Vertical Mobile Social Entrepreneurship Report (i): Workplace social

Strong "micro-trust", social entrepreneurship in the end there is no chance?

If the answer is no, many entrepreneurs will not be reconciled. From happy net to Micro Bo, from micro-bo to micro-letter, when the hot social products, the ups and downs, how many lonely there is a big chance.

If the answer is yes, then the question is, where is the opportunity? Is it a vertical social field? Is it the use of new media? Or a new form?

In search of this answer, NetEase tech editors have spent two months investigating the early startups and start-ups in the mobile social arena, interviewing more than 20 CEOs and investors, and investigating a number of deep users.

Most of these startups are in the early stages (Angel to B), covering business, social, social, social, picture, social, audio, video and social. There are great differences in entrepreneurial thinking, product form, user management and tactical strategy behind each subdivision of the vertical social field.

Whether product design, product development, operations or strategic tactics, the ultimate goal of entrepreneurs is how to build a strong magnetic field of products----"attract users, retain users, mining the user's business value." These entrepreneurs try and explore, go through the road to make the mistake, even if can not tell you whither is right, but at least can tell you which way is wrong.

NetEase technology will be launched today from the "Vertical Mobile Social Entrepreneurship Series Report", in a typical case, from business social, anonymous social, gay social, campus social, audio social, picture social, video social and other areas of the various areas of opportunity and exploration.

This series of reports is divided into four major parts:

(a) Based on user social identity into: business social, gay social, anonymous social

(ii) In the form of specific information carrier: Audio social, video social, picture social

(iii) based on interest + content, vertical tools, lbs cut: Campus social and so on

(d) Speculative vertical mobility of social interaction.

The four major parts of the report in the form of mainly text, guide map supplemented.

We will mainly accept the NetEase technology in-depth interview company's products, user needs and tactical strategy for a more detailed statement, analysis and discussion. Our analysis is by no means a restatement of the views of the CEO interviewed. We try to sink to the details of product operation, strategic planning, and to the abstraction of psychological needs and social structure behind mobile social.

Specifically, the structure we use for each case is broadly as follows:

Basic situation: Founder and team, financing, part of operation data;

The present product Form Description: Text description and mapping;

Current product positioning and meet the needs of users: what to do, want to provide what services;

Product development Strategy: The Evolution logic of product form;

User management and key user experience: User acquisition, social relationship building, user experience examples;

Target market and later development pattern: Long term goal, demand variability and commercialization;

Some of our discussions, suggestions and questions: suggestions and questions from the observer.

Today, we first launched the first report----"Social networking based on user community identity" and will launch a "gay social report" tomorrow to look forward to your feedback.

At the same time, we plan to launch in early 2015, "NetEase Science and Technology Entrepreneurship series," The first-----"Social magnetic field", will be in the social field of entrepreneurship for more detailed elaboration. We appreciate the launch of the "social magnetic field" for the first time in the book-raising website to look forward to.

Wen/NetEase technology Fu Hao Cartography/NetEase technology Zhang Zuxian

According to the social identity of the user, the three vertical areas of social networking are highlighted: social networking, gay socializing, and anonymous socializing.

"User social identity" refers to the role that users play in social life. When a person plays a different role in social life, his social needs may change correspondingly. Some of the vertical social applications are trying to develop social needs from the corresponding roles of society to become social platforms that serve the social role.

The following is the "Vertical Mobile Social Entrepreneurship Report", Part I: Workplace social

Workplace Social

In the workplace social arena, we have selected three representative products for analysis, namely: tenderness, collar-English (LinkedIn) and similar platforms;

Many practitioners may have a misconception that workplace social networking is mostly a loose, weak relationship. But in fact, the strength of the relationship between users is not equal to the strength of platform social attributes. If you want to make a social platform, you have to have a strong social attribute on your platform through the design and operation of the product. Only in this way will your product be able to form a large-scale, user-active career social platform.

Career Social case One: tenderness

"Life with micro-letter, work with the tenderness," for this slogan, the CEO Lin Fan although not satisfied, but he felt more accurate expression of the position of tenderness-----to cut micro-letter, business social cake.

Basic situation:

Tenderness is the internet company Amoy Friends of a mobile end of the workplace social applications. Amoy friends in the founder after the Lin Fan and his team from the January 2012 venture to 2013 10 tenderness on-line this period of time has explored a lot of product direction and product shape. August 2013, the group decided to enter the mobile end of the workplace social field, October 23, 2013 the Pulse on-line.

-Founder and Team

Tenderness founder and CEO Lin Fan, 2003 Tsinghua Computer Department graduated, Sogou work 7 years to the technical director of the post, in Sogou input method, Sogou browser and Sogou search the development process plays an important role; The main street network for more than 1 years as a vice president of technology, the beginning of the 2012 Amoy Friends Network.

Due to the founder's accumulated in the industry for many years, the team's technical background and operational ability are relatively perfect, and the difficulty of attracting high-quality talents is relatively small. At present there is no partner in the tenderness, all team members hold options.

-Financing

The tenderness successively experienced the angel wheel, a round and a + round financing. In August 2014, IDG and Morningside Venture voted for a 20 million-dollar B-round, valued at $100 million.

-Partial operational data

The number of users at the end of August 2014 was 800,000, the number of users at the end of September was 1 million, the number of users in November was 1.5 million, the November dau was approximately 200,000, the average daily length of each active user was 15 minutes, and the number of active users from major Internet companies accounted for more than 30% per cent of At present, the single user to obtain the cost of 10 yuan of money.

Current Product Form Description:

The present product form of the tenderness is mainly divided into four large blocks:

The first screen for the work circle (is divided into real name dynamic and anonymous gossip, using the form of feed stream);

The second screen is a message (a block of IM functionality, including to-do items, contact chats, and group chat); The third screen is a network (a one-time, two-degree network of tools, and can view the posts from the network and the user anonymously released the job information);

The four screen is "I" (for managing personal accounts and setting up application functions).

Products Link: http://maimai.cn/

"Work Circle" is a kind of universal social, users can consume content and consume others every day; "Message" is supported by real-time social and recruitment process communication functions, "contacts" to solve is to find someone, job search, docking relationship of the tool block; "I" is used to manage my own accounts and timeline.

Current product positioning and satisfying user needs: a workplace mobile social platform to meet the comprehensive needs of the workforce

The current slogan is: "Make work more interesting", the slogan is: "Life with micro-letter, work with tenderness." "This shows that the underlying position is very clear, that is, the mobile-end social platform in the workplace context."

Lin fan the user needs to be satisfied with the tenderness of three:

Find connections (you can find friends from all kinds of friends in all walks of life);

Maintain a network (in the workplace context and other people under the circumstances of the interaction, no one will feel that you are loading x);

People who use connections (through two-degree contacts naturally have a layer of trust endorsement, which greatly reduces the cost of finding and believing costs).

Users need to understand that the workplace is not monolithic. On the contrary, the workplace will only determine their own use from their position and position. In other words, the user's demand for workplace social products is highly differentiated. In addition to social needs, users need to be balanced in the context of the workplace's instrumental needs.

The differentiation of social demands can be reflected in user behavior and feedback. For example, some users particularly like in the real-name dynamic dynamic, some users only like to go anonymous gossip brush messages, some users only through the pulse of the IM function in the maintenance of the workplace relationship, headhunting users will be more as a headhunting business tool. Many users will overlook the functional selectivity of their low level of demand. Therefore, it is unrealistic to want to cut into the social field of the workplace through a single function.

Product development strategy: From the requirements, social and tools coexist

As mentioned above, the basic positioning of the pulse is a mobile social platform in the workplace context, which determines the pulse of the product gene. The core genes of tenderness can be divided into two main points: one is mobile, the other is social in the context of workplace.

Mobile refers to whether the product shape can match the user's fragmentation behavior at the mobile end; Social communication refers to whether the product blocks can meet the multi-level and multiple types of social needs in the context of the user's workplace.

At present, the feed stream of the working circle matches the demand of users ' fragmentation reading and asynchronous interaction, and the partition of real-name dynamic and anonymous gossip satisfies the users with different reading preferences and asynchronous interactive requirements. Message Block has a one-to-one and group chat function, which satisfies the needs of workplace users real-time communication.

The example of tenderness shows that the product view of the user needs by doing subtraction is not applicable under any circumstances. When the target user's demand level is different, the demand category is different, even in the product into the stage also needs to be in a moderate balance of the premise to do the addition. Therefore, in the process of product structure development needs to be very careful to balance the preferences of various users to a greater extent they can be accommodated to the platform.

On the basis of the mobile social gene, tenderness will incorporate the instrumental function of adapting the mobility social platform to the product structure during the product iteration. The network management block is a typical tool module, it solves the real problem is the person's accessibility. There are four purposes for developing networking blocks:

First, to meet the needs of users to maintain network, expand network;

Second, for the user's recruitment, job search to provide a certain intensity of docking;

Third, drainage for social blocks (finding people is just the beginning of satisfying social needs);

Finally, we will explore the future innovative mode of transformation.

In particular, the 3rd point here, looking for people is just a tool, to find a person is not the same as social, at most can only say that this is the beginning of social. Many entrepreneurs have a fatal misconception about this, and they feel that as long as they can connect to each other, they have a social relationship.

We recommend that those entrepreneurs who want to build social networks go deep into one or a few more steps. How does your product continue to inspire the social needs of users after they are connected? How can the rhythm of subsequent product development be designed to guide this demand? These are the keys to meeting social needs.

In addition, Lin Fan said in an interview that he was not very concerned about the model, and that his focus was on demand. It is precisely because of this core concept from the needs of the user's use of the scene from the launch of the PC software and web version. At present, the soft PC-side software only provides one-to-one IM function and group chat function. The main users of the PC-side software are headhunting, because they need a lot of text input to communicate with their customers. As for how to let the PC-side im become white-collar workers across the terminal standard, the tenderness is also in constant discussion and attempt. The Web page feature is designed for users to publish long work-circle articles.

User management and key user experience:

-Cold start stage and user access: Address Book capture; brand building; Word-of-mouth Communication

Tenderness in the cold start phase used to crawl mobile phone Address book contacts, Sina Weibo, Tencent Weibo, Renren friends List of ways. This approach allows new users to see their own chain of relationships as they come up, even though many contacts have not yet joined the pulse, but the mechanism can help users comb their networks. In addition, the tenderness in the construction of social platforms in the early days of the anonymous gossip asynchronous society in a more important position, through the operation of the gossip content also in the early years to attract a lot of internet community practitioners to join.

At present, the tenderness in attracting new users to use two aspects of the attempt: one is to explore the establishment of workplace mobile social first brand image of an effective way; one is in the continuous improvement of the product's user experience to form Word-of-mouth spread.

In the past one months, many users have seen the ads in the subway in Beijing, which is one of the strategies to try to build a brand image in front of potential rivals. Lin Fan also said that the main goal of advertising is not to attract the number of new users, but to the psychological level of potential users branded.

For real-name social products, the conversion rate of Word-of-mouth transmission determines the efficiency of a product to acquire new users. In the establishment of brand image at the same time, the tenderness is also trying to find ways to improve the user Word-of-mouth transmission conversion rate. We also mentioned earlier, the needs of the workplace users are different, so the tenderness in improving the efficiency of word-of-mouth communication may also need to be designed to spread the caliber of different needs. People in different areas may need to be treated differently. For example, you can design different kinds of communication caliber for different types of users: journalists (easy to find an interview object); investors (find a reliable entrepreneurial team); Internet company programmers

-Building user social relationships: a huirong of weak relationships

The users of the pulse of the industry are different, need to meet the needs of different, so the user on the platform of the users to behave very differently. Some people come with the need to find someone, they will treat the tenderness as a tool; some users are curious to come in, even if his own contacts are not much, he can see a lot of interesting UGC content, in the process of looking at content can find useful, interesting people, some users are through word of mouth to be dragged in, As soon as these users came in, they had their own connections.

In general, the hope is to create a "weak relationship Huirong body" for the workplace, we also agree with this concept. Lin Fan the concept of weak relation Huirong body is given a clearer description: "The network of human relations will basically present a pyramid shape, perhaps twenty or thirty people are particularly familiar with, two hundred or three hundred people have been more familiar with, but not particularly close, the rest of the majority may be in the process of dealing with, but do not know whether to deal with people. ”

The so-called weak relationship is the following two kinds of relationship. The two types of relationship are the following. For example, you can follow to a former colleague's career, get to know his dynamic and personal information before meeting someone, and find common ground with others to quickly pull the relationship together.

Overall, the tenderness in maintaining the weak relationship between users is to help users find and locate each other in common. These commonalities can be an effective tool to get the two sides closer or to create cooperation.

-Examples of key user experiences

To grab a product in a short time all the key user experience items are unrealistic, so let's just cite a few examples to illustrate.

In the work Circle block, a very important consideration is the need to maintain the adjustment of the work cycle. The so-called work cycle of the adjustment is to refer to the work cycle feed flow information in the overall sense to the user should be quality, not flood, there is work and professional breath, no business information ... In order to maintain such an atmosphere, in addition to the use of team maintenance, the tenderness also deliberately not to join the micro-trust in the circle of friends in direct publishing function. To publish long content, users can only enter them in the form of pictures or text. This kind of product mechanism effectively limits the rubbish information, the production of the Soul Chicken soup.

When we study the pulse products, we also found that the user can add the number of users daily restrictions. The purpose of this restriction function is two: one, effectively prevent the promoter from joining, effectively prevent the spam; one, the tenderness also through this mechanism limits the user to own network quality is not responsible for indiscriminately add the impulse. This mechanism plays a very important role in maintaining the modulation of the social block. In addition, the tenderness also provides users with the "only two-degree network to view the information" option, which also effectively inhibit the flow of garbage information and generation.

We also found some deficiencies, such as the personal label can not change the location, if you can allow the user to drag may be a bonus (we note that the sort of personal labels will be based on the votes of other users to change, but this is what users want?) ）。

Aiming at the target market and later development pattern: national white-collar? Is it possible?

At present, the number of users in the tenderness of about 1.5 million people, of which about half of the internet companies. We hope to be able to extend the circle layer to the Internet finance, film and video, intelligent hardware field, and then expand to the traditional it, finance, real estate, advertising industry. Eventually, the hope is to cover up China's white-collar workforce and become a social platform in the context of their workplace.

Why is it easy for Internet industry practitioners to enter the tenderness? We conclude that this is caused by the industry's meso-level causes:

The internet, especially the mobile Internet, is in a fast-growing period, with potential new companies springing up. These new companies can provide good development space for quality practitioners. Big companies can not be separated from the trend of the industry trend, so the demand for Internet talent is also very strong. Therefore, whether it is a company or a person, to find the right career targets of the demand is very strong, we are willing to occasionally to the workplace social activities.

For many traditional industries, the industry is stable and the talent is stable rather than mobile, and the new company does not represent good quality and opportunity. As a result, many traditional industry practitioners themselves do not have much demand for social activities in the workplace.

Thus, the premise that the mechanism of workplace social interaction is feasible is: whether the specific industry itself has formed the soil with high mobility activity. If not, in an industry where the flow of talent is steady and slow, the motivation for practitioners to spend time and energy on weak relationships is very limited. This is an objective law, it is likely to be unable to be the human will, the product mechanism to transfer (here implied a conclusion, some of the industry's own shape determines that it is difficult to appear within the so-called workplace social). Therefore, how to select a talent with a large flow of talent, the need for a large industry and find ways to cut into it may be a reasonable approach.

On the commercial side, the tenderness is already in the attempt to allow professional users to sell their skills time. The "well-connected" chunks are likely to evolve into a service-oriented platform (not limited to recruitment), which is closely related to human resources. In order to increase the tenderness of the commercial moat, tenderness on the commercial road will probably need to find some direction to do their own heavy. Since commercialization is a very open topic, we do not delve into it, and the following cases deal with it.

Some of our discussions, suggestions and questions:

Discussion 1. User extension strategy for tenderness: identify the traditional industries that have the social needs of the workplace; fresh graduates

The goal of the user size is to cover the national white-collar workers. From this point of view, the biggest potential is: How to make people in the workplace context to establish a social relationship when it is natural to think of adding a tenderness rather than to add a micro-letter.

If you can do it, you really realize the "life with micro-letter, work with tenderness," the slogan of the target. Then the tenderness in the real sense is a great product. Can it be done? How to achieve it? It must be a difficult process. How does the tenderness find some reasonable breach?

We also mentioned above that the tenderness in attracting new users may need to be in the Word-of-mouth communication for different potential user groups to do a division and provide a differentiated transmission caliber. This is actually a different user of the product itself, the various cognitive problems.

A specific point to express, tenderness in the overall expansion of a subject to be solved may be: how different users in the context of the premise of different types of users to achieve good word-of-mouth spread and retain them.

The current user expansion strategy is basically hope that through the Internet industry gradually expand to the periphery, the final formation of the national white-collar population coverage. This is certainly the practice of make sense. But is this strategy the most effective user extension strategy? If the current tenderness of the product form has been able to meet certain traditional industries have strong workplace social demand for potential users, can find ways to expand this part of the user directly? (Supplementary question: How do you identify socially inefficient industries?) ）

From this perspective, the tenderness should probably take time to identify industries and people who may have the potential for social networking. Specifically, you can ask questions and then get answers through research and other ways:

Is there enough room for development and new opportunities in specific industries?

Do these new opportunities require knowledge-intensive or labor-intensive people?

Is there a strong external demand for specific industries?

What categories of jobs require social networking in particular to support business development?

What is the size of these industries and the number of people in their positions?

... (please fill in the problem)

For example, the tenderness can be in the traditional industry to cut out some of the social needs of a strong job, the first in-depth understanding of their possible word-of-mouth transmission caliber and way, and then directly to these users to spread and promote, let them in their own industry in the formation of word-of-mouth spread spontaneously. Perhaps this would be a more efficient user acquisition strategy than the current step-by-step approach.

There is also a crowd may need to arouse the attention of the pulse, that is a large number of fresh graduates each year. If it is possible to find a way to capture this new population, the new student-employment community can somehow get into the pulse of a social network in a way that could have unintended effects. Should we intervene in the fresh population? What means to cut into the fresh health group is effective? What means to cut into will not damage the tenderness of social, community adjustment? This may be a very important subject.

In addition, anonymous gossip in the workplace may be more effective in attracting potential users of the Internet industry because of the industry's cultural reasons. But it may not be an effective function to attract the traditional industry users.

Discussion 2. About the tenderness of brand positioning strategy: should be compared with the workplace products, rather than micro-letter?

The current advertising language is "life with micro-letter, work with tenderness." This message conveys the idea that tenderness itself is a good way to describe the location of social products and the context in which they are used in a workplace environment. But we have to ask a question, the contrast of the tenderness is necessarily a micro-letter?

Can we ask a question from the perspective of potential users ' perceptions of social products: what are their perceptions of workplace products?

We speculate that most users ' subjective perceptions of workplace products are recruiting tools. At the social level, such products can at best connect users to others but do not anticipate continuous interaction. This is the current market, most of the outstanding features of the workplace products, namely heavy tools, weak social.

This situation has caused the user's own social application of the workplace is not sensitive, because in many people's mind is the workplace products as a tool, ordinary users without job-hopping needs rarely touch. This situation is actually an opportunity for entrepreneurs who want to enter the workplace in the field of mobile social networking. If there is a product that can differentiate itself from the social attributes of other existing workplace products, the advantage of this product may be quite obvious.

So, how to effectively let the user understand that tenderness is a social application rather than a recruiting tool (of course, but this is not a gene) can be an important and effective way to capture a blank crawl at the potential user awareness level.

In particular, the existing workplace products can be used as a contrast to the user to convey the pulse of social positioning and build a new user expectations, namely: potential users can understand that his main purpose of the pulse is to continue socializing rather than looking for a job. In the operation can be said to the user "I am not xxx, I am the pulse" and so on advertising language, this may be in the change of the user's mind more targeted strategy. In addition, the social attributes of other workplace products can also be a hindrance to the mental acceptance of potential users to some extent.

Discussion 3. About user Address Book upload: Address Book privacy and use Commitment

We asked some users about the experience of using the tenderness. Some people say that the pulse in the registration process requires users to open the Address book upload. These users are very heavy on the potential privacy threats after the upload of the address book, and they feel that the mechanism of this directory crawl is not safe enough, and the user information is not responsible. We believe that this approach may also have credit and information risks.

If you want to make a great career social company, should it tell the user explicitly:

I will crawl your phone address book, would you like to do;

What might be the worst result after crawling;

We can guarantee that nothing will happen.

Whether our internal control mechanism can do this;

What responsibilities we clearly assume;

Who will oversee us?

At the same time, users should also be allowed to register without making contact book bindings;

The premise of crawling user information should be risk-oriented and not speculative-oriented. In the long run, this can also be a part of a company's or product's genes, and if a company's genes are speculative-oriented, it's hard to judge the company's long-term development. The ability to resist this temptation can be very challenging to the founding team's pattern, vision and level.

Discussion 4. About the product block "I": what else can there be besides joining timeline?

Linfanti, the tenderness may add a timeline to the "I" Product block. This line can be recorded in the past one weeks, one months, a year of who they know, in the workplace has made a breakthrough.

We think in the process of writing that extending the tool attribute of a timeline to a gadget that is self time management or a timeline class might also be a tool attribute that increases user activity.

To extend a little further, this tool attribute may even develop a team project collaboration tool with PC-side software. Will this broaden the scope of the application scene in the workplace environment? Should this function be added in the future? How to add? How to coordinate with existing IM blocks? This requires careful exploration and iteration.

Recommendation 1. The urgent need to deepen the understanding of the traditional industry: to find the rapid consumer products industry to join the team

From our experience and observation of the tenderness of products, the group's understanding of the traditional industry is still relatively limited. Because the tenderness is a company that wants to enter the traditional industry, if it cannot have a deeper understanding of the traditional industry, this may be a very obvious constraint in the later development.

From our understanding of the consumer goods industry, large consumer goods companies in the introduction of a new product will be a large number of consumer research, target user product acceptance test. In the rapid development of mobile Internet today, an application may be equivalent to a commodity, it may be a few years later will be replaced by other mechanisms. Therefore, we believe that the enterprise strategy should be developed from the user needs, industry trends (such as H5 vs. APP) and enterprise resources in several dimensions. A simple application of the development of the product itself as an enterprise strategy may not be comprehensive, biased, not enough to consider the long-term.

As we mentioned above, the tenderness may require a better understanding of the traditional industry, a better understanding of who my potential users are, a better understanding of the user's behavior patterns, and so on. By answering these questions, the tenderness may be more effectively cut into the appropriate traditional industries rather than simply put themselves in the Internet circle (that is, the Internet circle, such as pull-hook network such as the line under the quick job-fair model of the tool companies will also take away a large part of the latent users of the tenderness.

Therefore, we suggest that the tenderness can go to find one or two high-quality FMCG industry talent to join the marketing team responsible for consumer research and interpretation work? They know how to do consumer research, how to identify potential users, how to increase consumer acceptance, and how to interpret the subtext of user feedback.

We cite an example: the user of the pulse through the mobile phone registration needs to fill a large amount of personal information, fill in about half an hour or so. This is a very, very large retention barrier for potential users who want to try and wait and see. Many users see this type of registration will immediately choose to uninstall, especially when he is still an island of information, because the tenderness of his incremental value is very limited. Can you fill in the back of your personal information and let the user know when to fill in?

This is an example of whether user behavior is deeply understood. FMCG Consulting or marketing quality talent is capable of systematic help to identify these user behavior and translate the product to the reasonable direction of the iteration ability. They can in a systematic way, through the user's product evaluation, user behavior and other information to see what users really care about what is really needed. This should be a more scientific and systematic approach to user acquisition and retention.

Therefore, we think that the monolithic should not be the traditional industry as a non-internet or just have a vague perceptual knowledge. The urgent need for each traditional industry to comb and research, according to the different industry research results and user behavior patterns to classify them into different market segments. It should be a good way to grasp the core requirements of each market segment, and how to create obstacles to the user experience of potential users and existing users.

It should be clear that the user came to this platform is to spend their own time and energy. Although a social product needs to create a "stroll" atmosphere, it is possible to accurately grasp the core needs of all industry professionals may be the core competitiveness of the tenderness. The application product plainly is only a product form, whether satisfies the user's demand is the most core starting point.

If the tenderness is currently available for a number of segments of the industry to provide 60 points of service, we have the demand will also be used. If one day, some of the more profound in the traditional field of business, internet companies have launched more than 80 social + tool services for these segments, they are likely to take these users quickly snatched, the tenderness of the posterior may be blocked.

Recommendation 2. Quietly pay attention to/collect the user's function: One-way collection, not overdraft personal career value; cleverly build industry category labels

The tenderness of the product concept from the user needs, we believe that this product concept even if not perfect at least is not wrong. Since it is from the user needs, the tenderness may need to consider the more prominent utilitarian characteristics of interpersonal relationships. User A may want to be strong with another user B, but for utilitarian reasons, if a cannot provide a reciprocal exchange value for B, even if a two-degree network is endorsed, a rash of strong B may still be a nuisance and may damage the image of a itself.

For those who want to be strong in the future or simply interested in others, can you add a collection/Stealth feature to these users in the "Contacts" block? Is it possible to allow users to label and categorize users in their collections?

We note that tenderness does not currently support the industry classification. We also in the side to some traditional industry users understand the use of experience, they reflect the tenderness of the professional classification is too rough, leading to their own areas can not find the breakdown classification.

Does it solve a structural problem if we allow users to categorize themselves in the functional blocks that are quietly focused? In other words, through this design, the tenderness can be done without compromising their social attributes and community adjustment of the premise of the completion of the classification information implantation. This gene is completely different from other products that cut into the workplace market with classified information.

We believe that this function may be a lot of use scenarios and extensibility. If you think about adding this functionality, the question you might want to consider is: How do you match the feed stream? How to maintain equality in social relationships?

In addition to the needs of ordinary users, for HR, headhunting, this function must be a more efficient strong tool. Can even from such a functional block derived from vocational training, professional advice, such as the direction of change.

It is important to note that, under this structural arrangement, the strong tool attribute blocks are likely to be of no harm to the social tone and relaxed "stroll" atmosphere. This can be a particularly critical point, and it's also a big part of what makes it different from most workplace products.

Recommendation 3. Content collection function: UGC need to be precipitated down

With the increasing number of users, many of the unique value of UGC will also emerge in the work circle. Can you consider adding a micro-letter "Favorites" feature to the "I" block? Because is the real name social intercourse, many users are not willing to expose the identity to point the praise or the forwarding when seeing the good content. If the user does not go to the point of praise or forwarding, for the user, the feed stream in the UGC over time will become more and more difficult to find. This caused the work circle UGC difficult to obtain precipitation problem, if a user in the platform on the platform to accumulate a unique UGC resources, his transfer costs will become huge.

In other words, this function can also be used as a tenderness to retain those who temporarily lack a one-time network of users. If it is possible to lead them to actively collect some UGC in the feed stream at the beginning of their use, these users will not easily give up their tenderness.

In addition, if you consider adding such a content collection function, how to make him easy to use, easily indexed may be a very important topic. If you've ever collected a lot of articles in a micro-letter, you know what we mean. In the micro-letter collection function, whether it is to remember or find the previous collection of things are very high threshold. If you can find a reasonable product mechanism to solve this problem, it may bring additional thrust to the product. Of course, the cost-benefit factor is to be considered.

Question 1. About "Impact points": What's the use?

We have noticed that there is a number of "impact points" in the current personal data option. We also see that some users will say in the feed stream how many points I got today and how many points I can add to others. In fact, we did not see how this point played a role, if it is from stimulating user activity or grasp the perspective of vanity psychology, may be a little bit of chicken. From the point of view of practicality and user demand, not everyone values this mechanism. For example, QQ stars, the Moon, the sun of the user upgrade flag for many users have not formed a substantial behavioral impact. Perhaps we can at this stage be understood as a weak mechanism to guide a small number of active users to make friends.

Workplace social cases two-collar (LinkedIn) and similar platforms

When it comes to workplace social platforms, we can't ignore the existence of LinkedIn. According to a report at the end of October of Krypton 36, the number of registered users in China has exceeded 6 million, and China has also seen some so-called "China LinkedIn", so is the positioning of the UK really a social platform for the workplace?

Mobile End Product Configuration Description:

Registered users to enter the mobile end of the application (3.4.3 version) to see the first page divided into the top and bottom two partition:

The upper part is "the member you may know", the lower part is "related position";

The top right side of the homepage has the release dynamic button and the Search button, the left is the blue bottom white logo "in" for the collar English.

Click "In" will appear side bar, side bar inside the function from top to bottom:

First, I; You may know the member, the contact person, the position, the company; add quick access pages; upgrade accounts; set up.

Click on the "Add Quick access page" To add "latest news" and "who viewed your profile" to the sidebar.

Products Link: http://www.linkedin.com/

Product positioning based on product shape understanding: It's about finding tools, not social platforms.

From the home page of the leading English, the features that are hosted by the top and bottom two compartments (members you may know, and related positions) are clearly used to find people you might know and to find possible jobs. The mechanism is clearly addressing the need for networking.

As we've also analyzed above, many startups have a fatal misconception that they are trying to get into the vertical social arena: helping users build connections = complete social platform missions. On the contrary, networking is just the beginning. The purpose of people using a social platform is definitely not to establish a connection, and their real needs are in communication after the connection is established. We have also mentioned that there is a natural utilitarian nature in the interaction between people in the workplace, and if the two sides cannot achieve such value swaps, this weak relationship is basically unsustainable, let alone maintaining interaction.

We do not see the mechanism for guiding users to communicate in a less purposeful sense on the products of the UK, so it is difficult to assume that they are positioning themselves in the mobile-end social arena. It should be noted that IM function does not represent socializing. Im is just a basic function, any tool application can be added to their own IM function. Therefore, even if a user finds someone and can talk to each other through IM functionality, it does not constitute a sufficient condition for the successful establishment of a social platform.

In addition, we can also feel from some key details that the leading British may not have a specific position on whether or not to enter the workplace. We mentioned that the UGC block, "the latest developments", was buried very deep, and users would not be able to see the latest dynamic feed stream of other users if they did not take the initiative to dig it out.

A product trait that a social product should have is that the user's goal on the platform is not particularly strong. If the user's purpose is too strong, he is using the product as a tool rather than a social platform.

Therefore, from the current mobile end of the product form, we do not see a clear hope that users to the platform to stroll around, every day to chat about the intention. The demand of the current products is still the tool demand of looking for people and recruiting. Strictly speaking, we do not think that the leading British is a qualified mobile end of the workplace social products.

Some of our discussions, suggestions and questions:

Discussion 1. How to take advantage of the early accumulation of Chinese registered users: a comprehensive culture;

The advantage is that, from 2003 PC-side website online after 10 years, there are millions of of white-collar workers from all walks of life in China opened the collar account. In the mobile internet age, whether or not the UK can take advantage of the early accumulation of user resources is the key to its success in China.

When we look at other user information, we find that most of the Chinese registered users, including names, are in English. This shows that many users are registered on the English platform before they enter China. This linguistic inconsistency has created a natural disadvantage in building a social platform that is culturally tuned. Therefore, if the British have a strong intention to build grounding in China's social platform, the user's registration information can best be changed to Chinese.

In addition, socializing must be a deep understanding of the success of local culture, because social work is the work of connecting people and people. American workplace culture is the mail culture, China's workplace culture is the IM culture. Entering the mobile internet era, the IM culture of Chinese workplace users has become more entrenched. From the point of view of social platform, it is very important that Im function can match the adjustment of the platform itself. If the UK wants to plough into China's local workplace social market, it may need to make very big changes in product features and product structure. Tools from foreign countries are far more likely to be successful than social applications. The dismal exit of MSN Messenger, once a massive user, can be a big deal: copying the American and European social-product model is hard to compete with Chinese-grounded start-ups.

Recommendation 1. About the mobile end user experience in the UK: browsers need to be embedded inside the app

We found in the process of downloading the application of the mobile end of the register, users need to open the application based on a mobile browser to complete the registration. Frankly speaking, this is not a particularly good user experience. Can the leading team integrate the registration process into the application? This may add a few points to the user experience on the mobile side.

On the whole, if the United States headquarters wants to make the UK and China become an international business docking tool, then the current route to China is understandable. If China wants to do what it needs to do in the local workplace, the changes it may need to make might need to be transformative. If a product's own genetic tool attributes far beyond social attributes, the product will only be used by the user as a tool.

Similar to the products: street, gifted, if adjacent

The reason why we classify these domestic influential workplace products into products similar to those in the UK is that:

A. The basic positioning of these products is the workplace resource pool, to meet the needs of people docking in the workplace;

B. These products are all made up on the PC side, where it is hard to give up existing resources on the mobile side and position themselves as purely social applications.

Let's take a look at the current product form of two products:

A) Main Street

Main Street (2.0.3 version) The first screen after registration is an "opportunity" that shows the job opportunities that may be appropriate for a particular user;

The second block is the message, divided into "post feedback" and "DMS" two options;

The third block is found, the top has "company Truth (including top company positions, face, employee situation, comments and discussion area)" and "Job search strategy", the block also has anonymous spit, burst material module "Toast", workplace comics and workplace games;

The fourth block is "I" and the options in the block are basically related to finding a job.

Products Link: http://www.dajie.com/

B if the adjacent

If the adjacent application from left to right into four blocks, the first is "adjacent sound", divided into "circle", "DMS", "Contacts", "Find Someone";

The second block is "recruitment", divided into "position", "Bole";

The third block is "discovery", divided into "comment", "face", "work", "evaluation";

The fourth block is "mine" and the options in the block are basically related to finding a job.

Oddly, if the adjacent application is registered, the displayed block is in the second position of the "recruitment" block rather than the "adjacent sound" block.

Products Link: http://www.wealink.com/

Judging from the current product form of these two products, they have put the function of recruiting/looking for a job in a very prominent position. This from a side of the company's thinking is still looking for people from the workplace docking to do products. However, the two products are in the secondary position of social, content elements, which shows that they are willing to enter the workplace social. But from the current two product block layout can be seen that their current gene is the heavy search platform properties, light social platform properties.

There is also a very important fact to explain the genes of these products: all of these products are developed from the PC side, and their current main traffic is still supported by the PC-side headhunting platform business. These products are designed to compromise the product structure (whether intentional or unintentional) in order to maintain a certain consistency with the requirements of the PC-side business when building their mobile applications. This compromise response weakens the social attribute by hardening the tool properties applied on the mobile side in product form. Social products are more difficult to build than tools, because developers must always take into account the connection flow and interaction patterns between users. When a product itself puts social attributes in second place, it's hard to imagine a user coming to such a product for a long period of social activity.

We believe that it is necessary for the management of these companies to clearly plan the mobile-end strategy. Ask yourself, do we want to recruit or socialize? A product in the selection of a specific entry point, the development to the later point of the direction is actually very different. The most fundamental gene for a product has been set in its infancy. Later adjustments and shifts are done on the basis of this gene. The probability of achieving a self-sustaining or genetic mutation at a later stage is very low.

Career social case Three will

As we look at social networking, we find a social application called "Meeting" that is still in the early stages of entrepreneurship. From what we understand, what is currently being done is trying to bring about an invitation-sharing loop in the offline workplace/entrepreneurial context. At present, the slogan is: "A very close, why not meet and talk?" ”

Let's take a look at a very preliminary product form:

will be divided into four blocks, the first block for the "discovery" for authenticated users launched a list of offline meeting invitations;

The second block is "message" for system notification and IM information;

The third block is "contact", which is a list of contacts.

Block four is "I", including the solicitation and personal information I initiate or sign up for.

Products Link: http://www.imhuihui.com/

Users can launch their own topic invitations, raise a topic (such as "Talk about warehousing database technology, talk about the future of the vertical community"), set time, place and cost allocation (treat or AA). Other users see that if they are interested, they can sign in to the initiator.

We put forward a few questions for you to think about the exchange: Is it possible to get a large number of users effectively? Can this model effectively maintain the user's active level on the platform in the later stage? Will users use it as a social product?

From our understanding of social products, it is a very important measure of social products that users can often wander on the platform without a clear purpose. If you can accumulate a large number of users, will it meet the requirements that users often visit? If not, it will probably be a tool-type application that will be the most likely to be looking for someone.

Therefore, the team may need to have a clearer idea of their future direction. A tool? Socializing? The so-called "online social" may be a pseudo proposition. As the product is still in its early stages, we need to continue to observe its subsequent developments.

Note 1: All company-related data quoted in this report are open or founder oral data, which are not verified by verification procedures and are for reference only. Do not reference as accurate data.

Note 2: The product form described in the paper is the final version that can be publicly downloaded at the beginning of December 2014.

(Responsible editor: Mengyishan)