To build a community, you should understand the following points!
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What is a community ? Every brand should consider these 4 perspectives and implement them from those perspectives that help clarify what it stands for in the minds of its customers. A community is a group of people gathered together based on a point, need and hobby. Communities are not a special product of the Internet age, but the Internet has magnified communities exponentially. To use a very common analogy, the community is like a rat's nest, and community-based marketing is called the "rat's nest" strategy. Communities are made up of individuals, and individuals have infinite variations and behavior patterns. We cannot grasp the behavior pattern of a single consumer, nor can we confirm what kind of reaction or behavior an individual will take in a certain situation, but the behavior patterns of the community do show certain regularities, and individuals will take some predictable behavioral responses due to the influence of their environment. The community mainly includes the following points: (1) Individuals gather in groups. (2) Communities have very similar commonalities. (3) How to effectively carry out targeted annihilation. Let’s take Luoji Siwei as an example again. Luoji Siwei is a community where a group of people who are thirsty for books and knowledge gather together. The community is connected through Youku videos, WeChat public accounts , QQ groups, Himalaya FM, etc. The opinion leader of the community is Luo Zhenyu . Generally speaking, books will be recommended after the show, and the recommended books are usually sold exclusively by Luoji Siwei (except for pirated copies). The behavior patterns of viewers who watch the show are generally influenced by the content (the proportion of emotion increases accordingly), which increases the possibility of viewers buying books and blurs their sensitivity to prices. How to build a community? Many companies want to build their own communities, but often the situation is as follows: (1) The leadership decided to build a community. (2) Find a software development company to develop the community. (3) The Marketing Department and the IT Department will jointly be responsible for operations for a period of time. (4) Become useless. (5) Ultimately, the leadership decided to close the business. Not long ago, I met a very traditional boss who also deeply understood the role of new media marketing. He created a WeChat public account, but it always seemed to be languishing. If I give up the official account, I don’t know what other methods I can use to improve my business. If I continue to run the official account, it feels like a bottomless pit with no input-output ratio at all. This useless thing has indeed stuck many bosses, but the fundamental reason for this useless thing is that traditional bosses do not have a systematic method to build a community before doing so. They simply think that setting up a WeChat public account and then attracting fans will be enough. From the author's community experience, the following points should be achieved to build a good community: (1) Accurately define the nature of the community. The more members a community has, the better. Rather, the purer the community members, the better. The genes of a community are destined to be "niche", and everyone only needs a common interest or hobby to gather together. I like Luoji Siwei simply because I want to broaden my knowledge, and I like Wu Xiaobo Channel simply because I like finance. (2) Understand target customers, areas where information feedback is concentrated, and hot spots for user communication. Organize information, establish clear community areas, and attract users to these areas. The concentration of information is more attractive to users, as they can find common interests and topics and communicate with each other. Ultimately, a community still needs communication and interaction. A community without interaction and communication is like a body whose blood has stopped flowing. (3) Allow users to speak for themselves and make them feel involved. The trustor and the trusted can frequently communicate and interact about important information and opinions, making it easier to establish a trusting relationship. (4) Hold on to seed users and hardcore fans. The key to the success of community building is whether there are enough hardcore fans. The spread of information is node-based, and every die-hard fan is a very good community information communicator. (5) Establish yourself as an opinion leader in the community. As far as communities are concerned, opinion leaders play a very important role. Their opinions can often influence the opinions of the group. Most members of the community are docile sheep and will be at a loss without opinion leaders. Opinion leaders are often the focus of cognitive trust and emotional trust in the community. (6) Pay close attention to negative comments. There is no such thing as a community with only positive reviews. A community that receives negative reviews from fans still has a future, as it means there is interaction and loyal fans. Therefore, there should be enough opportunities and channels for fans to evaluate the community. Let me emphasize again: interaction is important! The key to building a successful community is to create an atmosphere where a group of like-minded people get together. Once the atmosphere is created, the community will have a sustainable living environment.
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