Knowing: The value of alternative communities

Knowledge: The value of alternative communities: Guiyun When everyone sees the opportunity of "cock silk", it is important to insist on quality content, attract a group of professionals, and make connections between them, thus becoming the most valuable asset. "Get the cock silk of the World", which seems to be the Chinese Internet is the rule. 91, 58, more play YY (40.64,1.27,3.23%) and other low-key company's reverse attack ashore, the user group of the special, extremely scary apru value, people stunned. China's Internet, is not the past few years suddenly found the value of the grassroots, think of today's big companies Tencent (366.2,-4.00,-1.08%, real-time quotes), Baidu (135.01,0.37,0.27%), Ali, no one does not rely on grasping grassroots users only today. More Games Network President Lee Colling said that the grassroots is the most core of the Chinese Internet users, any truly successful company, must seize the grassroots users. Did not do this, basically still floating in the sky. However, there is a product from the beginning to follow this set of rules, it has been emphasizing the production of "high-quality" content. It is a knowledge-question community. The first two years have been slow to know. It officially online on January 26, 2011, the initial implementation of strict invitation system and audit system, user growth is not fast, there is no new product launch. March 20 this year, know that open registration, a short period of six months, daily active users reached 700,000, the monthly active users reached 11 million, an increase of 10 times. May 26, knowing that there are new moves to publish a news application-know the daily. The founder Zhou Yuan described the product as "a Super printer". The printer prints a "newspaper" every day, with a knowledge of 10 fishes questions and answers in the community, most of which are popular with current events. 2 months, this product to obtain 1 million downloads, has frequently appeared in the circle of friends, microblogging share. 2.5 time, know not as some people predicted not to grow up, instead of a reverse trend in the way of continuous progress, how did this happen? In the future, how much imagination space does it have? The quality of information keso in the age of fragmentation is one of the earliest known users, and he answered 955 questions altogether. He was asked why he was so active in his knowledge. His answer is: to show that China's internet is doing too little to meet the needs of people like me. Just when everyone saw the opportunity of cock Silk, another group was neglected and submerged. This group of people with curiosity, the pursuit of serious, professional expression and communication, the Chinese Internet has no such occasions. The first forum gathered such a group of people, and then the blog appeared, it is more suitable for the full expression of the individual, so they have moved to the blog. But the forum and the blog have congenital defects, has been a lot of decline. Starting in 2009, micro-Bo to Cuikulaxiu posture of the internet world, forums, blogs and other products have been further dispersed, content producers have come to Weibo. However, the product characteristics of Weibo itself determine itsExtremely fragmented, it does not meet people's need for integrity, quality, depth of information. This is the space to grow. It began as an elite. Early knowledge of the adoption of strict invitation system, the first group of users including Kai-Fu Lee, Shire, Xiaoping, Lei, Keso and other industry celebrities, there are many investment circles, media circles. This group of people are called "seed users" by Zhou Yuan. They not only laid the groundwork for knowing the tone of this product, but also led to its rapid leap in a short time. For these people, Zhou Yuan will try to get to know each one. He sends emails to everyone asking about the use of the product, and if the other person doesn't ask and answers, he asks what the specific reason is. He wants to communicate with these early users, know the user in the process of using knowledge, because of what is more exciting, can be in the knowledge to obtain value? After this period of research, Zhou Yuan found that even if a product shape has imperfect place, performance will often unstable, but if the user's needs are really satisfied, the effect will be beyond imagination. He cited the example of Twitter, which looks like a crude product, which has a history of more than 7 years and remains a constant stream of vitality. The shallow ages, in particular, require high-quality content that exists in a person's brain and is not shared and is known to inspire and value others. Unlike traditional blogging writing, knowing is a new way of information production. Zhou Yuan and some users have an interesting analogy: if the person is a teapot, he has the experience, knowledge, insight is filled with dumplings, these things usually do not come out. The advantage of the question-and-answer format is that the teapot cover is opened. The traditional writing blog, the process of writing articles are split apart, the problem has been put up by others, you do not have to look for a topic, write directly on the line. And don't forget, there are a group of spectators waiting there, virtually again to the process of pouring dumplings added a strength. Community addition and subtraction a good community is always repulsive to the destructive. Knowing that you want to maintain quality content and continue to attract a group of professionals requires a good management of the community. Other communities tend to be artificially intrusive, knowing that they choose to use mechanisms to manage them, which in the first place has aroused much concern in the world. The "public editing" mechanism is one of them. In the knowledge that a problem has been raised, other users have the authority to modify the problem. Its original intention is, "heads, top a Zhuge Liang", a person may not ask a good question, but when others can help modify, the good question can be born. The outside concern is that China's Internet environment is the entertainment atmosphere is heavier, at the same time, many years of the forum culture has also penetrated deeper, building, irrigation and other forms of Bhing, if the right to modify the issue to all users, will bring a lot of unpredictable problems. We know that we insist on adopting this mechanism, but in the process of implementation, for better results, it has been improved many times. Initially, when a problem is modified, the modifier is not alerted. After a while, Zhou Yuan found it impracticable, and wouldMisunderstandings. The rules are then changed to the point where a problem is changed, and all those involved and concerned will be notified. It turns out that people who are concerned about the problem are not interested in the modification of the problem and will cause interruptions. The end result is that a problem is modified and only the participants in the problem know. This mechanism has been working well so far. This means that even the internet in China relies on mechanisms to manage a community. As long as the mechanism is good enough, it can be a constraint on human behavior and guide it to a good direction. Zhou Yuan likes to liken a community to a city, and to manage a community is to manage a growing city. In a city, it is certain that a lot of people are throwing rubbish, someone is lost, the community administrator can not take into account every part, it is impossible for every new person to show the way, but rely on the city's perfect traffic signs, and the community has the culture and atmosphere. The whole community has only one administrator, he is mainly responsible for handling complaints and other information, everything else depends on the mechanism to solve. But this mechanism is not from the wishful thinking of managers, and managers can not be free to add new things to the community. In fact, the mechanism of knowing the community is a little bit piled up from the details, and the emergence of new products is the result of natural growth. But to really be aware of this is to take a detour after the lesson. "Domain", the product that has been closed affects the Zhou Yuan's idea of community operations. At the end of 2011, after months of discussion and preparation, it was known that the "field" column was on line. The initial idea was that, since there was so much to know, whether the content of a particular area could be presented in a centralized way, it would be convenient for users interested in the field to see it. It seems logical, but users don't buy it. Zhou Yuan afterwards concluded that the user in the knowledge of the behavior closer to the reality of the chat, which has a fun to explore, and "domain" is a form of pure reading, users do not know that there is such a demand, or that the demand is not urgent enough. Six months after the line, "field" was offline. "It's a design that you think too much, disconnected from the user." "After this thing, know to want to go online new product or new function again, Zhou Yuan will take this thing to remind oneself, do not keep away from the user's real demand, and make the community become complex." This kind of community operation thought, let people think of watercress CEO north to Community Operation experience summary-not operation. The north believes that the so-called operation, in fact, can be solved by means of products. For instance, in order to prevent the panel discussion of the watercress in the hydration phenomenon, in the design, the post button is placed in the back of all messages, rather than the back of the main posts, when you reply, you need to read all the replies, so you may find that someone has said. The essence of this practice is to package the editorial work to the user. It may not be perfect to trust the user and give power to the user, but at least for now it is worth a try. If successful, it will have a far-reaching impact on future community operations. From introversion to opening, Zhou Yuan really didn'tIf you want to know, you will be open. He has used an example to illustrate his ideas on several occasions. When you know that only 200 users, investors find him, asked him to know how big, then Zhou Yuan think, have a big goal, to do 100 times times, is 20,000. The investor felt no prospect and turned away. Unexpectedly end of the year, the number of users know is 200,000, beyond the Zhou Yuan imagination. With the growing knowledge, openness is a process. At the end of 2012, the number of users was 400,000, and the user's stay was 4 million hours. After opening, it is known that 2000 high-quality questions and answers are created every day, producing 45,000 "praises". "Knowing that we should serve more people," Zhou Yuan decided, and the worry is, is it possible to digest the huge crowds that poured in after the opening? Do you know if the quality of the content being pursued will be diluted? For this reason, it is known that 3 months of preparation. After the decision was opened, it was known that all the staff would be summoned to write down all possible problems on the 4 whiteboard and set up a task for each issue, and Zhou Yuan remember that there were 53. These tasks include technical preparation, strengthening of community mechanisms, and user guidance. After opening up, knowing more about production, another idea naturally arose-how to spread these valuable messages wider? This is the birth of a daily newspaper. If it is understood that the community has been tackling the problem of content production, the daily newspaper is a communication tool. Theoretically, most people in the community can participate in the discussion, but the real answer to the question is only a few. Although everyone has the possibility to answer a question, the probability of actual participation is small, because a person meets only occasionally to answer questions. In addition, the high threshold for answering questions is also known, and some people are stopped outside the door. As far as the daily newspaper is concerned, browsing does not require any threshold or even the user. The number of these people must be thousands of tens of thousands of times times more than those who are involved in answering questions from the community, and it makes sense to say that tens of thousands of people are able to produce the problem every day and that tens of millions of people are looking at it. There is a greater possibility of this product in the daily newspaper. At present, apart from the contents of the community, we know that there are some columns in the daily newspaper. It is known that the daily newspaper will soon cooperate with one fund to open a column to popularize public good knowledge. If the product is more than enough users, the content of the column is richer, the future may become a news reader products. If you know it's a fertile soil, know that the daily is the first big tree that grows above. They are independent, yet tightly interconnected. It is understood that the daily supply of nutrients to the daily is known to many more people. At this point, the number and quality of the problem solved, knowing that the community in the expansion of influence, and will not be informed by the vast number of users of the daily impact, can still adhere to high-quality content. The informed future knows that the most valuable assets of the community are no more than two kinds: information and people. Knowledge of information production has two characteristics, one is the crowdsourcing format, which has tens of thousands of authors, covering countless areas of expertise and is still expanding. In addition, the previous information production can be said to be one-way 1.0 mode, the author pondering what the reader may like, what needs, the knowledge of the production is 2.0 version, the first generation of reader needs, reproduction of customized information. It is a new and noteworthy content production mode to produce original and high quality content every day. With this content, all business models of information can be tried, such as dissemination, publishing. The Daily News is an attempt to know the spread. Published, it is also expected to work with the Kindle Electronic bookstore to launch the "weekly". In the future, you can even work with publishers to publish a book on a particular field or topic, or you can find out from a professional author in a field ... In this direction, there has been a pioneer-grand literature. It is also produced by UGC content, firmly grasp the upstream content, to the various industrial chain through, from the most basic publishing, to film and television dramas, comics and so on, imagine the space is very large. The difference is that the content of the two is different from the user. The success of the grand literature is really to seize the internet "cock silk" user needs. But there is a tendency to ignore the Chinese society and the Chinese Internet population structure has been changing. The first users of Shanda's literature, now in their early days, have begun to produce demand for professional, non-fiction content, a growing market. Information, these people who generate information have more room for imagination. They are all professionals in every field, and answering questions only plays a part of the value. China's Internet value has long been the flow of traffic. Traffic can be converted into the amount of advertising clicks, converted into downloads, converted into electricity orders, but no one is concerned about the value of the people behind the traffic. What are the most valuable things for these people? What do these people care most about? With social networks, talent really becomes the subject. But there is no real social platform on the Chinese Internet. Sina (80.6,0.61,0.76%) Weibo has been placed high hopes, but from the final product form, its core is still spread, the last to see or forwarding volume. After commercialization, it is completely reduced to a flow platform. What is a social network? It does not refer to a particular type of product, but to a class of products. It's all about being connected to each other and having value because of that connection. Facebook is 37.81,0.73,1.97% by a real social network, and LinkedIn is a work network, and knowing is a connection that one person has built up between questions and answers. "It may be possible to consider 230.5,3.49,1.54% to LinkedIn," he said. "Google (865.65,9.11,1.06%) China's former senior executives, 19.27,0.24,1.26%, founder of the Orchid Pavilion, wrote on Weibo. They do have something in common. People in LinkedIn Can better display their professional ability, can be more convenient to connect with each other, know that the same, but the media is only different connection. In this sense, it is already part of the story of LinkedIn. The latter, which has become the world's largest professional social network, has more than 200 million users. "LinkedIn is not only a popular social network for users, but also a corporate software company that enjoys Wall Street," Fortune magazine said in a cover article. Finally, it is possible to become China's LinkedIn. Interestingly, Linkedin, a professional social network, recently launched a media business offering knowledge and insights from the community's professionals. Isn't that what you know? The two companies, starting from different beginnings, seem to be moving in the same direction. In China, with the progress of society, more and more fine specialization will be a trend. There is a growing demand for professionals such as fitness coaches, lawyers, doctors, financial advisers, and the more valuable it is to know the group of professionals they are gathering. The things that LinkedIn has tried to do to succeed can be a well known consideration, such as recruiting professionals, which is one of the main businesses of LinkedIn at the moment. In fact, this is not a fanciful imagination, knowing that the community itself has sprouted such a sign. Know that there is a problem is "how to find a job in the knowledge," in the following answer, someone specifically posted their own letters, exclusively of various cover letters. The charm of a good community is here, it grows itself, and managers just reap the fruit at the right time. Knowing that quality information is adhered to, attracts a group of professionals who produce content and form a positive cycle. In a way, people and information are one thing. These people have the knowledge to generate connections through information, and connections can produce value. Knowing what can be done is just beginning. Tongyadong |