?This book has some content. At least you can see a lot of creativity and actions from his own practice, and it has popularized a lot of general knowledge about tool platforms or applications, because you don’t pay attention. If you don’t pay attention, you will ignore many basic things. Just like many electronic products we use, especially girls, many of their 30-year-old functions may not be used. In short, if you have to say something meaningful, you have to do it in a wise way. The public's eyes are sharp, and they will know how much useful information you have at a glance.
1.1 What is a community?
You are not fighting alone, not alone! The popularity of the social economy is the product of the evolution of mobile Internet and new media.
Points interact and connect through some media, and connections appear. The line connecting two points is social. Multiple lines of social interaction between multiple points form a face, and face is a community.
1.2 Five elements that constitute a community
Fellows: determine the establishment of a community. It can be based on products, behaviors, labels, space, emotions, and three views
Structure: determines the survival of the community. Including organizational members, communication platform, joining principles, and management regulations.
Output: determines the value of the community. Knowledge, consultation and Q&A, information, and benefit returns. The output also needs to measure the output results of the group members. A community is when all members are flourishing. If only one person excels, it is still the fan economy route.
Operation: determines the lifespan of the community. Four senses of operation: sense of ritual, sense of participation, sense of organization, and sense of belonging.
Replication: determines the size of the community. If a community can replicate multiple parallel communities, it will become extremely large. Think about whether it is already self-organizing? (Does it have sufficient human, financial and material resources?); Has a core group been formed? (Seed users, guiding the healthy development of the community); Has a subculture been formed? (Everyone’s style, etc.)
Examples: 1) Build a community around the soul: logical thinking; 2) Build a community around the core product: Xiaomi mobile phone. 3) Build a community around soft services: Big Bear Club, Qiuye PPT.
1.3 Are community and community the same thing?
Community emphasizes the connection between people in physical space, and community emphasizes the relationship between people in virtual space. The connection of the community based on "relationship" is not restricted by space and time. Members of a community do not necessarily have a community, and members of a community do not necessarily have to be in a community. Communities are often the breeding ground for communities. Once a community is formed, even if the community disintegrates, the community will not disintegrate. The power of "social relationships" on the mobile Internet cannot be ignored, whether in product development or marketing.
1.4 Compared with the fan economy, why does social marketing have more advantages?
The fan economy generally refers to the operational income-generating behavior based on the relationship between fans and followers. Most of the followers are celebrities, idols and industry celebrities. The Weibo and WeChat public account model is also a fan economy. The operation mode is to locate specific themes, strive to expand the number of fans, carry out targeted advertising, forward to fans to buy your own products and services, and even participate in forwarding to expand influence.
There are three conditions for the fan economy to be established: 1) enough fans; 2) fans are willing to participate in your activities; 3) both you and the fans are playing on an active platform.
It takes about 3-6 months for a new follower of a WeChat public account to gradually stop reading your articles from following it. This is assuming that your content is readable. Everyone's time is limited, and the time he allocates to you depends on his stickiness to you, and the stickiness depends on your value. All social marketing competitions and operations are to use all means to seize users' 24 hours a day.
Community benefits: 1) Self-operating ecology of community economy. Fans revolve around a central point, a one-to-many structure, which emphasizes centripetal force. If the central point is missing, the structure is difficult to maintain; the social economy is a multi-point interconnection that emphasizes cohesion. If one is missing, the entire structure cannot be disintegrated and can operate on its own. 2) In a group atmosphere, it is easier to form mutual infection and impulse buying effects.
"Herding effect", Gustave Le Pen told us: No matter who the individuals make up this group, how similar or dissimilar their lifestyles, occupations, personalities, and intelligence are, as long as they form a group, they The way they feel, think, and behave will be very different from when they are independent. 3) Groups can build closer connections through direct sharing, thereby gaining more marketing opportunities.
Industrial era: audience-user; marketing era: audience-user-fans; mobile era: audience-user-fans-community
1.5 How to move from fan economy to community operation
Audience-user-fans-community is the way most companies or brands operate, and all walks of life are working hard in this direction.
Vanke Marketing: Selling products - standardization, salespersons - salesperson sales, employee power; doing word-of-mouth - Wankehui, Wanxianghui - universal marketing, everyone's power; building communities - life-oriented, relationships ation—community marketing, relationship power.
2.1 How to make a community live longer?
A group goes through a budding period, a period of rapid growth, a period of active interaction, a period of decline, and a period of silence. The entire life cycle model can take as long as 6 months or as short as 1 week, even for commercial purposes. The life cycle of actively managing a community is about two years.
Motives for joining the group: communication, work, making friends, learning, publicity, and life needs.
Value classification: value group, useless group, death group, garbage group.
Two inspirations: 1) Don’t over-invest. When a group reaches the end of its life cycle, it is a virtue not to harass others; 2) Design a product that can complete marketing before the end of the group’s life cycle.
Motives for establishing a group: selling goods, connections, growth, and brand.
If the existence of a community can not only meet certain value needs of members, but also bring certain returns to the operators, a good cycle will be formed, and even a self-operating ecology can be formed. If you want to get long-term returns, you need to set long-term needs, which is why most communities for high-frequency reusable products last longer than interest communities.
2.2 The seven deadly sins of short-lived communities
1) Lack of a clear and long-term positioning; 2) Lack of influential or enthusiastic group owners or managers; 3) Group owner personality Too strong; 4) Harassment; 5) Lack of a fixed form of activities; 6) "Evaporation"; 7) Stale, with members always having sex with only a few people, and things feeling fresh.
2.3 Structural model of active community
There are six roles in the group: organizer, thinker, talker, seeker, onlooker, and challenger.
Two management models: ring structure based on social interaction; pyramid structure based on learning groups.
2.4 Is the bigger the group, the better?
"The Law of 150", "Dunbar's Number": The number of people that human intelligence will allow humans to have a stable social network is approximately 150.
If you locate a learning sharing group and have the ability to manage it, the larger the group, the better. You can also transform it into a core management group. Ring social groups cannot be very large. The logic of WeChat group products determines that group members enter the relationship on a relatively equal footing, and it is difficult to form a pyramid structure; in management, a loose organization, 26-36 is the optimal size for a small self-organization.
As the group size is expanding, suggestions for reducing losses: 1) Add people at a rhythm and don’t introduce too many people at once; 2) There must be a threshold for adding people, and only when they are hard-earned do you know how to cherish them; 3) Join with caution Group rules mean that there is no community without rules; 4) The old bring in new people and pass on the community culture.
3.1 WeChat Group vs. QQ Group Round 1: Joining Mechanism
WeChat Group is a link diffusion mechanism. You can create a group at any time and recruit people at will. The status of members is basically equal; QQ Group has a limit on the number of members. , the obvious difference between administrator permissions and non-administrator permissions is the approval mechanism.
3.2 WeChat Group vs. QQ 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 based on theme and suitable for the desktop era.
3.3 WeChat Group vs QQ Group Round 3: Management Tools
WeChat, not obvious, red envelopes, group announcements, group transfers; QQ Group, diversified, review, group announcements, group transfers Voting, group files, ban, group @, anonymous chat, ***shared demo, red envelope, group data, group activities.
3.4 WeChat Group vs. QQ Group Round 4: Operational Characteristics
The first is openness. WeChat Group pays more attention to the horizontal connection of participants, rather than the status of a central player; QQ The group creator naturally has a central position and a lot of privileges; the second is diversity. WeChat is more inclined to connect and chat at any time. After chatting, it will naturally sink and submerge. QQ group needs long-term operation and management and is maintained on the control panel. WeChat is more Diverse, more random, more fragmented, more temporary.
3.5 Which is more suitable for community operation, WeChat group or QQ group?
If you are establishing a group for commercial purposes, it is more suitable to establish a group with a clear theme, and QQ group is suitable for establishing a group. QQ groups are more like an organization, and WeChat groups are more like gatherings based on a certain theme.
Internal: QQ group discussions, QQ groups, and WeChat groups are not demanding; external: QQ groups are easy to manage.
QQ groups are more suitable for community operations than WeChat groups for 8 reasons: 1) QQ groups have wider coverage, and people of any age group basically have QQ accounts; 2) QQ groups have a large capacity With more than 500 people and up to 2,000 people, the scale advantage is obvious; 3) QQ groups have more flexible management methods, such as changing group business cards, banning people, sending group messages, etc.; 4) QQ groups have stronger desktop interactive functions and support multiple groups at the same time. Interaction, WeChat groups do not support simultaneous interaction between multiple groups and windows; 5) QQ groups basically do not block links, and are more compatible with network jumps than WeChat; 6) QQ groups can display whether group members are online or not, which is helpful Interaction between group members in certain scenarios; 7) QQ groups have better support for 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 dissemination; 8) QQ groups The administrator has the power to manage group members. For operations within a large community, it will be very troublesome if the group administrator does not have enough power to manage the group.
3.6 Introduction to other social tools
Weibo group, YY, Aliwangwang, Red Dot Live.
4.1 Five steps to build a community
1) Find peers: Who is suitable for building a community? How to position the community well? How to find the first members of the community? 2) Determine the structure: How to distinguish the internal group from the external group among the members? How to introduce members in a rhythmic manner? As a communication platform, should you choose QQ, WeChat or other platforms such as YY? Principle of joining, open joining system, invitation system, screening system? Management norms, how to formulate group rules, what should I do if someone breaks the group rules? 3) Output of core figures, articles, voices, videos, Q&A? The output of group members, writing books together, working on WeChat together, and making products together? 4) Clever operation: sense of ritual, visual unity, group entry announcement, explosive photos, etc.? Sense of participation, how to organize group sharing, and what tips can improve group vitality? A sense of organization, can the community collaborate? Sense of belonging, why engage in offline activities? 5) Able to copy: Has a core group been established? How to build a core group? Is it necessary to build a good self-organization and the emergence of group core culture? Whether a subculture has been formed—a derivation based on the core community culture.
4.2 Find like-minded people
A community is inseparable from soul figures: influential, outputful, and knowledgeable about operations. The value of a community is built on capabilities, not on passion or vision. How to find the first members of the community? Use forums, Weibo fans, invitations, and friend recommendations.
Planning for various roles in the community: creator, manager, participant, pioneer, differentiater, collaborator, and payer.
4.3 Define the structure
Be loose on the inside and strict on the outside, distinguish between work groups and emotional groups. Be prepared for a rainy day and bring in members through the crossover method.
Core group core culture.
Copies and derivatives of communities, such as the Qiuye PPT core group - students 1, 2, 3, 4, 5, 6 groups, reading notes group, group fight PPT group, easy to learn charts, Qin Friends Group.
It is best to have a threshold for joining, an invitation system and a development system to join, and a dynamic elimination system. Management standards must have rules, instructions for joining the group, and group rules.
Violating group members are generally reminded in a small window, publicly reminded to share the group rules, privately warned, and directly removed. If you want to kick someone, firstly, you must agree on the system in advance. It is best to agree with the group members to abide by the system. Secondly, the first offender must be reminded; thirdly, if you offend again, you must strictly follow the system. Some members of the group like to post advertisements. With the consent of the group owner, red envelopes will be given out before posting advertisements.
4.4 Output
Core output and group evolution, ordinary group members can also output.
4.5 Skillful Operation
Sense of ritual, what kind of group is this? Unify naming and visualization; what to do after joining the group? Make good use of group announcements to inform them of the instructions for joining the group; the first step in establishing a sense of belonging is to uniformly modify the group business card. Don’t ignore group settings either.
There are nine major links in a successful sharing: 1) preparation in advance; 2) repeated notifications; 3) emphasizing rules; 4) warming up in advance; 5) introducing guests; 6) inducing interaction; 7) controlling at any time field; 8) closing summary; 9) providing benefits.
When doing multi-group sharing, consider the cost of organizing and disseminating content and organizing it, it is better to use the image and text sharing mode; high-quality voice sharing in small groups is also accepted by some people; use video sharing as little as possible, bandwidth restrictions , not a good experience.
Effective QQ group sharing - 1) When preparing for sharing, who: organizer, cooperation, what: topic, preview, interactive draft, when: preview time, interaction time period, discussion time for different issues ; 2) When sharing is in progress: basic process (beginning and ending discussion process), induced interaction, muting; 3) At the end of sharing: summarize the speeches of students sharing this time, and summarize this organization.
Stimulate activity: anonymous, banned, screenshots, red envelopes.
4.6 Can be copied
1) Orientation stage: finding the right people; 2) Building trust: screening; 3) Clarifying the purpose: building a platform; 4) Commitment: development path; 5 ) Execution, action guidelines; 6) High performance; 7) Team growth.
5.1 Alpha Wolf Tactics
Core group planning, small partners group solitaire.
Characteristics of the Qiuye PPT group: 1) The “leader” must be good at discovering the right talents and constantly expanding the core team; 2) New people can quickly play a key role in it after joining; 3) Everyone has You can be creative, but it does not necessarily have to be completed by him; 4) In the community, several people's discussion of ideas can often activate more people to add more valuable ideas; 5) There is a "chief wolf" in every task , but the "alpha wolf" may not always be a person.
5.2 Ant tactics
Core group planning, member spreading.
Promotion should not be done blindly, but must be targeted. The "ant tactic" mainly captures the characteristics of small personal power but large numbers. For intelligent mining, the comparison is breadth, not personal influence. Using "ant tactics" to unleash the power of the group is a way for the community to defeat celebrities.
5.3 Siege Tactics
Publish tasks for everyone to challenge. (Group fight PPT)
5.4 Bounty tactics
If you receive a big reward, you must participate.
To stimulate the vitality of the community, there are not only prizes, but more importantly, attractive activity design.
A successful cross-community event: 1) Design the primary and secondary goals of the event. Sometimes the secondary goal is placed first to confuse the subject, with the primary goal hidden behind it. 2) Design the interest chain of event participants. Who benefits from an event, how to distribute benefits, how to mobilize the enthusiasm of participants, and how to reward staff. 3) The start, process and aftermath of the activity must be well controlled. In principle, it should be done in one go and the rhythm should be tight.
(@Reading Notes ppt, Baidu Cloud PPT source file, Baidu Cloud Disk)
How to play the Reading Notes PPT learning community: 1) Activity organization. The format is simple, the threshold for participation is low, the information is highly credible, and it mobilizes the learning community academy’s emotional connection to the activity. 2) Make profits from multiple posts. Community students, Qiuye brand and publishing houses have completed multi-party connections and can all make profits. The most winning gameplay is the ideal mode. 3) Follow the trend. In the Internet age, various connections can be seen everywhere, and the formation of reading and note-taking PPT learning communities is exactly the connection between people.
5.5 Bait tactics
Share useful information to induce purchases.
Use valuable media to attract attention within the community and then gain purchase.
5.6 Fixed-point tactics
Precise focus, fixed-point promotion.
For community actions, find the location of the community, become 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, aim at specific target customer communities, find out the community distribution map, find strongholds to penetrate deeply, increase their sense of presence, and complete marketing with the trend. Find communities through search or offline activities. When doing marketing, you should be a human being first, not push advertisements. Remember that you are a professional information sharer, not a hard advertising promoter.
5.7 Dimensionality reduction tactics
Reduce the opponent’s dimension and seize the initiative.
Traditional enterprises use community resources to achieve three things: first, complete sharing and dissemination to the community; second, transform community sharing into structured output of the community; and finally, promote and amplify together.
"I want to enter the United States" one-page PPT contest activity: a cross-border integration. Midea's four major energies: high-quality brand, awesome topics, rich prizes, and promotional resources; Qiuye PPT team's four major energies: professional team, appointment submission, trusted agent, and young fans. 2. Plan and prepare well. 1 A good topic 2 A good Weibo 3 A set of good prizes 4 A dozen good drafts 5 A good rhythm (initiated by the internal QQ group, Qiuye Fun New Media Group, one-page PPT group, students are invited to participate, spread on Weibo, Diffusion, notification, award, secondary dissemination). A few special instructions: warm-up, stuck points, filing, refueling, and review. Three agile interactions. 1 comments 2 refresh the screen 3 incentives 4 prizes 4 mutual trust.
6.1 From "Strong Ties" to "Weak Ties"
In future business, it is critical to focus on the community. Communities, especially large-scale communities, must be connected to each other based on "weak ties."
6.2 From "Internal Activities" to "Same Value"
It is recommended that companies first establish internal communities based on corporate culture, product characteristics, and employee personalities. First, a subculture connected to the product is formed internally. This subculture gradually becomes more open, introducing active external fan users, and finally forms a two-way communication between the internal community and the external community.
6.3 From fans to product spokespersons
Core circle - active circle - outer circle, Xiaomi, Qiuye.
6.4 "Internal self-pleasure" to "cross-border connection"
6.5 From "word-of-mouth marketing" to "user sovereignty"
Let users become your products Spokesperson. Wanda’s one-page PPT activity in your eyes.
6.6 The 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 people are based on functional division of labor (90) - separated from the organization - USB disk people are based on professional skills (9) - join the community - routers are based on trust agents (1).
6.7 The community is not Trend, but reality
This trend has been noticed by many celebrities. They have begun to socialize the mature fan economy step by step, allowing their celebrity endorsement value and fans to form a stimulating effect, thus Obtain higher commercial publicity value.