Taking Mo Mo as an example: talking about the game thinking and happiness strategy of mobile interconnection products

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[Core tips] from IM social to IM community social evolution. In addition to chatting, users need to find a circle, to find more like-minded friends, not only that, they also need to go to the line down. Therefore, the product is different, but the same.

Talking about the game thinking and happiness strategy of mobile interconnection products with the example of Mo mo

The Zank and The Stranger

Recently, two news stories about mobile social products have caught my attention, one is gay mobile social application Zank, on July 17, announced its access to 20 million yuan in a round of financing, indicating that the capital has been a recognition of gay society. Another is a mobile social old application of the MO, recently launched a wave of large-scale brand advertising program, of which # there is always a novelty in the side # TVC ads attracted a lot of friends to focus on the discussion.

The reason why the Zank and the Mo together, is because both reflect the evolution of mobile social products, that is, from IM social to IM community social evolution. In addition to chatting, users need to find a circle, to find more like-minded friends, not only that, they also need to go to the line down. Therefore, the product is different, but the same.

More interesting is that the new version of Mo, also joined the user star such a function, through the user's true degree of identity, social etiquette and social evaluation to carry out the star rating, evaluation of each user in the street, the credibility of the official saying is for social "escort", to avoid users by "the purpose is not pure" people harassment. But why do you want to make a star rating such a concept? Is this a bit similar to the one in the game? What is the relationship between the user star system and the game thinking I am about to talk about?

The user as a gamer, set the player rating system

First of all explain what is called gaming, the game is the game's fascinating characteristics (power, mechanism and component elements) extracted and applied to our mobile product design. So this time we want to treat the user as a game player to see, below I also change the word "player" to replace the user.

And why to introduce the characteristics of the game into the non-game scene, because the game can produce some kind of constant excitement, morale, optimism, teamwork and other positive emotions.

As we all know, although the world has shifted from the past to providing instant messaging services to a stranger based on lbs, the strategic position of its IM service has never changed, and as a social product, effective social, social security and social trust are important prerequisites for the rise and fall of a product.

As the saying goes, with, hair, so the stranger urgently need to adopt some measure to change the player's some bad social behavior habits and norms. The introduction of the player credit rating system, is a game scene in the player level incentive system for reference, by setting different levels, providing corresponding to different rights and enjoy conditions and upgrade channels, to reboot the player's behavior and as far as possible to eliminate Vice.

So how the Mo mo is from the game thought inspiration to design the following this form the player credit star system?

It takes a long time to return to normal stars to avoid the spread of bad information and unfriendly social behavior. Long time to make star status for growth, can restore normal star

First, to clarify their business objectives and achieve business objectives required by the target behavior, the community ecology of the people in order to healthy development, it must rely on the effective communication of instant messaging, and the key drivers of effective social interaction is the player's civilized, healthy social behavior and norms. So we are very clear about our goals and actions, and this is a prerequisite for the continued progress and implementation of the game.

Second, to figure out your player attributes, characteristics, and needs, for mobile socializing, some players like to chat and interact with different people, we call them "social", and some players like to constantly explore new circles, groups, areas that we call "explorers"; Some players like to get a higher membership level or more virtual gifts, we call them "achievers", and some players want to impose their will on others by fulfilling certain social tasks, which we call "killers". So the different characteristics of the players need to develop different ways to motivate them. This is in every star level, in fact, we can see the different ways of good.

Third, has the explicit player participates in the loop and the advanced method. The so-called participation loop is what players do, why they do it and what kind of feedback the system gives, and the advanced level tells us how the player completes the entire upgrade process step-by-step. In the player star system, when our star is 3 stars, we can greet All Star players (20 times a day), can comment on All Star players message, can be published in the new topic, can create groups, post messages will appear in the vicinity of the message, this is the feedback system. And when we maintain good social habits to socialize, the star status continues to grow, you can upgrade to a higher level, this is advanced.

The appropriate game mechanism and component tools are arranged. These participating circuits and advanced steps are game-mechanism, specific performance in, such as the player to do what action, relative to what kind of feedback, when the player can upgrade and so on, and components in the player's head, star level, star display, greeting, message, bar, group and so on.

In order to reward the players civilized social and also not forget to punish those who do not follow the rules of the game, by lowering their star rating, setting up a distrust of player ratings, players will be very smooth from their behavior to see the system feedback and have the opportunity to correct. At this point, the MO is not determined not to be trustworthy player death penalty, but limited to these players corresponding rights, and clear feedback with the way to upgrade them, that is, the need for a long time normal use of the MO, to avoid the spread of bad information and unfriendly social behavior, enhance credibility, long time to make star status for growth, can restore normal star.

It can be said that 5.0 in order to improve the social environment, a certain degree of reference and reference to the game scene mechanism and component elements. But not to do so perfect, which is very important is that there is no quantification of the user's explicit behavior feedback, such as in the promotion rules, the MO mentioned "to maintain good social habits for a long time to socialize, so that the star status continues to grow, you can upgrade to a higher level", But there is no quantification of how long the time is.

Mobile Internet products should build a happy strategy

In the Internet industry, especially mobile Internet in this field, MO is one of the few carefully focus on brand-building enterprises. Why so say, is because indeed in the industry, the focus of each family is the expansion of the channel users, just like the traditional enterprises only care about the sale of products and ignore the brand building. This is a very deadly problem, because if there is no good brand positioning and brand PR, users do not know what your product is.

Marketing Father Philipcotle in the "Marketing 3.0" This book emphasizes that marketing is no longer a product-centric (Marketing 1.0) and user-centric (Marketing 2.0) of that era, now marketing should be to seize human Spirit (to tell the truth, it is difficult to translate this human in Chinese) Spirit). Consumers are more willing to pay for products and brands that conform to their own values, more willing to pay for products and brands that impress their heart and soul, and more willing to pay for products and brands that have a better vision for the world. Mo Mo's "always has the novelty in the side" TVC advertisement positively to the user psychology launches the public relations war, advocate users find new and interesting people and things on the street, from online social to more vivid and real offline social; and "Live like this" print ads from the opposite side to warn users not to be defeated by social phobia, do not be timid people, Farewell to loneliness, farewell to Introversion, farewell to high cold busy, back to the human social nature. There is no disguise that, the "always have novelty in the side" and "live like this" brand advertising campaign, I am very recognized and praised.

Just recently in reading the book Game Change World, it mentions that the game designer in the process of designing the game, relentlessly pursue including the heart flow experience (creative achievement and ability to improve the satisfaction and pleasure), including the results of happiness, while also creating a variety of other happiness strategies. Therefore, I think that the mobile products are not game, whether in product design, interaction, experience, or in the brand positioning, Vision description, marketing PR areas, should establish a happy-oriented concept, and for this idea for the efforts made, I call it "happiness strategy."

This brand advertising campaign, from the academic point of view, is also very consistent with the growing popularity of positive psychology in recent years. This is a relatively new area of science that focuses on the "human boom" or how we achieve different happiness. In the past 10 years, the positive psychology researchers have accumulated a great deal of knowledge about how the human brain and body work to help us achieve happiness and live a satisfying life. And our mobile Internet industry practitioners only need to put all this knowledge to pay time, our products want to become a popular application, rely on it can provide users with how much satisfaction and positive emotions, that can make users feel happy. Therefore, the MO 5.0 set the user social trust hierarchy and always have novelty in the side of the advertising campaign, plainly, is a return of human nature, to embrace social.

Original address: http://www.geekpark.net/read/view/209105