Most of the time we build a community, the original intention is to build a long-term active group, we want our precise customers to be related to us for a long time. The premise of solving this problem is that you need to position your group.
Companies often talk about mission, vision, and values. Of course, the community must also have these things. To put it simply, it is the community positioning. For example, your community sells fruits and suddenly sells clothes. Many people will find it strange that they can’t adapt, or even withdraw from the group, because they are here. The purpose of a group is to buy fruit, and a group has only one mission.
If you do not have a clear community positioning, you will face the following difficulties: you
can’t see the direction you are heading, and often you are taking detours or even hind legs;
without sustainable content, the atmosphere in the group is lifeless or even dead;
I don’t know who they are serving, let alone what their biggest needs are;
there is no clear path to realizing , and there is no continuous realizable commercial value...
1. So how do we find community positioning? You can think about it from the following two angles:
1. What are the needs of group members?
The meaning of community existence is to let group members feel the value of the community. Value comes from meeting the needs of group members. Then,
what are the needs of group members? Here we can use Maslow's demand theory to discuss
It can be clearly found that the needs of each of us are inseparable from this picture. From the most basic physiological needs, drinking water and food and clothing are all physiological needs, and the purpose is to maintain the normal operation of the human body, and then to the safety requirements, and then rise. For social needs, the positioning of the community must firmly grasp at which level the needs of community members can be met.
Here are some common communities that meet the needs of group members:
(1) Consumer-oriented communities that meet physiological needs. Communities
formed with benefits such as group purchases, spikes, and coupons, have the core purpose of shopping consumption.
For example, the Taoke coupon group, the community group purchase group, the Huaxiaozhu taxi group, and the Luckin coffee store group that everyone joined. These groups have a common feature, that is, almost all group members are consumers, they are to receive benefits and consumption, and because the purpose of such consumption is to maintain a normal life, consumption is inevitable, usually group members' consumption mood will be Relatively high.
(2) A growing community that meets safety needs For communities
whose main purpose is to learn a certain skill and practical cases, everyone's concern is personal self-growth.
Such a community can be formed by a learning organization, or it can be formed by an experienced/authoritative individual.
For a growing community, specific manifestations can be book clubs, salons, teaching, and self-discipline growth camps.
(3) Interest-based community that meets social needs. A
hobby brings together people who are interested in it. It can be a running group, a fitness group, a writing group, a short video exchange group, and a financial management group.
In addition, in the group, you can chat in various ways, because everyone is very relaxed and has a strong sense of social delivery based on common interests. Because of the common topics, the group is usually more active.
2. The tool for
community positioning. Community positioning is based on the emotional and value recognition of group members, while actively creating interactions between members. Here we need to use a tool 5W1H:
1. Why did you build this group?
Most of them are for profit, but also emotional, or to expand contacts and interests. The motivation for becoming a community must be clearly defined. Once a group is established, it should have its own tone and community atmosphere, and cannot be changed at will. If fission is required, new groups and new systems must be established.
2. What, what value can you bring?
Value is the pain point of others or the demand point created by others. It accurately describes your value, the carrier of return, and what you can gain by joining the community. Value requires all group members to have a symbiosis of mutual benefit. It is not a blind service, it needs everyone to work together. interactive. This is very important here. It is very important to describe accurately. For example, it is too vain to learn to send a group to grow together. If you read 20 pages a day, it will accurately link to those who want to read or like to read or exercise. Group, fitness together, the concept of fitness is so big, it is still imaginary, if it is described, it is very attractive to lose ten pounds together in a month.
3. Where is the group established?
In a word, your users build communities wherever they are. On the Internet platform, you can use WeChat, QQ, forums, or other chat software. The data shows that many post-95s or students use QQ much more frequently than WeChat. Where users spend the most time, they can be a community. .
4. Who are the members of your community, who are they?
What are your main customer groups? The base is not big, what are the characteristics of this group of people, where they like to gather and get together. Leaders, activists (topic leaders, Kaijiang Tuotu people), management, and payers, these people basically have to be drawn into the core team, so that the quality of the group can be controlled, and the experience of the group members can also be guaranteed. I will focus on this part in the next issue, about group members and group management team.
5. When is the group established and how long is the life cycle of the group?
He has a certain time point for the establishment of many communities, and the community life span is generally about 3-6 months. In just one week, it is harvested quickly and disappears quickly. This will not produce a good connection, but only grab some traffic. Users will hate this method. Many knowledge payment groups have been working for many years, and they continue to output and continue to connect. We want to establish the goal as a long-term operable and valuable community.
6.how, how to realize it?
No matter what value or connection you provide, the ultimate goal is to make money. It may be directly monetized (selling products, members) or indirectly: serving, expanding contacts (monetizing because of emotions, links, and cooperation).
Generally, the community provides a value. I divide this value into three categories: emotional comfort, happiness, and benefit. As long as the community satisfies any point here, the members of the community can find their own kind, so that the group members can maintain the group, and here is the establishment of a group of members. Another condition must be met, that is, the community content has no boundaries, or there is no standard answer, such as a microwave oven, if you can’t read the manual, call customer service if there is a problem. If the content of the community is not rich enough, there is no need to be a community. Another example is operations, each with its own scenarios, the same theory, and different scenarios, the results may vary greatly, so that when everyone discusses together, they can strengthen themselves and benefit others.
In short, you can think of a community as a collection of specific content and special people. In this way, the community is a tool, and the platform is supported by tools, which can be used for interaction between people. Create more and better ways.
Today’s sharing is over, friends who like it can pay attention to it, and continue in the next issue~