How to treat the importance of community to product operation

In my opinion, community is not a product, but a means to an end.

This operation method can also have an important impact on product operation from the following four aspects:

Innovation, initiative, retention and transformation.

The first is to attract new users. For a mature community, it has its own IP effect, which can drive users to spread and drain with the least cost and the fastest time.

When a community matures, it is also an extremely favorable means to increase user orders and community influence by constantly stimulating points and introducing products A, B and C to help attract new users, preferably after reaching a certain IP effect.

Here is a typical case: you should be familiar with Wu Xiaobo. There is a community called "Book Club" in Wu Xiaobo, and Wu Xiaobo itself is an IP with machine influence. However, a single output can not meet the needs of high-quality community subjects, so in order to maximize the IP effect, the fan economy must evolve into a community economy. Not long ago, 20 16, 165438, the pioneer of the mid-range service hotel market, was unveiled in Hangzhou by * * * and the first community hotel in China, which also marked the opening of the business model of community economy. Taking advantage of the hotel itself, it can provide a platform for offline communication and strengthen the stability and diversity of the community, while the user consumption level of the "Book Club" has a high degree of overlap with the user group of Atour, thus laying the foundation for cooperation.

The second type: active users: take the community as the user carrier and establish user communication contacts.

First of all, after the establishment of the community, you can use the community as a carrier that gathers the largest number of users and goes directly to users to inform and spread the content, because for a high-viscosity user community, the user's participation and cooperation are also extremely high. In this case, the spread of community users is actually another benefit.

You should be familiar with the communities in Weibo. Weibo started the community function from 20 14, but it has not been popularized. However, Weibo used the community to start a new game. You should be familiar with two main active groups in Weibo, the first is college users, and the second is gossip and self-media. When I was in college, I participated in the "Green Plant" activity of Weibo Campus Channel. The "Green Plant" activity is a public welfare activity in which colleges and universities all over the country participate in online communication and receive green plants offline for free every year. This activity is characterized by low cost, high participation and wide users. So later, in order to use the community, Sina automatically matched a user who participated in activities at the university directly to a community. In order to facilitate the notification and dissemination of each activity in the future, this reflects the importance of the community.

The third type: retain users. For the low-frequency consumer industry, community operation can be used to retain users based on user attention.

This main step is to guide users to go deep into the story line of products through the community, follow product activities, explore product goals through activities and realize user retention based on the product concept after the community is perfected.

In the past year or two, there has been an internet boom in domestic real estate. Everyone should be familiar with Vanke, the largest real estate kingdom, and Vanke is no exception. Vanke launched the "Where to Live" app, and through regional planning, the same and adjacent communities will be built into communities belonging to Vanke's colorful life. For example, if someone wants to find someone to exercise with and supervise each other, they will find a partner in the community. In this way, like-minded people may agree and participate together. Over time, the feelings of Vanke community leaders will get better and better, and the viscosity of users will also increase. They will not only look for peers in the community, but also try to add other functions, which will make it easier to form a closed-loop ecosystem of householders and allow users to stay better.

The last one: convert users. Community is the result of cohesion around a value point, and the ultimate goal is to maximize value.

It has always been said that the community must be based on products, which may be things, people or services. What's more, the manpower, time and financial resources spent in the community need cost, so the ultimate goal of being a community must be to make money.

Autumn leaves PPT should be familiar to everyone. For teacher Akiba, first make a community about PPT courses from the direction of PPT that he is good at, and then turn it into paying, selling courses, selling books, doing marketing activities and so on. These are also based on the maximization of community value after the community matures.

The above views only represent personal suggestions and may not be accurate. I hope you can add a personal WeChat message: zhen82669637 1 (Remarks: Baidu Xuetang)