The third lesson of community operation is community orientation. The teacher said that orientation is very important. Without orientation, there is no direction. With orientation, action and goals, there is hope for success. So when building a group, you should think about what kind of community you want to be, what kind of people you want to introduce into the group, and what kind of services you want to provide. There are two principles in the orientation of associations: demand fit and professional fit. Demand fit is what you need, and professional fit is what I specialize in. In terms of demand matching, we should avoid two misunderstandings: 1 means that group members come to us when they need it, and don't come if they don't need it; The other is to fall into the mode of self-satisfaction. I'm a professional. I thought all I could do was what you needed, so I gave it unilaterally. This is falling into the mode of self-satisfaction. We need to know each other's needs. What they need is my major, so the combination of major and demand can give them products. Moreover, they are not aware of their own needs. We remind them of their needs and serve them with our specialty. This is the premise and direction of realization. There are three steps in community orientation: to paint a portrait of customers and find good friends; Determine community goals and set the direction; Self-interest and altruism, set principles.
Step 1: Portrait the client and find a good friend.
According to their main business, find customer goals, give customers portraits and locate customer groups. Only when the three views are consistent and the needs are consistent can we become friends with smooth communication and operate the community for a long time.
The second step: community goals, set the direction.
Community operation can have four directions: knowledge sharing, answering questions and welfare, service transformation and product sales. ? (1) Knowledge sharing is a pure popular science group, which can be charged or free. You can charge if you do it in depth. (2) Q&A benefits are pure after-sales groups and can be charged, so that some customers can be screened and those who are dissatisfied with the three views and have a negative impact on group members can be eliminated. (3) Service transformation is a traffic pool. Private gardens can be built, and others are not allowed to publicize them; It can be a free market, and anyone you allow can publicize in your community, but there is a possible risk that your group does not transform itself in the end, but provides a platform for others to transform; You can learn from each other in different industries, introduce group owners from different directions into your own group, provide their professional services, and help you achieve your goals and promote the growth of your group. (4) Product sales are pure sales groups. You can make a group into a single group, or you can achieve four goals. When you focus on multiple goals, it may be difficult to operate by yourself. At this time, you need the leverage and help of others.
The third strategic goal: self-interest and altruism, setting principles.
The core principle of community is altruism. If you want to transform, you must be self-interested. Both sides can take care of it for a long time, so you must be selfish and altruistic. If you cooperate with others, you should also be selfish and altruistic. Unilateral profit cannot last long. When formulating principles, you should do it, professional support and traffic sharing.
Practice punching homework
1, operation requirements
After learning this lesson, compare the contents of the course: ① list your main business, and list the characteristics of customer portraits according to your main business. Determine your community goals and explain your reasons. ③ Determine the "Basic Law" of your community and explain the reasons.
"2. Punch in"
(1) My main business is parenting education, and my brand is 6Q education. 6Q Education is a brand founded by Mr. Liu Zhongliang. Teacher Liu has devoted himself to studying employment psychology for 30 years. Integrating what I have learned, I founded Six Ways Education in Guangzhou, and won the national copyright patent 3 1, including parents' classrooms and children's classrooms. The four grids in the course divide interpersonal relationships into four categories, and put forward targeted ways of getting along and communicating for each category. So my customer base is not only families with children, everyone can learn how to get along with friends, bosses, subordinates, couples, mother-in-law and so on. Get a perfect and harmonious life.
(2) Target customers
The goal of life is achieved step by step. Although 6Q is suitable for everyone to learn, as a newcomer to promotion, I need success to motivate me to stick to it. To this end, I need to focus on the target first and set the core customers as families with challenging parent-child communication. If your child has some problems, the communication between you is tense and unsmooth, which can be improved by learning a series of courses in the 6Q system.
The goal of the group is knowledge sharing. I mainly share the knowledge and skills of parent-child communication, and I can also share my own problems and practices, share my friends' problems and puzzles, and discuss how to deal with them properly. Share course information when there are courses.
(3) The basic law of my community is still a private garden. Because my personal strength is limited, I want to build the community into a mutually beneficial and win-win community. My products are completely different from those in the parent group now, so I want to form a partnership with you, help each other and jointly build a gold mine community. You can trust me privately if you are interested. Come along.
My main business is XXX, and my client portrait features XXX.
② My community goal is XXX, and my reason is XXX.
③ The basic law of my community is XXX, and the reason is XXXX.