Rebirth in a Perfect Era

After eager to win Li Gouzi's Weibo promotion resources, the Wall Street Journal specifically analyzed this eager action with a special section. According to their eagerness for the recent surge in popularity on the Internet, the surge in sales, and the rapid expansion of sales channels, We came to a conclusion: if we are eager to spend 26 million dollars in advertising this time, if we want to achieve the same effect in traditional media, we need at least 180 million dollars to achieve it.

This price is not a word of mouth.

Coca-Cola invests about $ 3 billion in advertising costs each year to maintain their global exposure. Only $ 3 billion can be used to gain a real household name globally.

Longing for such a brand, if you want to be as well-known as Coca-Cola, the actual cost will be much more than 3 billion U.S. dollars, because after all, pet products are still a subdivided vertical field, unlike Coca-Cola, which has such a strong applicability that it is far from its own. Vertical users are closer, but also farther away from other users.

After the auction, I was eager to not only become popular online, but also to get a lot of traditional media promotion resources offline. Therefore, the intensity of this promotion is unprecedented in the entire advertising field.

Even if Coca-Cola invests US $ 3 billion annually in publicity, the US $ 3 billion is only at least in hundreds of countries and regions around the world. It can be divided into hundreds or thousands, or even hundreds of thousands, depending on the media and channels. Thousands of copies, it is impossible for any one of them to be taken out alone more than the propaganda of this desire.

This makes Mars' regretful hate not to kill a few senior executives, and such a big bargain is eager to be picked up under the eyelids, which not only makes Mars regret it, but also makes Mars feel the huge competitive pressure at once.

The desire for instant popularity has made the world see the huge value hidden from the media. At one time, all accounts with a large number of followers on Weibo Titter have become the object of choice for advertisers, especially stars. On Weibo, the quotation is skyrocketing. For example, a star with millions of followers posted an advertisement in the morning or 150,000. In the afternoon, he may be fired to 300,000.

In addition, many companies and individuals who see business opportunities have also begun to actively operate their own media accounts on Weibo, hoping to achieve the effect of quickly gathering fans.

Li Mugang spent two nights with the Rolling Stones recorder to get all the arrangements of "21guns". When he came to Makino Science the next morning, a group of executives found him, hoping that he could host a The meeting, the core content of the meeting is how to deal with the platform's crazy advertising campaign at this stage.

On this issue, Makino's executive team was divided into two camps.

On the one hand, I think we should encourage and promote the Weibo Titter advertising market, further increase the gold content of the entire Weibo Titter, and even set up an advertising distribution platform in the Weibo Titter.

The so-called advertising distribution platform is because the executives of this camp believe that if the big v is completely allowed to use Weibo titter to collect money, then the Weibo titter itself should have a certain share of income, otherwise it will be a wedding dress for others, which is an invisible loss It's too big.

The advertisement distribution platform is to put all the advertisements into the outlet and get it in Weibo's own hands. For example, it is explicitly required that all users not receive advertisements privately. All big v who want to receive advertisements must first access the advertisement distribution platform. They can only take over from the advertising distribution platform, and the advertising distribution platform itself is actually a middleman who earns the difference.

For example, a facial mask brand wants to find Du Wei's personal Weibo to push it once, then it must find an advertising distribution platform. According to Du Wei's offer, the distribution platform will report an additional 30% to the enterprise, and then take it from Du Wei. 10% commission, that basically can achieve 40% gross profit margin.

On the other hand, people think that Weibo Titter cannot endlessly cultivate the advertising market. In this way, it is likely that the entire Weibo Titter will be flooded with advertisements, which will affect the proportion of high-quality content on the entire platform, and even cause the platform to Lost a lot of users.

Li Mu came to the meeting room and spent more than half an hour listening to the opinions of the pros and cons before laughing. "Everything is bound to be two-sided. The car is driving too fast. Naturally it costs more fuel, like It is our platform ’s attitude towards advertising behavior. If you allow them to conduct advertising transactions freely and do not curb them, the overall advertising volume of the platform will inevitably increase rapidly and affect the user experience. However, if you do not allow them to conduct advertising transactions freely, then everyone If you do n’t see the monetization method, your own motivation will be greatly affected. "

Li Mu said here, a moment's pause, and said, "Before looking specifically at the problem, we must first make clear that we are a super enterprise covering the entire Internet and even preparing to cover offline, so in the face of our grand strategy, we will always Don't consider vertical. Once vertical, our pattern will be small, so everything must be found in a balanced way. "

Kong Lingyu said, "General Manager Li, what about the advertising platform model? The better part of this model is that we can control the advertising volume of the entire platform, just like we have a valve in our hands, which can be opened when needed. It can be turned off or even turned off. "

Li Mu said: "The establishment of a special advertising platform, the platform to completely control all advertising business, this is certainly a manifestation of platform control, but this platform hegemony is too obvious, we can not go this way."

Kong Lingyu said: "President Li, the platform and the flow are ours. It is a matter of course that we set up such a control unit ..."

Li Mu nodded and said, "Of course we take such a control unit for granted, but if we change to a more gentle and open way, it will become a clear stream in the field of Internet platforms."

Li Mu hopes to make Makino Technology a large closed loop in the industry. This closed loop will make other competitors in the industry look up and be amazed, but he does not want Makino Technology to form a closed loop at the user level.

The platform wants to achieve a closed loop at the user level. Generally speaking, the motivation is to care for feathers.

Do not want others to grab their own users, do not want others to monetize their own users, the platform, and do not want them to use them to incubate their business.

This mentality, in the eyes of Li Mu, is too much care for feathers.

And he feels that any platform that cares too much about feathers is generally difficult to grow.

For example, at some point, their control over the traffic on their platform can be said to be extremely severe. Their keyword bidding system is to completely link the user's search behavior with profit. They sell countless keywords and hope Users can bring benefits to them every time they search, so whatever keywords they search for, the top ones are usually advertisements, and they are trying to squeeze the potential value of users;

In the products of knowing and posting, there is a very strong screening mechanism set up to identify users who advertise as much as possible. They will delete the advertisement posted in the know and post it, and will send all the postings. Advertising, or just the user who is suspected of advertising, is permanently banned, and every effort is made to curb the drainage of other people's products, which is a manifestation of extreme love for feathers;

What's even more outrageous is that even the knowledge encyclopedia product of Encyclopedia is mixed with huge interests. Ordinary users want to create an encyclopedia and pass the review. It is difficult, but if you choose to spend money, you can get it in minutes.

For such a company, as an ordinary Internet user or an ordinary Internet entrepreneur, let alone pick up his two hairs, even if he loses the dandruff, he will take it away by himself and not let anyone get it. Money comes.

If a company achieves this level, it will be difficult for it to become a leader in this industry. It will only become a slave to money. Li Mu does not want Makino's platform to follow such a path in the future.

In later generations, Ali and Tencent, although the platform in hand was not completely open to users, it also moderately gave users a lot of freedom, such as WeChat public accounts. In the huge self-media community, WeChat is basically undefended against external links. Unless the other party ’s link is a Taobao product link or a link that violates the law, this proves that WeChat is not worried about its users, and will be snatched by the public account outside the chain, which is also a platform self-confidence which performed.

Moreover, the WeChat public account has never required to control the freedom of advertising of all account holders, and it has not been divided into them. This is also a manifestation of the platform's self-confidence. There are really few platforms that can truly do this.

But some degrees are not the same. External links are very sensitive at some degree. Basically, more than 90% of the external links published by users will be killed by various degrees in order to fear that their users will pass these external links. The chain overflows, fearing that others will use their users to raise his project, and earn away the money they should earn.

Therefore, Li Mu cannot set up a controlled advertising delivery platform on Weibo titter. He must give users enough autonomy.

Of course, the user's autonomous space should also be appropriately restricted, otherwise the platform will likely become a gathering place of spam information as soon as everyone publishes advertisements without restrictions.

After thinking about it, Li Mu said, "Our Weibo Titter must find a modest solution. In the future, we must not stick to the income brought by advertising. That will make our platform flooded with a lot of junk ads. Affects our user experience ~ www.wuxiaspot.com ~ but it ca n’t be completely controlled by the users themselves, so in my business philosophy, we need to formulate a set of reasonable and convincing game rules, everyone plays according to the rules Peace with each other. "

Having said that, Li Mu said: "In this way, my idea is to first limit the spam content of each Weibo titter account. For example, the total number of Weibos that a normal account can publish per day cannot exceed ten. This is actually satisfied. The needs of most normal users;

Secondly, we carry out three judgment logics: algorithmic screening, assisted manual review, and user complaints. What are the penalties for spam content exceeding 10%, 30%, and 50%, such as: restricting publishing, restricting attention, forcing Powder deduction or regular ban and permanent ban;

Thirdly, all advertising platforms must bear some responsibility for the products they advertise. First, they must not advertise any three non-products. Second, if there is a problem with the advertised products, the owner must also bear joint responsibility. Light punishment, serious title;

Finally, advertisements are only allowed to be transmitted by the traffic masters by themselves. No enterprise or individual is allowed to display advertisements on Weibo's top lists in any way. As a platform, we must present quality content to users! "

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