In today's Internet, users are king. The traditional explosive era of users receiving information unilaterally (Web 1.0) and users creating information (Web 2.0) has slowed down, and the Internet has gradually developed into a platform for users to exchange and share information. How to build an excellent community and accumulate valuable active users is a crucial issue.
1. How does the website attract user stickiness?
1. Excellent service
Excellent service is the foundation of any website's success. Whether it is technological innovation, user experience, or business model innovation, new concept services are fundamental to the website's survival and attracting users.
2. Unique services
Every website needs to have something unique about it to attract users’ attention and loyalty. For example, map search is done by all domestic engines, so how do you stand out among many similar services? It can be the display of real-time traffic conditions, the support of satellite cloud images, or more flexible customization and proprietary maps... In short, having unique services and leading the trend of innovation is the key to attracting users.
3. Brand loyalty
Shaping a brand's image and improving users' brand loyalty are important means to enhance user stickiness. The importance of brand image can be seen from last year's 3Q war. The experience of Tencent's products is very good, but the low-key promotion strategy makes users have low recognition of the brand. This is a problem that requires vigilance and in-depth thinking for Tencent. On the contrary, Google's loyalty among high-end users makes the user stickiness of Google services very high and the promotion of its new products easier.
4. Good interactive atmosphere
A good interactive atmosphere can greatly enhance user stickiness. The high point is to make full use of people's social attributes. A recent survey shows that the compound annual growth rate of the number of Facebook users is as high as 22%; the average time users spend on Facebook per week is as high as 7.5 hours, and it continues to grow; and more than 57% of users log in to Facebook every day! This is a very astonishing set of numbers, which proves Facebook's extremely high user activity and user stickiness.
2. Why is a good interactive atmosphere the most critical point in enhancing user stickiness?
1. Can gradually form a circle/personal relationship
Positive interactions can gradually transform into solid social circles and connections. When a website has a large number of connected people, the user stickiness of the website will achieve a qualitative leap. From QQ's unshakable position in the field of instant messaging to the rapid rise of Sina Weibo, it is undoubtedly due to the discovery of social relationships between users, and the interconnected networks have brought more users.
2. Enhance users’ enthusiasm for creating content
Active friend relationships can enhance each user's enthusiasm for participating in creating and sharing content. This is also an important reason why Facebook surpasses Twitter. Twitter's increasingly obvious media nature determines that a large number of users' messages are only sent out unilaterally, while Facebook's complete social circle determines users' enthusiasm for creating and sharing content. This enthusiasm for sharing information will undoubtedly bring about user stickiness.
3. Form a small circle or community with common interests and hobbies
A large amount of interaction will inevitably lead to people with the same hobbies getting to know each other and forming their own small circle. These active small circles have become the place where users are most willing to communicate, thus forming emotional recognition and support. When joining a small circle for discussion becomes a habit, the small circle is also called a community.
3. Classification of communities
1. Comprehensive community
Comprehensive communities covering multiple categories covering all groups of people, such as Maopu, Tianya, and Baidu Tieba.
2. Vertical communities
To put it simply, a vertical community is a community that targets a specific group of people or a specific age group or a specific range of content.
4. The importance of vertical communities
1. Stronger user stickiness
Members in vertical communities usually have similar interests and hobbies, and can conduct in-depth discussions on the same topics, which makes the desire and motivation for communication among users stronger, thus forming a more solid relationship chain. Although it will still include a small circle with more consistent interests and hobbies, the recognition of its users as a whole is very high. Douban is such a typical community. Its groups, activities, readings, movies, and music are all clearly positioned. It has become a highly recognized communication platform for literary and artistic youth (herein a compliment), and its users are very active and sticky. .
2. Stronger brand effect and loyalty
Because of its unique style and positioning, vertical communities can easily form a brand effect, attract new users to actively join, and encourage old users to participate enthusiastically. For example, Dianping.com’s unique positioning in catering and entertainment enables new users to choose this website when looking for dining and entertainment venues, while old users are also willing to share their experiences and discover better entertainment venues here.