How can community apps perform good product operations? 13 ways to promote community applications!

The key to the early success of community products does not lie in operation , but more importantly in promotion and traffic generation. If this step is not done well, no matter how good the operation is, it will be in vain. The success of the entire product depends on whether the demand is grasped. Without demand or market reasons (with industry leaders), it will be difficult to succeed.

The key to the early success of Momo, Baidu Tieba, and Douban Group lies in traffic; the key to the success of Qyer, Mogujie, Meilishuo , and Lamamabang lies in grasping demand; Xiaomi Community and Meizu Forum have clear purposes and strong functional attributes, and cannot be simply regarded as communities.

Specific practical methods at the operational level:

1. Develop good content in conjunction with promotion, similar to landing page. Know why and why users come to your site, and provide targeted additional content to keep them there for a few more seconds. This will give you a better chance of success.

2. Invite your friends widely and ask them to help post a message and add some content when they are free, so that users attracted by the promotion can have something to read. If you simply want new users to post without reading the content, it is almost a luxury;

3. Operators should register more secondary accounts. If a user replies or posts, they should follow up immediately and respond enthusiastically, so that users can feel the joy of communication and sharing in your community.

4. The first guidance must be done well, encouraging users to post and reply to posts (pay attention to the reminder words and reminder methods, so as not to cause disgust);

5. Establish a level and authority mechanism to allow users to have a small goal that can be achieved in the community in the short term. For example, users can only post after reaching level 3, and cannot post or reply without registration or login, etc.

6. Give users positive responses. Users can get points, upgrades, corresponding permissions, etc. when they post.

7. Establish multiple response dimensions. Don’t just use replying to posts as the threshold is too high and excludes most users. You can set the number of readings, likes, flowers, attitude expressions (see Lu Songsong’s blog), etc. This can reduce the cost of responding and make it easier for users to express their opinions. The corresponding data will be under your control. There may be only a few comments on Zhihu with over a thousand likes;

8. Establish a perfect reminder mechanism. This is very important and painful. If there is no perfect reminder mechanism, users will not receive positive responses in time, which will cause a large number of users to leave.

9. There should be a corresponding punishment mechanism, which should be combined with the above permissions, points, and levels to prevent individual users from destroying the community atmosphere;

10. Focus on cultivating core users. Don’t expect every user to post or become an active user. Just establish a group of positive role models and influential users. Let users influence users;

11. Operate topics with high participation, such as various online activities held by Mop.com and Tianya.com, and topic operations on Sina Weibo . Small communities may need to have corresponding user resources to hold such activities, and accumulate them purposefully during operation.

12. Don’t think of yourself as a manager or maintainer of the community, think of yourself as a service staff. It is very important to have a positive attitude;

13. Provide extended reading so that users have other content access when reading posts. This does not apply to all community apps, depending on the product situation.

Go back to the starting point, grab a piece of paper and a pen, and write down the following questions:

1. Who are the target users? - Clarify the operation objectives, analyze the group characteristics, operate in a way that the other party can accept, and do not violate group taboos;

2. Why? - Clarify the purpose of the target users and present the content in a prepared manner;

3. Who are the users who post and reply to posts? - To find a breakthrough for early operations, analyze the characteristics of this group: age, online age, topics, etc., and provide targeted and highly engaged content;

4. Why do you post? - There are two situations: users come here with a purpose and a clear need to post, such as asking questions on Zhihu and seeking answers; the community provides reasons, such as being able to upgrade and earn points by posting, etc.

5. What role do operations personnel play in the entire process? - Free yourself to look at the overall situation. Don't limit yourself to operations and specific matters. Deeply understand the goals and directions of this product. Operations are just one path to achieve the goals. Seeing the overall situation clearly will be more conducive to your positioning. Maybe operations are not the only way to achieve the ultimate goal (this applies to all work, personal experience).

There are still many details worth thinking about. It is recommended that you break down all the work into specific execution details, list all the questions required to achieve your goals and answer them one by one. This is equivalent to the general outline of the work. It is inevitable that you will forget something after being confined to a specific task. Writing it down allows you to review and think about it from time to time. Personal practice is very useful.

APP Top Promotion (www.opp2.com) is the top mobile application promotion information sharing platform in China, focusing on Apple and Android application promotion and operation methods , experience and skills, channel ASO optimization , and App marketing information free sharing. Welcome to follow the official WeChat account (appganhuo).

This article is compiled and published by APP Top Promotion. Reprinting must include a link to this article. Violators will be held accountable.