Photography website product design and policy analysis

This is an assignment I did during my interview with BD and posted it for your reference.Network marketing. This is entirely from the aspect of website product design and network marketing, without any Seo technology. Because I first knew what Seo is when I went out to work as a part-time employee in middle January this year.

At that time, in order to be able to join the BD work, this case analysis was the first time that I had been so serious to the computer for several hours, and sent it to the interviewer's mailbox before that evening. Haha, although this case analysis passed a round of interview, final still failed, and thus missed the opportunity to work in BD (Gg also missed a good opportunity, I thought it would be like this. Who knows after getting in touch with Seo)

The following is the original article of the current assignment, which has not been modified. The case is true. I hope you can point out some immature ideas after reading it, later, I read my SEO knowledge during this period, and then I looked back at the ideas of this case.

I.Preliminary analysis
1. Website positioning: photography is the subject and originality is the main feature.
Reason-the original content distinguishes the website from many photography websites of the same type. Originality in content can make websites have great characteristics. In this way, we have the original things of other websites and add things that other websites do not have-the uniqueness of original works. Grasp the process of building an essential original work in the long tail market. This makes a large number of works on this website an original work of "one-stop, Taobao branch. This not only brings a considerable popularity to the website, but also satisfies the user's online experience, which in turn can lead to a wider positive feedback effect.

2. user group classification: high-end users bring benefits and low-end users create popularity
The website gathers a considerable number of photography enthusiasts, professionals, and photography models. The daily traffic is about 0.3 million times. Based on the statistical charts and statistical data (the reason for confidentiality, the data is omitted), and the analysis result is as follows:
 

Category	China	This website	Conclusion
Gender ratio	Male: 59.6% Female: 40.4%	Male: 67.5% Female: 32.5%	This website is more popular with men
Age Ratio	25 to 60 Accounts for 55.5%	66.1% under 25 years old 25-60 years old 33.3% 60 + 0.7%	Most users who access the website are under the age of 60, so they are interested in digital and technology products.
Income	-RMB Accounts for 52.3%	Less than 1000 yuan accounted for 42.3%, 42.5%-8000 yuan accounted for 15.2%, and more than accounted	More than half of users have strong purchasing power
Internet users		Hobbies: 73.4% Professional 22.3% Other (photo models) 4.3%	Most users are amateur users, so how to attract these users to improve popularity is the focus

3. Traffic diagram, user traffic diagram, and traffic graph analysis on each page
From the three trend charts, we can see that the data of each part of the website reached the peak in the first half of the year, especially from January 1, July to January 1, August, and fell sharply after January 1, September, and cannot reach the previous value.
Based on the previous data, most of the users who visit the website are young and amateurs. In March and August, they were just in the summer vacation, websites are frequently accessed. However, after March September, most of the young users will go to school or work, resulting in a decline in the number of websites.
 
II.Solution
Increase the fundamental purpose of various products to attract new users, develop existing users, retain users, and increase website stickiness

1. pictures and videos taken by netizens
Because images are easy to copy and videos cannot be downloaded through technology, the focus of profit is on photography videos. Image Sharing is an additional product that enhances stickiness.

Pictures and videos can be classified, including landscapes, buildings, figures, and items. Then, you can rank images or videos with the same ID based on the click rate and score.

Launched a similar version: today's top ten views, today's top ten downloads, download rankings, Hall of Fame, top 50, and so on, attracting users to improve their photos or videos

Existing Problems and Solutions:
(1) problem-Because video uploading requires a lot of space and video downloading requires a certain speed, this is a test of the server cost and bandwidth cost of the website.
Solution: increase profitability and provide different personal spaces for different types of users.

(2) Question: Is there any competition for different types of video websites in China?
Solution: most videos in China are targeted at a wide range of users, and our website is targeted at photography enthusiasts. The videos uploaded are some of their own photos, you cannot upload spoof videos or other videos that are not photography. Therefore, there is no direct competition.

(3) problem-how to prevent poor video uploads and non-conforming video uploads
Solution-technical and policy solutions

2. tribe
A method to increase user stickiness. Photography enthusiasts themselves are a big tribe, which can be divided into small tribes based on different interests. According to these tribes, various competitions and offline exchanges are held. Let fans in the tribe know and communicate with each other.

Existing Problems and Solutions:
(1) Question: How to Prevent People with ulterior motives from using these tribes for illegal behaviors
Solution: website users must join a certain tribe and adopt a real-name mechanism. You do not need to register a website. Benefit
Use a mechanism to determine the authenticity of users who join the tribe.
(2) Question: How to Solve the cost of maintaining various activities of the tribe, and whether to extract the income from the website?
Solution: it can attract sponsors. For example, when a large photography competition is held at a tourism site, the merchants of photographic equipment sponsor the competition (equipment and a small amount of money ), other merchants on the tour site also provide some funds (the reason is that the pictures or videos taken will be inserted into the seller's name and product uploaded to the website)

3. School of photography

Beginner's Paradise: basic beginner's knowledge
Equipment Center: Introduction to various digital products, problem solving, Selection
Photography experience: sharing experiences with netizens, Professional Introduction
Download of frequently-used software: Download of frequently-used computer editing software

4. User points (blogs and forums)
Another method to enhance user stickiness is that each registered user gives a certain identity. When the Points reach a certain level, the identity increases and the number of services that can be enjoyed increases, points are another sign of identity. A high point represents a high level of photography or a wealth of experience.
Existing Problems and Solutions:

(1) question -- how to calculate points
Solution: You can earn points when uploading images or videos. The uploaded images or videos increase points when they reach a certain download volume or popularity.

(2) problem -- how to ensure the fairness of points
Solution: Do not deduct the score of the uploaded image or video to prevent malicious uploads. The same user can only score the image or video of the same ID once.

5. News is a way to increase user stickiness. Provide the latest information about various digital products and their enterprises and photography Resorts

3. website promotion
1. Work with some large websites to provide some images and videos, exchange links, or jointly hold events to increase influence
2. Purchase search engine keywords and regularly view the effect of the keywords you have purchased.
3. regularly hold photography competitions and invite photography models, professionals, and business enthusiasts
4. help netizens send some creative and valuable works to the exhibition and participate in the competition. The website's reputation has also improved while winning the award.
 
Iv. Profit Model
1. Advertisement
Advertisement is the basic profit model of most websites. It uses the popularity and traffic of websites to attract related sellers to put advertisements.

Our advantages --
There are about 0.3 million visits per day, and there are a large number of customers with consumption ability;
There are also a certain number of users on each page, which are targeted,
High desire to purchase;
Websites have high loyalty and loyalty.

(1) advertisement on the website

Target merchant type:
A. Merchants selling photographic equipment
B. Merchants related to photography training and education
C. Merchants with popular photos and videos (for example, sellers who place food production around popular food images) to expand the scope of advertising merchants.
D. Merchants in tourist destinations

Serving form:
A. Image advertisement-place the corresponding advertisement in the corresponding Forum
B. video advertisement-insert an advertisement for one or two minutes in a popular video. The advertisement fee is divided into two parts.
C. Recommendation of merchants, recommended equipment, and recommended tourist destinations

(2) Advertisement of offline publications
A. Publish photography magazines (electronic and paper) on a regular basis, insert equipment into the magazines, and advertisement for sellers corresponding to photos
B. travel magazines (electronic and paper editions) are occasionally published and advertisements related to tourism are inserted into the magazines.

2. Value-added services for high-end users (membership system, annual fee)
(1) Personal space resizing
Due to cost restrictions, paying users have a larger personal space than ordinary users, and the speed is also improved.
(2) Browse special content
Pay-as-you-go browsing of some of the latest videos from experts or models
(3) SMS notification
Latest travel information, seller discount information, and outbound route Query

3. The intermediary platform collects service fees
Target customers: merchants and users (amateurs, professionals and models)
Associate a user with a merchant, associate a user with a merchant, and associate a merchant with a merchant.
Form:
(1) photography models and sellers: models are recommended through the website, and some sellers obtain the model information, and then cooperate with each other through the website.
(2) between professionals and sellers: professionals write comments and recommendations for sellers on their personal blogs. Users' Opinions on experts are often relatively trustworthy.
(3) Professionals and common users: normal users may need to learn photography skills and need hands-on instruction. Professional Counseling can be recommended through the website.
(4) sellers and users: sellers put some discount coupons on their websites. website users can purchase goods or services at a discount through these discount coupons.
(5) travel with partners between users
 

4. Help Users in need participate in competitions or exhibitions
You can choose to participate in competitions or exhibitions for some creative works after photography. However, users may have limited information and limited time, but cannot participate in various competitions and exhibitions. The website can help these users with the need to complete the task.

5. industry competition analysis
1. Imitation of websites of the same type
(1) Advanced Technology
(2) Acceleration of website promotion
(3) diversity and humanization of services provided to members

2. Competition for comprehensive types of websites (such as video websites)
(1) stick to its core, and do only photography-related videos and images, but never do anything unrelated to photography.
(2) Advertisements irrelevant to images, videos, and webpage content should not be placed to avoid affecting user experience.

3. Market Potential

China's network names are constantly rising, users' purchasing capabilities are rising, and digital products are becoming increasingly popular. Therefore, there is a lot of room for website users to rise. What we need to do is to make the website service quality better, cooperate with competitors, and jointly expand the market.

Author: Lory
Original: Seo blog
Copyright. The author and original source and this statement must be indicated in the form of links during reprinting.