Sina Weibo's business model conjecture advertising as the main profit channel

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At present, Sina Weibo after a year of operation and continuous improvement of products, has gradually built for a user interaction and rapid dissemination of information publishing platform, and the number of publications and user growth in the steady growth of health, but whether the future to commercialization is to measure whether a product to the ultimate success of the logo.

Here are some speculations about the possible business model of Sina Weibo.

First, the use of micro-Bo platform for Word-of-mouth communication marketing

This is the current stage Sina Weibo can do or already doing some of the trial business model, generally speaking, this model and SNS even the community's Word-of-mouth communication is not a big difference, mainly in the following aspects.

1. Traditional video ads, small stories, jokes and so on use the interpersonal network to spread quickly.

2. Enterprise account release new products, introduction, lottery activities, such as attracting users attention, to achieve the indirect dissemination of marketing purposes.

3. The enterprise account is close to the user, solves the user problem, in order to establish the brand image the goal, Dell is doing this on Twitter.

Second, the micro-BO platform to embed the function of advertising

In order not to harm the user, Weibo has not been able to easily put in a number of direct page ads, but it is estimated that with the increasing user loyalty, will try to put some embedded ads, such as a commercial symbol of the physical image expression, or there will be a commercial template, in which some commercial promotional content or logo elements will be implanted.

This is also my personal guess, Sina Weibo will soon do a commercial attempt.

Third, the provision of micro-blog value-added services

It may provide value-added services similar to QQ, that is, users spend money can enjoy different from the general user's function, appearance, virtual identity, etc., but taking into account the current micro-BO user composition, this value-added services temporarily not too good to advance, plainly, buy people may not be much.

Iv. The forward partitioning charging model on the open platform

Sina Weibo open platform is Sina want to let micro-blog to achieve profits bet on the treasure, but also Sina want to break the Twitter does not really realize the profit situation of the weapon.

For now, this open platform is quite mature and perfect, includes the complete API interface document and the 7 language SDK packages, as well as the existing based on open platform external sharing tools, information synchronization input tools, user binding tools, and a total of 223 applications, but at present these applications are mostly external information push ( including desktop clients or mobile clients, third-party functional services (such as lbs) or micro-blogging based gadgets and apps, and of course some social game.

And for open platform can implement business model, should be from the following several aspects to exert force.

1. Users are paid to install or use valuable services or games, such as some social game or web game, and of course some service applications that help with work.

2.B2C or Consumer-to-consumer e-commerce into the mode (individuals think group buying mode or its mode of deformation more easily in the micro-BO this product form implementation), according to a single transaction for a certain proportion of the share, but the prerequisite is Sina to access a payment platform, or preferably have their own payment platform.

3, based on the mass users of social services, such as the use of access to matchmaking platform, the use of a taste of job-seekers platform.

V. Charging mode of service fee to the application side

The same is the use of open platform, for some commercial application providers for a fixed period of time or a one-time fee for the platform service, as the role of the integrated shopping mall, you put the counter in my place, you have to give me protection fees, and the previous paragraph of the model is more like operating on my site to profit also to give me a certain proportion of the split. But personally, if you charge the application provider, the application provider may be more willing to accept the split mode, rather than the one-time or phased charging service fee model.

Six, according to user behavior to put accurate page ads or integrated Sina site resources

I once posted on Weibo: Sina Weibo should make more efforts on Chinese word segmentation, do semantic analysis and lexical analysis, which will be helpful to the future content classification aggregation and user behavior analysis. , here to say, the content of the classification of aggregation and behavior analysis can also be used as the basis for accurate advertising, that is, when the user loyalty to a certain degree, can be more accurate ads displayed on the user's page, not to the user caused a great dislike; can also be the whole and Sina web1.0 related content to push, to web1.0 part of the PV, so as to achieve indirect advertising revenue.

The above 6 aspects are possible to the Sina Weibo to achieve profitability, but the largest premise is the vast number of users and users of sufficient stickiness and loyalty, where the vast number of users personally think that if reached about 200 million can show its strong advantages, it will be a strong communication platform; The so-called user loyalty is to cultivate users to micro-blog as a way of life, micro-blog as access to information and problem-solving or entertainment platform.

At the same time, also hope that Sina can let more real grassroots participation, the current micro-blogging crowd "pull" to the low-end some, the most ordinary netizens can also understand and use, this is the premise of commercialization, because often willing to spend on the Internet users are relatively low-end Internet users.

From some relevant information, open platform is the focus of Sina Weibo in the next two years, because the micro-blog front-end products have been relatively perfect, and the open platform is to be able to truly "information publishing platform" transformation into a "functional marketing service Platform", while we can see, weibo.com,weibo.com.cn and weibo.cn three domain names have been resolved to the Sina Weibo open platform of the home page, it can be seen Sina Weibo after the focus of exerting force. Author: http://www.haosf526.com