Product Design: Sina Micro-Bo landslide and Tencent's reverse attack to compare

Article Description: Sina's top and Tencent's counter attack.

Before New Year's Day, Tencent Weibo opened a new version of the test, a lot of feeling after the trial. Lazy for 1.5 months, to write this article.

Throughout the 2011, it has been said that "Sina Weibo is not" "Sina Weibo has declined." The wolf has been shouting for a whole year, and by the end it seems to be getting louder, which is not a catastrophe, it may just be a slight rebound, or even a slowing up.

To fade out Sina Weibo users did a few small sample interviews, the reason is very similar, are numb to the public topic, and tired of Da Lu Huo forwarding. It seems to be proving that "socializing is the way to Twitter" and "Tencent Weibo is the last winner", I don't think so. I interviewed users in Sina Weibo also has its own social relations, colleagues/classmates/family, etc., the small circle often send some life-class topics. In particular, after the fading out of Sina, they did not return to the original bubble of everyone, watercress, or moved to Tencent Weibo, but in a "everything is tired of" the erratic state, like being heavy taste "eat hurt" ...

I have a few ideas for socializing with Twitter:

★ Domestic users share the frequency of life is not high, the main social card words, can not maintain the popularity of micro-Bo and speed, so also need to introduce public topics to reconcile the information ecology. The gene that joins the media, will make Weibo this dish taste more fragrant and richer.

★ Public topics and social networks are not opposites, and ordinary users who are attracted to public topics will naturally share their lives and broaden their social profiles. The interaction of elites comes from their right to speak, and the interaction of the grassroots comes from their social relations.

★ Some people say that the public topic and the elite system to suppress the grassroots discourse right, this is a ghost thing. On the other, the public nature of Weibo has been more disruptive to personal sharing, and the privacy issue will not be trivial because "friends are now paying attention to me".

★ The high-speed flow of information is not only the greatest charm of micro bo, but also diluted the most valuable information, by focusing on the group, quietly attention and can not be cured. From the "dilution" point of view, in contrast to the public topic, a large number of forwarding "cheap entertainment push" on the social scourge will be more serious.

★ Quoting Twitter founder Jack Dorsey: "Twitter has been providing services for public dialogue." Socializing is not the only part of the user that we are using, and we see Twitter as more of an information tool. "That's what I understand about micro-blogging," he said.

In the final analysis, micro-blogging social, living, are the process of ecological development, product design or operation can not be forced to accelerate, but also impossible to the gorgeous reversal. Whether Tencent shouted "voice" slogan, or Sina to strengthen the guide to life, all have to be effective in the long time.

From the point of view of quick success, I also suggested that Sina strengthen the "timeliness of local life information" in operation. If the user can be a micro-blog form, convenient to find the city's latest film/play, the latest exhibitions/performances, Brand discount news, digital new shelves, nearby restaurant specials, bar concessions ... Will it be attractive? The authentication merchant that publishes the message only needs to send a push in the format, even if the ignorance of the network can be easily responded to.

Say again Tencent Weibo. For Tencent Weibo, Tencent open platform I have been very curious, such a large ecological circle, can not be drawn to what conclusion. But since the game does not go into Tencent Weibo, familiar people are in Sina Weibo, to find a person to talk about. Had to smoke and mirrors.

Tencent Weibo has coincided with a new version of the test, with the onlookers after the product design praise. Experience version borrowed from Twitter's Phoenix interface style, there are many innovative details, such as the combination of micro-group and the main interface, lightweight message floating window tips, people love the refreshing UI, clean and smooth to let people happy. These interactive aspects of the improvement is still drizzle, really impress me is "laboratory", the equivalent of using Plug-ins to add new features, Feng by people, get enough measured data and then consider the full release.

This hit, just hit Sina Weibo on the soft rib. Sina Weibo the biggest problem is not someone tired of, leaving, but the product is more and more bloated, like a three hundred or four hundred-catty fat woman. Sina has too many ideas, too many goals and too many trials and mistakes. Each new feature is rolled out to meet a subset of users, while others complain and ignore it. Continuous stacking and trial and error, piled into a mountain, the product is too heavy to breathe, at least bring three hidden damage:

1, the product is stuffed too full, the insertion of new features inconvenient, blocking more trials

2, the interface element too many, dispersed the user attention, the test effect is disturbed

3, even if the discovery of what potential opportunities, limited by product complexity, it is also difficult to quickly focus on the raid

"The new structure of Tencent's microblog will tolerate a more flexible, more agile approach and force more quickly after a blow," I said in a microblog at the end of December. It is not yet able to beat Sina Weibo, but it has created "a chance for the future" to defeat Sina Weibo-a chance that was not even there before. Tencent to use the revised light, brave exploration and Sina Weibo is not the same play, product structure strongly support the spirit of adventure. Give a year, two years time, there is no possibility of a comeback ... As the saying goes, the three structures of the two transport.

Sina Weibo, as the market leader, as and Twitter differences are growing, unique Chinese micro-bo products, "High place is too cold" is the most confused place. I am Sina Weibo's iron powder, but in the two years of use, did not find that it has a distinct product philosophy, product values, product principles, or "responsive" is the style of Sina. What the user wants, what the operation wants, what the government wants, what the leader wants, and what Sina adds. The final product can be made to meet the "needs of all aspects", but it is a large platter of odor disorder. On this occasion, just as Sina is determined to explore, the product of the bulky but dragged the pace.

To be blunt, this is still a gene in the bones. Who is on behalf of Sina Weibo? Chen Chao? And what product is Daniel Palm Micro Bo real power? Sina Weibo, a leader in contrast to exclusively's products, was too early to get to the third highest. Even ignoring rivals, "product three high" on the rush to rely on micro-blog revenue to boost the share price, the spin-off of Sina, is also a great drag, the human fat body without a punch.

It is rumored that Sina Weibo will open personalized display advertising business this year, and there are rumors that the advertising company is very excited. I do not doubt that the brilliance of following Facebook is impossible for the microblogging ads to make money. Micro-blog Information focus is too concentrated, the page structure is too concise, user behavior is too simple, display advertising ceiling is not too high. Even with Twitter's alternative sales routines, domestic clients have no such awareness.

Forget it, make money I am a layman, say more easily leak bottom. has considered to buy Sina's shares, was I U.S. stock of the old colleagues hit a, profoundly aware of their financial management complete idiot, bitterly cast off greed, in the Laid-off years, in the flow of tears Zuochishankong.

Author: @ Sterling silver