时间:2023-02-13 00:36
本文摘要:It’s clear anonymous social networks are growing quickly: Whisper has drawn 2.5 billion page views a month, while Secret has 3.5 billion page views; Snapchat has attracted 26 million users. Some call them online confessionals, others belie


It’s clear anonymous social networks are growing quickly: Whisper has drawn 2.5 billion page views a month, while Secret has 3.5 billion page views; Snapchat has attracted 26 million users. Some call them online confessionals, others believe they’re merely a millennial fad, and most just see them as vehicles for inappropriate commentary. While that may be the case now, the noise will eventually die down. And more importantly, there is a larger lesson to be learned for companies looking to soon capitalize on this new and active audience. Like traditional social networks once were, anonymous ones are in their infancy, and the potential for services like Whisper is huge because there is legitimacy behind what people are saying.电子邮件社交网络正在较慢发展:Whisper每月网页浏览量约25亿次,而Secret则低约35亿;Snapchat的用户也超过了2,600万。有人把电子邮件社交网络戏称为网络祈祷室,也有人指出它只不过是一股场千禧年的时尚风潮,而绝大部分人把电子邮件社交网络看作公开发表某些失当言论的工具。



但是在做到这些之前,让我们再行来想到电子邮件社交网络蓬勃发展的原因。There’s a strong need for enterprises to be able to capture public input in a place where customers feel safe in order to turn that feedback into action. But, before that can be done, let’s look at why anonymous social networks are taking off.去年六月份,《卫报》和《华盛顿邮报》上刊出爱德华o斯诺登泄漏的文件。

随着美国国家安全局(the National Security Agency)和其它政府监测项目丑闻的大大透露,人们在共享私人信息时更加谨慎。舆论对信息安全的争辩陷于白热化,电子邮件社交网络却搭起了安全性的平台,让人们放心共享信息。


This month marks the one-year anniversary when documents leaked by Edward Snowden began popping up in the Guardian and the Washington Post. Following the scandal and stories surrounding the National Security Agency and other government surveillance programs, customers are more reluctant than before to share private information. While the debate rages on, anonymous social networks make it easy for online users to feel safer about sharing their opinion. Not only will their information be private, but the information shared will never link back to them. There is no one to hold a user accountable for what comes out of their keyboard, creating the perfect platform for a safe sharing environment.Snapchat经常出现以前,图片和视频的共享局限于网络站点、网络服务和应用程序。这些渠道希望用户持续大大地分享信息。人们创立一个路径,与另外的网络连接,其他用户仅有必须非常简单的登记就可以点进他们想看的内容。网站一般来说不会把用户信息转卖卖给商业机构,用作定向的广告投放。

有些用户因为惧怕产生网络遗留内容,或者惧怕让陌生人看见自己的私人信息,因而不愿冒险留给路径,电子邮件社交网络是他们的终极社交媒介解决方案。另外,对七杯茶(7 Cups of Tea)等获取电子邮件化疗的网站来说,电子邮件网际网路是它们持续发展的极致方式。

Before Snapchat came along, sharing photos and videos was limited to sites, services, and applications that encouraged ongoing information sharing. People created a trail, and that trail was linkable to other networks for an easy registration option. More often than not, that information was then sold to businesses for target advertising. For users that don’t want to risk leaving a trail for fear of creating an online legacy, or allowing strangers into their personal information, anonymous social networks are the ultimate social media solution. Furthermore, staying anonymous online is the perfect recipe for sites like 7 Cups of Tea that offer anonymous therapy.除电子邮件社交网络之外,怎么会还有别的平台可以让用户以诚相待、同时在不被人私下盗取个人信息的情况下畅所欲言吗?网络上无罪式的言词并非几乎可靠,但是从商业角度来看,毕竟尚待研发的资产。Secret牵头创始人兼任CEO大卫o布托就“真诚”荐了一个极佳的例子,他说道:“有人不会在Facebook上宣告刚结婚的喜讯,但是他们却会放‘今天晚上我打算表白’这样的话。”人类是社会性动物,必须共享(这也是Facebook、 Instagram等兴起的原因),但并不是所有事都能拿走来说。在Facebook、 Twitter和Instagram的发展初期,没有人解读社交网站背后的意义,而且完全没有人坚信这些公司除了让网民自我传达和自我陶醉之外还能有其它什么用途。

时至今日,一切都确切了,Facebook公司价值连城——可谓背投广告的领导者,2013年入账了27.5亿美元。据社交图片共享网站获取给《广告周刊》( Adweek)的数据表明,刚成立六个月、只享有15个精选辑品牌的Instagram广告公司也早已展露极大的发展前景。

If not for anonymous social networks, where else can users be truly honest and yet heard without being somehow profiled? There is some truth to the online confessional claim, but from a business perspective, it’s an asset not yet capitalized on. A perfect example of honesty, as Secret co-founder and CEO David Byttow put it, is “People go on Facebook and say they just got engaged. But what you don’t see is ‘I am going to propose today.’” As humans, we’re social animals and we want to share (hence the rise of Facebook, Instagram and so on), but sometimes we just can’t.用户和企业都不确切如何利用电子邮件社交网络,但根据Facebook和Twitter的发展经验辨别,电子邮件社交媒体的用于迅速不会愈演愈烈,各家公司必需时刻作好打算,迅速行动,用作市场营销活动。When Facebook, Twitter, and Instagram first launched, few understood the purpose behind the social sharing sites and hardly anyone believed that they were more than a place for self-expression and narcissism. But it’s much clearer today that Facebook is valuable—it’s a leader in display advertising, raking in $2.75 billion in 2013. Instagram ads, just six months old and limited to a select group of 15 brands, are already showing promising results, according to data given to Adweek by the social photo-sharing site.在过去十年里,社会化、移动化和云技术的子集式发展培育了一批消息灵通的客户,在与某企业洽谈之前,客户大体上做了了然于心,他们的出售方式也适当地产生了巨大变化。

客户再也不是被动的观察者了——他们变为了活跃的参与者。在通过社交媒介和在线评论网站出售商品之前,他们早就将商品研究了一番。People and companies alike aren’t sure just what to do yet with anonymous social networks, but as Facebook FB 4.60% , Twitter TWTR 2.61% and the like history shows, their usage will soon explode and companies will have to be in the wings, quick to leverage for marketing efforts.然而,部分客户依然对他们的信息去往何处以及如何被用于心存芥蒂。

电子邮件社交网络为他们获取了维护——为客户主动获取的信息建构了防卫体系,使其免受商业利用或监控;商业机构不能通过聆听和处置对系统信息的方式,认真对待电子邮件社交网络。Over the last decade, the convergence of social, mobile, and cloud technologies has resulted in extremely informed customers. Before ever engaging with a company, customers know almost everything they need to, leading to massive changes in the way they buy. Customers are no longer passive observers–they’ve become active participants, educating themselves about products prior to making a purchase via social media and online review sites.从市场营销的层面,电子邮件社交网络也有利用价值——只需思维下企业需要发动的所有话题,以及能借此捕猎的商业信息就能解释这一点。一方面,企业可以登记一个帐号,用来搜集人们的声音。

人们对某一品牌甚有微词还是十分喜爱?产品的某一部分否必须改进?客户服务否必须之后改良?Still, there are many customers who fear where their information is going and how it’s being used. Anonymous social networks provide protection–a shelter for unsolicited information that won’t be used for advertising or surveillance; businesses have to start taking anonymous social networks seriously by listening and acting on the feedback.有时候,这些话是谁说道的并不最重要,最重要的是这些话否现实。另一方面,商业机构也可以主动发动辩论。譬如某零售商想要告诉客户对本季新的发售的热辣颜色感觉如何。那么他们要做到的就是发动这个话题,然后想到人们如何对此。

尽管这种市场调研方法潜力极大,但是调研结果依然算不上准确。There’s also an opportunity to capitalize on these networks from a marketing perspective—just think of all the conversations a business can start and information it can capture. On the one hand, businesses can create accounts and tune into what people are saying. Are they complaining about a brand, or are they happy with it? Do parts of a product need changing? Does customer service need improvement?这也是为何在通过电子邮件社交网络调研的同时,商业机构依然要和他们的客户必要交流,以便顾客们之间可以相互交流观点。商业机构也可以利用其它公司展开调研,这些公司利用投影社区,即保密的线上环境,在使客户相信其资料会被欺诈或背叛的基础上,获得所需的信息。

Sometimes it doesn’t matter just who is saying these things, it only matters if it’s honest. On the other hand, businesses can also create discussion. Perhaps a retailer wants to know what customers think about a hot new color this season. All they have to do is begin conversation and see people react. While there is big potential in this type of approach, ambiguity remains.本文作者安德鲁·里德是Vision Critical的创始人、总裁兼首席产品官。Vision Critical是一家云端客户智能平台提供商,总部坐落于温哥华。