Talking about UGC community: creating valuable content for core users

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[Core Tip] users in the community can be divided into three categories of browsing users, ordinary users and core users, while the core users can create valuable content for the community, not all generated content is meaningful.

Editor's note: The author of this article in the Gauin on the "UGC Community products Talk: How to let users create content," the article, feel quite nowhere, meaning is still not exhausted feeling. As a deep user and practitioner of the UGC community, the author also discusses this topic.

Community user Hierarchy--only core users can create valuable content

Gauin's article is about "How to let users create content," and I would like to add that the valuable content needs to be created. Content is not the more the better, it may be irrigation or garbage. For example, in a beauty forum to send the weather forecast, in a car forum hair dress collocation. Of course you can say that the community is based on the "people" relationship, the platform serves the user, the user may talk about content can contain. This is certainly true, but remember that the choice is in the hands of the user, the user does not require you to be exhaustive, the future community will be subdivided into vertical areas. The user wants to see the beauty clothing natural will go to Yoka, Onlylady, 55BBS; want to see the car will naturally go to Love card car, auto, easy car network, want to see travel nature will go to poor swim, MA honeycomb, donkey mother. None of this requires you to make a decision for the user. In addition to the vertical community based on hobbies, geographically connected local communities are similarly. If Hangzhou 19 upstairs appeared in Chongqing market discount information, Hangzhou 19 floor of the Netizen will feel puzzled.

The basic feature of the Internet is openness, transparency, and the opening of the door can be a topic or a slot. And the development of the Internet today, the community is particularly important to their position, is based on geographical links or interest aggregation, a comprehensive PK small and beautiful, who wins who negative now no longer need to discuss it?

Secondly, I would like to add that the most valuable content is the core users of the community. Community users can be divided into three categories: core users, ordinary users, browsing users.

What is a core user? often browsing the community, deep use, a sense of belonging to the community, and the ability to contribute quality content of the users is the core user of the community.

What is an ordinary user? Regular browsing can be done on the website with lightweight operations such as replying, liking, collecting, voting, simple discussion, etc.

What is a browsing user? Just look at the user when there is a need.

So what's the difference between browsing the user and the general use? Metaphorically speaking, Ferrari has very few users and a lot of fans. Of course, core users, ordinary users and browsing users are dynamic. For example, I personally am Onlylady's core user, the digital tail of the average user and the browsing user. Perhaps with the change of time experience, I am very likely to abandon Onlylady, become a core user of knowledge.

So what's the difference between browsing the user and the general use? Metaphorically speaking, Ferrari has very few users and a lot of fans. Of course, core users, ordinary users and browsing users are dynamic. For example, I personally am Onlylady's core user, the digital tail of the average user and the browsing user. Perhaps with the change of time experience, I am very likely to abandon Onlylady, become a core user of knowledge.

And the UGC community wants to prosper, must aim at the different three kinds of users to set up the different link and the product, among them development and the service good core user is the most important.

Around three types of users to provide different services + products and operations on both legs

For browsing users, the predecessors said very clearly, explicit content determinism, in this not to repeat.

For ordinary users, although there is no condition or ability to contribute to quality content, but the collection, like, reply, view and other lightweight operational data for the UGC community is also a kind of wealth. Then there needs to be a lightweight operating product for ordinary users, while satisfying their need to express their views and share their views. For example, such as Sina Weibo's "Praise" function, lofter "like" function (many websites "like" button are red hearts, especially like lofter such a light heart "like" small details. Geek Park "like" button is very easy to ignore at the bottom, 36 Krypton "like" incredibly is light black heart, OK, I admit I am a small aluminum child ~).

One step further, the difficulty is to control the behavior of ordinary users do not lose control, to find a positive contribution and negative impact of the balance point. For example, a onlylady of ordinary users, often browsing the site, voting, trial and other activities, the site viscosity is very high. At the same time, in order to improve the forum points, regular hair "to recommend a good use of XXX" content, a lot of core users to answer her questions, she does not and other netizens discussion, will never appear. Even more direct hair Taobao shop ads. For such users and content, both in the operation as soon as possible to delete advertising content, sinking meaningless content, but also to set the threshold on the product.

For example, the poor network will be asked and asked from the community alone to set up incentives, send travel notes to add "itinerary" and other basic information. These products are designed for ordinary users, the real core users will skip the primary problem, share travel travels even if not stipulated also will include "itinerary" content. For core users I have always thought that the creation of content is endogenous, then we need to do is to serve them well. Make the product easy to use, maintain a good overall atmosphere, there is a "circle" of the feeling, fully respect their original point of view, generate a sense of honor and some appropriate encouragement.

Guided and transformed offline activities to create valuable content

Invite core users and potential core users to participate in the line of the party salon, help to the weak relationship between users into strong relations, the establishment of specific images, increase the viscosity of users. Offline activities because it is sponsored by the sponsor, the theme is not a problem, and the organizer and participate in the Multi-angle line of users can enrich the online content, but also to expand the brand influence, the future will have market value, is a great deal of good.

Hooking up is not an accident, but an endogenous aggregation.

Gauin in the elaboration of "stage three: How to make the user create content", expressed two views: surprise users and users based on the content of interest-related communication. (Small spit slot: I do not know whether it is because of the morning to see the article, this "accidental hooking up" I read several times before I understand the meaning of the author, has always felt that hooking is inevitable, how to accident Ah! For Mao can't separate write it?

About Gauin said "Light has content, can only be made an island of content." You have to do is the community, then need to have users to discuss, to talk about this topic. Let users use content to achieve hooking up, so that users create more content. "I am very agreeable."

As mentioned above, there are two types of community, the local community based on geographical location, such as the 19 floor, the Dragon Lane and so on, based on common interests of the community, such as watercress, Love card cars, onlylady and so on. The meaning of community existence is to allow users with some of the same needs to "hook up", so I think that hooking up is not an accident but endogenous aggregation. If it's just for the record, then the user chooses the product of the tool class instead of the Community class. So my view is: the choice of Community products users to create content is endogenous, and the product or operation is nothing but let this share desire to express more fluent, the higher the added value.

Community is not the same year

Community development to today is not 15 years ago, the appearance of BBS, it has a more complete and convenient function, with waterfall flow, such as a bright coat, but in the final analysis of its essence as McLuhan said, or "human extension."