Talk about the three core weapons of WeChat official accounts to incubate communities

This week, in a community I joined that was incubated by a public account , there was an interactive topic in the group: "What is the greatest value of the community to you?" As soon as the topic came out, it received responses from more than 100 people in the group. As a practitioner who has been exploring the community economy for half a year, the feedback from the survey has triggered my thinking: how far can the communities incubated by public accounts go in the new Internet era? Based on this, I want to transform the thoughts that have been lingering in my mind into words for the benefit of my readers. Next, I will analyze and make suggestions based on the inherent advantages of public accounts in incubating communities and the core elements for them to go further.

The inherent advantages of public accounts in incubating communities

Careful readers may find that in the early years, Luoji Siwei , Wu Xiaobo Channel, and Li Xiaolai's "Study, Study, Study Again" all used their personal charm to establish public accounts, and then used this as a community entrance to attract precise fans, and then subsequently carried out offline activities , business speeches, APP products, etc. In my opinion, as a public account incubation community, it has two inherent advantages.

1. There is a foundation for entry threshold

A major business feature in the Internet era has shifted from birds of a feather flock together to people of the same kind. Compared with other social tools , which have been operating for a period of time and have accumulated a group of paying users, they have inherent advantages in terms of accurate user portraits, key chain connections and information exchange platforms. From the perspective of accurate user portraits, people who have been following a high-quality public account for a long time have a "like-minded" nature, and the key chain connection generated by this naturally increases the sense of trust. Special users recognize the content output by official accounts, thereby generating sharing and flow of information resources. This informal organizational structure makes it easier for people to communicate within it and is an indispensable source of traffic for the community economy. The operation of entering the community economy by incubating official accounts has a certain foundation in terms of audience, relationship chain and content information platform.

2. Possessing the DNA to realize commercialization

The business model before the emergence of the Internet was that we had to go to offline stores to shop, and people had to carry out activities around stores and objects; after the emergence of mobile Internet , these traditions were broken. People no longer need to go to offline stores to complete their shopping. E-commerce platforms, manufacturers and logistics providers are all conducting business activities around user needs. They are no longer based on products, but on people. The connection between products and users is no longer a simple functional one. Consumers care more about spiritual things attached to product functions, such as reputation, culture, and charming personality, thereby establishing seamless emotional trust.

Based on this, public accounts that already have a mass base and are incubated into community effects naturally have the DNA to achieve commercial monetization. Users begin to shift their attention to content, and then to the commodity elements contained in the content, which ultimately brings about consumption opportunities and can achieve good commercial monetization. At present, public accounts already have functions such as rewards and advertising, which can provide high-quality public accounts with monetization capabilities. When high-quality public accounts are separated from material survival, they will have more time to build communities with their original intentions and continuously output good content to users. Users will then be more receptive to commercial recommendations of their derivative content, thus creating a good business cycle chain.

For example, Luoji Siwei, the most influential Internet knowledge community in China, is well known to us. Its main service targets the post-80s and post-90s generations who have a strong demand for "love of wisdom and pursuit of truth". At the beginning, it used WeChat public subscription accounts as its entry point, sending voice messages at around 6:30 a.m. 365 days a year. Users could interact based on the keywords in the voice prompts to obtain corresponding more detailed text materials. Later, it developed APP and micro-mall products with pre-embedded commercial monetization DNA. It made good use of the inherent advantages of both and achieved great success in incubating communities.

The nuclear weapons that WeChat public accounts need to go further

Figure 1: Nuclear weapons of effective communities

1. Entering the hearts of fans is the starting point of community development

In the past two years, whether it is traditional enterprises or Internet enterprises, whether they are making products or providing services, whether they are 2C or 2B, whether they are doing business through the Internet or offline channels , they are all talking about the difficulty of acquiring and retaining users. Getting close to users is a common difficulty faced by enterprises in the context of user consumption upgrades. Users are no longer just focusing on the bottom level of Maslow's needs, but have a deep desire for higher-level spiritual and psychological needs.

Back to the reason that prompted the author to write this article, I participated in a paid special group initiated by the official account of Piaohan Yichimao. The positioning of this community is for everyone to grow and progress together. At the beginning, most of the interactions were initiated by the organizers, and then everyone's feelings for each other gradually sublimated through unintentional interactions. Once, the topic of the day was "What is the biggest difficulty you have encountered?" Some people said that they had just defeated cancer, some said that they divorced their wives and were raising children alone, some said that they had just lost their jobs and had no feelings about life, etc. People in the group spontaneously gave red envelopes to these people in need and encouraged each other. At that moment, a kind of warmth permeated the group and flowed into the hearts of every member.

Therefore, in my opinion, public accounts that have already covered a group of precise fans early on and have entered the hearts of fans, which is the starting point for incubating community development, will surely be recognized by users. Only by communicating and interacting with users from the heart and satisfying their spiritual needs can we strengthen our connection with them and establish deep user relationships.

2. The spiritual core values ​​are the accelerator of community development

Once again, returning to the reason why the author wrote this article, 1/4 of the people in the small group responded positively to the survey on community values. It can be seen that it has a "soul"-like effect on the values ​​of the spiritual core, just like religious teachings bring everyone together. This is an accelerator for community development. Returning to the essence of the community, "Why should users join this community, what kind of value does the community provide, and how can it continuously attract users to actively discuss and interact in it", etc. These are also the thoughts that public accounts need to think about in order to go further in incubating communities.

The author preliminarily classified and organized the feedback from the community value survey into five major points. It is not difficult to find that high-quality public accounts naturally have advantages in personal charm and opinion leadership. Growing together in the community and being willing to give is the starting point, which can broaden horizons and update understandings; helping each other and making progress together is everyone’s goal, and it is also a platform for display. The creation of value links between group members is an exploration of resources and business models .

(1) Value 1: Opinion leader, like a helmsman

The group leader is like a helmsman, acting like a lighthouse, leading everyone on the road to growth; learn from great people, respond to the call of the group leader, and learn closely with friends; as the saying goes, "a master can only lead you to the door, but practice depends on yourself", with the guidance of excellent teachers, coupled with personal efforts and the encouragement of a good learning atmosphere, the pace of growth becomes more solid and powerful; with so many partners pursuing growth as companions, there is a sense of happiness in keeping pace with each other.

(2) Value 2: Growing together and willing to contribute

When you encounter problems in the process of growth, you can discuss and grow together, and believe that you are not alone; when the time is right, you are willing to lend your meager strength to help those in need; you meet a group of like-minded friends, so you are not alone on the road of self-growth; the community is like a spurring mirror, you can see the progress and growth of others, and also see the distance between yourself and others, so as to accelerate growth and strengthen your ability to act.

(3) Value 3: Broaden your horizons and update your understanding

A person's vision is limited. Seeing more unique and different lives; meeting different people, expanding your horizons and seeing more differences; everyone knows the world differently, and everyone has different ideas about the same thing. You can see the differences from other people's ideas and thinking, and update your understanding; communication and discussion, collision of ideas

(4) Value 4: Helping each other and making progress together

A group of positive comrades encourage each other, without ridicule, and support each other, so that we can go further on the difficult road of growth; the power of the group will be very, very strong, and the concept of nuclear power will also inspire many people to do things; walking alone may go very fast, but walking in a group will go further; meeting friends with common interests, we can see the power of group progress

(5) Value 5: Display platform and value link

The community is an energy reservoir and also provides a platform for everyone to display their personal abilities. Everyone provides a value link and everyone's value chain can be connected. This is a platform where both the Thousand-Li Horse and the Bole coexist. Everyone is a Thousand-Li Horse and also a Bole, which depends on everyone's ability and their own insight.

3. The shaping of brand personality is the charm of the sustainable development of effective communities

Brand means popularity and influence, and means huge commercial value. Owning a highly-watched brand has always been the dream of companies, whether it is a public account or a community incubated by the public account. In the past, the globally popular "positioning" theory captured the minds of users, making them naturally think of the brand when they needed a certain category. But what about now? Mr. Wu Xiaobo, a financial expert and founder of the Wu Xiaobo Channel community, summarized and predicted in a speech that all brands will be personalized, which is the presentation of the commercial society in the Internet era.

What is brand personification? The purpose is to increase the warmth and affinity of the brand and give the brand various personalized characteristics, such as spokespersons, slogans, logos, mascots, etc. Among them, the most important are the brand’s values, attitude and style. We have seen successful cases of brand personification such as Wang Shi and Vanke, Dong Mingzhu and Gree, Lei Jun and Xiaomi, Luoji Siwei and Luo Zhenyu , and Wu Xiaobo Channel and Wu Xiaobo.

As Luo Zhenyu of Luoji Siwei said:

"In the future, brands without fans will die sooner or later. You need a group of customers who believe in your company and products to follow you and help you spread word of mouth, so that your company and brand will have a chance to survive."

I think this sentence is worth thinking about for public accounts that want to go further. They should take brand personalization as the starting point of value creation and charming personality as the goal of brand building, thereby improving fans' brand loyalty and purchasing power. Now we can see that the big names who have done a good job in brand personification include Mimi Meng , Uncle Qiuye, and Piaohan Yikemao. Mimi Meng is the representative of the toxic chicken soup leader, Qiuye is a warm and knowledgeable uncle who preaches, and Piaohan Yikemao is like his name, a representative of a self-motivated big brother who is brave and not cowardly, can withstand hardships, and is self-motivated, and has captured millions of fans.

at last

Incubating a public account into an effective community is not a one-off thing. It is an interesting and evolutionary exploration in the face of uncertain times. The dividends of the community economy belong to content creators. High-quality public accounts naturally have the attributes of self-media , have accumulated content, and then incubate it into a community to allow fans to settle down. Fans are both beneficiaries and contributors. They have discovered that their needs overlap with the original intentions of the community, and they have their own threshold foundation and commercial monetization DNA advantages, which gives them a first-mover advantage. If it can combine this with entering the hearts of fans to establish an emotional connection with them, exporting the value concepts of the spiritual core to gather and retain fans, and exuding personal charm through brand personification to deeply connect with fans and partners, and build these three into a power like a nuclear weapon, it will surely go further in an uncertain business era, achieve its business goals more efficiently, and become a unique landscape in the history of business.

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The author of this article is @在旅途Jenny, and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map