1 thought on “Unclear communities and communities? Qiuye talks to you | Community marketing (including thinking map knowledge card)”
Brent
Maslow's demand level theory revealed to us: Once a man solves the problem of survival, he will be eager to belong. Desire to be understood, desire to be connected.
The medium connected from the letter has evolved from the letter to calling machines, telephones, mobile phones ... With the development of mobile Internet technology, various theme communities have appeared one after another. Essence
The representative theme communities emerging are: the Internet knowledge community "Luo Youhui", the social marketing community "Big Bear Club", workplace skills learning and growth community "Akih leaf PPT" ... …
What is the community? Tongxiang structural output operation replication.
The members of the community are based on common recognition or behavior before gathered together. Without "fellow", there is no topic. Those who determine the length of the community must also have a solid structure and texture operation, which is like the foundation and daily maintenance of the house.
The size of the community depends on the content and subculture of the community. Whether the members of the group have a sense of dependence and recognition of the community, it determines the prerequisite for the community to copy and expand.
The community is about the connection between people and people based on geographical location. The "last mile" often said in the retail scenario is community marketing.
The community emphasizes the relationship between people and people. It is not restricted by time and space. Even if the two are separated by the horizon, they can also talk about it through the Internet. In a flat social network, mobile phones have become our "body of the body". If the mobile phone is not connected, WeChat does not return, and the dynamics will not be updated, this person will "disappear".
In the virtual world, we often look for our own sense of presence in the recognition of others. We will share dynamics on social networks, and look forward to the praise of others; we will compare the energy of grabbing red envelopes, even if there is only a little money.
The Weibo and WeChat accounts are also fan economic models. By expanding the size of the fan and launching targeted advertisements, fans forward or pay, but they will encounter new trouble -attention transfer. The distribution time of fans is limited. This fan economic model must be used to seize user time with other social marketing.
. The fan economy of the star is more typical. Fans only pay for the stars, and no one can replace it. Once the star stains the upper body and the image collapses, the fan economy will instantly disintegrate. Once the center point of the star is missing, it is difficult to maintain the economic structure.
In contrast, the community economy is much more stable. The community is composed of multiple "fellows" points. It emphasizes cohesion, lacking one, and the other can make up immediately. At the same time, the atmosphere of the community has given birth to the herd effect, the connection will be closer, and it is easier for each other to be infected and impulsive. Importing customers into the community is a high -level form for brand operations.
It before forming the community, the role of product users must complete three changes.
The stage of the audience, knowing product information through network channels, news reports, and friends. At the user stage, use the product with an attitude of trying. Fans are extreme. After use, they are very satisfied and recommend to friends around. At the community stage, it becomes a enthusiast of products, forming a community with various factory enthusiasts to participate in the optimization and experience of the product.
In "audience" to "community" is the process from "onlookers" to "own family".
The community was established to meet people's needs. What caused the community to be silent, either the purpose of the group owner was not achieved and no longer maintained, or the needs of the group members were not met and were no longer active.
The motivation to build groups, whether it is selling goods, expanding contacts, learning growth, or building a brand, it is necessary to consider sustainable demand. A stable group must be based on long -term needs.
The shortness of demand will inevitably lead to the shortness of the community.
The first cause of the death of the group is the lack of clear and long -term positioning. In advance, you should consider the theme and positioning of the group in advance.
The lack of enthusiastic group owners or group management, or the personality of the owner is too strong, which will lead to polarization controversy, either evolving into information disorder or boring.
lacks a fixed form of activity. There is no supplement to fresh members for a long time. Familiarity and cohesion decline, and fall into silence, which will accelerate the vitality decline of the group.
The different combinations of group characters constitute different groups of ecological models.
Organizers, daily maintenance and management. Thinners, soul figures in the group. Mobils, adjust and active atmosphere. Ask for advice, provide confusion for help. Onlookers, diving, occasionally speaking. Challengers are dissatisfied with group management and exchange content.
This around these groups, there are two main management modes: one is a circular structure based on social groups, and the other is a pyramid structure based on the learning group.
The number of people with quality social networks is a limited number. Dengba's "150 law" is a discussion about this study.
Inned imagination, after WeChat added hundreds of friends, the circle of friends was experienced. In the community, the group members are swiped with a large number of screens, the information is overloaded, and the per capita participation is greatly reduced. Of course, cohesion and activity will decline.
. However, for the QQ learning group, it is easy to reach the upper limit of 2,000 people. If you want to solve the problem of students' participation, you must use recursive pyramid management mode: set up a core management group, the scale is not large, this is the size, this is not large. This Everyone in the group maintains a small group.
The active formula is to see the publicity or use the group search function to join. In order to avoid people who are not pure or not in line with the group positioning, many QQ groups have adopted approval to join the system.
The WeChat group imitated the architecture of the QQ discussion group. The team members could enter the membership without the consent of the creator of the group.
The product logic of the WeChat group is based on time flow, while the QQ group is based on theme, the former is suitable for mobile communication, and the latter takes root in the desktop era.
QQ groups, establishing groups based on themes, can open multiple small windows fixed -point communication, which helps multiple people online to interact with specific themes online. This independent window design must require a sufficient screen space for the device, and it is obvious that mobile devices are difficult to support.
The WeChat's group mode is very random. Most of them are established in a certain scene. The scene is over, and the group will be annihilated over time.
The management tools provided by the platform determine the platform's maintenance of the community.
Compared with WeChat, QQ tools are more diversified. The community must have a sense of ritual -qq application application, the community must have rewards and punishments — qq red envelopes/prohibited words, the community must be valuable -qq group sharing demonstration/group file sharing ...
WeChat groups value more importantly, more openly, instead of the status of the creator of the center, the QQ group is just the opposite.
The WeChat group does not limit the number of people plus groups, which is more diverse. Group management is placed in the information flow of information. If there is no conversation, it will naturally sink with time.
qq discussion group is compatible with the characteristics of QQ group and WeChat group, and has some QQ group functions, such as voice, video, transmission files, etc., also has the functions of WeChat group. sex.
QQ groups are more like a commercial organization, the product logic comes with the application process, and the concept of the group administrator; and the WeChat group is more like a theme party, which can be allowed to invite others to join in the group. Communicate with specific topics, and it will be scattered after chatting.
If for business purposes, there is a clear theme, then the QQ group is more suitable. If the user layer is a mid -to -high -level and uncomfortable QQ chat, it is the WeChat group.
In the fellow: Who will build a group? How to do a good job of community positioning? How to find the first group of members?
How to distinguish between internal and external groups? Choose WeChat or QQ? Open joining system or invitation system? How to formulate group regulations?
Pu production: the output content and form of core members and ordinary group members.
巧: The sense of rituals of group regulations, the sense of participation in group sharing, organizational collaboration in the group division of labor, and the sense of belonging brought by offline activities.
This can be copied: How to form core groups, the development and derivation of core group culture.
The building community does not necessarily need to find celebrity spokespersons, but to find people who like some kinds of products that can play the product to the extreme and personalized personality. Some fellows have the foundation for the establishment of the community.
The Luo Fat with logical thinking relying on 60 seconds of voice and reading to share every day, and quickly accumulated a batch of hardcore fans. University, momentum and influence have gradually expanded.
The Guo Qi of Taiping Life, known as PP Qi, attracted the attention of the company's business colleagues through the PPT series of works, "Reading the Products", and -PP Qi Public Platform Push-PP Qi Gold Medal Writer Group Promotion Model locks tens of thousands of companies' business colleagues and thousands of sharing elites.
The value of the community is based on ability, not enthusiasm and vision. To build a community, the members of the group must be planned reasonably.
The internal groups are mostly ring structures. Each person's identity can change each other, the status is equal, and the management is relatively loose. The external groups are mostly pyramid structures with group administrators, with clear group regulations and management mechanisms.
Prown operations enter the virtuous cycle. After the number of people is about to break through the upper limit, through the internal group, transfer some old group members to 2 groups, ensuring that the 2 groups have a certain scale from the beginning, and the old groups and old groups The members will consciously inherit the group regulations and culture in the group, and the group replication introduced by cross is the key to expanding the scale of the group.
The sub -cultural group based on the personal influence of core group members, the development and formation of the development and formation is a life extension of interest and preference. For example, the PPT group of the "Akiham PPT" team, the group fighting PPT group, the easy learning chart, and the Qinyou group; the non -creative non -creative tribe, photography tribe, and Hermes tribe of "Zhenghe Island" team.
For group optimization, it is necessary to allow ordinary group members to output.
Pets of the autumn leaf PPT team to make the group members change from "observer" to "actor" and participate in social operations? After the team encourages students to read a book after the PPT curriculum is successful, and make a content reading notes for PPT. Paid tasks, corporate interview invitations. At the same time, the team shared the community's guests every Friday into students sharing, inspiring the learning and progress of more students.
The sense of ritual: group names, group announcements, and group business cards are uniform to make a visual foundation for the group ritual and set a plan for group setting. Setting the group in group, access or invitation system, setting into the group secret code, to inform the group rules before entering the group, the group must first identify group regulations and group culture.
The participation sense: Cultivate the sense of participation brought by small habits, such as getting up early, signing in, three things that are completed in the morning. Regularly organize sharing and topic discussions. Dry -sharing must invite shared sharing to prepare materials, emphasizing the content that is inspired by everyone, and the topic sharing can conduct small -scale discussions and screening on topics prepared. The topic host chose.
Organizational sense: The community can organize division of labor and cooperation to do things that one cannot do. Passing the matrix of the community Weibo, group members self -organized to carry out dragons, which can guide netizens to repost the trend and easily break through thousands of. Through crowdsourcing collaboration, each claims a task, which can complete complex projects in a short period of time.
The belonging sense: about 10 times on the Internet, it is better to chat offline. It can be organized depending on the regional distribution and interest issues. The members of the group are mainly core group members. They can talk and play casually. They can deepen communication with each other and appreciate the real community.
A Autumn Leaf launched 7 steps when autumn leaves created the network promotion team of "Learning PPT with Akihabo".
In the directional stage, find a creative person who is more suitable for network survival. After running -in and precipitation, establish trust and interaction tacit understanding in the internal core group. Through dynamic screening 69 people. Clarify the goal of the first brand of online PPT training, and promise to be a platform together and divide the benefits together. The team is determined to be responsible, using the fragmented time of everyone, and the division of labor and cooperation, and achieved the first place in the field of online payment education in Office, with 5 star reputation exceeding 95%.
The "wolf group" in community operations is the core group, that is, a group of people with strong professional ability, many creative ideas, good team collaboration, and interest.
This wolf in the community is not always a fixed person, everyone can take responsibility. The functions of the wolf are more inspirational team inspiration, can know each other, can integrate internal and external resources, and maximize the combat effectiveness of the community.
The core members in the Qiuye PPT team are all core fans from Weibo operation, WeChat interaction, and strong relationship development, and introduced the QQ group.
Procketing, the most deadly, is that the opponent can make your target client all end by finding a community that is consistent with the field and consistent hobbies.
If to play "ant tactics", first of all, you need to bring value to the community and cultivate a sense of existence. In the ecosystem of the community, with image recognition, there is no shortage of helpers.
This to mobilize collective power is the most convenient economy method. It does not require special technical content, and the number is the quantity.
The military order is a guarantee written after accepting the military order, saying that if the task cannot be completed, it is willing to be crime of rule of law, emphasizing risk. The siege tactics are about getting the opportunity to get rewards by completing the task, emphasizing the income, which is positive incentive.
The communities that often have tasks are released. Group management does not need to find topics and do activities. The maintenance cost will not be very high. energy of.
The energy and output of a person are limited. Once the group responds, the group members will compete with each other, which will promote the collective evolution of the community. It should not be underestimated.
It in the community, there must be participation under the reward, but rewards are not enough. To truly stimulate the vitality of the community, it is a seductive activity design under the prize.
In the article, Akihami took the Weibo lottery activity and designed it as a practical exercise of the new media community, determined the event goals, promoted the activities of Weibo, spend money on the promotion of the fan headlines, and the link was connected to External sponsorship resources were eventually exposed by high -expected channels.
The activity design meets the needs of multiple parties: students have actual combat opportunities, external people have observation experience, prize sponsors have brand exposure, autumn leaf online courses have increased sales growth, reaching four wins to win four wins The situation.
If you have dry goods and products, you can actively participate in a large number of group sharing. By sharing, let everyone familiarize it and understand you. When the group members are more excited, complete the shopping guide.
has no community, and it is the contact relationship with the user. With the community, it becomes a relationship with users, and the opportunities for marketing based on demand scenarios will increase a lot.
This tactics need to find the location of the community, familiar with the structure and preference of the community, and start with the psychological and behavioral of group members.
icides to find a user who is in line with product positioning, start with him, and go into the community with the same characteristics as him behind him, and you can find the target customer base at once. Taking this group as the entrance, through understanding and interaction, you can find more positioning communities, and the customer acquisition efficiency and transaction rate have been greatly improved.
The "a group of people to take advantage of others" proposed by Luo Ji's thinking is that he believes that people with personality charm and common values trust and hold groups. Any business must be re -designed based on this form. The community skips the intermediate link and directly talks with the current business model.
The "one -page paper PPT competition" of the Qiuda team is the spread of traditional enterprises with the help of community resources to spread to the Internet. Through the structural output of the community, it is difficult to imagine the influence.
The rise of Internet has brought about changes to many industries. Similarly, it has also led to the development of the community economy. For business, a person's word of mouth is terrible, and the reputation of a group of people is terrible.
The future business form, focusing on the community is critical. In addition to strong relationships such as relatives and friends and colleagues, the way to establish a connection between large -scale communities must be based on "weak relationships".
The company and channel vendors are strong relationships, and consumers are weak relationships. If companies can connect through the community to enhance the connection of enterprises and consumers The investment in advertising by the coverage and affecting the potential consumer of the company has declined sharply, and the efficiency is improved.
The enterprise community connection must be transformed from "strong relationship" to "weak relationship", which is not enough to surround the product. It is inevitable that it will inevitably become a screen irrigation group and one -way sales group.
The vitality of the community lies in value and cultural output. First of all, it is necessary to establish an internal community based on corporate culture, product characteristics and employee personality, and form sub -culturalization that connects with product connection. , Can introduce external active fan users to eventually form a two -way communication of internal and external communities.
Xiaomi's community was originally accumulated through the forum. Xiaomi employees were mobile phone enthusiasts. In the early days, Xiaomi community formed a fever friendly culture.
Xiaomi Company organized the active user in the forum, known as "hardcore rice noodles", about 80 people, the core of 20 or 30, and the other fifty or sixty are constantly entering and leaving.
Terarous rice noodles actively participate in product conferences and activities. There is a great influence in the mobile phone enthusiast circle. These 80 "hardcore fans" directly affect the number of fans 170,000. Xiaomi's product image spokesperson.
"Autumn Leaf PPT" combined with community trainees, good at the characteristics of PPT design, build a platform, and carry out the "group fight PPT" micro -setting competition.
The PPT design challenges of "group fighting PPT" each period, because creativity is outstanding, it will set off the topic reading on Sina Weibo. Resource participation has formed public opinion resonance.
Due to participating in the Luo Ji thinking seminars, Akiham PPT and Wanda Group have connected, so the topic discussion of "Talking about Wanda in my eyes" was born. Akiham PPT planned a page PPT contest, simplified the threshold for participation, and released through the community's Weibo and WeChat release to encourage each of the friends who saw the event to participate. Within two days, the topic reading exceeded one million.
Once the activity is connected to the user through the community, the energy erupted by micro -activation is unimaginable.
. Before becoming a "U disk man" with professional skills, it is best to concentrate on practicing professional skills in the organization. When you can get out of the organization to be a "U disk man", you need to find the same " "U disk people", survive.
The best resource integrated in the "U disk survival" will organize the tacit "U disk man" into a community. In this way, the community has become a "router" in a certain professional field. To find the "U disk man", you must connect through the community.
To Luo Yonghao's release of new products in Hammer Technology, thanked Xu Cen who made PPT for him. As a result, Xu Cen's Keynote course purchase increased by 6,000.
To Luo Yonghao dared to make a hammer mobile phone, not because he was just a mobile phone enthusiast, but he saw the power of Luo Fan behind him.
This is not a matter of whether to build a community, but how to do it to connect the community's community's community to connect with products and users.
The enterprises should give users sufficient value, not just product connection and discounts, but also more satisfaction in life.
For the retail industry, highly active communities are more from the conversion of life scenes. Exchange community-fruit ninja.
Maslow's demand level theory revealed to us: Once a man solves the problem of survival, he will be eager to belong. Desire to be understood, desire to be connected.
The medium connected from the letter has evolved from the letter to calling machines, telephones, mobile phones ... With the development of mobile Internet technology, various theme communities have appeared one after another. Essence
The representative theme communities emerging are: the Internet knowledge community "Luo Youhui", the social marketing community "Big Bear Club", workplace skills learning and growth community "Akih leaf PPT" ... …
What is the community? Tongxiang structural output operation replication.
The members of the community are based on common recognition or behavior before gathered together. Without "fellow", there is no topic. Those who determine the length of the community must also have a solid structure and texture operation, which is like the foundation and daily maintenance of the house.
The size of the community depends on the content and subculture of the community. Whether the members of the group have a sense of dependence and recognition of the community, it determines the prerequisite for the community to copy and expand.
The community is about the connection between people and people based on geographical location. The "last mile" often said in the retail scenario is community marketing.
The community emphasizes the relationship between people and people. It is not restricted by time and space. Even if the two are separated by the horizon, they can also talk about it through the Internet. In a flat social network, mobile phones have become our "body of the body". If the mobile phone is not connected, WeChat does not return, and the dynamics will not be updated, this person will "disappear".
In the virtual world, we often look for our own sense of presence in the recognition of others. We will share dynamics on social networks, and look forward to the praise of others; we will compare the energy of grabbing red envelopes, even if there is only a little money.
The Weibo and WeChat accounts are also fan economic models. By expanding the size of the fan and launching targeted advertisements, fans forward or pay, but they will encounter new trouble -attention transfer. The distribution time of fans is limited. This fan economic model must be used to seize user time with other social marketing.
. The fan economy of the star is more typical. Fans only pay for the stars, and no one can replace it. Once the star stains the upper body and the image collapses, the fan economy will instantly disintegrate. Once the center point of the star is missing, it is difficult to maintain the economic structure.
In contrast, the community economy is much more stable. The community is composed of multiple "fellows" points. It emphasizes cohesion, lacking one, and the other can make up immediately. At the same time, the atmosphere of the community has given birth to the herd effect, the connection will be closer, and it is easier for each other to be infected and impulsive. Importing customers into the community is a high -level form for brand operations.
It before forming the community, the role of product users must complete three changes.
The stage of the audience, knowing product information through network channels, news reports, and friends. At the user stage, use the product with an attitude of trying. Fans are extreme. After use, they are very satisfied and recommend to friends around. At the community stage, it becomes a enthusiast of products, forming a community with various factory enthusiasts to participate in the optimization and experience of the product.
In "audience" to "community" is the process from "onlookers" to "own family".
The community was established to meet people's needs. What caused the community to be silent, either the purpose of the group owner was not achieved and no longer maintained, or the needs of the group members were not met and were no longer active.
The motivation to build groups, whether it is selling goods, expanding contacts, learning growth, or building a brand, it is necessary to consider sustainable demand. A stable group must be based on long -term needs.
The shortness of demand will inevitably lead to the shortness of the community.
The first cause of the death of the group is the lack of clear and long -term positioning. In advance, you should consider the theme and positioning of the group in advance.
The lack of enthusiastic group owners or group management, or the personality of the owner is too strong, which will lead to polarization controversy, either evolving into information disorder or boring.
lacks a fixed form of activity. There is no supplement to fresh members for a long time. Familiarity and cohesion decline, and fall into silence, which will accelerate the vitality decline of the group.
The different combinations of group characters constitute different groups of ecological models.
Organizers, daily maintenance and management. Thinners, soul figures in the group. Mobils, adjust and active atmosphere. Ask for advice, provide confusion for help. Onlookers, diving, occasionally speaking. Challengers are dissatisfied with group management and exchange content.
This around these groups, there are two main management modes: one is a circular structure based on social groups, and the other is a pyramid structure based on the learning group.
The number of people with quality social networks is a limited number. Dengba's "150 law" is a discussion about this study.
Inned imagination, after WeChat added hundreds of friends, the circle of friends was experienced. In the community, the group members are swiped with a large number of screens, the information is overloaded, and the per capita participation is greatly reduced. Of course, cohesion and activity will decline.
. However, for the QQ learning group, it is easy to reach the upper limit of 2,000 people. If you want to solve the problem of students' participation, you must use recursive pyramid management mode: set up a core management group, the scale is not large, this is the size, this is not large. This Everyone in the group maintains a small group.
The active formula is to see the publicity or use the group search function to join. In order to avoid people who are not pure or not in line with the group positioning, many QQ groups have adopted approval to join the system.
The WeChat group imitated the architecture of the QQ discussion group. The team members could enter the membership without the consent of the creator of the group.
The product logic of the WeChat group is based on time flow, while the QQ group is based on theme, the former is suitable for mobile communication, and the latter takes root in the desktop era.
QQ groups, establishing groups based on themes, can open multiple small windows fixed -point communication, which helps multiple people online to interact with specific themes online. This independent window design must require a sufficient screen space for the device, and it is obvious that mobile devices are difficult to support.
The WeChat's group mode is very random. Most of them are established in a certain scene. The scene is over, and the group will be annihilated over time.
The management tools provided by the platform determine the platform's maintenance of the community.
Compared with WeChat, QQ tools are more diversified. The community must have a sense of ritual -qq application application, the community must have rewards and punishments — qq red envelopes/prohibited words, the community must be valuable -qq group sharing demonstration/group file sharing ...
WeChat groups value more importantly, more openly, instead of the status of the creator of the center, the QQ group is just the opposite.
The WeChat group does not limit the number of people plus groups, which is more diverse. Group management is placed in the information flow of information. If there is no conversation, it will naturally sink with time.
qq discussion group is compatible with the characteristics of QQ group and WeChat group, and has some QQ group functions, such as voice, video, transmission files, etc., also has the functions of WeChat group. sex.
QQ groups are more like a commercial organization, the product logic comes with the application process, and the concept of the group administrator; and the WeChat group is more like a theme party, which can be allowed to invite others to join in the group. Communicate with specific topics, and it will be scattered after chatting.
If for business purposes, there is a clear theme, then the QQ group is more suitable. If the user layer is a mid -to -high -level and uncomfortable QQ chat, it is the WeChat group.
In the fellow: Who will build a group? How to do a good job of community positioning? How to find the first group of members?
How to distinguish between internal and external groups? Choose WeChat or QQ? Open joining system or invitation system? How to formulate group regulations?
Pu production: the output content and form of core members and ordinary group members.
巧: The sense of rituals of group regulations, the sense of participation in group sharing, organizational collaboration in the group division of labor, and the sense of belonging brought by offline activities.
This can be copied: How to form core groups, the development and derivation of core group culture.
The building community does not necessarily need to find celebrity spokespersons, but to find people who like some kinds of products that can play the product to the extreme and personalized personality. Some fellows have the foundation for the establishment of the community.
The Luo Fat with logical thinking relying on 60 seconds of voice and reading to share every day, and quickly accumulated a batch of hardcore fans. University, momentum and influence have gradually expanded.
The Guo Qi of Taiping Life, known as PP Qi, attracted the attention of the company's business colleagues through the PPT series of works, "Reading the Products", and -PP Qi Public Platform Push-PP Qi Gold Medal Writer Group Promotion Model locks tens of thousands of companies' business colleagues and thousands of sharing elites.
The value of the community is based on ability, not enthusiasm and vision. To build a community, the members of the group must be planned reasonably.
The internal groups are mostly ring structures. Each person's identity can change each other, the status is equal, and the management is relatively loose. The external groups are mostly pyramid structures with group administrators, with clear group regulations and management mechanisms.
Prown operations enter the virtuous cycle. After the number of people is about to break through the upper limit, through the internal group, transfer some old group members to 2 groups, ensuring that the 2 groups have a certain scale from the beginning, and the old groups and old groups The members will consciously inherit the group regulations and culture in the group, and the group replication introduced by cross is the key to expanding the scale of the group.
The sub -cultural group based on the personal influence of core group members, the development and formation of the development and formation is a life extension of interest and preference. For example, the PPT group of the "Akiham PPT" team, the group fighting PPT group, the easy learning chart, and the Qinyou group; the non -creative non -creative tribe, photography tribe, and Hermes tribe of "Zhenghe Island" team.
For group optimization, it is necessary to allow ordinary group members to output.
Pets of the autumn leaf PPT team to make the group members change from "observer" to "actor" and participate in social operations? After the team encourages students to read a book after the PPT curriculum is successful, and make a content reading notes for PPT. Paid tasks, corporate interview invitations. At the same time, the team shared the community's guests every Friday into students sharing, inspiring the learning and progress of more students.
The sense of ritual: group names, group announcements, and group business cards are uniform to make a visual foundation for the group ritual and set a plan for group setting. Setting the group in group, access or invitation system, setting into the group secret code, to inform the group rules before entering the group, the group must first identify group regulations and group culture.
The participation sense: Cultivate the sense of participation brought by small habits, such as getting up early, signing in, three things that are completed in the morning. Regularly organize sharing and topic discussions. Dry -sharing must invite shared sharing to prepare materials, emphasizing the content that is inspired by everyone, and the topic sharing can conduct small -scale discussions and screening on topics prepared. The topic host chose.
Organizational sense: The community can organize division of labor and cooperation to do things that one cannot do. Passing the matrix of the community Weibo, group members self -organized to carry out dragons, which can guide netizens to repost the trend and easily break through thousands of. Through crowdsourcing collaboration, each claims a task, which can complete complex projects in a short period of time.
The belonging sense: about 10 times on the Internet, it is better to chat offline. It can be organized depending on the regional distribution and interest issues. The members of the group are mainly core group members. They can talk and play casually. They can deepen communication with each other and appreciate the real community.
A Autumn Leaf launched 7 steps when autumn leaves created the network promotion team of "Learning PPT with Akihabo".
In the directional stage, find a creative person who is more suitable for network survival. After running -in and precipitation, establish trust and interaction tacit understanding in the internal core group. Through dynamic screening 69 people. Clarify the goal of the first brand of online PPT training, and promise to be a platform together and divide the benefits together. The team is determined to be responsible, using the fragmented time of everyone, and the division of labor and cooperation, and achieved the first place in the field of online payment education in Office, with 5 star reputation exceeding 95%.
The "wolf group" in community operations is the core group, that is, a group of people with strong professional ability, many creative ideas, good team collaboration, and interest.
This wolf in the community is not always a fixed person, everyone can take responsibility. The functions of the wolf are more inspirational team inspiration, can know each other, can integrate internal and external resources, and maximize the combat effectiveness of the community.
The core members in the Qiuye PPT team are all core fans from Weibo operation, WeChat interaction, and strong relationship development, and introduced the QQ group.
Procketing, the most deadly, is that the opponent can make your target client all end by finding a community that is consistent with the field and consistent hobbies.
If to play "ant tactics", first of all, you need to bring value to the community and cultivate a sense of existence. In the ecosystem of the community, with image recognition, there is no shortage of helpers.
This to mobilize collective power is the most convenient economy method. It does not require special technical content, and the number is the quantity.
The military order is a guarantee written after accepting the military order, saying that if the task cannot be completed, it is willing to be crime of rule of law, emphasizing risk. The siege tactics are about getting the opportunity to get rewards by completing the task, emphasizing the income, which is positive incentive.
The communities that often have tasks are released. Group management does not need to find topics and do activities. The maintenance cost will not be very high. energy of.
The energy and output of a person are limited. Once the group responds, the group members will compete with each other, which will promote the collective evolution of the community. It should not be underestimated.
It in the community, there must be participation under the reward, but rewards are not enough. To truly stimulate the vitality of the community, it is a seductive activity design under the prize.
In the article, Akihami took the Weibo lottery activity and designed it as a practical exercise of the new media community, determined the event goals, promoted the activities of Weibo, spend money on the promotion of the fan headlines, and the link was connected to External sponsorship resources were eventually exposed by high -expected channels.
The activity design meets the needs of multiple parties: students have actual combat opportunities, external people have observation experience, prize sponsors have brand exposure, autumn leaf online courses have increased sales growth, reaching four wins to win four wins The situation.
If you have dry goods and products, you can actively participate in a large number of group sharing. By sharing, let everyone familiarize it and understand you. When the group members are more excited, complete the shopping guide.
has no community, and it is the contact relationship with the user. With the community, it becomes a relationship with users, and the opportunities for marketing based on demand scenarios will increase a lot.
This tactics need to find the location of the community, familiar with the structure and preference of the community, and start with the psychological and behavioral of group members.
icides to find a user who is in line with product positioning, start with him, and go into the community with the same characteristics as him behind him, and you can find the target customer base at once. Taking this group as the entrance, through understanding and interaction, you can find more positioning communities, and the customer acquisition efficiency and transaction rate have been greatly improved.
The "a group of people to take advantage of others" proposed by Luo Ji's thinking is that he believes that people with personality charm and common values trust and hold groups. Any business must be re -designed based on this form. The community skips the intermediate link and directly talks with the current business model.
The "one -page paper PPT competition" of the Qiuda team is the spread of traditional enterprises with the help of community resources to spread to the Internet. Through the structural output of the community, it is difficult to imagine the influence.
The rise of Internet has brought about changes to many industries. Similarly, it has also led to the development of the community economy. For business, a person's word of mouth is terrible, and the reputation of a group of people is terrible.
The future business form, focusing on the community is critical. In addition to strong relationships such as relatives and friends and colleagues, the way to establish a connection between large -scale communities must be based on "weak relationships".
The company and channel vendors are strong relationships, and consumers are weak relationships. If companies can connect through the community to enhance the connection of enterprises and consumers The investment in advertising by the coverage and affecting the potential consumer of the company has declined sharply, and the efficiency is improved.
The enterprise community connection must be transformed from "strong relationship" to "weak relationship", which is not enough to surround the product. It is inevitable that it will inevitably become a screen irrigation group and one -way sales group.
The vitality of the community lies in value and cultural output. First of all, it is necessary to establish an internal community based on corporate culture, product characteristics and employee personality, and form sub -culturalization that connects with product connection. , Can introduce external active fan users to eventually form a two -way communication of internal and external communities.
Xiaomi's community was originally accumulated through the forum. Xiaomi employees were mobile phone enthusiasts. In the early days, Xiaomi community formed a fever friendly culture.
Xiaomi Company organized the active user in the forum, known as "hardcore rice noodles", about 80 people, the core of 20 or 30, and the other fifty or sixty are constantly entering and leaving.
Terarous rice noodles actively participate in product conferences and activities. There is a great influence in the mobile phone enthusiast circle. These 80 "hardcore fans" directly affect the number of fans 170,000. Xiaomi's product image spokesperson.
"Autumn Leaf PPT" combined with community trainees, good at the characteristics of PPT design, build a platform, and carry out the "group fight PPT" micro -setting competition.
The PPT design challenges of "group fighting PPT" each period, because creativity is outstanding, it will set off the topic reading on Sina Weibo. Resource participation has formed public opinion resonance.
Due to participating in the Luo Ji thinking seminars, Akiham PPT and Wanda Group have connected, so the topic discussion of "Talking about Wanda in my eyes" was born. Akiham PPT planned a page PPT contest, simplified the threshold for participation, and released through the community's Weibo and WeChat release to encourage each of the friends who saw the event to participate. Within two days, the topic reading exceeded one million.
Once the activity is connected to the user through the community, the energy erupted by micro -activation is unimaginable.
. Before becoming a "U disk man" with professional skills, it is best to concentrate on practicing professional skills in the organization. When you can get out of the organization to be a "U disk man", you need to find the same " "U disk people", survive.
The best resource integrated in the "U disk survival" will organize the tacit "U disk man" into a community. In this way, the community has become a "router" in a certain professional field. To find the "U disk man", you must connect through the community.
To Luo Yonghao's release of new products in Hammer Technology, thanked Xu Cen who made PPT for him. As a result, Xu Cen's Keynote course purchase increased by 6,000.
To Luo Yonghao dared to make a hammer mobile phone, not because he was just a mobile phone enthusiast, but he saw the power of Luo Fan behind him.
This is not a matter of whether to build a community, but how to do it to connect the community's community's community to connect with products and users.
The enterprises should give users sufficient value, not just product connection and discounts, but also more satisfaction in life.
For the retail industry, highly active communities are more from the conversion of life scenes. Exchange community-fruit ninja.