9991 said net web2.0 hundred strong selection ·

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9991 Editor's note: This article is 9991 original works, has been published in Zhongguancun and other authoritative media.

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Web2.0 technology has made the forum the network evergreen tree again grow new branches. As a result, the term "forum" has been replaced by a more solid, more comprehensive "community". Tianya as China's largest forum, but also in the trend of web2.0 has undergone a great change. According to www.9991.com statistics, Tianya currently has more than 1.2 million IP traffic, page browsing volume of more than 12 million. Such a large scale, so that the end of the earth has become a model for many forums to emulate, but also become a new technology, profit model of the experimental plots.

Tianya (www.tianya.cn)

Simplicity is attraction.

I have to go to the end of the world every day, count up also has two or three years. As I have this habit, there are more than 1.2 million people in the world. The attraction of the Tianya is "more than three": more people, more stickers, more replies.

The beginning of the creation, the Tianya adhere to the simple page, the practical functions of condensed users. There was little advertising on the horizon, and the pages were full of interesting posts. A post clicks on the volume is very easy to cross million, good posts can get millions of clicks and tens of thousands of replies.

Later, WEB2.0 appeared. Tianya increased the blog, photo albums and other functions. These functions further meet the needs of the forum residents. Blogs are used to concentrate on their own posts, as a personal essence set. Albums provide space for textures. The end of the Earth from the Forum into a veritable community.

The coconut tree is gone.

Ultra-high popularity, so that the end of the earth has a large-scale operation of the cost of profit. This is what the end of the earth is doing. The first to be changed is the home page of Tianya. I remember the early advertising on the Tianya homepage is Hainan Airlines. Later, the end of the Earth's homepage advertising more and more, the area is more and more big. Finally one day, we were surprised to find that the world on the home page that several trees have grown for many years the coconut tree has disappeared, replaced by a large advertising.

And that's just the beginning. After entering the community, you see almost every page of the ads, and even often see the administrator marked red advertising posts. This kind of advertisement post reply even if only only hundreds of, also can in "valid period" every day stay in the top layer of the list of posts, exposure to the end of the Earth "good to stick up, to stick down" the natural law.

Tianya has developed a chain of advertising: Home ADS-Home Page ads-posted ads-advertising stickers. It can be said that in order to expand the advertising bit, the Tianya has dug up every corner, found every possible, so that more than a single advertisement to cut a simple picture are difficult. Community residents can only accept this. But when advertising pictures cover the basic information such as the amount of clicks and responses, you can imagine how they feel.
　　

Profit, sell the user or sell to the user?

Television advertising is to sell their own audience resources to advertisers. Online games to buy a point card, is to let players buy their own services. Sell and sell, are the normal profit mode of the merchant. The difference is again: the way the user is sold as advertised, users are passively accepted. When the point card sold to the user, the user is active choice to accept or not.

Now the end of the Earth, is a high-profile way to engage in the first model. Advertising money is earned, but the ads make the end of the page lost the pure, lost the original features to attract users. And at this time, the end of the earth and the untimely implementation of the primary user post the verification code principle, coupled with the user has been tired of 45 seconds of posting interval, moderator abuse of power and so on. The end of the Earth's advertising operation caused the community residents of the Tianya all the memories of the unsatisfactory place.

For businesses, Tianya has become their advertising tool. So the Tianya has two God, one is the user, one is the advertiser. Tianya's mind seems to be biased towards the advertiser side. Other forums are beginning to learn the experience of the Tianya, the temptation of advertising fees ignored the user experience.

It is worth asking is why the Tianya do not make some "Tianya characteristics" of the products. After all, Tianya user loyalty or higher than the TV viewers, Tianya brand, in the Netizen is Word-of-mouth. Coca-Cola bought hundreds of millions of bottles a year, why they do not open a few ads on the packaging, can earn more points to earn more points. The end of the earth is the same, we are to see stickers, posts, replies, rather than watching ads. Tianya should always put the user's feelings in the first place, to find out how they can choose to make the profit. At that time, even if there were one or two ad supplements, the user's objections would not be so high.