What is a community?

What is a community? As the name implies, it is a group with social significance, not just a random group. For example, a community is a group whose members have the same preferences, needs or goals and have an active atmosphere. Many people just drag a group of people into a group, post advertisements, talk for two hours, and then there is no more … This is not a community, just a group!

The real community of the Internet originated from VX and currently has 1 1 billion users. 20 13 On August 5th, Tenpay cooperated with VX to launch VX payment function. At first, a red envelope appeared, which was very popular with users. Then we slowly started the WeChat business model, realized the so-called community marketing, and made a number of entrepreneurs of WeChat business. However, up to now, the group belonging to community marketing only accounts for less than 10% of the so-called community. Community marketing is so difficult to do, let alone commission, it is even more difficult.

So, what is the way for the community to reach a deal? There is such a formula: community transaction = trust endorsement+consumption incentive.

Trust endorsement: establishing trust relationship and realizing efficient interactive connection

People are the core of the community, and interactive communication is the key to the growth and development of the community. From this perspective, community operation can be summarized as four keys: personal charm, connections, relationships and trust.

Simply put, the key to playing the community is to change the cold mechanical information interaction mode in the past, communicate with community members in a more personalized, personalized and "temperature-sensitive" way, think what the group friends think, shape their personal charm with unique role characteristics, and realize the connection of community scenes based on user trust.

Consumption incentive: realize efficient trading through activity planning.

In fact, the so-called consumption incentive, in terms of operation, is activity operation, which helps to realize transactions through activities, such as group buying, second s, punching cards, lottery and so on.

Community activities are actually an important way to enliven the group atmosphere, or to safeguard the rights and interests of group members. If there is no activity and communication in a group for a long time, the members of the group will become strange and sparse, and have no sense of belonging. Without activities, there would be no community.

Many communities will plan a series of activities to make their communities achieve the purpose of powder absorption, fission and commercial realization.

In addition to this trading formula, we can also look at the community through a business model. In fact, there is a community structure behind every high-tech community. What is the community structure? Let's take a look at the scene where traditional e-commerce is diverted to VX Group to sell goods. How should such industries make a community structure?

Generally speaking, it can be divided into three steps: flow, operation and transaction. The first step is to divert the traffic from the e-commerce platform to VX. There are two ways. One is to add VX through artificial intelligence tools, and the other is to put some activities on the front page of the store and then leave VX. Users can add VX to participate in activities. The second step is operation. First of all, the diverted traffic needs fission, and second, the content should be output in the community, so that the third step of the transaction will establish enough trust endorsement.

To sum up, it is how to find the traffic portal, let users join the group with VX, how to build the trust of users after joining the group, and finally make a deal with users.

If the community is the outlet of the Internet, what is the outlet of the community? How can we better grasp the community? Community thinking, community structure, community drainage, community operation and community transaction will take you to play community marketing in all directions!