The reading time is about 15 minutes

This article is suitable for: students with 0-3 years of community operation learning

What is it useful for: Let you understand how to play the community in the education industry , build a community operation system

As soon as everyone hears community, it is clear that it is a group of people with the same values ??and labels who come together to move forward together for the same purpose, and are controlled by WeChat, QQ and other social tools as carriers of connection.

'Community operation' is becoming more and more important. Now that the cost of acquiring traffic is getting more and more expensive, communities are becoming more and more popular as the most commonly used operating tool to effectively reduce customer acquisition costs and improve conversion rates. It is increasingly valued by enterprises, especially start-up companies as a magic weapon for cold start.

You must have joined many communities, either advertising groups or no one has ever talked to them. My point of view is: 'communities' built based on product commercial purposes will die. Because communities have a life cycle. Building communities is just a phased operation strategy for many companies. For example, Xiaomi's initial community operation strategy made Xiaomi popular at a very low cost through rice noodles. For example, the logical thinking 'Luo Youhui' was even more popular at its peak. synonymous with community. Can you still find it today?

You have already thought about it. Please read on. Today we are mainly talking about the necessary strategies for community operation. We hope it will be helpful to you.

PS: One last reminder: the core of a community is value. When I used to do sales training, the community operation system was relatively complete. As long as it breaks away from the "group value", the group will still die. Lose.

Community positioning

The most basic and important social positioning: There are so many group messages now, and everyone in the group is blocked. Only by seizing the user's mental ladder can you establish your Group positioning awareness must be combined with the user's usage scenarios in order to stick to the user.

Therefore, students who are planning to join a community should first think about: What is the purpose of joining a community? What problems can it help users solve? What do users want? Tell the user quickly to let him know as soon as possible.

What best reflects the positioning of the group is the group purpose. Here is a look at the group purpose that Wang Daxia used in his previous sales training

"A good system? Makes bad people good, bad people "The system makes good people bad." Good group rules tell users what they can do/not what they cannot do. What scenarios should users be told to open a social group? What are the benefits of opening a social group? What pain points can you solve for him?

Community value

When we do community promotion, we can also use Internet thinking to allow group members to gain experience for free and gain value in our group. , users will come often.

At present, it is relatively easy to create a group model, which is mainly reflected in two aspects:

1. It can help users answer work problems (group members must respond to a question within 1 minute)

2. Users can learn about their own industry or related experience and knowledge (prepare experience and knowledge in related industries in advance)

Note that after group members join the group, we must first add as friends, and then tell them (a very critical step):

1. If they have work problems, they can ask them, and we (group management) will help answer them

2. In the group, they often If there is experience sharing, group members can pay attention to the group seriously

3. The presence of experts in the group is a good network value (friendship value)

When operating the community, follow 3 Click here

Community activity

Community activity determines the life cycle of a community. When a community is active, users are not required to chat in the group. Rather, it should show that there are high-level people in the group, and everyone can discuss work issues in the group and share their work experience or learning experience. There are experts in the work group who can help answer questions.

At 9 a.m., 2 p.m., and 9 p.m., you can arrange your own questions and organize your own answers.

One low-quality question and one high-quality question a day

Answering questions from group friends must be simple and direct, and no parallel imports can be allowed.

Follow these three steps:

1. Analyze the problems of the group members first

2. Give an action plan

3. Leverage books and sales courses to promote courses

The quality of answering questions must be high

1. Leverage the sharing of billing experience among group friends (we need to establish more groups in the group) Friends benchmark) It is best to set a benchmark among friends within 7-14 days. This is the best third-party witness.

The shared content can also be useful content in your own industry. It must be posted at a fixed time to cultivate users' habits and allow users to open the group to watch and share during this time every day. Nowadays, many Public accounts send tweets from WeChat public accounts at fixed times. For example, Logical Thinking will send tweets at 6:30 in the morning and so on.

Remember to let the group members interact after sharing, otherwise it will be embarrassing and no one will like or send flowers. When the group members open the community, they will see someone like or send flowers. I will climb the stairs and take a closer look.

Community activities

Community activities help users become active and the best way to increase users’ attention to the community. A good community activity requires users to actively participate. Let’s talk about it next Two common activities are used in sales training.

1

Sign-in is the most effective means of increasing product daily activity. It does not force users to be passive and active, but a process that creates a sense of ritual: come to the group to sign in every day. As soon as it arrives, users will feel a sense of belonging.

However, when promoting "check-in", it is necessary to mobilize users' sense of participation, arouse everyone's collective sense of honor, and encourage users to follow suit. In order to encourage users to sign in, corresponding gifts can be set.

PS: Community gifts must be in line with community values. When Wang Daxia was doing sales training, the gift he received after continuous sign-in was a sales book or an autograph from a big V.

2

Brainstorming is the best way to increase community activity. Let users help activate the group from the bottom of their hearts. Answer questions in the group every day. Having a sense of belonging can also increase the number of others. For a sense of honor, there is usually a brainstorming session at 2 p.m.

When doing brainstorming, you must highlight the user's sense of honor. When the user answers a question, the trumpet will immediately like the user who answered the question in the group to let him realize the importance of his answer. Someone is paying attention to the question, and at the same time it increases the enthusiasm of group members to answer questions.

The beginning and end of social activities are cyclical, or have a purpose. This must be remembered.

Community experience

As a point that many community operators often overlook, the quality of a group has a lot to do with the experience. A user comes into the group to see If you are chatting all the time, you will define this group as a chat group and it will not be opened next time. Therefore, it is not good for a group to be too active.

The most important thing about the experience is that users in the group are prohibited from chatting. Every time you ask a question, you must finish it all at once, not paragraph by paragraph.

Error cases

Educational WeChat groups can basically use this method to implement daily operations. When operating a community, you must be careful. When you run a community with intention, Then your community value will definitely be very high.

No good community can do without your operation