How to do well the community operation of high-end users?

Today, I will give you the answer of how to run a high-end user community in Amway, which is a valuable experience I have summed up in my 7 years of work! You will never get nothing after reading it! As the founder of Orange, he is a practical expert in community business and the author of the best-selling Practical Handbook of Community Marketing (the number one seller in the community field). Member of the Expert Group of "Community Operators" of Chinese Institute of Electronics, one of the top ten mothers and babies in Weibo. With community operation, my team and I have earned a lot of income. Moreover, Orange Micro, founded three months ago, has developed into a national community, and has trained 7000+ outstanding community talents from all walks of life in seven years. At the same time, he is responsible for the closed-door meeting of traffic management in March next year, bringing together outstanding people in various segments of traffic management. In two years, there were more than 200 people on site, and the company's revenue exceeded 100 million, exceeding 26%. What should community operation do? I hope everyone will continue to read with this question. Maybe the following content will have the answer you want. Like and pay attention, don't get lost next time! How to do well the community operation of high-end users? Speaking of high-end users, I have to introduce a principle called ISOOC, which consists of five elements: fit, structure, output, operation and replication. Next, I will carefully analyze and interpret these five lines for everyone and read them carefully! 1. 1 What is the first element of a good community-interest, which is the premise of community establishment? The so-called "common interest" refers to the recognition or behavior of something. A group of people may be a mob, or they may achieve great things. The most important thing is who to do what with. Nothing is worthless, there is no need to exist, and so is the community. What are we gathered for? Communities must first have clear common interests. What does it mean to have clear common interests? People who organize the community, people who join the community, know from the beginning what they want to enter the community for. If someone who joins the group asks, "What is this group for?" Then there is something wrong with the positioning of this group with the same name. As a saying in the "early" community activities: In order to find the same kind, we built a world. What can these similar people do together? Can be based on a product, such as Apple mobile phone, hammer mobile phone, Xiaomi mobile phone. It can be based on a certain behavior, such as a group of donkey friends who love to travel and a reading exchange meeting that loves to read. It can be based on a tag, such as a constellation, a fan of a star, PPTer. It can be based on a certain space, such as the owner group of a living community. It can be based on some kind of emotion, such as hometown association, alumni group and class group. It can be based on a certain three views, such as Luo Ji's thought of "kindness, fun and insight". 1.2 What is the structure of the community? Structure, the second element of community composition, determines the survival of the community. Many communities quickly fell into silence because there was no effective planning for the community structure from the beginning, including members, communication platforms, joining principles, management norms and so on. The better these four structures are, the longer the life of the community will be. Composition: Find and call on "like-minded people" to form a pyramid or ring structure. The first members will have a great influence on the future community. Communication platform: after finding people, there should be a gathering place as the base camp for daily communication. At present, QQ, WeChat and YY are commonly used. Joining principle: With senior members and the platform set up, more people will come here slowly. Then there must be a certain screening mechanism as a threshold, one is to ensure the quality, and the other is to let participants cherish this community because it is not easy to join. Management standard: There are more and more people, so there must be management, otherwise a lot of advertisements and irrigation will make many people choose to block. Therefore, it is necessary to set up administrators and constantly improve group rules. Some people say that the structure of the "one page" group of autumn leaves is particularly like Jia Fu in A Dream of Red Mansions. (1) There is a parent like Jia Mu, the soul figure: @ Uncle Akiba. Everyone in the group is full of recognition for autumn leaves. With autumn leaves, everyone has a sense of belonging. (2) A minibus is just like Xifeng. In charge of this family, everyone is afraid and likes it. (3) There are too many great gods in the group, such as Cao Jiang, Gao Jiawen, Wen Jia, Qin Yang and Xiao Di. They are all called Baoyu, Daiyu and Jia Jiazhong. How many people want to know them? Let's have a dialogue. Their existence is the attraction of this group. 1.3 what is the third element of community operation, which determines the life span of the community? It is difficult for a community without operation management to have a long life cycle. In general, we should establish the "four senses" through operation from beginning to end. (1) sense of ceremony. If you want to join a club, you have to apply, you have to accept the rules of the group, and you have to accept rewards and punishments, so as to ensure the norms of the club. (2) sense of participation. Such as organized discussion and sharing, so as to ensure the quality of the community with something to say, something to do and something to gain. (3) sense of organization. For example, through the division of labor, cooperation and implementation of a certain theme, the combat effectiveness of the community can be guaranteed. (4) a sense of belonging. For example, through online and offline mutual assistance, activities, etc. To ensure community cohesion. If an association has norms, quality, fighting capacity and cohesion by operating these "four senses", how can it be short-lived? 1.4 What is the output of the community? The fourth element of community composition-output, which determines the value of community. Continuously exporting valuable things is one of the important indicators to test the vitality of the community. As the largest Internet knowledge community, Luo Ji's early thinking had profound knowledge accumulation and stable video output. Is its lifeline; Universal Bear, who started to do micro-marketing, constantly produced a large number of high-quality articles and trainings, and quickly accumulated a large number of fans during the WeChat bonus period, thus establishing the "Big Bear Club". Therefore, without two brushes and deep precipitation, we really can't afford to play in a quality community. All communities have a certain degree of activity at the beginning of their establishment, but if they can't provide value continuously, the group activity will gradually decline and most of them will become advertising groups. A community with insufficient value will become a "chicken rib" sooner or later, and group owners and group members will choose to quit or dissolve the group. Some people will join a new "good" group or choose to create a new group. In another case, group members do not quit the group and stay in the group. He will see if this group can bring him value. If after a period of observation, this group can't bring him what he wants at all, he will "make trouble" in it (such as sending a few advertising messages). Because he doesn't care whether he will be kicked out of this group, sending some advertisements may get back a little time cost. In order to prevent the above situation, a good community must be able to provide stable service output for group members, which is the value of group members joining and staying in the group. For example, Luo Zhenyu insists on one voice every day, Daxiong insists on sharing dry goods regularly, Akiba has courses and hands-on practice, and some industry groups can take orders regularly. In addition, "output" also measures the output results of team members. All members are flowers of the community. If they just stand out from the crowd, they will take the fan economy route. For example, the core partner of Akiba PPT has talents in various fields. According to the talents' own abilities, teacher Akiba makes unified packaging, selects different output forms such as WeChat writing, developing courses, publishing books, training and teaching, and organizes the talents in Akiba PPT team to carry out high-quality output at different levels and in different fields, thus releasing more powerful abilities. In 20 15, an unexpected play by the core members of the Akiba team-drawing the head of KFC with PPT, became popular in the circle of friends. Teacher Akiba asked adults to systematize their own gameplay, and instructed friends to quickly set up micro-courses within one month, which sold well in a short time. So from a casual idea. From germination to rapid realization, Akiba PPT core team also has superior operational ability and talent reserve in PPT field, which has formed a competitive advantage that other PPT teams are difficult to replicate. 1.5 What is the copy of the community? Replication, the fifth element of community composition, determines the size of the community. Because the core of the community is emotional destination and value recognition, the larger the community, the greater the possibility of emotional division. At the level of "replication", there are two questions you need to ask yourself: First, is it really necessary to expand the community size through replication? Sometimes there is misunderstanding, and everyone thinks that not tens of thousands of people are embarrassed to call it a community. In fact, only a group that has passed the test of the first four dimensions can be called a community. Small and beautiful is also a kind, and most of them live for a long time. You can think for yourself, when you enter a large group with many people now, what is the first thing to do? -Do you want to turn on message screening? Because the cost of selecting information is high, the mutual cognition cost of personnel is high. On the contrary, in the small circle, there are fewer people, and everyone is relatively focused on the topic, so everyone in the small circle is easy to get active. From the big data of communities such as WeChat group and QQ group, it is found that 90% of users are active in small groups with less than 20 people. Everyone wants to form a big community with many people, but many big communities are boring and everyone is active in small circles. So the size of the community depends on the growth stage of the community. Every community has a certain growth cycle, and different stages are controlled by different rhythms. Generally speaking, the larger the community, the more likely it is to provide services for novice and white users forever, and it is very difficult to screen high-quality information. If such a group does not control its activity, although it seems that there is a lot of information every day, the value of information is too small, and soon the community will fall into a chat irrigation group. This will also accelerate the silence or departure of high-value members, and the community value will not be improved. So, you have to be clear, what is the purpose of expanding the scale? What bottleneck can I help you solve after expanding the scale? Is your community positioning suitable for expansion? These problems need careful consideration, and blind copying may be counterproductive. Second, is it really capable of maintaining a large-scale community? Replication is not achieved overnight, but the result of comprehensive consideration of manpower, financial resources, material resources and energy. For example, the Eight Man Society in Funiutang claims to be a society with 200,000 young people. It tried to make an online conference for 500,000 people, and only 70,000 people came to the WeChat group conference. However, only 70,000 people are out of control, and there are swearing words and advertisements in the WeChat group, which has a very bad influence on the brand. After that, the management team of Funiutang resumed and began to strictly control the scale and quality of Baman Society. 20/KLOC-In April, 2006, Micro Interactive Minions issued a notice to delete hundreds of freely shared WeChat groups. They found that they didn't have the energy to manage hundreds of groups, and many WeChat groups became advertising groups, which affected the brand image. After deleting all WeChat groups, the micro-interactive plan only provides community services to paying users. So the expansion of scale means the increase of investment, so it is doubtful whether the corresponding input-output ratio can support you to maintain the community all the time. After all, feelings are very expensive. The above five elements are the most important things I want to share today. Want to do a good job in the community operation of high-end users, can not be separated from the "ISOOC principle", showing its importance! If the friends have other questions about community operation, or have a rough job, you can leave a message in the comment area. If you are not satisfied with the present situation, you are welcome to see oranges. Maybe this is your chance!