Socializing is a very basic human need, and innovative products on the social track have been emerging one after another. However, in recent years, Tencent, the overlord in the social field, has made little achievements in innovative social networking. The Tencent Friends App, which has invested a lot of manpower, stopped iterating within a year of its launch, while the entrepreneurial team Soul successfully listed it on Nasdaq. Behind the two products with very different fates, there is actually a general product analysis perspective. 1. A three-stage perspective of social product analysis Tencent breaks down, Soul rings the bell丨Why are the fates of social products different?
The three stages of the social product user path The core goal of social products is to connect people with each other and meet people's needs to resolve loneliness, gain recognition, and have in-depth conversations. From the perspective of user paths, the first step is to build an identity, the only way to meet needs is to establish connections, and the way job title email list to long-term and in-depth satisfaction of needs is relationship upgrade. Take the analogy of offline social networking (such as bachelor parties, etc.): 1) Introduce yourself Building an identity and getting to know each other is a prerequisite for most social events, which usually begin with a self-introduction. With a preliminary understanding, there will be a preliminary object of interest.
2) Icebreaking activities Once you have an interesting social object, you will be eager to get acquainted with it. Event organizers usually set up some ice-breaking mini-games as bridges to help build connections. 3) Chat in private Most social events end with a free chat session. If you've managed to pull the strings in the icebreaker game, private conversations are the perfect opportunity for a relationship to escalate. 1. Build an identity Building identity is the very basic logic of social products. It determines the tone of social products and is the premise for the development of social behaviors. The identity construction of many products is reflected in the Profile personal homepage , the information that can be filled in / uploaded photos and videos / owned relationship chain / output content dynamics, etc., all of which form an "identity".