What should I do if my boss suddenly asks me to work on a community group? 10 steps to build a community from 0 to 1!
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1. Let me start with three points that I think make the most sense. 1. The premise of building a community is to do marketing , and the essence of marketing is scenario-based. 2. In a community, there is only one "topic" that constitutes a scene. 3. People will gather together because of a great person or thing, and rarely get together because of a consumer product. 2. What is a community? This explanation is a bit long, so without further ado, I will just say three points: 1. China's consumption has evolved from on-demand consumption, to brand consumption, to participatory consumption, and then to today's social consumption. Example: XX book. The era of having circles before consumption has arrived - community is very important 2. A group of people with the same labels, connected through certain media is a simple community - the components of a community 3. [Community] can be simply thought of as a group, but a community needs to have some forms of expression of its own. For example, we can see that a community must have a social relationship chain. It is not just about creating a group, but about bringing people together based on a point, need or hobby. We believe that such a group is a community. - Baidu's explanation 3. What is social marketing? Community marketing is a business model that is based on the same or similar interests and hobbies, gathers popularity through some kind of carrier, and meets the needs of the group through products or services. 1. Why establish a community? 1) My boss asked me to do it 2) My friends are all doing it 3) I want to kill time and chat with people 4) I want to learn 5) Sell products 6) Build a personal brand (If you have the ability of Confucius but can’t market yourself, you’ll still be a worker) 7) Change the earth… So let’s get started! XMind is as follows: A few more pieces of advice: 1. There are too many books on community positioning that teach positioning theory. Please search on Baidu yourself. I dare not say more, for fear of being criticized. Let’s make things simple. What is positioning: 1) Who are you 2) Who are your target users 3) What problems can you help them solve? See the figure below: When it comes to positioning, we have to mention Maslow's needs: everyone loves you and flowers bloom wherever they go: Maslow's need theory includes five levels: physiological needs, safety needs, belonging needs, respect needs, and self-actualization. In fact, the community solves the third level of belonging needs. But remember: if your positioning and products cannot solve the first level of physiological needs and the second level of safety needs, then this community will be a disaster. If you want to make the community better and bigger, work hard for respect and self-realization... 2. Social media platforms : WeChat (mostly people aged 25-35), QQ (mostly people aged 10-20), Douban (various hobbies, many circles, good soil) 3. How to build a good community (advice) 1) The group rules are clear and implemented in place without any leniency 2) The purpose is clear, such as new media , weight loss, entrepreneurship , parent-child, mother and baby , etc. 3) Identify the target audience. If the community theme is clear, then the target audience must be precise. For example, do not select my target user group as 18-38 years old. Are you kidding? 4) Regularly organize online and offline activities , especially offline activities. Offline interactive activities can better promote the development of group relationships. 5) Spend money to hire a professional company to outsource or study hard yourself. 4. A Brief Discussion on Community Model 1. Product-based community - Xiaomi 2. Self-media community - Logical Thinking 3. Learning community - Tiger Sharing 4. Interest-based community - Star fan group 5. Community community - The Russian football idiot who stole the show 5. Why do others want to join the group? I'm really not a writer. I'm currently working in a startup company. I can't help myself when I see so many so-called dry goods on the Internet that try to cheat readers. We can't talk about theory every day, we have to be practical, right? Your APP |
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