About the essence of community operation, this article please read three times!

Previously, many articles, plowing ink stand in various angles to let you understand, learn the operation of the community and community marketing to explain, in order to let more people can read, listen to understand, and can be practically used out, grafted on their own projects or products. I found that many people are still very puzzled, today I use this nearly 6000 words of the article, to give you a systematic explanation, split, I believe that you will have a clear understanding of the community of this keyword will have a clear understanding of the community, if you can't read it once that's normal, it is recommended to look at three times! If you are reported to learn the empty glass mentality, please continue to look down. If you are not optimistic about the future of the community economy, then please look down, the cost of understanding is not high, but the cost of missing is very high! 5 minutes of time to get the information, perhaps the rest of your life should go, but also the most correct way. On the topic of community operation, it is a keyword in the field that has been overly mythologized, but it is also a very important method of product operation and promotion. The first premise of a community can be formed is that everyone in the community think they can profit from it, there is nothing wrong with this statement, right? Next, not much nonsense, straight to the topic: First, the role of participants in the analysis if we split a community operation, we will find that it is composed of many individuals. These individual participants can be divided into two dimensions. The first dimension is demand. People with the same needs and demands can easily get together. For example: the group of fat people who want to lose weight. The needs of every fat person are very similar, to lose weight, to wear a smaller size of clothes or to be able to get back the self-confidence they once craved, and so on, which makes it easy to form a community. Some fat people may be a new media editor with a monthly salary of 5,000, a 40-year-old teacher, a restaurant owner who earns a lot of money every day, or a freshman who is about to enter the university, although they all have different identities, but their needs must be the same. The second dimension is identity. It is very effective to build a community with **** the same identity label. For example, the threshold for participation in a self media community is set at 200,000 microblogging fans, so that everyone's identity is unified - they are all self media people with 200,000 microblogging fans or more. Then the exchange of content and exchange value can be amplified around this identity. There may be food-themed self-publishers or automobile-themed self-publishers who may not be related at all, but they have the same identity label, so there is definitely a place for exchange. So demand and identity are the two major dimensions that divide community participants, and no matter which dimension, participants in this community must think they can profit from it. What does it mean to profit from it? Everyone in the community thinks that the value he gets from the community is greater than what he gives, and if he doesn't think or feel that way, he will quit the community. Different communities have different types of benefits, some have access to information, some have the ability to help themselves to develop a good habit, some have the ability to find out what is worth enough to buy, different points of interest will lead to different levels of activity. Example: Hundreds of authors group. Hundred is a media platform, this platform has published articles of the author pulled into a community, and the attributes of this community is to discuss ideas and exchange information. Because the media platform has a large number of articles published, so the activity of such a community is very high, and there will be a large amount of content value generated every day. Second, find other people's communities to promote you do not necessarily need to have their own community, but you need to find the right community, and then contact them, cooperation, to achieve your promotional goals. For example, analyze the identity and needs of the square dance community. People involved in the square dance community are basically older people. This is an identity defined in terms of age, with women making up the majority. In terms of needs, square dancing is a way to exercise and to interact with other older people so that they are not too lonely. With the identity and needs of the square dance community, the bank's wealth manager came out next, and the wealth manager found that his target customer group was very similar to that of the square dance community: they had a certain amount of cash in their hands, and they were also interested in wealth management. He analyzed the characteristics of the square dance community and realized that these elderly people came out to dance because they needed companionship and wanted to communicate, so he also joined the community to dance together, accompanying these square dance mothers and chatting with them. After a few weeks, everyone trusted the financial manager, and then he talked about childcare, weather, health, and step by step to financial management, and finally took care of some of the orders in the square dance community. So when we are struggling with how to start operating our own community, why don't we first look around to see if there is a community that has been formed and is suitable. We can take the initiative to look for, because the characteristics of the community are highly the same, that is, plow ink often said, the same frequency, the same frequency to **** vibration. If you find a community that corresponds to you, you can start promoting it directly without spending time building it. We have to realize that the community does not have to belong to themselves, you can set up a community with others to cooperate and promote, as long as the crowd to find the right, then the effect of cooperation will not be too bad. Third, the three modes of enterprise community rules of a community is the more the better, or the more streamlined the better, depending on the mode of community and reproducibility, I personally recommend that the simpler, the more clear the better, so that it is also better to copy the fission. There are three modes of community: first, and the product with each other, based on the product to provide more value. Second, help the product to improve, through the organization of the community, so that internal team members and users close contact, to understand the core pain points, product iteration. Third, to maintain the core users, through the community to better retain the important participants. The most important thing is to make the community and product complementary. If the product or business model has any defective weaknesses, the community is a good auxiliary solution. A water purifier company. This company was just established a few years ago is also relatively niche, but people who know it are also more recognized this brand. Water purifier products such as this is the need for a production and delivery cycle, commissioned by the factory production, it is best to set a relatively large amount of logistics is the same. If there is not a large enough order at one time, it will be very troublesome to coordinate. So the water purifier company according to this situation to do a similar group-buying properties of the community, in this community put in the old users who have purchased the company's water purifiers, interested in new users also add in, to explain the health and water health-related knowledge, when we all have the need, then the group will start a lively discussion, this time we will organize a group purchase, a time to place 30 units! Water purifier orders will be through a 10% discount, 50 units at 20% off. In this way, the user would have been interested in buying, plus group buying can be discounted, and see a lot of people in the group are enrolled, so it is easy to follow along with the order. For the water purifier company can be a one-time communication with the factory, and logistics communication, to solve the problem of the company's existing production chain. At the same time, water purifier products such as accessories, cartridges and other repurchase demand, but also to buy, water pollution in cities may be 3 months to change a filter, a year to change 4, this is also made into a group purchase, in the group to circulate. Such a community does not need very detailed rules, just make sure that everyone is clear about the rules and process of group buying is done. The second model is to improve the product. This mode is also a very common mode, such as product sealing side group, tasting group, brainstorming group, etc. can be categorized into this category. In such a community, the biggest goal is to get all the user's opinions and views on your product, the more ideal state is that you also have a new understanding of the user's perception, then the product will become better in the next optimization and enhancement. For example: I often use Lychee Microclass is a paid content App, in the beginning to get the need for a group of users to Lychee Microclass App advice, find bugs (problems), formed a closed beta group, first, to each participant sent 10-100 yuan ranging from the use of the coupon, they can use this amount of money in the App to buy any paid voice. Second, the CTO of Lychee Microclass, Mr. Quick Knife, also joined the two groups to communicate with users on a regular basis. If someone finds a bug, he will personally go and say sorry and tell everyone that the bug will be fixed. Is this costly? In fact, it's okay. Because the content of Lychee microclasses are electronic products, will be repeated purchases, will not add too much cost. But for an individual user, the amount of 20-100 dollars is the amount that can actually buy the appropriate product. So lychee microclass through this way is very smooth on the completion of the initial product optimization, and later carried out a large-scale promotion. The third model maintains the core users. Core users can be the highest paid user groups, can be the highest active user groups, if you are a content platform, then the highest quality of the group is the core users, so the core users must be maintained. Fourth, replicability replicability means that you can have a community, and then replicate your community in another place, the community's influence is getting bigger and bigger, the number of people will be more and more. Just like the early days, KFC opened branches in many cities, and finally the whole country knows this brand. Another example is now the hottest community matrix - community space station, in the community space station under the banner of the knowledge of the paid community, women's community, gamers community, entrepreneurs alliance community, cross-country rally community, moms parenting knowledge community, etc., a successful community must be replicated, all the success can be replicated, you will copy! A branch of him is also enough for you to play a field of industry. So what conditions do replicable communities need to have? There are 3 characteristics of a replicable community: First, there are a lot of volunteers in the community. This means that there are a lot of people who don't get paid. They join the community for reasons of their own needs, spend their time and energy on it, and can profit from it. Second, the concept of serving customers rarely exists in a community. The community does not divide people into two groups like a business, one group is party A, and one wave is party B, and party B needs to serve party A. The community puts everyone together, and they can make a profit. Instead, the community puts everyone together and assists each other to achieve a certain goal. Third, communities have the attribute of openness. They constantly welcome more people to join in, and are not a relatively closed private organization. A successful community must be open, transparent and public. These 3 community characteristics require a clear set of rules to assist in the replication of the community. If the rules are not well defined, it is easy to disrupt the original community design. How to design rules? First of all, we need to have a very clear positioning of the roles in the community, which is what we often call - community matrix building, and secondly, each role should have a very clear definition of the task and identity positioning. Community mobility is very large, iron camp water soldiers, need to design the role of key positions to ensure that there are always people in these positions, so that the community to normal operation. Example: The community space station community, now spread across the country 32 first and second tier cities. What this community is best at is replication. In the role definition, it treats the community as a small company, such as: Xinjiang - Mustang State, Jilin - Jichuangbang, Fujian - Minchuanghui, and so on, inside the team is divided into co-founders, city partners, city station chiefs, members of the four roles of the curiosity will be different identities of different tasks division of labor and power, but also a different profit distribution model, as long as there are four roles in the community's framework will not be a big problem! The community framework will not have too many problems as long as these four roles are in place. There are various roles in this offline party, each role is played by a different person each time, the roles are moderator, speaker, commentator, timekeeper, grammarian, impromptu speech host. The moderator ensures that the venue is equipped and the people are organized smoothly. The speaker, gives a speech on a topic. The commentator gives feedback to the speaker based on how he is doing, telling him where he is doing well and where he needs to improve. The timekeeper keeps track of the time spent by all personnel and criticizes the presenter if he should have taken two minutes to open the session but actually took three minutes. The grammarian is the one who keeps track of all the people's grammatical problems or the rate of wasted words. The impromptu speech host prepares some impromptu speech topics in advance, and the members on the floor give impromptu speeches. With role definitions for management and role definitions for day-to-day activities, a community is ready to function, but because it's a replicated community, it's important to think about the relationships between the community and the communities. Once you've replicated enough communities and it's running well, it's time to think about how to connect those communities. There is a very simple way to do this - PK competitions. For example, a speech community should organize a speech contest to mobilize all the communities around them, and everyone should go and meet new people in the contest. Organize the contest from the region to the province, then to the country, and finally a world-class speech contest across all the speech community, so that participants from different sub-communities can get to know each other, expand the circle, and feel that the community itself is more valuable, but also attract new people to start to take an interest in this community. Fifth, the key nodes to assess the effect from the user's point of view, to analyze whether a community is good or mediocre. We can do this from 5 dimensions, on the one hand, you can analyze your own community to see which link can be improved, on the other hand, you can also look at how similar communities with their own performance in these dimensions, to do a horizontal evaluation. These 5 dimensions are first test, input cost, renewal, referral and exit cost. The first test is when users are willing to try the community. You tell people in some way that you have a community and exactly how it works. Someone expresses interest and joins to try it out. How well this works is determined by your community design and promotion methods. When promoting, you can do it one by one or in large batches and then calculate the conversion rate. About the test you can learn from our community in the country specifically for entrepreneurs - Creators Alliance community, 3 days during the test, to convene accurate paid traffic 7500 people. The second is the input cost. Participation in the community is to spend time, and in some cases, money, these are user costs. So with the same number of users, the higher the cost the user spends, that means they think the community is more valuable. The third is renewal. Let the user repeatedly invest to see if they can stick with it for a long time. Because many times the user will choose to start trying for various reasons, such as seeing the copywriting is good, the brain is hot, the impulse to spend, or because you personally, embarrassed to refuse, bite the bullet and join, or he looks forward to the community and his own business reality is connected, leading to the conversion of the transaction. In either case, after a while, they will leave. At this time you have to have a number in mind, the beginning of how many users, how they lost, if the proportion is very high, then it may be the community model out of the problem. A good community model must be constantly fission, every day there will be a large amount of traffic into, come in every traffic not only will not lose, and the conversion rate is very high, continue to follow. The fourth is recommendation. Recommendation is a good value assessment index, how many users will be very proud to tell others that I am participating in this community? And how many users will take the initiative to friends to join your community? About the recommendation, the recommendation value is the possibility of your users to recommend your product to their friends, the use of this method for community recommendation assessment, is also equivalent to a questionnaire, the questionnaire above the question is called: what is the likelihood that you will be willing to recommend the community to their friends? The score ranges from 0 to 10, with 0 representing absolutely impossible and 10 representing extremely likely. After answering this question, the community users can be counted, and the scores are divided into 3 grades. 9 to 10 points belong to the recommenders, who are more recognized by the community. 7 to 8 points is a relatively neutral passive, and this group of people can be ignored for the time being. Finally, 0 to 6, this group of people are dissatisfied critics, they are not particularly approved of your community. Once you've arrived at these 3 categories, you can follow the formula: the number of testimonials minus the number of critics, divided by the total sample size, and multiplied by 100 percent. Neutral passives are directly ignored in this formula because they are indifferent, they find this community okay, but it's also entirely possible that they will go to another community of the same kind, and only the most and least favorite people, are recorded in it. With this formula, we are able to get a quantifiable answer, if the net referral value is above 50%, then you can breathe a sigh of relief, overall doing pretty well, it would be nice to get above 70%. But if it's below 50%, it's time to think about why? How to make improvements? Because there are a majority of people who don't recommend or are even unhappy with your community. About another kind of user recommendation volume test, is that you can open a new vertical community in your precise traffic pool, using the participation PK mechanism, and pay a certain deposit, willing to bet, and set up a set of new models to see the volume of participants. The fifth is the cost of leaving. The higher the cost of leaving a community user, the less it wants to leave. For example, the speech community is a business opportunity system, if a user rises to the third level, once left, the upward channel will stop. At the same time, he will be less likely to see the community friends he communicates with every week. All of these constitute the cost of leaving this user, so the higher the cost of leaving, the lower the likelihood that he will go. You can take these 5 dimensions to evaluate your own community, and at the same time take these 5 dimensions to evaluate communities similar to yours, so that the overall understanding of the community will be deeper. Having said that, perhaps some people still can not be well understood, in fact, you want to be complex, must return to simple, as I said in the beginning, community operation of this topic, is an overly mythological, so the next, no matter whether you are ready to set up their own community matrix, or you already have their own community matrix today, you are selling fruit, or clothing, or courses, it does not matter, the core model of the community, will not change. The core model of the community will not change! Changeless, I summarize this article for you you need to see is not the case and the story itself, but the core framework of the structure of the composition, write down, take it back, repeated understanding, positioning their own projects or products, I analyze today for you to graft the community model to your product project, go to the ground to implement, more details can look at my previous articles, I believe that it will help you a hand. If you want to use our community matrix to do their own product projects, then directly join can, after all, we are a well-run mature community, there is everything you need, the core of each vertical knowledge system, accurate flow, the whole ecological pop-up products to build the system, supply chain system, turnover mode, and so on. All can be copied or grafted. Specializing in community matrix construction, community marketing, community operation! Today we share here, welcome more thinking the same frequency, recognize, support my friends to communicate together, together to play community!