8月1号这天,是陌陌上线一周年的日子,陌陌在其官方微博上公布了用户数,在 iOS 和 Android 平台上用户数正式突破一千万。,每天有 220 多万活跃用户,超过 4000 万条信息,周活跃用户接近 500 万。这对于一个发布一年的社交产品来说,算是一份不错的答卷,尤其是在微信的狂潮之下,还能获得千万用户,陌陌或许有着自己独特的产品气质。

千万用户的旅程

千万用户之路——微信相随

陌陌的官方主页的下方,有一行一直不断跳动的数字,那行数字代表着陌陌当前的注册用户量,这也意味着,陌陌的用户数量是随时公开的,并不像很多产品那样直到一个数量级的时候才公布用户数量,我们不去考量用户数量的真实性,但就实时公布用户数据这件事情来说,这是对自己产品信心的保证,当然,这也给了我一个机会去梳理陌陌的千万用户的发展历程。

2011年8月,陌陌正式上线,1月28日,上线5个多月的陌陌,注册用户突破了100万。3月9日,上线八个月的陌陌,用户数突破200万;再后来,4月9日,300万;5月2日,400万;5月19日,500万;6月4日,600万;6月21日,700万;直到8月1日,突破1000万,从0到1000万,陌陌用了一年。

这一年里,微信发生了什么?2011年1月21日,微信发布;同年的5月12日腾讯广研产品总监曾鸣在极客活动上透露微信用户超过120万;2011年8月,微信添加了“查看附近的人”这一陌生人交友的功能,用户数第一次出现爆发式增长,那时微信用户达到1500万;截止到11月,微信注册用户数已超过5000万,活跃用户达2000万,微信最新功能“摇一摇”的日启动率已经超过1亿次。到了2012年的3月29日,腾讯 CEO 马化腾在凌晨4点在微博发布一条消息:“终于,突破一亿!”,至此,微信用户数突破一亿,跨入亿级用户新台阶。(本数据根据公开资料整理,如有遗漏请指出为谢)

从这两个用户数量增长的对比,可以看出陌陌的千万用户完全是在微信的阴影下挖掘出来的,相对于微信现在的1.2亿用户,陌陌的千万用户似乎不足一提,但考虑到微信动用了腾讯大平台去的资源去全力发展,而陌陌只是一个50人左右的创业团队,1000万对陌陌来说,已经难能可贵了。

社会化运营的推广思路

陌陌刚出来的时候,只做 iOS 版本,这直接导致的是陌陌的平均用户质量相对于其它基于 LBS 的交友工具来说要高,并且持续了很长一段时间的iOS版本之路,才姗姗来迟的推出 Android 版(这里没有任何证据表明只支持 iOS 版本有多么的高端,当然,一开始只支持 iOS 版本的软件有一个成功的先例,你一定知道是谁,嗯,就是 Instagram),通过对初期用户质量的筛选积累了优质的用户资源,在推出 Android 版的时候基于之前的优质用户资源更容易带来爆发性的增长。

陌陌从一开始诞生的时候就没有通过传统的装机走量或者付费推广,而是通过社会化的推广的渠道,通过一些不那么“自然”的口碑,在用户之间传播,带动了陌陌的用户增长。

常上微博的你,看到下面的段子是否觉得熟悉呢?

一个男生在机场厕所方便完发现没手纸,他掏出手机,用陌陌搜寻附近的人,发现离他20米之外就有一个陌陌用户,他发去信息询问可否帮个忙,不一会儿手纸就从门缝里默默地塞了进来……就是陌陌这个app,让生活处处充满惊喜! 苹果和安卓用户下载:http://t.cn/aNWXLZ

一对异地情侣每天在陌陌上聊天,彼此的距离始终都是1000km。某晚她回家后习惯性打开陌陌,发现双方的距离只有1km,再刷新,只有0.9km,她明白发生了什么,激动的走向门口。当晚,他们的距离只有-5cm。于是第二天,他们还是分手了……陌陌,发现真实的距离。苹果和安卓用户下载: http://t.cn/aNWXLZ

上面列举的段子你或多或少一定会在微博上看到,因为他曾几乎覆盖微博上所有的草根大号。

陌陌的社会化主力还是微博,陌陌在微博上的营销包括但不局限于:1)围绕陌陌特性策划话题,草根大号发布,草根大号转发。2)同一个话题,不同时间不同账号发布,重复强调。3)发布账号以百万级别以上为主力。4)发布时间大多集中在20:30——22:30时间段。5)一个话题上万条转发完成,需要其他草根账号配合转发完成,最高纪录一次性使用27个草根大号。6)因知名度问题,转发参与前期成本要高于后期。

本段分析来源于用户签百度

差异化竞争:专注 LBS 的产品特性

陌陌的产品功能定位于提供一种和附近的人沟通交流的工具,围绕 LBS 的特性做一些产品特性的挖掘,并在基于移动端的用户体验上做更多的提升,产品设计紧密围绕产品定位服务,这就是它脱颖而出的原因。有一些值得借鉴的产品细节:

1:关系的用户体验:用户关系是单向关注与互相关注,而不是传统的申请好友关系。这对于用户层面来说,会降低用户使用中的挫折感,提升用户体验,特别是男性用户。加好友可能被拒绝,但我关注你却一般不会被主动拉黑。

2:用户特点的展示:陌陌的用户展示页,可以与微博,豆瓣,人人等社交工具进行绑定,你可以从陌陌里看到陌生人,然后通过他绑定的社交工具里了解他的生活,这对于陌生人交友来说是一个不错的展示。

3:位置的精准定位:与微信等产品不同的是,微信提供的查找附近的人只给了一个大概的范围,而陌陌给的数据精确到米,这在一定程度上增强了陌生人之间的信任感,距离并不只是隔着网络的定位,而是可衡量精确到米的数字。

社交工具的原罪——约炮

陌陌从发展到现在,一直被人说道的,总是逃不开这个词:约炮。

可是,约炮这个词是移动互联网发展起来才有的吗?曾经的:找网友,上QQ;找学妹,上人人;在北上广深找寂寞少妇,上爱情公寓;找85后,上 51.com;找90后,上劲舞团;找婚恋对象,上世纪佳缘和百合网。这些在传统互联网时代不就已经被广大用户广为流传了吗?

所以,约炮不只发生在陌陌,也不只发生在移动互联网,可以不客观的说(注意,是不客观),所有的基于 SNS 的交友工具都有约炮的成分在里面,只是移动互联网的发展使得“约炮”变得更便捷,更容易满足“部分”用户在特定时间段的“交友”需求。微信的摇一摇,漂流瓶,查找附近的人,陌陌的位置定位,这些与传统互联网的交友工具如 QQ 的查找好友有什么区别呢?只不过是利用移动端的特性让定位更精准了一点而已,约炮行为难道是这两年才有的?生理需求不一直是人性里的刚性需求吗?

当然,我们不能否认“约炮”是一个营销概念,不过这个概念的吸引力极大,激素分泌旺盛的男男女女们喜欢这类刺激的应用。高帅富们游走在各个白富美之间,屌丝们口水留在白富美的照片之前,这些都是不同的场景需求罢了,借用陌陌某联合创始人的一句话:在现实生活里能约到炮的人,不需要陌陌他也能约到,在现实生活里缺乏交际能力的人,给他十个陌陌也是白搭。

陌陌的未来——社交的不断探索

陌陌即使已经千万用户,但面临的问题,似乎比千万用户更多。

豆瓣的产品经理黄海均在知乎上表达了自己的看法:

作为社交工具,我觉得它最大的问题是「关系难以沉淀」,虽然它能持续地能让高帅富们找到麻豆,让白富美们找到高帅富。但作为今年可容纳千万级用户的平台,仍需考虑:狂欢过后,下一步如何走?

陌陌由于产品功能属性的单一,如何留住用户,保证持续性的增长,还是一个很大的问题,当然,这还不是主要的,产品特性可以更改,可以不断优化,陌陌真正需要面对的问题是:陌陌未来商业模式上的探寻。

通过规模经济获得成本优势,进而掌握议价权,取得更多市场份额,最终的马太效应会让胜利者遥遥领先,这是工业时代最广泛的竞争逻辑。如果把这个逻辑移到移动互联网,也依旧适用。看看微信就知道了。

UC优视科技 CEO 俞永福曾认为:做互联网产品,小时候不能快速长大,你长到中期就更长不大。因为越往后面临的商业环境越恶劣。

就拿微信和陌陌来说,同时期冒出来的类似的产品数不胜数,但当微信壮大起来以后,其余的产品慢慢没了踪迹,仿佛不曾出现过。这是一个残酷的事实:用户永远只会选择最优秀的产品,不会选择第二。

而陌陌在没有找到自己合适的商业模式之前,如何生存下来,这显然也是一个重要的问题。

而陌陌面临的问题,还远远不止这些:由于在前期被冠上的“约炮”的帽子,如何在后期品牌的建设中拿掉这个帽子,改善产品的印象;陌陌用户群里那些实施骚扰行为的不良用户如何解决;怎样更多的发掘产品特性,实现和微信的差异化竞争发展;小团队无法避免的技术力量的相对薄弱,这些都是陌陌需要解决的问题。相对于微信含着金钥匙出生来说,陌陌的路,还很艰难,还需要不断探索。

米聊不是也在哭泣:既生米聊,何必微信。

在跟陌陌的产品总监和运营总监聊天的时候,一直在不断讲述着陌陌对于改善社交的愿景:想让擦肩而过却还能彼此认识的人认识,想让不善言辞你变得开阔、善言、分享、乐于助人,并改变你的生活。

祝福这样的产品,也祝福这样的团队。

除非特别声明,极客观察均为极客公园原创报道,转载请注明原文链接。
原文地址:http://www.geekpark.net/read/view/162599


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