Analysis of product operations

Zhou Yuan at the Geek Park Innovation Conference when it comes to a review of the year, tell us: Knowing is a product of a period of cognitive surplus. Believe that many people have seen the book "Cognitive Surplus," what is the cognitive surplus? Clay's definition is simple: people who are educated and have free time, they have a rich knowledge background and a strong desire to share. It can be said that the success of Facebook, Twitter and Wikipedia is the credit of the "cognitive surplus". In China, the rise of blogs, Renren, and microblogs depends on it. WEB2.0 provides everyone with a platform to show themselves and share their expertise and interests. In my own case, I will be in the spare time to write product evaluation, product observation articles, published in personal blog, at the same time through micro-blog dissemination, and even through a number of emerging network media, such as lbs viewing platform, Web20share, Mobile20, Lei Feng Net, some of the things of the Internet to publish manuscripts, I'm one of the people in the cognitive surplus description.

I. On the status quo of knowledge

(a) operational conditions known in 2011

It is known that in the December 20, 2010 of the Beta, has been operating for more than 1 years. As a middle-level user, it is probably June this year to get the invitation code into the know. I collect data from the public information and I hope it will help us to have an intuitive understanding of the operation of the year.

About Alexa rankings

As of January 22, 2012, the Alexa data is as follows:

I chose Sina Weibo, Renren, 36 Krypton, techweb four sites as a reference, the former two are representatives of the social web site, the latter two are science and technology blog representatives. Through the data above, I believe that we have a more intuitive understanding. In this era of cognitive surplus, it is understood that this knowledge-sharing platform has created a greater knowledge power than the general professional editors (36 Krypton, Techweb).

At the same time, it is understood that the data generated during the year 2011 are also shared:

Knowing the seed users within two or three months of knowing that there will be a lot more than their total number of blogs over the past two or three years, now updating a batch of data, a large number of users are aware of the volume of responses can be out of the book. The number of words answered is more than 300,000. In the knowledge, a user in a year's response volume reached 1500 science and technology blog, equivalent to 36 krypton (cumulative release 4,000 article) One-third of the article volume. Meanwhile, the time to share and create has reached 2 million hours, which is equivalent to 8 hours a day for 685 editors, and a total of 38 36 Krypton (36 Krypton currently employs 18 people) ...

(b) Where is the user's needs to be understood?

Believe that after this year's development, we should all know that the user needs are: The pursuit of high-quality answers. I'm going to go through a few reasons to delve into the user needs of the social question and answer product, so that we can get a clearer idea of the important reason why the product will get the user's approval.

Why do users ask questions? Because everyone has a blind area of knowledge, users want to ask questions of the way to guide the answer to solve their own problems.

Why not search engines for answers instead of asking questions? Because search engines do not necessarily search for the answers they want, and search out the answer is not necessarily high quality, so there will be Baidu know and other products appear. Baidu knows that products are essentially designed to provide high quality search results.

Why do you want to know the question instead of Baidu? Because the question is relatively high-end, people need to have a certain degree of professional knowledge, professional background to answer. At the same time, the question itself has no standard answer, and we value the process of answering the question more than the final result.

The essence of the user's pursuit of high quality answers is that I have a blind spot of knowledge, and the problem itself requires a certain background of knowledge to answer, and the people around me can not answer the question. will be solved by knowing the product of this socialization quiz. It is this relatively high-end user demand that gives a considerable degree of operational difficulty in knowing this kind of social quiz product. How to assemble a group of experts? How do I filter the answers? How do I recommend a problem? It takes a lot of time and energy to solve.

(c) Knowledge of the functional analysis of the website

According to Zhou Yuan's introduction at the 2011 Geek Park Innovation Conference, it's only a function of the year: question and answer. Therefore, the functional analysis of the Web site will be around the question and answer this function to deconstruct.

At present, the knowledge of the site structure is relatively simple, is around the question and answer product improvement, focusing on the details of the improvement. But in the socialization of this piece has not made a relatively big improvement, this is related to the development phase, after all, has not developed to the level of social activities through the question and answer. The image above lets you understand the core functions of the knowledge, not on the interaction design, the process of excessive analysis, more concerned about interactive design friends can carefully study the improvement of each version.

Two, this year, know how to operate?

I used it for about half a year, and it took 2 months to know about operational observation. It should be said that, at present, the knowledge of the operation is a topic based product operations. Recently found that whenever there are some hot spots on Weibo, know that will emerge with hot issues related to the problem, causing a large number of users of onlookers and answers. When there is a high quality answer, the answer will be spread in social media two times, triggering another wave of onlookers, thereby enhancing the user's active degree. For knowledge of operational analysis, I will be from the content and promotion of two angles for observation and induction, if there is a wrong place, please correct me.

(i) Content operations based on interest

Initially, the first known seed users came from Internet practitioners, so in the published "August New content Distribution" map, you will find that the Internet occupies 50% of new content. Most of the quality answers originally disseminated are related to the hot topics on the Internet. Later, with the increase of registered users, along with the expansion of the user interest map, the new content distribution gradually began to increase, spread, content is no longer bound to the internet direction, life, travel, music has become one of the popular categories. In terms of what is new in December, it has developed into an interest-based content operation, and on this basis, social planning based on interest can gradually begin to make questions and answers a bridge of understanding. When it comes to content operations, it's easy to ask questions, but how is it hard to produce quality answers, and where do the high quality answers come from?

1. Where does the high quality answer come from?

As far as I know, the answers to high quality are from three aspects:

The first is expert-level figures in every field. More accurately, it is an expert figure in the field of the Internet. Most of these expert-level characters are community, mobile internet, CEO or founder, there are many general manager, president and other level of experts. The experience and insight of this group of experts is sufficient to solve 70% of the problems in the Internet field. It is this group of experts who lay the foundation of the knowledge, resulting in a number of high-quality answers, but also attracted many internet practitioners registered to become known to users. These expert-level figures are created through the networking behind the innovation workshop. For example, Lee Kai-fu, he answered 83 questions, asked 5 times, but the number of editors reached 703 times, in other words, the average Kai-fu Lee answer or ask a question will be edited about 7 times. At the same time, to view the answers provided by Kai-Fu Lee, are very high quality answers, even some only his experts to learn, provide information. Here is a recent example, I believe that you will see a very intuitive understanding:

Question: "What are the failures of innovation workshops?" What can we learn from it? "Kai-Fu Lee through his experience in the Innovation workshop to answer this question, the quality is very good." The answer was forwarded 247 times on Weibo. With Lee's answer to this question:

There are also many projects that fail or encounter challenges. There are no names, no details, but talk about challenges (some have failed, some are still working):

1. There is a project by a few very cattle technicians responsible for planning a very technical depth of the platform, but initially built, the original thought of the potential customers are not willing to rely on a third-party technology platform.

2. The problem of founders ' discord in some projects is that the founders who knew each other before they started their business were passionate and even complementary to each other, but they found that their vision or working style did not match. If a founder leaves, it is a big blow to morale.

3. One project is a very good product manager, but one of the key to the success of this project is to establish a good offline partnership, and this key is not good, the product is no use.

4. There is a project has a very smart entrepreneur, always want to add new features, new product line, not single-minded, product launch iterations too slow, missed the market opportunity.

5. There is a project that is overly convinced of the trend in the United States, ignoring that in some ways China's internet pattern has been different from that of the United States, and it took a detour to find an American opportunity that does not necessarily exist in China.

Second, ask the parties to answer questions and get real, high-quality answers. This kind of operation mechanism is particularly prominent in the Internet domain, many people will ask questions to the specific company and product, cause the company related personnel's attention and answer. I take an example of tinyfool, someone in the knowledge of the question: "Chuang (Tinyfool) iapp4me is a kind of entrepreneurial team?" What kind of boss is Chuang? and invited Tinyfool to answer. Tinyfool was invited to answer the question in a blog post he wrote, "the first anniversary of Iapp4me," and shared his Sina microblog. Trigger a friend who is interested in the subject to come in and answer questions. This kind of content operation mechanism also only has a large number of expert level of the knowledge can operate, if there is no resources of the social question and answer product, the estimated play does not turn. Because of the interests of the parties concerned, this problem often leads the parties to answer the question, and the quality of the answer will be improved.

Third, to answer questions to prove their authority in a certain field, referred to as the "middle class" known. In addition to knowing the experts who have been listed, there are many users who have worked in a certain field for some time and have studied it but are not experts. They have the same knowledge to share. I am a member of this user, experience is limited, but hope to learn by learning, and then improve their personal ability to do a better job. I can characterize this group of users as "learning user", their characteristics are love to share, have a field of work experience, have a strong ability to learn a group of users. Their user behavior has accounted for 70% of the problem, and the answer to the question occupies 30% (personal estimates, for informational purposes only). They have a lot of motivation to answer questions, maybe there is a need for self-learning, there is a need for communication, there is a desire to build a personal brand, and perhaps even a job search needs. The quality of their answers is not as good as that of an expert, but it is the key to increasing the level of awareness, the basis of high-quality answers, and the potential expert-level figures. This group of users should be aware of the key points that need to be opened up in the coming year.

2. Know the social needs that are contained

Someone has joked: "If someone answers a few times in your question, the answer will meet your requirements, then the answer will be your friend, or even a confidant." "This is about potential social needs. How do you know what social needs are embodied?

On the positioning of people in information

Zhou Yuan I think it's a novelty when it comes to the concept of human orientation in information. In search engines, the position of the person is not important, and in the social question and answer, the position of the person in the information becomes very important. So what is the position of our people in information? The key factor is the knowledge background. A person's knowledge of the background determines the quality of his answer questions, but also invisibly show their personal brand performance. And this qualitative, in search engine, Baidu know is unable to appear, because the user or questioner they pay more attention to the answer, he through the search way to get the answer you want, users do not need to judge the respondents. For example, we search an article in Google, search results before the first few meet the requirements to start browsing the original, we pay more attention to the article itself, but not too much attention to write this article behind the author.

But it is not the same as knowing. First of all, in the knowledge of the problem is more high-end, there is no standard answer, is a kind of personalized answers; The nature of the problem determines that the answer provided by the respondents must have many subjective factors, the answer itself reflects the respondents own knowledge structure. In the process of browsing the answer is actually interviewing a person, will naturally make a distinction between the respondents, which leads to a series of social behavior.

About the relationship between people

As we have mentioned before, the main focus of this year on the operations team is on the most basic question-and-answer function, and there is not a lot of resources and time spent on social functions. Therefore, in the knowledge, the function of communication between people more embodied in the attention, attention, letters three aspects. As far as the present situation is, it is still in the form of question-and-answer through the relationship between people, and the communication between people is still concentrated in the problem. How to promote more direct communication between users requires a lot of effort in the interaction design. The good news is that more and more people like to comment on the answer, which leads to discussion, believing that it will be a great start.

Some people have asked a question before: Do you know if it is possible to develop into a LinkedIn in China? Personally, I think it's very possible and I have the potential. On a technical level, it is only necessary to add some functionality to the user's data. At the same time, we know a person through the answer is equivalent to complete a written test, if you think that the person's answer is good, it is entirely possible to establish a relationship, inviting each other to interview your position. According to the use of my friends around me, this behavior is already happening. Finally know will be based on the user's career map and interest map to build a question and answer for the communication mode of SNS platform.

(ii) Social communication based on topic

Promotion is the end of the entire product, its purpose is to attract users, and constantly introduce new users. With the advent of social media, especially the rise of micro-blogging, it does provide a relatively efficient platform for many new products, and it is understood that the year's promotion is inseparable from social media, especially Sina Weibo. Without the emergence of Sina Weibo and Tencent Weibo, it may not be so fast.

To observe the spread of knowledge, at present, the best quality answers are mainly disseminated through the following three channels:

1. The user actively carries on the dissemination. In simple terms, users actively share the questions or answers on Sina Weibo. Active communication has several user motivations: The first thing I know is to ask a question, I want to share it on my microblog, let the fans see and go to know the answer to the question, and the second is that I think the answer is very high quality, I want to share with my friends, the third is topic marketing, It is common for expert-level people who are aware to share questions or answers that are relevant to themselves.

2. Official micro-blog recommended. @ know to have Sina Weibo, Tencent Weibo two accounts, but from fans, forwarding number, comment on the number of Sina Weibo Weibo account significantly higher than Tencent Weibo. I do not know the specific source data, but I believe Sina Weibo is one of the three antecedents.

3.IT website. The IT site here refers to some independent web blogs, such as the Internet, Moonlight Blog. They gather answers to popular questions and publish them into an article that slowly shapes the authority to answer questions.

The above three channels have two channels are spontaneous channels, the knowledge of the operating team has little impact on it, and the official microblogging recommendation is only to play a role in the effect of the question or whether the answer is still hot to see the quality of the content.

Now, what are the failures of innovation workshops? What can we learn from it? This hot topic for example, to see how to spread the hot topics.

I checked the question log for this issue, which was added by Woosung in July 2011, when no one answered. After 5 months, December 26 was a user added two popular tags, and then on January 19, 2012, Kai-Fu Lee answered the question and synchronized to share to Sina Weibo, was forwarded 378 times, covering the number of 11315915; On the same day, @ know This question and Kai-Fu Lee's answer to organize the release of a micro-blog, forwarding 247 times, the number of coverage reached 743805. That is, the topic was spread by Sina Weibo, two large, a total of more than 600 forwarding, covering 12 million fans, to 1% of fans can see the micro-blog calculation, (according to Sina Weibo micro-data fans online number of statistics, usually, a user every day about 10% of the fans online. About 120,000 of the people saw the tweet. The issue was browsed 5,689 times, with a conversion rate of about 5% per cent, from the informed public data.

After more than 200 words described above, I believe you probably know how the hot topic is spread. Different products for the promotion of the requirements are not the same, to know that the content-oriented, topic-centered social questions and answers products, content is the core, the promotion is only a catalyst, the content pushed to the user. Know behind the operations team every day to do is to constantly explore the topic, through the recommendation, collation, invite experts to answer the form of a high-quality answer, through the social media to spread, and then attract onlookers, into their own users.

Iii. Conclusion

Knowing this topic-based approach will continue for a long time, just like Sina Weibo. Just open registration, as an ordinary user I found that the microblogging no one forwarded, and no one commented, gradually began to cool down. With the increase of registered users, close friends began to play Weibo, gradually build their own social circle, began to be forwarded, some comments, there are many interactions. In the knowledge of the socialization function is still not perfect situation, the ordinary user added problem will still be ignored, no one answered. At the same time, add a piece of your own experience to know:

In the last one months, I have often wandered about and answered questions. Of course it is the answer to the question. In the course of the answer, many friends who see the answers let me know their answers by voting, commenting, thanking and so on, and even some people begin to comment on my answer, which leads to some small interactions. As far as I am concerned, by voting, commenting, thanking and so on, I can give the respondents some virtual honor and motivate them to answer questions more actively. But after this wave of freshness, how to maintain the user's active degree is a core issue. When I get through this new wave of novelty, when I feel like voting, commenting, or even thanking me for not getting excited, what should I do to motivate the user, I think it's something to think about in a product operation. Now, the study of the operation of the case, and did not thoroughly answer the question in my mind, I hope in the next article, I will find the opportunity to solve this question.

Author Weibo: @dicky that Thing | Blog address. This article is authorised by the author to start at Mobile 2.0 and Tianya Sea Pavilion.