How do traditional enterprises play with the community?

? Last year, I made a speech in a circle of friends. The emergence of the community grasped human nature and the most instinctive need of people living in social animals-socialization. Circle culture is also produced here. When the circle culture is superimposed on the Internet, it becomes the community form we see now. Products are only the welfare of participants, not the goods themselves.

20 16 how to play the enterprise community well is a problem that many traditional enterprises have to think about in the process of transformation, and it is also a confusing problem. In the era of mobile Internet, great changes have taken place in consumers' shopping behaviors and habits. Accordingly, the connection between enterprises/products and consumers is no longer a one-way street or a two-way street, but a "multi-directional street", which is a network-community composed of users from all directions. In my previous article, "A Smile Interpretation: What is community e-commerce? The article also expounds the community e-commerce. Today, in this article, I mainly talk about the significance of community to corporate brand and how to operate it.

I won't describe the concept of community here, because there are many similar articles, so you can search Baidu.

First, the important role of the community for enterprises

1, exposure through word of mouth, brand building through word of mouth, product building through evaluation, and sales promotion through topics.

2. For enterprises that have never contacted the community at all, you can do corporate exposure.

3. Enterprises that see the trend and listen to suggestions can make exposure and brand.

4. Enterprises that play can do exposure, brand and product shaping.

5. Enterprises that focus on community e-commerce can do exposure, brand, product shaping and sales.

Therefore, as can be seen from the above five points, there are two meanings for enterprises to be a community:

1, be a brand. 2. Do sales.

Second, how do enterprises build their own communities

(A) How to position the enterprise

? 1. Position yourself according to the characteristics of your industry. For example, Yixiaodao, which I am operating now, is a new media platform operating in the mode of "community+media" in WeChat business. Our positioning is to be a new media in the WeChat business industry (with the concept of "focusing on WeChat business and promoting WeChat business"), aiming to make each WeChat business lose a few pits on the road to entrepreneurship as its mission. Focus on the future development trend of WeChat business and explore scientific micro-marketing), in which the current WeChat business products are divided into six sections.

? 2. Use interest orientation, such as playing games, playing ball games and playing chess. As long as your users have certain interests, they can form a community, so you can try to build a community in a certain segment.

? 3. Value proposition positioning is an extension of the former two, which mainly emphasizes a spirit, such as environmental protection and poverty alleviation, mainly based on the nature and value concept of the enterprise. According to the product positioning, we should focus on the main services or spiritual things, such as what we are doing well now: early stage, action and world book club.

4. This is easy to understand through customer hierarchy positioning. For example, your customers are divided into low, medium and high end, and you can locate the community according to different categories. Because the community is inherently diverse, how to locate this when an enterprise is doing community depends on the foundation of the enterprise itself.

Third, how do enterprises build communities?

1, establish a connection point (why do users connect? )

2. Establish structure points (organization members, communication platform, principles and rules, management tools, value points, etc.). )

3. Establish behavior points (sense of ceremony, sense of participation, sense of organization, sense of belonging. )

4. To achieve social fission, the condition is that the community should have a core group, a subculture and a polycentric.

Fourth, how does the community land?

It depends on whether the attributes, business model and operation model of the community meet the needs of the group members and whether they can meet the needs of the group members for a long time. This is the premise.

1, group owners are very important, and they should have a sense of transformation, service, altruism and piety.

2. Content: Content editing and planning activities must have the thinking of the product manager.

3. Community managers (not just group owners) should have the ability to coordinate, organize, be active, innovate and retain group friends.

4. Regarding social platforms, whether to be a WeChat group or a QQ group, choose according to your own user habits.

5. How to transform community commerce?

The label overlap of 1 permeability itself is very high.

2 The attributes of products should be optimized and upgraded.

The path to join the league is very important.

4 community operation mechanism

5 offline scenes, or offline Dojo.

Opinion leaders in the community are very important and altruistic.

7 value chain upgrade: channel value, communication and exchange channels are the lowest value! Platform value, test, optimize and upgrade products within the group! The concept of ecology.

6. How to realize the community value?

? I believe this is also the focus that enterprises pay more attention to. Many enterprises establish communities in the hope that their value can be commercialized, so as to achieve the purpose of profit. So how to realize the community value?

? Generally speaking, after establishing a community, enterprises should not rush to make profits, because the community has not completely stabilized at this time, that is to say, it has not fully formed. At this time, if users are allowed to pay, they will be disgusted or abandon the group directly. Therefore, it is necessary to wait until they have an emotional connection with the community before they can slowly start charging. Last year, I made a smile, and the community was still free for everyone to participate. Then how can I live? Therefore, this year, I made a deep fission on the basis of the original community, transforming the previous WeChat commercial sector into a new WeChat commercial media in the form of community+media. People who want to enter this deeply divided circle must pay.

Summary:

? Community play should not only talk about feelings, but also talk about selfishness. Only in this way can it last. In short, there must be output first, including all kinds of valuable content that users need, and then after establishing a very deep emotion with users, continue to provide users with more valuable products or services in order to realize realization.