On his 43rd birthday, we found a Tencent document called "1.18 Dedicated to Jay" circulating on the Internet. Tencent documents we often use in our daily work, why is it so popular at a celebrity birthday party? This article revolves around the social attributes of Tencent documents, and recommends partners who are interested in reading it.
Tencent Documents, from office software back to the main battlefield of social. On January 18, 2022, Jay Chou celebrated his 43rd birthday. This is also the annual carnival day of countless "jay fans".
Celebrities send out wishes to express their hearts, fans should help 9999 digital roses as birthday gifts, giant screen birthday wishes, light shows, etc. also appear in neighborhoods across the country...
At the same time, a Tencent document titled "1.18 Dedicated to Jay" was circulating on the Internet, and the number of people online was as high as 600. Pixel painting, garden party, music voting, concerts, youth stories... Fans co-create in the document and have a lot of fun.
I never expected that the best player to "rub" Jay Chou's birthday hotspot this year was Tencent Documents. Compared with other similar types of enterprise service products, Tencent documents frequently appear in hot events and public events, is there any experience behind the series of events that is worth learning?
First, Jay Chou's pink "line" castle
In the entertainment industry, I am afraid that there is no male star who loves pink more than Jay Chou. He loved pink coats, used pink microphones, played pink pianos, and played pink basketball. In 2021, he also built a pink castle to celebrate his daughter's birthday.
On January 18, 2022, Jay Chou celebrated his 43rd birthday. Fans used Tencent documents to "build" a virtual pink castle for idols, and named it "1.18 Dedicated to Jay". When fans search for "Jay Chou" on QQ Music, they can see the birthday celebration map at the top of the results page, and the slogan is "Build Jaylen's pink castle together, shout out your confession".
The real-time number of visitors to the castle is stable at around 300 people, reaching a maximum of more than 600 people. The castle has 8 floors and consists of 8 sub-documents. Fans express their love and blessings for their idols in all corners of the castle, and passers-by can also gain insight into the past, present and future of a generation of kings after the tour.
On the first floor of the castle is Jay Chou's album exhibition hall, displaying 14 studio albums released since his debut in 2000. Clicking on the jump link on the home page of the document, visitors can instantly transfer to the second floor and come to Jay Chou's pixel painting exhibition hall. Here, fans use the method of filling the color blocks to draw the cover of the idol's debut album "Jay". Around the pixel painting, blessings kept pouring into the online documents, almost spreading a thousand lines.
If you are tired of shopping, visitors can click on the sub-document below and go directly to the "1.18 One-Day Limited • Exclusive Garden Party" to eat some food and replenish their energy. The streets named after Jay Chou's songs are widely accessible, and you can eat saury at "Qilixiang Street", have a drink at "Mojito Street", or go to "Confession Balloon Street" to pick up balloons.
During the epidemic period, the popularity of the "online" concert on the fourth floor has not diminished at all. Although Jay Chou himself was not present, as long as you click on the link of the corresponding song, visitors can review the classic live video again. Offstage, people used text, pictures and color blocks to spell out a virtual fluorescent sea. The front seat has long been "edited" and "locked", and others can only respond through the "Comment" function. In the back row is the poster area, where people use various stickers to recall the youth of idols.
The youth of the singer is also the youth of the fans. On the fifth and sixth floors, people write "The Song That Went into the Pit" and "Memories Related to Jay Chou" here. "Crush", "dream chasing", "friendship", "campus", "tears", keywords related to youth, are more or less related to Jay Chou.
The seventh floor is about the future. People here urge new songs, new albums, new tours, new collaborations, and even three children, breaking their hearts for the idol's career and life events.
The eighth floor is the voting area, and coming here is like stumbling into the music software comment area. Screenshots of 78 songs of QQ music sharing are locked in the upper part of the document, waiting for people to come to vote and comment. Scan the QR code on the picture, people can end this trip to Jay Chou's pink castle in the bgm of a song.
In the message area of Jay Chou's golden song, people recall a summer, a city, the sky of adolescence and missed lovers. The netizens who wrote these words were vague, separated from each other by thousands of mountains and rivers, but they seemed to be close at hand, and everyone listened to the same love song around the campfire, thinking of their own stories.
To some extent, the Birthday Celebration document is like a condensed version of Weibo Super Talk, with a very high fan concentration and circle attributes. Further than hyperphone, the document form has the attribute of categorical summary and goes beyond the communication channels of a single social platform.
Endless words of praise and heartfelt essays converge here, but they do not cause any disturbance to the public discourse space.
On January 18, the highest number of people online at the same time for documents exceeded 600. As of 6 p.m., the entire online document had a word count of 132603, about the length of a long novel.
The poems that belong only to the cyberday are written on a deep and shallow pink table. At that moment, the message below the pixel painting was on line 987. In the worksheet called "Wait Until the Sky is Old Together", there are 328 comments on "New Songs" and "New Albums".
In the revision record of Tencent's documentation, this moment is sealed as the 403rd historical version.
Tencent's document revision record shows that this is the 40th edition of the document
1. Return from office software to the main battlefield of social networking
This trip to the castle is full of people, quite Baidu Tieba building trend. However, the number of monthly active users of Baidu Tieba has decreased from more than 300 million in 2015 to 37.43 million in 2021. On the other hand, Tencent documents that only went to the market on April 18, 2018 "sang all the way". On January 11, 2021, Yan Xianqing, head of Tencent Documentation, announced that Tencent Document's monthly active users have exceeded 200 million.
Tencent Documents is reproducing the social venues built by Tieba and forums in another way.
In fact, Tencent Document is a lightweight document processing tool with "work" as the background. In China, the user habit has always been "work and life are not separated". People both think of WeChat and QQ as social software, and use them to handle work chores. In order to more accurately cut into the office scene, Tencent launched enterprise WeChat and TIM. The Tencent document, which was released in April 2018, is also the key for Tencent to enter the office scene.
A variety of application scenarios of Tencent Documents, the source of Tencent Documents official website
In the early days, users positioned Tencent documents mainly as "office efficiency tools", from this level, Tencent documents are mainly to meet the needs of users such as document editing, and there is no essential difference between Office, WPS and other document products.
However, in the past two years, Tencent's documentation has changed significantly, getting rid of a single tool attribute. This change does not stem from the huge upgrade of Tencent Documents' own functions, based on Tencent's social ecosystem, Tencent Documents has opened up the two private domain social pools of WeChat and QQ, becoming a public domain social venue.
According to the third quarter financial report released by Tencent in November 2021, the monthly active accounts of WeChat and WECHAT in the third quarter were 1.26 billion, and the number of monthly active accounts of Tencent QQ smart terminal was 574 million.
As far as the sharing link is concerned, "send to WeChat group" and "go to circle of friends" are the user's first intuitive options. The sheer volume of user base provides a natural starting point for the spread of Tencent documents — and it's almost impossible to find a much larger pool of traffic than that.
The powerful C-end reach ability further expands the application scenarios of Tencent Documents and makes its "social" attribute emerge. Tencent documents have evolved from solving work needs to solving various information interaction needs generated by users in the process of social networking.
The first layer of tencent documents in the minds of users is: information sharing, gathering strength, and solving problems.
Recalling a number of major events in the Internet field in 2021, Tencent Documents has participated in different degrees.
Under the background of the epidemic, the news of netizens sharing information through Tencent documents is frequent. During the heavy rains in Henan and floods in Shanxi in the middle of the year, many mutual assistance actions initiated by ordinary netizens were also carried out on Tencent documents. These documents, which are widely disseminated in times of crisis, are called "life-saving documents."
Tencent documents, which rely on social ecosystems such as QQ and WeChat, have a natural advantage in fission transmission and can reach people in various circles to collect information in the shortest possible time.
Information circulation and sharing is an important foundation and key step in solving targeted problems. In the disaster situation, people have also gradually felt the extreme efficiency and great power of internet graphic and text cooperation to gather the masses to solve problems.
Nowadays, co-creation documents have changed from being the first attempt during the epidemic to a routine action of netizens when dealing with difficulties. Such mutual assistance continues. Taking a recent news as an example, on December 24, 2021, the third-year students of Xidian University created a document on the mutual assistance of the epidemic on campus, and at most more than 1,200 students visited at the same time, and the updated version exceeded 100.
Stepping on hot spots, content co-creation, and emotional accumulation are the second layer of new impressions formed by Tencent Documents in the minds of users.
During the 2021 Double Eleven period, a "Li Jiaqi Double 11 Raiders Document" circulated in the WeChat circle of friends, which recorded in detail the product information of 439 pre-sale products, the details of the gifts in the live broadcast room, the preferential information, the price to the hand, and whether to participate in the cross-store full reduction of 5 information categories. Wei Yinghui, general manager of meijian live broadcast operation, once said that the idea of using online documents as shopping strategies was proposed by Li Jiaqi himself.
Screenshot of "Li Jiaqi Double 11 Raiders Document"
Fans marveled at the professionalism of Li Jiaqi's team, and some live e-commerce practitioners called it the first-hand "miracle trick" of 2021 Double 11. Seemingly inconspicuous documents, but in terms of anchor reputation and fan interaction, have produced wonderful chemical reactions.
At the same time, Tencent documents are also accelerating iterations. From actively catering to this trend, to today's diverse linkages, finding and creating hot spots.
In the past six months, Tencent Documents' cooperation methods have become more diversified. For example, in cooperation with Shenzhen traffic police and Tencent Maps, the pixel painting of "Safe Travel Strategy" was produced through online forms on National Traffic Safety Day; an electronic calendar was released during the Tencent Video Talk Show New Year, soliciting netizens to review and complain, and so on.
Therefore, in large-scale public events such as the epidemic, henan torrential rains, and "Double Eleven", Tencent documents frequently go out of the circle. Hedgehog Commune also found that on the official website of Tencent Documents, templates such as information registration of new crown vaccinators, rescue mutual assistance information summary, and e-commerce promotion shopping strategies serve the use needs of users in different scenarios.
Second, the document track, the big factories gathered
Competing on the same track as Tencent Documents, there are also document products launched by a number of large manufacturers "friendly businessmen" - ByteDance's Feishu documents, Ali's DingTalk documents, and Kingsoft Office's Kingsoft documents. In addition, "medium factories" such as graphite documents have also occupied a considerable part of the market share by virtue of the first-mover advantage of the earlier force.
As an important part of the collaborative office market, the quality of document products determines the choice of collaborative office solutions for enterprises to a considerable extent. For example, the knowledge paid unicorn enterprises got it, and they chose feishu because the feishu document is simple and easy to use. According to iResearch's forecast, the size of China's collaborative office market will reach 67.1 billion yuan in 2022, although the growth rate in the "post-epidemic era" has declined slightly, but it still maintains a high growth rate of more than 20%.
Because of this, Internet companies that refuse to let go of the big business of collaborative office hope to compete in the online document track. It can be said that the battlefield of online documents is also the main battlefield of Internet collaborative office.
Compared with Tencent Documents, which has the advantages of WeChat ecology, several other major document products are also actively cultivating their own user ecology and sharing ecology to provide users with the smoothest possible use experience.
In addition to the basic document and table functions, many products have also added new functions such as brain maps, Gantt charts, task lists, etc. Feishu documents and DingTalk documents can also be connected with office software, and group chats, business cards, meeting schedules, etc. are inserted into the documents to further enhance collaboration efficiency.
But for now, this "document war" is still in the glue period.
According to data released by QuestMobile, in July 2021, DingTalk had 166 million monthly active users, ranking first in the efficiency office industry. This is the advantage of DingTalk Documents: backed by office apps that rank first in the number of users and have more than 100 million monthly active users. For the sake of efficiency, an organization generally unifies documents with day-to-day office and approvals. Because DingTalk has the most users, DingTalk documents do not lack traffic.
Feishu documents belong to the up-and-coming stars, with excellent product design and interactive experience, circle a large number of head companies. However, compared with DingTalk and the enterprise WeChat, the market share of Feishu is still not high.
The advantage of Kingsoft Document is that it is deeply bound to WPS, which can be seamlessly integrated with WPS desktop and mobile versions, and switch at any time. Kingsoft Office's 2021 Q3 financial report shows that the number of monthly active devices for the company's main products is 521 million units (computer + mobile phone). The huge number of WPS users constitutes the foundation of Kingsoft Documents. Deep binding with WPS also reduces the learning cost of migrating these users to online documents.
Graphite Documents, on the other hand, is the first document product to support real-time collaboration, launched in 2015.
However, compared with "friendly business", graphite documents seem to have "only one document" and lack supporting office applications. Graphite documents are not unaware of this, in December 2021, graphite documents released a new To B sub-brand for enterprise organizations - Graphite Office, and officially launched the industry-leading enterprise-level "Cloud Office", trying to achieve from "document" to "office", helping digitally transformed enterprises to achieve more efficient and secure collaborative office.
In the past, compared with the "brotherly" Tencent document, the spread of "friendly business" products in the WeChat ecology encountered some unfavorable factors. However, with the deepening of interconnection, the use experience of major document products in WeChat has become more "silky" and smooth.
This also puts forward higher requirements for the stability and ease of use of online documents of major manufacturers on the "hard power", who does better, who can carry the traffic dividend of WeChat, with the help of social communication to obtain more users, in the collaborative office of the enterprise service track to run far, run to win.
Author: Jia Xuan, Director of the Kindergarten, Ying Ying Xinghui, Editor: Shi Can; WeChat public account: Hedgehog Commune
This article was originally published by @Hedgehog Commune and is not reproduced without permission.
The title image is from Unsplash, based on the CC0 protocol.