IBM helps the Tianya deepen user experience Marketing

To this end, in the creation of the 10 anniversary, Tianya Network introduced IBM Consulting, to improve the user experience as a starting point, the beginning of the marketing and service model of the Innovation journey.

Ten years of Tianya rebuilding competitiveness

As the most influential global Chinese online home, Tianya since its inception in March 1999, with its open, inclusive, full of humanistic care features by the global Chinese netizens respected. Today's Tianya has become a comprehensive virtual community and large-scale network social platform model, it to the Forum, tribe, blog for its basic communication methods, humanistic feelings as its core, not only has registered users nearly 24 million people, but also has super popular, humanistic experience and interactive original content, These original content from the Tianya millions of high loyalty, high-quality user base.

All the market performance continues to lead the service-oriented enterprises, are successful in the first to provide innovative customer experience! As an important part of the enterprise strategy-innovative and effective customer relationship management (CRM) is the survival of every Web2.0 enterprise!

The creation of the Tianya network originated from the interest of Xing, founder and president, but the real commercialization began in 2006. Although the concept of "social network" (SNS) has not been formed in the beginning of the world, the operating mode of Tianya has been subordinate to the operation category of social network from the beginning, and after years of experience, "the topic of the whole world" has been deeply rooted in the hearts of the people, on the horizon
The community to look at posts, posting has become an indispensable part of the life of many netizens.

In order not to affect the use of the old user habits, to avoid the loss of users, the end of the past decade has been almost no significant adjustment. However, although this approach effectively avoids the rise in wastage rate, but also because of the lack of innovation and led to the end of the end of the end of the user growth, business scale and revenue is difficult to breakthrough growth.

Because the content of the Internet is free, the value of the Internet is reflected by the user's activity, especially in social networks. The inherent characteristics of social networks make it more emphasis on user participation in innovation, only the user active, high loyalty, interactive ability of the community site is really competitive vitality. In view of this, Tianya network changes are imperative, through the clear direction of change, the introduction of extended think tank to open up a new world. To this end, in the 10 anniversary of the establishment of the Tianya, Chairman Xing decided to start the Tianya innovation plan, formulated a "New horizon, new influence" goal, hope to improve the user experience as the entrance, the overall construction of the core competitiveness of the Tianya. (See Figure 1)

Clarifying the direction of change and introducing extended think tank

The past is not easy to change the horizon, the underlying reasons, the main concern is that users do not adapt to new changes and lead to loss of users. At the same time, the development and operation of the end of the Tianya management model has been difficult to meet the changes after the increasingly rich, personalized user needs:

First of all, in the field of product research and development capabilities, the past Tianya used a more traditional product development model, can not grasp real-time user experience and feedback products, but also difficult to strictly control the quality and delivery cycle, the lack of "user best feelings" of the perspective of analysis and judgment.

Secondly, in the user's operation and management ability, the Tianya lacks the effective mechanism to measure and track the user experience, it is difficult to deeply analyze the user and the operating user through the systematic scientific method, so it is difficult to satisfy the user's personalized demand.

Therefore, the end of the world will be the "change" the core of its internal product research and development capabilities and user operation and management capabilities of the upgrade, and the specific implementation of these changes to the Tianya network revision. In order to achieve this goal better, Tianya worked strategically with IBM Global Business consulting services, hoping to leverage IBM's own practices and experiences in E-commerce and Web 2.0, as well as in customer relationship management
(CRM) accumulated consulting experience and mature methodology, to help the Tianya improve the user's operational management capabilities, complete a smooth transition, minimize the risk of change.

Carrot and stick: the overall ability to create a user experience

The revision in the Internet industry is a normal, and the success rate of the revision is often unsatisfactory. How to help the Tianya win success in the "normal"? Based on years of consulting experience, IBM believes that the key element of a successful revision is to optimize the design and operation of the user experience. To maintain and enhance the core competitiveness, Internet enterprises must build a user-centric research and development and operational capabilities. Therefore, IBM consultants through the Tianya site's user experience to conduct a comprehensive diagnosis and evaluation, deep excavation of the crux of the user experience problem, in the design of a new Web site user interface, while the IBM Consulting will focus on helping the world to build user experience as the driving force management capabilities for the future formation of "within the outside" The benign operation mechanism has laid a solid foundation.

Figure 1. Tianya User Experience Improvement Action plan

1, through standardization, standardization and efficient production lines, to provide users with clear positioning, meet the needs, experience a good "hard experience" platform, and can continue to improve.
2, through the market-oriented and user operating service mechanism, to provide users with a good community atmosphere and service delivery, improve the user's "soft experience."
3, from the business and product strategy to obtain input, define measurable experience indicators and measurement methods, the user experience to carry out the relevant links and functions of the enterprise.
4, the user experience of the technical basis, from the technical layer to provide users with high-performance, high stability and product applications, and through the data analysis platform to obtain the user's characteristics and behavior habits, for the user Experience improvement to provide basic data analysis.