How should the community operate?

I don't know when the community became popular overnight, just like new media, more and more people poured in. However, 99% of the communities are pseudo-communities, which have little influence on members, and they are exploring in terms of membership structure, output, rules and regulations, etc. This article will briefly explain how to build a community based on 0.

What is a community?

At the beginning of the establishment of the community, we should understand what the community is in our hearts. Simply put, the community is: a stable group structure and a more consistent group consciousness; Members have consistent behavior norms and continuous interaction; Members have the ability to act in concert with each other.

0 2 Why do you want to be a community?

(1) selling products. The products here are not entirely commodities, but may be services or knowledge. We can build an interest community according to what we want to sell. For example, those who sell pet feed can set up a community for keeping pets, where everyone can take photos and exchange experiences.

② Contact person &; Resources, in such a community, are more for the needs of interests. For example, enterprise hr can set up such a community to exchange recruitment experience, and at the same time, it is more likely to organize job fairs together or enjoy high-end talent resources.

Interest, in interest clubs, people will get together because of the same hobbies, such as badminton, so that they can exchange experiences, and at the same time, they can organize themselves to play ball together. This is actually quite common in university clubs.

④ Brand &; Influence, generally speaking, is that individuals continue to share something according to their influence in a certain aspect, and finally cultivate core fans to better enhance their influence or sales.

0 3 preparatory work

1) Determine what value you can provide to the team members. According to your own experience, ability and contacts, determine what you can provide to better let people join in. The value provided here must grasp the pain points and needs of the target group.

2) Determine the communication platform. We generally choose WeChat or QQ group. If there are many people, you can choose yy and other platforms.

3) Determine the publicity method, which can make use of the existing resources of the enterprise, or own media, official WeChat account or WeChat group. But we should also focus on publicity according to where the target group is.

4) Determine the management team. When choosing a management team, on the one hand, choose familiar resources or abilities that match this community, and colleagues have strong teamwork ability. Management teams are generally divided into direct managers, resource collaborators and heavy participants.

Problems needing attention in the operation of 0.4 community

(1) To formulate rules and regulations, we need to formulate group rules. Generally speaking, it is not allowed to invite people casually, advertise and give red envelopes.

(2) Digging and cultivating key members. There will always be all kinds of talents in a community. We can explore potential people by observing speeches and their circle of friends, and then give them some small tasks to cultivate.

③ Stay active. Generally speaking, the motivation to meet everyone's needs for joining the group is to share dry goods, establish offline contacts, red envelopes and other forms through topics of common interest.

4 incentive mechanism, for those who have made outstanding contributions to the community, you can give verbal praise, give gifts around you, and help contact people in need or other resources.

⑤ Community culture, represented by slogans, names, logo and surrounding gifts, is simple and visualized; The deep feelings among the members of the group, as well as some community images independently maintained and publicized.

0.5 Community Late Development

(1) Offline

In the process of going offline, people who are influential and rich in resources in local cities are generally chosen as leaders. Then there will be a series of activities. At this time, it is necessary to choose the right person to do the right thing, that is, the division of labor, as well as details, such as the choice of venue and how to invite guests.

(2) paid community

After a community develops to a certain extent, it gradually has its own core culture, members and standard system, and with continuous output and key talents, it can try the payment system. In the meantime, we need to consider the payment term and price. Colleagues should also make the price equal to the value or make members feel that the money is well spent.

(3) expansion

In the process of expansion, people are generally blindly expanding and eager for success, thus lowering standards and thresholds, leading to uneven personnel, thus affecting the overall brand. Before that, we should cultivate reserve talents and standardize management mechanism.

(D) Community realization mode

① selling products

② Sales members

③ Sales service

④ Advertising

5 think tank

6 crowdfunding

0 6 community tools

Content publishing platforms: Weibo, WeChat official account, h5.

Cross-group sharing platform: together, thousands of chats, red dots, morning and evening calendars

Formal research: group+,golden data, test paper star