"Micro-business micro-housekeeper is committed to-based on corporate WeChat, helping businesses to do customer service and growth, updating dry goods sharing every Monday to Friday, not paying attention to not getting lost." In the operation of private domain traffic, there is a very critical link. Community operation. So how to do a good job in community operation? There are many methodologies in different dimensions, such as making corresponding strategies according to different stages of community operation. Today, it is disassembled from four dimensions: community positioning, community value content output, community personnel management and community SOP standardization process formulation. First, the four-step strategy of community operation: community positioning Community positioning is not simply to classify communities into fan groups, drainage groups or transformation groups. This is a community type, which is part of the positioning work, but not all. In fact, we only need three steps to complete the community positioning work. The first step: sort out the business model. We should realize that the core purpose of choosing community marketing is to provide business growth for enterprises. Therefore, it is necessary to start from the enterprise itself and clarify the position and role of the community in the business structure of the enterprise by combing the business processes of the enterprise. How to sort out the business process of an enterprise? In fact, there are two directions: transaction structure and transaction object. By combing these two dimensions, we can draw the business flow chart of the enterprise, so it is easy to determine where the community should be in the business of the enterprise. For example, educational institutions, who is his community service target? Different customers will have different positioning and roles in the community. For example, if it is aimed at C-end customers, then the positioning of this community should be a learning community, and its role is to sell relevant courses by sharing relevant knowledge. When we sort out the business process of the enterprise, we will know the position and role of the community we want to build in the whole business model. Step 2: Define the community type. There are many types of community, including drainage group, transformation group, fan group, flash group, repurchase group and so on. How should we be sure? We can use AIDASS model to help us determine the type of community. This model is mainly divided into five parts: concern, interest, desire, behavior, satisfaction and communication. It is an analytical model of customers' buying and communication behavior. Users of educational institutions, from the beginning to the end of the course purchase, generally go through such five processes. The first thing is to notice our products, for example, through an advertising page; Then interest, then desire, such as curiosity. Then there will be specific behaviors, such as paying the bill. Finally, if you are satisfied with the course, you will become our fans, thus helping us spread it again. So if we draw a line, on the far left, it will attract users' attention, and on the far right, it will go through the following steps: generating interest, stimulating desire, taking action, satisfying and sharing communication. At this time, we need to think about where our community is in this link. If it is in the process of generating interest and stimulating desire, then the type of community can be drainage group; If it is in the link from stimulating desire to taking action, it can be positioned as a transformation group; If it is in the process from satisfaction to sharing and communication, that is, after-sales maintenance, then the community can be positioned as a fan base. We can also complete all the above steps through a community, which is a flash purchase group, that is, in a relatively short period of time, we can complete the whole process of users from generating interest to finally paying orders and sharing communication. By combing the enterprise business model and the user purchase path based on AIDASS model, we can clearly know what kind of community we need to build, what kind of responsibility this community bears, how to formulate its assessment indicators and how to plan the content output. Step 3: 5W 1H "5w1h"1. Why: Why build this group? What: What value can you bring to the group? 3. Where: Where to build a group? 4. Who: Who is a member of your community? 5. When: When to build a group, and how long is the life cycle of the group? 6. How: How? Second, the four-step strategy of community operation: the essence of value content export community operation is to connect more people, thus realizing the transformation of user relationship. In this process, we need to constantly export value content to achieve the purpose of building user trust. So what is valuable content? The output of community value content actually has two meanings: the first layer is the output content, which is valuable, is the real demand of users and can solve some of their pain points; The second layer means that when you output the content, it is effective. So when we have a good product, a product that can really solve the pain points of users, you must pay attention to the ways and means when you show and introduce this product. So what exactly should we do? We can divide it into three steps: content classification, content packaging and content output. Step 1: Content Classification Common community content can be roughly divided into three types: 1) Product-related content can include product information, such as planting grass and sharing user experience. , and the output of service content (of course, this service not only refers to the after-sales service of products, but also includes services provided by the community, but it must be related to products, such as answering questions in course learning). 2) Content related to the values you advocate As the saying goes, one person walks fast and a group of people go far. But there is a premise here that our values should be the same. Therefore, in the community operation, there is a very important part, that is, to see a certain value you advocate and see how many people it can affect. 3) Interactive content is the interactive part with community members, including the interactive content between members guided by you. Like chasing hot spots and eating a melon. The fundamental purpose of classifying content is to avoid too much content of a certain type when we output. For example, too much product-related content can easily become a marketing group, causing users to resent it. Therefore, a reasonable classification of content can ensure that users can accept it more effectively when we output it. Regarding the classification of content, different industries and products can be classified according to different dimensions. The second step: content packaging When we classify the content, the second step is packaging. The so-called packaging does not mean beautifully designed posters and golden sentences. These are the final concrete forms of presentation. Packaging should be a relatively acceptable way to turn your content into a stranger! It is the second meaning of the value content mentioned in the last video. Give your content to users effectively. That's the best packaging topic at present. Is to package your content into a topic for community members to discuss and exchange. Then in this process, subtly guide users to accept your products and the values you advocate. Users can also participate in products or content in the form of activities. For example, free trial, sharing gifts, etc., it allows users to experience the product and thus perceive the value brought by the product. Step 3: Formulate the operation strategy of community columns. When the scale of our community has entered an explosive period, our operation has entered a period of rapid development. In order to ensure the efficient output of our value content, we need to carry out the third step: to formulate the operation strategy of community columns. The so-called columnization means that the community is operated as a content, divided into multiple sections, and then filled with appropriate content in different sections, thus efficiently outputting valuable content. The most common community columns, such as Morning Post and Evening News, many groups will share some information in the group at a fixed time in the morning and evening; There are also fixed times every week, such as online knowledge sharing or answering questions from group members. The biggest advantage of community column operation is that it can operate the community through standardized means for a longer period of time, which can not only improve the work efficiency of the team, but also ensure the output of community content. At the same time, community operation goals can be divided into sub-goals of different dimensions. Use these different content plates to establish different contacts with members, thus enhancing feelings. Finally, the community will be active, and the user life cycle of the community will be effectively extended! Common column division of community operation can include: information push, community sharing, user consultation, activity planning and content selection. Different enterprises and different industries will be different when doing community content columns. The key is to choose the right content for refining, rather than pursuing as much content as possible. For example, communities such as community group buying groups and e-commerce product promotion groups do not need historical content selection. But you can do some activity planning, or do a selection of user evaluation, feedback and other content; For those who like to learn and share knowledge, they don't need too many marketing activities, and should carry out more column contents such as theme discussion and historical content selection. Third, the four-step strategy of community operation: the essence of personnel management community is to aggregate users and realize valuable connections. Therefore, strictly speaking, community operation should at least include members and content generated by members, which are composed of both. When the community value content is exported, on the one hand, it is the content output planned by operators or enterprises and brands, and it is necessary to find ways to encourage members to produce high-quality content together. Therefore, the management of community personnel can be divided into two aspects: 1 The management of club members is that a group of people get together and do one thing together. The closer the relationship between members, the greater the potential energy that can be released. Community relationship strength = interest relationship strength+emotional relationship strength+organizational relationship strength. Among them, the organization and discipline of the community are the basis of all other relationship forces. In an unorganized and undisciplined community, you can't guarantee that everyone walks at the same pace. This is also a core focus of community member management. How does the organization and discipline of the community work? The key points can be divided into two things: designing the organizational structure of the association and formulating the management system of the association. The first point: designing the organizational structure of the community is to design the organizational structure first. We can start from two angles: 1) From the perspective of enterprises and brands, the organizational structure in the community is not strictly a top-down management constraint. It should be a flat horizontal architecture. In other words, different people are responsible for different content. Generally speaking, it can include: housekeeper, pre-sales consultant, after-sales customer service and so on. Simply put, it is to let the community members know what problems they have or who they can go to! For example, to sign up for an activity, what reward to receive and so on. 2) From the perspective of community members, you need to give them a role orientation. What do you mean? When we build a community, it is a strange place for most members. Under such objective circumstances, it is often counterproductive to emphasize the construction of relationships from the beginning. The best way is to assign a role to members first, and then realize the interaction between roles through the same target event, so as to enhance mutual trust and establish a stronger social relationship. Just like an actor acting. You need to give the actor a role first, and then you can produce wonderful works. Generally, in the initial stage of community operation, some key roles are basically played by operators. Such as group pets, opinion leaders and so on. Constantly enliven the atmosphere of the community through corresponding roles; Secondly, in the normal operation process, it is necessary to consciously train and recruit suitable community members to take the corresponding roles instead of operators. For example, for some learning communities, before building a group, we need to find someone who has a strong voice in this field. He can join the group and strengthen this role through marketing, knowledge sharing and on-site courses. The second point is that Fiona Fang cannot establish a community management system without rules. The organization of the club is largely reflected in the rule you set. The management system of that community can be mainly divided into four things: access standards, encouraging behaviors, prohibiting behaviors and reward and punishment systems. When formulating the management mechanism, we need to pay attention to two points: First, we should make clear what is encouraging behavior. Second, writing group announcements needs to follow the principle of interests first, that is, group value+group rules+punishment mechanism+community vision. 2. Management of member content production In this part, the most important thing is to motivate users to produce content. User interaction is the basis for users to generate content will. No interaction, no content. And where does user interaction come from? It comes from your value output, from the role distribution of community members, and more from your encouraging behavior to users in the community. Therefore, the key to how to stimulate users' interaction and their desire to express and share is to amplify the encouraging behavior. This part is to build a user's growth system, that is, an encouraging behavior is associated with an encouraging measure, and then multiple encouraging behaviors are accumulated to obtain a large-scale welfare. For example, higher grades, more rights and interests, and so on. This is what we often call membership. In addition to the above three points, we can also manage the content production of community members by creating four senses of community, namely: sense of ceremony, sense of participation, sense of organization and sense of belonging. Through these four, create a community atmosphere, so as to stimulate users' desire to produce content. Fourth, the four-step strategy of community operation: SOP formulation SOP formulation of community operation, on the one hand, helps to summarize the accumulated experience, methods and means into words or tables, which can be directly applied in the follow-up work. On the other hand, when there are personnel changes in the team, new employees can quickly master them through short-term training, thus ensuring the long-term consistency and coherence of the whole operation. Then the formulation of community operation SOP is actually in four forms: community planning whole process SOP, community infrastructure SOP, community operation growth SOP, and community daily maintenance SOP. Through the combing and formulation of SOP process, we can ensure that our community operation strategy can be effectively implemented.