What is the "Do Not Disturb" message that will not be set after adding a group?

What is community marketing without Do Not Disturb information? What is community marketing?

There are two ways to interpret it: the first way: the more people, the better. The second type: the more refined the brand fans, the better. The first type: the more people plant grass, the better. Selling goods is a series of marketing activities in an organizational form. This organizational form is based on the same interests, the same needs or the same values.

An organizational form that allows members to have a sense of participation, expectation, participation in evaluation and suggestions. It regards Du Qun as the scope of marketing activities. This kind of interpretation requires a high number of communities, and it is necessary to ensure the daily activity of the community. Community members here are more inclined to undertake brand sales tasks.

The second type: the better the brand fans, the better the communication. The operation of community and degree group is regarded as a manifestation of brand marketing activities, and its core function is to continuously store water for the brand's traffic pool. It pays more attention to the deep resonance between the brand concept and the members of the group, which is equivalent to the brothers, fans or sisters among friends we often hear.

Duqun members undertake more communication tasks, which is conducive to the rapid promotion of brand awareness in private domain traffic, and does not directly serve the sales results. This interpretation pays more attention to the quality of Duqun, and members and brands belong to a system of common growth. No matter what kind of interpretation, the core of community marketing will be shown.

In the following three aspects: the establishment of community, the daily operation of community and the correct use of community. Several brands that are growing rapidly in contemporary times are almost all classic cases that must be mentioned in social marketing courses. For example: Perfect Diary, king of the children, Anaya, Lulu Lemmon, etc.

About the community

The concept of community, if we want to trace its history, even from the appearance of tribes in ancient times, may be a little late. Organized predation existed when dinosaurs were still alive. The community you think is V5, the actual community.

How to treat Duqun = the group with concentrated customers? Actual Duqun = online organization+offline organization. Actual community = civil spontaneous organization+centralized management organization Social software group is only a part of online organization, even accounting for more than 80%, but it is still not the whole picture of the community. Duqun is first a group with communication needs, and then a group that can produce consumption/communication.

Establishment of community

First of all, we need to find a reasonable incentive! Incentives can be the characteristics of brand concept or brand personality. If you form a community based on products or services, read the following sentence first: Don't use products or services as an incentive to form a community.

The reason is, look at the group selling things in your mobile phone. Is group elimination always blocked? Is it open after shielding? How much did this group of people return? So how to set it up? The core principle is to provide solutions to the core pain points of user groups based on the value of products or services.

For example, Meimu brand: the incentive measures to build a community will generally be set in makeup teaching, beauty sharing, scientific skin care and so on. Maternal and infant brand: The incentive mechanism for establishing community is generally set in scientific parenting and sharing parenting experience. Products or services are integrated into the solution, effectively avoiding the risk of users resisting direct sales.

The daily operation of the community

In fact, there are many methods and contents to learn on this part of the Internet. But, frankly, it's really easy for us to put it in our favorites and eat it. The core goal of daily operation is to keep the community active and effectively extend the life of the community. Today, 1 Minimalist operation process summarizes previous work experience.

First of all, 1 core principle, based on the value of power, continues to provide solutions for more pain points of user groups. For example: beauty brand: the type of sustainable solution, the first time I met my boyfriend's parents, what makeup is the most suitable, and the new makeup for Halloween refuses to wear makeup! , that is, beheading men and women.

Maternal and infant brand: There are three effective ways to prevent intimate relationship from being damaged in the process of parenting, postpartum repair, which you need to know. Give your child to your husband today. Only by truly thinking from the standpoint of users can we better maintain the activity of the community and extend its life.

Next, there are five things that must be done: setting up managers, setting up community topics, setting up community discussion standards, holding regular Duqun activities, and setting up community incentive mechanisms. Here, we will give a simple explanation with a case.

For example: products: online knowledge paid courses, offline practical learning camp courses. Inspired by the lecturer's daily questions and answers, we started to form a community. Continue to export case disassembly around the theme of the course as one of the long-term contents, and set up a discussion reward mechanism for joint evaluation by course lecturers and community members.

The reward is set as a special invitation card for the next course or training camp, as well as a lunch meeting with the main lecturer, where you can ask questions within 2 hours. We divide the community into two levels, and 1 level only consists of 90 people. They are our mentors and friends recognized by brands all over the country and undertake the task of communication.

The second level is eight 500-person communities, which undertake sales and membership expansion tasks. 90 people are distributed in another 8 communities, and they are also members of the atmosphere group, responsible for the first batch of members who respond positively when each activity is released. Each of our communities has a 1 administrator post, which is responsible for reviewing the daily management of joining the group and within the group.

On the second and fourth Wednesdays of each month, regular live coffee classes are held, and brand marketing industry coffee is invited to teach in the community. Before each lecture, set up a member expansion reward link, and after the course, enter the big question and answer group and interact with the big coffee for one hour.

For the management of the community, we prohibit the group members from publishing irrelevant content, but provide the recruitment and publishing authority for brand marketing management positions, which will be released next Monday after being reviewed by the administrator, which actually helps the group members solve the employment problem. Hot case discussions will be posted in the group every Tuesday and Friday.

Proper use of the community

In fact, in the last case, I have basically described the use of the community. Because of the existence of the grading system, we issue different tasks according to the functions undertaken by different communities. The operation part of social software group can be comprehensively understood from the case, so I won't repeat it.

Finally, talk about the use of offline communities. Compared with the online environment, the core advantage of offline Duqun is more authentic and reliable. Be sure to do this part to the extreme! In some cases, give community members enough time to experience our products and services.

Members of the offline community are basically groups with high brand loyalty or the highest frequency of product use. In addition to continuous consumption and recommendation, their greater value lies in the production of UGC content, which stimulates a broader market through the spread of reality.

Community marketing is a project that needs long-term efforts. Of course, it can also be applied to many projects that want to harvest a leek. Just from Mario's cognition, every individual is a very valuable resource of the brand. If you want the brand to develop continuously, you must have your own traffic pool and continue to stimulate the contribution of the traffic pool to the brand.