The bigger the achievement, the smaller the circle--on the Community marketing

Recently saw a real estate advertising, the headline impressively wrote "The greater the achievements, the smaller the Circle", to highlight their noble, live are successful people.

Lenovo to the recent discussion on the culture of the network community, in fact, the network community culture and the reality of the social culture is similar. Huang Yanda Recent article, called "web&http://www.aliyun.com/zixun/aggregation/37954.html" >nbsp;2.0 Reconsideration (ii) "Upper society" and "lower society", very good to this phenomenon was analyzed , I think so.

People of different social status need different circles

The more rich, the status of the upper class people, their social circle is smaller, you see bars, nightclubs everywhere, but Beijing Tian an door next to the "Changan Club" only one. Pyramid at the top of the people need the circle, are elite circle, their one-hour business conversation can make millions, no need to chat on QQ, on the 51.com message. Anyone who has ever seen a celebrity like Bill Gates posting in a forum or community, even if there are, is basically someone who does it or intentionally shows it. People do not lack the reputation and resources, so do not need to come to the public circle.

Robin Li will not have a column on Eric and his neighbor, nor Ma, who doesn't need the circle to get to know people.

Two, different circles give people different interests

I always believe that the founder of what social level and taste of people, do out of the site is basically what type of people gathered. The so-called "birds of a feather flock together", this culture and feeling, like magnetic fields, attract the same category of people.

Charles Zhang and Zhidong two character of the person, make Sohu and Sina two kind of character website, basically also attracts two kinds of character person. So do not expect a character to do a good job of B-character website, and do not expect a character site to attract B-character people.

As Huang Yanda in the article, the different user's achievement motive is different, the attention point is different, the network provides the service also to be different. High-end users focus on self-realization and influence, therefore will choose Sina's blog and Tianya community, this kind of website takes the brand advertisement income as the main, the low-end user concerns is the entertainment desire satisfaction, therefore will choose Tencent's blog and the mop's community, this kind of website is mostly the impulse consumption as the main income.

III. 2.0 Community Benefits Realization mechanism

The essence of Internet is the relationship between man and man.

Baidu's goal is to find someone to look for, Li said. "1.0 times when we saw the information explosion, the high cost of obtaining accurate data, and the search engine successfully solved the problem." Now, the explosion of relationships is another problem that needs to be solved. ”

Like Yunus, from a sociological perspective, the credit problems of the rural poor have been successfully solved by means of nepotism, which has created the rural microfinance model and put forward the idea of the social value goal of the enterprise.

Therefore, from the sociological point of view, it is the core of community construction to think about the interpersonal relationship and social relation of the community and to find the effective mechanism of realizing the value of each party.

Summary: Hegel said that "people live to prove their own existence." Everyone alive is trying to show and prove themselves in a variety of ways. If we regard society as the stage, then the network community is a virtual stage, we must grasp the user's demand from the sociological angle of view, and make it meet effectively with the appropriate mechanism.