social networking 20070520222
TRANSCRIPT
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Social Networking
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1.What is social networking
2.Marketing research
3.Q&A
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What is social networking
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What is social networking
• the grouping of individuals into specific groups
• connecting with lost friends, playing simple games, and gawking at strangers
• Social networking websites function like an online community of internet users. Once you are granted access to a social networking website you can begin to socialize.
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Its features
• open:
Anyone can become a member, no matter what their hobbies, beliefs, or views are.
• diversity :
The internet gives individuals from all around the world access to social networking sites.
You can make new friends,you can learn something about new cultures or new languages.
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Marketing research
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NO.1 2003-2004 Friendster.com (in the USA)
严肃: UUZone (died in 2006)
娱乐: yoyo.net 、 lianqu/u2unet.com you2you
白领:亿友 (yeeyoo.com)06 年由欧洲的婚恋交友网站蜜糖网并购 嘿友 (heiyou) 2005 年主推婚恋网站百合网,半放弃状态
中国缘 2002 年成立, 2007 年利用 MSN 恶意推广 半死亡
商务:若邻 / Linkist 联络家 / 天际网
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NO.2 2005-2007
MySpace.com/ Facebook
娱乐: 51.com, 2005 年由个人交友网站转换,网吧营销。真人头象,收费 功能, 成功的领跑者之一 赛我网 (Cyworld) 2005 年出现
白领: MySpace 国内站 (myspace.cn) ,海内网
校园:校内网 (Facebook 模式,封闭式注册,专注于高校人群 )2006 年 10 月。 200 万美元千橡并购,注册用户超过了 3000 万, PV 数 2.8 亿 , 国内 SNS 前五,成功的领跑者之一 ( 占座网、露脸网、亿聚网、 5Q 网、 ChinaY.com 、 99 号宿舍、底片网、饱蠹网 )
非主流: 360 圈 , FaceKoo 2007 年诞生,标榜 90 后,疯狂用广告,拉出名声
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NO.3 2007-2008
the power of games
开心网 :社区游戏化 (webgame,flsh 运用,交互功能, “朋友买卖”、“争车位” 等游戏娱乐,开心娱乐为主
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寻找朋友的朋友”的方式建立完善社交圈,对搜索引擎开放 . 在线使用率太低,用户粘性不强不活跃,新用户少 . 网站页面粗壮,交互功能缺
少,营销呆版 .
↓视频认证 , 对搜索引擎开放 (MySpace.com 模式 ) 和不开放 (Facebook模式 ). 用户增长过慢,唯有 51.com 和校内网找到突破口,营销方式主
要靠广告,战火集中在校园,赢利模式 vip 会员,功能化收费 .
↓邀请注册模式,社区游戏,封闭搜索引擎,病毒式口碑营销。
在用户群上选择互联网、传媒、广告、影视等“社会化”特色明显“人际互动”比较强的行业 .
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MySpace (USA)
Facebook(USA)
mixi(Japan)
Cyworld(Korea)
无名小站 (Taiwan)
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Don’t forget the new exploration of Widget
• 幻灯秀,视频,地图,新闻,小游戏……
• 社交网站里的乐队与吧台
• 提供更加个人化的体验
• 利用人们的自我表现欲,自恋情绪作为经济背后的驱动力
• “ 病毒式”传播潜质
• 独裁互联网个人体验 =竹篮打水一场空
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Q&A
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Why popular?
• Facebook:
强调真实的人际关系,隐私的严格控制,使人们对它有一种罕见的亲密感。
• Twitter:
一片空白和一个按钮的界面,用“ What are you doing?”获取每个人的信息流。转变为更像日常社交的交流。
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common grounds :
1. 真实与身份: 网络世界总是模仿现实世界
2.参与和主动: 用户真正在管理的并非是发布的内容,而是人与人之间的关系,用户更有主动性
3.创新,干净和良好的用户体验: 去掉一些反而能让事情变得新鲜
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Changes?
• 人与人之间,交流与表达的界面在发生变化,这是 Facebook,Twitter,Last.fm所带来的启示。
• 互联网深深影响了设计界,越来越多的网络工具开始被当作产品开发。
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Future?
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Future
• Personal media net
• e-commerce engage the audience to share ideas on how to make
companies better
• new products
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Personal media net
• 网络生活个人化个性化(人与网络程序间的交互)
• DIY 广告植入 电子商务结合
• 重组互联网信息方式 从一切领域提取信息,把用户想要的东西推送到面前,无需搜索
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Design?
交互,权利,材料
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交互
• 交互式沟通和民主的界面,获取界面更加友好的产品与设计。
• 设计过程本身就应是交互的,是能满足消费群体意见的设计。设计师变得渺小起来,变成一个群体意见的执行者。
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权利
• 将设计的原始权利交给最终设计品的使用者
• 使用者的体验成为设计者的疑问与切入点
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材料
• 材料的选择带给人新的感官享受,满足消费者对 材质的迷恋