Generally speaking, at the initial stage of the establishment of a community, first of all, you need to clarify the industry field of the community, which is what we often call "positioning". The positioning classification of general communities can be divided into five categories: vertical industry, game interest, interest correlation, resource sharing and chat irrigation; Of course, if you divide it further, you can still distinguish many different types, but you can't change your religion. In the end, you actually belong to one of these five categories.
Reason for freezing: there are no rules in the community; Many advertisements; The topic of chat content is inconsistent, etc.
Ice-breaking plan: establish community rules, such as "to avoid affecting the rest of most community members, it is forbidden to chat between 7: 00 pm on 12" and "the advertisement needs the consent of the circle owner"; Chat topics are published regularly every day, and topics can be published in the group every day according to industry hotspots or new things to guide members to have valuable exchanges.
Second, the game interest community
Literally, we can also see that such communities are mainly established for a certain game or hobby, and the common ones are a series of mainstream game communities such as the glory of the king, League of Legends and Jedi Survival.
This kind of community is special, because it is based on the existing entertainment products, so its chat content is generally inseparable from the game video, just like today, some people have achieved achievements such as five kills, eating chickens, MVP, or some interesting pictures happened during the game, and then they want to share them with the group members.
This kind of game interest community is actually the easiest to freeze.
Reason for freezing: the chat content is single and homogeneous; Low retention rate of user members;
Ice-breaking plan: share more new games and try to keep more topics of communication among users; Share popular and interesting game videos every day; You can organize group members to play games together regularly;
Three. Stakeholder groups
In fact, this stakeholder group is the He Miaomiao group. The main purpose of this kind of community is to get more or less benefits, such as hungry, coupon sharing community of Meituan, cabbage price sharing group of e-commerce, red envelope sharing group of taxi, etc. These are common community types in daily life, and even you will have them on WeChat now.
The freezing and breaking of ice in this community is very direct and violent.
Reason for freezing: the income becomes smaller.
Ice-breaking plan: find more interested publishers; Find more channels for wool; Share more, share more, share more ~
Fourth, the resource sharing community.
Resource sharing community is a major category of community classification.
Among them, we are most familiar with the knowledge-paid community that has attracted much attention at present.
China Sharing Economy Development Report 20 17 released by Sharing Economy Research Center of National Information Center shows that in 20 16, with the emergence of knowledge payment service providers such as live and Himalayan FM, the knowledge payment format in China has found a new growth node. The number of users who are willing to pay for knowledge has tripled, and the number of users who pay for knowledge has reached nearly 50 million. The new format of knowledge payment is rising at an unprecedented speed in China, becoming the outlet of various economic development formats.
Let's take a look at the Research Report on Online Knowledge Payment Market in China in 20 18 released by Ai Media Information. According to the report, the scale of knowledge payment industry in China is about 4.9 billion yuan in 20 17, and it will reach 23.5 billion yuan in 2020 under the comprehensive effect of talents, duration and pricing.
With the continuous expansion of knowledge paying users, various types of paying communities have emerged.
Take the little red circle as an example. At present, there are more than 65438+ million users who have established their own exclusive circle on the little red circle, including paying users and free users. The fields involved are more diverse. There are circles where industry leaders share content, teachers share knowledge, police share interesting things in the industry, and professionals help answer questions about health, law and finance. This is also the advantage of the little red circle. In the little red circle,
However, this kind of circle can't escape the fate of freezing, but fortunately it is easy to break the ice.
Reasons for freezing: low frequency of resource content sharing; Low quality; Less interaction.
Ice-breaking plan: to maintain the continuous output of daily content resources, it is suggested that daily newspapers or evening papers can be launched for regular content output; Remember, we must keep the content of high quality; You can create more interactive opportunities through questions and answers, likes and comments.
Five, talk about irrigation community
Chat irrigation-based communities are also common at present. Because the process of building a community is getting simpler and simpler, people have more and more opportunities to meet each other under the Internet environment, especially under the birth of various social platforms based on strangers, the establishment of such chat communities seems to be an accessory.
Of course, Hegel said that "being is reasonable". The popularity of this community is largely due to people's growing social needs, so if it freezes, we still have to break it.
Cause of freezing: can't talk anymore? ; Tired of community.
Ice-breaking plan: In fact, there is no particularly good ice-breaking method. It is suggested to expand the circle and try to attract new people continuously, so as to improve the activity of the circle.
"It is not easy to open the situation. Quan Jun still suggests that you try not to freeze ~ "
With the entry of more and more fans, the little red circle is no longer a simple community management tool, but gradually becomes a gathering place for knowledge sharing and exchange, and fans' demand for high-quality content will increase. The little red circle welcomes more excellent producers of head content to settle in the little red circle and discover, grow and create together with the little red circle.