Website operation: how to operate a blog website?

Clear up the technical process, build a website, and then take the user as the center, and everything else will come naturally? So, what exactly is user-centric? Most websites don't face all Internet users like search engines. In fact, there are always some users who will never be your users. How to choose? This is actually a problem that the operating officer must solve. Many people do this website: well, this function is very interesting and many people will use it. Therefore, after this function is developed and fully launched, the operator begins to look back for advertisers to support his/her continuous operation. What's the problem? The problem is that he/she neglected the customer from the beginning. Because it is possible that there are indeed many people using the function you developed (for example, using a function called WebPick), but these people lack versatility and therefore lack the interest of advertisers. In this era of market segmentation, it is not enough to attract advertisers only by the characteristics of "three highs" (high income, high education and mature age). Fundamentally speaking, such operational logic is to put technology before the market. This idea is not necessarily wrong. But be sure to think clearly in advance, what is a product or platform? The subtitle of the product, that is, the production user, is a bit strange, and I need to explain it. Any website is a product first. The first step in operating a website is to operate products. In a sense, website operators are very similar to product managers (brand managers) in other industries. What he/she has to face is product design. Most people think that products are technical things written in code. For example, develop a function or add a plug-in. But in my concept, these are not products. The real product is the user. The so-called "product" generated by technical code is only a tool for manufacturing user products. So far, in China, the survival mode of most websites is advertising. In essence, whether it is extensive banner placement or elaborate brand implantation, it is to package the attention that the website gets, that is, users, and sell it to advertisers. For a website, users are not customers, but products to be sold to customers. Based on this concept, some arguments don't seem so important to me at all. For example. Many people on the internet advocate that the length of web pages should be limited. For example, a web page is turned over after three times. Some people think this is good web design. The focus of the problem is not whether the webpage should be lengthened at all, but what kind of users operators want to attract. If every page of this website is long, I don't think it's a big deal (in fact, Sina's long page has not become an obstacle for it to find advertisers), but it will lose the attention of users who attach great importance to page length. Assuming that these users have a common interest in brand A, then, sorry, brand A will hardly become your advertiser or sponsor. In other words, the target sales target of your product (user) will not be brand A. The logical inference is that users are produced! From this perspective, users' opinions seem to be very important. You need to cater to the needs of users in order to continuously create the users you want. On the other hand, users' opinions are not so important. A user's opinion If you ignore it (of course, it can't be rude), you will lose this user. But if you adopt it, you may lose other users. For the operators of commercial websites, what is more important than the opinions of users is the opinions of customers. In this sense, I have to mention a stage that operators will inevitably face: platform. The problems faced by the platform In media economics, the audience is the product that can be sold repeatedly. You can sell this attention to advertiser A or advertiser B. The platform is the carrier of the product. The characteristics of the platform determine whether a advertiser is willing to put it in or b advertiser is willing to pay. A website, after developing to a certain stage, will inevitably become a platform. In other words, the website is a platform. The difference between platform and function is that the platform is multidimensional and interactive. There are complex relationships or contradictions between users and websites, between users and advertisements, and between users, forming a platform. If a website provides multiple functions, then these technical tools may also compete with each other. The increase of tools is not necessarily directly proportional to the increase of users, and it is certainly not simply inversely proportional. But in any case, what operators need to face is complicated. Again, for example. Suppose a website has been advertised by advertiser A, and user B has inquired about advertiser A's products in the forum area (or any other place where he/she can express his/her views). This has become a difficult problem for operators. Is it according to an advertiser's request to delete this advertisement that hinders the brand image? Or keep it according to the requirements of freedom of speech of B users? Give another example. Advertisers produce and operate products to treat psoriasis. Now it is willing to put advertisements on your website at a certain price. Users of the website don't seem to like this, and even operators will find that the past records of netizens show that they hate this kind of advertisement. Under such circumstances, what should operators do? Here's another example. The operator of the website found that the website was not sticky to users. Many users stay on the website for less than a minute and then leave. Advertisers are not satisfied with this. They ask you to ensure the user's attachment time so that their advertising can be more effective. This requires you to develop new functions to achieve this goal. How to develop? The last example is plagiarism, or to put it mildly, imitation. Web pages are naturally open source. Any platform with a little success will be imitated by a large number of people. These imitators sometimes have some interesting innovations to rob users with themselves. Faced with this situation, how should operators continue to maintain and expand the commercial value of the platform? These examples are standard problems that operators encounter almost every day. The most important way to solve these problems is to establish website culture. The power of culture website is a kind of media, no matter how you give it new attributes. Media is naturally a means of communication, and communication will inevitably form culture. From the product to the platform, in the end, the website will inevitably produce a certain culture. Many people say that the quality of netizens in China is too low, so it is necessary to provide a lot of pictures of breasts and buttocks to attract their attention. I admit that the quality of netizens in China is not high, but this low level is limited to the use of certain technologies (for example, not many people can play RSS browsers), not to say that their tastes are not high. China's 100 million netizens should be in the forefront of the people of China. If they only like big breasts and fat buttocks, doesn't that mean that all China people do? Yi Zhongtian's The Three Kingdoms and Yu Dan's The Analects fully illustrate that this conclusion is absurd. Then, we should re-judge this causal relationship. Is the network full of breasts and fat buttocks because the quality of China people is not high, or is it because the network is full of breasts and fat buttocks that China people are not high in quality? I thought it was the latter. And the market opportunity is right here. Elegance is of course a niche market, because people who like elegance and even art will definitely not be the majority. However, vulgarity is actually a niche market, because a few advertisers are willing to take the initiative to put advertisements on vulgar platforms. Without the support of economic interests, the collapse of the platform is a matter of time. In most cases, the mass market should be suitable for both refined and popular tastes. The most important task of an operator is to keep the platform culture appealing to both refined and popular tastes-my personal view is that it can be more appealing to both refined and popular tastes. Technology can be copied, data can be imported by despicable means, and users can make it illusory with some tools, but the culture formed by the platform is difficult to copy and quickly copy anyway. Take the newspaper as an example. What's the difference between 2 1 Century Business Herald and Jiang Shen Service Herald? Everything is made of paper and ink. There is no difference between them: create attention and sell it to advertisers. But why attract different advertisers? The difference between them lies in culture. The background and temperament of these two newspapers are completely different, which is their difference. It is for this reason that if someone asks me what is the difference between Blogbus's BSP system and other BSPs? I just laughed and didn't answer their questions. Another expression is: What's the difference between your business models? In my opinion, in the current state, there is nothing particularly novel about the business model of almost all websites. The only difference is the platform culture created by operators. Different cultures will lead to different users gathering in different places, forming different products for advertisers, and of course, forming different product prices. For a website operator, the customers that the website can finally attract are decided in the usual operation. If you only covet temporary attention and work hard on attractive pictures, then you can only publish psoriasis advertisements in the end, which is natural. It is precisely because users are created by operators that what kind of culture you want to build is completely within your control. Everything depends on yourself.

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