The monetization model of community operation!

We have mentioned before that the monetization method of the super user economy in the 3.0 era is different from simply collecting traffic and advertising. Because pure advertising will damage our own brand value and personal value, so, how do we achieve the final end of monetization in this era? Here, the uncle provides two modes

Traffic cooperation monetization

Incentive Products

If we use the right opportunity and provide benefits to offer our partners' products as bait to motivate the growth of our group members, no one will think that we are monetizing traffic.

Doing so is beneficial to our own connections, the growth of group members, and the promotion of partners. It is truly a win-win situation for all three parties. Or it could be products that are closely related to our service content. For example, if we offer a communication course, we can start a group purchase of psychology courses organized by others. This also adds value to both parties and is a linkage that is beneficial to all three parties.

Cross-border cooperation

In fact, when we talked about explosive products before, we also mentioned these three key points: rigid demand, pain points, and high-frequency scenarios. Similarly, our connectors with other brands and other fields must also meet these key points, such as the mineral water linked by NetEase Cloud Music and Nongfu Spring and the recent cookies linked by Supreme and Oreo. However, these are beyond our capabilities. Many times, the linkage is just to create hot spots. We should think in a more practical and less costly direction.

A typical example is a massage chair that is connected to a car. Cars are a necessity for travel, and you must sit in a seat to drive. For people who drive frequently, sitting in a seat is definitely a high-frequency scenario. The pain point of drivers is the pain in their waist and back after driving for too long. At this time, if there is an in-car massage chair that can solve our muscle fatigue, wouldn’t it solve our pain points? This is a demonstration of a perfect link.

So what should we do if we want to establish links with other industries? In fact, we can find that the linking process just now is particularly like the process of making a straight in playing cards. Both the massage chair and the car are good cards, so the straight will naturally be bigger. It doesn’t matter if we don’t have good cards in our hands. We just need to pay attention to the object we are linking to also be compatible with us.

The first thing is to improve ourselves. At least we should have cards that can be played, that is, finished products. Secondly, we find the central node of cross-border, and then look for entrepreneurs or industry insiders who can match our products and industries.

Starting from one card, you can link to many other cards. For example, the headphones can be linked with the virtual singer Hatsune Miku to make money from otakus, and then linked with NetEase Cloud to make money from literary and fresh people, and then linked with DJ to make money from electronic music fans.

Educational courses can be combined with platforms, variety shows, and other courses, so many times our upper limit does not lie in how good our products are, but in how many links we can establish and how big a straight we can make.

Build a personal brand

Distinctive personality and emotional characteristics are the biggest features that distinguish personal brands from ordinary brands, and are also the product of "human logic". Long-term acceptance and widespread recognition are the temporal and spatial requirements we mentioned before. The final focus is on "attention resources". We will find that all these key points can point to establishing connections.

When we establish our own personal brand, we should pay special attention to three points: First, how much room for development this industry has, and whether it is large enough to accommodate me and my competitors. Second, how will this industry develop in the future and how long can we engage in this industry? Third, how big a business scale do we want to develop and whether we can achieve our ultimate goal.

Similarly, personal brands also need to build symbols. A good symbol or a good nickname determines how far and how wide our path can go.

When constructing symbols, we have to pay attention to three key points. The first is uniqueness. A good title must be clearly distinguishable from others, absolutely eliminate ambiguous meanings, and avoid conceptual confusion with others.

The second is the temperature of personality. What kind of personality we want to create must determine our title and label based on the personality. For example, if we want to create a mature personality, we can call ourselves Uncle X. However, this name is still too ununique and requires further consideration. Names like Mimi Meng and Papi Jiang are both carefully selected names that have both personality temperature and uniqueness.

The last point is to pay attention to whether our labels will limit the scope of our development. For example, if we label ourselves as a psychological counselor, we will face the risk of our business scope being confined to psychological counseling. Labels and titles can be listed in parallel, becoming a slash youth, but the alias must not be a position in a specific industry, unless we are outstanding and can make a living by being welded to this position, such as: Dingxiang Doctor. Nothing can be linked except medical-related.

To sum up, the back-end monetization of the community model can be divided into traffic cooperation monetization and personal brand monetization. Traffic cooperation is divided into incentive model and connection model, while personal brands should pay attention to their own positioning to ensure development space and employment prospects.

Author: Drunk Uncle

Source: Drunk Uncle