How to play with community fan membership? How to realize commercialization of community operations?

What is an Internet community ?

An Internet community is a group of people with common interests who interact with each other, produce content, and allow everyone to be active efficiently. The constant interaction between people gradually promotes interests, and is also the Internet's reconstruction of the traditional social structure.

Why create an Internet community?

The logic behind creating an "Internet community" is that, first of all, everyone believes that the community can solve the traffic problem. The second is that the community can solve brand problems and generate profits. The third is that when doing activities, you can attract some participants through the community.

Enterprise Community Operation Matrix

Currently, more than 80% of traffic entrances are from self-media . So after the traffic comes, have you divided your community users into stages?

If you want to monetize in the community, you can first create a membership system to allow users to become community members; you can also sell products in the community; and you can also find some way to get everyone together offline to sell products. Therefore, when the community has been segmented to the point where it cannot be segmented any further, it is the first step to monetization. If the problem of everyone having the same hobby is solved, the next thing to think about is solving their trust issue. There are only two types of trust issues. The first is to hold salons, and the second is to create content, such as micro-courses. Finally, merge large groups, merge similar groups, manage, and commercially transform them , etc.

Common Problems in Internet Community Operation

When building a community, you will encounter various problems, such as whether to kick someone out if they post an advertisement? For example, how to make money? For example, how to achieve community conversion and how to achieve community fission? There are so many problems, but we only need to solve one problem, which is to work backwards from the perspective of monetization. Monetization is not a problem; the difficult part is how to make the community operate.

What are the difficulties and keys to monetizing Internet communities?
1. Does your community have the genes for monetization? This is very important. If you originally positioned the community as a fellow villager group or a public welfare group, it would not be possible to monetize it.

2. There is a lack of good products in the community. This product can be based on your character portrait or the way you operate .

3. Social media fans are not accurate. If you don’t understand the people in the community, how can you talk about monetization and operations? So, if you want to look at the community from the perspective of monetization, you must first consider how accurate your fans are.

4. Community operation and marketing are difficult.

Many people who are developing products are thinking about what are the pain points of making products and apps? So when building a community, we also need to think about the pain points of community members?

For example, a high-end community for women is aimed at female entrepreneurs on the one hand and the China Women's Foundation on the other.

The following results were obtained after analysis:

First, they love shopping, have no platform, and are not short of money.

Second, what kind of things can be brought to group members? What needs to be emphasized here is that not just any product can be thrown to your users.

Third, what value can community members gain? Since there is no way to understand everyone's thoughts, the things you give them should have immediate effects.

Fourth, what is your advantage over your competitors? For example, the advantage of a high-end women’s community is that it is full of high-end people, and low-end people cannot enter. That is to say, when building this community, the first threshold is that only corporate executives or above, or women who own a company, can join.

Several common commercial monetization models of Internet communities

1. Social media advertising monetization

There is such a community. A 24-year-old German student particularly likes baking, so he organized a group of full-time housewives who also love baking to make bread together. Their venue, flour, utensils, etc. were all sponsored, which means they realized monetization through advertising. But in the early stages, one must have good community operations and two must have accurate member matching.

2. Monetization of social e-commerce

The so-called social e-commerce means that you have a product and want to sell it through the social channel . Take wake and yummy as examples. They are both women’s communities. In the early stages, they attract some traffic and customers through content, and then sell the products they create. As far as e-commerce is concerned, the internet celebrity model may be more favored, because if you want to monetize through e-commerce, you must have a large fan base.

3. Monetization of membership fees

The most basic logic behind collecting membership fees is whether you and the user recognize each other? Let me ask you, if you sell products directly in the community, will users accept it? A very small part. However, if users can get a series of benefits by becoming members, such as discounts on online and offline courses, or if users are very interested in your content, then they will naturally pay. However, charging is only the threshold for joining the group, not the main means for the community to monetize. If a member is willing to pay a monetary price to join the group, it means that he highly identifies with the community. However, the fees are not enough to support the commercial monetization of a community, after all, the number of group members is limited.

4. Social crowdfunding monetization

We often see that today many people are selling books through crowdfunding. In fact, the source comes from several teachers from Guangxi Normal University Press. They believe that in the past, books were published first and sold directly to readers, and there was a separation between readers and authors. Later, they used their own communities to attract readers through content before the book was officially published. When your book comes out, many people will buy it after knowing about it.

5. Wechat business monetization

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Certain types of Internet community business models

1. Training community

Training communities are the most suitable for communities.

The most important things for a training community are: first, whether your teacher is qualified, whether he can make a key point in three sentences and a center in five sentences; second, whether the quality of your members is high enough and whether they can match his needs. Training communities mainly make money by taking advantage of the potential gap between group owners and group members. There are many micro-courses now, and everyone is producing content and value. How to make themselves more prominent will be a huge test for the "teachers" and the continuous output of high-quality content.

2. Product-based community

The emergence of products is a natural result of community development.

The traditional B2C model of enterprises is that enterprises produce products and sell them directly to users, while the C2B model is based on the community's ability to connect people and products. Users' needs are directly fed back to manufacturers, and manufacturers produce products based on user needs. Community e-commerce and product-based communities are essentially the same. The products or services they launch are based on the needs of group members, rather than selling existing products from elsewhere to the community.

3. Corporate Community

When companies build communities, they should pay attention to forming community culture and community values. Only in this way can they attract new members, stimulate activity, and achieve self-development. The benefits of being a corporate community:

First, brand endorsement solves the trust issue.

Second, the content product line will be organized very well and smoothly.

Third, there are plenty of resources, so it won’t be as tiring as a startup .

A more valuable business model

How a community can explore more valuable business models can start from the following aspects:

1. Brand communication

The first key to future business models is communication. If you have a community and someone wants to sell his product in your community, first of all, your user base must be very accurate; secondly, the activity experience must exceed expectations; and thirdly, your brand communication must be effective. In other words, he wants you to do a social viral brand communication.

2. Resource exchange

A company with a thousand people has a thousand customers. This is the concept of a direct sales team. Resource exchange includes personal connection transactions, personal connection accumulation, internal and external resource exchanges, etc. If future community models are all organized in this way, the scale will be inestimable.

3. Collaborative production

Most people who create communities want to sell products, but in fact they can also make money from it. If building a community is likened to collecting rags, the community owner is the one who collects rags. The community owner collects the items, classifies them, and then sells them to manufacturers. Through such collaboration, value is created. An important feature of a community is that it has a large number of people, and when everyone works together to produce content, products, services, etc., the effect is very large.

How to commercialize a community? (Case)

For example, a friend wants to conduct a survey on the living and social conditions of foreigners in China. Then I used the community model to collect a thousand valid forms in 19 cities across the country in three days.

When a community becomes vertical, it already has the foundation for monetization. Traditional companies will look for people with various communities and different dimensions to do the advertising. But the core of community owners is to serve the people in the community well, and traditional enterprises will pay for it, so in fact community owners occupy the top of the entire value chain.

The essence of community is a more efficient way to build user trust and a way of thinking that allows companies to get closer to users. Self-media that is not created for the purpose of monetization is not a good self-media, and communities that are not created to generate transactions are all hooligans. Everything is evolving, and we need to determine the future of social business amid uncertainty.

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The author of this article @Duiba Operation Helicopter was compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map