What is a community? How to do community marketing? The core truth is only six words!

I have a headache in recent days. It's not my problem. The headache is that most people in the online learning community are monopolized by a small group of so-called "intellectuals", who praise and get stuck in these concepts. In the end, not only did they have no result, but they didn't understand why there was no result at all. ? Oh, sorry! ! ! ! I just learned it from the old guys who showed their concepts. Next, I will use "people's words" to explain what the first paragraph means: that is to say, on the current Internet, a group of old guys who don't know the community have created several concept words to deceive a group of little whites who don't know much about it and tell them that this is the community. As a result, the little whites took it as an imperial edict and passed it on from mouth to mouth. Finally, farther and farther away from the truth! The concept of community has been popular for a long time, especially this year. People from all walks of life came on stage, some with real swords and guns, and some with foul language. Today I'm going to reveal the doorway inside, although most people can't understand it, ha! Read the collection several times! Forget your heart for a moment, and get to the point. Why did I write this topic? Because a partner told me yesterday that a good friend of hers told her privately not to be a community space station, saying that the community space station sells traffic, not a community, and the community space station doesn't understand the community at all. I smiled when I saw the screenshot she sent me, because the person who said this was the undertaker of the so-called community conversation-although a few years ago, a lot of information, books and even bestsellers about the community came from this person, and his vertical community was also popular. But because of those published "poisons", many people have really been harmed. Only the most marginal and peripheral things are exported to readers. That's pathetic! However, the pace of all business communities has arrived. In view of this, today I will explain to you what community is. What is the community like today? Take a look at the following scene first, I believe you will understand! A family, is it a community? A company, a community? A city, a community? A tribe, is it a community? A country, a community? A planet, is it a community? The core is two or six words: people and use value-this is the truth of the community, which is the core of playing the community. Sorry, this is also the core of business. What is even more embarrassing is that this is the core of human nature. When you understand these two key points, six words: 1, people get together. 2, using value, you will really understand that being a community is two things. 1, traffic! 2. Output the value being used! Knowing the core and movements, how can we understand the landing? That's all that matters. I will elaborate on the details of marketing logic and application. Understand, you can instantly improve your business performance. On the tactical level, community is a marketing method-the process of turning customers into fans and fans into friends. Can't you turn customers into friends? This is very, very difficult. Because I gave my heart to the moon, but the moon shone on the ditch. You and the customer are linked by interests and transactions, so it is impossible to become friends directly. But customers will become fans-people who are interested in your store, have a good impression, have recognition, then recognize you and finally become friends. People can be friends, but people can't be friends with products and shops. For example, we are fans of Apple, BMW and Mercedes-Benz. But they must not be friends of Apple, Mercedes-Benz or BMW. Therefore, customers-fans-friends need a process, and the community is precisely the channel and tool to realize this process. For example-you build a group, pull a few friends into the group, let them pull people in separately, and finally form a group of hundreds of people. Is this group valuable? -basically worthless. Because in the nature of human nature-you don't like to be shared something, even if you are really 100% altruistic, others' doubts about your motives are always there, and you are labeled as irreparable. And community-active attraction and word-of-mouth communication. If you send community posters to your circle of friends or peer-to-peer to your friends, they will be less suspicious of your motivation to join the group because they are curious about the content. You only need a little evidence to convince them of you. It is very unlikely that you will force others to believe you. Rushing to build a group to attract people is tantamount to overdrawing trust. When you build a group again, no one will trust you at all The biggest sorrow for a person is that even if there are 5000 people on your WeChat, few people trust you. Just like you own a gold mine in the desert, even if you look rich, you don't even have a chance to get out of the desert. If you are not going to be a community, it is equivalent to inviting friends to your home. As a result, you have no money to buy food, so you can only invite people to eat steamed bread and drink boiled water. Why is community the best tool for physical stores and non-physical stores? The value brought by the community: 1 The community can cultivate iron powder; Community is the most important traffic portal; 3 communities can fission and copy. With the community, we can continuously export benefits and content to customers, while maintaining interaction with them. In this process, customers' impressions and goodwill towards us will deepen, and customers can also interact with each other, so customers will feel dependent on this community. Your community can bring a lot of value to the group members, so the group members are very dependent on this community. You can easily turn them into hardcore fans. Community is the most important traffic portal-the browsing rate of friends circle has dropped to about 10%, which means that if you send a message, if you have 1000 WeChat friends, only1000 people can see this message, and they are still in a hurry. At this time, our group has become an important information output port occupying our micro-page. Like many people, they will put some important groups on it. When there is information in this group, the group friends will see it intuitively and open their mobile phones to browse. If you can make people put your community first, then your community is not far from success. So-the community is the most important traffic portal. Communities can be cloned-I don't need to elaborate and prove this. Our whole-hearted Maker Alliance was launched on July 2 1, which attracted 10000+ paid entrepreneurs to join in three days. Now it has 2 1 member groups, which has spawned countless groups. I firmly believe that before the end of the year, the number of members of Wholehearted Maker will definitely exceed 500, which means that our members will exceed 200,000. Because this fission replication is geometric. Everyone is the same: you do well in a group, even the former 100 fans, even the top 50 fans. You can have dozens, hundreds of groups. I divide entrepreneurship into two stages: from 0 to 1, and then from 1 to 100. So is the community. There are 1 successful communities first, and then countless communities are copied through group members. It is much easier to go from 1 community to 100 community than from 0 to 1 community. So: Do 1 with your heart, and you will be close to success. Why can only the boss be a community of enterprises? Employees in enterprises can't do well, because employees in enterprises consider their own income, not the feelings of group members. When the feelings of group members cannot be put first, the group is not far from the dead group. So what value can the community achieve? 1 Solve the pain point. 2 meet the demand. 3 spiritual harbor. The fundamental reason why being a community can attract people is to grasp the pain points of people. For example, in the field of children's education, it is known that young parents have a headache in educating their children. Wholehearted Maker Alliance-Understand the pain points of entrepreneurs and provide landing methods for group members. Meet the needs-people have the need to take advantage, people have the need to acquire knowledge, and people have the need to communicate. Then the community can meet these needs of people. The community lottery of physical store customers meets the needs of customers to win prizes at no cost. When everyone gets familiar with it in the group, then everyone is willing to chat and communicate. Spiritual harbor-society is the sum total of relationships between people. When you are in a group with a group of people with the same frequency and like-minded, you will find that there are not many obstacles to communication between people, and even many topics discussed together can make you more progress and more powerful. With the deepening of the relationship between group members, online and offline interactions gradually become friends, then such a community will be more valuable, and the longer it takes, the stronger the community spirit will be. The community is divided into three categories: 1 physical store customer community. 2 Knowledge/interest community. 3 Entrepreneur industrial community. When you ask me blindly: How did my product become a community? Was it wrong from the beginning? Put yourself in others' shoes. If someone else builds a product community, will you go? Are you interested in the product community? Luo Zhenyu has more than100000 fans and hundreds of thousands of paid members. This is just the result. Didn't you see that Luo Zhenyu spent two years reciting the official WeChat account for 60 seconds? How can we have paid members of 10000 in three days, if it is not based on ultra-high price and ultra-low price? So do Wu Xiaobo Channel, Dark Horse Club and Chaos Research Society. What you see is only the result. Their content is the product. Because products need to be paid by others, if you start with what needs to be paid as a community, there is only one result-nobody cares. For these three communities, my advice is-if you have a physical store, you must build a physical store community, because there are traffic entrances and consumption places. If there is no physical store, find a good personal positioning, build a good personal IP, provide their own value in the vertical field, and form a professional community. Turn your own customers into friends and turn other people's customers into your own friends. Knowledge, interest community-if you have worked in a certain industry for a certain period of time, you can extract this skill and share it with others. This is the value output. You can also organize a local distribution center for people with the same attributes. For example, some people do car clubs, some people do sports communities (playing ball and running), and some people do sex communities (traveling, photography, calligraphy, fishing, cycling, etc.). ) and treat group friends as friends. Everyone felt it. First cultivate a knowledge interest community, and then change many existing methods. Entrepreneur/industry community-the biggest business opportunity in this era is that your customers, peers and suppliers are not doing well. Where there is demand, there is a market, and where there is a market, there is an opportunity to make money. When other people's business is bad, we study how to do business well. Focusing on one thing and constantly testing through practice is equivalent to discovering new market opportunities. Gather the operators of an industry and a place to help them. If they benefit or believe that they can benefit, they will be willing to pay for the value. Many members have contacted the Wholehearted Maker Alliance and found that the content here is suitable for sharing with peers, customers and suppliers. Isn't this the value and content they need? You can't find a place to get it, and it doesn't take much effort to get it. You always say you want to export value, but you also say you won't export value. Isn't it valuable to thoroughly understand business knowledge and tactics and share them with others? Standing on others' shoulders is easier to succeed. Since it is a community, what is the scale of being a community? What principles should we grasp? 1, the free group dies, the threshold group lives, and the toll group is booming. 2, 100% altruism, 100% output value. 3. Shaping value+building trust+copywriting transaction. The above is all the knowledge and truth about the community. The business model of community marketing is suitable for all industries and worth doing. It is not difficult to be a community, but it can be done. Because eight months ago, I was also zero, from debt to counterattack. Just use your heart.