From the blueprint activities of micro-community to see the reconstruction of community users ' needs

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Recently, media people Ling studied the blueprint activities of the sing micro-community (developed by the discuz! team) and wrote the second excavation of community users behind the blueprint activities of the micro community. The event participated in the number of 37246, micro-community total UV number of up to 16.81 million, its active degree is much higher than the PC community:

1, community users of the use of the scene is moving to mobile phones, mobile community more active than the PC community, the main table performance in the user's post than, replies higher;

2, the basic needs of the Community users is the expression of desire and sense of belonging, and the mobile community can perfectly meet the needs of users of this two-point demand, blueprint activities, point of praise, user rankings are specific embodiment;

3, the needs of the Community users are being reshaped, some combination of mobile phone features of activities and features more can trigger user participation enthusiasm, such as blueprint combined with mobile phone camera.

The author's article reads as follows:

Not long ago, Meeker, known as the "Queen of the Internet", released the 2014 Internet Trends report, many of which mentioned the "reshaping" effects of mobile internet, including communication methods, day-to-day activities, distribution channels and content in many areas are undergoing this process of reshaping. And for the Internet community, with the advent of the mobile era, its product shape has also changed, with micro-community-represented mobile community products to cause industry concern.

If from the PC community to the mobile community is the process of rebuilding the Internet community, then as the product configuration and use of a series of changes in the user needs change, can also be seen as the mobile Internet to users of the need to dig and reshape the process. Combined with the blueprint activity of "the most beautiful spokesperson" recently launched by the micro-community, the author tries to analyze the demand change of community users in the mobile era through affective factors, community essence, product experience and so on, hoping to help mobile community operators.

"The most beautiful spokesperson" activities by the micro-community officially held, webmaster Click to participate can initiate activities, the content of the activities can be freely drafted, but the title should contain "I for XX endorsement" words, such as: I am Chengdu people, I for the Chengdu Community endorsement. Activities from May 13 on line, May 31 offline, the micro-community data show that a total of 1225 sites participated in the event, the number of participants for 37246, micro-community total UV number as high as 16.81 million. Finally, including Tencent Games, ghost Friends of the community, 10 reading, including several micro-community squeezed into the top ten list.

Image: The most beautiful spokesperson

Basic needs of Community users: expressing desire and feeling of belonging

Boston University in the United States has done a study on why people use Facebook, and concludes that the reason we use Facebook is because it gives us a sense of belonging and a desire to be present, which is also true for mobile community products such as micro-communities. In the "most beautiful spokesperson" activities, these two basic needs are reflected incisively and vividly.

The research shows that most active users of Internet community have the characteristics of extroversion, high self-confidence and quick thinking, and the performance desire of this kind of people is more intense. The nature of the activity itself and the open opportunity to show themselves, is precisely their participation in blueprint activities of the behavior driven, in their photos uploaded to the blueprint, while the evaluation and appreciation of others have a strong expectation, and in the "point of praise" in the process of obtaining psychological satisfaction.

In addition, the sense of belonging is one of the basic needs of community users. The sense of belonging in the sense of psychology refers to the degree to which an individual or a group agrees with a thing or phenomenon, and how closely it is connected to the thing or phenomenon. It usually manifests as an individual's sense of belonging to a particular region or group. 1225 sites participating in the event, distributed in different local and vertical fields, for example, to get the best friends from a site called "Rogue Community", the community belongs to a hand tour of the interactive community, then for the Netizen, was a bit of praise means by other players and groups recognized and accepted, thus gaining a sense of belonging.

There is a theory in behavioral science called Maslow's hierarchy of needs, which is often used in incentives for employees. Maslow's theory divides human needs into five categories, in which the sense of love and belonging, that is, social needs as one of them, everyone wants to get the mutual relationship and care, the basic needs of community users did not disappear with the changes in the Community shape and transfer, but in the mobile era, the performance of more intense and

Ii. Community Nature: seeking and building relationships between people

Although the achievement of the relationship is based on common needs, in comparison with human factors, demand is sometimes not as important as we think. There may be various or even bizarre reasons for people to come to the community, but there is only one reason to stay in the community, and that is the human factor, the desire to build relationships with other people and develop within the community, which is the formation of communities.

Usually, we enter a community, the first time is to capture the value of their information, in fact, subconsciously we are concerned about the creators behind the information, both the people who publish the information. If it's an activity like a photo of yourself, it's more obvious. Including the previous "most beautiful spokesperson" activities and the current World Cup activities, no one is not so. First of all, we may be attracted to a beautiful girl in a photograph, and no surprise, how did the second reaction get in touch with it? This can be easily concluded from the comments below the photos.

It is the nature of the community to seek and build relationships between people, so social attributes are particularly important to the community. These requirements are not the new demands that have come into the mobile era, but are simpler and more brutal under the catalytic of instant messaging and location-based services.

Third, the product experience is not the key to determine the stickiness of the product

On the Internet, any kind of interest can find a category of people, such as reading, chasing stars, games, travel, each need will guide a group of individuals to bring them together. But they are able to produce sticky, round trips on the site, and are likely to have nothing to do with the product. From the above we can conclude that the community is not the product of the people, but the user itself.

There are many products that emphasize user participation, sharing, creation, they also achieve a good user experience, but why rarely see the stickiness of the product? The big reason is that they too value the behavior of the driver, but do not consider the relationship and association of Behavior, the result of physical and not the soul. For the user, it is more important to enable him to find the same kind of people that he is concerned with, and to enable them to achieve a group effect on the appeal than the product experience.

From the functional point of view, the micro-community still has a lot to be perfected, some time ago, micro-community leader Chen Liang has responded, said the webmaster's core competitiveness lies in the operation rather than function, rather than waiting for product improvement as well as the content operation. I agree with that view. In a word, the core condition that determines the stickiness of the product is not the product experience, but the community culture and community atmosphere formed in the group effect.

Iv. mobile communities such as micro-communities are reshaping user needs

In fact, Blueprint is not a new requirement for community users, but a basic requirement from the PC age to the mobile age. But in the mobile era, thanks to the popularity of smart terminals and the development of instant messaging, this demand has been reopened and "reshaped".

The most obvious change is that, in the activities involved in the process, skip camera photos, upload to the computer, published to the community, such as a series of tedious steps, mobile phone photo, click I want to participate in a key to participate. In addition, the popularity of mobile intelligent terminal devices also makes users more rich in the scene, anytime and anywhere can participate in community activities and other users to interact.

Initial user behavior will be the core of community stickiness, users can guide, but the direction of guidance is their urgent needs (such as blueprint, exposure), rather than our business needs. The mobile internet has reshaped the community, and the mobile community, such as the micro-community, has reshaped the needs of the users, and the community operators must adjust to the changes in the user's needs in due course, which is also a "remodeling" process to some extent.