Original Shanda Game President Ling Entrepreneurial voice community "wrangle" exposure

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

"Focus" and "Hall of Contention" Interface Ling no more news since the announcement this February that no longer serves as the CEO of Shanda Games. Recently, a voice community application "argument" is becoming a concern, the development of "butterfly interaction" is the new company Ling start-up, confirmed his previous "will join the mobile internet and community area". He was interviewed by the event, sharing his original intention to develop the product and his views on the mobile-side community.

Ling, from the Grand game president, to the entrepreneurial "wrangle" one, the tone: mobile end of The voice "BBS"

If you are not familiar with this product, you can use the concept of BBS (forum) to understand. In fact, it is indeed a voice version of the community.

In the application, different "channels" are similar to different versions or discussion areas, the release of a "bar problem" is like a theme post, "Rob" can be understood as a grab sofa, by the administrator marked "Liang Gang", then similar to the essence of the post. The difference is that the bar problem requires text input, the rest are all composed of speech, even the user's "personal profile" can also be used for voice expression.

Concrete to the content, roughly can be divided into two forms: one is similar to the debate, there are affirmative, and finally according to the supporters pay the "db" How many decisions, and another similar to the counterpart Crosstalk partner, together to explain a topic. The latter form has nothing to do with the meaning of the word "Ling", which also indicates that the user's behavior is still under observation and that significant adjustments may be made accordingly in the future.

The management of content, using the "Administrator + User audit mechanism." Administrator for the official editor, except the lounge outside the bar questions need to be audited, and the audit area only reached a certain level to enter.

Rules, the user has influence, listening ability, decibel three values. Influence indicates the level of being heard by others, determines the level of the user, the level of listening to who the user has heard, and the decibel is similar to the currency in the game, obtained by logging in and participating in the activity. Users are required to issue a bar, to support a point of view, to buy gifts need to db.

Functional operation, compared to the community, "" "More like a game:" For example, gifts can be purchased in the mall, some of the gifts could not be used decibels, can only be bought with "silver piece", and the silver piece is to be paid to obtain; The user's items are displayed in my package. These words, coupled with the previous reference to the numerical feedback, login rewards, playing games should be very familiar with the people.

In addition, there are some details, such as the button on the interface does not only show playback status, but also displays the voice waveform. This point of the team explained that the user to listen to the process will not be too boring, and inadvertently triggered a number of "than the voice" such as the bar problem.

In general, there was no such application as the "wrangle" function. Speaking of voice applications, people will inevitably think of micro-letter, YY, PA, and even sing it. But the public form of the wrangle determines that it contains more possibilities. If you use the "Lianbo" way, you can listen to a netizen from the voice of the "also Bead Princess", this is more like a radio application, if the user sings, then it becomes a "sing" or "YY" form, plus the photo, it is similar to "pop", ask for help, then become "sound", and so on.

But such a form also gives it the natural limit: first, the voice relative to the text more charge flow; second, except the bar problem completely remove the text function, the user needs to consider privacy when creating content, and finally is the common problem of voice applications: browsing inconvenience. In addition, from the trial experience, it also has difficulties in the use of difficulty, although not to affect the general usage, but if you want to fully understand the complex rules, you need better patience.

Store in the sale of gifts, can send gifts, or "db" to support two, Ling: PC and text is my enemy, game to crack community cold start problem

Why develop such an app? Ling's view is that the average person's mobile internet + social + voice is his favorite direction. Mobile phone is born for voice, text input actually has a certain threshold. His position for ordinary users of the entertainment needs, more accurately said to be "cock wire users" group, so that users of poor text surfaced;

Ling that in the start-up phase, if you want to do mobile end, "PC is my Enemy", it is not allowed across three screens (PC, tablet, mobile phone), only to do one end, if you do voice, "text is My Enemy", in order to see previously invisible users, discard text input. This also explains some of the seemingly extreme practices of the products mentioned earlier.

He also shared his views on "How to express". Text and voice, in the production and acceptance of the cost, is a bit contradictory to a pair of functions: photos, text browsing convenience, but the production of photos, text, high cost, so essentially not conducive to two-way communication, voice generated the desire to communicate, people enjoy their own expression, but inconvenient to browse. So according to the product positioning, only take one. He believes that a product needs to emphasize the user's "existence and being", mapping to "argue", also become "influence" and "listening Force", explain the game of the source of the numerical value.

In fact, users feel more like a game application, there is a genetic reason: ling I have been president of the Grand game; development team Butterfly Interaction, the team's main members also from the Grand game, including co-founder, CTO Wang Feng for the original Shanda games Vice President, Technical center responsible.

Talk about the cold start of the community, that is how to retain new users, so that the user group from scratch, Ling also think that the first is the hardest. But the building community has only two points: flow and retention. And the flow can be bought by money, he thought can be bought by money cannot be the core competitiveness, so a product charm just see how it can retain users.

If the game to look at a product, then the community is like a "network game", but in the early days, to allow users to use the "single game" to play. This kind of game processing way, can effectively help the product through the community not a long period of early hardship. But this way also has its own advantages and disadvantages: The advantage is conducive to retention, the disadvantage is that the rules will be too complicated, difficult to get started, so try to do "shallow" rules.

The claim has been that millions of users have produced 400 hours of content a day. From the trial experience, after the release of information, do always receive a response, not like the real BBS has a large "0 reply." This community-class application released the jailbreak version in June. Officially launched from October 12 to date, only two months.

And that's just the beginning. Ling revealed that some of the features in the product will be possible to be independent and become a new app.

(Ya nan)

The official website: www.gangker.com