When we brush the space or circle of friends, we often see friends build a group and send a group QR code for everyone to play with. Soon, a community has changed from a few people to dozens of people, and the news has changed from a few to 99+. You have also made many friends and learned a lot of new knowledge. These are some benefits brought by a community. Seeing this, you may think that community operation is very easy, that is, building a group, attracting people and making a group announcement. Admittedly, these are very important points in community operation, but it still takes a lot of thought to do a good job in community operation. So today's tweet is about community operation. Let me introduce my basic situation first. (In this article, QQ/ WeChat group is uniformly written as "community".) At first, I liked water groups. Duanzi: Everyone is a little familiar with my ID. Then, join the team, run related group chats, and have the position of administrator (at that time, I started to build my own group, and now I am free to develop into three groups). Later, I worked as an intern in a factory, and one of my businesses was community operation. Market segment: multi-group owners. Later, there was a factory internship, and one of the businesses was community operation. Segmentation: tens of thousands of traffic can be reached in a few days. Now self-built multi-groups, some self-operated, and some need to operate every day; It will be reorganized after a while. As for the number of residential areas now, the specific figures will not be said, leaving a suspense. The framework of this paper is as follows: Regarding the community, what you want to know is how to have a huge community flow and touch your inner indicators. 1. What you want to know about the community is 1. What is a community? Most people are familiar with the community, as mentioned at the beginning: One day when you were surfing, you just brushed a QR code to chat in Zhang Qun. The theme of group chat is quite interesting, and the group owner happens to have a good relationship, so you scan the code. A group of people, based on some key points of interest (group theme, group content, group members), formed an original community through some links (QR code, private letter). 2. Why build a community? Because of a series of needs, a small number of people build groups, and most people join groups. Why do people who build groups build groups? Based on the discussion with their friends, it can be roughly divided into the following points: based on some rigid needs, such as clicking on links to help each other, or taking turns to grab red envelopes, they need the strength of the group. You can also understand it as what we call "advertising group" every day. I want to talk to some people, such as Xiao Ming, who is busy writing his graduation thesis recently. He wanted to know how other students' papers were doing, so he set up a group and wanted to talk to you about how to sort out the papers. Through other people's comments, he got inner comfort: Aha, no one wrote it. Xiao Ming, a fellow classmate, realized that he couldn't go on like this, so he made a group announcement: all group friends write 200 words every day and punch in the group, and those who don't punch in will be removed from the group chat. So the originally lively exchange group turned into an orderly punch group. There are many other types of communities, such as transit groups, flash groups and resource sharing groups, with many styles. In fact, the logic behind it is * * *, with a corresponding target group, or lively; Or quiet; Or orderly-the style of the community is tens of millions, and the credit of the group owners accounts for half. If you were a group owner, how would you build your own community? It will be mentioned below. 3. What can the community bring us? Different communities bring different gains to group members. Some people have gained friendship in a community and made many new friends (such as hobby exchange groups); Some people gain knowledge in a community, which is of great help to improve work efficiency (such as experience sharing groups); Some people use their skills to realize in a community, and at the same time, they continue to accumulate relevant contacts (such as skill acquisition). Various communities have been integrated into our lives. A good community can help us effectively reduce the impact of the information gap and provide us with many high-quality resources. Second, how to have a huge community flow is divided into two sections, one is the perspective of the owner and the other is the perspective of the group members. So let's talk about it first If you were a group owner, how would you build your own community? In order to reflect a complete process, let's go directly to a specific case. Xiaoming is a community operation of a job-seeking company. On this day, he received a new job: in two weeks, he established 10 job-related communities, with an average of more than 200 in each group, and at least 50% of the people spoke, covering 2000 traffic. Xiao Ming began to formulate relevant strategies. First of all, the first step is to make 10 job-seeking related communities homogeneous or heterogeneous. Xiao Ming thought about the future development, thought it would be more convenient to expand based on different dimensions, and decided to operate in different dimensions. Then the question comes again, based on what dimension (there are many ideas, so you can think more)? Is it based on different industries, different positions or different regions? Xiao Ming considers that he is an operator, and the most in the same department is the Internet operation data. If you need resources from other positions/industries, you have to provide cross-departmental support, and the subsequent stability cannot be guaranteed. Therefore, he initially decided to take cities such as Beishangguang as examples to establish job-seeking exchange groups in different cities. So Xiao Ming took the initiative to publish group chat related copywriting in some job search forums and existing old groups. Gradually, there are dozens of people in ten groups, covering hundreds of people. At this time, a week has passed and there is still one week left. Xiao Ming needs to accomplish the following two goals: dozens of people become 200 people, and half of these 200 people finish their first speech in the group. Time is pressing, Xiao Ming quickly adjusted his strategy and decided to do a small activity. He asked the leader for a job application package that has not been made public, and issued a group announcement: three people can get the package when they join the group; Ten people can enter the core group; In the future, the fan base will be given priority to the internal testing opportunities of the project, and the small group will be limited to 30 people. Seeing this, you may say, I have used this method and it has no effect. I would like to add here that whether an activity has started or not is determined by many factors. For example, are your users accurate? The traffic attracted by the QR code sent by the circle of friends is significantly different from the traffic specially sought by the professional platform. So, is your prize attractive enough? There is also a big difference between an unpublished gift package and a PDF that can be found by searching online. Secondly, is your link short enough and complete enough? There is no requirement that every activity should occupy the most expensive resources. Small activities have the style of playing small activities, and big activities have the evaluation of big activities. I just want to say here that community operation looks simple, but after a long time, I will find that there are many details that can be optimized. For another example, do you want to make friends with users or users? Do you want users to make friends with merchants, or do you want users to bring new users to make friends with merchants? It's a little winding, so you can savor it. Back to Xiao Ming's case, after the above group announcement was made, it was found that the overall effect was not bad, especially in Hangzhou, where the number of people has exceeded 300. Xiaoming also had a private chat with some new friends. On Wednesday afternoon, Xiaoming finally achieved the coverage of 2000, and with that core group, Xiaoming is now the big boss of 1 1 group. Then there is the last indicator, the number of active people in the group. Friends who have done community operations know that a community, people who haven't spoken for a long time, really exists; And the number is quite large, so Xiao Ming thought of two coping strategies. First, the group members introduce themselves. He first guided everyone in the core group to send their own relevant introductions. The core group responded quickly and completed the self-introduction of all the staff within half an hour. So Xiao Ming transferred this self-introduction chat record to other groups in turn, guiding group members to introduce themselves one by one, and inserting some benefits when necessary-this strategy proved to be good, and Xiao Ming found that the proportion of active users in the group reached 35%. One last step is needed, and victory is just around the corner. So Xiao Ming searched the Internet for some job-hunting problems in previous years and began to guide everyone to solve the problems together. At this time, those friends who don't want to disclose their information, but are preparing for job hunting are bubbling and the atmosphere is very warm. By Thursday night, Xiao Ming found that the group activity had reached 60%. The KPI was successfully achieved, and the chicken leg money was available. PS: What should I do if the KPI hasn't arrived on Friday afternoon? You can use your imagination, such as giving some benefits and deducting 666 for friends who receive benefits? The above case description is similar. Let's talk about how to enter a large number of communities in a short time from the perspective of group members. Then, combined with the case of Xiaoming above, one by one, it is the following strategy. Go to some professional related platforms to see if the practitioners have introduced the QR code of group chat into the content, and if so, scan the code to enter. When the group owner has multiple groups, enter the corresponding group chat according to his own needs, or act according to the group rules. Such as the friends above, and then smoothly enter the core group. Introduce yourself in the group to attract the attention of other group members. You know, there may be a group owner of BCDE in the group owner of A, so I won't expand it in detail here. I have done some mutual promotion before, and I am most interested in your business. In addition to the target group, I am a fellow traveler. Support each other, everyone's KPI looks good. In addition, we can also combine some small activities, such as lottery, which is a good strategy to pry big with small. In fact, Xiao Ming above can also use lottery, but one is to hope that users will pull themselves into other groups. PS: If you think there are many methodologies, you can subscribe first, so that you are not afraid of not finding relevant dry goods in the future. Third, those indicators that touch your heart mentioned above: a person must have a reason to build a group, so naturally there will be certain expectations. For example, I hope that the community will reach 500 people in a short time, for example, I hope that the community will send 99+ text messages. So, what are the indicators you set for your community? What kind of scene has it reached? Is this community ecologically healthy? Next, I would like to express my three views. 1. Suppose the indicator is group activity, and if you want members in the group to express their opinions frequently, here are some ideas. 1) Do a cold start. When users first join the group, they will actually pay some attention to the group. Group announcement, group administrator, group comment format, etc. There are many small details that can be optimized. It is best to let users immediately perceive the positioning of this community. If the group owner can't manage it well at once when welcoming new people into the group, he can set the message of automatically welcoming XX people into the group through the relevant platform, or find a few friends to operate together. 2) Discussion on timing and fixed-point output. For example, you can send a group announcement to inform everyone that everyone will brush an interview question at 9 o'clock every night, and the location will be in the group, and then users will gradually develop habits. If the effect is good, you can also organize all the discussion contents into articles and publish them on other platforms to introduce more target users. 3) Announce the benefits that some team members are interested in. Such as data, extrapolation codes, live lectures, etc. This will guide users to continue to pay attention to this group chat, and some users may take the initiative to send relevant materials to the group to cultivate a good communication atmosphere. 2. Assuming that the indicators are related data of other platforms, in many cases, the company has certain strategic goals behind establishing a community as a channel. Take APP download as an example. Company A has made 20 communities, covering 4,000 users, and finally hopes that these 4,000 users can download and register their apps. At this time, community operation is to improve the conversion rate from "group number" to "APP download number", so what can be optimized? 1) Do a good job in related courses. Users may already be familiar with the relevant content of the community, but they don't know much about the content on the APP. Many people don't know what to do after downloading the APP. At this time, an illustrated tutorial from the community to the APP can effectively enhance the user's relevant perception. 2) Inform the relevant benefits, so many people will feel that it is very troublesome to download the next APP when they enter the community. At this time, you can inform the user that you can get some benefits after downloading the APP to complete the specified operation, such as free coupons or some exclusive badges, depending on the characteristics of the APP. 3) Share some successful cases. Most of the group members who have not downloaded the APP in the community are in a wait-and-see state. At this time, you can find some loyal users who have successfully downloaded the APP and have a good sense of use to carry out related activities in the group and share some experiences; And give welfare incentives many times to improve the overall conversion rate. 3. Assuming that the indicator is the number of people who pay to join the group, friends who love to learn online courses may understand that many companies will set up courses with some relatively low-cost or free courses to build educational communities, and then introduce some other related high-priced products during the period. I bought related products myself some time ago, and the overall feeling is not bad. Here I also share some precautions. 1) The process should be smooth and clear, which is different from the above-mentioned transformation of community users into APP users. The process here is more about APP/ other platforms jumping into the community and then transforming into high-priced product paying people. The process of jumping from APP to community is actually very important. In addition to informing the class teacher of WeChat and the start time, it is best to leave the relevant manual customer service entrance and QA answer. 2) Supervise relevant learning progress. There are many differences between this kind of course and some online courses on the platform: this kind of course has class groups, and a group of people will have a certain degree of consciousness when they study with you, and the completion rate will be improved. So at this time, if you are a class teacher, you need to check the students' course progress from the background in time, have more one-on-one communication and consider some problems from the students' point of view. Only when students really complete the course and find it useful will they consider buying other products, which is a mutually beneficial issue. 3) Effectively export the content of the control community. Many students joined the club with a learning attitude. If they find that the community often discusses some news that has nothing to do with learning, the subconscious will reduce their goodwill towards the community. As a class teacher, you can consider setting up two groups, one is to inform the important information of the course, and the other is to exchange and chat with students, as the case may be. At the same time, we should also actively encourage everyone to punch in the group, throw out some questions that they don't understand, help each other, and then sort out some difficulties regularly and distribute them to the group in the form of welfare to help students study better. Fourth, behind the operation of the community, I believe that many group owners have experienced such a moment: the group chat and discussion are enthusiastic. Look at the number of people in the group, two people have returned, or sent some content, and the number of readers is very small. At this time, we need to think: Do we want everyone to have something to say in the group, or do we want everyone to come to the group to find relevant news when necessary? Do you want others to open the group message without reminding, or not to open it, or not to open it but top it? All of the above need to be thought deeply, and I want to talk to you about some things behind it. 1. Some positioning and thinking Many people will find that there are always some people in the group who send out information like helping and voting. Although there is a certain demand, it is an inconvenience to most people. As a group owner, you may acquiesce in this phenomenon, may prohibit it, may require group members to send some benefits to other group members, or may set up a special group to send such news. These are normal operations, the essence of which is to find out the positioning of the group, whether such a phenomenon is allowed, and whether there is a corresponding decision. When interviewing for an operating position in an education company, I mentioned how to deal with the problem of users' communication in the group, which led to a large number of people quitting the group. Although there is a framework to follow, this situation can be effectively avoided. But many times the facts are beyond the description of theory. I have practiced how to solve contradictions many times, but I still think that one-on-one private chat is the most effective. It is recommended not to talk openly in the group, as it will be unstable as a whole. The problem was solved, and everyone returned to the community for friendly exchanges, which solved a crisis. There are many kinds of communities, some rely on strong relationship chains, some rely on strong interest chains, and some rely on various coincidences. Users who enter your group chat are more or less interested in group positioning. Different communities attract different users, and we can try to do some small details without changing the group positioning. For example, on the basis of community operation, add some sense of ceremony appropriately. For example, write a group announcement seriously, because group announcement is also a channel for users to obtain information. If the writing is clear and beautiful, users can get useful information and effectively enhance their goodwill. To sum up, group owners need to think clearly about what kind of community you want to run. 2. The active cycle of the community Any community has an active cycle, some are long and some are short, so it is reasonable to control the active cycle of the community. Later, the old group was dissolved to establish a new group, others were transferred, the operation was stopped, and it was started again. Are all operations that can be tried. 3. The personal characteristics of the group owner have heard a sentence before, which roughly means that the corporate culture of a company cannot be separated from the values of the founder. Similarly, the atmosphere of a community is closely related to the personal characteristics of the group owners. After all, when many communities are cold-started, many people directly join the group because the group owners are familiar people, group positioning, group content, group announcements and so on. Are closely related to the access of group owners and users. For example, the goal set by the owner of group A is that the number of people in the group is increasing day by day. So in fact, as long as we share useful content and let some users take the initiative to join the group, the original intention of Group A owner has been realized, so it will not do some measures unrelated to the indicators. The indicator set by group owner B is that the number of groups is increasing day by day. Then he may buy community-related services on some platforms to ensure that users can smoothly enter different groups. Similarly, he does not consider doing some measures that have nothing to do with indicators. C group owner, he didn't set any indicators for himself. He probably just wants everyone to talk in the group. Over time, the atmosphere in this group will gradually change to the direction of daily chatting and sharing life, and everyone will become good friends with each other. Therefore, how the owners of a community think, the community will gradually transform in this direction. The personal characteristics of group owners, like the founder's significance to the company, have a far-reaching impact on community operation. To sum up, community operation can link to more people, and sometimes better user visits can be obtained through refined operation than official blog and official micro. The above is my methodological summary of community operation, hoping to help everyone. Go down. noodle Yes Rich and colorful. Eggs. oh ! ! ! ! ! How to get more learning materials of community system? Please send the private message @ 囎囎囎囎囎囎囎囎𶐎 "666", and the landlord will definitely take time to return it when he sees it! I usually go to work during the day and give community operation guidance to enterprises after work and on weekends. There are many things. To be honest, I am very busy. But I will definitely reply within 24 hours. Please be considerate. Here, I thank you all! If you think it is good, please give me a compliment. So you can search for this article directly in your Zhihu browsing record next time. And your praise encourages me to continue to update more and more valuable communities to operate dry goods.