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Good afternoon, ladies and gentlemen, I did not think today is a technical forum, so I said marketing will be strange, today to share is 51. COM experienced a case, from this inside can see 1.0 and 2.0 Nature above difference.

First we see a SNS social network development, this is the top ten rankings in the world, this illustrates a few things, ... But he has 20% of the traffic is from MSN, that is, when you use MSN he will let you write a diary, this list is not like this before ... Flow of the top ten position, so the development of SNS site is no doubt the development momentum, 51.COM itself is a SNS site, because I often with friends to ask me that you are not recruiting site, I said we can help migrant workers, because more than 51 of migrant workers, But we are basically no relationship between the two companies, 51 of his services is very simple, that is, for netizens to write diaries, upload photos, friends.


  


When we talk about marketing, we have to talk about the personality of the media is changed, just a gentleman said that they from the technical point of view from 1.0 to 2.0, from the simple web browsing to the complex situation, what is 1.0 site? For example, Sina He is a traditional portal, the user on Sina's biggest goal is to see the news, his news is how to do it? The first he used mass news, he had a lot of sources, he worked with a lot of news providers, plus the way of artificial editing so that important news on the top of the homepage, users do is a single browsing, but I and see the same news of the person is not related to, this is a broadcast media, his main flow is from the content of browsing, If we talk about marketing when it is the content to push ads, to attract users click, two or three years ago podcast appeared, ... Their promotion in this area is undeniable, many housewives they have heard of the podcast, because they know who is Xu, but we say such a model he can not get rid of the content-oriented, through the human editor after the release, ... To the top of the homepage, so you can see a lot of content when you look at Sina's homepage, only these content is the user submits, this is the individual type content pushes, he is also the broadcast type medium. The pattern of advertising is also very simple, this is also a single, But we are talking about entering the real 2.0 SNS when emerging, the media and the past there is a big gap, I wrote here the SNS of the new media, the first he is the same as the user's interactive production content, but his focus on user interaction, the user visits each other, such as I look at your podcast, you look at my podcast, I help you score the photos, so 51.CO M to a large extent to do such an interaction, so the user interaction is very large, I do not know the average user to visit Sina can look at a few pages of the page, but 51. COM's average can look at 40 pages, so stand on the other side of the page, I just write a podcast on it is seen that the media is a participatory media, he is very important to participate in the way he spread is transmitted by the people.


  


This is Sina podcast home, now on the major portals to see his podcast is probably like this, then we look at what he wrote above, the survey, what is my idea of the top ten elements, he is content-oriented, focus on the site, you click to see this, but he who wrote the point is not important, Except for the stars they push, this is 51. COM's homepage, he is mainly human, you see above will not be content, but I let you see these people, people are very important elements, Man is the most important element in Web2.0, this site is also very strange, you do not login you can not see anything, so many friends he saw is the first frequency, you first is to register, many do not believe that you such a site has 75 million users, this is how to come? He has a threshold to register, when users recommend users to each other when he will form a big push force, 51.COM now every month is 5 million, we use such a pull a feature we have a big breakthrough in marketing, which we will specifically solve. This is my personal podcast on Sina, like, when you landed on Sina, his page is like this, I used to write everything on top, but this is not 51. COM concerns, 51. COM is concerned about the first time you see the 51.COM after the screen, this is cut from the middle, the first to write a message, 180, there are 12 new, 51.COM first told you that 12 people to give you a message, the second one asked to add you as a friend, the third person who has been you add a friend he wrote a new podcast, this will cause what situation? You will focus on your friend, and you will click on his content, so you write things your friends will also write, this is interactive, you may think that this interaction is very common, but he created a few phenomena, one is the technology challenge, so we still have to talk about technology, when this page landing in, The first time you refresh you need to know how many friends he has, right there is a friend online list, you can see who is above, who is not above, this is a very important technology is a challenge, because we have 75 million of users, this is Sina's news browser is not the same.


  


The second we're going to the database. Who left you a message, this is relatively simple, the more difficult is your buddy list above whether he has sent out the latest podcast, if there are the latest photos, which is very difficult in technology, our technical units are often distressed by the idea of the product, because we often think of new ways , it is on this view let him see what his friends do new things, below can see is four photos, this photo is who came to see me, why do we do it? Because you will be curious to see me, so you will go back to see him, the same person when he landed, he will find that someone has seen him. We have a user. He will hang after landing 51.COM, then reduce this frequency, then play online games, after a while he opened 51. COM look, because this frequency is literal updated, so this challenge to the technology is very large, we have a very large user requirements, we ask for 15 minutes in the is that the online, because we can not users click on the past to find this user is not the line, so this is a technical point of view of the pressure is very large, This is who has read me and then there is who I have seen, and the system recommended, this is not a random recommendation, we have methods to recommend, such as you are boys, we recommend girls to you, this is understandable, this is also very easy to do, but we have the next level of recommendation, such as you are 25 years old, We will recommend to you 23 to 28 years old to you, this is the second floor according to age recommendation, the third level we will be based on regional recommendations, because in general you will be inclined to know and you live in the same city, you are easy to have a common topic, so 51. COM do is to do the user interaction, this is the Sina podcast, NetEase podcast is completely different from the new form of the site.


  


We found that the marketing model has several important changes, the first is the object, to Sina to see the podcast people we push ads to him, so we push to the reader, not to the author, but the reader who you know? Who is the reader you have no idea, 51.COM is not the same, 51.COM is now directed to the object is the author, you log in before you can use, so when he landed after we know his sex, age, area, so advertising can be put. Then we know if this person is online, why do you know this? There are several reasons, the first when we want to mobilize the user's ... Can be very large ... The user wrote 10 articles in his podcast about basketball, I believe that such data, such as the user has 500,000 users, such data may be interesting, because we can be directed to what this user interested in, after I developed the search engine system, ... It's just that I saw some words in this content and the characters in the ads, so I put the ad out, but what we do is I want to know who this person is, I want to know what you like I just show you this ad.


  


I share a case with you, ... Change the pattern of deep participation and interaction for a brand ... This case is a Pepsi pressure, and we helped Pepsi this June ... Pepsi He can have some pictures on the jar, so he put the photos of the Chinese team on top, and then told the user you also have the opportunity to go with the Chinese team on the pot, so his method is this, he auditioned in the country, and then after the final, and then finally elected, he divided into several arenas, in Sina, 51.COM, Mop, NetEase has a division, and then selected a few people to participate in the finals ... The event from the beginning to the end of the total is 130多万名 user registration, he will participate in this competition, 1.3 million of the number of competitors in other arenas add up twice times. Why can 51.COM use so much energy? Why does the same game play differently in different arenas? Since 51. COM is a completely 2.0-oriented web site. This is the number of participants and the number of people voting, We have voted 120 million times during the event, you can only vote one day, after you cast the ticket, you may leave a message below, refueling support what, this message reached 17 million, we see the top of the first is a monk, this is difficult to explain, this person is very popular, recently a lot of media in the interview, his votes are very many, so the participation of the vote is very high , not the people who want to participate in the competition, the result is that I have a lot of people to vote for me, Pepsi in this event played a very big publicity role.





we set up a group for Pepsi, is the official group of activities, you have to choose to join you can join the group, from the beginning to the end of the 63 million people joined, please add this what? To canvass because of the 51. COM in the top will recommend this activity, so a lot of people will be in the canvassing, and then we made a special setting, that is, the registration of users as long as he entered the contest we will be in his podcast in his diary above add a picture, please support me, you see 51. COM's current average daily visit is 200 million, and when contestants have such a post on their podcast, a lot of people see Pepsi having this activity, so the contestant is the first space, see this post is the second degree, so he is a layer of continuous downward expansion, this is the power of interpersonal communication, Of course, we also made other merchandise gifts, in 51. com above to buy these things are money, such as the mouse to change the image of Pepsi, this is for money, but because Pepsi activities we give free to users, our users have a few dissemination of behavior, the first is to help friends canvassing, I am not beautiful I can not go up, but my friend is OK, so I will help him canvassing, This is the third, he shows a few degrees of space power, so why activities will become this is such a layer of spread, we do not do anything too much spread, is interpersonal communication. Users will help themselves canvassing, he can in his own circle to help himself canvassing, in 51. com function design inside users can help themselves open the circle, such as I am 51. COM users, I am Jay Chou's fans, I opened a group ... The biggest is 100,000 users, so this group of the host said I want to compete, please help me, is to help themselves canvassing. So we just saw a few degrees of space and saw the power of the circle ... The last way is the form between circle and Circle, 51.COM, I just said everyone can help themselves to create a circle, 51.COM is also the first alliance, he is a lot of circles, he has more than 700 circles, this a total of more than 2 million users, the leader said we also come to the competition, We first PK once, and then the last win a few people to attend ...

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    Summary, 51.COM in such a child two years time, we experience a few things, The first Web2.0 the true meaning of the content is not the most important, the talent is the most important, we through the content to let people know each other, interact with each other, and finally formed the chain of human relations, so we can not see any channel on 51.COM, see the car channels, not see the Star channel, the content is not important, the second Web2.0 technical challenges have a huge number of user interaction, from The simplest podcast starts to care about who's watching my podcast, and it's very complicated when they go to an event and they canvass each other. The third Web 2.0 of the marketing focus is not that I show you ads, but everyone's word of mouth, this is 51.COM in such a long time reflected a few points, today here has been talking about the theory is not good, we use a practical example to experience Web2.0, thank you.