The way out of local community: the strategy of Portal

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Local community is grassroots media, Portal is a professional packaging, known as the media's painted skin. A man is a garment horse is a saddle, after the portal, extravagant local community can also shout: princely will be better. This packaging caters to customers ' appetites and caters to the academic principles of precision marketing. This is the characteristics of the times-the Internet advertisers understand the industry and theory, do not recognize grassroots media. The real value of local community is high viscosity and high interaction, which lies in the real Word-of-mouth communication, and lies in the regional humanities.

So how should the gateway to the local community go?

We need to ponder some of the deep features of the Portal:

• Portal = media. This media is actually the traditional media, the new media packaging as the old media. At the same time, we do not forget that BBS or other forms of community, but also the media, is grassroots, is the public, is a two-way media.

• Media is not equal to journalism. The livelihood of the local community is not the voice of the people, but the livelihood of the people is business. For business, the important information is the message, not the news. News is passive, and business information is often active, editorial initiative planning, active mining, active integration.

• Media solutions and media or not, depending on the service industry. For example, the new area, media is extremely important, and the second-hand housing sector, the significance of the media is not.

• The significance of media is professional and information aggregation, not portal Kaleidoscope. Wearing a portal coat, it is meaningless to maintain the media of fragmented information. Don't make it feel like a mop!

Based on the above understanding, we can give the local community media strategy recommendations:

The product strategy of local community media

The core product of the portal is the CMS (Content management System). Good CMS do these things:

• Integration of information content. This is the basic function, however, a good number of CMS can be based on the keyword from different dimensions of the integration of information to generate different new channels, can be classified template template collection, to be able to prompt related news.

• External information management. Includes partner news management and news source collection, editors use such features when they feel the use of machine guns.

• Flow assessment and editing performance appraisal.

• Information-style tools--take the news from the art and technology hands, and back to the editor.

It can be considered that CMS is the processing workshop of information, including raw information warehouse, information processing production line and information production and processing management system. The local community yesterday is not portal, the main product is BBS, to Portal must introduce CMS. Internet products must be adapted to local conditions and must be integrated with operations and profit models. So what are the prerequisites for determining the CMS product strategy for local communities?

1. The main content of local community history is post. Fusion history or cut history? A new set of professional information CMS or integration of historical accumulation of content?

2. Can the fragmented post be imported into CMS as a content of information? Posts and information are no different in nature, the difference is that their containers are different! Can BBS be converted into a container with CMS function?

3, after the portal, the editor's responsibility is to operate the local community posts or a facelift of the operation of Independent CMS information? By the information of the container, will the value of the post again artificially transferred to the independent CMS container or directly in the modified BBS system of the CMS directly call?

4, web1.0 and web2.0 is fused or fragmented? We have been looking forward to web1.0 like web2.0 to get the viscosity, then whether it is necessary to artificially separate products, the creation of their own representative web1.0 Independent CMS, with the form of things in the trap?

5. Will the business model of local communities change radically as a result of the portal? Are they abandoning the community because of the need for profit?

To synthesize the above questions, we can mainstream local website current solution: Based on information container--bbs, enhance CMS function, form and essence unify. 19 Floor, the West Shrine Alley is no exception, the new version of the Dragon Lane is obvious. Taking the new phpwind7.5 of the Dragon Lane as an example, the container of the content is unique, the portal mode and the Community model are compatible to cater for different forms of needs, and the exchange plug-ins are used to manage the external information resources. Compared with the more professional CMS system, such a system in the flow analysis, information template management, editing performance management function There is still a large gap, but in the internal content management and integration, editing function can fully meet the current needs of local community portal. This is the embryonic form of web1.0 and web2.0 fusion.

Second, the local community media personnel strategy

Local community media personnel requirements include the following:

• What is the quality of personnel required?

• How are the work objectives of the personnel determined?

• How to conduct the performance appraisal of the personnel?

• What kind of post do I need to arrange?

The Bible in the new media field is the "Sina editorial code," which solves the problem of what new media editors do and do. However, when web2.0 and web1.0 merge, how does the editor do?

From the product strategy of local community portal, web2.0 is the root of content, and web1.0 is the appearance of content. Thus, the editor's job is: To display the Community content in the form of portal, and to embody the Community content in the form of conforming to the editorial standard! For local communities, the editors ' requirements are as follows:

1, have the media editing ability. such as news editing technology, topic making, topic selection.

2, both the basic quality of community operation, know how to the portal of information and community interaction.

3, with multi-directional industry basic understanding.

4, the use of traffic and business activities to support the assessment objectives.

5, the full-time editor gradually and the community operators to set up posts respectively.

Third, the local community media operation strategy

Yong's "win in the new media" is the industry's sunflower treasure. We see the portal as a local community to open a media door! In terms of content and commercial media, there are newer new media ways:

1, brand-oriented information operations. The purpose of the local community's portal is to create and disseminate the brand.

2, information-oriented rather than news of the operation of the way. The main body of business information is not news, news reports are passive, and business information is active excavation and integration.

3, integrated operation of the method. This kind of media is characterized by web1.0 and web2.0 integration, that is to say, the operation of advertising, information, topics, line online interaction (that is, usually said activities) comprehensive integration.

4, the integration of multimedia forms. In addition to web1.0 text, pictures, video integration, the media can also integrate the interaction of public opinion.

5, the channel system of the industry customization. More than 10 years of cycle, for the industry gradually clear business value. One of the revolutions is the industry customization, tailored to the industry's solutions.

6, reflect the regional culture. The charm of the community lies in the integration of culture and commerce, and the business without culture is a distraction. The localized new media has created a unique value for business by localizing its cultural characteristics.

Iv. the commercial model of local community media

The commercial value of local community media is:

1, the professional operation of the local community to enhance the media value.

2, to meet the customer's performance to improve the local community advertising value.

3, aggregate content, enhance and filter the business value of demand.

4. Media manifestations enhance the business value of community interaction activities.

The above analysis can be seen two points: the development and promotion of advertising value, the promotion of community interaction value, the media of local community business model should be around these two core. (Text/Dream Qinhuai)