1. 1 What is a community?
You're not fighting alone, not alone! The popularity of social economy is the product of the evolution of mobile Internet and new media.
Points interact, connect and exist through some medium. The line connecting two points is social, and multiple lines between multiple points form a social face, and the face is a community.
1.2 Five Elements of a Community
The same hobby: determines the establishment of the community. Can be based on product, behavior, label, space, emotion, three views
Structure: determines the survival of the community. Including organization members, communication platforms, joining principles and management norms.
Output: Determine the value of the community. Knowledge dry goods, consultation and answering questions, information, income return. The output should also measure the output of the team members. All members are flowers of the community. If you just stand out from the crowd, it's still a fan economy route.
Operation: determines the life span of the community. Four senses of operation: sense of ceremony, sense of participation, sense of organization and sense of belonging.
Replication: determining the size of the community. If a community can replicate multiple parallel communities, it will form an extremely large scale. Think about whether it has been self-organized by the component number. (Whether there are sufficient manpower, financial resources and material resources); Has the core group been formed? (seed users, guide the benign development of the community); Has a subculture been formed? (everyone's style, etc. )
Example 1) Building a community around soul figures: logical thinking; 2) Build a community around the core product: Xiaomi mobile phone. 3) Build a community around soft services: Big Bear Club and Autumn Leaf PPT.
1.3 Are societies and communities the same thing?
Community emphasizes the connection between people in physical space, while community emphasizes the relationship between people in virtual space. Community connection based on "relationship" is not limited by space and time. Community members don't necessarily have a community, and community members don't necessarily have to be in a community. A community is often a hotbed of community generation. Once a community is formed, it will not collapse even if it collapses. The power of "social relationship" of mobile Internet can not be ignored, whether it is making products or marketing.
1.4 Why is community marketing more advantageous than fan economy?
Fan economy generally refers to the commercial income-generating behavior based on the relationship between fans and followers, most of whom are stars, idols and industry celebrities. Weibo's official WeChat account model is also a fan economy. The operation mode is to locate a specific theme, strive to expand the scale of fans, target advertisements, forward them to fans to buy their own products and services, and even participate in forwarding to expand their influence.
There are three conditions for the establishment of vermicelli economy: 1) enough vermicelli; 2) Fans are willing to participate in your activities; 3) You and your fans play on an active platform.
It takes about 3-6 months for a new powder on WeChat official account to gradually stop reading your article, which is still in the case that your content is readable. Everyone's time is limited, and the time he allocates to you depends on his stickiness to you, and stickiness depends on your value. All social marketing struggles and operations are aimed at grasping users 24 hours a day by hook or by crook.
Community benefits: 1) Self-running ecology of community economy. Fans around a central point, one-to-many structure, emphasizing centripetal force, lack of central point, the structure is difficult to maintain; Social economy is interrelated in many points, emphasizing cohesion. Without one, it can't disintegrate the whole structure and can operate on its own. 2) In a group atmosphere, it is easier to form an impulsive buying effect that infects each other. "Herd effect", Gustave Le Bon tells us: No matter who the individuals who make up this group are, no matter how similar or dissimilar their life style, occupation, personality and intelligence are, as long as they form a group, their feelings, thinking and behaviors will be very different from those when they are independent. 3) Groups can establish closer ties through direct sharing, thus gaining more marketing opportunities.
Industrial age: audience-users; Marketing era: audience-users-fans; Mobile Age: Audience-User-Fans-Community
1.5 How to change from fan economy to community operation?
Audience-user-fans-community is the operation road of most enterprises or brands, and all walks of life are working hard in this direction.
Vanke marketing: selling products-standardization, salesman-salesman sales, employee strength; Do word of mouth-ten thousand parties, ten thousand parties-national marketing, everyone's strength; Establish community-life, relationship-community marketing, and relationship power.
2. 1 How to make the community live longer?
A group experiences germination, high-speed growth, active interaction, decline and silence. The longest life cycle model is 6 months, and the shortest is 1 week. Even organizations that are actively managed for commercial purposes have a life cycle of about two years.
Motivation to join the group: the needs of contact, work, making friends, learning, publicity and life.
Value classification: value group, chicken rib group, death group and garbage group.
Two revelations: 1) Don't invest too much. When the group comes to the end of its life cycle, it is a virtue not to harass others. 2) Design a product that can be listed before the end of the group life cycle.
Motivation of building a group: selling goods, contacts, growth, brand.
If the existence of a community can not only meet some value needs of its members, but also bring some returns to operators, then a good cycle will be formed, and even a self-running ecology will be formed. In order to get long-term returns, we need to set long-term demand, which is why most communities with high-frequency reusable products live longer than those interested.
2.2 Seven deadly sins of short-lived communities
1) lacks a clear long-term orientation; 2) Lack of influential or enthusiastic group owners or managers; 3) The owner's personality is too strong; 4) harassment; 5) Lack of regular activities; 6) evaporation; 7) Old-fashioned, there are always so few members, and everything is fresh.
2.3 Community Active Structure Model
There are six roles in the group: organizer, thinker, confidante, seeker, bystander and challenger.
Two management modes: ring structure based on society; Pyramid structure based on study group.
2.4 The bigger the group, the better?
"150 law" and "Dunbar number": the number of people who will have a stable social network by intelligence is about 150.
If the learning sharing group is located, the bigger the group, the better. If the core management group has management ability, it can be transformed. Circular social groups should not be too large. The product logic of WeChat group determines that the entrance relationship of group members is relatively equal, so it is difficult to form a pyramid structure. Management is a loose organization, and 26-36 is the best scale for a small self-organization.
In terms of expanding the group size, suggestions for reducing losses: 1) Add people with rhythm and don't introduce too much at once; 2) people must have a threshold, and they will cherish it if they don't come easily; 3) Joining group rules means no rules and no community; 4) Old people bring new people and inherit community culture.
3. 1 wechat group vsQQ group first round: joining mechanism
Wechat group is a link diffusion mechanism, which can build groups at any time, pull people at will, and its members are basically equal; QQ group has a limited number of people, and the permissions of administrators and non-administrators are obviously different. This is an approval mechanism.
3.2 wechat group vsQQ group round 2: information presentation
The product logic of WeChat group is based on time flow and is suitable for mobile communication. QQ group is themed and suitable for the desktop age.
3.3 wechat group vsQQ group round 3: management tools
Wechat, not obvious, red envelope, group announcement, group transfer; QQ group, diversity, comments, group announcements, group voting, group files, silence, group @, anonymous chat, * * * enjoy demonstrations, red envelopes, group data and group activities.
3.4 wechat group vsQQ group round 4: operational characteristics
The first is openness. Wechat group pays more attention to the horizontal connection of participants, rather than focusing on the status of a center; QQ group founders naturally have a central position and a lot of privileges; The second is diversity. Wechat prefers to connect to chat at any time. After talking, I naturally sank and drowned. QQ group needs long-term operation and management, and it is maintained on the control page. Wechat is more diverse, random, fragmented and temporary.
3.5 Which is more suitable for community operation, WeChat group or QQ group?
If it is for commercial purposes, it is more suitable for group building with clear themes and QQ group building. QQ group is more like an organization, and WeChat group is more like a gathering of a certain theme.
Internal: QQ group discussion, QQ group and WeChat group are not very demanding; External: QQ group is easy to manage.
QQ group is more suitable for community operation than WeChat group 8: 00: 1)QQ group covers a wider range, and people of that age basically have QQ numbers; 2)QQ group capacity can exceed 500 people, up to 2000 people, with obvious scale advantages; 3)QQ group has more flexible management methods, such as changing group business cards, banning words, sending messages in groups, etc. 4)QQ group desktop interaction function is stronger, supporting multi-group interaction at the same time, while WeChat group does not support multi-group and multi-window interaction at the same time; 5)QQ group basically does not block links, and its compatibility with network jumps is better than WeChat; 6)QQ group can show whether the group members are online or not, which is helpful to the interaction among the group members in some scenarios; 7)QQ group better supports text sharing and interactive participation, and the content shared in the group can be quickly summarized and packaged into a text sharing version for external communication; 8)QQ group management has the power to manage group members. For the operation in a large community, it is very troublesome if the group management does not have enough power to manage the group.
3.6 Introduction to other community tools
Weibo Group, YY, Ali Want Want and Red Dot live.
4. 1 Five steps of team building
1) Find a good friend: Who is suitable for building a community? How to do a good job in community positioning? How to find the first members of the community? 2) Fixed structure: How to distinguish members, internal groups and external groups? How to introduce members rhythmically? Communication platform, choose QQ, WeChat or YY? Joining principle, open joining system, invitation system and screening system? How to formulate management norms and group rules, and what should I do if someone violates them? 3) Output of key figures, articles, sounds, videos and questions and answers? The output of the team members, writing books together, doing WeChat together, and making products together? 4) Skillful operation: sense of ceremony, visual unity, announcement of joining the group, exposure, etc. Sense of participation, how to organize group sharing, and what tips can improve group vitality? Organizational awareness, can the community cooperate? Sense of belonging, why engage in offline activities? 5) Reproducible: Is the core group established-how to establish the core group? Is it necessary to establish a good self-organization-group core culture? Has a subculture been formed? -Derivation based on core community culture.
4.2 Find a good friend
Community can not be separated from the soul: influence, output and operation. The value of a community is based on ability, not enthusiasm or vision. How to find the first members of the community? Bubble Forum, Weibo fans, invitation, friend recommendation.
Various roles of the community are planned: founder, manager, participant, pioneer, differentiator, collaborator and payer.
4.3 Fixed structure
Loose inside and strict outside, distinguish between working groups and emotional groups. Take precautions and introduce members with a cross. The core culture of the core group.
The reproduction and derivation of the community, such as the core group of autumn leaves PPT-students 1, 2, 3, 4, 5, 6, reading notes group, playing PPT group, Yi Xue Tu, Qin Youtuan.
The principle of joining has the best threshold, invitation system, development joining system and dynamic elimination system. Management norms should have rules, guidelines for joining the group and group rules.
Members of the illegal group will generally remind them in a small window, publicly remind them of the rules in the group, privately warn them and remove them directly. If you kick someone, first of all, you must agree on the system in advance, and it is best to agree with the team members to establish the system. Second, we should remind the first offenders; The third is to commit crimes again and strictly follow the system. Some group members like to advertise, and with the consent of the group owner, they will give out red envelopes first.
4.4 Production and output
Core output and group evolution, ordinary group members can also output.
4.5 Clever operation
Ritual sense, what kind of group is this? Unified naming and visualization; What should I do after joining the group? Make good use of group announcements to inform group members; The first step to establish a sense of belonging is to uniformly modify the group business cards. Group settings should not be ignored.
Nine links of a successful sharing: 1) Prepare in advance; 2) Repeated notification; 3) emphasize the rules; 4) Warm up the venue in advance; 5) introduce the guests; 6) Inducing interaction; 7) Control the site at any time; 8) Settlement summary; 9) Provide benefits.
Do multi-group sharing, consider the arrangement and dissemination of content and organizational costs, and use the graphic sharing mode is better; High-quality voice sharing of small groups is also accepted by some people; Video sharing should be used as little as possible, broadband is limited and the experience is not good.
Effective QQ group sharing-1) Who: organizer, cooperation, what: topic, preview, interactive draft, when: preview time, interactive time period, discussion time of different topics; 2) When sharing is going on: the basic process (the discussion process at the beginning and the end) induces interaction and silence; 3) End of sharing: summarize the speeches of the participants and summarize the organization.
Stimulation activities: anonymity, silence, screen capture, red envelopes.
4.6 can be copied
1) Orientation stage: find the right person; 2) Building trust: screening; 3) Clear purpose: platform construction; 4) Commitment: development path; 5) implementation, code of conduct; 6) high performance; 7) Team growth.
5. 1 Wolf Tactics
Core group planning, small partner group solitaire.
Characteristics of autumn leaf PPT group: 1) Among them, the "head wolf" should be good at finding suitable talents and constantly expanding the core team; 2) Newcomers can quickly play a key role in it after joining; 3) Everyone can be creative, but he doesn't have to do it; 4) In the community, the discussion of creativity by several people can often activate more people to join more valuable ideas; 5) There is a "wolf" in every task, but this "wolf" is not always lonely.
5.2 ant tactics
Core group planning, member exchange.
Promotion should not be blind, but targeted. "Ant tactics" mainly captures the characteristics of small personal strength but large quantity. For intelligent mining, it is breadth, not personal influence. Using "ant tactics" to exert group strength is a way for the community to defeat celebrities.
5.3 siege tactics
Release the task, everyone challenges. (group PPT)
5.4 Reward strategy
Under the four rewards, there must be participation.
To stimulate the vitality of the community, there are not only prizes, but more importantly, attractive activity design.
A successful cross-community activity: 1) Design the primary and secondary objectives of the activity. Sometimes it is necessary to put the secondary goal in the first place to confuse the audience, and the main goal is hidden behind. 2) Design the interest chain of participants. Who will benefit from an activity, how to distribute the benefits, how to mobilize the enthusiasm of participants and how to reward employees. 3) The beginning, process and end of the activity should be well controlled. In principle, we should be high-spirited and have a compact rhythm. (@ reading notes ppt, Baidu cloud PPT source file, Baidu cloud disk)
Reading notes PPT learning community gameplay: 1) activity organization. Simple form, low participation threshold and high information reliability have mobilized the emotional connection of learning community colleges to activities. 2) Get more profits. Community students, autumn leaf brands and publishing houses have all completed multi-party connections and can all make profits. The winning game is the ideal model. 3) Follow the trend. In the Internet age, all kinds of connections can be seen everywhere, and the formation of PPT learning community is the connection between people.
5.5 bait tactics
Dry goods sharing, induced purchase.
Attract attention in the community through valuable carriers, and then reach a purchase.
5.6 fixed-point tactics
Precise focus and fixed-point promotion.
For community action, find the location of the community, be familiar with the community structure, understand the community preferences, and start with the psychology and behavior of community members. Mainly for people who have no influence to build their own groups, for specific target customer groups, find out the community scatter map, find a stronghold to penetrate deeply, brush the sense of existence, and facilitate the completion of marketing. Search or offline activities to find communities. Be a marketer first, not an advertiser. Remember that you are a professional information sharer, not a hard salesman.
5.7 Dimension Reduction Strategy
Reduce the other side's dimension and take the initiative.
With the help of community resources, traditional enterprises can do three things: first, complete the sharing and dissemination of the community; Secondly, community sharing is transformed into a structured output of the community; Finally, let's promote amplification together.
"I want to enter the United States" PPT contest: a cross-border integration. Four energies of beauty: high-quality brands, powerful topics, rich prizes and promotional resources; The four energies of Akiba PPT team: professional team, appointment submission, trust agent and young fans. Second, the planning is well prepared. 1 A good topic, 2 a good Weibo, 3 a group of good prizes, 4 a good fight, 5 a good rhythm (internal QQ group initiated, Akiba played new media group, one PPT group invited students to participate, spread Weibo, spread, announce, award, and spread again). Some special instructions: preheating, blocking, filing, refueling, and auditing. Third, agile interaction. 1 Comment 2 Brush screen 3 Incentive 4 Prize 4 Mutual trust.
6. 1 From "strong relationship" to "weak relationship"
In the future business, it is very important to pay attention to the community. Communities, especially large communities, must be connected based on "weak relationships".
6.2 "Internal activities" is changed to "* * * with the same value"
It is suggested that enterprises should first establish an internal community based on corporate culture, product characteristics and employee personality. Firstly, a subculture connected with products is formed internally, which is gradually opening up, introducing active fans from the outside, and finally forming two-way communication between the internal community and the external community.
6.3 From fans to product spokespersons
Core circle-active circle-peripheral circle, millet, autumn leaves.
6.4 "Internal self-promotion" to "cross-border connection"
6.5 From "Word of Mouth Marketing" to "User Sovereignty"
Let users be your product spokespersons. The PPT activity of Wanda page in your eyes.
6.6 A community is not a USB flash drive, but a router for a group of people.
The community will become a router for professionals. Hard disk drive is based on function division (90%)- leaving the organization-USB drive is based on professional skills (9%)- joining the community-router is based on trust agent (1%).
6.7 Community is not a trend, but a reality.
This trend has been noticed by many stars, who began to socialize the mature fan economy step by step, so that their celebrity endorsement value and fans can form a * * * shock effect together, thus obtaining higher commercial publicity value.