For marketing, the closer you are to users, the more you can influence them, or let potential users buy your products. In the current new media environment, communities are other than personal WeChat and users in the circle of friends.

One of the closest ways.

Compared with other operating methods, by operating user communities, marketers can have a deeper understanding of user needs, contact and influence users more frequently, and thus obtain higher product purchase conversion rates.

As a novice in community operations, when we first started a community, we simply thought that the job of community operations is to attract groups and send group information.

I didn’t delve into the mystery, but when I started running a community, I truly understood the most essential work content of a community operator.

Therefore, I hope that through tonight’s sharing, I will introduce in detail what work needs to be done as a community operator.

In general, the main work content of community operations is: 1. Daily operation and maintenance of the community; 2. User retention; 3. User conversion.

1. Daily operation and maintenance of the community For a community operator, the most important job is to carry out the daily operation and maintenance of the community.

If a community, whether it is a WeChat group or a QQ group, is not maintained, it will generally go through three stages: group establishment - chatting - advertising flooding, and eventually die. Therefore, after the community is established, we need to use various methods to

and means to maintain the vitality of the community and ultimately achieve the desired community transformation results.

So when it comes to actual implementation, the daily operation and maintenance work of the community can be summarized into the following items.

Pulling groups: A community cannot be created out of thin air. Once we find the target users, we need to build a community and import users into the community, and then proceed to the next step.

The first step in community operation is to establish a group. After the group is established, you must find ways to notify users to join the group through various methods.

Establish group rules: After users enter the community, if the community is not regulated, the group will soon be filled with advertisements, and over time, the community will die.

Therefore, after a community is established, group rules must be established to prevent group members from publishing irrelevant information and maintain the community atmosphere.

User Q&A: Users must join the community to meet certain needs of their own, such as interest needs, learning needs, and social needs.

In order to solve their needs, users sometimes raise questions in the community. Therefore, as an operator, you should always pay attention to the internal information of the community, understand user intentions, and provide solutions.

Maintain user contact through such behavior and pave the way for subsequent user conversions.

The theme of our community is mainly food, so all our needs are very direct and related to food.

The community is composed of people. Naturally, there will always be various questions after joining the group. Therefore, as community operators, we also need to answer users' questions in a timely manner.

2. User retention In the Internet industry, users who start using an application within a certain period of time and who continue to use the application after a period of time are considered retained users.

In the field of community operation, after a period of time after a user enters the community, the members who remain in the community are retained users.

How to retain users?

We need to increase community activity to increase user retention.

So, at this stage, the work content of community operations mainly includes two aspects.

Content shapes community value: Content is the embodiment of community value and the basis for community operation.

Through production, collecting content that is attractive to users and putting it into the community can meet user needs, enhance the value of the community, and increase user activity.

Activities increase community activity: As the schedule progresses, when community members get used to the community model and begin to lose their original sense of expectations, we need to think about how to draw back the community by planning an attractive event.

At the same time, activities can be used to enhance the enthusiasm and participation of group members, thereby stimulating the community atmosphere and thereby achieving the purpose of user retention.

In the current first phase, we will activate our community through various food sharing, product releases, purchase review screenshots, etc. Don’t simply use the community as a product release platform, and a group of people with **

*Come together with family and friends who have hobbies and like food***We maintain this group together, so after a period of time, you will find that the group has been maintained at the same number of people, some people come in and some people leave, this is okay, just be a group

After maintaining a stable level for a month, all the users who come in later will be quite accurate users.

3. User conversion In addition to the daily operation of the community and user retention, the most important thing is user conversion. Through early content operation and activity operation, user stickiness is enhanced, so as to contact users more deeply and promote users to complete

Purchasing behavior to achieve final user conversion.

There are two main tasks in user conversion.

Identify potential purchasing users and actively interact and communicate: After entering the user conversion stage, in order to maximize the community conversion rate, it is necessary to identify potential purchasing users and actively communicate with them to understand user intentions.

It can be judged based on user activity and activity participation in daily operations to find out users with purchasing intentions and actively interact and communicate with them. Finally, through preferential interactions and other user cases, conversion can be completed.

After finding users with purchase intentions, you need to use external forces to push these users to make purchases.