Bianews reported on December 14th that the "WeMedia 2014 China Self-Media Annual Meeting" and "WeMedia Mobile Billboard Awards Ceremony" with the theme of "Mobile Intelligent Times" were grandly opened at the Shangri-La Hotel, Beijing. Dozens of industry leaders, well-known domestic media, and various media gathered to witness the era of mobile intelligence and the advent of the era.
President Li Ya published a speech titled "Media: Product Value and Platform Evolution." In the speech, Li Ya shared some thoughts on the value transfer from the media, including the media, or the evolution of the platform.
The following is a record of the meeting of Li Ya:
To share with you some reflections on the value transfer of media, including the media, or the evolution of the platform. First of all, I would like to share with you at random. The social platform is different from other platforms in the dissemination of media content. We all know that the Phoenix The net is derived from traditional television media, but at first it was the traditional four portals that it wanted to catch up with. At that time, portal was the most important platform for content aggregation and distribution. It took value from the creators of content. Or it is the traditional paper media gathered on the Internet, because it uses the user's purpose, it is best to realize the business, the user of the advertisement matches, and gives a precise connection. I think from the portal to the search, then to social, the social platform should be said to be cashing in On the other hand, the search platform has not acquired the capability for content, traffic, and large-scale liquidity, but the social platform has its features. On the one hand, it is not particularly important. Apart from its practical importance, it is also emotional. As well as the entertainment attributes, these two attributes become more important. When we look at portals or blogs, practicality or so-called valuable content also occupies a very large proportion, but on social platforms, getting maximum retransmissions from Weibo to WeChat often appeals to our emotions and emotions. , Or value, such characteristics are not a disadvantage. From the aspect of the characteristics of human communication, those who can touch the heart, those who can touch our emotions, and those that can influence emotions are often more than those based on facts, based on reason, and based on the truth. Things are more communicative. Regardless of whether they are peers from one end of the media ecosystem, they may need to be aware of them. This is also the time for us to do marketing communications and we need to recognize them.
I think I'll share it with PPT next time. The so-called self-media is indeed not a novelty. My colleagues put two different eras, the most famous self-media people, the first may be more like microblogging, are very short sentences, the second is more like the blog era people . In fact, the Phoenix or the former Phoenix TV, compared with CCTV, can not have such a large reporter station or journalist for overseas resources, but the most important thing is that it has the characteristics and influence of the media, the so-called three-ism strategy. The famous anchors, commentators and famous reporters were developed. Phoenix Satellite TV’s self-media on top of the organization began to be heard and developed by the media. The influence of each individual, including commercial value, was from the media organizations or from the media. People's success. This is a simple evolution path from traditional media to online media, social networking, and self-media.
I would like to share with you a few things that are done on several Phoenix platforms. Fenghuangwang cooperates with self-media, and it can be viewed in a simple way, including mobile internet and PC internet, as well as from graphic to audio and video. We would like to share the number of our Phoenix News customers. In 2014, more than 700 have settled in and have begun to take shape. The characteristics of Phoenix from the media are firstly based on the huge user base of Phoenix.com, as well as the influence of so-called media brands that influence the power of the times. The overall user volume of Phoenix.com is more than 40 million, so the impact value is also enormous. Phoenix News client is currently fully supporting the media, through technology, through the display of the page, through the specific cooperation to realize the benefits. There are some more specific introductions here, daily with the new media data, subscriptions, including daily traffic and user management. So it shows that in the era of mobile Internet, we are not only directing users to the pages of the articles, but to the Phoenix News client. The middle column is called from the media. He has directed the users to the columns of our own media. This is to promote the development of healthy mutual benefit. I hope to share with us the audience is a distinctive personality, with views and values, can sense and sense of value of self-media. And he is an emphasis on quality, that is, in addition to the so-called entertainment, emotional, the first emphasis on quality, credibility, practicality and sense of value. This page is the monthly readership ranking of the Phoenix News client, with names from the media behind. In the future exploration of the business model, the original rating from the media reading list encourages originality and revenue sharing. The second is to encourage practicality, especially in science and technology, in the automotive, in real estate, in consumer, fashion, makeup, etc., to create content with real user needs, with brand attributes, including various test results. , test platform and so on. The third type is native advertising. Our native ads include content-driven native ads on the Phoenix News client, and the fourth is to create offline activities to help self-media create self-media stars.
Just talking about our news client is an editor-led, editor-driven, followed by the investment company called 1 point information, somewhat similar to today's headlines, is the interest portal of the mobile Internet based on technology to promote smart recommendations, it can pass Smart recommendations, combined with personal subscriptions, recommend for each different user what you are interested in, their own valuable content. Its features are also able to search, and subscribe to any content, and can intelligently analyze the user's hobbies, to recommend the content of interest, this founder is the former Yahoo founder Ren Zhaohui, if there are many people using the millet user will be more Familiar with this product, because Xiaomi mobile phone recommended to its users, should now say that the development history of 1 point information is relatively short, has now quickly reached more than 4 million users, the cumulative download has been very high. It is an interest-centric aggregation that provides news that more closely matches the interests of users.
Combining with the current media information from 1 point above, more than 1600 self-media have entered, and there are two ways to cooperate with the media. One has a self-service interface. Everyone can access the Internet and can complete such an appointment in two minutes or send a message. E-mail to 1 point information, their editors will help the media to settle in. 1 point information is a newly developed mobile Internet portal, which has just started in commercialization, but the focus of the future, self-media content, and cooperation with the media are its highest priority, and this part of commercialization will give priority to its own business. I think that the 1 point information and the Phoenix News client represent two different paths. Phoenix News is editor-driven, more time-sensitive, and may also affect more than 60 million daily active users of the Phoenix daily, 1 point information. It focuses on personal interests, valuable and practical content. Both purposes represent new content. This point is a little more extended, and it is also my own personal feeling. Especially for the new generation of users, they are not like the early Internet. Users, 90, 95 users, perhaps for him, what is happening in this world is not necessarily what he is most interested in. He uses social networking platforms, other aggregation platforms, or smart recommendations, as long as he knows He was important and he was interested in things. However, this society exists in many forms. The differences in media consumption make it impossible for us to be biased against any party. In particular, for a very large number of marketers, apart from many media users, there are also many marketers. The marketing of different groups of people, I think, should be carried out in accordance with the characteristics suitable for their media consumption. What's more important is that the form of media consumption is still evolving in the future. Just like the first time the old thief said, living in the The edge of stability is just like we have changed from Kaixin.com to Weibo to WeChat. This evolution has not been foreseen in the beginning, but in the next few years or so, how will the pattern of media consumption continue to change? The role played by the media on any platform has led us to continue to focus on these products, the changes of these channels and the evolution of the platform and the application of media consumption methods.
The third is in addition to the previous graphics and video, and there are audio and video items. We share the Phoenix Network FM for you here, including the audio content produced by our numerous audiobooks, open classes, and other various organizations. The audio version of the video content. On its platform, there is a self-media product called Fenghuanghui, which is very welcome for all of you from the media. At present, Fenghuang Net has only dozens of self-media media, but because it is In this way, maybe you get a recommendation, and the odds of getting a user subscription will be a bit higher. It's fun, easy, and predictable. It's practical and entertaining. This is the characteristic of our audio version of self-media products. The reason why audio is so important is that in the era of mobile internet, not only has fragmented consumption been brought in, it has also brought about a very important, concomitant consumption. If you drive here this morning, or come here by car. , or when you usually exercise, or when you wash your face in the morning, many times we are not suitable to use the eyes and hands to consume a media, text content, or video content, but our ears can be heard, ears Since ancient times, it has been an important sensory sense for media content consumption, so audio is a feature of accompanying consumption, and it is also a characteristic of smart terminals at any time, portable, and anywhere in the mobile Internet era. We hope that more people from the media can cooperate with Fenghuangwang FM. The threshold for audio content is not particularly high, but it can convey your content more personally, and it can establish a more emotional bond with the user. Just mentioned Fenghuang Fenghuanghui Phoenix, just started in October, through the audio program to pass and share these content.
Finally, the self-media product on the PC Internet is a blog product. It should be said that the Phoenix blog has now collected the largest amount of media from the media, with more than 5,000 members. Of course, they do not actually call them self-media, and call them bloggers. Time, from Sohu and Sina, exceeded the flow of other important news channels, etc. It also illustrates the status of media in the media ecosystem with personalities and ideas. What we share with you today is this. We also hope that everyone will be able to talk to Phoenix Online whether it is editor-led or technical recommendation. Whether it is graphic or audio, whether it is mobile Internet or PC Internet, we thank you all for your cooperation!
President Li Ya published a speech titled "Media: Product Value and Platform Evolution." In the speech, Li Ya shared some thoughts on the value transfer from the media, including the media, or the evolution of the platform.
The following is a record of the meeting of Li Ya:
To share with you some reflections on the value transfer of media, including the media, or the evolution of the platform. First of all, I would like to share with you at random. The social platform is different from other platforms in the dissemination of media content. We all know that the Phoenix The net is derived from traditional television media, but at first it was the traditional four portals that it wanted to catch up with. At that time, portal was the most important platform for content aggregation and distribution. It took value from the creators of content. Or it is the traditional paper media gathered on the Internet, because it uses the user's purpose, it is best to realize the business, the user of the advertisement matches, and gives a precise connection. I think from the portal to the search, then to social, the social platform should be said to be cashing in On the other hand, the search platform has not acquired the capability for content, traffic, and large-scale liquidity, but the social platform has its features. On the one hand, it is not particularly important. Apart from its practical importance, it is also emotional. As well as the entertainment attributes, these two attributes become more important. When we look at portals or blogs, practicality or so-called valuable content also occupies a very large proportion, but on social platforms, getting maximum retransmissions from Weibo to WeChat often appeals to our emotions and emotions. , Or value, such characteristics are not a disadvantage. From the aspect of the characteristics of human communication, those who can touch the heart, those who can touch our emotions, and those that can influence emotions are often more than those based on facts, based on reason, and based on the truth. Things are more communicative. Regardless of whether they are peers from one end of the media ecosystem, they may need to be aware of them. This is also the time for us to do marketing communications and we need to recognize them.
I think I'll share it with PPT next time. The so-called self-media is indeed not a novelty. My colleagues put two different eras, the most famous self-media people, the first may be more like microblogging, are very short sentences, the second is more like the blog era people . In fact, the Phoenix or the former Phoenix TV, compared with CCTV, can not have such a large reporter station or journalist for overseas resources, but the most important thing is that it has the characteristics and influence of the media, the so-called three-ism strategy. The famous anchors, commentators and famous reporters were developed. Phoenix Satellite TV’s self-media on top of the organization began to be heard and developed by the media. The influence of each individual, including commercial value, was from the media organizations or from the media. People's success. This is a simple evolution path from traditional media to online media, social networking, and self-media.
I would like to share with you a few things that are done on several Phoenix platforms. Fenghuangwang cooperates with self-media, and it can be viewed in a simple way, including mobile internet and PC internet, as well as from graphic to audio and video. We would like to share the number of our Phoenix News customers. In 2014, more than 700 have settled in and have begun to take shape. The characteristics of Phoenix from the media are firstly based on the huge user base of Phoenix.com, as well as the influence of so-called media brands that influence the power of the times. The overall user volume of Phoenix.com is more than 40 million, so the impact value is also enormous. Phoenix News client is currently fully supporting the media, through technology, through the display of the page, through the specific cooperation to realize the benefits. There are some more specific introductions here, daily with the new media data, subscriptions, including daily traffic and user management. So it shows that in the era of mobile Internet, we are not only directing users to the pages of the articles, but to the Phoenix News client. The middle column is called from the media. He has directed the users to the columns of our own media. This is to promote the development of healthy mutual benefit. I hope to share with us the audience is a distinctive personality, with views and values, can sense and sense of value of self-media. And he is an emphasis on quality, that is, in addition to the so-called entertainment, emotional, the first emphasis on quality, credibility, practicality and sense of value. This page is the monthly readership ranking of the Phoenix News client, with names from the media behind. In the future exploration of the business model, the original rating from the media reading list encourages originality and revenue sharing. The second is to encourage practicality, especially in science and technology, in the automotive, in real estate, in consumer, fashion, makeup, etc., to create content with real user needs, with brand attributes, including various test results. , test platform and so on. The third type is native advertising. Our native ads include content-driven native ads on the Phoenix News client, and the fourth is to create offline activities to help self-media create self-media stars.
Just talking about our news client is an editor-led, editor-driven, followed by the investment company called 1 point information, somewhat similar to today's headlines, is the interest portal of the mobile Internet based on technology to promote smart recommendations, it can pass Smart recommendations, combined with personal subscriptions, recommend for each different user what you are interested in, their own valuable content. Its features are also able to search, and subscribe to any content, and can intelligently analyze the user's hobbies, to recommend the content of interest, this founder is the former Yahoo founder Ren Zhaohui, if there are many people using the millet user will be more Familiar with this product, because Xiaomi mobile phone recommended to its users, should now say that the development history of 1 point information is relatively short, has now quickly reached more than 4 million users, the cumulative download has been very high. It is an interest-centric aggregation that provides news that more closely matches the interests of users.
Combining with the current media information from 1 point above, more than 1600 self-media have entered, and there are two ways to cooperate with the media. One has a self-service interface. Everyone can access the Internet and can complete such an appointment in two minutes or send a message. E-mail to 1 point information, their editors will help the media to settle in. 1 point information is a newly developed mobile Internet portal, which has just started in commercialization, but the focus of the future, self-media content, and cooperation with the media are its highest priority, and this part of commercialization will give priority to its own business. I think that the 1 point information and the Phoenix News client represent two different paths. Phoenix News is editor-driven, more time-sensitive, and may also affect more than 60 million daily active users of the Phoenix daily, 1 point information. It focuses on personal interests, valuable and practical content. Both purposes represent new content. This point is a little more extended, and it is also my own personal feeling. Especially for the new generation of users, they are not like the early Internet. Users, 90, 95 users, perhaps for him, what is happening in this world is not necessarily what he is most interested in. He uses social networking platforms, other aggregation platforms, or smart recommendations, as long as he knows He was important and he was interested in things. However, this society exists in many forms. The differences in media consumption make it impossible for us to be biased against any party. In particular, for a very large number of marketers, apart from many media users, there are also many marketers. The marketing of different groups of people, I think, should be carried out in accordance with the characteristics suitable for their media consumption. What's more important is that the form of media consumption is still evolving in the future. Just like the first time the old thief said, living in the The edge of stability is just like we have changed from Kaixin.com to Weibo to WeChat. This evolution has not been foreseen in the beginning, but in the next few years or so, how will the pattern of media consumption continue to change? The role played by the media on any platform has led us to continue to focus on these products, the changes of these channels and the evolution of the platform and the application of media consumption methods.
The third is in addition to the previous graphics and video, and there are audio and video items. We share the Phoenix Network FM for you here, including the audio content produced by our numerous audiobooks, open classes, and other various organizations. The audio version of the video content. On its platform, there is a self-media product called Fenghuanghui, which is very welcome for all of you from the media. At present, Fenghuang Net has only dozens of self-media media, but because it is In this way, maybe you get a recommendation, and the odds of getting a user subscription will be a bit higher. It's fun, easy, and predictable. It's practical and entertaining. This is the characteristic of our audio version of self-media products. The reason why audio is so important is that in the era of mobile internet, not only has fragmented consumption been brought in, it has also brought about a very important, concomitant consumption. If you drive here this morning, or come here by car. , or when you usually exercise, or when you wash your face in the morning, many times we are not suitable to use the eyes and hands to consume a media, text content, or video content, but our ears can be heard, ears Since ancient times, it has been an important sensory sense for media content consumption, so audio is a feature of accompanying consumption, and it is also a characteristic of smart terminals at any time, portable, and anywhere in the mobile Internet era. We hope that more people from the media can cooperate with Fenghuangwang FM. The threshold for audio content is not particularly high, but it can convey your content more personally, and it can establish a more emotional bond with the user. Just mentioned Fenghuang Fenghuanghui Phoenix, just started in October, through the audio program to pass and share these content.
Finally, the self-media product on the PC Internet is a blog product. It should be said that the Phoenix blog has now collected the largest amount of media from the media, with more than 5,000 members. Of course, they do not actually call them self-media, and call them bloggers. Time, from Sohu and Sina, exceeded the flow of other important news channels, etc. It also illustrates the status of media in the media ecosystem with personalities and ideas. What we share with you today is this. We also hope that everyone will be able to talk to Phoenix Online whether it is editor-led or technical recommendation. Whether it is graphic or audio, whether it is mobile Internet or PC Internet, we thank you all for your cooperation!
Recommended installation sofa butler Download: http://app.shafa.com/