An article tells you how to run a community well.

Editor's lead: How to run the community well is a question that every operator is thinking about. A good community ecology needs a lot of efforts. In this article, the author shared his own community operation experience, which you can learn from. I believe that people who use WeChat now will always have many WeChat groups. When you build a new WeChat group or just join a new WeChat group, there will always be a beautiful ideal. Join this WeChat group, you can get hundreds of WeChat friends and expand your WeChat circle of friends. Or enter a valuable group, you can learn a lot of dry goods and improve your ability quickly. You may often have the experience that the group owner just created a new group called "New Media Circle Exchange Group", and then sent the group QR code to another group or posted it in the circle of friends. The number is rising, and it will soon be close to 500. Everything seemed to be going well, but suddenly someone started to advertise in the group, send some irrelevant information and send some links to irrelevant content, and the group owner began to find that something was wrong. Then the group owner came out to take charge of the overall situation: "All red envelopes are forbidden in the group. If you need to distribute advertisements, members of the group should abide by the rules 1234. " But if these black sheep still go their own way, what will the owners do? At first, these people were kicked out of the group, but the group owners will gradually find that advertisers will gradually pull others in to continue advertising in the original group, the group owners will keep kicking, and some people will continue to add. Moreover, the atmosphere of the group is getting more and more wrong. Some people come in to advertise and sell courses, some people come in to do WeChat business, and some people don't talk about new media and talk about life. Finally, the group owner really has no choice but to transfer the group owner or dissolve the group directly. Therefore, people often sigh: "It is too difficult to do one thing well!" Many people have read many books on community operation, and after reading the operation manual, they still can't do community operation well, let alone realize it with community. In fact, there are many successful cases in the operation of the community for reference. We only need to learn from those communities that have successfully operated for many years, and we can find ways to operate WeChat groups. So who are these communities that have been operating successfully for many years? Just around us, what we often turn a blind eye to is schools, communities and countries. So, how does the new media community operate? Specifically, the routine is as follows: define the theme, find the same value group, set the threshold, and build a platform for opinion leaders to contribute value. First, define the theme, find the same value group and set the threshold. How to establish and maintain a group with high value and long life, and then realize the value we want, we can explore some secrets from the establishment of schools and religions. It can be seen from the process of most people building groups in front that it was a wrong action from the beginning-pushing the QR code of the new WeChat group to other WeChat groups and their friends circle, trying to suck powder at the fastest speed in order to fill 500 people. This behavior of seeking quantity but not quality can only accelerate the dissolution of this group, because if the QR code of a group is sent to other groups and cannot be withdrawn in time, then many people we don't want to come in will enter this group by scanning the code, and at this time you can't cut off this entrance. At this time, the group owner has lost the initiative, and it is up to others to decide whether to join the group or not, so people who join the group often fail to pass the screening, which is a mixed bag. For future advertisers, the WeChat business keeps posting links in the group, laying a time bomb. Let's see how schools and religions manage their communities for a long time. Students who enter the school and believers who join the club all agree with the school and religion and have eager needs. Students are eager to go to school to gain knowledge, and believers are eager to enter religion to satisfy their beliefs. Therefore, the first step in building a community is to define the theme of the group. Only by determining your theme can you decide what kind of group you need. Just as schools can only attract students and teachers, religion can only attract believers. Next, look for groups with the same values. Imagine if you let a group of people who seem eager to gain value in school and religion, I call them pseudo-groups (businesses that do extracurricular training and sell insurance wealth management). They can also increase the size of your community, but what they want is to sell their products to your real groups-students and believers. If these pseudo-groups enter schools and religions, they will only harass students and believers, constantly sell products to them, and affect their study and worship. Not only that, your real group-students, believers. There will be an illusion that your community (school, church) just keeps learning, attracting them in the name of worship, and then constantly trying to sell their products, rather than really giving them value (learning and worship). They will gradually flee your community and look for other communities. That's why parents dislike people who sell training courses to enter the school, and the school also shuts out people who sell these training courses. The other is to set a threshold, and the most common methods are charging and auditing. Every place has local famous schools. Why do many parents still have to bite the bullet and let their children enter prestigious schools when every school can study? Because there are usually only two ways to enter a prestigious school: to get high marks through one's own ability, or to pay high school selection fees. Psychologically speaking, if it is free (there are many design methods to skip), people will not cherish it and throw it away, but if it is through their own efforts, the return will be more cherished. As you can see, many high-quality groups use these two methods before recruiting members into the group. The life cycle and value of the groups established in this way are often much higher than those who can enter by scanning the code. Therefore, in order to ensure a good foundation for the future development of the community, we must set a threshold to find groups with the same values and recognize you. Even if there are only 10 group members with the same value, it is better than 100 pseudo group members. The question is, where can we find this group of people? Here, I will teach you a very simple and effective idea-to find the upstream and downstream. What do you mean, looking for upstream and downstream? For example, if you work in new media, people who pay attention to new media will pay attention to public relations, marketing, advertising and copywriting. These are your upstream and downstream. Second, to create opinion leaders, no matter what community is established, it must be triggered by a certain class for a certain class. From history, we can find some laws. Qin dynasty VS civilian class. Ying Zheng was the leader of the Qin Dynasty, and the king's will was the imperial edict. But the tyrant is cruel and regards oppression of the people as the foundation of national development. So the people's leaders, represented by Chen Sheng and Guangwu, fought back and shouted out the mass voice that "princes would rather have seeds", so there was a class confrontation between tyrants and civilians. To build a stable community, we must find out what class we represent and fight against another unreasonable class. Like Xiaomi, the anti-profiteering mobile phone class represents the traditional profiteering mobile phone class. As mentioned earlier, the establishment of school associations is also inseparable from opinion leaders. The leader of a class is the head teacher, who is responsible for everything in the class, and the monitor is the person who helps the head teacher to do these things well. At this time, the class contradiction can be said to be that Class A fights Class B, because each class will judge excellent classes by the end of the semester, and each class will try its best to get this honor. This is the leading role that the class teacher and the monitor should play. And the best opinion leader of a group should be the group owner himself. How to become an influential leader? Just build a group? No, in my opinion, to be an influential leader rather than a mouthpiece, you need to meet these conditions: for example, there are not many groups I have stayed in at present, and I don't think there are many successful groups. Before, there was a marketing sharing group whose owner was surnamed Li, who was a well-known opinion leader of a marketing system. His best skills are writing copywriting (ability) and publishing books, so he also has a group of fans (. Later, I forgot how to quit the group. Another group, I was attracted by the article (ability) of the group owner and joined his group. Before I joined, many people had already joined (fan support). In fact, to build opinion leaders is not only to build a group owner who is awesome in everyone's eyes, but also to build more leaders. For example, group owners can directly bring some people with similar abilities to the group to share, so you can see that many group owners will share some big coffee with their own groups. In order to create more opinion leaders, group owners can also explore outstanding group members and focus on training, especially those who are small white before joining the group and become small coffee after joining the group for a period of time, which can be shared in the group. This will allow more new members and other members to see successful cases, thus improving the viscosity of the group (this move is called creating successful cases). Third, establish group rules There is an old saying in China: "Without rules, there is no Fiona Fang". As everyone knows, you can't do things well without rules. In fact, WeChat group is only a transformation from traditional social groups to the Internet era, from offline to online. The subject is still human, but the maintenance tool has become WeChat. As long as it conforms to the laws of human nature, it can maintain both the WeChat group and the offline community. Why do many groups, obviously in the initial stage of building groups, meet the two steps I mentioned earlier, but finally become waste groups, advertising groups and dead groups? Because managing the group is a physical activity, it is necessary to customize the group rules. Professor Chen believes that there must be at least the following management rules for WeChat groups: 1. Administrator Settings Why should I set up an administrator? The responsibility of the administrator of WeChat group is actually equivalent to that of a housekeeper. It is mainly responsible for publishing messages in the group, punishing those who violate the rules of the group, collecting messages from group members and feeding them back to the group owners in time, and then finding more reference directions for the maintenance of the group. Why should I set up an administrator? Fishermen used to come to deep sea fishing, and most of them were sardines. It takes fishermen a long time to catch sardines and transport them back to the port for sale. Sardines often die before returning to the port. The prices of dead sardines and live sardines are usually quite different. So the fishermen tried every way to keep the sardines alive, but none of them worked. There is a fisherman, whose sardines can often return to the port and keep vigorous energy, so they can all be sold at high prices. His secret is to put a catfish in sardines. When sardines saw catfish, they were afraid of being eaten and ran away desperately. In the meantime, enough fishermen can transport sardines back to the port, so as to maintain the freshness of sardines. This is the famous catfish effect. At this point, you must understand why you want to set up an administrator. In order to maintain the vitality of the group, the administrator should not only punish, but also properly guide the group atmosphere. For example, in the new media exchange group, the administrator should guide the group members to discuss how to use new media to do holiday marketing; How to write all kinds of jokes on Valentine's Day? In fact, the administrator has many responsibilities, but I only mention one point here, that is, let the administrator make a catfish, and if any group member violates the group rules, eat him, so as to keep the group members vigilant at any time. 2. Rule Making The group owner named Li mentioned earlier was very interesting when I joined his group. He made a series of rules to keep the group alive. I remember something like this: to join the group, you have to change your business card, and the format is name+industry+region; Every night from 7: 00 to 8: 00 is the time for advertising, but you must send a 200 yuan red envelope before advertising, otherwise you will be kicked out of the group; Every weekend, 8: 00-9: 30 pm is sharing time. No matter who the group members are, they can share their skills with unlimited content. The purpose is to let the group members know and remember the sharer, and the sharer needs to register in advance. After sharing, people who want to advertise in the group can advertise and introduce their products at will; The most interesting thing is that there is an auction. The administrator is responsible for being an auctioneer. Whoever wants more people to know about his products will take out 1-3 pieces, and the highest bidder will get it. If he doesn't pay, it will be regarded as a malicious auction and kicked out of the group. At this point, you must want to know, how is this group doing? As a result, it is obvious that before I quit the group, the atmosphere in the group remained very good, and the group still maintained good stickiness and value. Li's WeChat group is very successful. Obviously, the formulation of group rules has played a vital role, played a catalytic role and successfully detonated the group atmosphere. Li Jianli has established two groups, each of which is full and lively. There are many small and medium-sized entrepreneurs in the group, which can be successfully realized through various auctions and cooperative introductions. Until now, those two groups have impressed me deeply. In fact, the importance of making rules can also be seen from life. Like the army. Every army has its own rules, and obeying orders is the first duty of a soldier. Even if it is a wrong decision, soldiers must resolutely carry it out. At the beginning of the Anti-Japanese War, many people didn't believe in the army, thinking that the army was just a bunch of people. Because thieves on the mountain would rob others, the local people took the army seriously. After the leaders discovered this phenomenon, they immediately made a rule: "Don't take the common people with a needle and a thread". So he quickly gained the local mass base and laid the foundation for future victory. Another example is school. The school also has school rules. If a student makes a mistake, he will be warned at a minor level and expelled at a serious level. Rules are the basis to ensure the normal operation of an enterprise and a team. Therefore, the WeChat group is no exception, and rules also need to be formulated. 3. Ritual sense To build a well-run group, various ceremonies are indispensable, and the creation of ritual sense is also a good way for group members to improve their sense of participation. Improving a person's sense of participation will make the whole person unconsciously classify themselves into a certain group, regard themselves as a member of the group, and finally form a sense of belonging. For example, we often see in movies why monks don't just shave their heads at home and become monks in temples. But to change clothes and take a bath, burn incense and worship Buddha, and then an elder or master will shave his head? This is a sense of ritual. After a series of shaving rituals (sense of ritual), this person will unconsciously classify himself as a monk in the temple (group belonging), and finally form the habit of vegetarian chanting every day (belonging to the monk group). For example, when we were young, our teacher would teach us to sing the national anthem, wear a red scarf and attend the flag-raising ceremony. In the long run, we will unconsciously hear the accompaniment and sing the national anthem silently. In the end, these subtle influences will make us feel that we are from China. This is why after China athletes won the Olympic Games, the champion himself looked at the five-star red flag raised in Ran Ran and burst into tears, and all China people stood up and sang the national anthem together. What are the common methods to create a sense of ceremony? We often see the way that when China people travel in Thailand, they should put their hands together, nod slightly and say "swipe your card"; Apple's mobile phone opens the screen "Didi" sound; Worship Buddha and burn incense. In short, you need to set up some ceremonies unique to your community, so that others can recognize your label at a glance. For example, the group members' avatars are uniformly added with "V"; For example, team members will get a T-shirt with a "V" logo. Fourth, the contribution value Whether a WeChat group can be maintained for a long time, the most fundamental thing is to see whether the group members can gain long-term value in this group. Every member who joins the group starts to join the group with a demanding attitude, because this group should be "related to me". Just like my YY group "New Media Exchange Group", the positioning of the group is the learning exchange circle of new media people. People who really want to join this group are eager to improve their new media operation ability by learning in the group. Therefore, it is the key to throw away the previous routines and contribute value. If the front is full of sunshine and rain, this is the root of tree growth. Sunlight and rain are for trees to thrive. Take the previous school as an example. Every student who enters the school, every parent who struggles for their children's admission, is eager for their children to learn knowledge and lay the foundation for entering the university in the future. Whether a school is good or not depends on its grades. At this time, the role of the group owner is highlighted. As mentioned above, the group mainly has a certain super-high ability, which is the key to gathering a large number of community members. Remember Li? Li is a copywriter. Many people who want to know Li and learn from Li take the initiative to find Li and ask to join his group. This is the charm of value. But one thing Li did at the beginning was to contribute articles from time to time. In fact, the best way to absorb powder is not to push hard, but to attract. The premise of attraction is that your value is recognized and others want to gain value through you. I saw a particularly funny and sad example before. Someone may have listened to some crowdfunding courses shared by some masters, and then he formed a group and wanted to raise thousands of dollars to attend a teacher's marketing class. As a result, members of the group voiced one after another and finally quit the group. This is a manifestation that the group owners themselves cannot appeal. What is contribution value? Simply put, it is to share knowledge. People who come to the group come for knowledge, and their contribution value will be based on skills. Skills are timing, advance notice, feedback, creating a sense of ritual and participation. For example, Luo Pang of logical thinking. Every morning at about 6: 30, the 60S sound is thunderous. V. Building a platform After the first few steps, in the end, the best result of WeChat group is to gather a large number of like-minded fans and form a big platform. Na Xin-screening-high viscosity vermicelli-forming a platform-fission propagation-why should Na Xin become a platform? Advantages of being a platform: easy to implement. Especially for platforms with online celebrity personality, it is easier to realize the main group than other platforms because fans are all coming for the main group. Such as logical thinking, confusion and so on. Their liquidity is at least twice as high as other impersonal platforms. Another advantage is that you have mastered the fan resources. Compared with the monopoly of the traditional media platform, the advantage of the self-created platform is that it is from the media-it is the media itself. If the group owner shouts loudly, his fans will respond in full, and the circle of friends behind the fans will also be affected. This effect is the growth of geometric order. Some time ago, I was in a WeChat group, which I think is one of the best groups I have ever stayed in. Specifically, the team members come from all over the country. If group members need to post to the group, other group members will help each other. I remember once, there was a writer named Mass in the group. His article is well written and he is very nice. After teaching in mountainous areas for several years, he applied for a job in a film and television company in Beijing. As a result, he met a fraud company, and only tens of thousands of dollars were cheated and beaten. After his story was exposed by friends in the group, all the people in the group supported him together, and some people provided him with corresponding help. We also collectively forwarded an article calling on the relevant departments to take charge of this matter, and several capable group friends continued to pursue it for him. This kind of community really moved me. What are the characteristics of a good platform? There are usually these points: a large number of fans; High viscosity; Functionalization. The integration of these three aspects provides two ideas for building a platform: 1. To build a traffic portal and a platform, you must have a large number of fans. Then, to attract a large number of fans, we must do a function every day as a means to attract fans, thus creating a traffic portal. Such as QQ. QQ has become a platform by quickly gathering a large number of fans. His approach is that even if the communication is free, because it is convenient, fast and free, QQ has gathered a large number of users through the virus spread effect, thus quickly forming a platform; Like Luo pang. Luo Pang accompanied you to read the toilet time every morning with the voice of the 1960s. Read free articles through Luo Pang's voice sharing, reply to keywords every day, and quickly gather a large number of users. From these two cases, it can be seen that the best way to realize traffic portal is to be a high-frequency usage point of target users for free, thus attracting a large number of people and paving the way for building a platform. 2. After creating an interactive system, fans should be able to realize it, which is the key to the ultimate value of the platform. After all, what we want to build is an ecosystem that can develop steadily, rather than doing public welfare. In order to maximize, it is not just to put the goods on the shelves. If you just want to get a large flow, you just need to find a shelf on a high-flow platform, and there is no need to build a platform hard. In order to improve the viscosity of fans and make users feel that your platform is a warm person rather than a cold machine, we should build an interactive system to cater to users' tastes. Here are two methods for reference. (1) Selling cute customer service We can often see some bored people calling China Mobile to chat and flirting with the customer service lady. In the past, if you were a mobile leader, you might ask the customer service girl to find a way to deal with it. But now, one of the jobs that the customer service girl has to do is to chat with these users. This can make users feel that your platform is a person with temperature, not a machine, thus narrowing the psychological distance of users. (2) Reward feedback Another commonly used method is reward feedback. Usually, if a question is accepted or praised the most, you will get a prize in return. This has two advantages: first, it will narrow the psychological distance of users; Second, through the feedback from users, we can find the real needs of users from zero distance, improve the platform, tailor the products we want for users, and better pave the way for realization. At this point, many traditional enterprises are centered on company value and do poorly. For example, the idea of Coca-Cola's cooperation with merchants is to give them some unnecessary things such as toothpick boxes and tissue boxes purchased by the company, and the merchants repeatedly feedback that they need other more practical things, but the answer is that the company only has these things and finally goes away. In contrast, some internet companies are doing very well. Such as Xiaomi. When Xiaomi started, he attached great importance to 100 angel users, responded and handled the feedback on the forum in time, and listed the user experience as the company's strategy. It is undeniable that this has laid a solid mass foundation for Xiaomi's success. In short, building an interactive system is to make various tactical arrangements around the user, in order to make the user feel that you are his good friend, put yourself in his shoes. After all, it is always much easier to do business with friends than with machines. Author: Chen called Beast, WeChat official account: insight and creativity.