From zero operation to a community of tens of thousands and successful monetization, I will teach you how to do it!
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Nowadays, more and more communities are being created, but most of them do not survive for more than three months, and it is becoming increasingly difficult to monetize them. I have worked in community operation before, and grew the community from 0 to 35,000 members in nine months, and successfully monetized it. Based on my previous work experience, I will share with you some of my previous experiences and practical methods in community building. I will share with you the operation of the community from four aspects: 1. Specific positioning analysis of the community; 2. Sharing of good community cases; 3. Detailed introduction of how to create a community from 0 to 1 based on previous experience; 4. How to create a community matrix from 1 to n; What is a real community? Please think about this question. There are four groups: family WeChat group , Xiaomi mobile phone fan group, English learning club, and hometown association. Which one is a real community? I asked a lot of people and everyone had a different answer. Let me analyze with you step by step what elements a group must have to be considered a true community. First, we exclude hometown associations and family groups because although these two groups have the same label attributes, they do not have a very clear goal and no unified group rules. The Xiaomi mobile phone group and the English learning club both have unified rules and goals, and can achieve specific goals through effective community operation methods, so these two can be considered real communities. To sum up, a community is a group of people gathered together through social platforms, with the same attributes and unified goals. The stronger the common attributes of this community and the more precise its goals, the greater the fission value generated by this community. Therefore, a valuable community must have three elements: 1. The user groups of the community must have the same attribute labels; 2. The users of the community must have the same goals; 3. The community must have its own operating system. Successful community analysis: Communities can be divided into 6 types: The first type is product-related communities, such as Xiaomi and Hammer fan groups. These communities are basically filled with product fans and loyal users, and everyone is concerned about the product and brand. The second type is the "like-minded" community, represented by Logical Thinking , Ten Points Reading, etc. Community users pursue a sense of identity and a sense of superiority; The third type is knowledge communities, represented by Mantou Business School and Qiuye PPT. Community users focus on their own growth, so they value whether the community can continuously output valuable information . The fourth type is resource-based communities, such as Zhenghe Island and Changqing Club, which are generally groups that gather industry elites. Users in them mainly expand their own personal connections and resources, hoping to achieve the goal of cooperative relationships. The fifth type is project collaboration communities, represented by everyone operating, online courses, etc., which are established based on direct material interests and personal connections. Slash youth is very popular now, which is very consistent with this type of collaboration. The course development groups in Mantou Business School, Chazuo College, etc. are of this type. Everyone joins to develop courses and make money together. The sixth type is a mixed community, which covers some of the above types. Communities divided by occupation, industry, etc. all belong to this category and are oriented towards BD cooperation, which is also the focus of everyone's attention. Similar industry groups include maternal and child groups, automobile groups, etc. Or there are some professional communities, such as new media operation groups, where new media editors may do some mutual promotion and so on. People join this group mainly to bring some resources to themselves or to achieve BD cooperation. I will specifically analyze three relatively high-quality community cases: Qiuye PPT Community, Shidian Reading Community, and Everyone is an Operation Community. >>>Autumn Leaves PPT What is his operating strategy? First, he has a strict entry threshold. All users are paying users of the course, which fundamentally eliminates a large number of ordinary groups; Secondly, the reason why he can maintain long-term activity is that he can continuously output useful information, including some workplace-related content every day and design activities such as PPT modification every week; Third, he is actually product-oriented and will constantly update workplace skills courses, PPT courses, icon courses, etc., which enables him to be product-oriented. >>>>Everyone is an operator Everyone is an operator is a project collaboration community, and the entry threshold is to screen members by collecting membership fees; Can achieve profit sharing, participate in project development through subcontracting, and achieve profit sharing; Continuous output of practical information and sharing by online and offline experts. Create a unique brand image through these three points. >>>>Ten o'clock reading club What is the entry threshold for the Ten O'Clock Book Club? When joining the group, you must submit a list of recommended books and keep a reading note every week. Users who pass this threshold basically have very high execution ability and self-awareness, and they also have a very high sense of identification with the Ten Points Reading Club. Secondly, he will also have continuous online and offline activities , invite guests to share, and also have activities with a strong literary and artistic atmosphere such as hiking and cycling together. This literary and artistic atmosphere happens to be in line with his user attributes. Transform weak relationships among community members into strong relationships through offline activities. To shape a sense of identity and convey to everyone the idea through strict thresholds and various activities, that is, a book club is equivalent to reading at ten o'clock, is very difficult to do. Through these three relatively successful communities, we can derive several key strategies for operating communities: 1. Strict community entry threshold; 2. Continuous output of valuable information; 3. Combination of online and offline activities; 4. Cultivating a sense of identity among community users; 5. Win-win situation within the community; Building a community from 0 to 1 When creating a community, you must think clearly about three issues: 1. What is your ultimate goal in creating a community? Whether you want to accumulate resources, promote your company's brand, or collaborate on projects through the community, this is something you must think clearly about. 2. What is the target user group of your community? Who are the ordinary users, who are the core users, and if your community grows bigger and bigger, who are the members of your community operation team? Taking the Oudianyun E -commerce Study Club as an example, ordinary members are practitioners of all e-commerce platforms, traditional operators, etc. The core users are the key customer groups, guest teams, and online operation teams. The operation team may include members selected from ordinary users who may participate in the entire operation process in the future. 3. How to monetize? This is the most important point. I have summarized five ways of monetization here: product-based, membership-based, e-commerce-based, project-based, and crowdfunding-based. The product-based monetization model is directly product-oriented, and the community monetizes through continuous product updates. Similar to Qiuye PPT, it generates direct returns by continuously developing new courses, and the courses are its products. The membership model achieves the purpose of monetization by directly collecting membership fees, similar to Luoji Siwei. The e-commerce style realizes monetization through the sale of goods, and is also represented by Luoji Siwei. The project-based approach is to collaborate on various projects and then launch customized products and services. Everyone is an operator and belongs to this category. The last crowdfunding method is to use the community’s precise fan characteristics to initiate crowdfunding. Next, I will share with you the specific practical methods based on my work experience. 1. How to establish a unified operating system for the community? When I was creating the community from scratch, I held a high-quality job-hunting sharing event every week to attract the first batch of core fans through the event. The operating system of the activity is to invite a guest to give a career-related sharing to community members every week at a fixed time. Before each sharing begins, a sharing preview will be posted in the group. At the same time, the content of the event will be released through multiple channels such as QQ groups, Weibo, WeChat, etc. to attract more people to participate. After the sharing is completed, the course notes will be sorted out that night for everyone to participate in forwarding and commenting. 2. What are the methods for acquiring users in the initial startup phase? The first batch of seed users were derived through their own Weibo and WeChat, about 300 to 400 people. Based on these 300 to 400 people, the first activity sharing was carried out; Continuous sharing of activities every week and production of high-quality content have brought about a certain word-of-mouth effect, and users have begun to split. The invited guests are all well-known and create a celebrity effect. For example, one time Qiu Ye was invited to share, which directly brought in a large number of fans. Post event information in various communities such as Douban and Zhihu, or on websites frequented by the target group. All in all, the startup phase from 0 to 1 lasted for nearly ten workplace sharing activities, and in about two months, we gained about 4,000 social media fans. How to build a community matrix from 1 to n? My previous community lasted for about nine months and had 35,000 users. What are the tricks? >>>>Always keep the community active After the community is created, the next issue is how to maintain the activity of the group. How to maintain the loyalty of a community? Here are 4 steps to tell you: 1. Users are constantly reorganizing and segmenting. The life cycle of a community is indeed very short, about 1 year. The community needs to be reorganized and re-segmented in about a year. Similar to the Big Bear Club, the original community is disbanded every year, and one has to pay a membership fee of 1,000 yuan to rejoin; 2. It needs to be product-oriented and constantly update product and service content to stimulate user demand. Qiuye PPT updates the course content every once in a while based on this consideration. 3. It is necessary to focus on operating core seed users. Because once your community continues to grow, you will not have the time to take care of every single one of them. This requires recruiting a group of friends among the core seed users to participate in your entire community operation. This is just as what is said in the book "Sense of Participation", let your users participate in your products and your operations. 4. Cultivate subcultures and sub-brands of the community. This is the hardest thing to do, but the most rewarding once done. Companies like Luoji Siwei and Shidian Books are the best. They have formed their own unique culture, and users recognize their culture very much. >>>>How to build an efficient operation team After the community users have maintained their loyalty, let me tell you how to build an efficient operation team. In summary, there are three points: Decentralized management: Allow the community to operate on its own. Users can manage the community on their own without official management. Operators only need to formulate the correct operational strategies and directions. The operation team is kept updated continuously: mainly to attract fresh blood to maintain the vitality and execution of the team. Because online operations personnel may be recruited and are not necessarily your employees. If you recruit volunteers, they may delay your operations due to other things, which will require you to recruit new operators. There are three ways to attract members to join. The first is to continuously discover seed users within the community; continue to create brand exposure, which can be achieved by continuously outputting valuable content or organizing activities with institutions or big Vs with a high degree of overlap to gain exposure opportunities; the third is to have a complete elimination mechanism and reward and punishment system to ensure the execution and combat effectiveness of the entire team. Stable communication: The importance of this needs no further explanation. Weekly summary meetings, weekly reports and training are essential. There is also new training for new operational members. The minutes of each meeting are guaranteed to be communicated to every operational member. >>>>Create a closed loop online and offline Three points need to be focused on here: mutual support between online and offline activities; cultivating offline landing teams; establishing a unified resource library for the community, including offline venues, guests, operation teams, etc. Of course, here I am just talking to you based on my personal practical experience. Although it cannot be copied 100%, I hope it can provide you with some ideas for community operation. Mobile application product promotion services: ASO optimization services Qinggua Media information flow The author of this article @张海翔is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
![[Data Brother] A huge amount of Qianchuan refined gameplay courses!](/upload/images/67cc2a4965a04.webp)
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