Community operation ≠ WeChat customer service

With the rise of micro-business, private domain traffic and other modes, the community operation industry is flourishing and has become a sweet pastry for job seekers. However, most of the community operation staff who are employed will find that the actual work content and the expected There is a big difference.
Regarding community operations before, some people always misunderstood that this is the job of WeChat group customer service. Before deciding to become a community, we must first understand what is the positioning of the community? What is the expected goal to be achieved? If these basic issues are not considered clearly, then community work will only be turned into customer service work, and the desired result will not be achieved.
Most of the company’s community operators have completed customer service, and they obey the tasks issued by the boss or their superiors. The following situations will occur:
1. Post a message in the group
2. The boss directly responds to the message in the group
3. The boss is in the group @ certain member, let him reply to the message for a
long time, the community operator is the WeChat customer service who is responsible for announcing rules, pushing messages, and solving member problems. Once there are more groups, you need to keep your mobile phone in your hand. Staring at the phone, waiting for a reply message. Once this kind of work has been done for a few months, it will become bored, hate their questions, reply to similar questions every day, and there will be people asking questions all the time, and there will be no transformation in the group. If this is the case, then there is no need to continue, because community operations are not customer service, so what is the purpose of being a community?
1. The pull-in of the
community To make a community, we must first consider where the members of the community come from, whether to transform existing old customers, or to introduce new members to slowly understand, cultivate, and fission. Community members are everything in the community. Without the existence of members, subsequent operations and conversions cannot be achieved. Community renewal is a prerequisite for community operations.
2.
After the active community gathers members, all you have to do is think Ways to allow users to be active in the group, to enhance the stickiness between users and operating personnel.
3. The retention of the community.
When the first two steps are done to gather and active group members, the next step is to consider How to find a way to keep them, what kind of services your community provides to retain customers and reflect community value
4. The conversion
of the community. According to the type of the community, the purpose of the conversion is different.
(1) Direct conversion
if the purpose of the community is to allow group members to consume in the group, it is to directly attract customers to the community. By planning various marketing activities and using various marketing methods to attract members to pay in the group
(2) Indirect conversion of the
community is related to the industry, and users need to pay to enter a community with thresholds, then group members will be allowed Renewing the fee to stay in the group, introducing friends into the group, or consuming other related products.
In short, the community has only one purpose, which is to require users to place orders to purchase your products or services in the group. A truly valuable community is continuous.
Since the core function of a community is to pull new, retain and transform, there are two specific manifestations:
1.
No matter what type of community the activity is in , When promoting customers to place orders, operators will provide a series of marketing activities to attract users
(1) Discount activities
such as in the snack community, there will be full discount coupons every week, and no threshold coupons for a limited time. , special events, etc. to fight groups more favorable
(2) to share their life
such as in the beauty community, the makeup will have to share activities; Baoma in the community, to share parenting experiences; travel agency group, the share went to the punch Click and so on, or invite relevant guests to share knowledge
(3) Offline physical activities
Offline physical activities will bring more trust to customers than online activities. The specific activities are based on the nature of the community. It is decided that a community of a fitness club can organize a running event to increase the stickiness between group members; to be a gourmet community, members can be invited to the store to try new products; a reading community can organize an offline Studying Experience Sharing Seminar
2. Content Marketing
To build a community well, in addition to a series of marketing activities to attract members, the community also needs to have high-quality content output that will resonate with users
(1) Knowledge sharing is
for some knowledge sharing, hobbies, resource mutual assistance, etc. Types of communities, they also hope that operators can provide dry goods sharing that is really helpful to them, and can hold knowledge sharing lectures, experience exchanges and other activities.
(2)
Do well in publicity and promotion. The community should also pay attention to external promotion and invite group members to participate. , Let them realize their value in the community, organize an offline event, in addition to inviting group members, you can let them bring their friends and relatives to participate, and share the community benefits with them, play a The role of external publicity From
my point of view, whether the group members get what they want in this community is the key factor in determining whether the members stay or not. The preferential group wants to get discounts, and the knowledge sharing group wants to get knowledge, so any Marketing activities and content are provided to give members more sense of harvest.
An excellent operation manager should have the following abilities:
1. The establishment and operation of the community structure
2. The organization and output of the daily activities of the
community 3. The integration and coordination of resources inside and outside the community
4. Regular summary and operation of the community Make corresponding adjustments
5. Continuously explore community operations to maximize community value. For
a real community, answering questions is only part of the community’s work. The most important job of operators is to attract new and active customers. , Retention and conversion.