Zhouning: Six links analysis of how the local site to retain users?

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There are a number of local sites in the field of concern: the main form of local sites are local communities; local websites focus on localized consumption; local websites are not strong for the traffic dependence of Baidu. We can see a lot of brilliant cases in the field of local website, such as 19 floor, Xiamen small fish, the Dragon Lane and so on. We analyze some of the operational tools that these sites are using and have used to answer the questions of many of the initial local site operators: How do local sites retain users?

Retention of the user the problem is in place, including a lot of rookie questions, such as: How to do the content? How to find a moderator? How to make the rules? How to Profit?—— the problem is close to the essence of operation, and the community is to retain people. Local Web sites, in the form of local communities, address the needs of local netizens: domestic consumption and local consumer relations.

It must be recognized that the operation of local communities is not just a content operation, but a combination of content operations and business operations. Therefore, the retention of people is not a single link can solve the problem, but a lot of business process integration. According to the development process of a website, there are roughly six links:

The content keeps the person

The site must initially have a certain amount of basic content, not necessarily do much good, but no content can not pull people. This is what many websites say about content filling. Of course, the professional degree of filling will bring about a small impact. Chanyu in the introduction of "How to do content" when also mentioned a key point: do content like water, a row of water tank, water tank is very large, water bearer is very small, you need to persevere, every day to pick a little can always fill the cylinder.

So the main point is nothing more than two: according to the situation of reasonable distribution of energy; However, many stops at this stage and stop.

Ii. topics to keep people

Using the download station approach is very easy to bring registered users, but the next problem appears--"Even if there is a registration, no one posts how to do?" The answer to the question is simple-"to have a topic guide, your topic is boring, why do others reply?"

Classic case: 2012 Tanabata, 19 floor of the second headline-"Hangzhou-Ningbo Twin Cities love." Timely, Shang, touching, bring not only clicks, interaction is the natural result.

Third, the feeling of keeping people

What is the feeling? is the legendary sense of belonging. Feelings are divided into three categories:

1. Reasonable rules. To cite a negative example, the total moderator of a website requires users to send about 1000 posts to change the avatar and signature, said management difficulties. To know that girls surf the internet, the first thing is to pay attention to their own head and signature! It is recommended that such network management be expelled immediately.

2. Good interaction. Users of every question, whether someone answered? Each user's original, whether someone is sure?—— 19 floor once put forward a famous slogan: "Eliminate 0 reply". Another interaction is QQ group, since you can not resist QQ group, then why don't you use QQ group?

3. Good atmosphere. Many forums are like Lan Gang, a group of old netizens imposes, the new people come in once did not follow their values to speak, immediately on swearing, no reason only dirty words. Such a place who goes?

Iv. Relationship Retention

The reason most netizens leave a section is: "There are no familiar people." "The name of a song can explain many netizens on the forum reason:" The most familiar stranger.

The core of the relationship is the master and the opinion leader. This is also the difficulty of many local websites--the small editors who graduate are not experienced in life and will not maintain these relationships at all. Find the right people out there. This is the key to the responsible person to know how to locate the user's language.

V. Activities to keep people

Keeping people is one of the three major themes of local website activities. Web site at different stages, the way to keep people's activities and goals are different.

Use the case. Question: "Organizes a food to try to eat the activity, participates in the Netizen just does not post, how to do?" Consider repeatedly I found that the threshold of posting is really very high! My suggestion is: "You can invite users to join the site QQ Group, you need the result is the website and the Netizen can relate to interact, add a group of low threshold, why not to try?"

VI. Service Retention

To a certain stage, the construction of industry ecology, the use of services to retain people. To know, the main function of the local site is to provide local life consumption services, and then how to do the content is also superficial, it must be the quality of the service to provide services to the platform to complete the service function. And the impact of large vertical stations on the local portal is this!

In a word, local website retention must grasp a core-"interaction", the platform and users of various types of interaction, information interaction, relationship interaction, service interaction. (Wen/Ningjie network zhouning)

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