How to run for the chairman of the community industry Committee with product creativity

Because of the contradiction between the industry Committee and the property company before, the property company withdrew and the industry Committee resigned. Therefore, it is necessary to hold a new industry Committee election. There was a candidate meeting before the election of the industry Committee, and I attended it. In this process, I couldn't help but have an occupational disease attack and opened my eyes. What would a product manager do if he stood for election?

Step 1 target analysis

When planning products, product managers should distinguish between ultimate goals and stage goals. The stage goal serves the ultimate goal. In order to achieve the ultimate goal, we need to set and decompose different stage goals and determine the priority of each stage goal. Through many iterations, the ultimate goal is gradually achieved.

Applying the above logic, let's take a look at the target analysis in the election of the community industry Committee.

The ultimate goal:

Successfully elected as the chairman of the industry Committee,

Stage objectives:

Analyze the target user (owner) and find out where the seed user (owner) is;

Improve the retention rate of seed users, so that seed users can influence more owners;

Improve the conversion rate and increase the voting rate;

Next, we will follow the above three points.

The second step is to analyze the target users and find the seed users.

Before making a product, we must analyze the target users. Different target users will have different needs and characteristics, and seed users will be screened out from the target users. Invite seed users to experience the product first and participate in the internal test, hoping that they can become the first wave of disseminators of the product while providing opinions, and attract more users through them.

In this election, we naturally have to analyze the target users and find our seed users.

Due to the lack of community population data, it is impossible to judge the key user standards from the population ratio. In the previous three industry committee elections, most young people held an indifferent attitude and voted very little. But this time, because of the crisis in property management, young and middle-aged owners began to care about community affairs, and the number of people who stood for election and were willing to vote was on the rise. They are an important ticket warehouse. Therefore, most seed users should select from them.

Who is the seed user?

In the election scenario, the most important criteria for seed users are: enthusiastic about community affairs, like to share and spread, active among owners, and preferably influential.

Where are the seed users?

Young and middle-aged owners are listed as seed users and the screening criteria are determined. The next question is where are they?

Most of them are urban office workers, and their attention is mostly on their mobile phones. Community owners' WeChat group and QQ group are undoubtedly the most important channels to contact them. You can observe the owners in the group, list the owners who meet the standards as candidates, and have a one-on-one private chat to establish closer ties; At the same time, I also want to talk more among the owners, interact more with everyone and actively increase my exposure.

Improve memory and vitality.

Improve the retention rate and activity of seed users, so that seed users can influence more owners;

With seed users, it is necessary to let them use products as much as possible, appropriately stimulate them to produce more behaviors, and ensure their retention rate and activity. In the election scene, you should increase your exposure in front of seed users as much as possible, lower the cognitive threshold of seed users, let more seed users participate in activities with you, and improve the contact between seed users and themselves.

Take candidate A as an example. He did the following three things.

Solve the pain points of users: in the absence of property, he takes the initiative to solve problems for everyone;

Guide users and sense of participation: He organizes volunteers of community owners to let more owners participate in related activities with him. In the process of voluntary service, more and more owners agree with him and trust him very much.

Active interaction: actively interact with the owners in the WeChat group, listen to everyone's voices, solve problems for everyone, chat with everyone without difficulties, and narrow the distance between them. Near the election, he will post his campaign platform in the form of text and small video on WeChat group.

What is the result? Many owners in the WeChat group recognized him and took the initiative to canvass for him. These owners also influenced the owners they knew. As a result, more and more seed users of A have gradually formed a small "fan" group.

The fourth step is to increase the conversion rate and the voting rate.

Anyone who watches American TV series House of Cards or watches political news knows that it is very important to let his supporters vote as much as possible on election day. I have done so much, publicized so much, and supported so many people. If they don't vote, everything will be in vain. Switching to internet language is to improve the conversion rate and convert traffic into voting as much as possible.

There are many ways to improve the conversion rate, such as news push and prize-winning activities. In the context of community elections, prize-winning activities are definitely inappropriate (it will be regarded as bribery). You can take:

Message push. Push relevant information to your supporters 0-2 days before voting 65438+ use WeChat, community bulletin board, telephone, SMS, etc.

Lower the voting threshold. It is suggested that the community adopt online voting methods such as WeChat voting in addition to paper voting. After all, many young people still like to stay at home.

Highlight the deadline for voting and increase voters' sense of urgency. Is it very similar to the limited time spike of e-commerce

After writing so much, you will find that this is actually a simplified promotion process of Internet products. Briefly summarized as follows