Ningjie Network: The way to operate local communities

Guest profile

Doug: Hello everyone, today is a guest admin5 webmaster network is Ningjie Network (www.ningzhe.net) founder of Zhouning, for zhouning, grassroots webmaster is not unfamiliar, in the country large and small webmaster General Assembly can often see the figure of the week, focus on the local portal and vertical site operations, Ningjie Network is committed to help the majority of webmaster friends to solve the operation encountered in the promotion, marketing, Crisis PR, media operations and other issues. This week, we mainly share the local community's operation and how to avoid the misunderstanding.

Ningjie Network Creation and operation

Doug: Good week, welcome to ADMIN5 Webmaster Network, first and everyone to say hello to introduce themselves.

Zhou Ning: admin5 friends everyone good, very happy and everyone close to the exchange of learning, I am Zhou.

Doug: Very simple self-introduction, Zhou is currently focused on local portals and local vertical site construction operations, dedicated to helping local sites to solve the problems encountered in the operation, to provide professional advisory advice, the operation of the problem of friends can be in private and weeks to study, because the guests time is limited, we seize the time to interview.

Doug: Under what circumstances did you create a Ningjie network?

Zhouning: Regional Internet profit model gradually clear, but this area of the site's ability to operate is very weak, the follow-up of the army is constantly pouring in, this industry lacks professional experience guidance, then intervene is the time, own development space can also help the general webmaster, why not?

Doug: Ningjie network itself is also a professional industry site, carrying the company's brand promotion and marketing, to the regional site to provide services and products, at present, such as a lot of sites, you think your advantage in where? The same in an industry, why others will choose your services and products.

Zhouning: Our website is currently located in the image publicity, the way is to provide regional Internet professional content, questions and advice. We are very aware of our clients (who should be said to be partners), the site has no utilitarian ideas, and my blog, micro-blog to form our social marketing series.

Doug: That is, professional + celebrity (celebrities, can also be a team to build an opinion leader), to go to the public, the formation of brand effect.

Zhouning: We officially do so, indeed received a very good effect, but also pay attention to: the industry site content concise and refined, vertical and vertical.

Doug: How is your current operation?

Zhouning: The overall is also good, only a year time, to achieve profitability, not many people, team 6-7 people.

Analysis and suggestions for the ADMIN5 forum

Doug: Take the A5 forum for example, 09 began operation, early development is very good, rapid development occupies the first three, but the development to a certain stage of stagnation, at this time we need from which aspects of self-regulation and breakthroughs. (Bottleneck: Daily original post stagnation, how to enliven the forum atmosphere)

Zhouning: Each community has its own DNA, to start from this link to analyze.

A5 Forum exists The problem is very clear, the stationmaster group is complex, lacks the norm, the complaint, the foundation is poor, the quick profit is many. In contrast, Chinaz basically do not do the forum, the laggards to the rules of the Forum control very strict. A5 on the opinion of the leader of the words no one understand, but also to be scolded, natural opinion leaders are unwilling to speak more, the last good content fell to the editor selected and reproduced home page information more attractive.

On the A5 forum, most of the webmaster is not for the content, is for the soft, promote and come, leave a link or name of the wind, their own money is still very sour, this is the status quo.

Zhouning: This leads to the process, and you're working on it.

Doug: That's a good suggestion for such a situation.

Zhouning: First make rules, then water, lay the foundation to increase the quality of content creation.

Doug: Thank you very much for your weekly advice and heartfelt words.

On the Dragon Lane home 1/3 hard Wide View

Doug: Like the long lane of such a mature site, you open the page, the view is a large area of hard, at least the first sight you are not see the site for users to provide content. In the user experience and the development of the site itself, how to find a balance point.

Zhou: Peter Drucker points out: The medium of communication is information, but communication is the basic experience. It's hard to understand the nature of the problem without having experienced it. The problem of the Dragon Lane, in fact, very normal, the user is not very opposed to the main reason is that the old users do not visit the home page, customers want to see the home page, the new user to see is such a layout of the pages, slowly cultivate habits on the line, there is no great conflict.

Views on the current station group mode of Yantai Forum

Doug: In the interview, Doug also contacted many do local forum webmaster, there are good to do, like the Yantai forum Cong Jinlong, they are now doing is a station group, 8 sites + Yantai a forum, but Doug will think since in the Local has done the first, why not the vertical site to integrate into a portal, After all 8 sites in the promotion of the line is too long, for such a situation, how do you think?

Zhouning: They do well, these stations have a unique background, entrepreneurs are generally two times entrepreneurs, with the ideal of local well-being. We are currently mainly working with such sites, for local operations have their own ideas and operating ideas. Like Doug said the Yantai forum such a situation, can only say that their form is in line with their own development process of the site itself, in the early days of doing, is a single fight the most refined an industry, by the forum aggregation is actually a good adhesion, they do not need to be integrated into the portal, because the user for such a small demand, Local site has its own characteristics, to meet the needs of user life on the line, do not have to do a comprehensive portal.

Community operation popularity and content 2 big questions

Doug: The local community in operation, there are two major problems: one is the gathering of popularity, one is the management of content. In fact, we all know that this is a chain reaction problem, good content to attract retention, good people gas to create a better atmosphere, through Word-of-mouth, user accumulation will be more, then we should how to solve the 2 major problems?

Zhouning: The key is to build community content, your content determines your user base, your user base determines the popularity and community atmosphere. For this I wrote an article on the purity of the quality of Community content, and I put this interconnected problem that seems to see no starting point in the metaphysical, metaphysical meaning that we need to know the truth, but let us grasp the specific practices of community operation:

1. The earliest editors decide the earliest content.

2, the earliest content and the earliest editors decided the first batch of users.

3. The business model of the website of community service determines the first group of users to locate.

4, according to the above positioning to fill the first batch of content.

5, must strictly control the first batch of users, the method is the content filter.

6, vertical user positioning is easier than portal user positioning.

7. The difficulty of portal users is the fragmentation tendency of multi-channel users.

8. Opinion leaders are the biggest contributors to content, and these opinion leaders tend to be neat and vulnerable.

9, has been rotten to the forum, the editor's primary duty is not to post, but extremely harsh to delete the post.

If you understand what I said above, maybe your problem will be solved slowly and clearly.

Doug: The week total analysis is very deep, we have to do a conscientious, learning essence, combined with the actual site of the strategic adjustment.

ROI Strategy help site work with merchants

Doug: Less than the station has prestige and brand propaganda effect, local site in The Advertiser and business, how to and business strategy consultation and cooperation, how should we avoid to talk about cooperation?

Zhouning: Here, we talk about ROI strategies. You have to understand to dishonest customers say no--not free, not confusing effect marketing and brand marketing, not sales services. Do not do business call that is to swing the dog, we want to like Jiang in the "Let bullets Fly" inside said: I want to stand to earn money. So how can you stand and earn money? Professional, or professional. We must follow the principle of service creation value.

Rule 1: The site should provide effective marketing early, because your brand marketing actually has no effect and show the customer to see you have value, the flow is not enough to promote the site outside, mature website traffic is big enough, absolutely do not go to do the actual effect of marketing, selling head of things, the actual effect is only show, the channel of precision crowd influence is kingly.

Rule 2: Small businesses should choose the effectiveness of marketing, pay attention to the effectiveness of a single ROI, the lack of brand through their own community marketing to supplement; big business should choose brand Marketing, ignore single ROI index, pay attention to the whole promotion Project final results, the effect through marketing planning to achieve.

The strategy is correct, the principle is clear, please stand, straight up waist dry face your customer: "x Total, your idea should be like this"

Doug: Listen to the weekly total analysis, we webmaster first to do is to their own site the size and influence to do an analysis, for their own site, is to take effect marketing or brand marketing.

The business revolution of the network community

Peas: Chinese netizens are accustomed to free, in the face of such a situation, the site has been transformed commercialization, because we also need to survive and development, in such a transformation, there are many possible, some sites broke through the development, a bit dead, how do you think of the network community business Revolution?

Zhou Ning: First of all, I would like to say that commercialization is inevitable, only to ensure that the long-term development of the survival. Non-business community is like the courtyard of old Beijing, the neighborhood is harmonious, but gossip. The commercial community is like a high-rise dwelling, the mahjong sound smells, the ways. When we miss the Blue sky, we must accept the brutal fact of the world's rapid development, embrace the new digital era of commercialization, and because of commercialization, the site operators will be more concerned about the needs of users, do better and finer.

Advice on Weibo marketing

Doug: For micro Bo such a new way of marketing, currently by a lot of people's hot, but also do a good job, such as Scheherazade professional microblogging marketing, but it really can help companies and sites to do marketing, this is everyone in thinking and talking about the topic.

Zhouning: First of all, we must recognize the micro-BO marketing several issues: 1, micro-Bo belongs to the network community, micro-BO marketing must comply with the law of Community marketing, that is, the supremacy of Word-of-mouth value. 2, the number of fans does not have value, the accuracy of the fans, or the value of the group of more valuable audience. 3, direct marketing is the pollution of the community, direct marketing advertising is a community of the misunderstanding. 4, the core of Community marketing: The impact of precision objects.

Weibo is also a way of marketing, we must pay attention to the marketing before doing: 1, constantly provide your audience with valuable content; 2, study what your customers are talking about, join their conversation, 3, and see how your competitors are doing. 4, good at asking questions, actively help others, timely response to others; 5, regular offline communication, live online, this thing is really good. 6, offers, promotions and so on, do well can also attract people, 7, with your stakeholders to maintain interaction

At present, Weibo marketing has the top ten silly: 1, spend money to brush fans, 2, think fans can send ads; 3, to raise a large number of vest micro Bo to do the Navy, 4, with AV female head, 5, with the lottery to earn fans; 6, "Please forward to the X person"; 7, think the content of Micro Bo is a sour words add a piece of unintelligible picture; 8, believe that micro-bo marketing is to send ads, 9, the Enterprise Micro-blog and personal micro-blog differences, 10, that the company added V on the marketing.

Peas: summed up in place, the essence of marketing and the current micro-BO marketing problems are pointed out, I hope to be doing the webmaster have some inspiration and help.

Personal stationmaster has developed to enterprise

Doug: Week is always professional managers, for team building and company management also have their own ideas and insights. I remember you said "Stationmaster is dead", in fact, you mean that personal webmaster has to enterprise development, personal Webmaster's golden Age has passed. At present, the transformation of the grassroots stationmaster many, management is indeed a soft rib, how a good transition to the company management operations, it is evident that it restricts the development and growth of the late site.

Zhouning: Small scale is the rule of law, the scale of the legal system, must be centralized, so as to ensure efficiency and the direction of the development of the site. Site development at different times should adopt different management strategy. The abuse of the rule of man will become more and more obvious when the team is big, people are an emotional animal, in the heart of people and people are far and near, to judge things inadvertently will bring the subjective color, loss of justice, once the team has particularity, the human heart is easy to disperse, thus losing combat effectiveness

About Webmaster Entrepreneurship

Peas: grass-roots owners choose to start when the local site, because the point of small, but in the site structure, how to promote, how to operate, we all feel the beginning, is very vacant.

Zhouning: Seriously, if the site structure is good, you do not know how to operate, which means that you did not think good on the hand, you are a blank, if so, I have no suggestions to you, advised to give up.

itself this area is too big, personal webmaster do not move, even promote are the problem, how to do. Either the money, or the management, or the sales, three of the best not to do.

Doug: The Internet has webmaster such a special group, to bring the vitality and vitality of the Internet, it is such a lovely group, promoting the development of the Internet. Every grassroots is an entrepreneur, silently build their own station, carrying the dream and ambition, but they are riddled with holes, climb up and fall, and then climb up, this spirit let us moved. What advice and advice do you want to give to startups and the current form of the Internet?

The first question: the Internet in the rapid development, especially in the electronic commerce outbreak phase, what miracles can be produced!

Not long ago, I discussed with a big Taobao sellers, he said to me, 2010 turnover 50 million, 2011 will be 100 million! Opportunities everywhere, but we have to face the reality, this is my second question, your opponents will only be more powerful, in all areas of the Internet, the strong stronger! These companies ' advances are not expressed in percentages, but are counted in single-digit or 10-bit multiples.

This is a time of miracles, looking back on what we have done for 2010 years. What progress? What are we going to do in 2011? What is the goal?

Ma Yun recently said: Tell you a bad news, Taobao will never wait for you. Your opponents will never stand there waiting for you, it looks very beautiful every opportunity will appear very strong contenders. They are faster than you, they are stronger than you! 2010, the United States Group will buy this kind of things to the Chinese Internet, now group purchase site How many? thousands of!

In the face of such a situation, what should we do? We should be more vigilant, we should be smarter, we should be more diligent!

So there is a third problem: entrepreneurship to learn how to choose, how to abandon, how to adhere to

How to choose: Learn what to do, ask yourself why you do it, ask yourself what the results of this matter can be, what can I get from doing this? Often have stationmaster ask me such a question, "I have made a kind of what kind of station, how can I make this station do well?" I asked him, "What's This stand for?" Usually, you can't answer it. You know, it's always harder to choose what to do than how to do it. As a member of China's internet industry, the first idea is how to provide users with the most valuable services. To teach you a way to ask yourself, what benefits can I get from doing this to the user? Is it going to satisfy the user? Google did it, Apple did it, Taobao did it, and Tencent did the same. You and I can do the same!

How to Discard: learn to get the wrong. In the 2010, we have made countless mistakes. We should learn some things from mistakes, and learned to stop repeating such mistakes. Entrepreneurial mentors have said that for entrepreneurs, the lesson is more valuable than experience, and if he invests, he prefers to choose someone who has had a lesson (and, of course, a person who has been wrong). Because such people are less likely to fail. From the failure, we learn more actually is to give up, to give up the wrong, embrace tomorrow. Abandon is wisdom, learn to choose is the greatest wisdom of entrepreneurship.

How to insist: Remember Ma Yun said, "Today is very cruel, tomorrow is very cruel, the next day is very beautiful." In the process, a lot of people are going to fall tomorrow night. "Just say give up, give up the wrong thing, the wrong idea, not give up the entrepreneurial." Remember Lei's blog has such a word: people because of the great dream. Most of us here are entrepreneurs, we are sitting here with a dream, we are in the faith of China's Internet, with a vision of self-reliance, self-confidence, self-reliance, so we are great, so we V5. The prosperity of China's internet will be attributed to every practitioner, but also to every webmaster, make a choice, firm their own beliefs, according to the facts to adjust, we can find their own apple tree.

Doug: This is the end of this interview, thank you for your sharing, we'll see you next time.

Pay attention to A5, pay attention to Doug interview, you can @a5 peas, you can join the interview interactive Q Group: 149094414, interview cooperation please q:2836551. (reprint please indicate source admin5.com and author, offender must investigate)