What exactly does a community operation post do?

Want to know what to do? It is enough to read this answer! As the founder of Orange, he is an expert in community business practice, and also published the best-selling Handbook of Community Marketing Practice (a best-selling book in the community field), a member of the expert group of "Community Operators" of the Chinese Institute of Electronics, and one of the top ten mothers and babies in Weibo. With community operation, my team and I have earned a lot of income. Moreover, Orange Micro, founded three months ago, has developed into a national community, and has trained 7000+ outstanding community talents from all walks of life in seven years. At the same time, he is responsible for the closed-door meeting of traffic management in March next year, bringing together outstanding people in various segments of traffic management. In two years, there were more than 200 people on site, and the company's revenue exceeded 100 million, exceeding 26%. As the drainage entrance of a company, community operation is not an exaggeration to call it the pillar of the company. In more popular terms, community operation is to narrow the distance between seed users and groups through a bait, and then realize the benefits through transformation. In the early stage, we tried to get interested partners together by pulling a group to let them buy our products. But there is no perfect way to activate the community, and your preliminary work is empty! Next, I will take a real case of Yan Ya, an orange classmate, to see how she has maintained the activity of the community for a long time! Learn from her methods, discard the dross and take the essence, and use it on yourself. Let's do it. Pay attention. We can find it next time! Social background The community she formed is a product-oriented community, and its profit point is a small group of high-quality skin care products selling medical patents. As a result of the community, they established a free community with a scale of 1,000 people, and successfully upgraded to a fee-paying community with a service period of half a year in February this year. Currently, the community is very active. There is no specific activity theme, and there are hundreds of floors of communities chatting spontaneously every day. It involves group purchase product sharing, skin care topic and daily irrigation. Community members are extremely active and sticky. At present, the purchase rate and repurchase rate of the paid community have reached 100%. Some friends in the group told her that this group is the only one they are not interested in, but they will take the initiative to set the top. I will share her actions in activating long-term community activities from the following aspects. 1. Standardize daily movements and constantly give people a sense of value-"Useful" Now few people have the patience to listen to systematic skin care courses, but everyone wants to know some little knowledge about their skin problems. So she made a lot of skin care knowledge packages that can be read in two minutes. Each package can solve a small skin care problem in a targeted way and publish it in the group at a fixed time every morning. On the one hand, group members will find this knowledge useful to themselves and want to have a look. On the other hand, it won't take long to see this thing, thus forming a fixed community opening habit. Besides, there will be some good ingredients (vegetables, fruits, snacks) in the group. Because people pay more attention to health during the epidemic, they pay great attention to high-quality ingredients. They started this group-buying solitaire project and bought different things every day. Some fresh vegetables and fruits need to be grabbed in limited quantities, and they may not be available the next day, so many members will hold a group tour for fear of missing the time to buy them and forming fragments. People are actually very sensitive to the words fresh and limited. Therefore, some group friends will put their own groups at the forefront, so as not to miss the opportunity to snap up good things. Top management is also an important factor to ensure the continuous opening of a community. 2. Have a fixed discussion time and form a group work and rest-the "well-informed" chat rhythm is very important. Sometimes a member of a group finally wants to ask a question, or want to say a few words in the group, but after saying it, there is no more, and no one will take over. This situation will be embarrassing and will reduce the community's desire to express. Especially during the recent epidemic, people spend more time at home and have more pressure, and sometimes they want to talk to someone. Therefore, their group recently launched a 100-day micro-sharing activity. At a fixed time every week 1357, there will be short-lived micro-sharing with professional tutors in different fields such as food, beauty, beauty, medical care and fitness. After sharing, many related chat contents will be derived from questions. Everyone knows that someone will be here at this time and there will be a lot to say, so we will concentrate on this time to chat together. You don't have to worry about silence at all, and you don't need to warm up the community operation, so you can have a good chat atmosphere. And because there was sharing that day, the chat would automatically revolve around the theme set by the group. 3. Community members automatically play roles and generate a sense of community belonging-"Interesting" Yesterday, in the group of community operators, everyone began to play the game of Huluwa and Grandpa. I wonder how my friends feel. Do you think it's funny? In their community, with some guidance, community members will be automatically described. For example, in their free group, because the name of the group is Yan Xueyuan, a female doctor, everyone calls her Dean, and she initiates activities to claim her position. Some friends named themselves the administrative director of Yan Xueyuan, and those who can cook named themselves the chef's room. There are also younger brothers in the group who claim their own security roles. Girls who like to clock in every day appoint themselves as sports committee members, and even there is a girl in their group who doesn't like drinking water, forcing her to be a drinking committee member, who is responsible for reminding everyone to drink water every day. You know, water intake is closely related to skin condition. So the setting of this position is actually around the theme of their community. Because the position is very interesting, people often come out with the girl Aite and ask her: Did you drink water today? You want water! When group members position themselves, there is often a sense of role substitution in the community. When the activities of the community involve this topic, the relevant members are very willing to be active, participate in chatting or guide sharing. Community operators need to pay more attention to the personal specialties or hobbies revealed by members in their daily lives, and guide and strengthen this label. If your group members are willing to come to the group to talk about what happened in life, then this long-term group will not be cold. Because it is no longer an online community, but a spiritual home for a group of people. 4. The application of customer management in key nodes continuously activates love-"love" is just like the previous course. Group operations do not need to fall in love every day. We need to activate it rhythmically. You can think about it. How do we fall in love with someone when we are in love? It is often some special events, this person shows a strong boyfriend power, or at a certain moment, a lovely girl smiles back and touches your heart. At some key nodes, community owners and operating officers must be able to create a strong enough heartbeat. For example, if she is a women's community, then women's psychological needs actually have two particularly important points, one is being looked at and the other is a sense of security. The first is to be seen: they especially encourage users to share their sense of use or new usage in the group after purchasing the product. They will explore different uses and different ways of playing skin care products, and encourage users to develop new ways of playing. Whenever users come to share this content, they will strongly encourage and send gifts directly. At this time, the group members will have a feeling that my sharing is valuable and my sharing is seen. On the one hand, it can encourage more group members to form sharing habits, on the other hand, spontaneous sharing by community members will drive sales more than introducing group owners. In addition to sharing, community operators should also form rapid access to key information in daily chat. The ability of label members, especially those who are often active in groups, must be clear about her personality, skin quality, personal specialties and key information. For example, when chatting, everyone talks about a topic, and she may directly tell a member of Aite Group that this topic is related to you and is for your reference only. Or you should ask someone else about it. He is an expert. This feeling of being seen and remembered will greatly increase members' feelings for the community. When he is called an expert, this member will be more willing to help other members of the group answer questions about the professional part he knows. This will form a feeling that you can find professionals in the community for everything, which not only increases the activity of the community, but also adds a layer of network value to the community. Secondly, the sense of security: I wonder if you have ever tried to sell a brand-new brand in a community, a brand-new product that you have never heard of or used, and members directly queue up to the assistant to place an order without your introduction. This situation is very common in her neighborhood. Basically, every time she introduces a product in the group, she will prepare a long explanatory text and comparative photos, but the members are too lazy to listen and ask her directly where to pay. This is the long-term trust and professional guarantee. Personal understanding is that community operation must be "soft and hard", all parts involving professional fields must be absolutely excellent, and in the process of community operation and communication, it must be soft enough. Although it is a community that aims at product profitability, when placing an order, if the skin type she knows is not suitable for members of this product to place an order, she will contact the other party directly, explain the reasons clearly, and then refund. Every product was carefully recommended to the community members after she read the ingredient list herself and understood the internal information of the product. Coupled with the active feedback sharing mechanism in the community, when placing an order, everyone will see that there are so many praises for the products recommended before, and they have a high degree of trust in the recommendation of the group owners. In addition, in some key situations of the club, even if it has nothing to do with the profit direction of the club, as long as her major can help everyone, she will give professional advice in time. For example, during the outbreak of the epidemic some time ago, she updated all kinds of rumors related to the epidemic and professional self-protection knowledge in the group every day. More than one group owner told her that because of you, the group owner didn't panic so much these days. Finally, I want to send you a word. To run a community, we must be interesting, informative, useful, loving, and be both hard and soft. If you can do these six things, then your community operation will be successful in the end! After reading this answer, do you all have some different gains? Then don't be stingy with your praise. Let me see how many people I have helped. You are also very welcome to join this big family. You will meet the right people, the right social circle, and let you meet the best of you!