How to operate the community?

From PPT, not just PPT, hello everyone, I'm Lao Qin.

If you want to run a good community, the most important thing is to understand the composition of the community.

According to my point of view in the book "Community Marketing", we think that a real community must include five elements: interest, structure, output, operation and replication, which is called "ISOOC" for short.

1, what is the same good?

Interest, the first element of the community, determines the establishment of the community.

The so-called "common interest" refers to the recognition or behavior of something.

Can be based on a product, such as Apple mobile phone, hammer mobile phone, Xiaomi mobile phone.

Can be based on a certain behavior, such as a group of friends who love to travel, a reading exchange meeting that loves to read.

It can be based on a tag, such as a constellation, a fan of a star, PPTer.

It can be based on a certain space, such as the owner group of a living community.

It can be based on some kind of emotion, such as hometown association, alumni group and class group.

It can be based on a certain three views, such as Luo Ji's idea of "kindness, fun and knowledge" and Qin Youtuan's idea of "making progress every day".

* * * Goodness is the origin of our search for homogeneous people, but "sharing goodness" is only the beginning of community building. If we really want to survive, develop and grow, we need the following elements.

2. What is structure?

Structure, the second element of community composition, determines the survival of the community.

Many communities quickly fell into silence because there was no effective planning for the community structure at the beginning, including members, communication platforms, principles, management norms and so on. The better these four structures are, the longer the life of the community will be.

Composition: Find and call on "like-minded people" to form a pyramid or ring structure. The first group members will have a great influence on the future community;

Communication platform: after finding people, there should be a gathering place as the base camp for daily communication. At present, QQ, WeChat and YY are common.

Joining principle: with senior members and a built platform, more people will come here, so there must be a certain screening mechanism as a threshold to ensure quality. Secondly, participants will cherish this community because it is not easy to join.

Management standard: There are more and more people, so there must be management, otherwise a lot of advertisements and irrigation will make many people choose to block them. Therefore, it is necessary to set up administrators and constantly improve group rules.

3. What is output?

Output, the third element of the community, determines the value of the community.

All communities have a certain degree of activity at the beginning of their establishment, but if they can't provide value continuously, the activity of the groups will gradually decline and most of them will become advertising groups. A community with insufficient value will become a "chicken rib" sooner or later, and group owners and group members will choose to quit or dissolve the group. Some people will join a new "good" group or choose to create a new group. In another case, group members do not quit the group and stay in the group. He will see if this group can bring him value. If after a period of observation, the group can't bring him what he wants at all, he will make trouble in it (send advertising messages), because he doesn't care whether he will be kicked out of the group, and sending some advertisements may get back a little time cost.

In order to prevent the above situation, a good community must be able to provide stable service output for group members, which is the value of group members joining and staying in the group. For example, Luo Pang insists on one voice every day, Big Bear insists on sharing dry goods regularly, and autumn leaves have classes & etc. Hands-on practice, some industry groups can take orders regularly.

In addition, "output" should also measure the output results of group members. All members are flowers of the community. If they just stand out from the crowd, it is still a fan economy route.

4. What is the operation?

The fourth element of community composition-operation, which determines the life span of the community.

It is difficult for a community without operation management to have a long life cycle. In general, we should establish the "four senses" through operation from beginning to end:

A sense of ceremony. For example, membership requires application, membership requires group rules, and behavior requires rewards and punishments, so as to ensure community norms.

Sense of participation. For example, through organized discussion and sharing, we can ensure the quality of the community with something to say, something to do and something to gain.

Sense of organization. For example, through division of labor, cooperation, implementation, etc. A certain theme, so as to ensure the combat effectiveness of the community.

Sense of belonging. For example, through online and offline mutual assistance, activities, etc. To ensure community cohesion.

If an association has norms, quality, fighting capacity and cohesion by operating these "four senses", how can it be short-lived?

5. What is replication?

Replication, the fifth element of community composition, determines the size of the community.

Because the core of the community is emotional destination and value recognition, if the community is too large, the greater the possibility of emotional division, and it is possible to achieve a huge scale and emotional convergence, as if there is only religion.

So the best boundary between them is very important.

If a community wants to replicate multiple parallel communities, it will form a huge scale. Before the actual operation, please answer three questions:

Question 1: Is the self-organization completed? We should consider whether we have enough human, financial and material resources. We should not pay too much attention to the center, but we should not completely lack organization.

Question 2: Has the core group been formed? We should have a certain number of core partners who can join as seed users of the community and guide the community to develop in a benign direction.

Question 3: Has a subculture been formed? It is necessary to form a subculture of group communication, such as whether the tone and expression of everyone's chat are the same? These are the core of community vitality.

The above is the characteristics and structure of the community we summarized. Want to know how to realize the five-step community construction step by step, you can refer to "Community Marketing: Methods, Skills and Practice" written by me, Akiba and Wai-Man Chan.