What is the community?

Summary: Content partners: Dcplus Digital marketing experts talk about the community, almost equivalent to facebook/micro-bo/micro-letter, equal to the fan group. We see everyone is doing fan group, a lot of success, more failure ... Many brands and companies are aware of the fan group's Granville

Content partner: Dcplus Digital marketing expert

Speaking community, almost equivalent to facebook/micro-bo/micro-letter, equal to the fan group. We see everyone is doing fan group, a lot of success, more failure ... Many brands and businesses are aware of the power of fan groups, envy other people's success stories, and accountability for their own failures, seeking improvement-but apart from firing your agency, should think about: what is the community?

Eric Schmidt predicts: 2020, everyone on the Internet (will be connected)

But we are in a fast-changing era, through community communication, we interact with the world and share emotions. The country is the geographical national boundary, the world seamless dissemination, already formed.

Recently, Google Executive director Eric Schmidt issued an almost provocative prediction: "2020, everyone on the social network (Will is connected)!" 」

Is that possible? The answer is fair. Just, please recognize that the community is not because of social platform, but the relationship between the ancient Mingxun is: "Heads, better than a Zhuge Liang"

community = people + people + people + people + people + people + people ....

When groups of three or more people share a common belief or value, as well as a conduit for communication, the definition of "community" is an age-old inconvenience. In the digital age, because social tools catalyze and expand the number of communities, the network allows us to communicate and connect with each other anytime and anywhere, a person can add a few fan groups, can open a few fan groups, as long as he is interested in, he wants to understand, even if the distant unknown tribe, as long as there are fans group, there may be someone to praise!

It is noteworthy that the digital community is changing the number of people I am connected to. Recently, Oriental online trend survey also found that the phenomenon: "People I do not ripple type, when from personal concern to spread out, not as in the past in the order of closeness and proximity, priority attention to close family and friends, and there is a direct cross to social care, pay attention to public welfare phenomenon." ＂

It is difficult for the last generation to imagine such a situation, but also full of confusion: "Why do my children prefer to meet the net friend, also refused to make friends at school?" 」

Because, net friend = Community = Agree with my group.

Identity is the beginning of all relationships, the creation of common language and value, followed by only the inevitable behavior.

The community is not your media, it's a fan.

The first two years, the brand and enterprises are beginning to realize that to operate "owned media", so betting on the budget to operate the fan group or official website, this trend has not slowed down, but a variety of doubts, and never less.

If you fail, it must be because you have not yet recognized the fact that the community is not your media.

You must now ask: "Everyone said that the fan group is owned Media, why not me?" The community is the media you want to run, for the people who "agree with you, believe in you, like you, follow you, know You".

Who would like to be friends with someone who only cares about themselves, speaks for themselves, or attacks others? Who would really love a friend who is only a lure but not a real one? Who will be in order to have the talent appear, usually do not know where the friend, friendship is quite, do nothing?

The obvious truth is that it is always on the sidelines of a community relationship in a fan club.

Fans don't have to, but they don't have community marketing.

McLuhan, the 20th century master of Communications, said: "Media are message"-but if the media control is held in the hands of consumers, brand and business?

The digital age accelerates the influence of the community, not just because of the tools or any platform, but for the consumers to take control of their own audiovisual rights. He is not only watch TV watching television, he would like to see what to see, he can multitasking, across the screen at the same time to deal with many things, he is not forgetful, because of what things, as long as a search there, every walk will leave traces.

Digital marketing, in essence, is the community marketing, to the consumer experience optimization as the center, thinking about various possible pointcuts, the path of the layout link, to build communication possible and action.

Therefore, the brand or the enterprise does not have to run the fan group, but if ignores the community management, the consequence is arrogant.

Listen to the fans before you do business

Because the community is amazing, so everyone wants a fan group. Recently, but also a lot of starting from goodwill management, trying to enter the sales guide. Sales are ubiquitous, but do you use social data to make analysis and planning? If the number of fans as a real sales opportunity, it is too naïve.

business community, quality and equal.

Most people are sprinting the number of fans, or asking the number of praise, but often ignore the value of each deepening relationship, lack of thinking and layout interaction, is very dangerous.

For example, what is the most popular cat map in the Facbook relationship to the brand? Can 399 praise represent consumers ' opinions and voices? Become the basis of marketing activities or product development projects? For example, a T-shirt selling the palm of a cat?

The value of the operating community is not the fans and the praise, but "listen" to find the target consumers, to collect and transform the real brand-friendly views, as the next communication basis.

Valuable data, everyone is eager. There are a variety of data on social networks that can be replicated. Brands need to have a good understanding of the significance of these data, especially the impact on consumer intentions.

The business community, by attracting fans ' attention, not by quantity, is the best chance for a brand to find a voice in a consumer's speech, for example, what does a person who likes to watch baseball focus on? Do people who want to model cars come to buy a car?

The current brand of community management, is lack of such observation and information feedback, operating a fan group, but can not find in the fan group Key Opinion leader, create a stronger link, gather opinions, optimize the layout of marketing communication.

How do you understand the voice of the community before doing business? Here are a few suggestions:

1. Identify marketing objectives and find the target opinion leader

Marketing has a specific purpose, it is impossible to have no target consumers, to find strong knot, the beginning of the right.

2. Good quality and high correlation content can bring the correct echo

Content communication layout and ingenuity, must be closely linked to the theme and goals, grandstanding, and popular content, and can not bring the right feedback, but caused the message of the mistakes and judgments. More than it is, let the original seriously treat your fans, never look back

3. Filtering unimportant information, operating the analysis of the material

Community interconnection has many aspects, to find the Internet related to the target, long-term observation and filtering, cross ratio to target consumers behavior and attitude.

4. It is important to face up to the consumer's opinion and feedback.

Online word of mouth crisis occurs, the first time positive response, and find the root cause of the problem, and even planning follow-up public relations activities, the crisis into a turnaround, not only to rescue, but also to be respected.

5. Open brand, online family

Brand community, there is always the feeling of lack of manpower. Start to find the key people in the community, he may be a big fan, or a group leader. Invite them to be a brand of small knitting, communication, guidance and rescue. More importantly, they will provide the most meaningful observation!

In fact, we don't have to wait until 2020, we are now in the community Internet.

Community management is no longer the brand or enterprise's own media, but transformed into a common community platform. Digital footsteps faster and more powerful than imagined, now, please face the future, the brand will not be closed to the individual, the need to actively turn to open the road of the brand, seriously run the community!

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This article comes from the content partner Dcplus digital marketing expert

This article link: http://www.socialbeta.com/articles/social-media-owned-media-2013.html

Original link: http://www.dcplus.com.tw/article-detail.php?id=392

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