How to write a community operation plan

Surely many people think that the work of community operation is to post a notice in the WeChat group every day, meet the children who send ads to send him plane tickets, meet the children who like to chat to collect a bunch of emoticons, start the fighting mode ....... But in fact, after contacting the work of community operation, you will understand the reasoning behind the different lines of work, to do a good job of community operation, the first thing you need to have a community operation program.

The community operation program needs to: set the overall goal of the community, logically dismantle the task objectives, write the implementation of the community operation copy, the implementation of the discovery and iteration of the problem, set the overall goal of the community.

Whether you are ready to write content operation program, activity operation program or community operation program, all the operation work program is "purpose first", because later all of our tasks are centered around this core objective, if the goal is set unreasonably or inaccurately, then all of the later work will be very inefficient. If the goal setting is not reasonable or accurate, then all the later work will be very inefficient. Before we start operating a community, we must think about the following questions: why do we want to establish this community? What kind of pain points do the target users have, what pain points can we solve through the community, and what value can we bring? Where is the rationality of the goal?

According to the five elements of the SMART law:

Clarity: the goal must be clear and specific enough, can not be too abstract, with specific figures to develop the goal to make the goal has clarity.

Measurability: goals should be formulated to take into account the future of the monitorability, usually with a specific goal of clarity, it is measurable.

Achievability: the reasonableness of the goal can be tested by making inferences based on current time planning, previous historical data and industry data.

Timeliness: how much time you can give to the goal determines how big you want to make it.

Logical disassembly of task goals: after setting overall goals that are monitorable and reasonable, we need to logically disassemble the overall goals into specific tasks that can be performed. The logic of disassembling the goal is also generally in accordance with the logic of community operation.

(1) Invitation of members before joining the group: to build a community, first we need to find a certain number of group members.

Precisely find the target users: we need to narrow down the scope of searching for users and more precisely find the target users of the community activities. This requires us to have a good knowledge of the activities and user pain points, know the activities of the target users often focus on what channels active? Then we will post more recruitment information on that channel.

Writing recruitment copy with AB copywriting: you can refer to AB copywriting to prepare an attractive invitation copy. A is Attention, that is, the highlights of the community activity to attract others. B is Benefit, that is, what is the benefit of this community activity to the user, and what is the solution to the target user's pain point problem. Combining the activity features and user pain points will make the recruitment copy more attractive, adding benefits to dry goods to attract users, in this way, the copy has a more powerful attraction.

(2) Activation of users after joining the group

After attracting a certain number of group members to join the group, it is necessary to activate the users in a short period of time, or else it will be easy to let the community become a zombie group. How to activate users and make them active in the community? I think this requires the group owner to do a good balance, not only to let everyone in the group enthusiastically speak, but also do not let everyone send some content that has nothing to do with the goals of the community. To achieve this balance, you can do the following two things:

Guide group members to introduce themselves: the best way to get group members to speak actively in the group and to activate the community is to build a sense of trust, which requires us to guide the members to do self-introductions when the community is just being established, so that everyone can get familiar with each other and know each other, and to create a more relaxed and active atmosphere.

Emphasis on community rules: To make the whole community focus on the community's goals and avoid posting irrelevant content, it is necessary for the group leader to clearly inform the community of the rules at the beginning, and when someone violates the community rules, it is necessary to remind them in a timely manner and re-emphasize the importance of the community's rules.

(3) Increase user retention

Users are highly motivated and fresh when they first enter the community. Continuously feed content: We can see some WeChat groups, every day, someone will regularly release the morning or evening news, the role of the morning or evening news is actually to continuously feed content to the users, so that the community continues to be exposed to the user, so that the user's attention is not distracted by the Chitai things.

Publishing task reminders: In addition to the morning paper, I can also publish some task announcements inside the community to remind everyone what community tasks to be completed, so that we can better guide the community members to focus their attention on the community tasks, with the completion of the objectives of the community operation. For example, in the real-world weekly community, we will release the challenge task announcement of the day at 8:00 am every day.

Regularly guiding the discussion: You can regularly find some community-related topics or arrange Q&A sessions, and regularly post them to the group to enliven the community. In addition, I myself will pay more attention to some students who like to speak in the community, in the release of the topic of discussion they can play a larger role. You can also put a small number of your own in the community, in the absence of active speakers, pull out their own small number to warm up the scene.

Designing community activities: organizing some activities in the community on a regular basis gives the community a multi-level value.

Writing executive copy for community operations:After determining the overall goal and execution strategy, we need to start writing the copy that will be published in the community. Different copywriting also has different features and functions, in addition there are some copywriting can not be prepared in advance, such as the morning and evening newspapers; but some copywriting can be prepared in advance, such as inviting members copy, community rules copy, task announcements and so on.

Invite members copy: invite members of the copy must be attractive enough, you can use the AB