What new tricks did the news client play in the Olympic feast?

3 1 The schedule of the Summer Olympic Games came to a successful conclusion. Since its opening on August 6th, this grand event has not only brought together outstanding athletes from all over the world, but also brought a more authentic and comprehensive Olympic Games to audiences all over the world through various media and social platforms. The media has tried its best to attract users' limited attention.

As one of the main channels for users to obtain information at present, the news client is bound to seize this opportunity: the Olympic Games is long, the topic specification is high, and the threshold for public discussion is low. It not only has eye-catching sports reports, but also has an in-depth discussion on the "national system" and entertainment tidbits such as "wild girls" watched by the whole people. Compared with daily news that only meets users' information contact, Olympic special topics can provide users with various needs, including obtaining important news, participating in social activities and entertainment. In order to provide users with such a sumptuous meal, the news client needs to do a good job in many aspects.

First of all, appetizers: interactive topics attract attention and create motivation.

The Olympic Games is not only a stage for athletes to wrestle, but also a battlefield for news media to show their abilities. In traditional Olympic reporting, users' needs are mainly reading and watching games. However, in the era of mobile internet, breaking through the traditional Olympic reporting framework means including more consideration of user interaction and constantly cultivating users' sense of participation.

At the same time, as the main entrance of news information, the news client must follow the user's attention trajectory, find the right entry point to interact, take the lead in the preheating stage and fully guide the traffic.

So, how to find the best entry point?

Sohu news client's practice of attracting netizens to join the quiz is worth learning. For many sports fans, it is their core appeal to know the event data at the first time. For the four-year Olympic Games, who will win the gold medal is even more interesting. Therefore, the results of quiz competitions can often add a lot of fun and topics to people. As early as before the opening of the Olympic Games, some opinion articles were published, such as "The China delegation won 45 gold medals at most in the Rio 20 16 Olympic Games" and "The gold medal list of the Rio Olympic Games predicted that China won 3 1 gold medals and would not shake the United States", which attracted heated discussion from netizens every time.

In this regard, Sohu News client seized the opportunity to jointly launch the world's first artificial intelligence prediction of Olympic achievements with Microsoft before the Olympic Games, including athlete/sports team analysis, event prediction, gold medal prediction, national record and so on. To attract more netizens to join this quiz carnival.

This new gameplay not only makes up for the lag of information reporting, but also realizes the ice-breaking preheating of information before the game starts; It satisfies users' curiosity, voyeurism and game psychology, and stimulates them to pay more attention to and interact with the Olympic Games.

Dinner: exclusive planning and in-depth interpretation of the Olympic Games

With attention, the media needs to rely on its own professional reports to improve user retention, so its response ability and planning ability are the key, and it is necessary to do a good job in comprehensive reporting, timely updating and in-depth analysis of information.

Establish an Olympic channel, personalize labels, and capture all the information about the Olympics.

What should users look at in the information explosion era? How can we make users like to watch your content? This is a problem that everyone in the media faces. The solution is to focus on the needs of users, aggregate the preferences of users and platforms, and strengthen the connection between users and platforms. During the Olympic Games, in order to meet the one-stop reading needs of users, Sohu News client launched the Olympic Channel. The channel is tailor-made for users who are concerned about the Rio Olympic Games, and has set up a number of independent sections such as medal list, schedule, live broadcast and pictures. , so that users can click on their most concerned Olympic information with one click.

Moreover, users can automatically search for labels such as "Fu Hui Yuan", "Ping-Pong" and "Swimming", and immediately generate channels they care about after clicking, so as to meet personalized reading needs.

24-hour direct attack events, presenting professional reports from multiple angles.

Due to the time difference, the results of this Olympic Games are mostly concentrated between 6 am and noon 12 Beijing time, so the timeliness competition of new media is extremely fierce. Sohu News client "hits" the Olympic Games 24 hours a day, and signs up for China men's basketball team, women's basketball team and other sports teams, so as to get fresh information at the first time and show the elegance of Olympic athletes.

In terms of in-depth reporting, Sohu News specially sent dozens of professionals to Rio, including senior writers, photojournalists and photographers, to bring users the latest and fastest first-hand information.

In addition, Sohu also cooperated with the Capital Institute of Physical Education and invited 22 senior physical education professors and experts to deeply analyze various Olympic events and figures, bringing professional and authoritative reports to users. A series of special topics, such as sharp sports, TV guide, Olympic highlights, exclusive dialogue, etc. It was also launched before the game. After the game, Sohu News successively launched columns such as Daily Morning News, People, Institute of Mathematics and Physics, and set up special pages such as gold medal heroes and medal maps to let users watch the Olympic Games from multiple angles.

Play VR technology to show the Olympic Games in all directions.

In such a major event report, the media should not only make use of the existing advantages, but also keep up with the pace of the times and actively adopt the latest technical means to attract users. In this Olympic Games, many foreign media used VR (Virtual Reality) for live broadcast. As a company that officially purchased the copyright of VR live broadcast, the American Broadcasting Corporation (NBC) provided viewers with about 80 hours of Olympic VR video content, while the BBC Sport 360 application launched by the BBC provided viewers with 100 hours of VR live broadcast content. Among them, BBC Sport 360 will also provide daily selected competition contents, including track and field, boxing, beach volleyball and other key projects. Viewers can watch it from four different shooting angles and watch the replay.

In China, Sohu News applies VR technology to 1 hour live programs every day. It captures the details of the scene through dozens of cameras and 360 degrees without dead ends. Users can even open the "God's Perspective" on their mobile phones, or just choose the guests they are interested in.

Three: dessert: entertainment and leisure elements "create an atmosphere"

Although the relevant news will be highly concerned during the Olympic Games, users will feel numb if they are constantly screened by similar information. Therefore, in addition to browsing the Olympic news, it is advisable to match the appropriate "dessert", that is, to combine other new media contact habits of users, such as watching entertainment variety shows and playing games, with the Olympic theme, so as to be refreshing and further increase users' stickiness.

During the Rio Olympic Games, the first webcast variety show "Tomorrow Olympics" produced by Sohu client is typical. The program was co-hosted by Lizzie, a well-known anchor. Jerry, Jiang, Ham, Pax Congo and other well-known stars were invited as popular beauty "online celebrities" to jointly unveil the mystery of Olympic athletes, so that netizens could not only enjoy variety addiction, but also learn about the Olympics from multiple angles.

The entertainment experience of Sohu News client does not stop there. "Creating an atmosphere" is the most intuitive way. Open the Sohu news client to see the warm and lovely Olympic skin, and users can feel the Olympic atmosphere by pulling down the news, bringing an "immersive" reading experience.

In addition, Sohu also makes users addicted to the Olympic Games by generating interactive games. Open the Sohu news client and upload the avatar to generate the exclusive boot "Olympic cover". Interactive games that highly imitate basketball, shooting and shooting, such as self-trapping, shooting at willow trees and quick shooting, have built a stage for each user to show their skills and let users experience the Olympic Games in different ways.

The four-year Olympic Games is the best indicator to test the comprehensive reporting ability of a media and a platform. The release speed should be fast, the content should seek common ground while reserving differences, all kinds of exclusive resources should be determined, new technologies such as VR, panorama and live broadcast should be well used, and the best aggregation, visualization, diversity and interactivity can be achieved, so as to seize the limited fragmentation time of users and win a place in the increasingly heated Olympic campaign. At present, Sohu news client is writing a satisfactory answer sheet with "strong interactive products, entertaining experience and panoramic content".