Taking "Get" as an example, a brief analysis of how knowledge monetization can be combined with social networking

Taking " Get " as an example, the article analyzes how knowledge monetization is combined with community development. I share this with you, hoping it can inspire you.

Table of contents

1. Overview and comparison of knowledge monetization product forms

2. Obtained User Portrait

3. Obtained Iteration Route

1. Rich, innovative and streamlined content formats
2. The reading and playback operation experience is optimized to adapt to users' fragmented learning scenarios
3. Paid column iterative optimization
4. Optimization of learning outcomes display

4. Advantages and disadvantages

5. Comparison of learning community models

1. The functions of the learning community are not “integrated”
2. Dedao and Youshu have the best closed-loop community

6. Future knowledge monetization + learning community methods

1. tutor
2. Students
3. Community Organization

1. Overview of Knowledge Monetization Product Forms

In ancient times, there were storytellers, and now there are book reading hosts . In the Internet age, traditional storytelling can be directed to the general public through easily disseminated media (audio, video), and has set off a wave of knowledge monetization among big names in various fields.

Although it is somewhat similar to the previous popular Internet education craze, today's Internet storytelling format can be said to have found the lifeblood of Internet users. Just as live shows on PCs can be reborn on the mobile Internet , Internet storytelling has the following characteristics that distinguish it from the boring video teaching form of previous Internet education:

• Short, fast and fragmented : identify the time and learning usage characteristics of users in the mobile Internet era and launch fragmented, short and powerful learning products
• Audio + text method : Free users’ hands and eyes, allowing them to listen and learn while doing other things
• The content is easy to understand and simple : the content is mostly chicken soup, workplace, psychology, etc., which lowers the user's learning threshold and prevents users from retreating because it is too difficult, so they can persist for a long time.
• The refinement and essence of the content : Not only does it have famous masters who naturally attract fans, but it also has carefully crafted course arrangements that are fascinating.

Let’s compare several typical products of Internet storytelling:

Comparison of Get, Youshugongdu, Shidiandushu, and HimalayaFM

2. Obtained User Portrait

Data from Analysys International shows:

• Mainly male : 60% of the user group is male and 40% is female (the official figure is 80% male and 20% female)
• High-end models : 33% are Apple users, 21% are Huawei users
• Concentrated in large cities : users in super first-tier cities and first-tier cities account for 70%

Get the app user's gender, city, and phone model

The user attributes and product positioning are consistent, because the content obtained does indeed bring together the most luxurious lineup of famous teachers among many storytelling apps, and the content themes are also closely related to Internet practitioners. They are all practical essences for expanding industry horizons, technological observations, corporate management, etc., for middle-level and above managers .

Practitioners in first-tier cities need to rely more on fragmented time to learn highly refined content, so Dedao must firmly grasp this group of users in content production.

3. Obtained Iteration Route

In the past year or so, we have been mainly iterating and developing products in the following four aspects:

1. Rich, innovative and streamlined content

Useful books and audios - daily quotes - free audio - listen at any time - listen to this book every day.

Duoduo has been dividing knowledge content into extremely fragmented and refined forms. On the one hand, this is conducive to users learning anytime and anywhere, and on the other hand, it is also conducive to attracting new users, because more free, short and easy-to-use content minimizes the learning cost for new users.

Content format iteration route (taken from App Store version records, the same below)
November 2015: Audio and books with useful information
December 10, 2015: Golden Quotes function - January 15, 2016: Golden Quotes sharing function optimization - March 11: Optimize the interaction of golden quotes in books
January 15, 2016: Free audio now has a new labeling feature
End of March: Chaos Study Club
August 2: Paid articles will be offered a red envelope feature, which can be shared with 5 friends for free viewing
August 20: The detailed page of the content highlights the word count and time required to read.
September 8: Listen online anytime
September 28: Listen to this book every day online
December 29: Listen to this book every day and buy it monthly

2. Optimize reading and playback experience to adapt to users' fragmented learning scenarios

The optimization of the reading operation experience has been continuously iterated, from the initial optimization of the e-book reading layout and comfort to the later emphasis on the audio playback experience. Many areas have covered more and more user scenarios and also borrowed some functions from radio apps and music apps.

Functions such as the e-book caching mechanism, note-taking, and underlining are similar to those of some reading apps, giving users a sufficient learning experience; audio breakpoint playback, variable speed playback, and fast forward and rewind help users further compress content and learn in more fragmented time. The main application scenario is that users use the app to study when they are very busy, and can continue to study when interrupted by other things, and can learn faster.

Reading and playback experience iteration route
December 10, 2015: Audio continues to play after incoming call
December 29: E-book cloud update
January 15, 2016: E-book reading interface optimization
January 29: E-book layout optimization: font size, font color, background color
March 11: Audio playback is more responsive; e-book caching mechanism
April 8: e-book underlining, self-selected quotes, sharing, notes
June 8: Resume broadcasting from the breakpoint ; save subscription content to Evernote and Youdao Notes
July 5: Cloud sync: e-book reading progress, notes, bookmarks and other records follow your account, no need to worry about changing your phone
September 28: Variable speed playback; timed shutdown
October 28: Note function: save and share subscription notes, underline marks, key quotes
November 11: Added 15-second fast forward and rewind function
December 29: Player optimization: 1.25 times speed

3. Iterative optimization of paid columns

The launch of the paid column is a major product change and also its main development strategy in the future . From the explosive growth in users and activity after its launch to the fact that the paid section has occupied an important position in the Dedao app today, this monetization method of Dedao can be considered very successful.

The paid columns are lectures and storytelling columns by well-known celebrities. The content is also closely related to topics such as the Internet, workplace, psychology, finance, etc. The update frequency ranges from once a day to once a week. Users are required to subscribe for a whole year. The main media form is audio + text. In December, a new study group was launched for the paid column, trying out a learning community model centered around the column theme . In the future, more work will be done on in-depth learning for users (for example, how to build a good learning community and stimulate two-way communication between users and experts).

From the following iteration route, we can see that the iteration direction on the paid column is mainly:

• Promotional column to promote purchases
• Encourage users to share and attract new users through high-quality column content.
• The experience optimization of column learning is also ongoing, such as trial reading, batch downloading, note-taking, and audio mode. After all, users are required to spend money, so the reading and learning experience cannot be lost.
• Study groups, exploring learning communities, but it is still in the early stages

Paid subscription column iterative optimization route:
Available June 2
July 5: Subscribers can communicate with columnists one-on-one
August 2: The subscription column has launched a trial reading function, which allows users to browse for free before subscribing; the subscription column has added an audio mode
September 8: The red envelope function is enabled for subscription columns, and column content can be shared with friends for free
October 28: Articles are divided into read and unread, push switch for subscription columns, batch download of column audio; Ma Xujun Says magazine is online
November 11: Subscribed articles can be sorted in ascending and descending chronological order; favorite columns can be set to the top
December 6: Launched study groups; column articles can be shared with 10 friends for free ; the message center adds subscription columns and study group message push; column article message summary and note function
December 29: Study group reply can specify floor

4. Optimization of learning achievement display

The display of learning outcomes and learning advancement achievements helps improve user retention and encourage users to persist in learning . By setting goals and showing the distance to the goals, users are encouraged to overcome laziness and persevere.

This update has become an important feature of a learning app. It can provide users with timely learning feedback and let users realize that "I have indeed learned something here, and I have spent a long time studying and achieved certain achievements."

Optimization of learning outcomes display
October 1: Personal Data Center: Record study time, books, and consecutive days of study to see your learning growth at a glance
November 11: Learning progress optimization, record the user's reading progress on the purchased and knowledge news pages
December: Knowledge Medal, promoting users to achieve success

4. Highlights and shortcomings

advantage

Fully consider the user's usage scenarios :

Scenarios that free your hands and eyes, scenarios that require reviewing learning, and scenarios where you can continue learning after an interruption

Convert audio to text

Allow users to quickly understand the content

The learning experience details are well done , such as:

For articles with longer progress, you can return to the last reading anchor point after leaving; each article has a reading progress percentage prompt; read and unread articles are distinguished

Sharing mechanism :

Similar to the buy one get one free promotion on WeChat Reading, it fully utilizes the user's mentality of sending red envelopes, making it almost inevitable for users to share and forward.

insufficient

The threshold for converting ordinary users into paying users is high

Although there are free content such as Listen Anytime, Knowledge News, and Lao Luo’s 1 yuan column, the subscription price for other columns is 99 yuan and is for one year. There is polarization in the granularity of learning content, either extremely fragmented free content and electronic audio, etc., or long-term learning content of one year. Therefore, the threshold for converting free users into paying users who continue to learn is relatively high.

Insufficient pre-sales introduction of paid content

If you want paid content to make users willing to pay for it, you must introduce the content and highlights as detailed as possible, but the e-books and columns you get are average in this regard. The following is a comparison between Get and Himalaya in terms of the detailed introduction of this column. Himalaya introduces the column from multiple dimensions, and each audio can be listened to for free for 180 seconds. Users can also see their comments and ratings on this column, which fully demonstrates the information you need to know before sale.

Comparison of paid column introductions between Get and Himalaya

5. Comparison of learning community models

Comparison of learning communities

The paid columns of the above products cover the operating models of online learning communities, from which we can also see the different product positioning and course product settings among the apps.

1. The functions of the learning community are not “integrated”

Currently, there is no product that can perfectly combine knowledge monetization and learning communities. For example, most communication groups are completed through WeChat groups , some course materials are also shared through group files or Youdao Cloud, and live broadcasts rely on a third-party live broadcast platform . Homework is completed and submitted through email, and finally, you have to go back to the app to attend classes and study. The overall operation is discontinuous and costly.

2. Dedao and Youshu have the best closed-loop community

get

• In addition to the interaction of study groups.
• Every update by the tutor will cause a lot of response in the message area of ​​that issue, and the high-quality comments come from the author review system.
• The tutor can update some information, opinions and ideas in the study group from time to time to improve the quality and quantity of community output.

There are books

• The “Essay” function is similar to the “Thoughts” function in WeChat Reading. Moreover, in the community operation of Youshu, the task of writing reading essays every week can be completed directly in the app.
• The leader of the reading will occasionally initiate topic competitions regarding the chapters they are leading, and users can participate in topic interactions within the app (a highlight feature).
• The unique product positioning is to focus on the reading-leading function, so the app itself is a community.

However, the tutor's question-and-answer service, live interaction, topic discussion and other functions are still not as convenient as those of WeChat groups. Currently, no product form can cover all of these functions. Moreover, with so many functions mixed together, it has become a complex product. It may take some time to explore and iterate. (Zhihu is a relatively comprehensive platform in this regard)

6. Future knowledge monetization + learning community methods

Looking forward to the future, the combination of knowledge monetization and learning communities should be able to serve both tutors and students.

tutor

• Reputation enhancement: The tutor's achievements (such as course materials) can be published as books, and the individual can gain successful teaching experience or train successful students.
• Obtain income: fixed income, additional income (paid answers, private tutoring).
• Obtain resources: successful students, high-quality project resources, and better connections.

Students

• Get the essence of knowledge (pictures, text, video, audio).
• Get answers from instructors (solutions to specific problems).
• Get practical training opportunities (assignments, topic discussions) and receive comments from instructors.
• Extracurricular growth (vision and perspective, connections, knowledge): instructor’s ideas and opinions, recommended reading books, ideas from other advanced users, etc.
• Supervision and competition among classmates: such as rankings, check-in supervision, etc.

Community Organization

The pyramid structure of the community

Through community integration, communication and growth, the ratio of mentors to students in the community follows a pyramid structure, and information flow is transmitted and managed from top to bottom (similar to class management in reality).

Ensure high-quality content gets more exposure

The output of community content is dominated by mentors and senior users, and the orderly display of high-quality content must be ensured, which can ensure that the community can continuously produce better content in a virtuous cycle, and good money drives out bad money.

Ordinary users’ sense of participation

Ordinary users are not just requesters and listeners, they also want to participate in the community's activities, but most people are unable to produce very high-quality content and therefore lack exposure. Therefore, some live interactions, gift giving, rewards and other side activities can make them feel more involved. At the same time, communication between ordinary users can also be very active. There can be comment areas and flooding areas so that they can also have an outlet. However, we need to separate the spam area and the high-quality content area, as the two play different roles in the learning community.

Learning community structure

In fact, in the end, the relationship between the mentor and the senior students is the closest, and they are also partners with more potential for cooperation in the future. For example, senior students will become paying users of the mentor's next project, and may also become disseminators of the mentor's ideas, helping to expand the mentor's influence and reputation.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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