How webmasters operate online communities

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November 21, Whip News and Sohu it joint Public Welfare column "Network training camp" 31st in the Whip News office held. The guest of the year is Tom's online product director as wind. such as the wind on the community operation of the theory and Practice and other aspects of the bullwhip and the members of the in-depth exchanges, the following is the transcript of the training camp:

such as Wind, Tianya veteran, in the end of the Earth to become the first community in the process played an important role, to Sohu after the Sohu community into the portal site of one of the strongest platform. Now in Tom to do user-oriented personal application products, there are a lot of places worth learning.

As the wind: I think just now the host said a little overrated, I am in fact not very old, similar to everyone's age, Internet work I did 6.5, out of a long time because of the Chinese education is not too cold, from school early. Chance coincidence, have the opportunity to start the Internet work in the Tianya. Thanks Whip News has given such an opportunity to communicate and share community operations. Today I will share with you the basic and core elements of the community and the needs analysis theory of the community, plus my own experience.

To be clear in advance, I've actually had some time to work on the front line of the community, so I'm talking a little bit more about the theoretical level, and the actual stuff will be a little more in the back.

I prepared a simple ppt, will be sent in the whip cattle, I hope to have some help.

Today, the main three points.

The first is about the elements and structure of the community, I hope that in the Community products, operations, marketing, analysis and so help. This analytical approach is also a refinement of my years of Internet plus doing community experience. The second is Maslow's hierarchy of needs theory, from my personal experience in the community, as well as my own learning and understanding of the relevant theory, I think this theory of online community work should be the most effective theoretical and analytical tools, is the most noteworthy theory. The third is I will be on the horizon and Sohu several brand layout to tell me how I did it. Tianya I will talk about the operation of the Tianya, as well as the history of boiling wine and the media arena; Sohu, I will tell you the most popular version of the novel and the real my demeanor of the two.

About the elements and structure of the community

About the elements of the community. It's about the basics of the Internet, and the first thing we learn about the Internet in our computer class is that there's a key part of the network, which includes nodes and links. This is the basic characteristics of the network, it is a very complex network topology, by countless nodes linked to the link. From the perspective of Community operation, this can be thought and analyzed in the context of community. I think the relationship between people in the society is similar to the model, but also the link between nodes and links, point to point or more points. For example, today we communicate and share, is to rely on the whip New Shiki connected, we are the nodes in this network.

Nodes in the online community contain two aspects: unit of information and user. The concept of community is generally more broad, at present, BBS as the main manifestation, but also including blogs, SNS and so on. Each community in the form of the product, the mode of operation is actually through a variety of different methods to let information units and users link up: The quality of information units continue to improve, the number of users continue to increase, with the associated degree will continue to increase, the frequency of contact more and more high.

For example, we take the whip News speaking, casually open a post, each post can be seen as a unit of information, and then decomposition, the main paste, reply, the corresponding recommendation information, advertising and so on are part of the category of information Unit. We are in the community's product display, just the main paste, reply, recommendation information, advertising in different pages of visual form to show out. We will also see that in each edition, for example, there is a list of the online, which is also a way of listing the users. Get the whip. Any page, in the user such as a post, personal information on his introduction, each introduction has a form of URL, so that other visitors can contact the user through the link to the information, in fact, is also the information unit understanding. Some people will have their own signature, put on their own website or other information, the link itself is also to be able to want users to visit. This is a few of the elements of the community's infrastructure.

Through these elements, different organizations can make different things, and for forums and blogs, uh, I'd like to ask, what's the biggest difference between blogs and forums? (Member: Blog is an individual, forum is many people). How much similarity is it? (Member: Blog more self-centered, have the effect of media). I ask a question, we open a post in BBS and open a blog What is the difference? (Member: Blog often because the owner of the main blog, posts because the theme is better, many people will reply to the post). If we analyze the differences between the information units, the information and the links, how much is the difference? In such a way as to infer the form of the product of the community. For example, the Forum and blog to say, his basic information display is the form of the post, in the forum for many people to discuss, we are not aware of the forum post owner's knowledge of the blogger. But each post in the forum, each blog in terms of the basic unit is no different. We can see whether it is a post, or blog, in the creation of the page has a main post, which replies, comments are the posts of the expansion of the dialogue, basically there is no difference. All forms of community, the most basic or the presentation of information. In the forum has the popular post, the recommendation, the blog also has the classification and so on, the correlation information is in order to let the user have more clicks, but does not have the very big difference in the information to the reader's presentation.

I understand the difference is mainly the following points, one is the user-oriented and content-oriented, the forum is more like a public square, on a topic unfolds when the discussion of the divergence will be stronger, the blog will be more concentrated. The most important difference is the layout of the list and blog List page, which leads to the whole product of the different, in the operation of ideas, product design, user needs and so have a gap. Like a piece of brick, if each post as a building brick, brick essence is no different, but see how you go to base. If we talk to a similar topic, out of the BBS-style, if it is to post the owner of the information for the index organization, basically is the form of blog. Take the whip News speaking, has sent to the post is no change: if in the network of training camp version of the list, that is, BBS; but you point to develop a personal page, the system will put his posts together, is a blog. The difference between a community product is not the difference between bricks because he is basically consistent in nature. If the content-oriented, out of the BBS, according to the posting of people, out of the blog. Core unit differences are not very large, only the organization of different ways. The different product shape brings the difference of product orientation and direction. In BBS We are more concerned about the discussion, everyone's own attention is lower than the blogger's attention, because here is content-oriented. We are more aware of what the person is talking about when we read the blog. In BBS We are more concerned about how to activate the discussion, in the blog we think more about how to attract more people who can write good articles to come.

BBS There is a point is the group recognition, take the horizon, girls I want to look more like fashion information and gossip, the current affairs more concerned about people will look at the Guan Tiancha of the Tianya space, such as the commentary of the layout. BBS group recognition will bring obvious group differences, when many users enter the community, will spontaneously seek to adapt to his group: like reading novels first to the novel version, he will have targeted search, according to his own hobby to find the corresponding crowd. And in the blog we pay more attention to this person, such as celebrity blog. For example, Edison Chen, you visit his blog must only care about his recent bad things ...

For example, Sohu community has a product called special tools. This is so the user can use, it actually and we edit to do the topic almost, just simpler. The most important reason is because the community is the most important discussion, we want users to be able to organize the relevant content in the layout. such as the Chongqing strike, if you do news, you will organize the news, comments organized to make the topic, Sohu Community This tool and its essence is the same. But for bloggers, it's hard to ask bloggers to do a project on their blogs. Because his direction itself is not the content and the topic organization, more is the individual factor. For example, now Sohu blog will put a lot of gadgets, games, gadgets and the like, the development of products have a different shape. This is the difference between product shape and development from the basic elements of the online community that I understand.

There are a few suggestions:

If you want to redesign the BBS yourself, or the contents of the blog to be structured again, should be goal-oriented. Why mention this, now there are a lot of community, we see a variety of community out, there are blogs, BBS, SNS and so on, we are all swarm. But when I think about it, the core of thinking is what you want to achieve. I use my own example, if I want to do a fun gossip of the small site, there's some talk about entertainment, that's OK, I think the first thing I'm going to think about here is that I'm just being able to get people to send out the relevant content, to reply, to discuss, and that's probably enough. Corresponding I will consider the design of products, I do not think I want to do a BBS, but I do not want to do a SNS, I can not consider to do a web game out. I want to do is very simple to release information, I only open a group blog is enough. For this example, I would like to make it clear that it is critical to identify goals and objectives that determine what tools and instruments you need to achieve them, not as much as possible. A lot of things come out and cause the user to come to do not know what to do, we can see that there are many communities, usually not because the product does not do enough, because there are too many products. Cause users do not know what to do, I should post it or write a blog, or play SNS it. The elements of the product do not have to do the community to do all this, so it is easy to take a turn, most of the people who run the online community is not like the portal must design a huge strategy out. More still have a clear target group, I want to let them participate in the interaction of the website, in what way can meet 80% of requirements, this is the most need to pay attention to and solve.

When designing from a specific situation, let me give you an example of what it would be like if we were to be a community of kids playing games with internet cafes. But if you do a BBS block to let them talk about how to play strange, upgrade and so on, it is enough. He'll be confused if you give him more features.

From the operating point of view, I personally feel whether in BBS or blog, or even albums such as the community. The core or content, need you to have a good discussion atmosphere, so that your user community here feel a home, is what we usually say community culture. We want to let users recognize you this place, such as when we go to see some communities, if you find that all things are transferred to you may look interested in two days, but I do not believe that a lot of people will continue to watch for two weeks, because your content does not have high-quality things. You have to post it, and there is no discussion, your atmosphere is wrong. We can see a portal has done the method is, in his corresponding forum to arrange people to paste, causing him to do more like a news platform, such a BBS can never do it, no discussion is useless. Take the Sohu community of a version of "mother-in-law and daughter-in-law relationship" in terms of may not have much advanced content, are mother-in-law how daughter-in-law how kind of, but the seminar is very enthusiastic. The most popular version of my girlfriends around me is this, and there will be a lot of people talking about it. You can get a lot of things based on this experience that you need, and that's the quality of the content. Take BBS, the quality of content is discussed, not to arrange people to irrigation can be poured out. It's definitely not a technical way to get into a post or something. We also see some companies are doing these, even the main tape back to catch, think this can and Baidu know, stick to PK. Simply take the content out to look like the matter, but it is not the characteristics of the community, you send the content is not discussed the value and opened the discussion, why do I have to come to you to see? This is also a big difference. It's about how you value it, and how you motivate more people to discuss it and inspire more people to publish it, and the topic, the unfolding and the interaction are the things that contribute to the success of the community.

One more thing is to say, the marketing aspect of the community itself. I think we have to analyze the basic elements of our community and the advantages and disadvantages of each element, in your own marketing work, the use of traditional media capabilities, organizational activities, content cooperation to better position. I'll mention it here first, I'll talk about it in detail when I speak about the media.

This is my understanding of the basic elements and structure of the online community.

The role of Maslow's theory of demand hierarchy in community operation

A community theory that is most important to the online community's operational work. No matter BBS, album, blog, it is people together. Let me give you a quick talk. Maslow's demand hierarchy theory, there are 5 levels of human needs: physiological needs, security needs, social needs, respect for demand, self-worth to achieve demand. I think this is a good analytical theory in the design and operation of community tools. Let me give you an example, starting from low to high. The first is the physiological needs, I believe that the community does not have much to meet the physical needs, in addition to the erotic community (laughter). Then there is the need for security, which is not very relevant to the community. The online community is mostly targeted at three other requirements. I've got a couple of questions, and for the community, since 03 04, a lot of sites have been focused on the community, why is it so booming? Why are so many people involved in all kinds of online communities? (question and answer). I think so, I do not deny any one answer. I ask a question, everybody who knows his neighbour's name? very few proportions. Apart from your colleagues, relatives and friends, how many people have you in the social circle in the real world, or less than ten years ago? Less, this is because the way of communication is changing. I have been in my place for over a year now, and I have only had two meetings with my door, not to mention that I discussed it with him. I think that the development of online communities and the changes in communication patterns brought about by the network are becoming more and more neglected in the real community. The main groups in the online community are only children, the only child in the current education system is unable to establish a smooth communication skills, a lot of kids more and more closed. I think a lot of people have this experience or the side of the example, the biggest factor is the lack of ability to communicate with people. What we are better at is the use of a variety of simpler tools, the great progress in the world is the development of lazy people (laughter), the Community Bloomberg Development side confirms the modern people's ability to communicate in the general decline. Then there is respect for the needs and self-worth of the realization, which is the most needed in the moderator team management, most of the moderator because do this job is recognized by the group. Many people are free and very serious to do moderators, or in Baidu know the obligation to answer some questions, but also self-realization. These two are important to the construction of the online management team. Not money can solve the problem, and money may not be able to solve. You find some such talent, give him a chance, let him realize his value, you have to give him such a space. Let him be respected. This is for everyone to do community moderator team, stimulate user participation is helpful. This respect is an important element for everyone to pay and participate. Like me, although I have been in the community for so many years, I still feel that being a moderator is very good.

Finally, talk about your experience and share it quickly.

Tianya Talk

Most people in this edition should know that this edition is the earliest version of Tianya. The end of the earth is just a chat room, and then evolved into the Tianya talk, after all the other plates are derived from it. I took over the Valentine's Day in 2002, when the talk was quite different from the present. The first thing I did when I took office was to delete the post, and I deleted all the worse posts. Tianya is the oldest version of the history, it had a brand at that time. I want to improve the quality of the information unit, so I have strict access restrictions on posts, in order to develop content, also from Sina, the West Shrine and other forums to dig people, dug them up, do not need to reply every day here, as long as the post in the Tianya also sent a line, I only need a good content. As we go back, many users will follow when your board is very good content. I first expanded the post of the person, and then attract other good writing posts to come over, and finally a lot of users will follow. There was a ranking on the southern weekend, and occasionally put some good posts on it. At that time I was not the staff of the Tianya, Southern weekend has a good friend relationship, he will occasionally to help put a post, slowly have the South weekend such a list to recommend the content of the Tianya. Then a good post appears I will give a red face, that is the essence. In order for the forum to have discussions, I continue to pull people to join in. So three or four months of time to set up the cycle, there are good content, good writers, traditional media to recommend, there is the conversion of readers, slowly the whole quality of the plate will be promoted. 02 Valentine's Day to 8 September, gossip posts are more stringent access, but the content of the page is very good. Later, most of the Tianya talk plus the essence of content is enough to the media to publish, UGC quality is also increasing. Then slowly the scale relaxed. After July 03 changed a group of moderators, because each moderator has a different style, will also invite the corresponding crowd over, slowly developed into a trend of flowering.

Guan Tiancha

This version of the use of occasion more, borrowing the power of other media, mainly Southern weekend, basic weekly must have. Because of its thoughtful, deep concern is quite high, in Guan Tiancha we focus on is in the discussion but the head of the situation, to develop more current affairs review articles. Southern Weekend is also more like to choose this, I just do a good job is easy to attract it. I'm gradually trying to make it more of a part of the list than other current affairs reviews, so that it can occupy the southern weekend rankings as much as possible. After all, Southern weekend is the print media, there is no more comment. The need for more discussion to transfer to the Guan Tiancha of the plate over, the ingenious use of its potential energy.

Culture Square The current media arena

This edition is in cooperation with Shenzhen Business newspaper, its supplement has 8 editions. Moderators are belong to this newspaper related people to do, because the person in charge of this supplement is also the moderator of the Tianya. He was fully responsible and gave him full authority. The only thing that asks is that it hits the Web site on every supplement, which is fine. To provide them with an online discussion area, the version of the business completely let go. In Shenzhen, every weekend, Tianya Web site will be repeated in a newspaper 8 times, there will be a strong coverage. They have attracted more good people to gather in this edition. The contents of the Forum on the newspaper, the value of netizens realized, for the newspaper, its needs have been achieved. It is not a bad thing to make use of different media to do things differently. I just gave up the version of control, they are more professional than me, I do not worry.

A History of cooking wine

At the beginning I found 5 moderators, mainly dug. So many well-known moderators after this, also come over a lot of good writers. A moderator for the writer, for the people who read the article have a lot of influence. Moderators influence writers, and writers affect users. Just like "Chengdu, Please Forget Me Tonight", a lot of writers see that Click So much, he also want to send. Three days, a period of five days, this is easy to attract people. So if possible, you can invite a lot of moderators to come over.

The novel World of Sohu

This edition and the history of cooking wine is similar to invite well-known writers Goodong come to do moderators, let them send their own article on the line, he then find other friends to do moderator. These are excellent writers, one is tens of thousands of hundreds of thousands of words of excellent novels, in the platform of Sohu I do not believe no one to see.

Real me.

This version we can not specialize in looking for models to do, began to find a community of beautiful female netizens to send their own photos, using the community gifts and other small functions, as well as community star recommendations. There are always a lot of boys like to see the MM, they want to see the real beauty, av see more always aesthetic fatigue. According to the statistics, now the proportion of the other half of the network to know their own is now the highest. This edition can help more people happy and harmonious life (laughter). Do not require beautiful photos, as long as everyone has the courage to put their own photos. To encourage more people to post, there are bottlenecks at the outset. So initially encouraged to send pictures of children, then their parents will naturally come to the post, gradually formed after the formation of other people to join in.

This is my experience in the forum, and finally one: system and liquidity. Sohu Forum Management System, I said at that time our method. A data is 2004 a year time, the entire Sohu community has almost 1000 editions, the moderator flows 14,000 times. This is the reason for most of the version, if the same group of moderators do too long, there is a problem is that the crowd is rigid, we are very easy to form the atmosphere of the lake. Originally the forum is a square, if I want to send a post to this version, want the essence if not familiar with the moderator will not be the case I will not come. So in terms of management, there are a lot of skills. In addition, some specific version is not easy to change the moderator, you need him to do, you have to keep. The normal version you always need to have fresh blood in after a while, like the company, if the executives for several 10 years are those people, the company basically no big problem. It is very important to use the system to control the operation risk of the community, to constantly arouse the mobility of the community to ensure the quality of the network management team.