Social talk of social conversation 3: The relationship between social and long-term retention

This article first published the “Remilia likes to play games” public account

We often say that long-term retention is related to social, and many games also use social as a weapon to save long-term retention, but why is social and long-term retention related? Where is the connection? Why do social activities sometimes lead to a decrease in retention?

To answer the relationship between long-term retention and social, the key lies in understanding the two social systems. This is also the division of the two game social systems that I briefly mentioned in the chat system article. One is relational social and the other is service-based. Social.

Relational social pursuits are for players to form a certain relationship in the virtual game world, which in turn affects the player’s experience. Most of this type of social interaction is designed based on the player’s psychology and the reality of real life. After forming a social relationship, fulfill the rights and obligations brought about by this relationship, and then bind players for a longer period of time. On the other hand, service-oriented social interaction is to make social interaction a tool of gameplay or system, thereby extending the fun of gameplay and long-term life.

A very interesting thing is that, in fact, relational social networking can be done without any design. Relying on human social instinct, players can start a relational social cycle in a virtual world with links and expressiveness, and establish a complete social relationship. .

After understanding the basic logic of the two social types, first recall the social model mentioned earlier. What is the relationship between the relational social and the social model mentioned here?

In fact, in my definition, the social model is the basic logic flow of all social interactions, and you can use the social model to apply any social interaction. However, if we go to the next level to consider, how do the minimizing social models connect together to form a complete social system? This is the answer.

Whether it is relational social or service-oriented social, several things need to be elaborated:

  • (Why) Why socialize
  • (Who) With whom to socialize
  • (How) how to socialize

In the next few chapters, I will focus on relationship-based social interaction. Let’s put service-based social interaction aside.

1. The relational social cycle theory

In the previous summary, I mentioned that the core elements of different cycles in the social cycle are social scope, value transfer between social individuals, and social depth. In fact, the social cycle mentioned here is the cycle of relational social interaction.

I define a social cycle like this:

The process from the first impression to the establishment of a certain social relationship and continuing to deepen (yes, establishing a social relationship is not the end) I call the social cycle.

In order to understand the social cycle, let us give an example, but anyone who has attended a wedding should have heard this sentence:


This is a sentence often said by the emcee, which expresses the whole process of the couple from zero to marriage-the most simplified version.

In fact, these four steps exist in any social relationship, and they essentially represent the following steps:

  • Discover social objects
  • Specific social behaviors with social objects
  • Socialization of social relations

But this is not a complete cycle of a social relationship. After all, the entrance of the marriage hall is the current point in time, and there is no way to predict the subsequent cycle changes. In fact, there may be:

  • Differentiation of social relationships
  • The sublimation or end of social relations

The above cycle is a normal social relationship cycle, and there are some unique cycles in both the real world and the virtual world. For example, we consider the following situation.

Why do children directly establish close social relationships with their parents when they are born? In this case, the process of discovering social objects is directly omitted, and the process of specific social behavior is also placed after the social relationship authentication. What’s the problem?

Returning to the game, we often see players asking for cpdd in the MMO. Is this also putting the relationship authentication first in everything?

To give a detailed example, Tiandao requires users to come up to find a fixed team to form Jinlan, and then they can get some extra bonuses. What kind of design is this?

2. Special instructions for relational social

To answer the above questions, it actually involves several details of relational social interaction.

1. Relationship authentication can be pre-installed

As seen in the previous example, social authentication of social relationships does not necessarily require a social process. It can be understood that the essence of social relations is a contract, a collection of rights and obligations. Both social parties can perform their rights and obligations under this contract.

So what is the difference between a pre-social relationship and a normal-process social relationship?

The essential difference lies in the change of specific social behaviors under the restriction of rights and obligations. When there is no social relationship authentication, the social behaviors of both parties will not be restricted by the relationship, and the social behaviors that can be performed are scattered and diverse. In the case of certified social relationships, social behaviors are more focused and restricted.

Both have their advantages and disadvantages. Focused social behaviors can be bound to users in the game. For example, members of a fixed team should log in and work together every day. The decentralized social behavior can maintain multiple social cycles running at the same time, enhancing the value of the entire social ecology.

In the game, the social relationship authentication is opened in advance, and it is also hoped to grant rights and bind obligations to users based on the social relationship contract. We can’t say that this was the designer’s initial idea, but from the player’s point of view, in addition to attractive rights, social relationships in the virtual world are easier to get rid of the shackles of ethics, allowing players to more easily accept the certification of social relationships. And the binding relationship behind.

2. Social pressure

Just talked about the advantages, so what are the disadvantages of social relations? This echoes the question we mentioned at the beginning. Why does social networking sometimes reduce retention?

The answer lies in social pressure.

Relational social interaction establishes a relationship and forms a contract at the same time it opens up the rights and obligations brought about by the relationship. Rights are naturally a dessert, but obligations are also a poison. While establishing social relationships, rights bring a sense of joy. Will gradually disappear, and the sense of disgust generated by the obligation will gradually increase. With the emergence of a special social behavior, the social pressure generated by this sense of disgust will explode… and then the social cycle will move to the last step-the sublimation of social relationships Or end.

Let us think about it, which social pressure is not caused by identity?

Relieving social pressure is a false proposition, because this matter is closely related to individual feelings, social objects, and so on. Even if we can make some designs in service-oriented society, it is difficult to make a thorough solution at the level of social relations.

So my thinking is, if it is a social product, then consider sublimating the social relationship, if it is a commercial product, then consider completing the acquisition of individual value.

3. Social value argumentation

In relational social interaction, the essence of both parties’ pursuit is individual value.

Social interaction is a process of exchange. It is a process of exchanging content between two individuals with different individuals. Knowing this, we put forward requirements for our design.

How to play out the individual differences of players? Whether it is the difference in the character itself, or the individual player behind the character.

How to match the value so that both parties in the social network feel that each other is valuable

This topic is very big, it is possible to analyze each kind of social relationship, let’s talk about it later.

Three, the difference in the cycle of various social products

Finally, this article will not write about the design methods of relational social cycles for the time being, but you can understand the differences in cycle design of various Internet social products.

Stranger social products (Momo soul, etc.) mainly focus on discovering social objects. Their exclusive matching technology and users’ strong social needs allow them to provide different users with different matching experiences, and even do enough in this regard. commercialize.

Please soul give me money

On the other hand, acquaintance social products are based on their own market segments, and pay more attention to specific social behaviors or social authentication of social relationships (such as products similar to couples’ diaries).

Xiaohongshu or various live broadcast software have made a lot of valuable explorations on the differentiation of social relationships.

The game is unique, and different types of games have different emphasis on different aspects.

Okay, this is an overview of relational social interaction. After I finished writing it, I read it. It feels like it’s all theoretical. Isn’t it a little bit obscure? That’s it, the next article focuses on the design ideas of the social relationship cycle in the game.

Related Reading:

Social talk of social conversation 1: the social advantages of MMO games
Social talk of social conversation 2: Talking about the social difference between SLG and MMO

Source: Remilia likes to play games


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