Want to build a quality community? You need to give your users a sense of superiority!
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All gatherings of people formed because of content can be called communities. Community is a concept relative to neighborhoods. In the era of mobile Internet , communities have been given new meanings. In the process of the development of the concept of community, a kind of religious belief began to emerge in it, and a high degree of spiritual unity emerged between community members and community initiators. The past and present of social group and circle marketing The earliest communities were actually various offline circles in the past. A group of people gathered together because of common goals or interests to form a stable circle, so the concept of community also has the meaning of circle. In the marketing world, there is a term called "circle marketing", which is prevalent in highly profitable industries such as real estate. The reason why circle marketing is popular is that the guiding ideology behind it is precision marketing. By forming circles of target user groups, targeted marketing activities are carried out to achieve sales goals. The "cultural salon" that first emerged in Europe can be seen as the earliest beginning of the circle-based economy. Through such offline salon activities, high-end people with the same interests are brought together, and the commercial value behind it is very high. In addition to salons, there are many variations of circles, such as book clubs, hiking clubs, and even mahjong clubs. Any gathering of people formed because of some resonant content can be called a circle, which is consistent with the concept of community. However, there is a difference between circles and communities. The gathering of circles is more spontaneous. Although there are some people with high prestige in the circles, they cannot form a stable spiritual leader. High-quality communities have a religious unity of faith We can see from the cases of typical communities such as Luoji Siwei, Penguin Food and Drink Guide and Wu Xiaobo Channel that there are spiritual leaders in such communities. Lao Luo, Wang Shenghan and Wu Xiaobo are all the faith centers of such communities. They gather people who share their beliefs around themselves by instilling their own values into members again and again, and gain their own commercial value from them. Therefore, in the construction of the community, there is a term called "washing fans", and the source of this term is Luo Zhenyu, the founder of Luoji Siwei. For a stable community, the quality of members is more important than the quantity. The one-sided pursuit of the number of members cannot increase the monetization value of the community. Only by repeatedly exporting beliefs, cleaning out those who do not accept their own values, and retaining absolutely loyal members can better commercialize and realize value. The guiding ideology of community establishment has something in common with religion, that is, it only accepts people who recognize their own beliefs. Only a community or religion with highly unified beliefs can achieve the greatest synergy. This is a collective that is close to fan economy, but also goes beyond fan economy. Three major categories of communities Here we have to classify communities. Communities can basically be divided into: faith-based communities, business-based communities and spontaneous communities. Among these three types of communities, the one with the greatest monetization value is the faith-based community, which has certain religious characteristics. In fact, the relationship between community and fans is a subset. From the perspective of a faith-based community, community members must be fans of the initiator, but the initiator’s fans are not necessarily community members. Community members are a relatively stable circle that is most receptive to the initiator's ideas and is extracted from among fans by the initiator through repeated indoctrination of beliefs. Since the beliefs and ideas of community members and initiators are highly consistent, many times the obvious mistakes made by community initiators when outputting content will be ignored by community members. For example, Luo Zhenyu has a video talking about traditional Chinese medicine, in which he directly denounced traditional Chinese medicine as a superstitious product of weird powers and gods. However, the evidence he cited was a case in traditional Chinese medicine classics that asked patients to walk around in circles at a crossroads with eggs between their legs to treat the disease. There was no mention of herbal medicine for treatment. Let's not discuss whether Chinese medicine is effective or not. The evidence provided by Luo Zhenyu is inadequate. In this video, Luo Zhenyu directly used superstition as a synonym for Chinese medicine and cited an obvious superstitious behavior as evidence. However, Luo Zhenyu's social media fans did not delve into the usability of this case. However, this example does not mean that all community members are brainless fans. We need to distinguish between brainless fans and core members of the community who have unified beliefs. Brainless fans refer to a group of people who highly admire their idols regardless of whether their idols are right or wrong. For example, the behavior of some fans who supported Ke Zhendong after he took drugs is considered the behavior of brainless fans. Just now we talked about that community members are a group of people with unified ideas. Most community initiators hope to create a positive image of being knowledgeable and well-informed for members. So although the group of people gathered together may occasionally be biased, if the behavior and ideas of the community initiator are inconsistent, the members will disperse instantly. Faith-based communities are communities that are consciously established by their initiators, just like the salons in Europe. We can also see that whether it is Luo Zhenyu, Wang Shenghan of Penguin Food and Drink Guide, or Wu Xiaobo, they are all very keen on holding offline events . By instilling ideas online and gathering members through offline activities, the activity among members can be fully activated. Not every type of enterprise can be a faith-based community The opposite of belief-based communities are spontaneous communities, which are unorganized and decentralized, with many and diverse members and no unity in thought. If we stratify community fans, believers are the first core layer, spontaneous community members are in the second layer, and the third layer is the wait-and-see marginal group. They may have the opportunity to enter the second layer or even the first layer, but they may also turn around and leave. Most commercial communities are corporate communities. For most corporate communities, there is no way to form their own belief-based communities or spontaneous communities. Although the community is a content-collection tribe, not all content can be used to structure a community. In addition to being worth appreciating and using, the content of a structured community must also be able to create spiritual resonance among its members. The content in the community must have the value of being spread and shared, it must be able to allow members to communicate, discuss and share, and be able to give members a unique sense of spiritual superiority. In Ma Jiajia’s countless PPTs, we can see her repeating a word, which is the development of a chain of contempt. Ma Jiajia is also a person who is very good at washing fans. Although she has not established her own community, she has successfully attracted a group of people who have highly consistent ideas with her through her own behavior and ideological output. She did this by making full use of the concepts of dissemination and washing fans. For traditional companies, especially some that sound low-profile, such as small businesses that make toilet brushes, it is difficult to make users feel superior through their own content, and there is no way to form a chain of contempt for their own products. For such enterprises, building a community is an upgraded transformation of the customer management system, and they need to use the idea of community to manage their users. 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