Decentralization of community operation
In my opinion, a qualified community operator can't do without four aspects, and these four aspects are also for community management.
first, the value of the community
when creating a community, we don't want to rush people and engage in interaction. First, we have to think about what value the community I created can bring to my users and friends, With these values, it is convenient for us to create goals and have motivation to follow
after users join the community, what can we provide and what pain points can we solve. The value of the community can determine a benchmark for users to choose a group, and it can also select some users who meet the values
Second, the threshold of the community
a high-quality community must have a threshold. The significance of the threshold is not only to enhance the difficulty of entering the group, so as to screen out the first wave of prospective users. More importantly, the threshold can improve the attention of users and play a restrictive role, which has played a role in the future management of the community
If I spend money in the community, I will cherish the community, strictly abide by the rules of the group, and actively interact with the group, which is the role of the threshold
At present, there are two kinds of threshold: paid and free. Payment can be in the form of annual fee or permanent, and it can also be in the form of enrolling in a certain course; Free ones include forwarding posters or filling out questionnaires. Whether it's paid or free, and no matter what form it is, in the final analysis, it's to use the threshold to effectively restrict some behaviors of users, so as to make them consistent with the values when the group was built.Third, the rules of the community
in the process of constantly soliciting people, it must be managed through a series of behavior norms, which is the community rules. The community threshold is to distinguish and restrict before joining the group, and the community threshold is to take effect after successfully joining the group
there are many community rules. Different instries have different rules, but the main points are still interlinked. Community notification, group profile, welfare, nickname, self introction, etc. These can usually be delivered to the user in the first place
Fourthly, some people want to ask why there is such a position in KOL of the communityPeople's energy is limited, and they can't manage n groups at the same time. At this time, they need help, which is the KOL resource in the community. If you replace it with a machine, it will not work as well as KOL. After all, the machine has no temperature and can't maintain feelings. In addition, if there is a public opinion crisis, the machine can not replace the processing
KOL resources have a certain voice and trust foundation in the community, which can assist the group leader and replace the group leader in management. They can be selected from the existing friends, or they can be trained additionally. Similarly, these people should be constrained by incentive and elimination systems to prevent transgression
summary: community operation can start from these aspects:
1, community values establishment
2, community threshold setting
3, community rules establishment
4, community KOL cultivation
now there are more and more people working as a community, whether it is an official community or an indivial community. Some people are working as a community for the sake of being a community, while others are working as a project. However, all communities need to have a clear positioning
Community positioning is a key link. If we do commercial operation, we must understand what value we can provide for others? This is the same as the principle of making procts. At the beginning of the establishment of the community, we find the users we need through layer upon layer of screening. Then they are our precise users. If the users can enter the community, it means that they have a demand for the community
the value and purpose of our community is to solve some problems of joining users and provide unique value. Only in this way can we become a mature community in a sense
2. Make clear the group rules
what the official community needs to consider is activities, and what the indivial community needs to follow up is interaction
but now the operation community is not only interacting with group members. When many people do group guidance and group announcement, they only know that they can't send this or do that. This is an extremely wrong approach. Community is a system engineering, which needs to be solved from community structure, community rules and other aspects. The community created by many people can't be a community at all. It can only be called a mess. Why? Because from the perspective of system, the system is composed of a group of interconnected elements, which can achieve a certain goal as a whole. Many communities have elements, but there is no connection, let alone a goal
3. Provide value continuously
If a community wants to be active for a long time and has a high degree of retention, it needs to provide community members with the value they want. How can it attract users? There are no more than two common methods: one is to provide good content, the other is to plan good activities
4. The best community operation is self operation.
the founders build a platform, and the group is full of strong people and experts. They have their own ideas, actively communicate and chat in the group, and actively maintain the community atmosphere. They are the core users of the community. The core users are like leaders in the whole community and act as KOLs in the community, Generally speaking, the core users are the direct contacts of the community procts, and they need to manage the ordinary users and realize their needs
in addition to being responsible to ordinary users, core users also need to formulate relevant rules in the community, such as not advertising, and moving out of the community after three warnings are invalid; In order to maintain the stability of the community, we need to modify the nickname and so on. However, of course, core users need to raise topics, discuss topics, and activate the atmosphere in the community
in fact, in addition to core users, we also need to properly cultivate ordinary users as KOL roles to make the atmosphere in the group more active.
The overall steps of community operation
mine the characteristics of the target group to achieve accurate communication
from the overall situation, we should control the pace of knowledge precipitation from 0 to 1 and the progress of proct realization
enhance the interaction stickiness of community members, enrich the scene content, continuously provide valuable people and output valuable things
in community management, the appropriate use of management software such as reed ZS can improve community activity
Summary of community operation of fanzhan
there is a basic theme direction for each group, and the group operator should actively guide the members to carry out social activities around the theme. Of course, this is not to say that the percentage can only talk about one direction, but that this topic must be the most important part of all social activities of this group, otherwise it is easy to cause the loss of core members (often outputting higher value information), further skew the content of the group, and graally turn the whole group into a water blowing group or a dead group
① the operators set an example and lead the social activities that conform to the group theme (online discussion, offline sharing meeting, etc.)
(2) the discussion of moderately curbing the deviation of the building. General is direct interruption, for example: dear friends, we are here XX group, I hope you can discuss more XX topics. This kind of way is more hurtful. Even if you speak well, the essence of this way is a kind of rude disapproval. The higher-level method is to subtly change the topic, because it is too high-level, so the landlord will not. And this should be applied in different scenes
innovation refers to the method of community fission to attract new blood. The normal social innovation is in the form of sending posters, users scanning the QR code on the posters or adding customer service into the group. But there is a problem, group QR code only 100 people can scan into the group, and only 7 days of validity, great limitations. If you add customer service QR code, there will be too many customers who add customer service at the same time period, and there will be other situations such as untimely reply. It's better to use purple bean assistant's pull new QR code function, use live code to promote pull new, and also provide a variety of effective ways to enter the group for our reference
retention refers to providing information that is helpful or interesting to users in the community. These tasks need to be carried out continuously for a long time, with the goal of retaining users
liveliness promotion refers to organizing some small activities in the community, such as check-in and games, so that users can spontaneously want to open our wechat group and find things they like in the community. They can also use the intelligent chat function of purple bean assistant to chat and talk to each other
transformation is actually the process of realizing community resources. In this aspect, it depends on the direction of our community and the specific problems.
As we all know, common communities include wechat group, xiaomiquan, etc. different communities cover different functions. In the choice of community, we should not only consider the platform function of the community, but also choose according to the characteristics of the members of the community. The operator then carries on the fine operation according to the choice
when many people first started community operation, they always stepped on a lot of thunder, wasted a lot of resources and bought back a lot of lessons. Therefore, Xiaobian here vomited blood and sorted it out to give you a dose of preventive injection
nine skills of community operation
1. Target group
a community is a collection of target groups. It is necessary to ensure the similarity of community groups' attributes and conform to proct tonality
< P > 2. High entry thresholdraise the entry threshold to make the group members pay attention to this community
3. Strict group rules
tell them what to do is more important than telling them not to do
don't be lenient outside the law, and strictly implement the punishment measures if you violate the group rules
4. Fixed topics and activities
morning and evening newspapers, weekly newspapers, monthly newspapers, and discuss a topic at a fixed time every week
5. Community administrator
group management: group management manages the community in strict accordance with rules and regulations
local Snake: cultivate a group of loyal users among community members to participate in community management
6. Community growth system
there should be a grading system for multiple communities, which should be measured by money or promoted by administrators
< P > 7. Guide community contentguide community content to rece irrigation water; Check the community activity every week, and update the community activity table
8. Respect the life law of the group, guide the transformation in time
the community has a certain life cycle, and complete the business transformation in time according to the community activity and the trust of users
9. Offline activities
through the myth community relationship chain of offline activities, Promote community members to further internal contact
five essential tools for community operation
as the saying goes: & quot; A good horse with a good saddle;, In the process of running a community, using a good tool will greatly improve your work efficiency. Based on their own experience and the opinions of several senior community operators, the office has summed up five necessary operation tools for community operators. Use them well, it is said that you can leave work early
1. Community management tool
chat dog is an intelligent wechat community management tool, which can directly log in on the PC without downloading. It supports group welcome, keyword group, keyword reply, regular group sending task, multi group group sending, automatic kicking, intelligent chat robot and other functions, which can meet the needs of community management, To improve the operation efficiency of wechat community by consulting the needs of regular release
5. Community data recording tool
partner cloud form. Partner cloud form is a data collaboration tool for multiple people. It is mainly used to import local data files and realize online data sharing and collaboration
there are so many tools on the market, which may be eye-catching. For example, before I changed from proct to growth, I tried a lot of auxiliary tools. A large number of private domain traffic is basically based on wechat ecosystem, but wechat is strict and can only be used one by one. Gosling has complete functions, but its operation is relatively complex, The first time I went into the background system, I was confused and couldn't find the north. Some of the functions needed by the knowledge planet were temporarily lacking or didn't meet my requirements. Now I'm using the short book note circle, and the function is not bad. The content of my favorite photos + posts is released, and every time I open it, it's more lightweight content, and many members below interact with each other, Let some new members quickly familiarize themselves with the community atmosphere
in fact, methods and tools are complementary to each other in operation and growth. Note taking circle can try. With good tools and good methodology practice, we can't worry about doing it.
How can we better and effectively manage the wechat community
in the community operation, they all become dead groups or advertising groups in the end
the essence of community operation is to maintain the user relationship, but many people are using the sales thinking to manage the wechat group, which has a strong purpose and gives users a sense of oppression, so they will not interact and communicate in the group
so how can we better manage the wechat community
the management of wechat community is not a particularly difficult thing, but it is not a very simple thing. It's undeniable that most people, first of all, need to maintain a correct attitude. Community operation itself is a model based on social platforms. Social networking is the right way to operate. How can we make users join in, how can we make users like this group, how can we make users stick to the community, and how can we improve user activity, These problems are the key to running wechat community well
the things to be done in community operation include: continuous high-quality content output, group activity interaction and user transformation. User transformation is the final result, so we only need to do two things, that is, content output and group interaction. But before doing these things, there is a very important preparation, that is, user portrait
1. User portraits
before making user portraits, we can make an analogy: understanding a user is like treating a lover. Only by understanding his or her preferences can we make his or her beloved fall in love with him or her. The same is true for users. Only by understanding their age characteristics, occupation characteristics, personality characteristics, consumption level, consumption preference, hobbies, values and so on, can we carry out targeted operation work, and only in the later stage of content output and group life interaction, can we take advantage of them
2. Content output
the premise of content output is to take advantage of what they like. In a community, users have common characteristics. According to user preferences, selectively output high-quality content and send it regularly can effectively improve users' stickiness to the community
for example, you can use the chat dog community management tool to send hot information through the regular group sending task, as well as other content set by yourself, and support text, pictures, voice, links and business cards
3. Group living interaction
group living interaction is a good way to close the user relationship, improve the community activity, and better support the community operation. There are many ways to interact with each other, but different communities have different ways. Here we need to do it according to the tonality of the community
for example, the intelligent application of chat dog tools, including constellation detailed explanation, health knowledge, garbage sorting, lunar calendar fortune, menu encyclopedia, today's oil price and so on, is a good way to mobilize community activity. In addition, the intelligent chat robot can also effectively promote the interaction and communication of community users