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Small Prime Minister Business Alliance: Corporate Community Marketing debut, the prevailing community is what

2022-09-16 07:26:06


众所周知,企业社群是新型媒介的重要组成部分,为人与人之间的沟通提供了平台。


在互联网时代,企业社群营销蜂拥而至。那么风靡当下的社群究竟是什么,又是如何分类的?只有了解这些,才能在社群的逻辑思维指导下引爆营销市场。

社群是指同一类人聚集在一起而形成的群体,那么这类人是因为什么聚集在一起的呢?企业只有充分了解社群的关注点,准确分类,才能精准定位,捕捉到用户的需求,从而获得盈利。

2.1.1 The definition of community is not so simple

It is well-known that in order to obtain food and reproduce, ants build their own ant colonies and bees build their own colonies. Not only animals, but humans also have groups of individuals who often share the same interests, hobbies, values, and common interests, and when they come together, they form a community. For example, the financial community gathered a group of people who like finance, Douban gathered a group of people who like movies, “Huckster commune” gathered a group of people who like wine... ... The real reason these people are here is because of the value In general, the“Value Point” is a variety of, can be an attractive big shot, can also be a cheap product, can also be a common values. Therefore, before building enterprise community, we must consider the kind of“Value point”. In building a corporate community, the“Points of value” act as the glue that holds everyone together. If there is a connection, there must be a potential burst of value.

2.1.2 社群的亲密关系

“亲密关系”是指个体或群体之间的亲密联结与互动。在不同类型的人际关系中,亲密关系是非常重要的一种,就像《亲密关系》一书所描述的那样:“它至少在六个方面与其他的关系有所不同,这就是了解、关心、信赖、互动、信任和承诺。”一般来说,亲密关系可以分为两类:情感亲密关系和身体亲密关系,前者是以亲缘为主导因素,后者是以地域为主导因素。

但是,人和人之间要想产生亲密关系,除了上述两大主导因素以外,还需要深度的沟通。沟通有一个非常重要的前提条件—平台,这个平台是由谁来提供的呢?笔者认为,应该由媒介提供。这里所说的媒介,既包括传统媒介,也包括新型媒介。与传统媒介相比,新型媒介有更大的优势,其中最显著的就是,它可以为沟通提供一些新方式。这些新方式使人们可以在更大的范围内与更多的人沟通,而且这种沟通还具有持久性和稳定性。

In addition, the new medium has also changed the value connotation and realization of "understanding, caring, trusting, interaction, trust and commitment", deepening the intimate relationship between people.In practice, this intimacy is also vividly reflected in the corporate community.Why?

As we all know, the corporate community is an important part of the new medium, providing a platform for communication between people.That is, the corporate community creates a precondition for the formation of intimate relationships.Not only that, but this intimate relationship is also an "emotional intimacy" with kinship as the dominant factor, which is characterized by being very strong.Conversely, it is because of this intimacy that people gather in a community.

Therefore, in the development of the corporate community, intimacy plays a very important role.After community members form close relationships through the community platform, the corporate community can maximize long-term growth.

2.1.3 Differences between communities, communities, and social networks

When one mentions a community, one cannot fail to mention its two "brothers"—social and community—because they "look" too much alike to distinguish between them.First of all, we should understand that the transition from community to social is a difficult thing, there is no intersection point between the two, but there is a intersection point between community and community and social.Secondly, the rapid development has brought together a large number of entrepreneurs and practitioners in the community industry, for these people, if you want to break through in the community industry, you must figure out the difference between community, community and social.Next, we will introduce the difference between the three.

1. The most common way to say that a community is that a group of people are doing the same thing.In the process of continuous development, the community has developed the following salient characteristics:

The most common way to say about a community is that a group of people are doing the same thing.In the process of continuous development, the community has developed the following salient characteristics:

(1)产生的内容大多数都不定向,没有特定的阅读个体或群体;(2)内容主导整体的氛围,可以充分满足成员对内容的需求;(3)社区可以提高内容的质量,还可以降低阅读的门槛;(4)标签植根于内容,为内容打上特定的标签,通过标签对内容进行定位。

2. community

社群是指一群人做着不同的事情。与社区相比,社群比较侧重多人之间的互动、交流、沟通;另外,社群鼓励内容穿插,并且不会对内容质量有过高的要求。概括起来,社群有以下几个显著的特征:

(1)成员互动频率比较高,气氛十分活跃;(2)内容比较分散,质量比社区低;(3)产生的内容通常具有定向性,却没有特定的内容接收个体;(4)标签植根于成员,使成员聚集在一起,不过产生的内容通常和标签无关。

3. 社交

Socialization is when two people do something together.It is worth noting that there is a big difference between two people doing one thing together and two people doing the same thing, and the two are not the same thing.Two people do one thing together, which can be creative, or gossip, etc.In addition, social networking is usually based on relationships between people, and it has the following characteristics:

社区是由社群发展而来的,而在社群和社区中都存在一定的社交行为。在这三者中,只有社群需要依靠社交行为来构建,除此之外,它们并没有什么必然的关系。

2.1.4 互联网时代的社群分类

常见的社群主要有4种:产品型社群、兴趣型社群、目的型社群、综合类社群。通常情况下,不同类型的企业社群会有不同的盈利模式和发展战略。产品型社群的概念源于互联网思维。与工业时代相比,互联网时代最重要的是产品,产品不仅承载着功能属性,还承载着趣味与情感属性。优秀的产品能直接带来可观的用户和粉丝群体。因此,产品本质上是连接的中介,人因产品而聚集成为社群。兴趣型社群由很多各种各样的兴趣小组形成,这里所说的兴趣包括体育、艺术、读书、画画、音乐等,当然也存在像炒股这些专业话题类的社群。在社群中,大家都对同一件事情感兴趣,而且兴趣爱好非常一致,很容易形成一些可以互动和交流的话题。目的型社群是以某一目的为参加动机。其实,任何社群在建立的时候都有一定的目的性,例如,“每周一课”是一个以学习为主要目的的社群。这种有明确目的的社群,我们称为目的型社群。从目前的情况来看,类似于“每周一课”这样的目的型社群并不在少数。

每一位社群创业者都必须了解社群的类型,只有了解了社群的类型,才可以准确定位自己的社群,开展有针对性的营销工作。