手机是离你最近的社交工具

【手机是离你最近的社交工具】移动最独特的特性是要求我们去尝试创造出爆发式的增长,因为移动用户与自己的设备之间是一对一的关系,而这些设备使得人与人之间的差距不再存在。1、有一到两个核心的系统功能,并且使这些功能几近完美。“快速命中”是移动产品设计的目标;2、个人收益是实现社交的关键点。如果你提供了良好的个人消费体验,你的用户会以自己的社交联系(与自己的朋友分享)作为回报的;3、广告是浪费时间,建立内在的盈利点。内在的赢利点指的是通过你的产品的主要功能使得广告主与用户之间建立起联系,这是社交类应用所具有的DNA。在Facebook上,用户消费的贴子,也会包含广告主们的故事;Twitter用户消费的是微博条目,也会接触促销类的微博。

 

移动最独特的特性是要求我们去尝试创造出爆发式的增长,而不是像我们在其他媒体上的持续性增长。因为移动用户与自己的设备之间是一对一的关系,而这些设备使得人与人之间的差距不再存在。发展你的移动应用应该以这个概念为基础。如何使得成为最好的个人设备呢?有以下建议:1、有一到两个核心的系统功能,并且使这些功能几近完美。“快速命中”是移动产品设计的目标,一款移动应用的平均使用时间是1分钟左右。你的用户的注意力时间已经被限制了,又怎么会花时间去思考使用哪一个操作呢?2、个人收益是实现社交的关键点如果你提供了良好的个人消费体验,你的用户会以自己的社交联系(与自己的朋友分享)作为回报的。我们使用PathFoursquareTwitter作为表达我们思想和位置的工具,但是它们的珍贵性在于人们会真正去阅读。内容消费变成了个人魅力的显示。3、广告是浪费时间,建立内在的盈利点。SoLoMo空间为移动广告提供了巨大且尚未开发的机遇——这其实是一个天大的谎言。不要在如何实现移动广告网络上浪费精力了,它们与用户体验刚好相反。当用户平均使用一个app的时间是71秒时,他们脑中想的最后一件事情可能是他们是否需要购买最近市场上最火爆的清洁剂?内在的赢利点指的是通过你的产品的主要功能使得广告主与用户之间建立起联系,这是社交类应用所具有的DNA。在Facebook上,用户消费的贴子,也会包含广告主们的故事;Twitter用户消费的是微博条目,也会接触促销类的微博。

201004151271321518055
Your Mobile Device Is the Least Social Device You Own

No buzzwords are more prominent in today’s Silicon Valley lexicon than social and mobile. They’re so big that they have their own love-child buzzword, SoLoMo (social-local-mobile, the nerd equivalent of Brangelina). Sadly for buzzwordians: mobile is not really social, in the consumption context anyway. Building for mobile requires us to dig deeper into the role it fills in our life.When we gather around a movie, TV or even use a desktop, we are carving out time and personally allocating our focus. Mobile does not get the same luxury. Mobile fills the gap of 2 minutes when your date leaves the dinner table; it fills the gap when we have brief moments of downtime.As we have personalized our media, we have decreased the number of people viewing it together. The fewer people who consume media together spend less time with it. This turns mobile into a less physically social experience, and more into a quick transaction optimized for better connection with others.

Build for Bursts – The New Mobile WayThe unique nature of mobile requires us to develop for bursts in usage, rather than sustained usage as we have built for in other media. Because mobile users have a 1-to-1 relationship with their device, it primarily serves as a gap filler. Developing your mobile application should be rooted in that concept.In the past two years, mobile has grown from zero to nearly 25% of all usage of StumbleUpon. As we’ve built the product we’ve learned some key lessons on how to get the best out of the most personal of devices:

1) Build only 1-2 core use cases; build them really really well
Mobile products have to be designed for the quick hit. The average mobile app session is about one minute long. The attention span of your user is already inherently limited, so why bog down their usage time with making a decision for which use case to execute?Secondary use cases should be treated as power user features. Take a look at Facebook, for example. There are only two things you can do when you log into your mobile FB app: read your friends’ posts or make your own update. Think of all the other prominent navigation you see on desktop: messages, events, (gasp) groups, all in the main home screen. On mobile: they’re not a main quick hit, so they’re made secondary.

2) Personal benefit is the key to social connection
If you provide the right personal consumption experience, your users will reward you with social connectivity (i.e., sharing with their friends). We use services like Path, Foursquare, and Twitter as a means for expressing our thoughts and locations, but they are valuable because people read them. Consuming the content becomes the ultimate use case with a personal flair.Providing personalization goes beyond just highlighting and recommending personally relevant content, it also includes presenting it in a quickly digestible format. At StumbleUpon, there are two core factors that dictate our user retention: quality of content recommendations and latency for providing those recommendations.One major disadvantage mobile experiences against desktop is that 3G/4G connections are relatively slow as molasses. This manifests itself often in retention efforts when building for iOS and Android audiences. Instead of making the core focus of StumbleUpon’s mobile development to be in content recommendations, building latency improvements takes top billing on mobile for its retention impact.Latency improvements make that quick hit even quicker for our users, which drives to more usage. More usage means more connection with personally relevant content. Those content connections drive 65% of our users to share out to social platforms

.3) Ads are a waste of time, build native monetization
The largest rumor floating around the SoLoMo space has been that there is a monstrous untapped opportunity for mobile advertising. Don’t waste your time in your development efforts by figuring out how to install mobile ad networks: they’re antithetical to your user experience.When someone is using an app for an average of 71 seconds, the last thing on their mind is going to be whether they want to buy the latest detergent that’s hit the market. Many developers have realized that and placed a price on downloading their app. This strategy often best serves non-media based apps, though if you are going to be building a media-based app with a “free” price tag, go down the native route.Native monetization consists of connecting advertisers (or distributors) with your users through the main use case of your product. Social apps have built this into their DNA. On Facebook you consume posts, and from that yield sponsored stories. On Twitter you consume tweets, and from that yield promoted tweets. On StumbleUpon you consume web pages, and from that yield sponsored stumbles.While it becomes difficult to scale your media business until you reach a sizable audience, native monetization units are critical to maintaining the integrity of your user experience while balancing true value for advertisers and distributors. For this reason, if you’re building media-based apps, building your userbase first is critical before natively monetizing; slapping in ads is a short term solution that stunts your organic user growth.

Testing the Limits
We are all still very early on this frontier of mobile development. Prior to mobile phones fitting in your pocket, we never had a device that stayed with us at all times of the day (and by our bedside at night). The opportunity to uncover new companies is motivating. The entire development community will continue to learn from new developments, but one thing is for sure: we’ll consume them for ourselves, most likely on the go.

文章作者:  JACK KRAWCZYK

文章来源:techcrunch

文章链接:http://techcrunch.com/2012/07/08 ... ial-device-you-own/


Comments are closed.



无觅相关文章插件