How to carry out user stratification operation with millions of IPs?

This article mainly talks about how million-dollar IPs rely on IPs to attract fans to join the group, and how to conduct refined operations to ensure user activity.

background

SoYoung is a popular medical beauty unicorn platform in China. It was listed on the Nasdaq in May 2019 and is commonly known as the "first Internet medical beauty stock."

After 6 years of entrepreneurship, SoYoung’s business has covered more than 300 cities, attracted nearly 4,000 certified medical beauty institutions for users to choose from, and has more than 10 million active users (data source: Phoenix Finance).

Why is SoYoung so widely trusted?

The most fundamental reason is high-quality content ecology and good community atmosphere . SoYoung has expanded its content quite widely, including medical beauty, aesthetics, fitness, makeup, entertainment gossip, etc. It has created numerous community KOLs and new media accounts, striving to reach users from all dimensions.

"Xinyangmei Academy" is a WeChat public account under it. In May, the author joined the fan group by participating in an event and made some observations and discoveries about the fan operations of New Oxygen Beauty Academy.

1. Basic Information

1. Content Tone

"New Oxygen Beauty Academy" is committed to spreading aesthetic knowledge. In terms of content, it uses celebrities as cases to analyze facial structure and style trends, guiding readers to engage in diversified aesthetic thinking. The ultimate goal is to help readers explore their own style and become beautiful in a scientific and rational way.

(As can be seen from the bottom column)

1. Creative Team

• Created character: Uncle Oxygen.
• Always emphasize the image of uncle: often refer to himself in the article - such as "Uncle thinks, please give uncle a thumbs up" - to bring him closer to readers. All activities are also initiated in the name of the uncle.
• Personality: open and tolerant, wise and knowledgeable, gentle and friendly.

1. User Profile

Based on the published content and comments, the users attracted may have the following characteristics:

• Most of them are between 20 and 30 years old—college students and women who have just entered the society have a strong desire to find their own style;
• Higher education level (bachelor's degree or above) - aesthetics involves a lot of analysis and requires a high level of cultural literacy;
• Liberalism & diversified thinking - accepting different styles instead of simply following the current trend;
• Having a certain artistic aesthetic - love of beauty is not only limited to facial aesthetics, but may also extend to multiple art fields.

Millions of IPs build their own fan base: How to operate it in a refined manner?

As a large account with more than 155,000 active fans (data source: Xinbang), SoYoung Beauty Academy has absolute appeal. Thanks to the untiring emphasis on the character of "Uncle Oxygen", fans have automatically internalized this image. There is no doubt that Uncle Oxygen is a big IP with millions of fans.

Next, let’s take a look at how Uncle Oxygen uses IP to attract fans to join the group, and how he conducts refined operations to ensure user activity.

1. Fan stratification through activity tasks

Step 1: Publish the event

Posted at the bottom of the WeChat headline tweet. The content is related to "aesthetics + celebrities", such as "Photo-editing helps Guan Xiaotong change her style." Fans need to participate in the event and post it on the SoYoung mini program; official staff will then screen and notify them to join the group.

Such activities set a threshold , killing three birds with one stone:

1. Ensure the quality of fans: have the most basic aesthetic and writing skills;
2. Create a sense of recognition: It is not easy to enter this group, and your abilities are recognized;
3. Promotion of mini programs: first let users learn how to use the mini program, and then direct them to the APP.

Step 2: Enter the candidate group

The main purpose is to unify standards, such as: changing the group name (region + user name), sending a secret code to join the group, and sharing activity posts.

Step 3: Group within a group (selecting people again)

The purpose is to operate fans in layers and screen out core fans with higher aesthetic ability, writing ability and enthusiasm. The event will be held over three consecutive days, with three missions to conduct the inspection:

1. Create buffer space: The difficulty of tasks increases in sequence, so people won’t be daunted at the beginning; at the same time, it prevents some users from missing out on opportunities due to missing the message on the first day;
2. More comprehensive measurement indicators: 3 comprehensive assessments to more comprehensively reflect capabilities.

1. Fan Operation of Alternative Layer: Creating an Upward Channel

The alternative layer is a buffer zone between the core layer and ordinary fans.

Activities will be announced from time to time in tweets, bringing more ordinary fans into the alternative layer. At the same time, activities will be launched in the alternative layer to select members to enter the core layer.

There are some welfare rewards in the alternative layer, and Uncle Oxygen will participate in discussions from time to time.

1. Core fan operations: benefits, pressure, and competition coexist

(1) Task + elimination mechanism + replacement mechanism

Each person should write 3 book reviews per week (500+ words, 200+ words, 200+ words). Statistics are collected once a week, and those that cannot be completed will be downgraded to the reserve layer. At the same time, fans are selected from the alternative layer to fill in the positions.

(2) Exposure benefits: Debut as the center of content

Only those who are passionate about aesthetic writing are willing to complete the task for a long time. For them, being able to have their content seen and recognized by more people is undoubtedly the happiest and most motivating thing. The average reading volume of a single article in the C position can reach 5,000-10,000, and the number of likes is close to 1,000 at most.

(3) Benefits of being mentored: Uncle Oxygen’s comments

It is of course a very happy thing to be commented on by big names, and it also improves one's abilities through communication.

(4) Prizes and benefits: various resources will be prioritized

For example, free medical beauty experience projects, and free brand-name lipsticks and perfumes when checking in.

(5) Communication benefits: various opportunities to interact with Uncle Oxygen

Uncle Oxygen appears in the WeChat group quite frequently, about three times a week, each time for about half an hour.

(6) Rising Channel: The Path to KOL Cultivation

Some outstanding fans will have the opportunity to be promoted to KOL, which means higher exposure and economic income.

1. Operational skills

The process is just the foundation; what is more important is the operational skills that connect the processes together. For example, the number of award places and the quality control of the C-position content. These "flexible areas" are the real test of skill.

The author believes that the following operational skills are worth sharing:

(1) Ensuring user enthusiasm: low-cost trial, huge temptation

The difficulty of an activity determines the amount of time and mental effort users need to invest. The operations staff at the Academy of Fine Arts cleverly placed it at a middle point – “jump and reach”; that is, users need to spend some time thinking about it, but it won’t take up too much time (about 30 minutes on average). At the same time, the temptation is great, such as the possibility of opening a column together with Uncle Oxygen. Faced with such temptation, I would feel sorry for myself if I didn’t try it. On the other hand, content that is a bit difficult is more likely to arouse the desire for challenge and increase user attention.

(2) Balance between decentralization and centralization: creating a relaxed atmosphere and maintaining absolute control over content

A group generally has 20% active users. The operation of the Beauty Academy shows us how to help active users find a sense of presence while saving time for themselves. In the daily operation of the core group, the official selected two active students as temporary group owners (1 month); except for controversial issues, most problems were solved by the group owners. At the same time, resources are allocated to group owners to ensure their enthusiasm.

So what is the official operation doing?

Manually review each piece of content . All content produced by core fans must be published in the SoYoung APP community. Once there are inappropriate words, the content will be rejected; and once the content is sent, it cannot be deleted by yourself, and it cannot be modified after 2-3 days. Strict systems ensure the seriousness of content production.

(No delete key)

(3) The intimacy and mystery of the official character

At the beginning, everyone participated just to catch a glimpse of Uncle Oxygen. Therefore, Uncle Oxygen was the initial topic of the group. In terms of personal management, Uncle Oxygen first demonstrated his approachability: for example, he joined the group to chat with everyone and answered questions related to aesthetics. At the same time, they maintain a degree of mystery, for example: never revealing personal identity characteristics or making private requests.

Therefore, everyone speculated about what Uncle Oxygen looked like and what his style was, which triggered a writing competition called "Write about the romantic Uncle Oxygen in your mind". The heated discussions also made group members quickly familiar with each other.

(4) Role model and warning others

About a week after joining the core fan group, a classmate who was particularly good at content creation was promoted to an expert. Such good examples inspire other users to create harder.

At the same time, there was also a classmate who repeatedly spoke wildly and ignored the group rules, and the group manager expelled him without hesitation.

(5) Exclusive benefit for newcomers: the shining feeling of standing in the center

In the first two weeks of joining the core group, I found that everything I wrote would be pushed to the center. That is, the official will provide exposure channels, bringing a large number of views and likes (up to 1,000 likes). Every time I open the APP, there are 99+ likes, which makes me feel very rewarding.

Of course, the content written by core group members will actually take center stage. By giving rewards that exceed expectations, people can feel a sense of surprise and impact, making members willing to continue to contribute.

(6) Competition for the C position: Encouraging users to produce higher-quality content

Starting from the third week, the number of core group members taking the center position has been greatly reduced. This will actually create a great sense of loss: how come I was once at the center of the crowd, but now I am unknown?

At this time, the operation team took out the "C position competition" that had been prepared long ago, that is, the members who accumulated the most C positions at the end of the month will not only gain exposure, but also receive high material rewards. Members who have tasted the sweetness of the C position will spare no effort to fight for it.

(7) C position guides users to increase their activity: Checking in makes it easier to win the C position

Publishing a high-quality content post may take 30 minutes to write; but checking in only takes 5 minutes. Xingyan Community launches different types of activities every day for check-ins. These activities are often very timely (such as "Summer Beauty") or controversial (such as "Plastic Surgery First, Brain Surgery"), and also have a series (such as "30-Day Beauty IP Check-in").

Core fans initially came to post to complete weekly tasks, and at that time the New Oxygen community was just a tool for them to hand in their homework. With the start of the "C Position Competition", fans have become competitive in vying for the C position. At this time, let them find that checking in can make it easier to get to the center of attention, and then they will be willing to participate in various community topics (there will be material rewards for insisting on checking in). At this point, the community is no longer just a tool for submitting homework, but also a collection of discussions and daily records, greatly improving user activity.

(8) Friendly official water army & generous real benefits

Even if the content does not take center stage, the official will kindly share some of the exposure; and from time to time, real users & official water armies will make friendly comments, such as "Avocado green is super refreshing and suits you very well." This is just like the recently popular "praise groups" and "rainbow farts". Even if you know that others are just saying it casually, positive words can bring infinite energy to people.

At the same time, the operation team ensures that core fans can gain benefits by persisting in participation and carefully creating works, and positive feedback is given very fully.

(9) Diverting traffic from WeChat to APP: Mini Programs as an intermediate hub

Xiaocheng system can satisfy the needs of users who are just starting to use it, allowing them to quickly experience the novelty of posting. However, it cannot realize more advanced functions, such as jumping between different topics, replying to messages, re-editing posts, etc. In order to better operate the content, fans will definitely download the SoYoung APP.

This design is very clever. It cultivates users’ usage habits through mini-programs, while completing traffic diversion by limiting functions (sometimes, less is more).

(10) Set up enough buffer zones: so that everyone can find their place

"Alternative fans, core fans, community KOL", the higher the level, the higher the requirements on the user's ability and energy. In terms of operational design, New Oxygen Beauty Academy allows every level of users room for advancement; but it does not force them, allowing fans to freely choose their position based on their own circumstances. The operations department will also regularly adjust each group, bring in new members, kick out those who have not completed their tasks, and release benefits and activities to ensure the freshness of each group.

Summarize

Through more than a month of observation in the group, the author found that the so-called refined operation is not the same as covering everything. What is more important is to find the focus of operation and know how to control it flexibly.

Finally, let me briefly summarize the key ideas I learned:

• Strictly abide by authority: that is, in this group, users must contribute what and what they cannot do. This should be the principle that operations should always keep in mind. For the art academy group, it is the quality and quantity of the content.
• Decentralize the right to speak: Let active users lead discussions among ordinary users, which not only relaxes the atmosphere but also saves team manpower.
• Cultivate user habits: Regardless of the type of activity or task, users should start with a simple one and then gradually increase the difficulty.
• Leave room for maneuver: Users who participate in the event are all motivated to a certain extent. Don’t vote them down just because they temporarily lack the ability or energy. Let users stay in a comfortable position and release some benefits and opportunities regularly. Maybe they all have potential. Giving others opportunities is also giving yourself opportunities.
• Challenges and temptations coexist: use temptation to stimulate users' possessiveness, and use challenges to stimulate users' competitive spirit. Only a difficult enough task + a good enough reward will make people feel that it is hard-earned.
• Use benefits to guide user behavior: By adjusting the benefits of different activities, let users follow the pace of operations. The ultimate goal is to increase user activity infinitely.

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Author:LWX

Source: LWX