How to start community operation and fission planning from scratch?

In order to seek breakthroughs under the epidemic, traditional industries have to transform and focus on online marketing, but the operating costs are limited, the replaceable resources are limited, the promotion costs are zero, and the trust and stickiness of low-frequency consumption fans are relatively low. In this case, the author chose the community path in order to solve the problem, and in this article, he sorted out the thinking process and final output method of the entire operation planning, corresponding to the results and reflections after execution. (Includes tool introduction and solution reference template)

The starting point of writing this article is to record some ideas and thoughts about online operations. I feel it is a pity to discard the entire community operation framework after use. Then I summarized the common points of each online activity and output a set of overall ideas to facilitate learning from them in the future and avoid repeated planning actions. because

The exploration process was quite difficult, but fortunately I have passed the most difficult and helpless period of confusion, so I hope this article can help Internet operators in traditional industries who are facing 0 fans, 0 promotion costs, and targeted customers who are already showing signs of fatigue in preferential marketing, just like I did at the beginning.

Background: Furniture and soft furnishing industry

Business model : Move in with just your luggage, that is, move into the developer's model room, and provide owners with a soft decoration platform with whole-house solutions.

Different industries have different worlds, so I won’t go into details about the industry, but I will highlight the key points for you: small entrepreneurial companies in traditional industries, whose main sales scenario is offline real estate model rooms (i.e. face-to-face sales), are good at offline meet-and-greets, exhibitions, factory direct sales activities, etc. They have done community operations, but mainly rely on sharing and organization by merchants on the platform. In order to seek breakthroughs under the epidemic, they have to transform and focus on online marketing, but their operating costs are limited, replaceable resources are limited, promotion costs are 0, and the trust and stickiness of low-frequency consumer fans are both low.

Key points of this article : Sorting out the thinking process and final output method of the entire operation planning, corresponding to the results and reflections after execution:

• 1. Conceive the framework of the entire online community operation, confirm the goals and direction
• 2. Personnel Division of Work
• 3. Detailed plan of the activity (type, cycle, content, form)
• 4. Event materials and copywriting
• 5. Project Implementation and Review
• VI. Some thoughts and conclusions

(The data in this article are all virtual)

1. All things are difficult at the beginning. Where should we start and how should we begin?

Conceive the framework of the entire online community operation, confirm the goals and direction

First, think clearly about why you want to do online, what kind of results you want to get through online community operations and activities, how much budget you can afford for this, and how to achieve your goals after spending time, cost and energy.

Determine the goal and all employees go all in;

e.g: The total number of people joining the group is XXX, the proportion of interactive people is XX%, and the payment conversion rate is X%

For example: the target customer group for this event is very precise, that is, the owners of a certain community and a certain real estate, with a total number of about 5,000 people - each business staff member is limited to 120 phone calls/WeChat solicitations per day, plus online mini-programs to attract customers, etc., and it is expected that 5 people will be invited within ten working days - according to the success rate of 1:10, the goal is to attract a large group of 500 people - after the operation, the online payment rate is generally 0-6% (referring to the intention money, usually 100-200 refundable, with the effect of precise gathering of traffic), and the upper-middle value of 4% is taken (this data is inversely proportional to the average customer price of the product, and it is different in each industry. You can refer to some other community operation data to formulate it), that is, the target is 20 people to convert

2. Personnel Division of Work

After determining the goal, it is time for everyone to work together.

Whether it is an online or offline activity, advance division of labor and deployment of personnel arrangements are necessary. The current community atmosphere is not as good as before, and it is difficult to mobilize the sense of participation in activities and daily activity. It is easy to turn the group owner into a self-entertainment group. If the purpose is not emphasized enough or the situation is not controlled well, it is easy to turn into an advertising group or a chat group, gradually deviating from the topic, resulting in no one paying attention to the main content.

Therefore, unless it is a very precise customer group or fan group after layers of filtering, it is difficult for one person to deal with a large community. At this time, staff with different roles are needed to assist in operations and grasp the rhythm. Here is a typical social activity division form for reference:

Role setting ideas:

1. The pacesetter of normal activities (total PM).
2. Product presenter - introduces the product. Choose someone who is more professional and very familiar with the product. He or she is the key person for marketing to customers.
3. Industry sharers - generally more authoritative people, similar to "experts", "teachers" and "experts", who can quickly gain the trust of customers and are also one of the roles that attract fans.
4. A shill – creates the atmosphere, saves the audience from a dull moment, sets the pace for consumption, and is the king of support.
5. Consultant - Sales + Customer Service, responsible for detailed pre-sales consultation and after-sales service follow-up.

3. Activity arrangements (type, cycle, content, form)

There are generally two types of activities: one is product promotion activities centered around product marketing, and the other is "group promotion activities" that are unique to online community activities and that regulate the entire interactive atmosphere.

1. Product promotion activities

For short and fast activity groups, you only need to develop one activity. If you want to operate it for a long time, you need to prepare multiple activities to maintain user stickiness.

2. Group promotion activities (preheating, drainage, fission)

Group activities are continuous and should be conducted flexibly according to the interaction within the group.

Regular activities: red envelope rain (small red envelope interactions at the beginning and end of the event, and when there is little interaction in the middle. The frequency should not be too high. It not only attracts attention, but also serves to check the number of online followers so as to adjust the pace of subsequent activities), lucky draws (can be conducted simultaneously on WeChat and Weibo).

Fission: forwarding posters to friends circle to get gifts (many educational resources use this method, for example, forwarding a poster with a group QR code to friends circle and taking a screenshot to the group can receive a gift). If time is tight, it is not recommended to try new ways of playing. First, the education cost is high, and second, the previous generation plants trees and the next generation enjoys the shade. It’s okay for those who have already successfully played in the Internet to try again in traditional industries.

After trying, we found that the most popular gift is the Nordic-style vase. We screened more than 20 small gifts, ranging from 3 to 50 yuan, most of which are left over from previous activities. Gifts are not necessarily more attractive the more expensive they are (we don’t have that much budget and inventory). On the contrary, the audience with soft furnishing needs prefer some small gifts with a more design sense and special.

4. Event materials and copywriting

1. Sort out the process flow of the entire activity first

2. Process-oriented speech and copywriting

In order to avoid wasting time on organizing language on site during simultaneous activities of multiple groups and affecting communication efficiency, it is best to edit the relevant words and pictures of the event host in advance. This will also make it convenient for other collaborative personnel to unify the words and copy the information to stimulate the atmosphere when guiding orders. (Including order, release time, pictures, preview, announcement or regular introduction)

Mainly divided into:

1) Preview words, for example:

①xxxx, an Internet soft furnishing platform

Sincerely invite you to participate in [xxxxxxxxxx theme event]

Free appointment, free trial, on-site quality experience

More: Hundreds of packages, thousands of items, export quality, factory prices, you can choose

②Benefits of this group (I):

A senior xx consultant who has been in the industry for xxx years will explain in detail 3 popular xx sets among the thousands of products of the participating manufacturers, and give them to the partners in the group for reference, so that you can avoid detours when choosing xx products!

2) Interactive speech, such as:

Welcome words to the group:

@Newcomer@Newcomer@Newcomer Applause to welcome the new friends.

XXXX, a XXXXX platform

Sincerely invite you to participate in [XXX event]

Free appointment, free trial, on-site quality experience

Benefits of this group (I):

A senior xx consultant who has been in the industry for xxx years will explain in detail 3 popular xx sets among the thousands of products of the participating manufacturers, and give them to the partners in the group for reference, so that you can avoid detours when choosing xx products!

Benefits of this group (II):

Share the poster below to your circle of friends. Send the screenshot to the group and you can receive an XXXXXX. Send a private message to the group owner (@XXXX) to receive it~ (This activity is valid for a long time)

Interactive speech for group activities:

a. You can send me a screenshot of your Moments in the WeChat window and leave a message with your name, address and phone number. This Moments will be retained until the next day, and we will send you the small gift.

b.@Participants Congratulations to the above friends for getting the first wave of small gifts today. Everyone can participate. This activity is valid until the day of the exhibition.

c. Everyone competes in speed to grab the red envelopes, and the friend with the best luck will get this XXXX. It is that simple and that willful! Does anyone want it? Just give 1. The more 1s you give, the more gifts and red envelopes you will get!

3) Frequently asked questions and answers:

a. If someone asks how to participate in the event?

Answer: It’s very simple, just share the poster below with your friends. Just take a screenshot and send it to me.

Single-line reminder: Please send me a screenshot of your Moments in the WeChat window, and leave a message with your name, address and phone number. This Moments will be kept until tomorrow, and we will send you the small gift.

b. Can I choose the style?

A: The styles are randomly distributed. Every XXX gift is very beautiful.

4) Product explanation and packaging (detailed explanation in point 3 below)

3. Prepare relevant materials around product packaging

a. Selling point extraction: used to write the words to introduce the core products of the activity and produce pictures to support the display (copy introduction + pictures + product mini program link)

Packaging suggestions: (When I was preparing this, I made some modifications based on the ideas of a big shot on this platform. I can’t find the original author. If you have any suggestions, please leave me a message.)

b. Display of production process: Manufacturer’s production pictures (can be replaced by online pictures) can express that quality is guaranteed and production is guaranteed.

c. Product category attribute display: basic specifications and other attribute information

d. Marketing poster with product mini-program QR code (focusing on low price, design, one-stop service)

4. Make good use of various tools

As we all know, operations are omnipotent. Without good tools, even if you have three heads and six arms, you cannot complete the trivial and complicated work... Here are some good operation tools recommended, and the key point is: they are free.

File sharing: Graphite, Tencent Docs (Usage scenario: a powerful tool for division of labor and cooperation, unified plan output after deploying the tasks of event personnel, and real-time sharing of information and progress)

Community operation: wetool (Use scenario: community management robot, automatic greeting, adding people, kicking people, and sending announcements at regular intervals)

Poster making: Canva, Chuangketie (most of Canva is free (there is a trial period), Chuangketie is partially paid, a little trick, you can use the template and then clear the internal paid materials to replace your own)

Official account operation tool: Weixiaobao official account version (same as wetool, WeChat operation 66)

Form tool: Mike Form (registration, appointment, survey and even retail, powerful functions, easy to share, ￥free￥)

Summary: All possible materials and information that may be involved should be prepared in advance, and any unstable factors should be well-recorded, which will ensure the stability of the process to the greatest extent possible when the activity is promoted.

5. Project Implementation and Review

1. Project Start - Juliu

Routine operations: calling customers (telemarketing), partner resource exchange information, platform release of activity information to attract traffic (official accounts, mini programs), Moments posters, offline model room flyers, and traffic gathering.

Our customer base is always relatively accurate, obtained through resource exchange, some of which are pulled into the group by property consultants, some by phone invitations, and some by traffic generated by the mini program through an activity page (the mini program can obtain customer information faster than the APP, but the traffic needs to be filtered through a funnel. In the early stage, our online product traffic was only in the unsightly double digits, and it is relatively difficult to directly convert low-frequency consumption online, so the conversion rate of this part is relatively low. I will not introduce the standard here, and will share it in detail later.)

Specific: All offline sales contacts with customers one month before the event are reserved on WeChat

Use design plans and decoration tips as entry points to create banners and WeChat Moments posters to attract traffic, and attach forms to obtain more detailed user needs. The export materials of all business personnel connecting with customers must be consistent (this means that the links sent to obtain needs must be consistent and cannot be registered verbally, even if it is filled out on behalf of others to avoid skipping orders. The content of the posters must be consistent so that the concept conveyed will not be biased).

2. Project promotion - control

The project progress form is shared by all employees to clarify the current target progress. It is checked by the general control personnel and filled in by the assistants (some relevant forms are shown below).

Including but not limited to:

1) Overall description of the form

2) Overall operation plan (each part of the process, details, stages, and responsible persons)

3) Progress details (project Gantt chart: time, events, details, responsible persons, cycle progress)

4) Mind map (process, ideas, etc. of each activity)

5) Material preparation status and list

6) Accumulated problem diagnosis (sorting out problems after reviewing each stage)

7) Division of personnel functions

8) Data statistics (participants, transaction volume, GMV, cost, profit margin, etc.)

9) Others

Below is a progress breakdown for a certain month last year for reference:

3. Project review - reflection and correction

Summary and review: Do a review after each stage is completed, collect feedback in a timely manner, and respond quickly to make improvements.

1) The community has more participants between 8 and 10 p.m., and more than 3 notices are posted on the day of the event to serve as reminders. The interaction starts 1 hour in advance

2) It is necessary for all employees to go all in. Although they understand the truth, many traditional companies still do not pay attention to online operations. Sales personnel do not like to be restricted by too many operating methods. From attracting new customers to gaining intentions is a long preparation and conversion process, which is contrary to the short-term and fast sales scenario. As a result, many business sales people sit on the sidelines and do not care about it. The result is that the traffic that is hard-earned cannot be met after obtaining demand, the service cannot keep up, and the traffic is lost again.

3) One of our more successful events reached the target number of group members. Basically, we created a group for every 100 people. We created 6 groups and carried out activities simultaneously. The final paid conversion rate on the day of the event and the follow-up later reached 6% (the key point: the traffic-generating activities were rigidly needed products, such as lamps and balcony enclosures, with the right price and quality, and the overall atmosphere was quite successful)

4) It is very important to establish brand awareness for fans in the early stage, cooperate with the official public account and website to publish information, accumulate original fans little by little, and guide old customers to convert.

VI. Some thoughts and conclusions

1. It is important to be well prepared, accurately identify pain points, and effectively promote activities. It is important to unite the team's goals and make everyone excited about achieving a unified goal.
2. When there are few people and little money, learn to make full use of various tools
3. Execute and control in place, and review in time
4. Do a good job of user analysis, and then plan the next activities, interactions, and words

Some additional ideas:

Soft furnishing communities (including other traditional industries) are not limited to customers. They can build a communication platform from multiple angles. There are two starting points. One is a communication group that requires long-term operation. The effect will not be seen immediately, but once the relationship is cultivated, there will be high-quality conversion; the other is a short-term and fast activity group.

Dig into customer pain points and set up groups: The initial reason for many companies to set up groups is from the perspective of company publicity. The title is "Company's Strict Selection" or "Group Buying". The marketing direction is very strong, and more interesting topics can be used.

e·g: Pure industry knowledge sharing, join the group to help you avoid pitfalls; join the group if you have troubles with decoration; join the group for neighborhood mutual assistance if you need help to watch the site or close windows.

Stimulate shopping desire and build group marketing: You can promote to different customer groups, with three levels of low, medium and high, and you don’t have to use all low prices to attract customers.

e.g: low price special offer group, high quality raw material guarantee group.

Use hobbies to form groups: create groups for designers and agents to benefit each other with resources.

e.g: Custom designer learning and exchange group, soft furnishing designer learning and exchange group. Each individual is a traffic concentration point. By making full use of the resource advantages of the profession itself, they can also gain value from each other in the long run.

Author:Stunner.S

Source: Stunner.S

Related reading:

1. Community operation methods and mainstream community types!

2. “Perfect Diary” community operation methods!