Apr 05, 2022
In Get Started with Your Forum
The current business has changed from "selling products" to "operating users". When it comes to "operating users", companies generally experience three waves of pain: At the beginning, when users were recruited, they gritted their teeth and took out the cost to subsidize users. When users really become fans of your community, they find that if you want to play private domain traffic well, you need a lot of operators, so you start to set up an operation team. When the operation team expanded the user scale, they found that this thing not only required manpower, but also technical support to achieve refined user operations such as group control, user classification, and cross-platform CRM. But when the cash subsidy, the operation team, and the technical infrastructure were all completed, it was painfully discovered that the group of users Fax List who had worked so hard to be trapped were a group of woolly parties dressed as fans. There were no discount coupons, and there was no 9.9 free shipping. I don't care about you. This is the current status of most brands: they just circle users, but don’t make users circle. 1. The contagiousness of the circle and the onlooker effect Let's start by looking at the difference between "circling users" and "circling users." The image on the left symbolizes "encircling the user". The atmosphere is as if you pulled 20 people from the street, locked them in a room, and tried new products; The image on the right symbolizes "Having users form circles." It's kind of like if you pull 20 people from a basketball court, put them in a room to discuss the quality of a basketball shoe, and they'll give their opinions in discussions, arguments, jokes. To see whether a brand community is of high quality, it is enough to see whether members of this community communicate with each other.