Собственно, говорят, что невероятный рост WeChat случился точно так же благодаря онлайн-платежам. https://www.fastcompany.com/3065255/china-wechat-tencent-red-envelopes-and-social-money
Fast Company
How WeChat Became China’s App For Everything
A centuries-old tradition gave rise to China’s most valuable company and captured the attention of everyone from teens to Silicon Valley.
При этом, началось все с «красных конвертов»:
«Say you have a chat group with five pals. You can put $5 in a red envelope and set it to disburse equally, so each friend gets $1. Alternatively, you could stipulate that the first two people to tap will get all the money in equal portions—$2.50 each—or that the first two people get a random cut, maybe $1 for one person and $4 for the other. The result is that any time a red envelope appears, people scramble to tap on it as fast as possible. (The packets expire in a day, adding to the time pressure.) Only afterwards do they see how much money they’ve won, giving it an addictive element of surprise. So addictive, in fact, that third-party apps now exist that let users grab red envelopes without unlocking their phones».
«Mike said whenever people weren’t checking their messages enough, the producer would send a red envelope to the group, and everyone would go crazy. To me it sounded bizarre, the equivalent of your boss tossing a fistful of change at your cubicle. The producer would also send red envelopes as a reward to the cast and crew for their hard work».
Даешь красные конверты в Дзен.
«Say you have a chat group with five pals. You can put $5 in a red envelope and set it to disburse equally, so each friend gets $1. Alternatively, you could stipulate that the first two people to tap will get all the money in equal portions—$2.50 each—or that the first two people get a random cut, maybe $1 for one person and $4 for the other. The result is that any time a red envelope appears, people scramble to tap on it as fast as possible. (The packets expire in a day, adding to the time pressure.) Only afterwards do they see how much money they’ve won, giving it an addictive element of surprise. So addictive, in fact, that third-party apps now exist that let users grab red envelopes without unlocking their phones».
«Mike said whenever people weren’t checking their messages enough, the producer would send a red envelope to the group, and everyone would go crazy. To me it sounded bizarre, the equivalent of your boss tossing a fistful of change at your cubicle. The producer would also send red envelopes as a reward to the cast and crew for their hard work».
Даешь красные конверты в Дзен.
Кстати, забавно, что Square мощным драйвом своего бизнеса обязана Starbucks, которая еще в 12 году вложила в нее деньги. Соответственно, Square сразу же получила крупного клиента, «встав» в тысячах кофеен Starbucks. Вот что значит привлечь правильного инветсора.
Вообще, конечно, китайцы сейчас круто влияют на цифровой мир. На днях читала классный отчет AppAnnie о том, как меняется модель монетизации мобильных приложений. Если сейчас это реклама и встроенные покупки, то в скором будущем основным заработком могут стать мобильная коммерция и подписка на сервисы (например, на потоковое видео). И что-то мне подсказывает, что без китайцев тут точно не обошлось. По крайней мере в сфере e-commerce
А вот и ссылка на отчет: https://www.appannie.com/ru/insights/app-monetization/app-marketers-developers-survey-2/
App Annie
Анализ монетизации от профессионалов индустрии приложений - App Annie
Опрос более 1200 специалистов позволил нам собрать важные сведения о том, как издатели монетизируют свои продукты в постоянно развивающейся экономике приложений
Это немного боян, но может не все видели. В Н+1 не так давно вышла занятная статья о мемах – фотожабах, демотиваторах, Онотоле и прочих котиках. Автор делает довольно очевидный, но интересный разбор разных культурологических теорий о том, что же такое мем и почему мы все время постим смешные картинки.
Начинает автор, конечно, с Докинза и его книги «Эгоистичный ген», где впервые появляется понятие «мема» как единицы культурной информации. Естественно, по аналогии с геном – единицей информации наследственной. Дальше в вольном порядке идут отсылки к изысканиям Дойча, Блэкмор, Поппера, Маклюэна и даже Юнга в компании с Железом и Бодрийаром. В общем почитайте, возможно, мем – это совсем не то, чем он кажется.
https://nplus1.ru/material/2017/10/20/mems-and-culture
Начинает автор, конечно, с Докинза и его книги «Эгоистичный ген», где впервые появляется понятие «мема» как единицы культурной информации. Естественно, по аналогии с геном – единицей информации наследственной. Дальше в вольном порядке идут отсылки к изысканиям Дойча, Блэкмор, Поппера, Маклюэна и даже Юнга в компании с Железом и Бодрийаром. В общем почитайте, возможно, мем – это совсем не то, чем он кажется.
https://nplus1.ru/material/2017/10/20/mems-and-culture
N + 1 — главное издание о науке, технике и технологиях
Что такое мем, теория о мемах и направления науки, которые их изучают: мемология и меметика
Что такое меметика и почему мемы — это не только смешные картинки из интернета
Журналист The Next Web старательно опровергает поговорку «лень – двигатель прогресса». Он попытался разобраться, почему «русская пропаганда» в Twitter оказалась настолько эффективной. И выяснил, что во время президентской кампании в США сообщения пропагандистских аккаунтов активно цитировали… респектабельные американские СМИ.
Получается, что успеху «русских ботов» способствовала лень журналистов: вместо того, чтобы собирать комментарии у реальных экспертов, они просто копировали в свои статьи «мнения» пользователей Twitter. В общем, регресс налицо :)
https://thenextweb.com/socialmedia/2017/11/21/journalism-has-a-russian-twitter-bot-problem/
Получается, что успеху «русских ботов» способствовала лень журналистов: вместо того, чтобы собирать комментарии у реальных экспертов, они просто копировали в свои статьи «мнения» пользователей Twitter. В общем, регресс налицо :)
https://thenextweb.com/socialmedia/2017/11/21/journalism-has-a-russian-twitter-bot-problem/
The Next Web
Journalism’s Russian propaganda problem could be a blessing in disguise
It's time to stop elevating voices, merely because they're entertaining or sensational.
А вот великолепная лекция о том, как таргетирование помогло Трампу выиграть. Таргетирование считают одной из основных «механик», которые использовали русские хакеры.
https://www.youtube.com/watch?v=n8Dd5aVXLCc
https://www.youtube.com/watch?v=n8Dd5aVXLCc
YouTube
The Power of Big Data and Psychographics | 2016 Concordia Annual Summit
Speaker:Alexander NixIn a presentation at the 2016 Concordia Annual Summit in New York, Mr. Alexander Nix discusses the power of big data in global elections...
Выступает компания Cambridge Analytica, которая стояла за кампанией Трампа.
Каждый год Nieman Lab собирает предсказания на следующие 12 месяцев с экспертов в медиа. Очень жду, когда они начнут выпускать прогнозы на 2018-й, а пока можно посмотреть, что «сбылось», а что нет в 2017-м: http://www.niemanlab.org/collection/predictions-2017/
Nieman Lab
Nieman Lab's Predictions for Journalism 2017
Each year, we ask some of the smartest people in journalism and digital media what they think is coming in the next 12 months. Here’s what they had to say.
Сейчас накидаю избранных цитат, все равно у вас нет времени на 100-500 эссе.
Ryan McCarthy is editor-in-chief of Vice News:
Visual journalism wins. There’s been a lot of pivoting to video by web media companies, moves that have mostly overestimated readers’ appetite for video (and the ability to make money of it). But there’s more going on here. TV channels are trying to become websites; websites are trying to become like TV channels. On Facebook, Snapchat, and Twitter, readers have become to expect a visual layer places on top of stories. Online news is quickly becoming visual, and at Vice News we build that into the core of what we do.
Visual journalism wins. There’s been a lot of pivoting to video by web media companies, moves that have mostly overestimated readers’ appetite for video (and the ability to make money of it). But there’s more going on here. TV channels are trying to become websites; websites are trying to become like TV channels. On Facebook, Snapchat, and Twitter, readers have become to expect a visual layer places on top of stories. Online news is quickly becoming visual, and at Vice News we build that into the core of what we do.
✅ Сбылось. Новости все больше становятся короткими (и часто вертикальными) видео. Медиа (и не только блогеры, а большие консервативные ИД) захватывают короткие визуальные форматы.
Rachel Sklar is cofounder and CEO of TheLi.st.
Well. You’ll hear something 2017: the sound of women getting loud AF. Women who want to have lives and have careers and have babies if they damn well want to and not for any other reason decided by any other person are going to say so. They — we — are going to be loud about it on Twitter, and on Facebook and Snapchat and Instagram Stories, and at a certain march on Washington next month. We’re going to be loud about it in print and in art. We’re going to start more podcasts, because cable news is still pale, male, and stale but examples like Another Round and 2 Dope Queens and Call Your Girlfriend have now provided templates.
Well. You’ll hear something 2017: the sound of women getting loud AF. Women who want to have lives and have careers and have babies if they damn well want to and not for any other reason decided by any other person are going to say so. They — we — are going to be loud about it on Twitter, and on Facebook and Snapchat and Instagram Stories, and at a certain march on Washington next month. We’re going to be loud about it in print and in art. We’re going to start more podcasts, because cable news is still pale, male, and stale but examples like Another Round and 2 Dope Queens and Call Your Girlfriend have now provided templates.
✅ Сбылось неожиданным образом. Мы услышали не просто лозунги — Голливуд, начиная с Харви Вайнштейна, начал радикально меняться.
Следующие три огромных абзаца я перескажу коротко. Красиво просто сказано.
M. Scott Havens is global head of digital at Bloomberg Media.
The current state of the digital advertising woes owe a great deal of ingratitude to Hotwired.com’s launch of the first banner ad in 1994. Not that anyone else had a better idea at the time, but taking an old ad format — inspired by print and/or outdoor advertising — and migrating it to a new medium is never a good idea. Sure, there have been noble attempts at transforming digital advertising over the last 25 years — and countless examples of effective and impactful digital campaigns — but the industry has never quite recovered from that first banner unit.
While there are many reasons that the Duopoly has been successful at grabbing the lion’s share of the digital ad market (including: unrivaled scale and engagement, amazing access to and use of data on individuals and their behavior, and a powerful self-serve/programmatic/attributable delivery system), the platforms have been thriving because their ads work — people actually use them, people actually buy products because of them. And importantly, the ads don’t feel foreign to these platforms — they feel native.
When you consider how publishers might compete with the platforms going forward — without the scale, data, or sophisticated ad platforms — it seems likely it will take the same thoughtful and high-minded approach around advertising that we take now with our content. Publishers must understand our audience better than anyone, help our clients solve their problems, wrap in sophisticated first-party data, and ultimately deliver high-quality and effective cross-platform advertising experiences seamlessly woven into our great content — slugged appropriately, of course. Call it branded, native, sponsored content — or simply advertising — but there is no doubt that done well, the experience for users is better, the ads are more impactful, and perhaps publishers might reclaim some of the lost territory — or as importantly, avoid losing the future branding dollars that will flow from TV.
The current state of the digital advertising woes owe a great deal of ingratitude to Hotwired.com’s launch of the first banner ad in 1994. Not that anyone else had a better idea at the time, but taking an old ad format — inspired by print and/or outdoor advertising — and migrating it to a new medium is never a good idea. Sure, there have been noble attempts at transforming digital advertising over the last 25 years — and countless examples of effective and impactful digital campaigns — but the industry has never quite recovered from that first banner unit.
While there are many reasons that the Duopoly has been successful at grabbing the lion’s share of the digital ad market (including: unrivaled scale and engagement, amazing access to and use of data on individuals and their behavior, and a powerful self-serve/programmatic/attributable delivery system), the platforms have been thriving because their ads work — people actually use them, people actually buy products because of them. And importantly, the ads don’t feel foreign to these platforms — they feel native.
When you consider how publishers might compete with the platforms going forward — without the scale, data, or sophisticated ad platforms — it seems likely it will take the same thoughtful and high-minded approach around advertising that we take now with our content. Publishers must understand our audience better than anyone, help our clients solve their problems, wrap in sophisticated first-party data, and ultimately deliver high-quality and effective cross-platform advertising experiences seamlessly woven into our great content — slugged appropriately, of course. Call it branded, native, sponsored content — or simply advertising — but there is no doubt that done well, the experience for users is better, the ads are more impactful, and perhaps publishers might reclaim some of the lost territory — or as importantly, avoid losing the future branding dollars that will flow from TV.
Коротко: мы до сих пор до конца не отошли от формата газетных объявлений, которые перенесли в 1994-м году в молодой тогда интернет. Издателям нужно развивать свою экспертизу в рекламе, делать высококачественную и дорогую нативку, не забывая про технологии.