Group on Zing Me - Stats analysis (2011)
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Group on Zing Me - Stats analysis (2011)



This is my analysis of the very first version of Group feature of Zing Me, for information purpose only because the product has been changed so much since.

This is my analysis of the very first version of Group feature of Zing Me, for information purpose only because the product has been changed so much since.



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Group on Zing Me - Stats analysis (2011) Group on Zing Me - Stats analysis (2011) Presentation Transcript

  • FROM THE STATS In the time span of 3 weeks from 18/05 to 09/06, we have the following stats of activities on Groups: • Group created & what type / Group Dismissions • Membership Invitation / New membership / Leave Group • Grant Permission / Change Avatar / Change category • Update group status / wall activities / forum activities / photo • Sharing / Violation Report / Search
  • Type of groups created 0 50 100 150 200 250 Number of groups created per day Public Verified Private 35 24 147 Public Verified Private # of users created groups/day • Most group are private: private groups created per day = 4 - 6 times public groups • Number of users created group is extremely low: only 1 in 1000 users • Current growth of groups is 0: # of dismissed groups = # of groups created • The current trend is reversed of original state of Group: currently, the ratio between Public / Verified / Private groups are 10 / 1 / 3  this means previously, most groups created are for public, only recently this trend is reversed. 0 50 100 150 200 250 Created Dismissed Groups created vs. dismissed
  • What users do after creating groups  Almost all user after create groups change category  Although this number isn’t necessarily true as old groups can also change category, it is very rare that groups change cate long after creation time.  Less than half of groups created change their avatars  Again, not necessarily true, but like logo of companies, we can assume that most groups won’t change avatar after creation  These are “real” groups - groups not created for chat purpose.  Considering total public groups created per day is 60  about 30/150 private groups are “real” groups 153 419 91 219 218 Invite Grant Permission Change Avatar Change Category Created
  • How user join/leave groups  About 75% usesr invite their friend after creating groups  On total, about 2000 new memberships per day  For every 150 users access a day, only one decides to join a group and for those who decide to join, they join 1.5 groups  For every 1 new membership, we lost 10  Group participation is on the decreasing trend, which mean users find no value on groups 153 1879 0 200 400 600 800 1000 1200 1400 1600 1800 2000 Invitations Participate Invitation vs. paricipant 0 5000 10000 15000 20000 Participate Leave Join vs. leave activities
  • Content on Group  Forum is where most content are generated (100,000 new content created per day in forum, make up of 80% of all content)  Everyday, about 8% users access create content in forum, while only 4% create content on wall  Most activities are centralized on forum topic: for every topic created, there are 21 replies & among those who are active in forum, each on average create 2 topics and reply 10 topics  Photo sharing feature is very unpopular while a higher than expected number of groups’ admins use group status feature 5% 15% 0% 80% Group Status Wall feed Photo Forum 0 10 20 30 40 50 60 Group Status Wall feed Forum Number of content create for every 100 groups
  • Other activities  Only 3 in 100 users access group do searches to find group and on average each of them do 3 searches/day  Assuming a most users will join groups after searching:  ½ of users who do searches eventually join at least one group and of those only 14% share what they found  each search action generated about 7 new relationships 0 1000 2000 3000 4000 5000 Do search Join group Share what they found How many users do… 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 Search actions New membership Sharing actions … how many actions
  • Take away points…  Not much value of Groups itself:  No content value: existing content isn’t enough to attract new members and if it’s not for Zing Chat, there will be almost no new content  Forum is “The King” – group users want to keep track of their conversations.  Individual’s content aren’t important except if that comes from admin (wall content is very low despite being the homepage of groups)  Content discovery is very low
  • Visions for new version of Group  Reasons for the need to rebuild Group (aside from technical difficulties of current code base):  There is no value in current content at all, and because most content must be from community  Content Operation won’t be able to change  Simplified & Combine Content of Group  No more need wall feed: Group’s forum = Group’ wall  Photos to be featured  Changes in features:  Zing Chat is to serve as a tool for groups’ activities, not the away around as in current state  Refine Content discovery feature & Group creation flow