Web site, subversion of traditional speculation in the strategy of the station

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This morning I wrote a few times column about "The death of the website" (see early August), and the next one to write is about "the Life of the website".

Popular web site in the beginning of life, everything from "membership number" began. A website as long as "someone", even if not how to play the function will become very fun, even if the design can be dull and the fun of the people giggle. At present, all of the Web site's entrepreneurial plans, speak so foam flying horizontally, in fact, is based on the "already have a lot of people" assumption. Most of the time, these people are divided into two groups, boys and girls, and the sharing and reading, writing authors and readers, group head and team members, teachers and students ..., in the fun of playing inside, but the important thing is, when a station, the site of a ghost also did not have a group, there is no another batch, chicken eggs, eggs and raw chicken traditional "two masses"problem. So, in addition to these points of interest one by one, the business plan must be included in the "first 1000" project, and venture to say clearly, "How to reach the first 1000 people and keep them?" "With these 1000 people, it is possible to give birth to 1 million people, so that these 1000 people can continue to serve as onions, garlic, ginger this kind of" spices ", each day can add a one or two new book signature, novel works, new comments, new push, new let this dish website dish continue to send fragrance, then can attract the next wave of a larger group of users, come in lively and lively. Since the site may be "someone" on the interesting, successful entrepreneurial strategy, in fact, has been very clear! Recently, another Web service called Frog Pond (Frogpond), which helped new websites to stir up popularity, has specifically made the new website "Someone". It lists all the new sites that are added to it, users can get beta test account trials, and leave comments, introduce friends to use.

The number of websites popping up every day in Silicon Valley can be described as the speed of "opening a new website every few hours". So this "pond" is not afraid of no "frog", and such as "Frog Pond" This site to find early trial, to help the site to predict the direction and let these trial people leave the idea of the same ideas also include Spigit, Trybeta, Mediapredict, Avanoo and so on. Such ideas are of course justly justified, because there are a large number of Web 2.0 Web sites, is the way to take off, when they become the first to subscribe to the RSS blog platform, the first to share the Community's Web site, the first can be tagged albums, they immediately attracted a group called "Power User" User) comes to play. Power users to use the Internet as a life, to play these sites, because of their efforts, these new sites are immediately full of "content", and other not so "power" of the netizens looked at, be attracted to, be educated, some half know the break-in, some are forced to pull in to learn, so this site more and more people. These Web 2.0 elements, such as tags, sharing, wikis, and mashups, that initially attracted powerful users, are not yet available to these new users, but so what? The website already has the popularity, its oneself will grow bigger. Such a strategy is called the Power User policy (strategy). My definition of "power User" is "the heavy user who is addicted to the internet and has the influence of public opinion (such as bloggers)".

In my definition, the word "Power User" can actually be divided into two parts, "" Power "and" User "," power "is about his influence, and" user "is about his love of the internet, what these power users like is now a bit of a technical, somewhat difficult network of new elements, Just let these people try and become members first, and then naturally act as a mouthpiece and tell the world about the site. These "Power users" who use the Internet and computers are counted in the United States for about 100,000 people, and there are so many other people in the world who love so many other things, and there are many other groups that have more influential characters than 100,000 people. So we think in reverse, if we pick a big group of interests (acquires group), just put a site in it that they absolutely want to come to, and keep all these people close and attract someone else.

In other words, we don't look for those who read TechCrunch every day, waiting to use the "users" of the new site, instead of using the Internet, they are not using the Internet, but they have influence on their interest groups, leadership, "power", Let's tailor a website for them to make them, from "Power not users" to "Power Users"? This strategy is very deep, for example, today I want to do a "beach-themed photography community website", the beach is the most attractive, want to see handsome, beautiful, here is the best, so we have a community to attract some attention. The launch of such a site, generally certainly first from "like the beach, also like to surf the internet" people began, that is, "like the power of the beach users", in other words, still can not take off the "Power User" category, but these power users are busy watching other sites, even if the beach site is cool, It's just one of the little frogs in this little pond.

But what if we turn and start with the "Power not users" who "like the beach but don't like the Internet" from the beginning? Let them start the Internet, they will start to help you advertise. These "no users" who like beaches will return to their communities as they leave the beach. If they were both "engineers and beach-loving", they would go to the engineers ' group, and if they were "doctors and beaches," they would go to the physicians ' group, and we'd collect people from these groups and Long tail "combined (is called Long Tail 2.0 also)." However, since the "power does not use the user" does not like the Internet, the website design may have some points to pay attention to. The basic adjustment should let the website as far as possible keep "The portal is big open", lightly a dip, on tightly sticky, let the power does not use the user to become the Power user, then attracts other users or does not use all to come in:

First, do not have to email confirm:"Email confirmation letter" This matter, is simply the killer of the new website. " These people usually do not often surf the internet, do not expect them to be able to apply for membership, and then open a browser window, check e-mail; If you do not find a letter, but also know to go to spam Junk Letter folder to find a letter, but also back to the original site to press "Send Again"? Site Simply put email confirmation, as to eliminate a person to apply for multiple account, think of other ways! MySpace did the best job. At least like Le many friends, in sending you the test account, equals already doing email confirm action.

Second, all the information as far as possible to the end: all member information, such as birth date, location, telephone, address, gender, interest, education, there is no need to rush to fill in the beginning. Now the popular method is "return filling", that is, when the user in the application, the first "back" to the site, that is, every time he used the new account "Log in", he first fill out a few fields, and then the original site to be presented to him, even "password" can not be completed at the beginning, wait until "back" and then fill in, Even like tagged.com, the password only needs to "fill in once", anyway, in case of mistakes forgotten, and then "Reset Password."

Third, the provision of artificial customer service services: This is very unlike the site, but now that the target group is "do not like the Internet" group of people, may consider to provide the necessary telephone teaching services. The number of "Power users" should not be more than 1000, so it is not necessary to spend too much manpower, perhaps a part-time job as a marketing or engineer, and listen to the voice of the user. Generally think that the use of such a site interface should be painstaking effort to make it simpler, easy, but in fact, for people who don't use the Internet very much, their habits are like a piece of white paper, and it's not easy or difficult to make a website design, just let them "use the habit". Things that are used to, will become useful.

Four, the network of cool feeling, transplant to daily life: this is more difficult to solve, we know, the general network heavy users have established network connections, live in the network of society, know to do something on the internet will make him feel good. But for the initial use of the Internet's "Power not Users", they posted an article to get a few messages, may not feel happy about the place.

    so we have to find a way to get what he's doing on the internet, to be able to reach out to the entity, at least along the website of those entities. For example, to help the beach management around the establishment of widgets, you can always see these beach Ranger's message and the situation. Small movements, but tightly tied to the hearts of these people. Importantly, it is also an entrepreneurial opportunity for Web site entrepreneurs to use the "Power not users" strategy. We have seen so many companies working on such ideas as Frogpond, and we can make a bigger platform that will help all entrepreneurs connect with all the potential "power users" groups. There are probably a few "power users" that most entrepreneurs like: the first is rich women, they do not use the Internet, but they love the blood spell, buy brand name and cosmetics, the second is a fixed playing habits of people, these boys usually do not necessarily love to sit on the internet, but they have a strong ball friends small circle. Playing Mahjong is also counted inside. The internet can do a lot of things, can present the feeling is different; television, mobile phones can be so popular, we have no reason to see the internet population of only about 70% of the total population, there is no reason to see each site on average less than 50% of the Internet users in use. As long as the internet has not reach these people, we can never say that the internet has come to a climax! Starting with the "Power not users", the Internet will find a broader path, who can take the lead in digging up these "power babyhome", at least as a foothold in Taiwan, as well as the Web 2 visitors, Last.fm, and other musicians dug up by Flickr, Etsy dug into the hands of the creator, extending to all other races. Originally, as long as simply add a "no" word, "Power User" strategy can suddenly a brighter sky.