Almost everyone thinks that social networks are the next Internet trend, and one after another rushes to get in on the trend, mastering many community operation methods and means, and looking forward to showing their talents. However, in the actual operation process, we found that there are various problems, especially in commercial monetization, and lack of effective methods. It is like we have mastered countless principles in life, but in the end we find that we still can't live a good life.▐ The article will be developed according to the following map:1. Interpretation of the communityA community is actually a group of people who come together for the same or similar values and to exchange benefits with each other. Of course, this part of the benefit is not only material, it may be because of emotional value. Even if the value transmission within the community is not very good, people are still willing to spend time collecting and summarizing.A community is not a product, nor is a group of people gathered together just called a community.The importance of community to product operation can be divided into four parts: attracting new users, activity, retention and conversion.2. Attract new usersMature communities have IP effects and can drive users to spread and divert traffic at the lowest cost and in the fastest time.▐ Active UsersMake use of social networks as a carrier for users and establish user communication touch points. If the community users are highly sticky and active, such a community will have great communication power.▐ User retentionFor low-frequency consumption industries, communities can be used to retain users based on their focus.▐ Convert usersA community is the result of gathering around a value point, and the ultimate goal is to maximize value.My definition of community is decentralized and interest-based, with a fixed center and dispersed edges. Of course, some friends here may have some questions about communities and neighborhoods. How to distinguish between communities and neighborhoods? From the perspective of participants, the difference between a community and a group is:
Communities are about social interaction among acquaintances and strong relationships. Communities are able to self-organize and self-operate. Individuals join communities to gain connections and build trust.
The community is an organization where strangers socialize and have weak relationships, and it relies heavily on managers (moderators). The main purpose of individuals entering the community is to read the content, while writers gain fame.
So, after understanding the principles of communities and community operations , think about how to carry out refined community operations?3. Refined operation of the communityWhen operating a community, if you always make overall decisions in a big way, it will be difficult to accurately grasp the current problems of the community, and it will waste resources. Therefore, the refined operation of the community is divided into five major points for explanation.1. GuidanceWhen many people talk about communities, they think about whether to set thresholds. First, we have to distinguish the attributes of the community and what category the community belongs to. Sometimes, in order to set up high-value sharing, the community audience is very clear, and in fact, thresholds can be set.However, if you only want to ensure the dissemination of value but lack the corresponding guidance, for example, you establish a technical community and ban most users in order to share efficient and valuable articles in real time, and reduce sharing and communication, it is actually meaningless.Therefore, for the refined operation of the community, what is often needed is not rules, but guidance. It is also appropriate to add some reward and punishment mechanisms here. For example, in a community activity, it can be a topic discussion or guest sharing. Based on the user's performance, some product-related rewards can be given to gradually guide the user's enthusiasm.If users accept the rules of the community, such as not being allowed to invite people privately or post announcement links, we can use the assistant @Admin to point out the problem and guide other users to perform the same operations when faced with such situations, so as to create a good community ecology.2. DataThe data here may mainly target the entry of new users, the loss of old users, or the number of people initiating activities within the community, such as daily check-ins. By digitizing them, the causes of existing problems can be intuitively reflected.
Which types of channels do we acquire the most users?
Which platform has the highest conversion rate for tweets?
Does the style of copywriting affect the data?
Whether the activities have met expectations
By learning from the data, we can make some strategic deployments for these situations, and conduct a review when necessary to calculate the input-output ratio of this time.You can also describe the user portrait through the funnel comparison in the figure below. The data can distinguish the proportion of each category among the active population, so as to make targeted improvements.Through the example of daily check-in, we will explain in detail the real application of its data in community operations. When we are operating a community, sometimes we can achieve the desired results by signing in to make it active. At this time, we need to conduct a deep analysis to determine what goals should be achieved by signing in and set the time and means of signing in. If we make decisions based solely on subjective assumptions, it will be difficult to achieve the project goals.So, here are some suggestions:Based on data, organizations formulate community operation strategies. You can use background data, such as the concentration of check-in time, to determine the subsequent activity push. You also need to set the total number of check-in days based on the "user scenario", which can be 14 days. This way, users will not be bothered by spending a lot of energy, and can also form user habits.3. The community must be settledAs the Internet continues to grow rapidly, as a community, even if it has huge traffic, it will not go too far if it remains unchanged. Therefore, it is crucial to operate the community to quickly precipitate its value. This is a refined and vertical precipitation. When others talk about it, they will think of the shining point of community operation in your hands.When other users enter your community, they can accurately find the value they are looking for, forming a value-matching and strong value relationship chain, which means that the precipitation is very precise and in place.4. The community must have supply and demandThe reason why users join communities is that there is a need. At the beginning, it may be the most basic learning need, but through the operation of the community, this need may be sublimated to the need for mutual respect.▐ For example:Some time ago, in the student exchange group I run, the freshmen were all in a period of confusion when they first entered college and a period of missing their hometown, and they encountered many psychological problems.At this time, what they need is mutual respect and recognition. They hope to get more inspiration for their own development and hope that people of similar or slightly older age can be honest with each other. This is what we call the need for respect. By respecting needs, desires can be gradually elevated and gradually rise to self-realization. Emotional interests or other interests and benefits can be reflected in the community, rather than simply seeking emotional sustenance.Of course, this is just a small example of community operation, but a community that relies solely on weak relationship chains is not conducive to long-term development. What is needed is a more precise interest chain to achieve personal realization of users.To put it simply, users' sense of belonging to the community has gradually evolved into a sense of honor. In order to better reflect their value, a kind of community communication will be formed, which is no longer a one-sided demand relationship.5. The community must be scalableI have always believed that communities must continue to grow in line with reality. No matter whether your community is based on WeChat , QQ or other platforms, what you do is not only based on the growth of the community ecology under the platform, but also the exploration of community forms outside of it. In order to prevent the platform from affecting the community, the growth potential of the community is also a key point of attention.4. New journey of community operationAfter introducing the community’s arduous journey, the current status of community operations is described in two parts: product-based communities and functional communities.▐ Product-based community
Social networking functionality (Douban, Maimai)
Functional community (my kitchen network)
Among them, the products mainly based on Douban have the function of community, and its main purpose is to increase user stickiness and social needs, which is also a technique to delay the aging of the community. As for the functional community, Wochu.com will pull first-time buyers into the group and continue to increase the number of users. In each issue, it will release product links to the group to promote their second purchase, and treat the community as a function.▐ Service-oriented community
Community service
Serving the Community
Some communities are merely tools for services and processes rather than real communities. After joining the community and conducting online presentations, they are pseudo-communities that meet the needs of product operations. Service communities actually treat the community as a service product to better communicate within the industry, continuously produce content, serve the community, and achieve the purpose of community operation.5. ConclusionThe threshold for community operation is not high, but there are very few who can really operate it well. The essence of a community is demand. If the value and demand issues are not resolved, the subsequent operation and monetization issues will also be difficult to solve. Only by thinking through the fundamental issues can other "skills" be easily implemented.
Mobile application product promotion service: APP promotion service Qinggua Media information flow
The author of this article @四季 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!
