Product design and strategy analysis of photographic website

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

This is my previous interview BD did a homework, posted out for everyone to refer to some of the methods of network marketing. Here is entirely from the website product design and network marketing aspects, no design of any SEO technology. Because I am also the middle of January this year to go out to do a part-time job, only to know what is called SEO for the first time.

At that time, in order to be able to join BD work, this case analysis I was the first time so serious continuously to the computer for several hours, rush to the night before 12 o'clock in the interviewer's mailbox. Oh, this case analysis, although passed a round of interviews, final time or failed, and therefore missed the opportunity to work in BD (GG There also missed a better opportunity, the original thought so forget, who knows the contact after the SEO)

The following is the original work, without any changes, the case is true, the original immature some of the views, I hope that we have seen after the point, after I saw the SEO aspects of their knowledge, back to look at the idea of this case.

A． Prophase analysis
1. Site positioning: Photography as the theme, to the main characteristics of originality.
Reason--Original content makes the site different from many of the same types of photography sites. The originality of content can make the website have very big characteristic. To do so, both have the original site of other sites, and added something other sites do not--the uniqueness of original works. Grasp the construction of the long tail of the necessary original works of the market. Make numerous works on this website become "alone this one, Bielo" original works. This not only brings a considerable popularity to the site, but also satisfies the user's online experience, which in turn can lead to a wider range of positive feedback effects

2. User Group classification: High-end users to bring benefits, low-end users to create popularity
The site gathered a considerable number of photography enthusiasts, professionals and photographic models, such as the daily visit of about 300,000 times, according to the Statistics and statistical data (confidentiality reasons, the data omitted), analyzed:

Classification

China

The site

Conclusion

Sex ratio

Male: 59.6%

Female: 40.4%

Male: 67.5%

Female: 32.5%

The site is more popular with men

Age ratio

25 to 60 years old

Accounted for 55.5%

Under 25 years old 66.1%

25-60 years, 33.3%.

60 years and above 0.7%

Most of the users who visit the site are under the age of 60, so they have a strong interest in digital and technology-type products.

Income situation

1000-8000 Yuan of

Accounted for 52.3%

1000 yuan below accounted for 42.3%, 1000-8000 Yuan accounted for 42.5%, 8000 more accounted for 15.2%

More than half of the users have a strong purchasing power

Type of people on the Internet

Hobbies 73.4%

Professional 22.3%

Other (photographic models) 4.3%

Most users are amateur users, so how to attract this part of the user to improve popularity is the key

3. Flow chart, user access map, per page flow chart analysis
From the three trend charts, the site in the first half of the data reached a peak, especially in July to August, and in September after a substantial decline in the 11 period has rebounded, after has not reached the previous value.
Combined with the previous data, most of the users who visit the website are young and amateur, 7 August is just in the summer vacation, this part of the users travel more, the frequency of visits to the site is also high. After September, the majority of young users to go to school or work, resulting in a decline in the scope of the site.

Two． Product Solutions
Increase the basic purpose of various products to attract new users, develop existing users, retain users, increase the stickiness of the site

1. Pictures and videos of netizens ' photography
Because the picture is easy to copy, and the video can not be downloaded through the technology, so the profit focus on the video of photography. Picture sharing is an add-on product that enhances stickiness.

Pictures, videos can be categorized, including: landscapes, buildings, people, objects and so on. You can then rank according to the click-through rate, the rating (each user can only play one time for the picture or video of the same ID).

Launched similar: Today to browse the ten, today download the top ten, download the list, Hall of Fame, rising fastest TOP50 and so on rankings, to attract users to improve their own photography pictures or videos

Problems and Solutions:
(1) problem-because the upload video requires a lot of space, download video also need a certain speed, this for the site's server costs, bandwidth costs is the test.
Solution-increase profitability and give different personal space to different types of users.

(2) The problem-there are various types of video sites in different sizes, whether there will be competition?
Solution--Most of the domestic video-oriented user groups, and our site positioning in photography enthusiasts, uploaded videos are some of these people's own photographic material, can not upload some spoof video and other not photographic video, so there is no direct competitive relationship.

(3) Problem--How to prevent bad video upload, to prevent the video upload does not meet the requirements
Solution-Technical and policy solutions

2. Tribal
A means of increasing the stickiness of the user. Photography enthusiasts themselves are a big tribe, and this large tribe can be divided into small tribes according to different hobbies. According to these tribes, there are various competitions and online exchange sessions. Let the fans of the tribe know each other and communicate with each other.

Problems and Solutions:
(1) Question--How to prevent people with ulterior motives from using these tribes for wrongful acts
Resolution-The site's users to join a tribe to adopt the real-name mechanism. It is not necessary to register a website. Philip
Use some mechanism to judge the authenticity of the users who joined the tribe.
(2) question-How to maintain the cost of the various activities of the tribe, and whether it is extracted from the revenue of the website?
Solution-can attract sponsorship from relevant sponsors. For example, at a tourist point to hold a large photo competition, photographic equipment merchants to sponsor the competition (equipment and a small amount of money), the tourist point of the other businesses also provide some funds (reasons-the pictures or videos taken will be inserted into the name of the merchant, the product uploaded to the site)

3. Photographic Academy

Beginner's Playground: Beginner's Basics
Equipment Center: A variety of digital products use introduction, problem solving, selection
Photography Experience: Friends exchange experience, professionals introduction
Download common software: computer editing software, etc.

4. User points (blogs, forums)
To enhance the user stickiness of another means, each registered user to give a certain identity, when the points reached a certain time, the identity has risen, the enjoyment of services also increased, integral is another symbol of identity. High points represent your high level of photography or your experience.
Problems and Solutions:

(1) Question--how to calculate the integral
Solution-upload pictures or video can get points, upload pictures or videos to achieve a certain amount of download or popularity of the corresponding increase points; user ratings

(2) Question--How to guarantee the fairness of integral
Resolution-upload pictures or videos do not require a flip score, to prevent malicious upload, the same user on the same ID picture or video can only play once.

5. News is a way to enhance user stickiness. Provide information about all kinds of digital products and their enterprises, the latest situation of the photography resorts

Three． Website promotion
1. Collaborate with some large websites to provide some pictures and videos, exchange links, or organize events to increase influence
2. Buy search engine keywords and regularly check the effects of keyword purchases.
3. Regular photo competitions are held to invite photographic models, professionals, and business enthusiasts to attend
4. To help friends of some creative, valuable works sent to the exhibition, to participate in the competition. The reputation of the website is also improved.

Four． Profit model
1. Advertising
Advertising is the basic profit model of most websites, using the site's popularity and traffic, to attract relevant businesses to put ads.

Our advantage
Daily visit volume of 300,000 times, there are a large number of customers with the ability to consume;
Corresponding each page page also has a certain amount of users, access to the user targeted,
The desire to buy is high;
The website has the stickiness, the user loyalty degree is high

(1) Ads on the website

Type of merchant for:
A． A merchant selling photographic equipment
b． The business of photography training and education
C． The corresponding popular photography pictures, video merchants (such as in the hot food pictures around the production of food-related businesses), expand the scope of advertising business.
D． Tourist attractions of the merchants

Launch form:
A． Picture advertisement--------put the corresponding advertisement in the corresponding forum
b． Video ADS--insert a two-minute ad into a hot video, and the cost of the advertisement is divided into the original.
C． Recommended by the merchant, recommended by the equipment, recommended for tourist resorts

(2) Advertising of offline publications
A． Periodical publication of photographic magazines (electronic and paper), insertion of equipment in magazines, advertisements for photographs
b． Non-periodical publication of travel magazines (electronic and paper editions), travel-related advertising in magazines

2. Value-added services for high-end users (member system, annual fee)
(1) Expansion of personal space
Due to cost constraints, paid users have more personal space than the average user, the speed is also increased.
(2) Browse Special content
For a part of the latest, expert or model video using paid browsing
(3) SMS notification
Latest travel information, business discount information, outbound inquiries

3. Intermediary platform for service charge
Objects: Merchants, users (amateurs, professionals, models)
Connect the user to the merchant, connect the users, connect the merchant with the merchant
Form：
(1) Photography models and merchants: models through the site recommended, some businesses to obtain information about the model, and then by the site to match, to reach a cooperation
(2) between professionals and businesses: professionals in the personal blog for businesses to write comments, recommended. Users tend to be more trusting in the opinions of experts.
(3) Professionals and ordinary users: ordinary users may need to learn some photography skills, need hands-on teaching, can be recommended through the website professional Counseling
(4) Businesses and users: businesses on the site to put some coupons, Web site users can discount these coupons to buy goods or services
(5) Between users and users: companion travel

4. Help users in need to participate in competitions or exhibitions
After the user photography some creative works, may choose to attend the competition or the exhibition. The user may have limited information, and time limitations, and can not participate in various competitions and exhibitions. Web sites can help those who need them to complete their tasks.

Five． Industry competition Analysis
1. Imitation of the same type of Web site
(1) Technologically advanced
(2) The speed of website promotion
(3) The diversity and humanization of services provided to members

2. Competition for integrated types of Web sites (e.g. video sites)
(1) adhere to their own core, only to do photography-related videos and pictures, but not the content of photography is determined not to do.
(2) with pictures, videos, web content independent of the ads resolutely do not put, to avoid affecting the user experience

3. Market Potential

China's network name in the constant rapid rise, the user's ability to buy up, the popularity of digital products, so the site's users have a lot of room to rise. And we have to do is to the quality of service to do a better job, with competitors to work together to make the market bigger.

Author:: Lory
Original: SEO Rookie Forum
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