Before establishing a community, we must first determine the community goal, which is the basis of all subsequent operation strategies of a community. If you go in the wrong direction, your efforts will be in vain. For example, from the very beginning, we set the following goals: to build an ordinary community (100- 150 people/group) above, to precipitate 500-800 loyal users, to build a fan base that is completely loyal to our healthy food, and to start building a community after the initial formation of the UGC system and the transformation of product sales. The product community is divided into ordinary community and VIP community. Under the general community, there are three types of communities: comprehensive community, regional community and category community. Establish different types of communities according to product attributes and group development scale. 1) The ordinary community has four main functions: gathering users who are interested in nutrition; User precipitation and guidance; Classification and guidance of VIP community; Sales transformation, etc. Ordinary groups can be divided into three categories: after the scale is expanded, category groups or local groups can be considered. For example, at the beginning, we established a national healthy food exchange group. Later, the scale of the group continued to expand, and we found that many group members had different demands. According to the product attributes, they are divided into groups (resveratrol, seal oil, cranberry, deep-sea fish oil, vitamin E, etc. ), so we need to establish different types of communities to facilitate refined operations. In the course of operation, we will certainly find that even if the group rules are severe, there are still users advertising, so we set up an advertising group separately. If users have needs, they should try their best to solve them and satisfy them. 2)VIP community VIP community is the advanced part of ordinary community and the core part of the whole community, which is mainly divided into two categories: one is product realization; One is the core management team. PS: To enter the VIP community, it is necessary to screen the VIP group and set the entry conditions. Because the services and benefits in the VIP group are relatively high (the legendary seed user group). The first VIP community: these people have already paid for our products and brought them into the VIP community, which is more convenient to improve the conversion of repurchase rate in the future. The second VIP community: active users in the group often come out to help answer questions. This kind of users are very sticky to our group, and later we can develop them into our group managers to reduce our cost and workload. PS: After the normal group operation 1-3 months, you can start to precipitate and screen VIP users. VIP community conditions: VIP community welfare: 2. How to build an orderly and active community? No one in the ordinary group speaks, as long as there is news, it is an advertisement, which has nothing to do with pictures and videos. Is it because no group rules have been established? Or is it because of management problems? This paper analyzes how to build an orderly and active community from four angles. 1) group rules system group rules not only standardize the order of the group and facilitate management, but also can deeply screen users, eliminate invalid users and choose loyal users, so it is necessary to determine the group rules before building the group. General group rules involve two aspects, one is group introduction, and the other is specific group rules. Our group introduction includes three directions: who are we; What are the benefits of joining our group for you? Introduce the group owner. Group rules include three directions: guiding the modification of group business cards, encouraging sharing, and explaining prohibited items. Group introduction template: welcome new friends. The main functions of this group are as follows: ① This group is a xxx health food exchange group. Here, you are welcome to share product taking, daily nutrition and health care knowledge, product selection, business activities and so on. (Who are we? ) 2 here, we will hold various activities regularly, and professional nutritionists will offer health care and nutrition courses for everyone. Of course, we will also launch special products on a regular basis, so that everyone can enjoy the biggest discount. We may not necessarily brush the screen, but we will definitely make you happy here. (What are the benefits of joining us?) ③ This group is made up of xx and his group owner * * *, only talking about health ~ ~ ~ Welcome to share more. (Introducing the group owner) Specific group size board: ① Add the location and required products before and after the group name to facilitate communication. (Modify the group business card: Xi 'an -xxx- resveratrol) ② Encourage the drying of products (receive, take and praise). Friends in need can join the group to share and win prizes. (Incentive sharing) ④ It is forbidden to publish commercial advertisements other than the purpose of this group. Please forgive me. (5) If you need to vote, bargain and other activities, you can privately trust the group owner after the group owner agrees. ⑥ The network is not safe now. If you want to add WeChat friends to the group in any name, you must carefully consider adding or reporting to the group owner. If you are familiar with it, you can ignore this one. ⑦ The brand has multiple communication groups, and at most two groups can be added (comprehensive group 1, classification group 1). Don't join the group repeatedly, because then you will be bored. If any violation is found, it will be removed from the group immediately. (Forbidden) Please work together to maintain the harmonious atmosphere here. Thank you for your trust, support and cooperation. Thank you! PS: If you want users not to advertise, you must first do it yourself. If the user violates the group rules, he must be kicked out of the group at the first time and explain it in the group. (You can introduce other ordinary groups later, and you can check the groups. ) 2) Group owner system In the part of group introduction, we mentioned the group owner. Group owners play the role of KOL in the community, but only group owners can not guarantee the normal operation of the group, so it is necessary to establish a group owner system. Division of labor among group owners: As can be seen from the above figure, the group owner system has three levels: general group owner, sub-group owner and administrator. ① General group owners need to be responsible for the activity and product conversion rate of all groups. (2) The group leader is equivalent to the boss of each group, and is mainly responsible for assisting the general group leader in managing relevant communities, discussing topics and planning activities. In the early stage, because the group has just been established, the team leader should be the responsibility of the company's employees and help control the community. It is suggested that one team leader manage two groups. When the size of the group expands in the later period, some active members can be screened out, given relevant benefits or wages, and invited to serve. It is suggested that a team leader should manage 3-4 groups. (3) a group administrator and a group owner manage 2-4 groups, and the energy is definitely not enough. He still needs administrators to do his daily work and maintain the normal operation of the group. The main responsibilities of group administrators: 3) Group activity mechanism, group rules and group owner system are helpful to establish a standardized and orderly community, but the activity and user stickiness in the group need to be upgraded and maintained in another way. Regular activities include basic activities, such as online lectures, trial activities, prize-winning photos and prizes, to cultivate users' sharing and habits. If the capital budget is ideal, other more attractive activities can be carried out. Irregular activities include all kinds of interesting promotional activities, mainly to improve user activity and stickiness. The law of peak and end of activity: it is the user's memory of product experience, which is determined by the peak (whether positive or negative) and the final value. Therefore, we should carry out irregular online activities to create a sense of surprise (peak) and let users feel that our group is valuable. 3. How to operate the community efficiently? How to keep users on our website for consumption? This is the core issue. In order to accomplish these three goals, we divide the process into two stages: the first stage is 1) Objective ● Improve the drainage mode of Racine, gradually master the retention skills ● Establish five groups with more than 300 people ● Put the relevant group administrators in place (2 part-time group owners and 5 part-time administrators, etc.). ) .2) Pull New ① Pull New Channels After establishing a community, the first step is to pull new ones. Of course, it is definitely not blind innovation, not to mention the high labor cost and poor innovation effect. First of all, new channels are divided into their own platforms and other channels. PS: Cold start products, it is recommended to start with your own platform and other free channels, and then pay for and promote cooperation later. The implementation rules of each platform are different. For example, WeChat can't pull many people at the same time, otherwise it will be blocked. A. WeChat trumpet Because we want to divert users from all platforms to WeChat group, in order to prevent too many people from being blocked, we need to register WeChat trumpet (the number of registrations depends on the size of the group). B. Today's headlines drain the end of all articles, leaving all the micro-signals of the group owners (including the trumpet of the group owners), and the group owners gradually pull the relevant group friends to the designated WeChat community. C. Post Bar Drainage Post Bar mainly attracts some traffic through large+small drainage. More than 20 numbers have been registered, including online celebrity number 1, no advertisement number 2 and main advertisement number 5. The rest are blouses. Internet celebrities are equivalent to KOL. Needless to say, it can't advertise often, so it needs a trumpet for daily drainage. Trumpets are divided into non-advertising numbers and advertising numbers. Five specific steps of post bar drainage: buying accounts: buying the first batch of accounts (20) to register related accounts; Education number: cultivate each number into an account with a level of 5 or above (through comments, posts, posts and other activities); Collection of unowned post bars: collect about 10 unowned post bars for hard and soft publishing; Main post bar drainage test: test a method regularly every day. 3) In the group activity mechanism, carry out activity innovation and promotion according to the planned and perfect activity plan. ● Award-winning activities (red envelopes are rewarded and 5 people are rewarded for joining the group); ● Print cashback (share or print orders in the group for 7 consecutive days, send coupons or try out products); ● Organize activities in combination with WeChat and Weibo; ● Other scenario marketing activities. 4) The initial establishment of the VIP community is in the late stage of the first stage, and the general community has already reached a certain scale, and then the initial establishment of the VIP community will screen and guide users to join the VIP community and promote the welfare of the VIP community. After the second stage of the first stage, the community has already reached a certain scale. After the community breaks through 1000 or even 5000, innovation is no longer the main purpose, and the focus is on user maintenance through various activities and topics; And precipitate and transform into more accurate users. Therefore, this stage will focus on community activities. 1) The goal is to carry out diversified promotional activities (spike, purchase restriction, team battle, etc. ) realize sales transformation. 2) Gradually improve the VIP community. In the first stage, users with high viscosity have been screened out and brought into VIP group. The task of the second stage: further screen users, find part-time jobs that can help us to carry out our work, and make the VIP community a core administrator group. Of course, no matter what kind of VIP group (administrator group, paid member group) is built, the management mode is the same as that of ordinary members, and the group rule system, group owner system and group activity mechanism are also established, which only need to be iterated in the previous version. The name of the group should be Gao, XX Research Center; XXTOP management center; XXVIP Member Center. 4. Integrate and improve community resources 1) The personnel should be divided into two aspects, one is group management personnel (required), and the other is activity-related personnel (as the case may be). Group managers should be determined according to the objectives, the number of groups and the mechanism of group owners. After comprehensive consideration, 3~5 people (full-time) and 10 or above are part-time administrators. Each person is responsible for the management and maintenance of 2~3 groups, and one person can have 5 numbers in the post bar and other channels, and pull new ones every day. PS: If the group expands to a certain number in the future, more part-time administrators will be needed. 2) In order to prevent the high cost of funds, it is recommended to make a budget from the beginning, which can be divided into fixed costs and floating costs. Fixed costs mainly include three aspects: mobile phone fee+administrator's salary (part-time)+activity funds. ① Mobile phone fee: Because the administrator has many accounts, in order to work efficiently, he needs to be equipped with a mobile phone (600-900 yuan); (2) Salary of part-time managers: In order to enable part-time managers to complete their work efficiently and KPI tasks, appropriate rewards should be given; ③ Activity funds: there are prizes (5 people send 5~ 10 yuan red envelopes), photos are returned (shared or printed in the group for 7 consecutive days, and small gifts such as surrounding and coupons are sent); ④ Funds for other activities: The expenses are different in different periods. After accounting, the upfront cost can be controlled within 5,000 yuan per month; The actual situation of how much should be combined with the later budget. PS: Fixed cost expenditure is essential. If the budget is not enough, first meet the fixed cost, let the group run normally, and then consider doing activities to activate the group. When it comes to part-time jobs, we try to replace wages with products. After all, part-time jobs are also our users. 5. To sum up, there are four main steps in community operation: 1) At the initial stage, a certain type of community is established according to product attributes; In the later period, according to the development scale and specific operation conditions of the group, the strategy was adjusted in time, and local groups, category groups, member groups and advertising groups were established. 2) Establish three mechanisms: group regulation system, group owner system and group activity mechanism to create an orderly and active community. 3) After the first two steps are completed with high quality, the target will be divided into multiple stages in operation, and in the early stage, it will mainly use its own platform and other channels for innovation; In the later stage, we mainly do user retention and transformation to build a VIP community. 4) In order to reduce the cost, it is suggested to list the necessary resources: personnel (managers+activity personnel)+cost (fixed cost+floating cost). In the case of limited funds, we must first meet the necessary resources, and at the same time explore ways to reduce costs in operation, such as paying part-time wages and replacing them with products. 5. To sum up, there are four main steps in community operation: 1) At the initial stage, a certain type of community is established according to product attributes; In the later period, according to the development scale and specific operation conditions of the group, the strategy was adjusted in time, and local groups, category groups, member groups and advertising groups were established. 2) Establish three mechanisms: group regulation system, group owner system and group activity mechanism to create an orderly and active community. 3) After the first two steps are completed with high quality, the target will be divided into multiple stages in operation, and in the early stage, it will mainly use its own platform and other channels for innovation; In the later stage, we mainly do user retention and transformation to build a VIP community. 4) In order to reduce the cost, it is suggested to list the necessary resources: personnel (managers+activity personnel)+cost (fixed cost+floating cost). In the case of limited funds, we must first meet the necessary resources, and at the same time explore ways to reduce costs in operation, such as paying part-time wages and replacing them with products. Please click "Learn more" below for the content package of the whole station.