对UGC用户产生内容的动机的诠释

内容来自quora上Mark Suster对如题用户动机问题的回答：原网页
问题：
What is the motivation behind writing public reviews and tips, as on Amazon, Yelp, Foursquare, etc?
It seems there is a small subset of people contributing to review/rating/recommendation services. How can these activities become more mainstream?
Mark的答案：
I have always believed that UGC (user generated content) website users fall into three categories that follow the 1/9/90 rule. 1% = power users, 9% = casual contributors, 90% = lurkers. We all get benefit regardless of our roles.
1. Power Users - These are the people you're likely asking about. They spend inordinate amounts of time contributing to the website. They might be moderating categories on Wikipedia, writing 100's of restaurant / bar reviews on Yelp, checking-in and commenting on ever Foursquare venue or even writing entire transcriptions of TV shows on ViiKii,net. Or let's face it - writing lots of answers on Quora.
These people use these networks for a variety of reasons but it relates to:
- enjoyment from being a creator rather than just a reader
- creation of social status within the organization for having contributed
- rewards or perceived rewards for achieving status (kind of like collecting airline miles
- self promotion in order to gain status that might either help with future job prospects or to drive traffic to ones website for primary business
- to meet friends / other people that are similarly inclined because they, too, are "power users."
I tell people who built UGC websites that you really need to cater to the 1% users. They need to have the right tools, social status, rewards and stickiness to your product because they don't want to abandon their creation. You live or die on the power users because they build the most compelling content and help promote your website (because it helps them).
2. Casual Contributors - These people are uninterested in achieving status on your website. They had a very positive or negative experience and they want to tell the world. They are passionate about a topic (like this one for me!) and they feel inclined to spend some time contributing.
For casual contributors the system MUST be quick and easy. They don't want to figure out how your complicated stuff works. They don't want to register for everything and they don't care about your points or game mechanics. As you scale your business they are tremendously important because at scale their contributions really add up.
3. Lurkers. Most UGC sites try to spend time converting lurkers to contributors. Don't. 90% of all users will never contribute anything to your company. They are there to ingest content.
I wish Twitter understood this better. If they did then they would run marketing campaigns to let users know that "it's OK to turn up and just consume content. Twitter's great for that, too. You don't ever need to send a Tweet to love Twitter." I never understood why they don't communicate that more broadly because I think most people's fear of Twitter is that they don't want to tell the world what they ate for lunch.
Make it fun and easy for lurkers to visit. They deliver real value to you because however you choose to monetize lurkers will always be your largest category.
Update: Social networking sites have an additional attribute in that they are communication vehicles as well as UGC sites. Therefore more people contribute as they are communicating in an IM like way with other people rather than looking to contribute community content. I still think they follow predictable behavior with power users, casual contributors and lurkers. But perhaps the lurker category is smaller.
信息量很大，含金量高。我做了些提取：
1. 大部分UGC网站的用户可分为三类，按1/9/90规律分为：1%核心贡献用户，9%偶尔贡献用户，90%的潜水消费用户。在像微博这类可充当社交通讯工具的产品，潜水用户的比例可能小一些。
2. 核心用户的动机包括：创造内容的乐趣、造就在用户中的社会地位（名）、自我提升以实现目标（利）、交友。核心用户与你的产品生死攸关，如何充分去满足调动这1%的用户是网站的核心使命。
3. 9%偶尔贡献用户的动机：对于目标经验匹配的话题、感兴趣的话题，他们会做适当地分享。对应的，要充分发挥这9%的用户的作用，这个群体的规模上的价值对于产品来说必不可少。 不要把你太多的心思放在消费用户身上，作为消费用户，他们负责“不具意义”的享用事务，他们负责传播，但生产不能依赖他们。
4. social status这个词用得很到位，把它放在豆瓣知乎与微博百度知道的激励体系对照上，很有价值。引申为：勋章经验更适用于90%的消费用户，地位声誉则更讨好10%的生产用户。各有春秋。
5. 社交媒体里（尤其社交阅读-无觅），服务好核心的power用户，他们会帮你把其它听众带过来和留下的。