Lei feng's network: on July 21, has been out of the public eye happy because Cheng Binghao left back in the news, smart said the game and happy to sign the issued shares and pay cash to buy assets of the framework agreement, or 100% to buy accounts. At this point, "steal" will eventually go away. SNS com lab founder Zhang, in his view, everything from kaixin and renren to weibo, and surge of data still can't get ahead, because all cannot build barriers of social operation is a hooligan. Ted Baker Galaxy S4 Case
If the elapsed time is for all UGC-based interaction, kaixin is based on the explosion of interactive game, what seemed at the time the effect is consistent, brings the user's continued use. On kaixin, has brought a surge in short-term data again and again.
When the happy path defines strategy as "explosive game", when Chinese UGC experience than playing the game, his fate was doomed, because the light is almost a game no transfer cost, will never build a moat mode, you only bet games can fire every time, of course we know it is almost impossible.
Dire straits in July, the silence has generated two long Internet News:
A is Plato APP of "character label" virus page fire has, a night Zhijian brush burst friends circle, himself also quickly soared to Apple Mall social list 15 name, finally provoked boss micro-letter shots has, is a night Zhijian seal account fans clear zero, as soon as possible fire to speed died Zhijian of bungee jumping type transition, dramatic as a Department standard of ice and fire of song.
Another happy to Plato, all cannot build "mind moat" hackers are bullying's growth is, happy at last "click" the news, compared with the message to be less fire, please forgive me I heard after the first reaction is--Hey, this thing is still alive? A quick death and immortality as the Mummy, a stiff but not dead into zombies, reflects a bizarre but infinitely helpless now.
Dead or alive, this is not the core problem, the problem is how to reflect on death and life, very often people are too addicted to the hero tales of success or failure, so you do not know, well pain is forgotten, history is always similar, how dead or how he died.
Looking back to 2006 when QQ is necessary for maintaining our relationships, even though you have QQ fortress wind and LOW wind forced to draw criticism has added, but also rely on unable to leave. People knew this stuff don't know what new tricks to play on the Internet, when rivers have been identified, rub rub rub continuously on the Internet out of school (modern man), fun, Twitter three challengers, all time against rapid Tencent's fake Empire--you finally going to change! Who wants to, in this chaotic situation, Tencent launched a very low-key does not know what app (free SMS are well developed, micro-there seems to be no eggs), so quietly, quietly advancing.
Smartphone coming, have sprung up overnight out numerous social networking APP, about guns, singing, drawing, anonymous, workplace instant ... ... But the app so quietly, quietly advancing the. Until one day, we found this ordinary-looking a bit LOW before you guys have beaten the big and small, brings all of the competitors, and times around a circle, went back to the hands of Tencent.
The smoke of the past, like a shooting star flashed over social networks are ... ... So here's the thing? This fire n products, where to go? Why was the fire like that, but eventually escape but fast-growing cycle of death? "The fire die" is certainly better than cannot even fire fire, but why always end up sighing, in their "fire" in the process, as growth in Facebook hackers constantly, but why not Facebook exploits yet? Hacker is growth failure?
First, remember: "old Heroes" is gone
Wonder thread, and trace the source.
Kaixin of news, hook up has author heart sleeping has long of memory, that is 07 to 11 between, at dish dog also in China Telecom of a Office lattice between in boring live, University during of idealism, and dominated and graduated Hou of social dark, and Yong often life formed has huge of drop, daily only of fun is shopping BBS irrigation: end, and Alma Mater BBS or himself operation of interest BBS. At this time, Facebook, and Twitter appeared happy, light up lives.
The following is from the point of view of an ordinary user to recall, rather than dimensions of product managers or entrepreneurs.
(A) all networks
For schools, the initial reason is "sister", a lot of girls are registered in schools and display their forces around in QQ space home page, which also makes the popular Web site on college campuses, I graduated from the old line of sight. Later, studied in school, until one day I found a plain in the lower class man, his friends and visitors are all pure beauty, from clearing North of the University, which I do not hesitate to register in school, and apply for a star. But it's used most often in action is the "someone", large blend in every girl, every day quality excellent University page, pages brush, looking for the girl they know or don't know, don't have to worry about authenticity of the user. This feeling and, later, a lot of people to play Mo Mo, into a highly similar, but have to say, when quality is far higher than their girls in school. No exaggeration to say that, after my GF even if not through the campus to get to know in the past, the depth of the relationship between the fermentation must be there also, that is paradise for literary love poems make Kochi youth, all in the past ... ...
(Now renren's login page)
From the mobile era begins, school into everyone and all the way to a recession, grew into today's egg-like. But my loyalty has been maintained by the year 2014, this is one of the core reasons "circles".
Once in College debate ring with accomplishments, "old", is feeling is very easy to build for all of its own. Not need like in micro-Bo as in reality in the has Newby of name head or background, also not need formed jokes hand Navy company play various operation, as long as released some and interest (debate) about of articles or State, on can soon harvest a heap interactive strongly of friends, enjoy micro-Bo Shang big v of feel, even fans didn't micro-Bo as millions and, but more is quality high of learn siblings, this exists sense and achievements sense also is is strong of. At that time, my enthusiasm is very high, nothing in the UGC on everyone, then watch friends rising day by day, beautiful boys and girls all over the country come to visit.
This beautiful of experience no continued long, eager to a eat a fat of everyone full release identity audit, a night Zhijian was purely of school within space cohabitation, various vest marketing, began cross fly, and this is with with "piracy plagiarism" wind of public home page reached peak, various cookie, and each other reproduced of chicken soup, and success learn, and thriller title and jokes began in flow in cross fly, directly of effect is you recognize seriously really wrote a article dry articles, brings of effect far than family from micro-Bo Shang copy to a jokes, Also did not want to write slowly. Meanwhile, because of the vest and Navy, all similar to the micro-blogging network on violence began to escalate very ambiguous attitude throughout the site and finally 2014, I suffered a terrible network after the siege of defamation completely gray heart, and never looking back.
We tried in this case, for the author the user, everyone burst fire is because "the opposite sex", and sticky from the "circle", when your personal information, creations, friends, influence of precipitation in the previous time, "switching costs" will be very high, and you leave. However students will graduate, graduated circles of the old dog to want to maintain their influence, we must constantly UGC and attracting new fans, but it was eventually defeated:
First, because freshmen do not have all the new fans learn not so easy, was absorbed by new fans: do you also wonder if they are really students (or marketing? ）；
Second, because the creation of input-output ratio, write something better from a copied one joke on Twitter, as somebody makes personal accounts, organized marketing. Also frequently encountered in Internet is the most terrible siege of violence risk, so they have got to want to UGC. When the identity of the true fresh fans and seriously UGC are hard to sustain when the platform except for you is a feeling, there is reason to hang it?
But please note, be sure to note, a boat owner Chen made three benefits are obvious things: Ted Baker Galaxy S4 Case
First, release the identity audit can quickly pull master of users, and Twitter in the same competition on the track immediately;
Second, release the public home page of permission marketing, access, can rapidly enrich news feed content can also introduce some institutional users rely on development of ecological, micro-blogging blue v, app public, institutional account is not known it?
Third, everybody copied many features, what fire copy, which is made up of at least in probability theory, what fire that he passed through "market test" copied to the probability may be followed by the fire one, isn't it?
These three things are essentially one thing, is to do everything possible to focus on short-term growth, the pursuit of a beautiful data, and copies to minimize risks.
Yes, you understood correctly, in my opinion it is this strong emphasis on short-term data, highly stressed the certainty of low risk traders, speculation, renren, sent to the grave. But every time this mentality on the battle statistics would be very nice, growth is explosive, and hacker, helpless won all the battles but lose the war.
(B) accounts
So happy about? First impressions are powerful "hunger marketing". I use Facebook not long, kaixin appeared, however due to the need to fake happy for invite messages and Chen, are unable to see the true me for a long time, which makes it become a legend that stays in the River, long long way back. Feeling at that time, kaixin is popular, is the presence of a higher force, people you don't know, is a product that everyone will use in the future, China's Facebook. Obviously, the beginning of "hunger marketing" was very successful, and has produced the outbreak of potential energy.
Finally one day, author registered has kaixin, at on found company in colleagues are are in above, other sector of white-collar beauty Ah, marketing sector of girl Ah, and interface play are and school within alike, so a began of idea and intends to also is simple: like in school within as, sent some heart wrote of articles, and photos like, show himself of talent and taste, building himself of circle. Simply what was on everyone, go here (also you will go to space, jiayuan, 51, that's it), but the result is completely different:
On one hand, they become deskilled, things are rarely old colleagues read, read a little harvest;
The other hand, China's unique workplace culture, hardly original article, we all be friends today that forward chicken soup, and health of third parties, Affairs.
Power of UGC was gone, then play the game. That's right, the second point in my opinion accounts of fire is a game, accurately is very suitable for light among colleagues in social games, slave trade, Rob spaces and eventually swept many of stealing food, all explosions! Goody Two shoes, however I always think of the explosion of the popularity of the game is too low, it has not been immersed ... ... At or around this time, Twitter has emerged.
We happy in this case, in the highly successful "hunger mystery marketing" in the outbreak, and maintains its viscosity is "games", strong explosions slightly through the social property game, set off the crowd again and again, activate the crowd, taking up their time.
Yes, if the elapsed time is for all UGC-based interaction, kaixin is based on the explosion of interactive game, what seemed at the time the effect is consistent, brings the user's continued use. On kaixin, has brought a surge in short-term data again and again.
But the effect, really: is it consistent?
Users more UGC, UGC on the SNS platform power is stronger, his sense of belonging and higher switching costs, gradually he immersed, leave. But game does, especially kaixin this mild small game does, user of continued using does not can pulled high he of transfer cost, its fun instead "marginal benefits decline", so this boom often is movement type, and a wave received a wave of, as long as you can constantly made new of more stimulus of game, data on will has been rose, but as long as one day you do not out has......
Or, you do game was soon copied, because in fact you are copying, this is what happened later. QQ is always the first time follow up rapidly, which became one of China's most profitable game company Tencent, and eat up happy on the one hand "play bonus", so the explosion models at a time advance is limited, became an instant failure week offensive, it is impossible to threat to Tencent's chain of rivers.
Use of UGC and slowly rising interest atmosphere often slow company, once in school, watercress and know all. And Dang kaixin put strategy path defined for "burst paragraph game" Shi, dang kaixin of UGC experience far than play game Shi, he of fate on has destined to, because light game almost is a absolute not produced transfer cost, and never will build moat of mode, you only bet each a times launched of game are can fire a put, certainly we know this almost is impossible of. This chain-just one day out of, or appears to be able to fast track the precipitation ability many times the opponent ... ... The UGC really does not do in the workplace, look at leading British and tenderness.
So happy to die cause you? Is not it. Almost as he was Twitter.
(Iii) Sina weibo
We see Sina weibo.
From the launch of the new weekly "micro-era" special issue of the day, Twitter has arrived. Author is one of the earliest Twitter controlled, then really is every day immersed in the world of microblogging, brush in the Office until 10 o'clock at night to remember the work, fingers is constantly repeated refreshes, forward, forward, refresh, ... ... Micro-letter and later stressed that "private property" different micro-Bo is the most emphasized is the "public life", he is like a square.
The "public life", specifically "the pleasure of even a public figure" and "YY pleasure of participation in public events".
As we all know, SINA weibo and rice has a big difference, is the emphasis on Celebrity Big v's introduction seems to require every employee must pull 5 v, otherwise there is no bonus. So the experience is unprecedented at this time, those high celebrities in the past suddenly appeared on Twitter, like an ordinary fine Lao sentences and even interact often communicate with you (because user was not much, they back up), which was the impact, I who had conversations with celebrities! Meanwhile, early adopters and the atmosphere is more simple, less cost of UGC is not high, your quality is good, really could be a topic people, everyone really is the media, remember that author is city roots has a list of the top 30. So it was Twitter, gave people a lot of hope, not only close to the public, and over time can become a public figure, this kind of buoyant feeling pent-up desire to express the full release to come out.
However, the explosions of UGC Exchange with everyone and happy games, Twitter the most important scene at that time was "at first hand, and participation in public events", Yong-Wen line wrong, urban dead, where another earthquake! Always pay close attention to these hot events like festive look every step of progress, new messages appear immediately forwarded out a ... ...
Have to say, Twitter may be the keyboard are hotbeds of early mass production, usually lack "square experience" of people on Twitter like a chicken quickly involved in various public events. We hold a belief in the unseen, China now has a lot of problems, but as long as we're a vocal on Twitter, and forward, everything is getting better, every time we click on, are all part of this big change.
Twitter is another advantage of the early "good quality content and the illusion of omnipotence".
Because at the beginning we do not know what the Navy, satin hands, marketing, are very serious about passing information in 140 characters to attract attention, thus ten watch, there are 3 or 4 you are interested, such as micro-fiction contest was a lot of impressive content. Meanwhile, the micro-blogging features more and more, but complex interface on the PC and we really do not think this is a problem, which was "do complete too heavy is slow suicide" values? Until the app appear.
Twitter myths is Kai-Fu Lee to write Twitter change the way China not long after the end of the book.
Overnight, we find Twitter celebrities begin to ignore people, not operating the accounts I, near the Hall of pleasure gradually disappeared, between the celebrities and the "Matthew effect"--Han broke a "Hello" attracted thousands of forwarding, you write a nobody;
The Matthew effect appears between regular users and marketing, you write a feedback received, as far as its army of zombie fans work together to boost marketing one joke, do you still want to write;
Then, participate in public events of pleasure gradually reduced, public events but endless violence, along with the top and finally under a heavy hand gradually subsided, a dream is just a game;
Finally, one day, Twitter continuous brush 50, or you don't see one you like, you don't want to send any content, you know the app to go there at this time.
After this case, we will find that Twitter is really caught the momentum, it was really a step constructed around public figures and blue v, the new "public" chain system, just like everyone's "campus" chain system. However he too impatient and greed has, to user data of surge completely ignored has community atmosphere of shaping, as long as brings data surge, jokes hand, and Navy, and marketing,, and zombie powder with you hilarious's, finally one day user data of surge and no brings big network effect of marginal cost decline, instead brings has user experience of "marginal benefits decline", wants to tube has too late has. Function development of short-term, one-sided emphasis on tall full executive power, and functions exercised great restraint and precision micro-letters formed a good correspondence.
Ordinary users more usage due to functional experience of micro-start of the letter was a disaster, have all found when v micro public dividend higher then the micro when Twitter winter arrived.
Second, today, history has repeated itself
We recall the three classic cases, they have all the data surge in explosions, they have zhongxingpengyue hopes, they had real good experience and atmosphere ... ... But in the end everything is back, and this story is in the era of mobile Internet has witnessed the social APP only later interpreted this process faster, and fast-growing death, Bo died suddenly.
By the year 2016, the myth of social explosions are still going on. Earlier, anonymous friend impressions games just through your circle of friends, you draw a self portrait I started of the same QQ bunch, and faceu face video is come into vogue until recently, Plato's personality label fire ... ... In the demographic dividend is up today, creating explosions become a power, hacker becomes a viral marketing growth trend. As of now, I can't evaluate the success or failure of these detonated, and they identify deeply with the method of capital company or know the essence, after all, is for profit, can bring the surge in users with the lowest cost is a skill, no doubt, my planners with respect to those detonated.
However, if we measure the success or failure of these detonated, certainly there are some very clear objectives:
Impressions of the core value of a friend, is the impression of the great wall, personal information ever more abundant precipitation above the user, like his "milestone, advocacy position" without it? Platform can therefore accumulate a large user database, really people, Baidu search, any information can be found above, according to arbitrary criteria to search above people? The production and deposition of this data, is the core set of indicators.
Community systems same is richer because of the influx of people, or is everyone just taken from just to the "draw a self portrait" tool to run out and go functionality? Same ever show their endless because of the crowd surged into the channel and functional value, then formed the belonging together, creating a virtual mind city? Full activation of the channel system and value transfer, habits and resultant formation of a sense of belonging, is the core set of indicators.
Faceu face video has been popular in North and South, but now after the 95 favorite QQ began to face video, faceu in video tools to build brand new 95 relationship ring? Can you develop the habit of their IM using faceu? To foster their story video habits? Faceu brand experience is good, but turn to the brands here can really do form a valid one unfamiliar social, or theology and theology into the big differential is not bad? Which of the above four points just made a major breakthrough can be regarded as a core indicator of success.
What about Plato?
We acknowledge that hackers use growth approach, even if it did not bring a surge in core features using only brings surge of exposure, just bring ranking improvement, this is a victory, but just operating and growth to a large extent the hacker's victory. Short-term does bring good data, you can work on investor demand, can legitimately PR and share successful experiences, but you should know that this is not the victory of the war.
Increase a hacker is not wrong, the growth in hacking one up on his book said, he should be established based on the high, or bring the tremendous increase of the ephemeral, meaningless. Increase a hacker is your tipping point, and depth of product and business model are you, do you have any depth, there is no cohesive, there are no barriers, there is no moat, and that's what's important. Draw a beautiful curve of growth or as fast-growing as the seismic line speed to die, this is the watershed.
Third, the prospects, standards are traceable
Then maybe you'd like to say, the authors tell you void, moat of what barriers, what is this thing?
We say something false. In Buffett's theory, the moats are often the so-called patent, transfer costs, net benefits and costs advantages. And trout positioning theory, the nature of competition in the market is based on splitting the category logic on the user's mental, is to seize the commanding heights of the users ' mental. Do not underestimate these traditional theories of business, saying that "thinking is King of the Internet", developments in recent years has fully proved that even today they are fully applicable.
So if you are a social networking community, or similar products, several indicators are applicable:
1, have passed the core values of the product: core functionality based on core scene, brought about by the core movements and core of the user experience.
To cite an example, if In today's core value proposition to their tools and stickers, the development is definitely a huge success as it is today. But if you put the core value proposition as instagram like social communities, it must be said that the current core value delivery is very limited.
For example, if Plato is to label tools, then marketing so successful this time, but if he is in fact a faceless social tool, please label and character almost has nothing to do ... ... Of course, someone will say, increasing hacker just increases the exposure of products, allow users to know about you. Users are more willing to download and you? Today's users have been lazy to H5 must only H5 and no more next APP, even if hardly down to study under. As a reminder, just passed the core value may not be meaningful, the core value is strong enough, can lead to some kind of surge in efficiency, which may be expected to make user-dependent.
2, there is no relationship between the chain network advantages. This is particularly important for social products, even if n people download you do not constitute a chain between them, do not form a network, you and a tool or game and how much difference does it make? Why did user QQlow burst finish without chains, one left, may have been out of touch with the people around, lets people follow you around, it isn't reality. Of course, micro-letter chain of acquaintances has been difficult to shake, you can try doing the circle link chain, community relations, and so on.
3, there is no transfer costs. As the emotional thinking laopa puts it, many of the products are "tissue paper products", paper towels, high frequency you just need, but out of that happiness, do not form a sense of belonging. So can social products is a very important point allows the user to continue to serve you "invest", personal information precipitates or UGC or chain ownership can do, is to be like the app so that you don't like it, but want to leave Lima is too scary.
4, and whether it could be "information noise" side effects ", data is rising, but destroyed the product brought into a new user experience and atmosphere, final core users began to leave, and evaporative cooling occur all the time, and just like appeared on Twitter.
5, eventually, have to preempt the user's mind, in their mind, "... ... Use your "neural circuits. Positioning category theory and logic in the era of information is particularly important today, because too many users don't want to choose and take, often a APP a that category will remember, I know communication with micro-letter, there will be no rice talk. Even more frightening is that category just a few users are willing to remember, so mobile APP on the screen just a few.
Finally, let us face it, in today's demographic dividend out, developing an APP can users soared, huge amounts of financing and then to marry fume Blanc peak days are gone in life, reality often is, even tried a way users soared, the proliferation of data is far removed from the final victory is often the "inflow or outflow". Kaixin's story has been staged in the product form is not bad today, people always leave everything to the operation, however in the unsolved case in depth can only win battle of the surge of data again and again, winning over and over again teasing massive financing battle but lost the war. Data is rigid, the data may also be bubbles, can take you to the sky into the sea, may also inadvertently betrays your cognitive ability.
We emphasize the DAU, emphasis on retention, emphasizing the burying point detection, because the reality is so cruel. Remember the product two years ago burst fire, and how many are still in use? Focus on growth hacker, to pay attention behind them, not to suddenly hear the name of a product, we all lament--Hey, this thing is still alive?
I am good, wild dogs way products, venture in Shanghai, tested Polish consumer interest in new communities, business SNS lab community, event marketing researcher, micro signal: biohazard2015, welcomed the blending, fight back.
Lei Feng network Note: published by the author in this paper Lei feng's network (search for "Lei feng's network" public concerns), please contact our authorized, and keep the author and the source, no deletion of content.
