In many previous articles, Geng Mo stood from all angles to let everyone know and learn about the operation of the community and the explanation of community marketing, so that more people can know and understand it, and can actually use it and graft it on their own projects or products. I found that many people still don't understand. Today, I use this nearly 6000-word article to give you a systematic explanation and division. I believe you will have a clear understanding of the keyword community. It's normal if you don't understand it once. I suggest watching it three times! If you are studying with an empty cup, please continue reading. . . If you are not optimistic about the future of social economy, please look down. The cost of understanding is not high, but the cost of missing is high! The information you get in five minutes may be the right path for your future life. . . The topic of community operation is an overly mythical domain keyword, but it is also a very important way to promote product operation. The first prerequisite for the formation of a community is that everyone in the community thinks they can benefit from it. Is this correct? Without further ado, let's get to the point: 1 Role analysis of participants If we split a community operation, we will find that it is composed of many individuals. Participants of these individuals can be divided into two dimensions. The first dimension is demand. It is easy for people with the same needs to get together. For example: fat people who want to lose weight. Every fat person has similar needs, such as losing weight, putting on a smaller size of clothes or getting back the self-confidence he once longed for. It is easy to form a community. Some fat people may be new media editors with a monthly salary of 5,000 yuan, teachers who are 40 years old, restaurant owners who worry about money day by day, or freshmen who are about to enter the university. Although the identities are different, the needs must be the same. The second dimension is identity. It is very effective to build a community with the same identity tag. For example, the threshold for self-media community participation is set at 200,000 fans in Weibo, so that everyone's identity will be unified-all of them are more than 200,000 fans in Weibo. Then the exchange content and exchange value can be amplified around this identity. There may be food-themed media people and car-themed media people, which may have nothing to do at all, but their identity labels are the same, so there must be room for communication. Therefore, demand and identity are two dimensions that divide community participants. No matter which dimension, participants must think that they can benefit from it in this community. What do you mean by profiting from it? Everyone in the community will think that the value they get in the community is greater than their contribution. If he doesn't feel this way, he will quit the community. Different communities have different types of interests. Some communities can get information, some communities can help them form good habits, some communities can find things worth buying, and different interests will lead to different activities. Example: Baijiahao author group. Baijiahao is a media platform that brings authors who have published articles into a community, and the attribute of this community is to discuss opinions and exchange information. Because a large number of articles have been published on the media platform, such communities are very active and generate a lot of content value every day. Second, find someone else's community to promote. You don't necessarily need to have your own community, but you need to find the right community, and then contact and cooperate with them to achieve your promotion goals. Analyze the identity and demand of square dance community with examples. The people who participate in the square dance club are basically the elderly. This is an identity defined from the perspective of age, in which women account for the vast majority. On the demand side, square dancing can exercise and communicate with other elderly people, so as not to be too lonely. With the identity and needs of the square dance community, the bank's financial manager came out. The financial manager found that his target customer base is very similar to the square dance community: he has some cash in his hand and is also interested in financial management. He analyzed the characteristics of the square dance club and realized that these old people came out to dance because they needed company and wanted to communicate, so he joined the club to dance and chat with these square dance aunts. A few weeks later, everyone trusted the financial manager, then he talked about financial management step by step from parenting, weather and medical care, and finally got some orders in the square dance community. Therefore, when we are struggling with how to start operating our own community, it is better to see if there is a formed and suitable community around us. We can take the initiative to look for it, because the characteristics of people in the community are highly the same, that is, Geng Mo often said that the same frequency can only vibrate. If you find a community that corresponds to you, you can start promoting it directly, and you don't need to spend time building it yourself. We should realize that the community doesn't have to belong to us. You can cooperate with the community established by others to promote it. As long as the crowd is suitable, the effect of cooperation will not be too bad. Third, the three modes of enterprise community The more rules a community has, the better, or the simpler the better, depending on the mode and reproducibility of the community. The simpler and clearer personal suggestions are, the more favorable it is to replicate fission. There are three modes of community: one is to cooperate with products and provide more value on the basis of products. Second, help upgrade products. By organizing the community, team members can get in close contact with users, understand the core pain points and iterate the products. Third, maintain core users and better retain important participants through the community. The most important thing is to make the community and products complement each other. If there are any defects and weaknesses in the product or business model, the community is a good auxiliary solution. A water purifier company. This company has just been established for a few years, and it is relatively small, but people who know it also recognize this brand. Products such as water purifiers need a production and delivery cycle. It is best to entrust the factory to produce a relatively large quantity at a time, and the same is true for logistics. If there are not enough orders at a time, it will be very troublesome to coordinate. Therefore, according to this situation, the water purifier company has established a community similar to the group purchase attribute, and put in the old users who have already purchased the company's water purifier, plus interested new users, to explain the knowledge related to health and water health to everyone. When everyone needs it, there will be heated discussions in the group. At this time, everyone will organize a group purchase, and all water purifier orders will be 10% off for 30 and 20% off for 50. In this way, users are interested in buying, plus the group purchase can be discounted, and many people in the group have signed up, so it is easy to place an order with them. For the water purifier company, it can communicate with the factory and logistics at one time, which solves the problems of the company's existing production links. At the same time, products such as water purifiers need to be re-purchased, such as accessories and filter elements. Cities with serious water pollution may need to change the filter once every three months and four times a year. This was also made into a group purchase and circulated in the group. Such a community does not need very detailed rules, as long as everyone understands the rules and procedures of group buying. The second mode is to improve the product. This mode is also very common, such as product sealing group, tasting group, brainstorming group and so on. , can be classified into this category. In such a community, the biggest goal is to get all the views and opinions of users on your products. In a more ideal state, you also have a new understanding and cognition of users, so the product will become better in the next optimization and upgrade. For example, my own litchi micro-course is a paid content App. At the beginning, I needed a group of users to give advice to the App of litchi micro-course and find bugs, so I set up a sealing and testing group. First of all, I gave each participant a coupon ranging from 10 to 100 yuan, and they can use this amount to buy paid voice in the App at will. Secondly, the CTO teacher of Litchi Micro-course also joined these two groups and communicated with users regularly. If someone finds a bug, he will personally say sorry and tell everyone that the bug will be solved. Is this expensive? Actually, it's okay Because the content of litchi micro-course is electronic products, it will be purchased repeatedly without increasing too much cost. But for an individual user, the amount of 20- 100 yuan means that you can actually buy the corresponding product. Therefore, litchi micro-course successfully completed the initial product optimization in this way, and then carried out large-scale promotion in the later period. The third mode maintains core users. Core users can be the highest paid user group and the most active user group. If you are a content platform, then the group with the highest quality contribution is the core users, so the core users must be well maintained. 4. Replicability Replicability means that you can have a community and then copy your community in another place. The influence of the community is growing, and the number of people will increase. Just like KFC opened branches in many cities in the early days, and finally the brand was known throughout the country. Another example is the community space station, the most popular community matrix in the whole network. There are knowledge paying community, women community, gamers community, entrepreneurs alliance community, cross-country rally community and Ma Bao parenting knowledge community under the community space station. A successful community must be replicable, and all successes can be replicated. If you copy one of its branches, you can play an industry field. So what are the conditions for a replicable community? Three characteristics of the community can be replicated: First, there are a large number of volunteers in the community. This means that a large number of people have no wages. They join this community because of their own needs, spend their time and energy on it and profit from it. Second, the concept of serving customers rarely exists in the community. The community will not divide people into two groups like enterprises, one is Party A and the other is Party B, and Party B needs to serve Party A ... and the community just brings people together to help each other and achieve a certain goal. Third, the community is open. They constantly welcome more people to join, and are not a relatively closed private organization. A successful community must be open, transparent and open. The characteristics of these three communities need a very clear set of rules to assist community replication. If you don't set rules, it's easy to disrupt the original community design. How to design rules? First of all, we must have a very clear positioning of the role in the community, which is what we often say-community matrix construction. Secondly, it is necessary to have a very clear task definition and identity orientation for each role. The mobility of the community is very large, so the iron warrior needs to design the roles of key positions, and the guarantor will always be in these positions, so that the community can operate normally. For example, the community space station community has now spread all over 32 first-and second-tier cities across the country. What this community is good at is plagiarism. In the definition of role, it regards the community as a small company, such as Xinjiang-Yema Gang, Jilin-Jichuang Gang, Fujian-Fujian Innovation Association, and so on. Among them, the team is divided into four roles: co-founder, city partner, city stationmaster and member of big coffee club, with different roles and powers and different profit distribution modes. As long as there are these four roles, the framework of the community will not be too much problem. There are all kinds of roles in this offline party, and each role is played by different people every time. The roles are host, speaker, commentator, timekeeper, grammarian and impromptu speaker. The host should ensure the smooth arrangement of venue equipment and personnel. Speaker, give a speech on a topic. Commentators give feedback to the speaker according to his situation, telling him where to speak well and where to improve. Timekeepers record the time spent by everyone. If the host should have taken two minutes to start, it actually took three minutes to criticize. A grammarian records the grammatical problems or word waste rate of all personnel. The host of impromptu speech prepares some topics of impromptu speech in advance, and the on-site members make impromptu speeches. With the definition of the role of management and the role of daily activities, a community can operate normally, but because it is a replication community, it is necessary to think about the relationship between communities. When you copy enough communities and work well, you should consider how to connect them. There is a very simple method-PK competition. For example, the speech community should organize a speech contest, mobilize the surrounding communities, and let everyone know new friends in the contest. From the region to the province, to the whole country, and finally to the world-class speech contest, the contest spans all the speech communities, so that participants in different sub-communities can get to know each other, expand their circles, feel that the community itself is more valuable, and attract new people to become interested in this community. 5. The key node to evaluate the effect analyzes whether a community is good or mediocre from the user's point of view. We can do it from five dimensions. On the one hand, you can analyze your own community and see which links can be improved. On the other hand, you can also look at the performance of similar communities in these dimensions and make a horizontal evaluation. These five dimensions are initial test, input cost, renewal fee, recommendation and withdrawal cost. The first test is that users are willing to try this community. You tell everyone in some way that you have a community and how to play. If someone shows interest, join in and give it a try. The quality of this effect is determined by your community design and promotion methods. When promoting, you can promote it one by one, or you can promote it in large quantities, and then calculate the conversion rate. About testing, you can go to our community-Maker Alliance Community, which is specially set up for entrepreneurs all over the country. During the three-day test, 7500 people were called for accurate paid traffic. The second is the input cost. Participating in the community takes time, and some of them cost money. These are all user costs. So in the case of the same number of users, the higher the cost of users, which means that they think this community is more valuable. The third is the renewal fee. Let users invest again and again to see if they can persist for a long time. Because many times, users will choose to start trying for various reasons, for example, when they see that the copy is well written and their brains are hot, they will impulse to spend, or because you are embarrassed to refuse, they will bite their teeth and join, or the community they expect is related to their actual business situation, which will promote transformation and transaction. In either case, after a while, they will leave. At this time, you should have a number in mind, how many users there were at the beginning and how they lost. If this ratio is high, it means that there may be a problem with the community model. A good community model must be constantly divided, and a lot of traffic will enter every day. Every incoming traffic will not be lost, but the conversion rate is high and will continue to follow up. The fourth is recommendation. Recommendation is a good value evaluation index. How many users will proudly tell others that I am participating in this community? How many users will actively join your community? Regarding recommendation, the recommendation value is the possibility that your users will recommend your products to friends. Applying this method to community recommendation evaluation is also equivalent to a questionnaire. The question on this questionnaire is: How likely are you to recommend the community to your friends? The score ranges from 0 to 10. 0 means absolutely impossible, 10 means extremely possible. After answering this question, community users can make statistics and divide the scores into three grades. Those who answer 9 points to 10 belong to referees and are more recognized by this community. 7 to 8 points are neutral and passive, and this group can be ignored first. The final score was 0-6. These people are dissatisfied critics, and they don't particularly recognize your community. After these three categories are obtained, they can be calculated according to the formula: the number of suggestions MINUS the number of criticisms, divided by the total number of samples, and then multiplied by 100%. In this formula, neutral passive sentences are ignored directly because they don't care. They think this community is ok, but it is entirely possible to join other similar communities. It only records the people who like it the most and dislike it the least. Through this formula, we can get a quantifiable answer. If the net recommendation value is higher than 50%, then you can breathe a sigh of relief. Generally speaking, it is not bad, and it is best to reach more than 70%. But if it's below 50%, you have to think about why. How to improve? Because most people don't recommend or even be satisfied with your community. There is also a user recommendation test, that is, you can build a new vertical community in your accurate traffic pool, use the participation pk mechanism, pay a certain margin, be willing to gamble and lose, build a new model, and see the number of participants. The fifth is turnover costs. The higher the cost for a community user to leave, the less they want to leave. For example, the oral community has a business opportunity system. If a user reaches the third level, once he leaves, the ascending channel stops. At the same time, it is not easy to see the community friends he communicates with every week. All these constitute the turnover costs of users, so the higher turnover costs is, the less likely he is to leave. You can use these five dimensions to evaluate your own community, and you can also use these five dimensions to evaluate communities similar to you, so that you can have a deeper understanding of the whole community. Speaking of which, some people may still not understand it well. In fact, if you feel complicated, you must return to simplicity. As I said at the beginning, the topic of community operation is too mythical, so whether you are going to set up your own community matrix or you already have your own community matrix today, it doesn't matter whether you sell fruits, clothes or courses. The core model of the community will not change! What you need to see in this article I summarized for you is not the case and the story itself, but the structure of the core framework. Write it down, take it back, understand it again and again, locate your own project or product, graft the community model I analyzed for you today into your product project, and implement it on the ground. For more details, please see my previous article, which I believe will be helpful to you. If you want to do your own product project with the help of our community matrix, you can join directly. After all, we are a well-run mature community, where you have everything you need, the core knowledge system of each vertical field, accurate flow, the whole ecological explosion production system, supply chain system, trading model, and so on. . . It can be copied or grafted. Focus on community matrix construction, community marketing and community operation! I'll share it with you here today. Welcome more people to share the same ideas, recognize and support my friends to communicate and play with the community!