The operator works overtime and doubts his life! Is community operation sales?

Let me give you a conclusion first. Community operation is not sales. There is an essential difference between community operation work and sales.

The reason why many people now misunderstand that community operations is sales is because many companies now recruit community operators under the banner of community operations, so everyone looking for a job in community operations needs to learn to distinguish between true and false. .

However, it is true that community operations in the education industry will focus more on conversion. At this time, some people may say, is this not sales? No, here everyone needs to understand the value of community operations. What exactly.

The work done by community operations in different industries will be different. Next, the author will analyze the work of mainstream industries in community operations.

1. Internet/Mobile Internet Community

The core work of the community of Internet products is to form a community and create a community atmosphere, maintain community rules, and create a sticky A high-quality community needs to focus on the private domain traffic pool to attract new users and be responsible for its conversion indicators. It also needs to know how to plan activities and optimize the community's operation optimization plan through data analysis and improve the conversion rate of each link.

2. Educational communities

The core work of educational communities is transformation. In order to transform, community operations need to do things including poster production, optimization of speaking skills, and social communication. The activity of the group, etc., through the infection of daily social marketing activities, stimulate the user's impulse to buy, publish product information or initiate the purchase of the product through the community, so that the user can complete the conversion.

3. E-commerce communities

* Bringing goods within the group

The job of community operations is to edit product information, organize promotions, and allow users to Place an order to purchase a product. These users are all your consumers, so maybe 30-40% of your community operations work is a customer service role.

* Bringing goods outside the group

The job of community operation is to set up a sales reward mechanism to attract those who have the ability to bring goods to join the community, and at the same time maintain good relationships with these people. relationship and help them with the auxiliary work of carrying goods.

The main value of sales is to promote orders, but sales work is often disgusting, and sales will only consider promoting transactions, while operations are different in that operations will know how to create An ecology.

Here I will explain ecology to you. The ecology mentioned here actually means not focusing on just one thing, but observing and thinking about its ecology. In addition to its surrounding environment, there are also Think about the relationship with surrounding things from a more macro perspective, and this kind of thinking is also widely used in daily work.

The community in which the community operates is an ecology. It is also very important to operate around this ecology to build product reputation and build emotional bonds with users. Therefore, we must answer users’ questions in a timely manner to provide a good user experience. It will also increase users' trust in a product. When the user experience is good, users will not only retain it, but will also actively help you promote it and help you expand the size of your community.

In addition, community operations also need to make the community have long-term value, so that users can gain something from it, whether it is spiritual sustenance or knowledge growth, etc., through mutual exchanges and learning among community members, Let the community continuously output content, create stickiness among community members, trap users in the community, and finally consider conversion.

So, how to identify whether the company is recruiting for community operations or sales? The first screening method is to look at the JD and job responsibilities. This is enough to filter out a large number of people who are recruiting sales under the banner of community operations. Position, you need to observe whether you are involved in the following key points in the company:

1. Responsible for sorting out the community user structure and overall community operation ideas

2. The production of community content Create a social atmosphere

3. Deeply explore user needs and continuously optimize operating strategies

4. Find core KOL users and connect closely with them

5. Regularly summarize and optimize the entire operation structure