How to operate a teaching and training community from 0 to 1 - Methodology

Building a community system is crucial to the success of products and brands. This article introduces in detail how to build a community system for novices, which can provide direction for novices from the initial business analysis to the implementation of SOP output. I hope it will be helpful to you.

The author works for an education and training startup company, whose service direction is to help recent college graduates enter famous companies and work as operations or product managers.

1. Preliminary work: analysis

When entering a new track or a new business, don't rush to start doing it. Get to know the situation first and then move on. I won't introduce it in too much detail here, I will only teach you what work to do and provide direction.
When masters fight, since they don't know the opponent's situation, they will first test each other and formulate their own tactics according to the opponent's characteristics and weaknesses. At the same time, they will constantly update information during the battle to adjust their attacks. Therefore, under the condition of equal technical ability, whoever has better information collection, analysis and decision-making ability will win.

Industry analysis: The purpose of industry analysis is to understand the basic situation of the industry in which the project is located and determine the market size;

User analysis: The purpose of doing user analysis is to better understand your customers, their pain points and needs. Only by fully understanding the users can you sell products to them. However, user analysis is best done through user research and sufficient interaction with users. It takes time to truly understand users. This is the truth.

Product analysis: You need to know what problems your product can solve. The essence of a product is a solution to a problem. Once you know this, you can then analyze your product from the perspectives of efficacy, price, advantages and disadvantages, etc.

Competitive product analysis: opponents are the best teachers. Rather than competitive product analysis, it is more appropriate to say that it is competitive product research and disassembly. If you can thoroughly disassemble the competitors according to their life cycle, that is, the timeline of development, what problems were encountered at what points in time, what things were done, and what the results were, you will have a clear idea in your mind after figuring it out.

Business analysis: By analyzing the company's data, we can see that the current business flow conversion rate is low, less than 1%, which is relatively low for products of the same customer order type, so there is a lot of room for optimization.

First, we analyzed the reasons for the low conversion rate, including: the startup company is not well-known and users find it difficult to trust it; the traffic is less accurate in terms of job-seeking intentions, and the positions that the students want to work in are diverse, so we can only target operations positions and product manager positions;

Secondly, the company's overall business model is analyzed: through Xiaohongshu to attract traffic, the enterprise micro-blog will undertake and convert one-to-one. In this conversion model, there will be a large number of silent users, so the role of the community is to reactivate silent users and quickly convert them.

2. Community Planning

Community purpose: quickly screen target customers and close deals, increasing traffic conversion rates.

1. Content Planning

For products with high customer orders, content is a very important link. The role of content is to provide value, increase trust, and guide conversion. For products with high customer orders, consumers have a high decision-making cost. They often make a basic understanding and then compare prices before finally confirming the purchase. Then the content direction can be defined as:

(1) Providing value: The value here refers to effective information, including information gaps in some industries and information packages. Consumers can feel a sense of gain through my content, and this process can lay the foundation for trust.

(2) Enhance demand: In the process of providing value, it is necessary to constantly stimulate consumers' sense of demand, because people are very changeable. If consumers feel that the current problem is not very urgent to solve, and even if it is not solved, there will not be much negative impact, then it will be difficult to close a deal. This is also the reason for creating widespread anxiety. Only when you are hurt will you want to relieve the pain.

(3) Demonstrate strength: After users have filled in the information gap, they also believe that they need to buy products as soon as possible to solve their problems. They will make comparisons from multiple sources to confirm who to pay the money to. This is when it comes to competing for customer relationships and corporate strength. We should persuade them with reason and appeal to their emotions. That means showing our strength first, showing what we have. We usually show the strength of the instructors and the results of the students, and also paint a rosy picture for the students. In addition, we maintain long-term relationships to win them over.

You will find that content planning is actually very purposeful, solving corresponding problems through different consumer states.

2. Activity Planning

Activities must be done with a purpose, and they are more utilitarian. So before doing an activity, analyze what problems the business needs to solve, whether it is to improve user trust, rush transactions, or activate users. Figure it out before doing it to avoid wasting time. The specific method is to list the user's conversion path first, and then think about the bottlenecks on each key path that affect the user's progress, and solve them in a targeted manner. This is the purpose of the activity. Here are a few activities I have done and their corresponding purposes:

(1) Live broadcast: Preliminary analysis shows that user activation and trust are issues to be resolved. Live broadcast is a relatively effective form of communication. Students can see the real situation of the tutor, understand the tutor’s professionalism, and increase trust. Secondly, through key behaviors, such as booking live broadcasts, asking questions online, live broadcast viewing time, and replaying live broadcasts, we can judge the urgency of user needs, help us screen out more accurate users, and achieve accurate conversions.

(2) Free consultation with senior job-hunting coaches: solving trust and closing sales issues.

(3) Profile diagnosis: Solve the activation rate problem. It is impossible that all users in the private domain pool have no needs. They just lack a bait to attract them. We need to create an opportunity for dialogue to explore user needs. If we send messages to users directly, the response rate will be relatively low. By providing value (altruism), that is, profile diagnosis services, we can open up opportunities for dialogue and find clues for transactions.

3. Community SOP

Horizontal axis - operation cycle: how long will this community operate? If it is one month, mark the cell date;

Vertical axis - Operational actions: For each day, list the actions that need to be done and when they are appropriate to be done;

Fill in the blanks: Fill in the specific words according to the corresponding time and content type.

Based on the previous analysis and planning, the version of community operation SOP1.0 is roughly as follows.

The overall community system building methodology has been explained, which can provide direction for novices from the initial business analysis to the implementation of SOP output.