The secret to cultivating followers from a media perspective: Wang Yizhi, deputy chief writer of "Tianxia Magazine" talks about the management of online communities
[
](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjAJAbhj1cB2h9WuOjzbkNJrt0o9urHQW0Tnn2Kepc_uAufjKh4Jio-k8By__pLPFQyszTX1cecxgC9UVTo3VEOITTZ WEyRFc3A-7NHyy9bAJhkp29LzQUb8f546uwF5PcpOZDiZUW0KZuCnRIdZs_As11_c-ODWaL7iOTr9 U-HyWqKVF2pmGIIDzVK9O4d/s960/27b74832-678e-49b3-8112-8a36d0127f51_960x720.jpg)
If you pay attention to Taiwan’s industrial trends, you must have read the magazine “World Magazine”, and you may even be familiar with the name “Wang Yizhi” (https://www.cw.com.tw/author/5569). Currently serving as the deputy chief writer of “World Magazine”, she has served in the media industry for a long time and has written many popular stories and related reports.
She served as editor of Classic magazine, editor-in-chief of Vision magazine and convener of the service group. She won the first prize of the 2009 Asian Journalism Excellence Awards (SOPA) Human Rights Reporting Award. Author of “[Just the Right Hospitality: Michelin Service Mindset × Digital Scenario Marketing × Immersive Experience, a Tip for Continuously Creating Value Online and Offline” (https://www.books.com.tw/exep/assp.php/vista/products/0 010948010?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202306)”, “[No matter how difficult the customer is, you are not afraid! : Su Guoyao teaches you 90 strategies to solve Aoke’s difficult and complicated diseases](https://www.books.com.tw/exep/assp.php/vista/products/0010715218?utm_source=vista&utm_medium=ap-books&utm_co ntent=recommend&utm_campaign=ap-202306)”, “[Din Tai Fung, Can’t You Learn: Taiwan’s Most Internationally Successful Catering Brand](https://www.books.com.tw/exep/assp.php/vista/products/0010632748 ?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202306)” and “[100 tips my guests taught me: service, this is the right thing to do](https://www.books.co m.tw/exep/assp.php/vista/products/0010630038?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202306)” and other books.
At the lecture “[Douyin and Xiaohongshu Decrypted! The Evolution of Fans in Brand Social Operations] (https://www.accupass.com/event/2305230241278685722580)” held on June 16, she gave a speech titled “Service Tips. A Story of Growing a True Fan”.
〈Service Tips〉 is not only a fixed column of “World Magazine”, but also has a community with the same name on the LINE community. The current number of members has reached 1,383, and many people share the latest intelligence and information related to services, circulation, e-commerce and other industries on it every day.
Regarding the origin of the column “Service Tips”, Vice President Wang mentioned that about three years ago, she and her colleagues hoped to open a regular column dedicated to the service industry in “World Magazine”, hoping to share various aspects of the service industry and explore the phenomena and reasons behind the success of some successful companies. The original intention of setting up this column was very simple, but I didn’t expect this column name to sound cool, and it was once mistakenly thought to be inspired by cockroach poison.
Starting three years ago, a latest article related to the service industry will be published every Thursday, and it has now become a signature unit of “World Magazine”. Wang Yizhi pointed out that it is said that bosses in the service industry such as Pan Siliang will require their employees to read these articles; in addition, many middle- and high-level managers in the service industry also regard this column as a channel for self-learning.
Before starting to share how to become a loyal fan, Wang Yizhi started from the recent MeToo incident. She jokingly said, “I feel like it’s getting harder and harder to be a reporter now. I just finished writing this week’s column today, and after I handed it in, I suddenly felt that, except for reporters on the entertainment and social lines, all reporters should be ready to take annual leave… Because I think no matter what I write today, no one will want to read it, right?”
In addition to the uproar caused by the #MeToo incident, she also mentioned that Facebook traffic has dropped sharply in the past six months. Many companies are concerned about this issue and don’t know what to do. Wang Yizhi mentioned that “Tianxia Magazine” had previously invited Lin Yijing (Jingle), another speaker of today’s lecture, who currently runs [Encore Mature Community Platform] (https://meet.bnext.com.tw/articles/view/48024), to give a speech at the company. Her colleagues also took the opportunity to ask questions about traffic management.
The founder of Encore Life Co., Ltd. [Lin Yijing] (https://udn.com/news/story/7266/6620552) said directly: “Stop managing the website’s traffic, because it is someone else’s business. You have to manage your own [private domain traffic] (https://www.cw.com.tw/article/5125267)!”
After hearing these words, she suddenly realized.
“Service LINE Community” can be said to be the first community established within “Tianxia Magazine”, but its scale is not large. Wang Yizhi said that in the past, no matter what kind of community they ran, they felt that they were not very successful - because everyone did not have a deep understanding of community management at the beginning, so they often promoted articles by colleagues in the community or promoted some company things, but they did not consider whether this information was of interest to everyone.
Wang Yizhi recalled the history of running a community. The reason why she ran the “Service LINE Community” on social media actually came from the boss’s instructions at the beginning. Because the column “Service Tips” was highly praised by readers, her boss encouraged her to expand the scope of her services and try to run an online community focusing on the service industry.
Wang Yizhi smiled and said that he was not only the first white mouse, but also the first person among the world’s journalists to start running a community. When the boss asked her to run this community, she actually didn’t know what she was doing. Don’t even know what a private domain is? How to manage private domain traffic?
She politely told the audience who came to attend the lecture that her understanding of the digital world was limited at the beginning, and she did not understand the secrets of running a community at all. In order to achieve the traffic KPI, every time her articles are published in the media, she will promote them on her Facebook page. Please read them more! In addition, because many of her friends on LINE are business owners in the service industry, she will also share these articles with everyone one by one, without forgetting to say, “This is my article, please give me your advice.”
After all these efforts, I just hope to increase the number of clicks on the article. But to be honest, in order to increase traffic, I have to send messages every day, which is really hard work! Later, Wang Yizhi gradually felt the joy of running a community: as long as she sent a message once, more than a thousand people in the community would click on the article. She found that she could actually get some fun and a sense of accomplishment by investing time in “Serving Yidianjue LINE Community”!
After a period of experiments and observations, Wang Yizhi found that the results of running an online community in this way were quite good. In addition, he also wanted to know what friends in the service industry are thinking about at ordinary times. So, later on, I threw some things into the community from time to time to test whether everyone was interested in such topics? If community members are interested, she will do a follow-up report. Because of this, many subsequent articles were inspired by this community.
For example, every time the issue of labor shortage is mentioned, everyone’s response will be very enthusiastic. Therefore, this allowed Wang Yizhi to understand the seriousness of the labor shortage problem and clearly understand that this is the most important thing for Taiwan’s service industry today.
Wang Yizhi gave another example. Once she noticed Coupang (https://www.tw.coupang.com/), an e-commerce company from South Korea. Because there were no reports about this company at the time, she was still very curious. As a result, she casually asked a question in the club, and not only did someone respond immediately, but some experts even mentioned that Coolpeng has captured 20% of Taiwan’s diaper market with its low-price strategy, which is quite impressive!
Through this wonderful discussion, Wang Yizhi suddenly discovered that this was a very good topic, worthy of in-depth study of this Korean e-commerce company, and later wrote “Korea Direct Attack│momo’s strong rival is coming!” Three secrets for dismantling Cool Peng’s “rocket expansion”〉. This wonderful report has attracted considerable attention from the industry, and the traffic performance of the article is also quite good.
There are quite a few examples like this, and Wang Yizhi can pick them up at his fingertips: For example, the brand “Chatime” under Hexagram International Group “Sunrise Tea” has already entered the African market as early as 2018. Its international territory has officially spanned five continents, becoming one of the most extensive international tea brands in the world. Today, Hexagram International Group has extended its tentacles to more than 60 countries around the world. Interestingly, because Africans love sweets, pearl milk tea is also quite popular in the African market. For Wang Yizhi, the “Service LINE Club” has not only become a first-hand information station for Taiwan’s service industry, but she and her colleagues from all over the world have also made many good friends from all walks of life here. The backgrounds of the members of the community are completely different, and the combination of the population is actually very interesting. In addition to some big bosses in the service industry diving here, there are also some middle- and high-level managers lurking among them. The most unusual thing is that there are many front-line partners in the service industry in this community, and there are even entrepreneurs in different fields such as hairdressing and food.
Therefore, she will also share some of her interview postscripts, or some interesting things that cannot be fully published due to magazine space limitations, or even some interesting things that cannot be written in the article, through this community.
She also gave a vivid and interesting example in this lecture. A godfather-level person in the retail industry once asked her, is there a person in the community codenamed Beautiful Girl a robot? Otherwise, why would I watch her speak all day long? Doesn’t she have to go to work? Is this person a robot or a real person? Wang Yizhi jokingly said that she was actually that beautiful girl, and she deliberately chose such a youthful and invincible online nickname just to get closer to everyone.
When it comes to community management and fan raising, she said that if she had to describe her experience in one sentence, it would be “crossing the river by feeling the pebbles.” In addition to sincerely confessing to everyone, I will also regularly share some information about the service industry that I usually pay attention to in the community. Over time, the unique atmosphere and tone of this community will be developed, and some interesting things will slowly emerge. For example, she once invited Professor Su Guoyao from National Kaohsiung University of Hospitality and Tourism and [Meierkuai International Co., Ltd.] (https://www.unitedrecommend.com/overview) Wang Zhiren and other outstanding experts and scholars came to serve as guest webmasters and share what they saw and heard. This approach was well received and received great response from the community.
In view of the huge impact ChatGPT has had on all walks of life, she recently plans to invite an AI master to share in the community and prepare to teach friends in the service industry how to apply AI in the retail industry, catering industry and other fields.
From this point of view, it is not difficult to find that the “Service LINE Club” is like a learning group. In addition to receiving all kinds of interesting intelligence and information, everyone can also learn some interesting things. As another sharer of this lecture mentioned, another benefit of joining this community is that you can learn about some cheap and delicious restaurants…
The benefits of joining the “Service LINE Community” naturally go beyond that. If some business operators encounter difficulties or bottlenecks, they will begin to seek assistance and support from other partners in the community. This is what makes Wang Yizhi gratified.
In addition, this community later actually helped “Tianxia Magazine” debug and catch bugs for various activities, courses or product information. It was really unexpected! Everyone will bring up the problems he encounters, so that he knows who to approach to deal with them the next day, which is really fun.
Wang Yizhi said: “In our community, many friends come from the service industry. If you want to meet good customers, you must first be a good customer.” She mentioned that in running this community, in addition to helping the company increase its online reputation and promote magazine sales, what she actually wants to do most is to gather consensus in the service industry.
Ever since she did “Mysterious Visitor Investigation” in her former company, she has been full of respect for the front-line service personnel. Therefore, during the Lunar New Year this year, she launched an event in the community called “Say Thank You to Frontline Service Workers”, hoping to awaken everyone’s attention and gratitude to service workers. This initiative also received a very enthusiastic response.
“My revolution has not yet succeeded, so I ask everyone to give me more suggestions. I also hope that friends who are already in the community can give us more support.” As a member of this community, I am very happy to have this opportunity to hear Wang Yizhi, the deputy chief writer of “Tianxia Magazine”, speak from his own experience. She openly shared with everyone her valuable experience in exploring community management, which is full of useful information.
Although she politely said that she was still in the process of learning and exploring on the road to running a community, this sharing of only 20 minutes gave me and all the friends here a lot of inspiration. Many business owners hope to develop their own loyal fans, but don’t know where to start? There is no doubt that Wang Yizhi can be said to be the soul of the “Service LINE Community”, but in addition to actively sharing various information and intelligence, what is more worthy of our learning is her and her colleagues’ sincerity and kindness towards community members.
[
](https://vista.im/chatgpt-book)
★ “1-Minute Stunning ChatGPT Popular Copywriting Bible”
★ To comprehensively improve your writing skills, welcome to sign up for “Vista Writing Companion Program”.
★ Do you want to write better copy? Come and take a look at “[1-Minute Stunning ChatGPT Popular Copywriting Bible] (https://vista.im/chatgpt-book)”.
★ Photo Credit: Vista Cheng
★ Welcome to buy me a cup of coffee and cheer me up! You can express your support by sponsoring multiple times, thank you.
★ Want to learn content marketing techniques? Welcome to register for the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”.
If you are interested in [personal brand](https://www.vistacheng.com/search/label/personal brand), [content marketing](https://www.contenthacker.today/2019/07/content-marketing-from-zero-to-he ro.html), Copywriting or Good Book Recommendations are interested, please subscribe to “Vista Newsletter”! Thanks.
