Web2.0 User Behavior - Expected Return - Zhang Xinyan - Sina Blog

What is Web 2.0? Some internet experts have said so —— "Web 2.0 is to let users work for you for free, letting them generate content and bring traffic to the website"; "Web 2.0 is to build a platform for users, no longer needing editors, or even operate without hiring anyone"; "The cost of Web 2.0 is very low because all the content comes from the users."

I once thought all these were true! Building the Live Guest website, I've learned along the way that users' "expected return" behavior is increasingly valued in Web 2.0 website strategy planning.

Not long ago, a domestic Web 2.0 site received venture capital investment, and many users complained online: "We have been contributing content to you for so long, shouldn't we get a share of this money?" This sentence indeed expresses the voice of Chinese Web 2.0 users - "User participation in websites should come with expected returns." In other words, if you only hope for users to contribute content without considering their expected returns, then the website is not far from failure.

To keep users continuously using a certain Web 2.0 site, you need to provide users with at least one of the following expected returns; otherwise, once Web 2.0 loses its users, it will be left with only one method: "editors pretending to be users"...

The first return model: Friendship Expectation

If relying on user interaction and content generation is what defines Web 2.0 sites, then QQ chat tool is actually China's largest Web 2.0. Each QQ chat window is an independent chat room. QQ is highly sticky and dependent because it provides friendship expectation as a return, greatly reducing the cost of communication.

Myspace is purely a social networking platform, and many domestic imitators are chasing the Myspace model. Writing diaries online is for others to see; don't say that you write a personal blog just for yourself. If that's the case, there's no need to go online.

However, the concept of "friendship" isn't something that can be slapped onto any Web 2.0 site like a dog-skin plaster. Recently, I met a group of Web 2.0 CEOs who were all talking about how their sites could offer social networking. There are very few websites in China that have the right to talk about "friendship," and most new Web 2.0 sites focusing on "friendship" will end up failing miserably.

The second return model: Income Expectation

Income is the most obvious. Among the earliest successful cases of income expectation in the Web 2.0 concept is Qidian Chinese Literature Network. This site, which relies on "selling literature for a living," has already reached a daily visit volume of 1 billion PVs, one-fourth of Sina's, and half of Tom's. Qidian Chinese Literature Network's model of making money by sharing profits with online literary authors has now proven to be successful.

Live Guest Website (www.moobol.com) aims at China's image trading Web 2.0. Since online writers can surpass professional literary writers, can grassroots photographers surpass professional photographers? In the past two months, the number of customers buying images from Live Guest has increased twentyfold, and users posting pictures online have tasted the benefits.

Web 2.0 sites that can bring tangible benefits to members will be among the most pragmatic companies in the Web 2.0 sector. Besides Live Guest and Qidian Chinese Literature Network, there are also models like crowdsourcing platforms and second-hand transactions. Of course, Taobao and EachNet are giants in the "income expectation" model.

The third return model: Achievement Expectation

The most obvious example of the achievement expectation model is celebrity blogs, star blogs, and expert blogs in Web 2.0. In several years of development, Sina and Sohu have become the leaders in this niche market. Why Sina and Sohu?

The reason is simple: Sina and Sohu have long gathered a large amount of popularity, which is exactly what celebrities, stars, and experts need. This top-tier group needs exposure in front of a large audience, so they don't hesitate to share their own texts and pictures, opening their blogs on portal sites. This is achievement expectation.

Celebrities have their own achievement expectations, and ordinary people also have their own achievement expectations. On the Live Guest website (www.moobol.com), members take pride in having their photos appear in newspapers or magazines, and many frankly admit: "The joy of receiving sample newspapers far outweighs the dozens of yuan in royalties." Moreover, online games also belong to the Web 2.0 model; leading thousands of troops in battles in the virtual world certainly brings a sense of accomplishment that cannot be experienced in real life.

This article was written by Zhang Xinyan, founder/CEO of Live Guest www.moobol.com. Please ensure to credit the author when re-posting!

MSN: zhangxinyan10188#hotmail.com (# replace with @)