How do Community Apps guide users to post and produce content?

Pmer on the way.
Links: http://www.zhihu.com/question/25502904/answer/31342246
Source: Know
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The output of UGC is different between strong relationships and weak social circles
strong relationships with social networks: such as QQ space, friends circle, etc.
Analysis: The social model of partial acquaintance, focusing more on improving the user's recognition of social environment

strategy: 1. Enhance the content of the communication effect, through such as "special care, @ friends, and provide a special screening classification recommendation mechanism, to enhance the user content is read the possibility of being communicated, and at the same time give UGC output users a sense of attention."
2. Rich content manifestation: the acquaintance to the social, the content expression way also more diversification, the user may use the text, the voice, the video, the picture and so on various ways to express or reveal own state, conforms to the user in the friend Circle Sun's psychology.
3. In fact, the strong relationship between the user in the social and the motivation of the output of the UGC, what is needed is to make the scene as idealized as possible, easy to use.

Weak relationship social networks:The main list of topics is the community application of weak social
Analysis: Under the weak relation environment, the social relationship between users is weak, the requirements for the content itself will be higher, so-called weak relation network refers to the relationship between the people who are not frequently contacted or the complete strangers, and the strong relation of frequent communication. Weak relationship "is not as stable as" strong relationship ", but it has very fast, possibly low-cost and high-efficiency transmission efficiency.

strategy: 1. The cultivation and definition of group convergence, like Baidu Post bar, watercress Group, users according to the topic and preferences by the diversion of different environments, there is a similar comparison of the world view, then, a group of people are not too familiar with the common topic, gathered in a fiery chat scene is not difficult to imagine.
2. The recognition between the user and the recognized model, just as the knowledge of itself, we are enthusiastic about questions and answers, to a large extent, is based on the sharing of knowledge, to obtain recognition of such a feeling of the impetus, people subconsciously will desire to express themselves, and know that provides a platform for everyone to very elegant output, to obtain a sense of identity, The identity of the answer is highlighted, which is also (I personally think) more than Baidu know the smart place.
3. Seize the essential needs, the weak relationship chain app is different from the strong relationship chain app, weak relationship chain between the market and the crowd can be said to a large extent is different, like hot mom help, the user mainly around the hot mom, and Mo Mo, is not only satisfied with the hot mom this group, therefore, to do a weak relationship between the strangers community , it's important to understand the G-spot of the app's own audience, so that Rome is Rome. Only in line with the needs of the core users, in order to make functional optimization, selective cultivation of community atmosphere, to promote the output of UGC (hot moms don't want to be in the app are all talking about the NBA?) Everyone is showing their bear children, hot moms themselves will be tempted to show the show.
4. Official activities and propaganda: this is very useful in a weak relationship environment, when strangers are not familiar with each other is more formal, the official launch of a number of topic-oriented, high-targeted activities for the promotion of user quality output is very effective (Mei Pat, micro-vision will continue to launch a variety of activities and competitions in the operation, The secret will design a problem call for everyone to share, know the World Cup quiz activities and so on) the official thing is to set up a platform for users, an attractive point of entry.

May be summed up so much, the answer to the Lord will still feel more abstract, then carefully give an example of it
Xiao Ming is a shy teenager, heard that it is a large "friends platform", into the pit. (Shaping of Community orientation)
At this time he did not understand anything, no attention to no TL, is a three-no-label college students!
Okay, so what's the attraction of such a platform to him?
He opened the discovery page and found that everyone was talking about a cat-raising problem (topic)
He has been fond of cats since childhood (to cater to user preferences, increase user viscosity)
He found that one of the answers to the main answer was very good, benefited, so he points to praise and thank (user initial participation in the recognition of others)
So he focused on the Daniel (Relationship development, so that users and applications, users and users closer to the relationship between)
One day, he timidly to this Daniel private messages some questions were answered, he was very excited (recognition, satisfaction)
Slowly Xiao Ming felt that it was a good place to hook up with Daniel and pick up sister paper. (User recognition of Community environment)
After continuing to appreciate the gratitude and carrying some unspeakable little thought, he began to try to answer (the user started to participate in the UGC output)
The initial answer is not noticed, but slowly began to praise, Xiao Ming constantly refreshed every day, in order to see the cute Little red dot (users of their own output can get happiness)
...........
Finally, Xiaoming became a high-quality big v= = (core user's training success, bring more users)

This example may not be too appropriate, because many of my talk is from the UGC beneficiaries, but, in fact, this is also what I want to emphasize, no user in a community in the early days there will be frequent UGC, Daniel also from 0 powder began. You only have to transform a small white into a core user process is good enough, so that small white can live to UGC that day, so that users can be social needs and needs, output and harvest balance of the cycle, then, can create a good community.
Above, from Pmer. ^_^  ------------------------------------------------------------------------------------------------------------ ----------------------------------------------------------------------------------------Henu
Links: http://www.zhihu.com/question/25502904/answer/31509805
Source: Know
Copyright belongs to the author, please contact the author for authorization.

Community products Early success is not the key to the operation, more important is the promotion, drainage, this step did not do well, the operation of the good is futile; the success of the entire product is whether to grasp the demand, no demand or market reasons (with the industry leader), are difficult to succeed.

Mo Mo, Baidu Bar, watercress group early success of the key lies in the flow; poor tour, Mushroom Street, Beautiful said, hot mom help the key to success is to grasp the demand; Xiaomi community, Meizu Forum Purpose is clear, functional attributes too strong, not purely as a community. By default you are in a situation where there is no traffic, then perhaps the early key is that the promotion is not operational.

Operational aspects of the actual operation:

1, in conjunction with the promotion of good content, similar to landing page, know why the user came, because of what came, targeted supplementary content, so that users stay a few seconds, you are more than a bit of certainty;

2, a wide invitation to friends, all right when you help to send a post, to supplement the content, so that the promotion of users can have content to see. If you simply want to let the new users do not look at the content of the situation directly post, almost wishful thinking;

3, operators more registered trumpet , if there are users reply or post, immediately follow-up, enthusiastic response , so that users in your community feel the exchange, sharing of happiness;

4, the first guide must do a good job, encourage users to post, replies to try (reminders, reminders to pay attention to, do not cause resentment);

5, the establishment of the level, the authority mechanism, so that the user has a short-term can be achieved in the Community small goals, such as: Only three levels can post, do not register, login can not post, replies and so on;

6, to the user positive response, the user post can give points, upgrades, the corresponding permissions and so on;

7, the establishment of a number of response dimensions, do not only reply to a response dimension, this threshold is too high, to eliminate the overwhelming majority of users, you can set the number of reading, praise, send flowers, table attitude (see LU Songsong blog), etc., reduce the cost of response easier to let the user position, the corresponding data by you control. It is possible to comment only a few on the approval of the thousand;

8, the establishment of a sound reminder mechanism, this is very important, immediate pain, if there is no perfect reminder mechanism, so that users do not receive a timely positive response, will make a large number of users lost;

9, should have the corresponding punishment mechanism, this and above the authority, the integral, the grade unifies, cannot let individual user to destroy the community atmosphere;

10, focus on the cultivation of core users , do not expect each user to post, have become active users, establish a number of positive typical, influential users can. let users influence users;

11, the operation of high participation in the topic, such as MOP, Tianya held a variety of online activities, Sina Weibo, the topic of operation, the small community may hold such activities will need to have the corresponding user resources, operating when the purpose of accumulation;

12, do not regard themselves as the community of managers, defenders, as a service personnel. The mindset is very important;

13, do a good extension of reading, so that users read the post when there is an additional content entrance. this does not apply to all Community apps, depending on the availability of the product.

Two articles recommended by MOP operations Director: Those years, penniless's operations: MOP product director talk about 0 market budget how to do activities, those years, operations committed the wrong: Mop product Director Chat user Operations 6 easy to make mistakes

Back to the beginning, grab a piece of paper and a pen and list the following questions:

1. Who is the target user? --Define the objectives of the operation, analyze the characteristics of the group, operate in a manner acceptable to the other party, do not commit group taboo;

2. Where did it come from? --to clarify the purpose of the target user, to prepare the present content;

3, post, replies to the user who? --For the early operation to find a breakthrough, analysis of the characteristics of this group: age, Network age, topics and so on, to provide targeted, high participation content;

4, why post? --Two kinds of situations: users to have a purpose, have a clear need to post, if asked to answer questions; Community provides reasons, posts can be upgraded, earn points and so on;

5. What role does the operator play in the whole process? --Freeing yourself to see the whole world, first not confined to operations above and specific matters above, deeply understand the goal of this product, the direction, operation is just a path to achieve the goal, see the global more conducive to your positioning, perhaps not only the operation of this road can achieve the ultimate goal (this applies to all work, Personal experience).

There are a lot of details to think about, and it is recommended that you break down all your work, specific to the execution details, and answer all the questions you have to achieve your goals, which is equivalent to the overall work. Limited to specific tasks, it is inevitable to forget, write to also can often view, think, personal practice is very useful.

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How do Community Apps guide users to post and produce content?