In-depth analysis of how to do a good job in social product marketing.
Editor’s note: This article is from WeChat public account “Going to sea operations” (ID: chuhaiyunying), and by go out to sea and ask for a joint arrangement with the sea operations.
Part 1 Re-recognizing social/community
Defining the difference between “social” and “community”?
What are the different characteristics of the different modes of “social” and “community”?
What are the similarities and differences between strangers socializing and acquaintances?
What are the types and characteristics of strangers’ social interactions?
What are the core elements of social growth for strangers?
How do you find the entry point for a social product and the key elements of a social product from a user and system perspective?
Part 2 Social Going to the Sea
What is the dividend of the Internet?
How to sort the dividend period in the sea?
Which area of the community is clear from the user’s needs?
Part 3 Going to Sea Social Product Operations: Cold Start / Activation and Retention / Realization / User Lifecycle
How do I get a cold start from 0 to 1 overseas social products?
The main mode of social product activation and enhancement retention?
The main way to monetize social products?
The different life cycle growth priorities of social products?
Part 4 A brief analysis of the case of social networking in different markets
How is the social performance of voice and video in the Middle East market?
What are the most important issues for strangers to socialize? How to solve? (North American market as an example)
Guide: Social/community is the most fascinating and difficult business model in the Internet industry, and as such, socializing is an imaginative track. Therefore, this question and answer through in-depth discussions, sorting out [how to do a good job in social operation? 】 Relevant content, hope to have a certain reference for the pioneering entrepreneurs.
Re-recognizing social and community
1. What is the difference between “social” and “community”?
1) The core users are different: there will be crossovers on both sides. For example, there is also content transmission in WeChat, and it is also possible to have social channels.
Social: The goal is to “find people,”
Community: The goal is to “find content.”
2) Closed loops: How to build relationships and maintain relationships efficiently and comfortably is the ultimate proposition of social products.
Social closed loop: people
Community closed loop: content
3) Different links
Social: Connect people by (content)
Community: Connecting people and content
4) Different characteristics
Social: Tooling, pursuing “volume” and “efficiency”;
Community: Platforming, pursuing “levels” and “consumption”.
2. What are the different characteristics of the different modes of “social” and “community”?
1) An acquaintance social VS a stranger socialization
*Acquaintance social market: strong social + strong tools;
From the perspective of social studies in North America. Early growth is a way of strong social + strong tools, strong social is because acquaintances socializeThe essence is the substitution of the user’s address book or the user’s offline relationship. The strong tool is because North American developers have always pursued “technical means” to drive growth and social ecology control through product interaction and product strategy. A user operation or content operation system that is accustomed to non-technical means in the country.
*Stranger social market: strong tools + weak social;
2) Strong community + weak social products
* Reddit: Known as the “Internet Home”, there are a lot of posts every day, forming a unique community culture.
* Steemit: Blockchain community, social networking model of blockchain socialization.
* Video or news platforms such as Youtube, Newsbreak, etc. are not strictly social software, but there are also some social features or attributes that are imaginative in the future.
3) Strong Tools + Weak Social Products
* Venmo: Focus on wallet, transfer, and socialize.
* Pinterest : Cut into socializing with photos, photos, and more.
*Instagram: The early days were demanded by the photo p map, which is strictly in this mode.
3. What are the similarities and differences between strangers socializing and acquaintances?
Socially strict points, only two, look at the classification of A16Z:
1) Growth logic and essence are completely different
Acquaintances: Information Distribution Network Based on Relationship Chain
This is one of the infrastructures of the modern Internet industry, including IM, SNS, social media, etc.; pursues the density and intensity of the relationship chain.
Stranger Social: A social matching market based on a need (stranger)
For example, socializing with strangers in dating needs, recruiting for professional social needs; pursuing transaction/matching efficiency.
2) Different landing points
The acquaintance’s social point: lies in the “relationship chain”
The extremely efficient exchange and distribution of information through the relationship chain is an area that the major Internet giants are coveting, because this is a huge information distribution network;
The stranger’s social point: “Looking for someone”
At this time, it is very important to reach the efficiency charge of the matching behavior. This ARPU value determines the LTV and determines whether the cash flow can be run. Therefore, all the blind spots of the website are occluding the personal information of the matching objects, and need to gradually pay for the information, or directly send the “matchmaker” to help the two to pair and charge the order.
Return to the current mainstream “stranger social” scenario, there are two main tricks: value-added services (VAS) to help users improve social efficiency, and rationalize the “order rake” behavior (otherwise there are legal risks).
Value-added services (VAS) are well understood and are the most mainstream way of realizing from a global perspective. Almost all social products use VAS as the most mainstream way of realizing (or one). Efficient conversion into income by paying users to improve their socially efficient experience (such as letting drip drivers pay a high price for a car). Super like, increase exposure, screening and other functions are all made by this idea. Just like e-commerce and other trading platforms are more concerned about the number of active sellers / buyers, do not care about DAU or MAU (although he will contribute to advertising revenue), Tinder and other dating products have also begun to focus on only subscribers / paying users Number, because this is the embodiment and symbol of platform efficiency.
The rationalization of the “order rake” behavior, the most typical is live. The live broadcast of social products has a strong social attribute, which can be used to understand the reward behavior as “an order”. The platform is a commission, so that the matching behavior is made into a big cash cow, social gathering, live broadcast. Realization, the MC decrement caused by the scale effect can make the ROI very high.
Ads are the basic configuration for traffic monetization, but it’s hard to be the primary. The other realization modes mentioned above are not only commercial products but also user products. There is no such thing as realizing damage to users, but positive incentives can be considered from day one.
A brief analysis of the case of socializing in different markets
1. What is the social performance of voice and video in the Middle East market?
1) Middle East: Voice Social (Audio Video Chat) [represents product Yalla]
Status: Yalla feels like the domestic voice room show, but there are differences.
The voice show is mainly about creating social scenes and selling social status, or selling social services. The core purpose and business logic is sales.