I started my own review journey because I ate a high-quality overlord meal in public comments. I once longed to be a community LV8 god, and my current membership level is LV6. For professional reasons, I am full of interest in how to effectively operate the content community by public comment, so I wrote this article in my spare time.

The idea of this paper:

We will deconstruct and analyze the community operation system of public comment content from membership level rules, orange V membership system, content algorithm recommendation, medal system, membership points and product visual interaction. Finally, from the perspective of being a loyal user and product manager, combined with the development trend of products, some suggestions are put forward.

experience analysis version: public comment on APP V1.24.1, ios version

date of statistics: February 13th

product and user analysis

1. product positioning and core functions

public comment, local information and life service trading platform. Public comment is the first batch of independent third-party consumer comment platforms, and users can freely publish consumer comments on public comments. These gathered consumer reviews help other consumers make consumption decisions.

we will: continuously stimulate users to publish consumer reviews on the review APP as a core operational goal. Because different user groups adopt different operating strategies, so let's make a simple analysis of the user groups of public comments first.

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 love for food and the degree of love for it.

The degree of love here refers to the intensity of satisfaction that users get from published content.

according to the above user groups, the user portraits are as follows:

(1) gourmet KOL

is keen to explore and try different types of delicious food, and is good at sharing it through words, photos or videos, and has a certain fan base. They are willing to spend more time and money on finding delicious food. Food is a very important part of their life and provides them with a lot of fun.

(2) Gourmet experts

love to discover delicious food and share it. They will actively recommend delicious restaurants to their friends. Food is an important part of their lives, adding a lot of fun to life. But unlike KOL, they don't have their own fan base, and their sharing skills are not so mature.

(3) Love shopping

Love food. Every time they go out, they will seriously look for delicious restaurants. For them, food adds a lot of interest to their lives. But they are not keen on commenting and recommending food online.

(4) Life experts

will actively share good things with others around them and are good at sharing records, but food is as important to them as reading, traveling and fitness, so they will not spend extra time looking for food like food experts or KOL.

(5) Mass users

are not satisfied with food. For them, food is just an ordinary need of life. I will not spend extra time and energy on discovering and sharing food, nor will I be keen on sharing comments and recommending food to people around me.

(6) Ordinary foodies

will feel a greater sense of satisfaction from food and will take the initiative to explore food, but they will not have a strong sense of satisfaction and accomplishment in sharing and recording.

3. Analysis of user needs

According to the characteristics of user groups analyzed above, if you want to touch different user groups and share more food reviews in public comments, you can start from two aspects: strengthening the sense of accomplishment and satisfaction, and profit-driven, while different user groups have different priorities.

analysis of the operation strategy of the members of the public comment

how does the public comment operate around two aspects: strengthening the sense of accomplishment, satisfaction and interest-driven? Through long-term use of products and in-depth understanding of their various operational activities, the current operational strategies are as follows, among which contribution value and membership upgrade, overlord meal and overlord meal pass card, and orange V membership are the core of operation.

and how are the relationships among these operating strategies interlocking and promoting each other, so as to create the content ecology of public comment on UGC?

Please look at the following diagram:

As you can see, the relationship between overlord meal, PASS card, orange V members, contribution value and membership level is mutually promoting, and the three forms a closed loop, which enables the UGC review ecology to circulate positively.

The following will analyze these operation strategies one by one:

1. Contribution value and membership upgrade

When a user registers as a comment user, it is a public comment member by default. At present, the public comment member level 1 * * * has 8 levels, and the higher the level, the more difficult it is to upgrade.

according to the membership level and the corresponding required contribution value, the schematic diagram of the upgrade difficulty is as follows. It can be seen that the upgrade difficulty after LV6 has increased dramatically.

To upgrade, you need to get the contribution value first, and the contribution value mainly depends on the contribution content.

summary of contribution value and membership upgrade:

users mainly get contribution value by writing comments, and the contribution value increases to improve the membership level.

It is less difficult for members to upgrade from LV1 to LV4, and the difficulty from LV4 to LV8 is doubled. The increase in difficulty is to stimulate users who get a sense of accomplishment from the upgrade to post more comments and satisfy their "love for cash" psychology. (Suppose users publish four high-quality reviews every month, and add other operations to get 3 contribution values every month. It takes three months to get from LV1 to LV4. It takes 17 months to upgrade from LV4 to LV6, 3 months to upgrade from LV6 to LV7, and 5 months to upgrade from LV7 to LV8)

The benefits of members are mainly virtual goods such as full discount and discount, so it is inferred that these benefits will not play much role in encouraging users to keep posting comments. It can be judged that the motivation to attract many reviewers to upgrade is more driven by users' interest in sharing and love for the present.

There are problems:

With the longer the product is used and the users are familiar with the rules, more and more users complete high-level promotion, and the platform's satisfaction with high-level core users is less and less, which will easily lead to the loss of this part of users in the later period.

LV6-LV8 is too difficult to upgrade, and it is easy for beginners to give up. Because when the user rises from the primary level to the intermediate level, it is the time when the user just begins to feel satisfied and fulfilled, but at this time, the difficulty has increased a lot.

2. orange v membership system

orange v members, that is, members with a light v logo on their avatars are orange v members, similar to VVIP among members, with a higher threshold.

At present, orange V members have the following characteristics:

The entry threshold is higher. To become an orange v member, users need to register for more than 3 months and publish 4 comments of more than 1 words before they can change from ordinary members to orange v members-in order to prevent users from maliciously registering multiple accounts to occupy membership benefits.

timeliness. Orange v members have a one-month limitation, and they have to write four articles this month to keep it orange v next month.

the benefits are more practical and generous. Orange v enjoys the privilege of overlord meal (exclusive overlord meal, higher winning rate), exclusive food discount, VIP invitation card, exclusive coupon, overseas eating, drinking and having fun, exclusive coupon and joint privilege.

there are regional restrictions. The benefits of Orange V are different in different cities. At present, the operation of Orange V is only carried out around big cities and is provided by cooperative businesses in this city.

Summary of membership system and rules:

Compared with ordinary membership benefits, Orange V membership benefits are more practical and attractive, but it needs to maintain 4 reviews every month, and the threshold is higher. It is inferred that reviews are stimulating users who are not keen on sharing but are easily tempted by food discounts through the actual welfare of Orange V, and continue to produce high-quality reviews.

orange v membership system is operated from the core point of "benefit-driven" to achieve the goal of stimulating users to continuously generate review content.

There is a problem:

Orange V benefits will lead to the phenomenon that a large number of members punch in the same merchant to comment at the same time. Excessive concentration of comments in some shops may make ordinary users have a negative impression on the objectivity and authenticity of comments;

orange v welfare is to stimulate more ordinary users to write comments with practical benefits, and this incentive requires the cooperation between business operators and merchants to maintain stable and friendly cooperation. Because if these users don't see the benefits that attract them, they will easily give up writing comments.

3. overlord meal and PASS card

overlord meal means that users can get free opportunities to eat, drink and have fun provided by cooperative merchants. Some overlord meals are restricted to orange V, or users above a certain level can win prizes, thus stimulating more users to write comments to light orange V or upgrade.

the PASS card of overlord meal means that with this card, users can directly exchange the overlord meal without taking part in the lucky draw (the winning probability of overlord meal is low). The PASS card of overlord meal can be obtained by signing in the page of overlord meal and saving domineering value, or participating in community activities to comment on the operation.

Self-operated activities are generally published through community forums of products and operating fans' WeChat groups.

(I am in Guangzhou, which happened at that time. I wrote a travel guide and won the medal of last year's meeting. I added a little WeChat and joined a Guangzhou travel guide writing group. Dianxiaomao will regularly publish tasks and rewards in the group. If the task is related to the content, Dianxiaomao will generally attach a template of the content to reduce the difficulty of completing the task. )

summary of overlord meal and PASS card:

overlord meal is an important means for public comments to maintain community activity, and it meets users' needs from two dimensions: satisfying "love" and "interest-driven".

The reward system of overlord meal can be flexibly combined with member marketing activities, such as inviting friends to become regular orange V and writing evaluation posts, all of which can reward users with overlord meal PASS cards.

There are problems:

The winning probability of overlord meal is relatively small, and most users may not participate again after trying to participate once or twice. Overlord meal is a way for the public to comment on the active community atmosphere, but it cannot be relied on to stimulate most users to generate a large number of comments.

4. medals

medals are awards for users who have made special contributions. Some medals are divided into three levels: gold, silver and copper, and gold, silver and copper correspond to different data indicators. The medal entrance can be entered by clicking the medal icon on the personal homepage. The medal is automatically obtained according to the change of the user's behavior data, without any operation by the user.

Summary of the medal system:

The entrance of the medal is very deep and not obvious. The incentive effect of medals in the whole membership system is not obvious, but more like an auxiliary means used by product and operation teams to divide product user groups.

5. Membership points

Membership points are mainly obtained through comments or group purchases. With membership points, you can participate in the lucky draw in integral mall, and gifts are mainly small gifts with low value. Users can draw a lottery with few points, but the chances of winning are not high.

summary of integral system:

integral is to stimulate users to comment from the benefit-driven direction, but in product design, users do not have a strong perception of their own integral, so it can be inferred that integral is not attractive to users, and its importance in the whole operating system is also average.

Enhance the satisfaction and sense of accomplishment of members' sharing

1. Content algorithm recommends

High-level member users who comment are the main force of UGC content. In order to encourage these users to continuously generate new content and satisfy their love for the present, in the recommendation algorithm of comments, the content of these users will be given priority. What is the weight of membership level in the review recommendation algorithm? Observation and analysis will be made in the following ways.

(1) The influence of membership level on the priority of comment display

Select five restaurants in Guangzhou to see the number of comments with different membership levels in the top 2 comments by default and in chronological order.

each comment records "1".

Cumulative number of comments at different levels:

(2) Influence of membership level on the priority of homepage recommendation

Browse the posts recommended by Guangzhou homepage, check the membership level of the top 2 posts, and record "1" for each post. The cumulative statistics are as follows:

There are 1 posts of LV6-LV8 members, accounting for about 5%

Summary:

In restaurant reviews, the comments of high-level members can be clearly exposed first; In the home page recommendation, the priority exposure advantage is not so obvious.

From the distribution of member levels who comment, we can see that LV1-LV3 member levels only account for a small part. On the one hand, LV1-LV3 is upgraded quickly, and users rarely stay at a low level if they comment. But on the one hand, it reflects that most mass users will not comment and belong to content consumers.

There is a problem:

The content algorithm concentrates traffic resources too much in the comments of high-level users (8% comments come from high-level users), but according to the comment rules, comments can be read and contributed. Therefore, the accumulated contribution value of high-level users is much faster than that of low-level users. Seeing that high-level users are no longer rare will dampen the motivation of low-level users to continue to upgrade their level, while the content published by low-level users is more difficult to discover.

when users browse reviews, most of the reviews displayed first come from high-level users (feeling like professional writers, although high-level user reviews are often better), which easily makes users doubt the authenticity of the content.

(Because this paper only selects the data of Guangzhou's must-eat restaurants and a certain date as samples for analysis, there may be a big deviation between the analysis results and the actual situation, please know)

2. Visual interaction of products

Observing members' personal homepages, we can see many elements that can strengthen members' satisfaction and sense of accomplishment, such as:

the number of fans, attention, praise, reading volume and so on.

orange v sign;

Member level logo (LV8 is the highest level, and its design style is obviously different from others, using black, while LV1-LV7 are only orange with different shades);

the number of countries and cities that sign in and punch in, the sign-in map, etc.

For those users who have a strong "love for cash", every number increase and every extra punch-in point on the map is the driving force to stimulate them to continuously produce new content.

There are problems:

At present, public comments do not clearly reflect the community atmosphere of links between users and strong links between experts and fans in product design. Comments are still the positioning of tool platform in users' minds, which is also the reason for the limited opening rate of APP. Because there's nothing like