People like to weave Sina Weibo subway station to stay

Standing on the shoulders of giants can see farther, this reason everyone understand. In business, there is indeed some "giant's shoulders" that can stand, especially today's so-called "open platform" of the rise. Several social networks are starting to run this thing, making it seem that some entrepreneurs are finding more efficient opportunities.

Sina Weibo or Tencent platform is a huge pool of potential users that entrepreneurs see. Around them, surrounded by a lot of startups. Beautiful said, Mushroom Street in micro Bo make backwards, get a lot of traffic and user import. And I recently met a friend, do is a vertical type of electric shopping guide station, and Sina Micro-bo cooperation more closely: direct access to the Sina Weibo investment, has made a good cooperative relationship between the flow and user import is Tun.

My new friend has a good analogy. In his view, Sina Weibo is like a subway station, it is true that people are weaving but also in a hurry-it is no wonder that the micro Bo is the nature of the onlookers low involvement in social networking sites. In the online society, the subway station in the open shop is only a convenience store, itself can not breed too big commercial companies, but near the subway station, usually there will be commercial real estate or large shopping malls. Here is a very important point: do not open a shop in the subway, but open a shop near the subway, but you need to open a door in the subway station, so that people can come over.

Whether it's the Zynga model or the analogy of the subway station, it's all a problem: the user gets the cost. In the mobile Internet, if the use of burning money (that is, malicious ads), to obtain a download of their own app and installed to become users of the behavior, according to an already small well-known network company operators told me that, in average, more than 20 yuan to pay the cost. This user gets the cost is quite high, because this is from a boundless network total users of the sea to catch a scoop of water, the high cost is not surprising.

But social networks look different. Different products have different target groups, you can always find the appropriate social network to develop users. A less-than-appropriate analogy is: a slightly more high-end, can be from Sina Weibo guide; a bit more popular, you may want to consider Tencent. And these networks, which now have a oauth mandate like OpenID, can be leveraged, so that it may even be free--so-called microblogging marketing, micro-credit marketing, which says free (or low-cost) access to users.

In fact, the problem is not that simple. The slump in Zynga's share price can actually explain some of the problems. There seems to be a subway station to give you a diversion, but the user may not be willing to be so willing to be guided. The most thing the subway station can do is give a sign that there is a door, and everyone pushes away to see a shopping mall, but do people want to push the door open?

An emerging social network, with users full of curiosity, will be more likely to be effective. But as people become familiar with the web and too many companies want to guide users, people get bored. Early social networking with the use of MSN and other forming networks to do email marketing, the beginning is very effective, but the efficiency is increasingly low is proof. In this sense, social networking helps you solve a registration problem, and other problems are not resolved.

The development of things, in fact, back to the original point, user access costs are still very high. A very famous shopping guide website, it can achieve annual income of tens of millions of yuan, but in the purchase of traffic costs, is still on the scale of billion-magnitude. Users get the cost, in the first two years after the instant decline, and back to the normal.

What I'm trying to say is that social networking may help you get a little less cost, but that kind of help is already very mild today. One thing entrepreneurs need to know is that there are no fabulous shortcuts to go. Or the business law is important: the cost of acquiring new users is always higher than the cost of maintaining an old user. Do your own product experience, is the king.