Content operation of Community operation

Absrtact: I myself according to the community operation of one year, the three key elements of community operation are called Troika, they are: User operation, content operation, interaction. In the last article, I spoke about the operation of the three-horse coach, today

I myself, according to a year of community operation, the three key elements of community operation called "Troika", they are: User operations, content operation, interaction.

In the previous article, the "troika" of the "user operation", today, talk about "troika" of "content operation."

(a) What is "content operation":

1: Stay away from "content is king".

Before I explained the concept, I explained my own view that there was no "content is king" concept in community operations that I understood.

The community is different from the website, do the website we will excessively value the content, I sent 5 articles today, the search engine included me 5, I am very happy.

But we do not have the idea of being a community. Community is a place where the public congregate, is the first user in the inside interaction, will have content generation. Therefore, interaction is the first and the content is the product of interaction. If we simply in order to do content, then we open robot hanging machine good, one day can produce tens of thousands of of stickers, ask, these posts meaningful?

2: "Content operation" is the combination of static and dynamic.

Away from the "content of the King", we understand the importance of interaction, but also understand how the content is produced. So the content is not dynamic, not live, not static, moving is to better produce, static is to better show.

In a word: "Content operation" is to create content + content + promotional content, both static and dynamic, dynamic combination.

(ii) Creation of content operations:

1: Creating the source of content:

All the sources of creativity in our community are the starting position of the community, what the community offers to others, what core ideas to convey, where the main axis is, what the characteristics are, these are the most important and the source of your creation.

We provide to users to meet what they need, this is our value proposition, do any products need to determine their own core characteristics, otherwise more users, like chicken, can not become the climate. I remember Mr. Ma said a word: To do things in fact very easy, very simple, as long as we find the direction, then dry Bai.

So our creative content must revolve around own core thought, does not digress, does not off, thus your community will become more and more prosperous.

2: How to create content:

1 reasonable use of "celebrity".

We can look for the industry celebrities in the early stage, do an interview, of course, must be convenient for others. When you put such quality content in front of the public, the interaction is one after another. No one said they do not want to succeed, no one does not want to be friends with successful people, this community has celebrities in the participation, you think it can not fire.

2 Use good "question and answer system".

Now the Discuz Community system has a question and answer plugin, but I want to say is not this meaning, I want to say is that we have to build a section, a special edition, dedicated to the community user questions and answers, this question and answer system can be divided into two kinds, I ask questions, you answer; I ask questions, others may not be positive, but I reward questions, I use the community currency to reward, then someone will answer. Of course, we can also reward the people who give rewards, because he is creating new content, this is what we want to advocate.

3 more activities, timely attention, timely update.

The activity here can be a vote, but is a collection of stickers, can be a reward, of course, can also be a small debate, of course, essay, Post rewards and so on, I firmly believe that there is no can not do, only unexpected, a person think method, think the problem may be very single, we sit down together, brainstorming, activities will flow to , these are creations, are the good way to mobilize users.

4 more special topics, to find ways to create special events.

The topic must be some hot issues, hot topics, but don't involve sensitive politics, military. Must have the fascinating content, must have the memorable interaction. Here we need to be in the grasp of the theme of the atmosphere, more set an example. The success of an activity is not only the participation of users, but the interaction between management and users, and the interaction between users. So our topic still revolves around the core idea, because the people who come to our community are looking at the value of the community, so long as our topic does not deviate from the big theme of the core idea of the community, any topic will not be bad.

(iii) Content operations:

1 Dry resources.

Make a collection of all the topics, activities, and quality content resources, and collect the tags. One of the watch will be very tired, look for the words are more tired, if we work hard to put these dry resources together, and then do a collection of tags, a little guidance, the General people will do a collection, spare time to look at, this is not very good?

2 The front page of the community and the plate cover must highlight the characteristics, you do what kind of community to highlight your characteristics, this is very important, static and dynamic distribution must be reasonable collocation, such as home can be set up microblogging module, game module, image browsing and video modules.

Related to membership information must be integrated in a module, such as A5 and outdated right member area, I think it is good.

3 can be appropriately added "daily latest highlights/daily latest information and other modules, which can be appropriate to increase the content of the expansion, do not just circle in their own area, you build a station of the community, you can add a bit of entertainment content, such as shaking the prize or the application of the game." It is said that the application of game-related plug-ins have a commission to take oh.

4 All of the show must be prominent and concise, do not make too cumbersome, now people only look at the first glance, the page to do concise, simple, the content of flesh and blood, then your community will become more and more stuck to the public.

(iv) promotional content of "content operation":

1 when it comes to promotion, it is to share the good wine of your home to drink, use word of mouth, to reach the final prosperity scene. We must combine their own specific circumstances, planning a good promotion system, reasonable use of station, outside the station to promote means to achieve their own purposes.

2 Create a community with a "reward for registration" mechanism.

When the mystery is in front of us, we all want to get a glimpse of it. When you have enough people in your community, you can close the community, do not be afraid, do things will be more desperate, we do not open registration, we can open the invitation to register, when you promote the number of people enough, when the reward came. The boutique community can close the registration when only 500 people, do you dare? The quantity of your dry goods, your characteristic product determines your height, this is also a channel to create interactive and promotional content. Dare to think, dare to do, can Yong Chuang Tianya.

3 make full use of various micro-platforms.

Sina Weibo, Tencent micro-blog, micro-letter, Mo mo ... Are your lake, are your application platform. Here, you can tap new customers, maintain old customers, when they move, then your content is coming. Timely push, timely response.

4 The use of Community plug-ins to share plug-ins, this is everywhere, DISCUZ Application Center has a lot of, must find a centralized all the micro-platform plug-ins, encourage users to share, you can set up a reward zone, the release of share shots and other prizes.

The above is my own personal summary, I believe that there are tens of thousands of ways, as long as we find a way to their own, adhere to do it, many times do not lie in how much to do, more is how much you spend on an event, the community content is not more, is the essence.