Zhou Xiaohui: The Art of SNS Social network operation

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From the beginning to know SNS to now, more is based on the BBS operations to understand its composition and core values, rarely from the SNS fundamental to look at the problem, may be their own operation of the forum for a long time, will inevitably appear some deviations. First explain under SNS (full name social Networking services, that is, social network service), since this year Fincher the social network version of the screen, SNS this word for more people know. Zuckerberg and his Facebook have also begun to be popular. Look at the domestic, social network Whirlwind, Renren from the oak separation, bought a mop, with glutinous rice dumplings ran to the NYSE listing. Many signs that SNS seems to have begun to be taken seriously, in the end its business model where! will be a little bit more operators to uncover.

SNS is a new network service derived from the relationship between people. Pedestrian A and passers-by b from the establishment of user relations, the maintenance of user relations, and then to the user relationship between the break, three stages throughout the beginning, and SNS is for the first two stages and the existence of mining user relations, and provide user relationship stickiness, these two points become the most fundamental problem of operation SNS. Based on the target users, unlike the BBS community, user attributes do not seem to be fully satisfied with the user's guidance. And more is through the user attribute to maintain the basic user relationship chain. The user relationship chain is the most real target users of SNS. SNS will be derived from the application to maintain the relationship between the user chain, so put forward a simple definition, SNS use the user's basic attributes to form the user's relationship chain, positioning relationship chain, through the introduction of viscous application requirements to maintain the user relationship chain. So how to do how good, but also to see the relationship chain to maintain the capacity of how much!

User's basic attributes are SNS operators to analyze and organize in advance, for example, schools, companies, hobbies, hometown, Living City, and so on, each of the basic attributes can be derived from a good user relationship chain, for example, everyone is the school division, followed by the general approach to the operation of Facebook, from the school out, the delineation of users, The use of the relationship between students and alumni, so as to achieve the needs of people or girls and other users, such as the basic attributes is clear, SNS primarily based on mining user basic attributes, health and good attributes must allow operators to win in the starting point.

The user relationship chain is derived from the basic attributes, in the end, the pedestrian A and passers-by B in a relationship between what to maintain, is a colleague, classmate or lover, can let more users for a long time to stick to the platform for them to provide services, a single user attributes, in fact, can be derived from a lot of relationship chain, still use the school for example, Classmates, classmates, students who have heard of the school, Lovers, Secret love objects, enemies and so on. SNS can be related to each of the above relationship chain analysis, can be based on the relationship chain to provide user needs, thus providing the user relationship chain stickiness, and ultimately achieve the highest degree of Web site activity.

User application needs, this is more uncomfortable link, in the end what social needs, this should be from the user psychology and operational environment Market analysis, more proposed is based on objective factors, and then coupled with the user's subjective needs coexist. To put it simply, vanity is the universal demand, such as everyone's star of a certain school, this is obviously to get irritating, is to get the title, in addition to have congenital factors, more to rely on the activities of the station to meet! In fact, companies that use vanity to charge value-added services are not without them, but they are obsessed with the idea of free consumption in China , many companies died yesterday morning. How to analyze the application needs, first from the relationship chain, to understand the user psychology, what users want. In fact, when Facebook first became popular in the Harvard intranet, more people used it to pick up chicks! So Zuckerberg is using this, plus the extravagant and * * * * * * * * * of American college life, which has allowed Facebook to explode! What I want to say is that In fact, SNS is relying on constantly new products to maintain the original user relationship chain, and most of the dead martyrs more is not clear on the SNS!

SNS business model under the influence of the micro-bo accurate positioning marketing, appears more illusory, is also social, you see others micro Bo! A short span of 2 years of marketing ensued. The original SNS also began the sale of advertising to maintain survival, in fact, in terms of communication, micro-BO transmission effect is far greater than SNS, but in terms of conversion rate, definitely less than SNS, so I would like to say that SNS should exist a kind of interactive precision marketing, it seems like everyone's public space. SNS operators make full use of consumer opinions and suggestions for product planning and design for the enterprise market operation services to achieve profitability. Because SNS its user relations attribute and the relation chain satisfies the target customer precise localization, and can have a complete customer information data, through the SNS sticky interaction to achieve the promotion of customer repeat purchase (it seems that is why everyone keeps glutinous rice dumplings); Use the application demand to support the related sales, thus establish long-term customer loyalty; Finally realize the maximization of customer benefits! To sum up, this should be more reliable, but interactive and accurate, is based on the basic nature of SNS support, so to understand how to profit, it is best to understand what you want to do! Remember never to die last night!