Community framework construction; Community rulemaking; Convene community members; Daily operation of the community; Promote community activities. First, before building a community framework, it is necessary to complete the selection of community carriers, community creation and community positioning. This is the most basic work and the most important work. 1. Carriers include QQ group, WeChat group, WeChat official account community, forum/community, etc. 2. Community creation A. Group announcement: platform activities, group activities, group rules, emergency notices, etc. Group B avatar: You can use the platform logo directly or the platform mascot. D group font: platform staff should name nicknames in a unified format and modify the font and color of chat text to distinguish it from platform users. Only QQ group e, group name: for example, XXX internet product exchange group; 3. Community positioning: The structure determines the survival of the community, and it is necessary to effectively plan and formulate rules that conform to the community. Specific implementation rules: These dry goods knowledge are included in the courses of Internet marketers. In addition to short video operation, there are professional knowledge courses such as on-site sales, product selection and platform management. Students who want to change careers, start businesses, work part-time or full-time can learn about it. After all, under the background, online marketing is the trend. Network marketing is a new profession born under the influence of the development of the times and the epidemic situation. Published by People's Society, with high gold content and easy entry, you can learn at the age of 18. Good prospects, breaking through the income ceiling, part-time, full-time, employment recommendation. 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Specific implementation rules: 1) nationalization: all employees export their wisdom and ability to continuously increase community value. 2) Incentive: When the group members have good output, they should be rewarded in time. 3) Branding: continuous export and popularity accumulation will attract more high-quality colleagues. 4) Ecology: The output in the community should be displayed through the publicity window to form a closed loop. 5) Elimination rules: personnel quota, foul T-out, integral elimination and score elimination. First, skillfully operate community members: how to find seed users? Operation determines the life of the community, and it is necessary to establish "four consciousnesses". 1) sense of ceremony: such as opening ceremony, self-introduction, table pairing, etc. 2) sense of participation: such as daily punching, talent show, group discussion and sharing. 3) sense of organization: for example, class committee brainstorming, division of labor and cooperation. 4) Sense of belonging: such as excellent recognition, organizing face-to-face activities, etc. B, community theme: communication, service, sharing, fun, entertainment (the community must have its own core values, community members have * * * common interests and * * * common topics to discuss, in order to form community cohesion. Finally, it can be copied: according to the growth stage and growth cycle, determine the community size and control the rhythm. Second, the formulation of community rules allows community members to know which behaviors are advocated and encouraged and which behaviors are prohibited. Mainly consider the following three aspects: encouraging behavior; Violations; Violation handling. 1, encouraging behavior A. Encourage community members to share their original articles (as long as they are related to the community theme) and communicate with you. B, encourage community members to actively put forward reasonable suggestions and report all kinds of violators and phenomena; C. Encourage members of the community to communicate in a civilized way, unite and help each other. If you have any questions, you can have a private chat with the group owner or administrator. 2, violation A, it is strictly forbidden to quarrel in the group, the chat content must not be abusive, insulting language, and no malicious personal attacks on others; B. It is strictly forbidden to have indecent nicknames that violate national laws and social morality, such as gender discrimination, racial discrimination, belief discrimination, personal insult, self-abuse, promotion of violence, pornography and obscenity; C. Do not advocate discussing political topics, making sensitive remarks, sending spam, advertising, malicious screening, sending oversized pictures, and sending indecent words and pictures. 3. Handling violations A. Small window reminders and warnings; B, notified twice in the group, given a ban; C, please come out three times. Twenty rules of community operation: 1. An excellent community is: let the right people do the right things together. There are not many people, but they are good. 15~20 people have the highest efficiency, and if there are many people, it is necessary to play in groups; 2. Highlight the theme and rules first; Set up an entrance, explain the rules and play of the group, screen people's sincerity, and prevent good and evil people from mixing into the group. Look at the rules first: yesorno, if you agree, you can't see the rules clearly. If you go in, you will only be silly and disagree with the rules. If you go in, you will only advertise and add people. When you go in, you are a vegetable who doesn't talk or participate. You should clean regularly to get to know each other. Everyone introduces themselves according to the format specified by the group owner, and uniformly modifies the nickname of the group: Name | Company or Occupation | The city where the group is located gives each member a number, and several symbols are set in the group chat as a grammar deposit. You don't have to worry about group rules. If you violate them, you will be deducted, and you will be kicked after the deduction. If you quit halfway, you will be deducted in full. The task is single, specific, focused and easy to produce results. Otherwise, there are three main points in the fragmentation task drive group: every day. Record progress and establish integral; Finally, you need to submit your graduation thesis, make a defense * What to do during sex, and the person you mate with set up some kind of ceremony to enhance the identity of the members * You can argue, not quarrel, not personal attacks. It makes people feel more positive than appeal to reason. Group management+cooperation process: grasp the leadership, grasp the policy, otherwise what do you care if you are exhausted? People's grouping, task setting, information arrangement and output are the three cores. 3. Gathering Community Members After the community is established, the next task is to gather community members. How to gather people can gather community members through the following six channels. 1, official website: introduced into the group from official website; 2. WeChat: Guide the group from the WeChat public platform; 3. Weibo: introducing the group from the Weibo platform; 4. Offline: In offline activities, directly guide the group to join; 5. SMS: The SMS sent by the platform to users is accompanied by the community; 6. Bring the old with the new: Encourage community members to introduce new members to join the community. Fourth, the daily operation of the community While gathering members of the community, it is necessary to start the daily operation of the community and carry out specific operations around the community operation objectives such as answering questions, enhancing trust, strengthening word of mouth and collecting opinions. 1, the practice of joining the group, after new members join the group, publish a photo of their lives and introduce themselves, so as to enhance the emotional connection and trust between users. The self-introduction includes: address, hometown, occupation, hobbies, etc. Only for core users, only suitable for communities with relatively mature operations, not suitable for the initial stage. 2. Manuals are distributed to newcomers after joining the group, and platform operation manuals and related materials are distributed for preliminary emotional exchange. 3. When members of the question consultation group encounter various problems and questions, they can ask for help by private letter customer service or @ Customer Service. 4. Information release customer service can release target information, platform activity information, etc. In the community, introduce the details of the object, explain the rules of the activity, and encourage the members of the group to invest or participate in the activity. 5. Demand Voting Faced with numerous product development needs, you can use the group voting function to determine the priority through group voting. Group voting can also be used to decide the platform bid issuing time, event holding method and event holding place. 6. Internal Testing After the functional development of new products is completed, or before the marketing activities are launched, users can conduct internal testing, solicit users' suggestions and criticisms, and reward users who make suggestions and criticisms. 7. Solicitation of opinions: collect the opinions and suggestions of users in the process of registration, investment and activity participation through telephone communication, QQ private chat and questionnaire survey. Record and sort out the questions raised by everyone, and then give feedback to everyone after improvement. 8. Information * * * You can upload the platform operation documents in the group file, which is convenient for users to inquire by themselves when they encounter problems, such as "XXX Common Operation Problems Summary". 9, content sharing customer service staff can share all kinds of anecdotes, interesting pictures, short videos and other high-quality content in the community; Share the platform WeChat official account article; You can also come to the industry to share online; Guide group members to discuss and interact. 10, daily greetings Customer service personnel must greet and greet in time in the community, such as: weather changes, temperature changes, travel safety and other topics. 1 1. Brainstorm and use the wisdom of group friends. For example, encourage group friends to provide topics and titles of WeChat official account tweets on the platform, and then organize voting to reward winners to enhance their sense of participation. Methodology of community operation process: 1. Establish an online operation team 1) management mode: establish an internet organization mode, with centralized management of core members and decentralized management of peripheral members. 2) Organizational structure: streamlined levels and clear responsibilities. The establishment period should not be too complicated, just have basic operational ability. 3) Management mechanism: work manual, job description, communication system, schedule, communication procedure, data classification and filing, communication culture and community database. 4) Personnel training: define the orientation of newcomers, formulate training plans, advocate the culture of trial and error, summarize regularly, and adopt tutorial system, promotion assessment, rotation system and incentive mechanism. 5) Retention strategy: standardized process, emotional linkage, flexible organizational structure, reasonable reward mechanism, cleaning up people with different frequencies and increasing brand influence. 2. There was no KPI at the beginning of the establishment of KPI community, mainly to enhance user stickiness and establish their own communication channels, focusing on the analysis of objectives and operational data. Common KPIs for community operations are as follows. 1) User growth: user growth, platform user growth, etc. , is the basic indicator of the community. 2) Frequency of group activities: Keeping proper frequency and rhythm to arrange activities is a way to evaluate the standardization of operation. 3) Activity participation: Whether the group members maintain a certain degree of activity is a way to evaluate the quality of the community. 4) Conversion rate and repurchase rate: Conversion rate is a return, and repurchase rate means a stable return. In fact, there is no performance measurement and operational effect, and the work report is pale and powerless. New media, APP, and website operations all have beautiful operation reports, and PV, UV, conversion rate, bounce rate, visit frequency and other indicators are on the rise? Descending? High quantitative analysis, well-founded and professional work plan and resource utilization. When it comes to community operation reports, most of them are subjective reports, such as "being very active recently". In front of the boss, compared with other internet operations, it is amateur, and it is also unconvincing and self-confident to apply for operating resources from the company. 1 ... how to break through the bottleneck of community operation efficiency without adding people? Small group, small scale, no scale effect, little help to business; There are too many groups to manage, and the boss will not easily add people without reasonable reasons. The users finally got together. How to start from 1 small group and realize the large-scale operation of 100+ group without increasing manpower? 2. What if the group has more risk management and monitoring? The content of group chat is complicated. How to find, control and deal with risks in time? How to manage users' emotions and clear blacklists? 3. There is no sense of accomplishment in operation, which is embarrassing for personal career development? I wonder if there is room for professional ability to grow and develop by making several groups lively. How to make professional value and improve career path like Internet media and APP operation?