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MindMap Gallery Four-step mind map of community operation

Four-step mind map of community operation

The mind map of "Quartet of Community Operations" is based on 1. Personalization creation (increasing trust and stickiness); 2. User stratification (accurate and efficient operation); 3. Community building (forming batch service positions); 4. Social The four steps of group operation (mining demand/value discovery) ultimately achieve conversion (transaction) and new acquisitions.

Edited at 2023-11-03 22:57:23

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Four-step mind map of community operation

PlotWizard

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Outline

Pathways to Success: Navigating the Alchemist Path in Community Building and Content Creation
- 52
pink panther

Four steps of community operation (compiled by MM)

Enterprise WeChat group cycle

cycle

Infancy

rapid growth period

active interactive period

period of decline

silent period

Reasons why the community is inactive and becomes a zombie group

Out of Focus

Build consensus

Headless

management triangle

advertise

Fixed time

obsolete

Welcome ceremony

Why conduct private domain operations?

Wealth customers have a large number of customers. Through private domains, they can accumulate customer resources, improve customer stickiness through operations, and establish in-depth connections with customers.

Increase brand awareness, reduce marketing costs, and improve business conversion efficiency through private domain operations

Four steps of community operation

Character creation

Increase trust and stickiness

Scenes and methods of character creation

User stratification

Accurate and efficient operation

How to carry out customer stratification? What is the basis for stratification?

Community building

Establish a batch service position

What are the rules, strategies, and methods for building a community?

Community operation

Uncovering needs/value discovery

How to produce content How to operate content

Character creation

Actions/methods of creating a character

Content output dimensions

1. Brand content, marketing content, useful content, and life content;

2. Operation purpose + real person feeling are the reference dimensions for content selection;

3. The tone of voice should match the persona, content output selection and distribution frequency, and what needs to be done for interaction (trust will be enhanced after solving problems for users).

Enhance interactive dimension

1. Solve user problems, comment/like in Moments, share in live broadcast room, and communicate in 1-to-1 private chat;

2. Operation purpose + real person feeling is the reference dimension of interactive scenes;

3. Every contact and interaction between you and users is actually a moment for character shaping and strengthening.

Create a persona and provide professional information and opinions

Content release timeline (weekly summary of useful information, organization of account diagnosis, setting up community incentive activities; continuous community Q&A every day, guiding users to content consumption and product conversion)

8:00 Morning News, Industry News

9:00 Personal opinions and exclusive summary

10:00 Intraday information, content preview, replay, etc.

12:00 Social interaction, active atmosphere

14:00 Closing summary and interaction

16:00 Intraday information, ZhangLe content preview, replay, etc.

18:00 Investment research information, etc.

Investment research information (entry) incremental information

Research Report Selection: Information Center

Industry information: Financial Union, Wind, etc.

Other information: investment tutorials, recommended book lists, etc.

Zhangle content (intermediate) content promotion

Short video: continuously output for users to watch repeatedly

Live broadcast: focus on output to bring intuitive feelings and transformation

Picture and text: In-depth processing of professional knowledge

Personal View (Advanced Level) Customer Retention

Market summary: pre-market, intra-day, closing summary, etc.

Investment advisory services: configuration guide, position adjustment notes, etc.

Exclusive information: first-hand cutting-edge information release

Accumulate trust and pay attention to the decoration and content release of the circle of friends

Create professional persona to serve mass customers

Moments decoration: highlight your personal professional financial personality in the selection of Moments background images, personalized signatures, Moments avatars, etc.

Moments content: The content covers financial information, personally produced financial content, key live broadcasts to participate in, and offline activities (such as fund company exchange meetings, etc.)

Create three-dimensional characters to serve high-net-worth clients

Moments decoration: show professionalism while reflecting your own personality and create a three-dimensional personality

Moments content: Integrate personal life content, such as book sharing, outdoor activities, personal insights, etc.

Three-dimensional character design helps build deeper trust with high-net-worth customers

Combining Moments and Video Accounts

Content aggregation: Aggregate personal content (financial professional content, personal life content) on video accounts, and open up new content positions outside the site.

Video account diversion: Zhangle content is released simultaneously to the video account, and the content is spread through the interaction of friends’ likes. Synchronization can be used to perform targeted live broadcasts on video accounts to enrich customer services.

User stratification

How to perform user stratification

A more layered approach to life

1. professional identity positioning

2. family role orientation

3. Financial management experience positioning

4. Financial investment vision positioning

things to do

1. Push financial management interest content

2. Have daily chats

3. Push content of common interests

4. Other interactive content

results pursued

1. User digitization

2. Financial management and transaction transactions

3. referral

4. Continue to repurchase

Community building & operation

Understand customer needs and build a community

Pre-communication

Telephone communication: improve user experience, understand customer information, and guide customers to join the company and join the group

Customer classification: Classify according to transaction type, asset level, etc., and make notes

Communication skills reference

Hello, I am the assistant of Mr. XX from XX Securities. First of all, thank you for choosing XX as your exclusive investment consultant. In order to facilitate the follow-up, Mr. XX can communicate with you more deeply and help you solve your account investment problems. Here are a few minor questions. Would you mind taking a minute or so of your time to communicate? If convenient:

Question 1: How many years of investment experience do you have? Do you mainly invest in stocks, on-exchange ETFs or over-the-counter funds?

Question 2: Are you willing to let Teacher XX help you with asset allocation? Question 3: Have you added the teacher’s corporate WeChat account? Adding the teacher’s corporate WeChat account will make it easier to contact you later.

Teacher XX will then have a phone call with you and add your WeChat account. After fully understanding your situation, we will provide you with investment advisory services and wish you smooth investment.

Enter the community

Welcome words: Set up fixed welcome words to enhance customers' sense of "honor" and gain when joining the group.

Community rules: Develop relevant community rules to clarify the purpose of the community, what can be done and what cannot be done.

Reference words for joining a group

Hello XXX! Welcome to XX’s investment research exchange group!

This group discusses financial knowledge and the content is not limited.

This group aims to improve knowledge about investment and financial management. It is prohibited to post advertisements or solicit friends privately

Fixed programs: Teacher XX’s configuration notes, weekly letters, investment review, and exclusive information

community service

Set up group announcements: Indicate in the group announcements the series of services provided by the community, key information extraction, etc.

Normal operation: Provide normal community services, including content output, community Q&A, account diagnosis, etc.

content production

How to start content production

hot topics

Environmental protection, technological innovation, social media, health and wellness; monthly hot search keywords: eg, "last mile", "digital renminbi", "sauce latte", etc. (hot words in September)

timely content

There is high-value information within a specific period of time: eg, today’s focus of Beijing-based funds, today’s review of the Hong Kong stock market, recent changes in overseas sectors, etc.

timely support

Meet the timeliness requirements and provide information support within the specified time requirement: eg, changes in intraday sector rotation, interpretation of emergencies, analysis of today's closing situation, etc.

Ongoing content

Information whose content value does not change over time: eg, investment advisory companion services, account diagnosis services, etc.

Practical approach

Methods and content to solve customers' actual trading configuration and other aspects: eg, tactics of daily limit, tactics of escaping from the stock market, etc.

How content is produced

The core responsibility of content operations is to improve platform data and lay the foundation for platform profitability. When producing content, you need to find a convenient and sustainable content production model that suits you. Here are 3 different methods

According to the theme, the collected materials are combined into an organic whole, and the structure must be complete and logical. At the same time, pay attention to the source of the materials, indicate the source, and ensure that the collected materials are legal. If authorization is required, you must apply for authorization. Otherwise, it is non-compliant and will be subject to supervision.

Search hot topics and popular articles, research and form your own opinions and ideas. After researching a certain sector or stock, present it to clients in the form of long or short articles.

Draw lessons from professional literature, organize your own unique insights, and form semi-original content. The original content must be at least 60% or above, and the citation outlet should be clearly marked.

original content Portfolio innovation Integrate articles

Content conversion and retention

Content operation purpose = new users + conversion

Attracting new customers: Exploring interested customer groups and expanding participation coverage

Transformation: Cultivate the habits of participants and develop systematic dependence

Provide targeted and practical solutions

Content positioning

Customer research: Who are the users? Who must watch? Who's worth watching?

Customer demand: degree of demand (eg: market analysis is urgently needed when the market is good) frequency of demand?

Competitive product analysis: What is the core competitiveness? What if I type out the IP volume?

open click rate

Cut into customers' pain points and resonate with customers through high arousal emotions, thereby increasing the click-through rate of the content

High arousal emotions: Positivity (happy encouragement, positive guidance) Negativity (in the form of tension, anxiety, questions)

Increase willingness to forward

Scenario 1: I didn’t know it before, but now it’s popularized, who might read it?

Scenario 2: Analyze the problem from a novel perspective

Scenario 3: The content itself collides with real-time hot spots and brings its own traffic

Scenario 4: The content is concise and to the point, focusing on the key points

Scenario 5: The threshold and structure of the content are recognized

Content operation skills

The underlying logic of content operations is customer-centered, goal-oriented, and value-centered to maximize the benefits of products and services.

Contents arranged in an orderly manner

Have a plan, an arrangement, and a central idea

Multi-form organization: eg, long articles, short videos, live broadcasts, voice, interactive Q&A, pictures, etc.

Capture customer psychology

Like to get: "limited edition", "trial", "opportunity to participate in big events"

Fear of loss: “New customer rights will soon expire”

Meet emotional needs: vanity, privileges, green channels, exclusive companionship services

Develop customer habits

Waiting for the time: Dependence on time (morning newspaper at 9 o'clock, afternoon newspaper at 12 o'clock, closing at 15:30, regular online salon)

Professional empowerment: how to look at the conversion of funds and sectors, conduct accurate and timely analysis, and use professionalism to make customers rely on products

Create an atmosphere, organize community activities, and strengthen fan affiliation

Investment advisory IP label (creating a foundation of trust)

Interpretation of before and after: Prediction in the early stage, followed by actual results to confirm, screenshots posted to the community, and interplay of before and after, strengthening one's professional capabilities and winning the trust of customers

Cooperate with operations: regular content operation release, personalized exclusive content investment advisory IP release, and subtle image enhancement

Social fan tags (enhancing the sense of belonging)

Fan Nickname: Give fans a nickname. The nickname is combined with the investment advisory IP to form a binding relationship.

Set up fan roles: Give active fans or loyal fans in the community specific roles, such as monitors, study committee members, etc., to mobilize fans' enthusiasm and deepen their sense of identity.

Social activity incentives (increase activity)

Integrate with content: Guide customers to consume ZhangLe content, such as watching live broadcasts, liking and sharing, and those with the highest data can receive benefits or value-added services.

Combined with business: If you set up customer referral incentives, the person who cumulatively refers the most new customers can receive benefits or value-added services.

4-3-2-1 Marketing Rule

40%

Spend 40% of your time every day building your personal brand, creating your own personal label, increasing your customers’ trust and favorability in you, and creating a good foundation for subsequent business promotion.

30%

Communicate and interact with customers authentically 30% of the time. Increase the frequency of communication with customers to build trust and ultimately lead to sales.

20%

20% of the time answers the other party’s questions. In front of customers, maintain the image of an expert in the industry and answer questions.

10%

Spend 10% of the time to close the deal, and do the first 90%. The deal will come naturally.