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2016-08-17

Change Article Just how to Buy a Domain Name Purchasing a domain name can be a great way to set your own personal site and/ or personalized email address up. Here are some key elements to keep in step along with mind -by- directions for both obtaining an accessible domain-name and bargaining for a one that is occupied. Advertising Methods Strategy 1 of 3: Things to Bear in Mind Weigh components that impact value and benefit when choosing a site name. An excellent domain name is easy, special, and easy-to remember. That being said, the price (not forgetting the implicit importance) of the domain name is determined by several components including general size, quantity of phrases, easy spelling, and just how much traffic moves there without prompting. A one- word brand (ex. cat.com) will be expensive since straightforward brands possess a large amount of likely uses, meaning people likely currently check them from their very own. Prolong it in case you really should bump along the price or add “the” or “my” for the top; note, nonetheless, that area functionality will be also reduced by this. Develop a several options and copies before you let yourself to totally drop deeply in love with a website name.

Especially if it??s your absolute best buddy.

Be prepared to drop traffic to the effectively typed version in case your desired brand contains an intentional misspelling. Alternately, in case your name has a frequently misspelled term, consider purchasing one deviation (or more) on your domain-name and redirecting it to your major website. Of course, extra charges will be caused by this. Prevent including heroes (ex. _, *, #) inside your title, as these arent user-friendly and certainly will move traffic. Advertising Consider going right through an ICANN- accredited domain name registrar. An ICANN- business has to undergo all-the ICANN accreditation assessments, that will be a costly, in-depth process. This lets you know the business is devoted.

There will also be information on any free - book or decreased -rent period presented.

Ensure you could control every part of one’s domainname. Many domainname registration corporations dont allow you to make modifications to your websites yourself. You’ve to enter a request via their help methods after which delay nights for guidance. Name servers that are changing and straightforward things like changing IPS tickets should really be achievable via your screen. Be sure to get yourself a control panel and take a look at exactly what the screen lets you do. Check if theres a fee associated with delivering or switching your area to see. Serves and many domain-name registration impose a launch charge.

You merely compose the document.

Others may cost a transfer payment each and every time you change hosts (.com,.net,.biz etc.). This cost is not completely necessary; you shouldn’t be placed to ransom over your domain name. Check should you get any email accounts, to determine. Several web hosting companies dont contain charge or mail extra because of it. Oftentimes, it is possible to only get e-mail forwarding. Perhaps for simple mail that is POP3, 1 or 2 email reports are just offered by some companies. You need to ensure you reach least 15-20 POP3 email reports included free-of-charge along with your domain.

Do the issues again for practice and be sure to don’t make precisely the same problems again.

Ensure you can use their hosts for outgoing email. Domainname registration suppliers and many hosting won’t let for delivering emails you utilize their SMTP hosts. They believe it is possible to send e-mail via your **** host providers SMTP hosts. Nonetheless, a lot of ISPs and services is only going to let you utilize their SMTP hosts on the branded mail accounts (i.e. ). This means that if you utilize your personal current email address (i.e. ), you wont be capable of deliver e-mail via their SMTP hosts.

Add it towards the origin folder of the webserver once every site is shown.

you shouldnt need to go to the problem although there are workarounds. Look out: there are a variety of the contains that are top that can only let their SMTP hosts are used by you on premium mail accounts which happen an additional cost. Make sure you always preserve control of your domainname. There are numerous companies hosting their sites with a web host theyre not happy with. Surprise statements weak assistance, unreliable uptime and e-mail concerns are only a few of the popular troubles clients are facing today. What a lot of them might like to do is go out the entranceway and vote with their toes in order to find another web hosting company. They dont since transferring a different sponsor all their websites is really a complete administrator headache, undergo with it, however. Select correctly in the get-go so that you dont become one of these consumers. Never register your website in everyone elses label.

Suit around the work to the capabilities rather than the different way.

Your webmaster or youngster cousin may be more techsavvy than you, however if the area finally ends up documented in his/her brand, you might eliminate your internet site overnight must (s)he neglect to restore it on time or possess a falling out with you. Ad Method 2 of 3: Purchase an Accessible Domain Name Research several corporations before deciding what type to-go through. Amount of control, value, ease other things that they could have to provide you with may differ widely between corporations, and of use, level customer service. Check to determine if your desired brand is taken. The business you decide to register through will allow a database to discover if your domainname is taken to be searched by you. Together with the subsequent ways; if not, either consider a fresh name when it is, proceed or see the section below. Dont suppose there is a title available didnt obtain a hit and simply because you typed it.

But there’s wish, even if jobs are limited.

Websites that are undergoing major repairs or been published can sometimes create problems that are false. Select and purchase a domain. Keep and to acquire a website, you will will often have to cover a yearly fee, a purchase fee, and perchance a startup fee. Always remember to pay your renewal price on you’ll drop your website overnight or time. This will be specifically humiliating in case your domain is obtained by an enterprise that shocks your old guests. Advertising Method 3 of 3: Deal for an Occupied Domainname Learn who possesses the site. If its a significant operator using a well- website that is established, merely bow out beautifully. Nevertheless, you would possibly get fortunate and find that the website was bought on a impulse, being a backup, or without consideration, where case maybe you are ready to negotiate a deal. Contact the master.

Produce a website to highlight your items..

Before so much as hinting at a cost, only mail to inquire whether or not the area is for sale. If you can evidently be related to a booming company or are identified, create a simple different email through which to contact them, as your accomplishment could be leveraged against you. Be aware, nevertheless, that the everyday- appearing email is more prone to be thought to be junk or junk mail. Bargain a price. According internet businessman David Siminoff, you will find four basic haggling situations, to: the dog owner indicates an unreasonable amount. If here is the situation, table using what you believe is not unfair in the place of lowballing it. Key that domain-names are useful real-estate, so your supply that is underwhelming is not likely to help make the operator take you severely. The master demands a price to be suggested by you.

Schooling isn’t limited by lessons from textbooks.

They write my essay for me so are likely to attempt to negotiate up and want to promote, if this is actually the scenario. Counsel 20 to 30% below your range that is bottom and allow the negotiating start. For less than youd choose, the owner asks. Take, but not also readily, or they could commence to suspect theyre being not too stingy. The owner advises the price youd desire. View above. Be while speaking using the seller extremely mindful.

A desktop and a laptop) which means that your pim information can be along with you.

Even though you delicately accept buy the area via mail, the conversation might be employed against you in court as a legitimately-binding contract should you modify the mind. Until youre sure that you want to create a package, consent to choose the domain provided that most of the phrases are reasonable. This can leave a getaway hatch to you if things get south. Have the manager to agree when possible. When the seller out-and- confirms to your cost, the e-mail becomes an enforceable contract. Advertisement Your support could be definitely used by us! Can you tell us about Building zipper guns?

Before reading this center, i had never found out about this.

Yes No Creating zero guns Making a zip gun Can you reveal about Managing jock itch? Yes No treating jock itch How to address jock itch Can you tell us about Press Software? Yes No Marketing Software How-to perform Mp4 films on the Laptop Can you reveal about Wireless? Yes No Wireless How to link an iPhone For assisting cheers! Please inform US all you know about… Inform us everything you understand below. Recall, increased detail is better. Guidelines Provide Facts.

He earned the very first grandmaster title in july 2007.

Please be comprehensive as possible inside your explanation. Don’t be worried about arrangement! We will look after it. For example: Do not say: Consume fats. Do declare: Include fats with a few nutritional value towards the ingredients you currently consume. Try avocado, butter, coconut oil, and mayonnaise. Publish Methods.biz stands for Organization.com is short for Industrial.org represents Company.mobi means cellular.info stands for info.edu is short for post-secondary academic companies.us stands for Usa Simply To give a variety: you should be ready to obtain a supplier that provides you-all as identified above for under 20 US$ a year; accepting traffic is not to large  like.net means Circle Is there another means? Yes, there’s.

During schooling, the little one finds as he increases his abilities and languages create.

Firms ought to be using a website name registration firm to centrally give each of their websites. You will find plenty of extremely skilled domain name registration corporations which were in business for years which present fully functional control systems giving their clients full control over their names of domain. Then, all-they need to do is transform the nameserver specifics from their sponsor that is old to their new number for each site..pk stands for Pakistan.

2016-08-16

Annual performance evaluations are one of many most critical times of the entire year in virtually any company because it permits employees to know how nicely they’ve been undertaking and the way they could boost their effectiveness. Performance inspections also help in encouraging a member of staff and inspiring him. Employee evaluation’s procedure is in many corporations handled from the human-resources team in session with person the employee reports to. Various performance appraisal approaches are used by different companies for annual appraisals’ purpose, including self- examination and evaluation by superiors. This can be a process that is important as it determines the advancement of the worker within the firm. Trial critique reviews offer the goal of driving an individual composing a performance review so they could frame the efficiency appraisal correspondence appropriately. Examples of Performance Evaluation Words Samples of effectiveness assessment responses support anyone creating a performance critique to place an honest belief regarding the person being examined.

The very first time i achieved crouch was backstage in the outstanding awards.

It’s important that while using efficiency critique responses that you don’t employ responses and unwanted estimates that not provide an objective in any respect. Employee performance appraisals shouldn’t be regarded as something which is anticipated. But with poorly drafted performance evaluations becoming standard this is actually the graphic that’s been created for the annual function. With test HR effectiveness evaluation comments being a guide you will be able to ensure that the employee involved encourages and doesn’t negate or minimize his characteristics and abilities. In this specific article, you are given free samples of responses separated in line with the various abilities which might be generally analyzed in a performance evaluation by us. Communication Skills Is an effective communicator who often treats his team members and acquaintances with respect that is utmost. He is capable without adding along his associates that has gained him plenty of value of giving proper feedback. Includes the ability to resolve issues effortlessly and connect answers to his colleagues properly. Has great listening qualities and is constantly open to aid out them with any advise which they require and truly cares for his peers.

Should you feel harassed by other coworkers, record them quickly for your supervisor.

This potential of his has created him remarkably popular with his downline. Command and team-building Has excellent control skills which assists him helps and encourage his crew develop their confidence. By setting cases himself he inspires them. Boasts the capability to create clients or customers, and co-workers be completely by fixing any conditions that they’ve comfortable. Usually appreciates the great work accomplished by his downline in rearing their comfort which helps. The regard others are shown by him can be directed at him which claims his pure leadership qualities. This has helped elevate workforce output to your massive extent. Professionalism his associations with peers and His attitude towards his office are really qualified without having to be unapproachable or cool.

Having water is to making a squat habitable, vital.

Constantly remains ahead of the sport by collecting data that’ll let him to meet up with the demands the market places around the business. Is positive about developing associations with individuals who will be advantageous to the working of the company. Management Is able to managing great strain with maximum ease -of-the-pack. Even in the most tense scenarios, he handles dilemmas without the kind-of aid at all and never loses his neat. Time Management Is not extremely unpunctual and regular where all his function satisfies with all his targets punctually and is anxious. Their punctuality provides for his team’s associates as an enthusiasm, operating them to do and reaching their goal well in advance. Is stringent in regards to the routine his team maintains and is unique that no person in his group takes pauses beyond your moment chosen by the supervision. Has exceptional time management abilities that aid he is judged best custom essay writing service effectively the time by him will try end a task accessible. Since you have consumed a review of some evaluation terms you need to be conscious of how you can utilize these reviews while filling up an assessment form. You should have no problem composing a well-written effectiveness analysis for that workers you are currently researching.

标题里有三个关键词:

快速、低成本、狗血撕逼。

这三个都很重要。

国外有个学者,把新闻按照“人和事”做了两个维度的切割,拼起来一共是四类:好人好事、好人坏事、坏人坏事、坏人好事。

好人好事一般来说吸引眼球的可能性比较低,除非加点额外的东西。比如说,游泳运 动员经过拼搏拿了一个牌,这事本身注意力不高。但如果拿牌发生在知名国际赛事,那就可以有一些传播力了。如果这个运 动员本身还很逗逼,做出了超乎预期的采访回答,传播力就更强了。

坏人坏事吸引眼球的可能性略高一点,人类天生就喜欢看人家坏了事。幸福感是建立在别人不幸这个基础上的。

坏人发生好事,可以引发一系列阴谋论:这厮这么坏,咋忽然做了好事?这可以引起次生舆论高点,从而达到传播效果。

最容易引发传播的是“好人坏事”,也就是本不该如此啊。好人坏事里也有可能有阴谋论(比如这个好人是被什么促发的形成了坏事,估计被迫的?谁使坏啊?),而且坏事本身就喜闻乐见。

一旦好人坏事出现,诸位做自媒体的,就应该在半小时,哦,不,十分钟之内,立刻到岗。

半小时是指:应该出文了!

有个什么媒体征集慢评论,说一件事过去几天,事实比较清楚了,再来评论,会更有力。

千万不要相信他们。

因为这家媒体是腾讯网,人靠玩游戏赚了多少银子,你玩不起的。别理它。

不过腾讯稿费高,如果你就是奔着稿费去,赚那小几千银子,那你就玩玩吧。

心怀十万加未来要三板挂牌的雄心壮志宏图伟业的,小几千银子是不能看上眼的。

还有一个评论员,也成天鼓吹慢评论。

也别信他。

他所在的纸媒都快活不下去了好吗?他还和人打赌,说几年内纸媒要是没死,人辞职。要是死了,他辞职。

这逻辑,不能信,是吧?

所以,赶紧!

成本低很重要。

商业上,利润是什么?就是收入-成本。

控制成本特别要紧。

你又没几个可靠信源,也没什么采访能力,雄心壮志是挣大钱又不是什么社会责任,还要快速,

那怎么办呢?

有那么几招。

免费教你。反正我混吃等死,没有任何雄心壮志。

第一招,“事实”派。

事实派的意思,就是赶紧罗列你所能看到的一切信息。打个引号的原因在于,可以是小道消息。你处理的手法是:据网友爆料。至于真假,网友爆料嘛,你只是引述。

千万不要去求证。求证不符合快速低成本的要义。

收集这些信息的地方有:微博、微信公号。但请注意,不要放过微博评论、微信朋友圈。

如果实在不够,还可以求助历史。

比如说你要掺和明星离婚一桩事,你可以收集近一年以来的明星离婚事件,作为背景资料。

足以拼出大几百字,拿个原创标妥妥的。

“事实”派要讲究版式。

放几个暴走漫画的表情,弄几个咆哮哥的动图,必须的。

第二招,价值观派。

价值观派要讲行文功力的,就是文采要好。

价值观本身,倒是其次。因为其实是大路货。

比如说,某人和某人撕逼,到底撕逼的背后原因为何,谁是谁非,这个不重要。事实真相,这个也不重要。

重要的是,你要提炼出一种价值观,越多人接受越好?也不一定。剑走偏锋也是可以的。

你做的事很伟大。

因为你帮一部分人民群众说出了他们心中的价值观。

价值观派的本身,其实就是一种价值观输出,至于这场狗血大戏,只是你输出价值观的由头。

不然你没来由讲个大路货价值观干嘛?

再次重申:价值观派,要讲文笔的。

第三招,专业观点派

专业观点,输出的不是价值观。一般行文开头,应该有这句话:这场狗血大战,背后的故事我这里略而不谈。我只想分析分析,在这场狗血战中。。。。

这个“。。。。”最好使的,是“公关专业”。

因为现如今,狗血大战不是什么真的打起来了,无非就是我在微博上骂你,你在微信里反击。都是所谓“文本”。

只要一牵扯到文本,好了,公关分析、文案分析,就来了。

专业观点派应该挑明观点:***的公关很烂,输了。

至于真输了?

who knows?

当然,专业观点派还可以走其它专业,比如法律层面。离婚后财产怎么切割啊?小孩归谁啊?

法律问题虽然很专业,但请不要过于羞涩,大胆挑明。

法院又不会依靠你这个判官司。

第四招:索引派。

新闻嘛,都有人。狗血战中也有人。

有人,就可以以“人”为原点往下挖。

比如说,这个人很有可能有公司啊。

推荐几个工具:企+、权大师、天眼查。

这些都是快速地搜索人和企业、企业和企业之间关系的工具。

足不出户,即可画出一张蛮震撼的关系图来。

索引派一般用于企业家狗血战。而且有些人,还不自己出面做公司,调查起来略难。

如果你用了几个搜索工具没发现什么值得一书的信息,改紧换招。

第五招:特殊技能派。

特殊技能,是指一般人难以迅速掌握的技能。

比如说,你古文功底还凑合,可以马上来一篇:史记 ***传(模仿鲁迅的纪念刘和珍君,一来这个技能要求不高,二来篇幅太长,不适合快速这个要义)。

比如说,你对古诗词很有研究,可以马上来一首格律工整的七律,或者调一首词。沁园春好弄一点。

再比如说,你表情能力好,赶紧来段吐槽视频。吐槽内容可以参考上述那几招。

请牢牢记住快速低成本。

至于什么准确的信息增量、有价值的洞见,这个不重要。重要的是:半小时内。

最多,一个小时内。

以上内容,

如果插坐学院、馒头商学院、地心引力工场想要转载,

深表荣幸。

最后,向各位推荐来自新闻实验室,作者方可成的一篇文章:我们在粪便般的信息环境里生存。

—— 首发 扯氮集 ——

版权声明 及 商业合作

作者执教于上海交通大学媒体与设计学院,天奇阿米巴创投基金投资合伙人。

2016-08-12

微博发布2016年二季度财报,业绩相当亮眼,利润同比大涨5倍有余。

在中国互联网这二十多年的发展历史上,微博算是一个另类。它的独特点在于,很少有像它这样被舆论一致看好然后又一致看衰却又在看衰中崛起的产品。

2011年,微博在舆论看多中走到顶峰,一度有所谓“微博改变中国”的说法。

2012年,微博开始走上下坡路,一个很有趣的现象就是,从“每天都要刷微博”到“现在还有什么人在用微博?”

2014年,微博上市,国内舆论依然不是太过看好,一个很重要的原因在于,微信及其公众账号平台吸引了太多的目光。

2016年,微博强势崛起,到8月份为止,股价已经连拉六个月的阳线。当下股价创下历史新高,突破40美元。

股价的上涨,背后是业绩。打2014年上市之后,微博的业绩的确让人满意。

屏幕快照 2016-08-09 下午11.32.14

屏幕快照 2016-08-09 下午11.32.29

屏幕快照 2016-08-09 下午11.33.44

微博的总营收盘子、广告收入盘子,每个季度的同比增幅都在40-50%之间,它的利润增幅真得可以用“瞠目结舌”来形容。打从2015第一季度开始,微博利润的同比增长,都是用倍数来形容的——当然,基数不大是蛮重要的原因。14年四个季度中有三个季度是亏损状态,15年到了Q2才算是正式步入持续性盈利阶段。

阿里巴巴于2013年4月入股微博,并为后者提供三年的业绩支持。一开始微博的收入的确得益阿里淘系甚多,不过时至今日,微博对阿里的依赖度并不高。

屏幕快照 2016-08-10 上午12.26.51

当下,微博宣称自己平台上的广告主数量达到100万。2015年Q3的时候,只有这个数字的一半:50万。微博营收上的长尾化已经很充分。

作为一个居住在上海,而且经常跑跑北广深杭的人,我的确高频听到这样的话语:我已经不用微博了,我身边也很少人用啊。

我自己用的也少。我甚至在我的手机只有16G的内存时,一直没有安装微博客户端。

但微博的DAU和MAU,都是以每季度30%左右的同比速率在上升。

屏幕快照 2016-08-09 下午11.51.02

屏幕快照 2016-08-09 下午11.51.08

我检讨了一下我不太用微博的原因:这个APP相当复杂,有一次我为了想找到我那点可怜的广告分成,找了半天。我不禁抱怨:是哪个产品经理搞那么复杂。

但完全可能存在另外一批人,他们只用微博的几个功能,其它功能毫不在意。也有可能存在一批人,每一次微博迭代都在使用,对他们来说,长期的使用已经让他们觉得并不难找子功能。

有点类似的情况是,我至今搞不明白windows系统上那个庞杂无比的QQ(mac上倒是简洁得很)以至于我很少用QQ,但这只是我的情况。

有一批人,QQ只是用来聊天或传输文件,再庞杂和他们无关。还有批人,QQ每次加一个功能出一个新版本,都在使用,当然不会像我这种猛然拿起就有一头雾水的感觉。

微博的老师:Twitter这两年相当不顺。

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屏幕快照 2016-08-10 下午11.10.13

股价走势截然不同。

屏幕快照 2016-08-10 上午1.38.18

Twitter一直处于亏损状态,近日有媒体爆料说,它计划将旧金山总部的1.7万平方米空间对外转租,算是开源节流。

与微博每个季度大致都有30%以上的MAU同比增幅相比,Twitter的用户活跃度在变差。到了2016年Q2,它的MAU同比增幅进入了负数区。

Twitter经常换CEO,以至于我的朋友开玩笑说,这家公司,已经有了一股雅虎的气质。

这是为什么?

Twitter长期利润为负,我发现了一个小小的原因:它的开支,与微博相比,有过高之感。

研发费用和销售、管理及行政费用这两项,在Twitter和微博的收益表里,都是重要的开支。

屏幕快照 2016-08-10 上午2.33.06

主要体现在销售、管理及行政费用这一项中。Twitter这一块开支连续两年都占据了营收的一半,而微博则较为克制。

这可能是影响利润的因素之一。说白了,Twitter的人员开支占比比较大。

但这似乎很难去解释为什么Twitter的活跃用户量一直得不到快速的增长。

把Facebook的MAU季同比增长数据加入后,可以得到如下这张图:

屏幕快照 2016-08-10 上午2.44.20

灰色线是Facebook的,这个同比增长数字一直很稳健,保持在近15%的规模。考虑到Facebook的基数从2014年Q1就达到12.8亿(微博同期为1.438亿,Twitter同期为2.55亿),这个增幅是可以令人满意的。

同为社交应用,对于Twitter来说,Facebook是一个巨大的阴影。

而Facebook和Twitter其实有一点非常大的区别:Facebook重、复杂,Twitter轻、简洁。

看来,轻、简洁,并不见得有多讨好用户。QQ、微信,一点也不轻也谈不上什么简洁。

所以,我一直很怀疑“少即是多”这貌似充斥着哲理的话。

如果是产品早期,少即是多可能作为一种切入战术还是可行的。但到了中后期,至少在社交领域中,我们看到的,都是相当复杂的一站式的集成式的服务胜出。

现在来看看微博到底干了些什么,让它在微信的阴影中,依然做得可谓风生水起。

毫无疑问的一点是,微博和微信依然有其差别。

假设普通人张三因为一句“洪荒之力”而粉上了傅园慧,但他很难在微信上成为傅姑娘的“朋友”,从而几乎没有可能去看看这位“泥石流”运动员在朋友圈里究竟说了些什么。

当然,他可以通过关注傅园慧的公号(假设有)来完成follow这个动作。不过,微信公号是一个横跨PC端和移动端的产品。内容生产者需要借助PC,而内容获取者则在移动端。微信公号并不是一个纯移动的产品(微信公号倒是在小范围测试一个移动端的生产型APP)。

我们观察傅园慧过去的微博可以发现,她的言论、照片,很难套到微信公号的情境中。虽然都好像是一套CMS(内容发布管理系统),但微博和微信公号,差别是非常大的。

这就意味着,即便在微信如日中天的巨大阴影下,微博理论上依然有其存在的空间,而不是死路一条。

无非就是看微博到底怎么做。

微博的方式是:下沉。

下沉的手段分为三个路径。

第一是向三四线城市乃至五六线城市的渗透。这是所谓用户社会属性的下沉。

第二是大V策略向中小V策略转化,微博称之为“垂直细分”,因为中小V一般都是垂直细分的,而不是公共型的。这是内容的下沉。

第三则是调性的下沉。与早期“微博改变中国”那种宏大调性所不同的是,微博上现在大量的内容都是吃喝拉撒式的。

一个很好的例子是国内一个网红孵化器如涵,旗下三十多名网红清一色全部在微博上拓展业务而不是微信。其中最有名的一位网红叫张大奕,在2015年双十一一个晚上,销售业绩超过6000万。她目前在微博上有400余万粉丝。

当你去观察张大奕的微博时,也会有这样一种感觉:这些内容,和微信公号那个情境,实在不太搭:一般都是很简短的文本,然后要么就是配好几张照片,要么就是一段视频,最后很直接地导流到淘系上进行购物。

对于很多电商为收入模式的微博经营者来说,微信和淘系之间的互封,使得他们很难在微信公号上开展业务。

很有意思的一点是,曹国伟治下的新浪系,对视频类项目一向独有情钟。2012年,我一个在职读研的学生,当时也是新浪的员工,就和我私下里提到,老曹非常看好短视频。就在当年,新浪投资了视频秀场9158,后者于香港上市。

微博目前可以利用新浪系视频工具有秒拍和一直播,前者大抵上属于录播类,也就是拍完了上传。后者则属于直播类,可以基于视频进行实时互动。

随着网速的提升和带宽价格的下降,视频很明显将得到极大的追捧。微博押注无论是短视频还是直播类视频,方向并没有问题。

如果说微信公号带动的是一大波内容创业的话,微博可能会带动网红创业——或者,按照如涵创始人冯敏对网红的不接受,可以称之为达人创业。

虽然微博已经走出它的低谷,也书写了一个极其励志的故事:被全面看衰之下依然翻盘,但我并没有这个意思说,微博将回到它最鼎盛时期以至于腾讯都有一丝QQ即将受到威胁的状态。事实上,微博对微信的威胁并不大。

作为一个社交类应用的微博,说到底是兴趣图谱:关心发生了什么、看看有什么达人给我推荐,这当然是一种刚需,但恐怕没有微信这种完成人际通讯的刚需那么“刚”。

微博在用户属性的下沉上很努力,不过根据摩根斯坦利的估计,微博的的MAU在二线城市,以及三线及以下城市分别为微信的41%和27%。你可以认为微博依然有上升空间(比如借助视频类服务),但要想超越微信,可能性非常小。

微博的DAU与MAU之比,14年以来一直处于45%上下的水平。目前并不清楚微信这个衡量用户参与度的指标,但Facebook的数据是66%(亚洲地区58%)。

这可能和微博产品线的庞杂有关。

前文提到,社交领域的平台级产品都需要复杂的功能,而不是轻、简洁。但功能复杂并不等同于无序。微博诸项子功能从产品设计角度,有庞杂之感。

最后谈谈微博未来的商业化之路。

屏幕快照 2016-08-10 下午9.25.24

这张图反映的是每MAU的广告营收,今年一季度,微博达到0.38美元,二季度达到0.45美元。摩根斯坦利对亚洲同类公司这个指标给出的数据是:0.76美元(一季度)。Facebook在亚洲,这个数字是1.5美元(一季度)。

众所周知的是,新浪拥有可能是中国最好的互联网广告销售队伍。在诸家门户中,它单个流量所能带来的广告销售,即便面对中国流量排名第二的腾讯QQ.com,也丝毫不落下风。

但微博的广告销售效率并不高。

2016年一季度,微博的CPM价格为15元人民币,而微信朋友圈广告的CPM价格达到60元人民币,今日头条为40-50元人民币。

微博背后是100万广告主,长尾效应的确和朋友圈广告、头条广告不同。微博CPM价格较低,对广告主诚然是好消息,但对微博,可谓效率还有待提高。

这些数字当然可以说明微博并没有走到已无上升空间的境地,但同时,也可以说明,未来微博的主要重点是:打磨产品以提高DAU与MAU之比,提升效率以提高CPM价格。

这是微博三季度、四季度财报发布后,应该关注的重点指标。

—— 腾讯科技 首发 ——

作者执教于上海交通大学媒体与设计学院,天奇阿米巴创投基金投资合伙人

2016-08-11

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