Tourism website Mobile Transformation attempts to play Blind date through "micro-community"

Absrtact: [Guide] The core value of mobile end micro-community is interaction. In the process of user communication, settling down UGC content and interactive topic. 4 years ago, the media reported that the webmaster has died, when the webmaster did not die, grassroots owners are busy group (set up Team) and [guide] mobile end micro-Community core value is interactive. In the process of user communication, settling down UGC content and interactive topic.

4 years ago, the media reported that "Stationmaster is dead", at that time the webmaster did not die, grassroots webmaster are busy with the group (set up a team) and transformation (commercialization); 4 years later, in the mobile internet tide, but also stay in the local and vertical community areas of the webmaster who has ushered in the real "survival" moment:

The user's use of the scene from the PC to mobile phones, including the community of all PC-side product flow down significantly.

Of course not all stationmaster is reconciled ducks. A tourism site recently launched a Cross-border matchmaking activities, a short period of two days, its mobile side of the micro-community a total of 20,000 donkey friends to participate in activities, resulting in more than 7,000 "Blind Date" topic, the number of community visits reached 2 million.

The outbreak of mobile communities is overwhelming, and a few days can reach the effects of one months in the past, and the tourism community has successfully completed a mobile transformation attempt. So how do they do it?

The first step: to catch hot spots, from tourism across the border to the blind date

According to normal thinking, travel site in the Valentine's Day to organize a trip activities may be more reliable, but they unexpectedly in mobile phone QQ "micro-community" engaged in an online dating activities. Travel sites do not travel to rob marriage site is not a job, or is the current popular "internet thinking" brainwashed? But this is the "Non-mainstream" of the dating activity has achieved very good results.

Through the activities of the Blind Date stimulation, micro-community visits nearly 2 million, the topic of more than 8,400, the user grew from 0 to 20,000

From the tourism across the border to the blind date, the industry also has many cases from the cross-border to travel. The earlier dating program of Hunan satellite TV "We Date" has been K but Jiangsu TV's "Non-interference", later may be from the same station another fire across the north and south of the program "where the father" to get inspiration, to Yunnan recorded a "large outdoor dating reality show", the effect is surprisingly good.

In addition, it is not surprising to think about the activity from the user's point of view. One can not ignore the fact that tourists, especially the donkey, are mostly lonely, they also have a love of love, if we through the dating activities to form a couple of travel is not better? Conversely, the same travel hobby of the donkey married husband and wife, and their marital relationship is also more secure. Take a step back, even if the blind date, everyone to be a friend, men and women with travel is also fun.

Step two: Good planning, produce a lot of UGC content

The deep UGC content is the moat of the community. The tourism site after nearly a decade of development, accumulated millions tourism, raiders and travel tips. It is relying on this content, the site has successfully gathered users and commercialized development, but the question is, how can these value information be presented and exploited at the mobile end? A more convenient path is the PC-side community and mobile end of the micro-community to get through, in this function is not achieved before the travel site through matchmaking activities, Stimulate users to produce a lot of UGC content: Dating stickers.

The tourist community has generated more than 7,000 posts in just 2 days, which does not include the number of replies and "Praise". Most of these posts are made up of donkey friends all over the world, it seems that the tourism community in the short term is not a lack of content, and the content can retain users, the next step is to consider how to stimulate users to create suitable mobile-side browsing travel strategy, and the corresponding commercialization strategy. At the same time, we can see that at the mobile end, the user's enthusiasm for participation is significantly higher, the threshold of interaction is also lower, more easily participate in the topic of creation and response.

The third step: the relationship chain, through the circle of friends and QQ space with users

The travel site chooses to land the activities on the mobile side of the micro community, while the PC side of the community as an activity portal, the main placement of activities and the micro-community two-dimensional code as an activity Portal: On the one hand, to try to move users from the PC side of the mobile side of the migration; On the other hand, users are encouraged to participate and share their social relationships in the mobile side.

Micro-Community has now been through the micro-letter and mobile phone QQ. On the micro-letter side, users can share content to the micro-trust friends Circle, in the mobile phone QQ side, users can share the content to mobile QQ space and micro-blog; for a wider range of users of the tourism community, mobile phone QQ side of the micro-community can better reach the two or three-line city users.

Based on the dating activities of the tourism community, the mobile end of the micro-community play, the author also summed up several experiences as follows:

1, "Interaction" as the core of the micro-community.

The community core value of PC end is the user UGC content, high-quality UGC content allows local and vertical communities to avoid the impact of the portal, retain the core advantages, irreplaceable, while the mobile side of the micro-community, the core value of the interaction, because the mobile phone screen hosting limited content, and has "at any time online" characteristics, Then the value of the micro-community is not UGC content, but in the process of communication between users and users, settling down UGC content + Interactive topic.

For example, the PC side of the most valuable post may be "Chongqing couples spend 30,000 decoration wedding house detailed strategy", and in the mobile end of the most valuable posts into "I was Chongqing, ready to decorate the wedding room, only 30,000 how to spend"; the former is an expert strategy, and the latter is in the process of interaction produces valuable content, which is somewhat like "Know" play.

2, "synchronous communication" and "asynchronous communication."

Some people may say, with the micro-letter and mobile phone QQ, netizens also need to "interact" in the micro-community? Micro-letter and mobile phone QQ is a communication tool, pay attention to the communication anytime and anywhere, its content and topic can not precipitate; The community is the interactive tool, the communication between users is not instantaneous, Perhaps an interesting topic and content will remain fresh and valuable in a few months.

In addition, "asynchronous communication" can not only time "different", but also the crowd "different." Communication is about the relationship between acquaintances, classmates and relatives, and "asynchronous communication" can be divided into interests, we can now do not know the future does not have a relationship, because of the same interest and discussion, the end of each home. "Dog Knows" and "enough daily" is one of the best niche micro-communities in operation, and the community gathers a large number of dog lovers who don't know each other and are all gathered together for the same hobby. Of course, this also and operators strictly gated community content, will not love dog and dog posts strictly deleted, dog Daily is the community atmosphere of the pure dog community.

3, "See Send Back" by "sun and exposure" replaced.

The interactive behavior of the community in the PC age can be described by "looking at posts", "posting", "replies", and then derived from the "sofa", "bench", "Top", "essence", "sticky" and other actions. And at the moving end, combined with the characteristics of mobile phones, see, hair, back behavior is also a subtle change, a most direct explanation is that the "post" behavior has changed, before you can knock for a post to knock on the keyboard one day, now you can type on the phone for an hour?

Because of the mobile phone camera, sun photos, various exposures of interactive behavior is gradually replacing the post, with beauty camera to take a photo sent to the community, than in 5000 words describe how beautiful more effective. And this article said that the travel site, it is to step on this feature, encourage the donkey friends "Send photos Blind Date", "Send photos" behavior than "post" more simple. The new media in Qingdao, "Palm Qingdao", has done a similar activity in its own micro-community, contributing to a marriage in just 3 days.

Now, a variety of dating sites, vertical communities are in fact the most urgent, but also the most suitable for the micro-community to do matchmaking activities. In addition to Blind date, combined with mobile phone camera function, and "sun and exposure" combined with more play, as well as the non-vertical community how to use a good micro-community, but also need to explore further.