Each of us has various types of WeChat groups on our mobile phones, including classmate groups, parent groups, owner groups, friend groups...
A popular saying nowadays: In the age of community, If you don’t trap people, you will be trapped!
In fact, community is not a new concept. It has existed since the beginning of human society.
For example, primitive people knew how to live in groups and jointly resist external dangers. Each tribe had a leader.
Now there are countless, such as online celebrity fan tribes, post bars, interest groups, offline communities, and even dancing aunts are a small community.
If Li Bai and Du Fu lived in this era, they would be the founders of a certain community, with accurate fans all over the world!
After decades of development, our country's economy has evolved from the PC era to the current mobile Internet era.
Many merchants always think that business is not easy to do because of fierce product competition, the rapid development of e-commerce, rising costs and increasingly expensive traffic prices.
The essence is that we have not kept up with the rapid development of business and found the fundamental direction and methods.
Traffic is the foundation of all business models, and traffic is king is suitable for all businesses.
The entrances to traditional commercial traffic are:
1. Portal websites such as Sina, NetEase, Tencent, Sohu, etc.
2. Search engines. Many people use Baidu bidding, SEO search, etc.
In the mobile Internet era, the entrance to traffic is no longer portals and search engines, but has turned to social media.
In this era, anyone can say what they want to say at any time and let everyone see it. It can even be spread spontaneously and unrestrictedly through social networks.
WeChat, Weibo, and QQ, these three types of self-media with social attributes (we call them social media), account for 80% of the traffic.
The quiet change of traffic entrance also directly led to the re-construction of the business model.
The community is the biggest entrance to traffic and the best way out for future merchants.
The rise of the community has given us new opportunities.
The community is the entrance to traffic, and the community economy is also an inevitable business model.
According to the human needs proposed by the famous scholar Maslow, community is the carrier to satisfy all human needs, such as love and connection, sense of certainty, satisfaction, sense of importance, and physiological needs.
Community operation and community monetization are the core links. The key to community operation is to conduct scene operations around the focus of the community.
Satisfying the needs of members of the community directly determines the vitality of the community.
The core value of the community is monetization.
In other words, in this era, whoever has his own accurate and sticky community will have the ability to command the princes from all directions, and thus have tenacious vitality and combat effectiveness.
It is obvious that any company in the future will regard the community as the focus of its development, because it will be the company's core competitiveness.
————The master’s thinking behind the social economy
Marketing guru Kotler said: There are only two things in running a business, one is marketing and the other is innovation. When I was young, I never understood it very well. I always felt that the master's explanations were just formalities and too superficial. As I grow older and accumulate over time, I have gained some insights, which I would like to share with you.
The so-called innovation means that with the replacement of technology, social and economic development, and changes in people’s consumption concepts and behaviors... the enterprise internally responds to many aspects such as product-based products, including marketing, services, operation management, etc. System modifications and even changes are made - this is purely an internal behavior of the enterprise; what is marketing? Marketing occurs between enterprises and customers. It is a purposeful interaction and is essentially a transfer of value...
Let’s talk about the current hot business form: community economy. My understanding is that the focus is on the focus of the same value - that is, in the early days, it was mostly a fan economy. When it matures, it becomes a group business model with the same interests or needs.
The traditional business model is to innovate (product) first, and then start marketing; while the social economy is to start marketing (gathering people and reaching a common understanding of interests or needs), and then build products (innovation), and then complete O2O. Effective links... The essence of this phenomenon is the integration of the advantages of existing online and offline models, and it also announces the advent of the era of personalization!
The development of the community economy has had a huge impact on the traditional business model, but it also provides a reference direction for the adjustment of the traditional business model...
The trend of the times is turbulent, and this It is undoubtedly a revolution...
To the fearless you: Customers are your indissoluble bond in this life; there is no smooth road in the sales journey. What you focus on is not me, but the bright light in your heart. ?
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1. First of all, it can at least solve a fundamental problem of users
"If I am a user, why should I join this community?" This is the question of every community owner. It's a question that requires deep thought. If you can't convince yourself, it's simply impossible to expect others to buy it.
Take the Zheng'an Calligraphy Class Community in the Xingxiu Community as an example. Zheng'an Calligraphy Community provides one-stop services from calligraphy courses to calligraphy tools. It is also equipped with professional calligraphy teachers to ensure that every member of the group can All students can gain something. If the fundamental problems are solved, the community will naturally develop in the long term.
2. Secondly, there is a common long-term goal within the community
If the community operation is just about harvesting leeks, it is destined not to last long, and long-term planning can be carried out. Communities that encourage members to voluntarily expand and repurchase multiple times will have longer vitality.
Take the knowledge e-station in the Xingxiu community as an example. As a large-scale event operation community in Shenzhen, the knowledge e-station organizes about 10 activities every week, covering multiple areas of interest. By joining their membership, you can get privileges to participate in activities at discounted prices. The higher the long-term value provided by the community, the higher the motivation for members to join the community, so that the community can develop in the long term.
3. Then, have clear and clear group rules
A clear and clear group rule can play an important role in constraining members in the group. When the environment of a community is always good and no one posts random advertisements, the value of the WeChat group can naturally be guaranteed.
On the contrary, if you turn a blind eye to violations, such as allowing violators to forward mini programs and links that have nothing to do with the WeChat group, in the long run people in the group will continue to follow suit, and spam messages in the group will gradually increase. There will be more and more people, and this WeChat group is not far away from extinction.
Since group rules have been established, they must be implemented conscientiously. Group members and group owners will supervise together. Only when everyone abides by the rules in the group can the community develop in the long term.
4. Finally, be good at using tools and resources to operate the community
Many operators believe that community operation actually involves pulling a bunch of people into the group and then bragging about it. The group of friends obediently paid for it. Just imagine, if this alone could build a good community, community operators would probably have achieved financial freedom long ago.
Community operation is a long-term process, and the achievement of achievements is inseparable from the use of tools. A community tool that combines marketing, management, and accumulation can help community owners save a lot of money. energy, allowing community owners to focus mainly on the expansion of external resources. Just imagine, just by connecting to the social robot, you can manage more than 20 communities at the same time. How much time and energy does this save the community owner? Not to mention other features.
With good tools selected, community operators can unleash their power better, and the probability of success of the community will be higher.
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Community operation drainage-conversion-repurchase-fission-self-operation
Drainage: purchase products for the first time through a physical store, use WeChat to add friends to pay and get discounts The model of adding precise people; the model of outdoor activity promotion, adding a wide range of people, and later using products to eliminate unsuitable people; the MLM-style ladder profit-sharing model, by giving profits (commission ratio) to leaders in a small circle, by Leaders distribute a small portion of profits and continue to promote and attract traffic through the profit sharing model.
Conversion: Different communities have different perceptions of purchasing power. Conversion in the early stage of community marketing is difficult. It needs to continuously enhance the atmosphere. Through several successful sales, it is necessary to summarize what types of products each community member is interested in. High degree of purchase, strong desire to buy, information such as the unit price of the customer. Each community has its own different characteristics. Different communities promote different products and customer prices. Successful product promotion cases in one community are only suitable for one community and cannot be copied by force. Among them, the role of "child care" in promoting "child care" in the early stage is throughout the whole event. The number of "child care" for every 100 members is roughly 5 to 8, and the avatar and screen name are frequently changed.
Repurchase: The most important part of community marketing can also be called "habitual purchasing". Through daily, weekly, and monthly scheduled activities, members can form non-irritating purchasing habits. . Remember to bombard sales. Presented in the form of scheduled activities, for example, Monday to Thursday at 8pm is a single product flash sale day, and a product will be released. Limited time, limited price, limited supply. It is best for the product to be one with high recognition and high profit per unit price. Friday night at 8pm is the member gift pack bargaining day. Several products are combined into gift packs, which are presented with pictures, nutritional value of the products, etc. For the same address, the more points you buy, the cheaper it will be. For example, if two people buy it, it will be 90 yuan per portion. 85 yuan/portion for three people, 75 yuan/portion for five people, etc. Product selection, product description, pricing, activities, etc. are very important in the repurchase process. The best product combination is several traffic products and 1 to 2 profit products.
Fission: On a certain day of each month, a member promotion day is set up, and members are added through recommendations and direct scans. After each member introduces new people and purchases products, he or she will be directly rewarded with rebates or set up gift packages for new members. One copy will be given to the recommender and so on. Through the above rhythm, keep making slight changes. Once you reach a method that works for each community, it can run on its own. Social marketing can carry out frame copying, but cannot carry out template copying. All links should be as easy to understand, easy to operate and as interesting as possible. After the framework is established, different problems will arise in different communities. This is a good thing and can be solved in time.
The ultimate direction of the community is business