Talking about one of the content community design: content production

This article is mainly about the product confusion facing the recent combing, based on the existing superficial experience and observation of the design of the content community has been organized. Some views and many colleagues discussed, thank you for your correction. Fallacies welcome Paizhuan Tucao.

Personal definition: to sediment user content as the core value of the site. To this standard, weibo, everyone is not the core content, they are more inclined to relationship with the community. The traditional forum, paste it is not "precipitation" content-based, I tend to call them information community.

The main features of the content community: content from the user, the content is organized as a core service to further service users. Typical Douban book video, Baidu Encyclopedia / know, ant cell, public comments, under the kitchen, beautiful say / Mushroom Street. The following examples are also mainly to these few sites.

The content community has two things to deal with: content production and content precipitation. First, let's take a look at the production of content.

The first question: who is generating content?

How common are they? There is a universally applicable principle called "28 principles", but in the content community, the ratio of 2: 8 is too ... too much!

We refer to users who can post content as seed users, and the ratio of the number of seed users to the number of logins for a content product on my job site is about 1: 160. Other sites? Let's take a look at ant cells and watercress. Both website post IDs are incremented by time, so you can count the number of items in a month based on the difference between post ID numbers in different days. as follows:

Ant cell

According to the 8.28 post and 9.28 post ID difference, you can calculate the ant posted on the cellular up to 30,385 in September. Assuming that all content is released by different users, as a website with 3 million active users, the highest percentage of seed users on an ant cell is 1: 100

Watercress

The same statistical method, Douban 9.28 to 8.28 a month a total of 35385 long comments (including book video), as the monthly independent access to the number of users of 100 million website, book video and audio users accounted for 42.3% (from Alexa) , So the highest share of Douban book video and audio users is ... 1: 1195. Literary youth is not much!

All of the above assumes that all content is distributed by different users. Considering that a small number of active seed users may generate most of the content in the seed user community, the proportion of people who write the content will be lower in the total population.

To write this, sum up a simple truth: the function of writing content is not designed for everyone. On the contrary, very few people will use. This principle is often overlooked. When the team needs to improve the amount of content, product classmates can easily improve: "the experience of writing is not good enough," "the cost of writing is too high," "the writing is not enough, and the button is not prominent enough." Opinion, I think these are "reasonable" advice from the point of view of ordinary people writing (because most of the time, the product manager itself is an ordinary person who does not send content), but such improvements are often fruitful . Then PM should ask themselves: "Are we the ones who pick the most? Are we aware of them?"

The second question: how to make seed users to your community to generate content?

Uh ... if Chakra enough, product managers are anxious to take a notebook shadow in front of each seed user: "Quickly write down those elements of your mind!" But not every PM is nine plus Body, or let us think about it: Why they will write content?

First, the drive

There is precipitation value of the content, there must be a production cost, then, what is the inner driving force for users to contribute content to the community? Internal drive from the user psychology, not given by the product, but the community's product design can inspire and continue to strengthen it. Some common users who can generate internal drive psychology are as follows:

1, values ​​recognized

Users agree with the site to do, to recognize the values ​​of the site, culture and attitude, and their ideas that each other fit.

Product values ​​may be nothing but empty words for the average person, but may be a big incentive for seed users who value their attitudes and are more motivated. Designs that promote values ​​and attitudes are not uncommon in content communities. Such as:

Baidu Encyclopedia Home - "let human beings recognize the world equally"

Home under the kitchen - "Since life, there must be Ziwei"

Design Tips: Spread the attitude of the community

2, social identity

Finding social identity is a typical driving force for user creation in some opinion-based communities. Once, communicating with a user who wrote a review, he said he rated the "Batman: The Rise of the Dark Knight" higher than the second. He considered Batman to be classified as a comic movie, and since it is a must for comic film action, he thinks he is better than three. With his own reading volume and understanding, he categorized and sorted the films into a self-contained system. He writes critics often because a movie is underrated or over-hyped, and he will speak generously and generously.

There are places where there are rivers and lakes, there are points of view there will be collisions. Sometimes, "alien" people with ideas can not stand loneliness. If there is a suitable stage and a professional audience, they may pick up their own pencil.

Design tips: the content itself has an objective evaluation system, so that high-quality content to become dominant content; to create an authoritative, professional atmosphere

3, self-expression

Self-expression is a typical driving force for user creation in communities dominated by empirical content (eg Raiders, travelogue, quizzes, etc.). Many of these community users do most of the time doing two things: showing off; adjusting and upgrading themselves, and then preparing to show off. To some extent, to enhance the user's sense of superiority is to enhance the community's content distribution.

Design tips: highlighting the "self", allowing users to reflect personalized; rank, title, number of fans on the people, can be flaunting the evaluation system; establish benchmark users; emphasis on the interaction between members

4, the principle of reciprocity

The principle of reciprocity states that when people receive the benefits of giving, people feel obligated to give feedback. The effect of the sense of indebtedness brought about by the principle of reciprocity on human behavior is spontaneous and immense. Detailed description can be found in "Influence" Chapter II. Experienced in the content-based communities, as we all know, travel Raiders, the reciprocity principle of the sense of indebtedness is also a typical driving force for users to generate content.

5, Ehh ... part of the psychology is not spit, I can only summed up as a desire to talk

There is a desire to express is difficult to suppress, this time watching rotten films, when the scenery was shocking. If your product's target users often have such a scene, it should be said that very lucky.

Internal drive is diverse, often a number of psychological reasons, in the community design can be based on different content needs around some of the points to be strengthened. It is important to understand what the community seed user is pursuing and how to design the functionality around the user's internal drive. Quoting "nesting lead phoenix" in the description of high-viscosity community, a sentence: half design, half is psychology.

Second, incentives

Incentives are divided into guide and feedback in two parts. Resolve the user's two questions "why I write" and "what can I write?"

guide

Guidance: Through the product and operation of the way to stimulate the user's internal drive, thereby contributing to content generation. The importance of booting is generally reflected in the user's previous release of content, especially for the first time. List some common ways to guide:

1, high-quality dominant content

Carousels of recommended content can be seen on the homepage of many content communities, such as:

Ants cellular home page

Home under the kitchen

The probability of these recommendations hitting a user's points of interest directly is actually very low, and I think the bigger value is the promotion of the resulting content. These filtered content is generally better quality, on the one hand to create a community of professional atmosphere; the other hand, to stimulate the user's psychology, so that potential users can see good content can get the attention and feedback.

2, benchmark users

Setting the bar provides potential users with objects to follow. Benchmark users have a strong incentive to users who pursue social recognition or self-expression. This is why Daren, Monthly Star, Contribution Leaderboards and so on are frequently used in content communities.

Beautiful talkative people

Honeycomb real beast

3, "look here to see here" Act

The PM are most familiar with: Release the button zoom in and zoom in, highlight the color, put it on the homepage and navigation bar, let him move - as long as the eye can attract! The most prominent button in the content community is generally posting content.

Personally think: "Look here, here" method is effective for guiding light interaction or low-cost production content, but it has a very limited guiding function for most content that has sedimentation value and high production cost .

4, social impact

The user motivates the user to generate content by following, subscribing, collecting interested people or friends, pushing the buddy's activity, etc. Very simple, assuming you and two colleagues have registered a travel website. After the big holiday, they have uploaded travel notes abroad, if you do not come to an article, it is estimated that the restless.

The previous content communities were all based on the weak relationship of interest-graph, and social influence did not play a significant role. However, with the opening of social APIs like weibo and everyone, more and more traditional communities will join the SNS and make connections with real friends. Social influence may become the most important guide later.

5, user management [operation]

The founder of the kitchen says "20000 recipes will be able to satisfy 90% of the user's content needs," assuming that there is a core user base of 2,000 people, each of which produces 10 of these content sizes. Two thousand users mean what, 10 QQ group, perhaps, two full-time operating classmates can ensure that the 10 QQ group high activity.

Many communities do not have a high demand for content and Rather than motivating them to think more about how to motivate users from their products, it's better to join some user-managed operations. By full-time operating students through online and offline ways to maintain the core users of the community attention, and create a user community to exchange and share the atmosphere, which in itself is a direct and efficient guide.

6, new play 【operation】

Make creation into a game. Some entertaining, fun activities, tasks can attract many users to participate, and for the first time upload content.

Ant honeycomb "eleven sea of ​​people" activities

7, in kind reward

More user psychology research may not be as good as an iphone 5. This is not much to say.

Feedback

Feedback: Users rewarded after publishing content, continue to strengthen the user's internal drive, so that users have emotional dependence on the community. Feedback is the key to your continued contribution. Before that, I had a simple comparative analysis of watercress and ant cell:

I sampled 30 users who posted content six months ago and looked at the current total number of these users, distributed as follows:

There are 3 people on the ant cell, 10% of users only released a travel note, but there are 12 people on the watercress, 40% of users only wrote a movie review. This comparison is not very rigorous, after all, not the same content of the community, but such a big difference in data can also illustrate some of the problems. There are obvious differences between the two sites. Such as the watercress critics by popular order, ant honeycomb travel time is added to the weight; ant cell has a hierarchical system and low-level features such as restrictions (such as can not upload music), watercress did not; ant beehive encouragement (will receive points ), Watercress does not; a-honeycomb personal page like a blog, a high degree of custom, watercress does not.

Many people who write reviews on the watercress have had this experience, "finished, and then?", Most of the time there is no then. So 40% of people put pen.

Closer to home, provide some common ideas to provide feedback to users:

1, social identity

After sending the content, the user is always full of expectations for many numbers: number of views, number of comments, likes, fans and so on. Find ways to increase the number of users, and then rise, giving users enough sense of achievement. specific methods:

a, make the figures visible

b, exposing as much content as possible (as ordered by time)

c, encourage comments, create a communication atmosphere

2, growth system

"You're more awesome!" Unlocking features, rising levels, escalation of titles, increasing gold values, etc. all convey a message: "Your content is worth it, let's go!"

3, a better personal space

"Look, with these contents, your space is more perfect than others!" Personal space needs to be enhanced as content increases, allowing users to better express themselves in better content.

4, physical reward - do not say it.

Third, the cost

Only when the user is motivated by the driving force to overcome the cost of writing, the content can be produced.

Most of the time, the cost is determined by the content itself. The same type of content community, the difference in writing costs is not large. Therefore, the writing process, most of the time will not be the bottleneck of a community, it is difficult to become the core competitiveness of competing products.

Common ways to reduce costs:

1, quick entrance

Beautiful saying navigation bar

Ma cellular navigation bar (right to the top)

2, structured data

Structured content to help users organize the outline of the free writing into a clear idea of ​​fill in the blank game. As shown below:

Under the kitchen recipe release page

3, to simplify the content

Reduce the user's expression of the threshold, such as the watercress short comment and star rating.

To sum up, to promote content generation is: identify the internal drive to enhance incentives and reduce costs.

The next will communicate with everyone under another question: how to serve the reader, to play the role of content precipitation value?

Source Address: http://zhan.renren.com/ey......nnet? From = bar