Editor's Introduction: How to do a good job in community operation is a problem that every operator is thinking about. A good community ecology requires a lot of effort. In this article, the author shares the experience of doing a good job in community operation, let's learn together.
I believe that now everyone who uses WeChat will always have many WeChat groups. When you create a new WeChat group or just join a new WeChat group, there will always be a very beautiful ideal, join this WeChat group, you can get hundreds of WeChat friends, expand your WeChat circle of friends network; Or enter a valuable group where you can learn a lot of dry goods with material and quickly improve your abilities...
You may often have such an experience: the group owner has just created a new group, the group name "new media circle communication group", and then send the group QR code to another group, or post it in the circle of friends, the number of people rises, and quickly approaches 500 people. It seems that everything is going well, but suddenly someone starts to advertise in the group, send some irrelevant messages, send some links to irrelevant content, and the group owner begins to find that the signs are not right.
Then the group leader came out to preside over the overall situation: "All red envelopes are prohibited in the group, if there is an advertisement that needs to send red packets, the members of the group please abide by the following rule 1234..."
But what will happen to the owners of the group if these black sheep are still going their own way? Start kicking these people out of the group, but the group owner will slowly find that the people who will gradually appear in the group who will gradually send advertisements will privately pull other people in and continue to advertise, the group owners continue to kick, and there are still people who continue to add in.
And the atmosphere of the group is getting more and more wrong, some come in to advertise and sell courses, some do micro-businesses come in to suck fans, and some talk about life instead of new media. In the end, the group owner really has no way, either transfer the group owner or directly disband the group.
As a result, people often exclaim: "It is too difficult to do a good job!" "Many people have read a lot of community operation treasure books, and after the operation manual, they still can't do community operations well, let alone use the community to monetize."
In fact, the operation of the community has already had many successful cases to refer to. You only need to learn from those communities that have been successfully operating for many years to find a way to operate WeChat groups. So what are these communities that have been successfully operating for many years? It's just all around us that we often turn a blind eye to, that is, schools, communities, countries.
So, how should the new media community operate? Specifically, the routine goes like this:
- Clarify the theme, find the same value groups and set the threshold
- Build opinion leaders
- Group rules
- Contribute value
- Build a platform
First, clarify the theme, find the same value groups and set thresholds
How a high-value, long-lived group is established and well maintained, and then realizes the value we want, we can explore some secrets from the establishment of schools and religions.
As can be seen from the previous process of most people building groups, it is already a wrong action at the beginning - pushing the QR code of the newly created WeChat group to other WeChat groups and their circle of friends, trying to suck powder as quickly as possible to fill 500 people.
This kind of quantity and non-quality behavior can only accelerate the dissolution of the group, because if the QR code of a group is sent to other groups and cannot be withdrawn in time, then there will be many people we do not want to come in to enter the group by scanning the code, at this time you can not truncate this entrance.
At this time, the group owner has lost the initiative, whether to enter the group or not is decided by others, so that the people who enter the group often do not pass the screening, the fish and dragons are mixed, laying a time bomb for future advertisers and micro-businessmen to continue to send links in the group.
Look at how schools and religions can run their communities for a long time.
Students who enter the school and believers who join the community have a desire for the school and religion. Students aspire to school to gain knowledge, and believers aspire to enter religion to satisfy their faith.
So, the first step in building a community is to clarify the group theme.
It's only by identifying your theme that you decide what kind of group you need. Just as schools can only attract students and teachers, religion can only attract believers.
Next, look for groups of the same values.
Imagine if you were to make a group of people who seemed eager to gain value in school or religion, I would call them pseudo-groups (after-school training, businesses who sold insurance and money). They can also increase the size of your community, but what they want is to sell the product to your real community – students, believers. If these pseudo-groups enter schools, religions, will only harass students, believers, constantly sell them products, affect their learning, worship.
Not only that, but your true community —students, believers. There is an illusion that your community (school, church) just goes on learning, draws them in the name of worship, and then constantly tries to sell their products instead of really giving them value (learning, worshipping). They will gradually flee from your community and look for other communities.
This is also why parents are very disgusted with people who sell training courses entering the school, and the school also turns away people from these training courses.
The other is to set a threshold, the most common method is to charge and audit.
Every place has a local famous school, why can you learn in every school, but many parents still have to squeeze their children into famous schools? Because there are usually only two ways to enter a prestigious school: through their own ability to get a high score, or pay a high school selection fee.
Psychologically speaking, if it is free (free and there are many design methods omitted here), it will make people not cherish it and abandon it, but if it is through their own efforts, the reward will make people more cherished. As you can see, there are many high-quality groups that use these two methods before absorbing members into the group, and the life cycle and value of the groups that have been built in this way are often much higher than those that can be entered by scanning the code.
Therefore, in order to ensure that the future of the community has a good foundation for development, it is necessary to set a threshold and find a group that has the same values and recognizes you, even if there are only 10 group members with the same values, it is better than 100 pseudo group members.
The question is, where to find this group of people? Here, teach you a very simple and effective idea - find the upstream and downstream.
What is looking upstream and downstream? For example, if you are doing new media, then people who pay attention to new media will definitely pay attention to public relations, marketing, advertising, and copywriting, which are your upstream and downstream.
Second, build opinion leaders
Whatever community is built, it must be triggered by a class against a certain class. Historically, we can find some laws.
Qin Dynasty vs Commoner Class. The Qin Dynasty took YingZheng as the leader, and the will of the king was the holy will, but the tyrant was cruel and used the oppression of the people as the basis for the development of the country, so the people's leaders represented by Chen Sheng and Wu Guang rose up and shouted out the mass voice of "the prince will have a kind of peace", so there was a class confrontation between the tyrant and the commoner.
To build a stable community, find out what class you represent against another irrational class.
Like Xiaomi, it represents the "anti-profit mobile phone" class VS the "traditional profiteering mobile phone" class.
As mentioned earlier, the establishment of a school's community is also inseparable from opinion leaders. The leader of a class is the class teacher, who is responsible for all the big and small things in the class, and it is the class leader who helps the class teacher do these things well. The class contradiction at this time can be said to be the A class against the B class, because each class will be rated as an excellent class at the end of the semester, and each class will strive to achieve the best results of the class in order to get this honor, which is the leading role of the class teacher and the class leader.
And the best opinion leader of a group should be the group leader himself, how to be an influential leader? Just build a group? No, in my opinion, to be an influential leader instead of a microphone requires several conditions:
Example:
At present, I have stayed in the group, I think there are not many successful groups, before there was a marketing sharing group, the group owner surnamed Li, is a well-known opinion leader in a marketing system, he is best at writing copywriting (ability), but also published books, so there are also a group of fans (support). Later forgot how to quit the group.
Another group, I was also attracted to the group owner's article (ability) and joined his group, before I joined, there were already many people who joined (fan support).
In fact, building an opinion leader is not just about building a group of leaders who are in the eyes of everyone, but also about creating more leaders.
For example, the group owner can directly pull some people with the same ability to share in the group, so you can see that many group owners will invite some big celebrities to share in their group.
In order to create more opinion leaders, the group owner can also explore excellent group members and focus on cultivating, especially some of them are small white before entering the group, and after a period of precipitation in the group, they become small coffee, so that they can share in the group, so that more new members of the group and other members can see successful cases, thereby improving the viscosity of the group (this trick is called creating successful cases).
3. Establish group rules
There is an old Chinese saying: "No rules, no squares". The meaning is that everyone knows, it is said that there are no rules to do bad things. In fact, WeChat groups are nothing more than the transformation of traditional community groups to the Internet era, from offline to online. The main body is still a person, but the maintenance tool has become WeChat, as long as it conforms to the laws of human nature, it can maintain the WeChat group as well as the maintenance offline community.
Why do many groups, obviously in the early days of the group, meet the two steps I mentioned earlier, but in the end they still become waste groups, advertising groups, and dead groups?
Because managing a group is a manual task, you need to customize the group rules. Chen Believes that at least the following items must be used as weChat group management iron rules:
1. Administrator settings
Why set up an administrator? In fact, the responsibility of the WeChat group administrator is equivalent to that of the housekeeper, mainly responsible for publishing messages in the group, punishing people who violate the group rules, collecting messages from group members, and timely feedback to the group owner, and then finding more reference directions for the maintenance of the group.
Why set up an administrator? In the past, fishermen went to the deep sea to fish, most of them were sardines, fishermen from catching sardines to transporting them back to the port to sell, there is a long distance, sardines often can not hold this distance, before returning to the port, they die. Dead sardines and live sardines usually sell for very different prices. So the fishermen tried to keep the sardines alive, but none of them worked.
There is a fisherman, but his sardines are often able to return to the port to maintain vitality, so they can sell at a high price, and his secret is that in the sardines, put a catfish, the sardines see the catfish after fear of being eaten, so desperately flee, this time is enough for the fishermen to transport the sardines back to the port, so as to maintain the freshness of the sardines. This is known as the catfish effect.
At this point, you must understand why you want to set up an administrator, in order to maintain the vitality of the group, the administrator must not only punish, but also properly guide the group atmosphere.
For example, in the new media exchange group, the administrator should guide the group members to discuss how to use new media to do the marketing of the festival; How to take advantage of the opportunity to write various paragraphs on Valentine's Day.
In fact, there are still many responsibilities of the administrator, but here I only mention one point, that is, let the administrator be a catfish, if the group members have violated the group rules, eat him, so that the group members remain vigilant at all times.
2. Rule-making
The group leader surnamed Li mentioned earlier, when I first entered his group, was very interesting. He made a series of group rules to keep the group alive.
I remember something like this:
Enter the group to change the business card, the format is name + industry + region;
Every night 7:00-8:00 is the time to send advertisements, but the advertisement must first send a 200 red envelope, otherwise kick out of the group;
Every weekend 8:00-9:30 pm is the sharing time, the group members can share their skills no matter who they are, the content is not limited, the purpose is to let the group members know and remember the sharer, the sharer needs to register in advance;
After sharing, those who want to do title ads in the group can advertise at will and introduce their own products;
Most interestingly, there are also auctions. The administrator is responsible for being an auctioneer, who wants to let more people know about their products, they will take out 1-3 pieces, the highest price will get, if the auction does not pay will be regarded as malicious auction, kick out of the group;
At this point, you must be wondering, how is the group doing? As a result, it is obvious that the atmosphere in the group is maintained very well, until I quit the group, the group still maintains a good viscosity and value, and the WeChat group made by Li is very successful.
Obviously, the formulation of group rules has played a crucial role, played a role as a catalyst, and successfully detonated the group atmosphere. Li Qun has established two groups, each group is not only full but also very active, and there are many small and medium-sized entrepreneurs in the group, and the group can successfully monetize through various auctions and cooperative introductions. To this day, those two groups still make me remember them fondly.
In fact, we can also see the importance of rule making in life.
For example, the military. Every army has its own rules, obeying orders is the duty of soldiers, even if it is a wrong decision, soldiers must firmly implement it. In the early days of the War of Resistance Against Japanese Aggression, many people did not believe in the army, believing that the army was a gang, because the gang of thieves on the mountain would rob their homes, so the local people saw the troops and regarded them as equals. When leaders discovered this phenomenon, they immediately made a rule: "Do not take a needle and a thread from the people." The local mass base was quickly obtained, laying the foundation for future victories.
Another example is school. The school also has school rules, if the student makes a mistake, the child will be warned, and the serious will be expelled.
Rules are the basis for ensuring the normal operation of an enterprise and a team. Therefore, weChat groups are no exception, and they also need to make rules.
3. Ritual sense is created
Every well-run group is indispensable to carry out a variety of ceremonies, and the creation of a sense of ceremony is also a good way for group members to improve their sense of participation. Improving a person's sense of participation will make the whole person unconsciously classify himself as a group, regard himself as a member of the group, and eventually form a sense of belonging.
For example, we often see in movies why monks don't just shave their heads at home and go to the temple to become monks. Instead, do you want to change your clothes and bathe religiously, burn incense and worship the Buddha, and then shave his hair by an elder or abbot under the attention of everyone? This is a sense of ceremony, after a series of shaving ceremonies (ritual sense), the person will unconsciously classify himself as a monk in the temple (group belonging), and eventually form the habit of eating vegetarian prayers every day (belonging to the monk group).
For example, when we were young, the teacher would teach us to sing the national anthem, wear a red scarf, and participate in the flag-raising ceremony. In the long run, we will unconsciously hear the accompaniment psychology will silently sing the national anthem, and eventually these subtle influences will make us feel that we have the feeling of being Chinese.
This is also why after the Chinese athletes won the olympic games, the champion himself looked at the rising five-star red flag and cried silently, and the Chinese people stood up and sang the national anthem together.
What are the usual ways to create a sense of ceremony? We often see the way, Chinese traveling in Thailand, greeting with your hands folded, nodding slightly, and saying in your mouth: "Swipe your drip card"; The sound of the Apple phone scratching the screen "drip"; To worship the Buddha, burn incense, etc.
In short, you have to set up some rituals that are exclusive to your community, and others will recognize them as your labels at a glance.
For example, the avatar of the group members is uniformly added with a "V";
For example, group members will receive a T-shirt with a "V" LOGO.
Fourth, contribute value
Whether a WeChat group can be maintained for a long time, the most fundamental thing is to see whether the group members can get long-term value in this group.
Every member of the group starts with a taking mentality, because the group must be "related to me". Just like the previous group of my YY "new media exchange group", the positioning of the group is the learning of new media people, the communication circle, and the people who really want to enter this group are eager to improve their new media operation capabilities by learning in the group.
Therefore, throwing away the previous routine, the contribution value is the key, if the front is all sunshine and rain dew, and this is the root of the growth of the tree, the sunshine and rain dew are all for the tree to thrive.
Take the previous schools, every student who enters the school, every parent who squeezes his head for his child to enter the school, is eager for his child to learn knowledge and lay the foundation for future admission to college. Whether a school is good or not, it is still necessary to speak with grades.
At this point, the role of the group leader is highlighted, as mentioned earlier, the group main has a certain super high ability, which is the key to being able to gather a large number of community members.
Remember Li Qun lord, Li is a copywriter, many people who want to know Li and learn copywriting with Li have taken the initiative to find Li and ask to enter his group, which is the charm of value. But one thing that Li did not do at the beginning was that he did not contribute value on a regular basis. In fact, the best way to absorb powder is not to push hard, but to attract, the premise of attraction is that your value is recognized, and others want to get value through you.
I saw a particularly funny and particularly pathetic example before. Someone may have listened to some crowdfunding courses shared by some masters, knew a little bit about it, and then he set up a group himself, wanted to crowdfund thousands of dollars to participate in a teacher's marketing course, and the members of the group complained and finally quit the group. This is a manifestation of the inability of the group itself to have no appeal.
What is contribution value? To put it simply, it is to share knowledge, people in the group are for knowledge, and contributing value will also be skill.
The trick is timing, foreshadowing, with feedback, creating a sense of ceremony and participation.
For example, the logical thinking of Luo Fat. Every day thunder does not move around 6:30 a.m. 60S voice.
Fifth, build a platform
After the first few steps, in the end, the best result of the WeChat group is to gather a large number of like-minded fans to form a large platform.
Naxin - screening - high viscosity fan base - forming a platform - fission propagation - Naxin
Why build a platform?
The benefit of being a platform: it can be easily monetized. Especially for platforms with the personality of Internet celebrities, because fans are completely directed at the group owners, it is far easier for the group owners to monetize than other platforms.
For example, logical thinking, Mimon, etc. Their ability to monetize is at least twice as high as other platforms that don't personalize.
Another benefit is mastering fan resources. Compared with the monopoly of traditional media platforms, the advantage of building a platform is self-media - itself is the media, if the group owner shouts, his fans will respond to it, and the circle of friends behind the fans will also be affected, so the influence is geometric growth.
Some time ago, I was in a WeChat group, which is one of the best groups I think I've ever been to. Specifically, the members of the group come from all over the country, and if the group members need to post to the group, the other group members will help each other.
I remember once, there was a writer in the group, called Mass, the article was very well written, the people were also very kind, taught in the mountains for a few years, and then went to a film and television company in Beijing to apply, and the result was a scam company, the only tens of thousands of pieces on the body were deceived, and they were beaten.
After his story was revealed by his friends in the group, everyone in the group supported him and someone helped him accordingly. We also collectively forwarded an article calling on the relevant departments to manage this matter, and several capable group friends continued to pursue him to the end, which really touched me.
What are the characteristics of a good platform? Usually there are these points: a large number of fans; High viscosity; Functionalization.
The synthesis of these three aspects provides two ideas for building a platform:
1. Create traffic portals
To create a platform, there must be a large number of fans, then, to attract a large number of fans, it is necessary to make a function routine as a means to attract fans to create a traffic entrance.
For example, QQ. QQ to build a platform, relying on the rapid gathering of a large number of fans, his approach is that even if the communication is free, because it is convenient and fast and free, and through the virus spread effect, QQ gathers a large number of users, thus quickly forming a platform;
For example, Luo Fat. Luo Fat's 60S voice every morning accompanies you through reading the toilet time. Reading free articles through daily voice sharing and reply keywords also quickly gathered a large number of users.
From these two cases, we can see that the best way to achieve a traffic entrance is to make a target user's high-frequency use point free of charge, so as to attract a large number of people and pave the way for building a platform.
2. Create an interactive system
After the fans have, they must be able to monetize, which is the key to the ultimate value of the platform. After all, what we want to create is an ecosystem that can develop steadily, not do public welfare. In order to maximize the realization, not only the goods on the shelves can be, if it is just to ask for large traffic, you only need to go to the high traffic platform to find a shelf, do not have to work hard to build a platform.
In order to improve the viscosity of fans and let users feel that your platform is a person with temperature rather than a cold machine, it is necessary to create an interactive system to cater to the tastes of users.
Two methods are provided here as a reference.
(1) Sell cute customer service
We can often see some idle people calling to China Mobile to chat, flirting with customer service sisters, in the past if you were the leader of mobile, you may let customer service sisters try to cope with the past. But now, one of the jobs that the customer service sister has to do is to chat with these users.
In this way, you can make users feel that your platform is a person with temperature, not a machine, thus narrowing the psychological distance of users.
(2) There is prize feedback
Another common method is to have prize feedback, usually the answer to a certain question is adopted, or the highest number of likes, will receive the prize return. The advantages of this are twofold: One is to narrow the psychological distance of users; Second, through user feedback, you can find out the real needs of users at 0 distance, improve the platform, and tailor the products they want for users to make better preparations for monetization.
In this regard, many traditional enterprises are centered on corporate value and do very poorly. For example, Coca-Cola, the idea of cooperation with merchants, is to give merchants some companies to purchase toothpick boxes, tissue tubes and other dispensable things that merchants can have, and merchants have repeatedly feedback that they need other more practical things, but the answer is that the company only has these, and finally it is not done.
In contrast, some Internet companies do a good job.
For example, Xiaomi. When Xiaomi first started, it attached great importance to 100 angel users, responded and processed the feedback on the forum in a timely manner, and listed the user experience as the company's strategy, which cannot be denied, which laid a solid mass foundation for Xiaomi's success later.
In short, to create an interactive system, it is a variety of tactical arrangements around the user, in order to make the user feel that you are his good friend and put himself in his shoes.
After all, it's always easier to do business with friends than it is to do business with machines.
Author: Chen Mingbeast, WeChat public account: Insight Creativity
This article was originally published by @Chen Is a Product Manager. Reproduction without permission is prohibited
The title image is from Unsplash, based on the CC0 protocol