The community operation plan needs to set the overall goal of the community, logically disassemble the task goal, write the executive copy of the community operation, find and iterate the problems in the implementation, and set the overall goal of the community.
Whether you want to write a content operation plan, an activity operation plan or a community operation plan, all the operation work plans are "purpose first", because all our later tasks are carried out around this core goal. If the goal setting is unreasonable or inaccurate, all the later work will be very inefficient. Before starting to run a community, we must think about the following questions: Why build this community? What kind of pain points do the target users have? What kind of pain points can be solved through the community and what value can it bring? Where is the rationality of the goal?
According to the five elements of smart law:
Clarity: the goal must be clear and specific enough, not too abstract. Make the goal clear with specific figures.
Measurability: future monitoring should be taken into account in goal setting. Generally speaking, a clear and specific goal can be measured.
Achievability: It can be inferred from the current time plan, past historical data and industry data to test the rationality of the goal.
Relevance: the relevance of community operation goals is more related to the pain points of users, and the goals should be related to the pain points of users.
Timeliness: How much time you can spend on your goals determines how big you want to set your goals.
Logical decomposition of task objectives: after setting a monitorable and reasonable overall goal, we need to logically decompose the overall goal into executable specific tasks. The logic of dismantling goals is generally carried out according to the logic of community operation.
(1) Membership invitation before joining the group: To establish a community, you need to find a certain number of group members first.
Accurately find the target users: we should narrow the scope of searching users and find the target users of community activities more accurately. This requires us to have a good understanding of activities and user pain points, and know which channels the target users of activities are often active in. Just post more job information on that channel.
Write recruitment copy with AB copy: You can refer to AB copy and prepare an attractive invitation copy. A is attention, and it is the highlight of community activities to attract others. B is benefit, that is, what benefits this community activity has for users and what pain points the target users can solve. Combining the characteristics of activities and the pain points of users will make the recruitment copy more attractive and increase the welfare dry goods to attract users. In this way, the copy will be more attractive.
(2) User activation after joining the group
After attracting a certain number of group members to join the group, users need to be activated in a short time, otherwise it is easy to turn the community into a zombie group. How to activate users and make them active in the community? I think this requires group owners to grasp a good balance, not only to let everyone speak enthusiastically in the group, but also not to let everyone publish things that have nothing to do with community goals. To achieve this balance, you can do the following two things:
Guide group members to introduce themselves: the best way to make group members speak in a large area and activate the community is to build trust, which requires us to guide members to introduce themselves when the community is just established, so that everyone can get to know each other and create a more relaxed and active atmosphere.
Emphasis on observing community rules: In order to make the whole community focus on community goals and avoid publishing irrelevant content, it is necessary for group owners to clearly inform community rules at the beginning, remind people in time when they violate community rules, and emphasize the importance of community rules again.
(3) improve the user retention rate
When users first enter the community, they will have high enthusiasm and freshness. Continue to feed the content: We can see that in some WeChat groups, people regularly publish morning papers or evening papers every day. In fact, the function of the morning paper or evening paper is to continuously give feedback to users, so that the community can be exposed to users continuously, and users' attention will not be distracted by strange events.
Issue task reminders: In addition to the morning paper, I can also issue some task announcements in the community to remind everyone of the community tasks that need to be completed, so as to better guide community members to focus on community tasks and cooperate with the goal of completing community operations. For example, in the community of actual combat week, we will announce the challenge of the day at 8: 00 every morning.
Guide discussion regularly: You can regularly find some community-related topics or sort out questions and answers, and post them to the group regularly to activate the community. In addition, I will pay more attention to some students who like to speak in the community, and they can play a greater role in the topic discussion. You can also put your own trumpet in the community and pull it out to warm up when you are not actively speaking.
Design community activities: organize some activities in the community regularly to make the community have multi-level value.
Writing community operation execution copy: after determining the overall goal and execution strategy, we need to start writing the copy to be published in the community. Different copywriting also has different characteristics and functions, and some copywriting can't be prepared in advance, such as morning paper and evening paper. However, some copywriting can be prepared in advance, such as inviting members to copy, copying community rules, and announcing tasks.
Inviting member copywriting: Inviting member copywriting must be attractive enough, and AB can do it.