Weibo profit model: Pan-broadcast and precision marketing

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Internet technology products, or bubbles, or profiteering, Weibo has been the pursuit of the community, has not only the IT sector, the return of rice, portal microblogging competition, Chaoyang elder brother, Micro Bo, I came late, can be seen Weibo, China's internet giants do not abandon the Internet products do not give up. But her earnings model has been unclear. Shaozhi as the Internet technology enthusiasts, the favorite is to turn on the mobile phone to see technology news, and I also engaged in the network to promote this aspect, I combine the understanding of micro-blogging and other products of the profit model, summed up their own micro-blogging profit model analysis and positioning.

Any product, to have the audience, only the basis for profit, such as Tencent, 360, not so large user base, where the profit. Let's look at how many Twitter users we have, the famous microblogging site Twitter recently issued a public statement saying Twitter has more than 200 million registered accounts. Our domestic Sina Weibo and Tencent Weibo have already issued more than 100 million of users ' statements. With such a huge registered user, how does it produce value? I think there are two ways to develop.

1. Pan-broadcast for corporate branding

That's what we saw on CCTV, no matter who, the ad man, the old man, the Shubao. This is not a waste, no, this is a subtle corporate brand image publicity. Weibo has so many audiences, can introduce enterprises to advertise, how to profit from the advertising of enterprises?

1.1 Corporate activity Fees

Now many enterprises in micro-bo do activities, is the most is to forward the lottery, but this activity, the operation of the black boxes too much, forwarding more, also become a criticism, because we found that the winner can not find, the initiator may also be sent to acquaintances, up and down ventilation, users were molested general. Such activities for a long time, it is bound to the entire micro-BO marketing fair and impartial to make a great difference, the enterprise's promotional activities need a supervision and management. This person is the microblogging platform.

To initiate activities, enterprises must apply to the microblogging platform, submit a certain fee, and pay prizes to the microblogging platform, the third party to send prizes.

The advantage is: corporate micro-blogging activities have been the official micro-blog Certification support (can be officially recognized icon), the activity of the enterprise is authentic and credible, the prizes are sent by the third party, and the winners are released, the prizes are issued transparently, so that the fair publicity to the users, micro-BO platform by forwarding the amount of advertising fees, according to the amount of forwarding charges, what the enterprise is not willing to There is no advertising risk. Some people will ask, I am a business, I just do not want to pay, here can be said, as a microblogging user, I naturally like to forward the certification of guaranteed activities, as a business, you do not want to be certified activities, if others are clear official support, and channel recommended activities (Micro Bo can set up a forwarding channel, By the user to select the forwarding activities, your activities so bleak, your face put down? You advertise in people's territory to pay advertising expenses, should not?

1.2 Enterprise certification Fees

Here you can wonder, now is not a lot of enterprise certification, free. I think everyone in 360 free before the use of foreign free anti-virus software. Above how to write, individual user free use, enterprise user, profit organization to charge. Including our dedecms, you see similar terms. I am a microblogging user, as the most normal idea, I hate to see ads. As a microblogging platform, my users do not like to see ads, ask the for-profit advertising organizations to leave. If you want to enter, you can, please pay, to pay for the micro-blogging platform of the daily expenses and research and development, to provide users with better services. The enterprise must pay the certification fee every year. FREE certification only for non-profit organizations and individuals.

1.3 Corporate Classifieds

Twitter has an action recently, its homepage on the text of Third-party companies to promote content, which I refer to the classified ads. Why is it called classification, because our microblog ads can not be like CCTV, Shubao ads for men to see the elderly. For the user's registration information, only in the Lady login page to show the protection of Shu Bao ads, labels, personal data for the target customer's advertising positioning appears strong, advertisers love. We can display ad or corporate microblogging recommendations based on different user labels, for example, User B, who has a sports label, visits A's microblog, sees A's homepage has the special step the advertisement, has the food label the user C, visits A's micro-blog, shows his local buys the net to release the delicacy buys the advertisement. That's what I mean by classified ads. Users do not need to see too much spam (if the ad is not needed for users, is spam ads, such as you put the Shubao show in front of a man, you waste advertising fees, but also waste the user's attention), corporate advertising returns also improved A grade.

2. Accurate advertising positioning for micro-blogging

This is for users of the broadcast, accurate advertising needs generated. Microblogging platform can set up an advertising platform, similar to the keyword ads, where the ads are placed in the microblogging user's login backstage. Because we are in response to this user's broadcast information to discover the demand, can be said to be tailor-made for TA ads.

This platform advertisers can set the conditions for putting users, such as I only vote 25-35 of the single blogger, because I am a dating site, this age group of older users of the desire to find another half strong.

This platform can also be similar to bidding, bidding is malicious things, bidding can raise advertising costs, and then the cost of advertising and finally the user commitment. But this pattern can not be avoided, even if I do not say it will be thought of. Then we bid what word, micro-blog and search engine key words have different, absolute spoken language, can even combine multiple advertising conditions matching to achieve advanced delivery.

2.1 Generic keyword Launch

For example, a user said: "Ah, recent toothache." Then the dentist, your ad can appear, and put a toothache on the keyword.

2.2 Advanced Keyword Launch

I just said the combination of multiple micro-blog matching conditions. For example, users in recent days Weibo

This is a user's microblog broadcast:

Ang, ladies and gentlemen, I have a birthday to six, ho ho, birthday gift pinch?

1 minutes ago from QQ Signature Broadcast | comments | more

JAEW: Why do you always control my thoughts? Why do I lose my mind when I see you? Why do I always want to watch your every move? Why did you break into my heart

April 29 22:09 from QQ Signature Broadcast | comments | more

JAEW: 艹, you can't let me have a good birthday, which year you don't provoke me angry. No, just going out for a couple of days, MA ' am, not coming home for one months.

We see many times the word birthday gift, if we are doing gifts, should be in TA's friends backstage appear your gift ads. The user's birthday, may also be a birthday party, then the group buying network can also be a group of people to appear. Advertisers analyze what the target user has to say before generating the demand, and make the conditions to put it. Fairly accurate marketing.

Have to say, micro-bo marketing positioning on the current Internet products is to have the most accurate delivery qualification. If I were Sina, if I were Tencent, I'd do it.

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