Why do you put so much effort into operating your community but still can’t succeed?
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Let me ask you a question first: Why do we all operate communities ? 1. To share your own products; 2. Bring many people together. Why are we all in a community? Many of my friends are starting their own businesses or running their own projects. In order to expand their user base and sell their products, they start operating communities. There are also some people who bring together a lot of people based on various interests or common topics. To sum up, there are two reasons for operating the community. But there is a question: have you achieved an ideal conversion rate through social media? Many communities have their own ideas and goals at the beginning, but in the end, are their goals truly achieved? We put in a lot of effort to run a community, but what did we get in the end? Nowadays, most people are skeptical about the value of community operations , although community operations are becoming more and more mature and numerous. However, many communities have emerged, but gradually become unpopular after operating for a period of time. The most common thing is that we often create a group for a meeting, but the popularity of this group basically disappears after three or four days. So based on a community, we have to consider what value community operations have. If we only talk about the conversion rate, the conversion rate of the community is not very high, but the energy and actual cost of operation are getting higher and higher. Compared with other traditional and more direct marketing methods, it is not the best choice. However, during the community operation process, some communities have persisted. For those who persisted and those who did not, there may be differences in their understanding of the value of community operations. The first premise is that if you create a community in order to sell your own products, the conversion rate will basically not be ideal. In other words, we operate a community in the hope of selling our products, but the fact is just like going out to sea to fish, we hope to catch a lot of fish, but we actually catch no fish. At this time, many friends may feel that this community has no value and end up abandoning the internet. Back to the second question No matter what our starting point is when we operate a community, the result is actually to connect many people together and connect people with related information together. If you believe that the value of operating a community is to connect many people together, then everyone who is willing to join the group and does not want to leave recognizes the value of the group. So I say that when judging the value of a community, we should look at it more from the perspective of a fishing net. It connects many people like a net. Instead of imagining it as being for fishing, the community has no value if no fish are caught. Just like when fishermen go out to sea and fail to catch any fish, it is impossible to say that the net is worthless. So the core value of the community is like a network. Just like the essence of mobile Internet is a network, it is not a product in itself. Getting the value you want through this network is a judgment of the value of community operation. As for whether this net can catch fish and how many fish it can catch, it is determined by two prerequisites: one is the size of the mesh. If the mesh is too big or too loose, no fish can be caught; the other is that the net is too small. If the net is too small, no fish can be caught either. This is a question from the perspective of the Internet. A network that is too small means that you don’t have enough users. Create a group with 500 people. Even if you have 10 groups, there are only 5,000 people. From the perspective of traditional marketing, this number of people is not enough. The social network is a process from small to large, from coarse to fine. This picture shows the community of the Youth Tea Project that I initiated on January 11, 2014. I made this picture in August 2014. At that time, we had less than 300 groups, and I made this chart based on what I knew. Through this picture, I can know which person in this group has created a new group, so I can know the connection between each group. In this picture, you can understand the state of community existence. It develops from a starting point through continuous fission and re-fission. From this, you can understand the decentralization or multi-centralization of the distributed distribution of the Internet that we often talk about. Among these groups there is one called the Young Tea People Plan Base Camp. This base camp was originally the teahouse I opened and is the work group of Huiliang Courtyard. There are probably dozens of teachers who have been working with us for two or three years. On January 11, 2014, we took advantage of a large event to open this group to the public. Anyone can scan the QR code to join the group. After you scan the QR code to join the group, you can directly obtain the free resources of teachers who have rich offline activities that I have accumulated over the past three years. The positioning of our group at that time was a group of young people who love life and are willing to share, drinking tea together in an organized and planned manner. This is the Youth Tea Plan. Every time we organize an offline theme event, we will generate an offline group. This group will have a more specific sub-theme. After the sub-theme is defined, the number of people in this group will continue to increase. After the increase, the people in these groups will carry out an individual activity based on this theme and then be divided into a sub-group. The development process of this group is from a point to a line, then to a network, and then the network splits into another network. It is a process of continuous expansion and development of one network after another. In this process, with the generation of each new group, the people in this network become more accurate. The growth process of the entire community is a fission process from small to large, and also a development process from rough to delicate to precise. The abstract picture is this. There are many groups, and because group members exist across groups, they are connected to each other. Each point here is a strong node in the community. There are many lines passing through it, and many people are connected through this point. If there are business opportunities and business value, they will appear at these points. Computers make things exist in the form of data, the Internet connects data, and the value of community is connecting people together. Communities truly realize the further value of the Internet. In the past, the use of the Internet actually had a certain cost. If we wanted to use the Internet, we might have needed a PC in the technological environment at the time. After the advent of mobile phones, including the era of Weibo and blogs, people still have certain costs and inconveniences in using Internet applications. Either there is a technical threshold, or it is not convenient enough to use. After the emergence of WeChat , the Internet's ability to connect people has been greatly enhanced, making the cost of connecting people extremely low. Let each of us connect with others and build a network of interpersonal relationships at the lowest cost. Why do people get together? We often say that birds of a feather flock together. If we understand it as the reason why people get together, it would be incorrect, or at least incomplete. It is not what we imagine, that gentlemen are together and villains are together, it is just gathering similar things together. In fact, the real source of this sentence is in the first chapter of the Book of Changes, where birds of a feather flock together, and things of the same kind are grouped together, and thus good and bad fortune arise. Many books that annotate the Book of Changes interpret this sentence as: radishes should be kept together with radishes, and cabbages should be kept together with cabbages. But why do similar things bring good or bad luck when they are put together? This class refers to human beings, who gather together in one place. Why did they gather together? They want to reproduce or survive together. When the prey they harvested was distributed as a group, good and bad things happened. Why do people get together? 1. Because of opportunity. For example, there are two people, and the probability of each of them catching prey every day is 50%. If he could hunt prey today, he would not starve to death; otherwise, he would starve to death. The probability of survival is fifty percent every day. If the two of them made an appointment, they would go hunting separately during the day, and then bring their hunted prey to the agreed place at night when the sun sets. At this time, the probability that two people will not be able to catch prey at the same time is 25%. As long as one person harvests the prey, both have a greater chance of survival. This collaborative approach may be why people get together in the first place. We can imagine that if I go out and shoot two rabbits, I eat one myself and bring back the other. My other friend didn't catch any rabbits, so I shared the one I caught with him. He didn't really care how many rabbits I killed, as long as I brought one back to share with everyone. As long as two people are together and face risks together, their chances of survival will be greatly increased. Similarly, if a person goes out hunting and encounters a bear, he may be eaten. But if two people go out hunting and encounter a bear, their chances of survival may be greatly increased. So, people come together because of opportunities. 2. Because of efficiency. That is to say, I can catch one rabbit by myself, and another person can also catch one rabbit. When the two of us work together, we can catch three rabbits, which can improve efficiency. Why? Maybe it’s because I run fast and am good at chasing rabbits, and the other person has good eyesight and is good at observation, so he can easily find the rabbit’s nest. At this time, one person is responsible for discovering prey, and the other is responsible for catching prey. Due to the division of labor, efficiency will be greatly improved. Another point is that after the industrial society, assembly line operations are particularly obvious. Adam Smith once mentioned in one of his books that if the entire process of producing iron nails, from forging iron blocks to hammering them into nails, was completed by one person, one person could only complete ten nails a day. If these processes are divided into individual tasks, the efficiency of everyone working together will be greatly improved, and more than 4,000 nails can be hammered out in a day. Because of efficiency, people are required to have high standards for each other and a strong foundation of trust must be established. Because if one person is good at finding prey and another is good at catching prey, what if the person who catches the prey does not share the prey with the person who found the prey? This is the risk of cooperation. Therefore, for two people to be able to work together, there must be full trust and consensus between the two parties. The two people must form a contract and abide by the spirit of the contract. Another prerequisite is to ensure the cooperation between the two people. One plus one must be greater than two, only then can cooperation occur. As mobile Internet communities have developed to this day, there are many experiences from traditional concepts, all of which are based on the principle of efficiency. Based on the judgment of the efficiency principle, one plus one must be greater than two, there must be as much output as there is input, and the value generated by everyone working together must be greater than the sum of each person's work alone, or in other words, each person participating in the cooperation must gain more than if he or she worked alone, in order to achieve this kind of alliance and cooperation relationship. But in reality, in the early stages of the development of communities today, it is still far from achieving the principle of efficiency, and is more based on the principle of opportunity. When we are together, our ability to resist risks will be enhanced, and many new opportunities for cooperation will arise, which may not necessarily be reflected in efficiency. Therefore, it is definitely worthless to use the efficiency principle to judge the opportunity principle. Today, when we cooperate with many clients, they may use our community as a service company, an advertising company, or a channel. They all signed contracts with us based on the principle of efficiency. When I was communicating with Party A, I told them not to treat us as an advertising company or a channel, but as Party B. We are users, and what we do is users. Using a large number of users can generate more opportunities, and such opportunities cannot be measured by efficiency. The stage from 0 to 1 obeys the principle of chance, while the stage from 1 to n obeys the principle of efficiency. Most of our communities today are in the process of going from 0 to 1, and at this time we need to judge value based on the principle of opportunity. In other words, just like a net, the bigger the net, the more chances you have of catching fish. The efficiency principle is like raising fish. No matter how many fish fry and fish food you put in, and how long it takes, the fish will grow up. These are two different dimensions. Why do many communities, even those with huge operational investments, fall apart prematurely? This is because it has not yet completed the true journey from 0 to 1, but has prematurely started vertical operations, doing from 1 to n, using the means and practices from 1 to n in the field from 0 to 1, which has resulted in a significant increase in costs and very poor results. All entrepreneurs are operating communities from 0 to 1, so what should we do? Quickly expand your net from small to large, and from coarse to fine. How to achieve this process? My suggestion is that all community operators should unite together. Everyone has a network, big or small, but no matter how small it is, it has its value. Connect together to form a larger network and achieve greater value. Then when the nets are superimposed on each other, the net will become more delicate. This is reflected in the fact that I may be in the tea business, forming a tea community, and you may be in a community that sells local specialties, and we all have our own core creative products. After the mutual superposition and cooperation, some deformed products and props were added. In addition to operating their own communities, community operators should also connect with more communities. In this way, everyone's chances of conversion will be improved and may increase. Based on how a community operates, daily group sharing and group rules, these are things we talked about a lot in 2015. Today, every operating community has its own method. We think that we should look up more and see the friends around us who are working in the community. When everyone can connect with each other, it will achieve twice the result with half the effort. Gathering communities, operating in sync, and connecting with brands, these are the three things we are doing now. Gather communities, widely connect partners in the community field, and then operate in sync to convert users of online communities into offline activity scenarios. What we realize at this time is the value of social networks. There may be many reasons why we can't catch fish, but as long as our net is big enough. We may change a product and cooperate with other big brands to create value for them and get subsidies for activities. This is actually the realization of the value of the Internet, not that we must realize the value by selling things ourselves. Based on user logic, everyone is a friend; based on product logic, everyone is a competitor. For example, I am in the tea business, and my friend makes tea sets. It seems that our collaboration is a natural product complement. You can sell tea sets when selling tea, and you can also sell tea when selling tea sets. But over time, if we all follow the value of product logic, I will also make tea sets, and the friend who makes tea sets will also make tea in the future. As a result, we both did it, and then we were in a competitive relationship. Based on common users, all of us are partners. Because even if two people are both in the tea business, I found that my other friend's tea gross profit margin is higher than mine, and his service system is better than mine. Comparing the fact that I make my own tea with the fact that I make his tea, I might earn more by making his tea. Based on common customers and the complementary advantages of the long board theory, I am better at operating users, so I will be responsible for users. He is better at products, so he will play to his product advantages. So everyone actually has their own product value, and the value of the product is reflected in whether it can connect more users. Together, everything is possible; together, we can have everything! Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @超哥Jason is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! |
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