Many businessmen face the community operation will feel very tricky, either spend a lot of energy to maintain the output in exchange, or WeChat group just established a very lively, but soon became a "dead group". In fact, such a problem, most likely because of community planning problems, resulting in users do not feel the value of the community, and the construction of high-value community only requires three steps: find community positioning with personnel, develop group rules, configuration automation tools continuous community value output After reading this answer, you can figure out the following three issues: your business is suitable for which type of community? Your community is not active and become dead, what may be the reason? How to create a highly active and highly converted community through reasonable community SOP (community content output planning)? The following into the text: positioning 5 elements, find the value of WeChat group all business community positioning, can be summarized by a universal formula: by providing what kind of solution, to help what kind of people to solve the problem of what exists. This includes three key factors: the community user population, the point of need, and the corresponding program that the merchant community can provide. For example, the "Community Fresh Food Store Exclusive Welfare Group" established for "users who buy fresh food from stores", which releases information on new products and coupons, and the "Beauty Expert Fan Exchange Group" established for "users who pay attention to cost-effective beauty products", which releases reviews of beauty products and information on big discounts, and so on. So for merchants, how to accurately find their own community positioning? Take the mother and baby industry as an example, see the following mind map: you can find your own community's unique value from the purpose of the community, the target users (age, gender, region, occupation), the value of the user, into the group whether the charge, group traffic channel 5 aspects, to retain customers. Of course, for merchants, there is certainly more than one type and positioning of their user groups. Community can be divided into four categories: traffic type community, flash type community, content type community and card community. Flash groups and punch card groups are generally built around specific activities, the group will quickly lose attention and activity after the activity is over, and will not be discussed here. Traffic-type community can be automated with tools such as the Enterprise Micro Assistant of Yuzan to provide product discounts, grass-based information, screening high-value customers, and then precipitated into the content-type community to do more refined services and interactions, so that users have a more in-depth understanding of the brand. Group management three-piece suit, 3 people can also manage the community of 10,000 powder to find the positioning of the group, the second step is to be equipped with the relevant management personnel, group rules and group management tools. ① management personnel merchants in the community role is divided into 3 kinds: 1, group master, group management, customer service and other official persona, responsible for maintaining the group order, issuing announcements and answering questions, etc. If the group is relatively small, then these three roles can all be held by a person. If the group is more dispersed energy, then you can take the form of group master + administrator, the administrator is responsible for the daily maintenance, the group master is mainly responsible for important activities or content dissemination. Remember that all group management to pull a communication group, easy to have an emergency situation in the group unified foreign words. 2, community KOC, KOC can be an enterprise within or outside the sharing of experts, but also can be a community to explore the cultivation of active users, different groups can have a different positioning. For example, in the beauty group may be a professional beauty blogger, in the snack group is a very picky about food food users, focusing on specific areas have a certain degree of professionalism, opinions or views can be produced with the group of people **** Ming. 3, vest number, the group has just been set up when the activity level is relatively low, you can arrange for the water army in advance to respond positively to the group leader's speech, to avoid the cold field. Later in the activity of the horse armor number can also actively launch the group to drive the group conversion, share the experience of using the product to do endorsement. Note that the horse armor number should not be pulled into the group when the group was just established, in addition to the circle of friends, nicknames, etc. do not appear corporate information. ② group rules group rules the best exposure channel is the newcomer to the group's welcome, on the one hand, tell the new crowd value and red line, on the other hand, you can repeatedly reach the group members to deepen the impression. Group rules do not need to be too long, only the core value of the group can provide and the red line to explain clearly. Try to control the number of words in a screen, paragraphs and paragraphs set between the blank lines, it is recommended that the typesetting first sent to their own dialog box to see the actual effect. For example, the fan group of Mingchuang Youpin, the user into the group is basically in order to get commodity discounts, so after entering the group, the customer service number of the first time to remind the user to participate in the group of small draws and 1 cent to experience the activities, and to remind the new users of the small program has a 50 percent discount and rebate, the strength of the concessions to make the full. But this welcome language there is a little problem: did not introduce the group rules together, such as the prohibition of random advertising, prohibit the publication of inappropriate comments, and violation of the group rules will be punished should also be in the newcomers into the group of the first time to make it clear, to deepen the impression. To give you a template for group rules, you can fill in your own group rules by five aspects: "change business card", "group service", "problems", "can't" and "you can". If the value of group members is high or the nature of the group service is relatively strong, then you can also add a questionnaire in the welcome language, to understand the needs of customers into the group, labeling the follow-up to provide the appropriate solutions. ③ group management tools interviews with many merchants found that many merchants spend a lot of energy to operate the community, but their community daily reach, conversion and other outputs are not clear, this is the management tools are not in place. In fact, like enterprise micro, awesome enterprise micro assistant and so on has provided very perfect automated operation tools. After a newcomer joins a group, Enterprise Micro Workbench can set up an automatic welcome message to reach new users in time to avoid losing them. In daily operation, the group SOP function of Arzan Enterprise Micro Assistant can be timed and selected to send to the community with one click, and you can also view the number of visitors in the group after pushing, the amount of payment and other data; there are also common shortcut replies and anti-harassment mechanisms, which can be set to run automatically in the background to reduce the manpower cost of community management. Community users of common problems, can be organized into a FAQ manual stored in the enterprise WeChat words library, sent at any time. In terms of user stratification, a number of stores or the need to operate sub-groups of merchants, you can use the enterprise micro-channel live code to the customer tagging, into the appropriate community, are the subsequent refinement of the operation must be prepared. 3 types of community elements, to create a high-value community SOP community SOP is the most critical to solve the problem of what time to publish what content. Each industry is different, in the community released content and time nodes are different. To give 2 examples: for example, you are the teaching industry, every Tuesday night on the line course, then Monday night, you want to send may be the preview of the class poster, Tuesday to send a reminder of the class countdown, Wednesday is the course playback and mind map summary, Thursday is the correction of the student's homework review ...... If you are in the catering industry, then the nodes of the published content may be in the unit of days, for example, every day at 11:00 noon to send today's menu pictures and text, 12:00 pm to send dishes out of the pot of tantalizing small video, 6:00 pm to send the next day's limited number of seconds to kill the set meal ...... To give you a mother and baby community SOP release template for reference, according to time, release content, responsible personnel, notes categorized, you can fill in their own. Pay attention to the frequency of the release of the best not more than 3-5 articles per day. Community content varies, but basically to achieve one of the following three community values: ① have activities community's main purpose is to sell goods, activities is to stimulate the conversion of the tool, so the group's content planning, at least 50% of the activities should be related to, if it is a flow-type community can be up to 80%. Activity goods can be combined with promotional games such as group, seconds, limited time discounts, etc. provided by Yuzan to attract users to place orders. For example, the apparel industry merchant "meet good goods", every Monday release the main product material warm-up - Tuesday new, release the seeding text to highlight the highlights - Thursday randomly introduce this week's explosive products - -Saturday through the live broadcast of the organization's return benefits, the boss's wife and fans face-to-face interaction to place orders. Through continuous marketing transformation, "meet the good goods" to reach the community through a single month to generate revenue of millions of results. ② content content output can be two aspects: on the one hand, the merchant self-produced dry goods sharing, on the other hand, the community fans *** creation. Merchants self-produced content is product-related dry knowledge, the main purpose is to enhance the professionalism and trust in the minds of users, such as mother and baby industry, Dexuan mother and baby, through the output of professional parenting knowledge to create a professional image, to maintain high-value customers. On the other hand, the content of the fans **** creation, merchants can use activities, interactive form of user "sun single". For example, the jigsaw merchant group of users sun single, or prize solicitation of the user experience sharing, can become a secondary creation of the material in the group output, for the merchant and the product to do endorsement, and for other users tend to be more credible. ③ popularity content and activities are there, the last is also a large part of the factors that determine the degree of community activity, that is, the community has no popularity. Influence community popularity of two major factors: communication atmosphere and interaction. Communication atmosphere mainly depends on the affinity of the operating personnel, communication can use more emoticons and tone of voice, and users like friends. If there are members in the group who always attack others personally or make negative remarks, they can be warned or kicked out. Interaction can choose to regularly release the dice, answer questions and other interactive games, by giving the winner the form of welfare, mobilize the enthusiasm of users to participate. In addition, merchants can also combine interaction and marketing, like cake baking business You Yi Duo, the use of the lucky draw in the group to start activities, the lucky draw to send coupon packages, the bottom line can get 10% off coupons, forwarded to friends can also get another chance to draw, effectively driving the community to pull new, re-buy. Of course, the release of content is not the purpose, the purpose is to enhance the community's activity and conversion, so after each release, the group operators should count the community's reach, click, payment and other data, and adjust the content scheduling and form according to the feedback, which can be found in the SOP function of the group of Yourzine's Enterprise Micro Assistant. Each community has its own life cycle, and excellent community operation is to extend the life cycle of the community as much as possible, maximize the value, send you a "super full community operation solutions", the need for partners can be private letter or contact 13543455528 to receive