How does this content sharing community achieve user growth?
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Using Jianshu V2.11.2, draw the product structure diagram as follows: From the perspective of product functions: In short, this product is a community based on content sharing, which is a typical UGC community in the Internet product classification. Platform users: readers and authors, intellectuals and literary young writers who love writing and output content; literary young people who love reading and life; Jianshu uses the content produced by authors to output and provide it to readers. Jianshu user features: Younger, mostly female 1. If you were responsible for Jianshu’s user growth at the current stage, what means would you focus on to achieve growth and why? According to the APP download data provided by Kuchuan platform, the monthly growth of Jianshu APP is shown in the following figure: The growth curve of Jianshu users is as follows: Analyze the total downloads and monthly growth: Remark: The download volume is a combination of data from four platforms: 360, Wandoujia , Baidu, and App Store . The monthly growth number is the monthly growth of the app in the market. From the trend of the Jianshu user growth curve: The Jianshu product is currently in its growth stage, and the next step is to complete the transition from the growth stage to the mature stage. After the Jianshu app was launched on the app market in September 2014, the total number of users has continued to grow. Monthly user growth data: The monthly user growth data of Jianshu APP has been growing continuously since it was launched on the app market in September 2014 to May 2016, with low tide periods in May, October and December 2015 and January, March and June 2016. Currently, the Jianshu APP is in its growth stage. Its existing external promotion mainly involves application markets and social media (WeChat and Weibo), as well as occasional offline activities . If I were responsible for the user growth of Jianshu, I would achieve user growth through the following three points: 1. Information promotion: Two ways: attract users with the product itself and product content A. Add social platforms such as Renren and QQ Space to create a Jianshu column, and update high-quality articles on a long-term basis to attract more users. B. The Lifestyle column on Zhihu, answers to questions about must-have apps for life, must-have apps for literary youth, etc. C. Baidu products: Zhidao, Lujian, promote Jianshu in Tieba, such as from the reader's perspective: what apps are necessary for literary youths, what apps are there for fragmented reading; from the author's perspective: what self-media platforms are there for literary youths. Jianshu is launched in Tieba for posting in Tieba related to literary and artistic groups. 2. Offline promotion A. Cooperate with local universities to carry out activities to attract potential users, such as sponsoring university associations and large-scale activities for university students to promote product awareness, provide product peripherals as prizes, or sponsor activities as a nominal organizer or have Jianshu staff make speeches. B. Offline, you can also cooperate with niche coffee shops and sponsor some books or coffee shop-related peripherals, because the user characteristics of Jianshu partially overlap with those of coffee shop users. Cooperation can also be achieved through permanent activities, or irregular meetings at fixed locations to establish long-term cooperation. C. Add more activities for segmented groups (specific groups and specific directions) After segmenting the users, they are roughly divided into the art group and the IT group, and activities are customized for the users: Cultural Week Special Topic: The Art Group organizes activities with specific themes, such as the previous "Divine Turnaround Competition", similar to Zhihu's columns, and roundtable activities with a certain theme. D. For the promotion of Jianshu, you can consider bookmarks, cloth bags, and power banks. Bookmarks are for book lovers, and are commonly used by readers and authors; cloth bags are for literary youths, and are absolutely reliable; power banks are universally used, but are a bit expensive, so they can be added to the backup plan. 3. Maximize the value of partners A. Seek apps from the same industry and partners to promote each other. When partners organize activities, you can be the nominal organizer and provide prizes. This will give potential users more opportunities. B. Look for partners with the same potential users but without a competitive relationship: such as: Zhuezhe.com, NetEase Cloud Music, etc. The users of this product are sentimental and love life, and can engage in in-depth mutual promotion and cooperation. Zhuezhe's activities are more offline, and it can sponsor Jianshu's peripherals at the activity center. Zhuezhe can provide event places to Jianshu's contracted authors. The feature of NetEase Cloud Music is that in addition to using big data to push playlists, more core users are concentrated on playlists, anchor radio stations and comments, and users in this area can make good use of it. Appendix: My thoughts on how the Jianshu app can improve user activity A. Maximize the value of core users B. Enhance user's sense of honor Implementation plan: roughly divide Jianshu users into two categories: programmers and literary youth (mostly girls) Segment users, improve the membership system, strengthen the points system to classify users, give users more permissions, and understand that existing users are classified into users-contracted users and topic managers. Offline interest groups can be formed for existing topics, and core users can be converted into semi-managers to cooperate with official activities and lead the interaction of small user groups; On the other hand, you can use points/bonuses/gifts/special honors, medals, etc. as gimmicks from time to time to incentivize users and guide them to become App promoters to expand the user base. 2. What problems and challenges may this product face in the next six months, and why? A. Profit model B. Transition from growth stage to maturity stage Many of the paths taken by Internet startups are like this: In the early stage, Internet companies continued to operate by financing. After they had a certain number of users and a certain degree of popularity in the industry, they would face two more problems: profitability and transition. For example, the product iEncrypt was originally just an encryption tool . After slowly gaining a certain number of users and forming a fixed profit logic, more functions were added. For example, originally there was only Android/iOS encryption, and later protocol encryption, Html5 encryption and vulnerability analysis, and app security assessment were added. It has transformed from a tool into an overall solution for mobile security for Internet companies. This is a good example. The most important issue for a product from the development stage to the mature stage is to find a profit method suitable for its product while ensuring steady growth of users. Here are some thoughts on how Jianshu makes money: 1. Offline magazines, online daily and weekly newspapers, electronic versions The articles on Jianshu are more suitable for magazines, but not for books. You can consider publishing a magazine like Reader. Of course, if there is no publishing house to support it, you can also follow the model of Zhihu and Zhidao and consider publishing daily, weekly, or electronic versions of information aggregation and monetization. Every profession has its own expertise, and Jianshu's advantage lies in its more targeted content. 2. Product surroundings Similarly, everyone in the Internet circle knows that many Internet celebrities have online stores behind them. Whether it is the consumer economy or the extraction of user value, this is indeed a good way. By analyzing users and developing peripheral products, such as bookmarks, cloth bags, doll pendants, notebooks, and lightweight digital products can all be developed. 2. Advertising As an advertiser, you can display some ads on the APP. Of course, the ads should be targeted, such as cosmetics, kindle, etc. Regarding the transition of Jianshu from growth stage to maturity stage: The current problems of Jianshu: If you want to absorb high-quality nutrition, you should not read on Jianshu, but go to the library to find articles with high knowledge density and strong ideological power. The most suitable readers for Jianshu are not those who aspire to be scholars, but young people who have not yet graduated from college or have just graduated and are eager to find a quick guide to life and career secrets; Jianshu has no keyword review and no report button. (This paragraph is excerpted from Zhihu: What is the difference between Jianshu and Douban? @Bao Zuitun’s answer) 1. Improve product mechanisms and increase high-quality users The logical functions of the App still need to be improved. Freedom of speech is uncontrollable, and bad things should be avoided in time. On the other hand, the audience of Jianshu tends to be younger, and the articles are not deep enough. The situation will not be good in the future. Therefore, the next step is to improve the product mechanism in a timely manner, and at the same time, develop more high-quality authors as much as possible to improve the overall content value and operate this content sharing platform well. 2. Information classification, customized homepage (inspired by Jianshu interview) The model of Jianshu is not a clear column, but a series of information nodes. Therefore, it is necessary to develop a customized homepage for users when big data is not used to push information. Just like the last step of registering on Weibo is to choose the tags you are interested in, it is a good choice to give the initiative to users appropriately.
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