what should the operating community do? How can we ensure that a community will avoid going weak after its establishment? What kind of value can your community provide to its members? You can talk about this article two years before answering these questions. The difficulty of chain brands as a community lies in the fact that educators and I can't manage it in a unified way, and stores are fighting each other. I have learned that there are hundreds of stores under a certain brand, and a community has been established in order to maintain customers. The method of building a group is that the headquarters let the store managers pull their own groups, and the stores do their own operation control. In the end, the brand headquarters has not yet established an effective set. As for how many communities have been built? How many fans are there? How active are overseas Chinese? Is the community well handed over after the shopkeeper leaves the customs broker? Is the community developing on the expected track? The headquarters operators knew nothing, and finally the community operation failed. The platform where the author is located is a famous baking enterprise with more than 411 fast food shops. The first thing I did when I took over the user operation project was to set up a community operation system for the enterprise. Compared with the membership system, the community system is simpler, and there is no need for complicated CRM management system and online and offline communication. What we do is to establish a community for the store and further gradually stick to customers for the store through the community. Then the question comes: Based on the above risks, first of all, the community can't rely on the store to do it. A store is equipped with 2-3 people in the back of the store, and there is no energy to maintain a community. Who will do it? The answer is the operation staff of the headquarters. There must be a question. There are at least five or six hundred groups in 611 stores. How many community operators does the headquarters have to recruit? My answer is that a full-time operator is enough. This understanding is inseparable from the community system we are talking about. The following four systems are the five systems in the operational thinking: Before recruiting fans, we must first clarify what the community can bring to fans. This is to define the orientation of the community. We have seen that most communities are for the purpose of propagators' promotion. After joining the group, what we see is more activity promotion information, which forms the same disturbance. The life cycle of fans is short, and the community is in a stagnant state or seriously lost after operating for a period of time. And we define interpersonal orientation as: creating convenient buying pleasure. This positioning determines that the operation direction of the community is based on the fan experience. In actual operation, we are responsive to fans. For example, fans only need to talk about ordering cakes in the group, and the robot responds to fans at the first time to reduce the bad experience caused by fans' feeling that no one cares. Then the community housekeeper will follow up the specific needs of the fans, and make a work order for the fans' physical store needs and send it to the store, and the store will deliver it to the door. In the whole ordering process, we require that the fans' needs must be met within 5 minutes, which is far better than the experience of customers ordering in the supermarket after consulting customer service online or going to the store to place an order on the spot. Based on the operation orientation of creating a convenient buying experience, our community has maintained a strong vitality after more than one year of operation because we have created a better experience. In terms of specific strategies, it is based on the characteristics of the people in the geographical location of the store, as follows: From the strategy map, we can see that there is no uniformity in the aspect of pulling new customers, and the characteristics of users in different business districts and communities are completely different, which means that there are bound to be differences in the words delivered to customers in the new era. For example, in community-based stores, customers are mainly community residents, and people who are a few years old are the main consumers. These people value whether they can get benefits from joining the group. When opening a new store, they should focus on knowing what practical benefits they will get when they check out and leave. In business district stores, customers are mainly white-collar workers, who are not sensitive to the discount, but are more concerned about what experience they get after joining the group. The store will focus on social activities such as baking classes and tasting evaluation. The most taboo in doing community activities is that fans are divorced from the pure needs of fans. Generally, fans join the group. We can think from the perspective of a customer. What is the purpose of fans joining this group? Some people say that fans come in, so they send the activities of group fight, spike and discount to the group every day. After a long time, they find that fans have run away. Some people say that fans come in or give coupons to customers, but after a long time, the commercial value of the community to fans will become less attractive, and fans will quit because they are unbearable. Before we do activities, we have to solve a question of fans: What does this group do? First of all, in the naming of the group, we directly named it xx Store Welfare Group, which directly hit the heart. Welfare is the most direct embodiment of fans' needs, and you can get benefits by joining the group. Secondly, after the fans join the group, the robot will launch a new welcome. At this time, the welcome language of the robot will tell the fans what benefits they can get by joining the group, and push a new gift certificate to the fans, who can go to the store to exchange a product. Thirdly, we will do regular welfare activities for fans every week, and tell them what welfare activities will be available every day in the form of fan welfare calendar. Fans who often participate in product fruit trees will be given priority in our talent library and given certain growth incentives. Fans who are selected as talent will enjoy the supreme treatment of the brand. Even when the company gives a speech, we will invite talent fans to participate, and the chairman will personally issue honorary certificates on the stage to meet the fans' needs for identity. Content is the most valuable place to be a fan operation. With good content, products can be deeply rooted in people's hearts. If the general information content depends solely on the official output, it is undoubtedly self-talk, because no matter how good the copy is, it is not as good as a veteran fan's understanding of the product and his grasp of the feeling, and the content written will be unremarkable and empty. How is the content produced? The details are as follows: There are three output sources of the content, namely, fans UGC, PGC and official output. In the process of operating and evolving specific fan content, it is necessary to conduct hierarchical operation and management of fans. The first is the stratification of frequent output content and non-output, and the label operation management should be done well for fans, and the output type should be gradually guided to the talent level; In this way, an ordinary fan contributes UGC content, which forms a word-of-mouth precipitation for the product, and Daren fans contribute PGC content; Officials generally have to give guidance and promotion. At the guidance level, they tell fans what direction to write and what other ordinary fans want to see most. When a high-quality grass-digging area is cracked, if no one reads it, casualties are a kind of loss, so the official must concentrate on spreading it in the existing room, and let other ordinary fans participate in the interaction by replying to the red envelopes buried in the lobby, so that the experts can actively reply and gradually form a trust relationship with the fans. It is very important for the community to have a strong tool management system. First of all, it is necessary to have a robot. In order to minimize the suspicion of advertising, we will not say what robot to use, but robots can help you do many things. Fans once again, you really have a tool for counting fans, otherwise, will more than 611 communities rely on demographics? Obviously unrealistic. Data analysis tool fans can help you clearly know how many fans there are in each store, how active they are, how many people quit the group, how many people take the initiative, and so on. Data operation is the key. Finally, you have a fan service tool. Of course, you can develop some small programs yourself. Fans can order bread, breakfast, collect opinions, small festivals and so on to create a pre-sales and after-sales experience community with a temperature environment. It is very simple to supervise and manage the operation of the store. In addition to doing a good job of pulling new products, the most important product and service is that the store can enjoy the audio-visual service of fans. The essence of fan operation is to do the first kind of service. At that time, when building the community, colleagues worried that the community would become a spit group of customer salespeople, and some people explicitly opposed it, on the grounds that they were worried that the small problem would be excessively enlarged by one customer, causing a chain reaction. My idea is that fans are not afraid to vomit, but to avoid problems, so in the operation of the community, we strongly encourage fans to vent their dissatisfaction in the group. In response to complaints from fans, the store must first put a correct attitude and respond positively to all fans at the first time with a positive attitude towards the other side of the problem; Secondly, understand the root causes of fans' dissatisfaction and appease fans; Dare to take responsibility again. For example, some fans bought a drink with alginic acid because the clerk didn't pack it well, which caused the bag to be damaged. The store will reply directly in the group, and fans can come back and send a product for free. Another time, fans photographed a fly on the product shelf in his house, and the store immediately apologized and invalidated all the bread just baked and threw it into the garbage bag. Under the supervision of fans, there was no uncontrollable loss to the store's economic loss because of a small problem. On the contrary, the courageous attitude won the approval of most fans, so that fans could buy and eat with confidence. For the operation and management of community butlers, community butlers are the best helper to assist the headquarters to manage the community operation of most stores, and also the cornerstone to ensure the effectiveness of the whole community operation at present. On the edge of the last article "Community Operation: How to Build and Operate 611 Communities", the recruitment system, task system, incentive system and opt-out mechanism of butlers are expounded. The professional qualifications of housekeepers are generally selected from fans, which is the most important point. In Northay County, our vice qualification for housekeepers is even stricter than that for recruiting an operator. First of all, we must be loyal fans of the brand, and our understanding of the products even exceeds that of the store staff, so we select fans who often flock to the store; Secondly, it is necessary to have a good talent for writing or photography. We will let the housekeeper plant grass for the favorite products in the form of tasks and recommend them in the community, which in turn drives ordinary fans to understand the products, thus playing a role in promoting and educating the products. For the daily order management of fans, we set up two lines: tolerance and non-tolerance. The tolerance range is that fans can forward third-party applets and content into the group. At this time, the robot will remind you once. If you don't listen for many times, you will be vigilant. The community housekeeper or store manager will manually move out of the group. The intolerable range is forwarding uncared-for content, forwarding Wechat business content, privately adding friends, and directly pulling people into other groups. Such fans are usually blacklisted directly by robots, and once they are blacklisted, they can no longer join any group. There is a good community communication environment to ensure the fan experience to the maximum extent, which can avoid the loss of fans. This also ensures that our community has not entered the death cycle after operating for a year, and the average community activity continues to be around 41%, and the average monthly repurchase rate of fans is as high as 45%. The above five systems are completed, and then combined with community data for in-depth operation, I believe that the community can bring a good fan viscosity to major chain brands. Once you have the foundation of loyal fans, and then carry out other operation and management activities, you will have a thorough participation guarantee, and then do fan fission in time, and fission will spread quickly. In a word: fans win the world.