On the operation of Regional Forum under the background of O2O

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Since 2000, as a form of internet, the forum is carrying the actions of Internet netizens in China to obtain corresponding network information, publish information, exchange information and so on, its development to now, although the Chinese Internet forum from the overall user and active degree angle is not as good as before, But there are still good regional forums, such as the Broadband Mountain Forum, the West Shrine Alley, Tianfu community. With the emergence of the hot background of the 2013 O2O era, regional forum as a more close to the local potential consumers than the portal and industry sites, it is inevitable that with the O2O tide of the forum operation changes, there will be a greater opportunity for profit practice. The following author on the background of the Regional Forum on the operation of O2O some personal views.

Focus on the needs of local netizens

As a regional forum, to find profit opportunities faster in the O2O boom, it should focus on the needs of local netizens in terms of attributes. What is the focus on the needs of local netizens? For example, there are some local netizens in the region who want to know what delicious and favorable small restaurants there are in the area of "I", but I can't find them in the public comments or other platform websites, but you have this information on the forum to meet the needs of this part of the netizens, This is the forum to focus on the needs of local netizens.

Local netizens need to be in today's O2O hot background, is one of the most likely to stimulate the expansion of their consumption desires, as long as your regional forum provides the corresponding information or services, while benefiting from regional attributes and distance factors such as advantages, from these points of view, users will also choose to be in the regional forum to obtain relevant information or services.

So, how to understand the needs of local netizens to focus, so as to provide the corresponding services? I can provide some ideas: (1) spend more than 1.5 months, with the team to visit the local traffic in the higher areas of the restaurant, repeatedly asked the local diners concerned about the needs, from the statistics. (2) to find out the needs of the large platform is not provided, which is what local netizens want.

Further gathering of two mobile internet users

July 21, 2014, China Internet Network Information Center released the 34th "China Internet Development Status Statistics Report", the report data show: As of June 14, the Chinese netizen internet equipment, mobile phone use rate for the first time beyond the traditional PC usage, for 83.4%vs80.9%, while mobile phone E-commerce class , leisure and entertainment, information acquisition, traffic flow, such as the use of the application rate is growing rapidly.

In O2O hot spots, mobile phone this mobile internet equipment on the line under the important cohesion, the use of mobile internet users have become a regional forum must gather potential users. It can be concluded that the further gathering of mobile internet users will help regional forums in the O2O of the flow of liquidity, because of leisure and entertainment, information access, traffic ditch flow type of Internet behavior or information, local netizens have some consumption behavior can be in the Regional forum to obtain information, and then to local businesses to obtain services to complete the entire consumption process.

So, how to get this part of the local mobile phone users? Offline business cooperation is a more feasible way, forum operators can choose the right to cooperate with each other under the line of business, the production of the corresponding printed forums such as two-dimensional code and other related information posters posted online stores, and the forum in the site or the promotion of appropriate display offline business information, this mutually beneficial way of cooperation, can bring a group of mobile users.

The generation of three high quality content and the spread of social media of the audience's fragmented reading

Today, whether it is a portal or a regional forum, the production of high-quality content is the basis for supporting traffic, because only high-quality content produced, forum operators can use social media sharing tools, the corresponding high-quality content to share such as micro-blog, QQ Space and other social media to spread, Allow the potential audience to start the fragmentation of reading, so as to achieve drainage.

The production of high quality content can begin with the following: Find the best or the best in your industry (for example, if you have a local area where you have a good fishing experience, you can go to a forum to conduct a series of basic fishing tutorials).

The social media spread of the audience's fragmented reading is actually related to the reading status of Internet netizens, because of the emergence of micro-credit and other social media and the real life of netizens, the fragmented reading is inevitable to some extent. And in order to make content more consistent with the habit of the audience fragmented reading (a large part of the Web users fragmented reading time is concentrated in the following time period: At eight or nine O ' clock in the morning, lunch breaks at noon, on the way home from work, at night before bedtime, forum operators need to select the Forum's high-quality content through tools to share in social media dissemination, This will help to maximize the role of high quality content drainage.

Continuous service, problem feedback and viscous generation of four mobile users

In the O2O hotspot background, if we want to combine the regional forum with the better, use the mobile social tool to carry on the Forum user Relations maintenance and the service, can collect the user question feedback while, stimulates the mobile user sticky generation.

In addition to providing information or services for a long time, the continuity service should also allow the Forum operators to keep track of the forum users during the regular period so that they can understand the users ' needs and responses clearly and quickly, while the collection of problem feedback will help us improve the forum and improve the efficiency of the operation Why do you say mobile users, not others, because the majority of Internet users in China is mobile users, is the above mentioned two points based on the user satisfaction with our forum user experience, a little bit more dependence on the forum, thereby deepening the stickiness of mobile users.

Social tools are used to maintain the forum user relationship can be selected with QQ, micro-letters, such as using these tools for one-to-one or one-to-many to maintain user relations and services, we are likely to do in order to solve the problem for users at the same time, the use of skills to slowly increase the stickiness of mobile users, improve users to enter the forum and use the relevant functions of the forum frequency, And then for the forum's Word-of-mouth spread lay a certain foundation.

Sharing of five typical cases

Finally, I would share a good example of a regional forum. Micro-village Yubei Portal, which is also a site to position itself as a regional forum, the Forum's operating team began to operate the site, it is done to focus on the needs of local netizens (for Chongqing Yubei Local netizens to provide relevant information and services), mobile Internet users to further gather (and offline businesses to promote mutual cooperation), The generation of high quality content and the social media dissemination of the audience's fragmented reading (operators invite local relevant professionals or edit their content, bulk share to multiple social media accounts for dissemination), continuous service for mobile users, problem feedback, sticky production ( Set up QQ group with micro-letter and other tools to maintain day-to-day forum user relations, improve the forum user experience.