Five Pain Points and Eight Suggestions of Community Operation

This paper analyzes the five major pain points in community operation at present, and puts forward eight suggestions on how to carry out digital operation according to these five pain points. Enjoying the community has always been a hot topic. I have studied the hot Internet learning institutions in the market and found a strange circle, that is, some people run their communities badly, but they come out to teach others how to play communities, and the fees are not low. Five major pain points of community operation Let me summarize the problems existing in these Internet learning communities, which are mainly divided into five points: (1) The members in the group have poor information and high communication costs, which are problems existing in almost all communities. Everyone sees each other's information in the community in a format similar to "Shanghai-Unemployed People-Feng Baobao", and this kind of information can't be known at all. Talking to everyone for one minute will take a community of 500 people nearly 10 hours. This leads to low communication efficiency, and you can't find the person you are looking for right away. (2) The community operation lacks systematization, and some communities are active. That's because the owner himself has a little prestige and is willing to spend a lot of energy to take care of it, so he can maintain such activity. But when two groups, three groups and four groups are established, the group owner will be at a loss. Then the owners began to recruit some volunteers to manage the community, and the community began to go bad. These group owners are active for the sake of being active, doing boring things all day, forgetting that everyone gets together to gain value rather than pass the time. Therefore, if a community wants to form a certain scale, it must be systematic and have a set of self-operating and reproducible mechanisms. (3) Lack of incentive mechanism A high-quality community is inseparable from three elements: a good incentive system, content creators and high-quality group managers. At present, basically all community content creators are community organizers, and the high-quality content output by group members is sporadic and cannot be transferred at all. The problem is that there is no incentive system, and the incentive should be real, not a few polite thanks. The value you think you can create for others is often ignored by others. Therefore, it is necessary to draw a clear closed loop of value for group members such as content creators, group managers and event promoters, and give enough incentives to those who contribute, so that they have the enthusiasm to interact and contribute. (4) Lack of an efficient communication method A big problem of WeChat group chat is that it is difficult to communicate in depth. Many times I prefer to make phone calls. Because you can't describe all the scenes, details and demands of the problem at once, everyone has to keep climbing the stairs, so the other party has a problem understanding it. If the other party is not in the habit of asking for details, it is easy to take the existing content out of context. If you ask for details, the communication will be endless. Because of this inefficient way of communication and the lack of good organization, some people with goods will not be active in the group. The thinking of cattle people is to pursue efficiency. Because almost all the group communication is very low at present, they naturally don't want to waste time in it, so the community is a group of idle people who talk nonsense all day (risking getting shot). It's not that cattle people naturally hate chatting in groups. If they have what they need in the group and don't waste too much time, I think they are still willing to share it in the group. Some people will say, I'm not here to study, I'm just here to get into a circle and meet some people. Then I want to ask, what is the network? It must be someone who has the resources or ability to communicate with you and feel familiar with the possibility of cooperation before becoming your network. The question is, in a community where no one knows anyone and no one is active, how do you judge each other's quality? Will you find yourself? In the end, you will find that this is simply impossible to achieve. (5) Focusing on personal interests is doomed to fail to arouse everyone's enthusiasm. Many communities call for community decentralization every day, actually serving personal interests. For example, no one is allowed to advertise, but you can advertise yourself and pretend that you are distributing benefits. Some big coffees have many fans, and a learning community is established after the course is opened. Although the students are full of respect for you, it is another matter to let others take the time to participate in your club building. Everyone is selfish, and you are serving yourself, so how can you motivate everyone to build a community? You think you can get more in this way, but in fact, the end result is that everyone is not active, and you don't get much in the end. In the final analysis, the pattern is not enough. I will stick to the main question. As for other issues, such as managing the group, advertising everywhere in the group, bullying by group friends, and gossiping in the group, there is really no need to say it. Community, how to operate on data? This paper only discusses the operation of online community, and I will discuss the online learning community system and operation steps I designed from eight aspects. 1. How to get familiar with each other quickly and reduce the communication cost? Everyone needs to fill in detailed personal information when joining a group. The main contents of personal information include: position, industry and personal development path; Personal expertise (channel resource integration, planning, copywriting, interactive design, thinking ability, etc. ); Personal demands (cross-border information, solving problems in work, hot topics of concern, technical problems of product operation, concept guidance, job hunting, recruitment, etc.). ); Personal hobbies (conducive to the development of offline activities). There are many details in this piece, so I won't elaborate on the reasons for the text. In fact, many owners may be doing this step, and the information is not detailed. But basically all the owners didn't share this information, just took it for themselves. In my opinion, in the initial stage of community operation, this information must be shared, so that everyone can get to know each other and find the right person to solve the problem. The specific sharing method is: in the seed user stage, the information is completely shared. Later, with the expansion of the group size, the name and company can be omitted and kept by the group owner. The advantage of this is that even if this list is leaked, it will not cause the loss of personnel, nor will it cause everyone's privacy to leak, and it will be easier to attract others to join. 2. How to motivate the culture of the content sharer community is that everyone is everyone's teacher, and everyone can often solve problems with each other without relying on big coffee. Then why does someone throw a problem and others have to solve your problem? Why do others take the initiative to share it? It is unsustainable to rely solely on dedication and vanity, and an incentive system should be established. Give material and spiritual incentives to the solutions and sharers of the problem, and select the top few sharers every week. There are two kinds of material incentives: spontaneous incentives for group members and regular incentives for group funds. Groups need to develop the concept of paying for knowledge, and those who are willing to share should be rewarded. (I won't elaborate on the specific ranking plan.) How did the group funds come from? Take it from the people and use it for the people. For example, when joining a group, each person will receive a threshold of 200, and 500 people will be 654.38+ 10,000 yuan. This 6,543,800 yuan will be used as a community fund, which will be spent in 52 weeks. The weekly reward amount is nearly 2,000 yuan, which is enough to attract everyone to participate. Material reward is the foundation, spiritual reward and other added value rewards are another word. But always remember that material incentives are always just a means, not a fundamental purpose. (In fact, the added value is more meaningful, and you need to know more to communicate in detail. 3. How to motivate community organizers? If the community doesn't work, it doesn't make any sense, so the group operation organizer is very important. The general community is a group owner organization, or recruits some full-time personnel to manage it, even volunteers. This way is unsustainable for the continuity of the community, and community operation itself is a high-tech work. Community operators themselves need to do a lot of work, but the group members are all working people, so to provide enough material and spiritual incentives for community operations, community operations can not always expect everyone to hold a dedication mentality. The system I imagine is that money is always the simplest, rude and funny way. This money does not need to be raised by group owners, and it is directly supported by crowdfunding. High welfare means high taxes, and the sharing economy is not a free economy, not a sacrifice and dedication. A community of 500 people pays the community operation fee 10 yuan every month, so there is a total of 60,000 community operation and management fees a year, which is enough to support a full-time employee. The management of the group adopts rotation system. Those who want to participate can register directly and rotate according to the registration order. 60,000 yuan shall be settled on a weekly basis, with more than 1 100 yuan per week. This amount is enough to stimulate one person to do things well, and the cost to everyone will not be too great. Responsibilities of group management: Group management should be responsible for sorting out the requirements from the beginning, finding the right person to communicate according to the group friend database, urging the other party to give a solution without affecting the other party, and making the solution concrete and in-depth. Then when you answer questions once a week, do a good job of preheating the activities and let everyone actively participate. Finally, the generated content will be deleted, and invalid information will be sorted into standardized files for all employees to share, saving everyone's time and improving the efficiency of value acquisition. KPI of group management: KPI must be set for group management. The main indicators of KPI are the number of participants and the quality of content. Under this incentive system, it is enough for the group management to do this well. (The details will not be discussed in depth) 4. How to improve the quality of group friends and attract outstanding people continuously? The core value of community lies in the quality of group friends and their active sharing. The initial threshold of the community is only fees. In the later period, we need to constantly recruit high-quality people. How to recruit high-quality people? We must provide these people with two ways to join the group. The number to be mentioned here is 52. For example, the membership fee is 200 yuan, so when the group number reaches 52, the weekly reward amount is 200 yuan. At this time, we collect some questions in the group for people from other circles to answer, and tell each other that you can choose any questions to answer. If you solve the problem and get the best solution, you will be rewarded for joining this group. At that time, you can share all the solutions with him. If he is not the best solution, you can tell him that the threshold for joining the group is 200 yuan, and we can participate in the study and exchange together. Cattle people like to learn from experts. If he becomes the best scheme, it will also be a huge benefit for the group friends, and the reward just offsets the cost of joining the group. If he doesn't get the best plan, then he recognizes the value of the community because of the awesome people in the community and may eventually choose to join. I am a fool, I am not a cow. 5. As a rookie initiator, how to quickly expand the group size depends on the system and its own painstaking efforts to determine whether the community is excellent, but only big coffee can make this community excellent. Because big coffee can answer at once, and _ silk can only persuade one by one. Moreover, in the later period of the community, because the big coffee is in a dominant position, as a soul figure, it can stabilize the venue and improve everyone's cohesion. Therefore, in the early stage, first find the first batch of seed users to verify the feasibility of the model, and then try to persuade the big coffee to let him participate in the leadership. A rookie can never carry this banner, so he must find his own position and do what he can. Even if making a wedding dress for others is the best thing for you, there is no such problem in itself, and the community itself should be shared rather than possessed. Big coffee is very important, but without the big coffee community itself, it has the ability to operate by itself. If you want to expand the group size, you need to let everyone take the initiative to recommend and attract others to join. Everyone shouted for decentralization, but basically all the communities on the market are still serving themselves. Everyone is selfish, and you are serving yourself, so how can you motivate everyone to build a community? I won't talk about how to arouse everyone's enthusiasm for promotion this time. You can trust me privately if you want to know. 6. The extension of community value can generate a lot of added value after the successful operation of the community. For those who take the initiative to answer questions, you need to record information and establish a talent pool. You can provide them with the service of resource docking, and try to meet any needs of them anyway. This is also the significance that such a community must be dominated by big coffee. Everyone's answers can be filed, which is of great significance to talent recruitment. If the traditional resume recruitment method is matched with these files, it will help enterprises to recruit suitable talents better. The original content in the community can finally be compiled into a book, which improves the height of the community. In each chapter, the creator of the content is marked and the name and benefits are given to the content creator. I just list some of the added values, and of course there are other more added values. 7. To establish an efficient communication system, sponsors need to write their own demands and background details in word a few days in advance, so that everyone has enough time to think. The form is not limited, and the most important thing is to clarify the problem. There are still many details to elaborate on this piece, so I won't elaborate on the reasons in the article. The person who answered the question wrote down the methods and ideas of the answer in detail in word and put them in the group. Then the management of the group will make unified arrangements and coordination. We can discuss these relatively complete problems and solutions to prevent the topic from going off topic and improve communication efficiency. After the topic discussion, the group leader is responsible for refining and sorting out the whole problem-solving process, and finally sharing it with everyone. Prevent people from constantly climbing stairs in order to read information and waste a lot of time. Routine is only for the convenience of communication, and it must not be a dogmatic system. The fundamental purpose of everything is to maximize communication efficiency and create value. 8. In the community, the values of all parties are closed-loop: suck powder and suck powder again; Improve the retention and stickiness of your own analysis; Strengthen insight into the Internet industry; Absorb some excellent ideas; ; To find the most common problems at present, find the most grounded research direction; Looking for excellent employees; Find excellent projects for investment or investment docking; Through the solution, we can see the operational feedback of our own scheme and constantly test our own theory; Some training activities can be customized for common problems; It was all me. I'm not a big coffee. How do I know what they are thinking? Participants: material incentives; The display of image and ability is recognized by everyone, shaping personal charm; Potential business cooperation opportunities. People who ask questions: solve their own practical problems; Find the resources you need. Unknown people: watching other people's excellent ideas grow with them; Get the resources of cattle. Group manager: material incentives; The improvement of organizational management ability; Watch other people's excellent ideas grow with them. To do one thing, you must thoroughly think about the value demands of everyone in the community. Don't always fool others with some values you think, and don't waste other people's time. People are smart and selfish. We can live in that shell all our lives, like a hard seed, without risk. But we will never know what kind of plant we are and what kind of flowers we can produce. And if you can bravely face your ideals and open your own flowers, you can open your own fragrance.