I was originally a person who only played with technology and forums. I followed the trend and became an operator. I had no choice but to learn the operation theory along with it. Thanks to the blessings of the senior webmasters, I have learned a lot, and combined with my own practice, I have also formed some experience. I wrote it out at the invitation of 13 and shared it with everyone.
In fact, most local websites start from forums. After reaching a certain scale, there will be a direction problem. In my opinion, there are only three directions
1. Platform-based on the approach of interactive platforms such as forums, insisting on sharing and in-depth exploration of information and life information. A typical example is the 19th floor, which is characterized by focusing on activities and business planning, focusing on forums and not on portals. Even if there is a CMS, the post page will be opened after clicking.
2. Mediaization - based on the popularity of the forum, taking the media brand route, focusing on the active collection and release of information and the right to speak. This part often focuses on the building of the editorial team, portals and special production. The forum is relatively The first category is not very important, typical such as Sina.
3. Channelization-roughly, it means using the strong appeal of buyers to intervene in the channel construction of some consumer goods. The water is very deep. I only learned that such a model exists after chatting with the manager of the fence net. It is very powerful, but it is far away from me. It’s too far away, so I won’t talk about it for now.
Of course, many sites will be eclectic, and the method adopted will also depend on local conditions. To put it simply, although platformization is a route that all forums will go through, there are really not many who can persist in doing it well and achieve results.
Many webmasters complain that forums do not bring in money, even if they are popular. In fact, due to its characteristics, forums are destined to be difficult to serve as a place for high-end advertising, and the unit price cannot be raised. To make money in the forum, you can only open more advertising spaces, which will reduce the user experience and cause users to resent it.
In the early stages of commercialization, it was relatively easy to get involved in weddings, parenting, training, and even gourmet food, because the characteristics of these industries are destined to rely on word-of-mouth marketing or experiential marketing, and forums are suitable for this. But high-end brand advertising does not focus on this.
Many webmasters have discovered this, so they started to build homepages and portals for more advertising spaces. They still find it difficult to get involved in higher-end markets such as the real estate market, automobiles, and even finance.
Why is it so difficult to achieve this step? In fact, the value of the portal and the value of the forum are defined differently. The value of the forum is almost equal to the traffic, while the value of the portal lies in its media influence.
Okay, let’s get back to the topic. What is media influence? It refers to the public acceptance of a media when expressing subjective attitudes (I’m just making this up, professionals please don’t PK). It is often dominated by the recognition of the upper class, and It is not based on the familiarity of the public.
For example, some high-end magazines actually have very low subscriptions. Everyone knows that Forbes has a ranking list, but how many people have read this magazine? Why do you take this ranking list seriously? This is how you recognize it as an influential media.
Thirdly, what brand does CCTV like to promote on the list? Why do some businesses care about this list? Also because you recognize him as an influential media.
If Sina followed CCTV's example and launched a selection of celebrities who moved China, it would be a natural thing. If Tianya came to do this, even though Tianya’s traffic is not low, you would definitely feel weird.
Why? To put it bluntly, you subconsciously only regard Tianya as a platform, but you have already accepted the influence and voice of Sina as a media - this has nothing to do with which Sina Tianya has more visits.
Closer to home, if local websites want to enter the mid-to-high-end brand advertising market, they must establish their own media influence instead of always staying on the platform value. Because brand advertising cares more about "appearing in media of corresponding value" rather than "how many people will see it and buy it."
Let’s break down how to do it: first, create content with a point of view, and second, win approval from the upper management.
It is very simple to have a point of view. First of all, your content must be original, at least edited and organized. Secondly, your topics and planning must be directional and reference-oriented.
For example, producing an "inventory of the top ten livable real estate properties in the local area" is far more valuable than planning a "Mid-Autumn Festival self-driving trip". You have to think about the truth.
The upper level includes but is not limited to political authorities, businessmen, and mainstream people in society. If the activities or content of the website can attract their attention, or make them think of you when holding certain activities, then congratulations, you are already halfway successful.
As for public influence and traffic, it is very important for interactive platforms such as forums, but it is really not important for portal media.
Many webmasters are worried about whether news involves qualification issues. Don't think that mediaization means taking the news route. News media is just one type of media, consumer media, industry media. Is "People of the Times" a news media?
Okay, continue to refine ~ Here I would like to thank Zhou Ning from Ningzhe Network. The "Win in New Media" he recommended is not as easy to understand as imagined, but it is indeed useful to those who can understand it; Xu Haoqiang from Erquan Network , I have a profound understanding from their experience; Qian Yu of Hualong Lane, his "theory of useless traffic" in his speech in Hangzhou further verified my own point of view.
Well, I propose a new term "strong media operation strategy" - many people can easily understand it as "operating a strong media". The "strong" here does not mean "strong", but "forced" or "forced". means "strong". The entire explanation is "to vigorously operate media value with a large amount of investment that is unequal to the number of audiences."
For example, you may only invest a few people to operate a forum with millions of traffic, but from a media perspective, you may need to invest dozens of people to operate a portal with tens of thousands of traffic. This is unreasonable according to common sense. But only then can you build corresponding media value.
Many local webmasters know this very well. Some local vertical portals only have tens of thousands of traffic, but their income can easily reach millions. This is very common in professional online media such as SouFun or house365, but you have not seen that although the traffic is small, their team may reach ten or twenty people.
This is a typical case of strong media operations.
Don't try to collect information in the forum, and don't be satisfied with organizing member gatherings and blind dates. These will only make your forum more and more prosperous, but will not increase your media value.
Let the content team go out, go to the scene, appear in every corner of social activities and commercial activities, and bring this information back as soon as possible. This is what the media should do.
Of course, don’t forget to bring work badges, roll-up banners, professional photography and video equipment, and even live broadcasts. How professional you can be, the scene is your battlefield.
There are three elements when it comes to creating content, one is speed, the other is professionalism, and the third is appropriate viewpoints.
Needless to say, professionalism determines the level of the media, so whether it is the standardization of drafting or the professionalism of commentary, we must strive for excellence.
The difference between media and platforms is reporting with viewpoints. If you are content to reprint press releases or just act as a retelling machine on the spot, you will also fail. How to capture a novel reporting direction and entry point directly determines your level, but this point of view must be appropriate and not rhetorical or even sensational. There are too many professionals in this area, so I can’t say more.
Whether it is front-end on-site work or back-end editing work, the word "professional" should be closely followed. Please remember that users are watching everything you do, and customers are also watching. When you do your best, everyone will agree that you have done your best. When you are professional enough, you will find that you can finally receive an order from a high-end brand.
In addition, the planning focus should be placed in the direction of promoting the media's voice, initiating industry exhibitions, selections, group purchases, and even consumer opinion surveys, all of which will be difficult at first, but the effect will be subtle. Once businesses and users accept the decision, When your website comes to dominate as a fact, you're fully fledged.
The above all emphasizes the operation of portal media. Please note that I do not mean to belittle the platform in the slightest. The platform, users, and traffic are the basis of the website. A powerful platform will amplify the media operation effect dozens of times, so it is necessary Platform operations cannot be ignored either.
This article is written for those sites whose platforms have begun to take shape. Don’t think that your platform is already strong, or even has enough information. If you want to move to a higher level, you must invest sufficient and powerful resources to operate media value. This is the basic concept of strong media operations.
It's a little tiring to write these things late at night. Although it's not very organized, it should be some reference for webmasters in the mid-term. Time is running out for local stations. What we have in our hands is nothing more than a lively platform. Future application forms may replace the existing BBS at any time. In the future, the platform and information channels are likely to be monopolized. Only by completing the transformation from platform provider to content provider before this can we avoid being eliminated, because media is immortal.
Author: Jiyang Community Nomad
Article source: http://blog.sina.com.cn/s/blog_68fbac020100nyn2.html