Turned over the log, I write "White society's four scar" this time, is at the end of May, the distance is now more than half a year. Half a year has been playing white society, a daily stay of about 20 minutes, for the content of the user does not play the game, is also considered half a fan bar. Looked at it a little bit of development, but has not been able to enter the Sohu Alexa sub domain name rankings. If Alexa is right, it means that the daily average of the white society PV is not high, the popularity is not high.
First, review the previous four product flaws:
1, lack of strong initial application, can not effectively stop and infect new users
2, information flow Nishajuxia, pulling
3, interactive copy of the ridicule, reflecting the small masses of temperament
4, interactive design is not enough localization, not as happy as to promote communication more effectively
The four points are today, except for a slight improvement in the 1th and the 3rd has been improved, and the remaining two points have not turned around. Perhaps the white society does not think that this is a problem, may also be trapped in administrative or technical reasons, not easy to change. In my observation range, the white society's product changes are not too big, such as new reprint components, such as Pond, Pet village, primitive people and other game components, such as the introduction of star entry, such as the strengthening of mission operations and so on. In addition to mission operations, the rest are happy to follow, may not be ineffective, but I am afraid it is not a straight road. And happy compared to the white society, although there is a leading domestic interaction and front-end design, but in the fatal two points to cherish the defeat.
The first is the lack of firm design principles to be consistent, close to the benefit, but to the long-term (I mentioned in the December two of distractions).
The second is to blindly follow the happy, from the chaotic rhythm, walking staggered. The "Rhythm" I am talking about here is a metaphysical and metaphysical concept. The effect is at what stage should do what thing, disorderly not pace.
Give an example. When the white society launched, the first time users enter, can retain their most is "novelty and fun" social games. But at that time, the theme of Sun Ranch is a Da Lu Huo, in the QQ Farm and happy Garden under the attack, the user suddenly to go. Later, it is a continuous introduction of green forest, pond side, Pet village, primitive people, dream City, and so on, plus the original game hall, looks dazzling, it was!
The user's active friends are less, ABC to play sun Pasture, defg to play pond, Hijk to play flash games-only recommended small games have 18 of many. If you can't concentrate enough active friends in the same game application, you won't be able to form a chemical reaction. Even the "game" has done the main navigation above, I point to open a look, the spot dumbfounded. Colorful everywhere is the game entrance, I play what ah? I need someone to play with me when I play. So where are my friends? They are scattered on the horizon ...
As a positive example, happy at each stage (about 3 months or so) have a focus game, the precise control of the rhythm, a game almost tired of the next update, create the next social focus. The white society, however, appears to be in a frantic pace. Sun Pasture did not receive the desired effect, tight out of the green forest, green light forest is not fun, close to the edge of the pond; The pond has just played a little focus on the effect of the application, but do not focus on it to make big and sound, not only to promote the strength of not enough, but also tightly driven out of the pet village, primitive people and dream city ... The user is just like merry-go. The viscosity of the friend aggregation, the depth of game addiction is not enough, can not be converted into enough product brand awareness.
Therefore, the white society on the departure of a step on the side, the application of the game is insufficient. To wake up this point, but also overkill, giving users too much choice to participate in the dilution, the focus can not be as radiant as the lighthouse. Until now, the entire product's functional application is Blablabla, the brand image has not been clearly established, can not reproduce the happy start, to "Loyal users to drive loyal users" of the grand pomp.
The key is not what kind of application you provide, but what kind of impression you have in the user's mind.
Games are not all social products after all. The user came to steal the dish today, catch the fish, what can you do after that? If you are happy, usually write a record, write a log, vote, see reprint. It seems that these popular information applications in the white society have, but I am happy to write something personal security, white society have? Happy feed area of information purity and refreshing content layout, white society have? Happy to feed overload strict quality control, white society have? The answer is none. So how can users actively read and write if there is no interactive environment for reading and writing that is behind the content dynamics?
Results information application can not enrich the role of social life, but a faint, dispensable embellishment. of my 108 friends, the only Sohu employees who are happy to publish content are less than 10. The proportion of pure game users is far more than happy, and the exchange of social products is becoming more and more, it appears to spread the privacy settings across two degrees, the rough acceleration of information flow, imitation of Facebook's feed area style, such as the domestic rare design is pulling.
Data never lie, believe that the white society also know. Two months ago, perhaps it counted on a magnificent reversal of the launch of the reprint component, with the reprint of "voting" and "reprint" as a rape bundle (I hate that). The results were also unusually bleak. White Society's interactive design makes direct sharing of Web pages extremely convenient, reprint thankless, not as good as, and lack of enthusiastic product fans, not as happy as the emergence of a large number of reprint specialized households. The loss of the "vote reprint" the perfect channel of communication, so that information closed, no readable things. Did not expect the original advanced interaction, but in later self tied hands and feet, really a wry smile repeatedly.
It seems that everything is so depressed that Sohu's celebrity resources have become the biggest saviour. So the celebrity page was put to the highest level of promotion, even to Vivian Hsu such a big star! Say Vivian person beautiful bosom is very, I seem to have seen her to go to Japan to shoot wild girl av before famous ...
(Memory a little vague, trying to recall)
Amorous love since ancient times, better to go home to hit the plane. Theoretically speaking, 10 Vivian Hsu Szeto level (white society fans more than 30,000) Active star user, may be able to change the product of the road, but now "big file" of the 12, big Star only Vivian Hsu and Zhou Xun two people. Less people will forget, 12 of the 3 in the door to lock up, must add friends to see, where is the celebrity page of the pie? Besides, the white Society of the big Boys writes Little Diary (mostly also reprint from elsewhere), occasionally playing two games, the attention value near zero. So I ran to the fan 3106 people, beauty portrait of the writer "Midnight" home to see her every log of the average of less than 2 comments, how desolate! Even less than 108 fans in the next.
These entered the white society of celebrities, not be attracted by the popularity of products, but BD personnel Senra come over (mostly to find assistants on behalf of management), the content is not Sina Bowen reprint, is boring business promotion. Basically the same as the brush version of the garbage stickers. If this action is a copy of Happy Celebrity page, then the lack of mutual benefit basis, the other side only perfunctory Sohu a Zhang Ultra-thin. If it is a copy of Sina Weibo's celebrity strategy, product form is not as simple as micro-bo/pure/fun, so that celebrities see and fear, very inactive.
In my opinion, the whole development track of white society lacks a clear thread, a firm principle, a system of ideas. Large companies The short-term performance of the disease to overcome the independent calm thinking, impatient clearly visible, basically is "who succeeds, I learn who", to the other people rely on the famous stunt all brought over, not guilty of the strategists taboo? As product personnel, we are following the user forward, or with the idol forward? Each step in the end is our users to inspire, or was the user confused?
Recently, I have a series of arguments in the journal, the effect is different categories of products, user habits are also very different, so as to prove that do not "special" the harm-the so-called general guidelines, no matter how professional also rely on it not live. However, if you refer to the case of the white society, you will find that even a completely homogeneous product, if you are in different stages of development, or have different frameworks and interactive design, then the user response is also very divergent. The subtle, dogmatic dangers of product design can be seen.
