Know the beauty of the heat

As a quora of the question and answer community, know that by the vast number of users sought after, caused an extraordinary concern. What kind of charm do we know, and what enlightenment can we learn from success, and we will discuss it together.

Phenomenon One: imitation is also sexy

Know that recently got the investment of Kai-fu Lee Teacher Innovation Factory, innovation Workshop investment seems to imitate the product, has caused a lot of controversy. Indeed, it is understood that a class Quora product, whether from product concept or product design, is a typical consumer-to-consumer (copy to) product. But it is such a product, but it seems unusual. To this, Keso teacher in the language: innovation is not equal to nothing, the cottage is not equal to the overall copy. Knowing not to copy Quora, but to make a lot of improvements in detail, plus localized elements:

Know can be on the home page "not interested" a question;

In some of the less answered questions, it is known by default to recommend some potential respondents;

Know how to recommend possible topics for new problems;

We know a lot about the localization of Chinese character reading experience.

This answer comes from the CTO Li Shenshen, not to argue that "micro-innovation" is not an innovation, but know that in the pursuit of details is almost harsh. Give two examples:

1. Open the home page when the upper right corner will not immediately pop-up questions or concerns of the reminder, need to wait a few seconds or refresh to show that the original thought is a known bug, ask, just know that the product designer intentionally, is to let the user at the outset to focus on the question and answer, do not let any external factors interfere.

2. On the page of the problem, if you click the box to answer the question, even if you do not enter any word, you will automatically save for you as a draft, the reason for this is because the knowledge of the product designers that, since you point to answer the question of the box, it shows that there is a desire to answer, at least for this issue more attention, So save the draft for you. The details are so obvious.

Enlightenment：

The cottage, the innovation? Who cares, cares about: details, details, or details!

The invitation code mechanism can sometimes play an unexpected role.

Phenomenon Two: small products, large impact

Know is a small product, it is estimated that the current registered users are about 5000 people up and down, because the need to register to access, so the number of visits will not be large. But it is such a small product that has caused unusual attention, even when only hundreds of registered users are known.

In addition to the portal technology channel and well-known science and technology blog A lot of coverage, many internet industry leaders have been settled to know, Innovation Workshop chairman and CEO Kai-Fu Lee, the Chinese Internet's deepest voice keso, the famous angel investors Cai win ... The list can be long, not just settled in, they are active. In particular, Keso, not only tireless questions and answers to know the problem, but also on their own blog called "Rhythmic" column, will be in the knowledge of some valuable answers as a blog post.

Small products have such a big impact, I think on the one hand, with Quora question and answer community expended, on the other hand, is the celebrity. and invited to open Bo (micro-bo), different celebrities, know that celebrities are attracted by the product to join the initiative, which has a stronger persuasion and appeal.

Enlightenment：

Registered users and visits are not the only criteria for measuring the value of a product, sometimes even important;

Wine is not afraid of deep alley, good products, natural has a good reputation.

Phenomenon Three: The community can also be high quality

At least for the present, the knowledge of the problem and the level of response is very high, this in the Forum type of irrigation in the popular Chinese Internet is not easy, of course, and know that the number of registered people in a small scope of control, but more, I am afraid that the user's social identity mentality.

See a group of people looking at the sky, will follow to see, see the Beggar Bowl has a lot of money, will follow to put money, see a place very clean, will consciously pay attention to health ... This is the principle of social identity, or herd psychology.

Know the predecessors of the user has created a very good, high-quality question and answer atmosphere, know that users Bingbin a "laugh and Hongru, no ding, no micro-bo disorderly ears, no SNS of the Labor-shaped" image of the understanding of the community atmosphere. Give me the invitation code of the teacher repeatedly told, must be high quality questions and answers, to be active, I am a yes, ask a question, first Google to see if there is no answer, answer the question, carefully check whether there is no mistakes, know the conformity effect can be seen.

Of course, social identity is not omnipotent, once someone from the irrigation, will trigger a series of chain reaction, this is the window-breaking effect. Know that this threat should be recognized long ago, so on the one hand continue to adopt strict invitation system, on the other hand, many measures have been taken to restrain the window-breaking effect. For example, the question type is restricted, allowing users to report repetitive, low-quality questions and hide "no help" answers. Of course, the threat of window breaking is still there, and how to find a good balance between the number and quality of users is a difficult problem to know from next stage.

Enlightenment：

Community ≠ irrigation, even in the numerous mixed Chinese Internet;

Good at using the principle of social identity, create the product atmosphere you want;

Beware of broken window effect.

Phenomenon 4:0 inspired by the enthusiasm of the user

Know that there is almost no incentive mechanism, no points, no corresponding level of upgrade system, and there is no form of material rewards, but the user participation is very high, I think, is because the knowledge of the grasp of one of the advantages of human nature: sharing. People are really eager to share the animals, there is a funny thing no one to share is like a woman wearing a beautiful dress but no one asked where she bought the same uncomfortable, Keso said he was so active because "the Chinese Internet is doing too little to meet the needs of people like me" and knows Just gave them a high quality sharing stage.

Of course, the premise of sharing is the quality of the problem, it is best to provoke you to answer the desire and even do not answer are uncomfortable problems. Moreover, this sharing is actually feedback, but it is only spiritual. Satisfies the demand of the highest level in the pyramid of Malos demand-self-realization. The theory of demand hierarchy put forward by the Jewish Humanistic psychologist Maslow (Abraham Maslow) divides the human needs into five levels.

If the microblogging, SNS and other products are to meet the needs of people's social (social), then, the knowledge of the question and answer community is to meet the highest level of human needs two: respect (social recognition) and the need for self-realization. Especially in this "ding" elite community, the answers to questions are "endorsed" and "appreciated" by elites, celebrities, and the strong satisfaction of top demand is more sustainable than any other stimulus.

Enlightenment：

The larger the incentive system, often the more easily let the user lost;

The most powerful driver is the mental drive.

Of course, the revelation to us is much more than that, and, at the same time, it is not perfect and we are faced with some choices and difficulties, but we have reason to believe that it is worthwhile to study and explore the product.