It took me a while to count. There are more than 300 groups that still have chat records on my WeChat, and only 4 groups have been active every day for the past 7 days. The rest of the groups have a small number of people who occasionally bubble up. Already in a dead state.
In the past two years, everyone has been talking about the private domain (here, the private domain of the WeChat ecosystem), and they are all embracing the private domain, for fear that they will not be able to get on the fast lane of private domain traffic.
Private domain is a good thing, and it really makes money if you play it well. Although everyone is about to vomit the word private domain now, it does not prevent it from making money at all.
As an important part of private domain operations, the community undertakes three important missions: traffic acceptance + commercial realization + fission between new and old.
Precisely because of the importance of the community, the first move of many companies to operate in the private domain is to pull a group and country email list talk about it no matter what.
Never figured out why? How to do it? This leads to 99% of the community after a short period of activity, because there is no continuous and effective operation to support, and finally hang up.
Today we will talk about how 99% of the community die, and how to make your community into the 1% that survives.
First, find out why you want to be a community
The most terrible thing is that because the ownership of the fish pond belongs to someone else, if the owner of the fish pond is in a bad mood and does not allow us to go fishing, we will not be able to spend the money in our pockets, and the source of fish will be cut off.
If destiny is not in our own hands, we will feel extremely insecure, so more and more people want to raise fish by themselves. It is not enough to contract fish ponds, we have to build fish ponds ourselves!
A community is a type of fish pond.
Compared with the traditional delivery method, the community has at least four obvious advantages:
Free/very low cost
can be reached repeatedly
Suitable for multi-stage fission
This is equivalent to taking the traffic into your own hands, and you can reach your users at any time without paying or requiring permission from others, and theoretically unlimited access.
More importantly, when users have a sense of trust in the brand or are motivated by interests, they will introduce new accurate traffic into the community in the form of second fission and third fission, so that your fish pond can truly realize "for the good". Living water from the source".
2. Not all business forms are suitable for communities
Don't do it for the sake of being a community.
We must be soberly aware that community is a double-edged sword.
If the operation is good, it can help the brand to make a lot of money. If the operation is not good, if the problem is small, it will lose some manpower and material resources at most. If the problem is big, it will cause fatal damage to the brand.
Take consumer products as an example. Before there was no community, there was a problem with the product, and customer complaints were one-to-one. If you solved the problem of this one customer, it would be ok, and it would not have too much negative impact on the brand.
With the community, when customers report their problems to the group, it will cause other group members to question the product, the magnitude of negative acceptance has increased hundreds of times, and the possibility of external communication has also increased hundreds of times.
For many new brands this is unbearable, even fatal.