Network community marketing, is a marketing model based on the concept of circles, connections, and six degrees of space. By bringing together people with **** the same interests and hobbies, a circle of interest to create a consumer home, such as Catfish specifically for the Seven Happiness to establish a brand Club, will love the Seven Happiness brand and have the same hobby of the netizens gathered in the Seven Happiness Club, but also to make FIDO, the Seven Happiness unique virtual image of the netizens in the maximization of the extension. Brand community is a new brand marketing model. American scholar Bustin put forward the concept of "consumer community" in 1974, and he believed that consumer community is an invisible community created and formed by people "in the process of deciding what to consume and how to consume it" and then Muniz and OGninn put forward the concept in 2001. Then Muniz and OGninn in 2001 put forward the concept of "brand community", this concept emphasizes the brand and the consumer and the relationship between consumers, rather than just the current customer membership system emphasizes the discounts and benefits. The main manifestation of brand community is membership marketing, which in the early days was mainly applied to retail, hotel, civil aviation, catering and beauty care industries, but now it has been popularized in more fields, from top clubs such as golf clubs and jockey clubs to shopping points cards and a wide range of preferential activities in the supermarkets of merchants. Customer membership or club marketing has long been practiced by many enterprises. The former is more concerned with the brand experience that members get from customer group communication and interaction, while the latter is more concerned with discounts and offers. Therefore, replacing the traditional "membership" with the term "brand community" is more in line with the trend of the experience economy.

What is community marketing, how to do a good job of community marketing

Community marketing is based on the same or similar interests, through some kind of carrier to gather popularity, through the product or service to meet the needs of the group and the business form. The carrier of social marketing is not limited to WeChat, a variety of platforms, and even offline platforms and communities can do social marketing.

The key to doing community marketing is to have an opinion leader, that is, an expert or an authority in a certain field, so as to build trust and deliver value. Through community marketing, you can provide a physical product to meet the needs of individuals in the community, or you can provide some kind of service. The most common thing that various self media do is to provide a service. For example, recruiting members to get some kind of service, or into a group to get some kind of consulting services provided by experts.

Community is the ultimate goal of all business in any era, but it is only possible in the era of the mobile Internet, with efficient tools like WeChat. Community is also a group of people with the **** same concern together to find a solution to the pain point. The difference is that the competitiveness of a brand with a community and a brand without a community is completely different.

What is online community marketing? Is it useful?

Online munity Marketing Online munity marketing is a marketing model based on the concept of circles, connections, and six degrees of space.

Online munity marketing is a word-of-mouth process. Through some elements to cause word of mouth, convergence of the crowd, word of mouth and then spread, ......

It is a process of spreading word of mouth through a number of elements.

If done well, the hand benefit to the company is self-evident.

What is the concept of community? Please explain in detail with examples!

Based on the Internet community and mobile Internet social apps developed virtual social groups. For example, entrepreneurs high-end community - Zhenghe Island, the Internet old, middle-aged and young people gathered Luo Lusi, micro-merchants powder more big bear will, financial writers Wu Xiaobo channel, so that the world to embrace the Internet's music training drill drill group. The community leader? and fans based on some kind of label in the convenient mobile Internet tools under the interactive communication, and then into the dissemination of events, the community will have a sense of trust, information channels, business opportunities, everyone has a sense of participation, the leader and the fans in the participation of the community to get what they need. Xiaomi can also be understood as a model of community marketing!

How to play social marketing

In we come to answer the three questions mentioned above

The first step: maintain the core fan base

For an operator without much energy, at the beginning, should not be thinking about how to turn the fans into a community, but should think about how to build a core fan base. The so-called core fan group is a group of small friends who have a deep identification with the brand or individual operating, and who can communicate frankly with each other. This group is characterized by relaxation, we are in a relaxed environment to communicate, no restrictions, the rules of the group does not have too many rules and regulations, so that we can recognize each other in a relaxed atmosphere, understand each other. Through the operation of this core group for a period of time, the operator can begin to establish a deep understanding of their target group, familiar with the tone of voice, expression, the formation of a group communication subculture (different people, different communities, different products, subcultures can be completely different), this subculture may have to be through the discovery of a certain ability to operate within the group of partners to copy. Otherwise an operator is unable to manage the community, to maintain the core group of fans in advance, in the core group to find a small partner who can help their own operations.

If you do community operation, at the beginning did not raise the core fans, direct construction of large groups, there will be a variety of management to lose each other, the lack of support point of the drawbacks. When you formally start operating a community, these partners join as seed users of a community, guiding the community in the direction of benign development. The core group of maintenance we recommend access system, must set a threshold, not in the name of the core group, blindly into the people.

Step 2: Develop the first community group

When there is a core group of fans, at the beginning of the operation, we have to figure out what time is a good time for us to add a group? What kind of group should we build? What should we do in advance after entering the group? To think clearly about these, we first have to answer the first question: to realize that the group is "short-lived"! Anyone who has been on the Chinese Internet for a long time has had the experience of joining a group of some kind, I'm afraid. At the beginning is excited and excited mood, but when with good intentions to join a period of time, but found that the group is full of water, screen, advertising, and even two groupmates a word, into an argument, and angrily withdrew from the group. The group owner will also be entangled in various trivialities, the number of people can not be too small, less than 30 people do not become a group, more than 80 people began to bustle, more than 500 people and chaotic and bad management, not half a year, we slowly no longer speak, has become a dead group. Everything has a lifecycle, and most groups have gone through the lifecycle model shown in the figure below. A group can go through the whole lifecycle model for as long as six months, or as short as a week.

We have to realize that even if we are actively managing a community for business purposes, if it is run very well, it has a lifecycle, and that lifecycle is about two years. Why two years?

The first comes from our own observation of the past forum owner's activity, a forum enthusiastic forum owner tends to adhere to the time is difficult to more than two years, the same a group of enthusiastic group management is difficult to more than two years, even if it is a full-time team management, two years of the group's operation to the community group of friends to bring a fresh dividend also disappeared.

The second reason is that a group has generally completed the conversion of commercial value within a two-year lifecycle. Even if you are a die-hard brand fan, and your product is constantly upgraded, then in two years, commercially speaking, the commercial value of the mining is also almost mined, and the cost of continued maintenance will exceed the return. Speaking this truth is very cruel, but what to do? At this time the group can respect everyone's opinion not to dissolve, but also do not need to deliberately maintain. If there are still individual active and enthusiastic fans inside the group, you can transfer the group to him to operate and manage. If you find individual fans inside the group who are worthy of long-term relationships, you can invite them to join the core group. Recognizing that groups are short-lived has two implications for operations:

1. Don't over-commit to them; they are at the end of their lifecycle, and not harassing others is a virtue.

2. To design a product that can accomplish marketing before the end of the group's life cycle.

We need to find reasons for people to join the group!

People are social animals, they have a need for community, and they don't want to be alone. Good interpersonal relationships provide the conditions for people to interact. There is no network era people for various reasons into tribes, groups, circles and other forms of organizations, and so on the network era, the interests of people naturally have a get together in a piece of mutual communication and exchange of needs. Group is to meet some kind of human needs and the establishment of the group, we first talk about building groups *** with the same motive. Our survey found that all groups are built on the following 6 reasons.

The need to contact ...... >>

What are the characteristics of community marketing based on big data?

Community marketing, is a marketing model based on the concept of circles and connections. By bringing together people who have **** the same interests, a circle of interest is created as a consumer home.

It can be predicted by big data to form a community for the enterprise to do publicity activities, so that the community to form a publicity channel or a small release platform, but the nature of the community, depending on the group owner of the group's organization and maintenance capabilities.

What is community marketing, talk about how to do a good job of community marketing

The marketing view of the community era

The power of the community should not be underestimated, the business potential contained in the community should not be ignored. The development of the mobile Internet has changed the way information is disseminated, and the development of digital communities has changed the way businesses market themselves, and community marketing is becoming more and more important.

The so-called community marketing, that is, people based on the same interests, through social tools or some kind of carrier to get together, the enterprise through this carrier to meet the community some kind of product or service and the business form. In the era of mobile Internet, the community carrier is greatly diversified, WeChat, microblogging, QQ groups and a variety of social services based on APP, can be community marketing carrier.

Community marketing can meet the demand for personalized services, such as providing personalized physical products or services. These personalized products and services reflect a certain degree of niche.

What is the key to doing community marketing? The most important thing in social marketing is to have an opinion leader (the so-called group leader, blogger, etc.), under the leadership of the opinion leader, to do social marketing in order to quickly and group members to establish trust and transfer value.

The Internet era is about extreme thinking, do community marketing is also, with the opinion leader, but also have a good product or service, to be able to keep communicating and interacting with the group, but also listen to the group members of the feedback, so that they can participate in. Social marketing, focusing on word of mouth, do not underestimate the power of word of mouth, word of mouth is good, a person can influence the masses, word of mouth is bad, a person can also influence the masses. Such as social e-commerce, mainly in the circle of friends to do business, through word of mouth between acquaintances to spread, this spread of trust is stronger, easier to diffuse, energy is huge, this influence will be spread through acquaintances to unfamiliar groups, and finally form a huge market. In this process, if the product or service makes a person feel good, he will tell his social circle friends, the product or service will soon be able to establish a word of mouth, if the product or service makes a person feel bad, he will also tell his social circle friends, it is possible that the word of mouth of the product or service is not developed as a result.

The development of the mobile Internet has changed the traditional 4P publicity of enterprises. In the past, a TV advertisement might be able to create a sales miracle, but now, this effect is weakening, fewer and fewer people watch TV, and fewer and fewer people are able to watch dozens of seconds of advertisements in silence. Today's companies want to promote the success of marketing programs, in addition to television, but also more on the network to express themselves in a personalized way. The development of the community, the publicity methods of enterprises also put forward higher requirements, in the publicity process, enterprises should learn to interact with consumers, create influence, interaction is an important way for enterprises to influence consumers to understand consumers, looking for consumers with the same values as the enterprise has *** and then set up a community. Enterprises should have the ability to influence the community, infected community, for consumers to recognize the enterprise's services and products will produce more help; mobile Internet era, information tends to be transparent, the transparency of the enterprise allows consumers to better perceive the direction of the value of the enterprise's brand, get the value of the consumer for the brand recognition, better maintenance of the community, the formation of community power.

The development of niche brands, the increase in demand for personalization, and the rise of the social dividend are both opportunities and challenges for businesses. The use of good community marketing will make the enterprise benefit, and vice versa, it is difficult to move forward.

What do you mean by O2O community marketing?

Community marketing is a marketing model based on the concept of circles, connections, and six degrees of space. By bringing together people with **** the same interests, a circle of interest is created as a consumer home.O2O is the combination of online and offline communities.

Like Chuang Pu and Mo Fang cake, Cui Yan mask cooperation, successful creation of innovative fashion community O2O mode.

Now everyone is talking about community operation, community marketing, I would like to know what this specifically refers to? How to do?

I know, you know,

Social marketing how to do

The topic is relatively large, simply said 1. Grasp the community **** the same hobby,

2. Encourage the interaction of the group to maintain the degree of activity every day,

3. Run the silent, every day, to send a little bit of interesting or valuable content