| Article Description: explicit content determinism. |
I recently opened a department monthly meeting, said a tongue twister view, called "dominant content determines product temperament, community temperament determines the crowd division and product charm, audience choice and influence determine the fate of the community." "Under the stand are covered, know this time to say too much around, summed up as a sentence: the dominant content determines the fate of the community."
What is the dominant content? Is the user easy to see, easy to contact content.
For example, in the Forum, the first page of the various pages of the post is the dominant content. On social networking sites, the dynamics of your focus objects are dominant content. In addition to dynamic in the watercress, 15-minute group and the same city activity homepage is the dominant content, the first page of the book audio and video entries are also dominant content. If there is a non-mainstream touch to the watercress, hair a lot of non-mainstream content, but no one to pay attention to him, also can not enter the outstanding content recommendation, relatively speaking he is recessive content.
We all know Flickr's photography level, the world's first. Strictly speaking, the dominant content on Flickr is the world's first. But you search a word, choose chronological order, to see what is the difference with the domestic album? It's not a rotten piece. Product image is determined by the dominant content, this does not require you to kill low-end users, but to find ways to fold the content is not recommended, it is not easy to be seen by others.
It is very plain to say here. There are several examples of firsthand experience that have been recently illustrated.
First of all, this product has negative news recently, I felt up and looked at it. Title Show it's positioning is "your Soul Oxygen Bar", home on the flashing users speak, the first saw a migrant-like forty or fifty-year-old Gaunt man, said "Hope happy, hehe."
I gasped for a breath.
Look at other users to speak, no avatar accounted for half, there are half a head of the cottage, said the words silly. Basically, I do not have to register, was the product home to the dry turned, disappointing mansion.
Tell me a little bit more. Also is the Royal Department of Entrepreneurship, because I am more interested in Tumblr, and feel up to see. The product itself is OK, a little bit Tumblr meaning, but I first saw is the founder's homepage, how so earth? The brow is a wrinkle. Along his homepage to find more than 10 people, the content of ordinary, and finally gave me the impression that the product is interesting, users boring. More specific explanation, is the user group dispersed and mediocre, can not infect me, drive me (wide path also has this problem).
The same product, I go to see Tumblr, go to Directory page, feel very different. Classification is clear, easy to find my favorite theme, the user quality is also high, personal pages brilliant, and suddenly fascinated with it. Tumblr's success and attract a large number of design-oriented users have a great relationship, in the domestic can not so good mass base.
All the UGC products of the day, 90% of the charm are from the creative quality of users, only 10% from the product design. How can we attract quality users? The best way to make them "easy to find" is that there's another group of quality users, like-minded, and chimpanzees. In other words, you need to fill the dominant content area with quality users.
Problem easier, it's clear how to analyze the implementation from the technology alone.
1, the establishment of "public display" and "strong recommendation" and other significant promotional position
2, the algorithm is good, artificial, so that high-quality users and content to fill the promotion bit
3, severely limit the low content of the exposure rate
The above three points difficult is difficult in, the first batch of quality user is how to come? Can you find and identify new and good users? How can the low-end content of the public display (discussion) area be effectively suppressed?
Lately I've been playing with the knowledge. Through strong contacts and strict invitation system, we know that "quality users are full of dominant content area". I just went in a fright, wow, how the people here to answer the question is a big paragraph, so seriously do baa. Another look, open the old wet here, lei June also came, Ah North also came. A respectful heart. For no more than 5 minutes, I left an excellent first impression, and when I was in the answer I couldn't help myself to "big paragraph" because I was infected with an entire content gas field. This relies on the high quality user behavior to pass through the layer the appeal, has formed the product temperament and the charm.
As a negative example, know that there is just a question asked what is the beauty of watercress? Zheng replied: "The internet giants to the bean paste plagiarism incredibly can't shake the status of watercress." "These giants are only copying product designs, but take not to watercress for many years precipitation product temperament, if the reconstruction of this temperament, the internal promotion system can not guarantee the high quality of the user's hit rate, in the impatient KPI driven, more can not find the" promotion of "and" management costs "of the balance point (promotion to bring too many users, Dominant area management is too difficult. Results The quality of the user came to see, I do, I Pooh, pat buttocks go.
There is also the trouble of knowing.
Eyed Wang, the classmate of the recent discovery, know that the problem is too much generalities, concrete analysis of the problem is too little, the proportion is very uneven. Generalities can easily bring a pot of "right nonsense", the focus of the problem is too diffuse, and the answer is empty. I analyze the origins of this phenomenon--most of the users of the first questions are tourists ' mentality, asking questions with the intention of trying, mostly empty. Although the seed users were driven to answer the discussion atmosphere, the Community brand was not yet stereotyped, in "know what kind of product" "know what value to me" was clearly and forcefully answered before, the initial questioner "launched the topic" "The crowd results" motivation than "get the answer", and then to the follow-up questioner impact, have a sample , so that the more empty problems, the less specific problems, Sharon's nature is heavier, the actual function of the lighter.
Therefore, the factors that need to be taken into account are not only the "amplification of quality content", but also the type of quality content, style and product healthy development of the meridians consistent. is really a very complicated formula.
Like photography, like portrait and like humanities, young people and middle-aged and older people, different photographic themes have a certain degree of repulsion. Humanistic feelings of the user is very disgusted with sugar tablets, young people and despise the old people's film lethargic, still in the photo inscription poetry. How can we be inclusive? The most important way is to build a photographic group, so that different types of users can find their own peach garden, otherwise there must be explicit content of mutual interference. System classification will not be as effective as the "group" of user spontaneous categorization.
Another example--Wang's wife and students play everyone, I play happy, we often lament the dynamic was reprint to capture, the original content of little, see Long is really boring. Investigate the reason, still not these two products in order to maintain user stickiness, 2009 coincidentally push reprint function. Finally the user has something to do, in addition to playing the game is hair reprint, but makes the real sense of the social atmosphere is weak, is quench thirst. My one screen dynamic 1/2 are reprint, the guidance of user behavior is self-evident, in the protection of the active KPI, but also from the loss of social product expansion speed and development potential. After all, this is not a flagship Reader service products Ah!
So after the popularity of microblogging, social networking sites (especially happy), the flow of rapid decline, but also blame others. Under the reprint and the game double repression, the happy and everybody's interaction with the mood, the photograph these light social behavior mainly, coincides with the microblog social nature The Light Society attribute. Two armies against each other, social networking sites, the advantages of social networking is not obvious, and less than the lively noise of microblogging, natural and fertilizer to the east.
Control of dominant content is a big game of chess ...
