What steps do you need to take to run a physical store on Xiaobai or the transformation line, to do a good job in community operation and to maximize the fan economy? I. Building a Personal Brand I know an operation tycoon. When he first went to Beijing to look for a job, he often updated his blog in his spare time. Through this mode and window of blog, I not only got the opportunity to work in 360, but also contacted many high-level internet circles and big coffees and obtained countless resources. Through rich work experience and knowledge, I have successfully built a personal brand and started a business successfully. We affirm the value of a person or a thing, in addition to judging the actual ability and essence, we will also add virtual emotional cognition. So you should not only have strength, but also have a label that carries strength-personal brand. Personal brand is your ID card. When your IP is established, you will find that your customers will trust you more. So how to build a personal brand? 1, deep positioning If there is no clear positioning, then your brand building is invalid. Just like boxing, only by concentrating on one point will it cause a fatal blow to the opponent. If you hammer one thing in the east and another thing in the west, it will only waste your strength and have no effect. Here are three ways for you to find your position quickly: (1) Orientation of development direction You can determine your future development direction and goal by combining ability, talent and time mode, and determine your position by combining this goal. Everyone has his own talent in some way. Only by developing his talent can he get twice the result with half the effort. People's ability is the result of past accumulation and efforts, but it is also related to talent and has the conditions for future outbreaks. When positioning, you can first find the intersection of talent and ability, make judgments according to the existing time and energy, and combine them to quickly find your own IP positioning. (2) Professional positioning first: from the marketing point of view, it is inferred that the essence of positioning marketing lies in meeting the demand, and the essence of positioning lies in catering to the demand. The same is true for personal IP. Only by meeting some needs of others will he like you. Combined with the master's demand theory, find out the pain points of everyone's needs and meet them with their own professional direction. Second, find your own uniqueness, comprehensively analyze the advantages and disadvantages of competitors, find your own characteristics and advantages different from his, dig deep into it, and then constantly enlarge and aim at the most words. (3) People Positioning Personal IP must have an initial personnel setting to let everyone know what kind of person you are, so that your advantages will be more obvious. First of all, the reference object location method locates the reference object through backward derivation. Such as today's headlines, Sina tomorrow's headlines and so on. Second, the feature location method is mainly based on external (personality, clothing, appearance) characteristics. For example, we are familiar with the positioning of people in the entertainment circle: national husband, Asian dance king, big bowl and wide noodles and so on. In order to cater to the market and locate the personality of the stars. For example, the big bird on Cai Kangyong's shoulder and Sebrina's big mouth are deeply positioned according to clothing and appearance. So we can also strengthen and highlight according to our own characteristics, so that people can remember you at a glance. Third, hold your thighs to locate the big IP in the field you want to locate. For example, if you want to be a PPT training lecturer in the workplace, you can do community operation with teacher Akiba's thigh, buy a copy of "Minority Effect" and hook up with teacher Xu Zhibin. 2, skills training (1) professional skills First of all, you must have an empty cup mentality and start again. Re-learn what you have learned before, the courses you have listened to, the books you have read, and often take notes and record every learning experience. Second, stand on the shoulders of giants. Get to know the big coffee in the industry and have in-depth exchanges. You should not only learn from the top experience in the industry, but also make a good image display and leave a good impression. Because the expert must be a node figure in this industry, if he is willing to endorse you, it will also play a very important role in the creation of your IP. Third, force yourself to export. Share the learned knowledge with others in the form of articles, notes and lectures, sum up in sharing and improve in summing up. (2) Speaking skills, as a big IP, definitely need constant speeches to show their abilities and values. We can improve our speech level through some daily exercises, such as oral practice, tongue twister and simulated speech. (3) If you want to grow up quickly, you must know how to use your strength to grow in groups. Personal IP must not fight alone, but should be linked with big coffee to improve potential energy and continue to develop. 3, content polishing without content creation ability, it is equivalent to you as long as a gun without bullets, going to the battlefield is nonsense. To do content, the early study is of course important, but imitating learning big coffee is much simpler and faster than building a car behind closed doors. (1) When drawing on the layout of an article, people draw bones first, and so does good content. It is very important to find the layout of the article. Many people didn't have the foundation of writing and short video editing planning in the initial stage of creating personal IP. We can find excellent people in the industry to imitate first, see their whole story, and draw a "map" that suits us according to our own characteristics. (2) After the framework for finding relevant materials is built, we should inject flesh and blood into it. Find qualified materials through keyword search and sort them out. The content is different, but it must be refined. (3) After imitating excellent content materials, we should conceive eye-catching titles. Edit with the formula of the explosion question, and then write the content. Imitation is not plagiarism, the purpose is to provide ideas, originality is not easy, and respect the labor achievements of others. Second, the provider of corresponding value will only pay attention to what is "related to me", and only when it affects his immediate interests will someone join. Therefore, in order to run a community well, it is necessary to provide excess value to group members in order to gain their recognition. Including resource value, network value, knowledge value and information value. 1. Resource value: Community is an effective medium for resource integration. Narrow resources can be daily morning paper, golden calendar, e-books and articles related to community topics. Generalized resources can also be real and realizable resources, including channels and products. We can collect the information of community members, list the needs and values of members, match resources, and maximize the interests of the community. 2. Network value: The essence of network is value exchange. If a community and group members can promote cooperation through close links between online and offline, then this community will also form good potential energy. 3. Knowledge value: Knowledge value is the basis and effective embodiment of value provision. For example, if you are in the low-frequency decoration industry, experts in this industry can come to their own community to share it for free and provide free consultation opportunities for group members. 4. Information value: Information value can maximize the initiative of community members. The diversity of the community determines the diversity and pluralism of the members in the group. Group members come from different industries, and the sharing of fresh information in the industry field can stimulate the discussion and exchange of community members and increase the stickiness among community members. Third, the reasonable transformation process In the initial stage of community establishment, we must make clear our transformation goals and carry out daily operations for this purpose, which mainly includes three steps: 1 Standardizing operation and retaining users is "no rules, no Fiona Fang", and so is the community. A good community must have clear group rules, including speaking time, establishing a sense of ceremony when new members join, cultivating users' habits by standardizing group rules, building a benign community ecological environment and retaining users. 2. Promote activities to attract users. If every link in the community is a running gear, then activity is the lubricant that makes the gear connection run smoothly. Through the design of some activities, users in the community can be involved and get their attention. The higher the cost, the closer the connection, the higher the stickiness between users and the community, and the easier it is for you to attract. 3. Build trust and transform the social era of users. All marketing methods are based on trust. On the one hand, the establishment of trust needs maintenance in the daily operation process, on the other hand, it is inseparable from the personal IP mentioned at the beginning of the article. When the community has established a strong connection with its members, fans will naturally believe you, and the transformation will become a natural thing. It's not luck, but whether your transformation process is excellent or not. Only by establishing a complete closed loop of transformation will our fans generate greater economic value.