Lei feng's network (search for "Lei feng's network", public interest): the author of this article: zchhst (micro-credit: zch2826965).
Last month, the club know held the third known salt, meeting, founder of Zhou Yuan released the latest known results:
13 million daily active users, 5 billion monthly page views, per capita access to 33 minutes, totaled 34 million 10 million questions answered.
Known user base and traffic explosive growth, how is now known the CEO asked Zhou Yuan, one of the largest problems. And, know between launched has new products--a paragraph real-time question-and-answer of products "know between Live", this is a "pair more" group question-and-answer products, answer main can created a Live, he will appeared in concern who of flow in the, interested in of user can into the communication group, user need paid tickets, and fare by answer main to set, can see, this is and once know between in variable now road of commercial attempts to.
I know this product to share understanding and some advice.
1, product positioning
Enterprise launched a lot of products to meet the needs of targeted consumers or target market, to meet users ' psychological and physiological needs, to meet users ' pain points. Facing today's complex Internet information, network information, are difficult to sift through, they tend to spend too much time but can't find exactly what you want. Meanwhile, most found more rough, did not meet the pain points.
So know it came into being, it strongly meets the users search for quality information, demand, know quiz depth allows users to prove their own insight to a field, is a new platform for personal values, user questions, answers and praise among users of social needs.
Like Zhou Yuan said, in a person's brain never to share the knowledge, experience, insight and judgment, are another group of people want to know things. It is know in the first place and want to reach the goal. Know the mission is in the brains of people of knowledge, experience, insight move to the Internet, make better connections with each other.
2, what are they?
Users are from all walks of professional people in the know, and want to know to learn non-professionals, hundreds of thousands of new questions and answers every day, so that users develop a habit of constantly access new information, creating a sharing atmosphere.
This is the data a few years ago, we can see that IT practitioners and college students are aware of the Internet's main source of users, accounted for most of the share, followed by new media such as advertising media, 12%; least of traditional users.
3, to meet the needs
According to Maslow's hierarchy of needs theory, known mainly to meet the user two: esteem and self-actualization needs, it is high demand.
Demand for respect is strength, achievements, due, advantage, competent, confident, independent and free of facing the world such as desire, is human nature needs is for reputation or prestige (from others for their respect, or reverence) desire for status, reputation, honor, domination, accepted, noble or appreciates the desire. Self achieved of need is refers to achieved personal ideal, and ambitions, and play personal intelligence of need, in people self achieved of creative process in the, produced out a so-called of "peak experience" of emotional, this when is people in most surging heart of moments, is people of exists of highest, and most perfect, and most harmony of State, then of people has a ecstatic, and worships the, and ecstasy of feel.
Meet the sense of accomplishment and pride of friends, number of fans, point praise, invites answers, was selected as the topic by editing, for example know daily, it meets the inner sense of accomplishment and pride;
Meet the users compare and combative psychology, comparative psychology, see know the editor hot topics and questions and answers, top round, top favorites, will make the user think: why not? My recommendation and so on;
Meet the user's sense of belonging, find friends, find like-minded people, is very important for a lot of people, knows the topic on function, the followers answered, met the users ' psychology;
Meet users ' curiosity and show, answer questions in known, present their ideas, sharing their knowledge and opinions with others, "teachers", church people, and the knowledge of a sort, Daniel replied, can also improve themselves. Know daily to meet the quality needs of users, read daily to meet the reading and sharing needs of minority groups;
User embodiment of a herd mentality, concerns a large v, you will to focus on the topic of his/her concern, columns, as well as persons of concern to him or her. In fact, not only is in the know on, Twitter, community forums, which are "celebrity" places this user are everywhere.
(Celebrity topic of interest)
4, function and user experience
Know the function is as follows
When it comes to user experience, you have to mention: micro-letters of Zhang Xiaolong said user experience goals are as natural as possible. In his view, because the touch is human nature, and 3-year-olds don't even have to ride with the iPhone unlock. Apple in the "natural" experience made many attempts, such as iOS cancelled under normal PC "folder" these "natural" concept. The app "shake shake shake" is based on "natural" target design.
User experience varies, varies. In the know (whether PC or mobile), are blue-tone, a clean, sensible, quiet, comfortable, relaxed sense of science and technology for a very strong breath rushing.
Home
Judging from the above interface, very beautiful and clean.
Home show of content is latest dynamic, rendering user concern hot and people of latest questions and answered, user can view problem and answered, and through "set", and "concern problem", and "added comments" "share", and "Thanks" and "collection", function participation to himself interested in of problem; right Shang side is user of some specific behavior, "I of draft", and "I of collection", and "I concern of problem", and "invited I answered of problem",. At the bottom right, concerns or topics of interest to the user or user sector. On the topic and user, know the operator can according to user's attention the topic information collection on the one hand, on the one hand by user in network-related data records, achieved reasonably accurate recommendations and summary. Particularly worth mentioning is that the bottom right of the "topic Plaza" section, all know network topic classification and labelling, except for search and navigation for the user, there is a good way to get information.
Recommends that, in light of the supremacy of simplicity "reduce the size of the element changes", highlight the first popular dynamic, eye-catching, the back of each article, followed by questions, this article can attract the user's attention, and users are not just confusing, as shown in the following figure.
Home in the of find function, dang also no entered finished only entered a word (as "rose") or part Shi, following appeared has potential search topic, and search user, and search problem of results, this is a search forecast function, worth note of is, this function and Baidu search not as, Baidu search is also didn't entered finished on began search results of displayed, will directly jumped into to search results page; and know between is directly in entered box following displayed pre search results, but are can achieved real-time search.
Knowing the exigencies of Hon function, as you can see, before asking questions, you need to read the requirements and considerations for a long question.
For first times using of user for, user experience not too good, recommends will above of a big paragraph text removed, set for another page of links, only in questions page displayed main key word, questions of when first do search (first extraction questions of key word in know between community in the for search), user judge is view search results also is continues to questions, if continues to questions, is again do questions. Is as follows:
After the questioning, first do a search based on user choice, to do the next step "to see" or "ask".
Topic
Know topic page can be divided into two plates, as shown in the figure, a "topic profile", a "topic Plaza" and "other interesting topics". On the left is "topic profile" information to pages about 70%. In this section, users can on the issues concern topics of (in chronological order) click to view, concern the topic can also be "fixed" and "unfollow" operation. In the upper right is the "Plaza topic" page. In this section, users can learn to focus on topics such as child topics, concerns and dynamic information, such as number. "Other people are concerned about the topic" are topics recommended by another user, it also meets the user's herd mentality.
Find
As above, shows that the plate is on the left, divided into the "Editor's choice" and "featured today", "this month's hottest" 70%, "Editor's choice" also belongs to these Home improvement, the first focusing on, behind only problem. Is on the right "hot table" "hot topic" "Top Favorites", collections of user topics, issues, and more.
News
Know the news pages, is divided into three sections, the "new messages" page, "persons of concern to the new" pages, "received approval, thanks" page, message interfaces as hanging a small window, very simple.
Personal home page
Know the personal home page is divided into 5 sections: "personal data", "one", "homepage", "search for user questions and answers", "focus on people and are concerned about the information" and "focus topic".
In the "personal data" section, users can click on "view details" view user "personal achievement" (including "Yes" numbers, "thank you" quantity, "favourite" number and "sharing" number), "professional experience", "living information", "educational experience" 4 information. Know the user can click on "edit my profile" to improve the 4 aspects of the above information. Left in the middle is "good topics", you can set up they are good topics. The lower left for "personal answers" section, is information related to questions of the user (in accordance with the agreed quantity in descending order or in the order response time from near to far). More than "personal data" and "personal answer" two pages, could be taken up to the entire 70% position. In the "answer" below, is to know the latest trends, user questions, answers, Favorites and collect log information. The right location is the user's personal attention or attention and concern topics. Users can click on the relevant icon, a key link in particular sectors.
5, business model
With Yahoo initially to search paid, to Google of search free--to search advertising profit yilai, Internet company of profit mode increasingly rich, also rich innovation of, but basic of mode nothing too big changes, but looks at Yu community profit mode, main has two class, a is relies on rich of flow, for advertising show profit; another a is as IAP, and value-added service, and virtual commodity, project charges.
But applied to know the actual situation, because people know the write answer on cognitive surplus, is a response to the value of self-fulfilment, access identity, not to make money, so some question-and-answer value pay services will ruin know "expression, identity, communication on" culture.
Know give up the real-name system to start, know the possibility of cooperation with the recruitment website is getting smaller, so know not LinkIn model to develop, not profit through headhunting services in this area.
Know tried raising which, through the "questions and answers + knowledge publishing" forms and offline closing experience, also sell 100,000 books a year, at the same time, know also know eBook in cooperation with the author, but published tax is too low, only earned profits are unsustainable, now know cannot become the main revenue model.
Know held several offline activities, have been successful, such as last month's (May 14) the third Club know salt, is the annual friends gathering, will be invited to share best know the answer, invite famous writers, musicians, CEO speeches and shared, and the awards ceremony. This know offline activities, more shape know culture and cultivate customer loyalty, does not know the way to make money.
On April Fool's day knowing a new online feature called value, this is know a commercial attempt. User concerns public, micro-letter in the circle of friends can share their code information, while others have to pay to see, feel satisfied with the money after paying the authors, not satisfied with the money knowing the official. From a certain point on, this attempt like recruitment information-see the network model, insisting that content is King, and publish information to users (mostly, wages, and other), other people have to pay points to see the information. Comment, April Fools ' day launched this product, take a look at the response, if good will continue to promote, if the general response, say April Fool's joke.
Anyway, many people know the business logic will remain advertising course, and before you know it had ads on the side, but can see advertising on know is very discreet, slightly incompatible with the public interest advertising or placement affect the Visual sense, would make friends feel revulsion even disgust. But will continue to invest more in original advertising, know the CEO Zhou Yuan has said that "business logic is a respected place for thousands of years. I think it is worthy of further consideration, or to think too much. Primary advertising this thing we did, no hidden Tuck, is to seriously do. "Good original advertising can launch media, App user experience, advertising content considerations, will make visitors think that advertising will become part of the App, such as micro-video content advertising, Sponsored Stories of Facebook and Twitter-Tweet advertising, know also can consider putting some interesting puzzle page tour.
Know also with online/offline bookstores, magazines, newspapers and media cooperation, when readers see an interesting amount of books in the bookstores, you can scan your books next to know QR, attention to know books to a friend on evaluation and know the eBook, download it to read.
(Ads in the know) Paul Frank iPad Air 2 Case
(Micro-letter primary ads)
6, operation mode
Know between of initially of operation mode is take through acquaintances invited + real name (or other community as micro-letter, and QQ, and micro-Bo, of ID), through sent mail invited friends, in online of Qian two week within invited to about 200 people, most is founding team of friends or colleagues, most are from IT this circle, also some media people, and commentator,, but outside hard got invited code, this way really compared low-key, also "very closed", to Internet celebrity @ Lee investment for guide, Invited celebrities to join after registration, such as millet CEO@ Lei, sogou CEO@ Wang xiaochuan, founder of new Oriental @ Xu Xiaoping, etc, and they have chosen to know as your preferred voice channels to ensure quality of the elite community of users and to answer questions, maintain their good image and reputation.
Since then know open enrollment, each joined the average new user know can be based on high quality content and gain attention, access to, and are a big v users the same exposure, such as know the salt line club activities, to the production of quality content and more praise users rewards. Therefore, the new user can quickly integrate into the community. Known at this time, starting from the question and answer content operation, the transitional steering operation for the user, create a social atmosphere, came out of the discussions and cluster effect, opinion leader influence is growing. Know this way to explore the depth of groups low profile users and normal users, have a great content became famous through questions and answers, know the core of competitiveness, let know in a Community model.
Actually, in most began of Quora birth Shi, this products of gene is through question-and-answer this mode rendering content, this UGC of way let Zhou Yuan see has social potential, non met of some people due to concern has also of problem, and also of circle and produced a new of relationship, after more problem related of overlap content and mutual familiar, and understand, and worship or know, formed a wonderful of know friends relationship. Is more human, concern, answered through social mechanisms, community groups voting together to judge to answer the credibility, acceptability and quality. In this way, attention, invited to answer and direct message from person to person, find questions and form answers, transmission from person to person, between forming a social property.
Besides, know and read the daily operation is a reflection of the daily. Know between daily by edit edit filter daily to knows between community of wonderful hot and articles, can incentive user UGC of enthusiasm, its login way can has third party of Sina micro-Bo and Tencent micro-Bo, this is to attract know between yiwai of user and non-registered of visitors to reading and using; and read read daily more is used "everyone are is articles edit" of mode, relies on understand of people to recommended and share, this can effective of increased user of viscous and participation of enthusiasm, similar Yu NetEase cloud music song single of recommended function.
7, so the way I see it
Description This section before, take a few questions:
You will continue to use this product?
What features you'll use it more?
These issues based on personal preference, the answer may not be the same, like excitement and excellent person will often go to look for more new products to meet demand or surprise or freshness, or just don't like looking for people with a will, lol.
From the first question above, we talk about stickiness. Referred to above, know the quality loss of user, user a smaller proportion of high quality, community water more and more, and less dry, brush out the innovative content and less, feel free to open a Home, there are several too "common" problem "users playground" smacks of. Paul Frank iPad Air 2 Case
The level of the average user of a community can determine the level of a generally accepted answer, discussion of professional limited science. So when the real professionals are not at the consolidated level of "pupils", it is difficult to find a well-matched companion, they can do nothing but to choose to retire or move to more expensive communities.
So, on this, I of recommends method is, with Yu Google company IPO of experience (Google listed Shi will stock into vote right different of two species a, and b, shares of face value is b of 30 times times, vote right is is b of 200 times times, due to shares value too high, general retail cannot purchase, such on from by Wall Street and retail of "control"), to big v are defined high of vote right (points praise), such for a a problem of answered, big v are can get enough of preferential treatment, They were able to identify and to recommend or not answer to their quality. Content quality will also retain a normal user and continue to attract new customers.
(After more breadth in knowledge, friends talk about the more "exotic")
As far as I'm concerned, and I know the round table.
Panel discussion session similar to offline activities so that civilians can communicate directly with the experts, know there is a corresponding feature on round table, round table has the advantage of no geographical restrictions. Each round table, invite 1 facilitators and at least 4 industry experts deconstruct, to share their experiences. For a number of relevant questions and specific answers to questions in the field, right corner, there's a random function, users could be properly used fragments of time.
But on the user experience, it could be better, every time you open a round table, to find a keyword or topic of the round table, to an article Preview, quite time consuming. So, if you as a user to make a demand, round table increase matched the search function, experience will be better.
Because everyone in this article is the product manager of Lei Feng network, unauthorized, illegal reprint.
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