"Structured Blog Community"---New Game of mobile internet

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"Mobile vertical community" is said to be one of the hot words of the 2013, beauty makeup, mother and child, pets, light luxury and so on areas, are talking about mobile vertical community. The mobile vertical community, both for BAT and for the entrepreneurial team, is brand new, and each team is a seeker.

We are also exploring, in the enlightened before also experienced confusion and confusion. Our previous product is mobile end of the BBS mode, this mode, for a start-up team, very good, the user is "flat", there is no gradient, so that communication between each other "no platoon", active degree is also very good.

But the problem of this model community is exposed when the day breaks through 100,000 levels:

1 The readability of the content is getting worse, the content reading is incoherent, the floor is mixed with too much noise, only the UGC creator and the interaction can benefit, and 80% of the users are the readers, the cost of obtaining "high value information" is very high.

2 BBS-style structure, community culture advocates is "participation", and with the increasing number of users, the majority of the group is no longer a participant, but the reader, the reader is more needed is "high-quality content", to meet the needs of readers has become our top priority.

3 We all know that the most important difference between mobile phone UGC and PC is "fragmentation of information".

Based on these three points, after some effort, we finally explored a new pattern in the mobile vertical community: structured blog community. On the one hand, it satisfies the fragmented content creation of KOL (Opinion leader), on the other hand, it satisfies the point-to-point and precise interaction of the interactive user with the content, and above all, it improves the reader's content acquisition efficiency.

Let's start by introducing the characteristics of the structured blog community. The following content, not necessarily absolutely correct, nor is it universal, but it is a pioneering team after half a year of in-depth research, a relatively high efficiency of the innovative product experience. Comments and exchanges are welcome.

Part 1-Definition

One, "structured blog community" has three characteristics: "Fragmented UGC" + "precise interaction" + "structured data"

Second, from the product form, it is between the blog, forum, microblogging between three kinds:

1 class Blog: The content of each topic is divided into two parts: The above is a long blog, the following is the comments of visitors; they are isolated, similar to the traditional blog structure;

2 Class Forum: The landlord of this long blog, is made up of N pieces of the content of the landlord, the user can be the landlord of each piece of debris accurate "reply", has a very high degree of activity, the user can be with the landlord a certain section of the content of accurate communication, access to the answer

3 class microblogging: encourage interaction, but unlike blogs, forums, it is not encouraged to "grab the sofa", encouraged by the constant creation of fresh content, in the user comments here, the default present is the latest;

Third, the structural embodiment, here needs to consider the community attribute, is the heavy content type community, or the social community. Take us as an example, "Beauty beauty makeup" is a content-oriented community, we put users, content, brand, products are integrated (we self-evaluation, said on the very efficient). This integration is structured, so that the flow of information has a strong penetration, can take users from the content layer to penetrate the product layer, and finally penetrate to the trading layer. Embodied in these places:

1 Community users mentioned a brand, whether it is the official Chinese name, English name, the Chinese name, English abbreviations, our products will be the brand information extracted, users can immediately see the detailed description of the brand, as well as the corresponding star product recommendations, purchase recommendations, etc.

2 users in the community when describing a product, can be inserted into this product, the reader can directly enter the Product Details page, to understand the nature of the product (origin, use method, safety index, etc.), social attributes (comments, ratings), transaction attributes (where there are authentic, as well as some of the site parity);

3 for the user's sex, age, skin, as well as browsing behavior, combined with the content and cosmetics attributes refined, but also allows different users to obtain the highest degree of matching content.

Part 2-Differences

What are the advantages of structured blogging communities compared to traditional forums and blogs? I have organized the following form for your reference and discussion. It is important to note that this table is for the mobile side only, and assumes that the user's behavior is exclusive, or that it only creates content, or participates only in interaction, or simply reads.

Part 3-Traceability

Articles written here, are more "hard" introduction and analysis, lack of context, some friends may not be so convenient to understand. I'm here to talk about the reasons why we use this experience design:

1 Why do we make a structured blog community?

What we do is a vertical community around a consumer product that is not socially strong and has a unique professional content that is kingly. If the content is too fragmented, and can not be structured, like a flash in the pan, the value is very thin; structured communities can greatly enhance the efficiency of information (UGC) use, the information base, user library, product library of the three to wear, so that the message at any time can be effectively exported to the precision crowd.

Structured community information is penetrating, allowing users to see content and generate requirements without leaving the page and flowing to the next tier of databases.

Structured information can be hosted by a larger user tray, because its tool, media properties will become more prominent.

In one word: improve the efficiency of the three groups of content creators, interactions, and readers.

2 Why do we order user comments according to the latest published time?

A long, long time ago, 2013 the end of July August, the official version of the app Community debut, the community review by "latest" to sort. There was a very high level of activity on a single topic, but the problem was that the landlord's tutorial, product recommendation, in fact, there is logic, according to the latest sort, will lead to share makeup tutorial, you must start from the last step to share, constantly updated to ensure that users read the first step, the user reading experience is very bad-- Let the user click "Reverse sort", "only to see the landlord", these functions have, but, excellent products, should be to allow users to operate less steps better;

As a result, we have been cruel to adjust the order, as in other communities, by default by the oldest sort, to ensure the reading experience. But the result is that, in an instant, the number of participants in our single topic dropped by nearly 30%, and the number of such participants has been in such a state.

and the new structured blog community allows users to have the comments section by default sorted by the latest. After the March 2014 model was online, we compared the data and the number of participants in a single topic quickly increased by 15%. We are confident that, as the product iterations, the activity will continue to rise.

Part 4-Mutual encouragement

In the age of mobile Internet, we all learn and precipitate in the process. Mobile Internet product design, operating philosophy, there are more extensive and deeper imagination space, there are many have not been breakthroughs in innovation, waiting for us to continue to achieve! Come on!

This article by Zhou Ruiqin feeds with the Internet Analysis Salon, reprint please mark, Ruijin personal micro-signal for Zhou-ruijin