Products and operations must know: Do you know your users?

Social networks, in terms of Maslow's demand model, are basically getting involved from the third tier, social demand, respect for demand (acknowledged), and self-realization of demand.

Strong Relationship Network Chapter

When we do UGC, whether it is the production of research content or the flow of content, we are deeply want to know what users in the content of the time in the end, what their motives, products and operations can be targeted.

There is no doubt that users in the network of strangers and acquaintances, that is, in front of strangers and acquaintances before the behavior is completely different, so divided into two articles for discussion.

Social networks, in terms of Maslow's demand model, basically from the third level began to intervene, social needs, respect for demand (recognized), self-realization needs, and forcing users to actively generate live sharing content, whether it is text or pictures, basically is to meet the user's respect for needs and self-realization needs, But this thing is not so simple, there seems to be a deep heart, divided into different scenarios for analysis, the user in the production of original content, in the end what to think, behind want to meet their needs and what kind of desire.

Content Product Motivation

In the network of acquaintances, such as QQ space, everyone, or Micro Bo (have to say that micro-bo or have a part of the network properties of acquaintances), the user generated content will be their own relatives, friends or colleagues to see, so in the direction of an anchor point, is the user generated content is to let the content of these friends to understand their lives, Setting up an image is fundamentally different from a stranger's network.

Man is greed, fear, jealousy, laziness, lust, greed, vanity, temptation, fear of loneliness, drift, these weaknesses all the time in our lives, driving us to make a lot of decisions, but also mapped on the social network, but in the network of acquaintances, Users will not be exposed to these naked display in their own content, must be after the packaging show out, to see how users are doing how to think of it (this would like to paste some screenshots, Pat invasion of privacy, their own brain to repair it ~)

1. Bask in photo

Bask in the food: this is too common, this is the collective behavior that any community produces without any operation guidance. In Maslow's model, basic necessities, the tongue of Chinese food is the most important, and the logic of the matter is that it is almost the most basic needs and self-realization of the highest level of demand, which is why the mobile phone has a photographic function when not so many people do this thing, And when Weibo has a photographic function, people start doing it.

When the user in the sun himself to eat when, in fact, do not care what they eat their own love does not love to eat, only care about others know what I eat. So many people send a picture of abalone, photo annotation is written "Hey, also not so delicious."

No one eats a bowl. Lanzhou ramen is also put on the social network, unless you really go to Lanzhou to eat a bowl of ramen ~ ~

To bask in the landscape: the universal values of Chinese people are to show their quality of life by eating and drinking, and this is fun. When the user is basking in the scenery, the expression is not beautiful scenery, just "I came"

Of course, the scenery here is not only the scenery of travel, there are living environment, such as the user bought a big house to send a site photos, users want to express is certainly not the site how, just a word "brother bought a house"

Another example, your friend to work in Baidu, sun all kinds of work environment Baidu, rest room, gym and so on, want to express is not Baidu how good, but "I went to Baidu work"

Bask in oneself: how can leave a few hands to be able to fire? is to use the mentality of buying lottery tickets to take a positive points to show off, which is why Baidu Magic figure how to fire up. I want to bask in myself is the lowest threshold of expression, a good-looking face, makeup sun, make-up remover sun, long general tan figure, positive long distance sun, the back of the sun, not looking good figure is not good, the achievement of the United States Mito.

At the same time, the problem is that it's hard to get a piece of your own text, can not write every day I found that my left eye than the right eye big this kind of, at the same time in order to disguise their beauty of the attempt, with a picture of the text is often compared to walk the heart, generally like some of the "Mei, to refuel Oh!" Or express the feeling of the heart "ah, the recent mood is not crazy to eat, and fat."

Bask in the landscape, is a lot of beautiful women sitting in the luxury car photos ...

Overall, the main content of the photo is the user's vanity, but also the vanity after the packaging. Consumption from content generation to content is the lowest cost. So closer to our life behavior. Users want to express is also the most basic human needs, which is why the micro-trust friends Circle will be the main push photos of the function.

We're back on the social level, in this strong relationship between the network, in fact, most people are basically familiar with the kind of, the more this kind of eating, the public content of travel easier to find the topic, the user's content is easier to get more people's feedback, so as to motivate users more to produce such content.

2. Hair Status

During the period of SNS rising to the mobile Internet, a variety of states formed the main content of each social network, then someone pulled it out to do Twitter. When the user in the hair state, the heart activity and photo-taking film is not the same.

The picture is often expressed as a positive emotion, which is maintained by human habits, but the word record is more of a dimension.

Complain: This divides into the person and the matter, to the matter, China may complain too many, to the person, scold is the Chinese most likes doing thing

Express Emotion: If a person in a certain period of time frequent hair status, then he is 99% is lovelorn, wrote the Thing, 80% is to the predecessor to see.

Loading x: Similar to Couba said that he had failed this kind of, mental reference to bask in the photo

From a certain level, negative emotions in the state accounted for the majority, because vent is a great motivation to express, but vent is often not a motive, the user is more to express the mentality of comfort, (if the goddess did this, cock silk hurriedly action)

Users tend to have a few positive moments when they are in a position to share social behavior.

3. Write Log

Do not do the analysis, do this thing fewer and less, basically are bored to death and despair to death of people doing

Motivation to share content

How to make content flow, forwarding and sharing is the lowest cost UGC part. But figure out what the user is thinking when they click on the Share and forward button (not including some award-winning forwarding, etc.)

1. Express your interest or focus on the field

or the tree to create self-image, this thing is very imperceptible.

You will find that China's social network is very encouraging for users to do this thing. This is not the same as a stranger's network, it's not a follower, it's a process of self-processing, and it goes a step further by expressing one's views in the process of sharing.

2. Demonstrate your depth

For some very, very deep but very long articles, it is very common to be forwarded to mark users, but will mark really go to see them after that? 95% won't, so mark is not an end, and the depth of his reading is the point.

3. It's not too big to see the excitement.

Spread rumors, spread gossip. A slight root in one's bones. This dark mentality inside I can't express it in words, the water is too deep

4. Shared mentality

After all, people are gregarious animals, sharing is the nature of the cause, encounter fun and interesting content will not help to share to their friends.

Summary

In fact, said so much, users in the content of the time, in essence, still want to be recognized, especially in the strong relationship network, waiting for the approval of friends, this is the most important. Many people killed also dive, often in real life, the state of life is better.

With the slogan of Tencent Weibo end: Your voice, the Echo of the world. That's just what the user is saying.

Weak Relationship Network Chapter

In the strong relationship of the network, the overall user is to brush the sense of existence, brush face, brush the glory. So in the weak relationship network, users in completely unfamiliar network relations, users in the process of UGC, what are they thinking?

The so-called weak relationship network refers to the relationship between people who are not frequently connected or complete strangers, and the strong relationship of frequent communication.

Mark Granovitte, a paper published in 1973, is considered to be a very important document in the study of social receptacle. <>, his research found that the social relationships that are most closely related to one's work and career are not "strong relationships", but often "weak relationships". Although the "weak relationship" is not as strong as the "strong relationship" (pyramid), it has a very fast, potentially low-cost and highly effective transmission efficiency.

The corresponding example is that in a generally insecure Chinese user base, weak relationship network seems to get better development, such as the early Baidu Bar, and then to watercress, and then to the Mo and know, in this corresponding to the strong relationship network, it seems only Tencent's QQ space and increasingly deserted friends circle is still a good life, It seems that the weak relationship network has a better vitality. At the same time, these networks have become the starting point for many users ' original content.

In the weak relation network, the content of the UGC will be different because of the different atmosphere of the community, so it is difficult to classify the content of the user contribution like the strong relationship network, so the motivation of the user's UGC is analyzed.

I. Group homogeneity

Baidu Bar from the entertainment fan group started, the user in a bar posted in the content from a certain point of view is not how valuable content, but put them in a group to see, meaning has become completely different.

It is difficult to find people who are intimately acquainted with their own interests and attributes in their surroundings, and these feelings of being understood to be attributed in a weak relationship network can be called the so-called human group convergence.

In this same attribute group, at the same time because in the environment of the non real name, people can find their own certain kind of emotional vent outlet, this also become the user UGC the biggest power.

This is the future of China's social network, that is why the MO insist to do groups, including the current letter of ease, contacts are in this direction.

Second, I was needed

A person's social circle is generally limited, and even with 10% of the activity, you can get a limited response in each of your friends ' circles. When people are satisfied with the various sense of existence, we are not alone, but the need to go to the next level, is the acquisition of social value. The so-called sense of recognition.

If you ask an average user why you prefer to post content in a social network, the answer is basically because there is more feedback. In fact, this is the UGC content of liquidity.

Share, comment, letters, praise ... These are the user's path to getting feedback, as well as the user's sense of self existence and the path needed by others.

As you know, many of the answers begin with "Thank you", don't you wonder, yes, this strong sense of being needed by others, and trust, is far more than a display of the strong relationship network, because this is real feedback from the environment, do not need any whitewash can be expressed. It can be regarded as the top of the hierarchy.

Similarly, because of positive feedback, UGC can form a complete retreat, prompting users to create more content.

Third, the brush recognition sense

The first level is understood, the second level is required, and the third is recognized.

I think one of the greatest inventions of social networking is the "Praise" button, which completely hits the user's pain point and dramatically lowers the cost of UGC. And this button behind the hidden is the user is recognized feelings. (Of course, the grateful function is also good)