Website operations: Some rules for community users to scroll

Community | website operation "detonation popular" the word makes the whole internet excited, with the successful development of the community such as MySpace, Cyworld, linkined, many imitators are crazy, in the domestic everywhere is flooded with "the invitation link", but in the end how many "East Shi" obtained the success?

User scrolling has certain steps, each of which requires a prerequisite, which needs to be measured between communication and benign development of the community:

The first step, the selection and development of the seed users

The vision of the community can be very large, perhaps after the development, can meet a certain area of users, such as: business community, tourism community, child care community, etc., but the Internet is full of a variety of content and services, so as a new product (community early), features more features, the more obvious the user value, the easier to start, The first batch of target users must have the same characteristics, unmet requirements (of course, there are more ways to use it) as a seed user.

The development of seed users is almost "hand-to-hand combat", Linkined's first group of users are invited by the entrepreneurial team online (each responsible for inviting 50 high-quality business users, the CEO is responsible for 100); MySpace's first users were the founder's offline band Resources, Cyworld's initial development, is to do offline propaganda in Seoul.

The number of seed users is at least at the level of 5000~1 million, and the community characteristic function has the continuous staying ability, which creates precondition for seed management. Needs to emphasize is the product characteristic user's user value, the extreme situation: before the community operation, the seed user uses the product, even does not know is already entered the community, they are directed to the product the function characteristic to come.

Second step, seed marketing

With the seed users can start the community management, so that the seeds to achieve the following status:

(1) high degree of activity;
(2) The demand is well satisfied in the community and the satisfaction of the community is high.

This step of operation involves several points, generally need 6 months or longer time:

(1) The cultivation of the seed's sense of belonging and use habit, forming the community culture and atmosphere;
(2) The formation of community social structure, such as: Friend Chain, Group, star system, etc.;
(3) Content generation and selection, such as: Publishing, classification, aggregation, recommendation and so on.

Managing the content of these three parts, the embryonic form of the community has been formed, at this point you can go to the second step: seed marketing, start to encourage community users to expand the chain of relationships, but this part of the expansion is to require the user initiative, voluntary, and pay the price to invite, for example: Ask the user to fill in the requested basic information, and invite the quota limit, To ensure the quality of the second batch of entrants, but also to ensure the community's relationship structure.

This step to ensure that the number of community users steady development, a virtuous roll, slowly forming a community brand and Word-of-mouth.

The third step, Word-of-mouth MLM, crazy rolling

The community's brand and Word-of-mouth after the formation of crazy rolling conditions, such as: When MySpace started MSN contacts and invite the introduction and invitation, the MySpace brand has formed, most of the invited users, know the MySpace community, the invitation success rate is very high, and will not damage the brand.

Crazy scrolling measures are usually propagated along the user's "traffic stream" (definitely not the introduction of a variety of garbage traffic, such as spam):

(1) To provide users with convenient tools, the introduction of MSN, QQ, email and other Internet communication tools contact person, for batch invitations;

(2) The user link spreads, the user may embed own community's signature and the link embedded in the email and so on communication content;

(3) ...

This idea is prone to contradictions are: the initial selection of seed users, if not enough refinement, can not find a breakthrough point, if too detailed, will affect the expansion of community users, can not carry out the second step of the seed marketing, so the selection of seed users is the whole community starting point, but also the key point (Source: http://www.20ju.com/V5837.htm)