The era of "fan economy" of map

Clay (Clay Shirky) believes that the definition of cognitive surplus is simple, that is educated, and have free time of the people, they have a wealth of knowledge background, while there is a strong desire to share, these people's time together, have a huge social effect. The rise of Facebook, Twitter, Vine and Instgram has been credited with a "cognitive surplus".

Whether it's pictures, text, music, or video, including other forms of media, users use their own surplus time to share their things, these content or valuable, or worthless, when the amount of content is sufficient, it constitutes a massive, there is a certain quality of Internet resources, these resources through processing, May be a treasure trove, may also constitute a product indispensable tools, map manufacturers this seemingly and UGC unrelated products, its behind the UGC model is how the map manufacturers to play it?

User's concentration camp

The new concept of fan economy in the last two years is not a hot, whether it is a big brand or small brands, are beginning to "fans" attention. I mentioned here the user's concentration camp for many products are very important, UGC mode contribution to the content, if the user can not form communication between users, in fact it is still dispersed, disjointed, individual contributions to the strength is limited, from the entire user level, It also requires a resonance between the user and the user.

Several domestic map manufacturers of the user concentration camp model is very simple-forum. Including the city bar, I want maps, map map, Sogou map (has been announced on August 27, 2013 Sogou map soon closed forum), search maps, gold map, Baidu Map (mainly Baidu bar) and so on a variety of maps have their own forum.

If the user simply submits the wrong information or the difficulties they have encountered through the online submit button, users do not need a forum, but the fact is far from the case, whether it is the product proposal, or in the course of using the problem, the forum is a very good focus on the user "voice" tool, Even users form a circle of communication between users.

The rise of mobile internet, shattered a lot of traditional internet products, although the forum has passed the most youthful years, but mobile Internet is its real roller press. According to the author (micro-credit: Guo Jing of the Internet Circle) observation, I found that these maps of the forum almost no one to take care of, this is the product itself level of the problem (a map of the official forum inside incredibly be a lot of door-to-door service information irrigation, disguised to provide door-to-door service mody?) and, on the other hand, user issues, The content of the user contribution is less and fewer, in addition to a few large forum, the rest is a lot of talent will be sent some soy sauce of the posts. The role of the user concentration camps, the loss of the hope that other products in the user concentration camps, can avoid this problem.

Forum, QQ Group, bar, etc. are to create a user concentration camp is a good way, the problem is you will these users place, oneself do not pay attention to, how can these users to obtain quality content?

Use the platform to glue the user

When the value of the platform beyond the product itself, users will try their best to contribute to the content. So in the first batch of Internet users to use the map after the formation of the second instalment of the map products began to spread out, a large number of map users of the use of habits after the formation of users will do their best to make their geographical location information appear on the map, even if the money is also so.

Taobao search on the above Baidu Map has Baidu map navigation, Baidu Map modification, Baidu Map promotion, Baidu Map rankings and many other categories, the price from 10 yuan-200 yuan, including Sogou map, search maps in the corresponding quotes.

Obviously Baidu map, search map, gold map of these products, the value of the show, users will naturally know to submit their geographical information to the map above, this process omits the map manufacturers to collect data costs, the power of the platform is also very important.

Encourage sharing

To allow users to share a large number of valuable things for a long time is very difficult, so there must be a mechanism to encourage users to share, these incentives are not "can be far from the view and not to play Yan", it must be through a period of hard work can be acquired.

In UGC mode, Baidu's products are very successful, quietly, bar number of more than 8.1 million, daily average posting volume of more than 60 million, daily average browsing 2 billion times, monthly active users 200 million. Baidu's Baidu Encyclopedia data is also very amazing (ad time a few, don't talk nonsense, Wikipedia and advertising, Baidu space and other peripheral products using the UGC model also create a lot of valuable things, have to say it is a strong internet gene company.

The following author take the Baidu map as an example to illustrate how they encourage sharing. Baidu has a product test center called Baidu, that is, a large number of users to test the meaning, the author looked at the "map client search results Accuracy survey user Recruitment" data found that the number of participants is 318 people, Reward Points 3 points + 100 yuan in cash; Beijing mobile Phone Map user recruitment activities, the number of participants is 142 people, Reward Points 3 points + 100 Yuan.

From the number of participants, it is also a large number, which is only one of the means. Baidu Map in UGC really the most brilliant is its "Baidu Micro-mission" app, the app is divided into four areas from the home, intelligence, Activity Plaza, logistics Department, the user can be near the number, community building, other photos can be picked up gift certificates, and in its name "Strange Behavior Big challenge tyrants Version" Inside, will users in indoor , outdoor, cycling, public transit and other areas of the subway fully differentiated, the use of the app can be measured by the user walking, riding these data, coupled with the perfect photo function, the user is very attractive.

Baidu Map of the latest app, also specializes in opening up the activities of the area, error correction function, creative collection and so on. In the Merchant information page, users can also choose to take photos, comments, etc.

Baidu Survey, Baidu Micro-task, Baidu map of the related activities, the continued to allow users to share the power and it set up the integration model also has a great connection, or even direct reward cash, which to a large extent directly promote the participation of users. It is encouraged to share, whether it is uploading pictures or participating in comments, many users may wonder, what is the value of these things? The result of user contribution is, after you search a hotel on the map, will appear the hotel environment, the food, the price and so on picture information, far is more valuable than the present pure geographical position information.

Mobile internet to bring convenience, to the product also provides a new experience, how the user through the geographical location to obtain information in the picture, comments into the map, this is a good point of entry, to provide users with a sense of participation, the map of the diversity of the form will gradually expand with the user's participation. I put forward the "online ordering the biggest competitor is a map" of the view, many people have doubts about this, map manufacturers spent so much energy on the map, free service, map manufacturers want to make money on the need for value-added services, maybe group buying is a good way, But the food and beverage of this map manufacturer will surely find the right opportunity to cut into the future, the giant move, these small online booking platform, can withstand it? So the map is bound to be the largest online booking platform competitors!

How to squeeze the user's surplus time, so that users are willing to share their valuable things, but also a very deep knowledge, map manufacturers of the model, for other products is also a good reference. UGC's biggest pain point is how to allow users to share their things for a long time, map mode is not a success, is a good template.

(Text/Guo Jing, micro-credit public number: Guo Jing Internet circle)