Traditional Culture Encyclopedia - Photography major - How to run the community more effectively? Five systems help chain brands operate fans well.

How to run the community more effectively? Five systems help chain brands operate fans well.

What should the operating community do? How can we ensure that a community will not weaken after it is established? What kind of value can your community provide to its members? You can talk about this article for two years before answering these questions. The difficulty of chain brands as a community is that educators and I can't manage it in a unified way, and the stores are fighting each other. I learned that there are hundreds of stores under a certain brand, and a community has been established to maintain customers. The way to build a group is for the headquarters to let the store manager pull the group himself, and the stores do their own operation control. In the final analysis, the brand headquarters has not yet established an effective set. As for how many communities have been built? How many fans are there? How active are overseas Chinese? Will the community be handed over after the owner leaves the customs broker? Is the community developing on the expected track? The headquarters operators knew nothing, and finally the community operation failed. The platform where the author is located is a famous baking enterprise with more than 400 fast food restaurants. The first thing I did when I took over the user operation project was to build a community operation system for the enterprise. Compared with membership system, community system is simpler and does not need complicated CRM management system and online and offline communication. What we do is to build a community for the store and further stick to customers for the store through the community. Then the question comes: based on the above risks, first of all, the community cannot rely on stores to do it. There are 2-3 people behind a store, and there is no energy to maintain a community. Who will do it? The answer is the operators at the headquarters. There must be something wrong. There are at least 500 or 600 groups in 600 stores. How many community operators does the headquarters need to recruit? My answer is that a full-time operator is enough. This understanding is inseparable from what we call the community system. The following four systems are the five systems in the operational thinking: before recruiting fans, we must first make clear what the community can bring to fans. This is to define the orientation of the community. As we can see, most communities are for the purpose of communication and promotion. After joining the group, we see more activity promotion information and form the same disturbance. The life cycle of fans is short, and the community is in a state of stagnation or serious loss after a period of operation. And our definition of interpersonal orientation is: creating convenient buying pleasure. This orientation determines that the operation direction of the community is based on the fan experience. In actual operation, we are responsive to fans. For example, fans only need to talk about cakes in the group, and the robot will reply to fans at the first time to reduce the bad experience caused by fans feeling that no one is in charge. Then the community housekeeper will follow up the specific needs of the fans, and send the work order to the store for the fans' physical store needs, and deliver it to the door in the store. In the whole process of ordering, we require that the needs of fans must be met within 5 minutes, which is far better than the experience of customers ordering after consulting customer service online in the supermarket or ordering at the store site. Based on the operation orientation of creating a convenient purchase experience, our community has maintained a strong vitality after more than one year of operation, because we have created a better experience. In the specific strategy, it is based on the characteristics of the people in the geographical location of the store, as follows: From the strategy map, we can see that there is no uniformity in attracting new customers, and the characteristics of users in different business districts and communities are completely different, which means that the words transmitted to customers in the new era will inevitably be different. For example, in community-based stores, customers are mainly community residents, and people who are a few years older are the main consumers. What these people value is whether they can benefit from joining the group. When opening a new store, they should focus on what practical benefits they will get when they check out. In business circle stores, customers are mainly white-collar workers, who are not sensitive to discounts, but more concerned about what experience they get after joining the group. The store will focus on social activities such as baking courses and taste evaluation. The most taboo of doing community activities is that fans are separated from the pure needs of fans. Usually fans join the group. We can think from the customer's perspective. What is the purpose of fans joining this group? Some people say that when fans come in, they send group battles, spikes and discounts to the group every day. After a long time, they found that all the fans had run away. Some people say that fans come in or give coupons to customers, but after a long time, the commercial value of the community to fans will become less attractive, and fans will quit because they can't stand it. Before doing the activity, we have to solve a question of fans: What does this group do? First of all, in the naming of the group, we directly named it xx Store Welfare Group, which directly hit people's hearts. Welfare is the most direct embodiment of fans' needs, and you can get welfare by joining the group. Secondly, after the fans join the group, the robot will launch a new welcome. At this time, the welcome language of the robot will tell the fans what benefits can be gained by joining this group, and push a new gift certificate to the fans, who can go to the store to change a product. Third, regular welfare activities will be given to fans every week, and they will be told what welfare activities will be held every day in the form of a fan welfare calendar. Fans who often participate in product fruit trees will be given priority in our talent pool and given certain growth incentives. Fans who are selected as talent will enjoy the supreme treatment of the brand. Even when the company speaks, we will invite talented fans to participate, and the chairman will personally come to the stage to issue honorary certificates to meet the fans' needs for identity. The content is the most valuable place to be a fan operation. With good content, products can be deeply rooted in people's hearts. If you simply rely on the official output of general information content, it is undoubtedly talking to yourself, because no matter how good the copy is, it is not as good as an experienced fan's understanding of the product and grasp of the feeling, and the content written will be bland and empty. How is the content generated? The details are as follows: There are three sources of content output, namely fans UGC, PGC and official output. In the process of operating and evolving specific fan content, fans need to be operated and managed at different levels. The first is the stratification of frequent output of content and non-output, the label operation management of fans is done well, and the output type is gradually guided to the talent level; Such an ordinary fan contributes UGC content, which forms a word-of-mouth precipitation on the product, and Daren fans contribute PGC content; Officials generally have to give guidance and promotion. At the guidance level, they tell fans what direction to write and what other ordinary fans want to see most. When a high-quality grass-digging area is cracked, if no one looks at it, casualties are a kind of loss, so the official must spread it in the existing room, and let other ordinary fans participate in the interaction by replying to the red envelopes buried in the hall, so that experts can take the initiative to reply and gradually form a trust relationship with fans. It is very important for the community to have a powerful tool management system. First of all, there must be robots. In order to minimize the suspicion of advertising, we won't say what robot to use, but robots can help you do a lot of things. Fans once again, you really have a tool to count fans, otherwise more than 600 communities will rely on demographic statistics? Obviously unrealistic. Data analysis tool fans can help you clearly know how many fans there are in each store, how active they are, how many people quit the group, how many people voluntarily quit the group, and so on. Data manipulation is the key. Finally, you have a fan service tool. Of course, you can also develop some small programs yourself. Fans can order bread, breakfast, collect opinions, small festivals, etc., to create a pre-sales and after-sales experience community with a temperature environment. It is very simple to supervise and manage the operation of the store. In addition to pulling goods for new products, the most important products and services are that stores can enjoy the audio-visual services of fans. The essence of fan operation is to do the first service. When building the community at that time, colleagues worried that the community would become a spit group of customer sales staff, and some people explicitly opposed it, on the grounds that they were worried that small problems would be over-amplified by a customer, causing a chain reaction. My idea is that fans are not afraid to vomit, but avoid problems, so in the operation of the community, we strongly encourage fans to vent their dissatisfaction in the group. In response to complaints from fans, the store must first put a correct attitude, face the other side of the problem with a positive attitude, and respond positively to all fans at the first time; Secondly, understand the root causes of fans' dissatisfaction and appease fans; Dare to take responsibility again. For example, a fan bought a drink containing alginic acid, and the bag was damaged because the clerk didn't package it properly. The store will reply directly in the group, and fans can come back and send a product for free. Another time, a fan photographed a fly on his product shelf, and the store immediately apologized, invalidating all the freshly baked bread and throwing it into a garbage bag. Under the supervision of fans, there was no uncontrollable loss to the economic loss of the store because of a small problem. On the contrary, the courageous attitude has won the recognition of most fans, so that fans can buy with confidence and eat with confidence. For the operation and management of the community housekeeper, the community housekeeper is the best helper to assist the headquarters to manage the community operation of most stores, and it is also the cornerstone to ensure the effectiveness of the entire community operation at present. On the edge of the last article "Community Operation: How to Build and Operate 600 Communities", this paper expounds the housekeeper's recruitment system, task system, incentive system and opt-out mechanism. The professional qualifications of housekeepers are generally selected from fans, which is the most important point. In Noci County, our qualification examination for housekeepers is even stricter than recruiting an operator. First of all, be a loyal fan of the brand, and even know more about the products than the store staff, so choose fans who often flock to the store; Secondly, you should have a good talent for writing or photography. We will let the housekeeper plant grass for the favorite products in the form of tasks, and recommend them in the community, so as to drive ordinary fans to understand the products, thus playing a role in promoting and educating the products. For the daily order management of fans, we set two lines of tolerance and intolerance. The tolerance range is that fans can forward third-party applets and content into the group. At this time, the robot will remind you once. If you don't listen many times, you will be alert. The community housekeeper or store manager will manually move out of the group. The intolerable scope is to forward the content that nobody cares about, forward the content of WeChat business, add friends privately, and directly pull people into other groups. Such fans are often blacklisted directly by robots. Once blacklisted, they can't join any groups. There is a good community communication environment to ensure the fan experience to the maximum extent, which can avoid the loss of fans. This also ensures that our community has not entered a cycle of death after one year of operation. The average community activity continues at around 40%, and the average monthly repurchase rate of fans is as high as 45%. The above five systems are completed, and then combined with community data for in-depth operation, I believe that the community can bring good fan viscosity to major chain brands. Once you have a loyal fan base, and then carry out other operation and management activities, you will have a thorough participation guarantee, and then do fan fission in time, and the fission will spread rapidly. Bottom line: fans win the world.