Community Operation Guide: How to double the activity?

Community is as important as socializing .

People need community as much as they need social interaction.

If community operations often experience low activity, rapid user loss , and a lot of invalid information, it means that the community is in an operational crisis . If you don't want the community you have formed to be the one that quickly dies out, you need to solve the following three problems.

Want to acquire users from social networks but don’t know what to do with them?

Position your community functions based on where your community users come from.

Many communities come about like this: when an operator has a certain number of fans or voice and wants to communicate with everyone further, he establishes a community.

Many communities die like this: fans, relatives and friends join the group, chat enthusiastically for a while, and then become quieter day by day because they don’t know what to do and the group becomes deserted.

There are quite a few such communities, and even many communities formed by big Vs have the same problem. This situation not only consumes user trust and destroys user expectations, but also affects the big Vs' own reputation and professionalism. The solution to small talk is simple: go back to where you came from.

Analyze users’ demands for joining the community

Tool Group

Ask and answer questions and help each other. When users have questions or need help, if they know a group can solve the problem, they will join in without hesitation. For example, you must join the self-media ’s “sharing, liking, and mutual warmth group”.

Psychological Show-off

Very similar to showing off on Weibo and Moments , joining certain communities allows users to show off in front of their peers and knowledgeable people, giving them a greater sense of accomplishment.

Hobbies

With common interests and hobbies, group members can share and learn knowledge. Altruistic behavior is also a common motivating force.

Relationship maintenance

Users usually join communities or social circles in order to enter a certain group or get to know certain specific users.

Mutual recognition

Excellent communities are able to form a unified and influential culture, with members having commonly recognized long-term goals and values, and these values ​​can be spread beyond the community to influence more people. Finding resonance is also a common community need and is the emotional core that maintains community members.

Understand the nature of the community

In addition to knowing what users joining the group want, the operator also needs to have some understanding of the community itself. With the continuous changes in the Internet environment in the new era, community operations have derived three new characteristics:

Externalities

Many operators have misunderstandings about communities, thinking that communities only attract people with the same attributes. In fact, this is not the case. The meaning of a community is to help it build a huge, potential user pool and continuously attract new members.

Filters

Quickly guide new users to their small circle of "three close and one opposite" to increase activity. (The so-called "three close and one opposite" refers to the three similarities of the community, region, age and interest; and "one opposite" refers to the two parties that are coordinated but conflicting among the similarities, such as the opposite genders of men and women, the opposite demands of parties A and B, and the opposite demands of supply and demand parties. "Three close" forms a strong appeal and cohesion of the community, and "one opposite" opens the door to assistance and cooperation.)

telescope

Used to observe changes in social networks or large communities, so as to find new ways of operating communities or entry points for obtaining dividends. For example, through observation, you will find that more and more large communities rely on knowledge sharing to monetize, so you can apply this approach to your own community.

Where will more users come from?

We mentioned before that communities are not closed, but are constantly expanding and enriching themselves. So where can we find more users to join the community?

There is a group of people who do this task brilliantly – social connectors.

Connectors are community members who are willing to share information. They can connect different communities and groups of people, and are key figures in promoting the spread of information in countless closed small communities. Some connectors can even be considered opinion leaders. In the division of roles in the community, the 0.8% of connectors and opinion leaders have a decisive influence on the size of the community. Therefore, how to find and inspire these connectors in the community is the focus of community work.

Four steps to find a connector:

step 1

Build a member group and find real users on WeChat and Weibo.

Step 2

Read the target users’ Moments or Weibo messages from the past six months and make an analysis and summary.

Step 3

This information will tell us what types or themes of activities our target users expect, which accounts and apps they gather around, what style they use to express their demands, and so on. Use this information to analyze the basic profiles of these users.

Step 4

Through manual analysis, we can strengthen our grasp of key information about this group of people, and ultimately help us find potential connectors in those communities.

What should we do if we want the community to survive for a long time?

The community positioning is complete and the members are in place. How can we ensure the effective survival of the community and even achieve monetization? In social networks, there are six driving forces that can help operators firmly grasp users:

1. Honor drive - comparative psychology

Comparative psychology comes from two aspects:

One is the advancement mechanism. Compare yourself with the past and create a self-competition to constantly improve yourself. Users hope to make continuous progress and hope to be with people who are more capable or have a higher status than themselves.

Another phenomenon is competing with each other in a small circle to highlight one's own image and status, which is called: big fish in a small pond. The big fish represents the image that the user wants to create, while the group of people who are compared with each other is the small pond. In social networking, users prefer to be the big fish in a small pond, rather than the small fish in a big pond.

Therefore, driven by "honor", this dynamic advancement mechanism of "comparison" will greatly enhance the activity and stickiness of users, and will also make users feel a sense of honor and pride.

2. Benefit-driven: Mutually beneficial interface

Reciprocity is easy to understand. It means that community operators fully provide benefits to users, or guide users to actively obtain the desired benefits, so as to ensure user activity and stickiness.

Although users want benefits, benefits are not everything . If interests can be combined with the image that users want to create, the relationships they want to maintain, and the demands they want to express, greater energy will be generated. Reciprocal interfaces are the best strategy driven by interests, and the "reciprocal" things must be unique and irreplaceable. Otherwise there is no way to achieve "loyalty".

In other words, the community only needs to continuously strengthen the areas in which it excels, and it will naturally attract strong people from other fields to cooperate with it.

3. Relationship-driven

Data shows that when we enter a new group, if members can make 3 friends in the new community, the chances of staying will be greatly increased . The herd mentality formed by "similar people", "psychological identity" and "circle of acquaintances" causes people to be influenced in the community.

4. Event-driven — Collaboration

Group members consciously allocate time, energy and resources to achieve the same goal, which is event-driven. For example, community organizations such as "Promoting Hanfu Culture" and "Two-Dimensional Culture".

5. Regional drive

Living areas naturally bring people close and connect them over the long term.

6. Interest-driven

It refers to people naturally coming together because of similar interests.

Just as Tencent calls itself "Geely" and Xiaomi users call themselves "Mi fans", each label and characteristic can give birth to one or even N communities.

Of course, an excellent community is not only built on labels, but also needs to be supported by a good operating mechanism. After operating for a long time, something called "community culture" is born. At that time, "members" become part of the culture and naturally they are reluctant to leave. Think about it, isn't this the case with the communities in which you have been a long-term member and are active?

The author of this article @ McFly compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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