These 7 tricks will help communities become a gold mine for business fission!

After several years of development, the community economy has gradually grown in scale, and the community has become an important means for independent enterprises and self-media to conduct user operations . Wu Xiaobo Channel, Qiuye PPT and others have made very good financial gains through the community, but more importantly, they have gathered a group of accurate, stable users who can be reached at any time.

The impulsive consumption under the community effect and the high repurchase rate after the endorsement of community trust, combined with a beautiful vision, interaction that does not forget the original intention, high autonomy of group members, and unexpected returns make the community a gold mine that can be fissioned by enterprises.

Identify benefits and build a vision

When establishing a group, you must be clear about the purpose and benefits of the company, and it is best if you can monetize it. It is necessary to convey the explicit and implicit benefits to group members, and at the same time give the entire group a grand vision. Just like joining the Red Army in the past allowed one to fight against landlords and divide up land, but the greater vision was to liberate the working people and realize communism. The team continued to split under this vision and ultimately seized power and won victory. Otherwise, if you get the land, you would just farm it. Learning and growing together has become everyone's common pursuit. Even if everyone has received benefits, they can still stay together. Over time everyone will feel: Ah! It turns out that we are such a collective that we don’t want to leave each other.

Hidden benefits are greater than visible benefits

The two most direct purposes of building a community are to maintain relationships with users and to generate monetization. The ultimate goal is to hope that users buy the products themselves; we need to convey to users that we connect through the community, and you will have unexpected benefits. The user's direct benefit is the value that the product brings to him, but we must also create more invisible benefits for the user. When the invisible benefits are greater than the visible benefits, the user's desire to pay will simply not stop.

For example: Milk tea went to the United States to choose management. The obvious benefit was that she could increase her management knowledge, get promoted and get a raise, but the invisible benefit was the opportunity to meet corporate leaders and eventually get Liu Qiangdong. Milk tea must have felt that it was worth it, and that little money was nothing. As long as this kind of invisible benefit exists, girls will flock to study management in prestigious schools.

Group members manage the group with high degree of autonomy

People don't like to be bound by a lot of rules and regulations, especially those managed by external forces. When a community is established, the best way is to mobilize community members to manage themselves. This kind of autonomy is for the healthy development of the group. When some people in the group post advertisements, insult each other, and communication becomes watered down, and no one stands up to intervene, the group will gradually lose its value.

The administrator's role can be set according to the actual situation of the group, such as topics, discipline, activities, etc., and then public recruitment can be carried out. Give clear role responsibilities, rewards and punishments, and focus more on highlighting the administrator's invisible benefits or honorary benefits. Try not to use material rewards, otherwise it will lead to many people coming for material things and not being able to serve the community well. If there are many groups, a group leader can be designated. The official staff only needs to manage and guide the group leader. The highly autonomous rules and gameplay of the group members are continuously optimized through practical review to form replicable community regulations, which can be reused when the group splits, greatly saving operational manpower costs.

Stay true to our original aspirations, create exchanges and foster a sense of participation

As the saying goes, it is easy to build an empire but difficult to keep it. After quickly gathering everyone into the group, it is crucial to keep the group healthy and active. We must always be clear about the starting point of establishing the group, stimulate group members to interact continuously around the core values, and let everyone participate, so that the cohesive value of the group can be magnified. Qiuye PPT has a group PPT activity every week. A "group of people" will work together to modify a page of PPT and select the best ones for rewards, guiding a group of people to fight for honor. Everyone's sense of participation is mobilized, which drives the community activeness. With this communication currency among group members, the relationship will naturally become more stable. At the same time, Qiuye also established a website to showcase outstanding works to further expand the value of the community.

Communities are generally divided into two situations: one is to charge a fee before joining the group, and the other is to form a circle first and then convert. Groups that charge a fee first also have to face the problem of secondary conversion. Accumulating trust, arousing impulse, and celebrity endorsements make payment easy!

Accumulate trust to make payment potential large enough

Although the group effect can lead to impulsive consumption, it must be based on trust. When the potential energy of trust is not strong enough, users will be charged and can only say 88 without looking back. It's like when you are in a relationship and you have to have sex, sorry, you will be slapped in the face right away. When Mantou Academy was just starting out, it would seek out some big names to give lectures on the Internet, use new media for publicity, and use WeChat groups to attract users. Users gradually formed word of mouth and trust in the quality of Mantou Academy's courses and its lecturers. If we launch paid courses later, people will naturally buy them. As long as the potential energy of trust is strong enough, charging will be a natural result.

Stimulate the devil that arouses the user's impulse

When we say that a person is impulsive, there will definitely be a story attached, saying what happened and he did something impulsive. When trust has been formed and then he is given a stimulus, it is generally difficult for users to control themselves under the group effect. For example, if you are running an education community, when an exam is approaching, you can invite marking experts or teaching masters to give lectures in the community. You can first attract attention through free classes, then narrow the distance through one-on-one Q&A, and then launch systematic courses to provide sprint score increases, pass rates, and expensive make-up exam fees. Combined with the community's own endorsement, impulsive consumption can easily occur. Whoever has purchased the course can also be announced in the group. Since he has bought it, it seems I have to buy it too.

Take advantage of others and recognize him without saying anything

When Luo Pang raised his voice in Luoji Siwei: I gained a lot from listening to a certain course, which mainly talks about the new relationship between employers and employees, and it is also a relatively novel idea I have heard in recent years. Then a free course was released. It turned out that the person teaching this course was the founder of a paid book club. He specialized in researching the latest and best books. After reading them himself, he summarized and told the essence to the members of the book club.

To meet the needs of people who don’t have time to read by themselves. When certain celebrities in the community are willing to endorse a book and have bought it themselves, your expectation of getting it for free will decrease. You see, Luo Pang has paid to join, so the book club must be worth the price. So what are you hesitating about? Just buy, buy, buy!

The reason why communities have become an important means of user operation is not only because of the low threshold, but more importantly, after users gather together, they can form relationship chains, spread word of mouth, and fission, becoming one of the important lifelines of the company.