>> Before reading, please click on the upper right corner to follow the Haichaosuo e-commerce headline account and get useful social e-commerce content every day. Community marketing is a marketing model based on circles and connections. It plays an important role in maintaining old customers and developing new customers. Next, let’s start with positioning and tell you how social marketing should be done: 1. Positioning As the saying goes, “Don’t fight a purposeless battle.” The establishment of a community also needs a purpose. We need to understand what the community is for. In this way, we have a bright flag that will attract people who are on the same wavelength as us to join the community. Not only that, a clear positioning will also play a guiding role in subsequent work such as the formulation of group rules and the determination of community activity themes. Generally speaking, communities fall into two categories: interest groups and relationship groups. Interest groups include product fan groups, industry exchange groups, etc., and relationship groups include family groups, colleague groups, classmates, hometown groups, etc. 2. Threshold The first step in social marketing is positioning. If you want to ensure the quality of the community and facilitate subsequent management of the community, you need to set entry thresholds for the community. Generally speaking, the higher the entry threshold, the higher the quality of community members and the less likely they are to be lost. If the entry threshold is too low, it will easily lead to the loss of high-quality group members. There are many ways to set thresholds: for example, only those who are invited by the group owner or administrator are eligible to join the group, those who purchase a certain amount of products are eligible to join the group, those who have reached a certain social status are eligible to join the group, those who pass real-name authentication are eligible to join the group, etc. wait. 3. Group rules are not complete without rules. In order to maintain the centripetal force and cohesion of the community, the designation of group rules is a link that cannot be bypassed in community operations. The point to be emphasized here is that the group rules are not the rules that the group owner unilaterally thinks are good, but the values ??unanimously recognized by the group members. Therefore, the group rules should not be formulated in a single statement to avoid causing dissatisfaction or fear among members, but should adopt more suggestions from group members. In short, the formulation of group rules should adhere to the principle of combining leniency with severity, not go to extremes, and achieve the effect of high activity and less bad information. 4. Activity communities must create value and benefits for members, so that they can stick to users and achieve healthy development of the community. Activities are not only an important way to activate the atmosphere within the group, but also represent the rights and interests of group members, which is one of the value points of the community. The forms of social activities mainly include the most conventional ones including check-in, idiom solitaire, content sharing, etc. For regional communities, community activities can be extended to offline activities, including salons, investment fairs, travel, dinner parties, etc. In short, if you want the community to be highly active and cohesive, you must have activities. 5. Welfare is similar to activities, and welfare is also one of the values ??of the community. Welfare is an encouragement mechanism, used to reward active users in the community and stimulate more people's emotions. For example, rewards will be given to group members who have perfect attendance, group members who speak actively, and members who provide constructive suggestions for the development of the community. Rewards can be chosen in the form of red envelopes, or in the form of free product accessories, brand peripherals, etc.