The premise for community marketing is that the community atmosphere is active and interactive. Carrying out community activities is an effective way to maintain the activity of the community, and community promotion copywriting is presented in the form of activity sharing, topic exchange, etc.
(I) Activity Sharing
Sharing refers to the sharing of some knowledge, experience, feelings, etc. by the sharer to the group members, or it can be an exchange and discussion on a certain topic. Professional sharing usually requires inviting professional sharers, of course, you can also invite outstanding group members in the community to stimulate the participation and enthusiasm of other group members. Generally speaking, when sharing in the community, you need to make corresponding preparations in advance.
1. Determine the content of sharing
In order to ensure the quality of sharing, before sharing in the community, the content and sharing mode should be confirmed, especially for inexperienced novice sharers, it is essential to determine the content and process.
2. Advance notification
After determining the sharing time, the sharing information should be repeatedly notified in advance in the community to ensure that more group members can participate.
3. Sharing warm-up
Before the sharing activity begins, it is best to have a sharing host to warm up the sharing activity and create a good sharing atmosphere. At the same time, the sharing content and sharing guests should be properly introduced to guide group members to prepare for listening in advance.
4. Sharing control
In order to ensure the order of the sharing activity, relevant sharing rules should be formulated before the sharing begins to constrain the behavior of group members, such as prohibiting chatting during the sharing period. During the sharing process, if there is interference with the guest sharing and discussions that are inconsistent with the sharing topic, the control personnel should deal with it in time to maintain the sharing order.
5. Sharing interaction
During the sharing process, if the sharer designs a session to interact with group members, the host should actively guide it, and even arrange people to liven up the atmosphere in advance to avoid a dull moment.
6. Provide benefits
In order to enhance the enthusiasm of group members, after the sharing is over, some welfare sessions can be designed to give some benefits to group members who perform well and attract group members to participate next time.
7. Sharing and Promotion
During or after the sharing period, group members can be guided to publicize the sharing situation. The community operator should also summarize the sharing content and share it on various social media platforms to build the reputation of the community and expand the overall influence of the community.
(II) Topic Exchange
Topic exchange is a form of activity that mobilizes group members to participate in the discussion. First, select a valuable topic and let every member of the community participate in the exchange and output high-quality content. Like sharing activities, topic exchange also needs to be professionally organized and prepared.
1. Preparatory discussion
For topic exchange, the participants and the topics of discussion are issues that must be considered in advance. A good topic often directly affects the effect of communication. Generally speaking, simple, easy to discuss, hot, situational, and community-related topics are more likely to cause widespread discussion. In addition to confirming the participating members and the type of topic, topic organizers, hosts, and field control personnel are also indispensable. It is necessary to reasonably allocate roles and communicate in a timely manner to ensure that there are no unexpected events in the community exchange and that there is an appropriate order and atmosphere.
2. Preview and warm-up
Before the topic exchange activity in the community begins, it is best to have a preview and warm-up stage. The preview is to inform the community members of the relevant information of the activity, such as time, people, theme, process, etc., so as to invite more group members to participate in the activity. The warm-up is to maintain the enthusiasm of group members to participate in the activity and create a warm atmosphere at the beginning of the activity.
3. Discussion
After the topic exchange activity officially begins, it can generally be carried out in sequence according to the pre-designed process, including opening remarks, discussion, process control, other interactions and ending. It should be noted that, like community sharing, when the focus of the discussion deviates from the topic during the discussion, or even screen swiping that is unrelated to the topic appears, the controller should control and warn in time.
4. End the discussion
After the community discussion activity ends, the host or organizer needs to summarize the activity, sort out the more valuable discussion content, summarize the experience and shortcomings of the activity, and share and disseminate the content of the activity to expand the influence of the community.