsequent course, it will be particularly easy to learn. In this case, plus the user’s feedback and praise, remind the user to place an order quickly.

2. Scenario-based expression

Combine some important time nodes or life scenes and post to Moments. For example, you are an operation teacher for adult financial management courses. On the 10th or 15th of each month, when most companies pay their salaries, you can recommend your own products.

3. Good at grasping hot spots

If you want your content to be liked by more people, you must seize the hot topics. These hot topics can be current affairs hot topics, entertainment news or discipline updates. At this point, the SOP was almost built. But this is only version 1.0 of SOP, but it is still a bit far from delivering the business team.

Part 3: SOP implementation and iteration

SOP internal test

In the internal testing of SOP, a dedicated person needs to be arranged to conduct the test. At the same time, the traffic of the first batch of tests is generally required to be accurate, that is, users with relatively strong learning and improvement needs and relatively high understanding of the platform course teachers.

If you need to test the workplace PPT bootcamp SOP, then the first batch of examples can be diverted from the workplace Excel bootcamp community, which is the fastest and lowest cost. Also the most accurate.

In this way, the SOP's running speed will be relatively faster.

In order to further optimize operational actions, we can use AB measurement during the internal testing period. The variables of AB measurement can be the execution time of a certain important action, such as the opening time and class time; it can be the content of a certain action, and then other factors, such as courses, user sources, and the time to add the operation teacher is quantitative. And record process data and final conversion data in a timely manner. Comparing the two can verify the effect of the action.

Generally speaking, when the class operation ROI is positive, we can amplify the sample size of the test. It can push operations into the public beta period.

Operational thinking level three

I have shared three instructions on SOP, the methodology of SOP construction, and I don’t know if you feel it. This is actually building SOP from three levels.

Understanding courses, channels, and users to determine the overall focus of SOP and determine the operation rhythm is from a strategic perspective;

Develop operational actions and strategic design of key actions, which is from a tactical perspective.

Copywriting, materials, and operation execution are from the perspective of execution.

Therefore, when reviewing, in addition to the operation personnel's own execution issues, our review should also think about the problem from three levels: strategy - tactics - execution.

First, there is a strategic issue. Are the course content settings reasonable? Is the quality of users high or low? Does the external environment have an impact on operations?

For example, the external environment, take the recent general environment as an example. The double reduction policy has caused a devastating blow to the K12 education industry. Before that, before the boots were implemented, the minds of users were greatly affected, so everyone's general conversion rate was relatively low.

When reviewing, if you only review the operational problem, it will never be attributed.

For example, do users’ needs match the course?

When I started with the "understanding channels", I mentioned a project I had done before. The user came from a small city in the fourth tier of Northeast China, so the user's education level and economic level. There is a significant deviation between course content and price.

Next is to think about the problem from the tactical level.

If there is any problem at the strategic level, we can make necessary compensation through operational actions.

Is the operational rhythm classification correct? Is the setting of the conversion period reasonable during the operation period? Are there any corresponding adjustments to the characteristics of users?

For example, for users who do not have strong demands, we need to make adjustments to stimulate users' learning needs.

The last level of thinking is the execution layer.

Copywriting content, appropriateness, execution time of action, presentation of related materials.

SOP iteration grabber

1. Disassemble data and analyze funnel

Starting from the data, disassemble process data, find out where the data is far from the predetermined data or the previous period, and see whether the data can be improved through adjustments to the operation.

2. User survey & questionnaire delivery

Before the survey, users need to be divided into two categories: one is to convert paid users, and the other is to pay users.

There are also two types of research methods, one is questionnaire delivery, which can obtain some group conclusions.

Another type is user interviews, through WeChat chat, telephone communication or offline communication, you can dig deep into more information that is difficult to find details.

For converted users, they have a higher understanding of the course, have a more detailed learning experience, and have a better coordination. So we can conduct [user interviews] on them to find the points they like for courses or operations. If this feature is common in the survey of converted users, then we can amplify this feature in SOP.

The second is for unconverted users. This part of the users has a relatively low learning rate and coordination, so we can use the form of [Questionary Delivery] to set up the questions. Find places they don't like and improve them. In the questionnaire, of course, we can also ask some questions on the growth side, asking users why they joined our courses, or were attracted by factors in the content they served, and then strengthen such related factors on the growth side.

Iterative classification

The specific iteration methods of SOP can be divided into four categories: new, deleted, substituted, and modified.

The new addition means whether we can add an action and add a certain part of the content, which may be to highlight the user's pain points, and may be a solution to many courses.

Delete, remove unnecessary content or actions, so that the entire operation rhythm and content look more compact.

Replacement, with better group content and more penetrating actions, we can replace them on the original basis.

Modification, modification is to correct content that originally did not conform to the user's mind and did not conform to the operating rhythm.

Part 4: The pitfalls in operation

I shared the SOP production process, the strategic design of key actions, and how to implement and iterate. I believe everyone has a clear understanding of how to do SOP and how to design strategies. Finally, I will combine my experience in leading the team, leading the team, and doing projects, and talk about the pitfalls in operation.

Focus on conversion, not operation

I have led a team of more than a dozen people. Every time I reach the transformation period, I will find such a phenomenon: the operational friends communicate with each other and learn from the language. Some friends place orders more today and have better conversion rates, which are often the key targets to be referenced. It gives people a feeling of a powerful word, which is a pill of magic medicine. As long as you take it, you can place an order and it will have a conversion effect.

Then I said, let me look at your operation process, and I found that many of these people did not do the job well in the operation. Those who should be supervised do not have supervised, and the contents of the group that should be distributed are not sent. I told my friends that conversion is the result, and your final odd number is just a result, but operation is the cause. The reason why users pay is because of a sense of progress and because you provide services that exceed expectations, so community operations must win by operations and services. With just one tactic, it is impossible to achieve a good conversion rate. Only when we do every step of serving users and allow users to fully feel the value of the course, can we have good results.

Focus on details, not on overall situation

When the operation friends were reviewing the class, they clearly had their own operation process in place, but the conversion rate was not very good. Sometimes I often get involved in some very detailed issues, such as the content of a certain speech and the time when a certain action is executed. I said that these are all details. They are important, but not that important. We should expand our vision and consider the entire operation from a macro perspective.

Operations and conversions are never just about operations, but also about courses and growth. So I proposed the idea of ​​three levels of operational thinking.

If you only stick to details and a certain action or speech, in your career development, you will easily fall into a narrow situation and will only treat yourself as a community operation. We should pay more attention to the overall situation, strategic design of key actions, setting of operation rhythms, customer acquisition channels, course content, and external macro environment. Only this is the only way. Only by doing so can we achieve a breakthrough in the workplace in the community operation work like a single-plank bridge.

Focus on private chats, not rebuilding momentum

Some friends like to chat with users privately, either on WeChat or on phone. Although we can place orders after chatting for a while, it is very pleasant to get one order, if it is not a large-scale order, from a certain perspective, it is actually our in-group operation services and the in-building momentum that are not done well.

The core of community operation lies in building momentum.

In addition, for courses with relatively low average customer price, you must not use electric sales as soon as you start, after all, the human efficiency is too low.

The above is all content.

Author: Teacher Ai talks about growth

Source: Teacher Ai talks about growth