How to plan a blog site

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As an operator of a website, how to operate and plan is not a problem. The technical process is clear, the site is built, and then the user-centric, everything else will come? So, what is the user-centric? Most websites do not face all Internet users like search engines do. In fact, there is always a part of the user who will never be your user. What is the choice? This is actually the problem that the operator must solve.

Many people do this website: Well, this function is very interesting, presumably there will be a lot of people use. As a result, the function is developed, and after everything is online, the operator starts looking back to the advertiser to support his/her continued operation. What's the problem? The problem is that he/she ignores the client at first. Because it is possible that many people are using the features you develop (for example, using a function called Net-picking), but these people, lack of commonality, also lacks the interest of advertisers. In this era of market segmentation, it is not enough to attract advertisers only with three high characteristics (high income, higher education, mature age).

Fundamentally, this operation logic is the first technology after the market. This kind of thinking is not necessarily wrong. But be sure to think ahead clearly, product, or platform, what is it?

Products, that is, the production of users

This little headline is a bit strange, I need to explain.

Any website, first of all, is a product. The first step in planning a website is to run a product. In a sense, the site's operations officer is very similar to the Product manager (brand Manager) in other industries. What he/she has to face is product design.

Most people think that a product is a technical thing written in code. For example, a feature has been developed, or a plugin has been added. But in my concept, these are not products. The real product is the user. The so-called "products" generated by the technical code are nothing more than the tools that make the user the product.

So far, in China, most of the site's survival model is advertising. Whether the extensive type of banner delivery, or fine-type brand implantation, in essence, are the site's attention, that is, the user, packaged to sell to advertisers. For a website, the user is not a customer, but a product to be sold to a customer.

Based on this idea, some arguments, in my opinion, are not so important at all.

For instance. There are many people on the web who argue that the length of a page should be limited. For example, the Web page three times turn screen is the end. Some people think that this is good web design. The point of the problem is not whether the page should be stretched, but what kind of user the operator wants to attract. If every page of this site is very long, I don't think it's a big deal (in fact, Sina's long Web page is not a barrier to its search for advertisers), but it will lose the attention of users who attach great importance to the length of their pages. Assuming that these users have a common fetish for brand A, I'm sorry, it's almost impossible for a brand to be your advertiser or sponsor. In other words, you said that the production of the "Product" (user) Target sales object, will not be a brand.

The corollary of this logic is: The user, is produced!

In this way, it seems that the user's opinion is very important, you need to meet the needs of users, you can continue to create the user you want. But another point of view, the user's opinion is not so important. A user's opinion if you ignore (of course not be rude), you will lose this a user. But if adopted, you may lose other users. For business site operators, more important than the user opinion is that the customer's opinion.

In this sense, I have to mention as an operator, will inevitably face the stage: platform.

Problems facing the platform

In the media economics, the audience, namely the product, can be repeatedly sold. You can sell that attention to a advertiser or sell it to a B advertiser. The platform, then, is the product load. The characteristics of the platform determine whether a advertiser is willing to put in, or B advertisers willing to pay.

A website, after the development to a certain stage, will inevitably become some kind of platform. Or, the website is the platform. The difference between platform and function is that the platform is multidimensional and interactive. Between users and websites, between users and ads, between users and users, the complex relationship or contradictions, formed a platform.

If a Web site provides a variety of features, then these technical tools may also struggle against each other. The increase in the number of users is not necessarily a simple proportional relationship, of course, is not a simple inverse relationship. But in any case, the operators need to face the complex.

Also for example. Suppose a website gets an ad from a advertiser, and B users in the Forum area (or wherever else they can post his/her opinion) make a comment about a advertiser's product. This is a problem for operators. Is it to remove the advertising that hinders the brand image along with the request of a advertiser? or is it reserved for the freedom of speech of B users?

Let me give you another example. B advertising business is the treatment of psoriasis products. Now it is willing to advertise at some price in your station. Users of the site do not seem to like this, even operators will find that the past users record that they hate the ads. In such a case, what about the operator?

There are other examples. The site's operators found that the site's viscosity for users is not high. Many users stay in a hurry and leave on the site for a minute. Advertisers are not satisfied with this. They ask you to keep your users glued to their ads more effectively. This requires you to develop new features to achieve this goal. How to develop it?

The last example is plagiarism, or better, imitation. Web pages are naturally open source. Any platform with a slight achievement will be imitated by a large number of people. These imitators sometimes have some interesting innovations to rob users of themselves. In the face of such a situation, how can operators continue to maintain and expand the platform's commercial value?

These examples are common problems that operators encounter almost every day. The most essential way to solve these problems is to build the culture of your website.

The power of the culture

Web site, is a kind of media, no matter how you give it a new attribute. Media is a natural means of communication, and communication, will inevitably form a culture. From the product to the platform, eventually, the site will inevitably generate a certain culture.

Many people said: "The quality of Chinese netizens is so low, so must be a large number of milk and fat buttocks of the picture, in order to attract their attention." I admit that Chinese netizens are not very good, but this is only limited to some technical use (such as tinkering with the RSS browser is not a lot of people), not that their taste is not high. 100 million Chinese netizens should be the frontier of the whole people, if they only and like the rich and fat buttocks, that does not mean that the whole nation is such? Easy transit of the Three Kingdoms, Dan the Analects of Confucius, fully explain this conclusion is very ridiculous. Www.ccyyw.com

Then we have to rethink the causal relationship. is because the quality of the people is not high so the network is full of milk fat buttocks, or because the network is full of milk and fat buttocks caused by the appearance of people do not look high? I thought that was the latter. and the market opportunity, is precisely here.

Elegance is a niche market, of course, because people who like elegance and even art are certainly not the majority. However, vulgar is also a niche market, because willing to take the initiative in the Vulgar platform advertising advertisers are also a minority. Without the support of economic benefits, the collapse of the platform is a matter of sooner or later. In most cases, a mass market should be popular and tastes.

One of the most important tasks of an operator is to keep the culture of the platform and elegance together--my personal view is that it can be a little more biased. Technology can be copied, data can be introduced through despicable means, users can use some tools to create illusory, but the culture formed by the platform is in any case difficult to express and copy.

Give me an example of a newspaper. What is the difference between the 21st century Economic Report and the Shenjiang service leader? It's all made of paper and ink. There is no difference in their pattern: to create attention and then sell it to advertisers. But why do they attract different advertisers? The difference is in culture. The two newspapers have their own unique connotations and temperament, which is the difference between them.

It is for this reason that if someone asks me Blogbus what is the difference between this BSP system and other BSP? I Xiaoerbuda. Another manifestation of their problem is: what is the difference between your business model? In my opinion, in the current state, almost all of the Web site's business model is not a particularly novel place. The only difference is the platform culture that operators create. and different culture, will lead to different users gathered in different places, the formation of advertisers for different products, of course, there are different product prices.

For a website planning operators, the site can finally attract customers, in peacetime operation has been decided. If only the short-term attention and gets full of temptation of the picture, the final only to publish psoriasis ads is also taken for granted. Because the user is the operator to create a hand, then, you want to establish what kind of culture, but also you can completely control. Everything depends on you.

Can you imagine the ads on a website full of physical temptations?