5 rules for private domain traffic community marketing operations in 2020!

Communities are a form of organization for "private domain traffic" and one of the landing forms of "private domain traffic". To maintain the activity of private domain traffic, it is necessary for merchants to organize and operate customer groups through communities, and even to fission and gather more potential customers through communities. This is the value of communities to e-commerce sellers.

This article explains the basic operations and marketing rules of private domain traffic communities from the perspective of general industries and concepts.

1. What is a community?

In a broad sense, a community is a collection of people from a certain subculture, which has the characteristics of niche and circle.

Those who do branding are one group, those who do sales are also one group, and those who do positioning may be another group. These groups have some common characteristics and even values. (We call it imagined community)

A community is a group of people who gather together with common needs, interests, hobbies and subcultural characteristics when self-media emerges.

Community economy now specifically refers to Internet communities, which are a group with common values ​​and subcultures, based on trust and consensus, and whose needs are met by a certain type of Internet product. This business model led by users themselves can obtain high value and reduce transaction costs.

The main characteristics of a community are differentiation and interest. In other words, it is different from the fan economy, one is centralized and the other is decentralized.

The community economy is not only dominated by enterprises, but also contains diversified businesses and products, and an ecosystem that transcends time, space and region with the Internet as the carrier.

Classification of communities:

Product-based community: Xiaomi

Interest-based communities: Dianping.com

Brand community: car owners club

Knowledge-based communities: Luoji Siwei, Zhihu

Tool-based communities: WeChat, Weibo, Toutiao, Momo, Tantan, DingTalk

Cross-type community: Luoji Siwei, which is both product-based, knowledge-based, and interest-based.

Just like Maslow's hierarchy of needs theory, it is not just physiological needs, but also security, respect and even self-realization, the highest level of which is self-transcendence.

In the Internet age, communities are the driving force of marketing channels. If combined with the Internet business model, they will have more explosive qualities.

2. Why are communities rising?

1. The development of mobile Internet technology, efficient and timely tools; such as WeChat, Weibo, Toutiao,

2. Purpose: The reason why communities exist is to give niche groups a sense of existence and belonging.

3. The efficiency and cost of concerted action.

The core is still subculture and common values.

At this time, a certain subculture is very important. For example, there is a group of people who like literature or art, reading, traveling, brand planning, and positioning. There is also a group of people who like sales and practical marketing, and of course the theoretical and academic schools... They are not from the same family, they do not join the same school, they think they are Chinese-style marketing, they look down on foreign positioning theories, and think they are deceptive. This is the law of birds of a feather flock together. This is a circle, this is a community.

Why are many niche products difficult to sell under mass marketing? It is because niche products are not sufficient to support channels and large-scale dissemination, and the population and consumption are scattered, that communities can quickly capture precise consumers, but the consistency and purpose of the community can be achieved with the help of social platforms.

Especially niche consumer groups, promoting channel sales, achieving fission, and finally even driving mass consumption trends.

3. How to do social marketing?

Rule 1: Create a Super IP

Authority shaping and super IP shaping. One is the brand’s super IP and the other is personal super IP shaping. By building a super IP through personalization, empowerment, topics and content capabilities, and creating marketing momentum, we can finally achieve greater growth and sales conversion through traffic, traffic sedimentation, and operations.

In the era of mobile Internet, communities are very popular, but there are very few that are truly successful, valuable and profitable.

Law 2: Subcultures and shared values

Why is the group you created so stagnant and inactive?

Just think about it, why do friends or old classmates who haven’t seen each other for decades have basically nothing to talk about when they meet? It’s because everyone’s environment and experience are completely different, and they don’t have any common interests or topics. How can there be good communication and exchanges? How can a community be active if everyone doesn’t have any common interests?

In the Internet age, birds of a feather flock together.

You need to find the right person! This is especially important for subsequent seed users.

Then it needs to be transformed. A community is one where people are brought together by an ideal based on a certain product or business, and everyone works hard for a certain goal and finally achieves it.

Subculture is the core force that drives community.

We encountered this problem when we were planning a spray paint. Initially, we wanted to enter the graffiti market through creativity, fun and excitement, and impress and detonate the market.

The graffiti community is very popular in the United States. It includes artists, enthusiasts, audiences, etc. It is a very artistic lifestyle, but it is completely non-existent in China.

Not only does this circle not exist in China, but there is also no such atmosphere. In other words, the power of this group of people can be ignored, so it is difficult to drive the transformation of brands and products.

Such a community either cannot be formed or has no effect.

Later, we started from the three core scenarios of rigid demand and high frequency, such as waterproof, mildew-proof and fog-proof, and the whole marketing has been greatly improved, because the core groups and communities can drive conversion and sales.

The third rule: scenario-based shaping

A good product is a product that fits the scenario. There is no absolute rigid demand, only rigid demand under the scenario. Start with the scenario where it is easiest to break through and solve the conversion problem.

For many categories and products, ordinary channels and sales methods are basically ineffective because they are not recognized by the public.

Starting from the scene is a very good way. In a certain scene, consumers will not regard price and brand as the primary criteria, but a certain atmosphere, value, honor, face, and recognition as the criteria.

Rule 4: Content Output (What is your product? What is your product portfolio and ecosystem?)

People who join the group are either here to get business opportunities, or to learn something, or to get some money-making products and projects. Simply put, it depends on what value this group has for its members.

I still believe that there needs to be a product or project. Otherwise, there won’t be enough time to talk nonsense and produce content around products and projects.

The biggest pain point is simply how to monetize through the community.

It can be regular professional voice sharing, high-quality articles, or organizing online or offline activities (the forms can be diverse, such as cocktail parties, salons, seminars, sharing on a certain topic, expert lectures, and forums). To form a combination and ecology.

The fifth rule: Keep operating

A very important part is operation.

Why do some people operate well while others operate averagely? This requires long-term accumulation of relevant resources and skills. For example, materials, pictures, and text materials require long-term training to be efficient and effective. Literary talent is important, but it is not the most important thing. The driving force is to maintain continuous original output and valuable content, and to form subculture groups and fan bases.

Persist, persist, persist, persist. Important things should be said four times.

It requires planning, creativity and planning.

You need to experience and observe what platform users like. For example, the number of views of the articles I posted has declined. Few people read pure professional articles. You need to combine hot topics, such as columns, audio and video recommendations are very high, but you also need to plan content to suit users' habits and purchasing habits. The principle of low price and small quantity. For example, if a course costs 199 yuan, but 30-50 lectures don’t sell well, you can do a 10-20 lecture and sell it for 99, and the effect is very good. Then you can do a 3-5 lecture and sell it for 29.9. What will the effect be? This requires constant testing and improvement.

The last rule: community management

The most important thing is to build the system and platform, then to build the model, distribution and commission mechanism, and finally to improve the rules and regulations within the group.

like:

1. Formulate effective group rules and systems. (slightly)

2. Dedicated management

3. Group sharing section

4. Daily or irregular topic sharing

5. Offline activities

Example: How to operate a copywriting (knowledge, interest) community?

1. It is not easy to build a good community. It requires long-term persistence and unremitting efforts.

The operation of self-media is very similar to the previous Taobao operation, which is online 24 hours a day.

It may be more tiring than working on Taobao because you need to observe hot spots, collect materials, and conceive works from time to time.

Some time ago, it was said that Mi Meng got divorced, and it had everything to do with her self-media operation. She was busy with it every day, and all the emotional chicken soup was useless.

Running a self-media is not a job for humans, but if you persist and succeed, you will have the joy of being the president...

2. Have some achievements or rich experience in brand marketing and copywriting planning;

If he really wants an answer, I will tell him: find a copywriter who has worked in branding. Because I have strategies and I understand creativity.

If you are afraid that this person is difficult to control (there are always people who like to control others, it's human nature), then find a recent college graduate majoring in journalism and marketing, male or not.

3. Becoming a professional in a certain industry and being authoritative is even better; a super IP can also create some endorsements and add some halo, which is necessary.

Building authority and trust, which is what we call IP, is best to become a super IP, with its own traffic, potential, the ability to create topics and good content, and generate connections and conversions.

Authority building can also be called super IP building. One is the brand’s super IP and the other is personal super IP building. By building a super IP through personalization, empowerment, topics and content capabilities, and creating marketing momentum, we can finally achieve greater growth and sales conversion through traffic, traffic sedimentation and operations.

4. Basic identity and common values, some subcultural identity;

This is the driving force of the community and the core of maintaining the community, seeking common ground while reserving differences. Recently I have quit several groups, because it’s not that there are no experts or capable people in these groups, but everyone attacks each other, there is no atmosphere of communication, and it’s full of negative energy, so I left as soon as possible.

We are not from the same family and we do not work in the same door. We think we are doing Chinese-style marketing and look down on foreign positioning theories, thinking they are deceptive. This is what it means to be like-minded. This is the circle and this is the community.

5. Establish a group rule that everyone must follow

An important thing is to build a sharing and distribution system and platform, and then to develop the Internet model, distribution and various mechanisms; and to improve the rules and regulations within the group. Make it standardized, process-based and replicable.

6. Organize topic discussions every week or every day and communicate rationally;

If a product or project brings everyone together but fails to form a system of interests and values, it will not last long. If content is output around products and projects, mutual interests can be strengthened and synergy effects can be generated.

7. The group owner will share his/her professional knowledge from time to time or invite guests;

The group owner is usually a key opinion leader (KOL), who must have a certain level of authority and expertise in a certain area, otherwise it will be difficult to bring everyone together.

How to become an opinion leader? Of course, you need to have a certain level of authority and constantly exert influence. This requires long-term accumulation, continuous learning, and content output. Nothing is easy, you have to constantly challenge your limits.

The group owner is also considered an opinion leader or a big V, that is, someone who has considerable weight in the community and whose words carry weight.

In addition, we invite guests and members to share their experiences from time to time.

8. After reaching a certain scale, it can be upgraded to a VIP group and share for a fee

It can be upgraded. Some valuable group members can be upgraded to VIP and shared with appropriate charges. This will allow for better maintenance, more attention, and greater value.

My WeChat groups include basic groups and brand marketing sharing groups, which are free and where everyone can communicate with each other but are not allowed to post advertisements; new book crowdfunding groups, which are mainly for sharing the crowdfunding progress and related views on new book Internet marketing; and there is also an annual VIP group, which is charged and shares every week.

Some of these groups are active, some are less active, and some share regularly, forming combinations and retaining users.

9. After the number of users increases, offline exchanges can also be initiated, and the cost can be crowdfunded;

Offline communication is necessary, but it is currently mainly online because everyone’s time is precious and offline gatherings take a lot of time. But this is necessary, after all, it requires offline experience and face-to-face communication.

10. Only if it has value can it continue to exist, continuously transform and fission.

The acquisition of seed users, content output and operations already have basic traffic and activity, but require rapid replication and fission. How to fission? First find B-side customers (from seed users), and through communication, services and operations, provide systematic tools and methods to quickly convert traffic, obtain more inventory with inventory, and bring incremental growth through the operation of inventory. This is what we call replication and fission.

There is a continuous influx of new traffic and new products, which build a value system and ecosystem.

Ultimately it’s commercial monetization.

summary

Anything requires persistence. One or two days is easy, but one or two months is a bit difficult, and one or two years is even more difficult. If you can persist for five or ten years, it becomes a passion and it will be hard not to succeed!

Establish your own authority in a certain field. Although traffic alone may not generate much conversion and revenue in the beginning, it can generate many other extended services, and perhaps even develop other businesses and achieve in-depth cooperation in other areas.

Author: Private Domain Traffic Study Society

Source: Private Domain Traffic Study Club (ID: shequnshe)