No matter how small an individual is, he has his own brand. No matter how small an individual is, he must have his own community. If you are an ordinary person and have expertise in a certain field, you can believe in the fan law of 1000 like me, find a hardcore fan of 1000, be kind to the elite community, and sublimate yourself from experiencing "things" to managing "people". The core of interpersonal relationship is to provide value to others, and you can reap as much value as you contribute. If you are an entrepreneur, with the increasing cost of starting a business, fans come and go, and it is difficult to precipitate. The communication in the official WeChat account is one-to-many, which is not timely, relatively closed and the offline communication cost is high. Customers who have worked together need to rely on investment time and feelings to maintain, otherwise the back-end value is low and entrepreneurship will only become more and more tired. Entrepreneurs can establish their own exclusive communities and build their own brands, with twice the result with half the effort. As for starting a business from the media, I think the community is a service-oriented product. We should manage with a service attitude, not a cash attitude. As long as we can serve 1000 community members well, word-of-mouth will help us to accumulate and explode more, and time will help us kill most competitors who are eager for quick success and instant benefit. Secondly, to run a community, of course, there must be thresholds and fees, but it must not be sold. You must attract people with the same frequency, like-minded people, people who really recognize you, people who are willing to follow you even if you don't provide anything, that is, die-hard fans, people who are willing to pay, motivated and have positive energy, not those who pay for it and pay for it immediately, the community. The community I understand is a social relationship chain that brings people together based on a point, interest and demand. In late August last year, I started writing articles on new media operation on February1that day, and the reading volume was less than 1000 people. At that time, I wrote an article, published an official WeChat account and formed a community. In three days, I recruited 135 people, and then closed the group. The threshold for joining the group is very low: approve my article and share one with friends at will. Half a year has passed. From this community, I found three cooperative paying customers, five students who signed up for the third writing training camp, about six content partners, and about five people introduced me to new customers. At the same time, I have also established several similar reader pools with different themes, and gained some die-hard readers who have followed me up to now and often help forward and recommend. At the same time, another group was derived from this group. To join the group, you need to operate your own official WeChat account, subscribe to more than 10000 readers, promote cooperation with each other and advertise. The customers served by our company often have the need to put soft articles on the official WeChat account, so we wanted to focus directly on a number of major operating sources at that time. We were a large advertising agency. Three days ago, I launched a new media exchange learning community. The copy is simple. Entry threshold 198 yuan, with a term of two years. The mentality of a valuable new media learning and communication community is not the same as before, because compared with last year, I released 600,000 words of original dry goods for new media operation. In the past eight months, I have also practiced dozens of new media marketing projects with my team, and now the number of readers has doubled. There is no paid promotion, relying on original high-quality content to distribute on major platforms, and the number of fans has not increased rapidly, but it is very sticky. Today, when many people criticize the official WeChat account and read a lot, I still insist on doing what I think is worth doing, because my initial intention is thinking+practice+sharing about new media entrepreneurship. Even if only one person is watching, or a hundred thousand people are watching, it has no effect on my state of mind. I just keep thinking dynamically and observing calmly in this process. From the inside, I am still glad to see that there are many high-quality products. I agree with some previous mentality. Slowly, that is, soon, personal brand and reputation need to accumulate over time. For the original individuals from the media, how to lower the cost, higher the efficiency and better the output in the vertical segmentation field is the best profit. From the operational point of view, I have the following six suggestions on how to run a community well. The healthy and long-lived WeChat group is an autogenous ecosystem, and its value is based on interaction. It can not only meet some value needs of members, but also bring some returns to operators, thus forming a good cycle. The primary requirement of community marketing is to meet the high-quality value output of a certain theme. 1. New media operation/brand marketing planning direction, thematic sharing, no less than 6 times a year; 2. Millions of fans share the theme big coffee, no less than 3 people a year; 3. Visit 10-20 experts/people in different fields every year, interview the manuscript exclusively and share it internally; 4. Put an end to advertisements, discuss topics, update them every day, dissect cases and gain insight into the inside story; 5. Push each other from the media within the group, make friends with peers, cooperate with others, and make high-quality friends; 6. One-on-one professional communication with Han Xiao, making suggestions and solving doubts; Second, there is an active soul figure, that is, the community leader. Through a lot of consulting research and analysis, Zoige New Media divides the role of the community into content creators, commentators, collectors, participants, bystanders and inactive members. Their respective demands are different, influencing each other and transforming each other. When operating in the community, we must prescribe the right medicine. For example, it provides valuable knowledge of dry goods for collectors, topics for commentators, lively scenes for onlookers and resources and stimulation for creators. But among these members, the core is the opinion leader of the community, that is, the active soul figure. He may be a thinker and organizer. If a group has two or three such opinion leaders, it can activate other members and collide with many deep content sparks. This is also the charm of social media with natural channels. It brings together a group of people with temperature and feelings. It links "humanity" and outputs "values". Lei Jun, Luo Pang and Xiong are all very powerful community leaders. In this respect, Miss Gree Dong is slightly inferior. Third, establish a set of effective management rules. Without rules, no group can be Fiona Fang. The highest state of the community is national autonomy, which must be based on a high degree of running-in and tacit understanding. Most communities are governed by autonomy and people. To put it bluntly, there is a unified, strict and highly recognized group rule. I used to hang out with a group of paying readers, and the owners were very strong. As long as you see an advertiser, just kick it over and say nothing. Others may be able to give out red envelopes. This group owner is professional and influential in the industry, and everyone is willing to follow, so the atmosphere of this group is relatively "clean". Fourth, there are high-quality online and offline activities planning. Activities can quickly catalyze the "temperature" of the community. Activities can make members feel involved. Through the development of WeChat business, we can also see that WeChat business constantly enhances its influence through activities, such as traveling abroad, lottery, rebate and so on. The planning of activities needs to combine the theme of the community and the needs of members. In any activity, the red envelope solitaire interaction is always tried and tested. After all, who will have a problem with money? WeChat red envelope is a great "invention" and can be used well. Offline communication activities are the key link to maintain the sustainable development of the community relationship chain. Face-to-face communication experience can quickly close the relationship between members in the group, strengthen the sense of existence of the community through real scenes, enrich the experience of members and deepen the precipitation of the relationship chain. Fifth, create a unique and interesting community culture. This community must be very interesting. Not fun, not spreading. I believe everyone can accept such a group culture, if I earn money while playing and learn something. I used to hang out in the autumn leaves ppt group, and their group culture is very interesting. As soon as you enter, you should introduce yourself and send photos to be teased. Some people will reward you for your good work, and group members are even more unscrupulous. Some people also share dry goods every week. Their group culture is: in autumn, the door is as deep as the sea, and from then on, it is a passerby. This experience makes people feel that everyone in the group has feelings, temperature, mutual recognition and fun. Before the interesting and informative logical thinking community, the "group wants" and eating the king's meal are also constantly creating surprises for fans, enhancing the sense of participation, and businesses have the advantage. The aim of Big Bear Club is to lead fans to get rich, and it is already the largest social marketing community in China. The core of community lies in emotional destination and value identification, and the largest community with huge scale and emotional convergence is religion. 6. The core charm of community marketing lies in "fission". There is a primitive tribal plot in everyone's heart, and the open Internet has brought infinite information. Every community is a chemical experiment, and the future Internet is an era of vertical communities. Only from the perspective of word-of-mouth marketing, the weak relationship between a corporate brand and consumers can be turned into a strong relationship through the community. In the future, perhaps we will no longer believe in advertisements endorsed by celebrities, but believe in the recommendation of opinion leaders in a certain field and the sharing of a friend. Xiaomi's early fan culture is the embryonic form of the community. They found 100 hardcore rice noodles first, and they have been splitting, and they have influenced170,000 fans, all of whom are spokespersons of flesh and blood products. The spokespersons of these fans also feel Xiaomi's love for them through Xiaomi's press conference, rice noodle festival and experience store, which in turn has great commercial value. In addition, the number of community members should also be reasonably controlled. Robin Dunbar, a famous anthropologist from Oxford University, put forward the law of 150, and the number of people allowed to have a stable social network in human intelligence is 150. The number of people who communicate accurately and deeply is 20, which is determined by the coping ability of the neocortex. Too many people and information are inefficient communication and will increase the cost of obtaining information. A team of 500 people is basically equivalent to managing a company, and each position has its own duties. The online approach is even more difficult to manage. Not many people, just be positive. Now many stars have realized the power of social economy, and began to socialize their fans gradually, trying to have a * * * shock with fans. For enterprises, it is very simple to build a community, and the key is how to link community operations with products. The challenge of community marketing is still a virgin land for many enterprises, and the demand for talents in this area is also huge. Disclaimer | This article is for exchange and study only, and the copyright belongs to the original author. Some articles failed to get in touch with the original author in time when pushing. If the source tag is wrong or infringes your rights, please inform us to delete it.