Anonymous social Rich king profit learn from ads and games

Another wave of mobile socializing is coming, and this time we're going to talk about "anonymous acquaintances." According to statistics, at least over 8 anonymous social software has been released in the past one months, and the existing total has exceeded 20.

What is the charm of anonymous socializing? Enthusiasts see it as a new territory outside of Weibo, micro-credit, and a safe outlet for the most intimate emotions, with the cold shoulder thinking that social anonymity can cause negative energy, such as rumors and name-calling, to flare up and overshadow it. In this respect, the Northern Lights venture partner Jiang Haotien, interviewed by South reporters, the rumors of anonymous social software can not precipitate users, entrepreneurs need to try to control the negative information, and with the improvement of the mechanism and the expansion of user size, anonymous social market prospects.

Topic 1

Anonymous social software is full of controversy, but it can't dispel the vision of entrepreneurs.

[Reporter Narration]

An anonymous carnival.

"Without scruple to share insider burst", "work can be ' black ' colleagues, class can be ' black ' classmate", "do the company's internal spies, according to the theme of depth gossip" ... Comb the market in the endless anonymous social software, all to trigger the user's curiosity as a selling point. Since the publication and comments are anonymous, users like to participate in masked parties, usually in the real name of the social circle dare not say the big can speak freely. At the same time, the anonymous social circle and mostly from the phone address book acquaintances, an intentional or unintentional revealing clues to the truth, immediately recruited countless "you are xxx" guess, but also touch no one.

"Some of the words because of face not too dare in the micro-trust friends to tell, but actually want to let them know, get advice from." "As the first practitioner of anonymous social networking in the country, no team has launched the secret, and positioned itself as an anonymous circle of micro-trust friends." In their view, anonymous socializing is more likely to fall on the ground than abroad, with the Chinese being introverted.

Under the anonymity of the original content in a short period of time attracted a lot of eyeballs, street net C E o Xiujuan to their just on line "toast" as an example to the South reporters analysis, gossip, spit in the real life is a lot of existence, but in the anonymous social platform has a more concentrated presentation, and this is precisely to the human nature of the demand.

Sue, who works in the media, also approves of this, and as a user of anonymous social software, she brushes every day without secret as much as the micro-trust circle of friends. At the same time, for professional needs, she will also specially left a heart: in a variety of false and true in the inside of the material, may be able to dig to the journalist valuable information sources.

Rushes]

Jiang Haotien: Previously, social products were registered with IDs, and now anonymous social software simplifies this. New social behaviors and richer content are created by the new mechanism, which I think is an innovation in the social arena.

No team: The value of anonymous social software is that, put aside the pressure of interpersonal relationships, users have a deeper emotional expression. For example, the same is around Father's Day, micro-trust Friends Circle hair is nothing more than eat, bless, send gifts, but the real emotional waves between the father, only in the anonymous scene will be shared.

Xiujuan: A lot of people in the "toast" on the company, in the final analysis is to be under anonymous protection let the boss, colleagues see, mutual resonance, and finally solve the problem. Since this demand is widespread and real, there is a market for anonymous socializing.

[Reporter Narration]

Use mechanisms to fight rumors

Anonymity means not being responsible for what you say, and the dark side of human nature can be easily triggered. Browsing the content of anonymous social software is a real personal attack of privacy leaks and even names. Often too late to discriminate, the content has been rapidly amplified in comments and sharing. An investment banker told reporters that the first anonymous social software was very hot in the investing circle, everyone spit out the project and the insider of the investor, and later on the rumor of the lethality, only some convergence, and some VC companies even prohibit employees to use such software.

The founding partner of the start-up venture, who was deeply disgusted by the anonymity of social software that was rife with disinformation, stressed that it was only a case of an enterprise that was biased in the setting of a software mechanism rather than an anonymous social problem. Jiang Haotien also agreed that any social products can be negative information, Weibo, BBS also generated rumors, there is no need for anonymous social software beat. "The core of social networking is the mechanism, where anonymous socializing is now in its infancy, and there are loopholes, and I believe that entrepreneurs will try to keep the negative information in good control." ”

In this regard, many anonymous social platforms are said to filter sensitive words, there are also users to report the mechanism, more than a certain number of reports will delete the content, serious or even sealed account. No search team Frankly, the scale of the relaxation may be in the short term for user growth, but in the long run is bound to lead to positive energy, otherwise unsustainable, this is the "no secret" early hot after the immediate suppression of negative information reasons.

"Toast" also specially resorted to a recruit "million annual salary recruitment black, white spit sir", plainly is to establish a set of balance mechanism: black spit Sir responsible for blasting material, white spit Sir is responsible for the rumor, black and white power contest to the right and wrong to understand. Xiujuan said that the need to strictly select the sir, can be competent in the industry or enterprises to reach the senior level, clear the core of the dispute; internal, vomit Sir are real names, need to accept platform management and training, and external, their identity will be protected.

Rushes]

Jiang Haotien: For that kind of unfounded rumor, certainly must blow. But from another point of view, most of the so-called negative, not all groundless. If you can make use of anonymous social channels, but can first listen to real complaints and feedback, and then deal with the problem in a timely manner, as many companies, institutions in the micro-blog to do public opinion monitoring. Sound diversity is not a bad thing, the more full the problem, the more favorable to the public to form a comprehensive judgment.

Xiujuan: As platform operators, we do not encourage particularly dark, negative content, but sometimes it is difficult to determine whether the user is the truth or rumors, for the degree of control is indeed a challenge, this is related to whether the real anonymous social. So we let the black, white spit Sir confrontation, hope that the two sides strong enough to help users understand the facts.

Topic 2

Anonymous social software continues to go, can you extend the business model?

[Reporter Narration]

Avoid the thousand.

In product mode, the anonymous social software model for the associated address Book is similar. Without the secret of the early start, is still the anonymous social software market to accumulate the most users. In this case, no team is confident: "The user stickiness depends on where the friend, if the relationship chain is deposited in the secret, then it may be difficult to transfer to other new anonymous social software, this is the threshold of social products." ”

Jiang Haotien also recognized this, for later, he suggested to make differences, such as the user and the topic of vertical, in a certain field to form a certain advantage, and then expand a wide range of users.

In fact, the latest anonymous social software is no longer limited to the binding of mobile phone directories, the reason is that the phone's contact information is often messy, the real use may only account for 10% or less. The "Crow", which is launched by the team, is divided into the concept of the circle layer, dividing it into campus users and workplace users, pushing information according to the user's specific circle.

and "Toast" is to delineate their own workplace spit slot, users do not bind the address book, but to fill in the company name. In the "Toast", the user will take "a company small partner" label, see the Spit content from the user's company, the user actively concerned about the company, as well as the same industry or close to the company's hot information. "For many white-collar workers, the most important 8-10 hours of the day are related to the workplace as a clue to anonymous socializing, and I think there are more topics that are more valuable in terms of activity and long-term stickiness." "Xiujuan said. According to her introduction, "Toast" launched half a month since the daily activity in 30%-40%.

Rushes]

No team: There are all kinds of contacts in the Address book, and we tend to let people of different circles ferment themselves. If you cut out a piece, can not make it difficult to say, after all, this kind of anonymous social software current user base is relatively small, no secret short-term without consideration. At this stage we focus on product experience optimization, such as the new on-line letters function, in the privacy of further.

Xiujuan: Now "toast" on 70% of the content is related to the workplace, to the user an identity scene, users will also be bound to their words and deeds. Of course, anonymous social software is still in the early stage, whether in the Address book, the workplace, or other as a clue, I think is a feasible point of entry, do not exclude "toast" will also join the Address Book this dimension.

Reporter Narration

Profiting from advertising and games

With anonymous social platform resources, how to make value conversion is expected. However, the current market of anonymous social software is basically just as a content hosting platform, has not seen a bright profit prospects. No team says it is still early to consider commercialization, user size needs to be further expanded, and Jiang Haotien analysis, if the anonymous social software users large enough, and has a strong stickiness and high activity, the future commercialization is not difficult, the social field of popular advertising, game entertainment, value-added services, Trading is the way to learn.

"Toast" on the use of popular expression features, has been designed dozens of roles, each by their own definition, as a career image symbol. Xiujuan told South reporters, these help spit the big expression on the one hand is active atmosphere, on the other hand also from the commercialization of consideration, there may be a fee mechanism; If these expressions are widely recognized by the market, they can also develop derivatives online. "' Toast ' inside has tried to do a series of printed with a large expression of T-shirt, staff feedback is good, to fashion direction, easy to get young people favor, there will be a lot of commercial space in the future. "Xiujuan said.

Rushes]

Xiujuan: Anonymous Social software is a new game accepted by the younger generation, it's hard to say whether it's possible to make an impact like micro-letters in the future, but I believe it will produce a certain scale and value.

Jiang Haotien: With my social-networking buildup, I'm bullish on the prospect of anonymous socializing.

Jiang Haotien: The key to social products is to enlarge the user scale, the scale, the user stickiness naturally strong. The different points in the early stage will bring about the difference in content, as to which one is more sticky to the user is still difficult to determine. In fact, are the means to inspire users to create content, I think eventually everyone will go to the same.

Cha li: Or look at the specific product experience, the experience done well, stickiness will be strong, I think that the future of anonymous social emergence of many new enterprises and models.

[Senate guest]

Partner of the Arctic Light venture

Jiang Haotien

Starting business partner

Cha Li

Street Network C E O

Xiujuan

No team

Reporter Liang

(Responsible editor: Lu Guang)