知乎是如何做用户运营的?

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知乎从2013年3月开始开放注册,开放注册之前的两年多时间里,知乎认真而低调的完成了开放注册所需要的基本条件:社区机制相对完善,社区氛围培养完整,种子用户及活跃用户无论数量还是质量都值得称赞,同时沉淀下来了一批质量奇高的问题和答案。开放注册后,越来越多身份背景各异的人加入知乎,知乎又适时的通过推出Android客户端、知乎日报客户端、出版电子书等扩大自己的影响力,并举办线下盐CLUB沙龙、推选吉祥物,不断丰富着和用户的互动。

有幸亲身经历了其中的部分变化,深深觉得在知乎的发展路程中,产品机制和运营手段相辅相成,由于产品机制较难直接在社区中表现出来,在这里我们重点来看看这些年知乎是如何做用户运营的。

以人为核心的产品机制

知乎创始人之一@黄继新曾经说过:「认可,是所有社交产品和服务给用户的核心体验」。照此来看,知乎给用户的核心体验其实是对其专业度的认可。赞同、感谢、收藏、没有帮助、反对这五个简单的数据变成了用户答案获得认可程度的衡量标准。

从产品机制来看,知乎以问题为聚集单元,以人为流量单元,这就保证了用户的高质量答案会被关心问题的人所发现和赞同,而其他用户的赞同则带来了流量的二次传播,帮助好答案更好的被人发现。优质答案被发现后,将有可能出现在今日热门、知乎日报、知乎周刊、知乎精选、知乎官方微博推荐、甚至加入知乎丛书中,从而让每一个答案都获得应有的曝光与认可。而在这个传播过程中,用户本身是否有足够粉丝是相对弱化的,大V的答案也可能只有个位数的赞同,而无数匿名答案则超过千赞、万赞。

认真的社区讨论氛围

如果我们简单的将知乎的用户分为内容的产生者(专业人士/事件当事人)和内容的消费者(兴趣人群/学生等)两类,将会发现知乎在内测和开放注册阶段采用了不同的用户引入策略,在内测期引入内容产生者,在开放注册期引入内容的消费者。这样的引入策略下,拥有专业知识的早期种子用户形成了知乎独特的社区氛围,帮助知乎完成了产品机制的完善和优质答案的沉淀;有了这样的奠基,开放注册阶段的用户们会自觉的遵循社区原有的规则,有序的创造内容和消费内容。

知乎官方为了形成认真、专业的社区氛围,也付出了方方面面的努力,除了提供匿名、举报、反对、没有帮助、折叠、禁言、封号等一系列管理功能外,知乎官方还提认真规定了语言表述、符号、格式等书面表达的细节,并提供了公共编辑功能,鼓励用户和官方一起为维护社区氛围而努力。(点击这里查看可爱的知乎的问题修改规范有哪些? 什么是「知乎公共领域编辑计划」?)

以活跃为核心的运营策略

要提升知乎用户活跃程度最好的方式还是激励用户创造内容并获得赞同,尤其在早期的知乎,需要运营人工来帮助用户完成从新用户到活跃用户的过程,并通过不断重复这个过程形成好的社区氛围、维持优质答案的不断产生。

早期知乎的运营主要通过以下三个主要方式来提升用户活跃:

1. 制造热点话题与好的问题:早期知乎的多数优质问题是由知乎运营提出的,一方面是用户自发来提问的周期相对较长,另一方面知乎运营本身有较好的方式将问题推送到用户的首页,使问题获得较多回答。因此知乎运营们需要不断关注世界上的热点与各个领域内的经典、热点问题,并变成可讨论的问题提出来,必要时候,甚至抛砖引玉写出一篇答案吸引更多人的关注和回答。

2. 发掘用户和引导用户活跃:每天都会有新的优质用户和优质答案出现在知乎中,知乎的运营们会和典型的社交节点型用户一样,来与新发掘的优质用户交流,了解用户的专业和背景,并与其交流专业知识、邀请其回答相关问题,甚至与用户成为好朋友。

3. 给予好的答案足够的曝光:好的答案需要足够的曝光才能得到相应的赞同,因此知乎的运营们也需要去发掘一天的优质答案和内容,每个领域的运营都类似一个人工的推荐器,他们按照一定的标准将其推荐到相应的站内&站外流量工具(收藏夹、编辑推荐、知乎日报、知乎周刊等),帮助生产型用户的答案被更多的人看到,也帮助消费型用户能够看到一天的精华内容与讨论。

有针对性的领域运营

由于种子用户大多来自互联网、创业圈,早期的知乎所讨论的问题大多是IT、互联网相关的问题,为了让知乎的内容扩充到各个领域,知乎在开放测试的进程中,有针对性的选取了一些领域来做运营。

知乎运营需要做的就是帮助这些领域找到正确的人(一般是专业型人士及社交节点性用户),并帮他们组成活跃的小圈子,让大家围绕各自擅长的东西和兴趣进行沟通和交流。在这个过程中,信息流动快、信息更新量大的行业(科技、金融、电影、法律等)自然而然产生了一批较为优质、对非专业人士有较大吸引力的内容,从而吸引了更多行业内的专业人士前来参与讨论,知乎的讨论范围和用户领域因此而扩大,成为了更多元的知乎。

用户感情维系与关系沉淀

虽然好的产品机制和答案整理本身就能帮助用户在正循环里持续活跃,但知乎还是为维系用户感情、帮助用户沉淀关系付出了不少心力。

如果你关注过知乎的管理账户与用户的互动,就会发现知乎一直将管理账户赋予情感,使用有“人情味儿”的语言与用户互动。除此之外,“我的知乎201X”、“知乎吉祥物的产生与票选”、“知乎世界杯竞猜大赛”、“知乎参观日”等众多运营活动也都在拉近用户与知乎的距离,让用户感觉到自己是知乎的一份子,在为知乎变得更好而不断努力

至于帮助用户沉淀关系,最典型的是每年一次的盐Club活动,知乎通过一次次线下活动帮助活跃用户们在线下彼此相见,让用户对ID的认识更具象化,推e力 p30"> 123 6.W伸开放滬在瀂<分边缚叞线䔨户答案舷的互劾曑螳用有“亃稡匊稳准尨户下彘得

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