Micro-Innovation: 9 Modes of profit for fans ' e-commerce and Weibo

March 2, Sina company released its earnings, the total number of users of its microblog has exceeded 100 million, four months the volume doubled. Tencent Weibo has also announced hundreds of billions of users before. Plus Sohu, NetEase and other portal microblogging and other independent micro-blog, China's microblogging users have reached more than 200 million, accounting for nearly one-sixth of the total population.

In the face of the rapid development of micro-blogging status quo, we are most concerned about its business model, that is, by what means to profit. In the US, Twitter has tried, and China is still in the process of exploring. But if we think Weibo is hard to make a profit (or a decent amount of revenue), it's because our thinking is stuck in a mindset about what Twitter is doing now, and so is China's microblog.

China's microblogging site to achieve profitability, it is necessary to have the courage to innovate, not simply "Consumer-to-consumer" Twitter, but also can not be the overall approach to Twitter is "Consumer-to-consumer" to China, must have its own innovative model.

This innovation model is to take the path of micro-reform and micro-commerce.

If micro-blogging is in a micro-business environment, it is easy for a large microblogging site to achieve business revenue.

Analyzing the business model of Weibo should be based on the user's size, situation and user behavior to analyze its business value, this article will be on the micro-blog profit model to do a detailed discussion.

He Yi through research and comparison of a number of monitoring agencies on micro-blog research reports, the commercial value of Weibo is mainly reflected in several points:

First, Umebo platform: Accumulated a large number of user groups of data, the user is the platform of everything, users priceless.

Second, on the individual micro-blog: The accumulation of many fans, especially the micro-blog, will accumulate a huge fan group, whether the @ Li Kai service @ Cai @ Chen Yao such celebrities, or some grassroots fans, as long as the intention to operate, the current fans have tens of millions, at least the million. The above data also shows that 65% of fans follow the brand, 74% Feng shui because like to follow, compared to other social media, Micro Bo because of the timeliness of communication, the topic of commonality, so that micro-Bo trust the highest. For personal microblogs, fans are priceless.

Third, in the Enterprise Micro-blog (refer to the Beijing Haina Internet Research Center Senior Analyst Hehai's column, Sino-US micro-blogging development status and business model analysis):

1, is the enterprise information release platform. Dell has been using Twitter since March 2007 to subscribe to Dell's information services. According to statistics, Dell in Twitter through the discount information alerts and other services, access to 1 million of dollars in revenue. It is reported that JetBlue (JetBlue) airlines, Comcast, Dell, General Motors, Kodak and other U.S. companies in the use of Twitter platform to communicate with ordinary consumers, and then sell the corresponding products. Relevant cases suggest that Twitter-like microblogging is a platform for faster, more efficient and more economical contact with customers ' corporate information.

2, is the enterprise's fast customer service channel. Users are questioning your business products or services, request help and other information, the micro-blog users real-time tracking enterprises can quickly understand, and through the micro-blog or mail or telephone methods to reply to avoid users because of dissatisfaction and large-scale spread on the internet, quickly solve user problems, Can be more effective to improve customer satisfaction.

3, is the enterprise depth understanding consumer platform. Weibo is an effective platform for enterprises to listen, learn and understand customers better. Weibo users have recorded their daily real ideas on micro blogs, hobbies, needs, plans, feelings and so on, the real surface of their consumption needs, preferences, lifestyle, brand attitude, especially to a certain extent to understand the attitude of consumers to products, needs and expectations, purchase channels, purchase considerations, It helps the enterprise to understand the consumers deeply, so as to formulate or optimize the product strategy and marketing strategy.

4, is the enterprise Word-of-mouth monitoring platform. For the company's market PR staff, the Internet's "public relations crisis" like a scourge, it is frightening. Internet-specific viral transmission, so that users of certain products or enterprises to serve the negative comments, brand negative evaluation may lead to corporate public relations crisis. Therefore, advertisers to micro-BO users of brand Word-of-mouth real-time monitoring is particularly important. But the microblogging platform has the search function, as well as the related real-time monitoring function, enables the enterprise to monitor the brand reputation in real time to become possible.

Based on Weibo's rapid growth and huge user base, and its huge business value, I think Weibo is for the web3.0 era of E-commerce, its business model can be in the following areas to try:

First, create a fan E-commerce platform:

Buy + Personal shop: 2010 Group Buy how much fire? I don't need to tell you. The current group purchase site has become the basic standard of each platform. Why does each platform buy? Because they have traffic! People say that the power of example is limitless. How many Sina fans have millions of accounts? How many are there in 100,000? I personally counted, @ Chen Yao each tweet forward number, at least hundreds of, up to tens of thousands of. Similarly, Sina Weibo ranks first in the grassroots microblogging @veggieg, the number of tweets per tweet, at least hundreds of, up to tens of thousands of. Fans around 100,000 of the microblog, Weibo forwarding number, the minimum of dozens of, up to thousands of. This once again illustrates the strong stickiness of Weibo (active and focused).

1, micro-group purchase: to each ID of the Special Group purchase page, to facilitate their group buying activities. Who doesn't want to make money? Who doesn't have a little hobby? Who doesn't have some resources? If there is a channel and access that can help us make money and operate easily, who wouldn't? Currently hot group Buy mode, simple page, buy platform only need to make a group buy template, and then by the user to carry out group buying business, the effect must be very good.

2, Micro Shop: The use of group buying mode, the development of mobile shop. Weibo is another feature is strong mobility, high user stickiness, when group buying business to help people make the first bucket of gold, micro-BO platform can expand its business characteristics, the development of mobile shop, to help users make money. When the development of E-commerce platform fans, micro-bo profit is not a problem, as to how to profit, can refer to Taobao's current profit model. For micro-blogging platform, the promotion of user maintenance, create blog features, Weibo will no longer be a new application, and become a business application, its stickiness will be greatly increased (a tool to help themselves to make money, who would like to lose it?) ）。 At the same time, can also promote the enthusiasm of other users, actively maintain the blog, active interaction with fans, and actively carry out valuable business activities or themes to form a virtuous circle. But business activities also face a credit system supervision and maintenance issues, can refer to Taobao credit system.

Second, to build the WEB3.0 era of social networking platform:

Lbs+sns: Today's popular Internet applications in Europe and America, coupled with the stickiness of social networks, can make the microblogging platform more malleable.

1, LBS: Fan loyalty is to be maintained, maintenance can be through interactive activities, but also through more direct benefits to drive. The development of similar Foursquare check-in applications, and the registration service and user interaction, through the check-in, to give fans the corresponding honor, at the same time, honor can be exchanged for the corresponding privileges, such as group buy discount, regular free gifts, high level membership of the exclusive logo.

2, SNS: can copy the SNS Web site model, the development of their own application plug-ins to increase user stickiness.

Successful application of the above situation, according to the platform user's profitability, charge platform management fees, or trading commissions to profit.

Third, to build the WEB3.0 era of media display platform

The nature of Weibo's spontaneity, originality and viral transmission determines its role as news source and topic center. So you can develop, enrich its manifestation, so that each micro-blog users can through their own good way to create a personal micro-blog as a media platform.

For example, the voice microblogging, as Sina Weibo launched the characteristics of the business, all users will be able to register, record and post voice micro-blogs by dialing their phone numbers after they have been bundled with the Sina Weibo account, while also listening to their published voice tweets, each recording time limited to one minute. After the success of the speech microblogging, the voice link will be posted on Sina Weibo, and the voice tweet can be heard by clicking the play button. Faye Wong through the Voice of micro-blog way, has uploaded three of their own recorded voice works. As of the morning of February 20, she sent over 50,000 of the three voice tweets, commenting on nearly 30,000. Innovation Workshop CEO Lee in its voice Micro-blog demo of the Amazing ventriloquist, film and television Nova Dan on the micro-Bo on the playful singing, have won netizens bursts of applause. Kai-Fu Lee in micro-blog said that the popularity of voice Weibo to exceed the text, the reason is: 1, not voice: singing, music, cute animals. 2, suitable for playing the mouth skin: crosstalk, jokes, ventriloquist, recitation. 3, special content: Celebrities say the wrong thing. Chen Yongdong, a senior IT analyst, said that the rise of voice microblogs was likely to show a growing number of "microblogging stations" that fascinated people to broadcast for a long time on topics of personal interest. can also provide a popular stage for the grassroots. But also promote the popularization of Mandarin.

platform to provide users with an advertising display page, the network store, according to the user's profitability, charging platform management fees or trading commissions to achieve profitability.

Iv. charges for monitoring services for enterprises

Micro-blog through technical means to different brands, different products of consumer demand for record and statistics, brand or product evaluation of classification records and statistics, the formation of related monitoring services for the enterprise real-time understanding of user needs and brand reputation to provide dynamic tools. Profit by selling "real value" reports.

V. Brand advertising revenue. Micro-blog through the establishment of a large platform, relying on more users to bring more clicks, can attract brand advertising. According to Nielsen Company data, April 09, the number of Twitter users in the United States reached 17 million, the global user reached 24 million, compared with last year, the growth of 10 times times, and by October, its users have reached 50 million, in a short period of 4 months increased by more than one times. The Japanese version of Twitter was launched in April, with a banner ad for all Japanese users in the top right-hand corner of the site, which will be gradually replicated in other countries. In addition, according to Dell, as of June 2009, the Twitter service has brought more than 3 million dollars of revenue for Dell, consumers through Twitter into the Dell website to buy. In particular, over the past six months, Dell has received a sales revenue of 1 million dollars through Twitter. But because social-networking sites have a low rate of ad responsiveness, advertisers are also wary of advertising on social networking sites like microblogs.

Six, through the app and other forms, and other sites for income sharing. Weibo can use its own huge user base, build similar to search tools, transfer a large number of user groups to other sites, and then to other sites for advertising.

Seven, the user database profit model. In Weibo, a large number of users open the privacy perspective, and these user data and information data are worth digging deeper, so you can use micro-blog marketing companies to provide valuable data and information, so that marketers can bulk follow these users. For example, Dell monitors its users ' feedback on the company's products through the network monitoring company Visible Technologies on Twitter.

Eight, the enterprise user fees. Build brand ID Mall, earn profits by certification, admission fees, and trading commissions.

Ix. the business is divided. With the formal business of 3G, Mobile media will usher in a fast-growing period, and micro-blog is born with a complete and mobile media good fusion characteristics, so that the mobile operators can flow and SMS. For example, most of Twitter's traffic comes from mobile phones-the Internet and text messages.

The above 9 kinds of profit model, He Yi most bullish fan E-commerce, He Yi that it will become the WEB3.0 era of classic business model.