How to operate TOB community? Do you have the answer? 1.0

This article mainly introduces how to operate a TOB community, including strategies and precautions in terms of community portrait, basic settings, content planning, and release time.

In fact, I have always wanted to write about community operations, but I have been exploring it all the time. Currently, I can only judge the effect through some event triggers.

What I can conclude is that there is currently a small number of people who are always paying attention to the content posted in the community.

They either actively sign up for activities, ask for information, or invite others to join the group.

One problem is that the level of active discussion in the community is not very high, but a friend once said that the more chatty a community is, the greater the output is. This makes me feel a little relieved psychologically.

The community operation of tob is definitely simpler than that of toc, because toc relies on the community to achieve growth. It is really excellent that tob can achieve growth. However, there are still such companies, but most of them are to build trust and convey the power of the brand.

When I reported at the end of 2022, I also wrote about my understanding of community operations, as shown in the picture.

So this time I will write about how I do community operations?

1. Community portrait
2. Community settings and basic operations
3. Community Content
4. Community Time

1. Community Portrait

Combined with the points mentioned above about user operation, community operation also has customer portraits.

What kind of customers do you want in your community?

The first one is to pull all target customers into a community. This is what every company does at the beginning and it is a very basic community.

The second type is to classify customers based on their job level, industry, region or other iconic attributes, or based on customer source channels.

The third type is the VIP community, such as the first-level customer group (customer stratification is involved here), which is generally the key customers of the enterprise.

The fourth type is the activity/project-based community, which is a community established based on an event or a project.

Of course, except for the first type, no matter which one you are, you must first have an idea and behavior about the future actions of this community or this type of customer. Otherwise, if you divide it too finely, the operation and activities will be tiring.

In addition, general community tutorials will mention the distribution of personnel, such as the proportion of core users, ordinary users and company employees. This kind of words is not very meaningful to me at present, because the tob community is not as detailed as the toc community, especially the core users. If they are instructors, they are usually connected with the event manager. Most people in the community are ordinary users, lurking. What we can do is to continue to attack the lurking users and turn them into bubbling (with triggering behavior). Of course, this part is just my personal opinion.

2. Community Settings and Basic Operations

The basic settings of a community generally include the group name, group announcements, group settings (such as whether to enable invitation confirmation, etc.), group welcome messages, group administrators, etc.

It seems simple, but there is actually a lot of knowledge and the content is very detailed. I can write about it in detail next time. Now I will just talk about it briefly.

For example, the name of the group, whether it needs to contain the company name, and whether it is regarded as an open platform, so that the focus is not on the company but on the communication platform.

For example, group announcements, how often are they updated, what is the content of the group announcement, and what content is best to present to customers.

For example, should we turn on the group welcome message or not? If we turn it on, what is the welcome message and what information should be conveyed to customers?

For example, should we not add too many group administrators and business personnel to give customers a too commercial feeling? Who should be the administrator?

The above are just some of the things we need to think about.

Of course, you can say that all of the above are not important, but you have to consider that if you want to do well in the social network and convey the brand well, you must first have a storefront!

3. Community Content

The content of the community can refer to the content of the circle of friends, but it is still different from the simpler content of the circle of friends.

In addition to the commonly mentioned content, such as public account articles, what else can be posted and how to post it. This requires operators to think about it?

For example, for an event, should the event information be posted through an article so that customers can click twice to learn about it, or should it be posted directly through a poster? I personally recommend posting directly, which is direct and clear, and the link is directly provided. This allows customers in the group to feel that they can easily obtain important information.

For example, the good news of signing a contract can also be sent in the form of a poster, which is direct and clear.

My idea is to let customers know directly and clearly what we want to convey. If it is an in-depth article, send it in the form of an article link.

In addition, you can create exclusive content for the community. I will make some content collections, such as live broadcast collections, practical collections, etc., which is actually reusing content. (Off topic: content reuse is really important, and I have mentioned it several times in previous articles!)

Of course, the language used within the community can also be modified. The language used for individuals and groups is still different, and the tone should be more active. If you want to create a good atmosphere, first of all, you should be more active in the operation, and use simple emoji expressions, but not too colorful, and control the degree yourself.

4. Community Time

There is no limit to the time of the group chat. You can post messages all day long, but it is recommended not to post too frequently, especially for important event notifications. Give customers time to check before and after. Too much harassment will easily lead to [collapse of the group chat]!

The operation time of recommendation is similar to that of WeChat Moments, which is everyone’s break time at work.

Public account: cici notes