Anaya, the benchmark of industry travel, is a classic advertising language-"from vacation to community".

Many literary travel discs also use this concept, and so far it has not been successful.

Ma Yin was interviewed by the media before and asked how Anaya did it.

Boss Ma answered two questions, one is content operation and the other is customer operation.

The core of "community" is actually two ends, one is content and the other is socialization.

Anaya is playing with "content" in one hand, demanding and differentiated, which is highly compatible with the target customers and generates a premium; Second, we played "socializing". Through various associations and activities, the acquaintance society has been established, the relationship chain has been precipitated, and new and old contacts have been established.

And "content" and "community" are what traditional developers lack. Building a house is the basic skill of traditional developers, and marketing mainly depends on selling points and channels. The genes of "content" and "community" are not available to ordinary developers. Therefore, the vast majority of real estate developers to Anaya inspection, all admitted that "can not be copied." The models of the two companies are too different from the "value network".

In fact, the so-called "community construction", refined to the minimum feasible, is "community." One end of the community connects "people" to establish social relationships; Produce all kinds of "content" at one end. The core of a big community is n communities.

Today, let's talk about the three elements of community construction or community business construction. The content is a little hard. It is recommended that the small partners who have not earned this money close the door directly.

—? 1 ? —

Community construction or three elements of community construction-seed customers

Seed customers refer to the seed users in the early days of community establishment, the earliest small group of people. If this community can do it, then its tonality is determined by these seed users. For example, what social class they are in, what kind of values they have and what kind of discourse system they have.

Just like snowballing, you have to have a small snowball before you can roll up slowly. After this snowball rolled a lot, it was still the little snowball hidden in the innermost part.

The problem has come out. How should seed customers choose? The ideal "right person" should be:

A in line with the business direction; Determine the type of seed customers according to product positioning. For example, Anaya is a group of post-70 s and post-80 s people in Beijing who have knowledge, taste, agree with Anaya's values and are willing to spend.

B have the basic ability of continuous creation; The ability and quality of content production are not necessarily high, and desire is equally important. For example, the community presidents of Anaya, Land Rover and even Olunda are basically people with enough creativity and strong will in their own fields.

C has certain authority in the circle; At least it has a certain influence, and it has a recognized role for other customers to emulate. People's obedience to authority is universal, and they will choose to obey authority without thinking. Look at the club president in the god's disk. They are all directors, actors, partners, professors, lawyers, doctors and so on.

—? 2? —

Community construction or three elements of community construction-attraction

The snowball is getting bigger and bigger, and the community is getting bigger and bigger. At least there must be normal people in and out of circulation, which requires the community to be attractive and attract new users to stay.

Back to the two elements of community "content" and "social" mentioned above, the explanation of attraction is:

Human content. Well-made and human, you can't have both.

In fact, the contents of those subscription numbers of Anaya and Land Rover are mainly for outsiders to see. People in their community really enjoy the process of creating together. Real people rack their brains for the goal, and eventually they will gain something, while neighbors pay more attention to the content presentation of their own communities, which is the work of "neighbors" and the excellent level of content. You see, the quality of Land Rover Spring Festival Gala is similar to that of CCTV Spring Festival Gala, but what people gain is word of mouth, cohesion and high recognition.

Many projects, imitating Anaya and Land Rover, are comparable to professional magazines in content and various arts, but they are not directly related to the community and customer life, so most of the results are not satisfactory. Because many car owners buy tourist discs in order to buy a full life with their neighbors and friends in the future.

B can precipitate social relationships. The biggest misunderstanding of the community is "activity", which is one-off and one-way. It has nothing to do with the community.

People are social animals, socialization is a rigid demand of people, and social relations are benefits, just like money earned, which belongs to them and they don't want to lose it. When a user has an active friendship in the community, just like money exists here and will visit it frequently, the possibility of loss will be greatly reduced.

Social relations in the community are the underlying mechanism of frequent visits, retention, old and new, and even premium of God's customers.

—? 3? —

Community construction or three elements of community construction-time

The process of doing a good job in the community is the process of gathering people to snowball. This process can't be skipped, and we should be in awe of this objective law, and we can't hope for explosive growth.

Time is the process of establishing and optimizing community ecology.

The establishment of A means that the population and content of the community should be gradually built, KOL and iron powder should be active in high frequency, and high-quality content works should be planned and steadily promoted; Look at Anaya and Land Rover. It took a long time to make them.

B tuning is to adjust the rules and mechanisms of communities to an appropriate level, which communities to support, to what extent, and other issues should be sorted out step by step, and it will be faster and faster.

Most real estate companies accustomed to turnover are accustomed to the mechanical Gai Lou logic like building blocks, and will not think that the snowballing of the community will get bigger and bigger; I didn't realize that the customer was a real person, Zhang San instead of Li Si. It takes time to build relationships and develop trust. I feel that if we get together, talk about projects and do activities, the community will become. From this perspective, the community is definitely not acceptable.

Write to the end:

It's a little too dry, so I won't say much. Do you have the three elements of community building or community building: seed customers, attraction and time?