Based on Dot net underestimate how far the blog can go

Light Blog is the popular microblogging application, it is different from the traditional microblogging, has its own unique place, for light blog development prospects, we should look at it, the following we will discuss together.

I. Development bottlenecks

Light blog Because of "exchange based on interest" and different from the blog and microblogging, and for Dot network, whether it is an interest or communication is not done well.

Interest, although a point of focus, but in terms of interest, the point of the core interest is not strong enough. Or, not strong enough to be able and broken down some of the paste, compared to the forum, this is due to the core user circle is not strong enough, on the other hand, the dot net interest is too narrow and small audience--from the search point of the hot tags can see the interest of the user focused on small literature and small fresh class, The point of the main function does not highlight its interest in aggregating this feature, or is not strong enough. And of course there are some other technical issues such as the organization of network information, but we are limited to professional knowledge today without further discussion.

and communication, then dot dot net should do well without doing well part. SNS community is mostly due to the user communication and aggregation and development, because users do not communicate and dispersed and backward.

However, is it difficult to communicate on the basis of interest? Not so, from some Baidu Post bar, forum, in fact, some sites based on interest can make people with the same interest in a place to express their views, across geographical identity restrictions, making it easier to find spiritual ownership. and Dot dot net itself propaganda advertisement also manifests, the world has the common interest is how many people. Since the exchange based on interest itself should be more beneficial to the exchange, then dot network should play its interest aggregation advantages, increase the exchange between users, otherwise no one interested in their own interests, users can not really aggregate up.

Focus on the core of development, can truly develop. To Renren and happy net do contrast, there is also "stealing food" such applications, in the "stealing food" downhill, Renren still has a large number of users stationed in everyone, and the original long-term in the network of white-collar users are gradually turned to the Sina Weibo. The reason is that Renren has its own core function--------------to provide a platform for information dissemination of college real-name users. and Dot Dot network want to finally develop, should be based on the exchange of interest should be as the core core, focus on the focus, will not because of other branches affect the long-term development of the site.

Second, improve the function of the website to increase the characteristics of the site

The so-called group of interested groups can be counted, but on the other hand, the Internet era site division of labor and meticulous, why do we not go to the division of more detailed site? Like to read a book to see the review of the watercress, like the movie to Time network. On the other hand, Qing, everyone station, light blog community springing up. Dot Network from the vertical comparison, spell the traditional forum, stick to the user base for a long time, from the horizontal comparison, there is no significant characteristics. So is it possible that this first light blogging community will be the pioneer of the light blogging community, just as the rice has become a stepping stone to Twitter?

The main way to increase the site's characteristics is to improve the function of the website.

1. Improve the user navigation mechanism. For the first time registration point network users, it is necessary to take the initiative to guide them to use the DOT network the most core features of the most features. If you build a personal growth mechanism, you can even make such navigation a part of the growth mechanism.

2. Develop PC client. Dot Com Blog subscription information and tags under the blog information are real-time updates. Such a site if there is no such a pop-up effect of the PC client, users are either lazy to refresh the page, or too fast to see the update. Adding PC client is a significant embodiment of UCD design principles and should be paid more attention to.

3. Improve and strengthen the application of label subscription. A significant problem with today's tag subscriptions is that it is not valued, although it is always on the right side of the page, but multiple subscription labels do not appear in a permutation, and a label is too narrowly related. In general, we do not use too much, each time to repeat the search is not too convenient.

4. The two-way choice of interest. Since the dots have always attached importance to the exchange based on interest, in addition to User initiative to find, point should also help users find like-minded "good friends", such as users create a new blog, Dot network system through the database matching, for users to find a similar theme blog, for users to recommend common care bloggers and so on. Such a two-way selection can be reflected in the dot Com users in every process, so that users more convenient for the exchange of interest.

5. Launch online activities. Relying on the Qing generated by Sina Weibo, in the page setup more than an "activity" column, will be a number of topics to do online activities, such as the recently played "lovelorn 33 days" film, inviting you to write some film reviews, or holiday-themed Halloween activities, illustrations for the theme of the illustration recommended sharing activities. Such activities can have better clustering, in a short period of time can focus on a large number of users attention.

How to increase the user's viscosity from the user circle

"Viscosity" is an important measure of customer loyalty, it plays a key role in the brand image of the whole company, especially for SNS community website. Dot com is a community based on interest, but whether based on people or on the basis of interest, there is a social network of users, the former is the original social interaction circle, the latter is from the common interest extended social network. So for dot network, we can also from the user composition to talk about how to increase user viscosity.

When we analyze users, we are always accustomed to layering to analyze users, unlike the traditional SNS community where the user status is basically consistent (except for a few opinion leaders), there is a peculiar user-circle effect in the users of the light blogging community.

We find that its user base is presented with the following user circle effect. Into the core user circle and the perimeter focus on the user circle.

For dot com, the core user circle has two kinds of situation, one is the enthusiasts and professionals, such a small number of core circle but high quality, peripheral focus circle can only stay in the state of concern, and the other is some do not need too much expertise, such as food, tourism, Such a core circle has a large number of different quality, peripheral focus is easy to join but also prone to conversion frequently-most people only at a certain time of particular interest in a particular thing. and the whole outer circle presents a large number of people, it is difficult to maintain the user viscosity, interest in a wide range of changes and other characteristics.

Now overall, the light blog is basically the core users of all the peripheral focus on the user circle, the periphery of the user circle is concerned about the core user circle or slow to join the core user circle. According to the famous "28 rules", although the point has been stressed that the whole China focus on the same interest is very many people, but in fact, the real support of the site's long-term development is a core user.

So, let's talk about how to increase the user viscosity of the core user.

1. The core user circle with enthusiasts, professionals: In contrast to micro-blogging, celebrities of the micro-blogging business model is naturally formed, such as Chen Yao's fans will see her films and ads, the members of the theory of juvenile evolution through micro-blog released the latest performance plans to attract "sisters." Celebrity celebrities can have great social effects even without the Internet. But professional business models are missing, they don't get real benefits from microblogs, and light blogs are space for more professional and pragmatic professionals, and celebrity celebrities can't spend too much time blogging in light blogs, but professionals can, They are willing and able to run light blogs. Dot Dot network must attach importance to these professionals, so that these contributors can be valued and rewarded.

Referring to a number of sites provided by a medal system, we think that dot net in addition to the existing outstanding blog recommendations, should be a more rich and diversified award medals. such as "tireless renewal of the medal", "focus on the freshness of the vanguard", and even encourage users to create medals themselves.

At the same time, due to the characteristics of professional people, we think we also need to provide some more substantial monetary incentives, such as the "car" under the label of a blog to get the "Industry Watch Medal", Dot network can work with the automotive industry, to provide the blogger with some substantial rewards, as a reward for sharing high-quality information. This we have in the back of the profit model in the details.

2. The core user circle with low introductory interest aggregation crowd mainly: this part because of a large number of people, we can use a good game-type dot net blog for example. Data Video station http://videodota.diandian.com/this blog to dota explanation video as the theme, there are several points to do very well.

First, he took advantage of the fast and convenient use of dot com to publish video, with some forums, paste page There will always be other assorted things in contrast, dot net this blog page apparently more focused on DotA; second, he used the dot Com magazine style, managed by many people, and put some popular commentary on the top of the page, It is also published in several album series.

Such a light blog, do not need to like DotA people to go to the major video site to find video, we can also be more convenient in the video directly under the message--relative to the forum, bar, point of the message appears to be concise and clear do not waste page space-to communicate the experience of DotA.

In general, it is simple, clean, practical, convenient, fun. One step further, promotion.

And for all users, we believe that we must establish a user growth mechanism.

This is the application of many sites now, such as user level (up to a certain level to use certain functions), the user name (an integral level has a name), the user medal. This seems naïve and there is no substance, in fact, is an effective way to increase user viscosity. Adding medals like "find talent" is a good way to keep their focus on the core user's blog, especially for peripheral users.

Iv. Business Promotion

In terms of business promotion, we have seen a lot of ways to use dot com, and here's a little bit of talk. is characteristic positioning.

Why is the location of SNS community important, from the development process of Renren can be seen in 1999, the establishment of the network, until the 2005 Thousand Oak group Chen under their hands to play its real potential. Although this is the premise of the change of Internet environment, it is necessary to mention that the network renamed to Renren, the positioning of the "communication and sharing platform" to make it really become a senior school sister and learning younger sister's communication platform, the university students of the communication platform, but also become most college students daily must on one of the websites.

Dot dot net does not have very characteristic advertisement propaganda content, simple "light blog community", just caused by some people's interest in the onlookers, and did not highlight its true interest in communication characteristics, if we have done before we mentioned the improvement of the function and the increase in user viscosity, then the characteristics of publicity can also cooperate to maximize the effect.

At the same time, we also think that the use of some of the current promotional methods, such as micro-movies can be used for dot network, since dot Dot network claiming to be the leader of the web2.0, should use the Web 2.0 times some more innovative features of the way of publicity.

Publicity must be recognized by the user, take Sina Weibo as an example, the real fire should be Chen Yao's micro-Bo queen incident, for example, Sina Weibo recruitment or attract a large number of celebrity celebrities, as the core of the user circle is also attracted to the peripheral attention of the celebrities of many users. If the dot network can "make" some special such events, the introduction of some special people (such as Tencent Weibo, "So-and-so"), so that the public really recognized, the user's growth will be able to pay more attention to the development of their own website.

Five profit model

No matter what kind of website, the final point of return will fall to profitability. From the current SNS community, there are usually two ways to profit, advertising and user value-added services.

1, advertising

For Dot Network, if the interest aggregation this piece, for fixed-point advertising is a great advantage. "Sentinel" first by the world's largest search engine to create Google, its core technology is able to search according to the user keyword, in the search results page ads. But when Google launched the service, it caused a lot of controversy because it involved user privacy. While the dot-dot network with its existing interest classification function, to avoid a lot of privacy issues.

To "watercress" as an example of reading products, watercress reading column and the major bookstore to reach an agreement to provide book services, watercress users in reading columns to see their favorite books to buy, you can through the right side of the price comparison, direct use of "purchase book" for bulk or single purchase. Because the user creates the reading appraisal to have the objectivity, but next has the commodity price comparison, this service now has the superiority to other pure contrast price or the promotion book website.

Point can be directly on the right side of the page to carry out business electronic advertising, and interest linked. For example, people who like illustrations can see the new book launch of their favourite illustrator on the right. Like to travel to see some of the most recent web site characteristics of travel routes, even in particular attention to a certain location, you can "subscribe to relevant information" way to obtain the latest travel services and quotes.

2, personalized user value-added services

Existing user value-added services, to Renren as an example, more reflected in the personal homepage of the setting and virtual goods services. Dot itself already has very beautiful page settings, however, Dot is an interest aggregation site, should more play the user's interest in utility.

For example, when users upgrade to VIP, you can choose the "most popular illustrator" to provide their own home page design services, you can choose the "best gourmet" for their own design a city of food routes, find "Japan" under the label of the hottest bloggers to provide themselves with the perfect Japanese tourist routes. And the DOT network can choose to share the benefits with the core people who provide services to these resources. This kind of VIP service, can even continuously subdivide, carries on the user stratification, or establishes the more perfect partition system and so on. So that the previous site to provide VIP services to the current choice of the two sides VIP services. Dot com can turn to a platform to promote the flow of information products, so that more people with fanatical interests to let their hobbies play.