Lei feng's network (search for "Lei feng's network", public interest) by the writer Liu Fei, former Hammer technology product managers.
These two days, app quietly launched a "ring of friends hot" recommendations, click the search interface can be seen. Gray are just some user testing:
Once inside you can see see a list of some articles, as shown in the following figure. These articles should be based on the user's personal preferences, friends recommended by preference and popularity:
Appears to be a petty act, but in reality is not simple. This means starting letter of information and information integration, all users from the earliest, slowly into the personalization and display of information flow. At least for today's headlines are bad news. Just like we often say that the dimension attack, who in the past have thought the nation's largest content platform, was embedded in a dynamic sharing of IM functions.
In my opinion, this is the company an excellent interpretation of the attention economy.
1
The "attention economy" is a more familiar word to everyone. 2013 in Tencent's wisdom Summit, out of control, and the author of, Internet observers Kevin Kelly presented a new generation of Internet audience will have four major trends, respectively on behalf of the carrier screen, represents interaction and dissemination of real-time sharing and represent the commercial value of the attention economy, and represents the flow of information. OtterBox iPad Mini Case
Micro-circle of friends is these trends a good note. We aren't just chatting on the app, we will run down the Home below the red dots, with various relatives, friends, acquaintances, colleagues, and strangers online stream, effortlessly smoothly like comments and sharing. Smart phones so we can do it at any time, we work on the subway, in the gap, on the toilet, in boring conference ... ... Pieces of all time, is sincerely dedicated to the app.
Smart-cool Penguin app statistics report released last year, the user opens the app more than 10 times a day or more, 55.2%.
If in the Chinese Internet life, app said he is the first to attract user attention, that no one would dare say that they are the second.
This year's Spring Festival, PayPal "set Fu" marketing campaign has drawn heated debate and everyone discussed how to raise these character. This means PayPal trying to engage in social networking elements, and also show their coveted for payment transactions under the social scene. Let everyone in on PayPal for socializing, it is an attempt to gain more users ' attention, after all, than the app, PayPal open rate and time are too far away.
2
Nobel Laureate Herbert · Simon referred to the current economic trends, has also pointed out that: "with the development of information, valuable information, but attention. 」
Is no longer out of the Internet era. That time everyone's free time, and online resources are scarce, as long as the value of content, can have audiences. Now are from there to the stage, there is too much information, each piece of information you want users to notice.
According to statistics from a mid 2015, has more than 1.5 million of the APP on the App Store, Android market there like amount not less. These applications, each towards the user's time is actually the user's attention at this time.
In the design of products, there is a so-called "active" or "trigger point" concept. Is what we have tried to make the user aware of our products. Such as "fear of fire to drink Wang laoji" can make every time we eat hot pot or more hot stuff, is a cup of Wang Lao JI. Lonely in the evening might think of Mo Mo, want to go find a restaurant public comments to find domestic 58 city and second-hand information.
Remind users of themselves, enable users to focus on themselves, enable users to stick myself here, to allow users to effectively generate economic benefits. This is the essence of the attention economy.
Weather applications try to earn users money, it is always difficult to grab the user's attention to looking at the weather, and frustrated.
3
Based on the attention economy, attempts to do similar products in the Internet, since it is about friends hot, we have an app for example.
First, continuous with the function expansion of scene. If the scenario is right, you can try to meet user demand for more on products.
Micro letter of this is instant messaging, in the social scene, is also asynchronous communication needs (circle of friends)? If they have the synchronization of many-to-many communication demands (Group)?
Friends definition was originally just socializing, but in the social process we have to share information, the demand for information and ideas, it is not a tool to provide media (public)?
In the usual course of social, often trading will happen, it is not wired on the payment and transfer function?
Through a series of functional expansion, micro letter captures the attention of more users. Just like SMS communications, now called a mini operating system compared to the Big Mac, users spend time and of course quite different.
Second, continue to provide personalized content of interest to users. As mentioned in the preceding article, user patience now than in the past, if you were not satisfied with a product, not interested in the content, the minutes will be deprecated: too many choices. From another point of view, because of time constraints, less time spent on each product, efficiently obtain information that is most important.
My friend used to say in the NetEase news today's headlines to their shock. Several portals difficult hardships accumulated users and traffic, a personal recommendation is outstanding entrepreneurial team breezed to catch.
Like NetEase music recommendations for daily users excellent reputation, it can quickly based on a user's past records to find songs may be of interest, and often very accurate. Users no longer need to think ways to find their own favorite songs.
Known as currently the highest quality community, also in the excavations done a lot: popular, Editor, daily papers, Favorites ... ... But it was not enough. Many users were complaining about in his Timeline, always looking for topics of interest. Another example recently was the fire of answers and battle of values, clearly answers hold the lead in the excavation for home owners and content: it provides a lot of topics character collection, listen to function as well as popular recommendation.
Now, machine learning and personalized recommendation algorithm by engineer salary rises, whatever the content team has had enough attention.
4
Back to the circle of friends hot. As we all know, the app provides article search feature, circle of friends and the public, will soon launch a week friends select feature, users can easily view popular circle of friends in the last week. Later launched share music with your friends, you can filter out of the circle of friends of music. Obviously, these features bring friends closer to reading news and information platform, rather than a simple social networking platform.
Circle of friends is rewen further action. In the circle of friends in the hot, lots of news and information is not directly shared from a friend, but according to your personal history reflected in the behavior of interest, direct the whole micro-ecological hot topics of interest to you and you, bypassing the step before.
In addition, the app in your circle of friends in the heat with a personalized recommendation of content in the form. Compared to today's headlines, the app has the advantage of a massive social data, can take advantage of chatting friends even mentions of it in the process. After all, the most we, one with almost all our online credit payment card, the other is the app with us almost all social networking information.
Predictable is that friends rewen will be launched with today's headlines, the news client and the recommended application of the first gun of the war. Micro-quantity product, shows a horse too effect: everybody more time wasted on the app for a long time, the more you don't want to open another application and be familiar with the new features of the app, users almost as difficult to steal.
From an optimistic perspective, we get information, meet your requirements may be more convenient, the app world I feel. But may dangers will come: the app such monsters, knew too much about our personal privacy. It would be like big brother in the future?
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