Kun: Business Promotion Strategy of forum Community (i)

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From the beginning of September until now, has not written articles. Mainly is really too busy, September for the national Operation Manager did a training, and then participated in the Northeast Webmaster Internet Conference. Then he pushed a marketing college line to graduate from work and helped them to worry about the job. 11 period and back home to visit their parents, and immediately began to write books. These two months feel like riding a rocket. "Swish" of a moment came over, but also not idle, busy all day.

The first two days by discuz! Zhang Classmate's invitation, in Discuz! 's "standing up in the classroom" and friends to share some of the topic of forum operation, so jiehuaxianfo, to share these content. Because some content and experience can not be disclosed to the public, so this article in the collation, some places did a fine reduction and treatment, hope everyone forgive ha. At the same time, thanks to the organizers of this event, as well as the collation of this article, discuz! 's Zhang Yuan beauty: The book is turned, the following for the classroom record:

With the rise of the concept of WEB2.0 community more and more attention, we all understand that WEB1.0 has been difficult to adapt to the development of a new era, to do the community is the future direction. What exactly does the community do? It is often also asked me, said the forum how to promote, the forum is not popular what, many people think that the forum and the site, like the need to promote the line. In fact, this is a wrong cognition, first of all to correct this error.

The focus of the forum is operation, not promotion. Forum is different from the traditional 1.0-type Web site, the so-called WEB1.0 is content-oriented, as long as the promotion of the effective will have flow. and promote simple, one step: You put the user to find ways to pull to your site to browse, OK.

But the community can't, the community is at least five more steps than the information station: You only pull the user to browse, not enough, because light someone browsing, this is a dead community, meaningless; this needs to perfect the second step, let the user register, but the user registration OK? No, registration does not post, that call dead users; Let the user post, but the user sent the posts even if successful? Also is not, occasionally send a post, that forum or fire does not rise, need to users often posted only line, that is, the fourth step, to allow users to frequent posts; Is that a regular posting? Certainly not, if the net sends some worthless drip paste, also cannot call a good community , so the fifth step requires users to be able to send some valuable posts and often participate in community discussions and interactions.

And in these five steps, in addition to the first step can be completed through the promotion, the other four steps can not be completed through the promotion, the remaining four steps, it has to rely entirely on the operation. So for the community, the network to promote the cattle, are useless, and on the contrary, even if not promoted but the community itself to operate well, will also develop very well. And for the community, the biggest promotion is the user's reputation, as long as the operation of a good, users will spontaneously use Word-of-mouth to help you promote.

The following talk about operation, I am DZ Forum of the old users, and in DZ did not appear before, I have been doing forums. From the Forum program appears so far, the form of expression are similar, but the specific function in the continuous progress, so these years, I also accumulated a set of forum operation Method, today to share with you, I mainly from nine aspects of the summary:

1. Forum Strategy

2. Content Strategy

3. User Group Policy

4. Integration Strategy

5. Task Strategy

6. Medal strategy

7. Active strategy

8, star Strategy

9. Team Building

With so much content, let's start with the first four points today:

1. Forum Strategy

As we all know, in the construction of a forum, the first is planning and positioning (today does not involve), and then is to plan specific section classification. Different areas of specific methods, do not say, today, mainly to say some of the classification of the points of attention:

The first one is to early coarse, late fine.

At the beginning of the forum, should not put the whole plate too much, too thin. Some forums just a line, on hundreds of sections, it is very unwise to practice. First, the initial stage of the forum is certainly not popular, if there are 10 registered users at the same time online, has been very difficult, but the forum to complete the 100 sections, an average of one point, a plate only 0.1 people, the popularity on the diversion, who would like to wander alone in an empty forum? And conversely, if a forum, On the two sections, the 10 online users, the average one plate is five, it appears that the small people angry.

Second, the user is very "stupid". Everybody do website, must make the user when "fool" look, in particular, Chinese users, and foreign users of the behavior of the opposite, Chinese users, the Internet does not like the brain, like to see ready-made, play ready-made, and our plate if too many users do not know how to choose, how to play. Just take a push. If on the push of a forum, know that the forum to solve the problem of two: a call has asked the answer version, the location of this forum is to solve a variety of specific problems; another is called the Website Diagnostics Edition, this section localization is the comprehensive analysis Judgment website. In addition to these two, there is no other forum. Should say to want to ask a question in the forum, very clear, on two. And the use of instructions to say plainly, but often have users add me qq, and then to ask me, Lao Jiang, I want to push a forum to ask a question, you said should be sent in that section good? On the two questions of the forum, and positioning so clear, but some people still do not understand should be sent in that section. In fact, the extension said, do the same site, avoid the whole too many functional modules, especially the community type, the module is too much shunt does not say, the user is covered, do not know where to play. Tips: This article is to push a founder, the Blue Flame member Kun original, want to participate in pushing a network marketing college training Friends, please search push or kun, you can also log kun (pinyin) point card mother. Please retain this copyright information when reproduced.

The second note is that the forum must have a focus, there are secondary, the focus must be clearly highlighted.

A lot of friends design plate, the reason is so much, because he felt important things, everything is the most important, can not put. When these sections are designed, they do not know that should be the focus, feeling the palm of the hand is meat. That's not going to work. A forum, must have a clear number of key sections, these sections should be the main plate, features, the core section. Then rely on these several sections, to gather popularity, the rest of the plate, as an auxiliary type on OK. Like pushing a forum, my own daily plate on the three, the other sections, I may not see the same as one months, because the three sections, is the focus. So if everyone's forum is now still a lot of sections, not the primary and secondary words, a moment to the forum to lose weight, while the list of these plates priority.

The third is to have the exchange of learning-type plate, but also to have a leisure and entertainment type of plate, which is called combining exertion.

A forum if it's all water, No. Such a forum has no connotation, but a forum is all boring learning content, also certainly not. Everyone can ask around the people, ask them what they usually do on the internet, certainly most people will tell you that the Internet is to play, to find fun. This is the characteristics of netizens, the main content of the Internet is entertainment. And this is reflected in the CNNIC report. Whether you are an academic forum, or Exchange-type forum, want to have popularity, want to retain people, you must have something to play.

4th, is also the most important, must have to help users solve the problem of the section, or can provide services to users of the forum.

In fact, not only the forum, the website and so on. A website wants to be big, do strong, want to make Word-of-mouth and brand, the core of one is to solve the most urgent need for users to solve the problem. And not much, you can help users solve a problem like this OK.

2, Content strategy:

In the content, many people also have misunderstandings, especially to do SEO people. Many people think that the original content is good content, this cognition is quite a part of the wrong. In particular, to do SEO, in order to get original, and even use the so-called false original tools, the results of the final whole thing, even the Martians can not understand, completely deviated from the original intention of the search engine. Original content, not necessarily good content. The true good content, should be the content which the user likes, whether you are original, or reprint, as long as the user likes, is the good content. Which user read a good article, will first see if this site is original, if it is, will be big, this article is really good, this site is original. If not, it would say, this article is too bad, not the original site? How many users read a good article, will go to study the author who?

So for the forum, what kind of content is good?

The Forum is more special, and information station is different, so we should pay attention to the first thing, is not blindly reproduced. That even if the author of a good article, sent to the forum, can not be regarded as good content. Because for the forum, the premise of good content must be true if the real people send true words, such content has a soul. For the forum, there is no soul writing, it is no use to write beautiful. For example, even if a sentence, "I drink water today," but if the real membership, that for the forum, is good content. So the original content of the forum is very good to build, a word, a complaint, a life trivial, are good content.

In addition to more can guide the user to interact with the content, so as to bring the whole forum atmosphere. In fact, it is not difficult to guide users. For example, we are now on the DZ forum post, the title is called "I Want to marry xx" content is about to write: I saw xx photos, by his beautiful appearance, good heart deeply attracted, I decided to marry XX and so on.

The last one is to be sure not to send the offending content. As we all know, last year and this year the country vigorously reorganized the community forum. Many people do not understand and do not understand why, especially some are blocked webmaster, feel very wronged, feel no problem. In fact, from an early age, it is true that the wrong seal, but most of them did not wronged you. From the big side, the reason for this rectification action is that many webmasters do not self-discipline. Perhaps people will say, we all know not to send the offending content, but the problem is, many people know that the offending content can not be issued, but those content is able to send, those content can not be issued, he can not distinguish. For example, I often see these situations, some content, is resolute can not appear, but some forum administrator, also thought is a good content, but also actively reproduced, or even recommended, you say so whole, can not be sealed?

What's not going to happen?

First, all kinds of negative can not appear. Including attacking others and attacking other units.

The second involves government, politics or political affairs, and resolutely does not appear.

Again, some of the instability of the national stability of the team unfavorable content, determined not to let him appear.

The last is to try not to have posts related to the name of the country's leaders, such as joking with leaders.

3. User Group Policy

As we all know, the forum itself has a user group function. But many webmaster ignored this function, many people are directly with the default, or even change the name on the OK. In fact, the role of this user group is very large, good at the user group, said the following four points to note:

First, the name of the user group should be fully integrated with the forum theme. For example, push a user group name, I think for several nights, only to finalize. Because the push is marketing promotion, the name must be related to the promotion. Everyone's forum is also, the design of user group name, must be able to contact with the topic of the forum, so that we look at the cordial.

Second, to try to increase the interest, the user group name to be interesting the better. The reason has just said, is because everyone surf the internet, mainly to play, especially the forum, the Forum want to fire, it must be fun.

Third, try to satisfy the user's vanity. People have vanity, especially many people surf the Internet, is to find spiritual sustenance. Why is the network game so hot? Why is the network game called spiritual opium? The reason is that many people in the reality of mixed, like the Internet to find sustenance. For example, in the game to become Big Brother, in the game to build gangs and so on, the forum is the same, although not as deep as the game, but also as much as possible to meet the psychological needs of everyone. Like the name of the user group, for example, what to add to the user group manager, director, General Manager, President, those in the reality of the hopeless promotion of children's shoes, it is likely to like these titles, but also feel very useful, especially in the forum called him as a general, psychological will be greatly satisfied. Tips: This article is to push a founder, the Blue Flame member Kun original, want to participate in pushing a network marketing college training Friends, please search push or kun, you can also log kun (pinyin) point card mother. Please retain this copyright information when reproduced.

The last one, is the forum upgrade way must first easy after difficult. This and online game is a reason, all the online games, are in the initial upgrade, very easy. The first 20, for example, may go up in 2 days, but the more difficult it is. I remember the first grand legend, there is a level want to ascend, than all previous levels of upgrade time plus a piece, and longer. The reason for this is that in the initial stage, let everyone quickly into the forum, to realize the fun of the forum, when everyone stuck in the forum, after the difficulty, to continue to stay here the momentum. In fact, do a forum, you should learn some ideas and strategies to do online games, although the product shape is different, but many ideas are the same.

4, the Forum's integration strategy

The previous point is that the forum wants to do well, the operation is the key. To learn to guide users, in fact, many children's shoes are also known. But how to guide? This is what many people do not understand. In fact, people often ask me this question, including pushing a forum, often asked, how to guide the forum? Here I tell you, forum want to guide good user have a few key factors must have, or say to set up, one of the most important and most core is the forum's integration System, or the Forum's economic system.

This is like the reality, if a country's economic system is healthy, complete, can form a virtuous circle, then the country will certainly grow better and society will be stable and united. If a country's economic system goes wrong, all kinds of social contradictions will continue to emerge and even affect the financial system of the whole world. Forum also, if the forum can have a perfect economic system, it will form a virtuous circle, the enthusiasm of members will be fully mobilized. Let's say the Integration System:

First of all integrate system group not too much, not too blind.

We all know that the Forum default group has prestige, gold coins and contributions, but in the planning of a forum, no use of the group, are not open. If you open an integration group, you must have a clear purpose and role, and his role is necessary, is irreplaceable. Each more group, it is likely to affect the stability of the forum economy balance, users are also easy to be blindfolded.

Second, the product analysis name as far as possible to have personality.

For example, forum Gold, which is the default name for all forums, but when we use, do not use so vulgar, think of a personalized, interesting name. For example, push a forum of gold, called push Beans, the first name can and push a theme, promote the combination, and beans this word, sounds naughty, interesting, lovely.

The third, and most important, is that it must be given an integral role.

Only these virtual currencies have and place, the value will be reflected, and you give him the role of the greater the user wants his desire will be higher. The user has the desire to want him, enthusiasm will be mobilized. Like Tencent's Q-coins, why Q-coins can affect the real money system? The reason is that he has a great effect.

Here are a few examples, the general forum can be used

The first point is to hook up the points with the grade. The higher the score, the higher the grade. It's a basic usage, and it's interesting to have less points and fewer grades. For example, gold coins, more coins, grades will also be high, and once the gold coins, it will fall level, from the psychological say, get things again lost, must be very painful, sure will go back again. The effect of this gold coin is reflected, even if this gold coin can not do anything, but itself can support my rank.

Next is the medal. The Forum has a medal system, we can put this medal, and gold hook. For example, some very beautiful medals can only be bought by gold coins. Again, for example, the resource download, the forum can be based on user needs, open a resource version, and then released some users very much wanted resources, resources set to download through the forum gold. For example, auctions, regular auctions of some items, can be virtual, or in-kind, and then through the Forum Gold auction.

In short, we design gold coin function, as long as it is helpful to users, or users like things, we can consider and gold coin system hook. When your forum's gold coins have a role, you will find that the user's enthusiasm will be greatly improved.

Four, is not to let the points come too easy, to reasonable design points to obtain channels and methods.

Because the points come too easy, it is easy to inflation, the forum's economic system will collapse. Concrete can be calculated according to the actual situation. The latter one is to learn to use points to guide users or to say, your points to obtain ways and means, and your purpose hook.

What you want the user to do, set the way to get the points. For example, the forum lacks the original content, you want to let the user send the original content more, that you can set up, each publish an original content, give 100 forum gold coins, if not attractive enough, that is 1000. If you want to allow users to reprint content, so set, each reprint a content, you can get 10 gold coins. If you want to make the forum more interactive, then set each reply to a post, give 5 gold coins. If you want to focus on the development of a section, OK, then in this forum post and reply, the gold coin doubled. Or you want to let users upload photos, or resources, the way to earn gold coins, the main upload resources. Tips: This article is to push a founder, the Blue Flame member Kun original, want to participate in pushing a network marketing college training Friends, please search push or kun, you can also log kun (pinyin) point card mother. Please retain this copyright information when reproduced.

If you can make your points big enough and earn points, it's about the behavior of the user.

How could the forum not fire?

This issue is accompanied by a detailed explanation:

Q: For the new webmaster many points do not know how to set up, can you give an example, how the integration set more reasonable?

A: The general forum just on-line, the coin group must have. For example, a push is called push beans, others can be temporarily not. If you have no idea what use, you can not, and then the General Forum default setting is, send a theme, give 2 gold coins, a reply, to a gold coin, basically the default is this. Later changes, to see their own situation, such as key sections, can be designed to issue four gold coins, reply 2. Some unimportant sections, set to the default, and even some sections, can be set to 0, specific, but also to see the specific needs, in fact, to do the forum, is to do these details.

Q: Where should the local community first build those plates?

A: It depends on the local situation. First of all irrigation areas must have, but it is best not to call irrigation, called a hodgepodge of what it is; then some local news gossip of the friends, and a classification, is to publish a variety of news, what transactions, job search and so on; For example, local people like to eat, then set some food, if the locals like to wear, the whole and clothes-related. Another section set, just the foundation, like the local forum, the difference is not small, the key is how to guide users to send content.

Local forum, say two most important points. The first is that you must do more activities, especially offline activities, the second is that your core personnel must be high level, which is the core of the two. Because the place is different from other types of community, that is, for local people, so big circle.

Q: In terms of content, is it desirable for the community to use rewards in kind to attract users to the forum?

A: What rewards do not matter, the key is to users like. As long as users like, is good, to help users solve the problem, is good.

Q: For example, I do a forum in Zhengzhou, Zhengzhou's area code is 0371, my site is called 371 floor www.371lou.com, my user group set 371. is 1 floor, 2 floor, 3 floor to 371 floor, just like the level of online games 300 more users group?

A: Do not say much, the name of the user group, itself is not good. There is no characteristic, no interest, and there is indeed a little too much.

Q: The way to motivate netizens, recommend two, thank you

A: The economic system is the most important, the core, and the specific incentives, also said a lot. For example, if you want to make the user original, then set, send an original post, to 100 gold coins, or even 1000.

Q: Ask, do community operations, the focus is on operations. But the user how to come, simple SEO does not, the promotion method has what?

A: To promote this piece, speak more, time reason, speak a little: is for the community, must have the seed user. In fact, the promotion of the community in the community before the launch has begun, and even said, you just have such an idea in mind, decided to do the community, it should immediately start to promote the. Early promotion, the main purpose is to accumulate seed users, when your forum just a line, immediately there are 1000 people stationed, the first hurdle on the past. One simple way is to accumulate seed users in advance by building a group.

Q: Where does the content of the local forum begin?

A: The content of the local community, but also to highlight the local word. such as local discount information, local gossip, news, local supply and demand information, are content sources. The other is just mentioned earlier, as long as the real people in the forum real text, are good content. The Forum content key is the topic, has the topic, only then can have the interaction, has the interaction, will retain the person.

Q: My forum (http://bbs.02488.cn) integral system is very important. Because the early stage to rely on the integral to support the member posts, a group buy currency is equivalent to a dollar, and even more, now buy money is a bit difficult but also some people earn more than 100. Would you like to ask how difficult the integration system is? (question adds: "Now many members start to spend money to recharge the I do not want to do this or want to let them more original paste and want to make more inactive members active is not early to reduce the difficulty?")

A: How to measure this is not too much to say, in short, you even if, in the end these points to obtain the value of the use of how many days to earn more reasonable, if it is linked to the kind, that also have to consider how much money within the range, you can afford.

For example, users in your 20 minutes a day, mixed one months, you can earn his 2000 yuan Yuan of things, certainly unreasonable.

Q: Too many sections, no one to do moderators, how to do, too tired to feel, content updates can't keep up.

A: Content update can't keep up with the plate, the whole so many sections must be tired. Forum is not information station content should be from the member, if it is reproduced, that day to turn 10,000 articles also useless, as a direct information station. About the team, I'll talk about it later.

Q: People who participate in activities like chatting in the QQ group, how can we better to guide the group members to the forum?

A: The problem is divided into two, any problem, there are two sides. For example, many people think that after the group, the Forum has influence, everyone on the group, not on the forum. In fact, they are not the same characteristics, solve the problem is not the same, and the use of good, or mutual make up.

For example, Forum, Forum communication is not instantaneous, but can let a lot of people participate in, and the content can be kept on the Internet, is open, for all the public, and the group, just limited to a few people and his communication is instantaneous, content can not retain the poor, not the line of people, can not see. So there is no contradiction between them, even the group on the Forum is a remedy. For example, before the forum, someone came to the forum, found that no popularity may have gone, at this time the others have gone, you want to find people, can not find, do not know who this person is. But if you can put this person into the group, it is tantamount to firmly grasp the user. It doesn't matter if he doesn't go to the forum, because you've got him. Then when the forum has activities or what everyone knows, in the group to tell everyone, but if there is no group, the user came to your forum today, after leaving, may never come again.

Q: So long as you can keep users through the group and the Forum is the same?

A: From the point of view of retaining users, the group is greatly helpful to the forum. If you don't have a group, you can't find a better way to put your user resources in your hands. And even if the people in the forum, you want to find him alone, to send him a message in the station, people do not necessarily see.

Q: What is the development potential of the Forum, which organizes the planning of friends gathering activities in the city?

A: The forum should not be subject to activities, but activities should definitely be the most important and core content. Will users come to the forum every day for this topic? Will you come to the forum every day because of this theme? Everything should be user-centric.

If you are mainly active, who can not participate in activities every day, or Zhou participate in activities, January to participate in a half year, good. Second, your theme is activity, the user will be on the forum, but on the forum is to sign up, see the event photos or see if there is the latest activity, there is no to allow users to stay here and play in depth of things. Therefore, the activity is very important, but it is not a specific topic.

Q: Our forum has just been online for more than half a month, the existing membership of more than 300 people, but the number of posts per day, as a local forum, how to attract netizens, this in the plate set up on what good advice?

A: The forum set to say, not too much, leaving the essence of the line. The key is the most difficult one in the early stage, is positive some initial popularity, especially the core members, this is the most important. All forums are, the first hurdle, is in a person did not, how to accumulate some people. It is suggested that relatives, friends, classmates and colleagues should be pulled around to promote the popularity.

The above is the transcript of the lecture hall. Finally do a small advertisement to push a college online 7-stage training began to accept the application, there are want to learn network marketing promotion, Welcome to register. My contact method is as follows:

Author information: Kun, www.tui18.com founder, Blue Beacon member. To see the author more articles please search push or kun, or login kun (pinyin) point card mother. New operation/Promotion Communication 43 group 122320427, Welcome to join.

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