Zhoulei Social networking site everyone portal era

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Liu Yan Network Entrepreneurship (club) Tianjin Summit Series of five

Zhoulei: Social networking site-The age of Everyone

Zhoulei: Six CEO of Network. 1999 as the head of Ministry E-commerce Center Yahoo Project Team, 2000 as the sales director of Alibaba, in 2002 as the customer director of Sina Network, the completion of the Sina sales business of electronic, leading Sina's market expansion, and responsible for a number of important sales market development, April 2005 to create six-person line network.

Zhoulei: Four o'clock in the afternoon it is usually easier for everyone to go to bed time, the front of several big guest speeches are very wonderful, people do not sleep, I think I this people will not sleep. Before I made a survey, who had heard of Facebook before? (Raise your hand) and do a survey, and here are some of you who are using a social networking site, please raise your hand. The number is half that. I started today's lecture on the theme of social networking sites-everyone portal era.

Just now Liu Yan teacher said when there are a few words I listen to be very interesting, the application of a universal has become increasingly difficult to do, in fact, the subtext is basically do not do. This is as an internet entrepreneur I also deeply agree with this point, now want to do versatility is very very difficult. Today I want to say this topic, social networking sites in such a difficult time today, Facebook has brought so much attention, is now valued to 15 billion of dollars, now Silicon Valley Facebook's name makes this era of Google have some shock, Is this another capital concept hype or is there a deeper reason? Let me analyze some of my personal understanding.

From an objective point of view, the Internet information needs to have a central site to do the management, we need to pass this site and then on this disorderly internet orderly collation. This collation information has now developed to the third era, the first time I call it the directory era, what is the Catalog age? The catalogue era is Yahoo in the United States, who is in China? It's hao123 and 265. Catalog era is an editor to help you find some good sites, according to his rules to organize, to search. Jerry Yang that time Yahoo has a lot of editors, the world's people submitted to Yahoo, Yahoo Editor to you to classify, Yahoo classification is very fine, often divided into four categories below, this is a disorderly Internet information in the world to organize the way. But there is too much information on the Internet, so there is a second generation is the era of Google and Baidu, in this era to enter a keyword, it is easy to find a message. Why did I say today that the third generation of Facebook is so important, why Google executives want to jump to Facebook, an important reason social networking sites open the third generation of Internet Information orderly arrangement.

Let me give you a simple example, if you go to a restaurant today, the waiter tells you, what would you like to order, sir? I ordered Kung Pao chicken. Maybe you're not going to order at another restaurant. You will say that your recipe is so thick (we know the larger the restaurant menu thicker, compared to consider the Internet menu is very large), at this time you told the waiter, I do not know what I want to order, you can tell me what kind of food you eat.

This is the access information. Another way, is that Google is a la carte, and what is the way of socializing? You want to know what your friend's recent relationship is, what MP3 he wants to hear, what movies they want to see, what they're doing recently, this is a slight change on the surface, But it could actually be a revolutionary change, or this is the time to go to the restaurant you ask the waiter like me, such as white-collar general point what, like me, such as handsome guys are something, or some of my friends generally point what, this is the new information on the Internet to retrieve the way.

So I said today, what is a social networking site? is a new internet channel. What is channel? called the application of the Internet, the development of a decade to truly develop up to five, mail and IM, BBS and so on, social networking site is the next Internet channel. Channel is in the United States, there will be in China, in the United States have a heavy in China is also very important, I share with you today, in less than a year, China's investors, all kinds of VC will have 1 billion of funds into this field for a new round of fight, and now do not know, will soon begin.

I'll talk about the second question, the application structure analysis of social networking sites.

Social networking site A lot of people just raised their hands to say that on social networking sites, Xiao Lin just said a word, in his opinion the blog and donews on the topic is actually no difference. In fact I as an internet person I also found that now is not based on the division of the industry, but on the division of products, a new industry is often the opportunity to produce new products, this product may be in the technology just summed up a lot of collected before you happen, already have applications, and then put it back to a new application, and give it a name. Because users want this, users say that many of my friends have asked me: "You open a blog?" What a simple word, if he asks you, "Did you open a special topic in donews?" I need to know what is called donews, what is the topic, how to call open? Today, a lot of friends say: "You see my Bo" is not called blog, this is because users need a simple thing to define they meet the needs of an integrated application, which requires a new product out. Investors also need something like that, and investors need it to say what I'm pitching, I'm not investing in a donews.com thing, I'm blogging, and investors need a concept.

So what's the difference between a social networking site and a previous dating site? Just about half of them raised their hands, and frankly, I think you're probably not using a social networking site.

What attributes as a social networking site should be. What is the difference between social networking sites?

The first is user identity authentication. The biggest difference between all social and community sites and dating sites is user authentication. Today we see successful social networking sites, and the real success I see has a very clear characteristic that they all have a user identity authentication. Because the basis of social networking is people, if a person's identity is not certified, the social networking site will be built on a sand. If you register a website can register five username, that is not called social networking site, I call him a vest site, a vest site is not possible to become a social networking site.

The second feature is information production and information sharing. What is information production? As we all know, UGC, many of the information on social networking sites is produced by the users themselves, and its photos are produced by itself, and its diary is its own production of its activities are released, the incident is their own generation. The first feature of social networking sites is that there are no editors, may not need to edit, but it has a lot of users, each user is the production of content, each user is an editor, today's Sina is 1000 editors in China to 10 million people to do information, and a social networking site is 1 million people to 1 million people to do information, this is UGC, This is like a blog.

What is information sharing? Today, China's Internet is not in the production of content, we are sharing content. I'll give you the simplest example of sharing, and I've seen a little bit of fun, I'm sharing it, I'm producing it, this sharing is part of the production, why? Because I or Liu Yan teacher said this video is very good, the content itself is an OEM product, and I like or say Liu Yan teacher like, This itself is a label, so the concept of information sharing, each user not only in the production, but also actively share content. Sharing content includes what to find good music on the internet, what kind of clothes to wear, what kind of shoes to wear can be shared out, each of its share to find other people with the same hobby, this is called information sharing.

The third I call information filtering. What is information filtering? Today Google, Sina face us is a too complex world, the above information is too much, but people's attention has never increased, Liu Yan teacher said bandwidth can increase, but your attention is 100M, this is not to increase. In fact, today the Internet is not really competing for bandwidth, the fight is our attention, is a brain space in the attention, this is the real battlefield, the real battlefield is not in the hardware, in the minds of people. What is the point of information filtering? This information is pushed to you when you should be interested in 60%-80% information.

What do you mean by news? I once talked to Rui, not Chen Liangyu was arrested, this is not news? I think Rui you have a son. This is a news to me, this thing more than Chen Liangyu was caught, your side of the matter for you is news, you are concerned about the people for you is the news, and you have the same attributes of you are also news. Today, China is in China's history of the fastest economic development in ten years, in this decade people and people are Group points, you care about things I do not have any discrimination, you are concerned about the matter and just a migrant workers in the city is certainly not the same, you are concerned about things and college students are not the same, and the student is not the same, and a successful person and Liu Yan teachers are not the same, each of us are different, but the same people with your attributes are similar, they want to know and you almost people are concerned about what? I think this is called information filtering.

So what is the nature of social networking sites? Just now Kobayashi said he is a personal portal, social networking site if you must use the Word portal, that is, call everyone portal, what is everyone portal? Everyone is a gateway to you, and each one makes you see the world as a new window. Liu Yan's social networking site, we're supposed to be using the software I designed in the future, what kind of things he's been doing recently, what kind of activities he's been doing lately, what new impressions he has lately? These are the things he sees in the world, but when I click on this, I go into the Liu Yan portal. If I enter Liu Weijun's social portal, I enter another world.

Back to my previous narration, social networking sites are the next generation, the first generation is hao123, Yahoo directory information, the second generation is Google Baidu's search information management methods, the third generation is the social management method, we call referal or agent (management method), or its own information management, We can think of it as a proxy portal management approach. In fact, what is the Internet in dispute? The portal is fighting the bottom of the food chain, we compete for versatility, because the top of the dinosaur can not raise a few, but you each other desperate fight, today Google is very afraid of Facebook, because of what Facebook can do, Google does not do, But Google can't do Facebook.

What happened in Silicon Valley today is called "the Flag of the king, you Sing Me", new social networking site. Because the order of Internet information needs a new way of searching, which the masses support. He went to the restaurant and said I didn't want to eat Kung Pao chicken, what do white-collar like me like? What do celebrities like? When users issue such a problem, Google's hegemony era will disintegrate, very simple.

Let me talk about the marketing and expansion of social networking sites, what are the social networking sites fighting for today? I am standing here today, I know you are not using a real social networking site, your loyalty and stickiness are not enough, if a match with China in front of you, you will certainly migrate.

The first is called early user experience, user experience running-in, I like a book is "detonation of the pop", in fact, this book said three things, exactly the early promotion of all the secrets are here. Just a huge amount of information on the Haina online data mining technology to put forward a solution, in fact, in the solution you how to promote the problem, in fact, social networking sites must also solve this problem, I today's car and Kobayashi chat, Hao123 was originally in the Internet Café promotion is very successful. In fact, the development of social networking site is the same as China's private capitalists, there are some outsiders stories, once passed this stage, everyone is the same. In fact, in front of the Outsiders things, this is precisely the key to his success, today, I think that if you do not ask me this question, ask me and I will not tell you, because everyone's success is not so simple, I speak today is the principle, I said today is the principle, do not share too many exclusive cheats.

The first is called connector. We know a network of any application, universal or all people, must be a part of the first to use, it is the elite and the media to use first, and then gradually expand to the public. Social networking sites are the same, in the entire population can not be social needs are the same, the 1th connector is called the connector, in today's world, everyone's connection ability is not the same, and everyone server connectors are not the same. There is a person such as Liu Weijun president, his connectivity is 300 people, another colleague only 10 people, in the development of early users who is important to you? Obviously, the Liu Weijun president is important to you. For the connector has so many layers of analysis, the first who is important? is very extensive, the second is called Opinion leader, if this person is very strong connection, such as your door at the front of the master is 1000 people, but this person is not so important to you, his opinion is not important, he two-bit, we are looking for who? It is the opinion leader who is not only a big connection, but also a big leader. This Liu Weijun president is more important to you.

Your early connector, 1000 connector, were caught by you, and the competitor died of pain. We say Zuckerberg, Facebook's CEO, founder, he connector first at Harvard, then he pushes to Yale and then to Ivy, and then American colleges and universities use Facebook, and 20 million of US students today use Facebook. We people on Earth have been using it, let's take a look at the Zuckerberg promotion, what is he doing? He is in the grip of the elite and opinion leaders because everyone wants to meet Harvard and Yale people, and everyone thinks that Ivy is good. Today in the school network, he first live to catch Tsinghua and Peking University, he is more than thousand oak, 5Q ahead of six months, because it can not beat. If your early opinion leaders and connectors catch up, it will be very difficult to influence your competitors in the back, and when you catch the front, accumulate to the back of the scale and then like an avalanche. This is like a snowball, slowly rolling slowly back into the avalanche era. Because 50% of the people do not have their own ideas, he is to see how others do. For example, you buy a BMW today is not because you like BMW, but everyone said that BMW is a representative of the car, how to represent identity? Because it sells 1.5 million? Then I can make a car or sell 1.5 million. Since the beginning of BMW's production, it is also the first to sell the social elite talent, and then slowly formed identity. The key point of marketing is called connector, you want to find the city opinion leader, you want to find.

The second is called the context, which does not have a good counterpart in the Chinese language, and you can be identified as contextual or environmental.

The third is stickiness, is sticky, what is called stickiness? It is particularly good to explain in one sentence, "Dog bites people is not news, but people bite dog is News", you do early spread, You have to use a stickiness way of communication to speed up Word-of-mouth. In fact, many sites have experienced one to two stickiness events, such as Alibaba, some people say Alibaba website can buy AK-47 rifle, such as early blog wood beauty What, in fact, the Tianya fried sister Furong. They are using this way to expand the site propaganda, early you want to use, I know that everyone understand this thing, but I found that when I did not find the north, it is not so easy. We all know sister Furong, but who is brother Furong may not know, this is more than innovation, I speak here are principles, each of you the same principle can play what that is not the same, everyone's efforts and talent have influence.

Finally, I would like to talk about the marketing of the internet age, I would like to tell you about the Chinese social networking sites in what kind of development opportunities? China social networking site is like this, the entire social map, in the university campus network has stood more than 60% users, college campuses do not do, The only thing that's left of the social networking site is the urban white-collar market, which is the last one. Why do I say this is the last one because we define him as a "power crowd", the main profit of social networking sites is that 10 years after graduating from college, the crowd is the main application of social networking sites, this decade is very important, such as teacher Liu to do social networking sites are not necessarily strong, because has been successful, No need to expand his social relationships, he is now a social relationship has been busy. A university student just after graduating ten years need to do a lot of things, he needs to make friends, find a wife (husband), expand his career, this decade for their desire to expand their personal relationships is very urgent. So very simple, the market of social networking sites must be bigger than the market of marriage and marriage website, the life of the people in the dating site is less than a year, because you find a wife still on this site? But a social networking site is different, a social network life cycle can be more than ten years, a very long life cycle.

I said today in China's Internet social networking site is only just beginning, six people in Beijing in the white-collar social leadership, but also only a bit ahead, and did not enter the absolute control of the market, and Shanghai is still a bunch of small broken site where to play! It's not big in Tianjin, but I feel there are a lot of problems with the product, In China's more than 20 first-tier cities this market is almost blank, too good market. Why am I saying that in the next year the minimum investment value of billions of funds for fight is very simple, since the social networking site in the Internet within three years of the last channel.

Frankly I just want to tell you today, the first one to see who first started, and second to see whose method is right. So if Shi Yuzhu sits here today, I certainly do not say this paragraph, but he already did not have to do, he already had enough money, Chinese money cannot let it a person earn. I'm here today to exchange social networking sites, and I think it's a very important thing since get Liu Yan teacher, Shing, Liu Weijun President of the requirements I have to say something real, I tell you what I do, I am not afraid to let you know my trade secrets, because we can compete in the market, I would like to say that the time is too long, thank you!

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Liu Yan Network Entrepreneurship Club