SOP: standard operating procedure. It refers to describing the standard operation steps and requirements of an event in a unified format to guide and standardize daily work. Community SOP: that is, the standardization of daily operation of the community; Be able to repeat, give enough standard copying and assessment, and be able to serve the workflow and procedures of most groups. First, why should we formulate sop1 for the community? For the front-line operators, we should improve human efficiency and quantitative statistics. Second, for the brand side, we should standardize the collaboration process, precipitate digital assets, and precipitate the knowledge and experience assets of enterprises. Form a brand culture 3. For consumers: form a standardized and complete SOP, cultivate users' habits, and develop the dimensions of measuring the commercial value of users' mental communities: the number of communities: more than 151 people; the number of active people/the total number of groups, generally more than 31%; the conversion rate, innovation rate, repurchase rate and community content output are operated through the SOP, and the brand gradually deepens its social contact with users in the time dimension; Continue to strengthen users' value perception in the content dimension. Brand and consumer form synchronization and * * *. Only by establishing emotional links between brands and users can commercial value be realized; Consumers are willing to continue to accompany them when they feel the value of the community. Second, the composition of community sop: 1. Immediate welcome to join the group: immediate response to join the group, clear community welfare, and reaffirm community rules; Help newcomers adapt to the group, understand the group, and love the group. Consumers will immediately give welcome greetings and convey the community temperature; Clarify the welfare of the community, quickly arouse the interest of consumers, 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 a red line of behavior, and avoid advertising links to some extent. Everyone * * * maintains the community environment. Welcome words generally clarify the welfare at the front end, explain the questions at the middle end, and reiterate the group rules at the back end. 2. Daily fixed columns: create daily fixed columns, cultivate users' minds, and strengthen users' time sensitivity to the community. Cultivate consumers' behaviors and habits in the group: welfare Fridays, daily check-in and punching, good things at noon, and spikes at 9 o'clock every day. 3. Flexible and featured columns: featured columns based on special nodes such as festivals or hot spots bring novel experiences to users; Highlight brand tonality with differentiation. 4. Present value categories based on multiple contents of value transmission: welfare value, knowledge value and social value perception: help consumers understand products and reduce the cost of choice and cognition. Such as: exclusive goods planting grass, new products to promote the best purchase strategy; Wait; Enhance the value experience of trading opportunities: feel the value provided by the community through the community sop. Personalized logo and exclusive nickname; Voucher benefits, spike benefits, etc., exclusive benefits within the community; Scarce welfare transmission, keeping consumers' sticky value extension to the community: private domain is the value extension of the brand, besides trading, it can also provide word-of-mouth sharing and value-added services, and diversified services for users' research; 5. Multiple content presentation with interesting materials and social expectations: exclusive benefits for the community; various interactive players in the professional knowledge class set up daily life; 6. Various content forms, which enrich users' sensory experience, pictures and words, and avoid short videos with long sections of pictures and texts to enhance intuitive feelings. Vividness, readability, flexible use of pictures and words 7. Appropriate speech style: official tone, humorous style, consistency and matching with the brand, transmission of brand service temperature question-and-answer private domain language, promotion of interactive participation, gentle communication tone, appeasement of users' emotions, daily fixation of columns, and formation of user habits; Flexible and characteristic columns bring novel experiences; Diversified content presents and strengthens value perception; Diversified content forms, Rich sensory experience 3. sop materials for community operation: 1. Brand publicity materials: brand culture: brand story, brand concept, brand file: brand exposure: market publicity, market activities 2. Product basic materials: product selling points, highlights: new products, product concessions, product portfolio competitive product analysis: product advantages, product differentiation 3. Daily operation materials: after-sales problems: user guide, logistics inquiry, maintenance. Handling of customer complaints 4. Other materials: hot events: current affairs news, industry trends, company policies 5. UGC content: experience sharing, favorable feedback 4. Multi-position mutual translation, constantly enriching SOP content source communities and mutual diversion between WeChat official account and enterprises; Community and live broadcast cooperate with each other to realize user acceptance and traffic feedback. Multi-position content in private domain is translated with each other to create a complete ecological closed-loop WeChat official account: in-depth articles, pictures and texts. Graphic and text deepen users' product cognition, continue to plant grass, and undertake public domain traffic enterprise WeChat: one-on-one private chat, welcome language, activity access, personalized service; Multi-frequency community contact: product planting grass, atmosphere group guidance, welfare distribution circle of friends: continuous planting grass, IP story applet mall: transformation and fission video number: video content and live broadcast V. sop template and example disassembly of community operation: date: day, week, month: 9: 11, 11: 11, 15: 11 Content module: planting grass, interaction, welfare, promotion transformation, notification of specific copy: material content. The language style is both official and friendly, and the characters and charts are used flexibly. Translate the material into private domain language, repeat the data of the content every week, and constantly optimize the content and SOPSOP example disassembly: punch in at 9: 11, get points and discounts at 11: 11, discuss the topic at 11: 11, plant grass at 15: 11, interact with users at 21: 11, and the core principles of SOP for community operation: 1, the main line is clear and simple; Small steps, quick iteration; The results are valid. 2. Community sop should find a balance between reaching users and user feedback, and constantly optimize iteratively. Under the premise of achieving business objectives, it will not disturb consumers too much. 3. Community SOPs should match the positioning of people, the positioning of friends and the main line of activities, and maintain the consistency of output style. 4. Community SOPs should be formulated to understand consumers, understand the meaning and tonality of the brand itself, and understand the entire business model and business plan. Understand the market and marketing rhythm 7. Promote, optimize and adjust the SOP of community operation 1. Promote the SOP of community: from document to implementation, from subjective to objective feedback, from PGC (professional production content, brand content) to UGC (customer production content) 2. Self-check standard of community SOP: whether it meets the brand situation and customer demand, whether there is room for iteration, and whether there is deployment logic 3. Sort out high-frequency topics within the group. Stimulating more UGC-type interactive high-frequency topics must be the content that consumers pay attention to and are interested in. We should adjust the punching content according to high-frequency topics. 4. Optimize the SOP content according to customer feedback and community research. In what form do you prefer me to inform you of the latest preferential information: SMS, WeChat private chat, friends circle and community notification? What kind of community activities do you prefer: sweepstakes, spikes, rewards for photos, community games (quiz, dice, idioms solitaire, red envelope games), and others? 5. The relationship between SOP updating and pushing different contents based on the operating rhythm, frequency and achievement effect. For those that can't achieve the effect, it is necessary to optimize or eliminate the key contents. It is necessary to cooperate with the atmosphere group interaction and people's speeches to improve the reach rate.