1. Target group positioning. If you want to do community marketing well, you must first accurately locate the target user group and find the most common characteristics among community members, which is the so-called user portrait. Only in this way can you do the next series of work.

2. Classify communities and determine user scenarios. What category does the community belong to? For example, it can be divided into product communities, hobby communities, just communities, resource communities, project writing communities, etc. Under what circumstances do users join this community and under what circumstances do they participate in this community? , have to think clearly.

3. Design the community structure, start building the group, organize the operation team, and set operation rules. The first is to determine the group owner, including maintaining, managing, and operating the core of the group, setting the rules of the group, directing violations, and setting up opinion leaders to lead topic discussions, including the setting of administrators to avoid the absence of the group owner. There are advertisements from time to time but no one cares about them.

4. Community drainage. Social traffic drainage has always been the link that everyone is most concerned about. In my opinion, it is also the simplest link. You can set bait appropriately to attract accurate users. If you set it randomly or there is no threshold for group entry, it will attract non-precise traffic. This community is worthless. After setting up the bait, place it in a place where your target group hangs out. If you are a KOL, it will be easier. Just change the introduction or keyword reply on your platform. If not, you need to go to the public platform. To attract traffic to your community, be careful not to violate the platform rules. At least posts will be deleted, and in severe cases, accounts will be deleted. Let me briefly list the platforms: Tieba, Douban, Weibo, Q/V community, Douyin, and vertical forums. etc.

5. Cultivate seed users. This step is the most important step. Many start-up brands, such as Xiaomi, started by relying on seed users. It is best to have some people who are familiar with you among the seed users, so that they can respond to your call and have a higher degree of cooperation, so as to drive the momentum. Atmosphere, active social atmosphere of the trip.

6. Community fission. It is a tiring chore to rely on your own team to attract community fans. The most perfect path should be to use seed users to help you carry out fission. You can set up reasonable operating activities to let fans help you drive fission. A simple example is yes. Every time the community reaches 100 people, you will receive red envelopes. Of course, there are various activities, and the one that suits your community is the best.

7. Commercial realization and profitability. This step is the most exciting moment. Each community may have different monetization methods. To put it simply, there are ways to bring goods, sell courses, etc. If you haven't thought about this clearly, I will talk about the ways to realize it separately in the future. In the monetization process, the actual ROI and final profit must be clearly calculated. Only reasonable profits are the driving force for the sustainable development of the community.

8. Copy the community model, and quantitative changes lead to qualitative changes. There is no difficulty in running several communities. What is difficult is to be able to replicate this model, establish a large number of communities and achieve your goals. This requires extremely high teamwork and community management, and establishing a SOP for community marketing. Manuals and good use of tools can get twice the result with half the effort. For example, when establishing social promotion, the problem of group codes expiring in seven days can be easily solved with the fire code tool. Publishing it anywhere in this way is equivalent to permanent publicity and will not expire. As long as SEO is done well, it can continue to bring traffic.

9. Effect review. The final effect of community marketing depends on numbers. You can use a series of data analysis to see whether you have finally achieved the business goals you set up this community, such as purchase conversion rate, number of new user registrations and a series of key indicators. Then analyze which weak links still exist and continue to optimize according to the PDCA method.

10. Maintain the community. Finally, it is also a point that is easily overlooked by everyone. You must actively maintain the community according to the group rules to avoid becoming a zombie group with only people posting advertisements. At this time, it will be difficult to activate again.