Four steps of community operation: Taking the operation of King of Glory group as an example

When operating a community , the following steps are generally followed: traffic generation (open source) - maintaining current users - stimulating users - conversion .

Drainage (open source)

When I took over the community , the company only had a few WeChat King of Glory groups but no King of Glory QQ groups, so we needed to develop King of Glory QQ groups, and the connection required traffic diversion (open source). Everyone knows that everything is difficult at the beginning. In the operation position, no matter what operation you do, if the user base is small, you cannot operate it. So our first step is to attract traffic (open source).

Before I start draining, I need to think about a few questions. What users should we attract? What is the way to attract traffic? Through which channels can traffic be diverted? Why do we need to divert traffic? Based on the above four questions, we need to think deeply. When I took over the task, the company had no QQ groups, so I needed to establish and operate the King of Glory community (QQ group and WeChat group ). This will be carried out around four issues.

1. Why do we need to divert traffic?

This question mainly depends on the purpose of creating this group. The general purpose of establishing a community is to attract traffic to one's own platform, attract orders from users, and accumulate a group of core users. During the operation process, having no goals can easily lead to operational confusion.

2. What kind of users do you want to attract?

Our target users are those who like to play King of Glory, and our core users are those who intend to purchase King's skins on our platform.

3. What is the means of attracting traffic?

Stand in the user's perspective. We have compiled some information on user characteristics: users want to get to know other King of Glory users through social platforms (making friends), want to find someone to level up on their behalf (playing on their behalf), want to get virtual items for free or at a discount (benefits), and want to have a group of fans of their own (sense of accomplishment).

Based on user needs, we can provide users with dating platforms with different attributes (level, courtship), hire some high-level users to play with them, help them upgrade, and distribute some king skins for free. User (needs) = platform (gameplay).

4. Through which channels can traffic be diverted?

When choosing channels and platforms, operators need to consider many factors: operating costs, operating thresholds, and channel/platform characteristics. Among many social platforms, I chose "Interest Tribes". Many people may ask, "Why choose Interest Tribes? Why not choose Sina , Baidu Tieba , WeChat and other platforms?"

Consider the following:

• The characteristics of the interest group’s functions. Interest tribes are social pools formed based on user interests. I only need to find the corresponding interest pools through the target users I set, and then directly introduce the target users, which can help save our time.
• The influence of interest groups. The target users of interest tribes are mainly young people and teenagers, and its user positioning is very similar to that of QQ. According to the analysis of interest tribes based on industry data, the activity of interest tribes is mainly concentrated during the winter and summer vacations and weekdays, which is also the time for young people to take a break.
• Interest tribes can be directly connected to QQ groups, lowering the threshold for user association. Due to the special relationship between interest tribes and QQ, interest tribes can be directly linked to QQ groups. Users can click on the group number to search and join the group directly, which is convenient for users.

Maintain current user

In the early stage, we published different posts to attract users based on user needs. When we attracted the first batch of users, it meant that the tribe had changed from 0 to 1. In the subsequent development, we need to change 1 to 100 to form a fission-like development.

When developing a community, there is a common community phenomenon: when the community is first established, the community is in a period of heat expansion and community users are very active. In order to develop rapidly and fission-wise, we must grasp this period. If we do not grasp this period, the newly established community will continue to decline. To this end, we set up small user targets in the group, and let group members invite users around them who like to play King of Glory to join the group. When the number of users reaches a certain level, we can hold a lottery within the group to give away skins. Because every user who loves to play King of Glory will have a bunch of friends who also love to play King of Glory.

Through the lucky draw, the number of people in the group increased greatly and the cost of attracting new members was controlled. After the rapid growth period, the community will enter a bottleneck period of user activity. Since users come here through stimulating means such as lotteries, group members do not have any emotions and have low stickiness. Therefore, in the later stage, it is necessary to increase the interactive communication between community members.

*This trend chart needs to be improved and modified. Welcome to discuss privately

In order to increase the interaction and communication among community members, I used some measures:

1. Sharing of achievements among group members.
2. Discussion of the king topic.
3. Group members work together to organize all activities related to Honor of Kings.

Since I was the only person in charge at the time, in order to reduce my pressure in the community and improve the quality of the community. I have to recruit a group of volunteer administrators because the user group in the Q group is relatively young, and the younger users have one thing in common: they attach great importance to their sense of presence and virtual reputation in the group . I took advantage of this trait and enabled a liquidity manager in the group. Constantly rotating administrators keeps the administrator position active at all times. The administrator plays a very important role in the community, as he always controls the activity of the entire community.

Stimulate users

In terms of stimulating users, the main focus is to carry out demand activities based on user behavior and needs . Since the users of this community operation are mainly those who love Honor of Kings, they also have great demands for the king's skins and heroes. Based on their user needs, I launched some promotional activities for king products to stimulate users.

Conversion

Any operation, whether it is event operation , content operation , community operation, or channel operation, is for the ultimate conversion. The purpose of my community operation this time is mainly to develop different ways of playing through Honor of Kings, combined with live broadcasting , to direct traffic to the platform, and at the same time encourage users to monetize, that is, place orders.

The above is my sharing of community operation experience.

The process of operating this community was not smooth sailing, and we also faced some community operation problems. When it comes to community open source, there are two ways to attract traffic through channels.

• The first one: The company directed traffic to the community through Taobao , and then created some WeChat groups.
• The second method: by posting on the interest tribe platform to attract traffic and create a number of king QQ groups.

At that time, I had two user groups with different attributes. Because I failed to carry out the community operation plan well at that time, the two types of user groups were not maintained and operated separately. I designed the maintenance and operation methods mainly based on the attributes of the Q group. However, I turned this method into a public maintenance method, which led to the phenomenon of misattribution.

The final result was this: the Q group was very active, while the WeChat group was relatively cold. The main reason for this problem is that I failed to operate the communities separately according to the positioning and attributes of the users in each community in the early stage, which caused this phenomenon. Therefore, I would like to remind everyone that when maintaining and operating a community, you must first understand the attributes of the community, the characteristics of the user group, and the positioning of the community.

This is the end of the article. I am very happy to share my product experience with you during this summer product internship. I am about to prepare for this year's autumn recruitment, and I hope everyone can recommend me to you.