This article analyzes the idea:
It will deconstruct and analyze the operation system of VWD's content community from the rules of member level, orange V membership, content algorithm recommendation, medal system, member points, and product visual interaction. Finally, from my perspective as a loyal user and product manager, I'll put forward some suggestions based on the product development trend.
Experience analysis version: VWDianping APP V10.24.10, ios version
The date of the data statistics is: February 13th
Product and user analysis
1. Product positioning and core functions
VWDianping is a trading platform for local information and living services. Dianping is one of the first independent third-party consumer review platforms, where users can freely post consumer reviews. These aggregated reviews help other consumers make decisions about what to consume.
We have made it a core operational goal to continually stimulate users to post reviews on the Dianping app. Because different user groups adopt different operational strategies, the following is a simple analysis of the user groups of Dianping.
2. User group analysis
We divide the users in the content community into content consumers and content producers, and select two factors: the degree of liking for food and the degree of love for the present, to divide the user group.
Here, the degree of love for food refers to the degree of satisfaction users get from posting content.
Based on the above user groups, the user profiles are as follows:
(1) Food KOLs
They are passionate about discovering and trying different types of food, and are good at sharing them through text, photos, or videos, and driving and influencing others, and have a certain degree of fan base. They are willing to give more time and spend more money to find food. Food is a very important part of life for them and provides them with a lot of fun in life.
(2) Foodies
They love to discover food, and they love to share it, and they will actively recommend good restaurants to their friends. Food is an important part of their lives and adds a lot of fun to their lives. But unlike KOLs, they don't have their own fan base yet, and their sharing skills are not as mature.
(3) Love to shop for food
Passionate about food, every time they go out they will seriously look for delicious restaurants, for them, food adds a lot of interest to their life. But they are not keen on reviewing and recommending food online.
(4) Lifestylers
They will actively share and introduce good things to others around them, and are good at sharing records, but food is almost as important to them as reading books, traveling, and working out, so they don't spend as much time looking for food as Lifestylers or KOLs do.
(5) Popular Users
They don't get a strong sense of fulfillment from food, and for them, food is just an ordinary need in life. They don't spend extra time and energy on discovering and sharing food, and they are not keen on sharing reviews and recommending food to people around them.
(6) Ordinary eaters
will feel a greater sense of satisfaction from the food, will take the initiative to discover the food, but for the sharing and recording, for them will not produce a strong sense of satisfaction and sense of achievement.
3. User demand analysis
According to the above analysis of the characteristics of the user groups, want to touch different user groups, continue to share more food reviews on Dianping, you can start from the reinforcement of the sense of achievement and satisfaction, and profit-driven two aspects of the operation, and different user groups are focused on different.
Analysis of Dianping's member operation strategy
How does Dianping operate around strengthening the sense of achievement, satisfaction, and profit-driven? By using the product for a long time and understanding their various operational activities, the current operational strategies are as follows, and among them, contribution value and membership upgrades, King Dining and King Dining pass card, and Orange V membership are the core of the operation.
And how do these operational strategies relate to each other and promote each other to build the content ecosystem of VW Dianping UGC?
Look at the following relationship diagram:
As you can see, the relationship between the king of the meal and the PASS card, the Orange V members, the contribution value and the membership level is mutually reinforcing, and the three constitute a closed loop, allowing the Dianping UGC ecosystem to be a positive cycle.
These operational strategies are analyzed below:
1. Contribution value and membership upgrade
When a user registers as a Dianping user, he or she is a member of Dianping by default. Currently, there are 8 levels of DWD membership, and the higher the level, the more difficult it is to upgrade.
The difficulty of upgrading is depicted in the following diagram based on the membership level and the corresponding contribution value required, and it can be seen that the difficulty of upgrading from LV6 onwards is increasing in vain.
To upgrade, you need to earn Contribution Points, which are earned by contributing content.
Summary of contribution value and membership upgrades:
Users mainly earn contribution value by writing reviews, and the contribution value increases to upgrade the membership level.
The difficulty of upgrading from LV1 to LV4 is low, and the difficulty of LV4 to LV8 increases exponentially. The increase in difficulty is to stimulate those users who get a sense of accomplishment from upgrading to publish more reviews, and to satisfy the user's "love of cash" mentality. (Assuming that the user publishes four high-quality reviews per month, plus other operations to obtain 300 contribution value per month. From LV1 to LV4 is 3 months. It takes 17 months to upgrade from LV4 to LV6, 30 months to upgrade from LV6 to LV7, and 50 months to upgrade from LV7 to LV8.)
The benefits of membership are mainly virtual goods such as discounts, and it is inferred that these benefits will not be of much use in incentivizing users to continue posting reviews. It can be judged that the motivation to attract many review players to upgrade is more driven by the users' interest in sharing and the psychology of love for the present.
Problems:
As the product becomes more and more popular and users become more familiar with the rules, more and more users will complete high-level promotions, and the platform's ability to meet the needs of high-level core users' "love of cash" will become less and less, which will easily lead to a loss of users in the later stages of the process.
LV6-LV8 upgrade difficulty is too high, it is easy to let the primary players give up. Because when the user from the primary to intermediate, is the user just started to have a sense of satisfaction and sense of achievement, but coincides with this time the difficulty is increased very much.
2. Orange V Membership
Orange V members, i.e. members with a lit V logo at their avatar, are Orange V members, similar to VVIP in membership, with a higher threshold.
Currently, Orange V members are characterized as follows:
Higher threshold of entry. To become an Orange V member, users need to register for more than 3 months and post 4 reviews of 100 words or more before they can switch from a regular member to an Orange V member - in order to prevent users from maliciously registering multiple accounts to take advantage of member benefits.
There is a statute of limitations. Orange V membership has a one-month statute of limitations, and you have to write four full entries this month to remain an Orange V next month as well.
The benefits are more practically generous. Orange V enjoys king meal privileges (exclusive king meal, higher winning rate), exclusive food discounts, VIP invitation cards, exclusive coupons, eating and drinking outside the country, exclusive coupons, and joint privileges.
There are regional restrictions. Orange V benefits are not the same in different cities. For now, Orange V's operations are only centered around the big cities and are provided by the partner merchants in that city.
Summary of membership system and rules:
Orange V membership benefits are more practical and attractive than regular membership benefits, but require maintaining 4 reviews per month, a higher threshold. It is inferred that Dianping is using the practical benefits of Orange V to stimulate users who are not keen on sharing, but are easily tempted by food offers and other temptations, to consistently produce quality review content.
Orange V membership is operated from a "benefit-driven" core to achieve the goal of stimulating users to continue to generate review content.
Problems:
The Orange V benefit can lead to a phenomenon where a large number of members hit the same store at the same time to post reviews. Reviews are overly focused on certain stores, which may give ordinary users a negative impression of the objectivity and authenticity of the reviews;
Orange V Benefits is to stimulate more ordinary food-loving users to write reviews with actual benefits, and this incentive requires that the cooperation between the operator's business and the merchant can be maintained in a stable and friendly cooperation. Because if once this group of users do not see the benefits that attract them, they will easily give up writing reviews.
3. Loyalty Dining and PASS Cards
Loyalty Dining refers to the opportunity for users to get free food, drink, and entertainment provided by a partner merchant, and some of the Loyalty Dining is restricted to Orange V only, or a certain level of users can only be awarded, so it stimulates more users to write reviews to light up the Orange V or upgrade.
Lemony Dining PASS card means that users with this card, you can directly redeem Lemony Dining, without having to participate in the lottery (Lemony Dining has a low chance of winning). The PASS card can be obtained by signing in to the King's Dining page to save up the value, or by participating in the community activities operated by Dianping.
Self-operated activities are generally released through the product's community forum and the operation of the fan WeChat group.
(I am located in Guangzhou, at that time coincided with the writing of travel tips can be obtained last year's medal, add a point small bubble WeChat, joined a Guangzhou travel tips writing group. The group will regularly release tasks and rewards, and if the task is related to content, the group will usually attach a template for the content to reduce the difficulty of completing the task.)
Loyalty Dining and PASS Card Summary:
Loyalty Dining is an important means for Dianping to maintain community activity, and it meets user needs from both the "love of cash" and "profit-driven" dimensions.
The rewards system of Lemony Dining can be flexibly combined with member marketing activities, such as inviting friends to convert to Orange V, and writing review posts, all of which can reward users with Lemony Dining PASS cards.
Problems:
The chance of winning the prize is relatively small, most users may try to participate in one or two times after the prize can not be drawn, will not participate again, the king of the meal is a way to activate the community atmosphere of the public review, but can not rely on the king of the meal to stimulate the majority of users to produce a large number of reviews.
4. Medals
Medals are awards for users who have made special contributions. Some of the medals are divided into three levels, gold, silver and bronze, which correspond to different data indicators. You can click on the icon "Medal" to enter the Medal portal. The medals are automatically awarded based on the user's behavioral data changes, and do not require the user to perform any operations.
Medal system summary:
The entrance of the medal is very deep and not obvious. Medals do not play a significant role in motivating the entire membership system, and are more of an auxiliary tool used by the product and operations team to divide the product into user groups.
5. Membership points
Membership points are mainly obtained by posting comments or spending on group purchases, etc. Membership points can be used to participate in the points mall lottery, and the gifts are mainly low-value small gifts. Users can use very few points to draw prizes, but the chance of winning is not high.
Points system summary:
Points are driven from the direction of interest to stimulate users to post reviews, but in the design of the product, users do not have a strong sense of their own points, and it can be inferred that the points do not have a high attraction to users, and the importance of points in the whole operation system is also average.
Strengthening the sense of satisfaction and achievement of members sharing
1. Content algorithm recommendation
Points of view of the high-level members of the user is the main force of UGC content, in order to motivate this part of the user to constantly generate new content, to meet the user's love of the psychology of the present, in the point of view of the recommendation algorithm, the priority of revealing this part of the user's content. Dianping recommendation algorithm, member level weight is how? The following way to do observation and analysis.
(1) The impact of membership level on the priority of review display
Select five must-eat restaurants in Guangzhou, and look at the number of reviews of different membership levels in the first 20 reviews under the default sorting and sorting by time.
Record "1" for each review.
Cumulative number of comments of different levels:
(2) Impact of member level on the priority of displaying home page recommendations
Browse through the posts recommended on the home page of Guangzhou, and check the member level of the first 20 posts, and record "1" for each post. LV8 members of the number of posts 10, accounting for about 50%
Summary:
LV6-LV8 this part of the high-level users is the main contributor to the review of the content (from the review of the time sorted, about 50% of the content is still derived from the high-level users can be reflected).
In restaurant reviews, high-level members' reviews are clearly prioritized for exposure; in homepage recommendations, the prioritization advantage is not as clear.
From the distribution of member levels that post reviews, we can see that LV1-LV3 member levels only account for a very small portion. On the one hand, this is because LV1-LV3 is upgraded more quickly, and users rarely stay at a lower level if they post a review; on the other hand, it is a reflection of the fact that most of the public users do not post reviews, and belong to the consumers of the content.
Problems:
The content algorithm concentrates traffic resources too much in the reviews of high-level users (80% of the reviews come from high-level users), and according to the rules of reviews, reviews can be read and commented on to get contribution value. As a result, high-level users accumulate contribution value much faster than low-level users, and seeing that high-level is no longer rare can discourage low-level users from continuing to move up the hierarchy, while the content published by low-level users is harder to discover.
When users browse reviews, most of the reviews that are prioritized for display are from high-level users (it feels like a professional writer, though high-level user reviews tend to be better), which tends to make users skeptical about the authenticity of the content.
(As this article only selected the city of Guangzhou, the must-eat restaurant, and a certain date of the data as a sample for analysis, the results of the analysis and the actual may have a large deviation, please know)
2. Product visual interaction
Observing the member's personal home page, you can see that there are a lot of elements that can strengthen the member's sense of fulfillment and sense of achievement, such as:
Number of followers, number of likes, number of reads, number of comments, number of reviews, number of comments, number of comments, number of reads, number of comments, number of comments, number of comments.
The number of followers, likes, reads, and medals;
Orange V logo;
Membership level logo (LV8 is the highest level, and the design style is obviously different from the others, with black, while LV1-LV7 is just different shades of orange);
The number of countries and cities where members have checked in, check-in maps, etc.
For those members who are not satisfied with their work, it's a good idea to use the following elements:
The number of fans, likes, and reads, and number of medals.
For users with a strong "love of presence", every increase in the number, and every additional check-in point on the map, is an incentive to generate new content.
Problems:
Currently, Dianping does not clearly reflect the community atmosphere of linking users to each other, and strong links between celebrities and fans in its product design. Dianping is still a tool platform type of positioning in the minds of users, which is also the reason why the APP open rate is limited. Because there is no strong sense of achievement or other benefits that a platform similar to Jittery, Zhihu brings to an individual, it can be inferred that the attraction of the review platform to KOLs or darens is not high.
Suggestions for optimizing Dianping's operation system
Before thinking about how to improve Dianping's current operation system, we first need to know the direction of Dianping's future development, and use the future to guide the present. By using Dianping APP for a long period of time and really participating in its operation activities, we observe that the product is currently developing and laying out in the following directions.
Expanding online transactions in more local life service categories. This corresponds to the goal of member operation: to encourage users to contribute more valuable, real reviews in new categories to help other users make consumption decisions. It reflects the core value of the product.
Add more content other than food to create a review of the "good shopping" community atmosphere. （This corresponds to the goal of member operation: to encourage users to contribute more valuable and rich content in different categories, and in addition to consumer reviews, other hobbies can also be published on the platform.
Support craftsmen, help them build brands and do precision marketing. (Home page can see some hair stylist work recommendation) This also corresponds to the membership operation goal: encourage users to contribute more valuable and real reviews in different categories to help other users make consumption decisions.
Improve the efficiency of traffic distribution, and do precision marketing for local stores. The premise of precision marketing is that the system has collected enough user behavioral data to do precision matching. So the operational goal is the same as one or two points, encourage the use of hair reviews and other content, and then through the massive rich content to attract users to come back, and then generate more behavioral data.
Do more offline cooperation and activities to create an online and offline platform for a better life in the city. (For example, Dianping will organize offline member gatherings; some stores on the Dianping list, Dianping will give them trophies, posters, etc.) This is for the operational goal: to plan a steady stream of marketing activities, link online and offline, and deepen the public's and merchants' awareness of Dianping as a "local life platform".
Expand the online transaction and review business of popular overseas tourist cities. Operation Objective: To deepen users' awareness of Dianping's "Overseas Reviews" by cooperating with some travel organizations and overseas attractions, and to encourage users to use Dianping or post reviews more often when they travel.
These are the goals of the operation system based on the future development direction of Dianping.
Let's look back at the problems that we analyzed at the beginning of the member operation system to be solved:
How to stimulate the middle-level members to continue to high-level members; how to keep high-level members?
The flow of resources is too concentrated in the high-level members, how to let the resources spread a little? Let the competition among members be fairer and more excellent content be tapped.
How to maintain an objective and fair review atmosphere?
How to maintain an objective and fair review environment? Prevent duplication of content, flooding, and malicious swiping.
Here are the answers I'm thinking about:
Goal: retain high-level users
Specific recommendations: increase the number of member categories, high-level members are promoted to Super VIP after review, and receive priority access to regular benefits and qualifications for offline activities. (VVIP is similar to the content writers contracted with the review, VVIP is equivalent to the review experts, need to be assessed by the jury review of the regular assessment, to become a review of the expert platform will be issued awards to provide opportunities for cooperation, etc.)
Goal: Encourage the middle-level members to high-level members
Specific proposals: For example, when a LV6 member did not post for more than 3 weeks, you can mark For example, when a LV6 member hasn't posted for more than 3 weeks, he can be marked as a loyal user who is easy to lose, and then pushed to the user, corresponding to the tasks and rewards. (Design some early warning mechanism to find out which intermediate users may be lost. Provide them with additional opportunities to upgrade and accelerate, such as doubling their contribution value by insisting on completing a certain contribution value)
Objective: To spread out the traffic resources a bit, and make it fairer between members
Specific suggestions: In the content recommendation algorithm, lower the priority weight of the high-level member level. Can refer to: default sorting, by restricting the same user top 10 comments. (Most users browse the number of comments not more than the first 20, and high-level review of the higher frequency, so often top of the high-level user's comments, which leads to the ordinary user mistakenly believe that high-level members of the comments instead of brush the illusion of comments)
Goal: Maintain an objective and fair review of the atmosphere
Specific recommendations: Optimize the algorithm, the development of rules to increase the number of users to referee. For example, when the user consumes and then enters the review, increase the question: do you think the star rating of the current restaurant review, biased high, biased low, just right. Use this to correct the algorithm. (Because of bullying meals and other platform benefits or false brush positive reviews caused by the crowded pile of reviews, or untrue, you can introduce a jury to solve.)
Goal: Encourage users to post reviews in different categories
Specific suggestions: design and plan more activities to encourage users to post reviews, and solicit users' future life plans in advance, e.g., a user may go for a teeth cleaning and a haircut this month. Users accept the task challenge of posting reviews, and after completing the consumption, they can get the contribution value or the opportunity to draw pass cards, and scrape points from the King's Dining Fund. (In addition to catering consumption, the consumption frequency of other items is low, and users have not yet formed the cognition of sharing reviews of other items, so it can be solved by soliciting in advance. (Similar ideas can also be applied to expand overseas travel reviews, etc.)
The above is my analysis and suggestions around "how to continue to stimulate users to publish consumer review content on the APP for this core objective", from the perspective of the membership system. Welcome to pay attention to the exchange, as a loyal user of the public comment, the most hope that it can maintain its objective, impartial position, as well as the home page recommended ads a little less on the good. Finally, I would like to thank the book "Behind the Scenes Product" for inspiring me and recommending everyone to read it.