Here’s the thing; I’ve been doing internal corporate training recently, which is related to community operations; when I look back and want to share the content, I suddenly find that I have no thoughts about writing.
To sum it up in one sentence: if it is simple, it will not be worth writing, and if it is complex, it will be difficult to explain in one or two strokes. The curse of knowledge is beyond doubt.
Therefore, I have sorted out the ideas and wrote this article on the cognitive level of community operation, and listed 6 key points of being a community.
1. Having a threshold is a good community
The establishment of a community must design a threshold. The purpose of the threshold is not to increase the user's action cost; it is to screen low-quality users to improve the quality of the community. In this way, users who are not interested in the product, or who come to advertise, can be prevented from mixing into the community, affecting the experience of other members.
Regarding the community threshold, the most common problem I encounter is: teacher, if I set a threshold for entering the group, what should I do if there are not many people in the community?
You must know that the purpose of creating a community is not for the number of people in the group, but for the business ability and activity of the community as the key north star indicators. Community size is clearly a false north star indicator.
First accumulate, then release. You must know that apart from the male protagonist of the novel, no one can start with a "dragon-slaying knife". Li Jiaqi has also grown from obscurity to the first brother of lipstick. If your community creation effect is not good in the early stage, it may not be your community operation ability. The problem is that the potential energy you have accumulated is not enough. This sentence is more given to most self-media people. May wish to accumulate for a period of time and release in a concentrated manner.
Remember that the key point of the community is "community" rather than "group". If the social attribute in the group is strong, 10 people are also a value; if the socialization in the group is not strong, 500 people will only occupy the memory space of your mobile phone.
Second, the activity depends on the usual
The difficulty of the community is that it cannot be directly advertised or not advertised; the former die from excessive marketing, and the latter die from lack of themes; how to do this interaction between advertising marketing and chat? This is the importance of the operating position; the activity of the community must be maintained by the usual daily life. First of all, the merchant must maintain the activity of the community. A community that has not chatted for a long time will gradually become a dead group. It is basically impossible to market in a group after a dead country email list group, so businesses must try their best to avoid their own group becoming a dead group.
How to improve community activity, I simply list 6 small methods:
Every morning and evening greetings, funny holiday wishes.
Interact with topics within the group, pay attention to current hot issues, and focus on the scope of community business.
Daily dry goods sharing to maintain the long-term value of the community.
Special lectures are held regularly, and group live broadcasts are used to regularly promote activity.
Distribute coupons, group activities and other benefits on a regular basis.
Use social game tools to liven up the atmosphere, such as robot idiom Solitaire, riddle guessing, etc.
Third, there is stickiness in order to have conversion
User stickiness is very important, it is an important requirement of all conversion marketing; active community users are not necessarily good, only when a community member has a high stickiness, the effect of product promotion in the community is only good. It will be better, so how to improve the stickiness of community users is a problem that businesses need to think about.
For improving community stickiness, I have listed 6 dimensions, hoping that merchants can truly know the underlying demands of users through these 6 dimensions.
4. Labeling and stratification are the watershed of the community
A good community operation must have user labels and layers.
In the early days when bidding promotion was popular, there was also a job title called network consulting. Different industries had different names but different working methods; that is, when users visit the website, they provide answers and consultations for users; the key is to continuously communicate with users. to make annotations and remarks for users, so as to be more targeted in the later conversion process; for the same reason, if the community is regarded as a commercial behavior, then the members of the group are also your users. Labels and layers can better guide business behavior.