The social battles of several big internet companies have escalated

The biggest internet companies in China have been fully upgraded to battle on social platforms. Whether Sina, Ali, Tencent, or Baidu, their platform action, are in their own social system for cutting, to different "open platform" or "service platform" to target the organization and enterprise marketing market.

In October this year, China's biggest internet companies have been fully upgraded on social platforms.

So what are their strategies and tactics? What is the logic of the engagement? Where will the future go?

Ali: From letting users come, to letting users stay

In the October, the most lively, the most eye-catching of course, Ma Yun and he pushed the "dealings".

There have been a lot of analysis, news and commentary on this, and I'm not going to start here.

In terms of personal experience, Ma Yun's total marketing + beauty marketing + traffic free means indeed more useful, at least from the current point of view, the early days of the accumulation of popularity, especially its personnel composition, has been better than the recent easy letter.

At least, it has gradually formed a relatively active social ecology, it is not easy to fall into the Ishin such a "tourist regiment" a walk, immediately desolate miserable fate.

However, to continue to move forward, there is still an urgent need to solve a core problem, that is, where the user needs?

These big strokes in front of the focus, are channels, or to solve the "let users come" problem, but next, how to "let Users stay", this is a greater test.

Cheap is really good, but light is not enough, users can only find the value of real need, will stay.

Look back at some of the big social platforms, the micro-letters and the QQ roots in the social chain, games, electricity dealers and so on are the means of transformation, so has always been the most aggressive force; NET name is social, in fact, the foundation in the small game, but small games are too easy to replicate, so the decline; the name of Weibo is social, the foundation is actually in the media, So now we have to turn to the service and the big data; the name is social, but the foundation is actually "foot two", so it looks beautiful, but it can not leave the user.

And what is the root of intercourse?

Chinese users in the instant messaging Tencent a single big case, between the most realistic, and most likely to approach is to the electric business as the root, to marketing as the root, through the Wang Wang, Taobao and other electrical business system, as they support the whole social system of the core cohesion.

October 30, the release of a new version, and the introduction of a full free public account platform. Some of the marketing-focused public accounts that have been hit by the micro-letters have been settled.

Obviously, the line of thought is very clear, you engage in marketing, I let you do, and let you do, as long as you can bring users, the relationship chain brought over.

Ma and Zhangxiaolong are afraid of network marketing, because of the fear of marketing to the micro-letter social base hollowed out, can be for Jack, to engage in network marketing, the Chinese people do not dare to pat Chest said to make the great God, I am afraid he only worried that you do not big enough to bring enough people!

Next, Ma Yun will do, and look again.

Sina: Weibo to "return to basics"

October 29, the user actively subscribe to the basis of Sina Weibo "fan service platform" officially online, all certified users can apply for use.

The fan service platform will help certified users to actively subscribe to his fans to provide exciting content and interactive services, is considered to promote micro-blogging from the "marketing" platform to the "Marketing + service" platform for the transformation of important products.

At the same time, the fan service platform announces the introduction of a developer model, which is fully open to third-party developers.

Sina insiders said that the addition of Third-party developers, is expected to help users to authenticate their subscribers to provide more user-friendly, differentiated services, thus further strengthen the Sina Weibo platform of "service" value.

Although the current online, there seems to be and Tencent, Ali rivalry feeling, but in fact this platform as early as 1 months ago has begun beta.

More importantly, if you comb forward, this platform is actually this year after the structure changes, Sina Weibo comprehensive business comb a new move.

In 2012, Sina has a large number of micro-bar, micro-magazine, such as "micro" word at the beginning of the product line, in the micro-blogging system to increase the number of business portals, is considered as the Sina internal cutting micro-Bo value means.

But at present, these businesses have been fully adjusted, such as Micro-magazine, has stopped research and development, integrated into other teams.

Sina insiders revealed that the core idea of these adjustments is to let micro-blog no longer show complex business system, but "back to basics", return to the "information flow", "letters flow" two basic data and business fundamentally.

In short, the user is no longer a variety of "micro"-head products, but only messages and letters, product function design and integration, into the background.

"Sina Weibo is now in the direction of the two flow based on the marketing platform to marketing + Service platform transformation." "The person said.

At the same time, Sina Weibo update speed has been fully accelerated, mobile phone client updates from two months to speed up to one months, small steps run, mobile and PC end as far as possible to maintain the experience consistency, to avoid the user experience fragmentation.

This year, Sina Weibo is speeding up the pace of its product updates, expanding the platform "service" value extension. This May, Weibo began to throw the concept of page, on the basis of the original microblog page, to provide users with more rich, differentiated multi-functional services.

Whether or not these measures will make Sina Weibo "glow the second spring", at least from my point of view, it is indeed a much better and more confusing business experience than ever before.

Tencent: Public platform accelerates opening

October 29, Tencent Micro-letter public platform of the new test version is also open for public testing.

The new version has 4 main updates, including open new certification system, support service number for new micro-credit certification, new developer question and answer system, and more than 380 details of the interface revision.

Noteworthy points are: 1, the new version of the Open Advanced technical interface is free; 2, the new version of the Open Interface only for service number 3, the new version of the service number only enterprises or institutions can apply, natural people can not apply, and the introduction of Third-party professional institutions for qualification audits.

Obviously, through this upgrade, Tencent once again increased the service number in the public platform weight.

Corresponding to this is, in some marketing groups, the recent wailing sound again, Tencent's new "marketing large" ban once again began exerting force.

With the other several are weak-by-strong, do their best to different, occupy the advantage of Tencent more active calmly, can be shed a few.

Tencent's thinking has always been very clear, although in addition to the game, micro-letter will inevitably pay closed loop after completion, through the O2O marketing ecology, cut a big cake, but it also does not want the commercialization of its own social ecological roots.

Therefore, the micro-letter on the one hand constantly tightening the living space of the media number, crackdown on marketing number, on the one hand, gradually increase the number of services and cooperation depth.

In this way, the cooperative service space between micro-trust and corporate marketing has been expanding, but the impact on user social experience has been minimized.

It can be foreseen that with the further expansion of the Open interface, micro-letter will be "Taobao": More service numbers will become a micro-trust platform "light Application" or "micro-site", and micro-letter, it will be connected to their users and the "land bridge."

Baidu: Paste is also a big kill device

Compared with several others, Baidu is not in fact still not in the social force, the most recent attention, or to 8% of the income shock financial market "hundred hair."

Why am I still here to list Baidu?

In fact, Baidu is not a social, but has not been killed in the field of instant communication.

In fact, Baidu still has a "big kill device": Paste bar. Accumulation of ten years not only with interest as the theme of the content of the key words, to create the most consistent with the characteristics of Chinese social networking platform, but also a step-by-step in the brewing, through Business-to-business, Business-to-consumer, C2B platform of the operation of the road.

The popularity of the internet, so that enterprises need not only a "front door" for consumers to understand themselves, but also must have a "resident user and achieve in-depth communication" platform.

If the previous Baidu search to help enterprises realize the "front door" guiding role, then the bar can be the characteristics of its community platform to help enterprises build a "back garden", resident consumers and achieve efficient interaction.

First look at a group of data: Paste the number of users have reached 600 million people, the interest bar to reach 800多万个, the daily average number of posts close to 100 million, browsing more than 2 billion times.

Because the users are mostly based on interest, so the platform's active degree and value is also very potential. Take interest as a link and build a deep social conduit between strangers and acquaintances. Users are not only highly loyal, but also unusually active. The potential value of this is to solve the problem of "where the user comes from" and "How to leave the user".

In fact, Baidu has moved on.

First in the product form, paste has been a new revision, the first to different interest tags will be 800多万个 paste classification, each user can have a special interest in their own home page, and synchronized through the PC side and mobile phone clients.

Second, in the past few months, stick more constantly invite including enterprises, media, institutions and other partners settled in. and began in some enterprises and stars paste platform "test water" operation of the official bar, providing corporate official authorization and personalized service. Enterprises can use the advantages of the platform with interest and region as the benchmark, and create a new soft marketing model to adapt to consumers.

Obviously, Baidu Bar is trying to depend ten years accumulation of massive active user, grounding gas and other characteristics, for the enterprise to create "after the garden", further the user's sticky attached to the platform in the enterprise.

In summary, whether Sina, Ali, Tencent, or Baidu, their platform action, are in their own social system for cutting, to different "open platform" or "service platform" to target the organization and enterprise marketing market.

In the past, these markets were either online or on other platforms, such as Taobao.

But as technology and communications change, they are moving all the way to social platforms, which is the key reason why Ma is exerting his full force: the meaning of intercourse is not only the offense, but also the defense.

This means that what is coming is both a harvesting period for mobile socializing and a full-blown battle of melee competition.

Different social products, how to stabilize the front, cutting benefits, and time to see.

(The author of this article Keji_zatan public number: If you agree with this article, or criticize, please pay attention to "science and technology" after the direct reply, or send mail to: ennwangyunhui@vip.163.com and I exchange. )