Pure dry goods! Five steps to teach you how to run a good community.

It is said that where there is traffic, there is money to make. Many people accumulate traffic pools by establishing communities, but they suffer from too little community traffic to realize their cash demand. Only by having a large enough community user group can they realize large-scale realization. Community operation is divided into four stages, namely: 1. Drainage period 2. Activation period 3. Value output cycle 4. The liquidation period has different purposes and means at different stages; The community operation of physical stores can be realized from the following five aspects and processes: community planning-drainage preparation-community operation-activity realization-customer fission 1. Community planning needs to understand your industry attributes and community positioning. Usually physical stores can be divided into three types: just need high frequency, just need low frequency, and niche demand. What should three types of communities do: ★ Just need high frequency: attract target users to join the group, activate the customer base through community operation, build trust with them, shape value, and then make transactions in batches (store value, buy and send activities, etc. ); ★ Just need low frequency: it is difficult for such customers to buy again. To build a community, we need to extend the corresponding products, or cooperate with other related businesses around us to jointly operate and exchange resources. For example, the building materials community can cooperate with kitchen and bathroom, home and other businesses to complement each other; ★ Minority demand: A content output system can be established to attract people with the same frequency as customers through content. 2, drainage preparation 1) Drainage physical stores to build a community, the first target group must be customers entering the store, as long as a small gift, you can pull many users into the group. You can attract powder to the group through the circle of friends, which can be forwarded with prizes, recommended by friends, scanned by customers when they enter the store, and distributed with benefits, sweepstakes, posters and so on. Spread the concept of group to target customers, and join the group only if you are interested. Followed by online customers, customers can move into the group through thoughtful copywriting and content marketing. At the same time, we can also make use of the mutual drainage between stores, such as giving gifts to other businesses, and after customers scan the code into the group, they will come to their own stores to collect prizes, so as to divert passengers for the community. 2) Ready to choose community gifts can be divided into three types: drainage gifts-pull new gifts; Lottery gifts-gifts for group activities; Reward gifts-fission gifts The role of gift investment is to quickly gather popularity. Gift requirements: low cost, good packaging and high value. 3. Community Operation 1) Establish a personal micro-signal matrix. The store manager and core clerk need to have their own personal numbers for adding users and publishing product information. The nickname of the avatar needs to be related to the brand, so that users can know what you do at a glance and help users remember you. 2) community positioning, that is, screening target customers to do a good job in community positioning when building a group, so as to complete the construction of community brands; Early group members were scattered, and it was difficult to find accurate customers. Therefore, it is necessary to screen the target customers, which is conducive to the development and upgrading of the community in the later period. 3) Set group rules in the group. Everyone's behavior must be well regulated in advance, such as banning advertising, so as not to cause resentment among its members. Trumpet interaction can avoid the unfamiliar state in the early group and activate the atmosphere in the group. 4) The community maintains the content output of the community every day, and it also needs to create topics in the group at the right time to drive the group members to actively participate in the discussion and make the group members become the habit of paying attention to the group. For example, sports businesses can publish topics such as weight loss and health in the group to attract the attention and participation of the target group. 5) Community fission: Racine kept thinking about the customer's needs from the customer's point of view, narrowed the distance with customers through activities, increased interaction with customers, constantly split new users, and conducted marketing in the official WeChat account and circle of friends. 4. The purpose of realizing community operation is to realize. If any activity wants to sell successfully, it must be paved in the early stage. How to pave the way? Publishing activities do not need to be sent by the group owner, but can be sent by a trumpet to avoid group members thinking it is an advertisement. You can also set up activities to snap up in a limited time, and use a small amount of psychology and scarcity effect to trigger the rapid consumption psychology of group members. The most important thing in the lucky draw is to let most customers win the prize and take advantage of it, so that when the merchants sell it again, most customers will be embarrassed to refuse. If you add the temptation of gifts, customers can easily act. 5, customer fission 1) Let customers and friends join the group and win prizes; 2) Customers send friends to win prizes; 3) Customers bring friends to recharge, and there is a grand prize; 4) form a community alliance and form a sticky business circle with other businesses around. 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