Community has always been a very hot topic. I studied the hot Internet learning organizations on the market and found a strange circle, that is, some people run their own communities very badly, but they still come out to teach others how to play the community, and the fee is still Not low.
1. Five pain points of community operations
Let me summarize the current problems of these Internet learning communities, which are mainly divided into five points:
- Group members have poor information and high communication costs
This is almost a problem in all communities.
Everyone in the community sees each other’s information only "Shanghai-Vagrant-Feng Baobao". Similar to this format, this kind of information can’t understand each other at all; if you talk to everyone for a minute, a community of 500 people It takes nearly ten hours.
This leads to very low communication efficiency, so you cannot find the person you are looking for immediately.
- Lack of systematization of community operations
Some communities are highly active because the owner himself has a bit of prestige and is willing to spend a lot of energy to take care of it, so he can maintain such an active level. But when two groups, three groups, and four groups are established, the group owner is not enough. Then the group owner began to recruit some volunteers to manage the community, and the community began to change its taste.
These group managers are active in order to be active, doing boring things all day long, forgetting that everyone gets together to gain value rather than pass the time. Therefore, if a community wants to form a certain scale, it must be systematic and have a self-operating and replicable mechanism.
- Lack of incentives
A high-quality community cannot do without three elements: a good incentive system, content creators, and high-quality group managers.
At present, content creators in almost all communities are community organizers, and the quality content output by group members is sporadic, so they cannot be transferred at all. The problem is that there is no incentive system. Incentives should be real, not just a few words of gratitude.
The value you think you can create for others is often disdained by others. Therefore, it is necessary to draw a clear closed value loop for content creators, group managers, event initiators, and other group members, so as to provide enough temptation and incentives for those who make contributions, so that everyone has the enthusiasm to interact and make contributions.
- Lack of an efficient way of communication
A big problem with WeChat group chat is that it is difficult to communicate in depth. Many times I prefer to call-because you can't describe all the scenes, details, and demands of the problem all at once. Everyone has to keep climbing stairs, so What the other party understands is very problematic. If the other party is not used to asking for details anymore, it is easy to take the existing content out of context; if you ask for details, the communication will be endless.
Due to this inefficient communication method and lack of good organization, some people who are in stock will not be active in the group. The best way of thinking is to pursue efficiency. Since almost all group communication is very low at present, it is naturally unwilling to waste time in it. Therefore, the community is a group of idlers all day long. The sentence is over).
It’s not that cattle people are born to hate chatting in groups. If there is content they need in the group and they don’t waste too much time, I think they are still willing to share in the group.
Some people will say that I am not here to learn, but to get in touch with people. Then I would like to ask, what is a network? It must be someone who has the resources or ability to communicate with you and feel the possibility of cooperation before they can become your network.
The question is: In a community where no one knows each other and is inactive, how do you judge the other's beauty? Are you going to send a missing person notice? In the end you will find that this cannot be executed at all.
- Taking personal interests as the center, it is destined to not mobilize everyone's enthusiasm
Many communities shout every day that the community is decentralized, but in fact it still serves personal interests. For example: Don't let others post ads, but you can post ads yourself, and honestly say that what you post is welfare.
Some celebrities have a lot of fans, and establish a learning community after the course is offered. Although the students are full of respect for you, it is another matter to let others take the time to participate in your community building.
People are selfish. How can you motivate everyone to build a community if you are serving yourself? You think you can get more in this way, but in fact, the end result is that everyone doesn't like to be active, and you don't get much in the end. In the final analysis, it is still not enough.
I just picked the main problem. As for other problems, such as: group management dead group, advertising everywhere in the group, group friends tearing up, and nonsense in the group, there is really no need to talk about it.
2. How do communities operate digitally?
This article only discusses online community operations. Below, I will discuss specifically the online learning community system and operation steps I designed from eight aspects.
- How to quickly make everyone familiar with each other and reduce communication costs
When joining the group, each person needs to fill in detailed personal information.
The main content of personal information includes:
■ Position, industry, personal development path;
■ Personal expertise (channel resource integration, planning, copywriting, interaction design, thinking ability, etc.);
■ Personal appeal (cross-border information, solving problems at work, hot topics of concern, products Operational technical issues, conceptual guidance, job search, recruitment, etc.);
■ Personal hobbies (to facilitate offline activities).
(There are still many details in this section, and the reasons for the text will not be detailed)
In fact, many group owners may be doing this step, and the information is not too detailed; but basically all group owners do not share this information, but just take it for themselves.
I think: In the initial stage of community operation, this information must be shared so that everyone can understand each other and find the right person to solve the problem.
The specific sharing method is: in the seed user stage, the information is completely shared, and later as the group size expands, the name and company can be omitted and the group owner will keep it. The advantage of this is that even if this list is leaked, it will not cause the loss of personnel, nor will it cause everyone's privacy to be leaked, and it will be easier to attract others to join.
- How to motivate content sharers
The culture of the community is that everyone is a teacher of everyone, and many times when they encounter problems, they can solve each other without relying on big coffee. Then when a person raises a problem, why should others solve your problem? Why should others take the initiative to share? Just relying on dedication and vanity is not lasting, so an incentive system should be established.
Provide material and spiritual incentives for the solution of the problem and the top few who share the best sharing once a week.
There are two types of material incentives: group members give rewards spontaneously, and group funds provide fixed rewards. The group needs to develop the concept of paying for knowledge, and those who are willing to share deserve to be rewarded.
How do group funds come?
Take it from the people and use it for the people.
For example, when joining the group, each person receives a threshold of 200, and 500 people are 100,000 yuan. This 100,000 yuan will be used as a community fund, divided into 52 weeks, and the weekly reward limit is nearly 2,000. The amount of reward is enough to have a certain attractiveness for everyone to participate.
Material rewards are the foundation, spiritual rewards and other value-added rewards will be discussed separately. But always remember that material incentives are always just means, not fundamental ends.
- How to motivate community organizers
No matter how big a community is, if the community can't operate, it doesn't make any sense, so the group operation organizer is very important. The general community is organized by group owners, or recruit some full-time staff to manage, or even volunteers. This method is not sustainable for the continuity of the community, and community operation itself is a high-tech job.
The operators of the community themselves need to do a lot of work, but the members of the group are people who have jobs, so it is necessary to provide sufficient material and spiritual incentives for the operation of the community. The operation of the community cannot always count on everyone's dedication.
The system I envision is that money is always the simplest, rude and funny way. This money does not need to be paid by the group owner, and it is directly funded by crowdfunding. High welfare means high taxes, and the sharing economy is not a free economy, not by sacrifice and dedication. A community of 500 people pays 10 yuan in community operation fees per month, so there will be a total of 60,000 community operation and management fees in a year, which is enough to support a full-time employee.
Group management adopts a rotation system, and those who want to participate can register directly, and rotate in the order of registration. 60,000 yuan is settled on a weekly basis, which is more than 1,100 yuan per week. This amount is enough to stimulate one person to do things well, and the price for everyone is not too high.
Responsibilities of group management: The group management should be responsible for sorting out the needs from the beginning, find the right person to communicate according to the group friend database, and prompt the other party to give a solution without affecting the other party, and the solution should be specific. depth. Then, when answering questions once a week, do a good job of warming up the activity and let everyone participate actively. Finally, the generated content is removed and the invalid information is sorted into standardized files for sharing by all members, saving everyone's time and improving the efficiency of everyone's value acquisition.
KPI of group management: KPI must be set for group management. The main indicators of KPI are the number of people participating in the answer and the quality of content. Under this incentive system, it is enough for the group management to do this thing well.
- How to improve the quality of group members and continuously attract outstanding people
The core value of the community lies in the quality of group friends and their initiative to share.
In the early stage of the community, the threshold is only fees, and in the later stage, it is necessary to continuously recruit high-quality people.
How to recruit high-quality people?
We have to provide these people with two ways to join the group. The number I want to mention here is 52.
For example, if the fee for joining the group is 200 yuan, then when the number of the group reaches 52, the weekly reward amount will be 200 yuan. At this time, we search for some problems in the cluster to let people from other circles participate in the answer, and tell the other party: You can pick a problem to participate in the solution. If the problem is solved and the best solution is obtained, you will be rewarded for joining the group. At that time, you can share all the solutions with him. If he is not the best solution, then you can tell him that the threshold for joining the group is 200 yuan, and you can participate in learning and communication together.
Niu Ren likes to compete with masters. If he becomes the best solution, then this is also a huge benefit for group friends, and the rewards obtained just offset the cost of joining the group. If he does not get the best solution, he recognizes the value of the community because of the great people in the community, and may eventually choose to join.
(I'm crooked, I'm not a cow)
- As a rookie initiator, how to quickly expand the group size
Relying on the system and their own painstaking management determines whether the community is good, but only big coffee can make this community excellent-because big coffee can respond to a hundred responses, and diaosi can only slowly persuade one by one.
In the later stage of the community, because the big coffee is in a dominant position, as a soul figure, you can hold the place and improve everyone's cohesion.
Therefore, in the initial stage, we first look for the first batch of seed users, verify the feasibility of the model, and then try to persuade the big coffee to let the big coffee take the lead.
A rookie will never be able to carry this banner. To find his own position and do what he can-even if making wedding dresses for others is the most powerful for him, and there is no such problem in itself, the community itself should It's sharing, not possession.
Big coffee is very important, but no big coffee community has the ability to run itself.
If you want to expand the group size, you also need to allow everyone to actively recommend and attract others to join. Everyone is calling for decentralization and decentralization, but basically all communities on the market are essentially serving themselves. People are selfish. How can you motivate everyone to build a community if you are serving yourself?
- Community value extension
After the successful operation of the community, a lot of added value can be generated. For those who are proactive in answering questions, and those who have won awards, you need to record information and build a talent pool.
We can provide them with resource docking services, and try to satisfy them as much as possible anyway-this is the meaning of such a community that must be dominated by big coffee.
Everyone's answers in it can be organized into files. Such files are of great significance to talent recruitment. If these files are combined with traditional resume-style recruitment methods, it will help companies better recruit suitable talents.
The original content in the community can finally be sorted out into a book to increase the height of the community, mark the creator of the content in each chapter, and give the content creator the name and profit.
Added value I just list a few of them, of course there are other more added values.
- Establish an efficient communication system
Question initiators need to write their own demands and background details on the word in the group a few days in advance, so that everyone has enough time to think. The form is not limited, the most important thing is to explain the problem clearly.
The person answering the question writes the answering method and ideas in detail on the word and puts it in the group. Then the group management will organize and coordinate. You can discuss these relatively complete issues and solutions to prevent topical deviations and improve communication efficiency.
After the topic discussion is over, the group manager is responsible for refining and sorting out the entire problem-solving process, and finally sharing it with everyone to prevent everyone from climbing stairs and wasting a lot of time in order to see information.
Routines are just to make communication more convenient, and must not become a dogmatic system. The fundamental purpose of everything is to maximize communication efficiency and create value.
- Value closed loop of all parties in the community
Big coffee:
■ Absorb powder and powder again;
■ Improve the retention and stickiness of your own analysis;
■ Strengthen your insight into the Internet industry;
■ Absorb some excellent ideas;
■ Find the most common problems of everyone at present, and find the most grounded atmosphere The research direction of the company;
■ Looking for excellent employees;
■ Looking for excellent projects for investment or investment docking;
■ Through the answers, you can see the operational feedback of your own solutions, and constantly test your own theories;
■ Can be customized for everyone’s common problems Some training activities;
——The above are all crooked, and I am not a big coffee, how do I know what they are thinking.
Participating in sharing:
■ Material incentives;
■ Display of image and ability, recognized by everyone, and shape personal charm;
■ Potential business cooperation opportunities.
Questioner:
■ Solve your own practical problems;
■ Find the awesome resources you need.
The unknown person:
■ Watch others' excellent ideas and grow with them;
■ Obtain excellent resources.
Group administrator:
■ Material incentives;
■ Improvement of organizational management capabilities;
■ Watching others' excellent ideas and growing with them.
To do something, you must thoroughly think through the value demands of everyone in the community. Don't always use the value you think to fool others. Don't waste other people's time. People are smart and selfish.
We can live in that shell all our lives like a hard seed, without risk; but we will never know what kind of plant we are and what kind of flowers we can bloom; and if we can be brave Facing our ideals and blooming our own flowers, we can bloom our own fragrance.