電商平臺如何激發內容生態

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"縱覽內容行業，大致經歷了以下三個階段：","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/1c/1ce9aee203dae953da49253f5f5ddde4.png","alt":null,"title":"內容行業縱覽","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"boxShadow"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"隨着移動互聯網和大數據的興起，算法和算力越來越強大，內容的生產、傳播及變現方式都發生了巨大的變化，已經從傳統媒體人創作，轉向KOL / KOC引領，人人都可以是創作者，傳播和變現方式也更加迅速、更加多樣化。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在這個背景下，可以發現一個趨勢：","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"內容平臺電商化，電商平臺內容化","attrs":{}},{"type":"text","text":"。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"快手跟京東戰略合作，快手用戶可以直接在快手平臺購買京東商品，並能享受京東優質的配送、售後等服務。而淘寶、京東也同時在醞釀重大改版，將提高內容的露出比重，將從以往的“貨架式商品陳列”向更有社區調性的方向轉變。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/1c/1cffecbde6d0316dd3f95b5c5a6ffaac.png","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"boxShadow"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"如何做到電商平臺內容化？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"核心要務是要想辦法激發內容生態，也就是能夠通過機制和策略，讓平臺上聚集優質的內容，持續得被發現、被傳播，所以兩類角色很重要：內容生產者和內容消費者。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"內容消費者基本上就是平臺的客戶，考慮內容生態，首先要從目標客戶的角度，思考他們的內容需求，從而找到相應的內容調性及與其相匹配的創作需求。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"消費端：讓購物場，變爲消費者的生活場。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"平臺之所以要引入更豐富更優質的內容，正是爲了迎合消費者的需求變化，以往展示商品功能功效、靠廣告打動消費者的方式已經難以跟上新消費人羣的習慣，有調性、有情感、有趣味、有見解的內容，會被更多的消費者所青睞。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"所以電商平臺內容化，帶給消費者的核心價值在於：","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"內容能夠拉近人與物的距離，節省決策成本。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"優質的內容，來自於創作者有趣的生活體驗或者專業的測評建議，能夠客觀展現出商品的功效，更重要的是，創作者告訴了消費者，這款商品帶給自己的生活體驗和感受。當你看到別人曬出的美食、妝容或者家裝效果，會比看到純粹的商品介紹更容易被打動，因爲","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"消費者購物的目的，不再只是爲了獲取一件商品帶來的功效，而是期待一件商品能給予自己的生活體驗上的改變。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"所以購物場，應該是一個生活場，通過內容調性的提升，讓消費者更願意逛起來，從中找到指導建議、找到情感共鳴、找到生活新體驗、找到發現感。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"創作端：激發創作意願，持續獲取優質內容供應。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"積累了好的內容，消費者纔會買賬，而這也是電商平臺內容化過程中的第一難題。有的平臺會粗放得通過MCN機構採買大量的內容素材，在平臺上開通相應的內容入口，進行露出，以爲有了內容，就有了流量和用戶。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"消費者往往並不買賬，並不是有了內容素材，有了內容入口，就有了內容生態。內容生態的建立，是一整套機制的良性運轉，在這個過程中，內容生產和內容消費相關的各個角色獲得了自身的價值需要，平臺要基於想要打造的內容調性，來建立從內容創作、內容審覈、內容理解和分發、內容消費、內容管理的全鏈條運轉機制，整體展開展開復雜，我們重點先談內容創作的問題。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"激發內容創作，首先要考慮的問題是，平臺上的內容創作者分別是哪些角色？內容創作對這些角色的價值和意義分別是什麼。雖然我們說當下人人都可以是創作者，但把角色區分清楚，有助於更好得進行內容運營。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"達人：優質的內容生產者，可以由平臺引入，在不同垂直領域，有見解有影響力的達人，將能有效提高優質內容的產出率。對於達人而言，創作動力會來自於佣金、提成，也會來自於粉絲數增長、關注度提高帶來的被認同感。","attrs":{}}]}],"attrs":{}},{"type":"listitem","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"消費者：UGC的內容當中，比如評價、曬單等，也會包含大量的優質內容，需要通過一些激勵和引導，提高消費者的創作意願，但由於UGC內容的質量難以保障，所以平臺自身要有較強的智能化內容理解和評估能力，這樣才能更好得發揮UGC的作用。對於消費者來講，創作動力首先來自於自身的表達欲，被點贊、轉發、關注的被認同感，其次也會來自於平臺的一些物質激勵或者頭銜獎勵。","attrs":{}}]}],"attrs":{}},{"type":"listitem","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"商家/品牌商：這部分生產者，有較強的內容生產能力，也能撬動更多資源來投入到內容生產當中，他們有很強的目的性，就是藉助內容進行引流、獲客，或者塑造自己的品牌故事，但是會很在意成本產出。這部分羣體的力量如果能夠發揮出來，將大大提升優質內容產出率。","attrs":{}}]}],"attrs":{}}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"如何激發商家/品牌商的創作動力？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"針對不同的內容創作角色，其實都有不同的運營思路來激發創作動力，提高優質內容產出。對於商家和品牌商來說，是很重要的一類角色，他們要能積極參與到內容生產中來，才能實現整體的電商內容化，也能降低平臺本身的運營壓力。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"要激發商家和品牌商的創作動力，本質上是要爲他們提供經營的新思路、新方法、新工具，首先要讓他們看到內容變現的思路和方法，能夠帶來實際的效益，他們的積極性便會提高。所以我們看到大的電商平臺都在做一些改變，京東或者淘寶的商品詳情頁都增加了“精選曬圖”或者“買家秀”的露出；京東店鋪主頁有“店鋪買家秀”，淘寶有“店鋪微淘”。除了前臺做改版、增加內容流量入口之外，後臺的流量分配策略也需要相應地增添內容比重，進行私域與公域流量的互通，同時爲商家提供便於進行內容生產地工具，以此來激發商家的創作動力。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"改變習慣仍舊是困難的，單向得爲商家提供了有利工具，未必商家就能理解，宣貫成本也會比較高，還需要從橫向的維度，讓商家通過與同行對比，認識到價值和重要性。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"內容體驗力指數：指導商家經營與內容創作改善","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"內容體驗力指數，可以作爲內容經營能力的“風向標”，輸出平臺的內容價值主張，綜合評估商家在行業中的內容經營情況，並針對薄弱的地方給出指導方向和建議。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/e9/e9bfca55e0119772ff5bed16f2cedfde.png","alt":null,"title":"內容體驗力","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"boxShadow"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"內容體驗力指數作爲一個綜合指數，可以由五個方面來構成：內容創作力、內容引流力、內容轉粉力、內容傳播力、內容變現力。五個方面覆蓋到內容資產的全鏈條，並能夠結合行業表現、同類型商家的表現，給出商家自身內容經營情況的診斷建議。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"內容創作力，評估商家PUGC素材產出量，關聯和覆蓋的頭部商品數量。基礎能力項，如果這項過低，可以通過平臺創作工具、MCN機構等方式等指導，幫助商家提高內容生產能力。","attrs":{}}]}],"attrs":{}},{"type":"listitem","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"內容引流力，關注流量效應，如果積累了足夠等素材，但素材總體曝光量低，熱門內容少，需要進一步分析原因：達人實習較弱、圖片質量差或者選品策略問題等。","attrs":{}}]}],"attrs":{}},{"type":"listitem","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"內容轉粉力，圍繞內容引導的店鋪或者商品的關注人數、內容創作者的關注人數來評估，如果相對轉粉力低，可能由於UGC素材質量低，或者引入的達人少、實力不強，內容創作的領域單一且缺乏爆品效應。","attrs":{}}]}],"attrs":{}},{"type":"listitem","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"內容傳播力，評估內容的傳播、轉發及站外分享能力，得分低可能由於頭部內容少、流量曝光少、露出渠道少或者直播時間不合適等原因，需要增強互動引導和內容的趣味性、話題性。","attrs":{}}]}],"attrs":{}},{"type":"listitem","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"內容變現力，內容素材的商品轉化效率評估，如果內容質量和流量沒問題，但變現轉化率低，需要重點關注內容分發策略和選品策略。","attrs":{}}]}],"attrs":{}}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"如果沒有這樣的工具，商家將很難直觀得將內容與經營情況可量化得聯繫起來，他們核心關注內容變現，卻並不知道如何變現，而且內容變現背後還有很多過程性的經營思路，通過五維內容體驗力指數，可以幫助商家將背後的脈絡梳理出來。對於平臺方來講，有了內容體驗力評估方案的支撐，就可以拉起一個大旗，來鼓舞內容的生產、分發和消費的持續優化。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"italic","attrs":{}}],"text":"文章來源：","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"italic","attrs":{}}],"text":"微信公衆號：數據產品之家","attrs":{}}]}]}