Now the community is very hot, but what is the community?

Everything you know about it can be done from the four levels of Taoist magic devices. Here, let's talk about the community from the perspective of these people. I hope it works for you ~

The real upsurge of the community began at 20 14, when most communities in China were established or came into public view. Next, Brother Tide will take you to know about the more successful communities in China:

The above are some well-known communities listed at present. From the listed communities, we can see that these communities are successful because they can continue to create value for their members around a common goal, and none of these communities are successful purely by online operation. A successful community must be online to offline. Among many communities, the learning community is actually the most difficult to maintain. The founder of the community will certainly not succeed if he does not have deep accumulation and can't continue to provide valuable content. Take Tianma Gang and Luo as examples: Tianma Gang relies on the Internet transformation experience of Analysys International 16 for traditional enterprises, and brings together thousands of internal professional tutors and external practical experts to provide entrepreneurs with high-quality online voice live courses every Monday, Wednesday and Friday; Luo Huiyou relies on strong logical thinking to continue to provide valuable content for Luo powder from the media. Content is the core and most important part of the community, especially the learning community, which is the most difficult to maintain. Among all communities, relational communities are the easiest to maintain, such as those based on alumni, fellow villagers and former employees, the most reliable and the easiest to play their self-organizing role.

Having said that, many people may ask, how can we run a successful community?

Today, I will analyze how to run a successful community from four aspects: Tao, law, technology and equipment.

Community operation mode: the essence of community = connection+trust

The essence of the internet is to establish connections, that is, to do information symmetry. Throughout the development of the Internet, we can't escape this rule. The community is no exception. The essence of the community is to make further connections on the basis of the Internet: connecting people and information; Connecting person; Connect people and goods. By establishing the trust relationship among group members, the advertising cost, search cost and exchange cost can be reduced.

1. Communities can connect people and information. The information here refers to knowledge, commodity information, resource information and so on. Through the community, you can get the valuable information you want faster and at lower cost. To some extent, community is a kind of filtering of information redundancy in the Internet age, and it can also be said that this form of community is a filtering mechanism of Internet information. Take Tianmagang Community as an example. It is positioned as a learning community for entrepreneurs "internet plus", so what this community provides is valuable content around the theme of "internet plus".

2. The community can connect people. The community brings together a group of people with the same goals and interests for learning, communication and resource cooperation. Community is the value amplification of the six-degree separation theory. In a successful community, you can find anyone you want. Take the Dark Horse Club as an example. The positioning of the Black Horse Club is that entrepreneurs help entrepreneurs, entrepreneurs learn from entrepreneurs, and entrepreneurs achieve entrepreneurs. Here you can quickly find entrepreneurs or investors who have a cooperative relationship with you.

3. The community can connect people and goods. Hank Commune is a community of liquor lovers, which brings together liquor geeks among middle-aged entrepreneurs. Hanke Lao Wang created a new model of liquor sales through Hanke Commune, focusing on the discussion of liquor culture and fan economy, assisting the holding of Hanke activities all over the country, leading middle-aged entrepreneurs to return to the essence of manufacturing, and building the spiritual home of Hanke fans. In this mode, Hanke, a liquor brand, has developed successfully.

Law of community operation: three elements of community operation

In the book "Social Bonus", the author puts forward that social bonus = information * interaction * relationship chain. This formula is expounded in the book: a series of results from clicking, accessing, downloading and registering by a huge user group on social networks to external websites or applications all stem from a small action of sharing and publishing information by users. More users share information in a natural state in social networks, resulting in natural and real interaction and arousing friends' interest in clicking, buying and reading. "Let information flow in the relationship chain" is the basic understanding first established, and all the benefits also come from the observation and application of these three key points. The formal observation and application of these three key points by the community are called the three elements of community operation: information, interaction and relationship chain, but there will be different explanations here.

1. Information (content): Information (content) is the core of maintaining the community. The content here not only refers to the knowledge provided by the learning community, but also includes a series of valuable information provided around the community positioning. For example, Tianma Community provides Tianma Morning News, Tianma reading books and discussions around a hot topic every day, and teachers give lectures at 9: 00 pm every Monday, Wednesday and Friday. Dark Horse Club is an entrepreneurial community, so its contents include: innovator information, investment information, resource information, entrepreneurial experience sharing and so on.

2. Interaction: Interaction is the key to an active community. Interaction is divided into interaction between members and organizers, and interaction between members. A successful community must not be a radioactive structure centered on organizers, but a network structure with members as nodes. For example, in the process of development, the community will spontaneously set up some small organizations and groups based on regions, interests, hobbies or emotions, which can spontaneously carry out exchanges, offline activities, and even resource docking and business cooperation.

3. Relationship chain: Relationship chain is the premise of building community ecology. Successful communities will eventually form an ecology. Speaking of the word "ecology", everyone should be familiar with it. This term is often hung in the corner of the mouth by BAT Internet giants and upstarts such as Xiaomi and LeTV, and has even been "occupied" by LeTV recently. The ecology here is the product and service ecology, while the ecology established by the community is the relationship ecology. Community ecology is to establish connections among manufacturers, distributors, retailers, service providers, upstream and downstream supply chains, consumers and cross-border partners. Here, all roles can establish cooperation and contact with the lowest cost and the fastest way. For example, the connection between entrepreneurs of the Dark Horse Club and the connection between entrepreneurs and investors; In Tianmabang community, cooperation between the same industry, upstream and downstream often occurs, and even some cross-border cooperation has appeared.

Skills of community operation: five elements of team operation+key person rule

As we all know, the maintenance and carriers of social networks are mainly WeChat groups and QQ groups, and the main assessment indicators of group operators are mostly group activity. However, it is not easy to run a group well. Groups, like products, have a life cycle. The life cycle of a group is as short as one or two weeks and as long as one or two years, and it is rare for a group to last for more than one year. Many WeChat groups and QQ groups become dead groups after being active for a few days, weeks or months, which is also a headache for community operators. Five elements of group operation: temple, monk, classics, precepts and affairs.

1, "temple", that is, the structure-carrier element. WeChat group and QQ group are themselves a "carrier" to promote mutual coordination, communication, interaction and exchange among members. It should be noted that the operation of WeChat group and QQ group must be closely integrated with the major functions of WeChat and other sectors, such as voice intercom and circle of friends interaction. Of course, in addition to carriers such as WeChat group and QQ group, some communities will develop apps for their members.

2. "Monks", that is, "people" in institutions, refer more to WeChat operators here. As a "temple" in the virtual world, there must be "monks". Due to the fragmentation of time and timely interaction, the operation of WeChat group can't rely solely on a small editor or group owner. It is better to have a team that cooperates with each other and has a clear division of labor. Only in this way, the WeChat group will be launched quickly and it will be easier to enter a hot state. For example, in the operation of Tianmabang Community, we set up two small series, "Sister Xiaotian" and "Mark", and we gave them different personalities. During the operation of Tianma help boss group, the two roles will cooperate with each other.

3, "fine", that is, * * * the same goal-prerequisite. As an organization, it must have one or more clear goals. The goal of the group should be hierarchical and recognized by most members. These are the fundamental reasons for the existence of WeChat group. Building a group must have a purpose, and operating a group must have opinions, opinions, attitudes and values. For example, the "essence" of Tianmabang community means that the common goal of these members is to learn the knowledge of internet plus, provide common learning for internet plus, and realize "opening eyes", "courage" and "finding a partner". Around this goal, community members have spontaneously formed a * * * knowledge, which is the slogan of Tianma Gang: help you, help me, help everyone.

4. "Exit", that is, manage-maintain elements. "Without rules, there would be no Fiona Fang." In order to achieve their goals and objectives, WeChat group must have a set of planning, control, organization and coordination processes. Frankly speaking, a high-quality and efficient WeChat group needs a set of strict management, norms and order. Wechat group must adhere to the combination of freedom and constraint, and maintain a certain degree of discipline and constraint on the premise of freely joining the group. Only when management is put in place can we ensure the quality and efficiency of the WeChat group, ensure the recognition of values and find the right person!

These are the rules of the Tianma gang. Through norms and systems, members are constantly guided and constrained in the process of operation. For example, advertisements, personal attacks and political discussions are prohibited in groups. After a period of guidance and reading, group members will spontaneously restrain their behavior according to regulations, and spontaneously supervise and punish behaviors that violate group rules, such as advertisements.

5. "Things" is an effective theme around "Jing". After many groups were established, they gradually became dead groups because of poor management or unintentional management. The truly high-quality and efficient WeChat group should be a self-media with great energy. The well-known WeChat public platform and circle of friends are declining due to interaction and activity. Therefore, the core of the operation of WeChat group lies in: with the help of this platform, under the premise of adhering to the correct value orientation and principle direction, rationally divide the work, organize and operate a theme in an orderly manner, and promptly discourage behaviors that undermine the entire organization and collective team.

Or take the socialized operation of Tianma Gang as an example. The "Jing" of Tianma Gang is the "internet plus" transformation learning of traditional entrepreneurs. Then, around this "classic", Tianma Gang has launched Tianma Tang Wei series courses and a series of offline learning activities of well-known Internet companies. Up to now, Tianma Tang Wei has conducted more than 200 courses, which start on time on Mondays, Wednesdays and Fridays. And with the feedback from members, the course content is gradually standardized and optimized, which is divided into three major theme series: hot spot analysis series every Monday night; The principal gives a series of lectures every Wednesday night and every Friday night, including the review of previous courses.

(3) A successful community must be online to offline.

Throughout these successful communities in China, offline activities are indispensable, because the sense of online distance is difficult to generate enough emotional trust among members. Therefore, it is necessary to bring members together through various offline activities, get to know each other and have emotional ties. Tianmagang Community has organized JD.COM &; Brewmaster Net, Suning, Tmall, 360, Zhangzidao, JD.COM & In addition to the study tours of famous enterprises such as Meituan and Baidu, there are also special training camps under the president's elite line, annual meetings of Tianma Gang, offline salons and other activities. In this way, the stickiness of members and the emotional connection between members are established.

Community operation tools: member bearing tools and auxiliary tools.

It's included here. This piece is clear, so I won't go into details.

1, the carrier of the community

2. Auxiliary tools for community operation