Ignite Guide: What affects the effect of the whole campaign is not just how perfect and wonderful the SOP is done, but the need to understand the users in depth and understand the situation of each user. In the new business model of network socialization, community operation can help enterprises to accelerate the establishment of new connections with users, reduce the cost of communication with users in the public domain platform, and enhance the user's trust in the brand, so more and more enterprises are beginning to favor community operation. But community operation is not simply pull a group to send ads on the end of the matter, the real community operation, you need to do a good job before the activity cycle of operation planning, the development of the group SOP, purposeful implementation of the plan in order to help enterprises to improve the efficiency of the conversion of community users. There may be a lot of people on the concept of SOP is very strange, so today we take a little time to understand, SOP in the end what is a thing! 1/ About SOP-PrivateDomainResearchInstitute What is SOP SOP is known as Standard Operating Procedure, translated into Chinese as "Standard Operating Procedure," which means "Standardized Operational Plan," or "Standardized Operational Plan," or "Standardized Operational Plan," or "Standard Operational Plan," or "Standard Operational Plan," in Chinese. Translated into Chinese is "Standard Operating Procedure", is the standard operating procedures and requirements of an event described in a uniform format to guide and standardize the daily work. Let's look at a simple example. For example, one of the McDonald's operation manual is: McDonald's beef patties, must be 83% of the beef shoulder meat and 17% of the meat, the fat content can not be more than 19%, can not be less than 16%. After the beef is ground, it is always made into a patty with a diameter of 98.5 millimeters, a thickness of 5.65 millimeters and a weight of 47.32 grams. We found that when given to McDonald's new employees after these steps, he was able to immediately have a clear path to work, rather than seeing this thing a blank face, do not know what to do, so in McDonald's whether new employees or old employees to produce out of the burger, the taste is exactly the same, which is the meaning of the SOP. Substituted into the community SOP, is to develop the community operation into a standardized work specification. When you define the operational steps, working methods and standards of a job, whether to new employees or yourself, you will find that the next steps and content of the work will be very clear, thus greatly improving the efficiency of the staff.2/SOP can solve what problems - PrivateDomainResearchInstituteSOP the meaning of the existence of the SOP SOP Simply look at the fact that it is a document, this document defines in detail your workflow and method of a particular work requirements. What problems can this thing solve in the end? 2-1: clear event goals and implementation process around the community operation actually have to do a lot of work, such as material production, content review, group interaction, selection and recommendation of the best content, as well as from time to time to plan a number of activities, the core user's care, etc., a clear sop allows you to perform before you probably know how much time each A clear SOP can let you know how much time you need to pay for each link before execution, how much the upper limit of the best conversion rate is, what methods the previous person has paid for this, and how I can do it in order to improve the process of fine-tuning the operation ability.2-2: Let the newcomer quickly get started on unfamiliar workIf a department loses personnel, and wants to let the newcomer implement it directly, then the SOP can greatly provide help! A standard working document or work method to the executor of the process and steps will be clear, directly improve the efficiency of the work, only to let the 60 points in the implementation of the level of 80 points.3/SOP building process-PrivateDomainResearchInstitute to build a highly efficient, reusable community SOP in the private domain, the SOP is divided into many categories! In the private domain, SOPs are divided into many categories, including community SOPs, personal number SOPs, circle of friends SOPs, account building SOPs, and so on. All SOPs are built to keep the entire team playing at a high level. Next, let's understand the process of building community SOPs.3-1: Developing user profilesWe need to analyze the population of O&M, we must have a clearer picture of the user, which requires us to add the user's WeChat through the questionnaire or communication to understand the user's age, gender, preferences, region and even more fine content. Can be combined with the Ignite Private SCRM system in the customer labeling, grouping and other functions for the user to portray a clear picture of the user. 3-2: Determine the goal to determine the user, we must determine the theme of your activities and goals, when we determine a good community operation goals, we can design the path of the sop case according to this business standard, each node in the path requires statistical data to assess the effect of the The path of each node requires statistical data and evaluation of the effect. In the case of the Education Operation Research Center, for example, the user path is: join the group - group introduction - spectators - participate in the discussion - active - continuous output of content. It is worth noting that the goal of community operation is equivalent to the underlying logic of the sop design, and it is important to think about what the goal is first, in order to promote the implementation of the road not to take a detour. Determine the path after the output of the executive file, the executive file generally contains: marketing techniques, materials, scripts, activities, supervision, time points, the overall progress of the completion of the table and so on. More detailed executive file can also have content packages, words to make the form, group report, weekly report and so on. In addition to this, there should also be offer-related, 1-to-1 follow-up after the end of the order, individual attraction measures, as well as whether to dissolve the community, and if dissolved when to dissolve the relevant content, and so on. In the whole process of the SOP, in order to ensure that the final nuclear indicators to achieve, the various stages should be in accordance with the process of the nuclear indicators into the dismantling, such as course products in the rate of classes, the rate of completion of the class, the rate of submission of assignments, etc. 3-3: SOP optimization want to do a fine private domain operation, is the need for SOP optimization and iteration of the ability to do so. After all, data does not lie, optimization and iteration is based on looking at practice data. We need to according to the existing SOP over the whole process, in combing the process, statistics on the actual results and the gap between the target results, to find out where the reasons lie, which process in the implementation of the process is not controllable or the emergence of unexpected accidents, optimization of these nodes one by one. Each key data has key influencing factors, we can first list the key factors, and then into the experiment and optimization.4/Case Study-PrivateDomainResearchInstitutePeople's ChoicePeople's Choice, as a sister brand of Perfect Diary, was formally announced in June 2020.4/Case Study-PrivateDomainResearchInstitutePeople's Choice, as a sister brand of Perfect Diary, was officially announced. Compared to Perfect Diary, which focuses on the color cosmetics sector, Finisher's Choice is more diversified in terms of product categories, introducing more products in the skincare category. Unlike traditional marketing, Perfection is not advertising a lot, but through community operation, to cultivate consumers in the role of Abby, a senior beauty consultant.4-1: Guiding users into the group As the first step in community marketing, Perfection's approach is to allow shoppers to guide customers to sweep the code into the group in the offline stores and give samples, the same as Perfection's diary practice. In addition to the design of online fission play (such as the group to receive benefits, etc.), the benefits as a guide, with a low threshold of explosive products for the experience suit, to attract users into the group. The public number menu bar set "free mask gift package" menu, users click on the jump customer service enterprise micro-number, identify the QR code in the figure to add the customer service number; after the jump customer service number, the automatic welcome language release brand benefits, as well as the welfare to receive the way to follow up the customer service for new users to group users into the group. 4-2: community establishment community name: finish the sub Heart Selection Welfare Group + capital letters (the latter letter is the group number) Community Type: Comprehensive Welfare Group Operator / Group Master: Finish the son of the heart selection officer (professional skincare consultant, preferential welfare officer) Operational Objective: Commodity promotions, guiding the community of users to consume the group oriented: young women, skincare crowd group announcement settings: combined with the attributes of the welfare group to inform the group of the benefits. The group announcement recommends must-have products according to the theme, notifies of new product offers, and emphasizes new customer activities. The purpose is to clarify the usefulness of the community, so that customers can enter the group every day to participate in the activities. 4-3: Daily group content design in general terms is what is sent to the group every day? What kind of activities do you usually do? Can ensure conversion? Usually according to the purpose of the group to break down the content, for example, the welfare group needs to be carried out for the product grass, promotions, incentives to order, etc. Content needs insight: the community will be pushed to the "skin test" small program, so that users better understand their own skin qualities. According to the user's different skin qualities (dry skin, oily skin, mixed skin, sensitive skin) and different skincare needs (brightening, hydration, oil control, anti-aging, etc.), you can formulate different products to match, segment the user's needs, and better launch the value of the product. Sharing of dry goods: the community will share a variety of skincare knowledge, such as what is the base liquid? What's the difference between a primer and an essence? What is the difference between sensitive skin and allergy? And so on. The advantage of these dry goods sharing is that users can better feel the value of the community, and the willingness to interact is stronger. At the same time, the brand in the exchange of skin care knowledge with the user, can be more targeted for them to recommend products. Product seeding recommendation: Sharing from product definition, product efficacy, product ingredients, use experience and other dimensions to deepen the user's understanding of the product and trust. Festive promotions: In the Spring Festival, Queen's Day and other festivals, attract users to place orders through full gifts and reductions, buy one get one free and other activities, and real-time popularity of hot recommendations in the group. As well as occasional live events, skincare bloggers share skincare tips with their fans, and attract users to place orders through spokesperson gift boxes and pampering benefits. And set Friday as the VIP welfare day, launched a limited trial, surprise bags and other activities to give back to the fans. For this reason, we have also successfully realized the conversion of community sales. Fan interaction: Regularly collect user feedback, share user experience, and encourage users to spread spontaneously. For example, if the fans in the group complete the questionnaire survey, they can receive a 5 yuan coupon without threshold with the screenshot. You can also organize the material shared by users into secondary communication material to enhance the persuasive power of the product efficacy.5/sop summary-PrivateDomainResearchInstitute5 stages, 9 key indicators before starting to do community SOP, the development of the purpose of building a group and the implementation of the plan is key. For example, before you start pulling groups first determine the entire WeChat circle of friends and persona building. The persona building needs to pay attention to: micro letter name, micro letter cover, micro letter avatar, micro letter profile, this is a user to join in the first impression of this micro letter, and this impression is very important for the positioning of the later. Then it is content planning and material preparation, and in the early traffic into the test conversion words, conversion rate, production ratio are very important. In the conversion link, it is very important to create the scene, potential energy and trust. A good conversion link, conversation techniques, group atmosphere, activity strength, product selection are needed. So the construction of a standard SOP, often also need to adjust and optimize according to the conversion effect in the group. And excellent data analysis ability is also particularly important, here is not only the understanding and mastery of the data, more is reflected in the data behind what kind of problem and how to adjust and optimize. Specific analysis to ease the community life cycle can be split into the following five stages, focusing on nine key indicators. At this time a good set of tools can make the private domain operation twice as much with half the effort, for example, Ignite private domain SCRM system including personal sop, group sop, circle of friends sop, the advantages of which are summarized in the following aspects: 1, unified operational tempo: the use of the group SOP can help merchants to unify the operational tempo in the background to develop the operational content and operational tempo, the group owner can know at what point in time should be given to which group Push content. And can grasp the implementation of operational actions. 2, to achieve multi-group multi-point sending: the use of customer group group sending tools, quick reply, the operation is more convenient. Convenient for multi-group operation, improve the efficiency of the first-line staff to send. 3, community activity effect tracking: operation can view the number of visitors due to community reach, turnover amount and other data, convenient data management and later analysis and optimization. 6/summary-PrivateDomainResearchInstitute