How do Internet products gather users from scratch?

Author: @ Li Yijuan

Recently encountered a test: how can an Internet product gather users from scratch? In this respect, I divided 3 stages to discuss. (in the middle of the idea of a number of Sun Tzu, learn the Art of war, to do products also have a certain guiding ideology.) Hope that more people can learn Chinese, patriotic study. More study of national studies, you can see through the phenomenon of nature, which is also the original philosophy. ）

One: Think about why users use your products?

Before the birth of the product, that is, the moment Ieda was born, you have to answer a question for the user: Why should I use your product, and what other products do you have that I can't get the value of? In fact, this is what we often say the core value or product positioning. So how do you answer that question?

At the beginning of what you decide to do, you have to do a very important job: competitor analysis and self analysis. This is the "Art of war" to attack the article mentioned: "Tse, win, not TSE, one win and one negative, do not know who is not confidant, every war will be dangerous." Now to do the product, most of the direction should already have competitors, so competitor analysis and self analysis is very necessary. Competitor analysis is mainly to analyze the strengths and weaknesses of opponents, analysis of our strengths and weaknesses, only with our advantages to attack the enemy's shortcomings, it is possible to win. This is the "Shini" principle mentioned in the actual situation of Sun Tzu's Art of War.

For example, I have been in the YY and Kunlun World has been responsible for voice software, in the Kunlun in charge of Korea and the international version, did this analysis, at that time in Korea, mainly Nate talk on and Gametalk two voice software, Nate talk on as a hobby based on casual interest group voice tools Gametalk is a voice tool that vertically serves individual gamers. I summed up the two keywords, Nate talk on: hobbies, voice tools, Gametalk: Individual gamers, voice tools. I am analyzing the Kunlun in the international market game user resources and YY successful experience, for the Kunlun Korean market product positioning: Team Voice social platform, keywords: team, voice, social platform. From the positioning and keywords, mainly serve the team's voice social platform. Of course, the next series of product plans are designed to meet the needs of the team and serve the social value of the team and the individuals who make up the team. This answers the question: Why should I use your product and what you have offered me that I can't get on other products?

The competition analysis also accords with "The Art of War" another principle "the soldiers to seek"

Competitive analysis and self analysis must be done, this is in line with the "Art of War" combat chapter mentioned: "The husband did not fight to be counted as a winner, but also a lot of people are not a war is too much, it is less also, more than a win, less than enough, not to mention that it does not depend on?" ”。

Second: Find the most influential part of the user, through them to bring word-of-mouth effect.

This is part of the operation, but I have always thought that there is no absolute limit to the product and the operation. How to operate without the first step as a guide, it is impossible to find the most influential part of the user.
This we in many products is to see, such as Sina Weibo early star effect, know the celebrity, so in the decision to do this product, must have operational resources, otherwise, the bouquet is actually afraid of the alley deep. I have had the impulse to start a business, some thought of a product concept, has always felt that can be successful, when a friend told me: "You find someone to invest, not only to help the funds, more resources on the help, and resources help is the most important." ”。 Now think of this sentence, it seems to be the truth. But some resources can also be solved through money, but not absolute.
So, take my responsibility for that voice products, the early Star Game team, Game Guild resources is very important. For example, in yy on the gathering of a large pile of well-known online games Guild: North Wolf, Tian Feng, Fox Meimei and so on. Guild products are different from other products, he gathers users faster than other products, one is to set the benchmark, another point of view, the association is organized and targeted, they need to expand their own guild, so this demand is more intense. So, the guild's President and management are our core users.

Third: Allow users to grow in your platform, expand the influential user groups.

This needs to be from Maslow's five needs, and usually basic needs and security requirements are the easiest to meet and the most basic needs. The satisfaction of "social, dignity, and self-realization" is often a more effective way to establish product barriers, which is what we often call "precipitation" or "growth system".
The realization of dignity and even the realization of self-worth that part of the group, in order to pursue their own value maximization, will certainly pull more users to join this group, first, he is really recognized the product, that is, the product for him to bring value. In the cognitive surplus, "sharing is a demand"; second, his value maximization is usually brought by people, so people are more and more valuable.
Maslow's five demand for people is a pyramid, as shown below. This shows that when the scale of the platform is growing, the pyramid grew taller, at the top of the pyramid will be more and more users. From this, they will bring more and more word-of-mouth effect, more spread your product.

For the Online Games Guild, promote (strengthen) the brand concept of the association of Online Games, thus enhance the influence of the guild, at the same time with the strengthening of the brand influence, finally realize the profit, this is the guild on the platform self-worth realization; In order to obtain medals, the world rankings and even economic value, which is the personal value of the platform's realization.

And the impact of online Games Guild and brand value is created by members or management, personal self-worth is because of the association or other users of the recognition, which is mentioned above, the Guild (people) of the realization of self-worth is created by people, in order to achieve maximum value, They have a strong driving force to pull more users to this platform.

This article by @dicky that point of delivery, the original link: http://blog.sina.com.cn/s/blog_5d14353d01010h8d.html