Parenting sites: Web site microblogging products analysis

Article Description: Parenting website Micro-blog product analysis.

To say that the Chinese Internet is the most lively product, that is not "micro bo" Mo, from the popularity of Sina Weibo to Tencent Sohu and other major portal microblogging rapid follow-up, for a long time did not see such a lively scene. Portal microblogging of the fiery, natural escape but vertical category of the eyes of the Web site, so the financial category,IT category, game class, such as parenting, such as micro-blog quickly out, as if this year, the site does not have a micro-blog, go out are embarrassed to greet others. But I have been thinking, a variety of vertical sites are necessary to increase the micro-bo this product? What value does it bring to the user? Is it a revolutionary communication tool for users or just a means to increase stickiness and achieve competitive differentiation? as a child-rearing site is being done, so do not fully spread out, only on this type of site micro-blog to do some analysis.

The answer to all this, naturally, from the "micro-bo" The essence of starting.

In my opinion, the essence of Weibo is the information and communication . The relationship between users and the rapid network forwarding technology is only the means to achieve "communication." So let's look back at the nature of the media. What is the media? Platform for information dissemination. From the Official Gazette of ancient Rome to the advent of newspapers, magazines, radio and television, nothing was done but to spread the message. It is clear that Weibo conforms to this feature, it is a kind of media, but a kind of self information source media .

L Information: Everything you think can be sent, can be a sudden event around, can also be a traditional media news, can be the dynamic whereabouts of the ego, but also can be bored when mumbling, of course, your thoughts, your ideas can be thrown out.

• Communication: This is the biggest difference from the traditional media, and the network media in the web1.0 era. The user can simply "follow" The person he is interested in so that he can receive information from his follow . At the same time, the function of "forwarding" enables him to provide this information to the person who follow him, thus creating a kind of effect of the number-level explosion.

From the 2009 years to the annual events of the outbreak, it is also confirmed the microblogging as a media value of the existence.

Let's take a quick look at the needs of the childcare website users.

Every year the birth of 1600 million newborn, creating a large number of new parents , especially after the arrival of parents, "how to childcare" for them is a brand-new field. This generation of internet bubbles is naturally turning to the web to get the satisfaction of demand.

These parents focus on the important order of the object is different, the first is the baby, the second is their own, then the family, work and so on. And their level of demand is also different, as the baby age, their needs from the acquisition of childcare knowledge gradually to the emotional exchange between friends, I call these requirements from the "rational satisfaction" gradually transition to "perceptual satisfaction." Maslow's demand-level theory can be a good analysis of these.

Does Weibo as a product meet the needs of childcare site users? Can, absolutely! The acquisition of childcare knowledge, the solution of parenting problems, the sharing of parenting experiences, and the communication of friends ' emotions, can be solved by the form of micro-blogging products. Clockwork Parenting knowledge, parenting experience, can quickly spread to the needs of the people there; Ask a parenting question, can quickly someone to answer .... However, in-depth analysis found that relying on the user's spontaneous use of micro-blog, can not reach the micro-blog should play the effect. Why?

A rapid and large-scale spread of micro-bo information can not be separated from the following:1, the quality of theinformation itself and the popularityof the 2, the establishment of the relationship,3, the willingness to forward.

Child-rearing sites, mostly female users, from DCCI 's annual microblog survey (see " China Internet microblogging and Community Research Report "), the purpose of using Weibo for female users, "Record their mood, entertainment, to understand the latest occurrence of things so that they do not fall behind" in the top three, especially the first two more than 60%, female users of micro-Bo can be "simple expression, can record the mood anytime anywhere" is up to 80.6%, This creates a micro-blog relative to the portal, child-rearing website microblogging users more is to express their feelings, their own dynamic, baby's behavior, baby photos, etc., around is a kind of display of ego, directly lead to the result is that the content of the information itself quality and popularity is not high.

A mature parenting site, after years of development, has formed a relatively large user relations, this relationship is based on the baby's age, with the city and established, the user has a more common topic, the interaction between more is based on content, this and micro-bo user relationship is more similar to the establishment. In fact, the relationship between the vertical users of the site is based on a certain topic. This kind of relation, relative to Facebook, Renren and so on SNS 's acquaintance relation speaking, is a kind of weak relation.

Netizen 訫 intentionally (@訫 intention) in one of his articles mentioned that the information of the three axes-the relationship between the author and the reader, the time of the information, the content itself. I think it can also be used on the user's willingness to forward tweets. First of all, I think the content itself is the most important, users only find the content, closely related to their content, hot content can be forwarded, the rest of the forwarding will be very low. Secondly, because of the micro-blogging content and the weak relationship between friends, it is not like sending messages, greeting, friends have the obligation to respond, I am concerned about the people's microblog, I do not have the obligation to forward. Finally, the time is also based on the content of the value, such as big underwear fire, such as the timeliness of strong information, if not have this, the intention of forwarding is also low.

From the above analysis, we can basically know, if by the user's spontaneous use, what kind of form will the microblog of the child-rearing website show: Most of them are their own dynamics, baby's dynamics, baby's photos, etc., the useless information is too much, the forwarding rate, the comment rate is extremely low, causes the dissemination surface to be very small; questions raised on Weibo Basically not out of their own fan circle, the answer rate is low, not to mention the useful answer; it is rare to have a few spread face big is the mother is very happy or very indignant thing ...

From the micro-blogging mother Sun, to cradle nets, baby tree, no one does not show this form. Without the spread effect, Weibo became a real "micro-blog" on the parenting web. Microblogging this new product does not bring greater value to users, but users as a blog, mood and other original products of a substitute.

How to solve? How do you really let Weibo play its role? At this point, the cradle and the baby tree seem to be aware of these problems.

The first thing to solve is, is Weibo the product should be done? What value can it bring to the user? My suggestion is that if the operation ability to allow, can do, because, anytime, anywhere to record mood and dynamic, the user has a great appeal, at the same time, the characteristics of rapid dissemination, users can quickly and easily access some important information.

Solve the problem of whether to do, the rest is how to do?

Weibo is actually a business-led product, it is not like search products, search results are good, after the introduction of natural use of more people. Microblogging requires the involvement of operators to guide the use of users. The biggest reason for blocking the spread of information is that the content itself does not enhance the user's willingness to forward. So

• The first step to solve the problem, the operator in due course to introduce a variety of parenting or life topics, manufacturing discussion points, so that people interested in this topic to participate in the topic of the best heat, controversial.

Second, the reference BBS, the topic according to the category display, and provide various types of heat ranking, user-friendly participation.

Third, the organization of experts, talent to open a micro-blog, published childcare, emotional category of practical content, recommended, and encourage them to interact with fans, answer questions and so on.

IV, the organization of incentive activities, to reward users to forward and share the information he believes useful, so that users to share as a habit.

V, the design of micro-blog badge system, to motivate women to honor the pursuit of the user.

L, through the micro-blog and the site of other products, so that the quality of the site content can be easily shared into the microblog.

Micro-blog, in the vertical category of the application of the site, we are still groping, I also in the use and groping, the above is only my personal analysis and suggestions, welcome everyone to shoot bricks, together to explore. ( by Ramen Hall)