Let me ask you directly, have you ever encountered any of the following social network "accidents":
The core is to return to a fundamental question: How to build community operations and how can you truly help yourself during the construction process? Everything has a decoding process . We need to analyze from the bottom-level logic to find out what the underlying genes of the thing are and how to get the decoding secrets. For many things, when you look beyond the surface and see the essence, you will find that the original things are different from the actual situation. To understand how to decode the underlying logic of this operation, let me show you “ 5 steps to build a high-quality community and make the community attractive .” Vision, thresholds, rules, activities, and benefits are the five keys to unlock community operations. Think about whether you have achieved these 5 points when operating a community? This is the most important gene for controlling the operational ecology. Each key point is closely linked to each other, and the complex ecology forms a system.
After splitting up this project activity, did you find that the entire operation structure of the community is very logical, forming a complete closed loop? 1. VisionVisions can be divided into 2 types of groups:
Before creating a community, you must first know what your purpose is, whether it is to maintain relationships or develop interests, and then analyze it on this basis and go deeper step by step. In the vision section, first determine what your group is based on, and then write the vision based on this. Vision is very important. From the company's perspective, there are three core points for its establishment: mission, vision, and values. These three points drive the results themselves. When you run a community, what are your mission, vision, and values? Are these contents known only to you or to others? Do the friends who join your group know why you created the group? The core of these questions is to help practice natural occurrence and tell group members about real activities, rather than just learning and leaving it there without doing anything, which is fake learning. 2. ThresholdThere are many types of thresholds: Special invitation (inviter/invitation code), paid membership , identity requirements , asset requirements (e.g. VIP customers of a bank), and regional requirements Think about this: shouldn’t the more people a community has the better? Why do we need a threshold? The meaning of threshold: those who cannot obtain are always in turmoil, while those who are favored are fearless (this is a line from the lyrics of "Red Rose") Remember this equation: No threshold = no value I believe your parents often say, "They only buy expensive things, not the right ones" and "You get what you pay for." The same is true for the community. If there is no threshold, people will not know how to cherish it. III. RulesRules can also be divided into many types: Naming rules, rules of speech and behavior, task rules, punishment rules, learning rules, and punch-in rules. In fact, everything is under the community system. Don’t equate WeChat groups with communities. The definition of community is the connection between people . For example, when you are in school, your teacher tells you not to litter; on the road, the traffic police tells you not to run red lights. Three questions:
In fact, the process of formulating rules is essentially a kind of interaction, a kind of intersection, and a kind of social interaction. (Tip: In the early stage of establishment, you can lead everyone to initiate a small discussion on "give my community a name, give my community some rules". Through such small activities, not only can the stickiness between community members be strengthened, but also the rules that everyone recognizes and abides by are jointly) IV. ActivitiesTypes of community activities : Content sharing sessions, sign-in and punch-in, prize collection, small PK competitions, talent shows, offline meet-ups, charity walks, reading conferences... (and many, many more~)
We can find that there are many types of community activities. We can design an activity that suits our group members based on their preferences. The core of the activity is to be interesting and informative. The purpose of the activity is to learn and socialize. 5. WelfareFor example: Benefits of participating in "16 Days of Social New Retail" include:
The above benefits come from the individual, but there are also additional benefits:
These benefits are to tell your friends that your community benefits are worth the money, and that this community is great and is what others want it to be. When the purpose of creating a group is infinitely equal to the goal of joining the group, it is a successful community. The core of a successful community is what you give me, and it happens to be what I need. This is also the goal of all of us who do community operations, because what you give is exactly what I need, you can form infinite matches with users, and infinite possibilities can be generated in infinite matches. Good operations can touch people's hearts ! When users trust you, you can have better conversion potential! Author: Original Operation Notes Source: Original operation notes |
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