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3523 vip,那么你一定上瘾了

发布时间:2019-10-01  栏目:新葡萄赌场网站  评论:0 Comments

  habit-forming (活动)易成瘾的

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?

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

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.

The rivalry remedy

  文章源于:BBC

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.

– Watch shared videos, read articles on Moments, join group chatting,
or walk with WeChat Run (exercise monitor) after dinner;

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.

大家都在担心,这些寡头公司缺少竞争,而且像google 和 facebook
很少为他们顾客的行为负责,亚马逊上很多商家都多年未缴税…

3523 vip 1图片源于:BBC英语

How Facebook, Twitter, and Pinterest Hook Users

If this trend runs its course, consumers will suffer as the tech
industry becomes less vibrant. Less money will go into startups,
most good ideas will be bought up by the titans and, one way or another,
the profits will be captured by the giants.

unfettered: not controlled or restricted 

  实习编辑:朱子发 责任编辑:赵润琰

Manufacturing Desire

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 lack of a simple solution deprives politicians of easy
slogans, but does not leave trustbusters impotent. Two broad changes
of thinking would go a long way towards sensibly taming the titans.
The first is to make better use of existing competition law.
Trustbusters should scrutinise mergers to gauge whether a deal is
likely to neutralise a potential long-term threat, even if the
target is small at the time. Such scrutiny might have prevented
Facebook’s acquisition of Instagram and Google’s of Waze, which makes
navigation software. To ensure that the platforms do not favour their
own products, oversight groups could be set up to deliberate on
complaints from rivals—a bit like the independent “technical committee”
created by the antitrust case against Microsoft in 2001. Immunity to
content liability must go, too.

多的定价信息,他们的语音助手让用户有更好的体验。这样就会使钱更少地流向新公司,当然更多的利润就被这些巨头公司瓜分!

  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。

Investment

Before using social media to raise brand and product awareness,
understanding some of the detail of the landscape helps you determine
via which platform and at what time to target certain groups of people
most effectively.

America’s trustbusters have given tech giants the benefit of the
doubt. They look for consumer harm, which is hard to establish when
prices are falling and services are “free”. The firms themselves stress
that a giant-killing startup is just a click away and that they
could be toppled by a new technology, such as the blockchain. Before
Google and Facebook, Alta Vista and MySpace were the bee’s knees.
Who remembers them?

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

  platforms 平台

But how do companies create a connection with the internal cues needed
to form habits? They manufacture desire. While fans of Mad Men are
familiar with how the ad industry once created consumer desire during
Madison Avenue’s golden era, those days are long gone. A multiscreen
world, with ad-wary consumers and a lack of ROI metrics, has rendered
Don Draper’s big-budget brainwashing useless to all but the biggest
brands. Instead, startups manufacture desire by guiding users through a
series of experiences designed to create habits. I call these
experiences Hooks, and the more often users run through them, the more
likely they are to self-trigger.

What else do you need in order to build connections between you and
Chinese netizens via social media? The straight answer would be at least
the experts who are always aware of what are the trends in the country,
what is no-go, culturally, politically and legally, as making friend
with the government is as important as making friend with netizens in
China.

What to do? In the past, societies have tackled monopolies either by
breaking them up, as with Standard Oil in 1911, or by regulating them as
a public utility, as with AT&T in 1913. Today both those approaches have
big drawbacks. The traditional tools of utilities regulation, such
as price controls and profit caps, are hard to apply, since most
products are free and would come at a high price in forgone
investment
and innovation. Likewise, a full-scale break-up would
cripple the platforms’ economies of scale, worsening the service
they offer consumers. And even then, in all likelihood one of the
Googlettes or Facebabies would eventually sweep all before it as
the inexorable logic of network effects reasserted itself.

Mean Log Word Frequency: 3.18

  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.

But unlike a sales funnel, which has a set endpoint, the investment
phase isn’t about consumers opening up their wallets and moving on with
their day. The investment implies an action that improves the service
for the next go-around. Inviting friends, stating preferences, building
virtual assets, and learning to use new features are all commitments
that improve the service for the user. These investments can be
leveraged to make the trigger more engaging, the action easier, and the
reward more exciting with every pass through the Hook.

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

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

Jan 18th 2018

  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.

But, like it or not, habit-forming technology is already here. The fact
that we have greater access to the web through our various devices also
gives companies greater access to us. As companies combine this greater
access with the ability to collect and process our data at higher speeds
than ever before, we’re faced with a future where everything becomes
more addictive. This trinity of access, data, and speed creates new
opportunities for habit-forming technologies to hook users. Companies
need to know how to harness the power of Hooks to improve people’s
lives, while consumers need to understand the mechanics of behavior
engineering to protect themselves from unwanted manipulation.

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”:

In essence this means giving people more control over their
information
. If a user so desires, key data should be made available
in real time to other firms—as banks in Europe are now required to do
with customers’ account information. Regulators could oblige platform
firms to make anonymised bulk data available to competitors, in
return for a fee, a bit like the compulsory licensing of a patent.
Such data-sharing requirements could be calibrated to firms’
size: the bigger platforms are, the more they have to share. These
mechanisms would turn data from something titans hoard, to suppress
competition, into something users share, to foster innovation.

Results

  hook 勾住,吸引住

Variable schedules of reward are one of the most powerful tools that
companies use to hook users. Research shows that levels of
dopamine — the neurotransmitter that helps control the brain’s pleasure
center — surge when the brain is expecting a reward. Introducing
variability multiplies the effect, creating a frenzied hunting state,
activating the parts associated with wanting and desire. Although
classic examples include slot machines and lotteries, variable rewards
are prevalent in habit-forming technologies as well.

– In the morning people wake up and check chats and Moments (posting
wall);


这篇文章的蓝思值是在1100-1200L,
适合英语专业大二的水平学习,是经济学人里普通难度

  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。

Superpower

This article appeared in the Leaders section of the print edition under
the headline “Taming the titans”

hoard: a large amount of something valuable that is kept
hidden(前面文章有出现过)

  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.

Nir Eyal is the author of Hooked: How to Build Habit-Forming Products
and blogs about the psychology of products at NirAndFar.com. For more
insights on using psychology to change behavior, join his newsletter and
receive a free workbook.

3523 vip 2

America’s trustbusters have given tech giants the benefit of the doubt.
They look for consumer harm, which is hard to establish when prices are
falling and services are “free”. The firms themselves stress that a
giant-killing startup is just a click away and that they could be
toppled by a new technology, such as the blockchain. Before Google and
Facebook, Alta Vista and MySpace were the bee’s knees. Who remembers
them?

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