The community who has been responsible for e-commerce, k12, and IT training has summed up a set of community operation processes that can be applied and implemented, from sop to basic construction to daily maintenance, as well as community growth-retention-transformation, and also There is a full programme of activities.
Community: A platform between users and products.
1. The whole process of community planning
The above mind map can directly become a sop operated by a community. I have operated a community that brought 100,000 orders a month to the company, and I have also been a dead group. There are some experiences and pits that I want to share with you.
Let's talk about the failure cases first:
In the past, in order to quickly acquire new users, with new users, you can set up electricity through the course, which is the effective data of our department. The second is the one-on-one communication with new users. Our department’s staffing is not enough, because during that time, only a little girl was in charge of the community. So I set up a communication group to learn python.
Groups were built for these two purposes, and subsequent maintenance was not planned. Our method of attracting new members is to pull new members from the Douban group. After users join the group, we will publish a group announcement, allowing users to take courses for free. Within a week, 137 people entered the group, and the data was basically stable and no one entered the group. We knew that this wave of pulls had ended.
The temporarily formed community has obtained 100+ valid calls, an 8% order rate, and a customer unit price of 8*6000. In fact, according to such a small company as ours, it is ok. However, this community depression is a temporary formation, and there is no user positioning, group positioning and rules, so it has become a dead group in half a month.
Summarizing experience: If the friends are not for collecting data, everyone must sort out the operation plan for at least one month. Avoid premature death of the group, and don't make up content every day just to post something.
The second failure case is not one's own mistakes, but a long-term accumulation process. That is, our company has more than ten disciplines of training, but the community is not classified by discipline or language, or users.
There were no problems at the beginning, but later there were problems. Chickens talk to ducks, and the operating partners don't know what kind of content to post in the group. For Java, a lot of Python is not used, for beginners, and some seniors look at pediatrics. When your community is already very large, it is very difficult to do user segmentation!
Summing up experience: Dear friends, when you start the community promotion from the beginning, don’t think about making a big pot for the sake of more users. All users are placed in one group, which is very difficult to maintain in the later stage.
Well done cases:
When we were doing APP operation before, we had a check-in activity on the APP, but this activity has always been operated on the APP, and we basically had no communication with users. Users can share on the APP at will, and after getting the points, they go to the mall to exchange for prizes.
We realize the realization of the function of APP through a behavior;
That is to form a community. First of all, we changed the sharing rules. Those who enter the group to share and check in will have double points, which can be exchanged in the mall; the previous sharing content was life, travel, etc., and the photos and videos were very messy.
This messy sharing has been turned into a 7, 14, and 21-day check-in. The group owner is an internal staff member who leads users to check in together. It was originally a group of users who used wool, but they turned "wool" into sharing within the platform. After a few check-ins, we converted wool users for payment. Although the conversion rate is only 3-4%, it is also a breakthrough for the company over the years.
Summarizing experience: The reason why this community is still successful is that the first is good positioning, and the second is the close stickiness with users. Every user will have daily comments from teachers when they check in in spoken English, check in for painting, etc. The third is to carry out three rounds of conversion after the check-in. If there are no paying users, the group will be immediately disbanded, and users will be allowed to perform the next check-in activity.
2. Building the foundation of the community
This is a temporary community plan based on our small class, and it is directly put here for everyone. According to this format, you can first write out the sharing and speaking skills to be done every day in advance, and then meet with the internal staff of the department.
There is also a table of daily operations: planning on the axis of time.
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