Can't tell the difference between a community and a community? Autumn leaves talk to you

Maslow's hierarchy of needs theory inspires us that once people solve the problem of survival, they will long for a sense of belonging. Eager to be understood, eager to be connected.

Internet media has developed from letters to pagers, telephones and mobile phones ... With the development of mobile internet technology, various theme communities emerge one after another, as if human beings are "home" in the virtual world.

A representative theme community has emerged: Internet knowledge community "Luo" social marketing community "Big Bear Club" workplace skills learning and growth community "Autumn Leaf PPT". ...

What is a community? Hao Tong+Structure+Output+Operation+Replication.

Members of the community gather together on the basis of common identity or behavior. Without "common interests", there is no topic. What determines the life of a community is a solid structure and a textured operation, just like the foundation and daily maintenance of a house.

The size of the community depends on the output content and subculture of the community, as well as whether the members of the group depend on and identify with the community, which determines the premise that the community can replicate and expand.

Community is the connection between people based on geographical location. The "last mile" often mentioned in retail scenes is about community marketing.

Community emphasizes the relationship between people and is not limited by time and space. Even if two people live in different places, they can chat endlessly through the internet. In the flat social network, the mobile phone has become "an organ of our body". If the mobile phone is blocked, WeChat does not return, and the dynamics are not updated, there will be the illusion that this person has "disappeared".

In the virtual world, we often find our sense of existence in the recognition of others. We will share the dynamics on social networks and look forward to the praise and interaction of others; We will compare our luck in grabbing red envelopes, even if it is only a few cents.

Weibo and WeChat WeChat official account are the same fan economy model. By expanding the scale of fans and placing targeted advertisements, fans will forward or pay the bill, but they will encounter new troubles-attention shift. The time that fans can allocate is limited, and this fan economic model must compete with other social marketing to seize users' time.

The fan economy of stars is typical. Fans only pay for stars, and no one can replace them. Once the star is stained, the image collapses, and the fan economy collapses instantly. Once there are no stars, it is difficult to maintain the economic structure.

In contrast, the social economy is much more stable. The community consists of many points with the same interests, emphasizing cohesion. If one is missing, the other can be made up immediately. At the same time, in the atmosphere of the community, the herd effect has been born, the contact will be closer, and it is easier for each other to infect each other and buy impulsively. Introducing customers into the community is an advanced form of brand management.

Before forming a community, the role of product users has to be changed three times.

In the audience stage, we can learn about product information through online channels, news reports and friends' recommendations. In the user stage, use the product with a try attitude. Fans are extreme. After using it, I am very satisfied. Recommend it to friends around you. In the community stage, become a product lover, form a community with product lovers from all over the world, and participate in product optimization and experience.

From "audience" to "community" is the process from "onlookers" to "family".

The establishment of community is to meet some needs of people. What leads to the silence of the community is either that the purpose of the group owner has not been achieved and is no longer maintained, or that the needs of the group members have not been met and are no longer active.

Whether the motivation of building a group is selling goods, expanding contacts, learning and growing, or building a brand, we must consider the sustainability of demand. A stable group must be a community orientation based on long-term needs.

The temporality of demand inevitably leads to the temporality of the community.

The first inducement leading to the disappearance of groups is the lack of clear long-term positioning. It is necessary to comprehensively consider the theme and orientation of the group in advance. The group with sharing mechanism will live longer, and the irrigation group will die.

The lack of enthusiastic group owners or group owners' managers, or the strong personality of group owners, will lead to polarized disputes, which will either become chaotic information or be extremely boring.

However, the lack of fixed activities, long-term lack of fresh members to supplement, decreased familiarity and cohesion, and silence will accelerate the decline of group vitality.

The combination of different group roles constitutes the ecological model of different groups.

Organizer, daily maintenance management. Thinker, the soul of the group. Tease, adjust and enliven the atmosphere. Ask for advice, provide confusion, ask for help. Watch, dive, and talk occasionally. Challenger, dissatisfied with group management and open communication content.

Around these group roles, there are mainly two management modes: one is the ring structure based on social groups, and the other is the pyramid structure based on learning groups.

The number of people with high-quality social networks is limited, and Dunbar's "150 law" is the elaboration of this research.

Imagine the screen experience of friends circle after adding hundreds of friends to WeChat. In the community, a large number of group members are screened, the information is overloaded, the per capita participation is greatly reduced, and the cohesion and activity will certainly decline.

But for QQ learning group, it is easy to reach the upper limit of 2000 people. In order to solve the problem of students' participation, we should use the recursive pyramid management model: set up a core management group, which is not large in scale, and everyone in this group will maintain a small group.

The active mode is to watch the publicity by yourself or join by using the group search function. In order to avoid people with impure motives or people who do not meet the group positioning, many QQ groups adopt the approval system.

Wechat group imitates the structure of QQ discussion group, which is pulled in by members without the consent of the founder of the group and adopts the link diffusion mechanism.

The product logic of WeChat group is based on time flow, while QQ group is based on theme. The former is suitable for mobile communication, while the latter is rooted in the desktop era.

QQ group, based on the theme, can set up multiple small windows for fixed-point communication, which is helpful for many people to interact on a specific theme online. This independent window design must require the device to have enough screen space, which is obviously difficult for mobile devices to support.

The way to join WeChat is very casual, mostly based on a certain scene. When the scene is over, this group will disappear with the flow of time.

The management tools provided by the platform determine the strength of the platform to maintain the community.

Compared with WeChat, QQ tools are more diverse. The community should have a sense of ceremony-QQ should apply for membership, the community should have rewards and punishments-QQ red envelopes/no words, the community should be valuable-QQ group sharing demonstration/group file sharing ...

Wechat group pays more attention to the horizontal connection of participants and is more open, rather than focusing on the identity of the founder of the center. QQ group is just the opposite.

Wechat group does not limit the number of people to add groups, and it is more diverse. Group management is placed in the information time flow. If there is no dialogue, it will naturally sink over time.

QQ discussion group is compatible with the characteristics of QQ group and WeChat group. It has some functions of QQ group, such as voice, video and file transfer, and also has the functions of WeChat group. Based on the characteristics of time flow, it is temporary.

QQ group is more like a commercial organization, and the product logic comes with the concept of application process and group administrator. Wechat group is more like a theme party, where members can invite others to join, communicate based on specific topics, and then leave.

If it is used for commercial purposes and has a clear theme, then QQ group construction is more suitable. If the user layer is middle and high-level and does not adapt to QQ chat, it is WeChat group.

Find a good friend: Who will build the group? How to do a good job in community positioning? How to find the first group members?

Fixed structure: how to distinguish internal groups from external groups? Choose WeChat or QQ? Open membership or invitation system? How to make group rules?

Output: the output content and form of core members and ordinary group members.

Skillful operation: the sense of ritual of joining the group rules, the sense of participation in group sharing, the organization and cooperation of division of labor within the group, and the sense of belonging brought by offline activities.

Replication ability: how to form the core group, the cultivation and derivation of the core group culture.

To build a community, you don't necessarily need to find a celebrity spokesperson. You need to find someone who likes a product and can bring it to the extreme and has personality. With the same interests, community building has a foundation.

Luo Pang of logical thinking, relying on 60 seconds of voice and reading sharing every day, quickly accumulated a group of die-hard fans. From Luo Ji's official WeChat account to getting a learning club, from Luo Huiyou's speech to getting a university, his momentum and influence have gradually expanded.

Guo Qi of Taiping Life Insurance, also known as PP Qi, attracted the attention of the company's business colleagues through the PPT series "One Picture to Read Products", and promoted the promotion model of PP Qi gold medal writers through the national WeChat group -PP Qi dry goods and big coffee group -PP Qi public platform, locking in tens of thousands of company business colleagues and thousands of sharing elites.

The value of community is based on ability, not enthusiasm and vision. To build a community, it is necessary to make a reasonable plan for the members of the group.

Most of the internal groups are ring-shaped, and everyone's identity can be transformed, with equal status and relatively loose management. External groups are mostly pyramid structures, with group administrators and clear group rules and management mechanisms.

After the community operation enters a virtuous circle and the number of people is about to exceed the upper limit, some old group members will be transferred to the second group through the internal group, thus ensuring that the second group has a certain scale from the beginning, and the old group members will consciously inherit the group rules and culture within the group. Cross-introduction of population replication is the key to expand the population size.

Subculture groups based on the personal influence of core group members are the life extension of interests and preferences. For example, the "Autumn Leaf PPT" team's reading notes PPT group, group playing PPT group, Yi Xue Tu, Qin Youtuan; Zhenghe Island's non-creative team is divided into tribes, photography tribes, Hermes tribes and so on.

Optimizing the group requires the output of ordinary group members.

How did Akiba PPT team change team members from "observers" to "actors" and participate in community operations? The team encourages students to read a book and make a PPT with content after learning PPT course. The teacher instructed them to modify it and post it to Weibo, WeChat, online disk and other channels for free, so the students received the paid task of PPT design and the interview invitation of the enterprise. At the same time, the team turned the guest sharing in the community every Friday into student sharing, which inspired more students to learn and make progress.

Ritual sense: the unity of group name, group announcement and group business card, so as to lay a good visual foundation for the group joining ceremony and make a good group setting plan. Set the joining mechanism, admission system or invitation system, set the joining code, and inform the joining rules before joining the group. To join the group, we must first identify with the group rules and culture.

Sense of participation: cultivate the sense of participation brought by small habits, such as getting up early, asking early, signing in and morning. Organize sharing and topic discussion regularly. For dry goods sharing, it is necessary to invite the sharers to prepare materials and emphasize the sharing of enlightening content, while for topic sharing, the prepared topics can be discussed and screened in a small scale and selected by the topic host.

Sense of organization: the community can organize the division of labor and do what one person can't do. Through the Weibo communication matrix of the community, members of the group organize their own solitaire, which can guide netizens to follow suit and forward it easily. Through crowdsourcing cooperation and each claiming a task, complex projects can be completed in a short time.

Sense of belonging: online 10 times or so, not as good as offline 1 time chat. It can be organized by geographical distribution and topics of interest. Group members are mainly core group members, and casual chatting and playing can deepen mutual communication and experience the real community.

Akiba took seven steps to build a network promotion team of "learning PPT from Akiba".

In the orientation stage, we find creative people who are more suitable for network survival. After running-in and precipitation, trust and mutual understanding are established among the internal core groups. Through dynamic screening, the number of core groups is stable at 69. Clarify the goal of building the first brand of online PPT training, and promise to work together as a platform and share the benefits. The team set posts and responsibilities, and made use of everyone's fragmented time and division of labor to achieve the first place in the field of online paid education in OFFICE. Students' five-star reputation exceeds 95%.

The "wolves" in community operation are the core group, that is, a group of people with strong professional ability, many ideas, good teamwork and the same interests.

Wolves in the community are not always fixed people, anyone can take them. The role of wolves is more to motivate teams, get to know each other, integrate internal and external resources, and maximize the combat effectiveness of the community.

The core members of Akiba PPT team are all core fans who have developed from Weibo homework, WeChat interaction and strong relationship, and introduced QQ group.

The most deadly thing about community marketing is that your competitors can get all your target customers by finding communities with the same fields and hobbies.

If you want to play "ant tactics", you first need to bring value to the community and cultivate a sense of existence. In the ecological circle of the community, with image recognition, there is naturally no shortage of helpers.

Mobilizing collective strength is the most convenient and economical method, and it doesn't need special technical content, but it is quantity.

A military order is a letter of guarantee written after receiving a military order, indicating that if you can't complete the task, you are willing to be punished according to military law and emphasize risks. Siege tactics, on the other hand, talk about the opportunity to get rewards by completing tasks, emphasizing income and positive incentives.

The community that often posts tasks does not need to find topics or do activities, and the maintenance cost will not be high. If the task can connect multiple roles in the community, it will often generate a lot of energy.

A person's energy and output are limited. Once the group responds to the task, the members of the group compete with each other, which will promote the collective evolution of the community and spread rapidly in the network channels, bringing social influence that cannot be underestimated.

In the community, there must be participation under the reward, but just rewarding the prize is not enough. What really inspires the vitality of the community is the attractive activity design under the award.

In this paper, Akiba designed the Weibo Lottery as a new media practice activity in the student community, determined the activity objectives, and finally gained unexpected channel exposure through students forwarding the activity Weibo, spending money to promote the headlines of fans, and linking external sponsorship resources.

The activity design meets the needs of many parties: students have actual combat opportunities, outsiders have observation experience, prize sponsors have brand exposure, and autumn leaves online courses have sales growth, achieving a win-win situation.

If you have dry goods and products, you can actively participate in a large number of group sharing. Through sharing, let everyone get familiar with and understand you, and complete the shopping guide when the team members are highly excited.

There is no community, and it is a point-to-point relationship with users. With the community, the relationship with users has become a point-to-point relationship, and the marketing opportunities based on demand scenarios will increase a lot.

Fixed-point tactics need to find the position of the community, be familiar with the structure and preferences of the community, and start with the psychology and behavior of the group members.

As long as you find a user who meets the product positioning, start with him and enter the community with the same characteristics behind him, you can find the target customer group at once. Taking this group as the entrance, through understanding and interaction, more communities with similar positioning can be found, and the customer acquisition efficiency and transaction rate are greatly improved.

Luo Ji's thought that "a group of people unite to take advantage of others" lies in his belief that people with charisma and people with common values trust each other and hold a group together, which is the basic organizational form of the Internet society. Any business should be redesigned based on this form, and the community can skip the intermediate links and directly talk about the current business model, which can be "group-oriented" or even free.

The "One Page PPT Contest" of Akiba Team is the promotion of traditional enterprises to the Internet with the help of community resources. Through the structured output of the community, it has caused unimaginable communication influence.

The rise of internet plus has brought changes to many industries and promoted the development of community economy. For business, a person's reputation is terrible, and so is the reputation of a group of people.

Focusing on the community is the key to the future business form. In addition to strong relationships such as relatives, friends and colleagues, the way to establish contacts between large communities must be based on "weak relationships".

Enterprises have a strong relationship with channel providers and a weak relationship with consumers. If the enterprise can enhance the connection intimacy between the enterprise and the consumer through the "weak relationship" of the community, it means that the advertising investment used to cover and influence the potential consumers of the enterprise is greatly reduced and the efficiency is improved.

It is not enough to change the connection of enterprise community from "strong relationship" to "weak relationship" by products alone. Simply relying on interests or system drive will inevitably become a screen group and a one-way sales group.

The vitality of the community lies in the value and cultural output. First, it is necessary to establish an internal community based on corporate culture, product characteristics and employee personality, and form a subculture connected with products. After this subculture is opened to the outside world, it can introduce external active fan users, and finally form two-way communication between the internal and external communities.

Xiaomi's community was originally accumulated through forums. Xiaomi employees are all mobile phone enthusiasts, and the Xiaomi community formed an enthusiast culture in the early days.

Xiaomi organized the active users in the forum, known as "hardcore rice noodles", with about 80 people, 20 or 30 core users motionless, and other 50 or 60 users kept updating.

Die-hard rice noodles actively participate in product launches and activities, and have great influence in the circle of mobile phone enthusiasts. These 80 "die-hard fans" directly affect the number of fans of 1.7 million. In fact, rice flour has become the product image spokesperson of Xiaomi.

"autumn leaves PPT?" Combined with the characteristics of club students who are good at PPT design, a platform was built to carry out the "Team Battle PPT" micro-design competition.

The PPT design challenge of each issue of Battle PPT, because of its brilliant creativity, will set off more than one million topic readings in Sina Weibo. Enterprises pay attention to this kind of communication energy, and also bring brand resources to participate in it, forming a public opinion resonance.

Because I participated in the seminar of Luo Ji's thinking, Akiba PPT got in touch with Wanda Group, so the topic discussion of "Talking about Wanda in My Eyes" was born. Akiba PPT planned a one-page PPT contest, which simplified the entry threshold. By posting Weibo and WeChat in the community, everyone who saw the activity was encouraged to participate. In two days, the topic reading exceeded one million.

Once activities are connected to users through communities, the energy of micro-activities is unimaginable.

Before becoming a "USB flash drive person" with professional skills, it is best to practice professional skills in institutions. When you can leave the organization to be a "USB flash drive", you need to find the same "USB flash drive" and live in groups.

In "U-disk Survival", the best resource integrators will organize the tacit "U-disk people" into communities. In this way, the community has become a "router" in the professional field. To find a "USB flash drive", you must contact through the community.

Luo Yonghao thanked Xu Cen who made PPT for him at the summer new product launch conference of Hammer Technology. As a result, the number of purchasers of Xu Cen's theme courses increased by 6,000.

Luo Yonghao dared to make a hammer mobile phone, not because he was just a mobile phone enthusiast, but because he saw the power behind it.

For enterprises, it is not a question of whether to build a community, but a question of how to really connect the community operation of their own enterprises with products and users.

Enterprises should give users enough value, not only product connection and preferential treatment, but also personal life satisfaction.

For the retail industry, the highly active community comes more from the transformation of life scenes, such as the establishment of a life community based on the differentiation of supermarket pet food-Cat Daren, a life exchange community with fruit preference-Fruit Ninja.