After several offline sharing sessions, this is the methodology I summarized about corporate communities.
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One of them recently traveled to several provinces to share community operations with traditional retailers, and the next one will share his recent community thoughts with everyone. I call this current period a period of chaos. Why do I call it a period of chaos? When we carefully look through the development of Chinese commerce in the past, we will find an interesting phenomenon. During the golden age of offline business districts, offline stores could easily make profits by relying on the traffic of the business districts. With the development of e-commerce , the profitability of offline stores has gradually weakened, and the earliest online merchants have also enjoyed the dividends of e-commerce. At this point, many people want to ask if this is normal. Consumers' purchasing habits and purchasing channels have changed, so merchants must also change their strategies accordingly. This is true. A careful analysis will reveal that offline and online have an important commonality, which is traffic, and it is a key factor. What does offline traffic consist of? 1. Good location (natural traffic in the business district) 2. Good products (products are the foundation) 3. Good decoration (store entry rate) 4. Good service ( user experience ) 5. Good Marketing ( Conversion Rate ) The online store traffic is actually composed of these dimensions. After visiting a large number of offline stores and e-commerce companies, the following findings are made: traffic in the business district has dropped rapidly, especially since 2016, when the traffic has dropped by more than 30%. Store costs have increased, labor costs have increased, and most products are still old products. The target customer groups are still those born in the 1970s and 1980s, but there is a gap in products targeting those born in the 1990s and 2000s. Let’s assume a situation where there is no traffic in the business district and no traffic on the e-commerce platform. What should we do then? What to do if relying on traffic platforms doesn’t work? I think the key to solving the problem is: 1. Maintain the investment of original profitable traffic 2. Establish a free traffic pool for the enterprise. This also concerns the transformation of enterprises into communities. So what is a community? There are three perceptions in the market: 1. The community is a WeChat group or QQ group, which is a place for everyone to exchange and communicate, a kind of social thinking. 2. Use the community as a tool to gather fans and sell goods, a sales mindset. 3. Starting from human nature, stand from the user's perspective to meet all the needs of users. In fact, there is no right or wrong in these three cognitions, but different cognitions will bring different benefits to you. If you are the first type, then you can gain resources and connections. If it's the second one, you can reap the sales. If you are the third type, you can gain users. An understanding of the community: By satisfying a certain need of users as an entry point, Jiner continues to meet other needs of users in more scenarios. So what value does the community have for businesses? 1. Turn traffic into retention. In the past, when we talked about traffic, we meant how many people viewed it and how many people entered the store. Now, there are many channels for attracting traffic , and they are also very simple. The important thing is how many people you can keep . Through the community, you can effectively operate the traffic and greatly reduce the cost of traffic. 2. Users become fans. In the past, we talked about how many users your product has, how many people buy it, and how many people use it. Now it’s about how many fans your product has. The difference between users and fans is that users are not loyal. As long as there is a better choice than you, they will choose others, while fans are people who are willing to accompany you to become better. 3. Everyone is a channel In the past, companies only needed to sell things to users, but in a community, selling products to users is just the beginning. Everyone has his or her value. There are consumers, communicators, potential consumers, product experiencers, and sellers. Everyone plays his or her role. Everyone is a channel, which can be a communication channel or a sales channel. The fans of each community will participate in the production of the community. 4. To destock, the focus here is on the community reverse customized pre-sale model. With the advancement of social productivity and the improvement of consumption power, today's consumers need products that are more in line with their personalities, rather than mass-produced products. Communities customize niche products based on the characteristics of community fans. Since they serve community fans, products are pre-sold before production, and there is no inventory or very low inventory. 5. The term user participation has been around for a long time, but it was popularized by Xiaomi. Users will participate in the research and development, dissemination, and sales of community products. How will users buy your product? Why will it help you spread it? Help you with sales? If the user has no connection with your product, he won't do these things. I divide this into three stages: R&D-communication-sales. Involve users in the research and development stage. For example, in product packaging design, it doesn’t matter if users don’t know how to design. Can you design five different styles and let users vote on what functions and designs they want for the product? Let users participate. In fact, this process tells users that we are going to make a product, and it is a product made for you, which is itself a form of communication. When the product is finished, it is a product co-created by many fans, just like everyone's children. Even if the 1.0 version of the product is not satisfactory, everyone will support their own product, just like many parents always praise how good other people's children are, and in the end they will support their own children without reservation. So how do you operate a corporate community? An original trinity community model : content + community + product. Use content to serve users, use communities to connect users, and use products to satisfy users. 1: How to create community content? 1. How to plan community content? First: Who are the target customers? Second: What problems do they need to solve? Third: Develop a set of solutions around user pain points. 2. What are the forms of content? First: graphic content, the way of presenting content with text and pictures. Second: video content, the content presentation form of the video program. Third: Activity content, online or offline activity presentation method Fourth: Voice content, the way voice audio is presented 3. What are the channels for content dissemination? First: WeChat system, circle of friends , WeChat groups, and personal sharing. Second: Weibo system: WeChat is a semi-open platform, while Weibo is an open platform, which makes it easier to spread and influence. Third: Live broadcast system: Live broadcast can be carried out on multiple platforms simultaneously. Fourth: Video system: major video websites, Tencent, Youku, iQiyi , etc. Fifth: Voice system: major voice content platforms, including Get , Himalaya , Lizhi, etc. Sixth: Media platforms: Toutiao , Yidianzixun , Penguin We Media , Sina , NetEase We Media, Baidu, etc. 4. What else should I pay attention to when creating content? First: unify brand content columns and ensure content diversity. Create a brand column, but you can change the content theme. Second: Content diversity, there are two types: PGC professional production content (high-quality content produced by enterprises) Another one is UGC user generated content (content submitted by users) Companies not only need to provide users with professional and high-quality content outputs, but also need user-generated content to increase stickiness. Third: There is no community without content, a community without content has no value, and a community without continuous content cannot last long. 2. Share with you how to operate the community? 1. First of all, a community must have an origin spirit. What is the origin spirit? It is the value of your community, the value you can provide to users. You cannot form a community just for the sake of forming a community. Why do users actively join your community? It must be because your community has what they want, or can help them solve some problems. 2. Set community thresholds. When a user wants to join your community, you need to consider the threshold of the community. Can anyone enter, or is there a screening process? I have summarized three modes: the first one: free mode. As long as the user is interested in your content, he can enter your community. There is no threshold. The advantage is that you can accumulate a lot of traffic, but the disadvantage is that the users are not accurate enough. The second type: charging model. The charging model here can be to charge membership fees or users who purchase products. That is, only users who purchase corporate products or paying users can enter the community. The advantage of this is that the users are very accurate and of higher quality, but the disadvantage is that it cannot scale up quickly. The third type: built-in traffic mode. This type of scenario has a threshold but does not require users to spend money and allows users to share their traffic. For example, to join a group, you need to forward a poster to your circle of friends or WeChat group, or if you want to join a community yourself, you need to invite three friends around you who are interested in this content to join the community. This way, users are assessed without taking risks, and the community can form a closed loop with its own traffic. 3. Establish community rules. There is no order without rules, and this is true everywhere. So how do we establish community rules? First: The headquarters must formulate a general framework of principled requirements, such as directly expelling fans who discuss politics. Second: After establishing the principles of the rules, everyone should be involved in formulating the details. For example, what should we do if someone posts an advertisement? What if someone dives all year round? Let us discuss and come up with a reward and punishment system. 4. How to organize social sharing There are three steps to sharing social content: Before the event: mainly do preliminary communication, determine the sharing theme, sharing guests, time, location, and then carry out the communication In progress: Communicate with guests in advance about the sharing process, community sign-in - host - guest - interactive Q&A After the process: The shared content should be published as a whole to the community and other communication channels, which can not only serve the community fans, but also attract interested new members from other platforms. 3: How to make community products? I only believe that making good products is the responsibility of an enterprise. If an enterprise can't even make good products, what is the point of you? There are also a large number of companies that make products that they need but users do not. So what are the forms of community products? Community products are not necessarily physical objects, they can also be virtual products, such as audio products, video programs, books, CDs, etc. I think community products need to meet four major characteristics: 1. It is better to disseminate product content than content-based dissemination. Take underwear for example. No one will pay attention if you tell others how good underwear is. But if you tell them how to choose underwear that suits you, or what kind of underwear is considered good underwear, will more people watch or pay attention to it? 2. Emotionalization: With the improvement of consumption power, the popularization of functional products and the advancement of technology, it is difficult to create a technological product that others do not have in the market. In the past, people bought products for their functions, but now everyone has the same functions. How do you make consumers choose you from so many homogeneous products? Nowadays, people buy things more and more emotionally. Maybe they will buy something because your slogan touches their heart. Emotions need to be integrated into it. What ideas does your product convey? Consumers pay for the product's values. Is your product what he wants to say, what he wants to express, or what he pursues? I saw a brand of Jiang Xiaobai wine, and its slogan was: I got a group of people drunk just to win a chance to be alone with you. So if everyone gets together and someone they like is present, then he or she will definitely buy this wine. Do you think this wine is really delicious? Not necessarily, but this sentence touched his heart, so he bought it. 3. Entertainment products themselves have no meaning. They are just carriers of functions. Can you develop more functions for the product carriers? How can we make the product entertaining in addition to the functions of the product carrier itself? A friend who makes liquor asked me this question. In fact, China's liquor culture is very profound. Every place has its own liquor culture and its own table rules. So can we put the drinking rules of each place on the wine bottles? When everyone drinks this wine, they can play the local drinking game, which will not only liven up the atmosphere at the table but also make everyone remember your wine. 4. Scenario-based: Imagine the pain points in the user's usage scenarios, and put yourself as a user to personally experience the inconvenience and discomfort in using the product. This is the surprise you give to the user. For example, why can't the packaging of ham sausage have a pull tab like the cigarette packaging to facilitate users to open it? Why can’t melon seeds come with a small garbage bag? There are many user pain points in many usage scenarios that we need to solve. As long as we put the product in the scenario, we can not only solve user pain points and improve user experience, but also increase product value. That’s all I’m going to share with you today. If you find this sharing helpful, please share it with more friends who love the community. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article is @熊壹, and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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