Ten thousand words long article: Detailed explanation of the 10 major formulas for trading communities

Community operation is an important means to maintain users and activate traffic pools. Some people may think that community operation is just about hanging out in the group and chatting every day. In fact, it is not that easy to operate a community well. This article introduces the theoretical basis for operating a community, namely 10 community formulas. Those who are interested are welcome to read it.

"The existence of a thing must have its reasons and its core logic. When we master these underlying logics through induction and deduction, we can plan the shortest logical path to achieve our goals. This is the general way people understand things, transform things, and even create things."

First Preface

As we all know, the concept of community has been around for many years. From the earliest BBS forums in the early days of web2.0, to various blogs, forums, Weibo, and WeChat, they are all the soil for the growth of communities. Although the carriers are different, they are actually all communities that gather and disperse. Some webmasters, bloggers, and big Vs have also become opinion leaders in this way, entered a well-off society ahead of schedule, and even achieved financial freedom.

With the widespread popularity of WeChat, models represented by micro-business have opened up a new battlefield on WeChat. Once public accounts and mini-programs came out, WeChat finally became a strategic commanding height that all companies were determined to occupy at all costs. In 2019, the rise of social e-commerce has eliminated the false and retained the true. Some models are still shining, most of them are just short-lived, but they have also completed a reshuffle of the market.

This time, the new coronavirus has added fuel to this model. The market has become a carnival of knowledge payment/social e-commerce + community operation. Various live broadcast platforms, collaborative office software, and community group buying seem to have become people's rigid needs for a time. While meeting people's normal life and work needs, they have also educated the minds of a large number of C-end users and further cultivated user usage habits.

Therefore, whether it is a company that provides paid knowledge, a company that specializes in communities, or a company in other industries, in the current era, community operations have become their core means of growth. Some companies have even directly cut off existing projects and started to do online education, vowing to cut a big piece of the pie from this market.

The epidemic at the beginning of 2020 has continued to this day, and the central battlefield has shifted from China to the whole world. Although 2020 started off with a difficult start, it has unexpectedly forced out a new trend, namely the circle economy of live broadcast + community model. From this, it seems that a new round of melee is about to begin. Who will come out on top in this hand-to-hand combat? All melon farmers and melon-eating people must play their roles well and wait and see.

In this situation, community operation has gradually become a core competitiveness, so how to master this skill has also become a matter of course for all operators.

In fact, there are many such courses on the Internet and they are very diverse. Various practitioners who have achieved a little bit of success will compile a course and put it online to promote it.

There is actually no standard for community operation, that is, there is no standard answer. Whether it is useful or valuable depends entirely on the audience's own experience and judgment. You will only know whether it is a mule or a horse by taking it out for a walk.

Second text

Let's get into the topic. The main content of the entire community operation includes two major sections: ten principles and ten models, as shown in Figure 1-1. It systematically summarizes the underlying logic of community operation from the perspective of managers and members. We will start with these ten principles. After all, theory guides practice. With the principles, it will be easier for us to understand the model.

Figure 1-1

Community operators have two choices: either become an opinion leader with a strong sense of leadership, or become a super assistant with a strong sense of service. The so-called ten mental methods refer to the theoretical basis for operating a community, which consists of ten formulas. They are: community vitality formula, user mixed group formula, community value formula, community activity formula, community content formula, community growth formula, community honor formula, community language formula, community user formula and community product formula . I will analyze them one by one below.

Formula 1: Community vitality: (Familiarity + Trust) Interaction rate = Vitality

Vitality is the foundation of any organization or individual. The loss of vitality is like a tree without roots, a human being without a heart, and the same is true for a community...

In our daily life, we will join many groups. In fact, most of these groups are lifeless. Think about it carefully, how many groups in our WeChat have been blocked by you? When you first join, you will check them out, and slowly you will find that a large number of groups have become advertising groups, and then blocked, and finally deleted and exited. This is the life cycle of most groups. They will only output a bunch of spam messages, which will not only take up your mobile phone memory but also interfere with your normal social interaction. Therefore, it is reasonable to quit the group early to ensure safety.

A viable community needs to have three progressive characteristics: first, mutual knowledge; second, mutual trust; and third, frequent interaction , which are the familiarity, trust , and interaction rate mentioned in the formula.

(1) Familiarity

After we have identified a valuable topic, we set up a community. The next most important step is to let members know each other. The so-called mutual understanding means that not only the group owner and members should establish connections, but also the group members should establish connections with each other. In the community, the number of friends each user knows in the group is proportional to the activity and vitality of the community.

We will definitely encounter a situation where after we join some groups, basically no one cares about us, or the group owner sends a welcome announcement and group rules, but the group rules prohibit adding each other as friends, which is very embarrassing.

This actually reflects that the group owner only wants one kind of link to exist in his group, that is, between him and the members. He is afraid that the link between members will threaten the existing link and thus damage his vested interests.

Then let us think about it, if you are not a KOL, and the members only follow your lead, how can you maintain this group? Otherwise, it is not a community, it is a fan group, so this is the problem.

To create a sense of belonging for members, the community must encourage members to get to know each other, and establish connections between old members, new members, and new members. When your group has a complex chain of relationships, the skeleton of its vitality will have stabilized. Members will even invite more friends to join the group, which is fission.

At this time, the group owner or group manager must make an accurate role positioning. You must be an active matchmaker and formulate reasonable rules to build bridges for group members, guide them to know each other, or match supply and demand to create results for them. In this way, the response generated by communication in the group will be from point to line to surface.

A community with positive responses is a vibrant community.

(2) Trust

The second step in the community vitality formula is mutual trust. It is a method of deepening and consolidating the relationship chain based on the first step of mutual understanding. It is also our method of improving conversion rates.

Because the purpose of building a community is basically to monetize, and this monetization is based on trust. For example, there are many micro-businesses in our circle of friends, including some of our friends who are selling goods in the circle of friends. They are people who exist in our social relationship chain, which itself has a certain trust basis. This foundation provides the possibility for the second level of referrals. Maybe you will become his subordinate agent and then expand your friends. So this is the simple logic of social selling.

Therefore, the degree of mutual dependence among group members determines the conversion rate of recommendations. As a group manager, you must create a scenario of mutual trust. For example, you can organize online sharing among members, either through text or live video, or organize offline salons to guide online relationships offline.

Real people are much more trustworthy than an avatar on WeChat. You can organize activities such as travel and hiking, so that members can build trust in a relaxed atmosphere. After your members have met each other at least three times, resources will react chemically, and you will find that your group is full of vitality and even many business opportunities will emerge.

(3) Interaction rate

The third step of the community vitality formula is frequent interaction, which is also the most intuitive way to show community vitality. When we are in a group, is this group communicating and interacting frequently? Are the people communicating and interacting always changing? Are there many people participating in the interaction? This is the activity level.

Let’s think about the reasons behind the members’ activeness. Group members are active because they recognize the value of the group, the group can solve problems for them, or the group can give this person positive feedback.

For example, if I express an opinion, no matter it is right or wrong, others will respond to it. This alone makes this member feel a sense of belonging, and he is not a dispensable person here.

Based on these considerations, group members will continue to maintain a high level of activity in the group, so the frequency of interaction among group members is proportional to the importance of the community to users.

As a group owner or manager, you can help increase activity by setting up weekly discussion topics, providing group red envelopes, rewarding red envelopes, and making coffee appointments. When the interaction rate of your group increases, the vitality of your community will increase exponentially.

To sum up, (familiarity + trust) · interaction rate = vitality . This is the formula for community vitality. The essence of community vitality lies in promoting links. The so-called links refer to the links between group members, not the links between group owners and group members. This is the key to community vitality. Only by injecting strong vitality into the community can the group slowly evolve into an ecosystem and have the potential to generate huge value.

Formula 2: User mixed group formula: Visibility value x trust value = profit value

The second formula is the user mixed group formula. The so-called user mixed group formula introduces from the perspective of group members how to make this group provide the greatest value to ourselves after joining a group.

First of all, a community must have some relationship or theme, so you join this group with a purpose. It is impossible to join a group and have a great chat for no reason. So before using the formula for joining a group, you must first consider whether this group is worth your time and energy to " join ". You need to have a preliminary understanding of whether this group can bring you enough value and profit, the management ability of the group owner, the quality of the group members, that is, the quality of their connections, and even the operating direction of the group.

Once you have an idea in your mind and say that this group is worth it and will bring profits to your business, then we will start to use the mixed group formula to "squeeze" the surplus value of this group. Just kidding, the harvest must start with the sacrifice. Let’s analyze the three parameters in this formula: visibility value, trust value, and profit value.

(1) Visibility value

Visibility value. In our daily life, we often hear a concept called visibility, which refers to the maximum distance at which a person with normal vision can identify the target object from the background. The concept of visibility value here is slightly different. It represents your exposure in this group as a group member, just like the exposure of a star in the mass media.

If you want to do well in a group, you must first let other members of the community see you active in the group frequently. The first time is new, the second time is familiar, and the third time, you will make others think of you when they think of this group. This is the first step.

Many people habitually lurk after joining a group. Most of them are afraid of embarrassment and worried that no one will pay attention to what they say. Some are information groups where people just browse the information. Of course, some people may say that they are too lazy to speak, so why do you join this group? Be a bystander?

You may say that although there is no need for it now, maybe it will be useful in the future. Then when you think it is useful, you can find others. Will they know who you are? Do we need to re-establish contact and build trust? Increasing your visibility means not only that you can find the right person when you need something, but also that others can find you first when they need something. As a businessman, you must understand the implicit value of this.

So we say that the correct way to mix in a group is to first look for any opportunity that can increase your visibility after entering the group, such as frequently speaking, actively responding to others when they speak, and things set by the group owner, such as the style of the members. Uploading a photo or something can all increase your visibility.

(2) Trust value

Trust value is the second parameter and also the second level of the mixed group. In order to realize the value of our mixed group, we must not only increase visibility and let others know us, but also further establish our own trust system or create our own trust endorsement to create a positive and trustworthy image.

There are two directions here:

The first is to become an opinion leader and a big brother. At this stage, you are the leader of the topic. Others agree with what you say, and it is very important. You have a relatively large influence in this group.

Of course, it is difficult to become an opinion leader, but there are shortcuts. Because the community scenario is not a face-to-face instant communication, we can cheat. For example, for a certain topic, you can look up information on the topic yourself, do your homework in advance, and prepare the script lines. When you speak in the group and lead to the topic, you can output the things you have prepared in advance according to the actual situation based on the communication environment, and slowly you will create a professional impression on others.

In fact, you don’t have to worry or think that this is a deception. This is actually a learning method where output forces input. While your professional ability is improving, you are also leaving a professional impression on others. Why not do it?

Another direction is to become a super assistant of the community, that is, to be a younger brother and provide various services to group members.

For example, if someone has a question and you can’t answer it, you would say that you happen to have the information and can show it to him, or you would say that I know someone and can introduce him to you.

Over time, you will give other members the impression that you are very helpful, and your image will be established. When others have needs, they will think of you first and see if you can help them. So this is the way to build trust endorsement and improve trust value in these two directions.

(3) Profit value

When we talk about the purpose of joining the group, it is definitely not because we are bored and want to find someone to chat with, right? This duck doesn't need to. The purpose of our joining groups is to make profits. Whether it is to make better connections or to find more customers and facilitate more transactions, the purpose is clear. But if you don't lay a good foundation for the first two steps, then if you want to get better profits, it all depends on your luck.

Therefore, the two steps mentioned above: increasing visibility and building trust endorsement can allow you to stand at the commanding heights of the industry in the group. This will not only allow group members to trade or purchase with you directly, but also allow other members to facilitate your transactions through referrals. Let us think about what kind of profits a group of 500 high-quality people will bring you.

To sum up, this is the formula for user group mixing: visibility value x trust value = profit value . The essence of it is that our way of mixing in groups is not to add people but to help people. The premise of gaining is willingness to give.

Now, let’s talk about the third formula: the community value formula.

Now that you have come this far, you must finish reading it, otherwise...

Formula 3: Community value formula: Network circle + learning circle + business circle = three circles in one

Here we cue the first formula, the vitality formula. The focus of the vitality formula is growth, sustainability, and the continuous creation of new links, which allows the community to grow into a complex ecological system. In this ecological system, individuals are both energy providers and recipients, and can grow rapidly through energy exchange. This system will not collapse with the departure of an individual. This is vitality.

Let’s start with an example. Suppose a person has a very full seed, but there is no way to snatch it away, like this.

Then when it is sown in the ground, it will naturally attract a group of people to work hard, because they feel they can harvest more seeds. When they have their own seeds, they have their own field. This is the value of a seed. In the community scenario, something is also needed to play the role of seeds. The community value formula mentions: network circle, learning circle and business circle , these three are the core of community value.

(1) Network of contacts

Let’s talk about the circle of contacts first. The circle of contacts is our most superficial and lowest-cost purpose of joining groups. For example, if there is a community of high-end people here, would you like to join?

Then you will definitely think, I must join and increase my network, just in case I can use it someday. Maybe after joining, you never take the initiative to show up and communicate with others, or even you don’t know any of the people there, but in your heart you will feel that these network resources are yours. So based on this mentality, joining groups has become the most commonly used channel for people to accumulate networks.

Including when Bobo came to this company, not everyone of these entrepreneurial talents was willing to be interviewed. When they contacted the interviewees, they would usually say that although this interview would expose your business secrets to a certain extent, the reward would not only expand your brand awareness and influence inside and outside the circle, but also allow them to join the Mountaintop Chamber of Commerce group, which is the group where all the interviewed bigwigs are. This is the greater temptation. So once you say that you have valuable personal connections, a group of relevant people and even the general public will look at you with eager eyes.

They will find ways to join your circle, even at a cost. Connections have a natural and clear appeal, and this is the first value point of a community. We can think about whether we have joined some groups for this purpose, or whether you have some valuable connections, which are your wealth.

(2) Learning Circle

Learning has always been something that everyone is eager to pursue, no matter if it is just pretending on the surface or actually studying hard and improving one's core competitiveness. For most people, learning is a plus for them, and learning until old age has become the mantra of many people.

After our party put forward the instruction of learning to strengthen the country in early 2019, it elevated learning to the national strategic level. Currently, almost all mainstream knowledge payment projects, including Chaos University, Luoji Siwei, Fan Deng Reading, etc., started from community operations. Their target groups range from the age of 99 to those who just learned to walk, covering almost all people. So as long as your content has a certain value, you will also attract a group of people to pay attention to you.

In this circle, members can improve themselves, and operators can design various rules to make profits, thus completing the closed loop of knowledge monetization.

For example, although this operations course costs 20,000 yuan, there are still a group of people who are not short of money and are willing to purchase it. They think the value of this course exceeds 20,000 yuan. Whether it is worth it or not is a matter of opinion. So at this time, you might as well think about how much money you are willing to spend to learn a new skill or knowledge?

Pay attention, once you have a standard in your mind, even if you are willing to pay 1 dollar, this thing becomes attractive and has the possibility of monetization, unless you are not willing to pay a dime. Think about it in your mind, so the learning circle is the second value point of the community.

(3) Business circle

Generally, a business circle represents that you own your own business, and the group you join or operate is for your business.

For example, we see many WeChat business groups that send out coupons and rebates, and even pull their own customers into a group to do customer operations around your business. This is a relatively standardized group for you, with a more systematic operating strategy, because the quality of this group may directly determine your products, your performance, and even the survival of your company; and for group members, these businesses often directly solve their problems. This is the business circle, and it is also the third value point of the community.

To sum up, whether it is a network circle, a learning circle or a business circle, it means that this community has a direct appeal to you. You can obtain direct or indirect benefits through these communities, or they can help solve the problems you encounter. If we pay attention, we will find that there are many communities currently operating around these value points, and they are doing very well and making a lot of money.

Let us give some examples. For example, there is 28tui, which is dedicated to sharing online promotion experience and skills and accumulating connections and resources; there is Feixiang New Retail Community, which focuses on matchmaking (pimping) of e-commerce channels; there is the WeChat Business Community Chudianhui, which carries the slogan that all the top WeChat business connections and resources are here; and there is Bobolai, which claims to be the second largest entrepreneurial community in the country. All of them have made a lot of money by operating the community.

Their strategy is to first identify the target group, and then continuously output valuable content to the group or let the group produce valuable content itself to maintain the self-growth of the community, and finally monetization becomes a natural thing.

Of course, the principle that must be followed is that if you want to gain something, you must first give something, otherwise no one will be so stupid as to play in the community with you.

Nowadays, everyone is using social tools, and they are free. This makes it seem like there is no threshold to forming a community or that the threshold is very low. Anyone can create a community and anyone can do it. But it should be noted that when you get jealous of others making a lot of money through communities and want to create a community yourself, it is best to first think about the value of your community. Does it have long-term vitality? If it is just a traffic group, is it still worth spending huge time and energy to operate it?

So find your core value point. Connections, learning and business can all be the main value of our community, but the best thing is to combine these three circles into one to maximize the value of the community. From the above, we can see that regarding the community value formula, we must always remember: the essence of community value is not how awesome you are but what fundamental problems you can solve for users.

Formula 4: Community activity formula: Red envelopes + chatting + meeting = explosive activity

The fourth formula is the social activity formula . For Internet products, activity is an important dimension for evaluating the quality of a product. Logically speaking, community is also a kind of Internet product.

In the early days of the Internet, that is, in the 1990s, the market did not include activity as an important evaluation indicator for products. The entrepreneurial boom caused by the development of the information superhighway was really just hyping up concepts. Entrepreneurs could blow up a bright future with just a PPT or a domain name, and even be listed on the Nasdaq. Or they would only focus on the number of users. In order to obtain financing, many products would spend money to attract a wave of users. Then, when investors saw so many users, they would invest in them, and then they would continue to spend money to attract people. As a result, many low-quality users came, and even organized and planned wool parties. On the surface, it was lively, but once the capital chain was broken, these people would scatter in an instant, and the loss would outweigh the gain. In the end, the biggest victim was the entire industry, and even the national economic development.

These projects have invested and consumed a lot of money and social resources, but have not produced corresponding value. This is completely different from the real industry, and this is a bubble. After experiencing the bubble, the market became cautious and anxious, and only then did people gradually realize the core elements such as user activity and business model. Similarly, if we operate the community as a product, its activity level is also very important and even a vital indicator. So how do we understand this community activity formula? Or how to use this formula to create activeness in the report? Let’s continue with the analysis.

The so-called red envelopes + chatting + meeting = explosive activity , which may seem a bit crude, but what they represent is a deep insight into human nature. All products are designed to meet people's needs. The seven deadly sins of mankind are the driving force behind the continuous development of our society. This may sound a bit exaggerated, so let's get back to the topic.

(1) Red Envelope

Red envelopes represent money, naked interests, and money that is easy to obtain. I believe that everyone often notices such a phenomenon: in many groups, where no one originally said anything, as soon as someone sends out a red envelope, no matter how much it is, everyone will grab it first, even if it is only 10 cents or 1 cent. After grabbing it, although they may curse on the surface and say that the red envelope sender is stingy, there is always a voice in their heart saying that 1 cent is also money, and it should be wasted.

This is human nature, people are profit-driven, so red envelopes can instantly motivate members of a group. Of course, we do not encourage sending such small red envelopes, but we are just explaining the role of red envelopes. If a community can reasonably utilize the natural active characteristics of red envelopes, it will inject strong motivation into the group, allowing the group to overcome the cold start step, and many things will become much easier.

Here are some very useful ways to use red envelopes:

① New member bonus

Newcomers are very important to a group, so community operators must pay enough attention to them. The joining of newcomers can make old members feel a sense of honor. On the one hand, they will think that the group seems to be really valuable. People keep wanting to join the group, and if I join early, I will be a native. Another is curiosity. What does this newcomer do and what value can he bring to me? What can I get from him? This is the mentality of the elderly.

For newcomers, if the entire group pays enough attention to me, I will feel at home and have a sense of belonging. Everyone welcomes me, and everyone shows enough interest in what I say. I can communicate smoothly with group members quickly. This is exactly what group operators like to see.

Newcomer red envelopes can play a very important role here. One thing everyone should pay attention to is:

The red envelope for new members must be sent by the new members, not the other way around. This means that a group worth operating must have a threshold, and those who join must have a clear purpose. In order to obtain the value of this group, the new member must be willing to pay some small price.

The simple truth is to let everyone know that there is no such thing as pie in the sky. Anyone who wants to get something for free in a group must have low-value connections. So such people often have no significance to this community.

A better strategy here is to tell those who want to join the group: this group has a threshold, because this group is indeed valuable, and if you want to join you must pay 100 yuan, or you can choose to pay 50, and then the remaining 50 yuan can be used to send red envelopes in the group.

Faced with this situation, if most people really want to join the group, then their first choice will definitely be to send red envelopes. Well, this is the purpose of the red envelope. One is to emphasize that not everyone can join this group, and the other is to activate old members by sending red envelopes.

The psychology here is that old members also send red envelopes when they join the group, so he will most likely keep an eye on whether there are new members joining the group. In this way, he can grab the red envelopes without paying any visible costs and have the opportunity to earn back his entry fee. So in this way, the purpose of the red envelopes for new members is achieved. As long as you do this, your group activity index will definitely be very high. Think about whether it makes sense. This is the purpose of the red envelope for new members.

②Exclusive red envelope

The so-called exclusive red envelopes are incentives for a specific person. This is a measure used to publicly affirm the value provided by a certain person. Exclusive red envelopes can not only encourage members who provide positive value to the group to continue to contribute, but also stimulate other members to follow suit. Therefore, the formulation of standards for sending exclusive red envelopes is more critical. This standard must be beneficial to the growth of the group and be something that other members are able to achieve.

For example, in the example of Feixiang Community we mentioned above, it can reward those who facilitate transactions for other group members. Everyone can do this as long as you are willing to actively communicate with others. After the system is gradually formed, group members will inevitably move in this direction more or less when communicating with others, which further adds more value to the entire community. So this is the role of exclusive red envelopes.

③ Punishment red envelope

The third more effective method is to punish red envelopes. If you want to do a good job in community operation, you must gradually move towards order and rules. A community is an organization, not a free and easy circle. If you want the community to grow for a long time, it must follow a series of rules that everyone recognizes, just like the laws of survival in nature. Violations of the laws will definitely be punished. Even if not everyone agrees, we must find ways to subtly influence everyone to support this rule.

When a member does something or makes remarks that are harmful to the health of the community, corresponding punishment must be given, such as punishment red envelopes. What is important here is that the ones who benefit from the punishment red envelopes are still the group members rather than the group operators, so this can ease the resistance of the target object to a certain extent. Of course, the worst result is to kick him out of the group, which is something none of us want to see.

One thing to keep in mind is that as community operators, we are not targeting any particular individual; we are targeting everyone in this group.

Community operators must practice what they preach and keep their word. We must understand that a rule maker must be a firm practitioner of these rules. This is the purpose of the punishment red envelope.

(2) Chatting

The second factor of community activity is chatting. Chatting is also based on human considerations. Everyone wants to be noticed, wants to get positive and timely feedback, and wants to be recognized. This is a human psychological need.

On the other hand, a group topic often starts with a one-to-one discussion. As Taoism says: One gives birth to two, two gives birth to three, and three gives birth to all things. This also conforms to the laws of nature.

Next, the operators of a group should realize that the activity of a group or the topics discussed in a group cannot all be dominated by the operators. This would deviate from the original intention of the group's self-growth. A healthy community must encourage group members to take the initiative to raise topics and discuss them.

This phenomenon must be a win-win situation. When we talked about the mixed group formula before, if a person wants to obtain profit value, he needs to find ways to improve his industry status in the group. This is the expression need of group members. Once this need is met, the community begins to grow on its own.

Of course, in the beginning, when there is no such atmosphere of active communication, the guidance of community operators becomes particularly important. At this time, two points are very important. One is timely feedback, and the other is to make good use of the @someone tool. Timely feedback means responding to everyone who speaks, making this person realize that he or she is being noticed and even valued. This is a point that can encourage members to speak actively without burden. This is the fuse of all topics and is very important.

That’s right!

@a certain member. The group operator needs to have enough understanding of the group members. First of all, you need to know his business, his needs, and even his personality. Then, when you have a certain understanding, when the topic involves a certain member's field, you must learn to use @this person to cue him to speak. Believe me, the person being mentioned will definitely come out actively to show himself. This is also his need. Therefore, group operators bear a great responsibility, and even timely feedback on small talk is an act of great value to the community. To put it simply, this is the significance of chatting with others to the community.

(3) Meeting

Here comes the point~~

The third element of community activity is meeting people .

Community operators should plan and premeditate various scenarios for real meetings to encourage members to meet offline. The second factor we mentioned in the community vitality formula is trust, and meeting in person is an important way to enhance mutual trust among members. The familiarity you feel when you establish an offline relationship with someone is far higher than the trust you feel when you chat with them online. We can recall that in our WeChat, the most active group is often our family group.

Our classmates group, our best friends group, their activeness means they are familiar enough. When the community operators continue to organize offline scenes to increase the familiarity of members, this group is not just an online community. Slowly they will become real friends. This relationship chain is relatively stable.

Then the sense of belonging of these group members who are familiar with each other will be further enhanced in the community, and their enthusiasm for speaking and communicating in the group will undergo a qualitative leap. At this time, will the operator still worry about the activity of the group? This is the purpose of meeting.

Here I would like to provide you with several strategies for setting up meeting scenarios, such as one-on-one visits. Operators can hold one-on-one visiting activities regularly, pair up in the group, and encourage everyone to meet, have coffee, and get to know each other.

Another example is organizing a small salon. A small-scale salon can allow participants to leave a deeper impression and get to know each other in a shorter period of time. Another example is organizing outdoor activities, inviting a few people to go out and play together, etc. These are all good and natural meeting scenes.

It is worth noting that when these people are doing offline activities, they will definitely take photos as souvenirs, and will also post them to this community for others to see. This also meets people's psychological needs, to show off. So this behavior will further stimulate others to actively participate in these meeting activities.

Therefore, the above three points are the core points of the community activity formula: red envelope + chat + meeting = activeness of the list . When a community operator understands human nature enough, human nature becomes an important entry point for community operations and the key to the level of community activity.

To sum up, the essence of community activity lies in the fact that what you see is the activity of the community, and what you cannot see is the point-to-point link between people .

Author: Taotao

Source: Cats don't talk about anything