Webmaster Dictation: How to achieve tens of millions of micro-community traffic

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Absrtact: Why some community visits can break through tens of millions of years, why the community activities of UV up to more than 1 million, participation in the number of members as high as hundreds of thousands of, a blueprint can trigger a number of tens of thousands of participants, a hot topic can produce thousands of forwarding?

Author: Ling, micro-signal: haoxiaoliang86 (This article is authorized by the author)

Why some community visits can break through tens of millions of years, why the community activity of UV as high as more than 1 million, participation in the number of members as high as hundreds of thousands of, a blueprint can trigger a number of tens of thousands of participants, a hot topic can produce thousands of forwarding?

This data alone is not yet an assertion that the community has been revived on the mobile side, but that the amount of tens traffic and the active involvement of users in the PC-side community is never there. Through the following, let's take a look at how these webmasters do the above results. This paper is organized by three micro-community operators.

"When a new product is born, do you choose to wait or experience?" I chose the latter. "--Dream Sea thief King

1, based on strong relationship of social products, user activity is relatively high, but the key is still how you use it;

2, there is no fixed user resources to determine the micro-community positioning, a class for the content operation, a class for customer operations;

3. It is very important to guide and cultivate users ' usage habits, especially for the customer service community;

4, make full use of the existing features such as tags and user guidance can play a multiplier effect;

5, delegated to the administrator, must let him feel that this is their own community, give full play to its dynamic and influence;

6, set menu, push and text, not miss every promotion of micro-community opportunities;

7, irregular activities are definitely the lubricant of community operation.

At first, I saw the micro-community product on an industry website, but I didn't know what the product was and what it was worth. Out of curiosity, I began to search the web for various reports related to the micro-community. Later, I pay attention to and experience a few have opened the micro-community site, the first feeling is that its content to show the form and micro-blog, posting and replies are basically similar, praise, collection, sharing and other functions are all there. At that time, I even thought, this is to destroy the rhythm of Weibo ah?

Microblogging user activity has started to decline, but also based on the weak relationship chain, while the micro-community relies on the hand Q and micro-letter two social platforms, if the operation is good, user activity and participation will inevitably be higher than the weak relationship of social networking. At first I struggled with how to define the product, which, in form, was more like a mobile version of the forum, but more portable in experience. Then I found out what the micro-community is not important, what is not important, mainly depends on how you use it, and let it for you or your users to create value.

Overall, the micro-community operators have nothing but two, one is not their own user resources, want to use the micro-community platform to get the user on this platform, I understand this kind of operators as content operations. Because you want to get users on a platform, you need to please them and provide them with something they like, such as jokes, pictures, topics. The other is a certain amount of user resources, such as micro-trust resources, the use of micro-community to solve multiple communication barriers, enhance user interaction. I understand this type of operator for service operations, popular point called customer operations, forcing lattice point called CRM.

I do the dream of the Sea Thief Wang Micro-community belongs to the latter, service operations, because we are hand tour, and secondly we are a group of small partners have dreams, and we have a dream of the small partners have a common interest in the same hobby that is "sea Thief King." I start with the most basic community building. Logo, Introduction, information these three pieces do not need too many skills, simple and clear, to be realistic. Tags I would like to focus on, because this is a strategic skill problem, perhaps you can focus on other places:

Since we have been in the micro community for only two months, our game has been online for almost a year, so the user used to go to the PC forum and post bar to send posts, for help, although the operation cumbersome, complex, they will still do so, if we started early on to guide users to micro-community is certainly another scene, because the micro-community does not have the threshold , does not need to register the account, passes the thing, sends the thing to be more convenient, is more efficient, therefore guides and trains the user custom to be very important, especially to the service class operation.

There are six labels that can be customized, we opened two games on the use of the class, a call "Introduction" a call "mutual question and answer" they can choose a different label, as the name suggests, according to the label content release, such as the introduction, and then a "mutual question and answer" can ask for help can also be answered others ' questions, To the user can effectively solve their own difficult and incurable diseases, for us to guide the early, the latter can be self-help between users and questions, ease customer service pressure, save manpower, kill two birds with one stone.

There are also two "event announcements", "game spits". The two of my one is open one is closed, event bulletin only I can use, the game spit is to give users feedback, the game experience dissatisfaction and set up, each interval for a period of time I can extract all the questions from the feedback, this is a game of research and development and product user experience is critical. In the existing functions under the use of each small function, and then to the user's guidance can play a multiplier effect.

I said earlier, because we have the advantages of micro-trust resources, I only focus on the micro-letter said how we do a good job in the micro-Community promotion, I will this stage of work called "preheating." As we all know, for men, beauty is a lethal weapon to kill, and money is the driving force for women to take risks. Before we promoted the micro-community, we warmed up the micro-letters and started recruiting beauty managers, which caused a flurry of commotion. Second, the beauty of the management set up a rich diamond (game props) award, and then a variety of photo albums, burst photos.

Then "decentralization". Empower these women who are elected by voting to help us manage, maintain, and operate the micro community, and tell them it's not your community, it's theirs. Diamonds pull women, women pull men, activities pull everyone, slowly play up. Finally, the star-building. Put the United States, let them have a certain influence and fan group, our American tube have their own fans, vindicate is countless, naturally someone will help you coax these American management, with welfare and people will be more keen to help you care for the community.

After the warm-up work is done, set up the micro-community entrance. Custom menu threshold is higher, the need for certification can be, no certification is not allowed to use the custom menu, after certification only need to edit the mode to add a menu, your own micro-community URL can be put up. The custom reply format with anchor text is as follows, if you don't edit the copy below, replace the text you want to type and your own micro community URL.

Read the original text is when you edit a single, many text messages, the bottom of the original link there, the micro-community URL can be placed there, each push article is a good way to promote the micro-community. Finally, the text guide, more convenient for users to find clearly, the best guide language is also your micro-letter theme-related, such as "My New World" is the Sea thief Wang plot.

Finally, enter the real operation phase. The experience I have summed up is that irregular activities are definitely a lubricant for operations. We have done a variety of activities in the micro-community, following two typical cases to share with you:

Dream Sea thief Wang two events organized by the micro-community

Activity One: Sun Dream competition. Our community name is the Dream Sea Thief King, so we are planning activities and we have a relatively high degree of matching, so that people can see what your activities are to do, plainly is not to digress, the second is to participate in the low threshold, must be optimized to participate in the way, reduce participation steps, An activity that evokes the empathy of most people must be a good plan. In addition, I suggest a kick-back opener for your activities. Sun Dream Event Day PV maximum 100,000 +, the number of participants 5,000.

Activity two: Happy Birthday to the road. Keep pace with the times, tap the hottest topic and content, adapt or learn from the change to their own. Content-type operations to find hot topic is the simplest, but the service class operations can not easily send those hot topics. But there must be a topic can be excavated, such as just catch the road flying birthday, recently Usoppu, Ming elder brother very fire This is a hot topic, if there is no topic you can also make point topic.

As the first batch of sites to open the micro-community, I also give the novice two point advice. First, pay attention to some other excellent community, they must have accumulated a lot of experience, beginners can learn from them a lot of valuable experience, take the other people touch the badly beaten, the experience of making mistakes to reduce their chances of making mistakes, through contrast to find their own shortcomings. The second is to actively participate in the line under the various activities and training, do not blindly pondering, often in the group to communicate with you, listen to what people talk about what, what problems, to participate in exchange of views, maybe you attend training may not be able to learn what practical experience, but you will certainly encounter a lot of operators with their peers will help you broaden your thinking.

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"As a year, just started surfing the internet in those years, I spend a lot of time every day the forum, then Renren, Micro bo, micro-letter gradually popular, the forum played less." It is not known whether the micro-community can reproduce the prosperity of the forum. --10 o ' book

1, the use of micro-letters, micro-Bo and other channels to promote and text guidance;

2, collect the topic, release the announcement to guide the user to enter the community exchange discussion;

3, the organization Blueprint + books activities, can see the material rewards can greatly promote users to post enthusiasm;

4, a good campaign to increase the number of millions of visits, methods than efforts more important;

5, with the user interaction, make it your loyal users.

In fact, there is a community called micro-group in the beginning of Weibo. I also did one at that time, just started very lively, and gradually do 30,000 fans, but later more and more low activity, and then found that the group of Micro group themselves do not value the operation of the product, focus on doing micro bar, I also gave up.

At the end of last year, Tencent launched a micro-community, I was the first group of micro-letter users, but also mobile phone QQ end of the early users. At present, the number of micro-letter access to nearly 7 million, mobile phone QQ has more than 79,000 subscribers. Here to share some of the promotional and operational experience.

The first is promotion.

First, micro-trust platform. After the micro-community opened with a single graphic propaganda, tell everyone my micro-community how to enter, what can be done, such as I said at the time of the micro-community can be published on the article views, recommend everyone like books, questions for help, love reading fans have their own community homes. If you have a custom menu, add the Micro Community link to the custom menu, which is the best and most effective way to do it.

In addition, I focus on automatic response to add a micro-community address, fans pay attention to my micro-letter can be advanced nuanced community experience, I also set up an automatic reply to the "BBS" can also enter the community to facilitate the next time fans to enter. Every day as far as possible at the bottom of the push article "read the original" plus the micro-community address, and add a word to remind, "Welcome to the bottom of the text into the micro-Community exchange discussion."

Talk about microblogging platforms. In micro-blog propaganda, said the micro-signal opened a micro-community, the equivalent of BBS, we add micro-letter can enter the discussion, Exchange reading experience. Attract some fans to focus on micro-letters to experience the micro-community. After that, mobile phone QQ also began to online micro-community, I began in micro-blog propaganda, also in the micro-letter at the end of the propaganda, so that everyone on the mobile phone QQ attention to my micro-community, subscribers were ranked in the top of all micro-community.

Open the micro-community, there is a share in the upper right corner, you can also share your micro-letter QQ friends, you can also share the micro-letter QQ Group, so that everyone add a nuanced community.

The second is content.

Guide users to send some appropriate communication, sharing, help posts, prohibit advertising, etc., you can write a notice. Usually in the micro-letter to solicit some topics, let everyone go to the micro-community discussion. For example, the Chinese New Year when I recruited the "talk about the people of the hometown of those things," there are many fans involved in writing a moving person's post.

10 readings of the activities organized by the micro-community

Regularly do some activities, such as I and the publishing company in the micro-letter to do serial, note that when the serial to the micro-community post to get a book, this time the reader post write a review of the enthusiasm is very high. So far, our most successful series of activities is the combination of "micro-Community Blueprint + Book delivery":

For example, bask in your baby, send educational books, and get your thinnest picture, you get the hottest weight loss books in the United States, the most beautiful travel photos, travel travels. Among them, the most thin photo of the activity is very hot, the day a total of 180,000 netizens to participate in activities, our micro-community produced more than 1 million PV; before I worked hard for half a year of micro-community, our visit volume more than 2 million, after a short span of two days of blueprint books activities stimulated, our community visits to the surge to more than 5 million, The two-day activity is better than half a year's effort, and the method is more important than the effort.

The characteristic of this activity is: The material reward is very important, more than nothing, even a more than 10-piece book, can enhance the user's trust in you; motivational content and activity itself are strongly correlated, such as the thinnest photos and weight loss books, which better define the target user base; Encourage users to share activities with friends According to the number of praise to assess popularity, let friends circle to the community with reflux; In addition, we and publishers, users are more win the relationship, the reader got the book, the publishing house gained visibility, and we as a platform, with a large number of popular, there is no shortage of natural opportunities.

The last is management.

Every day when there is time in the Web or mobile phone to manage, interactive, delete posts, more in some post comments, users if you see webmaster comments will be very happy, prompting him often to the community message interaction, become a loyal user. If you see the ads to delete posts, excessive direct ban.

You can invite more active users to become administrators. My community originally has 2 administrators, a period of time community advertising more, are deleted, and later invited a few active users to become administrators, they are landing when the ads will help delete.

As a year, just started the internet in those years, we spend a lot of time every day to bubble forum, then everyone net, QQ space, micro-blog, micro-letter gradually popular, the forum played less. It is hoped that in the mobile internet era, the micro-community can reopen the prosperity of the forum.

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"We will not unduly limit the theme of user posts, in addition to advertising and use of uncivilized language, basically do not limit the player to speak, but the community appeared in public opinion crisis, if the impact is greater, will be resolved in a timely manner." "-Happy Aquarium Box

1, with activities and incentives to guide users into and use the micro-community;

2, retain the user's premise is to find the user's appetite, cast;

3, point praise and other voting nature of the activities can promote the user to actively spread;

4, the operation of the cycle of periodic, fixed is a good way to cultivate long-term users;

5, do not restrict users to speak, and opinion leaders to maintain good communication and contact.

Happy Aquarium has been looking for a mobile-end community that can bring together most gamers, we have a bar, forum, microblogging, micro-mail, too cool community, but there is still no one can gather most of the mobile phone side light community. Today, in early March, we opened the Apple version of the micro-community, in April launched the Android micro-community, now these two communities have become the most important game of the most active community, is a player to interact friends, organize activities and collect feedback on the important channels.

Lead users into and use the micro-community

In order to guide players into the micro-community at the beginning of the micro-community, not only rely on the micro-letter push message, we are also in the micro-blog bar full force, the game hanging announcements, with a large intensity of activity-meng fish expression imitation show, to reality show + game IP combination of this type of player interest, and in the game during the current hot reward, To guide the player in.

In the Android community, because we already have the cognitive base of the Apple community, we preheat the player to do a grand robbery activity, rob the first floor, the top 50 floor, the first 150 floor can get a variety of different grades of reward. This activity directly makes the community a shot and red in the player.

Guide is also reflected in the Guide to send high-quality posts, our game has a lot of players to interact with the place, there is also a need to share raiders, we will be rewarded by the introduction, sharing, mutual aid to help other players to develop users love to speak love sharing habits. Over time there will be more people to share, more people to see.

Explore topics of interest to users

It's important to find the topic of the player's appetite by trying to keep them when the user comes. Our game is a mildly casual game, most of the players are 20-30 years old between the women, many are with the child's mother, they are different from the Internet more mainstream users, so we do activities are particularly for the player's preferences to consider. For example, the mother likes to bask in children, we have done 2 times to let players and games in the small fish than Meng Contest, the effect is good, there are a variety of memories of young girls and other emotional activities.

Happy Aquarium Micro Community events

In addition to large events, we also use hot topics, small interaction and so on to attract popularity. For example, on Thanksgiving, we played games with the game to do a look guess egg interaction, GM in the Thanksgiving egg Painting game fish, in the community post let the player to guess which fish, the first guessed right to be rewarded, this activity response is good, I believe there are more fun and interesting interaction to be discovered in the future.

Enable users to actively propagate

The point of praise activity is one of our common ways, because we found that some of the players will send their own posts to the player group, bar and other communities or directly to the friends to let them for their own praise, this behavior is also very good spread of our community, so the point of praise activity is our usual way of activity.

Often do the point of praise activities have pictures point praise, poetry point of praise, there are four pieces of comic books and so on. In addition to the game within the page with the micro-community to do the dissemination of activities-such as "Dress up my little doll" that is to let players dress up puppet, after finishing the final step, you need to make your own unique cloth to the micro-community to receive rewards, which makes the community a lot of high-quality UGC content.

Develop a user's habit of visiting the community

To allow users to form a habit of visiting the community, regular activities are held, and let the community become an important channel for users to access information, we often put the game is not out of the new fish, new activities to the notice in the community, or to do a small interactive activities, the average player of interest in new things are the highest, so will be very willing to participate.

In short, users can get what they want and be happy in the process, continue to feel the fun of the game, and can interact with a group of like-minded fish friends, this is the purpose and core of our operations. It is a good way to cycle and fix the operation content, such as regularly rewarding active users, regular theme activities, regular interaction, this habit of training for the development of long-term users is more helpful.

The formation of Community atmosphere

We will not too much limit the theme of the player, in addition to advertising and use of uncivilized language, basically do not limit the player to speak, but the community appeared in public opinion crisis, if the impact is relatively large, will be resolved in a timely manner. The atmosphere of the community is deeply influenced by the situation in the game, therefore, the wind direction is sometimes very uncertain, in the community to do with a lot of opinion leader-type users to maintain good communication and contact, so that they help guide the community's public opinion and atmosphere, timely reporting of bad information, healthy communities need to guide and management, We are working on the goal of developing a community of interacting and loving players.

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PostScript: The community of this product form in the domestic enduring more than 10 years of natural has many reasons, now in the mobile era and renewed vigor, enough to prove its existence value. In the early days of community development, "content is king" was once regarded as a golden wisdom. To the mobile community, the interaction becomes the first, the content instead becomes the product of interaction, this is an obvious change with the characteristics of the times, the user is no longer willing to be a mere information-seekers, more willing to act as the role of information creators, and enjoy. Fully mobilize the user's initiative, I think it is discuz! The key to sustaining vitality in mobile communities such as micro-communities.