For community operation, you need to build a good “personality”!

In community operations , building a good personal image can clarify your position among users, humanize the product, and let users know who you are. High-quality character design can enhance user favorability and improve user experience.

1. Why do we need to create a persona?

The community is about doing business among acquaintances. How to quickly establish social relationships with acquaintances through communities, friends, etc.? Creating a persona is an effective method.

By building a personal image, you can quickly clarify your position in the minds of users and let them know who you are and what you can do. A high-quality personality can easily increase favorability and pave the way for subsequent activity and conversion.

At the same time, character creation is a double-edged sword. Once it fails to be created, users’ disappointment will increase exponentially. Think about those cases where personal image has collapsed. It is extremely difficult to restore the original popularity and influence.

Therefore, we must not only create a personal character, but also create a high-quality personal character.

2. Commonly used character selection in the community

1. Real character

(1) The true personality of the boss and founder

Real people appear on screen and interact with users in their real image. Share your daily life and your "thoughts" in the community and on your circle of friends, and highly overlap your personal image with the brand image. It provides users with a concrete way to understand the brand.

For example, Chen Ou, the boss of Jumei Youpin, appeared in an advertisement himself, and his sentence "I represent myself" attracted countless attention. It also set a precedent for bosses to bundle brand images and create their real personalities.

(2) Assistant character

If the boss doesn't want to appear on camera or is too busy to take care of the situation, then you can create a caring assistant character. This assistant gives people the feeling of being a confidant of the boss. Communicating with him is almost equivalent to communicating with the boss.

For example, in the community of Li Jiaqi mentioned earlier, the administrator of the group is the character of Jiaqi’s assistant. Through the creation of content in the circle of friends, communication content within the community, complaint handling, etc., it is easy to create an image of Li Jiaqi as a trustworthy person who can effectively solve problems.

2. IP character design

When bosses and assistants are too busy with work or their temperaments cannot match the brand, upgrading to IP characters is one of the effective methods.

IP character can be a virtual image or a real image. Regardless of which one, the focus of operations is to control the tone and temperament of the IP personality and to ensure its alignment with the main business.

For example, the IP character created by Perfect Diary’s private domain traffic - Xiao Wanzi. By creating such a young, beautiful girl who loves food and makeup, Perfect Diary's brand image was instantly concretized. Whether within a community or in a circle of friends, users can easily resonate and develop a favorable impression of the brand.

3. Qualities of an Excellent Personality

1. Get close, not high up

We have said before that a community is a social relationship, and closer and closer relationships are the good relationships that the community pursues. Therefore, the creation of a brand’s personality must not be high-handed, but must be close to the users so that users can feel the warmth of the brand. An excellent character can even make users empathize with the character, and feel that this character is their own incarnation at a certain moment, and their favorability goes through the roof.

Let’s take the Jumei Youpin advertisement mentioned above, in which Chen Ou spoke from the perspective of an entrepreneur and delivered an inspirational copy: “You only smell my perfume, but don’t see my sweat… Even if I’m covered in bruises, I must live beautifully. I am Chen Ou, and I speak for myself.” This advertisement, which conveys the emotion of “Diaosi counterattack” and a character that many young people can relate to, directly hits the hearts of those born in the 80s and 90s and arouses widespread resonance. After this round of marketing, Jumei's UV (unique IP) visits quickly rose to nearly 4 million per day, with more than 200,000 orders - in 2011, this was still a month's order volume.

2. Professional

For professionals, users naturally tend to trust the product. Therefore, in order to build a personal image, one must improve business capabilities. Especially for the professional content you release to the outside world, it must be able to stand the test. You don't have to be an expert, but you should say less about things you are not sure about. If I have to talk about something, I would talk about the professional content that I am familiar with and have researched thoroughly.

Think about the actor Zhai Tianlin? Just by saying one wrong word, his fake personality as a top student was exposed and even his acting career was ruined.

3. Authenticity and sincerity

The truth mentioned here is not the real truth. Instead, it creates a real and full character.

How to be plump? It must have flesh and blood and content. Content is more credible and sincere when it is filled with real emotions. Only then can users feel the value.

4. Some tips for creating a high-quality persona

1. Choose a name or nickname that suits your personality

For example, if you are a real person, just use your own name. For example: Li Jiaqi’s assistant - Huahua, Xiaoxian from the Operation Research Society, etc.

A nice, memorable and distinctive name can make your WeChat friends remember you instantly and let people intuitively know who you are and what you are doing.

There are a few things to keep in mind when choosing a name.

Do not use the full emoji name, which is not searchable and not recognizable;

Don’t add A or AAA in front of the number. Although you will be at the front, this is really LOW and like a beginner in micro-business.

2. Avatar

Choose an appropriate profile picture. You can use personal photos, cartoon avatars, brand logos, etc., which are all suitable avatars for creating a personal image.

3. Labeling

If you want to create a high-quality personality, labeling is a very effective method. Through some kind of concrete label, the personality, brand and label are combined into one, so that the user can quickly identify it.

For example, "No. 1 Lipstick Brother" and "No. 1 Taobao Sister" are the personal labels of Li Jiaqi and Wei Ya. Through such labels, users can easily know who you are, what you do, and what you can bring to me.

4. Clear positioning

In the process of creating high-quality personalities, content is the key support. Then the positioning of the content must be clear, and avoid chicken soup for the soul one day, humor the next day, and entertainment gossip the next day. Stable and clearly positioned content can carry the brand’s values ​​and highlight the overall image.

For example, Uncle Qiuye, the leader of the earliest and largest PPT community in China, has a clear and definite content positioning, which is to become the strongest in the PPT field.

This is the first article of 2020. Thank you all for your continued support. Thank you.

Author: T Brother

Official account: Let’s play with user operations (ID: happy_yiyi517)