Everyone who does the Internet knows that when users' energy is scattered by various information and channels and traffic become more and more expensive, the community has emerged.
Almost the entire Internet is talking about community fire, and everyone is talking about community economy, community marketing, community operations, community thinking, etc.
As a result, we joined one group after another, and then withdrew or blocked one after another. Now, let’s change our perspective and discuss it seriously: how to understand a high-quality community from scratch.
First of all, we need to clarify what kind of community can be called a high-quality community? Several major characteristics of high-quality communities: unique community culture, highly recognized values and common goals, clear organization structure, stable output.
Wechat account: Lankemo Class talked about five steps to build a high-quality community from scratch.
1. Clear goals
That is, the purpose of establishing a group, this is the first and very important step of establishing a group, which determines all subsequent plans.
For example, the Shu Liti weight loss PK group is to gather a group of people who want to have a good body and keep them paying through operations.
Therefore, offline sharing sessions are often held, health knowledge and PK tidbits are posted every day, etc. What they do is to increase user stickiness around the theme of body management.
Two, confirm the same
People gathered together because of their recognition of something or point of view. For example, Shenzhen Jingwulong Fitness started a development plan this year and formed a community.
At present, people who are willing to develop fitness and pay attention to health are gathered together. Together, it determines the positioning of this community and also determines the core tasks for members to do.
3. Planning group structure
01 Entry threshold
This action determines what kind of users in the group and the quality of users. At the same time, users can only be eligible to join the group after they have made efforts, which will give them a sense of ritual and pride: I am good enough to join the group.
02 Membership
A good atmosphere in a circle should be where everyone plays a different role, including opinion leaders, core active members, ordinary members, people with different personalities or specialties...
All kinds of people gather in a circle. When the circle forms a closed-loop chain or pyramid structure, and everyone finds a suitable role, the circle is very successful without anyone else.
03 Rules of play
Where people gather, there are organizations, and where there are organizations, there are rules and systems, so things can go smoothly.
If the system is not perfect, it is easy to be swiped by advertisements, emoticons, etc., and the group value will not be reflected.
Fourth, the operation process
It mainly includes 6 parts:
01 Newcomers' entry process design and growth guidance
Let a new user experience these 4 feelings:
●A sense of ceremony (review registration before joining the group, welcome ceremony after joining the group, self-introduction, etc.);
● Participation (allowing users to participate in the activities and actively listening to their opinions and needs);
● Sense of organization (division of labor, collaboration to complete a project or activity);
●A sense of belonging (encourage providing value to others, let users know that they are important and feel the need of the organization)
02 Event organization
Regardless of online and offline, there is a fixed process, event planning → notification warm-up → execution → summary output.
What I want to emphasize here is that the operation team is extremely important in the event, and small groups of workers cooperate, covering planning and organization, hosting, pre-warming up, event execution, controlling on-site rhythm and so on.
03 Operation team building and training
Shaping the value of administrators requires both energy and methods.
①Understand growth and needs
Why does the little friend want to be this administrator, and what does he want here? After you understand these things clearly, analyze each administrator to help them get what they want, realize mutual benefit, get what they need, and grow together.
②Create a sense of ceremony and mission
When arranging administrators, don't think that you are done with a task list. The official appointing authorization ceremony is very important. Give them enough attention, such as issuing position invitation letters, issuing certificates, rewards and so on.
③Clear division of labor and clear work
Each position is given clear job responsibilities to improve work efficiency, and it is also conducive to discovering problems and solutions in the operation process.
④Timely feedback
When doing well, give timely affirmation and certain commendations and rewards, when doing badly, communicate in time to help solve the problem.
04 Form output
The output is to evaluate the value of a community. There are many forms, such as knowledge sharing, teamwork to complete a project, activity review, etc.
Previously, the national community had Baotuan on the list: initiate a theme, everyone share their thoughts around this theme, and then collaborate to write a complete article.
05 Build a community brand
There are three points that can be concretely expressed and exerted.
● Building social brand media : The media here does not refer to subscription numbers, headlines, etc., but also community-specific avatars, logos, group names, passwords, etc.
● Branding activities : the exclusive activities of the community, make people think of this activity when they think of this group. Luo Youhui like Luo Yonghao...
● Building branded products : Just like the group listing activity mentioned above, members of the group participate in polishing articles belonging to this community.
If you continue to do more in-depth, you can try to polish it into a curriculum system.
06 Extend the life cycle of the community
It is said that there is a curse about the community: the life cycle of most communities is less than three months. To extend the life cycle of the community, in general, there are four ways.
① Washing powder
Members are eliminated on a regular basis, everything must be metabolized, the bad and the old are washed away, and fresh blood is injected, so that it can last longer. And this rule will make group members have a certain sense of crisis, and let them consciously abide by group rules.
② Innovation
If the gameplay and rules remain unchanged, it is easy to lose the freshness. Knowing how to use group members to brainstorm ideas is also very important. In this way, it can be creative and enhance the sense of participation of group members.
③ Establish multiple connections
Think about it, among the many groups we have added, the one that has existed for the longest time, after a holiday and sending a red envelope, can immediately become lively. It should be the family group. why?
Because everyone in the group knows and knows each other very well, they can chat online, and have occasional dinners offline, and each other has other ways of contacting each other except WeChat. The connections between group members are diverse.
A group based on a common hobby and goal, in addition to chatting, can also help each other solve problems, teamwork to complete something, work cooperation, organize activities offline, or eventually become mentors...
Therefore, any community must have offline activities.
④ Create the core welfare of the community
When I join this group, I can get things that are not available in other groups. As for what this thing is, it can be a certain skill, career growth, or friendship...
Five, copy
When the small-scale seed group can operate well, form a unique community culture, and the members are all in a group, then you can consider expanding the scale. But how to expand and the rhythm of expansion are all skillful.
It is best to take the old with the new and the old members with the new members.
Pulling new must control the speed, and if they swarm all at once, management will easily lose control.
The above is about the general process and skills of building a high-quality community. If you have other questions, please leave a message in the comment area!