Three elements of vertical SNS website operation

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On the operation of vertical SNS online discussion a lot, I also try to use the Honeycomb Network (www.ArtComb.com) as an example and share a little operation experience, welcome to exchange discussions!

One: accurate positioning and accumulation of high-end users to establish brand image

Now because of the emergence of some SNS open source building software, so that SNS set the threshold is very low, SNS sites everywhere, then how to make a unique site on the team's operational ability to put forward a high demand. Site construction should carefully plan the business objectives, direction and specific short and long term profit plan, forecast the possible profit points and assess the return on investment in the project. New SNS is more suitable to focus on a certain industry area, dig deep into the needs of specific groups, from which to seek profit points. Site user group positioning must be accurate, not blindly China, and strive to catch a small group of the most close to your profit needs of high-end users, establish the image of the site, and then use this batch of users to spread Word-of-mouth.

Vertical SNS in the brand image packaging the most effective way is to concentrate on the site content, invite some industry experts to stay, guide users on the industry topics for in-depth exchange of discussions, big play academic cards. This means that operators must have a keen sense of the industry's cutting-edge information and a certain degree of academic research capabilities, to be able to effectively guide users to conduct academic professional exchanges, and strive to avoid the flow of communication between users in general. There is no substantial communication between users of the industry SNS site is difficult to attract high-end users, and high-quality active users is the vertical site of the most valuable resources.

The honeycomb network, for example, is officially online in June 08, positioning in the service of outstanding Chinese artists, the expected best user is a mature outstanding artist, which is related to long-term profit plan. As a result of the initial site function of a single, the general user is not attractive, so the honeycomb network just when the line is not anxious to promote everywhere, but it is to use their personal contacts low-key invited some in the University of Arts teachers come in to use. These university teachers generally have a good academic strength and excellent education background, come in a little guide can let the site to get some excellent content (original articles, excellent works pictures, etc.), their exchanges are more professional topics, and rich academic standards! The academic atmosphere of the website began to form initially, At this point the new users can feel the professional value of this site. The most important thing is that these certain academic ability of the early scholar users are active in the site, ordinary users and these scholars directly interact with the experience is the traditional information site to see the article can not match. Website high-end brand image and effect began to form.

Summary: The early stage can not blindly promote expansion, because the immature products to the user will undoubtedly dig their own graves. Should focus on the accumulation of high-quality users, and strive to create high-end professional image of the site, resolutely avoid the content of hydration and entertainment!

Second: Refined tillage content screening users to establish the core values of the site

Now because of the popularity of open source SNS software, SNS build station technical barriers are difficult to form; ordinary small companies have limited funds, can not occupy the advantages of scale and promotion; How to stand out in the competition of the industry and attract the outstanding users? This relies on the unique core values and cultural atmosphere of the website! An excellent industry site must strive to form their own unique cultural atmosphere and core values, this is not replicable, but also to curb and defeat the best weapon of competitors. For example, the honeycomb network in propaganda positioning itself is "the ideological habitat of contemporary art elite", emphasizing "create, share, communicate, feel the charm of thought"

To create a unique cultural atmosphere, set up a unique core values not a day of work, need to rely on long-term careful operation! The most effective and necessary means is to control and select quality users and organize the essence content.

There are several specific experiences to share:

1. The establishment of professional groups, the use of senior members to continue to release some of the industry's professional topics and content, the organization of membership discussions, the topic more and more advanced forefront, do not be afraid of highbrow, so just appear professional; Log guide users to only send original, reprint use topic, Division Clear!

2. Artificially screened users, highlighting the impact of quality and potential users, weakening low-end users (the low-end users here can also be understood as non-profit target users). Take the honeycomb network as an example: the Honeycomb network positioning of the group is a mature outstanding artists, then for the honeycomb is not the art industry, such as the IT people and ordinary art college students or enthusiasts are low-end non-profit target users. These non-profit target users too active to participate in the site exchange is not necessarily a good thing, will let the professional atmosphere of the website become light, the communication between users is difficult to in-depth, the result is the loss of high-end users. Vertical industry sites do not want to be too eager to surface prosperity, users in the essence of more than. So don't be afraid of the loss of users, let's go away quickly, save strength to retain high-end users.

3. Explore quality content, create controversial topics, stimulate users to discuss, so that the quality of the user experience to deal with the feelings, so as to achieve a sense of satisfaction, increase its loyalty! The common trick of the honeycomb network is to find some controversial topics in the art world immediately forward, to guide users to participate in the discussion, the effect is good. Now in the hive original log of the number of responses are basically more than 30, high hundred.

4. Limit the number of groups to gather popularity and focus on supporting academically strong professional groups. Guide the classification of entertainment topics, so that the topic of entertainment to focus on a dedicated group, so that both release the user's entertainment needs, but also to maximize the avoidance of the site entertainment trend.

5. The Production profession academic topic, strengthens the website professional image. The method used by the hive is to invite experts from the industry field to produce academic topics regularly, to attract users and to strengthen the user's sense of identity on the site.

Third: Use the event, enlarge the influence, gather the sentiment, the big play the human hand card

SNS biggest advantage is the website user can facilitate the interaction, the affinity is strong, is easy to organize the activity, the user easily establishes the trust and the sense of belonging. Operation should pay attention to find and use the site of the unexpected events, so that users to participate in and face a thing, increase the affinity between each other. Once the user form a solid human base, the likelihood of user loss will be greatly reduced.

For example, February 15, 09, a Songzhuang artist on the Honeycomb network sent a diary, "The death of the poet Fell", told his poet friend He Lu long-term poverty without money to see a doctor eventually fell ill, in the hospital first aid but no rescue costs. Some members have responded to the concern, the administrator found immediately after the top, and guide users to discuss the rescue program, the number of log replies reached more than 130. 16th, the Honeycomb network launched a rescue campaign to organize artists to donate money to help, and in the Honeycomb Network and other art sites to send some discussion articles to generate publicity, aroused public concern. 17th, the North Youth newspaper reported that the poet He Lu critically ill event began to enter the general public view. Red Nets, Beijing television, Sina and other media have reported the He Lu incident, Sohu Forum, Tianya and other communities in the Community should not help the poor artists launched a fierce debate! Honeycomb Network members are also constantly involved in the debate, in this process, the relationship between the Members have been consolidated, the user of the Honeycomb network brand recognition greatly improved!

Four: Pay attention to user experience, see Kung Fu in detail

User experience not only refers to the Web page interface design, operating experience, and more important is the intangible psychological feeling. Let the target user feel that they are here to be concerned, so that they have a sense of belonging and identity. The method is simple but need patience, is often pay attention to and to say hello, cast a message or reply to some topics of interest to him. This in the early stage of the membership is better to do, more people need to use old members often with some unfamiliar members of the interactive exchange. Setting up a volunteer system is a good way to help site operators lighten their burdens. At the same time, we should pay attention to the high quality users in the Guide station to establish relationships with each other and experience the thrill of thought collision, which helps to consolidate the loyalty of users.

For page design, vertical site should be concise and practical first, not too fancy, after all, because of the exchange of demand.

Five: Use the open platform, select the application, enhance the competitiveness of the site

Reasonable use of some open platforms, with a number of professional application developers will effectively enhance the competitiveness of the site, improve the user experience, save their own development operating costs.

It should be noted that for vertical SNS, must be selected according to their own characteristics of third-party applications, not biting, should be used as a practical tool class, do not blindly follow other SNS popular applications. For example, other mainstream SNS are very popular friends trading, parking and the recent popular farm games, such as open to the Honeycomb network, certainly no one, because the users are all have their own career adult users, such a simple game will only let its disgust.

Six: Deep digging user needs, according to the profit plan to integrate industry resources

The biggest profit point of vertical SNS is not advertisement, it should be the derivative service brought by the integration of industry resources. SNS is the forte of the Business network resources, and this is the most valuable, seize the industry's elite group also grabbed the elite's money bag, the rest is how to cast its need to launch related services.

As an example of the group of artists in the Honeycomb network, artists can use the Internet for several purposes:

1. Study and exchange with peers;

2. Access to industry information, looking for opportunities;

3. Packaging publicity themselves, gain reputation, enhance influence;

4. Perform art transactions and sell your work.

5. Other requirements

Based on this analysis, the Honeycomb network at the beginning of the construction of a clear idea of their own profit, that is, with SNS to build a good artistic ecological environment. The future of the user identity planning for the following: Art investors (collectors), galleries (art business organizations), critics, artists, enthusiasts, so that you can basically form a complete industrial group, the nature of the honeycomb network will become increasingly prominent. After the formation of a certain scale, the introduction of a number of specialized derivative services, the collection of service costs.

Demand and transactions are generated between people, huge business opportunities are included, so the key is to firmly grasp the site's quality users!

Author Contact: artcomb@foxmail.com