Great changes have taken place in the new media

How can micro-blogging be commercialized? is still the focus of attention, because the commercialization of micro-blogging, not only determines the development of micro-BO micro-letter direction, but also affect the commercialization of traditional media and new media in the alternate rhythm, based on new media based on the optimization of marketing structure, and commercialization of the general public social habits of the diversion.

At this time last year, a single titanium media, "micro-bo feudal theory", the commercialization of Sina Weibo has been summed up, a year later, a major change in the new media, especially the micro-letter, in 2013 years to achieve rapid development, and micro-blog after a short period of prosperity, the degree of activity significantly reduced, The road to commercialization of new media is entering a critical juncture.

How will micro-blogging be commercialized in the future? is still the focus of attention, because the commercialization of micro-blogging, not only determines the development of micro-BO micro-letter direction, but also affect the commercialization of traditional media and new media in the alternate rhythm, based on new media based on the optimization of marketing structure, and commercialization of the general public social habits of the diversion.

The commercialization of micro-blogging is basically two different paths, depending largely on the micro-blogging awareness.

A． The essence of micro-blogging/micro-faith

Micro-blogs and micro-letters are called from the media, the two have their similarities, but there is a fundamental difference. Its commonness is all belong to the media category, is based on the circle nature Social communication. The difference is that Weibo is a media-based society, while micro-letters are social media, that is, Weibo is essentially a media attribute, while micro-letters are a social tool.

The core value of the former is the dissemination and diffusion of information, whether it is media microblogging, Government micro-blog, corporate micro-blog, star microblogging or station of the micro-Bo group, are based on the spread of information (based on news, events) mainly, the user through the micro-BO platform is to obtain information, the core is a valuable information sharing. Although Sina Weibo opened micro-bar, micro-group, but so far the effect is flat, at least my friends and acquaintances (are loyal users of New media Group) are almost no use of this. Only the user's function is based on one-on-one or one-to-many "open private interaction," but this interaction is based on some kind of information sharing and discussion, that is, a strong media footprint.

And the latter, that is, micro-letter, its essence is based on the private circle of social interaction, access to news, only micro-trust the smallest functional part of the more important role is to maintain the user experience, the experience of the most central value, that is, reduce the commercial impact on the user experience.

Two． Micro-blogging/micro-credit commercial resistance

Therefore, micro-BO micro-letter How to commercialize, should be based on its own attributes to expand. Weibo has been slow to achieve commercialization, although the reasons are manifold, but I think the root cause, or is the micro-Bo itself is the media, the imprint of the media has been printed in the user's mind, once commercialized, will inevitably affect the user experience. Imagine, a consumer users to operate the development platform, once lost the user's trust and support, what kind of disaster? Therefore, Weibo must find the most soft, minimal impact on consumers, and maximize the benefits of the form.

To Sina micro-blog, the current naked eye, commercial content, a major customer cooperation, second, micro-blog ads, the third is the app and station activities in cooperation, four are micro-bo promotion, five is the membership fee, six is the edge of products (such as micro-blog top map, wallpaper, etc.) of the operation, other may have some soft cooperation, although the content is still rich, May also have a lot of profit, but from Sina's commercialization of micro-blogging, the absolute gap is far away. From the existing exploration model, how many have a little "against the Wind" flavor, such as micro-bo to promote the encounter of a number of spit, such as micro-blog members applauded not draw. Therefore, the commercialization of micro-bo resistance, mainly from its microblog media properties of the fetters.

So where is the resistance to commercialization of micro-credit? I think technology is not a fundamental problem, a big problem is the screen. Yes, very simple, that's the screen. Like microblogs, micro-letters are also used to live on consumer users, and the only port that users log into the micro-letter is the phone, there is a fatal deficiency-screen small, in a small screen space, to learn more information, you need to go to the first level to search, but from the characteristics of human behavior, effective paging basically in the three level, more than three levels, The basic is ineffective display.

This problem is unavoidable, increase the mobile phone screen? The bigger is called pad, and then the big one is the smart TV. Embed commercial information into the first level of the micro-letter presentation page? The first level of the micro-letter with social core is necessarily the platform based on the user experience. Of course there are many alternative forms, but it doesn't seem to be a good strategy to transform a social media platform into an unrecognizable business port. Therefore, the commercial resistance of micro-letter, in addition to from the overall use of the experience of balance, but also must consider the mobile phone screen such an unavoidable fact.

Three． Micro bo/micro-credit commercialization exploration

Since the essence of Weibo is the media, can Weibo be commercialized from the media perspective? With the disintegration of traditional media, the acquisition and release of news sources are more and more networked, since the birth of micro-blog, news information diffusion speed greatly improved, whether traditional media or network media, It has become a trend to get information through the Netizen report.

My idea is that in the future, will Weibo be able to create a content creation base? including news, literature, finance, education, entertainment and so on, the content of the creators are ordinary users, users by selling their knowledge, experience to benefit, and a variety of professional media microblogging can also be paid to provide better quality and professional content? While micro-blogging stations benefit from the platform, in such a mode, the value of the microblog members can maximize the play out. Such a model might involve issues such as financial policy and media accreditation, but this is the best model I can think of for microblogging business:

First, this is based on their own advantages and characteristics to transform, Sina strong content manufacturing capacity can provide support;

Second, this is not to damage the user experience and interests of the form, in line with the future trend of media development, in the future, the national news manufacturing will become mainstream;

Third, this model will realize the value of micro-Bo Focus, that is, can have absolute user stickiness, such as the current QQ, there are few substitutes.

Conversely, if you want to commercialize your microblog on a commercial basis, that bodes well for a difficult transition, in addition to the user's recognition of microblogging media attributes that are difficult to change, as well as the commercialization of microblogging ports, although Weibo is more than a micro-trust computer/pad login port, but in the commercial port selection, It is also difficult to find the interface to meet the user's habits, even if you find the interface, you are still solving the flow of the import function, but please remember, this import life is limited! That is, when the user is accustomed to a certain kind of shopping habits, it will go directly to the electrical business network shopping to birds, it does not need micro-bo intermediary, which is the user's bridges psychology. Moreover, Baidu and other search engine giants, is also eyeing the electricity business diversion of commercial cakes, the advantages of Weibo how to reflect? Perhaps now the commercialization of micro-blogging is still a tiger, but everything is always the early decision.

The commercialization of micro-letters, from the beginning of the exploration, so far, in addition to the payment function, also did not see more innovation. But as a port, I think the commercialization of micro-letters may focus on the following aspects: first, payment port, second, personalized business service platform, third, game revenue, four, member services, and shopping platform is my most optimistic micro-letter commercialization.

First of all, this payment port, the biggest feature is the convenience, can easily pay a variety of consumption, but security is the most users to consider the problem, at the same time, the major banks in the simultaneous introduction of mobile terminal payment app in the background, micro-credit payment must be binding consumer side, in order to be different from the Bank app. At present, suitable for micro-letter binding consumer end, mainly concentrated in transportation (ticket purchase, train tickets and so on), game consumption (especially Tencent own game consumption payments), telephone recharge and other consumer durables industry, and such as clothing, home appliances and other payments, will still be through the electric platform, directly bound in the bank (and the payment of treasure class, etc. ) The payment end. So, the commercial exploration of the payment port will be more towards a subdivision of the field, and the electricity merchant net robs the cake.

Second, personalized business services platform, this is mainly based on the service function of the brand, currently, micro-letter in this area just developed a service number and subscription number function, has not been further optimized. In terms of service number and subscription number, the former is assigned to the enterprise and the latter is allocated to the media. Media optimization is relatively simple, more or based on the quality of content optimization, the latter may enhance the timely interactive function of the media, online submissions and so on. But on the enterprise side, that is, the service number, there is a lot of uncertainty, at present, many enterprises based on micro-credit marketing, but also in the original low-level stage, from the micro-blog copy over the marketing model, obviously with the micro-letter environment, although it seems to be a prosperous, but has been in the lack of creative support of the death throes, The service number function core embodies, or the member marketing value excavation, how with the user bundle, is the enterprise public account number most urgent question, in this respect, if the micro-letter will give more function support, then this will become the micro-letter profit the powerful channel.

Third, the game proceeds, this is not much to say, currently on the micro-letter on the ride, is still their own game, not an accident, in the future, micro-letter will be open to third-party players, the first micro-letter can receive rent, more importantly, can use this with micro-letter payment through, expand payment surface. At the same time, this piece also includes micro-letter selling expression income.

Four, is the member service, the member service includes three aspects, first, the business user members, that is, the second personalized business services, the future, micro-letter commercialization, is bound to be based on the commercialization of the brand, micro-letter will inevitably through the form of membership services to form a strategic alliance with the brand to achieve common commercial ideals; Second, media members, the current media public account is also a team of soldiers formation, the future of micro-letters may be the introduction of more functional charge template, as a general media account of the enhanced version, at the same time, the two sides can also strengthen the content of cooperation; Three is ordinary users, according to Tencent's general mode, member service is its consistent mode, what red diamond blue drill Purple diamond, What the Sun Moon Stars and so on, are based on membership services based on the strengthening of functional means, but do not know whether Zhangxiaolong will also use this trick.

The concept of commercialization is too large, there are too many uncertainties, how the future has yet to be tested, but usually people talk about commercialization, the first thought is based on the commercial nature of commercialization, in fact, should be from the micro-Bo micro-letter of the root attribute to consider.