英語學(xué)習(xí)社群運(yùn)營與管理方案

演講人：日期:英語學(xué)習(xí)社群運(yùn)營與管理方案目錄CommunitypositioningandgoaldesignPlatformconstructionandcontentplanningUsermotivationandinteractionmechanismStandardizationofoperationalprocessesCaseanalysisandriskcontrolResourceintegrationandlong-termdevelopment01CommunitypositioningandgoaldesignClarifythecorepositioningofthecommunityCertificationbasedcommunityWithvariousEnglishexamsasthecore,suchasCET-4andCET-6,IELTS,TOEFL,etc.,itprovidesexaminformation,preparationmaterials,realexamsimulations,etc.OralcommunityBusinessEnglishCommunityfocusingonimprovingoralskills,organizingactivitiessuchasoralpractice,pronunciationcorrection,andtopicdiscussionstocreateanEnglishcommunicationatmosphere.FocusingonworkplaceEnglish,providingpracticalcontentsuchasbusinessEnglishcommunicationskills,emailwriting,andmeetingexpression.123DevelopphasedoperationalgoalsNewuseracquisitionstrategyAttractnewuserstojointhroughonlineandofflineactivities,socialmediapromotion,word-of-mouthcommunication,andothermeans.030201RetentionstrategyProvidehigh-qualitycontent,regularinteractions,personalizedservices,etc.,enhanceuserstickiness,andincreaseactivity.ConversionstrategyDesignrelevantcourses,products,orservicesbasedonthecharacteristicsofthecommunitytoachieveuserconversionfromfreetopaid.Providetargetedlearningresourcesandtutoringservicesforstudentsofdifferentagegroupsandlearningstages.UserProfileandHierarchicalStrategyStudentgroupProvidepracticalcoursessuchasBusinessEnglishandIndustryEnglishbasedonprofessionalcharacteristicstoassistincareerdevelopment.WorkplaceprofessionalsOrganizeEnglishcorners,culturalsalons,andotheractivitiesforEnglishenthusiasts,travelenthusiasts,etc.tomeettheirinterestneeds.Interestgroups02PlatformconstructionandcontentplanningProvidesinstantmessagingandgroupchatfunctions,facilitatingdailycommunicationamongstudentsandansweringquestionsfromteachers;Supportofficialaccountpush,andtimelyreleaselearningupdatesandcurriculumupdates.Platformselectionmatrix(WeChat+officialaccount+Xuexuetangcombination)WeChatasthemainchannelforthereleaseofcoursecontentandactivities,itcarriesvariousformsoflearningresourcessuchasgraphics,audioandvideo;Providemenubarnavigationforstudentstoquicklyfindtheinformationtheyneed.Officialaccountintegratesonlinelearningfunctionssuchascoursevideos,questionbanks,notes,etc.,providingstudentswithaone-stoplearningexperience;Supportlearningprogresstrackinganddataanalysis,facilitatingteachermanagementandpersonalizedteaching.StudyPassContentsystemdesign(learningresources/interactiveactivities/welfareprivileges)01Englishlearningmaterialscoveringmultipledimensionssuchasgrammar,vocabulary,listening,andspeaking,tomeetthelearningneedsofdifferentstudents;Provideguidanceonlearningmethodsandtechniquestohelpstudentslearnefficiently.Learningresources02Regularlyorganizediverselearningactivitiessuchasoralpractice,readingcheck-in,andwritingpeerevaluationtostimulatestudents'interestandenthusiasmforlearning;Establishapointssystemandleaderboardtoencouragestudentstoparticipateandcompete.Interactiveactivities03Providestudentswithexclusivelearningmaterialsandtools,suchascoursenotes,problemsets,onlinedictionaries,etc;Establishscholarshipsandselectoutstandingstudentstorewardlearningoutcomesandenhancelearningmotivation.WelfareprivilegesContentschedulingmanagement(dailycheck-in/weeklyactivities/monthlythemes)Setdailylearningtasksandcheck-insessionstoencouragestudentstomaintaintheirstudyhabits;Thecheck-incontentcanincludeoralpractice,vocabularymemorization,readingcomprehension,etc.,withvariousformsandmoderatedifficulty.Dailycheck-inBasedonthelearningcontentandprogress,planathemedlearningactivityonceaweek,suchasanEnglishcorner,moviediscussions,culturallectures,etc.,toenrichthelearningexperienceofstudentsandbroadentheirhorizons.WeeklyActivitiesSetalearningthemeeverymonth,arrangecourses,planactivities,andrecommendresourcesaroundthethemetomakelearningmoretargetedandsystematic;Themonthlythemecanbeadjustedbasedonholidays,populartopics,orstudentinterests.Monthlytheme03UsermotivationandinteractionmechanismPointsredemptionDifferentlevelsareestablishedbasedonthenumberofpointsearnedbytheuser.Thehigherthelevel,themoreprivilegesandhonorstheuserwillreceive.LevelpromotionActivityrewardBasedontheuser'sactivityinthecommunity,suchasposting,commenting,liking,etc.,correspondingpointsandlevelpromotionwillbegiven.Userscanearnpointsbycompletingcommunitytasks,clockingin,andcontributing,whichcanbeexchangedforphysicalgiftsorvirtualprivileges.Pointslevelsystem(check-in/contribution/activity)Scarceprivilegedesign(referralopportunities/exclusiveresources/renownedteachers1v1)InternalreferralopportunitiesProvideexclusiveinternalreferralopportunitiesforoutstandingusers,suchascorporaterecruitment,internshipopportunities,etc.ExclusiveresourcesTeacher1v1Providecommunityexclusivelearningmaterials,suchasinternallecturenotes,notes,questionbanks,etc.,toincreaseusers'learningvalue.Provideone-on-oneguidancefromrenownedteacherstooutstandingusersinthecommunity,helpingthemsolvetheirlearningdifficulties.123Sociallearningactivities(groupPK/notetakingselection/livedebate)GroupPKDivideusersintodifferentgroupsforlearningtaskPK,stimulateusers'learningmotivationandteamworkability.NoteselectionEncourageuserstosharetheirlearningnotes,andotherusersoradministratorsinthecommunitywillselectexcellentnotesandgiverewards.LivedebateRegularlyorganizelivedebateactivities,inviteuserstoparticipateindiscussionsonhottopicsinEnglishlearning,andimproveusers'oralexpressionandthinkingabilities.04StandardizationofoperationalprocessesPreclasspreparation:Completecommunitybuilding,facultyarrangement,coursematerialpreparation,etc.,toensurethesmoothimplementationofthecourse.Learningstage:Regularlyreleaselearningtasksandassignments,organizediscussionsandanswerquestions,monitorlearningprogressandeffectiveness.Conclusion:Organizethepresentationoflearningoutcomes,conductlearningsummaries,collectfeedbackandsuggestions,andprovidereferencesforsubsequentcourses.OpeningCeremony:Throughonlineorofflineactivities,guidestudentsintoalearningstate,introducecourseobjectivesandplans.CourseLifecycleManagement(SOPforOpeningLearningClosing)Userconversionpath(triallearners→paidmembers→KOC)TriallearnersProvidefreetrialcourses,collectstudentinformation,understandtheirlearningneedsandinterests.030201PaidmembershipProvidehigh-qualitycoursesandservices,meetthelearningneedsofstudents,andestablishtrustandreputation.KOCcultivationEncourageoutstandingstudentstoparticipateincommunityoperationandcoursepromotion,andbecomeloyalbranddisseminators.Monitortheparticipationofcommunitymembers,includingspeaking,clockingin,participatinginactivities,etc.,andevaluatethecommunityatmosphere.Datamonitoringindicators(activity/completionrate/renewalrate)ActivitylevelTrackstudents'learningprogress,understandcoursecompletionstatus,andpromptlyidentifyandsolveproblems.CompletionratePayattentiontotherenewalsituationofstudents,analyzethereasons,andtakemeasurestoimprovestudentsatisfactionandloyalty.Renewalrate05CaseanalysisandriskcontrolSuccessCaseAnalysis(AKingCourse/AMagicPlanet)MouwangCourseThroughcommunityoperation,createpopularEnglishcoursesandachieveenrollmentandconversionofmillionsofstudents.Thiscourseconductstargetedcontentplanningandoperationthroughfineuserprofilingandpositioning,combinedwiththecourseoutlineandstudentneeds.Atthesametime,variousformssuchasonlinelivestreaming,recording,andcheck-inareadoptedtoenhancestudents'senseofparticipationandinteraction.SuccessCaseAnalysis(AKingCourse/AMagicPlanet)Acertainmagicplanetacommunitydedicatedtoacertainfield,suchasEnglishtranslation,Englishspeaking,etc.Thiscommunityhasattractedalargenumberofindustryprofessionalsandenthusiaststojointhroughregularonlinesharingsessions,expertlectures,practicalexercises,andotheractivities,formingahigh-qualityandhighlyactivecommunityatmosphere.Commonproblemresponse(silentcommunity/negativefeedback)Whenthereisnegativefeedbackinthecommunity,itisnecessarytorespondandhandleitinatimelymannertoavoidthesituationfromescalating.Publicapologies,privatecommunication,andcompensationcanbeusedtoactivelysolveproblemsandmaintainagoodatmosphereandbrandimageinthecommunity.NegativefeedbackToaddresstheissueoflowparticipationandactivityamongcommunitymembers,variousmeasurescanbetaken,suchasregularlyorganizingonlineactivities,postinghigh-qualitycontent,andsettinguprewardmechanisms,tostimulatemembers'enthusiasmforparticipation.Atthesametime,attentionshouldbepaidtotheneedsandfeedbackofmembers,andoperationalstrategiesshouldbeadjustedinatimelymanner.SilentcommunityComplianceoperationpoints(advertisingmanagement/privacyprotection)PrivacyprotectionTheprivacyprotectionofcommunitymembersiscrucial.Toestablishasoundprivacyprotectionsystem,clarifyrulesforcollecting,using,storing,andprotectinguserinformation,andnotdisclosepersonalinformationofmembers.Atthesametime,itisnecessarytostrengthentechnicalprotectionmeasurestopreventuserinformationfrombeingillegallyobtainedandutilized.AdvertisingmanagementIncommunityoperations,relevantlaws,regulations,andplatformrulesmustbestrictlyfollowed,andillegalorirregularadvertisinginformationmustnotbepublished.Atthesametime,itisnecessarytoestablishanadvertisingreviewmechanismtostrictlycontrolthecontentofadvertisementsandensuretheirauthenticityandlegality.06Resourceintegrationandlong-termdevelopmentCrossplatformdrainagestrategy(Zhihu/Xiaohongshu/Bilibili)ZhihuOperationsUtilizeZhihu'sexpertisetopublishEnglishlearningmaterialsandattracttargeteduserstojointhecommunity;Regularlyupdatetopics,maintainactivity,andenhancecommunityawareness.030201OperationofXiaohongshuPublishingEnglishlearningnotes,checkins,andothercontent,leveragingthecommunityatmosphereofXiaohongshutoquicklyattractyoungusers;Initiateinteractivetopics,increaseuserengagement,andenhancecommunitystickiness.BilibilioperationUtilizeBilibili'svideoadvantagestopublishEnglishlearningtutorials,exampreparationexperiences,andothervideocontenttoattractusersinterestedinEnglishlearning;CollaboratewithotherUPhoststoexpandcommunityinfluence.Cooperatewithwell-knownpublisherstoobtaingenuinetextbookresourcesandimprovethequalityofcommunitycontent;Carryoutonlineactivities,suchastextbookmatchingcourses,readingcheck-in,etc.,toincreaseuserstickiness.Collaborativeresourcedevelopment(publishinghouse/examinationinstitution/enterprise)PublishercooperationCollaboratewithexaminationinstitutionstoprovidereso