Community Operation SOP

SOP: Standard Operating Procedure. It refers to describing the standard operating procedures and requirements of a certain event in a unified format to guide and standardize daily work. Community SOP: The standardization of the daily operation work of the community; it can be repeated, copied and assessed with sufficient standards, and can serve the operation processes and procedures of most groups. 1. Why to formulate community SOP 1. For front-line operators: improve human efficiency and quantitative statistics 2. For brands: standardize collaboration processes, accumulate digital assets, and accumulate corporate knowledge and experience assets; form brand culture 3. For consumers : Integrate a systematic, standardized and complete SOP to cultivate user habits and develop users' minds Dimensions for measuring the commercial value of communities: Number of people in the community: more than 150 people Community activity: number of active people/total number of people in the group, generally greater than 30 communities Output: conversion rate, new acquisition rate, repurchase rate, community content output. Through community SOP operation, the brand gradually deepens the social connection with users in the time dimension; it continues to strengthen users' value perception in the content dimension. Brands and consumers form a synchronized and harmonious relationship. Only when brands establish emotional links with users can they realize commercial value; only when consumers feel the value of the community are they willing to continue to accompany them. 2. The composition of community SOP: 1. Immediate welcome greeting when joining the group: respond immediately when joining the group, clarify community benefits, and reiterate community rules; help newcomers adapt to the group, understand the group, and like the group. Consumers will be given immediate welcome greetings when joining the group. , convey the warmth of the community; clarify the benefits of the community, quickly arouse consumer interest, make users full of expectations for the community, and cultivate the social mind within the user community. Reaffirm community rules, guide users to pay attention to community announcements, clarify community rules, set behavioral red lines, and avoid advertising external links and other content to a certain extent. We all work together to maintain the community environment. The welcome message for joining the group generally clarifies benefits in the front end, explains questions in the middle end, and reiterates group rules in the back end. 2. Daily fixed columns: Create daily fixed columns to cultivate users' minds and strengthen users' understanding of the community. time sensitivity. Cultivate consumers' behaviors and habits in the group: welfare Fridays, daily check-ins, lunch goodies, daily nine o'clock flash sales 3. Flexible featured columns: featured columns based on special nodes such as festivals or hot spots, providing users with Bring novel experiences; use differentiation to highlight brand tone 4. Diverse content based on value delivery presents value categories: welfare value, knowledge value, social value Value perception: Help consumers understand products and reduce choice and cognitive costs. For example: exclusive product selection, early promotion of new products and optimal purchasing strategies; etc.; Improve the value experience of trading opportunities: Feel the value provided by the community through community sop.

Personalized logo, exclusive nickname; coupon benefits, flash sale benefits, etc., exclusive benefits within the community; conveying scarce benefits to maintain consumers’ stickiness to the community. Value extension: the private domain is the value extension of the brand. In addition to transactions, it can also provide Word-of-mouth sharing, value-added services, user research diversified services, 5. Interesting, informative and socially anticipated diversified content presentations: exclusive community discounts, professional knowledge classrooms, various interactive gameplay, characters, daily life, 6. Diverse content formats, enriching user sensory experience pictures Text, avoid short videos with long pictures and texts to enhance intuitive feelings, use pictures and text flexibly for vividness and legibility 7. Appropriate speaking style: official tone, humorous style, consistency and matching with the brand, and delivery of brand services Temperature question-and-answer private language improves interactive participation and gentle tone of communication to soothe users' emotions. Daily fixed columns develop user habits; flexible and characteristic columns bring novel experiences; diversified content presentation strengthens value perception; diversity 3. Social operation sop materials: 1. Brand promotion materials: Brand culture: brand story, brand concept, brand archives Brand exposure: marketing publicity, marketing activities 2. Product basic materials: product selling points, highlights : Product launch, product discounts, product portfolio Competitive product analysis: Product advantages, product differentiation 3. Daily operation materials: After-sales issues: User guide, logistics inquiry, maintenance, traceability operations related: activity Q&A, speech optimization, customer service Complaint processing 4. Other materials: hot events: current news, industry trends, company policies 5. UGC content: experience sharing, positive feedback 4. Inter-translation from multiple positions, constantly enriching SOP content source communities and public accounts, and mutual guidance between enterprises and microblogs Streaming; communities and live broadcasts cooperate with each other to achieve user acceptance and traffic feedback. The contents of multiple private domain positions are linked and translated to create a complete ecological closed-loop public account: in-depth articles, pictures and texts. Graphics and texts deepen users’ product awareness, continue to plant grass, and undertake public domain traffic. Enterprise WeChat: one-to-one private chat, welcome message, event contact, personalized services; reach the community multiple times: product planting, atmosphere group guidance , Welfare delivery circle of friends: continuous planting, IP story mini program mall: transformation and fission video number: video content and live broadcast 5. Community operation sop template and example disassembly: date: day, week, month time period: 9 o'clock, Content modules at 10 and 15 points: grass planting, interaction, welfare, promotion conversion, notification. Specific copywriting: material content expression form: graphics and text, multiple pictures, short videos, voice, questionnaires, interactive games, fun tests, knowledge classes, etc. The language style should have both official and friendly tone, and use characters and graphics flexibly.

Translate the material into private language, conduct data review of the content every week, and continuously optimize the content and SOPSOP sample dismantling: 9:00 Check in, receive points and discounts 10:00 Topic discussion 11:00 Grass planting 15:00 Game interaction, 20:00 user feedback 6. Core principles of community operation SOP: 1. The main line is clear, simple and clear; run fast in small steps and iterate quickly; the results are effective 2. Community SOP should be between reaching users and user feedback Find a balance point and continuously iterate and optimize; on the premise of achieving business goals, do not disturb consumers too much 3. Social SOP should match the person setting position, friend circle positioning, and main line of activities, and maintain the consistency of the output style 4. Community SOP formulation should: Understand consumers, understand the meaning and tone of the brand itself, understand the entire business model and business plan, understand the market and marketing rhythm 7. Promotion, optimization and adjustment of community operation SOP 1. Community SOP promotion: from Documentation to implementation, from subjective to objective feedback, from PGC (professionally produced content, brand content) to UGC (customer produced content) 2. Community SOP self-inspection standards: whether it meets the brand situation and customer group needs, whether there is room for iteration, and whether There is deployment logic 3. Sort out high-frequency topics in the group and stimulate more UGC-type interactions. High-frequency topics must be content that consumers are concerned about and interested in. The check-in content must be adjusted according to high-frequency topics 4. Based on customer group feedback and community research Optimize SOP content In what form do you prefer me to notify you of the latest discount information: SMS, WeChat private chat, Moments, community notifications? What kind of social activities do you prefer: lottery, flash sales, photo sharing, social games (quiz, dice, idiom solitaire, red envelope games), others? 5. The relationship between different content and frequency of SOP update push based on the operational rhythm and the effect achieved. For those that cannot achieve the effect, it is necessary to optimize or eliminate the key content. The push of key content should be coordinated with the atmosphere group interaction and personal speech to improve the reach rate