Private domain has become the standard of many brands, and community has become the standard of many brands' private domain. Community is a closed-loop scenario based on WeChat ecology, which improves user brand stickiness and order conversion through user maintenance, activity push and content penetration. Therefore, brand building private community is an essential part of closed-loop action. However, there is no standard answer to what the community should do and what kind of operation strategy should be adopted to maximize users' LTV. Being a community should embody two values: brand value and user value. Today, I'm going to talk about the issues that my friends are most concerned about, how to operate the community gameplay of private domain traffic! The first step: the first step in designing community operation is to design, design the vision, rights and threshold of the community. Before creating a community, the operator must first make clear your goal of building a group, the rights and interests of users after entering the community, and the threshold for users to join the group. Vision: Any enterprise has a vision, and so does the community. You can understand it as a slogan, such as Tik Tok's "Record a Better Life" and so on. Rights and interests: Rights and interests usually include three parts: content, socialization and service. Content right is to provide users with exclusive and scarce content, such as a specific exclusive product price, course audition, etc. Social rights and interests help users to link some social pursuits through communities, such as resources and contacts. The most common ones are recruitment groups, blind date groups, business cooperation groups and so on. Step 2: Establish member institutions and member relationships. Undoubtedly, the community is actually a microcosm of society and a small gang. Therefore, the community needs to establish an organization, and the intensity of community relations = the intensity of interest relations+the intensity of emotional relations. Therefore, it should be noted that community organizations are not only related to group owners and group members. We can roughly divide the members of the community into the following four categories: 1: the real power group (group owner), the highest management group that owns the community, can be regarded as the soul of the whole community. What needs to be noted here is that the so-called real power ≠ power. The community can not be centralized as a group owner, especially the community that advocates sharing; 2. The big housekeeper (administrator) should be set appropriately according to the total number of team members. The big housekeeper is the real organizer of the community, and its core work is to maintain the daily management of the community and serve the community members. In the best community relationship, the big housekeeper and the group owner can "check and balance" each other; 3. Hidden boss, it is best for any community to have a hidden boss. Mainly the backbone of community content, it has certain authority in content and knowledge. This authority is reflected in the fact that diving still has enough deterrence; 4. The backbone elite, different from the hidden bosses, is relatively active and persuasive in the professional field. The backbone elite can be regarded as the core contribution value of community value content; Step 3: New users join the group to break the deadlock. The first day after a new user joins the group, it determines the active degree of this member in the future community. Therefore, operators should pay special attention to designing new users to break the ice. 1, personal endorsement of group owner = emotional account number. Many learning and knowledge sharing groups often use a big coffee for drainage and group building. For example, like the operation circle and Class Three, they mainly rely on Xiaoyu and Huang Youzhen. Taking the operation of big coffee as a selling point, it is drained through personal IP packaging; 2, WeChat group name, don't underestimate the group name, excellent group names can often attract people in a short time. The group name is usually determined by two dimensions: clear theme, clear style, curiosity or clear theme, clear interest and clear play. 3, group rule design, there are many skills in the design of group rules, so I won't go into details here, you just need to remember not to be too long and complicated; 4. The top 20 messages in the group. Generally, the first 20 interactive messages of newcomers after joining the group can let users decide whether they are active in the group. Therefore, personalized welcome words, greeting red envelopes for newcomers and so on are usually set here. This requires operators to determine according to their own enterprises.