If you want to improve the user experience of the community, the key lies in these points! !
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Through communication with many readers, I found that many people have worshipped the role of the community to an excessive degree, and even firmly believe that even without good products and good content, as long as there is a community, everything can be solved. Regarding this idea, I think it is necessary to say that although the community is important, its role in supporting product operations is still very limited. Its specific roles are mainly the following two points. First of all, when the product is not online or is not perfect, the community is one of the best means for the operation team to conduct user operations . After all, if your product has not been launched, or the experience in all aspects is not very good for the time being, but you want to retain many seed users or even core users, then through the community, you can maintain the closest contact and connection with them, listen to their opinions, bring them closer, and even motivate them to drive more people to use your product. In the early stages of a product's initial scale and user growth, if you have several high-quality communities, you can provide a lot of room for operation in terms of product content, activities, community, and so on. After all, your product may have fewer users at the beginning, and maybe no one will participate in activities, no one will produce content, no one will follow WeChat , and no one will forward pictures and texts. At this time, if you mobilize users in the community, or even provide some small material incentives, community members can quickly fill in these modules where there are no users, thus playing the role of stabilizing the product. But when the product enters a period of stable or rapid growth, I personally feel that the community is no longer of great significance to product operations . In addition to being used to maintain core users, the focus of operations should still be on solving problems within the product. Just like after I wrote an article about community, a guy came to me and excitedly said that after reading my article, they also planned to start a community. I told you to stop. Your products have millions of users and hundreds of thousands of daily active users. What’s the point of building a social network? How can a small community absorb your millions of users? Some readers told me that they wanted to form a large community of tens of thousands or even hundreds of thousands of people. This idea is also very unrealistic. As for the social media platforms, currently only WeChat groups are simple and convenient. However, due to the limited functions of WeChat groups, many operational methods have to be done by us operators ourselves. Do you think you can gather tens of thousands of people with just a few people through a series of operating systems? At the same time, since users will directly contact the operators during community operation , this will create different communities. Because of the different personalities and abilities of the operators, the feelings they give to community members, and even the "community user experience", are completely different. Some operators have strong capabilities, so the community user experience is good, while some operators have weak capabilities, so the user experience is poor. So what are the key parts that will affect the user experience in the community? First of all, in the early stage of community creation, whether users with different attributes can be accurately classified in the community is the first key to improving user experience. Let me tell you a story first. A friend of mine runs a public account related to weight loss. While running this public account, in order to consolidate his user base, he set up several weight loss communities and pulled many users of the public account into these communities to urge everyone to work together to lose weight. My friend really cares about this community and has put a lot of effort into running it. He asks community members to report their exercise results every day and their weight every week to urge and encourage everyone to lose weight. Logically speaking, all users of this community are aiming to lose weight, and their goals and attributes should be consistent. However, it was later discovered that even in such a simple matter as losing weight, users' attributes still showed different levels. For example, some users are extremely obese, and their goal is to lose weight to a slightly obese body; some users, on the other hand, aim to lose weight from a slightly obese body to a normal body shape; and some users are not fat, but are just working towards fitness. The users have the same goals but different attributes. As a result, friends group these people with different attributes into one community, which causes many problems in the actual operation process. For example, mountain climbing activities held on weekends are enjoyed by both slightly obese users and fitness users, but this activity is a nightmare for super obese users; super obese users are happy to participate in activities such as aerobics, but fitness users are not very enthusiastic about it. In the part where everyone reports their weight to each other and encourages each other, the super obese users have finally lost some weight, but the weight revealed by the fitness users is a big blow to them. Although they are also working hard to lose weight, they still feel very discouraged. Later, my friend quickly realized this problem and decisively divided the group according to weight, grouping together people with the same goals and similar user attributes, thereby better stabilizing the situation of the community. Therefore, I suggest that when you build a community, even if the users’ goals are the same, you should not pull all users into it. Instead, analyze the attributes of the users and divide them in a regular and organized manner to make the community more stable. It’s like everyone is trying to study hard, but why would a junior high school student be willing to mingle with elementary school students? I have joined various types of communities: Internet, business, food, English learning, early rising, and so on. I think there are some serious common problems in the operation of many communities, and these common problems are mainly concentrated in the following two points. First point First of all, the community managers, including administrators and group owners, are too boring. They are so bored that they have no sense of presence and no cohesion in this community. Why are most communities so lifeless? Part of the reason is that the operators are relatively introverted or busy with work, so they are unable to mobilize the atmosphere of the community well. Therefore, I suggest that when each operation team recruits community operations, they must look for people who are cheerful, willing to chat, and good at communication. Moreover, in the first one to two weeks after a community is established, it is best for community operators to remain active in the community, make jokes, encourage people to speak, and liven up the atmosphere. It would be better if the operations staff gradually stepped back behind the scenes as the members gradually became familiar with each other and became close friends. Second point Another problem is that I find that most community operators now lack the "seamless connection" operational thinking when introducing new people. For example, after I joined a community, no one greeted me, no one introduced me, no one paid attention to me, and I was just left there. I watched everyone chatting enthusiastically indifferently until a few days later, when someone noticed me. In the end, no one noticed me at all, and I was inexplicably lost in the crowd. I also know that many communities emphasize a sense of ceremony when introducing new members. For example, when a new member arrives, he will be asked to change his business card, send emojis, applaud, send flowers, etc. Although these have greatly improved the user experience, they are still not enough. The "operational gap" should be made smaller. I have joined a "daily early rising" community before, and this community does a very good job in this regard. After a friend pulled me in, the group members welcomed me instinctively. At the same time, the administrator, operator, and deputy administrator quickly added my contact information, first introduced their community to me in a friendly manner, learned some basic information about me, and invited me to introduce myself at the new member session that night. After the introduction of the new members, I also received a brief introduction of the community members. At the same time, the community also matched me with members so that the old members could guide me to quickly integrate into their early-rising check-in activities. Going through the entire process, from entering the community to finally integrating into it, I didn't feel any panic or unfamiliarity at all. Instead, there was someone to assist me at every step, which of course made the user experience more comfortable. Therefore, I think the ceremony and process for introducing new users to the community should be more detailed and tight. After all, when a person suddenly enters an unfamiliar environment, if you can resolve his self-defense instinct through operational means, then I believe that the user's sense of belonging to your community will undoubtedly be greatly enhanced. I have said before that a community does not simply consist of a bunch of users together. The essence of a community is a group of users working together for a goal. I call this process of hard work the content output of a community, and it is also the most valuable soul of a community. For example, my friend’s weight loss community has the goal of losing weight, so its content output is that everyone checks in every day, reports their steps on WeChat, sends the numbers on the scale, and does fitness activities in KEEP to work together to lose weight. The goal of an early rising community is to develop good habits of rising early. The content output of the community is that everyone supervises each other to rise early and check in in the group every day. I also know a PS learning community. Learning PS skills is the goal, and learning a PS skill every day is the content output of this community. Since the content output of a community is its most important value, in order to provide community members with a better user experience, I suggest that operators should give more thought to the setting of this content. Such thinking is mainly based on the following two points. First of all, the "content" output of the community should not make users too tired. In any case, the community is just a diversion for users outside of work and life, not the main part of life. Therefore, your community content output must be simple and fast, and it must not take up too much of users' time. Previously, a reader set up a sketching community and led everyone to draw a sketch every day. Later, he couldn't continue. This is normal. Let’s not talk about how complicated sketching is. The time it takes to paint this picture is enough to make everyone very tired. It would take at least one to two hours to finish it. So users had a strong desire to participate at the beginning, but as content output took too much time, everyone’s enthusiasm came and went quickly and soon dissipated. Some communities like to hold lectures and sharing sessions, which is also fine. But social sharing actually takes up a lot of time, so these communities are simply held twice a month. This is also absolutely unacceptable. Think about it, the community only outputs content once every two weeks, which is such a long cycle. It would be great if this community could be close-knit and make users feel valuable and have a sense of belonging. Therefore, the "content" output of the community should strive to be as high-frequency, simple, and effective as possible, fully mobilizing everyone without taking up too much time. Through such high-frequency small activities, we can ensure the close connection of the community and remind everyone that we are working hard every day (not necessarily every day), which brings a strong sense of belonging to the community members. summary Having said so much, I still want to emphasize that, no matter what, the community is an operational position that requires the operator to maintain a high level of flexibility in the overall structure. In the process of various flexible operations, how to maintain the general direction and the overall forward driving force is a question that all operators should think about. In the meantime, if you can provide a good user experience for community members and make everyone feel extremely satisfied with your community, it will definitely strengthen the stability of the community from the side. Only a stable, close-knit community full of a sense of belonging can unleash tremendous energy and thus provide strong support for the operation of the entire product. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by the author @刘玮冬 (Qinggua Media). Please indicate the author information and source when reprinting! |
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