Community operation strategies at different stages
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Infancy: protection period, developing cognitive abilities Try your best to find the best seed users The goal of finding core users is that the seed users of the community must be better than the target users, because there is an ancient saying that goes "learn from the best and you will get the best results." So when you find a very good KOL user, he may not be as good as your KOL user. If you look for seed users based on the appearance of ordinary users, the users you attract may be slightly worse than them. Therefore, when looking for seed users, you must do your best to find the best users you can, especially in the early stages of the product. Establish operating rules and set boundaries When we first started, we had to make a boundary plan around our core functions and clearly tell users what we do. Then there are the boundaries of the content circle. For operations, I tell users what can appear and what cannot appear. These are the most basic things in the early stages. Understanding users is the basis of all operations, and finding the right operating partner is very important Some people can’t do the same thing while others can. Why? In the early stages of operation, you can grasp the tone of the circle, determine whether they are core users, divide the core user circle, and exclude inappropriate enthusiastic users. In the early stages, it is important to manage the core user circle well, and the values of the people in the circle must be consistent with the orientation of the startup company. Childhood: Teach students in accordance with their aptitude and guide their specialties Segment user attributes At this time, you need to subdivide user attributes. As a community, there are many user attributes. For example, in a community, some people are good at posting, some are good at replying, some like to chat, and some like forums. But at this time you can already start to segment users and give them room to play. Keep your core users at a distance It is also particularly important to maintain distance from core users. When you are too close to the users, they will easily notice the "incompatibility". When you are especially close, in fact, everyone's expectations for product development, such as opinions on the product, may not be on the same page sometimes, so it is important to maintain an appropriate distance from users. Be careful when changing products During the infancy of a product, we are relatively cautious about making changes to the general direction. At this time, the most important thing to do is to optimize around our core functional areas. Product changes will cause confusion among users, and the product preferences of users who have finally settled down will easily be lost. Keep doing activities to stimulate activity When it comes to a product that has a relatively fixed form, the only way is to constantly create festivals and topics to maintain user activity. There may be less room to tap into users' sense of freshness in the product, so operational activities are needed to make up for it. Segmented operations positions At this time, a single operator can no longer meet the needs of the community. Understanding users and liking users are the basis of community operations, and content operations must grasp the tone of the community and users. In user operations , we should pay attention to the maintenance of core users and the sorting out of feedback and suggestions. At this time, we can continuously provide feedback to users, and the ideas of different users can also be output through feedback channels . Event operation is the highlight of the entire community operation. Adolescence: Exploring a New World Form methodology and routines, incubate more operations and business models , and form an operation matrix When we reach adolescence, we need to form methodology and routines. The content and routines of operations will influence the formation of our own methodology and routines. In this way, we can start user operations in a rhythmic and regular manner and incubate more operations and business models to form an operation matrix. Dig deep into the identified user tags and user hot spots and memorize them At this time, what user operations need to do is to dig deep into user tags. All operations should be familiar with their users' keywords, think deeply, and combine with hot topics. Good topics and good plans are half of success. Develop yourself into a target user Once you yourself are the target user, you will clearly feel that they will definitely be interested in this topic and plan, and it will be more reliable. Rich product forms The product should be relatively fixed at this time, and we should cooperate with operations to incubate some newer functions and enrich the product form. At the same time, guidance for user sharing is added at the content output end. Add content matrix Previously, our community content was UGC content. Now that we are going to form an operational matrix, we may add PGC content, live broadcasts , and official accounts . The content format of the entire product will become richer from single UGC content, providing users with more choices. To all operators: The so-called talent of operation First of all, we need basic learning, execution and communication abilities, which we call general abilities. Then you need to have a skill required for operations, which may be copywriting , communication with users, or data. We call it expertise. In addition, we value "openness, empathy, and correct outlook on life", which can determine whether we can go further and longer. Let’s share this with everyone. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @邱爽 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! |
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