The social future is now a mobile social and large data

Absrtact: Recently, the social field is very lively, in the end of March Tencent reported in 12 Annual report of the micro-letter friend Circle of the monthly active account growth to 247 million households, QQ space month active 603 million; 51 ago Alibaba bought Sina Weibo 18% shares with 586 million US dollars, thus Sina Weibo

Recently, the social field is very lively, the end of March Tencent in the 12 annual report disclosed the micro-letter friend Circle Month active account growth to 247 million households, QQ space month active 603 million; 51 ago Alibaba bought Sina Weibo 18% shares with 586 million U.S. dollars, and Sina Weibo is valued at 3.36 billion dollars; Facebook has just announced its Q1 performance, with a revenue of $1.458 billion, a 1.11 billion monthly active user and a 751 million per month active mobile subscriber population.

I am also in charge of social products in the company to fly a classmate, in addition to the eyes and sigh, but also to organize the understanding of social networks, bask in the same time, is also a personal summary bar, welcome to explore. The full text is divided into three parts: social logic, social product and social future.

Social logic

The theoretical research of social networks is a long time to start, the following list of 4 basic assertions, as a follow-up product discussion of the premise (in fact, many in the product is still very bad).

Dunbar: The limit of the number of people who can maintain close relationships with someone, usually the closest 4-5 people, 15 is the number of people who can do the same thing together, 35 is the largest number of people interacting with each other, and 150 is the number of relationships that can be remembered and understood. The user limit for the Flying group is 200 people, the reason is that more than 200 people because users can not maintain so many relationships will lead to active decline.

Social networks are small-world networks: Since anyone in the world can find each other by up to six people, that means the world is really small (the network has a shorter average path length); and the six-degree relationship proves one thing is that social networks are not random networks (random networks are not possible to access all networks through only 6 nodes). , the people in the social network are clustered (the network has a higher clustering coefficient), in which there are leaders in the crowd-the core and the people across the crowd-bridge, and this is the QQ circle algorithm to start the logic.

Social networking is a scale-free network: The number of friends in a social network conforms to the power-law distribution, that the smaller number of people know most people (the node is very high) and the majority of people only a little relationship (the node is very small), Sina Weibo's star +v account is actually sharpening the logic, so that on Sina Weibo, through the 3-4 Individuals can traverse the entire network.

Group psychology proves that human behavior is strongly influenced by social environment, and social network mainly embodies the influence of human and group.

The effect of relationships on people is that six degrees of separation describes weak connections, and through weak connections we can deliver messages and create opportunities for cooperation, but if we focus on how people interact with each other, we must focus on strong connections, and Nicolas Kristaski will be called the "three-degree influence principle" ( Human behavior is influenced by friends within three degrees, and the causes of this phenomenon include both behavioral habits and conceptual influences.

The influence of group on people is mainly polarization, that is, group stupidity or group intelligence. Theoretically, there is a common goal, the division of labor complementary, can form a close group. "The mob," said the group for the individual has an extreme ability to magnify and shrink, can not be responsible for the tyranny of the mob, can also use noble feelings to make the birth to death (leaders to impress the masses need to be assured, the repeated and strong will of the infection). Emotional, simplistic and following costs are greatly reduced, which is the impact of the group on individual behavior. Sina Weibo's operation, is a typical fashion popular topic driven, celebrity guide, finally completed group discussion and active,

On the other hand, the group can produce beyond the individual group intelligence, "out of control" called "Emergence" (the whole has, the isolated part and its aggregate does not have the nature). This is not a good example in human society, Amazon's related products accurate recommendation, may be a group prediction, but there are many examples of the emergence of the natural world, such as water molecules in a direction of the games to form a whirlpool, termites can build the equivalent of human thousands of-storey nest, and good ventilation health.

Li, professor of computer science at Peking University, wrote the recommendation for "Big connection": "Social network" is not only ' network ' is ' society ', it is my heart. The social product of the Internet is to follow the rules, to help users use, operate, expand their social relationships, and to run the entire social network into a well-functioning virtual society.

Social Products

Social products focus on four parts: the business of social products, content social products, services for social products and social products.

Relationship Social Products

"Interpersonal relationships are a fundamental component of society ...." he wrote in an open letter before Facebook. The more people share--even if it's just shared with close friends or family--the more open the culture is, the deeper the understanding of the lives and views of others. We believe that it can create more and stronger relationships and help people reach more diverse perspectives. "This is the main idea of a platform-type social product.

Real-Name Dynamic (FEED), Friends (recommended), Personal homepage (profile) is the basic composition of social products, continuous optimization of the FEED aggregation and display patterns, and then encourage more sharing (including comments forwarding), and constantly based on the label recommended users to add friends, Constantly guide users to browse the personal space of friends to complete the chain of activity and construction, including albums, logs, activities and voting, is the relationship between the basic sharing of social products applications and UGC content sources.

In the industry, Facebook, QQ space, Renren, happy Net, is based on this logic generally. In particular, the happy net is due to the user's dynamic did not strengthen the sharing of friends content, and import a lot of game dynamics, resulting in a rapid decline in the site's active.

Further, anyone will have an iterative relationship chain, people belong to the community life, this is a young user more able to participate in unfamiliar dating reasons, their relationship chain density is too low. As the density of the relationship chain deepens, the cost of people managing and expanding the chain of relationships increases, especially the time opportunity cost, and people want to maintain a more profitable cost with limited resources. In a certain stage of social product development, the relationship management model should be provided for users.

A better group-building model is to guide users through 3 attributes (tags), i.e. relationships (socialgraph), interests (interestgraph), and location (Geograph). At present, it seems that the group construction of Mo is relatively successful and active.

Content Social Products

Social reading is a popular concept now. Digital content (including blogs, books, music, video, etc. the product that is connected with the social network will produce the value: based on the socialized communication of the relationship chain, the user will be optimized to choose the content, and the content should be found; Based on the social sharing of the relationship chain, the value of the content to the users will be enhanced Based on the content interactive discussion, the content-based group intelligence sharing is formed, through the tagging of digital content and the completion of the common user's partition, we can construct the group of users, and through the user tagging, we can complete the more accurate content and group recommendation, and form the social closed loop of the content. At present, should say in this direction still does not have very good product, Zaker, Sohu News Client These, if can with the existing social platform integration, the future has the better space.

Service Social Products

Serving social products is actually a kind of O2O, breakthroughs in the logic of users and businesses will consider this more efficient: social networking can complete the user's service rating, referral and sharing, users can through their trusted people, access to more information about products and services to complete the choice of services to improve the quality of life and efficiency. People who use specific services can form discussion groups, interact and share.

By understanding the user's group characteristics and users ' feedback to the service, the enterprise can make better products-----------people-oriented personalized products. The public comments network can be counted as service social products, unfortunately, its comments mainly from unfamiliar relations (there may be false comments), if you can connect with the social platform to the explicit strong relationship of the comments section, then the user value will be more enhanced; electric Business Guide can also be grouped into this category, I believe if Ali can use Sina Weibo +v Account and user real friend relationship to achieve the electric business Shopping Guide, the value of huge.

The operation of social products

For the operation of social products, is how to motivate users to continue social and active, there is only one logic, mainly to foster community atmosphere. The cultivation of social atmosphere, on the one hand, to launch the network users, invite his core friends in, and form a recurring invitation to complete the foundation community, on the one hand, through the fair mechanism to encourage active communication, sharing and cooperation in the community, through the emotional strategy and build a user growth system to complete.

A basic fact is that the virtual world of social interaction, users are very difficult to perceive each other's emotions, the lack of emotional communication will make people lack of ownership, so add emotional elements are necessary, such as providing virtual expression (line has been relying on this huge revenue). To build a user growth system, the purpose is to users of the active exchange, sharing and cooperative behavior, precipitated into user incentives. Gaming is the main design idea of the growth system, that is, how to make the interaction more efficient, and through the grade and child goals so that users can be motivated to timely feedback to the user. It should be said that in the current network of better social products, these parts have a more or less embodiment.

Social future

The social future seems to be mobile social and large data.

The popularity of global mobile Internet brings about the migration of PC Internet users to mobile Internet, and social network is no exception. The mobile internet brings in time fragmentation, which is the objective advantage of the consumption of social content (content fragmentation and diversification).

Mobile phone's photo (map) and voice ability is the user UGC and sharing the great impetus; The location-based nature is the community (the entity community is mainly based on geography), the mobile phone and offline environment and services seamless docking, is the virtual social network and real society can be better interaction and integration, and mobile phone is a huge active social network, user relations are stored in their own mobile phone address book ( Rather than a unified store in the QQ, and this network every day based on phone messages are very active. Therefore, based on mobile social products, the vitality is very strong, micro-letter circle of Friends is a good example.

The essence of the Internet is to understand users, and the data accumulated by social networks can bring this about. Large data actually contains two parts, transaction data (Enterprise static user data) and interactive data (real-time data for social network users). Relying on the full real-time data of the mass user of social network, collecting the user's interest, using the behavior, using the source and other data, discovering the user's real living environment, interest, and friend relationship attributes (as described above, the user's behavior and preferences can be inferred through the user's environment and relationship network), Classify users and build user models and tags to achieve accurate customer prediction recommendations, services in advertising, games, E-commerce and other business models.

At the heart of big data is the prediction that the biggest shift in the big data age is to give up the desire for causation instead of focusing on the relationship, which means knowing "what" and not needing to know why.

Large data will create unprecedented quantifiable dimensions for human life, and Victor Maire Schoenberg in the big Data age to showcase the most valuable applications of Google, Microsoft, Amazon, IBM, Apple, Facebook, Twitter, VISA and other big data pioneers, This is not the place to repeat.