I'm good at this! The community I run has more than 10000+ paid members, covering 300+ communities in 24 cities across the country. I am also the author of the best-selling community marketing manual. At the same time, he is responsible for the closed-door meeting of traffic management in March next year, bringing together outstanding people in various segments of traffic management. In two years, there were more than 200 people on site, and the company's revenue exceeded 100 million, exceeding 26%. I can be called an expert in actual combat to avoid dead groups. Today, I will share the most useful dry goods with you through the experience of the students! It is recommended to like+collect and take notes carefully! 1, the community activity drops, and there are trivial disputes within the group. Community background This is a community whose core is to enhance image and aesthetic power. It is a small class community with tutors teaching according to the theme. One-on-one image guidance by the class teacher, accompanied by the professional image team, is an infiltrating aesthetic learning community. The members of the group are all people who have requirements for their own image, ranging in age from post-60 s to post-90 s, mainly post-80 s, with relatively high quality. Risk source 1. There is no screening population. Old students are retained and introduced in each issue. At present, the cultivation of soul figures, seed users and iron powder members is not enough, and the role of old students is not fully exerted. 2. Some unexpected situations in the group can't be predicted in advance and can only be handled after they happen. The community has been quiet for a long time. The situation is getting worse. Let's pay attention to an unexpected situation in community operation: One morning, Group Friend A said in the group: I dreamed that I finished my homework last night. Group member B responded: That is the state of being possessed (group member B said this without malicious ridicule). There seems to be nothing wrong with this ordinary conversation, and naturally no one cares too much. I didn't expect Group Friend A to check the meaning and usage rules of the word "general computer virus" afterwards, and felt that Group Friend B used this word to describe himself inappropriately, so he sent out a verification and understanding of this word through Weibo, and attached a screenshot of the chat in the group in the morning (the client's head and key information were vague). Group friend B saw this Weibo, and immediately group friend A Aite asked her to delete this Weibo (although Weibo didn't disclose real information such as name and avatar). They debated the matter in the group. Handling methods: appeasement-praise-empathy-communication-giving reasonable methods. 1. At that time, the group owner was not online, and other members of the team did not understand the ins and outs of this matter. They just made a simple appeasement, hoping to communicate with the class teacher and discuss it privately; 2. Next, contact the group administrator at the first time to quickly and comprehensively understand the situation, grasp the cause and effect of the incident, and find that there are not too many irreconcilable contradictions; 3. The administrator asks A and B privately to find out their own thoughts and attitudes on this matter; 4. Talk privately, appease both sides, and give empathetic suggestions from the AB side. Among them, the art of speech begins with praise, giving the other party a high evaluation and giving spiritual encouragement and affirmation; Finally, a reasonable method acceptable to both parties is given, and things are finally properly handled. Most importantly, both sides later renewed the stadium for next season. I think this is not only the recognition of the course, but also the recognition of operation management. Community operation is a big chess game, which really needs wisdom and teamwork to be fully mastered. Then continue to study hard and strive to improve the operation ability of the community. 2. Users are dissatisfied with the social background due to the product upgrade and price increase. The source of risk among Taobao fans is that the unit price of Taobao shop is low at 15. 16, and the average price is around 80 yuan, but the quality and overall tonality begin to improve at 17, and the price is around 300 yuan. The worsening situation 18 years, some old customers wanted to buy back, but they felt that the price increase was too high, so they dried the group orders two or three years ago and bought goods of several tens of yuan. Now that the price has tripled, they feel cheated. Some new customers follow suit and think they are black-hearted businesses, making too much money and asking for a refund. How to deal with the store founder wrote a letter telling everyone why he did this store and what he wanted to bring to everyone. In the case that the initial income is ok, why choose to upgrade the store and what can it bring to everyone? And as long as the members of the group feel that the price is unreasonable, they can apply for a refund, give the customer a full refund, and the goods don't have to be sent back. Members who have just started to respond to this question will give away extra goods. Thank you for asking, and we will continue to optimize. After the solution was given, only less than 10 customers applied for a refund, while other customers praised this practice and understood what the goods in our store could bring to them, which became the iron powder of the store. 3, the product is inconsistent with what you saw in advance, which leads to doubts and the social background of seeking solutions. Women themselves will buy some goods. The pearl necklace sold by the risk source in the early stage, some group members saw in the live broadcast that it was different from their own length, and privately communicated why they felt that the length was different. Solution: First, we calmed the mood of the team members, and then we quickly contacted the supplier to find out what the problem was. After thinking about the solution, the person in charge of the sales department contacted all the group members who bought this necklace at the first time, gave them a sincere apology, accepted the unconditional return, and gave the solution for each group member to choose. If we are satisfied with the current length, we will reissue the coupons. If we want to adjust the length or return the goods, we will bear the freight and return the goods free of charge. The final result is that everyone is satisfied with the treatment results. Thinking summary 1. Eliminating negative things in the bud is actually the top priority of doing a good job in operation and service. When a crisis occurs, operators must have enough vigilance and early warning. Many times, the crisis is not because of the size of the problem, but because of the fluctuation of mood. After this problem appears, we first appease the mood of the group friends. You know, waiting is a very explosive element. Of course, it is not enough to have emotional comfort, but also to fully understand the emotions and needs of people with problems. This requires the operator's perceptual thinking. What would you think if you stood in the other person's shoes? You must not ignore each other's emotional identity and satisfaction. Finally, we should come up with a practical solution (final solution) and keep in touch with other stakeholders (other people who buy this necklace), so as to make a crisis smaller and smaller. 4. Users in the brand group find faults, advertise a lot, and add people to the brand open day group temporarily set up in the background of the community. Agents input their intended customers, experience customers and beauty lovers into the group. Risk sources mix in to advertise and add people; I have experienced the product, but the effect is not obvious, so I find fault in the group. When the situation worsened, it began to advertise and add people, which led some interested customers to quit the group. The host is sharing successful cases, and customers who have just started to experience it come to find fault and say that their effect is not good and there is no effect. The scene was once very embarrassing. The way to deal with it is to add people to advertise and send plane tickets directly. In the later brand open day, the audit work was added, requiring agents to take screenshots and customer chat records, telling customers what the brand open day is doing, and explaining in advance that no advertisements or people can be added, and there will be product knowledge, real-life stories, red packets of rain and surprise gifts. Managers know the experience customers with their superiors in time before they know that the customers are 40+. Three days of fishing, two days of drying the net, drinking for half a month, the expectation was too high, and no photos were taken to record the black history. The manager is about the same age as the customer, told his own situation, sent his own feedback chart, encouraged the customer to black history and insisted on drinking every day. After a month, the customer's spots disappeared with the naked eye. Now it's the gold card of nutritional aesthetics, so we can use patience and encouragement to solve the doubts in customers' hearts. 5. The unprofessional coach has become the source of course risk. Community background: I paid to join a case: they are a fat-reducing plastic surgery camp around, and a supervisor is in charge of a small class of 15 students. Above the supervisor, a coach makes a sports diet plan for the students. Risk source supervisor/coach is not professional enough. Many times in the class, students asked a question about diet or exercise, and the supervisor and coach didn't agree with the last answer. Students began to question the director's unprofessionalism and even the brand. As a student in the group, I didn't see any timely measures in the group at that time. Maybe I have a private chat to explain to the questioning students, but at least it has affected the students who have not questioned in the group, and they should have begun to question. I guess it will definitely affect the repurchase rate (+recommendation rate), so I went back to observe that they no longer set the roles of supervisor and coach, and a health manager is directly responsible for the planning of all students in the class, including daily management. 6. Students' questions were not answered in time, which led to dissatisfaction and vented their community background. In the process of operation, in the final transformation period, we arranged for small partners who had works in the past to share, hoping to stimulate the transformation rate of small partners. Then someone said that he came to study, not to cut leeks. Why did he start to change before the camp was closed? It has caused some negative effects in class groups. Students who don't study hard at the source of risk think that paying money means learning knowledge, but they don't want to spend more time trying, so they get little. When he asked the deputy class what it was, the deputy class was just having a parent-teacher meeting and didn't have time to reply to him in time. Seeing the information on the mobile phone, he replied at the first time, but the students were already in high spirits and felt that they were not taken seriously, so they felt unwilling, so they vented their negative emotions in the class group! How to deal with the situation after I saw it in the group, I contacted my classmates privately, asked questions, and then found the corresponding deputy class to understand the situation. Knowing that it is the students' own problem, I will communicate with the deputy class first, and then communicate with the students by phone. We have a problem to solve. Adults should not shift their emotions, solve the problem first, and then make the rest clear. The final result is that students realize that their attitude is not good enough, and then they understand and reconcile with the deputy class. It also reminds me not to listen to one side of the story at any time, but to trust the members of your team and unite as one. Of course, if you really don't do well, you should also actively admit it, show courage and correct it! 7. Users are not stratified, which leads to the deviation of experience. Community background 2 1 day yoga morning training camp, recruiting 300+ people. Students with different levels of risk sources have different experiences. After the first day of strengthening, some people said that the intensity was just right, but some students directly said in the group that the intensity was not enough, and they didn't sweat after training, and they felt ineffective. First, listen to the students' feedback and sincerely thank her for her feedback. Then tell her that today is the first day, and there are fans and Xiaobai in the group, so the first day is a basic but critical course. Teachers need to go from shallow to deep, step by step, of course, teachers will adjust the curriculum according to the students' situation, and finally let students understand and solve the crisis perfectly. 8. There is no temperature in the operation of the club, and the students' experience is poor. Community background: 0 yuan Drainage of a business school's community finance course in Tik Tok. Most of the risk sources are students from Tik Tok. There is no clear guidance after joining the group, and all kinds of questions asked have not been better solved. After adding the teacher's WeChat, the voice informed all the students that they must come to class, and then sent the homework to the group for everyone to see, which has not been played back yet. The chat mode of the class teacher has no temperature. Many people quit the group, and others were kicked out of the group. The reason is that they didn't add the class teacher's WeChat, didn't attend class on time, and didn't send homework to the group. They don't allow everyone to have time when they feel that the group must listen to him. I also participated. Those days were really busy, and the time hit 8 o'clock. Later they told him that I was not pressed for time. The other party said yes, but didn't do it for me. The second interview also needs to screen and review the operators in the group. Otherwise, even the best class will affect registration and fission. 9. Community operation planning is chaotic, and there are problems such as conflict loss. Community background Because of the limited energy of the group's operators and the large number of students enrolled each year, the number of students enrolled for half a year is combined for unified management, resulting in 5-6 societies with 300-500 people. The source of risk is 1. There are many people in the community and few operators, so it is impossible to manage and operate normally. Every six months, all the students are mixed together, unfamiliar with each other, and sometimes there are frictions and conflicts. 3. Most members of the WeChat group formed a year ago plunged into the dead group, and the customer loss was serious. 4. Various advertisements are repeatedly banned, so many people are deleted. Processing method: 1. Activate the dead groups that can't be activated by red envelopes, games, activities or exchanges before processing, transfer the active users out, conduct unified management, and dissolve the dead groups; From now on, an independent community will be established in each period, managed by full-time personnel to prevent cross-cutting. 2. Do a good job in the community operation framework of each issue, regular activities, games, knowledge points, irregular big coffee sharing, and red envelope strategy to enhance the interaction and stickiness between classmates before. 3. Do a good job in customer maintenance. Active users should use activities, games, red envelope sharing or product discounts to encourage interaction. Pay a private return visit to diving customers, show concern and ask about diving reasons. Take the data analysis of the community as a reference to increase the viscosity of users in the group. 4. At the same time, the internal management system is clearly formulated when the community is formed, and the group users are informed. Do a good job in dealing with disputes, diving, soliciting groups, advertising and other plans. It is to discourage, discourage and persuade, do a good job in planning, and stop loss in time when necessary! Thinking and summarizing community operation is a new social university subject, which requires us to correct our own problems in study and practice, constantly improve and challenge, in order to seize the opportunity! 10, the departure of the course teacher caused fans to ask for a refund. Most members of the community background yoga studio are familiar and educated, and will not advertise indiscriminately. However, due to the lack of operation, the group is generally quiet. The risk source is that a popular yoga teacher leaves, and fans leave because of their favorite teacher. They feel that other teachers' classes are boring, they don't like them, and they are "out of place" with the gas field. Therefore, the yoga studio is required to refund the remaining membership fees. Intensified situation The manager of the yoga studio disagreed with the refund, on the grounds that the membership contract did not stipulate that if the teacher changed, the refund would be made. Then these students attacked the yoga studio in a group, and their words were fierce. At first, the manager explained in the group, but in the end, he got angry and quarreled with these troublemakers in the group. Fortunately, the other members didn't join in the quarrel. But there are many private discussions, and the impact is still not small. Treatment method 1. The manager finally calmed down and made an objective analysis of these people's behaviors, thinking that their demands were reasonable, because they did give the teacher a card at the beginning, and after the teacher left, there was no equivalent teacher in the library. But there is no such refund clause in the contract, so we can't set such a precedent for other members. 2. After evaluating the consequences, the curator thinks that if they are not solved, these people with low quality will continue to curse in the group, which will affect their natural members and damage the reputation of the yoga studio. 3. After careful consideration, the curator took the following measures: ① Interview these members and make it clear that the remaining membership fees cannot be refunded according to the contract. (2) Understand their requirements, so please invite higher-level teachers they also know to come to class, and they can make an appointment for the teacher's class. (3) Invite these people out of the membership group, invite a small group of people to make an appointment, and the membership group will continue to make an appointment calmly. The influence of this contradiction faded after a few days, and the members stopped talking privately. After the crisis, we should first calm our emotions, objectively analyze the consequences, and then act decisively instead of arguing with them in the group. Private one-on-one interviews or WeChat private chats are effective solutions. Subsequent processing also needs iterative improvement. If we can find hot spots immediately after the crisis, attract members' attention, or even send a red envelope, we can quickly eliminate the impact. These methods and skills are shared with you! It is very useful! For community operations, it is not difficult to use the right method! Of course, if you have any questions about the operation of the community, you are welcome to come to me, and you are welcome to leave your questions in the comments area, and I will answer them for you. Please, please, please give me a compliment. Your praise is the biggest motivation for me to share.