Analysis of Uncle Kai's Parent-child Community

Liang is daydreaming about his family.

Uncle Kai Storytelling is an official WeChat account dedicated to telling bedtime stories to children. Uncle Kai's name is Wang Kai, and he is a media person. Uncle Kay tells stories, not just to children.

First, the ISOOC dimension of Kai Shu's parent-child community;

People with similar interests/tastes

"Uncle Kai tells stories" originated from telling stories to his daughter before Wang Kai, sharing the audio of his recorded stories with parents in kindergarten and uploading them to Weibo. Finding it very popular with parents and children, he managed "Uncle Kai Telling Stories", which gradually developed from reading children's picture books into a parent-child community.

Judging from the crowd facing this "product", one is a child and the other is a parent; According to the information in the book "Community Marketing", generally speaking, children will not listen to others except their parents if they like to tell stories. The host of Wang Kai CCTV, combined with his own experience in telling stories to children, provided children with high-quality picture books, so they were deeply loved by children. Parents are a group of rational users and have a strong demand for parent-child communication. Therefore, this platform is highly sticky to children and parents, and can extend many parent-child products, so the score is1.8;

structure

Most of the stories recorded in Uncle Kai's stories are free, and there are also paid products. However, I don't see the principle of joining the community. Parents' communication platforms are mainly QQ group, WeChat group and parent-child community in the official WeChat account. Children and parents can also leave messages in the background of the official WeChat account, and Wang Kai will reply in the background, but it is mainly the spontaneous organization and communication of parents. I didn't see strict group management norms, so my score in the community structure was 1.3;

output

The output is as follows:

Products such as story audio and children's picture books of different ages and series; Make an animated film "Uncle Kai's Painting Drama" with children's own paintings after listening to the story; The charming little anchor of Uncle Kai's story tells children how much they love listening to Uncle Kai's story, then how to listen to Uncle Kai's story, and how to find Uncle Kai on WeChat and record it. After recording, cut the dialogue between Wang Kai and the children into a dialogue and put it in front; Through communication and feedback with users, a paid product, Uncle Kai's Journey to the West, was created. In addition to stories, the official WeChat account will also push articles about children's education;

The content in the community is mainly based on "Uncle Kai" output, and most members only participate, so the output is small, so give 1.5 points;

Operation:

Ritual sense: There seems to be no such thing as membership rules in Uncle Kai's stories;

Sense of participation: In the official WeChat account, some tasks will be posted for parents and children to complete together; Communication with users has created many products, such as "Uncle Kai's Journey to the West" and "Uncle Kai's Painting Drama".

Sense of organization: Parents spontaneously organize exchanges, and children and parents can also leave messages in the background of WeChat official account, and Wang Kai will also reply in the background;

Sense of belonging: The children all like Uncle Kai after listening to his story. Parenting communication between parents; The "Out of Control Children's Day" organized by Children's Day in recent two years is a carnival for the majority of families; After completing "Uncle Kai's Mission", medals will be awarded, which is an encouragement to the children.

Users participate in content and activities, but the organization of the community is too scattered and there is no division among members, so give 1.5 points;

Copy:

Uncle Kai's storytelling focuses on children's picture books and extends to other parent-child content and products. The cultural values of this community are unified. For example, Uncle Kai has three criteria when choosing stories: sunshine, freedom and promoting universal values. However, because the community has no clear membership mechanism and its organizational strength is weak, it will have a certain impact on the replication of the community, so the score is1.6;

Second, compared with other parent-child audio books, Uncle Kai's storytelling can attract highly sticky users.

First of all, Wang Kai has a rich broadcasting background. She likes telling stories since she was a child. In the process of telling stories with her daughter, she knows what kind of picture book stories children will like and how to make them follow the rhythm of the stories.

Wang Kai thinks that her voice will be the next voice to accompany children to grow up. In this matter, he is very confident and rational: "Why do children like it? First of all, this is a male voice. " Wang Kai said that children in China lack men when they grow up, and their voices make them feel safe. "In terms of vocal cord structure, male voices have more room for change and more levels. And I dub, tell novels and tell financial stories. It is too easy for me to tell stories. What's more, I still have two' mice' at home! " Voice is Wang Kai's capital and confidence.

According to his own advantages in broadcasting and his understanding of stories, he has a good control over the audio of each story. He will constantly improve according to the feedback from his parents. When a mother complained that Uncle Kai's story was so vivid that the children didn't want to sleep after listening to it, Wang Kai read a Tang poem at the back of each story, and read it seven times, reducing the decibel every time until the voice was as light as whispering to the children.

The advantages of self-broadcasting, the choice of stories, the control of the rhythm when telling stories, and the interaction with parents have enabled Wang Kai to introduce high-quality stories, which are deeply loved by children. If children like them, they can get their parents together;

Third, what are the similarities and differences between Kai Shu's parent-child community and Luo Ji's thinking, rice noodle ball, big bear club and autumn leaf PPT?

From the beginning, Uncle Kai's parent-child community attracted children through vivid stories, made them like Uncle Kai, and extended it to the parent-child community for parents to communicate, and then made commercial attempts such as selling picture books and charging for the story "Uncle Kai's Journey to the West". This road is the same as Luo Ji's thinking.

Unlike these communities, there is no clear membership mechanism in organization and operation; I think the difference of users is also the biggest difference of these communities. The decision-making power of other community members lies in the members themselves, and Uncle Kai's parent-child community needs the unanimous approval of children and parents.

Ps: Because I didn't go deep into Uncle Kai's parent-child community, the above contents are all peripheral analysis. Please correct me if you have any questions.