Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall
Let's take a look at some interesting comparative data.
1, MSN Daily maximum and online number of 500,000. World of Warcraft Daily Maximum and online number of 5 million;
2, the general portal site relatively good business daily single user contribution click About 20; Online game single user contribution per minute click More than 20, member users average daily Online game time more than 1 hours, if the game of a click count as a PV, So the PV of the game is 3,600 times times the website.
3, China's virtual game Equipment annual trading volume is not less than twice times the game point card, about 4 billion yuan.
Network game to achieve the effect and user viscosity is enviable, but this is not to explain the network community must follow the network game. In fact, the network game is also a type of network community, but this community is a special point, but some of its success has its inherent laws, and these laws for other types, especially in the text of the main image browsing network community is also a strong reference to guide the significance. Here's how to find these patterns in a contrasting way.
One, why let the user actively contribute click
Network community: 70% from the content title attraction, 20% from the user's personality data, the main click behavior includes: browsing, publishing, commenting, voting, collection, editing and so on. MySpace and other personal-centric community platform personalized data editing Click volume has increased, but the proportion is not more than 30%
Network games: 70% from the game rules and game plot itself, 20% from member interaction, 10% from personal settings
attracts users to click in the form of community and game although there is a big difference. But the intrinsic power of driving users to click continuously is interlinked. Some people say that the game picture is beautiful, the network community can not make the game that the effect of the simulation, this is the fact, but the early online game is also plain text (mud game), at that time its pv/uv also greatly exceeded the network community. In fact, the intrinsic core driving element is the first principle of Community platform
Value Fast Feedback principle
game, every click of the value of the feedback is basically instantaneous, I brandished, see blood, there is no cut down the enemy screen directly feedback out, cut off half of the blood need to cut 5 knives, then click 5 Mouse. And the value feedback of the click in the network community is delayed except the browsing behavior, and a single browsing behavior can not form a click of the value of quick feedback, this article on me has not touched the need to spend time to read to make judgments, made a judgment on whether to put this judgment feedback to the website platform does not necessarily, And in fact only a few people have feedback. and the website community platform wants and needs the netizen to make the content contribution behavior (post, reply, vote and so on) cannot give the explicit value drive to the game. The game here is to provide a user must use Click to obtain the system immediately after the response of the sensory stimulation, in the process of users get pleasure.
then the network community platform can get from this side what kind of reference? That's the initiative that you want users to make, and a mechanism for fast value feedback. This mechanism is embodied in the design of the interactive mechanism of website and Netizen. The concrete embodiment has: the quick feedback mechanism of the click Behavior, reply the message to remind the function, the article is recommended or reply to be quoted quick reminder function. For those who post, his own contribution to the PV is often higher than other viewers, because he will come up to see what his post has a new reply. Therefore, shortening this feedback cycle greatly improves the click that individual users contribute every day.
II, what makes users continue to contribute click
Network community: The core contributors to the community click We call "Discourse leaders", they are happy to share and are eager to pay attention to the feedback from others. This kind of emotional accumulation often becomes the core driving force of the stickiness of each network community. 2nd from the accumulation of community atmosphere, when a discourse leader in a community platform to aggregate a group of common discourse communication groups, then he has a discourse on this group of the dependence.
Online games: is also from three aspects, the first is the game itself to develop the route needs to continue to contribute to the click, the second is the creation of the interaction between the results of the suspense prompted him to continue to get fresh stimulation, the third is all the click for the user to pursue the goal of the game has contributed Kill 100 Monsters One level, each level will get more capacity and equipment to increase their competitiveness in the game country.
allows users to continuously contribute to the click Game Fully embodies a principle--
Advanced Principle
the so-called advanced principle is the stage of milestone, is the upgrade, each level will get more value feedback, and has accumulated effect.
mapping to the construction of the network community is the hierarchy, as well as the level and function of the corresponding relationship. Some communities also have grades, but different levels in addition to the level of the description of the different, and not in the functional competence and even the honor of how the difference, then the user's continued click of the enthusiasm will be reduced, the same rule in the game, the design of a bad game of different levels of the advanced effect is not obvious, Then the user's need for upgrades will fall.
Three, you can give me what you give me whether I need, to get what I need to do, I pay and get balance?
for any netizen, these questions are everyone has thought about, the game manufacturer is also thorough understanding, but the community operator often thinks insufficiently.
Network Community: provide wonderful original content, provide friends with opportunities, provide a platform to show your own style. You need to actively participate in the Post and reply, you need to actively participate in the forum activities, with a certain accumulation you can be a moderator. When the moderator can get some other users do not have permissions, this process generally takes several months. You can continue to gain recognition in the process and accumulate your contacts to get a sense of self presentation. Pay and get the need to balance yourself.
Network games: Fresh stimulation of the screen sensory stimulation, the realization of the virtual story to meet, become the strong in the virtual world experience when the strong feeling of others, the team to work together to complete the task of the sense of achievement.
We can see the difference from here, and this core difference leads to the third principle--
Development Line Clear principle
for a game player, he chose a certain kind of game, then in this game the development route he can quickly figure out, and in the process of making clear to have a sense of achievement continuously. And for the network community, the general user for the development of the community in the line is not clear, most of the community to the design of the route and the value of the period of the return is also vague, which makes the network community into a leisure pastime casual behavior, the purpose is weak a lot, no purpose, The touch of the action is greatly diminished.
So how can the Internet community improve on this? There are several points: first, value-driven to highlight the value of the network platform, including the inherent media effect of the site-that is, exposure rate or call to fame opportunities, but also include various types of interest-driven, the previous QQ currency and Baidu to introduce Baidu coins are in order to provide more benefits driven laid the foundation Second, combine the resources advantage of the website to exert the effect of resource integration. For example, Sina blog, due to the advance of the celebrity strategy, so many blog sites are refuted its WEB2.0 of the grass-roots principle, but in fact, whether celebrities or grassroots for Sina blog are very recognized, the number of visits and active degree continues to rise. The reason is that it provides a grassroots to the development of celebrities, and this route of the value of all aspects of the embodiment of the full play of Sina's media characteristics. such as Acosta such a original grassroots blogger through it became famous, and then due to Sina's media influence quickly signed a well-known fashion magazine as a spokesperson.
four, how to produce
Interactive user interaction
Network community: For users to interact with many people now mention MySpace, SNS these concepts. But many of the domestic sites that mimic MySpace are not. Network community are still looking for users to interact with the internal driving force. User and platform interaction has been said before, and the interaction between users, do a good community is basically through so several points to achieve. Common interests, group creation value, small group private communication, peeping psychology and herd psychology, individual social resource management demand.
Online games: And the network community is different, for online games, in the design of the rules of the game makes cooperation a must rather than value-added, such as CS Team, Warcraft trade union. At the same time, the value of group interaction is direct and attractive.
from here can sum up a netizen interactive principle to--
1+1>10 principle
that is to say, the value of interaction between netizens and netizens is much greater than the interaction between users and platforms, this platform to actively reflect and show. QQ Group Active, Taobao Business Alliance for the value of the membership is a good example.
Some of the improvements that
can refer to include: Full display of group values, regular offline theme activities, small-group interactive functions of the site (one-to-one functions and small group communication functions)
Five, everyone is equal or social fair
The
class is the characteristic of the society, although the network community advocates equality for all, but to form a cohesive community form, it must turn from flat management to mature stratum management.
Network community: For the network community, the simplest class relationship is the administrator-moderator-netizens. But this class relationship is still too simple. It still has a big gap with the stratum division of the Real Society.
Network game: Now the online game because of its high fidelity and the input of players, has formed a very sophisticated organizational system and complex stratum relations, not only have a very specific division of labor and resources, but also have their own coordination and cooperation of a set of interest relations, This interest relationship ensures that each character gains the maximum of his or her own interests while paying for the benefit of the team. And this is the fifth principle of the Internet community--
On the principle of
class
This principle is often not a lot of community awareness of a misunderstanding, under the impact of the WEB2.0 wave, more think that the network can form a utopia of equality, in fact, this is against the social nature of the law. There are people in the lake, the right to speak can be redistributed, but the audience resources will always ultimately be a majority of people involved in competition eventually only a few get.
Network games brought to the network community is only a primer, because I have already said that the network game is also a form of network community, their inherent law is always, good games and good community are following the Basic Law of social Relations, Bad games and communities basically violate these rules in some way.
