Share 6 tips and some experiences in community operation based on my 10 years of operation experience!

My understanding of community refers to various groups and group-like tools . Don’t classify communities as communities. Communities are platforms. I would say that I am a community operation practitioner, but I would never say that I am a community operation practitioner. The greatest value of a community lies in two aspects: UGC data and user data. If a community cannot accumulate UGC, its operation difficulty is incomparable to that of a community.

When I joined Mop in 2007, the group was just a basic operational tool in our operations. I still believe that the community should be based on the business, rather than being separated from the business and the platform. There is not much meaning in its isolated existence. I have always believed that community economy is a false proposition. In any case, it is of no help to our actual work.

When it comes to community operations, I think I should have enough say. Up to now, I have 3 WeChat accounts , nearly 10,000 friends and countless groups, 3 QQ accounts (2 members), nearly 200 groups, and nearly 7,000 friends on Maimai, ranking 7th in the industry. The limit of my Alipay friends has been reached. I have more than 60 personal fan groups, with more than 20,000 people in each group. Basically, I would have reached my limit in 99% of the companies.

Regarding this topic, I will devote an entire section and several chapters to it in my second book (the first book will be published on the 15th of this month and will be signed in December). Today I am just going to talk about some of my little experiences and lay the groundwork, hoping that it will be helpful to everyone.

Let us first clarify a core theme: What is the greatest significance of the community? I think the following points need to be clarified first:

1. For the platform, the greatest significance lies in establishing user relationships

For any social platform, establishing user relationships is undoubtedly the most critical link. Compared with later Weibo and SNS, BBS has very weak user relationships, which is also an objective factor that cannot keep up with the trend. It is actually very costly to establish one-to-one friendships, but when users are gathered in a community, the cost of adding friends becomes very low. Why? Because humans are social animals, deep down we all want to make more friends because we are afraid of loneliness. But out of self-protection, you will never add a stranger as a friend. But when everyone sits together, as the friendship deepens, your vigilance will decrease, or for some reason, you will unconsciously want to add friends. This is human nature.

2. You can’t build a community just for the sake of building it. You must first understand the purpose.

All operational work must be implemented, and the same applies to the community. For example, when we work as moderators, the group is just our auxiliary tool. Our goal is to help everyone better communicate about work, arrange work, evaluate and announce results, etc. If you say that you create a group just to allow users to chat and communicate, then I advise you not to create any group at all.

3. Community founders need to take responsibility

We often find some headless groups. The so-called headless means that there is no group owner or the group owner rarely shows up. If you are a very influential person, it would be fine if everyone is just your fans. Since you have built it, you must take responsibility, or don't build it. The leader of the group is the soul. A group without a leader cannot survive and will surely die.

If you have one, maintain it well. This is the basic principle. You can find a way, but you can't just let it go.

4. It’s not the number of groups that matters, but the quality.

I won't make excuses for this, and I admit that I have made many mistakes. I have always been a person who is extremely passionate about numbers, and I used to do whatever it takes to pursue them.

Among my fan administrators, there are some who are very good at running certain groups, and their influence in the groups even exceeds mine.

It is very difficult to do things well. In order to make up for the lack of energy, we often try to make up for it with quantity, and use tactical diligence to cover up strategic laziness. However, this often does not make up for the loss. First, the cost is high, and second, we are increasingly unable to cope with the task.

I have to reflect on myself, and we will work hard to be more precise in the future.

Next, I will talk about some of my little experiences and methods. I will try to combine some small examples from my community operation process:

The user pyramid is not only applicable to user operations , but also to many other tasks, and community operations are no exception.

Based on this theory, I would like to reiterate a point of view: a stable user pyramid should have at least three levels. WeChat groups only have two levels, which is contrary to the logic of user operations and will greatly reduce operational efficiency. This is like a company of 500 people, with 499 people reporting to one CEO in parallel. The group leader will be either exhausted or annoyed. Over time, the novelty will wear off and he will naturally get tired. This is why there are more and more dead groups on WeChat now.

Back to the user pyramid, if you want to build a user system, then you should build a community matrix according to the user pyramid. For example, all my fan groups are built strictly according to this logic. I won’t go into detail on this for now.

If you are just running an ordinary group and you want to make it more refined and make its users more active, then you have to operate the middle layer of the user pyramid separately. The logic of user operation is to influence 80% of users at the bottom of the pyramid by operating the 20% of users at the top of the pyramid. Community is also a logic. So I have a lot of fan managers.

This is how Fei Xiaotong talked about the relationships among Chinese people in Rural China: It is like throwing a stone into the water, forming a circle of water. The circle is centered on the self. The better the relationship with you, the closer the circle is to you. The worse the relationship with you, the farther away the circle is from you or even disappears. Therefore, in the eyes of the Chinese, they will not care about people who have nothing to do with them, even their life or death. Therefore, Chinese people value relationships and human relationships.

The same goes for users. If you are nice to them, they will naturally feel close to you. If you are indifferent and mean to them, they will hate you deep down. Maybe you are a big leader in the company, you can give orders and make plans, but if users have no perception of you, then in their eyes, you are nothing.

We say that user operations are difficult, but in fact, what is difficult is human relationships, human hearts, and human nature. For many things, you have to think about what they think and what they can reach.

Social group operation is much simpler than community operation, but time is indispensable, especially in the early stages. You must make users feel that you and they are in the same boat, that you are connected with them, share honor and disgrace, and that you are theirs.

So you have to take the time and don't make excuses for your laziness! Want to be lazy? Sorry, no way! I'm being more realistic.

The principle of user operation is to spend 80% of the time on 20% of core users, and the same applies to communities.

In a community, the active proportion may exceed 40%, but for a platform, there are countless communities on it, and their activity levels must follow the 80/20 rule. Those who speak are always a minority, those who contribute content to you are always a minority, and those who are valuable to you are always a minority, there is no exception.

Operations personnel need to know how to judge and screen out which are core users and which are likely to become core users, and then we focus on operating them well, so that we can revitalize the entire community. This is the difficulty of community work. I need to be strict in screening, rather than lenient. To some extent, this is also a kind of cost awareness. Less is more.

The quality of these core users you select and operate will directly affect the operating results of the community. Operators need to consider the overall situation rather than relying on their own likes and dislikes.

The rules I am talking about here do not only include the well-known group announcements, what can and cannot be posted, penalties, etc. I mean that certain rules of play need to be set.

1. The content orientation of the community needs guidance. Many group chats go off topic and start talking about all sorts of relatives or some very under-the-radar topics, which are not good.

2. Operators need to organize interactions and topic discussions regularly.

3. Maintain the fluidity and basic metabolism of the community. As the saying goes, running water does not rot, and door hinges do not rot.

4. Basic rules of incentives, rewards and punishments.

5. Others, etc.

As the saying goes, birds of a feather flock together. What kind of person you are will determine what kind of users you attract. If you are the one who brought him here, then you chose him yourself. If he doesn't like you, he will run away sooner or later. Our responsibility is to manage those who recognize us well.

Users can infect each other with knowledge, and your role is even more critical because you are at the top of the pyramid. Your every move and every word are watched by everyone. To put it bluntly, you are playing a leading and exemplary role. If you do this, it means it is OK to do so, and they will follow your example. So it’s not easy to be a group leader.

So many times, you need to do it yourself. Don’t think of yourself as a big shot who can give orders to everyone. Think about it yourself, on what basis do you get to order your users around? What are your capitals?

Bad money drives out good money, and this is a universal rule whether in a community or a neighborhood.

To drive out good money, we need to be quick, accurate and ruthless, and we will never tolerate evil. Many groups are destroyed by bad money. Once they enter, they will bring in more bad money to cause trouble. Gradually, the good money can no longer play, and there are fewer and fewer bad money and they are no longer active.

There are several main types of bad money: advertising parties, troublemakers, rule-breakers, etc., among which junk ads are particularly annoying. As the Internet becomes more and more developed, they are also becoming smarter and finding new ways to play. I often struggle with them and it's very troublesome. It's annoying just to watch them. Sometimes I really don't understand why many advertising parties are still using the web1.0 method. What's worse, some of them are not ashamed of it but proud of it. I won't name them.

The community is a very good tool that can help us acquire more reliable and effective users. Please use it with caution. As an operator, you should explore a set of gameplay that suits your platform and meets your needs. It should be a complete link, and each link should not be separated from each other.

As for its usage, it can be combined with many of our practical work. I told them before that new media operations can also be combined with community operations, and everyone can give it a try.

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