Predicting the mingtu of "light blogging"

The first chapter: Introduction

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.

This article is from the development history of micro-Bo at home and abroad, Brief introduction of the concept of light blog, domestic and foreign well-known light blog providers and other aspects of the narrative, from the "micro-bo" to predict the development of "light blog" This new network things MINGTU. (This article starts in Http://blog.sina.com.cn/zhaoyafei reprint please specify)

The second chapter: the History of foreign micro-blogging

Weibo is a very interactive and fast-moving tool that spreads even faster than the media. Weibo, the so-called "micro-bloging" is an informal mini blog, a recent emerging web2.0 performance, a blog-like system that can post messages instantly. Its biggest feature is the integration and openness, you can through your mobile phone, im Software (gtalk, MSN, QQ, Skype) and external API interface to your micro-blog to publish messages. Another feature of micro-blogging is the "micro" word, the general release of the message can only be a few words, such as Twitter microblogging platform, can only send 140 characters at a time. Compared with the traditional blog, "Short, Spirit, fast" as the characteristics. Blogger.com founder Evan (Evan Williams) pioneered the microblogging service. Micro blog can be divided into two major markets, one is positioned for individual users of micro-blog, the other is located in the enterprise customers micro-blog. Micro-blogging is the inevitable result of increasingly fragmented information. The core of Weibo is attention and attention, its unique following mechanism and rapid information mechanism, so that network marketing is full of more real-time and interactive characteristics, many enterprises through micro-BO marketing has been a great success.

Compared to the emphasis on the layout of the blog, the content of micro-blog is composed of simple words, from this point of view, the user's technical requirements of the threshold is very low, and in the language of the organization, no blog so high, only need to reflect their feelings, do not need a long speech, updated also convenient, and blog than up, The number of words is also limited; a variety of APIs are available to enable users to instantly update their personal information via mobile phones and networks.

Twitter.com is the first site to appear in the microblogging service. Users can enter up to 140 words of text updates via SMS, instant messaging, email, Twitter, or Twitter user software. Twitter was founded in March 2006 in San Francisco and was developed by Obvious corporation.

Plurk.com is a social micro-blog, service online on May 12, 2008, similar to Twitter, but its biggest feature is on a timeline showing their friends and all the information. At the same time, unlike Twitter's @ reply, in Plurk, the reply to a message belongs to the message rather than to the individual.

Google Buzz is a social messaging tool, developed by Google, that is integrated into Gmail, the company's Mail service. The links and information shared by friends will be displayed in the Gmail interface. Buzz combines photos, videos, links and many other elements to form an important part of Gmail conversation. Users can choose to share it with the world or a limited group when they publish buzz.

Chapter Three: The development history of domestic micro-blogging

May 2007, China's local microblogging service providers began to appear, in the period of more than three years, China's micro-blogging development experienced the introduction period, quiet period and growth period of three stages.

(1) Introduction period (May 2007-early 2008)

In the 2006, Twitter turned into a world called Weibo. Twitter, which has become a foreign company, is also a target for domestic companies. Starting from the network of Wang in May 2007 set up a rice net, opened the Chinese Weibo era. Shortly thereafter, the network, do what net, hundreds of millions of users Tencent also launched on August 13, 2007 Tencent surging.

From May 2007 to the beginning of 2008, is the introduction of China's micro-bo development period. This period of micro-blog to independent microblogging site as the main body.

(2) Quiet period (early 2008-February 2009)

From the beginning of the 2008, the Development of micro-blog in China into a year of quiet period. During the period, no new microblogging service providers appear, the user size increase is not small.

(3) long term (February 2009-present)

After a year of silence, from February 2009 onwards, the domestic micro-bo glow new Vitality. A large number of microblogging sites have been online, users have proliferated, micro-blog has become a new hotspot of internet development in China. The development of micro-blogging in China has entered a period of rapid growth, which is divided into two times of independent micro-blogging and two stages of full growth period.

① Independent Weibo two rise (February 2009-August)

In this half a year, muttering net, instant Guest, fexion NET, 9911 micro-blog, classmate net, I burn DAO, garrulous, Follow5, Lei Monkey and so on a large number of micro-blog website on-line. The microblog sites are based on independent microblogging sites.

② full growth period (August 2009 to present)

Sina Weibo was online in August 2009 and quickly grew into China's most influential microblog. Sina Weibo, led by the Integrated Portal micro-blog, vertical portal microblogging, news site microblogging, E-commerce micro-blog, SNS Weibo, independent micro-blogging sites have been set up, and even TV stations, telecom operators have begun to dabble in micro-blogging business. China really entered the era of micro-blogging.

Sina Weibo in March 09 after the launch of the year, 2 March online, Sohu, NetEase, and News, Phoenix, and so have launched their own micro-Bo platform, Baidu launched the I bar-type micro-bo products, Tencent Micro Bo also in the intensive beta. A wave of time Weibo swept through. According to the author's evaluation, some micro-blog development is still very rough, there are many bugs, the user experience is very bad. Website to push Weibo, use its own media resources, encourage the industry celebrities to open Weibo. This is similar to the original blog situation. The swarm, media and celebrity route, seemingly lively behind, is the loss of soul.

Like with QQ, it is difficult to use another IM platform Sina Weibo's first advantage, it is likely to become the next client. This is also the reason Sina Cao Chao recently said he wants to work with mobile operators (simply put on the portal of Sina Weibo in the mobile interface). For Tencent Weibo, the author is full of expectations, but also have doubts, because QQ advantage lies in the private circle communication, extends to the public space interactive aspect, and does not have the natural superiority, but Sina Weibo based on the media interaction, the user identity is open, compared with anonymous QQ, has the greater user value and the commercial value. Therefore, it seems that Tencent Weibo has a natural client advantage, but does not mean that in the microblogging social platform has the inevitable advantage. Users are willing to open their identity on Sina Weibo, as their business card, Sina's powerful media brand endorsement, for the user's microblog to enhance the personal brand value added, which is a huge temptation for users.

As for the Baidu I bar, is still used is the forum to post the form, the author is to hold the view. To put it simply, it is monotonous in form. Only headings are rendered on the interface and content cannot be seen directly. This is the essence of micro-blogging is the rapid interaction and presentation of short messages, is a departure. Therefore, if Baidu does not adjust the product form as soon as possible, the user will very likely gradual loss. After all, Weibo's long tail of the forum application is a breeze. For example, the message "#地震 # + Content" is presented directly in the "Earthquake" list of keywords, implementing the application of the class forum (just a lack of administrator and Central order for the Forum).

April 6, 2011, Sina High-profile announced the formal opening of the weibo.com as Sina Weibo business independent domain name, so that the original on the Sina Weibo Weibo. In fact, in the competition with Tencent, Sohu and other portals, Sina's strategy on the domain name has long been ahead of schedule, in more than a year will be 3 micro-bo Pinyin domain name revenue bag. The microblogging domain name dispute also caused the industry enterprises to raise the domain name to the strategic level of thinking.

The Internet is a river, rivers and lakes, there will always be legends. A recent legend about the domain name is about Sina Weibo's new domain name weibo.com, the river is rumored that Sina spent 8 million yuan of the "lost" from a name of the IT people named Zhang Weibo bought. Carefully traced Sina's microblogging service on the path found that Sina from the start to start micro-blogging business is very focused on the domain name "hoarding." Sina bought the first microblogging domain name is not weibo.com, but weibo.com.cn.2009 year September, Sina Weibo domestic just started one months, Through the easy name of China's domain name trading platform quietly beat next a micro-blog phonetic domain name weibo.com.cn. At that time, the line did not speculate on Sina Weibo development of the big plan. Until March 2010, Sina Weibo once again bought the domain name weibo.com, at this time Sina micro-blog business in China has been brilliant, but Sina has not seen the opening of weibo.com, the industry also did not pay too much attention to Sina this series of domain name acquisition Action Real intention. 5 months later, August 2010, Sina Weibo and low-key take weibo.cn. So far, Sina will be the only standard "micro bo" two words of the three domain name, but Sina Weibo's business has not been transferred to the above domain name. Until April 6 this year, before the 11 anniversary of Sina Company, Sina Weibo High-profile announced the launch of Weibo.com as a micro-blog business independent domain name. Confucius, the Confucian sage of China, once said that "the name is not right, the words are not smooth, the words are not smooth, the matter is not", this law is still applicable to the Internet. Sina Weibo secretly bought Weibo.com, clearly the strategic meaning of the name.

Refers to the domain name, people have to think of the case of true and false happy net, when Cheng left Sina founded Happy Net, but because kaixin.com domain name in the hands of others, the other side of the price too high, Cheng think the company started unable to buy, on the opening of Kaixin001.com, Behold thousand oak group spend heavy money to buy kaixin.com also made a happy net. "Although the kaixin.com of the network of thousands of rubber to intervene in social networking sites than the real happy Net (kaixin001.com) late, but with a seemingly more authentic domain name kaixin.com access to a large number of users and traffic", in fact, Many users are looking for kaixin001.com, and rightly think "Happy net" domain name is "kaixin.com", the result is "misguided". Because of this, true happy Net (kaixin001.com) feel their own users and traffic, is held authentic "cheerful" domain name thousand oak net hijacked, rage will thousand Oak court, triggered a protracted domain name dispute, to some extent also let happy net missed the best opportunity to go on the market, And then Sina Weibo arrival, so that net users lost serious, site valuation also greatly discounted.

Sina Weibo is clearly learned from the lessons of happy net, from the very beginning of the acquisition of almost all and Weibo-related Hanyu Pinyin domain name. Supposedly users have been accustomed to the old domain name, Sina to enable independent new domain name, short-term flow should have fallen back, but the reporter learned from the internal Sina, Since the opening of the weibo.com more than 10 days, Sina Weibo monitored the data showed that direct access to the new domain name Sina Weibo traffic slightly increased, a catchy, good memory of the importance of the domain.

Sina Weibo, which was influenced by Twitter in August 2009 to open its microblog in China, followed by, Tencent, Sohu, NetEase and other portals also saw the microblogging business opportunities, have joined the micro-Bo war, in addition to see the scramble for celebrity resources and smash ads, these portal microblogging war behind there are not see the domain name dispute.

As the microblogging service providers will limit the number of words to 140 or so, in order to compress unnecessary content, user-friendly input and sharing of Web sites, the use of abbreviated domain name to become microblogging services in the important means. Under the short and concise demonstration effect of micro-blogging, the domain name of Weibo also becomes shorter and simpler, Sina will sinaurl.cn as its own micro-Bo short link domain name is a good corroboration, Tencent in order to more concise, the use of url.cn, than Sina more than a chip, Sohu is using the itc.cn abbreviated short domain name.

However, Tencent and Sohu did not proud how long, Sina spent more than 5 million from Cai to buy t.cn domain name, March 2011 Sina decided to t.cn this expensive domain name as a short link domain name.

"Since then Sina Weibo short address service A single show, can not find a shorter than t.cn shorter service domain name", Wang Quanfeng that the domain name is shorter than the original short link domain name sinaurl.cn shortened 6 characters, which means that the user in the same Post URL link, each Weibo than before can enter more than 6 characters, Tencent and Sohu Short link domain name immediately eclipsed, Sina in the Portal microblogging domain name contest won round.

Sina internal a person in charge told the reporter, in this on Sina and Tencent, Sohu's short domain name dispute, lets the Sina senior level more vigilant realizes the comprehensive consummation Sina Weibo domain name registration to the entire business development has the strategic significance. So, Sina Weibo business executives have come up with a domain name to let users think Sina Weibo is a synonym for microblogging is the strategy of domain name is the best policy. So there is a more than a year, the three micro-bo Pinyin domain name into the bag in the act.

"Sina's intention is quite deep, weibo.com let netizens feel ' Weibo ' is ' Sina Weibo ', ' Sina Weibo ' is the real ' Weibo ', the other micro Bo all of a sudden like a cottage." The Internet industry senior expert Li Zhongcun pointed out, so, Sina Weibo from the domain name makes the Sina Weibo which already occupies the advantage, more handy.

Fourth chapter: What is "Light blog"

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. If the blog is like a "book", Weibo is like a "newspaper", then a light blog is like a "magazine", with its own author and reader community, with huge potential users and needs. The early blogs were mainly written content. But light blogs (sometimes called micro blogs) are characterized by randomness and richness, including voice, pictures, and video. Most light blogs will provide a browser bookmarking tool to achieve a key sharing function. The light blog inherits the sense of community in the blog. Half the fun of maintaining a blog is that you can expand your network. So even though go looking for like-minded people, then link to their blogs, even reprint. When users use light blogs, they can easily publish their "discovery" by simply clicking a button.

Fifth chapter: The founder of Foreign Light Blog

The Tumblr, which was launched in April 2007, has been a leading position in the light blogging market. Posterous did not launch until June 2008. In December 2009, Tumblr also introduced two innovative features, real-time reminders and Twitter client support Tumblr. Tumblr could have had a better start in 2010, but Posterous also soon released new features. In April 2010, Posterous began competing with Tumblr on the feature set (feature set). In June 2010, Posterous launched an imposing campaign to poach Tumblr users: If you use Posterous's promotional tools, users can enter content into posterous from other services (including Tumblr). This activity shamelessly called other blog products as "dying platform", although it has a certain degree of entertainment, but ultimately not the point.

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.

Other famous foreign light blogging providers: Tumblr, Publr, post.it, projectionist, Posterous, Soup.io, Streem, Noovo

At the same time, traditional media companies are flocking to Tumblr. In 2010, large media flocked to the lightweight blogging tool (but mainly to Tumblr), NPR (NBC) is one of them. Andy Carvin, a senior analyst at the company, explained: "We experimented on different platforms and found a Andy Cavin of NPR fans on Tumblr." We value the development of our relationship with the NPR community, rather than the amount of web browsing. "Tumblr explains that NPR is carrying out a" very experimental "activity: providing planned sharing, developing relationships with stakeholders one-on-one, and determining what to say about Tumblr. Many traditional media, including Newsweek (Newsweek), Rolling Stone (fellow stone) and Life Magazine magazine, have also started using Tumblr this year. In addition, many "full-featured" blogging platforms added features similar to those of Tumblr and Posterous in 2010. For example, the famous blogging platform, WordPress.com, added a feature in September that resembles Tumblr's "attention".

Sixth chapter: The pioneer of the domestic light blog

In the domestic "light blog" Development, "Wide Island" (Http://www.kuandao.com/home) is one of the pioneers. It is reported that "wide Island" predecessor is "Broad Way", as early as 2010 began to explore the "light blog" The possibility of the road, but also China's first "light blog" service. Compared with other similar websites, "Wide Island" is based on the usage of Chinese users, adhering to the original, will be localized, rather than copying foreign successful websites. The "Wide Island" (Http://www.kuandao.com/home) is built using the industry's leading technology platform (RAILS+MONGODB) to quickly and efficiently improve the product and improve the user experience. Content authoring, commenting/forwarding/storing, sub-blog, many people blog, micro-bo watercress synchronization and so on a lot of elements, and in a very short period of time, launched a simple and profound connotation of "template customization System", all for the "power" users, to express themselves more glare, cooler.

Point from Xu Chang, backed by innovative factories. Pushed him from the grand.

At the beginning of January this year, the high profile of dot net caused a stir in the internet world: Dot Dot Network is a new, commitment to "high-quality content distribution and dissemination" of the light blog community. Through the dots, you can publish text, photos, music, videos, and links in a variety of formats anytime, anywhere. Xu Chang, a believer and practitioner of Web2.0, believes that Web2.0 will change the working life of contemporary people. The dot-com based on this idea will strive to become a "high-quality content distribution and dissemination" platform.

Push him is Shanda online today officially released a lightweight blog/rich microblogging product, users can publish short phrases, upload photos, share music, write articles, videos and various documents. Cool and gorgeous personal display space, good user experience and the exclusive personal domain name, users will bask in their own wonderful life. By pushing his claim to the concept of "rich micro-blogging products", the complex language touches, in fact, are just light blogs.

Other well-known domestic light blog provider: Dot Dot network diandian.com, wide path kuantu.com, tuiliu.com, Wide Island kuandao.com, together zadui.net, push him tuita.com, beside the net shenpang.cc, Beauty nets moro.cc

At the same time, dot net also put on the "plagiarism" of the coat. As one of the specimens of the incubation of innovative workshops, the outside world questioned the pattern of dot-dot network directly copied from overseas Tumblr.

Seventh chapter: The local light blog where to go

A little careful person will find that the current "light bloggers" competition between the situation, and three or four years ago "micro-blog" to rob each other market share of the situation is so similar. We can not help but come to a scenario like this: early 2011, light blog is still in the initial stage of cognition is not accepted, there will always be several pioneer website as Pathfinder, in the domestic try to do light blog. Then there was a venture of a well-known investor, and the light blog began to get accepted. Then, the light blog slowly into the climax of the development phase, a variety of websites began to do light blog. When the majority of users of the light blog began to question which is the most authentic light blog, there is a light blog site has secretly will light blog Pinyin domain name qingboke.com acquisition for its own, light blog development of the most historical and similar stage is coming: To apply the Internet industry senior experts Li Zhongcun said is " Qingboke.com let netizens feel ' light blog ' is ' So-and-so Light blog '. ' So-and-So Light blog ' is the real ' light blog ', Other light blog All of a sudden like a cottage. "At this time, the light blog unification situation is also coming."

What will be the development of this new type of social recording tool, and let's see what happens in the next few years! (This article starts in Http://blog.sina.com.cn/zhaoyafei reprint please specify)