Light blog Dot dot network mode

Following the portal site, BBS, network community, personal blog, SNS, Weibo, "light blog" has become a popular trend of internet development in the past 2011 years. This new network service, like microblogging, blog, is committed to providing users with the content to express their platform. "Light Blog" not only has the expression of the blog and professionalism, but also has a simple and convenient microblogging and social communication skills.

In foreign countries, the launch of the April 2007 Tumblr, has been in the light blog market leading position. According to the analysis, Tumblr is still the best light blogging service in the 2010, mainly because Tumblr has a first-run advantage, celebrities and large media companies use Tumblr sites, and Tumblr services are better socialized than posterous. The Domestic light blog a little bit, push him and other services.

Light blog Dot dot network mode

Dot net since April 7 opened, has 200,000 registered users, has also suffered the most saliva, make the most changes in the light blog. In China, the light blog is the most action after micro-BO Internet products, wide path and wide island is still in the beta stage, Grand push he also started on May 5 in the second phase of the beta, here to share some of the leader of the point of view of the network analysis and feedback.

UI and Patterns

At first dot dot net, the UI basically and Liteblog prototype Tumblr completely consistent, just the difference between English and Chinese, incur a lot of saliva and infamy, founder Xu Chang positively responded. April 28, Dot Dot Network released a new UI, but many users are accustomed to the Tumblr version of the UI, the new interface in a certain degree than the original interface is popular, and the change of the interface is only in color, the other has not changed, now login and registration interface with the background of the home page has been consistent. But in essence or relatively lack of innovation, after all, once the original version, whether users or developers are easy to imprison the imagination of the UI space, or look forward to the point of the UI will be a new breakthrough.

Mode of the point of view, DOT Network team identified the direction of the Liteblog, retained the Tumblr "sub-blog" Products, supporting contributions and many people to operate together, but the proximity of the UI to a certain extent covered with the Tumblr different outstanding features, is to "interest" As a clue to import users and the coordinates of the content of the dimension, like Tencent QQ is "instant contact" to import users, Renren is the "classmate relationship" to import users, Sina Weibo is "celebrities" and "events" to import users. The first point of the network is to "high quality content of the release and dissemination" as the label, now has been transformed into "find interest, show self."

According to the description of Xu Chang, if micro Bo is "newspaper", Point is "magazine", point of development style and watercress similar, are quite literary taste, but the point is still in the embryonic stage. (I think Twitter's description of "newspapers" and Tumblr's "magazine" is more pertinent, and China's microblog has aggregated music, videos and links with Twitter, and the most different from light blogs are the UI and the sub blogs.) )

II. Products and operations

April 7, Dot dot net open register; April 12, the iphone client was released, the new ui;5 month 12th was released, the Android client was released, and the IPad, Symbian and BlackBerry clients were also being developed. Dot Dot network technology and product updates are very rapid action, April 28 released a new version of the UI at the same time also pioneered the letters function of the light blog, the recent interface of the navigation has been adjusted again, launched the "mobile" label, "recommended" label and the latest "hot" tags are all integrated in the "discovery" tag. All the quick action most directly brings two kinds of changes for the user: 1, the mobile phone operation is more comfortable; 2, the content navigation has a new experience. There is also a lack of product feedback is limited to the template, the initial stage in the local not suitable for the introduction of fee template, but from the user experience, from the point of view of the technical grass-roots user services, fresh and easy to provide the template is necessary.

In addition, April 21, Dot Dot Network launched the first phase of "dot off-line" offline activities, I do not think that this is only a part of the marketing activities, but also product operations and receive product feedback as part of the online user line to meet under the "interest" of the discussion, but also a positive understanding of the market performance.

From the overall point of view of the product, "micro-innovation" there are many, but relatively tumblr "quality" breakthrough still need to work hard. Tumblr in the United States more than 3 years of time, the light blog in China to start, and the local environment and the nature of the foreign countries are different, the West has Twitter but no microblogging, China has SNS but no Facebook, microblogging + China SNS compared to twitter+ Facebook still has unmet needs, and this part of the demand depends only on the Western Light blog model or not enough to deal with, and products and services need to integrate more local elements and breakthrough innovation.

Iii. Market and promotion

The user of dot net basically concentrates in student and white-collar group, if you want to walk in the direction of literature, the bottleneck of watercress is inevitable, China's backbone is missing or not easy to be aroused, coupled with Sina Weibo has already hunted a lot of star resources, the instant absorption of millions of fans of the road was blocked off. And for the light blog itself, the quality and quantity of content is the foundation, only within the evaluation of the reward invitation code and open with Starbucks to invite coupons to reward the new sharp blogger is not a way to go, how to encourage users to share content is a difficult task.

When it comes to promotion, the speed of the dots is still very strong, May 9, the author of a friend in Harbin in a suburb of the college saw a piece of dot dot net poster, the effectiveness of the promotion has already surpassed the school network; but another problem is that even if all the students in the university know the existence of dot net overnight, It is also because of the curiosity of Kai-fu Lee and Xu Chang to register a bit, but if the content is not enough to make it exciting, or not directly to meet their needs, then what?

Now dot dot net that the product angle attaches great importance to the client and the user experience, the market angle defines itself as "interest" as the label of the Light blog, and with a certain literary flavor, and Tumblr has a prominent difference, but relatively micro-bo, for the universal population (including students and white-collar) The satisfaction of the demand and the solution of the pain point is not clear, if Xu Chang and dot network team really want to "change the world", really want to let dot net become China's true own Web2.0 spirit and values of the website and enterprise, may also need more than Tumblr to make more efforts and breakthroughs.

As of May 12 night, the official announcement of the news: Dot dot network can be synchronized Sina Weibo. The speed of action becomes one of the key signs of a dot-dot network team action, at least for the future.

Light Blog Push his mode

May 18, Light blog Tumblr breakthrough 250 million PV into the news, light blog era may soon be coming, as of May 19 Alexa data, Dot network CN flow Ranking is 425, and continue to develop every day; May be China's first light blog wide path and followed by the wide island is still in beta, at this speed it is difficult to become the mainstream of the market; and the Grand online light blog pushed him on May 5 opened the second phase of the test, the author on May 6 to receive the invitation code for testing, in this do some sharing and feedback.

I. UI and Products

Pushing his first impression, the interface and Tumblr have different styles, but the content publishing area is similar to the earlier dot-dot network, with more castration features. For example, he did not register the user's smart recommendation function, the early user home also did not search the function (until May 13 update launched the search box), "sub-blog" function, submission function and post-point network launch of the letters function in the push he does not exist, but pushed he first launched with Sina Weibo and Tencent Weibo's synchronous publishing function, and support the direct release of Doc/ppt/xls/pdf/txt documents-leading the domestic various micro-blogging and light blog, which with the grand online itself Marcum is inseparable, marcum on the one hand at the technical level to support the release of the document, on the other hand, on the resource level to the Shrimp Music library to a certain complement, Is the grand online effective integration of internal resources.

Looking at his products from the whole, the direction is heavy content, light social: push him to provide more content release support, but social support is weak. Only the relationship between the user and the attention, interaction is only "response", "push" and "like" button. The basic model of the product and the Tumblr is not outstanding, the function of loading more cautious, opening may be introduced more applications.

Ii. Improvements and updates

In addition to the search box, early users have two relatively frequent feedback: 1 fewer templates (only two simple templates); 2 message boxes (feedback from attention and response) are mixed with the information flow, and when there is more information, it is difficult for users to understand the latest users and the latest responses received. For the first feedback, May 17, pushed him to launch a "streamer overflow" template, the effect of a good reaction, and for the second feedback, has not been improved.

Iii. Market and operation

Now the push he has not officially opened, the user's universal incentive or the issuance of invitations, invitation code = Wonderful original content + huge fan group + continuous active in pushing him. The formula is open, resulting in a lot of new people in order to get the invitation code repeatedly issued a very water content, it is inevitable. But in the latter part of the operation, pushed him there are some new ideas, here to share two aspects.

1. Grassroots Star Building

Push his official blog recently announced to the star push friend Misty to conduct an interview, interview content is still in the collection, and the author in the Misty to push his first day and he pay attention to each other, from the content of his hair, basically is a variety of spit and fresh things of the collection of micro-blog, and with a relatively heavy life color and randomness, This identification of the misty is a grassroots user. The creation of grassroots stars is the importance of content, grassroots users become stars is also the contribution from the content, encouraging content providers to participate more actively in sharing more information.

2. Cultivate and push his fan group

Push his product to user interaction support is still weak, but once found the group users of the "fan group" (such as "Back West Tour"), actively nurtured, and in the official blog modest promotion, which to some extent enhance the stickiness of group users. Actively for group users to provide support and services, easy to enhance the user's aggregation, relatively easier to understand the common needs of group users in order to launch a moderate strong products.

Today, push the quality of his content also need to upgrade, the market and operation of new ideas are in the scope of the trial, whether the future can become popular mainstream or unknown. The author thinks that he still lacks the direct clue of importing the user, such as QQ's "instant communication", Renren's "classmate relationship", as well as the point of "interest", so that he is only the concept of light blog and "Rich media" and the existence of the essence of micro-blogging differences are very little, for the time being difficult to replace micro-blogging or subversion. Tumblr's achievements are enviable, China's light blog is to rush to the time.

Source: Zhang Zhaoyi