Community is more like an operating tool and carrier of private domain traffic. On the one hand, it can solve the problem of traffic update and retention, on the other hand, it can also solve the problem of traffic realization.
Many people who do community operations will encounter many problems, so I will briefly sort out some problems that everyone will encounter, hoping to give some inspiration to children's boots who do community operations or do community product projects.
1, community operation = customer service?
In fact, this is the biggest misunderstanding of community operation by many people. They think they just need to act as a chat tool in the community and chat with community members. It's simple, blowing water all day. Then I feel that the threshold for community operation is very low and I want to do it myself. At this time, you may be thrown cold water.
Customer service is only the smallest part of community operation, and the core of community operation is to make new fission and liquidation plans. You have to get the first seeds of cold start, you have to make fission plans through existing seed users, and then the core liquidation of the community. All community operations that do not aim at liquidation are hooligans.
If you are doing more than N communities, or the community operation scheme of chain stores, you should be a sop rogue and plan the community output content for one month. This workload is very large, and it is not as easy as everyone thinks.
This community has become an advertising group.
I think this is also a headache for many community operators. In the later period of community operation, many people advertise in the group. To become an advertising group, the most fundamental way is to join the group and group rules.
Before users join the group, it is best to add the group owner as a friend and then have a simple communication. On the one hand, it can determine the purpose of users to join the group, on the other hand, it can also improve the connection between you and members, which plays a great role in the activity of the later community.
Set a certain threshold for joining the group. In fact, the best way to screen users is to pay. There is nothing better than this, because paying can better reflect the value of the community and the attention of users.
To establish a good group rule, as long as those who violate the group rule are kicked out of the group, there is no exception. Someone asked me a question earlier. If a member of a community is very active and contributes a lot to the community, he will advertise one day, so should he be kicked out of the group? My suggestion is to kick, you must kick, and you can't do whatever you want just because you have made great contributions. Taking killing chickens as an example is not bad.
3. The community activity is low and it has become a dead group.
In fact, the community is most afraid of two situations. One is that it is too active. What topics members talk about, they all look at life in a talkative way, that is, talk about your products. When you say products, they are collectively silent and embarrassed.
Another situation is that the activity of the club is very low, and no one has said a few words for a month, becoming a dead group. So how to prevent the community from becoming a dead group?
The first is the integrated wall. Rules for integrated walls can be established through community management tools. For example, you can add 10 to speak in the community and cooperate with the group owner's activities, and then the top ten can get some prizes, which is also conducive to community activity.
Second, to cultivate users' habits is simply to do a fixed activity in the community every day. A jewelry community is doing very well. It gives out red envelopes in the community at 8 o'clock every night, and it is not small. A red envelope rain is approaching 100. Of course, every time a red envelope is issued, the product will be distributed so that users can see the product every day.
The third group owner and the role of kol, in fact, a community is often not very active because its members have no sense of belonging and identity. If the community is established by Fan Deng's reading and logical thinking, it will basically be very active, mainly the brand value. Therefore, many people who build communities will invite some kols to join the group and then make a grand introduction.
Fourth, organizing offline activities can be said to be the best way to activate the community, because people who join the group don't know each other at first, and it is normal to have no topic. If you exchange ideas offline, you will be more likely to interact in the group because you know each other better.
Let's talk about these three points today, because there are many questions, so I will write them in several articles in the thirteenth part. Those who want to learn community operation can pay attention to thirteen points, and there will be special lectures later.