How to build a good community

Before talking about how to build a community, let's talk about several different entrepreneurial characteristics in the past and now. These are different times, different costs and different trial and error rates.

1.？ Times are different:

Now is the 5G era, and it is the era of mobile Internet. Different from previous years. Unexpectedly, 20 years ago, many seniors started their businesses through offline entities. Most of them open a small shop, get a preface, and then start a business step by step.

But now is an era of entrepreneurship through mobile Internet technology. You will find that the way we acquire users has changed from letting customers into our stores to actively acquiring target users. This process is called the process of refining the target users, that is, attracting new users through the Internet platform.

2. Different costs

In the past, the start-up cost of enterprises was extremely expensive. No matter what store you rent, you need to have rental costs, labor costs, and corresponding raw materials and service costs. However, in the current Internet age, it is completely different. The cost of opening a shop through the Internet is relatively low. For example, you can hang the goods in the live broadcast room of the video number to the WeChat store. Then it is almost free to influence others through the Internet platform, such as sending friends, writing official WeChat accounts, sharing content on some social media platforms, and taking the community as a service. , which is more and more a way to acquire skills. In such an era, you will find that the connection mode between people has changed from high cost offline to low cost online.

3. The problem of different trial and error rates.

In the past, in our traditional model, the trial-and-error rate of young people's entrepreneurship was very high, and they often needed more capital investment. Even many people start businesses with their parents' money, and you will find that the risk of starting a business is extremely high. If you fail, you will probably lose everything. That's different in the internet age. Its basic investment in entrepreneurship is relatively small, which is considered as light entrepreneurship, especially from the perspective of skill and content producers.

For example, you have a wealth of parenting knowledge. You attract a group of fans through the Internet, then you design courses, and then you pull a community to share the courses, thus realizing it. In short, we should start a business in the most convenient and efficient way in this era and learn to create a new era of entrepreneurship by establishing channels. This method is not only suitable for entrepreneurs who want to realize from 0 to 1 on the Internet platform, but also suitable for those who used to engage in the transformation of traditional offline sales. It is also suitable for people who want to start a business in Wechat business and engage in sideline economy.

New occupations born in this era: network marketer, online advanced learning service provider and live broadcast salesman. All these provide corresponding vocational skills training.

Innovation, retention and transformation are the three most important steps in the whole Internet operation system. Innovation is to establish your own personal account and your own personal IP on the social media platform, and constantly innovate by constantly outputting personal value. After innovation, let this part of users change from * * * domain traffic to our private domain traffic.

So in what form to provide services to these users who have become private domain traffic, the answer is to use the community. Use the community to retain and transform your users. Of course, you can choose not to build a community and complete the work of retention and transformation through one-on-one communication. But in this case, after calculation, your time efficiency may not be so high. Because you don't have continuous operation services, it's easy to lose users.

So how can we build a good community? There are three main aspects,

One is community preparation,

The second is community management.

The third is community operation.

Next, let's disassemble it. First of all, talk about community preparation. If we want to build a long-term community, we hope to gain long-term commercial value from the community. Community preparation is your first step. Regarding community preparation, you must think clearly about the following questions. First of all, what is your goal of building a community? He solved a question of why. What kind of goals are these people gathered for?

Second, how long is your community cycle? Any community has a life cycle. Better start. When building your own community, you must first define a cycle. For example, do you want to be a 2 1 day community, or a 70 100 or 365-day community? Generally speaking, the longer the time, the more difficult the operation. Generally speaking, 21 days, 30 days and 70 days are common practices. Of course, the specific duration is related to the project you are involved in. For example, if you want to be an early riser community, you should design a 2 1 day morning training clock-in plan. If you have a proper mechanism, there is no big problem if you stay active for 2 1 day.

Third, you can analyze what community values are. This is the cornerstone of the whole community and the lowest set of basic logic. If few people in the community share their dreams, they will go their separate ways. Just like two people get married, why do they choose to separate in the end? Many people actually find themselves attracted to each other from the beginning. But after a long time, it's not like that with each other. The so-called not so, is essentially inconsistent values. Generally speaking, values are the way you judge whether something is important or not. Only when a person has a clear understanding of what he supports and opposes can he know what kind of values he has and find the group of people with the same values in the vast sea of people. For example, the value of 007 community is to practice writing for a long time, so people who don't want to write at all, or don't believe in long-term practice at all, are not our target users.

If you want to run your own community well, you must first establish your own values, constantly express your own values, and let others have a sense of identity with you. In this way, when you recruit your own community, you can link to friends or community members who share your values.

The fourth point is what kind of * * * common goals should be set. What do you mean by * * * common goals? * * Common goals include short-term goals and long-term goals. Many people may say that our community does not need to have the same goal, as everyone knows. So I pulled a group. I believe that before long, this group will die out. The reason is very simple, because of the lack of * * * and goals, the lack of * * * and milestones and phased values. What needs to be emphasized here is that the goal needs to be set as the only goal. Many people say that I can do this and that in this community, and often I can't do it well in the end. Remember that the goal is achieved by punching in, and finally there needs to be an evaluation basis.

Next let's talk about community management. Many communities have no personnel management at all, which will be very, very chaotic. Therefore, a community needs specialized personnel to manage it. There is a concept here called role division. You can think about it, and it is also true in a family. There are fathers, mothers, grandmothers, grandfathers and grandfathers, all of which belong to roles. So do you play a role in the community or define a role? Do you exist in the form of group leader and monitor, or in what way? In fact, different communities have different names. But there must be a goal of role division as the bottom goal. Then the division of any role will actually come down to two elements, a set of behavior patterns and a set of responsibilities. Therefore, all characters must act according to their own specific identities and behavior patterns in order to bear specific results and responsibilities.

For example, our community based on youth and stars will have the following roles. The first is our experience, the so-called double-qualified model. Sister Meng is our teaching teacher, and so is learning. She leads everyone to do deep learning, so this first category is called teaching team. The second category is our class committee. The screening of class committees includes the following types: one is the type of group leader, and different group leaders hold different management roles. Second, set up empowering officials and boasting officials. Empowering officials should provide value, generate energy and popularize cultural knowledge. Praising officials is to actively explore the growth of community members in the community, give encouragement and praise in time, and promote the enthusiasm of members. Therefore ... any community needs soul figures.

In addition, there is a hierarchical management mechanism of the community. Why is there such a management mechanism? Because we don't want to do it overnight, we need to do word of mouth to give students the motivation to transform other communities and introduce us. In any stratification of community management, we are mainly divided into three categories. The first category is that activists should mobilize more activists. For example, people who are particularly active in the community, such as the money-making training camp, who have been drying orders and who have been doing community sharing. This belongs to activists. Only by mobilizing these activists can they become more active.

The second is the watcher. For example, he punches in normally but doesn't interact in the group. In fact, such people are generally afraid to express themselves because of lack of knowledge and skills or shyness. Then at this time, a special club teaching assistant is needed to mobilize the enthusiasm of these people, help them better keep up with the rhythm of the course, and even speak more in the group.

The third category belongs to the category of people who dive silently. Are there people in every community who sign up but don't punch in? Such people need more care, more help, and even one-on-one private chat. Maybe it is because they are too busy, or because they dare not. So, at this time. If there is a separate link between community teaching assistants, they will feel the service spirit of the community more easily, thus doubling their goodwill towards the community. The community has a temperature, not a machine. Therefore, the hierarchical management mechanism and personnel arrangement of the community need to consider each member of the community one by one. Well, we have completed the community preparation and community management.

The last part is community operation. Community operation is mainly the two-step retention and transformation we mentioned earlier. When we finished the pull-ups from the public platform, fans entered our WeChat private domain. The most important thing is to solve the two problems of retention and transformation. Retention is a way to enter your community, which can keep people concerned about your community and keep it active. Conversion refers to how many people can complete the payment and how many people will buy your product. You can build a retention group with low customer unit price, for example, let customers have an experience of your service and course delivery, and then transform it into your course group with slightly higher customer unit price and more essential content. Looking around, you will find that almost all internet companies are doing research, retention and transformation of these big data. However, there are not many good ones. The retention and transformation of the community has a set of core points, called service. Doing well in community service means that you can better promote retention and transformation.

So how can we help the community improve retention and transformation?

Here are four tips.

The first skill is the payment mechanism, so even the retained groups should not do it for free, because generally speaking, the retention rate of paid communities is higher than that of free communities. That's because everyone has to pay a sum of money to get in. So it will be especially cherished in this community.

Second, our society needs a basic sense of ceremony. The most important thing is the opening ceremony. For the opening ceremony, it is necessary to arrange a representative of the operation team to make an overall introduction. The contents of the introduction include the goals to be achieved through community learning, the introduction of the members of the operation team, the learning arrangement and the general learning content. After the introduction, guide the students to complete their self-introduction. A template can be set for self-introduction. For example, who are you, what is your goal this time, what characteristics you have, what value you can provide to everyone, what resources you are eager to link to, and so on. At this time, try to let the activists speak, so as to fully mobilize the atmosphere of the group, and also talk about everyone's expectations for the next course.

The third skill is to establish a standardized behavior pattern.

Before you create a community, you might as well ask yourself what I hope you can achieve this time. Then, in each goal achieved, can we help everyone grow and succeed through the corresponding model? And it is very important to help everyone achieve their goals. Please always remember what kind of result you want, so please set it as a standardized behavior operation. Good behavior is that the community should export dry goods and encourage each other. After one person has finished speaking, others need applause. Then at this time, those people with high potential energy will exist and lead everyone in the community to ensure that everyone has a sense of participation. What is a sense of participation? There are words, actions and gains in the group. If you have something to do, for example, we will ask everyone to do their homework and punch in. Got something. For example, you will find that everyone has gained knowledge, contacts and a sense of self-worth. These behaviors and actions require us to make specific arrangements in the community.

The fourth skill is to be able to complete motivation.

Then a very important factor in motivation is called the power of example. In this community, in order to achieve the same goal, there will be people who do well and people who don't do well. Then the power of example is to guide and lead everyone all the time. You can find a better partner to complete this plan. Then it is very important to judge who they are, what they have done and what kind of results they have achieved in the end. Encourage everyone through the power of example, then other students can have a clearer direction and enhance their motivation.