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The construction and operation of the community must not be based on imitation. The main types of the community must be clarified at the beginning of the community construction. This is not only conducive to planning the development direction of the community. , and it can also ensure that the community focuses on one point and develops in depth. Therefore, if you want to build a community, the first prerequisite is to understand what are the main types of communities? Only by fully understanding the types of clear communities can you choose the community that suits you.
1. Interest-based communities
The first thing we need to talk about is interest-based communities. Interest-based communities are currently the most common and loosest groups. For example, various sports groups (running group/cycling group/fitness group/swimming group/basketball group, etc.), cyclists group, flower art group, cooking group, baking group, fishing group, etc.
Interest communities refer to communities created based on interest graphs. The Internet has enabled the free association of free people, and people with different interests and hobbies have formed groups. Because of the individual needs and diversified interests, there are many types of interest communities and they are all different. Moreover, there is a huge intersection between interest communities. A person may have multiple interests, and multiple interest communities may have overlapping groups of people. This accelerates the fission and spread of interest communities, and even different interest communities can Connected into a whole.
Characteristics of interest groups: The advantage of interest groups is that the threshold is low. The community is generally small in scale and does not actively involve or is less involved in commercial activities. But interest communities have huge commercial value! Interest communities are also a side entry channel for many companies that are not suitable for establishing communities. For example, if the target customer is female, then establish surrounding high-frequency interest communities such as kitchenware interest groups, gourmet cooking skills, food discount groups, etc., so as to carry out fan fission. In the same way, any company only needs to analyze its target customers and profile the target customers to quickly build an interest community that belongs to its own company.
2. Knowledge-based communities
Knowledge-based communities and interest-based communities overlap, but due to their wide coverage, barriers, and the rise of knowledge payment, they are listed as as a separate community category.
At this stage, almost all leading communities are knowledge-based communities, such as Bobo Lai President Group, Fan Deng Reading Club, Dark Horse Club, Wu Xiaobo Reading Club, Logical Thinking, Orange Club, etc. It uses high-quality content as a means of attracting traffic or monetizing to form its own social circle.
The knowledge-based community I participate in, Bobo Lai President Group, is the most active community among all the communities I have come into contact with so far, and it is also the community that has gained the most. Because knowledge-based communities can continuously generate topics and content. Moreover, people who like to learn are a group of very motivated people, and the fission speed is also very fast, and knowledge payment and community are currently separated.
The advantages of paid-for-knowledge communities are that their products are relatively lightweight, their monetization methods are relatively clear, and the auxiliary tools on the market are relatively comprehensive. Of course, the threshold for community founders is also very high. Community founders must be able to continue to produce high-quality content, or be able to link to people who provide high-quality content.
3. Product-based community
Good products can directly attract fans. The essence of the product is the intermediary of connection, and people gather together because of the product. Currently, successful product communities include Xiaomi, Jiangxiaobai, Tesla, Diaoye Beef Brisket, and the Zhoujihui Sea Buckthorn Group that we are about to launch. They all form a circle based on products, and then extend more value from the circle. This method of subverting traditional channels uses online influence at a low cost to inspire fans to participate in activities and bring about sales miracles.
The gradual development of product-based communities will lead to the formation of brand-based communities. Consumers’ enthusiasm for products gradually turns to recognition of the brand, and brand culture is generated based on the brand, thus forming a brand community. Brand communities are more based on emotion. For example, Xiaomi started from mobile phones and later evolved the value recognition of "high cost-effective products". When people want to buy an air purifier, they think of Xiaomi first, and when they want to buy a sweeping robot, they also think of Xiaomi. In this way, Xiaomi has formed a brand community and gained brand value.