How to operate community content? Tiantian Fund has the answer!

In community operations, content production is a necessary factor. Users enter the community based on content, which in turn generates activities and topics, thus achieving sustainable interactive development of the community. The same is true for "Fund Bar" as a content community. Through content production, distribution and recommendation, the community promotes subsequent operations. The author of this article analyzes and disassembles the operation logic of "Fund Bar" and summarizes reusable community content operation factors and methods. Let's take a look.

Because I like fund investment, I often visit the fund bar of Tiantian Fund and do in-depth analysis of the fund bar. I will find that the operations carried out by the operators of the fund bar on a daily basis have very clear operational characteristics.

As a content-based community, the production and distribution of content is the core of the community content operation . Based on the core , topic planning, event planning, user Q&A, creator incentives, content aggregation and display and other operational matters will be derived.

Therefore, I believe that if we understand the gameplay of content production and distribution recommendations in Fund Bar, we will have a global perception of the operation of the entire community.

Therefore, funds are a good object for observation and analysis.

Summary

1. Production of content;
2. Content distribution recommendations;
3. Summary of community operation elements.

Next, we will start the analysis from the production of content.

1. Content Production

The production of content can be summarized in nine words: provide direction, provide tools, and provide motivation.

1. Give direction

1) Topic planning

One-sentence introduction: The official actively plans topic activities, guides the direction of community topics, and forms a community topic atmosphere.

For example, after the fund’s first quarter report was released, the official planned the topic of “Fund’s first quarter report, talk about the opportunities behind the words” to explain to the creators the creative direction and incentives of the first quarter report.

By analyzing this topic activity layer by layer, I found that there are many operational details worth studying in depth.

The introduction of the activity started with the fund's first quarter report to introduce the topic, and at the beginning directly mentioned the highest reward of 388 yuan, which was very attractive! Directly stating the most important reward at the beginning of the activity, in the promotional theme of the activity, and in the push notification of the activity can often "explode" a large number of users.

The activity rewards , with the highest reward of 388 yuan, give people hope for a sprint. At the same time, the three-tier reward + Sunshine Award give everyone the hope of winning and the desire to take action.

The activity rules considerately provide writing instructions and reference templates, which is a good reflection of the operational details.

I usually participate in activities, but I can’t think of a direction at the moment. Usually, by looking at the template, I can quickly discover a direction suitable for my writing, which lowers my participation threshold, which is great.

Participation method : Participation method is also very simple, just post or comment, and add corresponding tags. Those with strong writing ability can post separately, and those with average writing ability can chat in the comment area, which enriches the user's choice and increases the popularity of the activity post.

At the end of the post, the published articles will be displayed as a collection. This allows the author to confirm that he has successfully participated in the event. On the other hand, it is also a collection of content, allowing users who are interested in this topic to "catch all" related content.

In summary, topic planning is a key point in community content operations. On the one hand, it can keep up with current hot topics, guide creators to produce content around hot topics, distribute recommended content, and provide creators with direction for content selection; on the other hand, it can guide the content direction of the community and make the content develop towards the expected operational goals.

2) Event Planning

One sentence introduction: Through the planning of fund-related activities, users are stimulated to output content and opinions, and users are more active. At the same time, fund companies can use activities to promote funds and brands, strengthen the connection between fund companies and users, and promote conversion.

The activity can be divided into two main parts:

1. Fund Bar official activities;
2. Fund company activities.

There are many official activities in the Fund Bar, which are of various types and interesting in form.

① Festival activities

Goddess voting on Goddess Day, guessing lantern riddles on Lantern Festival, and Spring Festival news.

* Screenshots of Lantern Festival activities

② Interview with famous celebrities

Users will ask questions about a certain issue that everyone is concerned about, and then invite industry bigwigs to answer them.

For example, #BigV Interview# The year is coming to an end, how should we manage our year-end bonus?

*Activity screenshots

③ Topic discussion

Conduct concentrated topic discussions around a certain phenomenon and generate exchanges of opinions.

For example, #prize-winning activities# A blind date corner suddenly appeared in the fund bar! What do you think?

*Activity screenshots

④ Comparison of revenue

By selecting funds or making fund combinations, you can compare the returns over a specific period of time.

For example, "The Douji Contest is here, you can win up to 588 yuan in money market funds!"

*Activity screenshots

In addition to official activities, the activities of various fund companies are also quite exciting:

The activities launched by fund companies have three main purposes:

1. Promote new funds;
2. Promote existing funds and portfolios;
3. Use festival events to enhance brand influence.

In these activities, Wells Fargo Fund was very creative - it designed a logo and guessed the meaning.

Ping An Fund’s presentation is quite domineering and highlights the key points!

Bosera Fund is "inhumanly generous" and the entire reward is the largest I have ever seen. It's a pity that I didn't participate!

In summary, the Fund Bar has both official and company-run activities, with different themes, formats, and rewards, which gives users a wide range of choices. And participation is possible with a simple comment, so most people have the conditions to participate.

*Summary of Fund Bar Community Activities

3) Question and Answer

After official topic planning and event planning, there is another creative direction that cannot be ignored - question and answer.

The above are all to encourage creators to output content, and ordinary users to read content and participate in activities. But we also face practical problems. Some users' problems cannot be quickly solved through content and activities.

It may be that there is no answer in the community, there may be an answer but the user cannot find it, or there may be an answer but the user still does not understand it.

In this case, it is necessary to solve the user's problem "face to face".

There is a special role in the fund bar - Q&A guy.

Q&A Jun mainly does three things.

① Reward question

Similar to "topic planning", it identifies specific questions and guides users to participate in answering them by offering points for rewards. It is equivalent to giving users a direction to produce content from the perspective of the question.

② Fund Bar Q&A (official answer)

In response to popular questions, we have set up a special topic called "Fund Bar Q&A", where official answers to popular questions are updated every day, and users can also view past Q&A content. This is a good way to solve the problem of users not being able to find answers.

The greater role of the Fund Bar Q&A and the following investor Q&A is in content aggregation and display, which will be discussed in detail below. Here, because we want to sort out the operation actions of the "Q&A Master" role in full, we have made a display in advance.

③ Q&A among the public (Questions and answers between public)

We aggregate high-quality content and set up a special topic called "Investors Q&A". We update the answers to the bounty questions and the answers to the questions and answers between users in this topic every day, so that high-quality Q&A can be integrated and exposed again.

In summary, the Q&A section is centered around questions, and through the method of rewarding points, it encourages users to actively participate in answering questions, help solve the problems of community users, and enrich community content.

*Summary of the Q&A content of Fund Forum

2. Provide tools

If you want to do your work well, you must first sharpen your tools. After creators have a direction for writing, they also need a tool to help them better and faster complete article publishing management, data statistics, and acquisition of creative activities.

The Fund Bar has a special "Fortune Account Public Platform". After creators apply to open a "Fortune Account", they can enter the public platform.

This platform is similar to WeChat official account, but it is much simpler.

The homepage will provide information such as the number of fans, total readings, yesterday's readings, total comments, hot spots, etc.

In content management, creators can view previously published content, publish content (articles, videos), save drafts, reply to comments, manage materials, and synchronize content with third-party feeds.

In data analysis, creators can view the daily changes in fans (but no trend chart) and the data of each article.

Content management + data analysis meets the basic needs of creators for posting and data feedback. Compared with posting directly in the community, editing is simpler and the data is more complete.

However, there is still a lack of notifications for creative activities. I basically go to the fund forum to find activities to participate in. If there is an aggregation section of "creative activities" in the creative platform, it will be a great convenience for creators.

3. Give incentives

After providing the direction and tools, some incentives are also needed to stimulate the creative passion of creators.

Creator Incentives

Purpose: To incentivize users and KOLs with creative abilities in the Fund Forum, stimulate their creative enthusiasm, and increase the quantity and quality of their content contributions.

In terms of creator incentives, Fund Bar adopts a method of fixed rewards throughout the year + periodic essay awards, that is, a combination of annual incentives + weekly/monthly incentives.

"#2021Original Post Selection# The maximum reward for a single post is 100 yuan, with no limit on the quantity." This is a year-round incentive activity for creators . The threshold for participation is very low. There is no need to register. You can automatically participate in the event by posting an original post of more than 400 words in the fund bar.

The event has set up 2 levels of rewards:

• First level: rewards are divided into three levels: TOP20%, TOP20%-40%, and TOP40%-60% based on the popularity ranking of posts every week. The minimum reward is 10 yuan per post and the maximum is 150 yuan per post.
• The second level: For better quality content, it will be pushed to the official account, and you will get additional remuneration in addition to the first level reward. The reward is 100-3000 yuan.

*Post popularity calculation formula = number of likes (20%) + number of comments (20%) + number of views (20%) + content quality (40%)

*Activity reward screenshots

One-year incentives + low threshold for participation + considerable rewards provide active users in the Fund Forum with a year-long creative incentive. The content of the creation only needs to be related to the fund, and there are no other special restrictions. After the release, the creators will automatically register, receive official reviews, and receive rewards. They only need to write and publish the article, which is very worry-free.

In addition to the year-round incentives, there are also phased incentive activities.

#Award-winning essay# How should you allocate funds in a volatile market? Talk about your investment strategy! This is a phased creator incentive activity. According to the rules and requirements of the activity, you can participate in the activity by writing your own fund allocation strategy and adding the tag #My fund allocation# at the beginning of the article or comment.

*Activity reward screenshots

The event has set up 4 levels of rewards:

• 2 first prize winners, 288 yuan of money funds (money funds can be withdrawn, which is equivalent to direct cash distribution);
• 5 second prize winners, each with a monetary fund of 100 yuan;
• 8 third prize winners will receive 50 yuan in monetary funds;
• The Sunshine Award will be given to n people, with a reward of 20 yuan in money funds.

A major feature of this type of incentive activity is its timeliness. The creative incentives will be planned based on the hot topics in the market at the time . For example, in March when the market was volatile, an essay contest for allocating funds in volatile markets was launched; in April when the first quarter reports of funds were disclosed one after another, an interpretation activity for the first quarter reports of funds was launched.

By incentivizing creators to produce output in stages, the investment problems faced by ordinary users at corresponding points in time can also be solved.

2. Content distribution recommendation

After the content is produced, how do we discover high-quality content and further expose and disseminate it?

The answer is the aggregation and display of high-quality content.

One-sentence introduction: The aggregation and display of high-quality fund content allows high-quality content to receive more exposure and sedimentation, and also allows users to quickly and conveniently find the essential content of the corresponding time period.

In terms of content aggregation, Fund Bar uses the dimension of time distinction. It aggregates and displays content according to four aspects: day, week, month, and others. Each aspect is independent and covers a wide range.

1. Every day

• There will be a daily essence of the fund bar, which summarizes the recent high-quality articles according to a certain theme;
• There will be a daily topic collection, combining current investment hot spots and summarizing relevant high-quality articles;
• There is also a daily collection of investment jokes to give users a little humor while brain-burning.

2. Weekly

• There will be a weekly hot selection, which will compile and summarize the popular articles of the week;
• At the same time, it will be linked to the annual creator incentive activities, and a list of high-quality original posts for each issue (on a weekly basis) will be published, making it convenient for creators to check their award status and for ordinary users to find good articles.

3. Monthly

There is also the Fund Bar Monthly, which aggregates last month’s high-quality articles from three aspects: investment strategies, financial management stories, and industry themes.

In addition, in addition to daily, weekly and monthly collections of essays, there will be periodic collections of essays released . For example, in March, an essay contest called "Let's chat about investment strategies in volatile markets!" was launched. After the event, the first 10 articles will be aggregated and displayed to users, so that users who have questions in this area can find reference answers quickly and accurately. The user comments below illustrate this point well.

3. Summary of Community Operation Elements

Through the above analysis of the operation of Fund Bar, I believe everyone has a very intuitive understanding of the community operation of Fund Bar.

Now we will go one step further and extract the main points and key points of community operations from these specific matters to form a reusable strategy to provide guidance for actual work.

1. Content Production

1) Give direction

① Topic planning

Plan community topics in specific directions, guide creators to output content under the topics, and guide ordinary users to participate in the reading, discussion, and dissemination of topic content.

Different communities can plan many categories of topics based on their own characteristics. But there are also some universal ones, such as discussions on hot topics in the current field, discussions on common user issues, and holiday topics .

From a creator's perspective, these topics are more interesting:

• Hot topics , preferably those related to individuals . For example, Weibo’s hot searches are always the source of hot topics. Among the many hot searches, hot topics that match the areas of interest of creators will inevitably be more likely to stimulate creators to participate.
• Interesting things, novel, humorous, and multi-field-integrated things, such as the Fund Bar’s Lantern Festival guessing game, where the answers need to be combined with fund investment terminology, which really opened my eyes; for example, the Operation Party’s “Today’s Hot Topics” event, there are always all kinds of weird questions that I want to talk about and take a look at.

* Screenshots of hot topics in the operation group

There are many types of topics , which are suitable for brainstorming. You can exhaustively list all the things that can be discussed in your field, and then classify and summarize them. Combined with indicators such as user coverage, interest level, and difficulty of content production, you can score and determine the priority, and then plan and lay out the content one by one. After all, in the community, there are many types of topics and many choices, and creators will participate when they see something suitable.

② Event Planning

Plan corresponding community activities for specific purposes, such as essay contests, voting events, festival events, lucky draws, interactive discussions, competitive rankings, etc.

In addition to referring to the three key points in the above "topic planning" for event planning, there is another direction that can be used as a reference.

“Stimulus triggers – low threshold actions/habitual behaviors – rewards”.

This is a standard habit loop. When we want to guide users to engage in a certain type of behavior, we often start from these three aspects.

• Stimulus: various activities, top notifications, and various reminders;
• Low threshold actions: provide reference writing templates, post articles or comments to participate in the event, and you will be notified after winning the prize;
• Rewards: Inhumane prizes and unique reputation.

The combination of these three aspects provides users with room for choice, lowers the threshold for users, and stimulates enthusiasm for participation, and there is also greater room for improvement in participation in activities.

③ Questions and Answers

Q&A is like a scaled-down version of a topic activity. Like a topic, it has a clear theme (question), a simple way to participate (ask-answer), and various possible incentives (points, red envelopes, physical objects).

Therefore, when it comes to Q&A, you can refer to the elements of the topic to make plans.

2) Provide tools

For many creators, it is happiness if the tool can meet these three basic needs:

1. A dedicated creator center where creators can publish and manage content . In particular, the editing and typesetting of content must be simple and easy to use! Some editing platforms can make people smash their computers (angry);
2. Can do data analysis of content and fans;
3. You can learn about the latest creative activities.

For example, Snowball’s creative platform perfectly meets these three needs.

3) Give incentives

Creator Incentives

Use rewards to motivate creators with production capabilities to continuously produce high-quality content that meets community needs.

Rewards can be given in two directions - giving fame and giving benefits . Titles, honors, certificates, etc. are all fame, while community currency, legal tender, physical objects, etc. are all benefits.

There are several key points to learn from when motivating creators:

① Diversification of forms and frequencies

The theme direction, creation form, and frequency of incentive activities of creative incentives are rich. On the one hand, this allows creators of different levels and expertise to have room to play, and on the other hand, it can provide diverse content to community users to better serve users.

② Low threshold for participation

The lower the threshold, the easier the operation is, the less time it takes, and more creators can participate.

• For example, you can participate by adding a tag, without special registration;
• You can also participate by commenting, without having to post a special message;
• In addition to professional topics, there are also popular and funny topics that allow less professional users to participate.

③ The rewards are attractive

Give fame, profit, and the right to create income . The profit given needs to be in line with the creator's needs, such as popular electronic products, currency, exclusive peripherals, etc.

Here are two examples:

• Give monetary rewards : Bilibili's creator incentive plan allows creators to publish videos and get rewards based on their earnings after reaching a certain threshold of views.
• Give rights and interests rewards : Zhihu creators have rights and interests, including good product recommendations, Zhi+ self-selection, brand tasks, and other rights that can generate income, which are given to creators to facilitate creators to monetize.

*Screenshot of Zhihu creators’ rights

2. Content distribution recommendation

Through specific logic, content that is logical and in line with the purpose of community operation will be centrally displayed and exposed.

The logic here has a time dimension , and is generally aggregated by day, week, or month.

• For example, daily hot topics summarize the popular and highly-watched content of the day;
• Weekly highlights, summarizing the high-quality content of the week;
• A monthly magazine that summarizes the high-quality content of the month.

For those with section theme dimensions , they are generally aggregated according to popularity, rankings, or a certain theme. For example, the popular display of the B station partition aggregates the content of different themes for display and recommendation.

There are several key points to learn from in content aggregation.

1) Content has standards

The aggregation of content involves the screening of articles, just like water leaking through a filter layer by layer. The content standard is like a filter that can help us filter out content that meets the requirements.

Commonly used screening criteria include reading, likes, collections, comments, and follows. For example, the Xiaohongshu community’s scoring system CES (community engagement score) assigns weights to each data point and then calculates the total score to make “step-by-step” recommendations.

2) Combination of long and short to create layers

The aggregation of content in the time dimension needs to exist at different levels. There is the latest content aggregation for users to acquire new knowledge, and there is also the accumulation of classic content for users to accumulate essence. Different levels can meet users' different content needs.

For example, Bilibili’s “Weekly Must-Watch” allows users to quickly find the weekly hot videos, and “Must-Watch Upon Entry” is a collection of Bilibili’s classic content, allowing new and old users to feel the charm of high-quality videos and cultivate stickiness.

3) The theme is clear and has hot topics

The aggregation of content in the subject dimension requires a clear classification logic and combined with corresponding hot spots to gain greater exposure.

For example, Zhihu’s theme section design will subdivide each field into sections such as campus, imagination, fashion, home, and workplace.

At the same time, the four sections involving user concerns and hot topics, namely, attention, recommendation, hot list, and festival (Happy Children's Day), will be fixedly recommended and users cannot move or delete them.

Finally, based on content production-distribution recommendation as the benchmark, the overall operation of a community includes topic planning, event planning, Q&A, creator incentives, content recommendations and other operational matters. For more details, you can see the summary in the figure below.

I also hope that this analysis can help you have a reference and direction in community operations~

Over~

Finally, thank you for reading~

Author: I earn a cup of happy water every day; I am a person who has double buff bonuses of operation + financial investment. I like to share my operation experience and grow with you.