Failure of QQ’s Social

Well, QQ.com is one of the largest sites in the world (Alexa: 16),  with over 700 million Chinese users.  I did not make a mistake on the number. It’s true, 700 million, or let’s say 0.7 billion users, twice the US population.

Before this experiment, I expected millions of visits if I can really push Tucia China to the top 5 of QQ Bookmark‘s home page. I made it. But this time I was totally wrong with my expectation:

  • Tucia China got 26,000 bookmarks ( My God, it was 26,000!), and stay in the QQ Bookmark’s home page for 24 hours;
  • Only 2000 visits were generated up till now, that is, over 93% of bookmarkers never clicked the title to see what’s inside.
  • Google’s search results shows that no one ever shared this “popular” story online

In the mean time, one of my previous post became one of the most popular story of Del.icio.us:

  • 113 Del.icio.us bookmarks, brought me 600 visits directly.
  • Many kinds of online sharings & spreading were brought about, including FriendFeed, twitter, and other social aggregation sites, e.g. popurls.com, popacular.com, theweblist.net. This part attracted more than 1000 visits.
  • Later, the article was translated to japanese by Gigazine and soon published by Livedoor, which brought me 500 more visits. And some of my other articles were also tranlated by japanese and korean readers.

The result is quite clear: with the same number of bookmarks, the social effect of Del.icio.us is 280 times more than QQ Bookmark. And, QQ Bookmark is totally not a social bookmark.

社会化媒体营销的两个小实验

实验一:通过奶粉钱把吐司网的一个作品做到了QQ书签的首页,结果如下:

  • 总共收藏超过26000(两万六千)人,而且在QQ书签的首页挂了24个小时
  • 为了保证国内访问量的精确统计,除了google的analytics以外,我还自己做了一个后台统计,来一个ip加一次
  • 通过QQ书签带来的访问小于2000次(两千次),也就说93%以上的收藏者居然连看都没看就收藏了!!
  • 由此引发相关的社会化传播为零,证据看下图就知道了:

实验二:同一时间,我最近的一篇文章上了Del.icio.us热门第一页,结果如下:

  • Del.icio.us收藏113次,Del.icio.us过来的直接访问者600个
  • 引发相关的社会化转载最高时刻超过100次,包括FriendFeed, twitter, 也包括直接爬取社会化数据的网站(比如popurls.compopacular.comtheweblist.net等,见下图),这部分带来的访问量超过1000,高于直接从Del.icio.us过来的点击,其中尤其以popurls.com为甚,光popurls.com就已经超过了Del.icio.us

  • 除了英文国家外,这篇文章之后还被Gigazine翻译到了日本,然后被Livedoor转载,相关的后续访问超过五百次。
  • 因此这篇文章的关系,也使得我最近的其他几篇文章被日本读者和韩国读者翻译成了他们各自的语言

实验结果很明显,在只考虑访问量增长的前提下,QQ书签营销的杠杆效用只有0.07倍,而del.icio.us的杠杆效用是20多倍。这就意味着,在相同收藏人数的前提下,del.icio.us的效用是QQ书签的280倍。虽然用户群体不同,但QQ书签和del.icio.us都是社会化书签,具有一定的可比性。

不过,QQ书签的流量虽然很大,实验结果表明其“社会化”还是流于形式,如果无法形成有效的社会化传播,那就称不上真正的社会化。通过奶粉钱的几十次实验发现,无论收藏多少万次,QQ书签过来的访问数一直都在收藏数的10%以下,这个结果完全在我意料之外(以前老觉着上了QQ书签首页怎么着也得创造个百万级别的访问量吧。。。。),也让我对社会化媒体在国内发展的模式感到担忧。

后话:

不过,QQ书签在不断进步,很多人都不知道,在2009年1月18号以前,QQ书签的热门收藏里80%是美女、露点、女优、免费A片、龌龊走光等“低俗”话题,而且排名也有漏洞,被奶粉钱利用了很多次。1月18号以后,被整改的干净了很多(不知道是不是“低俗”网站被暴光的缘故),排名规则也更加优化了(估计是被奶粉钱搞得发飙了)。至于之后怎么走,真正让它社会化起来,暂时我也没什么想法。继续做下一个实验再说。

Why is Economic Recession Good for Startups

Weaker Competition:

Many big companies are struggling with laying off employees, cutting off secondary product/service, rebuilding management structure, asking for cash investment…..but definitely not going to release new product or better service very soon. Well, this is your chance to sneak into their market.

Lower Cost:

When people get unemployed, even students from great schools and managers from big companies are considering to work for small startups with discounted salary, which rarely happened in the past. Stuff like office, server, food are also cheaper than before.

Better Plan:

While VC is holding back their offers carefully in the recession, it’s more difficult to get fund with a lousy business plan, especially those without a clear revenue model or healthy cash flow. While your business plan is revised again and again but still get cold-shoulder from VCs, it’s more likely to survive in the real business environment.

Fairer Chance:

Well, we all say 9 out of 10 startups are going to fail within 12 months. It’s true that small company has high risk of failure, but after Lehman Brother fell apart, Merrill Lynch got sold, and auto industry monsters kept crying for help, it’s pretty clear that no company is safe in this world, and size definitely can’t determine the fate of a company. I’m sure people will tend to have a fairer attitude towards small companies.

Tighter Pocket:

I have a friend getting >10,000 dollars a month as revenue from his online business. Pretty good for startups, isn’t it? But what makes me sad is, he spend 10 times more money every month, 90% of which is for senior management’s salary, while the job of those seniors is just flying for coffee meeting once a month. It’s never too late to watch every penny in your pocket, dude, no matter it’s recession or not.

Japanese Version (日本語) of this post >>

“经济衰退”带给创业家的机会

竞争削弱:

在经济危机中,很多大公司因为投资链断裂而走向绝境,忙于裁员、重组、贷款,必然疏于新服务新产品的开发,这正好是初创小公司异军突起的最好时机。

人力成本降低:

大批的失业者找不到大公司的工作,不得不考虑进入初创小公司,而且不需要给很高的薪水。最近很多名校毕业的高材生也开始考虑创业,开餐馆,卖家具。。。。。。这在以前是不可想象的。此外,服务器、办公室、食物等相关的平均开销也会降低。

商业模式趋于理性:

风险投资在经济危机下被迫收紧口袋,意味着创业者拿到钱的机会更小了。很多注定来骗钱烧钱的商业计划自然被淘汰,于是,创业者最终执行的必然是拥有清晰盈利模式和健康现金流的商业计划。这样的计划生存下来的可能性更大,也就意味着创业成功的可能性更大。

价值观趋于理性:

以前人们去创业都自比为“走钢丝绳”,似乎小公司注定就要失败,大公司注定就能成功。这种自卑的观念是有问题的。雷曼哥哥的倒掉,美林姐姐的被收购,让我们意识到,无论大公司小公司都有失败的可能,也都有成功的潜力,这取决于怎么运营,而不取决于规模大小。人们将以更平和的心态来看待小公司,并为其创造积极、平等的发展环境;人们也会以更加冷静的态度来看待大公司,它们已经不再意味着终生保险的铁饭碗了。

收紧口袋的时候到了:

有个美国创业家哥们,他的互联网公司每月盈收超过1万美金(非常棒,不是吗?) 不过每个月的开支超过十万美金,其中90%是高管的薪水,而这些高管的工作就是一个月飞来喝一次咖啡,顺便拍拍小秘的肩膀而已。 很可笑吧?事实就是如此:很多小公司的失败,并不是收入太少,而是开支太大。 经济危机让每个人都有收紧口袋的意识,这对公司成长的好处远大于坏处。

7 Steps To Build A Better Blog

1. Create Value:

Whatever you write, remember to bring value to readers. Just saying Myspace sucks can’t make your a good writer, since there are over 1 million people already knowing this conclusion earlier than you. Just saying viral marketing is amazing can’t make you a great blogger either. Say something more to make us know something fresh, or, to save our time, or, to create other value.

2. Focus on your own industry:

I can’t remember anything you write if you write about everything. Focus on one industry you’re interested in, man. Beer, Mac, Black-Hole theory…… anything would do, as long as you’d rather cut your sleeping time and sacrifice your dinner to make yourself know it better than anyone else.

3.Blog is not twitter:

Blog is blog, but twitter is another thing. Don’t make your blog into another twitter. I’m not really interested to know what you had for lunch or which brand of soap you bought unless you are Charlize Theron, and 10 posts a day makes me doubt whether you are a blogger.

4.Write drafts:

When you think of some new ideas, put them into drafts as soon as possible. Finally you will find your drafts full of great materials to make a great article, and this is how other Blogger’s great articles are made.

5. Appearance matters:

Just as a great pianist needs a gorgeous concert hall to show his best performance, you need a suitable appearance to make your blog looks great if you believe it is great. Pick a clean theme, use related pictures, insert sharing buttons…and more.

6.Share:

Leave a full link when you quote another blogger’s post, and they will thank you very much and probably do the same thing to you in the future. It’s a small world, and readers won’t forget you just because you refer them to read another blog.

7.Hold on, man:

It’s a lonely and boring job to write blog when no one notice you. Don’t give up if you believe your posts are creating value to the society.  Check your blog system to make sure the SEO part is well done. Hold on and keep writing. If you are still lonely after you write 50 posts, leave your blog address here, dude,  and I’ll be the 1st one to make you not lonely anymore.

[Image from ToothPasteForDinner]