Community communication must choose an operating platform, which can be a forum, QQ, WeChat, YY, or a MOOC (Massive Open Online Courses) academy, or a combination of these tools or platforms. Which specific community operating platform is better should be determined based on the community’s positioning and operating rules. The current mainstream community communication platforms are QQ and WeChat. Generally speaking, both are very useful when there are not many people, but once the group has a large number of people, the advantages of QQ groups are revealed. On the one hand, the upper limit of WeChat groups is 500 people, and QQ groups can reach 2,000 people; on the other hand, QQ groups have a variety of management methods such as group files, group videos, and bans, which are conducive to community maintenance.
QQ’s “Nearby Groups” can search for communities based on distance, classification, and theme.
The quality of seed users obtained in the early stage and the value obtained from them are the key to the entire community operation. The search and maintenance of seed members should be carried out simultaneously with the formulation of community rules, and the experience and lessons learned from seed members should be used as a reference for the formulation of community rules. There are several ways to find the first batch of seed users of the community.
① True love gathering method. You can select from old customers and true fans. Pay more attention to those customers who like the product, often interact, buy multiple times and recommend it to friends. Such customers need to be discovered in time by customer service staff during the normal reception process. In the process of communicating or returning customers, it is not just about talking about products, but also about communicating feelings, listening deeply to customers’ needs and feedback, and becoming friends with them.
② Influence gathering method. Generally speaking, as long as there are “like-minded” people, there is a foundation for building a community. On the basis of “like-minded”, if there is a leader with a certain influence to raise his arm and call, it will be easier to form the initial community team. Generally speaking, individuals and organizations with influence in a certain field are more likely to establish vertical communities.
③ Online tag screening method. There are a large number of scenarios on the Internet that can gather people with a certain feature, such as attracting through an online sharing of a certain theme, such as inviting fans who have hot comments under a certain person’s Weibo one by one, such as looking for users of a certain style of website, etc. Find your own position, look for these scenarios, and connect them through interaction.
④ Offline scenario entry method. A cross-border e-commerce import company that mainly sells maternal and child products took 15 days and 214 to enter and use scenarios to find potential target customers. Where do people who need maternal and child products go before buying? Maternal and Child Health Hospital, through the establishment of communities to achieve sales of 120,000 yuan, how did it do it? The company chose to start from offline scenarios
Children’s entertainment venues, early education centers, etc. It is easy to find target customers through these offline occasions, and then through the method of “joining the group to send a doll backpack worth 58 yuan”, a group of more than 300 mothers was established in 10 days. Not only is it extremely accurate, but they have all met offline, and the trust connection is stronger.