How does SNS convert "user flow" to "cash flow"?

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SNS Web site as a commercial product, its historical mission is to pool users, and "user flow" into "cash flow"; So, how to improve the site's "user Flow"? How do you resolve to convert a "user stream" to "cash flow"? has become the SNS website faces two core questions, Addressing these two core issues requires one by one solutions to the following five issues:

First, how to attract potential users to register? For the traditional website, the enterprise's "marketing promotion" is the site to attract users to register the best choice; but for SNS such a website, the enterprise "marketing" may not be the best choice to attract users, on the one hand because of its high cost, on the other hand because the effect is not ideal For these two reasons, some people may have doubts, but if you are in the industry must know that there is a millions to invest in the site did not do it (here is not the name), and on the contrary, some did not get investment in the site instead of a very good speed to develop.

The best way to do this is to spread outside the user station. How to do a good job of communication outside the station has become a solution to attract users to register the key. The so-called outbound spread: on the one hand, people need to spread the channel, on the other hand also need to have the content of dissemination. Site already has a user base is very good communicators, but whether to participate in the dissemination, it is necessary to see the content of the site and the rules of the game can promote its transmission of the impulse? and the channel of communication I want from mobile phone to MSN, then to Email,blog and so on are very good choice, As to which one most needs according to the site's user group characteristics to decide; and the core of the content, the content of the expression will determine the ultimate effect of transmission, because it directly affects the recipient to accept the content of the site to register, this may not be the majority of product managers can do, It is also one of the problems that many SNS managers have a headache at present.

Second, how to improve the retention rate of registered users? In fact, a bit of a level of SNS site (pseudo SNS site, the concept of SNS site, except) has never been a lack of registered users (many SNS sites are registered every day is thousands), but the lack of ability to retain users, registered users can stay less of the poor (Just like the beautiful girls on the street, there are not a few with you); On this issue, I have proposed a "Don't Let me Lonely" plan to solve, then, how to solve the user will not feel lonely? After more than 3 years of study on SNS, I personally think that "user information" is the key, SNS Web site is actually a study of user behavior needs of the "social group Behavior Research" site, and the user information is "independent individual" into the "community group" key, each user's "information" is not only "a resume introduction", its value is more to allow countless "independent individuals" between the formation of a network of " Social group "structure, that is, user data must meet the value of its" relationship ", not just" browse "the value, so that users can find" acquaintances ", on the other hand, users through the website product application can also know" new friends. " Of course, how to make new registered users quickly find "acquaintances" and "strangers" is a skill problem; the same product, how to sell it to the user this involves the channel problem ...

In fact, "find people" only completed the first step of the work, the next is to solve the problem of user information dissemination, which requires appropriate channels of communication and dissemination of content. Channels can be built through user profiles and buddy relationships, and content needs to be done in conjunction with applications. Because the quality of the content is very important, therefore each application development needs the related product to check, guarantees the product the interest, the practicality, plus the channel correlation and the pertinence, may allow the user to obtain the quality relatively high content, thus promotes the user through the content to interact, the user is no longer "one person in the Internet".

Third, how to prolong the life cycle of old users? On the above two steps, in fact, some people with marketing background is not difficult to understand, and relatively easy to do, such as happy Net team, but can solve the above two problems SNS site will often face the user life cycle short of the problem, because "interesting things" are often short-lived ( After all, there is not much to be happy in life, so people will be so very thin rare happy); then, how to prolong the life cycle of users has become a large number of SNS Web site is facing one of the core issues. Regarding this question, my solution is: lets the user have the concern and the nostalgia feeling! About care, is to allow users to generate dependency, in fact, the classmate relationship (school) is a good example, online love relationship (QQ, non-SNS) did also very successful, business relations (MSN, non-SNS) is also excellent; On the other hand is a variety of web benefits (not excluding money, such as Giant's pay, not SNS), such as high level, high points, to engage in welfare, fixed assets, etc., so that these old users feel the sense of achievement and "attention", they lost to other sites meant to start from scratch, which even if users go to other sites, Also will not forget the original website.

The solution to the above three problems is just to get a decent user stream, but any not honored "big website" are paper tigers, SNS website does not solve the profit problem, can only be from VC that cheat point silver, also not SNS website development long-term; therefore, the "user flow" cash into the "cashflow" is the key, However, at present, we have different views of SNS profit model, but I firmly believe that: the Internet value-added services (including games), wireless value-added services (including the SP business), and social applications (including E-commerce, job search and many other vertical applications) will be the core business of SNS. And in fact, QQ mode of value-added services will be the most important SNS Web site model, SNS communication mode will greatly improve the QQ mode of revenue capacity. Then, in the process of translating the user stream into cash flow, we will face the following two major issues:

Four, how to improve the user's pay ratio? With the profit model, improve the user pay ratio becomes SNS website to solve the first problem, in fact, some "common marketing skills" I do not detail here, I mainly talk about SNS website channel: The line on-line convenient payment channel and the shaping consumer environment which affects the user consumption behavior the information dissemination channel. Convenient payment channels and sales channels have always been a successful enterprise must be built, from the brain Platinum promotion channels, the giant Internet café channels, Baidu's advertising sales agent channels, a grand channel ... Mobile Business Hall, bank ATM and so on without exception; and the information dissemination channel that shapes the consumer environment can make full use of the channel of the user network and the friend relation, through the user's fictitious social life communication circle to influence the user's consumption behavior, changes the product, the information and the user separation phenomenon under the traditional mode.

How to improve users ' consumption level? For paid users, the key is how to "squeeze" the user of every penny, and can afford "is installed LV bag" woman after all, the rate of women at the national level is not much, after all, reform and opening up the slogan is to let some people rich, so the rich or very little, but "false rich "The ratio can be quite a lot, so make full use of communication channels and disseminate content to influence those" Mathilde ", of course, content (application) can let these" Mathilde "like, is the product manager level problem.