4 thoughts on “How to do the community and how to realize it?”
Lucy
As community marketing is getting more and more popular, many companies intend to try, but they are suffering from not knowing how to operate, and they have not launched actions. If you want to know how the community is done, you must first clarify what the community is. The definition of Baidu Encyclopedia is: "Based on the same or similar hobbies, gather popularity through some carrier, and use products or services to meet the needs of group needs. The platform and even offline platforms and communities can be used as communities. " In this definition can be seen that the community is based on a common purpose, a carrier requires a carrier, and can meet some common needs. Therefore, in order to establish a community, we must first clarify the goals, convene users to establish a community through this goal, then formulate basic rules to standardize group behaviors, and then find seed users to activate the community, and finally invest in active atmosphere regularly. First of all, clearly call users to establish a community. The reason why everyone can gather in a community must have something together to attract everyone, and this thing is the goal of the group. For example, the group goal of marketing flights is to improve through death marketing. With this goal, you can convene people with this goal together, and then find a suitable carrier to build a community. At present, common verses on online are WeChat, QQ and various platforms, but community carriers are not limited to online, and offline communities can also become carriers. Secondly, formulate basic rules and regulatory group behaviors. As the so -called "irregularities, not a square", everyone gathers everyone through a goal. If there is no basic criterion, then these people will be unsatisfactory, and they will be chaotic in the group. There is a basic rule. If for prohibiting advertising, gossiping, and even some groups set up in the initial stage to prohibit. Third, look for seed users to activate the community. After having basic rules, group behavior will be relatively standardized. At this time, you can try to make some topics within the target range, observe the behavior of the team members, observe those who are willing to take the initiative to participate, those who choose to be silent and actively participate in the target is urgent. Essence These seed users will develop in groups of opinion leaders in the future. Finally, regularly invest in active atmosphere. After a period of operation, seed users have been cultivated, which can help the atmosphere in the active group, and even dominate topics in the group. At this time, we must regularly guide the topic according to the established goals, so that the group can develop according to the scheduled trajectory. , in fact, at this time, a group has been initially established. In order to activate the atmosphere of the group, the relationship between people in the group can cooperate with some online and offline activities, and through continuous investment, this group can be maintained. It's longer. After the community is established, it is generally necessary to go through the initial creation period, growth period, maturity and recession period, and the life cycle of the community is generally short, so you must master the time for marketing. The ideal period is the late period and the entire maturity period, because the community has stopped growing during this period, the members in the group reached the highest peak, and the marginal costs are relatively low. However, the community must pay attention to two issues. One is to have a user perspective, and the other is to meet the principle of minimum change. In why there is a user perspective. Because only through the user's perspective can we understand what users really need in the community and when will the realization of the realization of realization will be high. For example, if a fruit stall owner adopts the model of social marketing, he will send a message when the user takes a walk at night. You can take a walk to the store to see it. The discount is just near the store, so you may come to buy it. This is the user perspective. If the boss does not adopt the user perspective, and send a message when the user eats, then the user wants to buy it. It may be forgotten after eating, so the social marketing must use the user perspective to realize it. After talking about the user perspective, let's talk about the minimum change principle. is also the owner of the fruit shop just now. He actually followed the principle when sending information to the user. If the user comes out for a walk, the purpose is to walk more. It doesn't matter where to go, so you call him to go around at this time. He is very willing, because this just gives him a destination, and it also helps him to complete it. The goal of walking. If when you send a message, he is eating, and you call him to go around. In fact, it is a difficult to successfully complete the task of eating, so it is difficult to succeed. Therefore, community marketing must adopt the user's perspective to find the needs of users, and at the same time abide by the principle of minimum changes to reduce the cost of user use. "Original article every day, teach you to do operation", follow the WeChat public account "Marketing Flight", by Liu Zhijun
There are more and more communities now, but most of the communities do not have their own monetization models. So how can the community be better realized? 1, selling products. The realization of goods by selling products is represented by Luo Ji thinking. For a popular example, for example, if you sell oven, you can form a community to teach you how to bake in the group to achieve the purpose of selling products. 2, selling services. For example, Xiaomi's fan base is basically Xiaomi's loyal fans and users. Everyone gathers because of paying attention to this product and brand. Therefore, there will be a lot of communication collisions. Come out a lot of service needs. 3, sell knowledge. "No payment, not learning." Knowledge payment is the fastest way to succeed in the era of information asymmetry. For example, Akiya PPT, his monetization mode is to generate direct returns by continuously developing new courses. Another example is Fan Deng's reading club, saying a book a week, making the essence of each book into a courseware PPT, or asking guests to interpret a book. Of course, this is to be obtained by paying. Whether the community can have continuously valuable dry goods output. 4, sell information. There are many industry communities, such as second -hand cars and second -hand housing communities. They are profitable by selling second -hand housing and car information. 5, sell resources. We join a community. In addition to learning knowledge, it is also very important to accumulate connections and get more cooperation opportunities. For example, the domestic high -end boss community: Zhenghe Island and the Qin King Association are the elites and entrepreneurs from all walks of life around the world to solve such people to expand their network resources and find more opportunities for cooperation and resource sharing, mutual benefit and win -win results, and win -win results. Pain point. Most of these types are realized by entrepreneurial training and charging fees. 6, selling mode. For example, you can build a tea culture business school community to teach more tea industry how to sell more tea. At the same time, you can invest in some bosses with great potential to make profit and some other back -end value. The Internet, WeChat question answering questions, welcome to add Cat Sister WeChat: -Build to grow together.
The core of the community is to screen. It is the most critical part to screen for users who are willing to pay. Of course, it is only the beginning of being willing to pay. Can your community run healthy and sustainable. After the community is established, it is necessary to operate well, so that members can gain something after coming to the community. To sum up, the key to establishing a community lies in the early screening and operation after the establishment. Is the realization of the realization of the community, which can be divided into two directions. To B and TO C, the charges for B -end mainly come from the company's launch. This model may be more difficult. But once it operates, it is more healthy and sustainable. Specific monetization methods provide some services for enterprises to use their own community, or companies can put some advertisements when organizing some activities in the community, so as to charge advertising fees, and even help companies sell sales.
TO C's charges mainly come from the membership fee of charging members, such as setting up a price, and then paying to join your community. You use your professional ability to provide some services. Or you can do a community for free and charge fees during the operation after the establishment, such as selling goods to members. Or organize some activities from time to time, the participating people collect the cost of activity, and so on. Generally speaking, the core of the C -side charging is operation, and it is professional at the B -end. The theory of supporting the core of the community is the theory of a thousand fans, that is, there are a thousand core fans who are willing to pay for you, and you can support yourself. For example One million income. I believe this income is still an ideal income for ordinary people. Of course, the core is that our own core value, which needs to make more people recognize our own value through continuous action and be willing to pay for you.
Any condensed community requires a star product or soul figure to lead. It that is, any community with good operations either has star products or soul characters, and the two must live in one. has no star products or soul figures. If you want to operate a good community, let the community realize it is the dream of dreaming. has a star product or soul figure, the community is easy to grow. As long as you pull a big flag, someone will respond. response. So the key to community operations is to create star products and shaped soul characters.
As community marketing is getting more and more popular, many companies intend to try, but they are suffering from not knowing how to operate, and they have not launched actions. If you want to know how the community is done, you must first clarify what the community is.
The definition of Baidu Encyclopedia is: "Based on the same or similar hobbies, gather popularity through some carrier, and use products or services to meet the needs of group needs. The platform and even offline platforms and communities can be used as communities. "
In this definition can be seen that the community is based on a common purpose, a carrier requires a carrier, and can meet some common needs. Therefore, in order to establish a community, we must first clarify the goals, convene users to establish a community through this goal, then formulate basic rules to standardize group behaviors, and then find seed users to activate the community, and finally invest in active atmosphere regularly.
First of all, clearly call users to establish a community. The reason why everyone can gather in a community must have something together to attract everyone, and this thing is the goal of the group. For example, the group goal of marketing flights is to improve through death marketing. With this goal, you can convene people with this goal together, and then find a suitable carrier to build a community. At present, common verses on online are WeChat, QQ and various platforms, but community carriers are not limited to online, and offline communities can also become carriers.
Secondly, formulate basic rules and regulatory group behaviors. As the so -called "irregularities, not a square", everyone gathers everyone through a goal. If there is no basic criterion, then these people will be unsatisfactory, and they will be chaotic in the group. There is a basic rule.
If for prohibiting advertising, gossiping, and even some groups set up in the initial stage to prohibit. Third, look for seed users to activate the community. After having basic rules, group behavior will be relatively standardized. At this time, you can try to make some topics within the target range, observe the behavior of the team members, observe those who are willing to take the initiative to participate, those who choose to be silent and actively participate in the target is urgent. Essence These seed users will develop in groups of opinion leaders in the future.
Finally, regularly invest in active atmosphere. After a period of operation, seed users have been cultivated, which can help the atmosphere in the active group, and even dominate topics in the group. At this time, we must regularly guide the topic according to the established goals, so that the group can develop according to the scheduled trajectory.
, in fact, at this time, a group has been initially established. In order to activate the atmosphere of the group, the relationship between people in the group can cooperate with some online and offline activities, and through continuous investment, this group can be maintained. It's longer.
After the community is established, it is generally necessary to go through the initial creation period, growth period, maturity and recession period, and the life cycle of the community is generally short, so you must master the time for marketing. The ideal period is the late period and the entire maturity period, because the community has stopped growing during this period, the members in the group reached the highest peak, and the marginal costs are relatively low. However, the community must pay attention to two issues. One is to have a user perspective, and the other is to meet the principle of minimum change.
In why there is a user perspective. Because only through the user's perspective can we understand what users really need in the community and when will the realization of the realization of realization will be high. For example, if a fruit stall owner adopts the model of social marketing, he will send a message when the user takes a walk at night. You can take a walk to the store to see it. The discount is just near the store, so you may come to buy it. This is the user perspective.
If the boss does not adopt the user perspective, and send a message when the user eats, then the user wants to buy it. It may be forgotten after eating, so the social marketing must use the user perspective to realize it. After talking about the user perspective, let's talk about the minimum change principle.
is also the owner of the fruit shop just now. He actually followed the principle when sending information to the user. If the user comes out for a walk, the purpose is to walk more. It doesn't matter where to go, so you call him to go around at this time. He is very willing, because this just gives him a destination, and it also helps him to complete it. The goal of walking.
If when you send a message, he is eating, and you call him to go around. In fact, it is a difficult to successfully complete the task of eating, so it is difficult to succeed.
Therefore, community marketing must adopt the user's perspective to find the needs of users, and at the same time abide by the principle of minimum changes to reduce the cost of user use.
"Original article every day, teach you to do operation", follow the WeChat public account "Marketing Flight", by Liu Zhijun
There are more and more communities now, but most of the communities do not have their own monetization models. So how can the community be better realized?
1, selling products. The realization of goods by selling products is represented by Luo Ji thinking. For a popular example, for example, if you sell oven, you can form a community to teach you how to bake in the group to achieve the purpose of selling products.
2, selling services. For example, Xiaomi's fan base is basically Xiaomi's loyal fans and users. Everyone gathers because of paying attention to this product and brand. Therefore, there will be a lot of communication collisions. Come out a lot of service needs.
3, sell knowledge. "No payment, not learning." Knowledge payment is the fastest way to succeed in the era of information asymmetry. For example, Akiya PPT, his monetization mode is to generate direct returns by continuously developing new courses. Another example is Fan Deng's reading club, saying a book a week, making the essence of each book into a courseware PPT, or asking guests to interpret a book. Of course, this is to be obtained by paying. Whether the community can have continuously valuable dry goods output.
4, sell information. There are many industry communities, such as second -hand cars and second -hand housing communities. They are profitable by selling second -hand housing and car information.
5, sell resources. We join a community. In addition to learning knowledge, it is also very important to accumulate connections and get more cooperation opportunities. For example, the domestic high -end boss community: Zhenghe Island and the Qin King Association are the elites and entrepreneurs from all walks of life around the world to solve such people to expand their network resources and find more opportunities for cooperation and resource sharing, mutual benefit and win -win results, and win -win results. Pain point. Most of these types are realized by entrepreneurial training and charging fees.
6, selling mode. For example, you can build a tea culture business school community to teach more tea industry how to sell more tea. At the same time, you can invest in some bosses with great potential to make profit and some other back -end value.
The Internet, WeChat question answering questions, welcome to add Cat Sister WeChat: -Build to grow together.
The core of the community is to screen. It is the most critical part to screen for users who are willing to pay. Of course, it is only the beginning of being willing to pay. Can your community run healthy and sustainable. After the community is established, it is necessary to operate well, so that members can gain something after coming to the community. To sum up, the key to establishing a community lies in the early screening and operation after the establishment.
Is the realization of the realization of the community, which can be divided into two directions. To B and TO C, the charges for B -end mainly come from the company's launch. This model may be more difficult. But once it operates, it is more healthy and sustainable. Specific monetization methods provide some services for enterprises to use their own community, or companies can put some advertisements when organizing some activities in the community, so as to charge advertising fees, and even help companies sell sales.
TO C's charges mainly come from the membership fee of charging members, such as setting up a price, and then paying to join your community. You use your professional ability to provide some services. Or you can do a community for free and charge fees during the operation after the establishment, such as selling goods to members. Or organize some activities from time to time, the participating people collect the cost of activity, and so on. Generally speaking, the core of the C -side charging is operation, and it is professional at the B -end.
The theory of supporting the core of the community is the theory of a thousand fans, that is, there are a thousand core fans who are willing to pay for you, and you can support yourself. For example One million income. I believe this income is still an ideal income for ordinary people. Of course, the core is that our own core value, which needs to make more people recognize our own value through continuous action and be willing to pay for you.
Any condensed community requires a star product or soul figure to lead.
It that is, any community with good operations either has star products or soul characters, and the two must live in one.
has no star products or soul figures. If you want to operate a good community, let the community realize it is the dream of dreaming.
has a star product or soul figure, the community is easy to grow. As long as you pull a big flag, someone will respond. response.
So the key to community operations is to create star products and shaped soul characters.