Multi-platform integration achieves multi-terminal reach

Absrtact: The emergence and rapid development of new media and social tools such as microblogging, micro-credit, Renren and so on, are changing some traditional portals and information websites with the wave-like impact, and the proposition about how to build the next generation network media is imminent. Internet media is still a child.

The emergence and rapid development of new media and social tools such as Weibo, micro-credit, Renren and so on, are changing some traditional portals and information websites with the wave-like impact, and the proposition about how to build the next generation network media is imminent.

Internet media is a child.

A long time ago in Beijing there was a dialogue on the theme "We talk about the next generation," Ma (Weibo) (CEO of Tencent) and Kelly (the founding editor of the Science and Technology Journal Wired) to explore the issue with optimistic statements. At the end of the conversation, MA suggested, if we let go of our minds, what would the Internet or the world be like? Kelly smiled and replied: "The Internet has grown to only a baby, just beginning." Over the past 20 years, we have had a lot of important inventions and products, but there are more products are not developed, we are just at the beginning of such a process. ”

Kelly also imagined 20 years after the appearance of the Internet, he thought that will be filled with a variety of data flow, data flow will flow between our bodies, as if living in the clouds, people themselves also constitute the cloud. and the concept of Web pages, browsers will not exist, instead of a new perspective.

Now we can not clearly outline the 20 years after the network media, portal site appearance, but it is certain that the future of them must be much better than now. As Tencent's editor-in-chief, Chen Juhong, said at a recent Tencent Wisdom Summit: "Let's think back to the way the computer started, and recall the days when the desktop was on our desk like a baby." If today's network media is a small child, we have the hope that it will grow up slowly, all the way to the beautiful youth and the prime, we will look forward to his tomorrow. ”

Social network Reverse Portal mode

In February this year, comscore published the Internet Data report, starting with the mention that Facebook will represent and lead the Internet social media, redefining physical and digital communication. In the entire Internet media market, in fact, active in a variety of media forms, in addition to social networks, in recent years the attention of mobile applications, mobile Internet development, all kinds of network media in the market advertising has a strong development and share. However, every authority in the Internet market cannot escape the change and cruelty of the social wave.

From the point of view of the user's website, how to see the change?

"In fact, the user has a very different place these years, it will force the traditional portal to think about what the next generation will be." "Chen Juhong said that the current user demand for information is still happening in four levels of change: one is the need for portability, mainly by mobile terminals, the second is personalized demand, the third is the demand for social sharing, and four is the need for the ultimate experience of information. "To see the news to share, this is never changed since ancient times." Just say how convenient your way, how smooth the channel is, the likelihood is how big.

From this point of view, the current traditional portal site will inevitably face three challenges: first, the traditional portal in the PC side has been relatively mature, but in the field of mobile terminal grasp ability is not strong; second, the traditional portal does not really understand users, the user's fine understanding is not enough; third, traditional portal service is single, It is difficult to find a matching platform for advertisers to personalize their needs. "Because the traditional portal provides relatively rough content, is for the general public standardized products, so in the service effect on the inevitable relatively simple." Chen Juhong stressed.

As the first camp in the domestic network media, Tencent also suffered from this growing trouble. "In the past, the rise of Tencent in the event report and the establishment of brand-name columns, has aroused everyone's attention, these small innovation points are leading Tencent out of this dilemma and homogenization of competition, but we feel that in the face of the whole social media tide is still far from enough." Chen Juhong admits.

Multi-platform integration achieves multi-terminal reach

In fact, the development of mobile Internet in the United States is more violent than in China. The average American user stays on social networking sites at 16.6% of the total time, and the portal is 16.7%, which is expected to overtake the latter for the first time this year, according to statistics.

The decline of traditional portals will be a slow process, and because of the users, experiences, and products that the portals have built up over the years, they still have a huge user base and talented managers that make it less likely to die so soon. But if you do not prepare now, the traditional portals of commercial value, media value will be a sharp devaluation.

"When the platform is no longer the first portal, it's time to realize that our content is in the depth of the operation." "Chen Juhong said. With the advent of the large data age, the Internet environment and user habits have changed radically, the domestic four major portals to build their own advantages of the next generation of network media, the once highly homogeneous portal network media began in the social medium tide, began to differential development.

In response to the rapid changes in the Internet environment, as well as the needs of users in the social era, "the next generation of Tencent will focus on the integration of Tencent Weibo, Tencent video, Tencent network three major platforms." Starting from three dimensions, let Tencent's three platforms deeply combine, release more energy, provide users with more valuable content, to create a real-time online, user-centric, personalized, professional characteristics of a new generation of network media platform. ”

At the same time, this kind of media will be user-centric, change the extensive development model of the domestic portal website, based on the development of social media and the deep excavation of the fragmented personal appeal, understand the user's attention point, and provide the personalized content that the user needs accurately.

In addition, in the large data age, based on the user's demand for specialized information, next generation network media will build more specialized content output mechanism with partners on the basis of deepening content professionalism.

From this point of view, Tencent network of the entire media (that is, Tencent, Tencent Video and Tencent Micro Bo for the three platforms of Tencent network Media), perhaps more accurately reflect the "next generation of network media" prototype--in multi-platform space to reach multiple terminals touch. With platform and scale advantages, the future portal is moving towards a deeper and richer direction.