Case study of interest and social atlas

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1. With regard to the Atlas of interest and social maps

What is an interest map

The Atlas of Interest is a network map that shows "I like this". It is a map of the common interests of people and people, based on sharing common interests, but not necessarily people. is a network map that shows "I like this", and the interest map gathers people with the same interest.

What is interest?

"Interest" in the Internet, is the organization of user groups, the information to organize a group of tools. (personally considered an effective management of UGC)

Based on interest, the specific users constitute a group, and the realization of the classification of information processing, for users to distinguish the processing of various types of disorderly Internet information has brought great value. (Quote from the article "Domestic Pinterest Development Introduction")

What is a social map?

The Social Atlas is a network map that says "I know you." is a simple map of people's online relationships.

What is the relationship?

SNS in the existing three kinds of social relations:

Strong relationship: The people we are deeply concerned about

Weak relationship: We are loosely connected with people, friends like friends

Temporary relationship: We do not know but with the temporary interaction of the people, temporary relationship is not recognized by people, but will be temporary contact, such as our temporary chat on Taobao store, watercress comments on the reply.

The difference between interest maps and social maps

The two kinds of maps are actually the demands of users on the Internet in different ways. The relationship map carries the emotional demand of communication and interaction between the user and the friend, and the interest map embodies the user's pursuit of taste and knowledge.

2. Take Sina Weibo and Mushroom Street as an example

Discover how relationships and interests are embodied in the product.

2.1 Sina Weibo

Sina Weibo is no longer just imitating Twitter ...

Sina Weibo began to bear more of the media's attributes. The so-called social media should be a large number of netizens spontaneously contribute, extract, create news consultation, and then spread the process. Has the following characteristics:

One-way attention;

Fellow, focusing or forwarding on topics or people's interests;

dissemination of information rupture;

Information filtering;

The user group organization based on interest is not sticky; Topics of interest, people gathered, the topic of the end of the discussion people will disperse, there is no strong stickiness.

Personal homepage:

After the micro-blog revision more emphasis on the function of personal homepage. Sina as the media, the outstanding information transmission, the user in the website of the personal image is not enough full and true.

Sina This edition enlarges personal head portrait, custom banner, will the personal information as the page important position, is wants to display the personal image better. To make up for the original as the media, personal image and personality is not full, is the precipitation of personal information.

Grouping features

Like the Google + Circle's grouping function, information-directed publishing is a mapping of offline social relationships online.

Due to the openness of the media, Sina Weibo could not be like QQ space to set access rights, all people are treated without distinction, but in the real society is the existence of strong and weak points.

A directed publication can only be seen by a directed group member, and only comments cannot be forwarded, protecting the user's information to a certain extent, and restricting the flow.

Relationship Chain

The micro-relationship on the right side of the home page actually shows us three kinds of relationship chains. Like the relationship between me and the shell:

Our common relationship or interest;

The connection between me and him is equal to the relationship;

Explore new relationships or interests and expand the chain of relationships

Dynamic

Is it going to be timeline? The information flow is too fast in the microblog, the message is difficult to precipitate, the "dynamic" function is actually the "new" function of other social networking sites, which is mainly to explain the actions left by users in the community, so that users can sell themselves better.

Expression

Like Facebook's awesome features, it's a powerful indicator of personal expression. The expression may be designed to prepare for future precision marketing. For example, I praise a about the content of beauty makeup, take the future may recommend to me the brand of beauty makeup.

Ask for attention

A long time ago, but this feature is a sign of Sina Weibo's transformation to social networking sites. Weibo itself is a one-way attention and communication mechanism, Sina slowly began to turn to two-way attention; chest a simple information platform to a Facebook-like site with strong social features.

2.2 Mushroom Street

Changes based on interest-class Pinterest web sites

How to get information

Waterfall Flow "information dissemination mode;

The information of the picture is more beneficial to understanding;

The picture and the source are fused together, realize the see can get;

A new mode of socialized marketing

Social sharing of shopping sites, similar to Mushroom street, Beauty said, such as shopping guide The rise of the website;

Reduce costs

The appearance of Pinterest, can let the user effectively clip and collect own content of interest, let the complicated information processing process become simple.

The cost of establishing a link is reduced;

Strengthening the weak relationship

Expand the weak relationship chain;

Reshaping the map of social relations

At present the domestic class Pinterest website, although many uses the waterfall flow the form, but always is the cloak which Pinterest. A classification of them will reveal that they are strategically in different directions.

The target crowd on Mushroom Street is the two or three-line city, the fashionable girl with high sensitivity.

Mushroom Street is more inclined to the shopping guide, E-commerce site to emphasize the entrance positioning price and purchase, like supermarkets to use prices to attract users;

Mushroom Free group of reverse group buying mode, or price.

Mushroom Street takes on more shopping-guide functions as a gateway to the electrical business.

Beautiful said the target crowd is a first-line second-tier cities, between 18-35 years old, the annual salary in about 100,000 of fashion beauty white-collar and quasi white-collar women.

Beauty says more like a media, focusing on sharing interactive and aggregated users. The list page and detail page are more focused on the user's "likes" and "favorites."

Just like the mall, first let you value clothes to know the price, bear more is a share, a kind of guiding role.

Compared with Mushroom Street, the two seem to be very similar, but in comparison, beautiful said more biased media.

Mushroom Street and Beauty are all based on the sharing of interest, the formation of different groups based on the aggregation of interest, the members of the group gradually forming the user group, establishing social relations.

3. Summary

Future real social networks will depend on how the two maps are combined. What do they do after they combine?

The combination of interest maps and social maps, and the goal of aggregating and socializing through the display of a user's past experience, such as creating a list on Twitter on a different topic, Google + can create a circle of interest among users who have established relationships based on interest.

Interest maps and social maps are slowly converging. Timeline is a form of combination of the two, and face book has turned the personal homepage into a timeline. More image of the user's experience, pay attention to who, what day did what, focus on what is more specific image of the user, presenting more information. There may be more patterns coming up later.

Source: http://www.bunnyzk.com/?p=259