SNS is the Internet's six-veined sword, we use it to tie sheep

A friend in charge of large community operations showed me an internal flow analysis report, and I saw this trend:

I've been thinking for a long time.

Some people think that QQ is the natural enemy of the community viscosity, which QQ is actually a community, but a lot of characteristics and the usual community has a difference. And many large communities are skilled use QQ group to improve the viscosity of the community--------floods can not be blocked when the natural way to divert.

So what is the mystery of value? The biggest difficulty is the actual increase in user volume, single user clicks down.

To increase the dimension of the data, and then analyze it, I get the following results:

1, the violence of marketing growth, maintenance difficulties, the workload is increasing. Post machine and other tools are prevalent, rookie-type business users with the network to increase the impact of growth. These, for single IP PV, no contribution. But it also confirms that community marketing concerns are improving.

2, user access to information in a variety of ways. In some people say that the blog has died, we see that the blog is not dead, more popular blog, the popularization of the industry people no longer think that the blog can make people rich. RSS readers are popular among high-end users, who are often the opinion leaders in the original BBS.

3, similar competition intensified. The same quality web site continues to increase, streaming users, but also make users confused. SEO is prevalent, SEO technology has become one of the important means of competition for many homogeneous websites. Search can bring PV, you bring PV, but also deprive you of the PV number of single IP.

4, functional product development, diverted the original only belong to the community traffic. Many websites are bundled with the community's e-commerce system, diverting community traffic, but the value of this part of the flow is improving. This type of diversion, the community PV into a more valuable e-commerce PV, the output value of each IP is improving.

Through the above analysis can be seen, the role of UGC in the community is suppressed, in the community marketing is increasingly valued at the same time, the important indicators in the "hydration", was diluted. The industry will pay attention to another of the most important characteristics of the community: the relationship, so SNS is regarded as a salvation medicine.

We see that in the United States, there is no strong Tencent, MSN is not a monopoly (MSN characteristics of the relationship is far less obvious than QQ), so, Facebook played a huge role. When SNS really becomes the personal social relation management system with the interaction characteristic, the SNS only then plays the characteristic of the community six veins Excalibur. However, the domestic springing up like the SNS, the core application is to tie sheep, grab parking spaces, buy and sell friends. Some people say that the business-to-consumer may be the future of SNS website. However, we analyze, SNS website's small circle is fragmented, we are difficult to use the SNS subdivide the accurate market-------and the same year portal site disaster duplicate again! This fragmented user community is actually a big enemy of community marketing!

From the point of view of the joke, I put the cause of the fragmentation of SNS into a Chinese university enrollment expansion: A certain threshold in fact conducive to the middle class circle subdivision. So, in exchange for a thought, how do we replicate SNS in the vertical portal? Subdivided the market, to the core UGC established SNS, everything looks very beautiful.

Reprint please specify the author, Dream Qinhuai (http://blog.sina.com.cn/mlqh365)