The social economy refers to the Internet era. The link between products and consumers is no longer purely functional. Consumers begin to care about the brand, culture, style, personality charm, etc. attached to the product. Something soulful, thereby building a seamless emotional trust. Based on this, a group of users with similar interests, cognitions, and values ??embrace and form a group, forming a peak effect. They interact, communicate, collaborate, and influence each other, and then create a value relationship that feeds back to the product brand itself. This kind of The self-operating and self-circulating economic system of scope formed by the emotional trust and value feedback between the product and the fan group, and the synergy formed is called community economy.
The community economy emphasizes decentralization. Community members participate in all aspects of a product from creativity to design, packaging, production, dissemination, and sales. The community liberates people's freedom to a large extent. With information acquisition capabilities and participation space, individuals can gain greater voice and stronger ability to act, and can better meet their own psychological needs. Individuals form honeycomb groups based on their own interests and abilities and follow certain spontaneous rules.
There are three meanings of community in business:
First, community can allow consumers to run off the "Takamatsu Highway", form a real closed-loop interactive relationship, and regain Information and benefit distribution capabilities.
Secondly, communities have significantly reduced the cost of interaction and transactions, allowing premiums for high-quality content to be realized and consumer payments to be reduced.
Third, communities can generate unique shared content, completely changing the one-way relationship between content creators and consumers, resulting in the emergence of what Kevin Kelly calls "prosumers."
The community economy has the following five characteristics:
1. Emotional connection. The community allows a group of people with the same value proposition and the same interests to establish emotional relationships.
2. Profit-driven, the community itself is also an organizational form. To maintain the normal operation of the system, most individuals in the system need to produce value and obtain benefits.
3. Limited scope, the community is essentially a small-scale centralized link.
4. Wireless fission. The community itself has the ability to grow and replicate itself. After subdividing certain themes, it will split into more theme communities. .
5. Self-evolution, a well-operated community will change according to actual situations, continue to optimize, and become more focused.
The social economy allows marketing to be virtualized, precise, localized and scenario-based, changing the concept of consumers into the concept of users, constantly promoting communication and interaction with users, and guiding, optimizing and iterating itself. products to meet the individual needs of users.
The social economy deepens and extends the fan economy and experience economy, changing the unilateral economic model into a decentralized multilateral and borderless business model, by firmly grasping the user's inner experience and emotional appeal. Maintain strong stickiness. The social economy opens up and integrates online and offline, and creates space for the Internet transformation of physical enterprises and businesses, which helps to significantly reduce business channel costs and create considerable benefits.
Luo Jisi Siwei was a relatively successful early community representative.
1. Luo Ji Thinking
The founder, Luo Zhenyu, is still one of the most influential communities, and its greatest value is to build a top-notch community. And how does Luoji Thinking build a community? There are three main steps: First, select people. The users of Luo Ji Siwei are mainly those born after 1985 who "love reading". Members have to pay to join, which is divided into 200 yuan and 1,200 yuan to ensure that members can actually take action. Second, develop habits. Cultivating common habits can further solidify the "own-person effect" of members. For example, Luoji Siwei regularly sends voice messages at about 6:20 every morning to cultivate users’ reading habits. Third, strengthen offline interaction. Offline interactions can better inspire unity between people. Luoji Siwei has organized many offline activities, such as "Love and Hug", "Bawang Meal" games and so on.
The success of PAPI Jiang is to cater to the emotional needs of some netizens.
2. PAPI Jiang
Papi Jiang said her self-created slogan through voice changing software, "I am Papi Jiang, a woman who combines talent and beauty." It can be said that A classic of the internet celebrity economy. PAPI Sauce mainly caters to the rebellious, online complaints, and humorous emotional needs of modern young people born in the 80s and 90s.
Xiaomi’s social marketing and hunger marketing have become classic marketing cases.
3. Xiaomi
Xiaomi’s rapid rise is absolutely inseparable from its social marketing. Its approach to social marketing mainly includes: gathering fans. Xiaomi mainly gathers fans in three ways: using Weibo to acquire new users; using forums to maintain user activity; and using WeChat for customer service. Enhance participation. For example, when developing MIUI, Mi Fans are involved and make suggestions and requests, which are then improved by engineers. This greatly enhances the user's sense of ownership. Increase your sense of self-identity. Xiaomi allows users to solidify the feeling of "I am the protagonist" through activities such as popcorn forums, rice noodle festivals, and local meetings. Universal customer service. Xiaomi’s customer service staff, from leaders to employees, maintain continuous dialogue with fans to solve problems at all times.
What Starbucks sells is not coffee, but an attitude towards life.
4. Starbucks
Starbucks’ operation of social marketing is extremely proficient. Starbucks can be seen on Twitter, Instagram, Google+, Facebook and other platforms. Starbucks' social marketing methods include using Facebook and Twitter to promote new products. Starbucks once launched Facebook APP to promote golden roasted bean coffee, where customers can learn about new product information, discounts and benefits, etc. On Twitter, Starbucks also launched promotions and attracted traffic through articles. Use relevant ads and hashtags. For example, when the United States was hit by the Nemo snowstorm, Starbucks launched an advertisement on Twitter of people holding hot coffee in the cold winter; it also used hashtags such as #Nemo and #blizzard to fit in with customers' lives.
5. Sibu
Although many people look down upon micro-business, after all, others have achieved huge sales and high personal success, and the founders have also become a new generation of Grassroots idols and brand spokespersons, and Sibu has also achieved a transformation attempt from micro-business to new retail. This is a successful example of community marketing in the new era.
With the popularity of WeChat, QQ, Momo, self-media, Weibo and other apps, a successful company in the future will inevitably be inseparable from community marketing
Fan economy and community Economic differences
1) The fan economy is vertical
The way of community economy is to generate economic value through the satisfaction of the internal ecology and further extend it. There are currently quite a few theories that equate the fan economy with the community economy. In fact, the fan economy is a single value circulation. It builds a brand (the brand can be people, things, concepts, etc.) to win over audiences with high awareness and preference for the brand to become its fans. In this way The relationship structure makes its internal information transmission one-way, that is, the brand conveys certain information, and the fans accept the information and give feedback to the brand. This vertical information transmission method has strong centripetal and irrational factors.
Fans have blind worship of brand entities due to the lack of horizontal communication and channels and methods for obtaining external information. Even though the brand entity does not physically block the channels for fans to obtain external information, the value system it instills in fans makes them psychologically reject external information. This has been used in many marketing cases, from early singer fans to current brand fans such as Apple and Xiaomi. At their core, they are all designed to create a cult following among their target audience. Under this kind of fanatical worship, brand entities and their operators can generate operational income by developing brand value and peripheral products.
In the Internet era, social media has also created better development conditions for the development of the fan economy. It effectively shortens the distance between the brand subject and fans, expands the scope of the brand subject's information dissemination, and reduces the difficulty of its dissemination, allowing the brand subject to gather more fans and obtain greater benefits. At the same time, the combination of social media, e-commerce, and Internet finance also provides a convenient and effective way for the sales of fan economy products, further increasing revenue.
2) The community economy is horizontal
The most intuitive difference between the community economy and the fan economy is that the community economy is based on horizontal exchanges between internal members of the community. Obtaining economic benefits by serving the community and creating community value is significantly different from the fan economy, which obtains operating benefits through fans' centripetal reliance on brand entities. However, due to the highly interactive communication characteristics of social media, the boundaries between the fan economy and the community economy are not entirely clear-cut. A good community can build its own brand to gather popularity and form a certain degree of brand centrality; the fan economy can also use the interactive mechanism of social media to provide fans with a sense of belonging similar to that of a community. This also leads to the phenomenon that community economy and fan economy are easily confused in social media.
3) Is the fan economy the community economy?
Obviously not. Any brand must have its own fans, but if it only stays at the level of fans, it is nothing more than replacing the former loyal users with a new name. "There is no brand without fans" is true, but conversely, which brand does not have its own fans?
Only when your customers become users, users become fans, and fans become friends, can it be considered a community.
Community is the ultimate goal pursued by all businesses in any era, but it is only possible in the mobile Internet era with efficient tools like WeChat. The difference is that the competitiveness of a brand with a community and a brand without a community are completely different.
There is an essential difference between the community economy and the fan economy. Different from the fan economy that solves the problem of basic user sources, the community economy is characterized by many-to-many. Relying on social relationships, community members can fully communicate with each other and solve the problem of insufficient interaction. It can also be said that the fan economy is a group of people doing the same thing, while the community economy is a group of people doing different things, and what each person does can serve others and benefit from them. , remember the blacksmith in the village mentioned above, this is such a role.
The fan economy solves the source of users, and the social economy solves transactions. The two complement each other. The community economy developed from the fan economy, but the real community economy is the multi-directional interaction between members. Because this interaction develops to a certain extent within the community, it will operate on its own, continue to share, and create independently, thus To produce and reproduce various products and values. The essence of community economy is the productivity and value-added ability of the community itself.
Through the comparison of community and community, fan economy and community economy in the above two tables, we can see that the fan economy is actually a one-way, top-down economy based on the community. It is a kind of production relationship. The relationship between fans and business owners or brands is only a subordinate relationship, a weak relationship and weak link. The business owners or brands are the center, and they publish or control all information and resources. release. The community economy is a horizontal and hierarchical economy of scope based on the community. No one in this community is the center, which means decentralizing. Everyone is the master of this community. Provide warm content, collaborate, help each other, and benefit each other.
In my opinion, the community economy is a mutually beneficial consumer relationship brought about by the rapid circulation of information in the Internet era
Quotes
Community Economy: Share 5 successful cases of social marketing to reduce the cost of connecting companies with consumers.
What is the Social Scripture? Five major characteristics of the social economy
What are the differences between the fan economy and the social economy