Three elements of Community products: User attribute, communication, relationship

Community products have always been my concern of the product form, but also have been trying to talk about their own community products, some of the views, delayed so far, guilty.

As the saying goes: The text is like a word, the word is inferior to the table, table is inferior to chart. So the previous image, the content is also based on this map play.

UGC is an important factor in community activity, and so the UGC behavior is based on its output is the user, so I also want to emphasize that I have always maintained that the core of the Community content operations are operating users, because any information is generated based on user behavior.

Speaking of users, except vest, in fact, each user ID represents a real life of natural persons, and these people must carry their own unique label, that is, user attributes.

What does the user attribute include?

Social attributes:

Origin, domicile, work, study, community, place, relatives and friends ...

Own properties:

Height, weight, appearance, voice, income, position ...

And how do these properties usually manifest on the internet? Take watercress as an example: casually into a bean friend's personal page you will generally find the following information: Often habitat, photo albums, diaries, recommendations, TA's book, Ta's film, Ta Group, TA's City activities, TA concern people, TA's online activities, radio, TA attention to the organizers ...

We envision a user into another user's watercress page, how TA can understand this user? Naturally, through the properties shown above by these users, watercress has a very good product detail, as shown in the following illustration:

Why do watercress have to list these "common preferences"? We all know that the core of Community products is user interaction, and in a good community, users interact frequently, enhancing community activity and promoting community prosperity.

And here's one of the main ideas I want to express: As the user discovers the user, they judge the attribute of the user by the information displayed on the page (whether or not I have a common topic, whether I can communicate further), and then speculate on whether it is worthwhile to communicate and thus form the user relationship in the community.

On this basis we are not difficult to understand why watercress in such a conspicuous position to give a "common preference" function, and this is watercress as an excellent product of the details of the processing capacity. As compared to the rest of the community need users to explore their own to find out whether a strange user is worthy of in-depth exchanges, watercress through the background algorithm to help users identify whether they have enough of the same attributes, can be in-depth communication, so that more efficient users to form conclusions.

On the basis of the above, it is not difficult to understand why Internet products, usually with social networking properties, require users to fill in detailed user information. such as: blog, SNS, Weibo ...

Here are a few small conclusions:

1, the larger the user base, the more topics, the formation of a relationship may be larger (Matthew effect I believe everyone is clear, if not understand, please click);

2, the appropriate topic of association more, the formation of a relationship may be greater (require users to improve all kinds of information, and at any time to give the perfect information to users of various points or material rewards);

3, the more users to show more opportunities, the greater the chance of communication (this usually requires a strong public display center, or a strong content/friend referral system, such as watercress activities, groups and browse discovery, as well as Sina Weibo Plaza, NetEase blog Circle, the campus User Center friend information Feed ... ）

Network communication:

Replies, comments, message, message, mail, IM ...

Reality communication:

Offline activities, telephone, SMS, video, voice ...

To Renren as an example: it provides users with messages (private whispers), log comments, album comments, share responses, station letter, application invitations, everyone desktop, offline activities, such as communication methods.

Summary：

1. Communication is a tool for forming close relations;

2, the close relationship between the performance and maintenance is the exchange (for some of the users can not afford to communicate timely to give the necessary friendship reminder);

3, the more appropriate channels of communication, the more smooth, the formation of a relationship may be greater (Community product designers should try to provide enough user communication tools and communication channels).

Source Address: http://www.minijuly.com/?p=875