In 2010, China's Internet officially entered the Weibo era from the blog era, and traditional portals flocked to Weibo. Even Fanfou, which has been closed, has been "reborn". Weibo is no longer just an emerging media. It can be made into an integrated platform for online games, email, music, search, photo albums and other product lines. Each website must have some methods or technologies that cannot be copied or have high thresholds. Only then can we set sail in the coming wave of Weibo!
Sina Weibo: Media Effect
Users exceeding 50 million will be divided into 30-70 shares
Since the launch of Weibo, Sina has established a dedicated team to operate Weibo. Today, this team has developed into the Weibo Product Division, which is fully responsible for the development, operation and planning of Weibo products. Although all four major portals have developed Weibo products, only Sina operates as an independent business unit.
Peng Shaobin, Vice President of Sina and General Manager of Weibo Business Unit, said that with the Weibo platform as the core, Sina Weibo can provide a cooperation model at three levels: application, connection and sharing. Cooperation with Apple's AppStore, Youku, etc. has greatly improved user stickiness and brand exposure.
Compared with Sina's blog sharing plan, Sina Weibo will provide a more diversified advertising model. On this advertising service platform, advertisers and developers can make two-way choices and realize independent bidding. In terms of application value-added services, with the explosive growth of the number of users, both corporate users and individual users will have a demand for paid services, which creates a broader space for developers to obtain income through application value-added services.
Previously, in the Internet market, when it came to the sharing of platform application value-added services, the platform basically occupied a dominant position. However, Peng Shaobin revealed that Sina Weibo currently has more than 50 million users. For value-added application services developed by developers on the Sina Weibo platform, the Sina Weibo platform and developers will adopt a 3:7 sharing ratio to maximize the share of application value-added services. Part of the revenue is given to developers to protect developers’ interests to a greater extent.
Sohu Weibo: Star Effect
Celebrity strategic investment is not capped
Lin Tao, head of relevant media at Sohu, said, "As the latest product of Web 2.0, Weibo's strategic position has been elevated to the highest level by Sohu." Zhang Chaoyang even stated that he would personally take charge of the development of Weibo and "make unlimited investment in it. The celebrity strategy must be adopted." Previously, Zhang Chaoyang has repeatedly expressed his views on the development trend of Weibo on different occasions, "Currently Weibo is only popular in specific circles, but in the future Weibo will definitely be for the public. For example, celebrities may not only post on Weibo." , both can be posted. Secondly, the grassroots public has not yet used Weibo, so Sohu has a lot of room for development now.”
"If people doubted your profit model 10 years ago, then after 10 years of development, as long as there is enough flow of people and the crowd is around for a long enough time, the issue of monetization is very important, but it is very ready, nothing more than starting from Brand advertising search engines, brand advertising is based on CPM based on impressions, and search advertising is based on keywords, and then there is charging based on game platforms, etc., so I think Twitter includes Fackbook. Because the business model is ready, there should be no problem, because Sohu’s entire business is relatively balanced, and its income and cash flow are also relatively good. Therefore, our purpose for Weibo is long-term, so we do not intend to rely on Weibo to make money, but to develop. users and the time they spend on this platform,” said Zhang Chaoyang.
NetEase Weibo: Combination Effect
Linked to existing products
At present, it is an indisputable fact that NetEase Weibo lags behind Sina and Tencent. On January 20, NetEase Weibo began internal testing. Although earlier than Tencent Weibo and Sohu Weibo, NetEase Weibo was temporarily at a disadvantage in the initial competition between the four major portals.
NetEase started doing forums 10 years ago, email addresses 9 years ago, thread operations 5 years ago, and blogging 3 years ago. Currently, NetEase Photo Album has accumulated 40 million photos. "Warcraft" has reached 3 million users online at the same time. Over the years of operation, NetEase has accumulated deep users and a huge number of users. Each product is a small society within which strong social relationships have been formed. These are the fruits of NetEase's years of operation, and they are also treasures that NetEase Weibo has yet to develop.
NetEase Weibo occupies an important position in NetEase's overall strategic planning. NetEase has built a team of more than 80 people from product to technology to operations for Weibo. The leader, Hu Yang, came to NetEase in 2001 and is quite good at product operations. Taking office this time was also "ordered at a time of crisis." Hu Yang used his "pool theory" to explain the important strategic position of NetEase Weibo. "Before the emergence of Weibo, NetEase's products were independent of each other. After the emergence of Weibo, we can rely on Weibo connects various products. Users can share information about each product by entering from any entrance. This is like having a pool with many water inlets, which are mailboxes, forums, blogs, comments, etc. Photo albums, games, Youdao, NetEase Bafang, etc. Weibo opens up these water pipes and integrates resources on the Weibo platform. When several water inlet pipes discharge water at the same time, there will be continuous running water in the pool."
NetEase's strategic plan is to connect NetEase's existing mature and independent products through Weibo to provide users with a better experience. Compared with similar Weibo products, some products of NetEase Weibo have differentiated competitive advantages, and some products can provide users with better services and experiences in the competition of homogeneous products.
Among products with differentiated competitive advantages, NetEase Mailbox is undoubtedly the first. NetEase started with email, so there is no need to go into details. Currently, NetEase Weibo is the only Weibo among the four major portals that has an email address and synchronizes information between the email address and NetEase Weibo.
So far, Warcraft Weibo is the most popular related product on NetEase Weibo platform. "Players have to conduct a question and answer interaction on Warcraft Weibo. Those who answer correctly can get a code. If you enter this code in the NPC of the game, you can get pets, weapons and equipment in the game." Hu Yang said.
Tencent Weibo: Platform Effect
QQ’s hundreds of millions of users may become an advantage
Tencent Weibo is not the first to release Weibo services, but it can get a big share of the Weibo market. Tencent is completely following the strategy of hungry wolves. It uses its superior resources to bring down its competitors one by one! This is how information is played, this is how games are played, and now Weibo will definitely do this! It is said that QQ has nearly 100 million logins every day. Isn’t it easy to post a Weibo post?
But in terms of current activity and celebrity effect, Tencent has fallen behind. In 2006, the Twitter service was launched, and in 2007, Tencent was born. Tencent's actions in the Weibo business were not unreasonable, and the layout was not too early. Tencent's original intention was to seize market opportunities before Twitter became popular in China, but the "inaccurate positioning" caused by excessive pursuit of speed has become a "fault" of Taotao. As early as December 2007, some netizens believed that the function of Taotao "can be integrated into QQ". If it is an independent product, it should support multiple instant messaging tools (MSN, Gtalk, Skype), otherwise it will be degenerated if it continues to develop. As "tasteless".
Internet freelance writer "Xingke":
It’s too early for Weibo to talk about profitability
"Xingke" has been tracking Weibo since 2007. From 2007 to now, the development of Weibo has experienced many twists and turns. In 2008, everyone questioned its development prospects. After the number of users exceeded 100,000, Weibo's development has experienced many twists and turns. Weibo experienced a period of high growth, and later Weibo developed into a message exchange hub, which was a completely new transformation process. Weibo has become a message channel and an exchange center.
The dissemination of news on Weibo is multi-point. Users can choose messages that are more suitable for them to read. However, it will also cause disorder. Every popular user can feel it. Weibo information is too redundant. People are trapped in a sea of junk information. If you don’t have enough time to serve, you can hardly experience the fun of Weibo. If it does not become an efficient communication method, it will be further away from profitability. If Weibo takes a soft advertising route, that is, the content itself is advertising, it may also cause resentment among users, and the future is unclear. Moreover, the number of words in each message is limited, so it is very difficult to do traditional advertising on Weibo. Therefore, Weibo is still far from being profitable.
The birth of three new types of Weibo
1. Hexun Weibo (t.hexun.com)
Hexun Finance Weibo is a Weibo product with financial characteristics launched by Hexun.com. You can use Hexun Weibo anytime and anywhere to share big news, hot topics, and financial trends in the financial world, as well as real-time market analysis by stock market experts. You can share your financial management experience with millions of netizens anytime and anywhere, have close contact with financial celebrities, discuss and learn with stock market experts, and stay in touch with family and friends.
2. Baidu Talk (t.baidu.com)
Baidu Shuoba real-name social platform is the latest social network service (SNS) launched by Baidu. It adopts real-name system, real avatar, binding mobile phone number, etc. It is a more real and honest social tool created by Baidu for users. In Baidu Shuoba, you can follow your friends, post messages, and tell your friends what you are thinking and doing anytime, anywhere using your mobile phone or computer. It is also a Weibo concept based on SNS relationships.
3. Job Weibo (t.hrbanlv.com)
Job Weibo is the first Weibo in China that focuses on workplace communication. You can post messages or upload pictures through various media terminals such as computers or mobile phones, share workplace experiences, make friends in the same industry, experience mutual help in the workplace, and gain career growth. It mainly provides refined dating (quickly find professional friends in the industry, connections to connect the future), workplace mutual assistance (the best workplace skills, genuine workplace guidance, quickly make up for shortcomings in abilities), location services (quickly find colleagues in the same city, communicate More convenient) workplace needs in three aspects.
From Hexun Weibo's unique financial features, Baidu Shuoba's unique real-name sign, and Work Weibo's efforts to create workplace social networking, we can easily see that the long-lost trajectory of the forum era, blog era, and SNS era has reappeared in the Weibo field. From comprehensive development to industry segmentation, this is a mainstream trend. By analogy, Weibo is just a social SNS for industry websites, but it is more timely and convenient for communication than social networking sites. However, the biggest feature of Hexun Weibo, Baidu Shuoba, and Zhibo Weibo is that it is bound to life. When the Internet era ushered in 3G and was closely related to life, the questions people began to think about were limited to the characteristics of these Weibo.
Weibo operations manager’s monthly income exceeds RMB 10,000
“1. Responsible for the formulation and implementation of Weibo’s operation plan; 2. Regularly collect and analyze operation data to provide effective data support for products and operation strategies; 3. Package product functions and formulate effective product promotion plans; 4. Responsible for operations Performance and KPI indicators. Requirements: Have rich experience in Internet product operations, have a deep understanding of SNS and Weibo products, be able to formulate product operation strategies, and be familiar with operational data and user behavior analysis; be familiar with the packaging and promotion process of Internet products. , have good data and competitor analysis skills, and excellent expression skills. "Yes, the job description in this recruitment information is the requirement for Weibo operations manager. The popularity of Weibo has also given rise to the new profession of Weibo operations manager.
According to reports, the monthly salary of "micromanagers" in Beijing and Shenzhen can exceed 10,000 yuan. In the early years, there were positions called "media monitoring" or "product development manager", and the job content included monitoring interactive tools such as MSN, supervising company-related news, and maintaining public blogs... Micromanagement is very different from traditional monitoring positions. In addition to regular information filtering and other tasks, the performance evaluation of operations specialists is mainly reflected in interaction with netizens. For example, after most corporate Weibo is established, there is a lot of maintenance work to do, such as regularly interacting with Weibo fans, setting up outdoor activities, group buying registration or prize contests, etc. "These are the homework of the operations specialist." Zhao Lei of Tencent Beijing Branch told reporters. "The work pressure is high, but the salary is also good. In better companies, the monthly salary exceeds 10,000 yuan."