Where is the significance of the community? Why join the community?

According to most of the current "communities", it is WeChat group.
, but is the WeChat group the community?
The normal white -collar workers, facing various work groups, projects, design groups, Double Eleven preparation groups, Weibo operation groups, new product opinions ... and a large number of alumni Groups, relatives and friends groups, roommates group, supper string group ...
yes, the alumni group, work group, and big brothers can be simply organized, but the communities of most products are invalid.
Because the alumni community and the work group itself already exist (even if there is no Internet), these people have established a sense of connection or identity in their minds, and they have not "created the community". "Existing communities" provide a convenient way to communicate.
When you pull the group for the user, it is equivalent to "only creating a way of communication" and does not create a community.
The tasks you face are to re -create relationships and connects, not just using existing connections.
The real community needs to achieve the following 3 points:
The essence of "community" is: gather a group of people and do one thing together.
When building the community, many people just focused on "finding a group of people", but forgot to "do one thing together" and forget "why do we do this."
The is equivalent to the summoning of a large number of outstanding soldiers to form a army of troops, but I do n’t know who the enemy is, and we do n’t tell them: why do we fight and why do we defend the motherland.
In short, what you have to do is not to "build a group", but to "call a group of people and launch a movement." The reason why we condense together is not to "communicate" and "communicate", but to "change what", "what to improve", "what to get" ...
One thing, in addition to a clear mission, also requires a fixed ritualization behavior.
members of the community do not know what they should do (is it participating every day?), nor can it form a fixed habit, and it is impossible to expect expectations for the next event.
. If the community activities are "ritual" and do similar things in a fixed way, they will gradually increase their participation and make members develop habits.
. If you want to improve the sense of participation of group friends, you need to "ritualize" these activities -such as 9 pm on Friday night, the welfare night of the XX community, the countdown to announce this week's latest benefits, and next week can be able to be next week. Campaign to everyone.
So how to make the activity ceremony so that more people can continue to participate?
(1) The ritual needs to be relatively fixed and strictly limited
The activity requires a fixed form, such as a clear start and end time, clear organizational form, etc.
For example, in the PPT community of Akiham, every new member joins, there is a ritual of explosive photos. In this way, every time the new member joins, everyone will be cultivated.
Why are it fixed? Because the important point of improving participation is: before the beginning, everyone knows what they should expect.
If your weekly "Welfare Day" activities are similar, then all the members already know what you want to expect before starting -what new benefits will be released this time? I guess, maybe it may be fruit?
This is why series movies and TV series are popular, and why the stable style of public account is easy to accumulate fans -because the style is fixed, users already know what they should expect before watching.
For example, the audience has watched the Mission Impossible series. Before watching "Mission Impossible 5", he knew what he was looking forward to -there would be an action scene in the opening, and the Agent Aishan would be in trouble. Receive the impossible task, and then lead the team to find a way to complete.
Therefore, community activities should fix the activities and cultivate the sense of expectations.
2) You need to design a clear trigger scenario
This above says that you need to cultivate "expectation", but people cannot have "expectations" every day, so you need to design a "expectation" trigger scene.
Sometimes this triggering scene is "fixed time" -Amly, a fixed per day is held at 9 pm on Sunday, so that when this time is approaching, as long as it is simply preheated, everyone will have expectations.
Sometimes this trigger scene can also be "a certain incident" -s, for example, setting up a "press conference research group", each time after watching a major product conference, the first response of the group friends is to discuss in the group in the group. Yesterday's press conference. At this time, the scene of the trigger ceremony was the event of "major press conference".
As long as the combination of this trigger scenario ritual activity is strengthened and strengthened for a long time, the user will form a conditional reflection -general behavior -each time you reach a certain scene, you can think of this in 1 second.
For example, Gado Po emphasized "afraid of getting angry and drinking Jiaduobao" for many years. You may not pay attention to it, but when you sit in front of the hot hot pot, you are worried about getting angry, you will immediately trigger "Drinking Jianduo more. "Bao" behavior.
For example, Wang Ziru insisted on evaluating various new -listed electronic products in a similar style. In the long run, his readers saw a certain hammer and meter released a new product. What do you think this time? What are the disputes?
In short, you need to design a trigger scene for your ritual, so that the user will enter your ritual conditionally as soon as you reach a certain moment.
3) Need to design participation
, as mentioned earlier, the community is "gathered a group of people to do one thing", but the practice of many communities is only: arrange one person every week to enter the group to enter the group every week share.
This is not actually "gathering a group of people to do one thing", but "you do one thing for this group of people". In this case, you do it more like a "media", not a "social society" group".
So, in addition to sitting in the group and listening, you need to let your members do something. These things can improve participation and strengthen ritual behavior.
For example, scoring each other, honor listing, turning in piles, and so on.
Now your community has a clear mission and the ritualization behavior that can help members to complete the mission. What you still need to do is to provide feedback for their behavior and let them gradually improve their participation and dependence on the community. Essence
The feedback is to clearly let others know: how far my distance is.
For example, mobile game players play "Daily Cool Run" game, and they all know how far their scores and distances are the best score at any time.
If the best score is 3,000 points, this time gets 2900 points, the player will say, "I rely on, I almost broke the record, and hurry up again."
1,000 points this time, the player will know Said: "It's too abnormal, this is not me at all! Hurry up again to play again!"
this time I scored 3100 points and broke the record.叫我纪录小王子！再来一把，我还能破更高纪录！”rn 持续的反馈——让别人不断知道自己现在在哪、距离目标有多远、下一个目标是什么，可以An addictive to invest in a behavior.
In the design of the community, as mentioned above, there are two targets at the same time -external conflicts (what do we do to the outside world) and internal conflicts (what do we do to ourselves)
need to be right. These two goals establish feedback.
The feedback of external conflict target:
For example, "Let each Beijing aunt jump up the square dance" and continue to report the results -now we have infected 460,000 new aunts to develop square dance habits, 50W distance 50W Less than a week of hard work!
For example, the "dry goods learning group" allows members to be valuable to export to society, get feedback from other readers, and make people a sense of continuous accomplishment.
The feedback of internal conflict goals:
For example, the "Lee called Beast Research Society", which is rated for everyone's work, and calculates points according to the quality, contribution, extent of speeches, and number of signed in, and allowing everyone to be able to See your own points. (Similar to the game upgrade)
The first three scholarships for each job, and the last 10 automatic kicking groups in the total points of 2 months, are all feedback on everyone's learning and participation.
Mo people know how much the current level, what achievements, which is worse than others, and how far from the next goal.
For example, you can set up grades and division of labor for group friends, and clearly define each role for group friends, and also provide them with clear feedback.
of course, it is more conventional to get red envelopes. You can understand the new connections every week. It is also a feedback (at the level of interest).
The attention: Only when the feedback can be clearly felt that it is directly related to a certain action, it can be effective.
The reason for many people to grab red envelopes is because it is directly related to the act of "active participation in the group" (one step slower is gone).
and many group activity based on building connections is not high, because the feedback of "establishment of human connections" is often not directly related to the "participation group" -even if I dive soy sauce all day, you can add the group inside the group. People.
In the sense of the community, we can optimize the formula of Ma Huateng to: Internet = connection values content. Build your own core content, try to make the cost of connection approaching zero, and build your own community -this is the strategic appeal of the community economy.
1. The community has become an important business resources. The core of the community is the relationship. All relationships are channels. It takes time and communication to build a relationship.
2. The community provides a social platform for the product. Enterprises can clearly see the user's experience reviews, feedback, suggestions, and vomiting. The strong big data analysis has made many traditional companies rush, hoping to seize the tail of the Internet.
3. Community marketing is a good traffic pool for Weishang, but also a good brand promotion position.
4. Knowledge payment is hot, and the establishment of the distribution team mode also allows some communities to use this opportunity to obtain some benefits. (Team distribution, the first place reward 1W yuan, etc.)
5. For the Internet KOL, the community can allow friends of the same frequency to have a place to communicate with each other, and it can also rub the sparks more.
In the future, the role of the community will become more and more.
The era of mobile Internet, the forum was eliminated by groups (including WeChat and QQ groups). When we are happy to communicate in various groups, some problems appear:
. For example, a company in the Internet home improvement industry interacts with users every day in the WeChat group and publishes them in these groups. Information, mobilizing atmosphere, management speeches, and finally needing valuable discussion records in these groups to summarize feedback. At the beginning, there were more and more people, and there were more and more groups. By the time of dozens of hundreds, it became an impossible task.
This is not enough to make up for an app called "Knowledge Planet".
The knowledge planet Slogan "connecting a thousand hardcore fans", derived from Kelvin Kelly -
Men people engaged in creative or art, as long as they can get a thousand hardcore fans, they are enough Worry, free creation. I am very happy:
The knowledge planet is to be a useful supplement to the WeChat group -can effectively precipitate the content.
Therefore, you can understand the knowledge planet as a group forum and WeChat public account forum in the mobile Internet era. Each seriously operated WeChat group and WeChat public account should be equipped with a knowledge planet.
The knowledge planet has also done a lot of detailed work. For example, two simple examples, such as:
The can only allow specific users (such as Star Lord, Administrator, Guest) to speak. Comments, this solves the problem of community hydration;
The can prohibit private chat and view the address book, which solves the "friend" in the group chat -in fact, it is the problem of competitors mixed in and pulling people.
The creation of the community to use knowledge planets have the following advantages -
1. higher market share: In these products on the market, the knowledge planet should be a very good market share -2 daily -3,000 new users.
2. higher paid conversion rate: Knowledge planet enterprise is very concerned about the payment conversion rate -the user opens the paid page every time, where is it stuck? Where can the description more accurate can be effectively improved? Which button should be, how big, and which position is it? If you have done a comparative test, you should be able to find that the knowledge planet will be higher -because special data teams are optimizing;
. higher content opening rates: iOS, Android, applet, WeChat, WeChat, WeChat H5, computer version, one must not be less, the knowledge planet has been done well -if there is only WeChat H5 and applet, the user's attention will be attracted at any time. But to make APPs, the market share is very important -the difference between hundreds of thousands of daily and thousands of daily lives is quite different;
4. Hea healthy business model With a 5% handling fee, in fact, I hope that the minimum cost -long -term service creator -the charging to ensure that the company can survive, and it may be more difficult to enter the opponent's entry. Looking at the time cycle, in fact, it is not optimistic about those products that are "free" or even "subsidies" to make new products.
So if you do n’t build a community, if you want to build, do n’t miss the knowledge planet (even if you just miss it, it ’s okay to see it from time to time. To.
In addition to the Star Lord through his own channels (circle of friends, public accounts, WeChat groups), you can find that you can also see some high -quality planets recommended by the "discovery" page of the knowledge planet.
Finally, I introduce another website: /
The official discovered pages of the planet. When you did not join the planet, you can only see the official introduction of the planet and some planet information.
and this website is all the webmasters who have joined themselves by themselves. I think the content of good content and good activity. The webmaster will also collect some information about the star owner and the high -quality content of the planet, so that everyone If you decide whether to add a planet, you can have more reference information.
KK's "Out of Control" mentioned distributed survival, modular growth, bottom -up control ... becoming a change from life, looking forward to the knowledge planet becomes a small system, creators and learners grow in it. , Change, evolution, and cycle, everyone gets the value they want.