Community operation has become the core of enterprise management. More and more enterprises regard the community as a lifeline. How to maximize product value through community has become an urgent problem for enterprises to solve. Although how to run a community is not a new topic. However, there are still few real quality communities on the market. So what should community operations do? Today, I will talk to all my friends about community operation. Pi Ye believes that it takes only three steps to do a good job in community operation. Before we get to the point: before we talk about the specific content, let's first understand what a community is: a community is a group of people with the same interests, cognition and values. Then interacting, communicating, cooperating and infecting together will produce a feedback value relationship to the product or brand itself. Therefore, compared with the personal number and official WeChat account, the community is a more stable private domain traffic. From the perspective of communication, community is a 1 one-to-many or many-to-many way. In the marketing process, whether it is innovation, retention or transformation, it has amplification effect. And this amplification effect exists on both sides, that is, the quality of the product will be amplified. Even if the above is about the meaning of community, it is more general, but it is necessary for enterprises to understand these, because the first step for enterprises to do a good job in community operation is to clarify the positioning of the community. Step 1: Make clear the importance of community positioning. I don't think I need to say more. The following focuses on how to do it (the importance of community positioning is self-evident, so Mr. π will spend more time writing it, so all friends must read it carefully, and I believe you will gain something): 1: To do a good job in community positioning, we must first start from the enterprise itself and clarify the position and role of the community in the business structure of the enterprise by combing the business processes of the enterprise. How to sort out the business process of an enterprise? In fact, it is from two directions: the transaction structure and the transaction object. By combing these two dimensions, we can draw the business flow chart of the enterprise, so it is easy to determine where the community should be in the business of the enterprise. I take the "education/training" industry as an example. From the above figure, we can clearly see the overall transaction structure of this enterprise. In this structure, we can judge that this enterprise actually has four transaction objects. So if an enterprise wants to build a community, it needs to be clear, who is the service object of this community? Different customers will have different positioning and roles in the community. For example, if it is aimed at C-end customers, then the positioning of this community should be a learning community, and its role is to sell relevant courses by sharing relevant knowledge. 2. Community Positioning When we sort out the business process of the enterprise, we will know where the community we want to build is in the whole business model and what role it plays. Then we can start positioning for this community. Yes, that's right! Combing business processes is not to locate the community, but to serve the community. Community positioning is based on the emotional identity and value identity of the target users. The most commonly used method is the so-called 5W 1H method: Why: Why do you want to build this group? What: What value can you bring to the group? Where: where to build a group? Who: Who is a member of your community? When: When to build a group, and how long is the life cycle of the group? How: How? Let's take a look at these questions one by one (some of them will be reflected in the following steps): Why: Why build this group? I don't think it is necessary to elaborate on this problem, because when you sort out the business process of the enterprise, this problem will naturally be solved. But here I have a point I want to share with you: Although the community operation is very hot now, many enterprises are exploring this road. But in fact, communities may not be suitable for all enterprises, or in other words, not all enterprises need to establish communities. Different enterprises have different goals at different stages of development. Whether to build a community depends on what your current business model is. This is why teacher π proposed to sort out the business processes of enterprises before talking about community operation. Where: where to build a group? We should know that the community does not only refer to the WeChat group (although the WeChat group is used most frequently), but also social platforms such as QQ, BBS, Weibo and Douban can be used as our community or private domain traffic pool. Even the community can be an offline platform, such as the popular maker coffee. The key to choosing where to create a community is to see where our target users are! The rest of the questions about what, who, when and how will be discussed below. Let's continue to talk about the content of community operation positioning. 3. Set a goal for the community. After knowing why to build a group and on which platform to build a group, we need to make clear the goal of building a group. This is a little different from why we should build a group. Why build a group is to understand the position of the community in the whole business process, which is a strategic consideration. Establishing goals for the community is a tactical problem, which needs to be decomposed in detail according to the purpose and status of the former. For example, educational/training institutions usually set up groups to realize the sales of courses, so to achieve this goal, we need to disassemble the goal first. The commonly used dismantling method is to use AARRR mode, that is, pull new, activate, retain, transform and spread, so we need to realize these functions when building communities. At this time, you may find that it is unrealistic for a group to achieve so many goals, so we need to find a way. The best way is to divide and rule the community. For example, communities are divided into new groups and reserved groups. Therefore, don't mistake the so-called community operation for a simple group. Many times, the community is made up of many groups with different purposes! At this point, we can generally understand that the orientation and main role of the community can be determined according to the combing of the company's business processes. Then, according to the business objectives, small communities are established and the decomposition goals are determined for these small communities. In this way, our community operation has become a small group that operates new groups, retained groups, sharing groups and so on. And each group will have a very clear goal. These * * * together constitute the operational objectives of the enterprise community. In addition, in addition to subdividing communities, it is also necessary to clarify what kind of state different communities need to achieve is the best. For example, there are all target users in a certain group, but it is meaningless to say nothing, or the community keeps 999+ information screens every day, which will also cause a kind of harassment to customers. So we need to define a standard through data. This standard can be used to help achieve the goal. For example, what Pi Ye thinks are: topic participation, problem solving rate, content forwarding rate, content likes/comments and so on. It can be used as a standard for community activities. Of course, it also includes some subjective cognition. And these standards need to be clear before the community is established. In this way, through data presentation, we can clearly know whether the state of each sub-community is the best. Is there anything that can be improved? And is there any deviation from the realization of the goal? ! Wait a minute. Well, at this point, let's go back to the principle of 5W 1H, in which why and where it has been mentioned. According to what we have talked about, we can further solve the question of who and when: Who is your community member? When answering this question about community members, most enterprises simply and rudely think that community members are basically equal to target users. But the reason why I want to talk about this after I finish the problem of community goals is because Pi Ye thinks that community members are not exactly equal to target users. As mentioned earlier, the enterprise community is composed of small communities with different purposes or subdivisions, so different groups have different members. For example, a new group, a qualified new group, its members should not only have target users, but also potential users, concerned users and so on; The main members of a community like Retention Group should be paying customers. Of course, it can also be subdivided, such as paying users who come in through the 1 meta-experience class, or customers who buy offline training camps. This part of the community members are mainly absorbed from Racine Group and do not need to be drained through channel promotion; And the community like the sharing group, because the purpose is to let customers recognize the enterprise value through our services, so as to promote it spontaneously, so the members of this kind of community are mainly absorbed from the remaining groups. In addition, different communities and enterprises should invest different resources, such as pulling new groups. For education and training enterprises, it is not necessary to let some teachers and big coffees join the group, but like retaining the group and sharing the group, they need influential teachers and big coffees to sit in the town. When: When to build a group, and how long is the life cycle of the group? This problem should also be operated according to the characteristics of sub-groups, such as Racine Group, which is characterized by short frequency and high speed. Everything is centered on making the target users pay, and enterprises should not expect the new group to have a long life cycle. To put it bluntly, if there are some differences in values, you should give up. Things like reserved groups and shared groups need to consider the life cycle. Because the core purpose of this group is to enhance the user's sense of belonging and strengthen the user's stickiness. Of course, in practice, it is impossible to establish a retention group before all new groups are full. It can't be said that as long as someone orders, it will be established immediately. But it should be adjusted according to the actual situation. This stage pays more attention to the sense of rhythm, but also depends on whether the enterprise's own resources in this area are fully prepared, and so on. If conditions don't allow, don't set up a retention group yet, or consider one-to-one service. Step 2: Make it clear that the next step is equally important after the community management system has completed the most important work of community positioning. Many enterprises often pay attention to the creation of community content when operating the community. Moreover, there are many summaries about the failure of community operation on the internet, and most of them attribute the reasons to the positioning and content of the community. But according to Pi Ye's observation, the primary reason for the failure of community operation is the positioning problem, and the secondary reason is not the content, but the group system! The formulation of community management often determines whether the community interaction system can operate for a long time! ! ! After all, any decision and creativity need someone to implement. And this process must have rules. At the same time, the community system is also a manifestation of protecting users' rights and interests, and it can also cultivate users' usage habits through rules. The formulation of community management includes many things, such as rules for joining the group, elimination, reward system, rules for sharing members, and rules for some group activities initiated by group owners. The formulation of these rules still needs to be determined according to the orientation of enterprises to the community and the main tasks and objectives after community segmentation. So there's really nothing to talk about in this area. However, I still want to emphasize that the purpose of formulating group rules is not to make group owners superior, but to strengthen the ties among members through certain norms. At the same time, the group owner needs to balance and distribute the points. The best way is to take advantage of human weakness and let members help manage the community. After all, every member of the community will be eager to be valued, recognized and become a big fish in a small pond. Therefore, how to choose managers is also an important part of the community system (don't think that the managers of the community must all be enterprises, and sometimes letting users manage users will have greater unexpected gains). Step 3: Community Content Operation Community content is actually mainly divided into two parts: content generated by enterprises and content spontaneously generated by users. The former is mainly in the form of soft articles, videos, materials, activities and topics; The latter is the main topic. Although the content of the community can be roughly divided into these two categories, Pi Ye believes that the most important content of the community is actually the topic. After all, the core of the community is a group of people with the same interests, cognition and values, and then interact with each other. Therefore, whether it is the content generated by the enterprise itself or the content initiated by users, whether you are in the form of soft text or video, or planning an activity, it will eventually be implemented to this point. Only if your topic is attractive enough and deep enough, your community members will naturally be activated by you! 1: Community Content Focus: Topic What kind of topic can capture users? Let's take a look at the types of topics first: the classification of topics can be roughly divided into these four categories: professional topics, personality topics, hot topics and universal topics, which should be easier to understand. It should be noted that if you don't know users very well, you can use universal topics to break the ice. And when you have a certain understanding of the user, you can talk to him about some relatively professional or hot events. As for topics such as personalization, it is actually to further narrow the distance with users. This requires you to do enough user research before using it. 2. Topic discussion process The enterprise publishes a soft article, a video, and even plans an activity, all with the purpose of eliciting a topic and thus activating users. Therefore, when we determine the direction of the topic, we need to do a good job in organization, that is, to ensure the effective development and orderly progress of the topic. There are two kinds of discussion forms of topics: one is random discussion, the other is formal discussion; Whether it is a random discussion or a formal discussion, the general process is as shown above. But in practice, we often combine these two discussion modes. For example, a topic can be discussed randomly in the group first, and then the initiator will record the results of the discussion and invite interested users to have a formal discussion at another fixed time. Usually formal discussions usually involve a relatively awesome lecturer, and members can consult and interact with the teacher according to the results of previous random discussions. Of course, enterprises can also directly aim at a certain topic and go to relevant teachers or industry experts to give lectures and interact. In the discussion of topic form, we usually follow random discussion+formal discussion or only formal discussion, and will not choose random discussion alone. Because sometimes, even if the discussion is heated, it will not help us achieve our goals and it is meaningless. Therefore, it is still necessary to guide the topic discussion to further promote the realization of the goal. All right! So much for the trilogy of community operation. Of course, it is definitely not enough to really run a community. These contents can only be said to be the premise of community operation. After that, it also includes the active community, community transformation and HOW in 5W 1H, which are not discussed in detail. In addition, it also includes the integration of community resources, the closed loop of online and offline communities and so on. Regarding the community operation, I found that there were too many things to write, so I decided to temporarily divide them into the next two chapters, so that my friends would not look too tired (in fact, I was lazy). Finally, I want to emphasize that we should read all kinds of books and articles about operation. In addition to learning the experience and knowledge of great gods, we should also develop the habit of thinking and apply the results of thinking to practice. If you just study blindly and don't know how to think and use, then even if you are given a superb martial arts book, you can't be a hero in the Jianghu!