The key to breaking community fission from within is to build a good user role structure!

When operating a community , you will inevitably experience helplessness when there are only a small number of users, and you will also pursue the sense of accomplishment of rapid user fission. When the number of similar users continues to increase, the possibility of monetization will become greater, and such a community will be "fun".

The fission of a community is like the change of a person. Some people would describe it as an egg breaking from the inside or from the outside. For a community, once there is large-scale exposure and event hype, it will be known to more people in an instant, and the number of users will experience explosive growth. A viable community fission will go through a long gestation period in the early stages. Only when the user status reaches a critical point will the fission begin to break down from within.

Some communities continue to invest money in explosive promotion, but ultimately fail to achieve real fission. Xiaoyuan has also experienced this situation, and has also experienced the solid process of continuous incubation and fission of the number of users. Next, I will share the conditions for community fission and the trajectory of user changes based on my failed experiences and relatively successful experiences.

Breaking the community from the outside is more dependent on the conversion of attention, which is usually a short, fast single burst, while breaking the community fission from the inside is a continuous process. This fission focuses more on the health of the user structure within the community, cultivating different types of user reserves within the community and unleashing the corresponding force that promotes fission.

1. The structure is reasonable, and the fission trajectories are interlocking;
2. Character energy, cultivate the driving force for fission.

Understand the structural changes of user roles in real time from multiple dimensions, keep paying attention to the emergence of critical points of fission, set corresponding driving factors (activities, investment, interest incentives, etc.), and the community will continue to undergo fission in progressive scale from within. Do not underestimate the spread of any user, as these trajectories can reflect the status of community users under large-scale fission.

Grasp user needs and stimulate community fission——"Uncle Kai tells stories"

Official introduction:

Uncle Kai's Storytelling was founded by the famous host and father of two daughters, Bald Wang Kai. It is China's number one storytelling brand and the largest parent-child platform on WeChat , interacting and sharing with more than 4 million families every day. A magic tool for lulling children to sleep and a parenting guide for parents.

Regarding "Uncle Kai Tells Stories", many people think that he is just enjoying the dividends of the WeChat public account , but Xiaoyuan has to say that there are really many things worth learning from Uncle Kai Tells Stories in terms of the community.

First of all, taking advantage of the urgent need to listen to stories, Uncle Kai’s storytelling continues to rely on the spread of KOLs and gradually builds a larger user base. When the user base reached a certain number, they started some more practical user fission actions, such as activating users based on IP (Xiaoyuan saw that Uncle Kai’s storytelling had in-depth cooperation with a well-known parent-child writer on the official account ), and more importantly, using different product lines to hit the pain points of specific groups to carry out community fission...

The community is activated and begins to fission by accurately identifying and satisfying user needs. When the number of users is large enough (I heard that there are more than 40 micro-class groups for Uncle Kai’s storytelling), each user will experience large and small communication fission based on the influence of their needs after their needs are met. When operating community fission, many people will stimulate user dissemination through activities, but ignore the value points of users landing in the community, and ultimately users will only be lost.

"The one you need most", "The one who needs you most"

During the process of community fission, the roles of users will continue to change. " Seed users " will become ordinary users, "protesters" will become KOLs... These changes are all to make the community reach the critical point of fission.

① Value critical point:

The critical point of value includes the degree of identification with the community, the pursuit of interests, etc. The emergence of the critical point means that the corresponding users have already reserved the power of fission. For example: in a knowledge-sharing community, a certain part of the users, after a certain amount of training and education, already have the value of producing high-quality knowledge. At this time, just one active dissemination, a group sharing, a sharing collection, an interview... any sign may detonate the fission of this value.

② Critical point of number of people:

A community still requires a certain number of people to play . The effect of community fission is related to two aspects: one is the number of people affected, and the other is the quality of content. Therefore, effective fission can only be triggered when the number of people affected reaches a critical point. This is why many average ideas succeed because they are spread across a large base, while very good ideas disappear in the small-scale interactions of a few users.

Thinking: Most of the content that employees forward collectively to their Moments has become a false “screen-sweeping” that is limited to within the company!

When disseminating content, many companies habitually require their internal employees to constantly share it on WeChat Moments. The most common result is that the spread is limited to company employees. Do employees lack external appeal? Or is it that employees are not emotionally invested in the communication? In fact, it is not necessarily the case. The more important reason is that employees’ repeated sharing has destroyed the explosive power of their social value, and the critical point of value has been continuously weakened. In addition, the number of employees is far from reaching the critical point where the corresponding content can cause fission.

The dynamic fission process of a community

As mentioned earlier, community fission is not just a state of "instant explosion", but a continuous occurrence of multiple fissions of varying sizes. The fission of primary social relationships can be triggered through seeds/KOLs, but the number of people this can affect is limited. The fission that is triggered on a large scale is open-ended. When users of different roles in the community digest social media (a contributed content, a participated event, etc.), they can become explosives of community fission anytime and anywhere.

Open fission will also give birth to new primary fission. In this process, what operations need to do continuously is to cultivate the value of user roles, promote the reaching of critical number of people, and optimize the communication media of the community.

Which user roles contribute to the fission of the community?

In an attractive community, users will incorporate a lot of personal emotions when sharing: “After joining this community, I feel…” They will also incorporate role endorsements: “XXX has also joined this community…” This means that different roles in the community are influencing the fission of the community.

Many communities do not have a good role structure, so even if the objective conditions for fission appear, fission cannot ultimately occur. Xiaoyuan once joined a community that was full of newbie operators (including administrators). The community started out by discussing basic operational issues, and eventually turned into various work complaints. Experienced operators felt that there was no value and gradually withdrew. Even if the administrator launches one attractive activity after another, it cannot change the situation of declining number of users. Even if the frequency of interaction between users is very high, without the pull of different roles, community fission is difficult to succeed.

The reasonable composition of roles of community members can make the entire community more compact. Only under the leverage of roles can the community generate a continuous stream of fission energy. So what kind of roles does a community with fission genes need?

Xiaoyuan roughly divides the roles of the community into two categories. One category is those who have a subordinate relationship with the community: managers, leaders, executors, and followers; the other category is those who do not necessarily belong to the community user system: connectors and contributors.

“Managers” – Communicate the community’s values

The personal charm of administrators has a very important impact on the development of the community, and their role in the community is a benchmark of values. In her communication with peers, Xiaoyuan discovered that it is generally believed that the personality of the manager will affect the values ​​expressed by community users.

During the primary fission of the community, administrators continuously output values ​​to guide the development of the community. In the subsequent open fission process, the administrator will copy different value output roles to influence the performance of values ​​at the center points of each fission.

Q1: What are the corresponding administrator roles in your community?

Q2: How do they convey community values?

"Executor" - Seed User

Seed users need to be given the right to obtain value for free, such as free product trials, special benefits for the first batch of users, etc. For a community, seed users play an important role in breaking the boundaries of community fission.

After joining the community, seed users will undergo personalized training and development and gradually become other roles, such as connectors, followers, or even administrators. Don't excessively pursue the number of seed users, but pay more attention to the cost of cultivating seed users' role transformation.

Q1: Before looking for seed users, do you decide the seed attributes or the number of seeds first?

Q2: Did the seed users we found at the beginning eventually become the corresponding roles?

“Leaders” – Creating value for the community

The value of the community can ignite fission, and leaders produce value. Common leadership roles include not only experts who contribute valuable content, but also activists, topic initiators, etc. They can provide value in guiding community users to gather.

For the operation of community leaders, in addition to stimulating them to create value, they also need to be "marked". This can be done through labels, avatars, medals, etc., which can effectively stimulate leaders to produce high-quality value.

“Followers” ​​— Users who enjoy value

Followers in a community are most sensitive to the values ​​of the community, and activating followers also activates fission. Followers will consume the value in the community, including emotional communication, product usage, content acquisition, etc. In this process, the "cost" of the value provided by the leader can be offset. At the same time, followers continue to gather towards the value of the leader. With the help of some operational means, followers can be stimulated to fission, such as: using social relationships to disperse and transfer payment costs, inviting attention, sharing benefits, etc.

Q1: How many followers do you have in your community?

Q2: Have you considered the quality and stickiness of your followers?

“Connector” – two-way connection inside and outside the community

The critical point of the community has appeared. At this time, in addition to the stimulation of the medium, some "connectors" are also needed. They are not necessarily in the community user system, but they are the "bridge" connecting the community inside and outside. An accidental "sharing" may also amplify the scale of fission.

Xiaoyuan once worked on a project to track the sharing trajectory of the circle of friends. From the overall communication emission diagram, there is often a phenomenon: the sharing of a user outside the community does not affect many people, but one of the influence trajectories will trigger the fission propagation of a KOL. So don’t ignore those connectors who are not in the community, make good use of them, and leverage them to create large fission nodes.

“Contributors” – One-way input for the community

The role of contributors to the community is more inclined to the input of resources, including users, value, etc. They can promote the generation or expansion of fission in a targeted manner. When the community is unable to reach the critical point of fission, it can cooperate with external contributors and invest in other ways to obtain corresponding resources in a targeted manner, either by delivering users or jointly creating products.

The indispensable rules for the fission of a community

After the community user role structure is complete and has the corresponding explosive energy, the fission of the community needs to be guided by corresponding rules. The rules affect the trajectory of community fission. Under the influence of rules, user roles begin to shift and change continuously, reaching corresponding critical points more proactively, while preventing the fission of the community from getting out of control easily.

The rules of positive promotion and the rules of reverse control will interact with each other in the fission process. The confusion of many operations lies in the fact that overly strict rules or overly loose rules will erode the enthusiasm of users to invest in the community. In fact, the boundaries and strength of the rules mainly depend on the structural changes in the user roles of the community. When a certain user role is seriously unbalanced, control needs to be tightened. At the same time, relaxing the boundaries can stimulate the tendency of more user roles.

In order to prevent the community atmosphere from going astray, some operators will formulate very strict rules when the community is first established. Especially for seed users, when the role development is not yet mature, users feel too restricted and will leave. Therefore, the rules are flexible and are only for the purpose of serving the community users. Limits should not be set just for the sake of setting limits.

The indispensable driving force for the fission of a community

At this point, your community has the conditions for fission, the user value of different roles has reached the critical point, and the rules for guiding fission are also clear. The final "finishing touch" is the driving force for fission.

Driving force 1: Community satisfaction:

Many people join certain communities but lack the motivation to participate in activities. Even if they clearly know that they can enjoy value by joining this community, the development of the community will be awkward if they lack the contribution of fission behavior. In fact, one very important reason is that users are not satisfied with the community. Although they can obtain some benefits through the community and solve basic needs, they do not generate satisfaction and the internal driving force for active fission sharing is missing.

Driving force 2: Community co-construction and sharing

By making users feel that they are part of it, the cost of promoting fission will be reduced to the optimal level. When users participate in the co-construction and sharing of the community, in addition to having a strong sense of belonging and ownership, the investment in each actively promoted fission will also be greater. The founders/co-founders of many companies are often called "the most cost-effective" because of the driving force of co-construction and sharing. The community builds and shares together, so that the fission link will not be interrupted due to lack of benefits and investment.

Driving force three: social currency of the community

Social currency will encourage users to be more willing to engage in multi-dimensional interactions, and interaction is the main way to activate fission. If users in the community have assessed the value of social currency and begin to want more social currency, fission behavior will be more easily activated. For example, some communities will set up user points, and many users will engage in fission behaviors such as inviting and sharing in order to earn points. The behavior of "liking" on WeChat is also related to social currency to a certain extent. Therefore, we build the value of social currency in the community and use social currency to activate users' willingness and behavior to split.

Summarize

Some operators will envy those short-lived community fission events, and then ignore the reasons and values ​​hidden behind the community fission. An explosive fission and a surge in numbers do not necessarily determine the value and subsequent development of this community. Without a solid and steady foundation of user role structure within the community, even if fission occurs "luckily", what can it bring to the community?

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The author of this article @粉小圆 is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!