Talking about the problem and common solution of community cultivation from the common sense of community

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

This article is not profound, only talk about community nurture some common sense. Although it is Huo, the operation may also miss something, I recently found a flaw in the self-test. Ashamed。

First of all, what is "community", there is no recognized definition on the Internet. According to my opinion, where people pay attention to the content of human relations products, at the same time the domain users of the entire user group has a strong sense of identity, this is the community. It has three typical characteristics, the first is the user output content, the second is through user relations to enhance the content of interaction and output, the third is a common community culture.

For example, watercress, to meet these three points. NetEase thread to meet 1/3 points, Sina Weibo to meet 1/2 points. Therefore, the community characteristics of watercress is more typical.

Anyway。

There are three major problems in doing community, first, how to attract users to publish content? The common solution is as follows:

1, flow-driven, after publication can get a lot of attention, including browsing number/forwarding number, etc., for low-end users and business users are particularly effective.

2, the Exchange drive, after publication can get quality comments, of course, the definition of "quality" varies from person to person.

3, a sense of belonging to drive, the personal homepage as their own small family, happy to publish content at home, decorate personal space.

4, identity driven, because there are my favorite, emitting special gas field content/users/information, hoping to join them, usually need a strong public display area to support.

The best solution, of course, is 1/2/3/4, but it's hard. The four have been pretty good for three. If only one of these items can be implemented, the ceiling is quite limited.

Secondly, from the establishment of community relations, how to help users understand each other and pay attention to each other? Common solutions are as follows:

1, the establishment of content public display area, such as the Classic Forum, and watercress in the book audio and video entries under the comments of the Exchange area is another type.

2, the implementation of content distribution mechanism, which requires two elements, one is the user's access to newsfeed habits, the second is the content of the forwarding habits, the former subordinate to the product structure, the latter is part of the community culture.

3, embedded personalized groups to help like-minded users to find each other, unfortunately the operation success rate is very low.

The above three are prepared, but also only watercress community can do, but not the most complete effect on the best-Sina Weibo strong interaction, strong forwarding, the entire experience smooth and incomparable. In contrast, watercress in the newsfeed/public display area/personalized discussion area between the jump, around, and then fell downwind.

Finally, if the user has published quality content, and established a minimum of concern, is not the horse to work? My recent stumble is here.

In the last 10 months, due to the allocation of resources and running-in basically in place, the photographic Community products progress quickly, the content of great progress, but the interactive data has never been mentioned. I thought for a long time and found one of the reasons. Photography itself is a weak topic, and promoting communication often relies on relationships rather than content. I have come to comment on your work often because I know you, you send a new movie, let me say hello-user relations will greatly enhance the willingness to interact. and the establishment of the user relationship, in addition to the work based on mutual recognition, but also need to "mix face familiar", plainly is you more comment on me, I more comment on you, reciprocity.

These truths are very superficial, but the community ecology decides the chemical reaction. Our photographic community with "photos" as the content granularity, the publication threshold set higher, improve the animations at the same time also reduce the frequency of the user's publication. If the newsfeed in the publication of the main, must be empty, nothing to support the new page. So full of newsfeed is actually "like this" "push this piece" forwarding behavior, is rich and good-looking, but there is a great flaw, that is, publishing behavior is drowned.

In my case, I've looked at 146 people in the photography community, often having to flip two or three pages to see a dynamic, all the others like and push. This means that the original low-frequency is diluted by high-frequency forwarding. I may be concerned about the lesbian cherry, is her loyal fans, but I basically did not have the opportunity to see her new works, a half-day do not log on new, was forwarded to the second page of dynamic brush. and to pay attention to the list to find a lesbian cherry and quite troublesome, I am lazy to find, found also do not know whether she recently has no hair film ...

So a new boom can be misleading. Photographic photos of the characteristics of the publishing and forwarding ratio may be 1:20, high-quality content found to be strong, but the focus on users from the "face ripe" into the "unfamiliar", after a few new things to see each other's works, not to mention the mutual evaluation of each other. As a result, the user relationship is not enhanced, the focus is only a number, lack of friendship behind the numbers. Users look at the picture is cool, the number of comments and quality is greatly reduced, the author is not enough encouragement, the community's ceiling naturally can not lift up.

The corresponding product analysis point of the fragmented there are many, do not repeat. How to enhance the focus on communication between users, is a part of my previous negligence, but also to do the community's third big problem. This also explains the light blog comments why Little and poor-since the picture of the topic is weak, the user's friendship and less, why many words, like and reblog on the digestion of all the interactive enthusiasm.

From the three quarter onwards, I from the photographic community of the first line of formal retreat, when the retired veteran cadres, the field to find fault to make suggestions. The Community product framework was set at the beginning of the year, filling it in, and now the product manager is doing better than me. The entire photographic community in the country is in a slump, can not find inflection point, after all, strong interaction is the market trend, relatively weak interaction (and lack of practical) products will face such a crisis. I also did not big strokes, only and opponents than who day arch a stroke, who mistakes less, while insisting on one side sniff breakthrough. The four-quarter will look for inspiration on ipad apps, with a structured millions of original works on hand, and a few new articles.

P.S., for the community, for a long time, I don't have a lot of experience. Recent months of mind are placed on the app, just water soon, the company's project is still in the exploration period, private "dialect June" and development stranded, write Bo plan lean. What's the point of these ingenious? Boring, taking time to complete Cambodia travels is the right way.

Original: http://firecacada.blog.163.com/blog/static/70743762011869266182/