Talking about community management from the emergence of Ant Financial

At the beginning of this article, let's talk about two common physical phenomena: first, the emergence of phenomena (EmergentPhenomena ), this is a complex phenomenon caused by simple interaction between sub-component units in a complex system. Again, the complex system (systemcomplexity ),

 

At the beginning of this article, let's talk about two common physical Phenomena: first, the emergence of the phenomenon (Emergent Phenomena ), this is a complex phenomenon caused by simple interaction between sub-component units in a complex system. Then, a complex system (system complexity) refers to a system with multiple components. the importance of the component interaction relationship is greater than that of the component itself.

The snowflake pattern is an example of the emergence of a physical system. The components of snowflake are all (ice crystal) water molecules, but when they gather together, they become a variety of snowflake patterns. An example of another emerging phenomenon (the animal system) is Ant: the generation of a termite tower by termite is a typical emerging example of nature.

According to the behavior research by Pogonomyrmex barbatus, a research team led by Noa Pinter-Wollman, a biologist at Stanford University, this kind of ant can use the chemical signal from its skin to send messages to their peers in the same nest. on average, an Ant Financial will communicate with about 40 friends; the record contains up to 10 percent of Ant Financial, which can send messages to hundreds of Ant Financial at a time.

Does this method seem similar? This is the principle of community (community, community, Social Network!

A community is a group composed of individuals, but there are infinite changes and patterns of behavior. The results of the changes are beyond our grasp .... We cannot grasp the behavior pattern of a single consumer (netizen), and cannot determine which kind of reaction or behavior an individual will take in a certain situation, each person's behavior model is shaped by his learning experience from small to large, and his current environment will also affect his behavior response.

Therefore, we cannot confirm that when we publish an article or message from a community website, who will likes and who will share it, in the end, the whole article or message will affect the number of people. for example, we cannot copy the plain black tea.

So how do we manage our community?

We can use a guided approach to control the interaction between various components to achieve our goal of operating the community.

Guidance: it is the so-called bait. Designing "bait" for the consumers or customers you want to attract is like attracting Ant's honey. For example: you are a computer supplier and customers are all otaku, so what about your bait?

Interaction: after providing bait, you need to find out the interaction relationships between target consumers. which community tool users are your consumers or customers? Google +, Facebook, and Blog? Is there a good sharing tool to facilitate interaction between your community? What is the interaction method? Who is the super disseminator (opinion leader? Just like those super ants who can send messages to more than 10% people? Can you lock these super communicators and design or provide them with exclusive communication channels or methods?

After mastering the "guidance" and "interaction", what we need to do is to shed a lot of well-designed bait and create a lot of interactive relationships, it is hoped that there will be a bait and interaction relationship to hit the sweet spot (tipping point) to create a big outbreak.

The secret is "Try", "Try" and "modify". do not use all the resources as a bait. it is hard to imagine that you can get started with the rapid change!