Sina Weibo user reactivation strategy

Abstract: "Abstract" the original skeletal system of Sina Weibo has been aging. Weibo should not consume full station resources to support celebrity celebrities and so on. The main path needs to be modified: A value account that provides fresh information is spread across the information flow nodes, using the resulting

"Summary" Sina Weibo the original skeletal system has been aging. Weibo should not consume full station resources to support celebrity celebrities and so on.

The main path needs to be modified: The value accounts that provide fresh information are spread across the various information flow nodes, driving their users through the fresh stream of data they generate (that is, the flow of information not seen in the major portals or newspapers) to keep the entire user's blood alive.

To treat the Elite node account overall principle is: you have the ability, I will support. Sina's huge advertising sales resources to their tilt.

The above is the principle of Sina Weibo structure.

Body：

I used to work for 4866 Sina employees, and now is one of the operating platforms for the Blue Whale financial journalist. In the next few years of the 4866 card, and many Sina colleagues the core task is to expand the microblogging users.

The beginning of the microblog was only the editor-in-chief of the old Shen and some of the active elements of the channel turn around, full screen flashed all my staff, there is a sense of the intranet: we did not realize that the great changes in the whole of China's new media era, just then started.

We have been playing since the Hi, the management of the leadership, micro-blog quietly changed. We find that every day a few celebrities come in, which makes people feel quite fresh.

Then, Pan Shiyi came, Chen Yao came, kai-Fu Lee came, now look at 2009 years of micro-blog records, that will be very few users of Weibo, they are basically in and Sina colleagues turn.

It is a rather small world. But one thing is important: every new day will make everyone feel fresh--new people--more new information--which is an important user driver for stimulating Sina's Twitter boom.

This is also the main reason for the decline of Sina Weibo: users are not getting more fresh drivers, and they are concerned that the list does not show much fresher and more valuable information.

This means that Sina Weibo's original core operating model (the core Information Node recommendation System) is outdated, and it needs a new set of operational models that are appropriate to the status quo.

Sina Weibo needs to frame a new skeleton system, which I will discuss below.

Note: The following discussion excludes political influence.

Sina Micro-bo skeleton

Life on Earth, there is an important dividing line: from the original multicellular animals to the emergence of chordates, and thus the evolution of higher chordates-vertebrates, the formation of bones is a very important link.

In biology, a skeletal or skeletal system is a life system that provides support for living organisms.

The important component of the business ecosystem is also the skeletal system. Biological or commercial companies that do not have skeletal systems can only develop at the level of mollusks or at the lower levels and are unlikely to evolve at a high level.

Understand a company's operational capabilities, can be simple from the bone angle analysis.

Take a look at the skeletal structure of Sina Weibo over the past few years on operations:

From a few side-by-side dimensions, Sina Weibo relies mainly on stars, celebrities, grassroots accounts, media news accounts, and micro-Boda and so on product promotion.

But:

Star, in the microblogging world has been too angry. As the fans fill up, they touch the ceiling and slide down the road, and I'm sure you haven't seen the microblog of the Weibo queen Chen Yao forwarded to your interface for a long time.

Celebrity: Striking the Big V event has been a major blow to celebrities.

Media news account: Weibo has developed over the years, the media officer operating capacity or mixed, in addition to copying and similarity, it is rare to have new ideas. There are thousands of accounts in the financial category. Paying attention to a particular one is not much different from paying attention to it.

--Micro-Boda: Cats can be branded with this name.

The original has been criticized the grassroots account, but in the driver of a considerable user.

Visible, the key node that drives Sina Weibo user, namely skeleton, appeared serious problem.

The users who cling to them are losing their jobs: in 2009 the skeleton system, which began to maintain Sina's micro-power operation, has not been able to drive users to get fresh feelings or information.

The original skeleton is aging.

Sina needs to evolve-build a new skeleton system.

Evolutionary principles

Based on the characteristics of Sina Weibo, the skeleton system can be imagined as an important information transmission node.

The whole Sina Weibo is made up of countless "important information communication nodes".

Sina's original intention of the "Important Information dissemination node" is composed of celebrities, such as the star official micro. To sum up, the original mode of Sina Weibo "important Information dissemination node", all the problems.

I refer here to the "Important Information dissemination node under the new framework", not only refers to the large number of fans, but can provide users in the "newspaper, Tencent or Sohu News home page, on the Sina homepage, in the newspaper magazine," The information is not visible microblogging.

Only they can make Twitter users see information they can't see elsewhere. These micro-Bob are constantly being created. Just like the new blood, they roll out the information to make the user feel fresh, increase the user on Sina Weibo sticky, in turn, the popularity of users and further stimulate their creative enthusiasm.

This is a good ecosystem.

In the current form of the micro-blogging user's logic is this: most micro-blogging users still have to go back to Weibo, the platform for their attractiveness is still.

But the point is that after they landed on Weibo 2 days later, the information they saw was still plain: the repetitive news account scrolling. It's still a couple of old accounts that I've been paying attention to (they don't really have much of an update, and they all use it all the time)-it's annoying.

So they came back a week later to see it.

Users are starting to get farther away from Twitter-and even leave forever.

Here is a clear downstream: users are very eager to see the fresh flow of information.

Why does the user not see the fresh flow of information? He can find his own attention.

Do not think of users too smart, by their own strength, they in the micro-Bo Ocean, can not find the transmission node with important information flow, that is, those who have a valuable microblog account.

Over the past few years, they have been paying attention to their patience and curiosity, and the nodes of the past have been aging and aging with their own users.

Therefore, the need for Sina by virtue of their own initiative to intervene in the power of the important Information flow communication node to the user recommended.

Construct new information flow propagation node

Important Information flow communication node, should be a valuable microblogging account, in various fields with the value of Weibo accounts, they can not be big V, can not be media, can not add V, but they are professional, valuable, have become the power of discourse leadership potential.

Their only drawback now is that their fans are scarce, information or ideas of great value, and they don't spread out.

They are valuable upstream.

At this point, their downstream, countless users eager to see valuable information, are starving.

I looked, Sina in the 2009 architecture of the Hall of Fame system, the basic has been scrapped, or the user adult does not update, or hair is all rubbish. So the user a sound department concerned about, see is also a piece of rubbish. Recommendations of the industry recommendation system is also rubbish, at least from the financial sector to see this.

Since the fact has proved that celebrities flee, stars unreliable, grassroots marketing copy to copy to the same, news media accounts are the same, why not give up the original recommendation system (that is, the old skeleton), build a new transmission node?

The general principle of building a new communication node system is: You have the ability, I will support.

Twitter needs to shift its focus away from celebrity official microblogs, the above hundred industries for latitude, and then in each industry to the longitude, through a variety of ways to dig out the industry "can bring a stream of original valuable information of the microblogging", and will be set as an important transmission node.

If there are 100 industries. Each industry has 800 tweets that provide value information. The 80,000 accounts Sina will be recommended as an important node. Even if each account has 100,000 people to become a loyal reader. As you can imagine, you will be able to actively drive Weibo to a large number of users. 8 billion people (note, is the number, not a person)!

And then the next step, the logic is clear. Sina and these important nodes, to achieve a win-win situation. Sina's huge advertising sales resources to their tilt. Let these 80,000 important accounts, become Sina long-term driving force.

This is a very shocking and exciting space!

Therefore: So far, can be seen, the Ming Star for micro-Bo brought nothing. And they are the pursuit of fame, Sina, since the weak hold them, they will be in the microblogging site to pursue their own interests.

Sina Weibo should go celebrity and move the operation center down.

"Comprehensive" Sina needs to modify the main path: so that the value can provide fresh information of the elite account spread all over the information flow node, with them to drive their users, this is the new skeleton of Sina, take the mass line, can be recreated an active, valuable Sina.