In today's world where everyone is addicted to their phones, mobile phones have become an extension of our bodies and the world in our hands. We build a community to influence the people in it, and join a community to be influenced by the people in it. Birds of a feather flock together. The importance of community is self-evident. Today I will mainly analyze how to build a knowledge system for community operations .

1. Starting point of the community

In community operations, the first thing we need to focus on is the core issues and purposes of the operations, and find the core operational strategies based on the problems.

1. How to get a large amount of traffic and users from social networks?

2. How can you achieve explosive growth as soon as you enter the social network?

3. How can we make these explosive forces sustained and stable? To sum up, it is "acquisition of users, rapid growth, continuous stickiness and monetization". During the operation process, only by solving the above problems and achieving this goal can the business model and revenue model become more stable.

We know that the value of the platform lies in providing services, value, and surprises to users, so that users have a sense of demand for the platform. The value of community operation lies in how to make more people become the user group of the platform, how to better provide valuable services to users, and how to keep users visiting continuously. A more vivid summary is as follows:

1. Instrumentality: Provide services to users. The core point is to give users a reason to use you.

2. Virality: How to get users to join and encourage them to bring their friends in;

3. High retention: How to attract users and their friends to use the product today, tomorrow, and continuously.

2. Community Membership Division and Platform Value

Platform side: Build a community platform, provide value to users (monetization, knowledge, social interaction, etc.), plan community system gameplay, and achieve viral spread and high retention of users.

Opinion leaders (enterprises + KOLs): provide professional content and gain benefits, honor, personal sense of accomplishment, and are the driving force behind platform activity.

Ordinary people: 1) get information through the platform; 2) can communicate with similar people; 3) can learn from people who are better than themselves. Satisfy the demands of resonance, curiosity, and desire to learn.

3. The driving force behind the social effect

Building a community system is undoubtedly to increase the activity of the platform and reduce retention. We need to understand the driving force behind the community effect and find the core point to prescribe the right remedy:

1. Honor-driven: Through comparative rankings among communities, users will develop a competitive mentality. Everyone wants better results. This competitive mentality will prompt users to be more enthusiastic about activities. For example, the significant increase in active users and paying users of Kugou is mainly due to the launch of the friend arena + virtual gift functions. The most common ones are the various social games for anchors on the live broadcast platforms, such as the most ing talent show, the most beautiful cherry blossom goddess, etc., which create healthy competition among Internet celebrities.

2. Interest-driven: refers to the behavioral inclinations and trends shown by the interest subject in pursuit of its own interests, and forms the behavioral motivation to achieve its goals. This is one of the most basic sources of motivation for people. The live broadcast industry has entered an era of live broadcast for all. Rewards from tens of thousands of people are one of the driving forces behind the rapid development of the anchor group. Beauties gain rewards from fans by showing their talents and interacting with them. Some anchors earn as much as hundreds of thousands or even millions, far exceeding the income from their own jobs.

3. Relationship-driven: It is most commonly used in the new customer acquisition stage of the life cycle. Just as the reasons why Kugou, Honor of Kings, WeChat Reading, and Didi Taxi were able to stand out from the crowd and become unicorns in the niche markets are mainly because they made good use of the power of social relationships. In the process of user research, it is not difficult to find that users are more willing to share good content with people with strong relationships and friends and relatives. For example, WeChat Reading is relationship-driven and has developed a small feature called "give one, get one", which has attracted a large number of high-quality reading users in just a few days. The most familiar competition between Didi and express delivery was once in a tense situation. Didi also rewrote the competitive landscape between the two sides by relying on the "free gift", stood out and became an industry giant.

4. Event-driven: My understanding of the so-called events has several meanings, including product events, activity events, hot events, etc. For example, at the product level, users can enter a community, but they need to complete a task before they can join the group chat and get what they want. For example, Fan Bingbing and Li Chen’s live broadcast on Huajiao attracted tens of millions of fans to watch and interact, which drove users to be active in the community.

5. Regional drive: When talking about regions, we have to talk about Momo Live. We know that Momo was developed based on nearby social relationships. Another stranger social application, "Friend Impression", is also a stranger social application that has risen rapidly this year. Relevant research shows that users are most sensitive to information within 1,000 meters. In stranger relationships, usually "nearby people account for 30%-40% of the same group of friends." Distance is an important relationship that determines the development of the community and the building of stronger relationships.

6. Interest-driven: Usually users do not spend time to continuously build relationships, and broad interests can hardly become the main reason for users to communicate. A good example is that "Dinner Werewolf" achieved explosive growth as soon as it was launched, and it entered the top 100 of the APP Store's social free list within one month of its launch.

4. Analysis of gameplay in active communities

Operations need to be carried out based on the product life cycle. The complete life cycle process includes: attracting new users, activity, retention, revenue, and viral marketing. To determine which specific stage to focus on, it is necessary to divide the platform's population in detail. For example, if the platform already has a lot of users, then the focus should be on keeping them active. If the number of KOLs is very small, then the focus should be on attracting new users. Regardless of which stage we are in, we need to view the overall operation from the perspective of the entire life cycle and build a sound operation system.

1. New user acquisition method: including KOL and ordinary users

KOL attracts new customers

1) Open recruitment: Analyze the types of users' demands for knowledge, recruit corresponding KOL users from individuals and enterprises, establish an incentive mechanism, and stimulate users to continue to produce content and stay active through honors, benefits, resource support, resource exchange, etc.

2) Introducing KOLs: We have seen that Toutiao’s Wukong Q&A spent huge sums of money to sign Zhihu KOLs, and major live streaming platforms have also invited well-known celebrities and internet celebrities to join. They all have certain personalities, and in addition to being able to produce content for the platform, they can also bring a large number of fans to the platform.

3) Enterprise entry: Many information platforms hope to expose their brands on major platforms. Without involving competition, they allow enterprises to register accounts and distribute content. For example, Renrenshishi Product Manager obtains a large amount of content through UGC, and then publishes high-quality articles on Sohu.com, which has obtained 58.66 million PVs. With the help of Sohu channels, it has brought huge exposure and brand awareness. At the same time, Renrenshishi Product Manager platform also supports other companies to publish articles on its own platform, which is mutually beneficial.

4) Content channel connection: Directly introduce external channel resources and connect interface content. Currently, many platforms directly connect with professional content channels in order to provide richer content and meet the needs of different users. Because building a vertical product line requires huge manpower and material resources, direct connection and operation by professional operators saves a lot of trouble. We focus on channel selection, content (video, music, information, themes, software and games, etc.) introduction, review and dissemination management, but the disadvantage is that the accounts of both platforms are not interoperable, the user path is long, and the experience is not very good.

Attract new users

The methods of attracting new users are usually similar.

1) Channel promotion: Design gift packages for new members, attract conversions through interest incentives (receive red envelopes, interest-free money, discount coupons, etc.) or creative new features, cooperate with channel promotion, and the promotion process focuses on user portrait analysis, user mining, and finding accurate users. According to user characteristics, find channels and design different materials for different groups of activities to achieve precision marketing. The user's conversion path is a process from packaging-click-registration conversion-purchase conversion.

2) Invitation from old users: The conversion process of acquiring a new user through channel promotion is relatively long, and the conversion path decreases layer by layer. Studies have found that users are more willing to share information with familiar relatives and friends, and users are also more easily influenced by relationships and are more willing to adopt the opinions of people who are better than themselves. In the invitation mechanism, the focus is on discovering connectors in one's own community, allowing more KOLs to generate public opinion waves, allowing ordinary users to become connectors, and achieving information expansion through mutually beneficial interests. Just like the sharing and invitation mechanism of "Didi Red Packet" and the early promotion of Faceu, which used Weijia's celebrity influence and combined with Weibo's relationship dynamics to promote resources, more celebrities paid attention to the small videos shot by Weijia with Faceu, and then more celebrities downloaded Faceu to experience it, which attracted the attention of many fans on Weibo and greatly increased the number of application downloads.

2. Active community

To create an active community, we need to review the six driving forces of the community mentioned earlier: honor-driven, benefit-driven, relationship-driven, event-driven, region-driven, and interest-driven. Based on the driving forces, we can design different activities for user groups in different life cycles. The following are a few examples of gameplay analysis.

1) Honor-driven: KOL competition mechanism, establish competition mechanism gameplay, encourage comparison between KOLs, combine the interactive gameplay between fans and KOLs in the mechanism, help establish social attributes, and enhance the stickiness between fans and KOLs.

2) Interest-driven: ordinary users are driven by their own interests. In the following activities, you can get a small reward by signing in every day, and a big reward by signing in for 7 consecutive days. The platform's continuous activity can be improved through the combination of short-term small rewards and long-term big rewards. Through social friendships, you can steal the achievements of your friends. Similar and familiar activities include QQ Farm and Alipay's Ant Forest activities. In terms of effect, it has increased the activity of the platform and improved the building of relationship chains, but transactions are relatively weak.

3) Relationship driven: Users are more concerned about information related to themselves or people they are familiar with. Dajie.com likes to use relationship means to drive users to click on emails in email marketing. However, the information pushed in each email is usually inconsistent with the landing page, which can easily make users feel deceived and erode their trust. Just like SEM advertising, if the title phrase introduction is inconsistent with the landing page, resulting in a high bounce rate, it will be judged that the website quality is not high and affect the ranking.

4) Event-driven: Users are more easily influenced by hot events and celebrity events. Huajiao invited Fan Bingbing to be a guest in the live broadcast room and did a lot of preheating for the event, which triggered many fan interactions.

5) Geographical drive: The "heartfelt answers" function launched by Friends Impression shows that the closer the distance, the higher the user participation, especially the information within 1,000 meters.

6) Interest-driven: When registering, the friend impression will allow users to select a lot of interest information, including their own introduction. The system will recommend stranger cards with higher interest by matching relevant interest tags, thereby improving the construction of stranger relationship chains. Momo has also found in its actual operations that users only need to find a reason to get together, such as outdoor groups, werewolf killing groups, etc. Usually 1% of these active communities will initiate offline gatherings, and the communities that have initiated gatherings also maintain a very high level of activity (70%-80%).

3. User retention:

The key to user retention is to be able to continuously create value for users. First, you need to divide user groups and find out their needs. Then, use operational means to help users better meet their needs, or even create surprises to keep users using your app. For example, we can divide stock investors into registered users, unregistered users, and purchase amount categories, and then analyze each group of people from the perspectives of age, gender, educational background, industry information, family information, stock purchase status, knowledge content they are interested in, visit frequency and visit patterns, and plan different operation plans based on the characteristics of each group of people. It's nothing more than benefits and honor, including money, content, social relationships, etc.
In terms of money, it is necessary to analyze the platform's business model and give users appropriate concessions or appropriate rewards.

In terms of content, it is necessary to combine the PGC+UGC model to provide users with professional knowledge and at the same time allow users to generate content output behaviors. Through the output of content, community members can better find people with similar interests and establish social relationships. This is the establishment of content-driven social relationships.

In terms of social relationships, in addition to platform recommendations through algorithmic mechanisms, users can also search independently or gather through special activities, combining online and offline. Operators need to formulate community rules, maintain the community, and operate the community.

In September this year, Toutiao signed 300 high-quality influencers from Zhihu platform, which immediately became a hot topic in the WeChat Moments. At the 2017 Toutiao Creator Conference, Zhang Yiming launched the "Thousands of People and One Million Fans" plan and announced that he would provide 1 billion yuan in subsidies to Wukong Q&A. Many companies with large traffic are also building their own community operation systems, aiming to improve platform activity, generate better user stickiness and reduce churn rate through community operation and building good social relationships. The situation of entertainment-oriented live broadcasts with tens of thousands of people giving tips is continuing to cool down. We also see that major platforms are doing their best to assist Internet celebrities in producing better content, designing more and more fun gameplay, and establishing social relationships between Internet celebrities and fans, such as building anchor fan groups so that they can interact anytime and anywhere. In today's world where everyone is addicted to their phones, mobile phones have become an extension of our bodies and the world in our hands. We build a community to influence the people in it, and join a community to be influenced by the people in it. Birds of a feather flock together. The importance of community is self-evident. Today I will mainly analyze how to build a knowledge system for community operations.

1. Starting point of the community

In community operations, the first thing we need to focus on is the core issues and purposes of the operations, and find the core operational strategies based on the problems.

1. How to get a large amount of traffic and users from social networks?

2. How can you achieve explosive growth as soon as you enter the social network?

3. How can we make these explosive forces sustained and stable? To sum up, it is "acquisition of users, rapid growth, continuous stickiness and monetization". During the operation process, only by solving the above problems and achieving this goal can the business model and revenue model become more stable.

We know that the value of the platform lies in providing services, value, and surprises to users, so that users have a sense of demand for the platform. The value of community operation lies in how to make more people become the user group of the platform, how to better provide valuable services to users, and how to keep users visiting continuously. A more vivid summary is as follows:

1. Instrumentality: Provide services to users. The core point is to give users a reason to use you.

2. Virality: How to get users to join and encourage them to bring their friends in;

3. High retention: How to attract users and their friends to use the product today, tomorrow, and continuously.

2. Community Membership Division and Platform Value

Platform side: Build a community platform, provide value to users (monetization, knowledge, social interaction, etc.), plan community system gameplay, and achieve viral spread and high retention of users.

Opinion leaders (enterprises + KOLs): provide professional content and gain benefits, honor, personal sense of accomplishment, and are the driving force behind platform activity.

Ordinary people: 1) get information through the platform; 2) can communicate with similar people; 3) can learn from people who are better than themselves. Satisfy the demands of resonance, curiosity, and desire to learn.

3. The driving force behind the social effect

Building a community system is undoubtedly to increase the activity of the platform and reduce retention. We need to understand the driving force behind the community effect and find the core point to prescribe the right remedy:

1. Honor-driven: Through comparative rankings among communities, users will develop a competitive mentality. Everyone wants better results. This competitive mentality will prompt users to be more enthusiastic about activities. For example, the significant increase in active users and paying users of Kugou is mainly due to the launch of the friend arena + virtual gift functions. The most common ones are the various social games for anchors on the live broadcast platforms, such as the most ing talent show, the most beautiful cherry blossom goddess, etc., which create healthy competition among Internet celebrities.

2. Interest-driven: refers to the behavioral inclinations and trends shown by the interest subject in pursuit of its own interests, and forms the behavioral motivation to achieve its goals. This is one of the most basic sources of motivation for people. The live broadcast industry has entered an era of live broadcast for all. Rewards from tens of thousands of people are one of the driving forces behind the rapid development of the anchor group. Beauties gain rewards from fans by showing their talents and interacting with them. Some anchors earn as much as hundreds of thousands or even millions, far exceeding the income from their own jobs.

3. Relationship-driven: It is most commonly used in the new customer acquisition stage of the life cycle. Just as the reasons why Kugou, Honor of Kings, WeChat Reading, and Didi Taxi were able to stand out from the crowd and become unicorns in the niche markets are mainly because they made good use of the power of social relationships. In the process of user research, it is not difficult to find that users are more willing to share good content with people with strong relationships and friends and relatives. For example, WeChat Reading is relationship-driven and has developed a small feature called "give one, get one", which has attracted a large number of high-quality reading users in just a few days. The most familiar competition between Didi and express delivery was once in a tense situation. Didi also rewrote the competitive landscape between the two sides by relying on the "free gift", stood out and became an industry giant.

4. Event-driven: My understanding of the so-called events has several meanings, including product events, activity events, hot events, etc. For example, at the product level, users can enter a community, but they need to complete a task before they can join the group chat and get what they want. For example, Fan Bingbing and Li Chen’s live broadcast on Huajiao attracted tens of millions of fans to watch and interact, which drove users to be active in the community.

5. Regional drive: When talking about regions, we have to talk about Momo Live. We know that Momo was developed based on nearby social relationships. Another stranger social application, "Friend Impression", is also a stranger social application that has risen rapidly this year. Relevant research shows that users are most sensitive to information within 1,000 meters. In stranger relationships, usually "nearby people account for 30%-40% of the same group of friends." Distance is an important relationship that determines the development of the community and the building of stronger relationships.

6. Interest-driven: Usually users do not spend time to continuously build relationships, and broad interests can hardly become the main reason for users to communicate. A good example is that "Dinner Werewolf" achieved explosive growth as soon as it was launched, and it entered the top 100 of the APP Store's social free list within one month of its launch.

4. Analysis of the gameplay of active communities

Operations need to be carried out based on the product life cycle. The complete life cycle process includes: attracting new users, activity, retention, revenue, and viral marketing. To determine which specific stage to focus on, it is necessary to divide the platform's population in detail. For example, if the platform already has a lot of users, then the focus should be on keeping them active. If the number of KOLs is very small, then the focus should be on attracting new users. Regardless of which stage we are in, we need to view the overall operation from the perspective of the entire life cycle and build a sound operation system.

1. New user acquisition method: including KOL and ordinary users

KOL attracts new customers

1) Open recruitment: Analyze the types of users' demands for knowledge, recruit corresponding KOL users from individuals and enterprises, establish an incentive mechanism, and stimulate users to continue to produce content and stay active through honors, benefits, resource support, resource exchange, etc.

2) Introducing KOLs: We have seen that Toutiao’s Wukong Q&A spent huge sums of money to sign Zhihu KOLs, and major live streaming platforms have also invited well-known celebrities and internet celebrities to join. They all have certain personalities, and in addition to being able to produce content for the platform, they can also bring a large number of fans to the platform.

3) Enterprise entry: Many information platforms hope to expose their brands on major platforms. Without involving competition, they allow enterprises to register accounts and distribute content. For example, Renrenshishi Product Manager obtains a large amount of content through UGC, and then publishes high-quality articles on Sohu.com, which has obtained 58.66 million PVs. With the help of Sohu channels, it has brought huge exposure and brand awareness. At the same time, Renrenshishi Product Manager platform also supports other companies to publish articles on its own platform, which is mutually beneficial.

4) Content channel connection: Directly introduce external channel resources and connect interface content. Currently, many platforms directly connect with professional content channels in order to provide richer content and meet the needs of different users. Because building a vertical product line requires huge manpower and material resources, direct connection and operation by professional operators saves a lot of trouble. We focus on channel selection, content (video, music, information, themes, software and games, etc.) introduction, review and dissemination management, but the disadvantage is that the accounts of both platforms are not interoperable, the user path is long, and the experience is not very good.

Attract new users

The methods of attracting new users are usually similar.

1) Channel promotion: Design gift packages for new members, attract conversions through interest incentives (receive red envelopes, interest-free money, discount coupons, etc.) or creative new features, cooperate with channel promotion, and the promotion process focuses on user portrait analysis, user mining, and finding accurate users. According to user characteristics, find channels and design different materials for different groups of activities to achieve precision marketing. The user's conversion path is a process from packaging-click-registration conversion-purchase conversion.

2) Invitation from old users: The conversion process of acquiring a new user through channel promotion is relatively long, and the conversion path decreases layer by layer. Studies have found that users are more willing to share information with familiar relatives and friends, and users are also more easily influenced by relationships and are more willing to adopt the opinions of people who are better than themselves. In the invitation mechanism, the focus is on discovering connectors in one's own community, allowing more KOLs to generate public opinion waves, allowing ordinary users to become connectors, and achieving information expansion through mutually beneficial interests. Just like the sharing and invitation mechanism of "Didi Red Packet" and the early promotion of Faceu, which used Weijia's celebrity influence and combined with Weibo's relationship dynamics to promote resources, more celebrities paid attention to the small videos shot by Weijia with Faceu, and then more celebrities downloaded Faceu to experience it, which attracted the attention of many fans on Weibo and greatly increased the number of application downloads.

2. Active community

To create an active community, we need to review the six driving forces of the community mentioned earlier: honor-driven, benefit-driven, relationship-driven, event-driven, region-driven, and interest-driven. Based on the driving forces, we can design different activities for user groups in different life cycles. The following are a few examples of gameplay analysis.

1) Honor-driven: KOL competition mechanism, establish competition mechanism gameplay, encourage comparison between KOLs, combine the interactive gameplay between fans and KOLs in the mechanism, help establish social attributes, and enhance the stickiness between fans and KOLs.

2) Interest-driven: ordinary users are driven by their own interests. In the following activities, you can get a small reward by signing in every day, and a big reward by signing in for 7 consecutive days. The platform's continuous activity can be improved through the combination of short-term small rewards and long-term big rewards. Through social friendships, you can steal the achievements of your friends. Similar and familiar activities include QQ Farm and Alipay's Ant Forest activities. In terms of effect, it has increased the activity of the platform and improved the building of relationship chains, but transactions are relatively weak.

3) Relationship driven: Users are more concerned about information related to themselves or people they are familiar with. Dajie.com likes to use relationship means to drive users to click on emails in email marketing. However, the information pushed in each email is usually inconsistent with the landing page, which can easily make users feel deceived and erode their trust. Just like SEM advertising, if the title phrase introduction is inconsistent with the landing page, resulting in a high bounce rate, it will be judged that the website quality is not high and affect the ranking.

4) Event-driven: Users are more easily influenced by hot events and celebrity events. Huajiao invited Fan Bingbing to be a guest in the live broadcast room and did a lot of preheating for the event, which triggered many fan interactions.

5) Geographical drive: The "heartfelt answers" function launched by Friends Impression shows that the closer the distance, the higher the user participation, especially the information within 1,000 meters.

6) Interest-driven: When registering, the friend impression will allow users to select a lot of interest information, including their own introduction. The system will recommend stranger cards with higher interest by matching relevant interest tags, thereby improving the construction of stranger relationship chains. Momo has also found in its actual operations that users only need to find a reason to get together, such as outdoor groups, werewolf killing groups, etc. Usually 1% of these active communities will initiate offline gatherings, and the communities that have initiated gatherings also maintain a very high level of activity (70%-80%).

3. User retention:

The key to user retention is to be able to continuously create value for users. First, you need to divide user groups and find out their needs. Then, use operational means to help users better meet their needs, or even create surprises to keep users using your app. For example, we can divide stock investors into registered users, unregistered users, and purchase amount categories, and then analyze each group of people from the perspectives of age, gender, educational background, industry information, family information, stock purchase status, knowledge content they are interested in, visit frequency and visit patterns, and plan different operation plans based on the characteristics of each group of people. It's nothing more than benefits and honor, including money, content, social relationships, etc.
In terms of money, it is necessary to analyze the platform's business model and give users appropriate concessions or appropriate rewards.

In terms of content, it is necessary to combine the PGC+UGC model to provide users with professional knowledge and at the same time allow users to generate content output behaviors. Through the output of content, community members can better find people with similar interests and establish social relationships. This is the establishment of content-driven social relationships.

In terms of social relationships, in addition to platform recommendations through algorithmic mechanisms, users can also search independently or gather through special activities, combining online and offline. Operators need to formulate community rules, maintain the community, and operate the community.

5. Summary of the key points of community operation

1. Improve user experience: By optimizing the platform interaction logic, provide better product function services, more intelligent and accurate recommendations, and give users reasons to use you;

2. Improve the richness of platform content: Introduce professional content channels and combine them with operational methods to assist in the output of higher-quality PGC and UGC content.

3. Build a healthy community effect system: Based on the six driving forces of community effect: honor, benefit, relationship, event, region, and interest, establish a small fan circle so that users can immediately find people with similar interests, similar age, similar region, opposite gender or opposite demands, and find a sense of belonging in the community.

4. Marketing activities promote data conversion: provide value to each group of people through activities (such as benefits for KOLs, honor-driven, free courses for ordinary users, coupons, etc.), promote platform activity, focus on analyzing user portraits, and plan activities suitable for them based on user characteristics.

5. Operational mechanisms promote the utilization rate of product functions: better coordination with incentive mechanisms in content production and product function recommendations to promote the production of UGC content and the frequency of use of product functions, and cultivate user habits.

Author: Big V Sister

Source: Big V Sister

Related reading:

The four core rules of community operation!

6 core concepts of community operation!

Perfect Diary’s community operation method!

4 key steps to community operation from 0 to 1!

Using the AARRR model to analyze community operations

8 practical directions for community operations!