On the operation crisis and outlet of micro-credit subscriber number

What does it mean to launch a micro-letter advertising platform?

First of all, I'd like to throw you the first question. I do not know if you have noticed the micro-letter in the Tanabata Day launched a micro-letter ads, Friends Circle advertising entrance.

One of the biggest changes to the portal is the fact that micro-credit's circle of friends is open to all businesses. The open standard is considerably lower than the threshold for advertising in a friend's circle. Originally we have only heard this statement, this argument may be a rumor, put a friend circle advertising start price is 8 million. But at the moment we get the message that if you have more than 800,000 of your money, you can apply for the traffic in your friends ' circle to insert your brand's ads.

I don't know what you see in your head, what kind of questions you think you have. Then I first thought of another product-Weibo, micro-blog in his microblog embedded ads after the people can think about the experience?

As we all know, Weibo has been very, very complaining about it since it was added to the ads. It may be that few friends know that Weibo is really very, very careful in controlling how often it ejects ads to avoid the bad reading experience it brings to its ads. For example, I also cast a fan on the micro-blog, I cast the key words is PPT, you know what I am in micro-blog to vote for the most happy things?

Is the effect is very good, basically a piece of money into, certainly can make two dollars, sometimes we even feel can make three dollars. As an operator, of course, I hope the best to spend 10,000 or even 100,000 dollars a day advertising fees can be 2.0003 billions of earned back.

But the truth is that the ads we put on our fans are not going to cost us 300 dollars a day, so why not spend it? It's because Sina Weibo has lowered the frequency of advertising when it comes to avoiding ads that affect the user's experience. In this way, there is quite a limited amount of advertising that we can actually put into place today as the microblogging activity declines. And even if you cast a keyword, consider that someone else has a keyword. So the different ads in the microblogging information flow inside its display bit is limited. So not necessarily your keywords can be prioritized, unless you have a higher price.

Can you imagine the contradictions of microblogging, will also appear in the circle of friends? Now many people know that the active degree of the circle of Friends is still in a growth period, is this true?

My personal observation, the peak of the activity of the circle of Friends has passed, think in half a year ago how many people's friends in the circle is a mother to bask in the son, eat a meal on nine pictures, late at night pull hate people too much!

But soon everyone will find that in the circle of friends every day to send these chicken skin garlic hair or find some so-called very deep articles. Then pay attention to hundreds of friends to their own problem is that the information load is too large, slowly many people began to flee the circle of friends, anyway, my own experience is. The earliest time, I often through the circle of friends to see me a few good friends turn the article look, now I have not seen them.

This trend, for micro-letters, it can be monitored. So let's think about that micro-credit rival, Weibo, when it finds its traffic slipping, what's the best option? is activation of microblogging active? If you are a microblogging operator, your heart is very clear, my era is over, I must quickly grasp the dividend of the microblog, can make a little bit, also Can get a steady return.

Micro-letter is clearly a product research and development to do better, but also more ambitious enterprises, but you can think about it. Even so, when the micro-letter found the micro-letter public number, the micro-trust circle of activity in the decline, he can do the best choice?

First of all, I found many friends agree with my judgment, although the circle of friends is still the most active micro-media, but his activity is not as crazy as the beginning. Of course, if someone sends a red envelope or catches up with the Spring Festival, it will still explode, which I do not deny.

How to avoid the decline of the activity of the circle of friends? Many people think of developing newer features, providing more scenes to use, and even providing some interactive functionality, such as shaking, to excite activity.

The question is, do you think of these routines, micro-trust it? Micro-bo do not believe it? Dead SNS, Renren, blogs, forums, those who do the network, they do not expect?

They want it, and they do a lot of hard work, because most of you are either young or not really a product manager. You will feel that I have done as expected to get good results, the truth is not the case, I have in the QQ mailbox on the above launched my blog subscriptions, in a very short time, Tencent pushed me to 550,000 users. I was very happy, but then I found that my blog reading volume is falling every day, and finally to the mailbox to see my blog people quickly fall to close to zero. Have you noticed that this is like the trajectory of the micro-public number? It's the same in the circle of friends, no matter what you do to stimulate its activity, for those who have experienced freshness, he will not get more freshness, unless there is a specific topic to attract him, otherwise he would choose to flee, fled and then with people.

This is irreversible, you don't know, but one person knows--Zhangxiaolong. Don't forget, Zhangxiaolong is the first person to play the internet in China. You think a lot of new things that he has seen countless times in his years of experience.

So I think, micro-letter launched advertising platform, and do not know that they have not noticed, he lowered the threshold of advertising from 8 million to 800,000, which means that there are many customers have the strength to advertise. I have thought about whether I should put this 800,000 of friends circle ads, the reason why did not vote because my curriculum is on the NetEase cloud classroom, if you want to put, we must pass NetEase cloud classroom, we are not eligible to vote.

Even the small team such as autumn uncle want to try a friend circle advertising. Then you will know how many companies in China have the strength to put such ads. Is there a lot of advertising coming in when the reading volume of the circle of Friends is falling, and will the reading experience of the circle of friends be good? No matter how hard you try, advertising is advertising! No matter how creative your ad is, there will only be 100 bad ads that appear to be a good advertisement to brighten your eyes. After all, a good advertising creativity is a very difficult thing, more to rely on luck.

So I think, Tencent in the circle of friends in a large number of open advertising this thing gave me a very important signal, micro-believe that friends circle to harvest dividend time node. I believe that if the circle of friends is still flourishing and rapid development of the stage. He would not be in such a hurry to do business to cash out, nor would it reduce his threshold from 8 million to 800,000, which I judged commercially.

Second, personalized content will be able to resist the opening rate decline?

Some people will say that Tencent does not make money and I have any relationship. He sells 8 million or 800,000 or so, it doesn't matter to me, it's wrong! You will join in this sharing tonight. Most of them are micro-credit operators, what are the main carriers of your operations? Not a circle of friends, but a micro-public number. Now we all know that there is a big problem, since 2015, all the micro-public number operators have been asking each other about the topic: Your opening rate is not down?

Yes, in the previous words, I set a policy, in my micro-letter, as long as there are small partners to contribute, immediately give 100 dollars of money, and as long as you read more than 5% of the amount of contributions. I rewarded another 100 dollars, which we thought was a very low standard. Basically there will be a lot of small partners have the opportunity to get 200 dollars of royalties. The truth is that most can only get 100 dollars. I have also counted, in my micro-letter backstage, open rate of more than 10% articles, is basically our own people wrote, we are obviously not going to ask for this royalties.

Now we have a lot of trouble with our own micro-letters, although our fans are growing, but our opening rate is falling. Why is that so? This is the two secrets that I'm going to tell you today about the opening rate of the micro-letter public number:

The first secret is, do you know that your micro-letter new subscribers don't normally have more than a few months to your focus cycle?

Micro-letter Public Number fan = Iron powder + Recent three months fans

I just wrote this formula, just want to tell you, micro-credit public number can also see your article fans, probably equal to the core of some iron powder. I think a lot of people's iron powder, but also a single digit, is your few small series plus your last three months of fans.

With that in mind, I can expose a secret that no one has ever been able to debunk in the micro-credit public number. A lot of micro-signals tell us that I have 1 million powder, I have 500,000 powder, I only care about how much he added in the last three months, this is the micro-public number of the most authentic fan number.

The business value of a micro-credit public number depends on the number of new fans he has added in the last three months, not the number of fans he has accumulated, because many of his former fans are now not looking at this micro-public number, which is "zombie alive" for this micro-credit.

A lot of people on the internet to me to advertise, said I want to work with you in your micro-letter subscription in the ads, I have 380,000 of powder, they give me the price is 10,000 fans per 100-300 yuan. They said that the quality of my fans is so high we offer 300 yuan/million fans. That's it. My public number throws an article, I can charge him 10000 yuan.

If I had to vote for myself, I would not have invested 10,000 dollars in my subscription number because I knew that the number of people who read the article frequently in this micro-credit public number was only 30% of the Subscriber. That is, about 100,000 people, about 100,000 people can do 30% of the opening rate, then I read the amount of the article should have 30,000.

I read the reading of my article every day, I found that there is no 30,000 ah, the maximum is 100,210,003 per day, occasionally to reach 20,000, I think today should add a chicken leg.

This means that a lot of micro-credit tweets are being pushed by articles that no one is looking at at all. Even the title is not seen, if I say you do not believe, you now open the phone to see you subscribe to the public number, how many small red dot has been more than five.

Why is that?

The first very important reason is the first secret that I have told you. is the micro-credit subscription number of fans, to the last three months, up to half a year of new fans to calculate, rather than the original fan stock simply do contrast, of course, your fan stock, the higher the probability of activation, only this.

The second secret is even sadder, whether it's someone who likes you or who just focused on you, they all have a common behavioral pattern now, they're getting too lazy to open their subscription numbers, and they're not even going to get rid of those little red dots.

Most of the friends have not opened, there are individual friends will also look, there are individual friends will put those small red dots, but did not really see the article. Then you have to think about these two issues, the first micro-letter fans are only the increase in the activity of the fans prevail. The second, even the new fans, will probably never open the subscription number again. So what channels do we use to read micro-letter articles? The answer is through a circle of friends.

But if everyone does not look at the subscription number, who is the subscription number of the article turned out? When you start to think about it, you start to realize that one of the key elements of a micro-letter article now is who can make their article more and more quickly into your friend's circle of friends, Your article is opened and the probability of being paid attention to being spread two times will be greatly improved.

What is the key to more important than content?

Probably in the day before yesterday, the country all do the campus promotion channel together to Wuhan to us to eat together, they asked me, we now the micro-letter public number pushed the article, but many people did not look, this question how solves? Are we going to do some dry-goods articles? I'm going to talk to you right now. The third question we are going to talk about today is whether we should do some dry articles.

One of the starting points of our discussion today is that there are few active fans of this public number, and secondly I have repeatedly stressed that many fans do not see this number at all. In other words, you are in the subscription number of the party to engage in activities to engage in welfare, it is likely that he did not see. Which channel will he see? your circle of friends.

So let's talk about writing original dry goods. Is it useful? Of course, the article that really writes well, will never be buried. But we also have to admit that in the circle of friends filled with a lot of quality generally but still broken 100000+ article, you have had such a experience-many marketing number of articles are copied, but the same 100000+.

What does that mean? It means that someone else's marketing account does not need to do the so-called original do the so-called dry goods, they only need to do something else good change, become their own words again, he can easily do 100000+ articles, to achieve their marketing purposes.

So what fun do you have to be original? Are there any other people who say that the micro-letter is not protecting the original account, providing the protection of the original account? He is able to protect your original. However, if your original article was reproduced by someone else, that is, add a below this article from the magic side of the autumn leaf ppt, and can not guarantee that this article brings all the flow of advertising revenue to you ah.

If a marketing account to take your article to forward broken 100000+, he as the flow of the main words he got the advertising proceeds are all his, you can not get a penny. It is clear that in the interests of the micro-letter can also do a better job.

But we can not rely on the improvement of the micro-letter to our success. Because the micro-letter as such a large enterprise, he must do a good ecological chain. He had all sorts of things to consider, and he noticed that the subscription number was slipping and he would also notice that the opening rate was dropping and he might even have data to show friends?? Diarrhea du silk? The Thistle Trail is still familiar with the land theft forgiveness k? Gosausee? Sigh the jogging value of the peach Duo? As for us, we should think in the opposite way that we should consider another question in the case where the subscription number relies solely on the original content, including doing all kinds of interactions and the benefits are not very well activated by the user. To spread our article to a circle of friends.

In Dongguan, some girls get up every day the first job is to open 100 or even 200 mobile phones. And tell her boss what time it is today. Which articles are forwarded to friends through these mobile phones? 锩 Jean U filled 锩 ting Huan 鍪 only? The ⑿ ц the netural to ц the 踔 of Liao you ц

Once an article has been forwarded by a thousands of-friend micro-signal. Each micro-letter is equivalent to a small microblogging, each with thousands of friends of the micro-letter is equivalent to a thousands of real fans of the microblog. If you have such an account on Weibo, how big is your energy? But if I have hundreds of of these tweets to help you forward an article at the same time, will it be formed in a friend? 锩, neon, brush screen. Once an article begins to appear repeatedly in your circle of friends, even if you are not ready to see him at first, you see your friend?? 锩 Tea hammer blow a squid end 馄? Yan shallow attract people, you will be more unbearable to open him, if the point opened later found that this flat article also quite to your appetite, you will also become the forwarding of another member. In this way, 100000+ 's article can be transmitted by the control of a fan of the micro-signal forwarding friends??? Song, the?/p> Falcon.

So someone asked, what about your micro-signal? I have been doing so many work recently. First of all, as long as there is community sharing, I will actively arrange time to participate, I hope you can pay attention to my micro-signal, I will add powder. Because the more fans add, the higher the probability of being seen.

I do the second job, is that I have made efforts to make my article more grounded more ground gas, more let the masses feel loved, but I know very well, I want to write a 100000+ article only by improving the quality of my writing content is very difficult. Unless occasionally I write something that catches up with the hot spot and writes it very well, it's not going to happen.

So the third thing I can control now is me and these little friends, at the time of dinner, I talked to them about one thing, I said you these small partners are all in the various campus channel to do the promotion, you often do offline activities, each activity you can attract 500 or even 1000 people to participate, When you were doing this activity, were you trying to encourage everyone to add your public number? Then their answer is yes. They ask what is the way to help us increase the number of micro-credit fans in this activity? I'm wrong!

One should understand that a fan of micro-credit is not your marketing goal. Your marketing goal is to get more people to become your customers by reading your micro-letter public article. It's okay to be a fan of your subscription number, but read your subscription numbers and buy them because you love them.

That someone said uncle you said for a long time, we do not understand AH. I'll tell you what, I need each of you to use the offline channel activities, release your personal micro-signal, let them become your personal micro-trust friends, each of you are from the country's most popular campus promotion channel of the team, you each team will have 10 20 small partners, if you are willing to let My micro-trust friends added to 5,000 people, I allow him to repeat, repeat is a good thing, because you can brush the screen.

If you're a community, because that night, almost all the big leagues in the country that were doing campus promotion came. I've reached a tacit agreement with seven or eight of them, and we're going to set up a 5,000-circle alliance this October. The small partner in this alliance's micro-group must have more than 4,000 of his micro-trust friends, if in this group like today our group 500 people, everyone has more than 4,000 micro-trust friends, I sent an article, please forward your friends circle, I believe that every friend circle friends after forwarding, It will affect at least 20 people to see, because you have 4,000 friends after all. If the quality of the article is good, at 10 o'clock this time at night recommended that the probability of being seen by 20 people is very high. If we have 500 people each affecting 20 people are seen, this article reading volume does not require the subscriber number of fans, we can reach 10,000 reading volume.

If this article is really good, really let a lot of people see very excited, will form two times spread, these two spread 10,000 people inside 2000 person detonate, enough to let him in the micro-letter round the spread of the round, easy to reach two to 30,000 reading volume. Then these articles will repeatedly appear in everyone's micro-trust circle, attract more people to click, then after 24 hours of cycle, he is likely to reach 50,000 of the reading volume, and then no one can stop him to rush to higher reading volume.

Now you get it. Just writing a good original article is not going to work, we have to achieve the influence of an article through the spread of the circle of friends. Instead of blindly staring at the micro-letter add powder, you should stare at how to create a 100000+ article.

In that case, you have to give your own micro-letters to add more fans, this is still to do. However, he will not have a decisive influence on the opening rate of your article. Second, you have to use certain channels to allow your own influence and control of the small partners to constantly have new fans of friends circle, for example, 5,000 friends, of course, the price is some, what the price, very simple, which means that your circle of friends can no longer see you really want to see friends. You are a marketing number, but people who do marketing always pay the price, right? A lot of people will ask that uncle why do you add so many friends, they are my friends, they are some day to be I paint advertising good or bad? When everyone adds my friend's circle, I make a public statement not to add me, plus I just put ads, I'm not going to answer your questions.

Iv. What is the fundamental driving force behind the community?

Of course, how to write content more vivid, interesting, so that people like to see is also very important, put these points together, it is possible to do better, then how to do this faster, then now understand why to do the community. A lot of micro-signals to build a community, the first goal is to take advantage of the micro-signal and the fans are still more love this account, before he lost, with what he loaded up, this you all think of, with the community.

To put these easily lost fans installed, we have to give them a common hobby, we call like-minded people, for example, most of the community, set a fellow is around the subject of a certain direction to share. Even so, most of the community his life cycle is also limited, probably only half a year, within six months, we can send a message in the micro-group to send a link. You know that sending links will cause them to click on this article to read right, which makes each of our articles get the chance to be seen by someone who is interested for the second time.

I think in these communities we can influence some small partners, let them develop into our core partners, after the release of the article, they can be recommended and evaluation. This will induce more people to see and forward to the circle of friends. And once everyone is in a group. We can arrange some small partners, take the initiative to guide everyone to become his best friend.

Now know, I through every community to share, I hope that everyone add my partner, because my circle of friends has been filled with 5,000 people, can not be added. But I have a lot of friends and I want to pull them over and have a chance to advertise them in the future. So I'll ask you to add my little friend to my buddy, add small partner words you can see my micro-letter on the latest article, he will be forwarded to the circle of friends, in addition to forwarding to a friend circle of micro-letter articles, and then we have any questions to contact me and no way to directly contact me, can also be conveyed through him.

But after the community, he was able to put his business card conveniently in, and then let everyone to pay attention to. We have done testing, a better induction, for example, today this group has 500 people, vegetable small partner is our 69 core group of small partners I generally will not recommend people, under the endorsement of my trust, can add at least 50 micro-trust friends.

Our little friends this evening can now understand why some people want to build a community, like the big uncle to brush the existence in the community, behind the truth actually speak out very unbearable, we are in order to brush face na, brush face is to one day to be able to put our products and services in the way you do not dislike to let you see, Because the subscription number is dead, the key lies in who can occupy the circle of friends who is the winner.

This is what I'm going to share with you tonight. I hope it will enlighten you, maybe I am wrong about what I said, the most important thing is that you should learn to observe with your own eyes and data.

Question and answer session

Q: The public number of traffic decline, the flow of friends fell, then the flow of where?

A: Actually, the traffic is always there. But now there are more and more applications with today's headlines such news media. And there are hot spots on the internet, people will still go to Weibo. Like today we want to see the stock, a lot of people will go to the portal, not flow disappeared but now into a division of the era. Everyone's attention will become more and more fragmented and more personalized. The time has passed when all the traffic is brought in by a large community.

In fact, sometimes I do some sharing, and I don't even think about using the micro-credit public number. I use the headline today. Recently our little partner Hachi, her news was recommended today on the front page of the headline. The amount of reading directly exceeds the 100000+, is this not my brand spread? Why do you have to cling to the subscription number? The most stupid thing about marketing is that you used this number to become a number at the end of the game.

Q: The operation of the company's service number pushed timely, but the volume of reading is still not high, uncle have any tricks?

The company's service number is generally how to locate better? Push product? Push the dry goods?

A: Service number In fact, you really should learn about China Merchants Bank, China Merchants Bank has made a detailed definition of all his users. Every day through the service number to different people push from different promotional information, and these are carefully designed, try not to make customers dislike. We just have to think a little bit about the amount of service we have in the process of not satisfying our customers, and if these can be combined with micro-letters, he will create value. Now many people simply do not know what is called product design, if the launch is a big topic, obviously not what we can finish today.

Q: Excuse me, uncle, predicting the life of the next circle of friends how long? Before the purchase of micro-business has let users have no goodwill to friends, such a hard wide soft wide in the circle of friends, can maintain how long?

A: The life span of a circle of friends is much longer than you think. The circle of friends is not going to die. Just like Weibo, many people are not playing Weibo, but Weibo will not die easily. It's just a return to what everyone thinks he should be. Can only say that the bonus period of the circle of Friends has ended, the first to do micro-letter subscription is also easier to add powder, and then in the circle of friends to do micro-business is also relatively easy to have effect, now these are very difficult, it is just back to the normal.

Q: I would like to ask uncle, since the heat of the circle of friends has been declining, so once the circle of friends is more and more advertising brush screen, will not accelerate the death of the circle of friends? If the circle of Friends is dead, is there any meaning to the subscription number?

A: The heat of the circle of friends down then everyone desperately to send ads, and then embed ads inside, that is not a circle of friends will die faster? Yes, marketing account for their own purposes never consider the whole ecological construction, the real test is the wisdom of Tencent, but this is a difficult problem.

Q: When everyone's circle of friends filled with various types of linked ads when the way out and where? Even good articles will drown in a lot of general articles.

A: There are so many advertising messages, even if I wrote a good article will be submerged, then I would like to say that the real good article will only be amplified in the process of dissemination, not easily submerged, we have to admit that those 100000+ good articles, in fact, is very attentively.