Viewing community construction from "24 Model" of community

SNS trend in the ascendant, the development of the Internet so that new products emerge endlessly, when Facebook came out, we loudly exclaimed, "The original Internet can also play this way", apparently Facebook created a new era of internet community, we have to admit, whether it is Twitter or Tumblr , from which we can all see the shadow of Facebook, delicious, LinkedIn, color and other community products made us deeply feel the creative interest of the Internet, the value of the community more and more show up, so the various types of community models have jumped out, So what kind of community is more valuable? What should be considered in building a community? The author thinks that "24 model" may be more intuitive to the study community, namely "User relationship" and "UGC content", four is "authenticity identity, non-authenticity identity, strangers and acquaintances"

First of all, the author believes that SNS is composed of two core (here single refers to Snsite, excluding Snservice and Snsoft), the first is UGC content, the second is the social relationship between users, extreme UGC content, but there is no social relationship, (See details: What is real SNS) such as Wikipedia, and social relationships but GUC content is very few, such as IM-class QQ communication tools. So we can use two dimensions to study the community. From the current market, there are several types of community in broad sense: microblogging, blogs, light blogs, forums, video-sharing communities, photo-sharing communities, social bookmarking, questions and answers, instant messaging, check-in services, social networks, etc., we can use the following figure to UGC the content quantity, Quality and the strength of social relationships between users to analyze Community products:

Note: The above figure for the user relationship and UGC content is based on the development of the community and the potential of the synthesis of the signal.

From the above, we can see that the type of community is mainly concentrated in the weak relationship strong content areas, comprehensive measurement, UGC content or the relationship between users will directly affect the value of a product, of course, if the user quality and content quality to measure, The value of the product is obviously not determined by the amount of content and the number of users.

A strong relationship between users and a UGC content community is clearly the most valuable, such as Twitter's valuation is only a fraction of Facebook's (of course, the domestic situation is obviously not normal, I believe it is an enterprise problem, not a product issue. ）。

From the operational model, the current mode of operation of the community is basically divided into two kinds, such as everyone, through the master of the user resources, into other such as games, advertising, user peripheral services, similar to China Mobile has a huge number of users will go to the mobile phone netbook and other hardware fields. Another such as Love Library network, by storing a large number of users of mass content, into other such as Love Library search, cut into search, navigation and other fields, similar to the beginning of Chinese have a huge amount of content will enter the E-book market. But not all communities can take these two roads well, because, the first to master users, users need to pay enough stickiness, the second master of resources, need to be able to do unique or ranked the top two of the market.

From the community's user relationship attributes, we have summarized the above model, including four dimensions: authenticity identity, non authenticity identity, strangers and acquaintances. The models we have listed do not show that the Community model of a particular block is more valuable, but rather to facilitate a more convenient classification of the community, and essentially to identify differences between the same type of community and the different types of communities.

Whether it is known or Tencent friends, are moving towards the authenticity of the dating relationship to develop, but the authenticity of the friend relationship is certainly the future trend of development? The author believes that the promotion of this trend is not users, but the website and those advertisers, the authenticity of the community will increase the income of the community, especially advertising revenue, the interests of the drive will certainly affect the industry, but not the authenticity of the community will have a market? The answer is yes, for example, location-based anonymous video chat Service: Karizma, so although we still do not see whether in the field of authenticity and strangers to the community will be creative products out, but we believe that the authenticity of the identity and people to contact the natural needs of strangers exist, And as long as users have such a demand, then there must be a corresponding creative products out, at this point we will wait and see.

If you want to build a community, then the "24 model" from the perspective of the analysis and evaluation, how to screen users, how to design and maintain the relationship between users, how the user viscosity, how to UGC content control and positioning, I believe that you have some inspiration.

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