What is Internet Thinking, Mobile Internet and the Third Revolution?

This question has been thought for a long time, and the key lies in the word "Internet thinking". Well, this should be the hottest word in the industry in 20 13 years, especially a few so-called successful people who claim to do business with internet thinking and turn around and counterattack the internet. They gave speeches everywhere, made great efforts to fool around, and listened carefully to the discussions that had long been familiar in the circle. From portal to vertical to web2.0, and then to Weibo WeChat, these are just a few. What is the long tail theory, user experience, customized service ... You listen to it several times, pretend to be calm and deep when you go out to chat, throw out a few words from time to time, and then smoke a cigarette and smile without explaining, which immediately makes you look like an expert who has been hiding for a long time. Want to say a few more words, immediately refused to say sorry. I have an investor's dinner to go to. I'll talk to you next time. In fact, it's to catch the last subway back to the rented house in Yanjiao. In a word, I started to access the Internet in China at 200 1, and I have really seen this kind of big bluff. I said that I do business with internet thinking, and people who do business really come in to play and throw people around for several streets every minute. These concepts are all played by others. Just limited by the technical threshold of the Internet, many people in traditional industries are blocked by barriers. When Shi Yuzhu first entered the Internet, everyone was waiting to see his jokes and finally gave him a solid lesson. This is what Skinner said, not low-key, but even lower-key.

After the spit, let's talk about what is Internet thinking. As a media background, I am more sensitive to the information technology services of the Internet, and this is also the most important area where the Internet has an impact on society (of course, there are also business flows, logistics and other aspects, but the Internet mainly reorganizes information flows). As far as the changes I have experienced in the Internet industry in China are concerned, the core of today's Internet thinking actually lies in the following points.

1. Decentralization. This is the biggest feature of the current changes in the Internet industry, and it is also a feature that makes many traditional operators and even the older generation of Internet industry people at a loss. With any more fancy gimmicks, this root becomes real, so gimmicks can fool so many people. Since the era of traditional media, there have been key nodes in the circulation of information. The key information nodes of TV, radio, newspapers and magazines are clear and easy to control. The information that people don't want to see disappears at the command of the regulatory authorities. Unless it is handwritten, it is easy to trace. Even in the Internet age, the dependence of various news portals and vertical portals on the replication of traditional media is still very obvious. Coupled with the import control of search engine keywords, the monopoly of Internet information dissemination nodes is still very strong, and public opinion can still be manipulated by controlling traditional media and key websites.

However, the changes brought by the Internet are obvious, that is, it is obviously more difficult to simply eliminate or control information, either by administrative force or at a higher cost (for example, the buyout and elimination of Baidu keywords is very expensive). Therefore, the manipulation of information in the Internet era has changed from the beginning, that is, information is against the war of resistance, and the facts are blurred by spreading antagonistic information or false information, so that users cannot judge. The appearance of water army and brush list proves that this practice is effective. Therefore, when the Internet era entered the era of twitter and facebook, similar websites rose in China, and the madness of the water army became an uncontrollable scene in the early days. In the case that the information dissemination node is completely broken, even the traditional administrative control has lost most of its strength, let alone spending money to control the information circulation node. Therefore, in the face of the new information circulation mode, how to win the trust of users and get their praise? In the past, the traditional and powerful newspaper media basically lost its function, and various celebrities and big V suitable for decentralization came into being, so the so-called "self-media" statement became popular.

For Internet products and services that rely on the media to spread brand information, this change actually has advantages and disadvantages. The nodes of traditional information circulation are broken and close to extinction, the advertisements and information invested by enterprises in traditional media are greatly reduced, the control of internet communication nodes is more difficult and the cost is increased, so countless enterprises that are difficult to adapt to this change are at a loss. This is one of the disadvantages. I have many friends who have known public relations companies for many years, and they have complained to me that public relations is not as good as before in the past two years. In the past, we paid attention to key media and dared to spend money to control public opinion. Now this move is simply ineffective and uncontrollable. To control the soaring cost of public opinion, we must think twice. I also gave some ideas. But the advantage of decentralization is that if enterprises can adapt to the changes of the Internet and establish their own information circulation nodes and brands, the efficiency of information dissemination will be significantly improved and the cost will be greatly reduced. To put it bluntly, enterprises should learn to be self-media. That is, after the rise of Xiaomi, countless enterprises in the industry began to learn from Lei Jun, his speeches, Xiaomi's control over Weibo and the community, and the so-called "hunger and thirst marketing". The fundamental reason is that Xiaomi is one step ahead of others and has established an effective information circulation channel with sufficient control. Small and medium-sized enterprises may not have Lei Jun's resources and ideas, but they can learn to establish their own media communication channels and build brands through various exaggerations. This is superficial, and all kinds of "Internet thinking" talents have emerged at this level through the creation of high-profile fans such as Weibo, WeChat and community tuba.

2. Fast and accurate

Since the information dissemination of Internet fragmentation has basically suppressed the communication path of traditional media, it is logical to assume the responsibility of content dissemination of the original media. Facing the timeliness and capacity limitation of new communication nodes, the rapid update iteration of information has become the only solution. We can see this clearly from the rise of community and Weibo. All kinds of internet events with sudden emergence and far-reaching influence basically follow the law of updating and broadcasting several times a day, showing all the dynamics clearly and continuously grasping the attention of users. This was originally a news rolling update that powerful TV media such as CNN or CCTV could do, but it became extremely simple because there was no process of sending reporters and making background videos. Anyone with Weibo on the scene can undertake this task, and simple words and pictures can firmly grasp the user's attention.

The change of information dissemination channels leads to the change of users' needs and the passive response of information providers. I don't need to go into details about the reaction of the media. For enterprises that want to provide product and brand information, the iterative pressure of information content is a real test, which is far more difficult than simply establishing a formal "self-media". It is easy to learn from Lei Jun's speeches, Weibo, community and word-of-mouth communication, but most enterprises are not allowed to do what to say, how to say it and when to say it, while enterprises like Xiaomi are. At the same time, corresponding to the rapid update of information, the rapid update of products has become another key point to support information dissemination. Only when products constantly reflect changes, the rapid update of information is not a disease-free groan, which puts forward higher requirements for the innovation and R&D ability of enterprises.

If the product update can't keep up, then we have to engage in lace, which has nothing to do with competitors in the industry, and engage in tidbits such as "tomatoes" to maintain exposure without involving products. Lei Jun, Liu, Zhou and others all know this. However, if the innovation iteration can keep up, it can't grasp the characteristics of new media communication, such as extreme routing, and I don't know what to say or when to say it, and the result is counterproductive. The Internet pursues not only a fast word, but also accuracy (accurate information, accurate delivery and accurate control).

Since the content operation of the media is very knowledgeable, I won't say much here. That's another topic.

3. Emotional brand

The decentralization and rapidity of information dissemination have brought about the side effect of lack of credibility. Since everyone has the right to speak, everyone can spread their opinions in 7×24 mode. It is a very troublesome thing for users to say who is more reasonable and who is more convincing. Weibo's Sino-Korean War gave us a good example. In this incident, the right or wrong, truth and logic of both sides' remarks are no longer important. What matters is who users trust more emotionally, from which we see a fruitless information confrontation.

For the public, this is a farce, but for enterprises, it is a good communication model. If an effective emotional brand can be established and there are enough bright spots to cater to users' needs in emotion and values, then even if there are more physical disputes, there will still be a strong enough communication effect, and Han Han's words can't be better. Similarly, some people stand up for him before they talk nonsense, and some people come out to wash the land and be die-hard. Liu Qi in Weibo, Everyday Fire Week, and young mentor Kai-fu Lee are all different types. Of course, Guo Xiaosi has done the best in this respect. The box office success of Tiny Times makes all the attacks look like jokes, because he has created enough brain-dead fans himself. What can film critics do? These people don't look at the scene of M. Guo when they were children, but what they agree with in their hearts. In our time, truth and falsehood have become less important. What everyone cares about is not the truth, but whether the truth is what he wants. If not, he would rather choose not to believe. The same is true for the products and services of Internet companies. As long as what you do is not out of line and there are some packaging features that impress users' emotions, such as the "youth fever" of Xiaomi mobile phone, the "freedom" of polar routing and the "challenge the strong" of 360, there must be a group of people who agree with these values and then agree with your products. This is the core thinking of Internet product operation. Others, such as user experience and free operation, are superficial means.

What I have summarized is related to the essence of "Internet thinking" is the above three points. These three points are born out of the operation of traditional media and combined with the convenience brought by the development of Internet technology, but the core inside has not changed, only the way of organization and launch has changed. If we look at the past "seeder, propaganda team", we will find that only the propaganda team and instructors have been replaced by information circulation nodes on the Internet, and the grasp of the root causes is not much different from the religious and political propaganda for thousands of years. So for traditional industry leaders like Shi Yuzhu, they have thoroughly studied the inside story of the Internet, mastered the characteristics of the technology platform, and then entered nature like a duck to water, crushing all kinds of big moves in one fell swoop.

Those who are more interested in "Internet thinking" might as well read Gustave Le Bon's Mob and Tocqueville's The Old System and the Great Revolution. In this matter, on the one hand, we should study the changes of technology platform, but more essentially, we should study the hearts and emotions of the public.