What is community marketing?

Network community marketing is a marketing model based on the concepts of circle, network and six dimensions. By bringing together like-minded people, the circle of interest can be built into a consumer's home. For example, Maopu set up a brand club specially for 7-up, and gathered netizens who love the 7-up brand and have the same hobbies in the 7-up club, so that FIDO, the unique virtual image of 7-up, can be extended to the maximum extent among netizens. Brand community is a new brand marketing model. American scholar Bustin put forward the concept of "consumer group" in 1974. He believes that the consumer group is an invisible group created and formed by people in the process of deciding what to consume and how to consume. Then Muniz and Ogning put forward the concept of "brand community" in 200 1, emphasizing various relationships between brands and consumers, not just the current customer membership system. The main form of brand community is membership marketing. In the early days, membership marketing was mainly used in retail, hotels, civil aviation, catering, beauty and other industries. Now it has spread to more fields, from top clubs such as golf clubs and horse racing clubs to supermarket shopping loyalty cards and various preferential activities. Customer membership or club marketing has long been practiced by many enterprises. The former pays more attention to the brand experience gained by members from communication and exchange with customer groups, while the latter pays more attention to discounts and concessions. Therefore, replacing the traditional membership system with the word "brand community" is more in line with the general trend of experience economy.

What is community marketing and how to do it well?

Community marketing is a commercial form based on the same or similar interests, gathering popularity through certain carriers, and meeting the needs of groups through products or services. The carrier of community marketing is not limited to WeChat. Various platforms, even offline platforms, and communities can do community marketing.

The key of community marketing is to have opinion leaders, that is, experts or authorities in a certain field, so as to build trust and deliver value. Through community marketing, we can provide physical products to meet the needs of individual communities and also provide some services. The most common self-media is to provide services. For example, recruit members, get some services, or join a group and get consulting services from some experts.

Community is the ultimate goal pursued by all businesses in any era, but only in the era of mobile internet, with such efficient tools as WeChat, community is possible. The community is also a group of people who share the same concern and find a solution to the pain point. The difference is that the competitiveness of brands with community and brands without community is completely different.

What is online community marketing? Is it useful?

Online community marketing Online community marketing is a marketing model based on the concepts of circle, network and six dimensions.

Online community marketing is a process of word-of-mouth communication. Through some elements, word of mouth is aroused, people are gathered, and word of mouth is spread again. .................................................................................................................................................

The benefits to the company are self-evident.

What is the concept of community? Please give an example to explain in detail!

A virtual social group developed based on Internet community and mobile Internet social App. For example, Zhenghe Island, a high-end entrepreneurial community, Luo Ji thinking where young people gather on the Internet, the Big Bear Club with more fans of WeChat business, and the Financial Writers Channel in Wu Xiaobo have made the whole world embrace the Internet. Community leader? The interaction with fans under the convenient mobile Internet tool based on a certain tag has become a communication event, and the community has trust, information channels and business opportunities. Everyone has a sense of participation, and leaders and fans have their own needs to participate in the club. Xiaomi can also be understood as a model of community marketing!

How to play community marketing?

Now let's answer the three questions mentioned above.

Step 1: Maintain the core fan base

For an operator who doesn't have much energy, his first consideration should not be how to turn fans into communities, but how to build a core fan base. The so-called core fan base is a group of small partners who have deep recognition of their own brands or individuals and can communicate frankly. This kind of group is characterized by relaxation. Everyone can communicate freely in a relaxed environment. There are not many rules and regulations in the group, so that everyone can get to know each other in a relaxed atmosphere. Through the operation of this core group for a period of time, operators can start to establish a deep understanding of their target groups, get familiar with the tone and expression of everyone's chat, and form a subculture of group communication (different people, different communities, different products, subcultures can be completely different), and it is possible to replicate it by discovering small partners with certain operational capabilities in the group. Otherwise, an operator cannot manage the community. It is necessary to maintain the core group of fans in advance and find small partners in the core group who can help them operate.

If you do community operation, you don't raise core fans at first and build large groups directly, there will be various drawbacks in management, such as paying attention to one thing and lacking support points. When the community officially starts to operate, these small partners will join as a seed user of the community and guide the community to develop in a benign direction. Maintenance of the core group We recommend the admission system, and we must set a threshold and not blindly enter people in the name of the core group.

Step 2: Develop the first social group.

When we have a core fan base, at the beginning of the operation, we should figure out when it is a good time for us to join the league. What kind of group should we build? What should I do in advance after joining the group? To understand this, we must first answer the first question: realize that groups are "short-lived"! People who have been hanging out online for a long time in China have probably had the experience of joining a certain group. I was very excited at first, but after joining for a period of time with good wishes, I found that the group was full of water, screens and advertisements, and even two group members disagreed, which turned into a dispute and left the group angrily. Group owners will also be entangled in various trivial matters. The number can't be too small. If the number of people is less than 30, they will not be grouped. More than 80 people began to be lively. If there are more than 500 people, it will be chaotic and unruly. Within half a year, everyone will slowly stop talking and become a dead group. Everything has a life cycle, and most groups have experienced the life cycle model shown in the figure below. It takes six months for a group to complete the life cycle model, or even only one week for a group to complete it.

We must realize that even if we actively manage a community for commercial purposes, this group will have a life cycle of about two years under the condition of very good operation. Why two years?

First, from our own observation of the activity of forum moderators in the past, it is difficult for an enthusiastic forum moderator to persist for more than two years, and it is also difficult for the enthusiastic group management of the same group to persist for more than two years. Even with full-time team management, the fresh bonus brought by the group operation to community members will disappear within two years.

The second reason is that a group generally completes the transformation of commercial value within two years' life cycle. Even if it is a die-hard brand powder, your products will be upgraded continuously, so after two years, the commercial value of mining will be almost the same, and the cost of continuous maintenance will exceed the return. It is cruel to tell the truth, but what should we do? At this time, the group can respect everyone's opinions and not dissolve, but it does not need to be deliberately maintained. If there are some enthusiastic fans in the group, you can transfer the group to his operation management. If you find some fans worthy of long-term contact in the group, you can invite them to join the core group. Recognizing the short life of the group has two implications for the operation:

1, don't invest too much, the group has reached the end of its life cycle, and it is a virtue not to harass others.

2. Design a product that can be listed before the end of the group life cycle.

Find a reason to join the group!

People are social animals, have social needs and don't want to be lonely. Good interpersonal relationships provide conditions for people's communication. In the era without Internet, people formed tribes, groups, circles and other forms of organizations for various reasons. In the Internet age, like-minded people naturally have a need to get together and communicate with each other. Groups are established to meet certain needs of people. Let's talk about the same motivation for building a group first. Our investigation found that all groups were established for the following six reasons.

The need for contact ... >>

What are the characteristics of community marketing based on big data?

Community marketing is a marketing model based on the concepts of circle and connection. When people with similar interests get together, a circle of interests will build a consumer's home.

Through big data forecasting, a community can be formed to promote and engage in activities for enterprises, so that the community can form a publicity channel or a small publishing platform, but the nature of the community depends on the ability of the group owners to organize and maintain the group.

What is community marketing and how to do it well?

Marketing concept in the community era

The strength of the community should not be underestimated, and the commercial potential contained in the community should not be ignored. The development of mobile Internet has changed the way of information dissemination, and the development of digital community has also changed the marketing methods of enterprises. Community marketing is becoming more and more important.

The so-called community marketing is a commercial form in which people gather together through social tools or some carrier based on the same interests and hobbies, and enterprises know a certain product or service of the community through this carrier. In the era of mobile Internet, community carriers are greatly diversified. Wechat, Weibo, QQ group and various social-based service apps can all become social marketing carriers.

Community marketing can meet the personalized service needs of enterprises, such as providing personalized physical products or services. These personalized products and services all reflect a certain degree of minority.

What is the key to doing community marketing? The most important thing in community marketing is to have an opinion leader (so-called group owner, blogger, etc.). ). Under the leadership of opinion leaders, only by doing a good job in community marketing can we quickly build trust with group members and deliver value.

The Internet era pays attention to extreme thinking, and so does community marketing. For opinion leaders, we need good products or services, we need to be able to keep in touch with team members at any time, and we need to listen to their feedback and involve them. Community marketing focuses on word of mouth. Don't underestimate the power of word of mouth. A person with a good reputation can influence the public, and a person with a bad reputation can also influence the public. For example, social e-commerce mainly does business in a circle of friends and spreads through word-of-mouth among acquaintances. This kind of communication has strong trust, easy communication and great energy. This influence will spread to strangers through acquaintances and eventually form a huge market. In this process, if a product or service makes a person feel good, he will tell his friends in the social circle that the product or service will soon establish a reputation. If a product or service makes a person feel bad, he will also tell his friends in his social circle that the reputation of this product or service may not develop because of it.

The development of mobile Internet has changed the traditional enterprise 4P propaganda mode. In the past, a TV advertisement may create a sales miracle, but now, this effect is weakening, fewer and fewer people watch TV, and fewer and fewer people can watch advertisements for dozens of seconds. Today's enterprises want to promote successful marketing programs, in addition to television, they need more personalized ways to express themselves on the Internet. The development of community also puts forward higher requirements for the propaganda methods of enterprises. In the process of publicity, enterprises should learn to interact with consumers and create influence. Interaction is an important way for enterprises to influence consumers to understand consumers, find consumers with the same values as enterprises, and then establish a community. Enterprises should have the ability to influence and infect the community, which will help consumers to recognize the services and products of enterprises; In the era of mobile internet, information tends to be transparent, and the transparency of enterprises can make consumers better perceive the value direction of corporate brands, get consumers' value recognition of brands, better safeguard the community and form the power of the community.

The development of minority brands, the increase of personalized demand and the rise of social dividends are both opportunities and challenges for enterprises. Make good use of community marketing, enterprises will benefit endlessly, otherwise it will be difficult.

What is O2O community marketing?

Community marketing is a marketing model based on the concepts of circle, network and six dimensions. When people with similar interests get together, a circle of interests will build a consumer's home. O2O is a combination of online and offline communities.

For example, Chuangpu cooperated with Rubik's Cube Cake and Cuiyan Mask to successfully build an innovative fashion community from online to offline.

Now everyone is talking about community operation and community marketing. I want to know exactly what this means. How come?

I know, you know,,,

How to do community marketing?

The topic is bigger. Simply put, 1. Grasp the same interests of the community.

2. Encourage interaction and keep the group active every day.

3. Moisten things quietly and send something interesting or valuable every day.