Grassroots Evolution (iii): The user's sense of belonging and ownership, do you do?

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In the process of making products, want to better retain users, the most important thing is to let users have enough sense of belonging and ownership, cool grass root After analysis that this is the common lack of grassroots entrepreneurs, the following grassroots brother and everyone together to analyze the two unique psychological, see how we grassroots to find the breakthrough point.

To give an example, most of the webmaster in the process of doing the station, most of the traffic is brought through the search engine, but these users through the search engine only to browse the search results corresponding to the page, then gone forever, thus, our site's traffic is only a process volume, can leave the user almost zero. In our grassroots entrepreneurs, there is absolutely no lack of SEO master and promote the master, through a powerful means of promotion, our website traffic will definitely be very impressive, but if you can not retain users, Web site traffic will be with us to promote the cessation of work and then fell to the bottom, or even zero.

Sense of belonging: Do you belong to the user?

Grassroots brother in the previous article has been mentioned, the user's sense of belonging and sense of ownership is to retain the focus of users, God horse children's shoes You do not believe grassroots brother? Ok, grassroots brother to some specific. QQ and QQ space presumably children's shoes are used? Well, this seems to be every child of the Internet must have something, QQ number has gradually become a necessary number of netizens, the weight of this product seems to be more than the mobile phone number is sufficient, many netizens can very frequently change mobile phone number, but QQ number is almost never changed. And for the QQ space, seemingly has become a record of the user mood process tools, any dissatisfaction, or some more happy things child shoes are happy to share in the QQ space, grassroots elder brother remember just contact QQ space, found this thing is quite fresh, All day long all the time goes up to send out some feeling or is oneself realize everybody's sermon, embarrassed.

Cool grassroots analysis that, to a certain extent, QQ and the combination of QQ space has become an integral part of the life of most netizens, QQ has become a good friend or even a stranger to communicate the necessary, its users in the heart of the weight is no less than the phone number, we can interpret it as a sense of ownership And QQ space is to record the joys and sorrows of the "heart" room, we can interpret it as a sense of belonging, the soul of the place. We can see: Renren is hot, Sina Weibo regenerated, also can not shake QQ space social network status.

may have children's shoes will be questioned: Grassroots brother, Tencent did a good job of our fart ah, we are grass and, Tencent such a warrior is not our food, is not pulling far? Well, no matter how far Tencent is from us, but he does have a lot of places we learn, we want to master Tencent long technology to make Tencent. QQ and QQ Space Why can in the surging Internet long to protect their social network hegemony status? One of the most important is to let users feel a sense of belonging, grass Gango and everyone together how to do the Tencent, see how we grassroots how to start.

Preconceived is the most important reason, 2005 QQ Space official on-line, in addition to 51 spaces, at that time there is no more mature SNS community, but 51 space and no more powerful than Tencent user resources, in the promotion link 51 space is not more powerful than Tencent, thus, Although 51 space appears in the QQ area before, but for the vast majority of users, QQ is the first contact with the social network. Although 51 has been in the cottage since then Tencent, but this is something.

From this, cool grassroots analysis that a successful product is not their own first appeared, but let most of the users contact the earliest. From the grassroots point of view, want to let users have enough sense of belonging and ownership, the first step should be, try to become similar products in the first contact with the user products. And what can we become similar products in the first contact with the user of a product? First of all, we have to have enough resources in hand, to pre-empt others to show the product to the user, and the lack of resources for the webmaster How to do it? That can only be a step-by-step accumulation of resources, which is a hard indicator, Even if our products do not ultimately achieve the desired results, then it is considered a exercise, because one more experience, a little more experiences, but also accumulate a little more resources.

Building a sense of ownership and ownership of a user in addition to relying on strong resource preconceptions, cool grassroots think it is important to build user relationships, especially social networking sites. Analysis, for users, social relations can be divided into the following types: The first relationship is living in their own side, and in real life with their own occurrence of various intersection of friends, family and students, the second layer of relationship is on the network with their own interests, interests of the group, And our intersection with this group is around our interests and hobbies, such as our grassroots webmaster talk about the operation of the Web site experience or the occurrence of various transactions. The third-tier relationship is the idol or celebrity we adore, and for this relationship, it's not easy to say: You know him, he doesn't know you.

The three-tier social relationships of users, according to the level of tightness and importance, for our grassroots entrepreneurs, in the establishment of user relationships, most of the interests and hobbies are divided into groups with the same characteristics, such as the worship of a star of the user divided into a group, and then lead to the user to establish a variety of social relations, This kind of user social relations belong to the second kind, relatively, this kind of user relation once establishes, is more stable, the user's sense of belonging will also rise correspondingly, the website stickiness will also rise.

Sense of ownership: What do you give users?

Usually we will see the situation: Users who play Weibo usually care about how many fans they have, playing QQ space users will usually care about how many visitors they have, the forum users will usually care about their upgrade to which level, this is the user's sense of ownership, cool grassroots think, People have a desire to show and attract the attention of the mind, which is the cause of the sense of ownership.

To analyze the cause of the sense of ownership, we know that this is a process volume, the first point is to let users accept our products, the second step is to design and launch a variety of features to attract users, so that users in order to achieve this goal and constantly for the site to do some things, the most classic example when the number of forum reading permissions, and the network disk users to promote the capacity of the example. As the saying goes, the bird for the death, the human wealth, the user in order to have a sense, you can do something they think reasonable things, thus, we can use the principle of reciprocity, so that users in the sense of ownership at the same time for us to do something.

Then we analyze the user's sense of ownership. In the first chapter of the grass-roots evolution has already mentioned that the user has to covet petty and comparison of the psychological, especially female users, so we can make a fuss in this respect, and our ultimate goal is to improve the product of the user stickiness and through the user to bring us more users, Like the forum in the hierarchy mechanism and micro-blog in the fan mechanism are the use of user ownership and greed for the typical advantage of psychology.

Let's go deeper, the first thing we need to pay attention to is that in order for users to have enough sense of ownership, we must be user-centric, or be able to communicate and interact between users, thus, the content-only portal site is very difficult to provide users with enough sense of ownership, At least in creating a sense of Portal user ownership, grassroots brother is no way, children's shoes can spray grass-roots brother clumsy. So in this cool root and everyone analysis of the sense of ownership is for SNS and BBS and other users more interactive community website.

We know that the current trend of the Internet industry is to do fine, that is, to do a subdivision of the field, so we can from the area where we find the solution. For example, if we're running a movie-sharing community, our main resource is movie resources, which are typically in the form of BT seeds or online playback. For the film field, there is also a phenomenon that is in a movie theaters, we find it difficult to found the corresponding free resources, and all kinds of cock Silk Road great God is not willing to spend the ocean to see the cinema, so they will do everything possible to find the film free resources. And our film sharing community can just use this, set up a hierarchy within the site, and the film resources are divided into different intervals, the corresponding level of members can only enjoy the corresponding range of film resources, and the level of members according to the user's contribution to calculate, This will create a kind of membership in order to upgrade and willing to do more things, this is exactly what we want.

Have a higher level of the right to enjoy more resources, even for some successful products, its members and members will compare to each other: I am a senior member of XX grade, this is the classic performance of user sense, because of this sense of ownership, We can just ask users to do something for us before and after they get a sense of ownership. Of course, here is just an example, suggest that children do not go to the film sharing site, there is a great share.

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Whether it is a large enterprise or our grassroots entrepreneurs, want to make the site has a higher user stickiness, and hope that existing users can bring us more users, then grasp and create a good user's sense of belonging and ownership is important, social-called Tencent is no exception. Hope that the analysis of the cool grass root can bring some inspiration, well, the user sense of belonging and sense of ownership on the analysis to this, interested in the pro can close the "note Grass-roots evolution" of the decomposition, the next "grassroots evolution" will be combined with the actual situation of grassroots entrepreneurs to do products in the process of various problems and programs for detailed analysis, Welcome to continue to pay attention to.

Article Source: http://www.kucaogen.com/2013/05/26/267.html.