Website operation no longer content for King, everything is in the revolution

The Golden rule of website operation in the past 20 years is that the content is king.

The rule has been shaken in the 2015, when mobile internet and big data trends are surging. One of the most intense ideas is "go-media": we must see that in the past the Internet was the most mainstream solution to the media, and now the Internet has begun to use the tools to replace the media, the use of services instead of information, with large data instead of advertising.

All this is changing, and all this is happening in a revolution!

In the face of a revolution in operational technology, we must first analyse in depth its intrinsic main motives:

Motivation one, Big data

In 2014, Professor Guoming, the Media authority, wrote an article, "Big data, tearing down the newsroom wall." From the title you can see what the main point is!

In the first half of 2014, SouFun and chain home real estate intermediary break, then played a "Go Media" banner.

Since 2014, all kinds of websites generally reflect the rapid decline of pure advertising revenue.

All of this is a symptom of the key driver of big data development.

Large data transforms media services from unpredictable media contact statistics to marketing transformation statistics. A few days ago a local website Mister said: "The last thing I want is to be fooled by customers." "In the age of large data, media services are converted from outright flicker to partial flicker, which can be guaranteed from the fact that the full results are difficult to estimate." In the face of the combination of large data media services, pure Media services appear fragile!

On the other hand, the big data let media services out of the past predicament-before this, social media network marketing is entirely dependent on the business's own marketing capabilities, platform operators are difficult to popularize network marketing technology. But the big data changed all this, from "teach" business to the distribution of business to the merchant "into a single", the platform to control the increase, and small and medium-sized business Network marketing difficulty also declined.

Motivation Two, from the media

Since the media means the right to publish information to the Central;

Since the media means: Everyone can publish information, everyone can choose information;

Since the media means a part of the disappearance of content, but also means the rise of a part of the content;

Since the media also means that the decline of pure advertising and the rise of content advertising.

However, since the media decided that the information more noisy, chaotic, but noisy and chaotic but makes the quality of content more valuable.

The emergence of today's headlines is a historical necessity. 2014 since the media royalties rose nearly 10 times times is also a historical necessity. In essence, the biggest impact of media on content operations is that the media determines the beginning of the media's time to please users.

Motivation three, communication mechanism

The spread of the past, is word of mouth, is knot, is cowhide book, is a newspaper.

Facebook, Twitter, Sina Weibo and Tencent Micro-letters, along with the mobile Internet, have subverted the way information is transmitted.

Looking back at PC Internet, the communication revolution of PC Internet is embodied in Web 2.0, for example, 15 years of BBS in China.

And what is the message of micro-credit? No longer is the chain of transmission, is no longer a tree-like transmission, is a high-speed, neural network-type communication mechanism! Its characteristics are: radiation, high-speed, who can not understand the next node's ability to spread again!

The revolution in communication mechanism means that you no longer have the power to communicate, you have to learn to take advantage of it.

The above three factors determine that operation technology has been differentiated from pure content operations into three major modules:

Module one, content operation

The production, processing, sorting and pushing of the content is still one of the important tasks of the editorial department.

In the second half of 2015, UGC will replay the splendor, so the interactive content operation will return.

But once-media people are likely to be frustrated because formal, ritual media services are fading, and users ' personalized choices will greatly devalue such content.

Module two, process design

The development of large data transformation and O2O has promoted the deep integration between the editorial department and the customer service, and promoted the media operation to the direction of the electric business operation, so the process design becomes one of the indispensable tasks of the editorial office.

Module III, data analysis

Big data makes traffic more accurate and valuable. Each transformation link data analysis is essential, the liberal arts unified rivers and lakes Operation Department also began the engineering.

Review the content of the king, we can draw the current site operation of the 4 major trends:

Service: From simple information into direct services, even directly with the line.

Dissemination: Adapt to the needs of users of the dissemination of content production.

Usability: Users are no longer curious, but the pursuit of content is useful.

Interactivity: UGC times back, user-created content seconds to kill all small series.

The age of the king has passed, and the era of service to the king has come. The king of this era is no longer a journalist, but a user.