Do you understand the community?

How to build a community?

What are the key points of community realization?

Communities are usually divided into two dimensions: parallel communities and vertical communities.

Over the years, I have been studying social marketing in vertical fields. During the research process, I found that its monetization model is particularly strong.

Therefore, today I would like to share with you the community monetization model in the vertical field.

1. Community economy is an important form of future business 1. Origin of community Why do we need to be a community?

This needs to start from the origin of human beings.

Tens of thousands of years ago, before the emergence of concepts like countries and cities, humans gathered together in tribal ways to survive.

But after the improvement of the steam engine in the 18th century, mankind entered the industrial age, and the entire human race has undergone great changes!

In the past 200 years, the population has increased 14 times, and the wealth of the entire society has increased 240 times!

This means that the wealth created by us humans in just over 200 years has made the human development curve jump forward.

But this brings about the emptiness of the human spirit.

In agricultural society, human beings live in groups and everyone helps each other; but in industrial society, everyone is a screw in the industrial machine, and human nature is suppressed.

Therefore, the Internet came into being, which we call "God's creation". It reunites people and reunites the tribal spirit of ancient times, but the way of gathering has changed greatly.

What is the change?

Tribes in ancient times were aggregations based on region, bloodline, and clan; in the Internet era, they were aggregations oriented by values ??and interests.

2. Characteristics of tribes In the Internet age, tribes have several characteristics: based on common interests, values ??and communication methods.

If everyone is just a group of people gathered together aimlessly, it cannot be called a tribe.

There is leadership.

A leader is a person who can transform everyone's common interests into a passionate goal.

The tribal leader is the soul of the entire community, and every community needs such a leader.

For example, the goal of a community owner group may be to eat better fruit together, or to help children with their homework so that they can do better. Everyone has higher stickiness because of this common goal.

Have followers.

Followers follow the direction of the leader, so it is said that "the tribe has the power to respond to everything".

If there are no followers, there is no leadership.

The other three characteristics come from the book "The Crowd". I hope everyone can understand the characteristics of a group more deeply, so that they can be used more effectively and positively in our social economy!

"Group unconsciousness" replaces "individual consciousness".

When we are individuals, we all have the ability to think independently. Once we enter a group, in order to join the group and to perform more prominently, we will stay on the same frequency as the group, and then a collective unconsciousness will occur.

Group intelligence is lower than individual intelligence.

Groups are suggestible and emotionally exaggerated.

The emergence of these characteristics is related to the living environment of ancient humans. Without tribes, the survival of ancient humans will be affected.

Therefore, everyone will try their best to live in a group.

2. There are three important steps in building a community: 1. How to find the first batch of super users?

What is a super user?

Initially, we thought that those who follow us and are willing to help us spread the word are called super users.

But now, we think that in addition to these characteristics, we should add another attribute - a willingness to pay for your brand privately.

In 2018, self-media has passed its peak period. After print media lost trust, self-media also gradually lost trust.

The reason for distrust is that you may be promoting this brand just because you are getting benefits from the merchant.

Therefore, everyone will be willing to listen to the suggestions of niche KOL (Key Opinion Leader, key opinion leader).

The more niche and vertical the KOL suggestions, the stronger the influence on consumers. Another very important characteristic of these people is that they are willing to pay for the brand out of their own pockets.

Why look for a super user?

In the process of brand building, there are differences between traditional brands and Internet brands.

Traditional brand information communication is one-way.

Whether we use television media or print media, the wider the spread, the wider the number of people we can reach.

Therefore, to build a brand in the traditional model, we must first establish brand awareness; and then build reputation and loyalty based on brand awareness.

The information dissemination method of Internet brands is a network structure.

To build a brand, first get in touch with the brand, then find a group of people who are very recognized and loyal to the brand, and then use this group of people to influence more people to form a reputation for the brand; and then continue on the basis of the reputation.

Expand brand awareness among them.

The change in the brand building model has led to a flip in the user building model.

In traditional sales, the classic model is called the sales funnel.

First, it is necessary to extensively search for users, then accurately locate among many users, find and influence target users, screen out potential users from target users, then find ordinary users, and finally obtain loyal users.

In Internet marketing, we must first find loyal users, find and influence ordinary users through loyal users, then influence potential users through ordinary users, and finally expand and influence our target users.

The "Twenty-Eight Principle" of Internet marketing is that 20% of loyal fans bring 80% of follow-up consumption.

20% of niche users lead the trend, and the remaining 80% follow the 20% of trendy people in consumption. The main source of profit is the 80% of following consumption.