"Circle of Friends" how "electric shock"?

The value of the "guided" micro-credit circle is to use private interactive ways to win and stabilize the interaction of this platform, thus deriving and driving other service modes and business value.

One of the interactive modules in the micro-credit product "Circle of Friends" is a very hot social platform, many people have unlimited imagination, especially in the microblogging of the social characteristics of the increasingly weak phase, "Circle of Friends" of the future development is more people look forward to.

So today, I'm going to say a few things about my circle of friends.

1, the user to "circle of friends" value positioning

Let's start with the friend Circle user source entrance, now the passive recommendation of the portal is mobile phone contact and QQ friends Push, the two sources of access to determine the friend circle between the composition of friends is relatively more "close". Another way to add is to actively search the account, but the use of this method is very low (unless you find some of the public account is to use search to get it), because even a person who is not in your phone contacts, and not in your QQ, you will not be very good friends.

Then look at the way users interact with each other. Friends in the circle of interaction has a very private rule: A and C is a friend, B and C is a good friend, A and B is not a friend, then a to C content of the action (comments or praise), B is not visible. Have this kind of private interactive way of property, doomed the circle of Friends is a personal unit as the center of a pair of private interactive space, it is not to see information, is content, is life.

2, micro-letter to the circle of friends positioning

In fact, in my opinion, the micro-letter even the positioning of what they have not thought well, not to mention it has any positioning of the circle of friends. As an example of playing cards, the micro-letter is like the king of the Double clasp (The Big Ghost), (this king is free to take for any card taxi). Now the micro-letter is Tencent's hands of this "king" of the card, in the end is to take to shun son, or the formation of bombs, or singles out? I do not know, anyway is a trump card, first stay good, not easily shot, also dare not easily try wrong. A day from the public account of a push, to the latest version of the January push one, it can be seen that Tencent is more afraid of others damaged their own venues.

What about the circle of friends? In the beginning, the micro-letter is used to chat between friends voice conversation tools, but with the constant intrusion of the public account, this piece of pure land and noisy. User experience is not good, this time, the value of the circle of friends out-there is a piece of their own pure land. Those who formerly known as the Micro-credit marketing success stories of the trader (Starbucks micro-credit marketing), also have deep work and name, the reason is very simple, micro-trust themselves are on the sidelines, you an outsider which so easy to succeed. So many of the public accounts that were later settled in just came in and found that the silence had started.

So, the circle of Friends is a micro-letter in the public account after the invasion for individual users to provide an interactive pure land, but the specific operational trend has not been thought well, the first to settle here, at least not let users run.

3, the value of the circle of friends

You may have read this article, in the micro-letter just started fire that will, XXX brand (individual) use micro-letter public (personal) account to micro-letter for the platform, the sale of XX products, monthly income xx million; later, Friends Circle Fire, and saw the use of Friends Circle XXX Platform, sales XX products, monthly income XX million.

I have a four-word view on this business model: a dead alley.

If the micro-credit team is higher than the average EQ, it will not allow people to engage in such a circle of friends. Before the first part of the analysis I have said that the user to the circle of value positioning, users do not want (goods, information) of the push, want is life, is original. Even if my friend only said one word, "pain", also than I saw him share a "those years we have been chasing girls" category of youth articles to feel good. What do you call a friend? can be called "friends" who can form a business relationship? Transactions can be relied on the emotional basis of buyers and sellers to do? And once this situation occurs and spread, it will certainly affect the user's feelings, which is the user to the platform to create a new value positioning, and then the social attributes down, Then the activity declines, and the final is finished.

It's not the wrong deal, it's the first to give to the user, you don't agree with him.

The value of the circle of Friends is to use private interactive way to win and stabilize the interaction of this platform, thus deriving and driving other service modes and business value.

What kind of business operation mode? Below I yy.

4, based on the business model derived from the circle of friends-life Circle

No matter what kind of action, can never and should not let users have the feeling of being disturbed, because they are God.

Life Circle and Circle of friends exist, for users, the circle of Friends is the personal life state and emotional input, life circle is a personal life activities (eat, drink, etc.) of the display and launch.

The following mode has three key words: C2B, fuzzy demand clear, ladder group.

Micro-letters now do not import public accounts (defined as merchant accounts) into the circle of friends, but they are imported into the life circle. User A in the circle of Life said "boring tonight, Want to sing" (that is, send a demand, this time will locate the user's geographical location, and set the unit geographical area of the merchant visible). In this way, the visible merchant can immediately give a proposal, such as you come alone, our side of the packet, 45/hour, 5 people, in the package, 80/hour, or other additional products and time information. When user A selects a scheme, a friend of a user's circle of friends if browsing the circle of life, you can see a issue of demand, decide whether to respond to participate in the specified time, the sponsors decide whether to confirm the service, determine, then booking success, if the micro-letter payment port has been improved, That can even be done directly on a AA payment (or personal payment).

The interpretation of this pattern. C2B, that is, the user to the merchant demand, after the service program, according to geographical information, price information, personnel participation in the final completion of the transaction. Other people see the Promoter initiated activities to follow up the process, in fact, is a vague demand for their own process of clarifying, because the evening to sing, it is a dispensable thing, but just have friends to go (if the goddess or male God initiated it), then by the way. As for the selection of participants, first of all, according to the friend Circle of Friends of the classification, to set their own release needs to selectively show some friends (similar to the selection of micro-bo to send), or in the specified time after the confirmation, automatic cancellation of demand. It is believed that such a pattern will allow many single cock silk to open the life circle the frequency increases, in order to obtain "encounters" the opportunity.

The above is about the life service commodity model, this kind of pattern restricts to certain geographical scope the friend Circle user interaction, moreover is not subject to this kind of restriction the physical commodity the operation mode.

User A wants to buy a pair of shoes, and the product information chain to the life circle (commodity set a good step group under the premise). A friend B by browsing the Life circle found, also like, decided to follow the regiment. Then B's friend C through life Circle and found this information, also with the regiment. So it has been a snowball, the buyer reached a certain number of products will have a corresponding price, a certain amount of time after the reminder payment, and complete the transaction (this does not need to be canceled by the initiator of the decision, several people pay on the delivery to several people, no one to pay, natural cancellation). Some people say that friends are more repulsive to wear the same shoes, but first because this model is not subject to regional interference, so the possibility of the shirt down, and there are other products are not exclusive the same, such as the mouse keyboard (more need to know people to launch demand), or snack snacks.

This model has several advantages, one can be "snowball", the second is the recommendation between friends more easily to get trust, three is the aesthetic angle between friends, purchasing ability, the demand for goods, there is greater overlap and anastomosis degree.

For the moment only yy under these two modes, the core idea is: do not disturb, so that users have a choice, the merchant passive orders.

5, summed up the words

As I write these yy insights, the circle of friends has already or already started to be some unfavorable to oneself development the thing to invade, therefore finally said, hoped the friend circle influence influential user, abandons takes you the corrupt user, uses own judgment to from the user's angle, does not attempt to satisfy all user's demand.