Practice community operation summary and play community reform.

Follow the golden section rule, 1, and talk about the meaning of community first (why do you want to be a community)? 2. What about the nature of the community? 3. How to play in the community (the community earns millions)? From why, what, how to do it, how to make money in the community. During the period, you can ask questions in the group at any time and focus on answering questions for one hour. Why do you want to be a community The first part. In short, the dividend period of the community is at least three years, because the community can make you controllable money. 1. What is controllable? It is controllable to make money without letting you do too much traffic-1. As an individual, if you want to earn one million yuan, is it easier for you to find 100000 people to pay 10 yuan, or to find 300 people to pay 3,000 yuan each? The latter, of course. People who are incapable can also be a club? Suppose I ask 50%, that is, 65438+ millions of Zhihu followers to give me 10 yuan each. What are they doing? Of course, the conversion is not that high:) The latter is easy and can be realized quickly through our devil class, so the meaning of community to individuals is to put aside traffic and make money from conversion and customer unit price. 2. As a company, you know the online and offline traffic costs in recent years. The average acquisition cost of new customers is 180 yuan. Don't expect to buy a lot of traffic to play "funnel mode" when scanning the code offline from 5 yuan. Nobody can afford it. The community gives the enterprise a "ripple model" which is opposite to the funnel model, so that 1 person pays big money-100 person pays small money-10000 person watches, and then enters the funnel model. Ok, after "controllable", let's talk about "making money". Second, what is making money? Maximizing your cash flow at zero cost means making money-because 1, the community maximizes the value of the audience. The biggest obstacle to playing with content, selling products and selling resources is the "three-month curse"-that is, the audience's attention will give you at most three months. After three months, they will visit you irregularly or forget you forever. So in these three months, you should maximize the value of realizing customers-from the perspective of space: only advertising+appreciation+selling goods dead can you collect a few small money? Afu's official WeChat account has attracted the attention of 180000 before, and the deal was made at 1300000 that year. That's a real pity. So let the audience 1 buy products, 2 attract people, 3 publish content, 4 participate in crowdfunding, 5 buy courses, 6 buy programs, and 7 do fission to squeeze everything. Not offline, not in WeChat merchants, not in e-commerce, not in the media, the community can do the above seven steps. From the time point of view: the community can break through the "three-month curse"-the so-called anchoring effect, that is, after paying, it always wants to return to its original position. When fans 1 pull people apart, 2 pay for connections, 2 pay for content, time, energy and feelings, 3 buy courses and programs, and you still have money in your account, which is a "strong relationship". Of course, I will continue to see you after 3 months. Audience maximizes audience value, 2. Community maximizes the value of resources. Personally, the so-called six-degree network theory, the more members of the community, the greater the opportunity to contact the required network; We have almost 100 people here, and we already have a good six-degree network. As far as enterprises are concerned, the more community members, the easier it is to replace resources with platforms. For example, Funiutang Zhang Tianyi sold himself through crowdfunding in JD.COM. The early stage is based on the community+brush amount. On the contrary, the more members of the crowdfunding community in JD.COM, the easier it is to cooperate with other brands across borders. The more community members, the easier it is to cooperate with other brands across borders (for example, autumn PPT community), and the easier it is to cooperate with geeks. 2. Community maximizes the value of resources. Let's talk about it. 3. The community maximizes the value of the platform. 3. The more customers and resources you have, the stronger your endorsement. When you have hundreds of thousands of fans, strong recommendation from major V's, and cooperation with big platforms and brands, you are the Luo Zhenyu of your own category-both the conversion rate of new customers and the difficulty of cooperation with brands and platforms will increase greatly. The community allows you to make money with zero-cost traffic. Maximizing cash flow means making money-1, maximizing the value of community audience, community resources and community platform. Say that finish is the case, and then tell the counterexample-my Zhihu is the counterexample. Almost 2 1 10,000 fans, but grandma's uncontrollable, not making money at all. Uncontrollable, because: 1, the platform is forced, so it is not good to withdraw money directly; 2. Dead rationalism is the main school, and money has not been reformed; 3. The information flow of the platform determines that it is invisible without sending content, and the "passive traffic" can be changed by sending content frequently. 1, unable to realize audience value, three-month curse exists, and the platform does not give cash tools. 2, unable to realize the value of resources, are weak relations, do not send invisible information flow, the platform was forced to decide that it is difficult to expand contacts, replace platform resources, and cross-border cooperation of brands. 3. The value of the platform cannot be realized. Although there are hundreds of thousands of fans and big V recommendations, cross-border cooperation with big platforms and big brands is still weak. So recently, I started to send Zhihu fans to the official WeChat account to attract the whole network marketing. The official WeChat account was sold, and the community pursued sales. So why is community a symbol of life and death? Because being a club student (controllable to make money), not being a club death (uncontrollable to make money). This is why I am a community:) Next: What is the essence of a community? This community must not be high society. There are few people in the upper class, so I don't have time to see you, disdain to vote for you, and have no face to tell you. Therefore, the realization depends on _ silk. Although the purchasing power of silk is poor, there are many people, and the willingness to buy can be brainwashed. In a sense, the community is a collection of silk. But this answer is not complete, that is the formulation of the theoretical school. The definition of community is the realization channel opened by content value, product value or platform value. We doers only realize why the essence of community is channel. There are three kinds of communities, but no matter which one is born for selling goods-1. Charming community is dominated by the audience, and the poor purchasing power of the audience lowers their purchasing intention, so they have to rely on free content to make them take advantage and take the opportunity to become addicted to the content they want to pay-only through free content can the audience be interested in entering the free group, and then let them love the author and attract people, so as to finally sell members, programs and people. 2, product-oriented community because the audience is mainly _ diaosi, so the poor purchasing power of _ diaosi lowers the willingness to buy, so we have to rely on the drained money to make them take advantage, and take the opportunity to use the image money to get addicted until we want to make a profit. Through 1 pre-sale, 2 crowdfunding and 3 evaluations, the audience will be interested in entering the community, and then the audience will like and attract people. Finally, the products will be sold, such as Little Black Dress, David Coffee and Qian Yi Farm. This is a typical product-oriented community. 3. Because the audience of the platform-based community is mainly diaosi, and the poor purchasing power of diaosi lowers their purchasing intention, they have to rely on the success of resources to increase their addiction and let them predict the future. For example, my White Wolf Market, Bear Club of Almighty Bear, and Jealous Friends Club. Being jealous every day is an extreme. I deleted all WeChat friends (including me) who don't buy vinegar parties. Why is the community a symbol of life and death? Because of the addiction planted, people want to die if they don't pay, and they will be reborn if they pay. The third part is that the elite community earns one million, the charming community earns one million, the product community earns one million, the platform community earns one million, and the charming community only talks about shortcuts. Shortcut of charming community: choose blue ocean-set your mind-free content (a symbol of life and death)-paid content 1. What kind of market is the eternal blue ocean? It must be a profitable market. When your content is related to making money, it is "investment" rather than "consumption", which makes it easier for the audience to pay. Even if the audience has no money, it is promoting the future. If you can't think Luo Ji, the elephant commune and the past can still quickly open up the situation of the community if it is related to making money -2. Remember the fact that your community requires "making money+industry", and you can tear your own sub-sectors in the name of making money-just like stepping on the wave of 100, which means learning Internet marketing to earn 250,000 annual salary; Just like a one-sided brother borrowed a one-sided door to make money; Almighty brother-in-law makes money by catering; Hu Langqiu said that making money by agricultural products; Old A said to make money by e-commerce; Jiang Hui said to make money by seo. Just like me, from today on, I will only talk about profit marketing. @ jingjingjingjing-Fu Million-Xiamen University, I suggest that your straightness is also more or less related to making money, such as wearing the right clothes, marrying Bai (daily course) and becoming CEO (business course). You can sell courses and projects. I used to operate a project in Shenzhen with my friends, that is, to teach dress etiquette, a salesman in Shenzhen, to talk about chicken soup first, then the importance of dress etiquette, and then push a suit. If you buy a suit of more than 900 yuan, you can get the respect of customers, and it is easy to sell it, so it is easy to reach the peak of your life. This is pretending to make money. 3, do free content, everything starts with the content, don't avoid playing with the content, this is the basic skill leading to the future. 1 Not to mention the community, even e-commerce represented by Taobao can't do without content-there are more and more resources of content-based Taobao, and the location of micro-Taobao, Taobao headline and Taobao live broadcast is getting better and better. There are more and more resources outside content-based Taobao, and it is easy for O2O, online celebrities, KOL, IP, community and other portals to replace resources with Xiaoer. 2, the community needs free content, but also to squeeze the content out of the top of your choice of "making money+industry"-because of poor purchasing power, you have to use free content to give some sweetness, you have to stick to free content for a long time; Because most people in your industry don't know how to make content, this is differentiated competitiveness; Because most people in your industry don't know how to make money+opportunistic. 3. Because content can make you an online celebrity, as an online celebrity, you can endorse your community around the world, and then you can drain it to the community and e-commerce platforms. So, how to produce content? There must be three points in my mind: 1, input first, then output. The content of the world is one big plagiarism and two big adaptations. Today's headline mentioned in the first devil's class is the best source of your industry content; You should copy what you have seen and what you think is good, organize it into three evernote folders: industry knowledge, communication routines and money-making models, and then copy and paste them and rewrite them. 2. Frame first, then fill in the contents. When you have this content, how do you organize it? Of course, it is organized in a framework. For example, why-what-how-do of each devil class is a classic framework; For example, mocking the opponent first-putting forward the correct Zhihu style is also a classic framework; For example, solving SEO is also a classic framework. No matter what framework, as long as the article is full of industry knowledge, communication routines and money-making models, it is dry goods. 3. Motive first, then action. Why? Because when you first arouse the audience's desire to make money, even if you say shit, the audience will hold their noses and find something useful. Then you implant what you teach in the article is your own industry communication routine, pay attention to the numbers. Go up quickly. Ok, we have finished the shortcut of how to write content, and now @Denny- Moment Jewelry just asked how to find seed users in the community. That's also the framework:) how to send the content? First of all, you have to register WeChat official account as the main battlefield. WeChat official account:/Because the usage time of WeChat APP accounts for more than 80%, it can be opened anytime and anywhere. Then it is best to post it every day, because the content entrance is a "passive entrance", and only when you post the content can you reach the audience; Even if you can't send it every day, you should send it regularly every week, so that the audience can catch your update time and come back to see it. It is not enough to have the main battlefield, and then we have to find a bunch of auxiliary battlefields to guide the official WeChat account. The official account of WeChat WeChat is an island, and the increase in attention mainly comes from readers forwarding it to WeChat groups and friends; As well as other platforms-diverted from four types of portals 1, the audience of the knowledge station is all directed at knowledge, and the conversion rate of the audience-WeChat official account fans is extremely high. Jane: /Zhihu: /2. The blog station is mainly for search engines, so that audience search engines can enter your blog by searching your name or your short stories, and then go to your official WeChat account. Sina Blog, Tianya Blog, Netease Blog, Phoenix Blog, He Xun Blog, Sohu Blog and Tencent Blog were all opened, and the content of official WeChat account was synchronized. The title of each article bears the author's name and product category name. If conditions permit, search engines can buy a domain name, rent a virtual host and set up their own blog station, just like Wei Wuhui's/,and your site is up to you. Of course, if you are too hungry, you can write half and give a hint.