Innovation Workshop Hua: Several practical suggestions for new media pioneering team

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Tiger Sniff: This article is excerpted from the founder of Innovation Factory, managing partner Hua in the Tencent Media Summit Forum, Hua the keynote speaker titled "New Media under Mobile Internet". The most important two points of the Tiger sniff: How do you make money?

How to use the mobile Internet method to do the media?

The attitude of the product to do content

When we go to do a mobile Internet product, what we first want is what, is the first I think the product user group is who. I targeted them even a user base, for example, he is not a very simple thing, a user will have a variety of needs, for example, I since, I may have a large and still needs, there are lowbrow needs, and finally for what people, I targeted him what kind of specific needs and specific scenes.

After this, I will consider all my products, whether it is content or product, is aimed at this demand, for this content to do. And then I make something out of it later, and I will pass this release, I will continue to iterate over my content and practices, I will use data to track, do data interviews, and then I will be truly user-oriented for the purpose of constantly correcting my content generation, my content itself and the way my content is delivered. So this approach I do not know how traditional media is done, but our side of these Internet colleagues in fact, is the user-oriented, fast iterative, data-driven.

Use the attitude of the operating community to run readers and authors

In fact, it seems to me that now, as we've just mentioned, the line between the content creator and the reader is very, very vague. Every reader, in fact, is likely to be your potential reserve author and content creator, and everyone to your this media to read content, he needs may not only a one-way message received, he may need a two-way communication, need a sense of belonging to a community, Need a content to import into my information two times, need a real I feel is living in a group of common sense of the feeling of a group of peers.

For example, the same content, you see on the micro-blog A news itself is no different, but was added 140 times after reading is not the same. All the media seems to me to be two yuan community, which means that when it is not the same as the point to point one-yuan community, it is actually a community of authors and readers. There is interaction between the reader and the author, the reader is interactive, the reader is likely to be the author, and you have to be good to maintain the ecology, fluidity, vigor, and real guidance and management of the whole dualistic community, and to nurture the author and the reader. To nurture their interactions.

Third, the flow of the method to do the distribution

Because of the tradition of speaking, when the traditional magazine I also know that the media also do the distribution, keep running the major point of sale, but the Internet practice will actually be more direct, for example, to do the maximum of traffic examples I can give an example, 360, if you put my content to reach the audience this point to take out 360来 said, There is no problem, the bouquet is also afraid of Deep alley.

Let's cite an example of a violent comic strip. With the grassroots user group, he has his own user group positioning and his own community atmosphere, he wants to consider doing traffic and distribution, will consider where my end user, what my end users do everyday, what kind of products, where the user is, My content will arrive where, our users in the bar, to ensure that our content in paste, our users in the micro-letter, to ensure that all content in the micro-letter, if the user on Weibo, we have to do Weibo, this is not enough, we also have to make the app, where the customer we will use a variety of ways to reach him.

And do traffic this thing is not recently something hot immediately to Shing things, do the flow of things is a long, systematic work, you have to find out where your users every week, where the new traffic source, you have to do every week to do like products, continuous iterations, add new content pipeline, continuous tracking, My content conversion rate is how much, the iteration rate is how much, not enough words again to do only this non-stop, each channel has its own characteristics, this channel how to send, what content feedback better, how to do more clicks, even when the hair, when to do, including our content itself is not easy to spread, If the content itself is not easy to spread, my content will be modified.

For example, there are Yaoqi to do a comic book, this is good, but if you want to get a wider spread, it took a 30-minute animated short film, is called a Yaoqi animation, in various media promotion, within a short period of six months to fry a very hot in the minds of young people's intellectual property image.

The business model of media in mobile era

What I've been thinking about is how does this traditional business model go after the new era? In fact, I do not have a good conclusion, because your content is online, many are free, then how do you live, when I think the traditional internet business model, advertising and subscription payment, I think there will always be in the future, has been our media industry is the main two major support or the way to pay.

1. Advertising and paid subscriptions

I have always felt that these two models are a bit rough, advertising must be rude to say no, paid content is actually a bit rough. So in addition to these two models, we can iterate over the updated, so that users feel better charging mode, we have some exploration here. For example, if we really say that according to the product, according to the community, to operate our media, in some entertaining media, we can actually produce high-quality IP, is the quality of intellectual property rights and image.

For example, one of our projects is in a violent comic strip, in fact they are, media or the essence of the image is what, in fact, is a audience and fans, if a thing, in a very short period of time to achieve a large audience and fans, will produce very good value, mobile Internet in this respect is an advantage.

Mobile Internet in just a few months to half a year to let an image or to say an intellectual property or say something to reach tens of millions of minutes, there is even a high level of user loyalty, which is traditional, such as some media or some way of saying that it may take years or even longer to reach. For example, the merchant and the Ash Taro also spent many years. Mobile internet can accelerate this thing 10 times times. One of our projects in the violent comic strip, within six months of the violent walk this image even successfully run into the entire internet across all the media inside, a very very familiar and well-known cultural symbols.

So what they are doing now is actually taking the image of violence as an example, and then delegating them to the game to develop an improved version of the game with a burst of image, the preliminary result is relatively good.

2. Fan economy

The second possibility is that if you do it very, very well, you can actually have fans all the while, and this constant fan base can give you very, very high value. On the lei of millet we do not cite examples, some time ago and vegetables in the micro-letter to sell the star of what is the Poodle bar, as if reportedly also sold a lot of.

We are in this field now, in fact this is not difficult to do. Let me cite a more habitual example, in the beginning of the Chinese online copyright charges do not count, users pay to read, a large number of users are not to say that I spend money to buy this thing, you are very easy to see piracy in other places, in fact, the genuine does not have much advantage, The willingness of a lot of people to pay on top is to support their author, to hold a red character, to fight the rich.

When you have a very, very good fan base, you can also develop a good variety of ways to pay users. For example, Japan's AKB48, in a sense, is summed up in the new media, but also a typical fan of the practice or to say the economy.

3. Advanced Service

When you are content free, you really gather up a very good user base and rally around you when you are actually able to make a much better service. and collect the money from there. This is a very very common practice in the traditional internet world. For example, Tencent QQ is also free, and then Baidu's search is also free, and even 360 security guards are free, I can hang on top of what safety flow device, can hang plane, can also do a lot of things. This is also the same, to the media stage, if you really do well, for example, if you are a snowball you are in the financial or the stock inside doing very well, you may also develop the future financial management services.

For example, we in the education field to attract a lot of users and readers, can be inside to develop educational services, online education services. For example, a time ago, a app called Frog, there are a lot of people in the top use, so now in the frog can also sell funds, so this is a common Internet practice.