Analysis of the four major user needs of the financial community!

I have been operating in the financial management community for about two years and have some experience in the operation of financial management communities. We have also experienced different community operation styles. Due to different concepts and different operational focuses, the appearance of the community presented to users is completely different. Although I am not a good operator, I am a good summarizer.

Different financial management communities have different operational focuses.

Content-oriented

This type of community is mainly developed by early self-media or social celebrities through teaching and popular science. Such communities mainly rely on content to attract users. The focus and foundation of operations is also community content. In addition to the need for operators to continuously add high-quality content, they also need to provide some guidance and set thresholds for the content generated by community users.

Here, content generation is a regular thing. Operators need to constantly follow up on current events and respond.

In order to guide users’ content, there will be threshold setting techniques in the early stage, and the positive feedback incentive mechanism will be the main one during the sustained stable period.

The threshold setting techniques include Dianping's use of fixed templates to constrain content at the beginning, Zhihu's invitation of professionals to review content at the beginning, and Jianqi Finance's publication of a large amount of high-quality content edited by itself and its moderator editing team before registration was opened. This creates a natural barrier for latecomers, creating a sense of pressure on them to meet this standard if they want to post. For new users, they can also feel the style of this community more clearly and leave a first impression.

After the initial content is created, there needs to be a feedback and incentive system to eliminate the disadvantages of user-generated content. Feedback on posting can be adding posts to the featured categories, secondary editing and promotion, likes, collections and ratings of posts, as well as extra points, encouragement, packaging, etc. for the author. Such a mechanism, on the one hand, allows content producers to know whether their content is in line with the website's orientation, and on the other hand, it also allows content consumers to know what content that is in line with the website's orientation looks like. The strong are exposed and the weak are silenced.

In any community, content consumers far outnumber content producers, so the direction of the entire community's content is often in the hands of a small number of people, or more precisely, in the hands of operators. What users see is always what the operator wants to express. Therefore, it is particularly important for operations to take care of this small group of people.

Of course, there are many times when we need to find more producers among content consumers. The producer may have a natural sharing attribute and naturally like to express his own ideas, or he may just be watching quietly and has not found the right opportunity yet. So it might be helpful to give some stimulation and encouragement at this time. I have been lurking on Zhihu for 2 years and have never written an answer. Suddenly one day I was invited, I was flattered, and then I wrote a long article. From then on, I embarked on the road of answering questions. I have always suspected that Zhihu's operation team invites a group of people to answer questions every day based on some relevance.

Function-oriented

This type of community initially developed from a tool , such as Suishuiji and Dayima . Since tool applications have great stickiness, building a community can provide added value and additional activity space for all users, so it is natural to develop into a community. In the following, a large part of the community functions are integrated with its tools. If the app has new features, the community will naturally promote them.

Of course, the content and user operations of the Suishuiji community are also not weak, and still produce a lot of high-quality content. Suishuiji subsequently developed more financial services, allowing transactions to be completed directly online. But the most fundamental demand of users is still the accounting function. At this time, if you can create highlights in three other directions, it will be icing on the cake.

This function is also indispensable on some community websites, such as Snowball. Investors communicate and gain knowledge here, and also need to use a series of website functions related to investment, such as recording portfolio returns, mining news information, displaying market conditions, etc. Snowball has done a good job in this regard.

Social Orientation

The community itself provides an environment for communication. Users can get their questions answered, learn from community celebrities, and meet friends with similar interests here. Naturally, you will come into contact with many other users. If I can't meet someone I like here, I will definitely feel bored.

A community where you can't make friends is not a good community.

I have been in different communities for a long time, some as an administrator and some as a moderator (also considered a high-level user). But the obvious feeling is that in some communities, even if I am in the moderator group, I don’t have much desire to communicate with other moderators. But the people I met in some communities have become the most important friends in my life now. Such recognition is more emotional and also reflects the skill of the operator, which is inseparable from other aspects of operation.

Therefore, community operators should be proud of being able to make friends on the website, observe whether users can establish private connections, and encourage users to establish connections and become friends.

Another interesting point is that in many communities, operators will reveal their identities. In addition to their work behind the scenes, they also participate in interactions with users as a community role. Frank and down-to-earth.

Sales Orientation

This type of community is represented by the communities of p2p websites. It focuses on sales and customer service such as product promotion and answering user questions, supplemented by content operation. It mostly carries product sales performance and handles various user issues in the pre-sales and after-sales stages.

The needs of financial community users can be roughly divided into these four categories. Different operational orientations match corresponding user needs. The specific implementation methods are diverse and comprehensive. As far as user incentives are concerned, there must be a user system, operational means, and product coordination. It is more like operation to establish a healthy ecological environment, and other paths serve it. Personally, I think there is not much difference between products and operations. We should reach a consensus and communicate more on the direction of community construction, operational priorities, user research and guidance, and then divide the work to do what each is good at in different directions.

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This article was compiled and published by (APP Top Promotion) by @Nikki. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!