How to build a refined user operation system for the community?

Community operation is actually user operation , and user operation is actually human operation. I have been thinking about how to operate human nature recently, and I would like to share it with you.

First, I disassembled the user operation models of two completely different products, namely Amway and Honor of Kings.

Some people may not understand why I completely disassemble two different products. Let me explain one by one.

I found that these two products are in completely different directions for user operations, or even two extremes.

What Amway emphasizes is not to keep users here, but that the higher the user level, the less they need to participate heavily and the more money they can make without doing anything.

What King of Glory emphasizes is that no matter how high your level is, you have to keep participating heavily, otherwise you will be demoted.

Let’s look at Amway first. Amway places great emphasis on the guarantee of profits, so many people have worked for Amway for many years and then just make money without doing anything. Amway emphasizes having money and time, which means that among its user levels, it emphasizes more on how to get promoted and how the higher the level, the more income one can earn without doing anything.

There is almost no threshold fee to join Amway. Unlike social e-commerce, Amway only requires 70 yuan to join, and the platform will also give you a 70 yuan coupon to purchase products.

Let’s look at Honor of Kings. The important thing is to keep you playing , no matter what level you are, so it emphasizes upgrading and downgrading. You can’t stop, you have to keep playing, otherwise you will be downgraded.

In the user system of Honor of Kings, through the design of bronze, silver, platinum, diamond, king and other levels, users are continuously upgraded and downgraded through a points system in each level.

Okay, let’s see what will happen if you use the King of Glory method to promote it. It is necessary to stick with users and keep moving forward, keep fighting, keep expanding more connections, and encourage more people to join Amway.

The truth is, I can work hard to make money, but who is willing to work hard all their life? Who doesn't want to make money without doing anything? This is human nature.

Therefore, Honor of Kings captures people's competitiveness, fighting desire, and vanity. But this is not suitable for Amway.

On the other hand, let’s see what would happen if Honor of Kings was operated in the Amway way. We need to create an artificial dream with bronze. You have to work hard and fight. Once you become the king, you can achieve your goal once and for all.

The title of king will follow you throughout your life, allowing you to show off at any time. Well, guess what?

After the user progressed from Bronze to King, he uninstalled the game. Because when you become the king, you will feel a moment of satisfaction.

This kind of satisfaction cannot always follow you like making money by doing nothing . When users feel increasingly bored, there is no way to satisfy them again. Natural loss of users. This is also human nature. Amway has seized on people's pursuit of having money and time.

However, this is not suitable for Honor of Kings.

Well, if I just shared King of Glory and Amway with you, that would definitely not be my style.

Let me tell you how to build a user operation system.

1. Set community operation goals

You must first be clear about what you want to bring to users? What is it about human nature that wants to satisfy them? For you, is user stickiness and continuous engagement more important, or is the scale of user referrals more important?

2. Design user levels

User level is the basis of refined operation, and communities also need refined operation.

It’s just that users of different levels in the community can generally be maintained through different communities.

But at this level, you have to focus on two issues: how to advance and whether you will be relegated. This is about your users' future behavior with you.

3. Design user level rights

Whether promotion or relegation. For different levels, you have to design different rights and interests systems.

In layman's terms, what is the difference between each level? But this is different, you must not make random decisions.

It's very simple. Just make a table with one column for user level, one column for rights and interests, and another column to show what kind of human nature each right and interest satisfies.

Congratulations, you have completed the construction of a refined user operation system for the community.

Author: Qi Jie

Source: Qi Jie