How to refine the operation of the community!

If you want to increase the life span of the community, you must do fine operation. So how to do fine operation of the community? Let me take the operating organization as a case to tell you in detail. First of all, let me introduce the background of the case:

Logistics Society is a learning society initiated by Brother Xian at the beginning, with the aim of "not letting operators grow up alone". Of course, the first members of the Logistics Society are also users based on the readers of the product rookie club in the official WeChat account. The Institute of Operations Research includes: ordinary members and core members. Core members guide ordinary members to learn, discuss and share, so as to tap members who can generate UGC content, generate materials or content for the content output of the product rookie exchange, and then attract new users through the polishing of content. In order to strengthen interaction and communication, users will join operational research; Efforts are also being made to form a closed-loop form of content.

The background and explanation of the case are very clear. Let me talk about my understanding of the refined operation of the community, which mainly includes the following aspects:

1, leading

2. Digitization

3, there is precipitation

4. Supply and demand

5, can grow

Guidance: Seeing many people talking about community play on the Internet, more people are saying that the community must have thresholds and rules. In my opinion, it's all prejudice. Anyone can organize into a community, but this extra threshold requirement can increase the viscosity of users or prolong the life of the community. The community must have rules, which is also harmful. If a community of thousands of people wants everyone to stop talking too much nonsense, then such a community. We must learn to guide users, create a community where everyone actively maintains order, clarify the value of the community, and let users better understand what they need to do in this community.

Operations research guides users to know what they need to do through incentives and punishments.

As you can see, these small products are peripheral products of operational research. Every week, our topic discussion, guest sharing and offline activities will send some such small peripheral products to users, and everyone has developed the habit of receiving and going to various scenes to make a composition to play around, because the number of peripheral products is limited every time, which also leads everyone to participate in community activities very hard and actively participate in community discussions and exchanges.

When users pay to join the operating organization, we wrote in the registration copy that we will eliminate community members in each issue, and the criteria for elimination are no less than 50 speeches and no less than 14 sign-ins; After the user agreed to our request, the baby was pulled into the group by the operation. After joining the group, there is a little assistant to guide how to obtain the dry goods resources in the group, including the core members of the group, and will also remind the new members of the characteristics of the activities of the operating institutions. City leaders will also guide new users to join urban agglomerations to facilitate their participation in offline activities. Because the guidance after joining the group makes the newcomers quickly understand that they can't pull people in the group without authorization, and the atmosphere created by the operating organization will not publish advertisements without authorization. This softer guidance and environment rendering will make it easier for users to accept and abide by.

1. Digitization: If the community is regarded as a product, then I definitely need to start from the basic data and carry out the guiding goal of community user operation. Let's start with recruitment. The operating company plans to recruit 100 people in each period. From the first phase to the seventh phase, a * * recruited 537 people, and now there are 29 1 person left, with a retention rate of 54%. Because no assistant was used in the first two periods, only the data of the second period are shown here, but from the last five periods, we can see that the operating company started charging from the third period. What is the conversion rate of each issue? What is the age distribution of users and the economic expenditure distribution of users in each period? This piece needs us to observe from the data of social users. In the seventh issue, we can see that the recruitment of operating organizations has made a qualitative leap, so we need to consider which channels to strengthen promotion in this issue. What changes have taken place in promoting copywriting? After analyzing these reasons, it is easier to grasp the growth of community users. We can also see that since the fourth period, the number of people excluded is gradually decreasing. Is the decrease in the number of excluded people due to the increase in user viscosity and the improvement of word of mouth? In which activities are community users most active? From these data, we can dig deep into the value of operating companies and increase user retention.

Let's look at the second picture, which shows the sign-in of the operating organization for more than half a month. On average, 160 people sign in every day, and the longest sign-in time is 89 days, which is nearly 3 months. It looks like true love powder at first glance. From the background, you can not only see who signs in every day, but also see when everyone signs in every day, because the sign-in must be from within the community to find out the time period for community users to sign in, just as the product finds out the time period for users to enter the product every day. Push activities and push during this time period, is the reach rate higher? There's another one you haven't noticed. As I just told you, there is a statement in the recruitment copy that the user has signed in for no less than 14 days. Why not 15 days? Why not 13 days? Because each period lasts about 40 days, if you are told in advance that you will participate in something for 14 days, then you will definitely stick to it for at least 7 days in the early stage. If you can persistently sign in for 14 days, you will definitely forget that this is a requirement, and regard signing in as a daily behavior, so that users' habits will be formed, and it will be better for us to inform the activities during the period when everyone often signs in.

The third chart also shows the number of speeches in the first half of 1 1, with an average of 662 speeches per day on 102. At the highest time, the number of speeches was close to 1 200. We should also note that there are several peaks and valleys every week, which are distinguished according to the time period of the activities of the operating institutions. Generally, Saturday and Sunday are quiet times in the community, because some cities may hold offline activities, or some people have to do their own things or relax on Saturday and Sunday, while learning communities are more active on weekdays, which is more in line with users' needs.

Finally, you can look at the current distribution of users in the community: at first glance, it is particularly in line with the funnel theorem. From joining the community to signing in for a long time to participating in communication, to participating in discussion, sharing, becoming an opinion leader or joining the management team, there is a decreasing trend, so this requirement is of course getting higher and higher. So how to guide users to develop step by step? I'll explain the fourth point to you in detail.

There is precipitation: it has always been said that if a community wants to survive for a long time, it must circulate, which means that this community must circulate people within the community and cannot be fixed. Because the shelf life of people is three months, this is also the reason why the community is easy to die. In my opinion, if the community wants to survive for a long time, it needs to have precipitation and its own subculture. After 10 months of polishing, research and operation institutions have their own rules and content precipitation. In addition to the most familiar Tuesday topic discussion, Thursday guest sharing and interaction in the community can show your daily life, and you can also praise your favorite topic discussion content in the community, and the participants who get the highest praise will get small gifts. Not only that, if someone encounters difficulties or bottlenecks in their work, community users can post questions in the community, and then many small partners will enthusiastically reply to their practical experience. In this way, through the topic discussion every Tuesday, the guest sharing every Thursday, and the content precipitated by community interaction, the operating agency also gives each new partner a new understanding, and makes sure that joining the operating agency is the right choice.

Supply and demand: the community ultimately serves products, but the operators are people. Since operators must understand the user's demand theorem and just told you the funnel law in the second point, I will talk about how to meet the user's supply and demand from the most basic Maslow demand theory. Because the operating company is a learning community, the basic need for everyone to join the operating company is learning, and the existence of this basic need operating company is the most basic value. So after meeting the most basic needs, how to meet the high-level needs of users?

At first, there was only Tuesday's topic discussion, and there was no reward. At the beginning, users can definitely actively participate in this form, and long-term participation is definitely slow and negative. So after we discussed it for a while, we began to look for active users in the process of topic participation. They all have unique opinions in some fields, so I will try to add friends step by step, introduce myself and invite these potential users to share topics. It was difficult at first, because there were no posters and no rewards. The notice of each issue is only written, just to help users meet the needs of getting respect, including up to now, users of each issue have joined the operating organization, and I will also check all members of each issue to get familiar with all users as soon as possible, so as to understand their needs faster. Later, the operator started the charging mode and considered rewarding users. From then on, the design team was slowly formed. At this time, in addition to posting posters in the group, I will also send red envelopes to encourage everyone to participate in the discussion and sharing. But money alone can't give users too much perception, and then I began to study the surrounding products. First, I tried to customize the first batch of exquisite pen holders, only 20 were customized, and now they are all out of print. This is also a gift for topic discussion and sharing with guests. This is also data-oriented, because each period is almost one and a half months long. I found that the reward for each issue should be around 20 people, so I chose to customize 20 gifts so that users of each issue can have different surroundings. Everyone will always have a sense of freshness, which will lead users to discuss and share more actively.

After talking about online, we began to talk about offline. Let's talk about the offline groups in Beijing. At the beginning, only a few early friends in Beijing met offline. After May Day, I set up an offline team in Beijing. Later, friends in Shanghai, Shenzhen, Guangzhou, Hangzhou and other places also established offline groups and began to organize offline activities spontaneously. The Beijing delegation has always been defined as "eating, drinking and having fun". In the general group, we talked a lot about study and work. In this way, the characteristics of large groups can be maintained online, but offline is not so boring. People who can walk into the circle are generally easy to play together. In addition, the Beijing delegation also has a group of mussels, and every offline activity is full, attracting many people to participate. The Beijing delegation is also the most active city in offline activities. You can look at these pictures. The first is a yacht barbecue dinner, the second is an offline salon, the third is a trip to the suburbs, and the fourth chapter is a party. Every time there is a different theme, we will organize a party like an activity. We will introduce ourselves to each other, and then briefly talk about everyone's preferences and work, so that everyone can get familiar with it more quickly and have a sense of belonging on the Internet.

1, which can be increased. When a community runs out of value points, then the community will soon die out. Of course, the community will not be immortal. At most, it can only increase the activity of the community and prolong its life. In order to prolong the life of the community, we must constantly change the value of the community and increase the stimulation points for users, that is, the community must grow together in the process of guiding users to grow.

This is to tell you about the changes in operating institutions from February to now, and we are also trying to trigger the stimulation points of users together to extend the life of the community.

In February, the first recruitment of operators began. At that time, Xiange was first released from the circle of friends, and later released to the product rookie exchange. In an hour, the quota was robbed. Because it is an internal testing team, everything is just an attempt, including topic discussion. Every week is also a temporary consideration.

In March, the good atmosphere after the first internal test version promoted the next development of the operating company, and also attracted a wave of enthusiastic friends to do the most proud thing of post-youth "Don't let the operators grow up alone". At the beginning, there were gradually topic groups (making weekly topic discussion plans, stipulating discussion rules, finding UGC content producers in the group, and assisting guests to share), collection groups (collecting topic discussions, sharing content by guests, and releasing daily dry goods exchanged within the group), and media groups (responsible for the content promotion of product rookie exchanges).

In May, after trying to pay for joining the group and increasing the remuneration of the design group (poster design and subsequent development and peripheral design), the operating organization began to implement the reward and incentive method by means of membership fee, and excellent topic discussion and sharing guests will receive red envelopes of different amounts, which is also to encourage everyone to participate more.

In July, operators began to prepare their own peripheral products, which were also used to reward. In addition, with the offline activities in various cities, consider making some small badges of operating organizations to further reflect the logo of the team and increase the sense of belonging of community users.

In September, through the accumulated excellent lecturers, the "Job-hunting Alliance" training activity was conducted for the recruitment of new college students, and in cooperation with 5 1 College, users were recruited for the first time to form a community, and some resumes and interview skills were distributed to these college students, which also popularized the basic knowledge about operation; It may be because the first batch of users were not accurate enough, and not many of them transferred to the operating company after the training. The secondary dissemination of the course jointly launched with Shantou Business School has received a lot of clicks and participation, which has detonated the secondary dissemination of the content.

165438+ 10, the operating organization has accompanied 537 members through the spring, summer, autumn and winter, and it has also ushered in a better and better step. Therefore, unwilling to be lonely, we set up the annual meeting of operators, still adhering to the principle of "don't let operators grow up alone". We are ready to share dry goods, taste delicious food and enjoy life with people who love to toss. Please allow me to fight a hard battle here. The annual meeting is scheduled for 65438+February 65438+July. Interested friends can pay attention to the "Pin Cainiao Hui" to check the relevant contents of our annual meeting, and you can also sell a small pass here to ensure that you return home with a full load.

I remember someone asking me, what is the core of running a cooperative? I think it is "Don't forget your innovative spirit". Every partner here devotes 80% of his spare time to the operation organization. Everyone understood the difficulty of going it alone at the beginning, so we tried to "not let operators grow up alone".

Someone asked me, what is the biggest competitiveness of operating institutions? I said "extreme". From every topic discussion and theme shared by the guests, adjust the words, hoping to make a perfect theme. From each poster, we will make three styles for everyone to choose from, and finally show the most beautiful side to everyone. From every offline party, although we are just eating, drinking and having fun, we will take care of everyone like an activity. This is the attraction of operating institutions.

But these are not enough to keep people from leaving. I think the main reason is our growth. There are a group of small partners who love to toss, and there are always endless ideas. Then we will implement them efficiently, which will generate a high degree of loyalty among the members of the operating company. Therefore, any community must remain unchanged. We must learn to grow, constantly stimulate users and extend the life cycle of the community.

The above is the experience summarized through the establishment and operation of the Logistics Society, which may not be accurate and only represents personal suggestions. I hope you can add a personal WeChat message: zhen82669637 1 (Remarks: Baidu Xuetang)