Тонкости создания комьюнити в социальных сетях

Тонкости создания комьюнити в социальных сетях

Юлия Крушинская — эксперт по развитию регионов Ассоциации «KM-Alliance», партнер Moscow Knowledge Office, управляющий партнер межотраслевого сообщества практиков «U-GROUP». Со-автор и лидер проекта «Knowledge Lounge. Профессиональные и предпринимательские сообщества. Внутренние практики и внешние эксперты».

 

Друзья, делюсь тезисами с выступления 23 августа Андрея Захаряна Движуха Захаряна на Websarafan-саммит от Таисия Кудашкина (Taisiya Kudashkina)

Было полезно услышать, как работать с неявным, и что стоит учесть при создании и развитии комьюнити в соц. сетях. Как поняла, Андрей живет в vk, а фб больше исследует)) Благодарю Андрея и Websarafan за полезности.

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В vk много специалистов, кто делает своими руками, постоянно доказывают друг другу, кто круче. Почти нет собственников и клиентов.

В фб сплошные собственники бизнесов. Умеют делать бизнес как структуру, но не сильно шарят в продвижении. Реальных специалистов по пальцам сосчитать. Поэтому вк спецы сделают фейсбучниых на раз-два)))

В фб нет культуры общения с исполнителями.

Если кто-то подписался на вашу рассылку — это значит, что люди хотят получать ваш контент, причем так: «Я разрешаю тебе вторгаться в мою жизнь, когда тебе надо.» (Круто, да? Сколько смысла в этом!)

Нужна поляризация аудитории.
Мат: говорить матом, чтобы всякие «редиски» проявились, их сразу банить.

Большинство делают маркетинг от продукта. Круто делать маркетинг от рынка, от запроса людей.
Если есть вопрос, как продавать со стены соц.сети, то вы идете от продукта, а не от рынка.

Маркетинг от рынка — расковырять проблемы, а потом предложить решения. Именно поэтому несут деньги. Но надо «упороться» за их проблемы!
Никто не регистрируется в соц. сетях, чтобы покупать. (Одна правда в зале нашлась девушка, регилась в инста, чтобы купить участие в саммите)))

Почему люди годами играют в онлайн игры?
Здесь рекомендованы к прочтению статьи профессора Ричарда Бартла.

Бартл называет онлайн-игру многопользовательским миром, если она удовлетворяет трём главным критериям:

1. Она должна быть бесконечной, такую игру нельзя «пройти».
2. В ней участвует очень много активных игроков.
3. Игроки имеют возможность самостоятельно создавать контент. Люди могут влиять на сам игровой мир внутри.

Соц.сети — это онлайн игры, те самые «многопользовательские миры».
Личная страница — тоже онлайн игра.
Посмотрите на хроники популярных людей, у них все тоже самое. Если хотите быть популярными, ваша хроника должна удовлетворять трем основным критериям.

Стена как игра.
В игре есть: общение (юзер-юзер) и сама игра (юзер-игра). Но есть еще и создатель игры! Создатель стены в соц. сетях — он же создатель игры. (Здесь была объясняющая зарисовка на фп).

Есть игровой цикл. В рамках стены он должен быть ограничен определенными темами. Чтобы любой, кто пришел, мог сразу влиться.

Вряд ли кто-то хочет познакомиться с человеком, который ничем не занимается,тем более репостить его. Кому интересны скучные люди?)

Четыре психотипа по Бартлу:

1. Ачиверы (Achievers). Играют. Для них важно накопление артефактов.
2. Киллеры (Killers). Фигачат других.
3. Исследователи (Explorers). Изучают саму игру. Не активны в действиях.
4. Социальщики (Socializes). Кому скучно в обычной жизни. Для них важно общение с другими, пофиг на игру и может даже на создателя)).

В соц. сетях это:

К — тролли.
И — те, кто никогда не взаимодействует в комментах, но в курсе что происходит у вас и ваших конкурентах. Никак не проявляют себя даже лайками.
С- важно пообщаться друг с другом публично. Это основная часть аудитории. Ваш пост — это просто повод им пообщаться между собой.
А- те, кто хочет кусок внимания, могут вставлять ядреные фото и комменты. Им будет важно количество лайков их коммента.

Комьюнити построить сложно!

Задачи по комьюнити:

1. Нейтрализовать киллеров. Банить. Стена — мой дом. В моем доме никто не может наезжать на моих людей. Банить тех, кто троллит мое окружение. Или хорошо, или заткнись. Комьюнити начинается разваливаться именно из-за киллеров.
Создать 2-3 своих киллеров — чистильщиков. Не просить что-то сделать специально. Они сами эту роль берут на себя естественным образом. Киллеры — модераторы по сути менеджерят стену. То есть большинство банить самим, остальных рубят в комментах свои киллеры.

2. Стена должна быть открыта для всех (убрать все ограничения). Это единственный способ набрать «социальщиков». Их надо поддерживать. Сразу отвечать на комменты. Тогда он думает: ооо, со мной тут говорят, отвечают.
Общение — кровь любого комьюнити. это важно в самом начале.

3. По началу многие боятся писать едкие комменты, посты. Можно постебаться на собой. Такие посты собирают кучу лайков.

4.Поощрять комменты. Особенно Ачиверы соревнуются за лайки в комментах. Ну и все соревнуются в остроумии. Именно Ачиверы вносят вклад в развитие комьюнити. Важны и социальщики. Это как две ноги, чтобы идти. Ачиверы тусят там, где их ценят. Это может даже не его страница. Позитивное подкрепление комментов своим действием. Это значит, я разрешаю на своей стене это делать, мне это нравится

5. Если хочешь показать свою экспертность. Здесь чуть интерпретирую Андрея. Мы называем этот КМ-инструмент «комплимент-усиление». Благодаришь автора поста или коммента за высказывание, за ценность в этом высказывании (ценность надо показать) и усиливаешь уже эту ценность своим мнением, примером, знанием и т.д.
Главное не зарубаться, иначе забанят как киллера.
Как поняла, в vk рубятся постоянно)))

6. Вытащить исследователей. Они в курсе всего, но вы о них не знаете. Как вытаскивать, чтобы проявились?
Через простые опросы с выбором ответа да, нет. По сути пофиг на ответы, главное, увидеть этих людей. Опрос с вопросом о людях (известная личность, кому нравится, кому нет, фото к посту). Люди просто наживают кнопку да или нет. Это просто и работает. Вы увидите, кто вас видеть. Здесь важно фильтровать ботов. Идти на страницы этих людей и смотреть.

Дальше была на фп показана крутая «виральная петля»: триггер → действие → награда → инвестиции→ тригер →→→ привычка
Триггер — нечто, что человек увидел, и на что он произвел обратное действие. Увидел — отреагировал лайком, комментом — получил награду (лайк аватарки, в идеале + лайк второго поста сверху)

Виды наград:
♕ лайк
♕ коммент
♕ репост
♕ упоминание на своей странице

Исследователей после опроса награждать, топать на их страницу и лайкать, показывать — мы на равных, я тебя вижу.
И по новой, по спирали.

В соц. сетях продукт — это мы. Нужно создать продукт, вызывающий привычку. После нескольких итераций уже и тизер не нужен, так как привыкнут тусить у вас на стене.

Чтобы в вас были влюблены, вы желательно быть интересным человеком. Чтобы у тебя купили, людям надо показать, что ты свой человек.

«Забить на образ и фигачить как есть, это сработает круче.» Не бояться показывать, чем вы занимаетесь помимо работы. Пусть видят вас в людей и знают вас как человека. С флипчартом все, конечно, понятнее, как это работает на стене))

В vk есть сервис SMMBOX — анализирует сообщества и выявляет самые популярнве посты. Можно прогонять через сервис стены и видеть какие посты цепляют людей, и писать у себя на эти темы.

Вот здесь было круто показано с диаграммой Гаусса и продажи:
Поиск удовлетворения потребностей идет изначально через своих людей. И совсем не нужен большой рынок, если у вас есть пул вашей ЦА, которая рекомендует. Плюс несколько из не целевой аудитории, которые просто вас знают как прикольного человека.
Продажи: просто блогерствуйте и настройте таргетированную рекламу на свою ЦА 🙂
Ну и лидеры мнений рулят. Начинается все через них.

Еще были вопросы-ответы аудитории, тонкости, в общем, желательно смотреть и слушать самого Андрея через Websarafan-саммит https://websarafan.ru/sale/?redirected
Говорит, у него много материала на сайте https://andreyzakharyan.com

Ну а мы о сообществах будем говорить 14 сентября в Москве на Knowledge Lounge http://knowledgeoffice.ru/kl-mko-140917

1

j.krushinskaya@km-alliance.ru

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