How to increase and maintain community activity?
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The various communities we see are very lively, but only a few of them can truly build communities and form healthy profit models. Community administrators use various means to attract members and form communities. However, it didn't take long for the community to lose its vitality and become a spam group, an advertising group, and a silent dead group. I believe this is a problem encountered by many people working in communities, and it is also a rather tricky problem. So how can we increase and maintain the activity of the community? We should start from community value, content, activities, rewards and other aspects. 1. Improve community value: If you want to increase community activity, you must first increase the value of the community. As the number of members in worthless communities increases, a vicious cycle will emerge: the amount of spam and meaningless chats will increase. At this time, the veterans and valuable members of the community gradually discovered that this was no longer a familiar place, so everything became meaningless, so they took the initiative to choose to lurk or leave the group. As meaningless chit-chat increases, members with aspirations gradually leave the community; the departure of members with aspirations leads to the community’s influence becoming increasingly mediocre... In this way, a vicious cycle is formed. Only valuable communities can develop for a long time, and worthless communities have no meaning of existence. At most it's a spam group. Ways to increase community value: 1) Community member screening: A community is a group of people of equal status gathered together. The so-called "equality" means that their values are basically the same, at least on the same level. In today’s society, people choose to marry someone who is “well-matched” in social status, and people choose to make friends with people who are better than themselves. The same goes for social groups. Therefore, the quality of community members must also be screened. While the community provides value, community members themselves must also possess certain value. For example, possessing certain resources, being an expert in a certain field, and so on. The self-value of community members can enhance the overall value of the community, and the two are mutually reinforcing. As the value of the community increases, it will be able to attract more high-quality members and form a positive cycle. A community has some high-quality members. However, if a community adds members indiscriminately in order to expand its scale, these members will lower the value of the entire community, and those high-quality members may be lost due to the reduction in community value. Therefore, screening the quality of community members is very important and is the basis for ensuring the value of the community. Strict screening of community members can make the community very healthy, with high-value community members and no advertising or spamming parties. The harder it is to get something, the more people know how to cherish it. I believe that in such a community, no member will break the community rules. 2) Community resource sharing: Here we need to introduce a term "sharing economy". The so-called "community economy" is actually "sharing economy". So let's understand what "sharing economy" is: Definition: "Sharing economy generally refers to a new economic model that is mainly aimed at obtaining a certain amount of compensation, based on strangers and with the temporary transfer of the right to use items. Its essence is to integrate offline idle items, labor, education and medical resources. Some also say that sharing economy is that people share social resources fairly, each pays and benefits in different ways, and jointly obtain economic dividends." The sharing economy is about sharing your idle resources with others, improving resource utilization, and getting returns from it. It is easy to understand from the literal meaning: share: public; enjoy: enjoy. The core point is: giving and benefiting. Therefore, in the process of community operation : 1. Between community members and the community: members contribute to the community and the community benefits the members. 2. Between community members: Community members exchange and share their idle resources to make profits together. In this way, the community will form a highly cohesive and active community. People are profit-seeking, and I believe no one would be willing to give up a community that can benefit them. 3) Continuous provision of content: A community without content seems a bit empty. Different types of communities (including: product, interest, knowledge, resource, project collaboration, and mixed) can provide content in different ways. Content delivery can be divided into two forms: 1. Sharing by experts in the field: You can hire experts and masters in the same industry to share their knowledge and experience, so that community members can improve their knowledge and skills. 2. Community members’ UGC: You can also encourage group members to provide high-quality content for sharing. The advantages of community members spontaneously providing content: on the one hand, other community members in the community can benefit from it; on the other hand, it can also enhance the vanity and sense of honor of members providing content and increase their stickiness to the community. 2. Community content sharing: Social content sharing can be divided into two categories: online content sharing and offline salon activities. 1) Online sharing: Online content sharing is low-cost and easy to spread, making it the main way for communities to provide value and activate members. There are two main ways of online sharing: "Sharing by experts in the field" and "Topic discussion by members": 1. Sharing by experts in the field: ●There is one speaker, and everyone can add their own views when allowed to speak; ● The speaker mainly shares the content of his or her own research field; ● When the speaker is speaking, no one can interrupt at will to disrupt the speaker's rhythm; ● The speaker can prepare in advance and perform on the spot; ● If the speaker's sharing quality is not high, the participation rate will decrease; ● The content shared is relatively professional; 2. Members’ topic discussion: ● A topic leader is needed, and everyone can be a sharer; ● Everyone can find a topic of interest; ● After the topic is announced, everyone can take turns to speak in an orderly manner; ● The process of sharing is relatively random, and the topic may go off topic at any time ; ● If the topic arouses interest, the participation rate is high, but it is easy to cause screen swiping; ● Improve the sense of participation of community members and increase their sense of belonging; Sharing community content is the most effective way to increase community activity. No matter what form of sharing, it requires a certain amount of manpower and energy to prepare. Therefore, a successful online sharing is not easy. To make a successful online sharing, you need to consider the following nine aspects. 1. Prepare in Advance Sharing model of experts in the field: invite guests and ask them to prepare materials on the topic. Topic discussion sharing mode: prepare topics and conduct a small-scale assessment on whether the topics will trigger discussion. You can also submit different topics and have them selected by the topic host or community voting. 2. Repeated notifications If we have confirmed the sharing time, we should post several messages in the group 3-7 days in advance to remind group members to attend on time, otherwise many people will miss the event notification due to work. If it is a topic discussion, you have to post the topic several times in advance to allow everyone enough time to think. 3. Emphasize rules Every time before a group sharing session, new friends will join the group. They are often not clear about the sharing rules and will interrupt at inappropriate times, affecting the sharing of the guests. Therefore, the rules need to be reminded before each sharing session. If you are using a QQ group, you can temporarily ban people from sharing in the sharing rules to avoid being brushed off by the rule prompts. 4. Warm up in advance Before officially sharing, you should open the group mute in advance, or take the initiative to talk about some light-hearted topics in the WeChat group to guide everyone online and enter the communication atmosphere. Or you can send a small red envelope to activate the participation of group members. 5. Introduction of guests If it is a guest sharing mode, there needs to be a host to guide the speaker before he appears on stage, introducing his expertise or qualifications so that everyone can enter a formal listening state. 6. Induce interaction No matter which sharing mode is used, there is a possibility of a dull atmosphere, so the sharer or topic host should set up interactive inducement points in advance. Guide community members to actively participate. 7. Take control at all times Sometimes, during the sharing process, some people ask random questions or raise content that is irrelevant to the topic. At this time, the host has to have a private chat with them to guide them to follow the sharing order. 8. Closing summary After the sharing is over, everyone needs to be guided to make a summary of the sharing, and even encouraged to share their experiences on Weibo and WeChat Moments . This kind of sharing is the key to Internet community operations and the key to word-of-mouth diffusion. 9. Provide benefits After the sharing is over, if various small benefits are given to friends who have made outstanding summaries and friends who have participated attentively, it will be more attractive for everyone to participate in the sharing next time. 2) Offline salon Different community types will have different offline activity content and corresponding team division of labor. Offline activities in the form of salons are a common form of offline activities in various communities. Here is a common salon offline division of labor configuration for your reference: 3. Offline activities: In the process of community operation, it is necessary to create a sense of belonging among community members and generate a "self-member effect". In addition to online interactions, current activities are also extremely important. Real contact can better inspire the union between free people who are passionate about their work. No matter how in-depth the online chat is, it is better to meet offline to increase the affection and cohesion among community members. In the process of community operation, offline activities should be carried out from time to time. For example, gatherings in the same city, large community gatherings, etc. Through various offline activities, community members can be connected, strong relationships can be formed, and the cohesion of the community can be increased. It can effectively improve the sustained activity of the community. 4. Community welfare distribution: 1) Community red envelope: Red envelopes play a big role in community building. Clever use of red envelopes can activate the activity of community members. But red envelopes are based on direct benefits first and are a "weak attraction." Red envelopes are just a means to activate the activity of community members and should not be relied upon too much. 1. Red envelopes for all staff: Red envelopes for all employees can be distributed during major holidays, such as the Spring Festival, Mid-Autumn Festival, May Day holiday, and National Day Golden Week. Because during the holidays, most people are on vacation and in a more relaxed mood. They want to temporarily get away from overly professional and work-related topics, so a holiday red envelope at this time can immediately make everyone excited - it is relaxing and there are unexpected surprises. This approach allows community members to feel the community’s friendship and care for them, and enhances their sense of belonging. It can also trigger blessings among community members and increase friendship among group members. 2. Targeted red envelopes: If community members have made great contributions to the community, at this time, you might as well send them a targeted red envelope privately to let them feel the material reward, thereby activating everyone's creative passion. Every community can adopt this approach, distributing red envelopes to community members who have contributed to the community, and giving special praise and display within the community, so as to maximize the activation of community activity. 2) Exclusive products around the community: Red envelopes can stimulate community activity. However, this type of material motivation has more or less the following defects: insufficient exclusivity, and inability to more effectively enable community members to develop a sense of belonging and a sense of community impression. Therefore, in order to make up for the lack of exclusivity, community-exclusive products should become an integral part of the community’s material incentives. Compared with cash and physical objects, community-exclusive products may not necessarily be of very high value, but they must highlight this feature: the community imprint. Community peripheral product selection includes T-shirts, mugs, umbrellas and other commonly used practical items. These products will be uniformly printed with the community’s logo and slogan, so that community members can always see the community’s imprint during use. Moreover, these products are usually inexpensive to produce, making them suitable for community giveaways. Take the example of "Funiutang"-Bamanshe T-shirt: Although community peripheral products are not expensive, they can easily deepen the impression of community members and enhance their sense of honor and belonging. Summarize: By improving community value, online and offline activities, red envelopes and material rewards, and community culture construction, we will stimulate the passion of community members from both material and spiritual levels, form a sense of belonging among community members, increase the cohesion of community members, and thus create a highly active community. Mobile application product promotion service: APP promotion service Qinggua Media information flow The author of this article @社群控仪登贺is compiled and published by (APP top promotion). Please indicate the author information and source when reprinting! |
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