First of all, I suggest you read "Community Marketing: Methods, Skills and Practice" (2nd Edition), a book with a blue cover, which introduces many operation routines and details in detail, and is also the most practical book in the field of community operation in China at present.

Next, I will talk about the community construction from 0 to 1, which is not developed in the book and is thought in practice.

Supplementary thinking of the book 1: Societies must have the same hobbies, but how can the same hobbies last?

I mentioned in the book "Community Marketing" that the community must first have clear common interests. What does it mean to have clear common interests? People who organize and join organizations know from the beginning why their community can exist for a long time.

If a group comes in and asks: What does this group do? -then there is something wrong with the positioning of this group with the same name.

I don't know the long-standing reasons, but a temporary group, just a discussion group. Like having dinner together tonight.

What kind of common interests can make a community exist for a long time?

My conclusion is that people in the group can find great emotional comfort, great interactive happiness and great practical benefits in this group with the help of this good bond, and the community can last for a long time.

The community established by many people looks beautiful on the surface, but it is not clear at the positioning stage.

1 What kind of emotional needs do you bring to others that they can't stop?

What happy memories did you share with others, which made them eager to come again?

What kind of profit returns do you create for others, so that they can expect more?

For example, someone asked if it was possible to build a community around small kitchen appliances. It is difficult to create a preferential community for members. After all, kitchen appliances are not often purchased, so it is difficult to share the experience of using small kitchen appliances, and it is also difficult to generate emotional links because of talking about small kitchen appliances.

The only possibility is that you are all netizens who are committed to the research of small kitchen appliances, and you can share new knowledge, new technologies, new ideas and new technologies. In this way, a small and lasting group can be established, because professional knowledge needs to be exchanged, and the community can exist in it, but this group may be small.

Supplementary thinking 2 of the book: the operation of the community must have a sense of ceremony.

Many organizations are hastily established, and it is not appropriate to let people join as soon as they have an idea.

If a community wants to develop for a long time, people who need to join it should take it seriously, which requires a sense of ceremony. Just like when we join an organization, the inspection procedures are very strict and standardized, so the more careful we are before joining, the more energy and energy we will put into it after joining.

It is also a sense of ceremony for Liangshan heroes to hand over warlords before joining the job.

When we are a community, should we define our community name, avatar, slogan, culture, group tips and operation mode from the beginning? -let others in and think this place is different from other people's sluts?

When we are a community, do we want others to make some efforts to join the community at the beginning? For example, find someone to recommend you, such as writing a letter of recommendation, such as doing something valuable for the community, such as being willing to pay?

As a community, shouldn't people feel that joining the program is a series of processes of registration, inspection, selection, registration and introduction of internal group members from the beginning, instead of everyone coming to a feverish mob?

I think many community operations have done a poor job in the sense of ceremony, not at all.

The third supplementary idea of the book: the structure of the community suggests controlling the scale.

I am more and more inclined to think that the community is not a big organization, but a small and beautiful circle.

There are several forms to organize people together on a large scale on the Internet:

1, political party; 2. Religion; 3. Fan groups; 4. school; 5. Chamber of Commerce; 6. Dealer network; 7. Clubs.

You will find that these institutions need specialized personnel to operate in order to achieve a relatively large scale. In fact, they are professional organizations and it is difficult to be called a society.

Many so-called communities on the Internet are actually variants of three forms on the Internet, namely, 3, 4, 5, 6 and 7. Strictly speaking, it is difficult to become a club in other forms except that the club can develop into a club.

Some WeChat business groups cover more than100000 people. In fact, the essence is to put offline channel cooperation online. This is a business, chasing the wind in the name of the community.

Some training camps claim tens of thousands of people. In fact, the essence is that students in the first phase of the school are not as good as offline schools. At least one class has lived for a long time, and they are very familiar with each other, and even know the roots. Online classmates often stay together when teaching, and then go back to their hometown to find their mother. There is no intersection.

Societies generally have the same interests and hobbies. They can organize a group of people to play and get together often, so that they can have emotional connection, thus colliding with new possibilities, so that societies can have happy factors and interest factors and operate for a long time.

However, a good club is difficult to expand its scale. First, there are not so many suitable people who meet the entry criteria. Second, the cost of acquaintance will increase exponentially, so a smaller circle will be separated from the club and a membership grading system will be established.

Private clubs and clubs are called circles, and it is difficult to enter a circle, which is the real community.

The comparison between circles is energy, not scale. It's just that people who don't have energy prefer to hold a group to keep warm, thinking that there is energy when they are with many people. When a truly energetic person makes a move, the birds and animals are scattered at once.

So I suggest that the community should not be greedy for perfection from the beginning. You can start with 40 people, operate well and expand slowly. I see that 300 people will reach the limit of operating costs and returns. At this time, it is necessary to consider the energy of the promotion group, define stricter conditions for joining the group, and let more energetic people get together instead of blindly expanding the scale.

However, this does not prevent you from using the energy of the club to become a member, accept students and buy things. This is a kind of commercial realization based on community energy. The community can be big or small, but it doesn't mean that you have to be a big community to get a big commercial realization.

Supplementary thinking of this book 4: members of the community must be diversified.

If a group can survive, it must be fun, otherwise who wants to stay in a place where everyone can't find happiness?

An interesting group must diversify people's occupations, regions, specialties and personalities, and diversified genes can bring interesting chemical reactions brought about by the collision of social creativity.

Many communities' selection criteria for members are too consistent with the three views, but they miss the charm of diversified hybrid growth.

The community is like an internet cafe, where people can speak freely and people with various interests are very interesting.

In addition, the significance of diversification also includes that the community must have soul figures, but the soul figures may not necessarily host the community for a long time, so there should also be some big coffees with sufficient potential energy in the community, which can form the energy circle of the community and attract everyone to join, and then there will be a group of people with medium potential energy, more of them are ordinary potential energy, forming an energy gap and establishing an ecological chain for circular promotion.

This means that at the beginning of community construction, operators should introduce group members in a planned, hierarchical and classified manner, such as ecological restoration, and the collocation of various species should be reasonable.

Can't all be big coffee, and finally become an address book to find someone, because busy, no one interacts;

We can't all be ordinary people, and we can't talk about depth every day, so we become irrigation groups.

Supplementary thinking of this book: members of the community must cross-connect and establish emotional identity.

People become a group because you have deep connections with many people in the group. You know his QQ number, micro-signal, mobile phone number, home address, and their life circle, circle of friends and career circle gradually intersect.

We can often see each other's avatars bubbling or even interacting directly in each other's circle of friends, appreciation positions and WeChat groups, which makes people establish emotional identity and gradually become friends.

Therefore, when operating a community, we must find ways to encourage people in the group to pay attention to each other and pay attention to each other in various ways.

For example, in our knowledge-based IP training camp, friends have developed a lot of interconnected gameplay.

1 Send a thank-you red envelope when chatting privately and meeting friends.

2 Pay attention to other people's WeChat. Wechat official account insists on leaving comments or rewards.

3. Ask others valuable payment questions by over-answering.

Make an appointment with others by queuing for payment.

5 do an online interview and write interview notes to share.

6 Ask your fans to comment and leave messages under other people's WeChat articles.

Invite others to share and interact with their fans.

Plan theme activities together online, such as cooperative micro-courses, training camps, online gatherings and so on.

In short, the richer the ways of linking, the more games the community plays, and the stronger the vitality of the community, which requires the community to introduce people with different personalities and talents from the beginning.

There are more links, so you can have emotional identity. With emotional identification, people can communicate deeply and produce chemical reactions. With chemical reaction, you can create new possibilities and bring more returns than you expected.

All this will naturally grow in the process of natural links. We just need to guide the culture of the community without worrying about the result. The result is a natural product of a group of people who identify with a culture.

People in a community have only emotional connections, which are not lasting. Emotions sometimes come and go quickly. It is better to form an interest structure on the basis of emotion and trust.

Since we have such good feelings and know each other so well, why not do something together?

Sounds like a line from a movie.

Supplementary thinking of the book 6: the operation of the community is slower than faster.

Because I emphasize that social operation needs emotional connection and is prone to chemical reactions, the time for emotional identification between people is generally not too fast. After all, love at first sight is mostly not reality, and love at first sight in reality is mostly a misunderstanding.

Too many people always want to do large-scale work quickly and cash out at once. This kind of thinking is short-sighted and does not pay attention to the feelings of the coming community members. It won't last long, nor will it be very big.

On the contrary, people in the community are likely to accumulate wealth by slowly screening, hooking up and serving well.

So we say that the operation is slower than the speed. Of course, we still need to innovate constantly, develop more fun management methods and operation routines, and strive to make our community grow slower than others, which is still necessary.

Supplementary thinking of the book 7: There are three modes of realizing the community.

The first kind, self-built community, is actually very slow, not suitable for most enterprises, and the operating cost and difficulty are very high. Need a professional team to operate full-time, with a large investment. This model of community is to attract energetic people to form a circle and then make money together, instead of making big money directly from the community.

Second, entering the community is very suitable for enterprises or individuals who have no money. Just enter other people's communities or groups, then choose the opportunity to perform, increase the impression points, and then skillfully implant advertisements at the right time to promote publicity. Then, you can find users, hook up privately, and quit the community.

The third is to support the community. Is there no soul in the community anyway? Keep him and let him speak for your brand, and you will soon gain a group of loyal fans and accelerate your career, which generally requires local tyrants and high income.

I am an expert in the workplace, Uncle Akiba ID: qiuyedashu.