I deliberately evaded the use of SNS this argument, because of SNS now everyone's brain has been filled with happy net and based on Uch impression. I think any community platform, especially based on the relationship of the Community platform, is not whether you are focused on new knowledge or old friend, not networking or network, the vitality of the community platform, can form an independent vitality, into a virtuous circle. But how is this virtuous circle built? What kind of conditions do you need to have? I think the core is to solve the three elements of the relationship. These three elements are:
value--relationship--platform
These three elements must be a strong dependence, that is to provide users with the core value must be dependent on the value of the relationship, the relationship between the establishment, depth, expansion must have a strong dependence on the platform. Only in accordance with such conditions, this platform is likely to enter a virtuous development of the cycle.
dependence of value on relationship
We compare, for example, what is the value of dependency on a relationship. Take the game, regardless of the stand-alone game or the network game, the picture, the plot, the operation feeling, the promotion experience these all are affects the user the value, but the network game to the user's value more relies on the relations between the user, may form the union, may face the real person to display own achievement, The value of this pleasure is separated from the relationship between the user and can not be established. Therefore, the value that the net brings to the user belongs to the value of the relation dependence.
Then take the site, the site to the user's value to how much depends on the relationship? This depends on the site's own value positioning. Webgame can be glued to the user, but the value of the game will reflect the difference, such as white Society has a game hall, which thousands of games, but these flash games in addition to simple "to friends to launch a single singled out" This superficial relationship, It's far better than stealing vegetables and parking spaces. The application of user relationship is more valuable in the process of the time. So, even if you add tens of thousands of fun games are useless.
Take UGC, if a community website core value is its UGC, then here also needs to analyze this UGC generation, the interaction, spreads the degree to depend on the relations between the user. Whether it is the traditional BBS of the Tianya, the new Sina Weibo, including the beginning of the Chinese network, in fact, the core user value is UGC, although the form is different, but the three UGC are very dependent on different degrees. Tianya plate numerous, but can continue to produce high-quality UGC is still a limited hot plate, because there are full of posts, respondents, communicators, the interactive atmosphere of the viewer, Sina Weibo content generation, content dissemination, relationship development is dependent on the relationship between users. The author's sense of achievement and income determines the motivation of his writing, which depends on the interaction between the reader group and him.
Then take the shrimp nets, we have experienced such a groping and choice, and finally found that the shrimp network to provide users with the core value, part of the dependence on relationships, such as the quality of shrimp NET users original content (am select Set), music review, group, etc., But there are still a lot of users of the value of the shrimp network from the content of the relationship (High-quality music, music search and station-side editing content), therefore, the shrimp network did not go to the overall community, but through the community to strengthen the content of the value of the dissemination of the site and user reprocessing. And a lot of community-type website, always try not to do things, light let users contribute content, finally found this drive difficult to make.
Therefore, for a community platform, first, the value setting of your target group is important, the need to carefully analyze the value of your settings depends on the user relationship, and then the platform to do a lot of things to promote this reliance to form a virtuous circle, which can be the creation of culture, the provision of high-quality content, a good user experience, A unique application of a high spreading nature.
second, the dependence of the relationship on the platform.
Even if the user has met on the platform to meet the person, formed the interaction, has produced the quality UGC, but if the user relations establishment, the maintenance, the expansion all does not depend on the platform, then such platform finally also very difficult to do.
1, the establishment of the relationship
Whether the relationship is built depends on the platform, and the platform has done what the user cannot do for the relationship building. Facebook's approach is lazy, but it's also easy to get the user to pull the existing relationship online. However, the user has to do this because the platform offers app apps that allow users to quickly experience and quickly feel that they need to pull more people in order to get a better feel. Whether or not these apps are created by the platform itself, it is an important motivator to attract users to build relationships.
And for networking (I've always been confused with work and working), is it a platform to build new relationships with strangers? This depends on how convenient the platform is for users to discover the people they are aware of. There are two paths, one is to find the "fascination" through "fascination content", the other is to find "fascination" through "fascination", and the latter one we put into the next "relationship expansion" discussion. For the former, through the content to meet people, whether the platform provides the content matching mechanism, "fascination" content of the mining tools, these will affect the establishment of the relationship.
If the user relationship is built, not too dependent on the platform, the user's loyalty to the platform is not too high.
2, the relationship between the maintenance
User relationship maintenance, whether depends on the platform, which is actually a lot of business SNS have encountered problems. Everyone has potential value, but who spends more energy to promote, which people just put on the list of friends can be, if all the maintenance of the relationship is still dependent on the user to do, then the user is still not dependent on the platform, and the expansion of its relationship will have a ceiling-the upper limit of personal relationship maintenance. In this regard, if the platform can reduce the cost of customer relationship, it will promote users to put more and more social relations on the platform to maintain.
In fact, this is the current SNS website very big soft rib.
Here take Amoy River and Ali Network, I said before, Ali Group is the most likely to make Web2.0sns, but Amoy lakes and contacts are not good, one of the most important reason is that the platform does not reduce the cost of maintaining the relationship between users. And in fact, whether Taobao or Ali, because of a single business demand (user relations, the attributes are more clear), and most of the business requirements embodied in the application of the platform, for example, in order to better buy and better sell, and these behavior data is a huge accumulation of platform, This data contains a lot of valuable content for users, which is difficult for users themselves to obtain. Amoy Lakes and contacts so helplessly holding a jinshan to dig coal mine, users need most things do not give him, and gave users a lot of low-value things (whether it is a farm or a doll)
3, the expansion of the relationship
In fact, the maintenance of the relationship if the platform can do very well, then the expansion of the relationship will become more natural things. As mentioned earlier, the relationship expands through two channels, "Content-person" "person-person". For the former, the platform can do, the content and people to establish a relationship, when users continue to consume a certain content, whether users can recommend this type of content creators. For the latter, the platform can also do a lot of promotion, for example, I know Keso is a celebrity, but I will not go to see Keso friends, nor to see Keso fans. But if the platform can tell me which people keso often reply to, maybe these people have the value of being acquainted with me.
Therefore, I think whether it is networking or network, whether it is a stranger or an acquaintance, whether playing or mixed, ultimately do only one thing-dependence. 360 The practice of dependence is through the payment-type service free, the formation of differential value of the rapid spread, and then formed a huge user dependence, when the dependence on the formation of the profit model is actually very simple things. Taobao itself is a big community, it is also the way to go. And on this road, I think there is a very large space, because, in fact, whether the value of the relationship dependence, or relationship to the platform, in fact, really do very good not much, whether in the vertical field, or the general field, there are very large space.
