First answer a question: What is a community?

Baidu Encyclopedia explains that it is an online communication space. Online communities under the same theme gather visitors with the same interests. Its common forms can include: forums, post bars, personal spaces, etc.

At the demand level, we all know that everyone has the need to communicate with others. Common scenarios include one-to-one, one-to-many and many-to-many communication, and the community is to satisfy users about a certain The topic requires one-to-many and many-to-many communication with others. However, in the Internet era, the method of communication is placed on the Internet, and the characteristic of this communication is non-immediate.

Let’s answer the second question, the role of community operations. To put it simply, it is to maintain the activity of community users and allow users to continuously consume and produce content in this community, so that users can develop stickiness to community products.

So this raises the third question, what is the role of the community? Or why should we make users stick to the community? In addition to products that are community-based products, such as Tianya, Hupu, Zhihu, Kaixin, etc., the commercial value of course goes without saying. Many companies themselves do not make community products, such as Xiaomi and Meizu, and they spare no effort to develop them. The reason for using communities and forums is to attract users through the community and increase the spread of the company's brand and products.

Through the above analysis, we know that communities are very valuable to both users and companies. So facing the last question, how to operate a community? Since the author has no practical experience in operations, we’d better learn from others. After all, isn’t Newton proud to stand on the shoulders of giants?

According to @Hanli’s answer on Zhihu, the main work of community operation mainly includes content operation and user operation, so let’s talk about content operation first, which is divided into five steps: Content self-operation-content Self-generation - content mining - building community temperament - forming a community brand.

Content self-operation: For a new community-based product, since the community is still an empty shell with no content or insufficient content, the first step is to decorate the community. , that is, through community editors filling in some content, community editors have various methods of managing content. They can move it bit by bit by themselves, recruit a navy and part-time workers, or invite some experts in the testing stage, such as in the early days of Zhihu, in short The community must first have content for initial users to consume. But what we need to pay attention to is that the selection of content must be consistent with the initial positioning of the community and the identified target users of the community. After having some content, the editor needs to recommend it to various navigation pages or sections. At the same time, the administrator of the irrigation stage needs to determine the rules and regulations of the community: points strategy, level strategy, community help documents, etc. In this way, the community has taken shape, and community promotion personnel can also carry out various promotions. At the same time, the watering down must continue, after all, there is still a lot of content.

Self-generated content: What is needed at this stage is to add so-called UGC content, and it is also a time to test the skills of the operators. When promoters introduce traffic, what community editors and managers need to do is to retain users and try to get users to produce content after consuming content many times, such as posting, liking posts, writing comments, etc. The initial design should take into account the convenience of users to publish content and reduce the cost of content generation. Community staff should also provide various incentives or incentives to allow users to generate content, such as editing and integrating various high-quality posts, and writing controversial articles. Articles, special topics, etc., such as planning various online or offline activities, moderator convening activities, soliciting contributions, entertainment activities, etc., or setting tasks for users to complete, etc., are all to keep users in the community. Make your own footprints. In addition, in addition to the incentives from the community's own staff, I think there are also incentives from the users themselves. Why do I say this? Because according to Maslow's needs theory, people always have high-level needs for respect and self-realization, so user-generated content does not Sharing may satisfy such needs, and what we need to do is to allow users to produce content that can be discovered by more people during product design. For example, on Zhihu, write content that can be seen by more people. , when good content gets more approval, it also stimulates users to produce more content.

Mining high-quality resources: The premise of this stage is that the UGC content is already rich, so what needs to be done at this time is to dig more high-quality resources so that more people can see it. High-quality resources are divided into high-quality content and high-quality users. High-quality content is thematic content with discussion value and in line with the community's temperament, followed by content with practical value, such as various dry goods, documents, etc. The role of community editors is to integrate, Find and use various high-quality post content, pin it to the top, recommend it to the homepage or channel page, or add highlights, etc. In short, make high-quality content reach the place closest to users. At the same time, for high-quality users who produce high-quality content, what the community needs to do is to let them get more honors, levels, fans, appreciation, etc., so that they feel respected or self-realized. Therefore, the points system and tasks need to be optimized. system etc.

Create community temperament: After someone has content, you need to consider the macro theme and tone of the community, high-end content or low-end content, critical content or knowledge-sharing content.

To set the tone, you must reflect the tone by integrating and packaging high-quality content through community editing, such as topic planning, content inventory, etc. In addition to the tone of the community, there is also the temperament or atmosphere of the community, which is the first impression given to users, such as Zhihu, a high-quality topic-based Q&A community, Douban, a literary and artistic book review section, and Xiami, a high-quality music sharing community. Discover. The temperament of the community is mainly reflected in three aspects: textual content, visuals, and marketing and promotion materials. The textual content needs the guidance of community editors, and the visual needs to be determined by products and UI.

Determine the community brand: After the first few steps are completed, what needs to be done next is to set up competition barriers, and brand is the most difficult competition barrier to overcome. The way is to increase brand promotion efforts and discover new user needs. Click to add new functions and improve existing functions.

I have said a lot above. To sum up, I think content operation is to continue to allow users to consume content that is in line with the temperament or atmosphere of the community, stimulate users to produce content, and at the same time reduce the cost of user consumption and content production. , forming a virtuous cycle.

For operations, it is definitely not something that happens overnight and requires long-term and intensive cultivation.

User operation

User operation refers to the goal of product user activity, retention, and payment, and formulating operation plans based on user needs. Therefore, we need to know:

1. The purpose of user operations is to attract new users, retain them, increase user activity, promote user re-engagement rates, and reduce user churn;

2 The way to achieve the goal of user operation is to formulate operation strategies, but the premise is to understand and analyze the attributes and characteristics of the community population, including: user structure, male to female ratio, age, education, etc.; user habits, like UGC, just browsing, whether to share etc.; the situation of users, how many new users, how many old users, daily growth, daily loss, etc.;

3. The core is to increase revenue, reduce expenditure, maintain, and stimulate

< p> At the same time, we need to know a model, that is, the pyramid model, browsing users-registered users-active users-elite users. This conversion rate is constantly declining. In the community, the most valuable users may not account for 20% of the total users in the community. These users are the users at the top of the pyramid. They contribute the most to the community, including atmosphere construction, UGC content contribution, etc., so operational work 80% of the time should be focused on these users. If the product's functions and content meet the needs of these 20% of top users, they can drive and influence the remaining 80% of users.

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