最后如果你在社交网络中得到难以想象的快乐,许多社交媒体公司的商业模式旨在让用户呆在线上的时间最大化

  美国硅谷的内部人士告诉 BBC
,社交媒体公司故意让用户沉迷于他们的产品以从中获取经济利益。

原文地址

It was sad news for Durex when they found out that only less than 10% of
sexually active Chinese people were regular condom users. Moreover,
inefficient distribution systems increased costs; counterfeits worked
against their premium pricing strategy; and expensive television
advertising brought them little increase in market share. As is often
the case, things that worked elsewhere, may not work in China. However,
Durex’s sales have tripled in the last a few years, driven largely by
gaining and engaging with millions of followers on social media. This in
a country where the topic of sex is still in some sense taboo even among
young people and hundreds of sex related “sensitive words” are censored
online by Chinese government.

https://www.economist.com/news/leaders/21735021-dominance-google-facebook-and-amazon-bad-consumers-and-competition-how-tame

The dominance of Google, Facebook and Amazon is bad for consumers and
competition

图片 1图片源于:BBC英语

图片 2

The benefits of effective social media management are no secret to many
businesses and their customers worldwide. Even for “old-school” formerly
state owned postal services, as a customer you can often get better
service and satisfaction via Twitter than more traditional methods such
as hotline or email. In China, however, there are additional
complexities when it comes to engaging with your target market. In China
there is no Facebook, no Twitter, and no YouTube, which makes you
wonder, how did Durex engineer this change in fortunes using Chinese
Social Media when facing such obstacles? How was the above written with
not one double entendre?


图片 3

  Aza Raskin from the Centre for Humane Technology said social media
companies deliberately use addictive technology in their apps in order
to lure us in to spending as much time on their platforms as possible.

众多的社交网络让无数人上瘾,而有些人的上瘾程度堪比吸食海洛因。Facebook,Twitter等社交网络从它们建立的用户习惯中得到了无尽的经济价值,让人上瘾是手段,让人掏钱是目的。一开始,人们需要一定的诱因,外在的或者内在的,社交网络让无聊的生活有意思就是一个内在的诱因,属于潜意识和无理性的,当你打开应用时,它马上给你制造了期望,让你行动起来,上传图片得赞,评论有回应,制造各种奖励持续推动你参与。接下来让你掏钱的时间到了,因为你的期望值增加了,需要更进一步的刺激,而这些需要付费。最后如果你在社交网络中得到难以想象的快乐,那么你一定上瘾了。这可能也算是双赢,你得到了在别处没有的快乐,而社交网络得到了金钱。

Before addressing the more pertinent of these question and attempting to
identify and replicate the success of Durex when building your product
or service to China, there are two more fundamental questions to
consider:

The dominance of Google, Facebook and Amazon is bad for consumers and
competition

Jan 18th 2018

  人文技术中心(Centre for Humane
Technology)的阿扎·拉斯金说,社交媒体公司故意在他们的应用程序中使用让人上瘾的技术,以吸引我们尽可能多地呆在他们的平台上。

社交网络帮助人们建立习惯才是巨大利润的最本质的来源。

• What does China’s social media landscape look like?

图片 4

NOT long ago, being the boss of a big Western tech firm was a dream job.
As the billions rolled in, so did the plaudits: Google, Facebook, Amazon
and others were making the world a better place. Today these companies
are accused of being BAADD—big, anti-competitive, addictive and
destructive to democracy. Regulators fine them, politicians grill them
and one-time backers warn of their power to cause harm.

  Aza Raskin invented the endless scroll – the app feature that means
you don’t have to click to get to the next page and can keep scrolling
for far longer than maybe necessary or healthy.

原文链接:https://magenta.as/

• What are Chinese netizens fond of?

Jan 18th 2018

Much of this techlash is misguided. The presumption that big businesses
must necessarily be wicked is plain wrong.Apple is to be admired as the
world’s most valuable listed company for the simple reason that it makes
things people want to buy, even while facing fierce competition. Many
online services would be worse if their providers were smaller. Evidence
for the link between smartphones and unhappiness is weak.Fake news is
not only an online phenomenon.

  阿扎·拉斯金发明了无限下拉滚动的功能,这个应用程序功能意味着你不需要点击进入下一个页面,你可以无限地下拉页面,但滚动的时间可能比必要的或健康的标准长得多。

抄录:

NOT long ago, being the boss of a big Western tech firm was a dream job.
As the billions rolled in, so did the plaudits: Google,
Facebook, Amazon and others were making the world a better place. Today
these companies are accused of being BAADD—big, anti-competitive,
addictive and destructive to democracy. Regulators fine them,
politicians grill them and one-time backers warn of their power
to cause harm.

plaudits: strong approval 

  Aza says he did not intend to hook users with it but says the
business model of many social media companies is designed to maximise
user time online. He says this encourages designers to come up with
technological tricks that hook users.

How Facebook, Twitter, and Pinterest Hook Users

China’s Social Media Landscape

Much of this techlash is misguided. The presumption that big
businesses must necessarily be wicked is plain wrong. Apple is
to be admired as the world’s most valuable listed company for the simple
reason that it makes things people want to buy, even while facing fierce
competition. Many online services would be worse if their providers were
smaller. Evidence for the link between smartphones and unhappiness is
weak. Fake news is not only an online phenomenon.

以前,做西方巨头公司的大boss
是一件好差事,几十亿的销售额滚滚而来,荣誉和肯定随机而至。但现在这些大公司被认为是:
大, 垄断,致瘾, 破坏民主!

  阿扎说他发明这个功能的目的不是为了勾住用户,但他表示,许多社交媒体公司的商业模式旨在让用户呆在线上的时间最大化。他说,这鼓励设计师们想出一些能吸引用户的技术诀窍。

The tactics that the best digital brands use to stay relevant in users’
minds and lives.

In China, most Western mainstream social media platforms are blocked
through government control. Nevertheless, the growth of China’s
indigenous social networks has been staggering, particularly from 2009
onwards. China is now home to roughly 700 million netizens, with social
media household names such as QQ, Renren, Sina Weibo, WeChat and Youku.

But big tech platforms, particularly Facebook, Google and Amazon, do
indeed raise a worry about fair competition. That is partly because
they often benefit from legal exemptions
. Unlike publishers, Facebook
and Google are rarely held responsible for what users do on them; and
for years most American buyers on Amazon did not pay sales tax. Nor do
the titans simply compete in a market. Increasingly, they are the market
itself, providing the infrastructure (or “platforms”) for much of the
digital economy. Many of their services appear to be free, but users
“pay” for them by giving away their data. Powerful though they already
are, their huge stockmarket valuations suggest that investors are
counting on them to double or even triple in size in the next decade.

  Sandy Parakilas, who was a platform operations manager at Facebook
in 2011 and 2012, said there was definitely an awareness that Facebook
was habit-forming when he worked at the company.

Type the name of almost any successful consumer web company into your
search bar and add the word “addict” after it. Go ahead, I’ll wait. Try
“Facebook addict” or “Twitter addict” or even “Pinterest addict,” and
you’ll soon get a slew of results from hooked users and observers
deriding the narcotic-like properties of these sites. How is it that
these companies, producing little more than bits of code displayed on a
screen, can seemingly control users’ minds? Why are these sites so
addictive, and what does their power mean for the future of the web?

So what do these social network services provide and how are they used?
Some people would offer this simple answer:

There is thus a justified fear that the tech titans will use their power
to protect and extend their dominance, to the detriment of consumers
(see article).
The tricky task for policymakers is to restrain them without unduly
stifling innovation
.

But big tech platforms, particularly Facebook, Google and Amazon, do
indeed raise a worry about fair competition.That is partly because they
often benefit from legal exemptions. Unlike publishers, Facebook and
Google are rarely held responsible for what users do on them; and for
years most American buyers on Amazon did not pay sales tax.Nor do the
Titans simply compete in a market. Increasingly, they are the market
itself, providing the infrastructure (or “platforms”) for much of the
digital economy. Many of their services appear to be free, but users
“pay” for them by giving away their data. Powerful though they already
are, their huge stockmarket valuations suggest that investors are
counting on them to double or even triple in size in the next decade.

  桑迪·帕拉吉拉斯在 2011年和
2012年间担任脸书的平台运营经理,他说他在任期间,公司内部确实意识到脸书容易让用户上瘾。

We’re on the precipice of a new digital era. As infinite distractions
compete for our attention, companies are learning to master new tactics
to stay relevant in users’ minds and lives. Today, just amassing
millions of users is no longer good enough. Companies increasingly find
that their economic value is a function of the strength of the habits
they create. But as some companies are just waking up to this new
reality, others are already cashing in.

Renren is the Chinese Facebook; Weibo is the Chinese Twitter; Youku is
the Chinese YouTube and so on.

The less severe contest

There is thus a justified fear that the tech titans will use their power
to protect and extend their dominance, to the detriment of consumers
(see article). The tricky task for policymakers is to restrain
them without unduly stifling innovation.

  Facebook and Instagram have told the BBC that their apps are
designed to bring people together and that they never set out to create
addictive products.

First-to-Mind Wins

The social media ecosystem in China is, however, more than just the
carbon copy of the West, and in many ways is far more diverse and
evolving more rapidly. Take Tencent’s WeChat as an example. The WeChat
app has about 600 million daily active users, 93% saturation rate in
first-tier cities, over 600 million users subscribing to official
accounts, and more than 3 billion daily page views. With a strong focus
on user experience and usability, WeChat has successfully attracted
users aged from 10+ to 60+ by integrating a host of features including
chatting, friend finding, sharing of photos, videos, status, exercising
monitoring, charitable donations, payments, and many more. In China this
feature rich and accessible medium has led to so called “WeChat
lifestyle”, also known as “WeChat addiction”:

The platforms have become so dominant because they benefit from
network effects”. Size begets size: the more sellers Amazon,
say, can attract, the more buyers will shop there, which attracts more
sellers, and so on. By some estimates, Amazon captures over 40% of
online shopping in America. With more than 2bn monthly users, Facebook
holds sway over the media industry. Firms cannot do without Google,
which in some countries processes more than 90% of web searches.
Facebook and Google control two-thirds of America’s online ad revenues.

detriment: something that will cause damage or injury to something or
someone

相关文章

发表评论

电子邮件地址不会被公开。 必填项已用*标注