How should SNS redeem and renew glorious?

Abstract: Frustrated representatives: SNS event Happy net decline, ant closed point of view bubble burst, rational adjustment Data 2010 annual number of sites reduced 34.8% frustrated index ★★★★2009 SNS (social networking site) Scenery Unlimited, stealing vegetables almost become the hottest vocabulary of the year

Frustrated representative: SNS

Event Happy Net slipped, Ant closed

Viewpoint bubble burst, rational adjustment

34.8% reduction in the number of websites in 2010

Frustrated index ★★★★

2009 SNS (social networking site) Scenery Unlimited, "stealing vegetables" almost become the hottest vocabulary of the year. However, it seems that overnight, the world changed, "vegetables", "stealing food" has become the fashion of the last era. In the 2010, micro-blogging became a standard for portals, since it became a social and media attraction. Naturally, the rise of micro-bo in the user's time cost relatively fixed premise obviously impact SNS, so that its user growth, access times and access time have fallen sharply, frustrated inevitable.

2011 is about to enter the application of the king of the mobile internet era, SNS how to redeem and continue to glory?

Dilemma: Site drastically reduced

Thousand Oak Interactive Chairman and CEO Chen said, 2010 SNS website Overall user did not rise. Third-party data service provider CNZZ the latest published data can prove Chen's judgment on the other hand. According to the agency's latest survey, the number of SNS industry sites fell sharply, only 680 in December 2010, down 34.8% from the beginning of the year, in stark contrast to the rapid growth in 2009. At the same time, 360 laps with once rage Ant Network has ceased to operate successively.

Analysys International analyst Dongxu that the decline in traffic and Web site shutdown is due to the product and service design thinking of the transformation process, manufacturers have not been able to attract users to do a good job of deployment, a large number of users lost. At the same time, because the user time cost is limited, the rise of new platform such as Weibo also makes the user stay time in SNS drop. In addition, the flow of the decline in addition to external shocks, but also with the industry's internal bubble burst, rational adjustment.

According to the research report published by Wanrui (data), Weibo users have the characteristics of younger, highly educated, and senior users of the Internet. Microblogging users have 80% of SNS users, coincidence degree is high, the SNS community must have a certain impact. Iris Consulting Analyst by the Tianyu analysis, the current social networking site user indicators of slowing down or even the biggest reason for the decline, mainly is the user coverage has been close to the ceiling, and by social game attraction decline, micro-bo Impact, the user's access time and the number of visits dropped significantly. In the main social networking sites, happy net is slipping more than Renren.

Social networking sites have long discovered that the user attraction of the game can only play a role in the early user accumulation process, after a period of time after users feel boring, the site needs to use a higher frequency of game updates to maintain the user. Just at this point, social networking sites are weak in innovation. How to build a more sticky platform, how to play the advantages of SNS, to build China's Facebook, has become the Chinese SNS operators in front of the critical issues.

Connecting: Social Network

Facing the swift microblog, Renren's chief marketing officer, Bill, said Weibo's impact on social networking sites is limited because the two Internet services themselves meet the different needs of users. Renren is a social network based on a real friend relationship, and Weibo is a platform for information publishing with a topic as its link. ”

Most industry analysts agree that there is a huge market for the combination of microblogging, SNS and commerce. For example, famous leisure brand excellent Uniqlo and Renren network cooperation of the crazy queuing marketing, has achieved unprecedented success, is considered the 2010 SNS most successful classic application. The marketing campaign to use a large number of people to connect the technology (connect), users can use the net account directly to the network to participate in the queue, and will send messages to Renren users of new news and friends to share, rapid dissemination. The event also utilizes the reward mechanism, in which the user has a chance to draw the iphone or ipad in a queue and know the result at that time. In two weeks, the event queues up to 1.33 million, for Uniqlo's official website led to a large number of sales.

Similarly, last April, happy net choice open platform and Sina Weibo cooperation, users can bind happy net and Sina Weibo, both sides share content resources. Such sharing is actually a user's share, allowing the two Internet tools as competitors to have a connection point to lend to each other.

Innovation Factory founder Lee Kai-Fu said that Facebook is a network, and Twitter is more like a celebrity site. The Twitter platform is a one-way media platform, and Facebook is a two-way social platform that now looks both valuable and a two-way social platform more valuable.

According to the report released by Cinnic January 19, as of the end of 2010, the number of Chinese netizens has reached 457 million, of which SNS users 235 million. While it is clear that social platforms are of great value, SNS and microblogs in China can be separated from the same areas as Facebook and Twitter in the United States, and social networking sites need to be constantly groping.

Telescope

to lbs, group purchase breakout

Representative Enterprise: Renren

In the face of Weibo, Renren believes that there are five trends in SNS in the future: Mobile social, entertainment, social, social, shopping and social networking. Based on these five trends, Renren last year increased the service function, especially to increase the "everyone reporting" link to excavate SNS social circle and the combination of lbs, social, location through, for the enterprise to provide a clear outline of the consumer sketch portrait. With the increase in LBS users, "Everyone report" will be with the offline retail and many other projects combined to achieve marketing value.

There are many successful cases in the differentiation and occupation subdivision, but the failure cases are equally numerous

Independent Weibo survival battle

Frustrated representative: Independent microblogging

The event meal whether Multi-feed, muttered the transformation

Views in the portal of the squeeze under the small survival space

Data monthly access time all fell by 30%

Frustrated index ★★★★★

We all know that trees are good for the shade! But what if there are no trees? China's independent microblogging site is facing such a dilemma.

Although the number of registered users in China Weibo market in 2010 reached 75 million, the growth rate of China's Internet application development is the most. But in July 2009, Rice, such as the independent microblogging site was shut down; the same year in September, Sina pioneered micro-blog, November, Baidu posted a category of micro-bo products "I bar"; in January 2010, NetEase and Sohu Weibo almost at the same time announced the beta, in March, Tencent launched a new version of micro-Bo products "surging" in the beta.

If the rice for China's first batch of micro-blogging users, then Sina is the microblogging users to "watch the change of China" posture firmly stuck in their own territory. At present, the microblogging competition between portals is reaching a white-hot, but most of the people who nurture the market are crying. In the founder Wang two years of entrepreneurial experience, he spent millions of yuan before and after, almost no income, and he "together", and spent 3 million yuan cheerfully network, spent 10 million yuan of muttering network Lisong ... Now, "Fallout" of the big guys like Whirlwind, independent microblogging site still floating in the survival crisis.

Survival crisis

"The way we transfer this is given. July 21, 2010, as one of China's earliest independent microblogging sites, do what network (zuosa.com) CEO Shijian officially announced that because of the lack of funds and resources, the site decided to transfer free of charge. In March, when the media interviewed Shijian, he was also passionate and confident about entrepreneurship.

December 31, another independent microblogging site, "Poly friends 9911" to stop the update, also in March, the head of Lei Zhenjian also expressed confidence that the future will be more focused on the field of entertainment and music, to do the Chinese vertical field of Twitter.

Two of web site owners of the words are defeated by reality. The development of independent Weibo in the 2010 was relatively stagnant, not only encountered the strong squeeze of the portal, but also met the double obstruction of policy and strategy. In addition to doing what network, muttering nets, rice, and other domestic first batch of micro-blog sites are not the same, some closed, some transfer, some in the pursuit of transformation. Last July 14, muttered a low-key transformation of the geographical location dating community. Even famous's meal, after reopening, has not seen any improvement.

Iris Consulting Analysts from the Tianyu, the independence of the meager encounter survival crisis is the core problem is the transfer of user attention. Before the portal has entered the microblogging market, independent microblogging is absolutely attractive to users with relevant demands and has a high level of user loyalty. But the emergence of the portal microblogging, its public opinion, the role of celebrities, the scale effect is very prominent, new users will generally choose to enter the portal microblogging, independent microblogging is difficult to compete with the new users of the confrontation, and the old users are also affected, access stickiness has also declined. In the monitoring of the iris, the classmate net, Gollum NET, do what net, Follow5 and so on four independent micro-blog Data index growth is slow. The number of monthly coverage is only a small increase in net and Follow5; in monthly visits, only Follow5 grew by about 20% per cent, and in the monthly visits, all independent microblogs, with the exception of FOLLOW5, showed significant declines of more than 30%.

In this respect, Follow5 's founder, Zhao Jingjun, admits that independent microblogs have indeed been hit by a huge impact from portal Weibo.

Differentiating and differentiating and finding business opportunities

Although in the celebrity, interactive effect on independent microblogging is difficult to compete with the portal microblogging and weak, but this does not mean that independent microblogging no market. The layout of the vertical area to meet the needs of the user's segmentation is bringing new life to the independent microblog. For example, although Follow5 by the impact of the portal microblogging, but 2010 still maintained a steady growth of 20%, this stems from its insistence on the difference between the portal site and the grassroots micro-bo positioning, by the equal exchange of the user stuck. In the view of Analysys International analyst Dongxu, although there are many segments of the market gap, but the user needs can support the operation of the site, but also according to industry specific analysis.

"We soon realized that microblogging is too close to the media, as a start-up, we need to be at the same time to bear financial risk, implementation risk, as well as policy risk, so we are trying to transform into closer to E-commerce, and far from the media." "Muttered the network CEO Lisong in the portal to see the difference between Weibo and independent microblogging, in 2010 decisively to the position of dating community transformation, and the introduction of a new" mobile phone muttered 2010 "client, seeking and portal micro-bo differential survival.

While muttering about its position as a dating community, it still retains the characteristics of Weibo, and Weibo is still the main service. Muttering that it is a new generation of online social platforms, a social network and a social game, and a social game based on reality in the "Mobile Murmur 2010" client.

Muttering to mobile phone microblogging and location services combined, in the provision of microblogging services on the basis of the increase in service, is the innovative use of the two functions, explore a different from the portal micro-Bo and other comprehensive micro-blog development path. Dongxu that these services are portals microblogging has not entered the field, will help mutter the network to highlight their own characteristics, to attract the pursuit of fashion, happy to try new things student groups. Lisong that, "the transformation of the model in the future may be a more viable business model." As an entrepreneurial company, we have to consider the difficulty of achieving each business model. ”

With the development of mobile Internet and the further popularization of smartphones, the use of micro-blogging via mobile phones will become a mainstream approach. Location services in the country has just arisen, subject to the network and mobile phone functions, has not caused widespread concern. Although the network in the portal Weibo into the microblogging market, the initiative to transform into a position dating community, to avoid the portal microblogging and the positive conflict, and highlight the independent micro-Bo flexible features, but still need to apply more innovative aspects.

Telescope

Occupy a subdivision area

On behalf of the enterprise: Push Oh net

Located in the professional investment and management of micro-blog Community Push Oh net, to individual investors as the target user group, to avoid the portal microblogging head-on conflict, the number of users and operations has been very stable. However, although the net positioning is reasonable, but as a young website, there are still many problems, the most difficult is how to attract individual investors. As a typical niche in the microblogging market, the concept of financial micro-blogging has not been widely accepted. In addition, individual investors already have more channels to obtain financial information, how to let them use micro-blog, but also let them accept the financial micro-blog is pushing the network is currently facing the main problem.

Microscopic point

Bill (chief Marketing Officer, Renren): "location-based services will become a new feature of social networking sites that increase user stickiness." ”

Dongxu (Analysys International Analyst): "2011 SNS will enter the stage of rational development, Renren, NET, and other comprehensive SNS development will lead to further growth in the market, but Tencent friends on the line will impact the market, and the vertical field of SNS or will be in the innovation to bring surprises." ”

"As a financial micro-blog, first of all, in the professional up and down." Whether has the professional financial information is the individual investor most value. Second, line online to promote together, in a variety of ways to attract users. At this stage of independent microblogging, the urgent task is to increase the number of users, without a certain size of the user, you can not play the role of information exchange platform. ”

Thermal data

2010 SNS Industry site number fell sharply, as at the end of December only 680, down from the beginning of 34.8%.

In 2010, 18.8% of online community users used 1 social networking sites, up to 81.2% of users using two or more social networking sites, with 41.3% of users often using two social networking sites and 25.6% of users using 3 social networking sites, 14.4% Users often use more than 4 social networking sites.

71.7% of users in China's online community are using microblogs in 2010, while 22% of users are willing to use microblogs, and only 6.3% are not interested in Weibo, according to the survey data.