Well, without further ado, let's get to the topic: social media.
How does social media work?
From my personal thoughts, feelings and practice summary, the operation process of social media is as follows: firstly, attract users through the content of the media section, then precipitate and retain high-quality users through the operation of the community, and finally infiltrate business into it to realize the realization of the community.
If the popular point I want to talk about is to feed back the media with the content generated by the community, and the media uses its professionalism to explore the feed-back content. If the media is professional, the community will go out, the community will verify the results of the exploration, and the value of the community will naturally be reflected. There are feelings and selfishness in this. Emotion is the medium, selfishness is the community. This selfishness can be money or the integration of their respective projects.
Why can social media become a business model?
? After more than two years of pan-community phenomenon, 20 15 community broke out with the help of WeChat. Everyone builds a group, and the group is a society, which has become an essential tool for social talents. The emergence of large-scale pan-community makes the fragmented information more fragmented, and the homogenization of information content makes users' information acquisition cost higher, which makes everyone sneer at the community. Coupled with the lack of professionalism of community operators and other factors, the value of the community itself cannot be reflected, so that many communities are abandoned. There are also many reports about community life cycle on the Internet. Generally speaking, the survival rate of the community is very low and the life cycle is very short.
Then the form of community+media can solve the problem of information homogenization first, because the attribute of media is high professionalism and the label is a banner. Users only need to look at the properties of the flag first to know whether this community is worthy of attention and participation. Community needs operation, and operation needs systems and processes. The system and process are simple and clear, and the participants are profitable (whether money or spirit), so the community can operate.
Only when the label is specialized and the operation is systematic can the realization of the community happen.
What is a business model?
Business model refers to the complete system of products, services and information flow, including each participant and his role, as well as the potential benefits of each participant and the corresponding sources and methods of income. According to this definition, let's analyze community+media.
From my previous exposition of social media, we can see that social media products can be divided into two categories:
1, the research results of exploration
2. Content-driven advertising.
First, the product of inquiry.
It can also be understood as forming some practical and operable methods or visual products (such as publishing books) by continuously outputting a large amount of media content. Community members are both buyers and sellers. Because the value of this product comes from the content generated within the community, it is easier for participants to get benefits from different levels, and the value of the community can be reflected. Participants can also have a sense of participation, existence, honor and mission.
Second, content-driven advertising.
This is very simple. Professional media positioning has formed an accurate user group, and then through the needs of such user groups, we can achieve a high conversion rate of traffic, which is what advertisers need most. For example, Wen Yi (founder of Wen Yi Gourmet Life Museum) made a chopping board advertisement, and the sales volume exceeded 1 10,000 in 7 minutes.
Summary:
How to realize the community has become the most concerned topic for community players this year. Social media is a kind of behavior to dig deep into the existing properties of media. The content generated from the media is like a sharp blade, which can attract research and meet the basic needs of users, but it can't effectively precipitate fan users. Therefore, the community has become a scene for precipitating users, and commercial realization is an effective way to derive profit points. The three seem to be three completely different scenarios, but the business logic of internal integration is one. The future business structure consists of various scenarios, forming a derivative interest chain.
Finally, it is suggested that:
If playing community is for capital, then don't play this. Capitalists like peer-to-peer business logic best, so social economy is not favored by capitalists at present. How to play social economy? I have been exploring and practicing. If you are interested, I also hope to explore and practice this unknown route with more friends.