Main content of the course
The third lesson of community operation is community positioning. The teacher said that positioning is very important. Without positioning, there is no direction. Once you have a position, take action, have a goal, you will have hope for success. Therefore, when establishing a group, you must think carefully about what kind of community you want to build, what kind of people you will introduce into the group, and what kind of services you will provide. There are two principles for community positioning: demand fit and professional fit. If the needs match, you just need it, and if the expertise matches, I will just be the professional. In terms of demand matching, we need to avoid two misunderstandings: first, group members come to us when they need it and stop coming when they don’t; second, they fall into self-interest mode, I am very professional, and I think I know what you need. Yes, I gave unilaterally and self-righteously, which was because I fell into the self-pleasure mode. We need to understand each other's needs. What they need happens to be my expertise, so by combining expertise and needs, we can provide them with products. In addition, they are not aware of their needs. We remind them of their needs and use our expertise to serve them. This is the premise and direction of monetization. There are three steps in community positioning: portrait customers and find like-minded people; identify community goals and set direction; benefit oneself and others and set principles.
The first step: customer portrait, find like-minded people
According to your main business, find customer targets, give customer portraits, and locate customer groups. Only when people have the same views and have the same needs can we become friends with smooth communication and operate the community for a long time.
Step 2: Community goals and direction
Community operations can have four directions: knowledge sharing, Q&A welfare, service transformation, and product sales. ? (1) Knowledge sharing is a pure science popularization group, which can be charged or free. If you do something very in-depth, you can charge a fee. (2) The Q&A welfare group is a purely after-sales group and can be charged, so that some customers can be screened out and those customers who have different views and low satisfaction levels and have a negative impact on the members of the group can be eliminated. (3) Service transformation is a traffic pool group. You can build a private garden and do not allow others to promote it; it can be a free market, and anyone with your permission can promote it in your community. However, there is a possible risk that your group will not convert in the end, but instead It provides a platform for others to transform; you can support each other from different industries, introduce group owners from different directions into your own group, provide their professional services, and achieve their goals while also helping you achieve your goals and promote yours. Group Growth (4) Product Sales is a pure sales group. You can make the group a single group, or you can achieve four goals. When focusing on multiple goals, it may be difficult to operate by yourself. At this time, you need to borrow strength and help from others.
The third step strategic goal: be self-interested and altruistic, and set principles
The core principle of a community is to be altruistic. If you want to transform, you must be self-interested. Only by taking into account both sides can it last long. , so we should benefit ourselves and others. If you cooperate with others to operate, you must also benefit yourself and others. Unilateral profits cannot last long. When setting principles, you must do so, support each other's expertise, and enjoy the most traffic.
Practice clock-in homework
"1. Homework requirements"
After studying this lesson, compare the course content: ① List your main business, according to The characteristics of the customer group portrait listed in the main business. ②Determine your own community goals and explain your reasons. ③Determine the "Basic Law" of your own community and explain the reasons.
"2. Check in"
(1) My own main business is parent-child education, and the brand I promote is 6Q Education. 6Q Education is a brand created by Mr. Liu Zhongliang. Mr. Liu devoted himself to studying psychology for 30 years. After integrating the knowledge he learned, he founded Guangzhou Liudao Education. This system has obtained 31 national copyright patents and has parent classes and children's classes. The four-square grid in the course divides people's interpersonal relationships into four categories, and proposes targeted relationship models and communication methods for each category. Therefore, my customer base is not only families with children, but everyone can learn how to get along with friends, bosses, subordinates, couples, mother-in-law and daughter-in-law, etc., and gain a perfect and harmonious life.
(2) Target customers
The goals in life are realized step by step. Although 6Q is suitable for everyone to learn, as a new promoter, I need success to motivate me to keep going. To do this, I need to first focus on the target and identify the core customers as families who have challenges in parent-child communication. If your child has some problems and the communication between you is tense and not smooth, you can improve it by studying the series of courses of the 6Q system.
The goal of the group is knowledge sharing. It mainly shares knowledge and skills in parent-child communication. You can also share problems you have encountered and your own practices, share problems and confusions encountered by friends, and discuss how to deal with them appropriately. Share course information when courses are available.
(3) My community’s “Basic Law” is still a private garden. Because my personal power is limited, I want to build the community into a community where different industries support each other and achieve mutual benefit and win-win. My products are completely different from the products in the current mom group, so I want to form partners with everyone, help each other, and jointly build a gold mining community. If you are interested, you can chat with me privately. Come on together.
①My main business is XXX, and my customer profile characteristics are XXX.
②My community goal is XXX, and my reason is XXX.
③The "Basic Law" of my community is XXX, and the reason is XXXX.