Management of light blog

1. The first open platform in China to personalize publicity to the extreme. From personalized template design to the cooperation of customized system, Diandian users can build a cyberspace that makes them proud and completely abandon the complicated form of traditional blogs.

2. The simple design concept allows users to publish text, pictures, videos and other formats simply and quickly, and adopts a complete content and interest navigation mode to make Diandian.com a brand-new light blog community that is truly committed to "publishing and disseminating high-quality content".

3. More unique diversified interactive function-multi-person collaboration mode, users can easily contribute to multiple interested blogs at the same time; You can also create multiple sub-blogs with different preferences under your main blog and invite friends with the same hobbies to write together.

4. Take interest as the main line, participate and communicate easily and happily, and help you find the content you want to see and the friends you want to know most. Everything is based on your hobbies, and you can spend every day discovering the fun of your interests.

The number of users in Diandian.com has exceeded five million, and many professional bloggers have settled in Diandian.com, and their contents are more novel and professional. Rich blog templates make the content display more personalized.

Give him a push.

1. "Twitter. Com "grandly launched the public beta 20 1 1 released on May 5. After half a year's operation and promotion, with the characteristics of product structure in communication and interaction, a large number of active users have gathered under the contents of animation, fashion, illustration and photography. And put forward his slogan: one person's sharing, a group of people's carnival

2. Push his mobile terminal to release the public beta on June 3rd at 20 1 1. The first version is the Android version, the iphone version was launched at the end of June 20th11,and the ipad version was also on the App on June 3rd at 20 12 12.

3. Shanda launched a light blog to push other networks, integrating resources such as Cool 6 video, Mai Chronicle and Shanda Literature under Shanda. Make Twitter enjoy unique advantages in light blog fields such as video publishing, document sharing, music uploading and novel resource publishing.

Search likes

Light blog highlights the simple publishing process and interactive mode, and pays more attention to the content and its display. Search likes to pay deep attention to the connotation of light blog, which not only has a good user experience, but also has unique innovations in publishing process and content display: First, users can create any interest "tags" and their derived interest maps under the theme of "shopping sharing", such as "street shooting", "hand painting" and "cabbage price", and get to know people with similar interests through tags; Second, the concept of "shopping sharing" is perfectly integrated into light blogs: users can use the "insert online shopping address" function key when publishing light blogs, so that readers can easily find shopping links while sharing exquisite content.

Search likes the first light blog community based on shopping sharing in China, and makes major innovations in light blogs.

Netease LOFTER

Netease's "LOFTER" was tested on August 30th, 201/and officially opened for registration on February 30th, 1 1. It is the only light blog product in China that has been tested for three months. Although the internal testing time span is long and the promotion efforts are small, LOFTER attracts a large number of domestic visual creators such as photographers and designers with its excellent product temperament and steady operation strategy, thus forming an "original and quality" content community atmosphere, even including many domestic first-line photographers and designers.

The word LOFT is an extension of loft. LOFT means a wide and open space for free creation. People who concentrate their interests and share their creations in this space are naturally LOFTER.

LOFTER's product features:

Exquisite experience: LOFTER pursues exquisite visual and interactive experience, and carefully measures every content, so that every pixel touched by your perspective contains ingenious and exquisite design.

Extremely easy to use: LOFTER strives to be simple and easy to use in function, and hopes that every operation of users can be simple, fast and casual, thus meeting the fragmented and efficient recording needs of target users.

Content quality: loft er advocates pure contentism and abandons all trivial and complicated things unrelated to content. It is hoped that through mining and recommendation, a series of excellent LOFTER will be created to activate the reading interest of target users.

LOFTER's brand activities: On February 1 day, LOFTER's Open Registration Day launched an open design activity with the theme of original works, allowing each user to customize his own personalized landing page. After the activity, more than 10000 family works were collected within 24 hours.

20 13 Netease launched the LOFTER Android client, which is suitable for mobile phone users of Android system, making the use of lofter very popular.

Dudu. com

1, a light blog community that publishes and disseminates high-quality content; Different from Weibo and blogs, it is a brand-new network media.

2. The operation is simple, allowing users to publish words, pictures, music and videos simply and quickly, and adopting a complete content and interest navigation mode.

3. Unique diversified elements, you can directly upload music to Qingbo, or you can directly insert music links to share music or feelings with you.

4. Unique diversified interactive feature-multi-person cooperation mode.

Wei Rui. com

Wei Rui. Com is an entertainment community with the concept of light blog. It is committed to building a social network linked by interests, hobbies and occupations. Through the unique columns of "Wei Wo Xiu" and "Cool and Thick City", the online video live broadcast, voice topic discussion, light blog and other elements are integrated, so that every user can easily establish his own personal relationship and get rewards from it. As long as he creates or shares value, he can get corresponding benefits. Wei Rui. Com has carefully created a set of perfect virtual currency circulation system, taking virtual currency as the axis and connecting all functional points in series. Virtual currency can eventually be converted into RMB, allowing users to make money while playing.

Users of 1. blog bar can build a cyberspace that they are proud of, and completely abandon the tedious and complicated forms of traditional blogs.

2. Simple design concept allows users to publish text, pictures, videos, writing moods and other formats simply and quickly, and adopts a complete navigation mode of content and interests to create a gathering place for professionals for users with different interests, so that the blog bar can become a brand-new light blog community that is truly committed to "publishing and disseminating high-quality content".

3. Instant messaging interactive function-private message chat can make you quickly meet like-minded friends and form your own social circle. Through "discovery" and "recommendation wall", we can help you find what you want to see most, and we can also contribute to many interested blogs. In Blog Friends, everything is based on interests and hobbies, so that you can spend every day in the fun of discovering interests. Not yet adapted to the product positioning of light blog "high-quality content community"

In the domestic light blog content represented by Diandian, pictures occupy most of the content. On the whole, if there are no pictures or pictures are not good-looking, most of them will be left out in front of the door, forming a product atmosphere dominated by pictures and blogs. However, most domestic users regard light blog as a good-looking blog, space or Weibo with the mentality of "fresh pictures", and most users have not adapted to the product positioning of "personalized picture reading".

It is difficult for domestic individual users to support the operation of a sub-blog, and no one is interested in collaborating with a blog. Even the officially recommended users, interactive feedback is not high. The addition of comment function can only say that "talking is better than nothing" for stimulating interaction. In this case, we can only say that light blog is too extravagant product design for domestic users.

Continue to use Weibo and blogs too much.

Some observers have found that more than 70% users in China have continued the blog's typesetting habit-single column vertical arrangement, which has a dull effect and cannot give full play to the gorgeous and flexible visual advantages of light blogs. In addition, in terms of content composition, most of them are forwarded, mixed with a small amount of life state and mood. This kind of user status is unfavorable to the development of light blog, a product that emphasizes content and ignores relationship. So far, there is no mature and stable profit model for light blogs. David Karp, CEO of Tumblr, the originator of light blog, said: Tumblr would rather think of a profitable method that can "enhance the user experience" than make a profit through advertising. Tumblr charges for some services, for example, users can spend $9 to buy themes to decorate their blogs. Karp said that some theme designers can earn tens of thousands of dollars a month. However, these are auxiliary incomes and will not become Tumblr's main source of income.

As for domestic light blog websites, analysts generally believe that light blog is still in the stage of burning money, and it is too early to talk about profit, because the value of the platform needs the user base as proof, and the process of accumulating the user base depends on capital to support the website to realize the layout of products and services, which is the characteristic of the network economy.

Foreign development trend

Tumblr is the earliest and hottest light blog in the United States, which has been occupied by mainstream media such as NPR, Newsweek, Rolling Stone and Life Magazine. Its rich presentation form and effective interactive communication effect fully show that the prospect of light blog is worthy of optimism.

Light blogs like Tumblr still retain the profitable items of blog "charging theme", while light blogs more like online media may be more "Qian Jing" than Weibo. 20 1 1 On May 27th, 2008, Sina launched Sina Qing, a light blog, on the day of the Weibo Conference in China. With the help of the communication effect of Weibo and blogs, I believe that the first camp in China will appear soon.

20 10 large-scale media flock to light blog tools (but mainly Tumblr), and NPR (National Broadcasting Station) is one of them. Andy Carvin, the company's senior analyst, once explained: "We have done experiments on different platforms and found that there are quite a few NPR fans on Tumblr. We attach importance to developing relationships with NPR fans, rather than paying attention to page views. "

Calvin explained that NPR is carrying out an "experimental" activity on Tumblr: providing planned sharing content, developing one-on-one relationship with followers and determining how to express it on Tumblr.

A large number of traditional media, including Newsweek, Rolling Stone and Life Magazine, also began to use Tumblr on 20 1 1.

In addition, many "full-featured" blog platforms have also added functions similar to Tumblr and Posterous in 20 10. For example, a function added by the famous blog platform Wordpress in September 20 10 is very similar to Tumblr's "attention".

Domestic development trend

Wide Road-Wide Road is the earliest service in China, and Tianya Haige also interviewed it on 20 10. Comparatively speaking, it may be a relatively low-key team.

The light blog service founded by Xu Chaojun has attracted more attention in this field, on the one hand, because of the innovation factory, on the other hand, because of Xu Chaojun's personal background in the SNS field. Diandian Com has launched iPhone and Android clients, and has been open for registration. "High-quality content community" is the goal of website construction. 2011Diandian.com was established in February, officially opened for registration on April 7, and registered users exceeded one million by June 3. As of July 8, the number of users has exceeded 2 million. Xu Chaojun said that the total number of its users will reach10 million within this year.

DuDu. The team of DuDu. com was founded in September 20 12, focusing on original literature and serving young people. It can be called a new generation of "trend leaders" in the tide of light blogs. The official news is that the public beta will be released on 1 October 20 12,1.

Sidenet-a light blog developed by a newly graduated young team, based on grassroots, students and entrepreneurs.

Sina Qing, with the function of directly importing Sina Weibo's friend resources, is the most typical "rich second generation" in light blogs. 2065438+01May 27th, Sina Light Blog was launched, which means that the competition of domestic Internet companies for light blog "cake" is heating up. For this new product, many netizens showed strong interest and "asked for the invitation code" in Weibo. 20 1 1 On July 20th, 2008, Sina Minors Blog was open for public beta, and all users can open it directly. Unregistered users can easily become underage bloggers after registration. Two weeks after the public beta, the number of registered users of light blog exceeded one million.

Push him grandly-the "push him" released grandly is based on its accumulation in the field of interactive entertainment media for many years. It is an interactive bridge between Shanda's multi-format resources and users, and provides the most direct channel for the precipitation and promotion of original content. iphone and android clients have been launched.

Everyone stands-a light blog created by Renren.com, a social networking site in real-name registration system, China, which was publicly tested in July, 201/. Users can click on the left side of Renren's personal homepage to browse the wonderful content of the station. It can be synchronized with Renren account and posted to Renren. It is another "rich second generation" in light blog.

Virei. Com-the first light blog entertainment community that can make users make money. The website began beta testing in February 20 12, attracting a group of young men and women to join. Someone in the bureau has already benefited from it. First of all, the limitations of Weibo have brought market space for light blogs. Blog has strong expressive force, originality and professionalism, but its sociality is weak. Weibo is social and communicative, but not original and professional enough. There are restrictions on the number of words and the number and size of photos. Light blog is between the two, absorbing the advantages of both sides. Little founder Xu Chaojun. Com, comments: Weibo is like a newspaper, giving you rich news, light blogs are like magazines, and professional users publish interesting content. Weibo pays more attention to information dissemination, while light blog pays more attention to literariness, interest and originality.

Second, product line defense and layout related fields. By the end of May, the scale of Sina Weibo had reached 65.438+0.4 billion yuan, and its user jump and influence ranked first in Weibo. Xu Dong, an analyst at Analysys International, believes that Sina's launch of Boqing is more about the defense of the product line, and the focus is not on profit, but on layout, in order to preserve and consolidate the traffic advantage of Weibo market.

Third, integrate internal resources and break through the barriers between products. Shanda launched a light blog to push other networks and integrate resources such as Shanda Games and Shanda Literature. "In recent years, Shanda has laid out a lot of content resources and pushed other networks as an integration platform for its superior resources. Next, we will introduce more high-quality resources within the group and open up barriers between different products of Shanda. " Pushing his relevant person in charge said.

Competition: "encirclement and suppression" outlets

Different from startups like Diandian.com, the latecomers are all combined with the original resources, such as Twitter integrating grand games and literature, Sina Qing communicating with Weibo, everyone standing and communicating, Netease light blog communicating with Weibo and email. Will this affect Diandian, an independent light blog product?

Xu Dong, an analyst at Analysys International, believes that Renren Station and Sina Qing will have a larger initial user base with the help of the original user resources compared with Diandian.com startups. "But how to stay active on the platform, or stay active, is what they have to do. It depends on whether these companies want to do it or not, and whether they can grasp the needs of users after they want to do it. "

Regarding the interoperability between large companies and original resources, Xu Chaojun said that he did not agree with this: "This will confuse users and make previous products more complicated. Diandian.com is the most dedicated and only interested in social networks, so the experience for users is the purest. " Diandian Com: As long as you are interested, light blogs will exist.

Xu Chaojun said that light blog is a new product with interest as the center. As people spend more and more time on their interests, the scale will become larger and larger.

He thinks that SNS, Weibo and light blog all have markets. "As long as there are friends, classmates and colleagues, the social network of Facebook mode will exist for many years; As long as there are celebrities and everyone is interested in celebrities, Weibo will exist all the year round; As long as everyone is interested, has a life and cares about their own hearts, the interest-based social network of light blog will exist all the year round. "

Diandian Com has more than 2 million users. Xu Chaojun said that this market is big enough, and 2 million users are nothing. Only when it reaches tens of millions can it be said that it has developed. His goal is to reach 10 million users by the end of the year.

Twitter is too simple and light. Blog is an inevitable product.

The person in charge of Twitter said that the application products of the Internet are increasingly developing in the form of web2.0, and the grand launch of light blog Twitter is in line with this development trend. In this era of micro-media, the market value of Weibo needs to be further explored. Blog, Weibo, Light Blog, Rich Weibo ... Light Blog is the inevitable product of product market segmentation in Weibo. Blogging is late and twitter is too simple. Rich Weibo has the opportunity to be a "rich man" but can't be a "Weibo".

Renren. com Com: Light blog has more nutritional potential than Weibo.

Huang Jing, vice president of Renren Company, thinks that the form of light blog balances the content carrying capacity and communication power well.

Interest-based communication mode is very suitable for expert users in subdivided fields, who have their own domain expertise, enthusiasm and talent. It is a more nutritious information creator than the onlookers culture in Weibo. With the improvement of users' quality, the demand is diversified and the potential is huge.

Renren. com Com is a social platform based on friendship and Renren. Com focuses on the content of interest. Can the two fit together? Huang Jing said that Renren Station continued Renren.com's real-name registration system, which is convenient for expanding new relationships; The reorganization of user groups based on interests will form an interest map of Qvanxian Zhang, which will make the information flow between users in the whole station smoother.

Everyone's way of communication is through friends layer by layer, which is not suitable for the efficient communication of absolute value, because a piece of information needs seven or eight layers of communication before reaching a certain user, which requires it to suit the tastes of these seven or eight people at the same time, resulting in the real arrival of information is very mediocre. Information will be liberated from the circle of friends through the interest map, and information with absolute value will spread alternately in the social map and the interest map. Through leapfrog communication, the effective transmission of information will be maximized. Wei Wuhui, a new media observer: It will not have a substantial impact on the industry.

Wei Wuhui, a new media observer, believes that it is not the right decision for everyone to do light blogging. Social networking and social media are two different things, and everyone should work harder on social networking. SNS is a relationship diagram, and light blog is an interest diagram. They are different. Renren.com is the most typical alumni record, but students don't necessarily have the same interests.

Wei Wu's swing and push are not very good either. He believes that the essence of light blog is media, while Diandian and Twitter have no media resources. Sina has media resources, but Weibo and light blog compete with each other, and the relationship between them should be balanced.

Wu Wei waved and said that there is no problem with the light blog model itself. The key depends on how the portal operates. From an industrial point of view, it won't have much impact. "Weibo haven't seen how to make money. At least there is no important breakthrough in making money and it has no big impact on the industry. "

Xu Dong, Analyst of Analysys International: The light blog model is difficult to expand and has certain value in niche markets.

Xu Dong, an analyst at Analysys International, believes that the light blog market is not large in nature and will not bring qualitative changes to the industry. "China Internet already has an inherent community, forum, SNS, Weibo and Tencent QQ system. The social needs of users, whether it is weak social relationship or strong social relationship, the existing products can basically meet the needs of users. Light blogs are more of a new process for the original market. "

"Internet users' time is limited, and the demand will not be so scattered and spread over so many products. There are not only social needs on the Internet, but also video, e-commerce and games. " Xu Dong said.

She believes that the interest map of light blog has certain value in niche market, but it will not reach the scale of general SNS and Weibo market. Whether it can meet the needs of users, whether it can support the overall operation and whether it can support future profitability are still relatively big challenges. Invincible Old Superman: Weibo is really a good place to store links. Put your QQ signature on it. That's stupid. Send it to yourself by IM, and you won't see it when you change the machine. I wonder if there is such a website on the Internet. Anyway, I see that many people around me need this strange demand. If the future is applied to the future Weibo (this concept is mentioned by many people more and more), it is the legendary micro-innovation.