——Written on the occasion of the launch of the new Shenzhen ( www.szab.com ) social platform
This year I decided to return to my original position and start doing community operations. In fact, it is very difficult to do community operations in China. The first is the policy aspect. When I was working in the community, I would receive calls from the Internet police for several days. , and the server was shut down for a few days.
But I still decided to go into the field of community operation. Xu Mengqiu, the chairman of Kugua.com ( www.kugua.com ), once asked me, Bullet, is it because you used to be a community worker and you were brilliant before, but now your The community has declined, and you feel unwilling to do so?
I don’t know if this is a factor, but I have always wanted to run the community. I have had such a plan a year ago, but it’s just either this thing or another thing that makes me really unable to take the time to think about it.
This time, when I met Ding Yi, she said that she had always wanted to build a social platform for dating. She talked about her idea, so I persuaded her that we might as well build a community platform together on my Shenzhen Nostalgia Network. developed on the basis of the community.
After three or four months of consideration, Ding Yi finally resigned from Anzi New Housekeeping Company. To be honest, I felt a little sorry for Teacher Anzi when I asked Ding Yi to come out. Originally, I wanted Ding Yi to help me. Orthodox mental arithmetic, but later because she entered Anzi Company to work as an accountant, this time for the sake of the community, she was asked to leave Anzi Company, and Teacher Anzi’s family has always taken great care of me, and this time Ding Yi resigned Coming out, it seems a little inhumane.
Teacher Anzi and the guest teacher are also very understanding and supportive of me. On the contrary, they also give me the power of love in this area!
In this way, we built a server in Hong Kong with 2M exclusive bandwidth. However, the recent speed is not ideal, and I don’t know if it is exclusive to 2M. Let’s communicate with the service provider after the website is officially operational for a while.
Now let’s discuss how I run the community.
As for community operations, let me talk about the current situation of the community. In this era of developed Internet, there seem to be fewer people who like to participate in forums and communities than before. The forums and communities in the past are not as good as they are now. Many, when I first started the forum, there were not many personal forums in Shenzhen. It seemed that it was a great thing to be able to establish a website at that time. Now with the open source community, you can build a community in just a few minutes by purchasing a space and a domain name. Therefore, in an era when there are more websites than people, it is not easy to truly operate a community. What's more, there are now communication tools such as QQ and QQ groups, which also divert a large number of people. In the era when I participated in forums and communities, it seemed that only BBS could occupy our spare time, unlike today's blogs, Weibo, etc. .
Therefore, building a community cannot be as simple as just one domain name and one space. So this time when I run the community, I first invest in hardware, independent servers, and use one server for each forum. Friends who know me say that I It's a waste, but I want it to really work. This is a minimum. Because building a community in China is wasteful, so I chose Hong Kong. Although it is slower than the domestic one, it is still much better in terms of long-term stability. .
Second, the construction of the operation team. Although it is just a BBS community now, to really do it well, we must have a good operation team. Now I am also starting to set up an editorial team (full-time administrators, moderators), SEO Seven to eight full-time staff for optimization, marketing, etc., and some white-collar workers from the company can be recruited to serve as moderators of our section.
Third, community interaction, community operation is different from other types of websites, it is the interaction between users. Interaction includes replying to posts in the forum and giving good comments. These are all interactive components. How to generate interaction in the community in a short time, and these The healthy development of interaction is an important part of our operation. In this interactive process, what can netizens get on this platform? For example, some netizens are in the market and are active in the community. Through some posts, they have It also has some understanding that the community here can promote its market business to make its products sell better. For example, netizens get to know each other through interactions in the community and through some offline activities on the website, which may also promote romantic relationships, etc. In short, community interaction is the top priority of community operations. As an administrator, , how to make netizens interact with each other requires more thinking.
The fourth is promotion. The knowledge of promotion is relatively broad, including word-of-mouth communication (dissemination among friends). During the communication process, administrators must learn the relevant rules of direct sales personnel, find relevant moderators, and then the moderators will Find deputy moderators, deputy moderators, etc. to promote together), including dissemination in mailing lists and instant messaging, using MSN groups and QQ groups, including through friendly links, SEO, including event dissemination, including blogs and Weibo dissemination Wait, a particularly important point is to spread through activities, because our regional websites do not rely on traffic to survive. They mainly require real user groups, so offline activities are the most important.
Fifth, think about profit direction and value during development.
When it comes to operation, we must talk about profit methods. As for value, there is commercial value and social value.
Business value and profitability are linked. First of all, my profit direction is to combine my current offline business system: domain name, space, website construction, design, printing, child training and a series of businesses. The Internet is virtual, but my business is real, so I can build this community both virtual and real. A few days ago, Ding Yi asked me, what are the profits of the community? I told him, I can combine real For example, I can use my community platform to promote my real business system, and the profit margin of the real business system can be rebate as part of the operating expenses of this community. This is a profit model of virtual + real.
Secondly, the rise of China's group buying market will find an entry point for community profits. If we only build a group buying platform, the competition will be quite fierce. However, if we purely engage in SNS community social interaction, it will be difficult for us to find a good way to make profits. But if When we combine the two, we will achieve the role of community marketing, because our community provides interactive communication. If we sell products based on the group purchase price, netizens will generally not give up on price considerations. In the first place, including the way of consumption, they do not consider the first place. What they consider is what they can get on the community platform. And we have the operating experience of Balsamica.com and the relevant support from the market, which is equivalent to coming It is said that a good entry point can be found in the direction of profit.
Also, in the Shenzhen market, there is still a big gap in online public relations marketing. With the strengthening of the operation team, the business market can find a good entry point in this area.
Thirdly, and importantly, our event planning in Shenzhen, as a planner, we can use the influence of the community to integrate some competitions, event planning, etc.
Then, there are events, including tickets for some attractions. There is a community forum in Shenzhen - Shenzhen Forum ( www.szbbs.cn ). This community has done a very good job in this area. I have been to this young man’s company. They are all born in the 1980s, a very passionate generation. They are much better at forums than I was at that time. He rented an office of hundreds of square meters in Meilin Internet Industrial Park, and there are also More than ten teams.
As for social value, because of the forum, we have also launched many donation activities to netizens in need through the Internet and offline. And now, as a volunteer in Baoan, I can do more meaningful things for this society through the community platform.
Our new community is also being built now, and we hope that all friends will have more support.
The personal space of the author Yuan Bullet