The common concern of hundreds of thousands of Internet practitioners!
Author: Push and La
WeChat public account: Tuixiaola (ID: tuixiaola)
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The word community has been very popular in the past 15 years. After checking on the recruitment website, many companies have already recruited talents in the position of community operations, and their salary has definitely reached the level that can be shown off at class reunions. I have been working on QQ groups for 2012 to contact WeChat groups for 2013 to assist others in building a community in 2014 until I received 200000 angel funds in 2015 to create a female community with 38000 users. I have been involved in many pitfalls during this period and took it for granted. So here I will summarize 5 things that should be thought about before becoming a community?
1. Community positioning
This is something you should consider before doing anything, but I found that many people will ask me some questions on WeChat:
push and pull, how to do a WeChat business!
like this
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How to be a community?
like this
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How to be a new media?
What's more, that's it,
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OK, today I'll teach you
Don't hit me
These problems are actually a problem
ml0↓
How to do
Yes, most people are considering how to do things. The reason why they ask this is because they are confused and have no clue. In the final analysis, they have not figured out why they have to do it yet and don’t know what the thing they want to do is. So I suggest that if you encounter something you have never done before, first ask yourself 3 questions: . What goals do I want to achieve, 2. What goals do I want to achieve for my target object, 3. Is this thing worth doing ? The last and most critical question is: how should I do to achieve these goals.
ask yourself these questions for two important reasons. First of all, the answers to these questions can help us clarify the direction. Secondly, it can let us know who our target is and focus on the goals. More importantly, after asking, we can know what we need to do to achieve these goals. When we know what to do, isn’t it natural to do what we will do next?
For example, I am doing smart clothing e-commerce, and I want to attract more people to install and use our APP; I want to use our smart clothing recommendation APP to help people who don’t know how to wear clothes and buy clothes, and find suitable clothes and they like; because this demand exists, and Chinese people are paying more and more attention to their own image, and there will definitely be good prospects, so this thing is worth doing. Therefore, the positioning of the smart clothing recommendation project is to help female users reduce the cost of clothing purchase decisions (saving worry, saving time, saving money)
community is the same. Why do you want to build this community? What value can it bring to you? Is there a better way to achieve this goal? If you decide to do it, what value can you provide to the community members, and what do you want to do in order to achieve your goals and to provide the community members with lasting output value.
2. Target user
After having a clear positioning, you should know what your target user needs. Or take smart clothing matching as an example. Assuming that you don’t know how to wear it well and suit you, then first you need someone to tell you what kind of clothes are suitable for you.What kind of people have this need? Because of information inequality, not everyone has research on matching. Even if there is research, it is not professional, so almost everyone needs image guidance. However, this is equivalent to not saying it. Therefore, we need to filter the target user through data analysis
The above 4 pictures are the portraits of our target population (data comes from Baidu search index). From the figure, we can easily see that among those who search for "clothing matching, dressing assistant, dressing matching skills", the proportion of people between 20 and 39 years old is more than 70%, which means that the group who needs image guidance the most is between 20 and 39 years old; In terms of gender ratio, men search for keywords such as image at about 60%, which means that men need image guidance more than women; from the last picture, it can be seen that people in coastal and developed areas care about image significantly higher than those in underdeveloped areas.
Target population attributes
a, age: 20-39 years old
b, gender ratio: about 60 men, about 40% of women
c, region: coastal, developed regions
0 It’s not over yet. Positioning the target population is like chasing a girl. You know her name, age, where she is, etc. These are all basic information, but do you understand her interests and hobbies? What she likes to eat, what are she taboos, and what do she likes to do in her spare time? If you don’t know, how can you find a common topic to continue talking about? So what we need to do next is to analyze user attributes. The principle is the same as the strategy of picking up girls. Let’s talk about it in detail in the next article, and I won’t write it here.
3. Community promotion
The promotion mentioned here is actually more about the choice of promotion channels, and channels are divided into internal channels and external channels. I have worked in a new media company for a maternal and child sales company, and this company has its own website and APP This is actually a good resource. Because of e-commerce, a website alone has a lot of traffic for you to use, it depends on whether you have mining capabilities. What’s more important is communication skills, because there is also resource competition within the company. If you want this traffic entrance, the operation department needs it, and the marketing department needs it. Many traffic activities require technical support, so I have to convince the technology that whether you can get this internal resource depends on your coordination and communication skills and interpersonal relationships. Let me list the resource entrances I have won
. Place the official account QR code
on the right side of the homepage of the website (follow WeChat Receiving red envelopes is actually a coupon)
. Website homepage banner picture activity display
(click to jump to the lottery event, WeChat announces the winner list)
. After the payment is successful, the QR code of the public account
(follow WeChat to get 10 yuan cashback)
. My coupon page display
(follow WeChat to get 5 yuan without threshold coupon)
. Logistics query page QR code display
(Follow WeChat, check logistics at any time)
. Customer service client window QR code display
(Follow WeChat, enjoy 24 hours fast customer service)
. Customer service quick reply to the official account guide to follow
(now is rest time, follow WeChat to enjoy mobile customer service)
. Shipping confirmation SMS display
(Follow WeChat to check logistics at any time)
. After-sales service card QR code display html l2
(Follow WeChat to receive a 10 yuan red envelope)
0, APP free trial activity
(APP participates in the trial, WeChat releases the winner list)
Careful people may find that the corresponding copy of each resource display is almost different; in fact, different baits are set according to different user scenarios to attract users, that is to say: can promote it from the entire process of meeting (visit), acquaintance (shopping), knowing each other (view), loving each other (payment), and producing the crystallization of love (after-sales service) .
Through this series of company internal resource promotions, WeChat fans have added new attention every day to the order of 2,000+ per day. So if you have internal resources in the company, don’t give up. These users often understand and experience the product, and relatively speaking, the stickiness and quality will be relatively high. However, not all companies have resources available, and lack of resources is commonplace, so we must work hard to find external resources for promotion.
Select 3 elements for external promotion channels:
. The correlation between channel and user and community positioning
. The stock of potential users in the channel
. The activity of potential users in the channel
combines three elements. According to the example of smart clothing recommendation above, I chose several promotion channels
. QQ group promotion
. Douban promotion
. Public account promotion
. Weibo promotion
. Aunt community promotion
. Meiyou community promotion
. Tieba promotion
The reason why they chose these 7 channels is because they can all classify users based on user interests and hobbies, that is, they can link channels with users well. At the same time, the number and activity of these channels all have hundreds of millions of users.
QQ group: You can filter out QQ groups related to clothing matching through keywords, such as clothing matching groups, beauty and makeup groups, fitness and shaping groups, weight loss groups, and yoga groups. . .
Tieba and Douban: Douban has a Douban group, which is also classified based on user interests and hobbies. Through the group, we can find clothing matching and its derivative groups.
Official Account: The content of the official account determines its positioning, so if you post content on clothing matching, then you will also attract people who are interested in clothing matching.
Weibo: Weibo is similar to a public account, and it is attracted by content, but I actually have a better way to promote Weibo now, so I won’t mention it here.
Meiyou and aunty: The male compatriots may not know very well, but girls should know that these two APPs actually have community sections, which are similar to Tieba, so it is also a good choice.
As for how to execute the promotion details, I will talk about it in the next article and will not go into details here.
4. Community rules
As the saying goes, there are rivers and lakes where there are people, and there are rules where there are rivers and lakes. Many rules in the rivers and lakes are customary, and the same is true for communities. When building communities, clear community rules must be established. The formulation of early rules is crucial for the development of the community. Appropriate rules can form a good community atmosphere and culture, improve the efficiency of community behavior, and bring more fun to the community.
With rules, community culture will naturally grow under this framework. Rules can be formulated and can be expressed, but culture cannot be formulated and will only naturally form based on your community attributes and the rules formulated. Rules are things that are dead without fun, while culture is living, and culture is the result of rules. I once established a set of community rules in my community that I think are perfect. They are gorgeous, but they are useless. In the end, I have integrated the community profile and community rules into three simple words, which make people understand at a glance, where this is, what it is for, and who are in the community.
Below is an interesting community cultural phenomenon I found in a community. 99% of the members of this community are operators of local public accounts, covering more than 180 cities across the country. The total fans of these operators exceed 200 million. It has been two and a half years since I entered this group. During this period, offline operation practical experience salons are often held.For such an excellent community, the threshold is definitely relatively high: "The number of fans in first- and second-tier cities must be greater than or equal to 200,000, and fans in third- and fourth-tier cities must be 80,000. They need to have a team and have revenue, and they do not provide any services after joining the group. Everyone communicates and makes progress by themselves. The fee for joining the group is 3,000. After joining the group, they have to send 3 red envelopes, which are 200 yuan, 300 yuan, 500 yuan respectively."
City coverage map
is more interesting because it is not sent to the group to send 3 red envelopes, and they are not allowed to pass the test. You must be swept the screen by Aite. Then this is not a requirement set by the group leader, but something that naturally arises after the members are connected and communicated. This is culture, and it is the characteristic of this community. We can call it a sense of ritual in the group and it is also the threshold for a community.
Speaking of threshold, it is also part of the community rules. We often see that many people build a group, then throw QR codes everywhere, attract people everywhere, and then this so-called "community" is established. The reason for this is nothing more than that the seed users of the community cannot be found, so they can just recruit people to make up for the numbers, without asking for quality, and think that as long as there is someone, the group leader can kick people anyway. But often the result of doing this is only one, that is, after a month, you will become a dead group, no one speaks, and advertisements are everywhere; this is obviously not what we want.
In fact, as long as we understand the purpose of setting thresholds, we can clearly know what kind of person you want. Based on past experience, I have summarized that the purpose of setting thresholds is nothing more than finding: . People of the same dimension, 2. People with common interests. How to understand the two points of ? It is not just as simple as a fellow like. For example, a certain group is full of classmates who do new media operations, but some people have tens of millions of fans, a team of hundreds of people, and a monthly revenue of over one million, while some people are just getting started and worry about content, fans, and reading volume every day. Can you say that these two types of people are different from each other? The key problem is that they are not at the same level, that is, they are different frequencies. Because of different frequencies, there will be no resonance in communication. The needs of the two are different. How can we communicate? If you diverge, you will find that after entering a community with a lower level than him, big guys in certain fields often have two situations: , quit the group. 2. Don’t talk when diving.
So to put it bluntly
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Setting the threshold is to filter out people with the same level and similar interests. Secondly, it can also reflect the community's style and give community members a sense of superiority. If does these things, there is no need to worry about the community having no quality or activity.
. Community structure
Overall, the community structure can be divided into community "management structure" and "community attributes" structures, that is, the management personnel and different community members must be classified, so as to build a community structure. A company has a CEO, director, manager, group leader, and ordinary staff, and the company is then divided into marketing department, operation department, technology department, and customer service department. . . The same is true for a good community. There is a division of personnel within a single community, and there must be distinctions between multiple communities. There must be lightness and heavyness. Of course, different communities have completely different management structures, and different community attributes also play different roles and roles. The division of labor and classification of communities varies from group to group, so a set of community structure formulas cannot be given here.
When we talk about community structure, it is more about management-oriented communities, because for most communities, they are generally leadership-oriented communities, and there is no complex community structure. They are often a group leader as a community leader. It is precisely because of this that the scale of general leadership-oriented communities is relatively small (small scale does not mean small influence, and the power behind community members cannot be underestimated) . After all, people's time and energy are limited. Mobile communities break the constraints of time and allow everyone to connect within 7x24 time. This means that community managers have to spend more time on personnel management than in the past. For students who want to make the community bigger and better scale, more people must participate in community management, but not everyone can manage a community well, which means that the structure of our community managers is set up.
Based on past experience, I think there are 3 very important things about community administrators
. Administrator selection
Speaking of administrator choice, the most important thing is that this person must be responsible and responsible. Even if he doesn’t have time or doesn’t understand the community, it doesn’t matter, because he has a sense of responsibility, and he will always manage the community well in the end. Secondly, we must have our own strengths. Because we must convince the public, we must have a unique skill. Third, we must have a clear understanding of the community, because only in this way can we better cooperate with the operation staff to do a series of community operation matters, including handling community crises.
. Administrator management mechanism
The purpose of setting up the management mechanism is to encourage administrators to better assist in operating the community, but everything has its own two aspects. Water can carry a boat and can also overturn it, so reasonable profit distribution must be set up, such as administrators can get community sales commissions, or they can enjoy some community products and services for free. If a community administrator absorbs community connections, he has become king. If the community is full of your customers, it is very scary. They are even more scary than competitors because they know almost everything about you. In order to prevent such a thing from happening, it is best to establish some risk control mechanisms and find ways to improve the loyalty of the administrator.
. Role division
For different communities, the management roles required are also different, but there are generally several basic positions: for example, the community secretary, who is responsible for the editing and publishing of community notifications and activity content. Event planning: Planning activities for products, hot topics and festivals, and the purpose of active users and conversion. Order defender: Responsible for monitoring social advertising, handling member conflicts, and positively guiding the direction of community communication.
The following picture is a female community project in my company last year. At that time, I made some architectural plans for management structure and community attributes. Now it seems that there are quite a lot of problems, but I will post it for you to see. There may be some reference value, but it is not recommended to copy it!
Figure 1
Figure 2
Figure 3
In addition to the community management structure, we also use the community to classify and operate the community from the perspective of community member attributes. I have seen many communities, but these communities are all the same and have no focus. Doing so will not help the efficiency of community operations. Because there is no classification, there is no goal or targeting at all. Let’s look at today’s science and technology fields. Science is divided into physics, chemistry, mathematics, biology, psychology, meteorology, etc., and each discipline has its own branches. I think it is the same as building a community, and there must be plans. Below I will share some plans I have made before on the classification operation of the community. In fact, it is the structure of the community. Due to time constraints, I have not sorted out and there are many loopholes, which are for reference only.
seed group
. Select high activity + degree and high viscosity + professional talents from other groups
. Cultivate multiple centers and distribute the weight of a single center
. Used to detonate new communities and quickly establish group culture sub-culture
. Used to assist in the management of community
. Provide free product usage rights + sales divided into
core group
. ml3
. The members of this group are members who have enjoyed community services or purchased products
, high trust, high viscosity
, used for secondary sales conversion and word-of-mouth dissemination of products
, used for information dissemination and group diffusion
, as the core group and seed group pool
, regularly provides free clothing matching and other courses + one-to-one service
Urban cluster
. This member is all local urban members
. It is used to establish the viscosity of community members and break the spatial constraints
. This group will hold offline gatherings regularly
. Lay the foundation for the development of offline stores
Theme group
. This community members are interested in vertical fields and experts
html l12. The purpose is to refine the operation of the community and connect people with likes
. This group can cultivate multiple central characters and seed users, and send the main force to other communities
(Supplement: the larger the community size, the better. The larger the community size, the weaker the control of community members, and it will also increase the marginal cost of operations, so its input-output ratio will be very small. The backend reply to the keyword "number of people" and check the inferences about the number of community people)
is the 5 things I have summarized about the establishment of a community, including but not limited to: positioning, target population, promotion, rules, and structure. The more you can consider more issues in advance, the more beneficial it is for later operations. If you have the idea of building a community, first simulate a community model in 5W1H (why, what, who, when, where, how)
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