What did the legendary good community do right?
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On the evening of June 29, 2016, Qiu Ye, associate professor at Wuhan University of Technology and founder of the "Qiu Ye PPT Community ", was a guest on Qun Mi Live and explained to everyone his three most basic and most critical methods in operating the community, which are to increase connectivity, enhance emotion and increase participation. Hello everyone, I am Qiuye. I am very happy to discuss community operations with you tonight. I believe that everyone has joined a lot of groups, including QQ groups and WeChat groups . But no matter what kind of group it is, you may encounter this phenomenon: it is very active at the beginning, but after a few days, or at most a month, there is no activity and it slowly dies. Everyone stays in the group, and every day they only see a few people sending emojis, saying hello, and occasionally posting an article, so they don’t know what the value of this group is or what their role is in the group. This situation is not only encountered by you in operations, but I have also encountered it, and then I began to observe the characteristics of these groups. I joined many groups, most of which died. There was one exception, which was a group of my friends called “Group 69”, whose members were all PPT experts. This group was established in 2012, and it has been four years since then, and it is still extremely active. Every day there are all kinds of spam, topic initiation and shameless discussions, and people can talk about anything. This incident made me think deeply: What did this group do right to last for four years? Then I found a very interesting phenomenon: many groups seem to have a lot of people, but the connection between these people is very low. Some people just stay in the group, and may not be personal friends with the group owner, and have no connection with group members at all. Key 1: Open up connections between community members The so-called connectivity is a kind of understanding and communication between people. For example, if we are good friends, I will definitely have your phone number, WeChat ID, QQ ID, email address, and even know who your wife is, your wife’s phone number, where your father lives, and whether your mother’s cooking is delicious... With this in-depth understanding, even if the two of us leave the group, our connection will not disappear easily. To put it another way, if two people truly establish a deep connection, are they just looking at each other in the group? Maybe they have already added each other as WeChat friends, exchanged phone numbers, and even made plans to have dinner together. This is the kind of social relationship that should exist in a normal community. Social relationships between people should not only exist within the group, but also include various connections outside the community. It is better to meet someone offline than to chat online a hundred times. Because once they meet, all the core information to be exchanged will be exchanged immediately. However, many communities are just groups with some people in them but they don’t know the members at all. Therefore, the first step in operating our community is to find ways to open up connections between group members. Take my "69 Group" for example, how do I establish rich connections immediately? The group owner is the biggest connection point of a community, and new members are invited by the group owner. Therefore, when each member comes in, I will first ask him to introduce himself and tell everyone where he is from, where he goes to school or what class he takes, etc. The most important thing is to expose a photo of yourself without makeup. As long as the new partner throws the photo into the group, it will cause a strong reaction. When a boy comes, girls will go up to tease him; when a girl comes, boys will come over to chat about family matters. All your friends will ask you what your hobbies are, whether you are single, and what your special skills are. Newcomers should quickly send over their public accounts, Weibo accounts, works and even private photos. By introducing yourself and accepting teasing, if people like you, in the second step they will take the initiative to add you as a friend and follow your Weibo, and the connection will naturally increase. At the same time, our friends in the "69 Group" often engage in Weibo chain chats, liking, rewarding and forwarding each other's public accounts, thereby establishing more complex connections. The reason why a person feels that he is with another person is that you can inadvertently see this person's name in many places. Today you see him leaving a footprint in your QQ space, tomorrow you see his avatar when you like a post on your Moments, and the day after tomorrow you see him pop up in a group when you are lurking in it. Although you may not communicate with him directly, he often appears in your life and social circle, and you will unconsciously treat him as one of your own. Once you have this feeling, it will become a community. However, many groups on the Internet just have an editor who sends out red envelopes and some useful information every day. In the end, the members and the editor are just friends, and the connection is very low. Many people say that I manage my student groups well. There are so many groups, each with 2,000 people. In fact, the activity level of my group is very low, because we are not allowed to talk during the day and from Monday to Friday, but why don’t people leave? The key issue is also connectivity. Let me count for you how many connections I have with my students. First, students have to go to NetEase Cloud Classroom to buy my course (1), and paying money is a high-intensity connection behavior. After paying the fees, they come to class to study. If they need answers to their questions, they have to send me a private message on Weibo (2), and of course they have to follow me on Weibo (3). I will send them the QQ group number, and after they join the group (4), they can also chat with me privately in a small window (5). If the student is very good, I will encourage him to submit his homework on Weibo (6) and follow the WeChat public account (7). If he pays a lot, I will quietly tell him my WeChat ID (8). In this way, just by spending money to buy my courses and becoming a student in the QQ group, everyone will have at least eight dimensions of connection with me. Even with more than eight connections, I still feel that the activity level of my student group is very low. However, this is something I intentionally control, because the current management level, human and material resources of the team are not enough to create a highly active group. But compared with other groups, our connections have an average of more than six dimensions, while many groups online claim to have hundreds of members and cover hundreds of thousands of people, but their members and teams have connections with two more dimensions, and they are still very tiring. Why do I feel that the activity level of my student group is low and not ideal? This is because although the members in the group are connected, the frequency is very low. Most of the connections are between group members and our team, but there are no rich connections between group members. This involves the second key point in operating a community, which is to increase emotionality. Key 2: Enhance the emotional level of group members To create emotions in a community, everyone needs to understand each other and pay attention to each other's behavior and various preferences. Only by understanding a person first can you know whether he is on the same team with you, and then you can choose whether to support and help him. Taking the "Knowledge-based IP Training Camp" we established two months ago as an example, I think the most effective way to establish an emotional atmosphere in a training camp is very simple. The first is to send red envelopes. When you are in a group and feel that this group is good to you, it may be because many people send you red envelopes. There are many reasons to give out red envelopes, such as birthdays, great speeches, good work, etc. People like you and will give you red envelopes. Many people think that grabbing red envelopes is just a way to interact, but running away after grabbing them means they are not loyal to the group. This involves the question of how to send red envelopes. If only the group owner sends out red envelopes every day, the effect will definitely not be good. A good group should be one where everyone sends red envelopes to each other, rather than one or two people sending red envelopes as if to please everyone. Therefore, we need to create an atmosphere for giving out red envelopes, an atmosphere where everyone appreciates others for things that are truly worthy of appreciation. In the knowledge IP training camp, many members like our atmosphere: when they see someone doing well, they immediately give him a red envelope. When it came time to distribute the red envelopes, I felt that I couldn’t be the only one to do it, so I found a few girls who were very active in the group and asked them to distribute them while I paid for them. Why is this? Generally speaking, there are two ways to send red envelopes. One is that people with high potential energy send them to people with low potential energy. For example, if I am the big brother and I have many friends under me, if I give them 10 yuan each time, how will everyone look at me as the big brother? They will definitely feel uncomfortable. So the way I send out red envelopes is to try to send out as few as possible, but send out a big one each time so that everyone in the group can grab one. This is the strategy used by big brothers or group leaders to send out red envelopes. However, if the group owner is asked to send out large packages every day, it will be unbearable. On the one hand, there will be financial pressure, and on the other hand, it will also have a negative impact on the culture of the group. In addition, when the group leader sends out red envelopes, everyone will feel that he is just asking everyone to do something and they will not feel grateful. This requires a second way of sending red envelopes, which is to let people of the opposite sex with the same potential send them. Sometimes people need a sense of accomplishment. One way to gain a sense of accomplishment is to feel that they have been recognized by many people, but not necessarily by one person, unless that person is very important to you. Sending many small red envelopes to one person will give that person a sense of accomplishment that far exceeds getting recognition from just one individual. So, during the operation, I found a few girls to give everyone small red envelopes, such as one yuan and one cent, two yuan and two cents, five yuan and two cents, six yuan and six cents, nine yuan and nine, etc. When these small red envelopes are sent by several girls to one person, if this person is a little boy or a middle-aged man, of course he will feel very good. More importantly, once these girls send out red envelopes, it can also induce other people to send out red envelopes as well. In comparison, it is definitely better than the group owner giving him a red envelope alone. If the girl who sends the red envelope is a soft girl with a nice voice and good looks, and she gives you the red envelope in front of so many people, you will be excited. Once you are excited, you will want to show off, and once you show off, you will lose your composure. Once you lose your composure, people will watch you, and once you watch, there will be an emotional atmosphere. In addition to this kind of girls sending red envelopes, there is another trick, which is to encourage everyone to send targeted red envelopes in the group. In other words, only give this red envelope to one person and no one else should grab it. Once everyone develops the habit of sending targeted red envelopes in the group, a subtle emotional connection will occur in the group. We have a content officer in our training camp. Even though he had a cold and a fever, he still insisted on organizing everyone’s chat content. I talked about this in the group, and as a result, more than thirty out of two hundred people sent him red envelopes. Do you think he was touched? Do you think you were touched? You are not fighting alone I also told my friends that they should not only send red envelopes in the group, but also add everyone as friends and send them privately. Generally, when the relationship between two people evolves to the point where they can send small packages to each other privately, a chemical reaction begins to occur in the entire community. Some people have WeChat public accounts, and some people have written Jianshu. I will encourage everyone to give rewards to enhance everyone’s emotional connection. In fact, in this world, if a problem can be solved with money, it is often the most effective and fastest. In the community, we use small amounts of money to express our appreciation for other people's work, which is easier to build an emotional connection than giving you likes every day without giving you anything. When we do internal training, we spend a whole day talking about the topic of red envelopes. It is foolish for a person to talk about dry stuff every day without knowing how to use money to motivate others. I like the saying “True love also requires money”, but that doesn’t mean sending money is the only action. It is just a very effective means to establish emotional connections. Especially when everyone has not yet established an initial relationship and mutual trust, what should you do if others don’t want to play with you? Therefore, money is a stepping stone and a method of activation. Of course, it doesn’t mean that you can only send red envelopes. There are other activation methods, such as consultations, voice sharing, fortune-telling, gossip, etc., which are also ways to enhance the emotional atmosphere. Problem consultation: We asked a colleague to tell everyone about the problems he encountered at work, and then let everyone talk about how to solve the problem from their own perspective. If this person gets the personal experiences and suggestions from dozens of people in one night, do you think he will be touched? This is a great way to connect with others emotionally. Today, all of our group members were helping a young friend fill out his college entrance examination application. He is a PPT genius, but geniuses also have to fill out their applications, and everyone gave him advice. Voice sharing: We require that every morning and evening, one member takes turns to share a book with everyone. They cannot just copy a paragraph, but must read out the essence and ideas of the book in their own words with emotion. Because voice has temperature, we feel that this person is cool or humorous, just like our friend. Chat about gossip: Any active and good community must chat about gossip. These PPT masters in our "Group 69" gossiped about almost everyone. What are you gossiping about? How is the relationship with the wife, how to educate the children, what to do if the parents are sick... For example, recently there was a resident in the building in front of us who played games at night and left the gas on all night, and got up in the morning to smoke, which ended up blowing up the houses next door to the left and right. I posted this matter in the community, and everyone was talking about this weird thing and having a great time. Question of the Day: Ask a question every day and let everyone answer it. Today's question is, when was the last time you lost control of your emotions in your life, and why. Many people came forward. One group member said that he bought a ring and proposed to his girlfriend at the beach, but his girlfriend told him that she had cheated on him. In a rage, he threw the ring into the sea, immediately picked up his luggage, bought a plane ticket and left. The above is what happens every day in our “Group 69” and “Knowledge-based IP Training Camp”. Through these activities, everyone will feel that community members are like their own friends, enthusiastic, warm and lively, and the emotional relationship will naturally become stronger. However, it does not mean that our community can come together just by having an emotional connection. We also need to use certain methods to increase members’ community participation. Key 3: Increase members’ enthusiasm for participation In the end, many communities tend to have only a small number of active people, while the majority of people are lurking, and they will naturally die over time. Therefore, we need to design various ways to play to activate the enthusiasm of members and allow everyone to participate. My community now has two main ways of playing: First, role-playing method We have set up a lot of roles for the community, such as the "content officer" who is responsible for organizing chat content; the "consultation officer" who collects questions everyone wants to ask; and the "sharing officer" who goes online to find people who can share their ideas with everyone. In addition, there are "reward officers", "question officers", "morning reading officers", "fortune tellers", and so on. In short, once we know the special talents of someone in the group, we will give him a "position" and let him use his special talents every day to serve everyone and establish connections with friends in the group.Activate community vitality through operations Chinese people are more likely to listen to "officials" and are willing to support them. Once group members are appointed as "officials", they will have a sense of responsibility and be motivated to participate in the work. In this way, our training camp was on the screen every day for two months and was very active. For example, tonight, I was supposed to give a consultation to a friend in the group, but because I had to come here to share, they had to wait for me for an hour. But I wasn’t worried at all because my friends held up the whole scene. They can communicate normally even when I'm not around. Second, game interaction method If a community wants to gain everyone's recognition, it is very important to design many ways to play. To this end, I spent a lot of time researching games, and finally found that a good game is one that allows everyone to participate, has a low threshold, is simple and easy to play, and does not cause any trouble to everyone. Recently we set up a game called "Photo Exposure". We first gave each member of the group a number, and then drew ten people every day. Whoever was drawn had to expose a photo of himself or herself. Some people are unwilling to do so, and we won’t force them. In fact, many methods of operating communities are just basic things like setting up forums and playing games, and you can just use them. Don't invent new things, there is nothing new in this world. These moves may look crude, but they are practical because they conform to the basic logic of interactions between people. I like people who have emotions and can connect with me in all aspects. Only when these conditions are met can we talk, do things together and create value. A good community should make everyone feel involved. For example, when I share, I never ask to use robots. I hope to really chat with everyone. Everyone can speak, you can refute me and I can refute you. Right and wrong are often relative. Maybe I am wrong and you are right, maybe you are wrong, or maybe we are both wrong. But as long as we communicate with each other, there will be a sense of participation. I care a lot about this sense of participation. Of course, building a community is definitely not just about the above three points. However, if a community does not establish multi-dimensional connectivity, emotional connections between group members, and a mechanism for everyone to have the opportunity to participate in activities, the group we build is not a community at all. If we solve these problems, our community will have the potential to move to the next level.
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