Zhouning: The user experience in community operations includes basic products and operations

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Usually we define the user experience as the result of the product, so the user experience is summed up as the demand list in the operation of the website, so that the design and technology are busy. However, throughout the domestic large-scale community, Tianya, the West Shrine, Mop current Community system product user experience is not bad, but they as always hot. The use of Discuz, phpwind so that users experience a lot of the regional internet community, not because of the experience of products beyond these established community sites. If you want to find a good experience in product and operation, perhaps only Sina Weibo and Tencent Weibo!

Thus, we have to reflect on a question: What is the user experience of the website? My view: The user experience of the site, including the basic products and operations. The operation also produces the user experience! Horizontal comparison, I have written in the article said that E-commerce user experience, customer service, payment, logistics, the user experience is more important.

What is the purpose of the user experience of community operations? Commercialization requires the expected output value to be obtained within the prescribed time and in the prescribed input. What is the output value of the community? It is by no means direct income, and if there is no reasonable industry based solution, the income generated by community traffic is very poor. web2.0 not make money, web2.0 's products are indirectly profitable. Back to the flow, in the PV, UV value plus some definitions, the key words is nothing more than: the ratio of PV/UV, user return, Posts and online users, the rate of posting, forum positioning, and so on. In general, it is the positioning of the precise value of the flow. To put it bluntly, the gourmet website has a large number of diners who are willing to spend money, and fashion sites have a large number of prodigal women with credit cards, and they soak in it. The words are too abstruse for others to understand, it is called height; Many stationmaster said, this result fool also knows, but how can do?

Positioning: tools or media?

To be interested in doing things, you can do it, but you should think about doing it for the sake of business. Positioning, is a look very tall vocabulary. Because to give the community a strategic orientation, we have to ask the question: is the community a tool or a media? That is to say, what is the community for?

Some say the community is not a tool; some say the community is the medium and the tool; a more professional answer is: "Community control only accounts for 20%, while the other 80% do not need friends and quarrel, but the community as an instant media and tools." ”

The answer to this question can be resolved as follows:

1. The community is the media and the community is the tool.

2. Community is the tool of media form.

3, the community for 20% people to provide interactive value for 80% people to provide information value, this is not contradictory. You dive, or post, the community is there, silently waiting, you post, or see posts do not reply, the community there, endless.

4, the tool characteristics of the community media and the media of the community media are not contradictory, and depend on the media. The most important feature of community media is the ability of the worker to interact with life. In terms of Community tool characteristics, it can be summed up in three sentences: a book-the operator wants to classify the fragmented information for easy reading, a question-and-answer-there are people who can help, a story-conversation resource accumulation, history and culture.

The community is a living media tool. This means that the community should be in the content and relationship to do in place, there is content, there are netizens, can interact, form a cultural atmosphere, condensed for a period of history. The Chanyu of the community has been likened to a large water tank, in fact, this tank is not only the accumulation of content, but also accumulate people.

Second, what is the experience of operation?

One must say a feeling, this is the experience:

"What is the user experience for the community?" The first is someone to talk to you, is interaction, the role is to eliminate loneliness; it is someone who recognizes you, especially the big guy in the community, who pays attention to you, responds to you, and the third is that you get honors, such as giving you flowers, you're on the charts, and the fourth is your success in the community, like what you change, You helped someone, you created a virtual world. "(On Sina Weibo, @ Dream Qinhuai)

Just to experience not, we must generalize the feeling into theory:

1, "Brother Post is because of loneliness"-how to solve this problem? In fact, "brother look at the post is also because of loneliness." A user traveled all the way to your forum, what did you give him? How to keep him? No content of the forum no one to see, lonely Forum to keep people. Content Update, user interaction, this is the way to get rid of loneliness. Sina Weibo seems to have a mechanism for you to hang out and reward you with a few fans-probably the legendary zombie. From the 19 floor circulated a word is: eliminate 0 reply.

2, people are timid and cowardly vanity of an animal. In the "Let the Bullets Fly", false county magistrate really called: "Gun in hand, follow me, kill Shiro, Rob Towers." As a result, behind the pillar is a look-and-see face, a suspicious eye, which is human nature. "People are afraid of having self-confidence", the first step to self-confidence is recognition and encouragement. We know that only 1% of the users may post, as Zhang Maizi four brothers. The site of the operation website is similar to Zhang Maizi's situation, at first you have no net friend, only yourself and a few editors hired. When you post with a vest, invite the first batch is full of suspicious and trembling of the post, must encourage them, recognize them. With confidence, they will become heroes, this group of people, gradually grow, will become you set up the stage actor. With these actors, more people will see the play.

3, with this 20% enough, there will be 80% are attracted to come in. In fact we need a bunch of actors, great actors (@ Dream Qinhuai). I always think that every poster is an opinion leader, and the business interests of the site may be on the onlookers. In order to attract a group of onlookers, you must have a group of actors. One of my friends said to my students: "You need 20 heroes and 20 hooligans to do the plate." "How do opinion leaders grow?" or an incentive, flowers, applause, medals, honors. Each set of points, every medal, every recommendation, each selection. On Sina Weibo, @j said: "A stage is always a small part of the show, the majority of onlookers, a community of 20% of users active enough to bring the majority of people to participate in the interaction." ”

4, onlookers change the world, forwarding the idea of communication. A higher user experience in the community is a sense of accomplishment. What is the sense of accomplishment? Use Weibo to help others find abducted children, or to spread a pornographic door with Weibo. "Master, use, control, this is summed up as a sense of achievement." What is the greatest achievement? To achieve a virtual world. For example, a communication ideal, academic exchange, or simply a pet trading biosphere.

To sum up, the experience is to meet the demand, and demand is in line with Maslow's hierarchy of needs theory.

What is the sense of belonging of the community?

Have to think about one of the key issues we've always said: What is the sense of belonging to a community? The sense of belonging is mentioned above: acceptance, acceptance, encouragement.

Sense of belonging is the feeling of home, is familiar, cordial, trust, warmth. This is you know a lot of people here, a lot of people also care about you, you buy something not to be cheated, there are things someone will take the initiative to help you solve, want to cry when someone told you life needs strong, lonely time to stay here. The origin of attribution must be because of something, which is the community first to have value.

Netizens are usually looking for a little bit of information, or asking a question that can't find an answer, or maybe it's about watching something. Came to stay, because there is a sense of belonging.

What do we do to improve the user experience?

1, never let users feel lonely.

2. Answer every question of netizens.

3, regardless of identity or not, must be given a response.

4, "Let users find friends, or let users find enemies." "(on Sina Weibo, the count of Friends @j)

5, the establishment of a reasonable integration system, improve the integration of useful and points honor concept.

6, the establishment of a few fewer medals system, cultivate a sense of honor.

7, timely recommendation of good original friends.

8, the regular edition and the core Netizen selection.

9, let the performers get achievements, so that other people to facilitate onlookers.

10, do not miss every incident.

11. Organize attractive activities.

12, the integral corresponding to the necessary level, the corresponding level of authority.

13. Simple and reasonable edition regulation.

14, accept all kinds of legitimate ideology, do not exclude other people's values.

15, the impartial treatment, does not impose the operator's consciousness to the netizen.

16, reasonable positioning of the corresponding group of people.

17, a reasonable version, the section is simple and clear, not dispersed popularity.

18, at any time to think of content to help users.

19, with the understanding of the editor of the idea of netizens to manage the forum.

20, the most convenient for users to find useful information.

21, a reasonable moderator authority and moderator assessment system.

22, let the performer obtains the honor, lets the onlookers obtain the happiness.

Our aim is to create popularity commercially, everything seems simple, but there is absolutely no shortcut. Shortcuts mean failure. (Wen/Ningjie network zhouning)

        original link: http://blog.sina.com.cn/s/blog_50a223810100qe4d.html