The essence of a community is a link, and all the groups (organizations, institutions and enterprises) that can produce link nodes can be called communities.
How to measure whether a circle is a real community depends on whether these elements are satisfied: whether there is an idea or thought of * * * identity (the source of trust), whether there is at least one * * identity (whether it is male or female, single or divorced, fat, etc.). This is a bridge of links. When a group of people get together, it is space (platform, channel, etc.). When everyone agrees with an idea, it is trust.
There are many types of communities. When you create a community, you must first define your own position. Here are four kinds of communities to help you better understand the community.
[If! SupportLists] 1, [endif] product-oriented community
Good products can directly attract fans. The essence of products is the intermediary of connection, and people are gathered together because of products. HKB Elite Group is a product-oriented community. At present, the more successful product communities include hammer mobile phones. All of them form a circle based on products, and then extend more value from the circle. Online low-cost influence stimulates fans to participate in activities and brings sales miracles.
In the commercial society, products always come first. Only compared with the industrial age, the cost structure and performance attributes of products have changed. The essence of product is the intermediary of connection, which used to carry specific functions, but now it carries interests and emotions. Excellent products can directly bring considerable users and fans, and based on this group, more business can often be carried out to increase profits.
2. Interest-oriented community
Interest-oriented societies, such as automobile clubs and Fandeng reading clubs; Generally speaking, people with similar interests always like similar things, and they always look for similar things on the Internet. Interest-oriented community is a community created based on interests, which is composed of participants with the same interests through virtual networks. Participants interacted through the internet, found a group of like-minded partners, and realized the free aggregation between people.
The advantage of interest community lies in the low threshold, coupled with the individualization of demand and diversification of interests, there are many kinds of interest communities, which are different. Moreover, the community of interests is a huge cross body. One person may have multiple interests, and multiple interest communities may have overlapping people, which accelerates the fission and proliferation of interest communities, and even different interest communities can be connected in series into a whole.
3. Knowledge community
Knowledge-based communities, such as training and learning, internal sharing groups, etc. It overlaps with interest-oriented communities, but it is classified as a separate community category because of its wide coverage, many barriers and the rise of knowledge payment wave. Knowledge-based communities all form their own community circles with high-quality content as a means of drainage or realization. The advantages of this community are that the products are relatively light, the way of realizing them is relatively clear, and the auxiliary tools on the market are relatively comprehensive. Of course, the premise is that you can produce the content yourself, or you can link to the people who provide the content.
4. Marketing community
WeChat business, platform, selling products, promotion projects, open classes, online salons and other marketing communities. Most online WeChat groups can be defined as marketing communities, which focus on value output (knowledge sharing, interpersonal communication within WeChat groups, and wealth value created by the project itself), build trust first, and then generate commercial value through links. No matter what kind of community, it is composed of the following kinds of people: opinion leaders, supporters, opponents, learners and observers (newcomers).
Building a community is of great significance, not to mention that people's growth contributes to diverse needs and emotional connections. The most intuitive meaning is:
1, selling products, directly or indirectly selling products for users, new users' product experience, old users can continue to buy products and become brand loyal users;
2. Provide services, users receive product use feedback, experience product functions, maintain customer relationships, and provide after-sales service for users;
3. By expanding the number of communities, establishing influence, enhancing product and brand awareness, thus expanding influence and enhancing enterprise value;
4. Expand contacts and build a team user ecosystem. Users are God, which is something that the team needs to maintain and increase constantly at any stage. Users can bring sales, word-of-mouth communication and direct or indirect evaluation. The positive evaluation and communication of users is the key to team development. The positive image in the community is a very important team asset, and all teams, especially large teams, must pay attention to it if they want to build a brand. Maintaining customer stickiness and increasing user loyalty are very easy to achieve in the community.
The quality of the community can directly affect the development of the team and the degree of product purchase, and then affect the performance of the team. Therefore, the development of the team must attach importance to the community and user experience.
The key to community is content and value. Value point is the soul and the most important factor of a community. In the final analysis, the community exists to better release the value of mutual benefit and win-win.
A healthy and sustainable community must have clear community goals. A consistent goal may not save the life of the community, but also the continuous output of high-quality content, that is, how to operate the community and let users trust you unconditionally. In fact, this is user operation, and being able to run the community well is the greatest value of the community.