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微博现在已经成为继搜索引擎之后又一个流量分发中心,但一家网站究竟能从微博中带走多少流量?

第一个答案是由一家社会化电商网站告诉我们的,他们每天从腾讯微博带走40万独立IP。而管理后台则显示,从最高每天220万独立IP到最低十几个点击,网站们都出现在那条起伏的曲线中。于是问题又变成了:那些在尖峰中的网站,他们怎么做到从微博带走可观的流量的?

我们尝试在后台调出了一些做的不错网站的数据,做了一些简单分析,发现一些简单又极富借鉴的地方。

先看一个普通网站过去一周以来的实际数据,抱歉必须要将他的名称隐藏。

这组数据简单指向几个方面:

1、用户的独立分享次数会带来可观的回流。

按照目前测算的数据,科技类网站平均每个短url会回流2-3倍左右。最高的是视频网站,一度某网站达到78倍,其余则高低不等。

2、产生流量的url其实来源于更长的一个时间段。

创建次数是指用户一键分享、自己手动发布的微博次数总和,而短url个数则是指被分享了多少篇新闻。从这张图上可见,用户每日创建的url数远远少于被点击而产生流量的url数,这显示出,过去数天乃至更长一段时间内被分享、发布的微博仍在产生长尾效应,而且还不低。

再对比一下这家网站71一键分享的数据:

其中可见:

这家网站在71当天被分享、发布的4990次微博中,有3503次来自腾讯微博的一键分享组件。其中产生了共1651次转发+评论。

我们也抽出了这家网站的最直接竞争对手数据,有意思的是:对手每天被分享+发布在腾讯微博的条数在该网站的两倍以上,但每天被带走的独立IP却最有该网站的35%

差异无处不在。不仅体现在这两家直接对手身上,也体现在开篇提到的曲线上:高者220万独立IP,少的只有十几点击。那么,能如何提升这些从微博来的流量呢?细究排名前列的网站,可见这几个特点:

一、推动分享

分享的微博越多,回流越大。数据支持这个观点。目前,不论是腾讯微博的“一键分享”组件,还是JiathisBshare等创业公司,都在协助和鼓励各大网站将内容分享到更多社交媒体中去。甚至巨头百度也涉入了这一领域,且数据可观。

推动分享有两个角度:一是鼓励用户更多将内容一键分享到腾讯微博、及更多社交媒体中去(被分享去向前五大社交媒体分别为:QQ空间、腾讯微博、新浪微博、开心、人人)。

其二是将更多的信息、动作,同步至腾讯微博。评论同步是其中最大的一个来源,赞、收藏等动作也可以变成一条信息同步至腾讯微博。

二、优化分享信息

但,并不是说分享量上升,就一定会带走可观的回流效果,比如前述中,一家网站分享量是对方2倍以上,效果却只及对方35%。这其中的差异其实是因为分享信息的优劣造成。在腾讯微博后台中能看到,“单独的标题+链接”的分享信息格式量最大,回流却最低。一个信息完整丰富的分享信息值得产品经理们下功夫的。

如:

知乎上的分享对这一体验就非常注重,添加话题、@自己的官方账号,如果在分享的信息中有涉及到用户有绑定腾讯微博,也会把回答者的腾讯微博账号@上。当然,还有申请来源字段显示。这点上,36氪分享过来的信息也是如此,并努力在每次分享上都带上图片。

@自己官方账号,或相关者账号,会在一定程度上增加了提及及被收听的机会。带图加大了互动的几率,合适的摘要也会吸引听众点击和讨论。

三、但其中,还有一个关键,即鼓励账号绑定。

在比对不同网站及其竞争对手的数据之后,我们还发现单个分享所导致的互动上的巨大差异。这其中一个分别是:互动好的网站,在推动用户账号绑定做的非常不错。因此当对方将第一条、第二条都做好优化,账号绑定的巨大价值就开始显现。

其原因在于:微博还是一个偏向社交的产品。因此信息在圈子、好友等不同的关系链中流动的时候,更多强好友被带到了外部的网站、资讯中去。因此,鼓励自己已有的用户来绑定账号、并将信息带到更多的关系链中去,就是一个非常重要的推动力。

这个逻辑在微博营销中如此,在引流、获得用户这个思路中也是如此。(对了,留一个小问题:运营好自己的微博官方账号、付费请大账号转发/互动,这个效果对于流量提升帮助有多大?)

且在这种流动中,因为腾讯的产品多半打通,因此信息还会流动在搜索引擎、QQ群、QQQQ空间、朋友、爱看,乃至腾讯网、微信(其中有“微博阅读”这一最受欢迎的组件)中,并在流动中带来潜在可观的流量。这点曾在腾讯微博中有过分享和讨论。

这些细节貌似简单,它所能带来的回流能力确能持续且不断成长。更重要的是,这个巨大的能力其实和平台无关,和所谓的战略合作、资源支持、关系是否好坏等无关,一切都握在网站自己手上。在腾讯微博后台中,每天10万独立IP回流量级的网站列表中有许多其实是名不经传的地址。

最简单的,往往最实在。那些大流量,其实就在自己手上。

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