highlighting the four major scenarios of "find, do, play, and watch", how does this municipal media client do it?
2024-09-14
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author: cui xuezhang
source: all media exploration, august 2024
on november 9, 2022, the 2.0 version of the hefeitong client under the hefei daily media group was launched, becoming a landmark achievement in the group's media integration development.
as of june 2024, the cumulative download volume of hefeitong client exceeded 6.2 million, ranking first in anhui province. hefeitong client was rated as the 2023 national excellent case of media integration empowered by newspaper technology and the national excellent case of deep integration of city party newspapers and media. the "12345 on palm" service project in the client won the anhui news award (application innovation category).
as a client founded by a municipal media, hefeitong has initially realized the "news + government service business" operation model in a relatively short period of time, and has gained good communication and influence.
update: seize the opportunity and make a comprehensive transformation
in 2017, hefei city took the lead in establishing a data resources bureau in the province. in order to break through the "data chimneys" between government departments and provide one-stop government services to citizens, the municipal data resources bureau started to develop the municipal government service platform. at the end of november 2018, the hefeitong client (version 1.0), a municipal social comprehensive service platform, was launched. the hefeitong client integrates data resources from more than 60 units in the city and provides more than 100 government services in six major areas, including transportation, culture and education, medical care, and life services.
in 2019, the provincial institutional reform was launched. after the establishment of the anhui provincial data resources management bureau, the anhui government service network mobile terminal app wanshitong was created. in accordance with the requirements of "one network, one terminal" for government services across the province, the hefeitong client (version 1.0) needs to be transformed.
at the same time, in order to promote the in-depth development of media integration and build a new communication platform, hefei daily media group applied to the municipal data resources bureau, which is responsible for the project approval of the city's information technology projects, in 2019 to build a news client.
with the right time, right place and right people, a brand new "smart city mobile terminal and smart media new platform" came into being. the new platform was jointly built by hefei daily media group and municipal big data asset operation co., ltd. under the guidance of the propaganda department of the hefei municipal party committee and the municipal data resources bureau. the platform adheres to the construction concept of "news + government service business" and the product attributes of "news publicity + public service". it is committed to the construction of smart cities and the improvement of social governance capabilities. by integrating resources, integrating services, and aggregating users, it provides news information, audio and video live broadcasts, government services, and life services to create a new type of network communication platform that is autonomous, controllable, and has strong communication capabilities. after more than a year of project establishment, preparation, development, and testing, on november 9, 2022, the 2.0 version of the hefeitong client was updated on all application markets across the network.
performance: perfect functions and optimized experience
hefeitong client adheres to the construction concept of "news + government service business", innovatively creates a dual homepage of information and life, and opens 5 functional sections: "homepage", "audio-visual", "services", "12345 on palm", and "hefei number", highlighting the 4 scene experiences of "find, do, play, and watch", and continuously meeting the needs of users and social governance.
1. content: verticalization, diversification, and visualization
under the new situation of media convergence, it has become more urgent to produce and disseminate content that embodies mainstream values and has diversified and audio-visual forms in order to accurately reach the target user groups.
hefeitong client has 10 key channels including "hotspots", "local", "special topics", "party building", as well as county (city) district and development zone channels. it focuses on incubating 15 media convergence studios, and has opened channels such as "play together", "photography", "education", "science +", "public welfare", "viewpoints", and "culture" to provide a platform for media convergence studios to connect with users and customers, create popular media convergence products, and enhance the communication and influence of studios and clients.
in terms of production mechanism, we encourage the integration of ugc, pgc and pugc. we invite government departments, enterprises, institutions, counties (cities) and districts and high-quality professional content producers to settle in, and open more than 130 "hefei accounts".
in terms of content and form, news works are audio-visualized. the audio-visual section has set up audio and video channels such as "hepai", "hezhuo" and "heyin", strengthened the construction of video ip and the production of high-quality videos, and established brand audio columns such as "morning reading in hefei", "luzhou afternoon tea" and "luzhou night talk".
2. services: coupling, interaction, and aggregation
"platform as a service" is not only a business model for computer services, but also applicable to the operation and maintenance of media platforms. looking at domestic media service clients, most of them are driven by rigid demand and high-frequency application scenarios.
the 2.0 version of hefeitong client reuses all the government service items of the 1.0 version, but optimizes the algorithm recommendation of key service items based on the number of visits, dynamically adjusts the service entrance, and optimizes the user experience. it is the first to link and couple news information with relevant government services, and present them in an integrated manner. users can click to access related services when browsing information. in-depth cooperation with the municipal government service management bureau, through technical means, it integrates hefei's "12345" government service hotline, allowing more information to travel and users to run less errands.
give full play to the advantages of the media, establish a "find a reporter" channel to provide users with consultation, answer questions, and handle affairs, and follow the online mass line. the "play together" channel has established a hot topic list and a variety of "interest circles" to attract user participation through topic setting. adhere to the principle of benefiting and facilitating the people, deepen cooperation with state-owned enterprises and institutions such as the hefei cultural tourism expo group, integrate various government services, public services, and life service resources, and innovate to create a dual homepage model of information and life. the life homepage is loaded with life consumption scenarios such as transportation, cultural tourism exhibitions, takeaway group meals, and live streaming, providing citizens with better high-frequency and just-needed applications.
3. platform: highlighting height, breadth and speed
since media integration has been elevated to a national strategy, platformization has become a path commonly chosen by traditional media, especially for strong media units at the central, provincial, and municipal levels. they have built new communication platforms that are independent, controllable, and have strong communication capabilities, and have focused on improving the "four forces" of news and public opinion.
hefeitong client version 2.0 is no longer a single government service terminal, nor is it a simple news client. it is a comprehensive information service platform created after a comprehensive expansion from public services to information empowerment. it has become a "live broadcast room" for the authoritative voice of the party committee and the government, a "loudspeaker" for public opinion guidance, and a "through train" for people's needs. in addition to the existing five major functional sections, it is providing an online unified entrance around life scenarios such as "dining, shopping, travel, entertainment, finance, transportation, education, politics, medicine, and housing." the client strengthens the attributes of the party terminal, and the release of authoritative information and important information can be responded to in seconds. more than 160 journalists and editors have registered and settled in, online 24 hours a day, 7 days a week, interacting with users in real time, and responding faster.
(iv) technology application: highlighting personalization and intelligence
advanced technology is the driving force behind the transformation and development of traditional media. to build new communication platforms and move to new fronts of network communication, we must master the power of mobile internet technology, promote the implementation of new technologies, and promote the formation of a new pattern of deep integration of content, platform, and technology.
the hefeitong client uses a third-party sdk (software development kit) service to achieve accurate and personalized distribution of massive content. users can choose their favorite channels and follow the "hefei account" of interest according to their personal usage habits, and achieve "one thousand faces for one thousand people" through customized content push. each piece of information has a mini speaker broadcast button, which can broadcast the content of the manuscript by clicking it. the intelligent robot integrates interactive communication and answering questions to provide users with a fresher experience. the innovative "flying card" reading mode can achieve "flying up and down" and "sliding left and right" through fingertip clicks, realizing immersive browsing that combines light reading and deep reading, which is more in line with fragmented reading habits.
through a series of innovations in content, services, platforms, and technologies, hefeitong client has continuously optimized the user experience of "finding, handling, playing, and watching". finding means that users can find the government, journalists, and jobs on the platform and establish connections with platform resources; handling means that users can enjoy government services and life services on the platform, handle affairs online, and enjoy convenience; playing means that users can find people with similar interests on the platform to form a team and play various online and offline activities organized by the platform on a regular basis; watching means that users can browse information and watch live broadcasts on the platform to obtain authoritative first-hand information.
(v) business: value-oriented and service-oriented
with the rise of new media, the user traffic and advertising revenue of traditional media have shifted to new media platforms. therefore, new mainstream media should focus on giving play to the role of market mechanisms, enhance market competition awareness and capabilities, explore and establish a "news + government service business" operation model, bring value to customers and users, and enhance self-sustaining functions.
the hefeitong client has opened a points mall. users can earn points by browsing information, audio and video or live broadcasts, following the "hefei account", posting and sharing, using service services, etc., which can be used to redeem or purchase various products in the mall, allowing user behavior to generate value.
the client has developed more than 10 forms of advertising, cooperated with municipal medical institutions to carry out physician's day and medical model publicity; carried out consumer festival publicity with local commercial enterprises; carried out major theme activities with relevant municipal departments such as the "bao gong cup" anti-corruption variety show collection, chaohu music festival, hefei lobster festival, and "i help good people to get on the first screen", and integrated marketing with the group's all-media communication channels to create value.
more than 300 online and offline activities were held throughout the year, such as the "seal hunting plan" in cooperation with 9 unique cultural venues in hefei; co-organized an ecological and environmental protection knowledge competition for primary and secondary schools with the municipal education bureau and the municipal ecological environment bureau, attracting more than 100,000 primary and secondary school students to participate; and carried out the spring festival couplets distribution activity with the municipal couplet association on the eve of the spring festival for two consecutive years to make the activity generate value.
through channel promotion, we exchange resources, carry out live video broadcasts of medical and health knowledge lectures, and invite experts to conduct online science popularization; we cooperate with medical institutions to issue free authorized expert numbers, and users register for appointments through the client, allowing the channel to generate value.
innovation: upgrading and strengthening comprehensively
entering 2024, focusing on the strategic deployment of "one city, one brand" for a strong cultural province, hefeitong client plans to upgrade to version 3.0, implementing all-round upgrades in name, content, service, business, technology, and product promotion. focus on strengthening resource integration, service integration, and user aggregation, and promote the convergence of service resources and publicity resources such as municipal media, county and city integrated media, municipal units and departments, and key state-owned enterprises.
after 2-3 years of operation, the client will be basically built into the "main battlefield" of public opinion in hefei to publicize the party's propositions, reflect the people's voice, and serve grassroots governance. it will provide citizens with a "general entrance" for diversified government services, public services, and life services, and it will be a "new portal" for the city to showcase its good image and natural and cultural features, and display hefei's profound culture.
1. service upgrade: comprehensive optimization and diversified access
the client will strengthen the operating model of "news + government service business", integrate the city's high-quality service resources, and serve as a government service access point and service terminal to more accurately and effectively serve and unite the people.
while promoting the access and integration of all municipal government service matters on the provincial government service platform, we will develop multiple entrances to access the municipal comprehensive service platform, and simultaneously open up the most needed and high-frequency government service resources to the municipal platform.
design and develop the "citizen code", provide a login portal and unified identity authentication, and better provide hefei citizens with one-stop government services such as education, household registration, social security, and real estate; connect to public services such as rail transit, cultural tourism, and medical care, and develop and build a "snap shot" platform and an employment and job search platform; connect to life services such as water, electricity, gas, and heating, parking payment, one-click car moving, and parking space inquiries, to provide users with convenient and efficient integrated services, so that citizens can live a life of "one end in hand, worry-free life."
we will deeply connect with propaganda and cultural units, give priority to importing high-quality resources from the propaganda and cultural system, and build the client into the primary channel for propaganda and cultural services. we will continue to optimize special services such as "12345 on palm" and "reporter help" to effectively solve the "urgent needs" of users.
2. content upgrade: resource aggregation and open production
the client will adhere to the correct political direction, adhere to the people-centered work orientation, respect the laws of news dissemination, innovate methods and means, and build an authoritative information first release channel for the entire city; integrate high-quality media resources at the municipal and county (city) levels, and build key channels in the field of people's livelihood; build the client into an important work platform and publicity and release channel for practical matters of the people; vigorously promote the "galaxy project", encourage more users to participate in the production of high-quality content, and effectively improve the news and public opinion dissemination, guidance, influence, and credibility of mainstream media.
(iii) business upgrade: innovative scenarios and outstanding features
the platform will upgrade its business functions, innovate application scenarios, build a business platform with strong undertaking and operation and maintenance capabilities, and continuously enhance its own hematopoietic ability. cooperate with local banks, unionpay, alipay, wechat pay and other financial institutions, and third-party payment platforms to introduce and develop wallets, payment codes and other functions, and expand online and offline payment scenarios.
the existing points mall will be upgraded, and all user behaviors on the platform can accumulate points, adapting to different redemption scenarios to meet the diverse needs of users. aggregate cultural and creative products, special food, agricultural and sideline products, and reputable merchants with urban characteristics, connect with high-quality supply chains, integrate and build the "hexuan haowu" online mall, and build a trustworthy e-commerce platform that benefits the people and embodies "scientific spirit, literary spirit, and local style".
(iv) technology upgrade: leveraging advantages and empowering with digital intelligence
we will give full play to hefei's advantages in scientific and technological innovation, adhere to the guidance of advanced technology, increase investment in technology, strengthen network infrastructure construction and network security protection, and improve the level of technology application.
on june 19, 2024, the hongmeng version of hefeitong was officially released, becoming the first hongmeng native application released by the media in anhui province. the platform will also build a client pc version and mini-programs to enhance the platform's weight and influence on the entire network.
cooperate with hefei's leading artificial intelligence companies to create the hefei version of the intelligent language model, provide intelligent question-and-answer services, and ai content production tools such as text, pictures, and videos, to achieve efficient and diverse content creation, and promote the quantity and quality of content production; combine cutting-edge technologies such as ai and the metaverse to provide immersive intelligent experience, and build an immersive virtual activity platform that spans virtual and reality, with multiple scenes, strong interactions, and an emphasis on experience for major exhibitions such as the cultural expo and the science and technology expo.
(v) product promotion upgrade: building a brand and promoting activity
we will leverage the advantages of deep media integration, take the client as the leader, delve deeply into vertical fields, focus on content production, build a number of distinctive and influential vertical integrated media ip accounts, and work together to build an integrated media brand to enhance influence and reputation.
based on the platform positioning and local foothold, we use a "combination punch" of online and offline activities, social advertising, information flow delivery, etc. to attract more local users to download and use the client.
open a client account matrix on the internet third-party platform, and increase the exposure rate of the entire network and the influence in the province, the yangtze river delta region and the whole country through matrix communication. through third-party task platforms or community resources, build task activities to attract user participation. relying on the platform to design creative, interesting and interactive online activities, organize various offline theme activities, enhance user stickiness and improve platform activity.
through upgrading and comprehensive strengthening, the hefeitong client will further aggregate service resources, innovate scenario applications, serve the digital economy, enhance propaganda and public opinion guidance capabilities, and social mobilization service capabilities, and create a new information release platform, audio-visual media platform, content aggregation platform, and government-citizen interaction platform, allowing mainstream media to firmly occupy the commanding heights of public opinion guidance, ideological leadership, cultural inheritance, and serving the people with the help of mobile communication.
[the author is the party secretary and president of hefei daily media group (hefei daily)]
this article was published in the august 2024 issue of "all-media exploration". the original title is "the practice and exploration of news client construction by municipal media - taking the hefeitong client of hefei daily media group as an example".
