Weibo will penetrate more sports to seize more business opportunities Date:2015-04-24 15:07
Recently, Weibo has continued to enter the social sports field and found an accurate entry point. Through data integration, wearable devices, social media, sports and fitness, and Taiwan network marketing are organically and naturally combined to truly unveil the prelude of social movements.
Hardware and software conditions mature
Wearable devices have been hot for several years, and the concept of social sports is not only this year. But before this, the three elements of wearable, social and sports have never found an organic way of interaction. Pan Shiyi and other celebrities V drying their own running data on Weibo, although they can stimulate their own enthusiastic fans and fans, but this way of association is still a one-way, closed-loop semi-social relations. And each of their own sports network communities has less influence.
In addition to the maturity of Weibo itself, the arrival of the social movement era also requires the availability of hardware and software. Millet bracelet will lower the price of smart bracelet below 80 yuan. So far, sales volume has exceeded 4 million pieces, which has greatly promoted the popularity of domestic sports wearable devices, and has driven other manufacturers to continue to push down prices to expand the market user base.
Apple and Google join sports health apps on their platforms to integrate data from smart bracelets and watches. Compared with previous hardware devices, each device is bound to a social networking device + community + big data operation, this comprehensive user movement health data using Apple and Google platform is obviously more comprehensive and convenient, laying the software conditions for the social network site really moving in the sports field. .
The strong listing of Apple Watch is the real opening sign of the era of social sports. Although Apple Watch is not the earliest wearable product, the functional battery life is not mature, but with the strong brand value of Apple and ubiquitous marketing offensive, this product Undoubtedly, it can bring huge sales and become a leading indicator for the development of the industry.
The first month to develop millions of users
Mature hardware and software conditions are the time for Kenting to play. As the first social application to land on Apple Watch, Weibo did not focus on the migration of social functions. Instead, it astutely chose the most accurate entry point for sports, and launched the new version of Weibo Sports. The rapid development of millions of users through Apple's interface.
The Weibo campaign is not specifically developed for the Apple Watch, but through the Apple HealthKit interface, which is also applicable to other third-party devices. Similarly, Weibo Sports is also aimed at the Android platform and has already supported the Xiaomi bracelet. This means that Weibo not only spans Android Apple's two platforms, but also covers all wearable devices.
According to the latest data, Weibo monthly active users reached 176 million at the end of last year. Thanks to the massive user base and comprehensive support, Weibo can easily cover almost all wearable devices. In the first month alone, the number of users running Weibo Sports Center in 2015 had reached 1.2 million, of which 1.12 million came from iPhone users.
Given that domestic Android users are much larger than Apple, this data is surprising. From the perspective of data sources, iPhone users are the main source of data for the Weibo campaign, which is in stark contrast to the larger number of Android users. This also reflects that, due to the lack of an integration platform like Apple, Android vendors have been hesitant in the health movement and have looked ahead between their own platforms and equipment, thus losing the opportunity to take a head-on campaign.
Network Linkage Brings Business Opportunities
The release of the Weibo campaign changed the previous pattern of simple data recording and niche communities in the Sports App, and opened smart hardware, sports data, and social networking platforms. The original boring personal data is now being put into Weibo's massive community, realizing the full range of interactions among themselves, friends, people, business activities, and TV programs, and realizing the commercial value through fissile-type fidelity inherent in Weibo. .
This season's hit TV show, "The Brothers Running," is the best example of the value of social sports after the microblog campaign. The celebrity-effect television programs and popular social platforms were originally the most complementary ones, and the addition of sports elements and microblogging movements has made this combination more dynamic, dynamic, and commercial.
Various data have proved this. The first-quarter CSM 50 city ratings of “Run Men†was 4.794%, which was the highest record of China’s TV variety show premiere, and the first quarter’s ratings were 4.116%. According to the Weibo TV Index, the number of readers in the first issue of the second quarter of “Run Male†was 24.95 million, which was a sharp increase from the first quarter’s record of 97 million. As of the 20th, the number of topics ## of running brothers # reached 14.57 billion, and the amount of discussion reached 5 million.
The microblogging campaign not only boosted the ratings of TV programs, but also stimulated the audience's enthusiasm for participation. Weibo, together with Zhejiang Satellite Television and China Foundation for Poverty Alleviation, jointly launched the Sunshine Runway Public Welfare Plan, which enabled TV programs to be discussed online and offline participation, which has truly promoted fitness running for all citizens. Just 39 hours after the program was launched, Weibo users completed the original 20-kilometer public welfare campaign. With only 29 hours of activity, there are already 500,000 Weibo users.
Marathon is the new point of explosion
There is inherent complementarity between social media and TV programs, and microblogging sports is an organic combination of sports, social networking, celebrities, and television. To give a simple example, in the past, Weibo users could only watch the celebrity sports data and add comments. Now they can participate in celebrity sports programs, use their sports data to help the celebrities, and help their supporting celebrities finish. At the same time as the charity mission, it also increased its own sports enthusiasm.
Weibo users can use microblogging client to discover squares, friends' card to participate in activities, and Weibo scan activity QR code, etc., enter the microblogging running 2015 channel page, select the stars they support, and participate in fitness exercises. The innovative activities of organic integration of such stars, fans and programs have achieved remarkable results. The first quarter of the men’s running in the second quarter broadcast only 20 minutes, and the number of public welfare miles increased by 50,000 kilometers. After 3 hours, 126,000 kilometers were completed.
The second quarter of “Run Male†is just a beginning of Weibo's entry into the social movement. Whether it is from the ratings of online programs or the participation of offline activities, it has achieved satisfactory and even surprising results. This proves that social media and television programs, online activities and offline sports, and celebrity effects interact with fans, and can achieve perfect interaction in this area of ​​social movement.
National fitness has become the topic most concerned by domestic netizens, and the enthusiasm of running sports is constantly rising. Weibo took advantage of the innate advantages of social media and cut into the social sports field in a subtle way. It also opened the prelude to the social movement. With the rise of the all-people sports boom, the next breakthrough may be the various public participation events, of which the most representative is the marathon.
As early as last year Weibo had already reached cooperation with Beijing, Shanghai and Xiamen Marathon, becoming the exclusive social platform for the three events. In January of this year, the Xiamen Marathon joint microblog opened the game network linkage model, which promoted the blowout situation of Xiamen La Song's communication data. The amount of mention and the number of people mentioned in the Xiamen Marathon are three times higher than last year's highest data Beijing Marathon.
2015 is only Weibo's first year of social movement. With the integration of previously isolated elements such as smart hardware, sports data, social networking platforms, TV programs, and major events, the future microblog will fully infiltrate all official and mass events and open more business opportunities there. .
Recently, Weibo has continued to enter the social sports field and found an accurate entry point. Through data integration, wearable devices, social media, sports and fitness, and Taiwan network marketing are organically and naturally combined to truly unveil the prelude of social movements.
Hardware and software conditions mature
Wearable devices have been hot for several years, and the concept of social sports is not only this year. But before this, the three elements of wearable, social and sports have never found an organic way of interaction. Pan Shiyi and other celebrities V drying their own running data on Weibo, although they can stimulate their own enthusiastic fans and fans, but this way of association is still a one-way, closed-loop semi-social relations. And each of their own sports network communities has less influence.
In addition to the maturity of Weibo itself, the arrival of the social movement era also requires the availability of hardware and software. Millet bracelet will lower the price of smart bracelet below 80 yuan. So far, sales volume has exceeded 4 million pieces, which has greatly promoted the popularity of domestic sports wearable devices, and has driven other manufacturers to continue to push down prices to expand the market user base.
Apple and Google join sports health apps on their platforms to integrate data from smart bracelets and watches. Compared with previous hardware devices, each device is bound to a social networking device + community + big data operation, this comprehensive user movement health data using Apple and Google platform is obviously more comprehensive and convenient, laying the software conditions for the social network site really moving in the sports field. .
The strong listing of Apple Watch is the real opening sign of the era of social sports. Although Apple Watch is not the earliest wearable product, the functional battery life is not mature, but with the strong brand value of Apple and ubiquitous marketing offensive, this product Undoubtedly, it can bring huge sales and become a leading indicator for the development of the industry.
The first month to develop millions of users
Mature hardware and software conditions are the time for Kenting to play. As the first social application to land on Apple Watch, Weibo did not focus on the migration of social functions. Instead, it astutely chose the most accurate entry point for sports, and launched the new version of Weibo Sports. The rapid development of millions of users through Apple's interface.
The Weibo campaign is not specifically developed for the Apple Watch, but through the Apple HealthKit interface, which is also applicable to other third-party devices. Similarly, Weibo Sports is also aimed at the Android platform and has already supported the Xiaomi bracelet. This means that Weibo not only spans Android Apple's two platforms, but also covers all wearable devices.
According to the latest data, Weibo monthly active users reached 176 million at the end of last year. Thanks to the massive user base and comprehensive support, Weibo can easily cover almost all wearable devices. In the first month alone, the number of users running Weibo Sports Center in 2015 had reached 1.2 million, of which 1.12 million came from iPhone users.
Given that domestic Android users are much larger than Apple, this data is surprising. From the perspective of data sources, iPhone users are the main source of data for the Weibo campaign, which is in stark contrast to the larger number of Android users. This also reflects that, due to the lack of an integration platform like Apple, Android vendors have been hesitant in the health movement and have looked ahead between their own platforms and equipment, thus losing the opportunity to take a head-on campaign.
Network Linkage Brings Business Opportunities
The release of the Weibo campaign changed the previous pattern of simple data recording and niche communities in the Sports App, and opened smart hardware, sports data, and social networking platforms. The original boring personal data is now being put into Weibo's massive community, realizing the full range of interactions among themselves, friends, people, business activities, and TV programs, and realizing the commercial value through fissile-type fidelity inherent in Weibo. .
This season's hit TV show, "The Brothers Running," is the best example of the value of social sports after the microblog campaign. The celebrity-effect television programs and popular social platforms were originally the most complementary ones, and the addition of sports elements and microblogging movements has made this combination more dynamic, dynamic, and commercial.
Various data have proved this. The first-quarter CSM 50 city ratings of “Run Men†was 4.794%, which was the highest record of China’s TV variety show premiere, and the first quarter’s ratings were 4.116%. According to the Weibo TV Index, the number of readers in the first issue of the second quarter of “Run Male†was 24.95 million, which was a sharp increase from the first quarter’s record of 97 million. As of the 20th, the number of topics ## of running brothers # reached 14.57 billion, and the amount of discussion reached 5 million.
The microblogging campaign not only boosted the ratings of TV programs, but also stimulated the audience's enthusiasm for participation. Weibo, together with Zhejiang Satellite Television and China Foundation for Poverty Alleviation, jointly launched the Sunshine Runway Public Welfare Plan, which enabled TV programs to be discussed online and offline participation, which has truly promoted fitness running for all citizens. Just 39 hours after the program was launched, Weibo users completed the original 20-kilometer public welfare campaign. With only 29 hours of activity, there are already 500,000 Weibo users.
Marathon is the new point of explosion
There is inherent complementarity between social media and TV programs, and microblogging sports is an organic combination of sports, social networking, celebrities, and television. To give a simple example, in the past, Weibo users could only watch the celebrity sports data and add comments. Now they can participate in celebrity sports programs, use their sports data to help the celebrities, and help their supporting celebrities finish. At the same time as the charity mission, it also increased its own sports enthusiasm.
Weibo users can use microblogging client to discover squares, friends' card to participate in activities, and Weibo scan activity QR code, etc., enter the microblogging running 2015 channel page, select the stars they support, and participate in fitness exercises. The innovative activities of organic integration of such stars, fans and programs have achieved remarkable results. The first quarter of the men’s running in the second quarter broadcast only 20 minutes, and the number of public welfare miles increased by 50,000 kilometers. After 3 hours, 126,000 kilometers were completed.
The second quarter of “Run Male†is just a beginning of Weibo's entry into the social movement. Whether it is from the ratings of online programs or the participation of offline activities, it has achieved satisfactory and even surprising results. This proves that social media and television programs, online activities and offline sports, and celebrity effects interact with fans, and can achieve perfect interaction in this area of ​​social movement.
National fitness has become the topic most concerned by domestic netizens, and the enthusiasm of running sports is constantly rising. Weibo took advantage of the innate advantages of social media and cut into the social sports field in a subtle way. It also opened the prelude to the social movement. With the rise of the all-people sports boom, the next breakthrough may be the various public participation events, of which the most representative is the marathon.
As early as last year Weibo had already reached cooperation with Beijing, Shanghai and Xiamen Marathon, becoming the exclusive social platform for the three events. In January of this year, the Xiamen Marathon joint microblog opened the game network linkage model, which promoted the blowout situation of Xiamen La Song's communication data. The amount of mention and the number of people mentioned in the Xiamen Marathon are three times higher than last year's highest data Beijing Marathon.
2015 is only Weibo's first year of social movement. With the integration of previously isolated elements such as smart hardware, sports data, social networking platforms, TV programs, and major events, the future microblog will fully infiltrate all official and mass events and open more business opportunities there. .
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