What is community operation?
Community operation is to organize a group of people who don't know each other but are interested in the same thing, and finally help everyone achieve the same ideals and goals.
A community operator is neither a leader nor a leader, but he must be an excellent organizer.
What is the key to the success or failure of community operation?
In China, it started with the community, and Xiaomi was the most influential. Through Xiaomi's own analysis, the core of the community has two points: value and participation.
1, value
Whether it is content marketing, community marketing or event marketing, value comes first. Only in different ways, the core values are different.
For users, the core value of the community is: efficient communication and interactive discussion with users.
For operators, it is obviously impossible for operators to answer every question in the community except for daily related information release, event release and group product release.
At the initial stage of community operation, users can be guided to reply and reward, which is related to the second point.
2. sense of participation
When all products change from "others'" to "mine", the products will be in an invincible position, and children will try their best to maintain their products when they know it. How to change the product from "others'" to "mine"? Participation is the core.
Users will feel more intimate and interesting when they participate in the operation process, instead of being centralized by the owners and fully respecting everyone's opinions. "This product grew up with my watch." This sense of belonging will make users spontaneously promote it.
How to transform community operation?
Although we say that being a community cannot be operated entirely by marketing means, after all, everyone knows that the main purpose of being a community operation is marketing and selling goods.
The community can indeed sell goods, but in the specific operation, we should pay attention to the following three points:
First, community sales, word of mouth is the core.
A friend who understands Internet thinking has built a take-away group. His take-away is good and cheap, better than everything around him and cheaper. He said that takeout does not make money, but it is meager. What he wants to earn is the follow-up gift.
The logic of his success is that the usual products taste good and form a reputation around delicious food.
When the community thinks that the food he provides is good, a deal is naturally formed. This community is really inactive without ordering food or buying gift boxes, but once the meal arrives, all the people immediately run out.
Second, community marketing, fun is bearing.
The community must be fun, based on activities. Some products sell well in the game. For example, a businessman who sells cameras does not sit in the shop, but groups friends who like photography into a community.
As a photography expert and promoter, he often organizes photography activities. His cameras and equipment are famous brands, and the prices are also suitable. The key is that he still serves and guides afterwards, so it is easy to form very good sales during the activity.
Therefore, community consumption must be based on fun. As long as the environment is created, the trading link becomes a very easy process.
Third, community marketing, interaction is the key.
The community is definitely not a place for advertising, but a place for interaction. For example, the health group has its own views. The community is flat, no one is the leader, no one is the people, all the choices are their own, but there will be guidance.
As a group owner, what we should do well is to guide.
The essence of community operation is to build a highly converted customer flow pool, which can also be said to be a brand container, so that it can enhance customers' understanding, trust and preference, reduce transaction costs and promote transactions when customers make purchase decisions.