The value of 1. community is to let users get what they want.
2. The atmosphere of the community runs through the users.
3. Users in the community need to operate at different levels.
4. The operation of the community needs OKR rules.
Explain the background first, so as to understand the following example. I recently joined a reading club organized by Cole Zhangge, and I appreciate this club very much. I am not only an ordinary participant, but also a volunteer administrator of community operation, and another partner * * * is responsible for maintaining a community of about 200 people. All administrators have another group to talk about matters needing attention related to reading club and how to improve community activity and punching rate.
I participated in the discussion and summarized the above four points. Let me talk about my understanding one by one:
The value of 1. community is to let users get what they want.
The essence of the community is to find high-value users with the same attributes, gather together through a certain threshold of identity, and then let the community users grow through effective operation.
Like the club I joined in this book club, the same attribute of * * * is reading; High-value users are the sponsors of the book club and people who are willing to work with him; Identity is based on our recognition of the initiator, believing that he can lead us to learn and grow together; At present, because it is the internal testing stage, the lower limit is free, and it will be charged annually after the internal testing; At present, the effective operations are output content punching, reading and taking photos or sharing golden sentences, and KOL chatting. Growth refers to the growth of users through input, output, viewing, comments and contact with others.
This growth is based on the current community. If the scope is expanded, it should be what users want, such as shopping discounts, bonus hunter, news of fans' matches and so on.
So the value of the community is to get what the participants want. It is impossible to build a community if you only want to think about what you get through the community and extract the value of users.
2. The atmosphere of the community runs through the users.
I think the atmosphere of the community is the core of community operation. Only by ensuring the atmosphere can we retain the current users and attract others. You can see this atmosphere in the mile. Why can Li Li run out in the field of long video? Why is the valuation so high? It's not technology or product, you can say it's content and barrage culture, but the core is the unspeakable atmosphere created by users.
Each community has different definitions, different thresholds and different atmosphere. What's the atmosphere of the reading club? I can't say it clearly now, but I know that it is necessary to create a mechanical action that people don't just read and punch in, so as to create a phenomenon that how high the punching rate is, the users will be more active; But pay attention to the essence, does the user get what he wants, that is, punch in, and really grow up?
Actually, I think it's a little kpi to calculate the punch rate. For the book club, I think the growth and promotion of participants is the key. Active people, we ask them to keep it up, stick to it, and type in the content sincerely and seriously, instead of writing a sentence or two to finish their homework. People who don't actively punch in, let them take the initiative to participate. As for the reward, I think people who have known Zhang Ge for a long time want to get a chance to get in touch with Zhang Ge, sign his name, be around him and even get a favorite comment. People who have been in contact with brother Zhang for a short time may not feel this way. They either come in to watch or try. Few people make up their minds to attend the book club completely from the moment they come in. So for these people, I think it is to let them feel the atmosphere of reading and growing up. Guide them to see the homework and content written by active people. Slowly cultivate the atmosphere of the community. This kind of atmosphere will meet new people.
The above passage is my speech in the group. What I want to express is that the atmosphere is very important, and it is necessary to create an atmosphere around what users want. I have been joining some communities for 3-5 years, and I always believe that once the atmosphere of the community is destroyed, I want to quit, even if I pay the price (community not only refers to WeChat group, but also includes some professional product forms, such as Baidu Post Bar, which is essentially a community), because I feel that the atmosphere has changed, not as I thought, and I can't get what I want in this community.
3. Users in the community need to operate at different levels.
In the above speech, I also mentioned the concept of hierarchical operation. After all, there are thousands of people in this community. Although it is free, in order to create a community atmosphere, it still needs to be layered. Let me give you an example. Users are stratified according to their activity and seriousness.
Active and serious users (those who punch in carefully and actively interact with others' punching content) should be rewarded. These people have the same attributes in this community, and they are basically diehard fans of Zhang Ge. Therefore, these people not only look forward to their own growth, but also look forward to doing something to distance themselves from Zhang Ge. This is what I call the opportunity to get in touch with Brother Zhang.
Inactive but serious users (serious punching, self-output, less interaction with others) should operate at P0 level; Find out why they don't take the initiative. Is it because people here are unfamiliar and have a natural strangeness? I am eager to grow up, but I don't know how to grow up with others. Such users should create an atmosphere and concept of "one person can walk very fast, but a group of people can walk very far". Keep warm and grow together.
People who are active but not serious users (punching cards but rich in content, or interacting with other topics) should also pay attention. First, see if he has any motive for drainage, and rule it out in time if he has such motive. Drainage that does not create value is speculation, at least I think so. Of course, if the community atmosphere really needs this person to be active or provocative, you can stay a little longer, after all, it is still valuable; T is needed when it is worthless. The essence here is value exchange. He requires a certain amount of traffic, and I need to take the initiative. When supply and demand are unbalanced, there is no equivalent exchange. There is also a kind of "paddling, alas, just for fun ~", so users need to change a little by operation or be guided by the community atmosphere.
Users who are not active and serious (diving without punching and interacting) should operate moderately. After all, the internal testing stage needs a preheating process, and the atmosphere also needs to be cultivated. When the community has an atmosphere, some users here will turn to active or serious users. What these users need is time and sincerity. Even though he talked a lot in private, he simply replied "Oh", "I know" and "Fine". Don't feel embarrassed, it's normal, the threshold for comparing communities is relatively low, and everyone just gets together because of the single relationship of reading, and they are strangers to each other, even strangers. Be patient and cheeky. Slowly influence, slowly influence with the atmosphere of the community, and slowly influence with the sincerity of operators. But then again, when the purpose of joining some users is inconsistent with the community value, they can also operate moderately. Some people just join in and watch the fun. After all, everyone is curious. Once such a person is labeled as such, don't urge and chat privately too much, which is also an interruption to such users.
Let me say one more thing here: the mentality of community operators: we must be patient, careful and thick-skinned, and believe that what we do is really to let users get what they want.
Therefore, we don't need to urge those who have punched in three or five times and haven't acted, which may also be an interruption to others. Maybe people just want to watch and dive quietly. What is effective supervision should be the focus of our managers. Let them be active and improve the number of active users and the quality of the atmosphere.
4. The operation of the community needs OKR rules.
OKR is also known as the goal and key success method.
O is to determine the goal, that is, what does this community want to achieve through operation? This goal is actually the concretization of community values. In fact, the reading community is to let the participating users not only gain the knowledge and growth of the book content through reading, but also create value through various activities and ways through the community. This o must be decided by brother Zhang himself.
KR is a must to achieve the goal. This is the specific job responsibility of community operation. Of course, I haven't actually done it, and I dare not say what to do. But I tried to open it myself:
1, urge Zhang Ge to output the content, lead everyone to read, and solve Zhang Ge's problems in the output process;
2. Let the user know and participate in the content read by Zhang Ge in the first time and complete the homework;
3. In order to ensure the growth effect and ensure that the user's basic homework actions are as serious, thoughtful and in-depth as possible;
4. Expand the growth mode to help users find the growth path in multiple dimensions;
Then refine it into specific actions (many actions only focus on key points and essentials):
1, I won't talk about the first point, I believe Zhang Ge.
2. The mechanism for punching products to reach users is not strong, which requires the reach and notification of WeChat group. Inform users of reading, homework and actions to be done through WeChat group at the first time. These actions need a strong reminder (group announcement, group to do)
3. If there are too many operations, it is necessary to appropriately expand the group management, and the full-time operation is mainly responsible for operating the group management. Of course, this is based on the fact that Zhang Ge has a group of diehard fans. There are not so many diehard fans, and there are so many groups.
4, the core is coming, how to ensure that the user's homework is as serious, thoughtful and in-depth as possible. I think it is necessary to arouse the enthusiasm of users and make them feel that the output here is concerned. After all, everyone has a need for recognition. In fact, it is also the creation of the atmosphere. Specific practices:
Then the problem is coming. How to urge is easy to say, but how to urge is effective [smile through tears]
What I do now is, as long as I share it with the group, I will like it as much as possible and comment as much as possible. Let him feel that punching in is not formalism, and someone is paying attention to him. Further optimization, in fact, not only the administrator pays attention to him, but also his companions pay attention to him and interact with him. In this way, he felt that not only the organizers were interacting, but also the concept of "trust" was dispelled. This mutual encouragement and some official incentives. I think the atmosphere and quality will get better gradually.
It's easy to say, but it's still difficult to implement. One thing that has not been mentioned is incentives. Motivation is necessary. Specific measures should be dynamically grasped according to the actual situation and cost. Let's just say that motivation is to make users output better and change the atmosphere better. Avoid letting users output specifically for motivation, which violates the value of the community.
In fact, the fourth point also mentioned the way to expand growth, that is, to let people in the community contact, communicate, grow and learn from each other. Another way I think the existing form is ok: open comments under special posts. Open light chat and other columns, according to user feedback, there will be more expansion and play.
Above, a SaaS product manager is watching C-side community operations.
Supplement: For most people, group messages are basically blocked, including myself. When I need to concentrate at work, I will block it first and then open the stairs when I have time. So I think the WeChat group is still used to inform most people. However, if you send group announcements and group agents every time, they will feel too frequent, even ignore the announcements later, and even quit the group if it is serious. So this degree is difficult to grasp. I just make some announcements and to-do lists when I punch in. Make them active. I think we should guide them to be active on the planet (the exclusive activity gathering place of the community). I haven't figured out how to guide them.