Baoman Operations Director: How to operate a new online community starting from the content?
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When I joined Baozou, the official website of Baozou Comics had become increasingly mature, but I had also experienced two major changes. I also participated in the construction process of Baozou Pai and Baozou Expression Collection from scratch. I believe my experience can help you solve the content operation problems of the newly launched community. (The following cases will also focus on these products) First of all, content operation is not just about posting and writing articles. You have to understand why the company wants to make this product and what strategic significance and commercial value it has to the company's overall business. Although you may not be at the decision-making level, as an executive you must understand the purpose of the product in order to make greater improvements in content operations. It seems very mysterious. For example, when Wang Nima was creating the violent expression, he also tried to make an original Chinese comic product at the beginning, because promoting Chinese comics has always been his wish. He also spent all his money to hire many excellent painters to create original works. Although the effect was very good, after spending a lot of effort, Lao Wang soon discovered that piracy had occurred and was rampant and could not be curbed at all. In order to prevent the situation from further deteriorating, he had to stop the project and stop the loss. How to solve the problem of original works being pirated? Lao Wang learned from his mistakes and placed his hope on using the violent expressions to achieve UGC, so the violent comics maker was created. A production tool that carries the dreams of comic producers. What is the official website of Baozou Comics? It is a community for fans of Baozou Comics to make friends through drawing. What if you can't draw? We have the Baozou Comics Maker. If an operator can only draw violent comics by himself, then he should be called a violent comic author. What is content operation? Content creation + content management. Next, new products need to be filled with content when they are launched. You cannot expect new users to have fun in an orderly manner around the product theme as soon as they come. Even for products with a high-volume audience of tens of millions per episode, if the operation does not provide good guidance and overall control, users will have a mess of the game. So, how to fill new product content? 1. Clarify the product positioning. The boss usually has an idea at the beginning of creating the product, because this is related to the overall business model . At the same time, as the operator, you can also ask the product manager . In the second half of 2014, the rise of video platforms was noticed. Miaopai , Meipai, Kuaishou and others had already occupied their own territories. Baozou, which already had an advantage in video content, also joined the melee. This is the environment and background in which this product is located. At that time, I was responsible for setting up the operation team during the launch period of Baozoupai. 2. Clarify user positioning, know what the market is, and attract new users through corresponding channels . Don’t think that this is something that promotion or user or event operations do. Whether it is product content shown to users in the channel or event content, your participation is required. Baozoupai has the ready-made "Baozou Big Event" as a channel, and also held a call for submissions. Yes, that little secretary was me. On the day the video was broadcast, I received more than 200 calls and more than 2,000 video submissions in one week. Yes, the power of video is so terrifying! But do you know the hard work put in by the operation team behind the scenes? At that time, there were only three people in charge of project operations, but they had to arrange the entire event before the Spring Festival. In practice, everyone was a content operator! At that time, the launch time of Baozoupai coincided with the Spring Festival, and we hoped to quickly increase high-quality video content after the launch. After discussions between the product manager, development team and operation team, we planned a short video shooting event called " Live Broadcast of the Spring Festival". Attached is the overview and arrangement of the event: Activity theme: Live broadcast of Spring Festival Target audience: Android and iOS users of Baozoupai How to participate: Baozoupai users shoot and upload a short video on the theme of the Spring Festival in the App, such as New Year greetings, New Year blessings, showing red envelopes, buying New Year goods, food, etc. Indicate "#直播春节" in the video description Activity display: Both the App and the official website provide interfaces for displaying and viewing videos, and select high-quality videos for use in columns such as "Baozou Big Events" Activity rewards: Users who upload high-quality videos and popular videos (calculated by likes and views) will receive peripheral rewards Deadline: March 5 (Lantern Festival) Expected results: 10,000 participants, 100,000 videos, 1,000 high-quality videos The results of the promotion were encouraging, eventually reaching 300,000 daily active users. But these are all based on clear product and user positioning, and content operations must also be involved. 3. Preparation of content materials: A community product requires a large amount of content updates every day . It is not enough to rely solely on the operation team to think hard, because it is easy to fall into subjectivity and drain energy and ideas. The operation team of Baozou Comics is known for its wild creativity, but it has also suffered losses. Some veteran operators kept brainstorming, but eventually their minds ran out and they chose to resign because they could not bear the pressure. This was a loss for the company, the product and the team. Knowing what content users like, collect it through corresponding channels and build a content material library. In this regard, whether it is a product, Weibo, WeChat public account or other self-media platforms , Bilibili also used a lot of Youku sources in the beginning. It is also worth mentioning that the comment area of community products is also the main battlefield for content operations. In addition to posting, you must take the lead yourself or hire a large number of online commentators to heat up the message area from the beginning. It's like if you opened a restaurant, you always need some basic dishes (post filling) and the support of shills (comment section). If customers come to your new restaurant and find that there is no food and no people, they will turn around and leave (bounce). Operators also invite popular celebrities to interact with users in the comment section, and the effect has always been good. After the basic content is ready, let’s talk about the most critical point, which is also the first step in content operation: creating core content. Creating core content is related to cultivating seed users , and the role of core content is also obvious. It can form word-of-mouth. In addition to meeting users' high-level needs and enhancing stickiness, it can also form external output, shape the brand, allow new people to continue to pour in, and expand market share. At this time, someone will jump out and say: "I am a content operator, not a user operator . Why should I cultivate seed users?" Obviously, without user content, the community will lack interaction. Even a news community that only officially releases content needs to discover co-authors to provide more high-quality content, not to mention the big names in the comment section. Let me emphasize again that the job of content operation is to package what users like to watch most. Content operation is like a magician. No matter what the process is, winning the audience's applause means you have won. How to create core content? 1. Create product features You may not be able to participate in this basic operation, but you must understand what are the advantages of your own products in the fierce market competition? Then create and manage content based on product features. For example, although the usage of Baozoupai is not much different from other products like Meipai, in terms of user experience, it emphasizes that the content is mainly funny. Users can add Baozou's exclusive expressions when making their own videos, which fully utilizes the advantages of Baozou comics. 2. Establishment of seed user group The operations director of Gudong Sports said: "We think of far less than what users help you think of." Wang Pu, senior operations director of LeTV Mall User Experience Center, also said: "Never underestimate the IQ of users." Everyone can empathize with the contributions of users. Core content cannot be separated from seed users. A group of seed users gathered together become your content reserve. There are two ways to build a seed user group for your product: (1) Users attracted by self-cultivation through promotion or activities in the early stage of product launch We can select users who can create high-quality content. As the product grows, we can also discover new people with potential and train them, or use the platform's popularity to directly invite them for free and cooperate with outstanding authors who come to us. (The picture shows a part of the original comic by Azai, a well-known author on the official website of Baoman) In addition to Azai, we have also cultivated comic masters such as Weiwei Xiaozhu and Ultimate Jetton. (2) External recruitment and poaching Hiring mature authors can help you quickly establish a high-quality content output system, but it costs money, and you get what you pay for. This depends on the needs of your own products and users. Randomly inviting authors who do not match the tone of your community will not only fail to broaden your range of roles, but will also cause disgust among old users. In 2014, in order to expand the scale of authors (seed users), I looked for painters everywhere on P站, YouYaoQi, and Tencent Comics. Since I have been in the comics circle for many years, I also brought a lot of friends with me, such as Gan Mengmeng from Tencent Comics, who used to be an assistant for the comic version of "Zhu Xian". When she came to Baozou Comics, her painting style also adapted to the local customs and became like this. 3. Core content output Internally, you need to show users what they want to see and block what they don’t want to see. Externally, you need to spread the core content so that more people know about your newly launched community. Partitioning and personalized recommendations are common methods of internal output. Be careful not to have too many pictures in the partition. This should also be carried out according to the product and user positioning. Be careful not to have too many pictures in the partition. This should also be carried out according to the product and user positioning. In 2015, the layout of the Baozou Comics APP was divided into sections, in addition to the original core categories such as Baozou Comics and Gif Monsters, also adding travel, homework, beauty and other sections. In the end, old users were not used to it, and new users did not care, so neither side was pleased. In 2016, we streamlined the layout again. This is the recommendation from the official website of Baozou Comics to users who watch "Baozou Big Event". However, while the official website focuses on recommendations, it fails to block out categories that some users do not like to read. This is a direction that needs to be improved in the future. Externally, it is the promotion work of content operation, and some companies also have dedicated promotion personnel. What needs to be specially mentioned here is that one of the smart things that Baozou Comics did was to facilitate the evolution of Baozou Emoticons into Baozou Comics. Baozou Emoticons have become an IP, and anyone who uses Baozou Emoticons or creates Baozou Comics is actually promoting our content, even if it is not official. The summary post about the Rage Comics emoticons in Li Yi Bar is equivalent to a free promotion for us by the forum users. There are many examples like this, which once again proves that a good strategy is much more useful than doing many tactical things well. After the initial content is completed, the community's content operations will enter a repetitive creative state, during which time they will also participate in event content, business, and advertising content production. They can also use their imagination to do event marketing , which is generally very interesting. Finally, let me share some experience. Although we should not underestimate the IQ of users, we should not overestimate it either. The tone of the product is set by the company, and you should have a mentality of "my territory is my own", and if you blindly try to please users and let them lead you by the nose, you will gradually lose your creativity and your work will lose its vitality. In addition, users have different opinions, and you will easily become exhausted. The core content is not to serve a dish to the user and ask him to say it is delicious, but to make him say with his eyes shining that he has never eaten such delicious food. It is very important to grasp the hearts of users for content operation. Don’t treat yourself as an outsider just because you are involved in user operation. Without users, who will read your content? If you don’t understand users, your work will only be for your own benefit. Similarly, for products, only when there are users will people play the product, and only when there is content will users know what to play. Content operation and user operation are two positions, and they can also be two operating methods, which are inseparable. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @Xia Yu is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! |
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