Play mobile phone while walking. Be sure to put it next to the toilet when cooking. When you take a shower, the first thing you wake up is to look at your mobile phone. The last thing before going to bed is to get upset if you can't find it. Now you can't leave the machine!

Friends get together to play mobile phones?

Unconsciously, the mobile phone has become an "organ" on our body and a part of our body!

Why is this happening? ?

Socialization is always just needed! Because our "relationship" is in the mobile phone!

Everyone has at least two groups,

Then ask a question: If you have four groups: friends and relatives, xx fans, XX study group and hometown association, which one is the community?

The answers are fans and learning groups. It is a community that you can use and finally realize.

Why?

Because they have the same attributes, unified goals and unified rules!

Therefore, a community must have three elements:

1 has the same attribute label.

2. the goal is the same.

3. Have your own operating system.

Therefore, for those who want to do "community marketing", before doing group, we must make clear three questions:

1. What kind of group do you want to build? 2. Why are you together? 3. What shall we do together?

Just like studying. Many people go to school because they are studying, everyone is studying, but some people have their own goals, such as being admitted to a junior high school or a high school university, or having their own life goals and things they want to do in the future!

When you consider these three issues clearly, you can plan your community!

For example, one of my students wants to lose weight recently, so I suggest him to build a weight-loss group. Every day, she insists on taking screenshots in this group to dry her weight, while sharing her weight loss experience with others and learning weight loss recipes. Later, he found that there were hundreds of people in this weight-loss community, so he began to share weight-loss skills or recommend weight-loss foods, and then began to realize it!

As long as you know what you want to do, you can build a community. For example, if you like photography, you can build a photography group and discuss photography skills every day. For example, if you are good at matching clothes, you can build a group to share your matching experience, and even sell clothes or other products in the group!

First of all, you have to be clear, what is the purpose of building a group? Most people build groups to realize cash, so how to realize it and the channels for realizing it also need to be planned.

1, selling products

For example, I have a student who started a group to sell his "hairy crabs". He shared his story with "hairy crabs" and established a "hairy crab" eating group.

Step 2 provide services

For example, I set up this group to train students, provide consulting services and answer questions.

Step 3 expand personal relationships

For example, "Zhenghe Island" aims at serving entrepreneurs and provides them with a platform for exchanges and cooperation.

Step 4 gather interest

For example, some "reading parties", "mountain climbing parties", "going to road trip", "parent-child groups" and "painting groups"

Step 5 build a brand

For example: Xiaomi fan group, Apple fan group, Coca-Cola fan group and so on. These are emotional link communities between brands and customers, which facilitate the interaction, exchange, participation and communication between fans and products.

6. Maintain customer relationship

Some enterprises establish a community, that is, they have a continuous relationship with customers, so that customers can continue to buy products or services.

7. Create personal influence

For example, star fans, Luo Ji thinking and celebrity fans are all strengthened and built around personal influence. Group owners share dry goods, organize some activities, and finally achieve it with the help of group size and influence.

When you understand the purpose of building a group, you can give your group a nice and memorable name!

How to give the group a proper name?

Share three ways to name groups:

The first type: source extension

1, soul figure extension: such as snail powder friends club, Fan Deng reading club, Luo Ji thinking and reasoning learning group, etc.

2. Extending from core products: such as xx Star Rice Noodle Group, xx Food Alliance, etc.

The second type: target customers.

1, content: dry goods gang 2, hobbies: donkey friends club, mountain climbing group 3, attributes: pink group, pretty woman, wearing club.

4. Idea: Create miracles and achieve them.

Third: the combination of the two methods.

Then, we will make a slogan for the community: just like the party's "serving the people"

When a community has a slogan, it's like putting a label on it, just like everyone has a code when they meet.

Slogans are formulated in the following three categories: let others join the group or remember the group, just like advertising, go deep into the subconscious.

1, functionality-such as "Baidu, you will know"

2, interest-oriented: such as: "a catty of milk a day, strong China people."

3, three views: such as: "woman, you should be better to yourself."

Next, pay attention to why others come to join your community. What is the truth and motivation behind their joining?

Everyone has their own goals when joining a group, such as joining a group, learning skills, or various promotions.

In fact, people want to join a group because they have certain needs, in other words: to get what they want!

So the core goal of the community is to meet this demand. If a community can't meet this demand, it will quit or advertise in the group!

According to Maslow's hierarchy theory of human needs, a person includes the following needs: physiological needs, security needs, social needs, respect needs and self-realization needs!

When we talk about community marketing, we have to talk about social needs, including: family, the same kind, love, friendship, interpersonal relationships, parties and so on.

In a word, people join the community based on their needs and desires.

Having said that, what I want to say is that you should prepare topics, contents and scenes for the above content to make others feel that this group is valuable.

The study found that people's needs to participate in various communities can be divided into eight aspects:

1, contact requirements: classmates, parents, colleagues, fellow villagers, etc. Keep in touch with each other.

2. Job requirements: such as internal information exchange and external customer service.

3, making friends needs: find like-minded people, friends in the same city, peers, etc. ; Meet high-quality people and expand contacts.

4. Learning needs: eager to learn and share; It is often manifested in seeking people who are more professional than themselves and communicating with them to learn.

5. Communication needs: to build a personal brand and join a certain community is to make yourself famous and spread the company and products.

6, life needs: such as dating dinner, gathering or traveling together.

7. Service demand: obtain follow-up services related to products, such as after-sales.

8. Psychological needs: sense of belonging and satisfaction.

An ordinary person, assuming that he has played WeChat for 1-2 years, will be filled with various groups, including company group, group group, classmate group, team, travel group, interest group, temporary group and customer group. . . . Too many. . . .

Judging from the above eight motives, no matter how we establish and start the operation of a community, we will often end up in a stagnant pool and eventually quit the group. But as a group of relatives, friends and classmates, even if they don't chat, they will always keep it. . . . why

Because relatives, friends and classmates all have their emotional and memory foundation, which will bring people a sense of belonging.

Did someone say that there must be relatives, friends and classmates? No, Xiaomi House, Wu Xiaobo Reading Club and Luo Ji Thinking Group all have this sense of belonging. It's not strong, it just makes you feel that this is a circle that can be played, and someone will give you feedback, study and socialize.

Many doctors' groups will be full, even if almost no one speaks, they will not quit, because they will consult when necessary when they are sick every day.

Have you ever wondered why most regiments end up dead and garbage regiments?

That's because: 90% of the groups have no clear goals! They don't know what to do except advertising.

For example, "Internet resource docking group", "North-Guangzhou-Shenzhen city matchmaking meeting" and "National programmer exchange group" ...

Open your mobile phone group, and you will find that most of the groups are talking nonsense, and some groups have almost no communication. Why?

It's not that people are lazy and unwilling to communicate actively, but that they have psychological defense against social interaction in their subconscious. When he doesn't know a person or is not interested, when he feels that he can't provide value for himself, why should he speak? Of course I don't know what to say.

However, you will find that if a person stands up and shares in the group, he will often be noticed and actively added because everyone sees value from him.

Therefore, building a group must have a clear goal!

What is a clear goal?

? For example, a fun run sponsored by a brand gathered a group of fun runners to finish a fun run at a fixed time and place, so the goal of this group is very clear.

For example, in a movie, the director assembled actors, directors, executive directors, audience, lighting, publicity and planning, and formed a crew of 100 people. Finishing a movie in three months is also a clear goal.

The goal is the goal, the blueprint is the blueprint, the vision is the vision, and there must be people who actually implement it. Therefore, in order to set up a society, managers must be equipped.

You will find that many communities often set up a group owner. At this time, the founder will not be able to speak with his own hands, and no one will respond to the words of the group. . . . Very embarrassing. . .

Then why not set up more pairs and find some active ones? Give material rewards. (Note that there should be incentives. People nowadays are very realistic. )

When establishing a community, we must be clear about the rules of the group. Need to master the following points:

1, the core positioning of the community: products, entertainment, knowledge, or literature and art, we must find accurate target customers, and the community should attract people with the same frequency!

2. Set up community owners and administrators: it can improve the communication enthusiasm of group members, issue group announcements, organize community activities, answer difficult questions, kick out saboteurs and guide diving members!

3. set the threshold for joining the group: the community that does not charge will die. Why are all the junk groups, advertising groups and porn groups you see on the Internet zombies? The reason is that high-quality service can only be provided without charge. It is an inevitable trend to establish a "membership" community.

4, determine the theme and content of the community: determine the personalized theme and content, highlight their own characteristics!

5. Establish a community incentive system and standardize the content of the speech: everyone is the best teacher in the community. There must be both material rewards such as red envelopes and rewards, as well as spiritual incentives, so that group members have a sense of identity and participation!

You can give them different identities, unified logos, unified numbers and unified names. When you engage in offline activities, you can also go to dressing the, unify your temperament, print publicity slogans with consistent norms, and of course, you can form different levels of communities!

When building a group, it is necessary to interact within the group and output value and content:

How? You can start from the following aspects:

1. Regular topic discussion: Regular topic discussion should have a certain sense of ceremony. For example, today we predict what topics will be discussed from 2 1: 00 to 2 1: 30 tomorrow night, and choose positive speeches to give incentives, so that group members have certain psychological expectations and motivation.

In addition, activists in the group and KOL (opinion leader) can encourage them to participate in a few words, which will have a good effect on the atmosphere of discussion.

2. Guest interactive sharing You can invite several guests back every week or month to share topics in a certain field, such as a flower shop, and occasionally share floral skills; A brand of beverage catering, making drinks and sharing. ...

Of course, this sharing depends on time, way (voice+text), interactive question and answer, etc. The invitation strategy of guests still depends on their own resources, and they are also encouraged to dig from within the group. . .

3. Let the team members get a sense of participation. The concept of "participation" is put forward by focusing on a group of core seed users and providing them with feedback on the use of enterprise brand product research and development, and in this process, it naturally becomes a channel for brand promotion.

For example, a restaurant can set up a "eat together (tentative name)" brand and a skin care brand, and can set up a "new product tasting group (tentative name)" to give feedback on products through regular product tasting/trial, and even let them participate in product naming and voting.

4. Offline interactive precipitation The Internet is relatively unfamiliar and virtual. As mentioned above, it is really difficult for a group of strangers to get together and talk about anything. Being a club is like falling in love. If two people meet online, they are enthusiastic at first, but if they don't actually meet, they will soon become cold.

⑤ On the basis of establishing a sense of community belonging, it is also necessary to cultivate the visual, auditory and tactile memory of community members. Only by truly becoming friends from netizens will there be a greater possibility of continuing to communicate.

It's like a freshman entering school and setting up a class group, but they haven't met yet and have no same memories and topics. They have no impression. From the initial enthusiasm for nonsense, I gradually became silent, but once I have a new chance, I will often communicate in my later life and there will be more topics. Even if you don't chat in the group, everyone will come out to chat.

Finally, I will share a story with you:

Why? I said, think about it first: what do people live for? This sentence immediately stopped him!

What do people live for?

He said: House? Cars? Money? Happiness? Are you happy? Career? Success?

I said, think again?

He finally looked at me with a puzzled face and said, not above, what is it? A little abstruse!

I said: a person lives to get more information and energy!

What is energy? Money is energy, house is energy, sunshine is energy, and fans' worship of you is also energy. . .

See the money? This is energy! ! Today, 99% of the people who joined the group to listen to my class are trying to get this energy!

So what is information? Today's housing prices in Shanghai are information, how to make money is information, how to become beautiful is information, how to lose weight is information, how to open a shop is information, and if you do community marketing, it is also information!

You go to Andy Lau's concert. To be honest, you can also hear his songs on your mobile phone. That is to say, from the information point of view, Andy Lau's songs on your mobile phone are similar to those you heard at the concert, but why does the concert feel better?

Because Andy Lau is present, he is an energy body. With or without him, the energy is different, so you like to go to concerts and feel his energy on the spot. "

High energy is Yang, low energy is Yin, and Yin is always attracted by Yang. The rich are yang and the poor are yin, so people without money like to be close to the rich. On the contrary, rich people don't like to get close to people who have no money.

By the way, ask yourself: Does your group have energy? Is there enough content and information? What benefits and values can you give others?

In short, remember: if you want to build a successful community, you must 100% be beneficial to other people's thinking and really bring more information and energy to others!

Do you remember this sentence?

What does a successful community do? How to attract thousands of people into the group? How to operate? How to achieve it?