Real-life and analysis of community operations

The concept of community operation is very popular now. It has low cost, good effect and direct communication with users, so everyone is doing it. But everyone also encountered many community problems. This article would like to analyze some experiences of community operation by taking a community called "GaoDa Operation PaPa Society" (hereinafter referred to as "GaoDa"), which is a community for children to participate in, as a case study.

A sense of ritual: the entry mode of "entering the hall"

Many community operators always blindly pursue more people in the group, randomly pulling people in and sending out QR codes. But in fact, it is very important to control the entrance to the group. Who enters the community determines the vitality of the community.

How is the entrance controlled? I call its model "entering the house."

If you want to join this group, you must first join the preliminary group of this group, which they call the "living room". In this living room, you will first undergo a round of screening, and only if you meet the standards will you be pulled into the main group. So, if you want to enter the room, please go to the hall first. This method can largely control the traffic that enters the group blindly and filter out invalid traffic.

More importantly, doing so actually strengthens the sense of ritual of joining the group to a great extent. It is not easy for you to come, and it is not easy for you to leave. The stronger the sense of ritual of entry, the greater the retention force of users leaving. Therefore, the user stickiness to a certain extent is determined from the very beginning.

In addition to this, Nature Travel also emphasizes the creation of common rituals such as everyone changing their names to a unified name or introducing themselves. In addition, since the shared content will be uniformly written in the Graphite document, when your name and the topic you want to share are written on it, there is a strong sense of ceremony.

2. Sense of participation: Sharing activities involving all people

The underlying operational logic is that everyone who joins the group (the groups mentioned below are all main groups, that is, groups that have already "entered the room") will prepare a topic about Internet operations that they want to share in advance, and rank who comes first and who comes later. Then, like most sharing groups, it will be one person's turn to share every day, either by voice or text. There is nothing special about the underlying logic. Anyway, it is a way of participation and interaction based on the logic of sharing by all people to achieve a basic sense of participation.

3. Sense of organization: The group owner is not the only one managing the group

From the very beginning, the group owner set up and arranged many administrators within the group and among people he was familiar with. However, what is more interesting is that the administrators have a very clear division of labor and use a name system. The group owner calls himself the monitor, and there are also organization committee members/record committee members/publicity committee members, etc. From the names we can guess what their main responsibilities are. What is more interesting is that in response to the participation logic of everyone sharing, many "subtitle heroes" are specially set up to help with content presentation and organization.

In a good community, everyone should have their own responsibilities and a good sense of organization, and people in the organization should have a strong sense of participation. This is the same as when you are a class leader and you will have a special sense of collective honor . Coincidentally, they also cited the routine of the class committee. This organizational method is very effective. Even when the squad leader is not there, the group organization can still function normally.

4. Sense of belonging: Maybe you will be proud of being in this group

A sense of belonging is often the most mysterious thing in a community, but it is also the core element that can ultimately retain users for the long term. There is no concrete measure to build a sense of belonging. Rather, I feel that a sense of belonging is born out of the interaction of many aspects.

For example, if you are a class leader, you must have a strong sense of belonging to this community; if you have shared your topic and been sought after by everyone for a night, you may also have a sense of belonging; if you are selected into the main group, you feel that you are superior to the users in the lobby, and you may also have a slight sense of belonging; after a long time, you will have a sense of belonging; one day you suddenly see the name of a big name in another group, and you will also have a sense of belonging that I am a big name... It seems that a sense of belonging is easy to build in this way, but it is not. It is precisely because there is no core measure that can absolutely achieve a sense of belonging. This is the most difficult thing. The accumulation of little bits and pieces will eventually realize the user's sense of belonging.

Five resonances: Brush your presence with both head and tail in mind

I am particularly concerned about the issue of resonance. To put it simply, it is best for the community to develop a habit of letting everyone make an appointment to come together in the community at a certain time to do something, which is similar to the principle of flash sales. The expansion is also very formal, with a sharing session at around 8 or 9 o'clock every night. The resonance of a general community may be just such an activity once a day. But expanding it actually does more. In addition to the big resonance in the evening, there is also a big morning report every morning, which broadcasts relevant information about the industry yesterday. As a small resonance before everyone goes to work every morning, the morning information (light) + the evening dry goods sharing method (heavy) resonates once at the beginning and end of the day, making it difficult for you not to strongly feel its existence.

Conclusion 6: Without sedimentation, everything is a mirage

The operations of many groups are light and not in-depth. Occasionally, good content is produced, but it passes by. However, as a community, moving towards community-based content accumulation is the core way to accumulate value. Therefore, for each sharing, there will be a dedicated person to help organize the shared content, and the feedback speed is extremely fast. Generally, the shared content of the evening will be organized by a dedicated person and posted to the group that evening. Of course, this dedicated person is also a user volunteer in the group (it seems to be the "Subtitle Man", but I am no longer clear about this point).

On this basis, Gaoda has gradually started to operate its own WeChat public account , with operation experts in the group specifically responsible for content construction, focusing on practical operations.

Seven Weaknesses: All living things have a life cycle

Although expanding the community satisfies almost all the operational elements of the community, it will inevitably decline in the end. In my opinion, there are several reasons for the decline:

1. The backbone of the group is weakened: the group leader has become too busy with the establishment of his own business to take care of the community. In addition, he may have become a little tired of running this purely interest-based community. The leader's relaxation will naturally affect the atmosphere of the community and the operation of the organization.
2. A "besieged city" appears within the community : Because the content is about sharing operational skills /experience, it is easy to slowly build a fortress within the community. That is, most people only watch and do not speak, some may not dare to speak, but at least a very small number of people both watch and speak. Of course, it is normal for a community to have 20% or less of the people actually participating in the conversation, but for the community, this gradually increasing barrier has created a city within a city. The people in the city are still having a great time, but some of them are starting to move outside the city, and those who originally were outside the city have no urge to "go into the city."
3. This living organism lacks metabolism: If we regard the community as a living organism, it must have natural metabolism. There should be an appropriate number of new people flowing in and an appropriate number of people automatically leaving. The river is definitely more active than the lakeside. In this mechanism, as a member of the group, Yao Yao does not seem to feel the appropriate metabolic system.

Although I have listed many possible reasons for decline, as I said at the beginning, the main problem we have to face is that the community itself has a life cycle. No community can last forever. The life cycle of the community has been roughly determined from the beginning when the foundation of the community is established. Good and appropriate operational control and intervention can prolong its life to the maximum extent. The principle is that if the God of Hell wants you to die at 8 o'clock, the miracle doctor (operator) can do his best to keep you alive until 12 o'clock, but you will definitely not live to see tomorrow. So there is no need to worry about the issue of death.

Eight rescues: Where is the panacea for resurrection?

After the operator noticed signs of decline in the community, a big discussion immediately broke out in the group on how to revitalize the community. Although there were many disputes, the group owner finally adopted the suggestions of some classmates including Yao Yao and started trying to activate old users.

The opinion that needs to be raised in the group is that the sense of participation in the community is relatively weak. In fact, it is the "siege" mentioned above that causes users to no longer want to enter the active city. In order to "tear down the wall", we should lower the threshold and try to fully interact in a light-interactive way, so that people who originally had nothing to say can't help but want to participate in the discussion.

Therefore, Yaoyao's advice was accepted by the squad leader, and then he received the order from the "squad leader" to be responsible for the creation of daily community topics. Here, you will find out why people, including Yaoyao, would offer suggestions. Because there is a sense of belonging. This is just like when “the grass is deep in the city in spring” and you feel that you are a part of the country and you must rise up to save the country, because you have a sense of belonging to the country.

The next day, Yaoyao organized the discussion on time. The discussion was effective, and about 10 users participated in the discussion. The next day, the discussion continued and the results were still good. The squad leader would also communicate with me privately and give me some organizational suggestions. It can be seen that the squad leader has been quietly communicating with organizational personnel. This is also the link that makes this big machine work.

Nine Rebirths: Is this a butterfly emerging from its cocoon or a dying struggle?

About three days after the new reform policy was implemented, the squad leader finally announced that he was unable to operate the group and wanted to disband the group. At this time, the whole group launched a national salvation movement. Many people who had never appeared before came out to express their gratitude and affection for the group, and hoped that it would not disband. The calls grew louder, with dozens of people petitioning in the group. This shows how strong the sense of belonging is that is built in the early stages of the community.

As a result, some of the original main members of the organization stepped forward and decided to take over and expand the organization. The new policy was very bold, and the first thing it did was the “Great Purge”. The new group owner reopened a new group and asked students who were still active and willing to stay to join the new group. They had to pay a membership fee of 9 yuan to join the group, and the threshold was raised again to screen users. Although abandoning inactive old users in this way is questionable, it may indeed be the most powerful way to revive a company. However, it also carries the pain of transformation. As for whether the transformation can be completed, it is hard to say. In Yaoyao's opinion, it is a reasonable gamble.

Subsequently, a large number of users supported the new policy, and hundreds of people paid the 9 yuan membership fee to join the new group, and the old group was disbanded.

At this point, the revolution and the New Deal were completed.

It is not known whether this revolution is emerging as a butterfly or is struggling to survive. Because Yaoyao, like several other friends, withdrew from the group a few days later because he could not adapt to the new leadership organization.

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