Counter-attack on red rice: Good QQ space social big data this game

First, talk about the abnormal flow of Taobao. One clothing e-commerce director said last year spent 3 million Taobao platform to buy advertising traffic, the effect is acceptable, the first half of this year spent 5 million to do all kinds of marketing, Lynx shop's benefits have dropped 5%. This means that Taobao platform in the transformation of advertising traffic, there have been some ecological problems, social marketing will be contested, which is why it must be cross-border layout Sina microblogging, power micro-Amoy cause.

Second, Ma Weihua China Merchants Bank has opponents executives raised a question: how to use China Merchants Bank Sina microblogging and other social media on the big data? In other words, banks do not have these data, it is impossible to identify the behavior of credit card users and Shopping preferences, internet finance innovation will be greatly reduced, but gave more chances to Ma.

The third is the recent unusually booming red rice cell phone. At 12 noon on August 12, red rice cell phones were exclusively launched in QQ space. Over 148,000 users clicked the purchase in the first second of open purchase, and 100,000 red rice cell phones were sold out in 1 minute and 30 seconds. In the first three days of Xiaomi open appointment for the first space in the QQ space of Xiaomi, 500 million users applied for the purchase, with a total of 7.45 million users participating in the reservation.

Prior to this, I heard an internal broke the news is that Tencent and Xiaomi had agreed in advance an expected goal, Xiaomi promised 10 million mobile phone pre-installed Qzone client, and Tencent must bring a lot of millet 7 million fans in the QQ space, and use of resources that can be used to fully support the pre-sale of red rice.

It is understandable that business cooperation takes interests first. In fact, I am more concerned with how QQ Space can help Red Rice to accomplish this amazing work, and how the marketing and traffic transformation behind it work.

The conclusion is that with the marketing combination tactics of "Guangtongtong + Certified Space + Mobile Alliance", QQ space has become an important pole in the field of social marketing through the analysis and optimization technology of big data. In many enterprises, its importance and Conversion effect, and even more than Taobao platform and Baidu.

The big reversal is not easy. Interested friends can read the founder of Lin Feng Lei Feng president of the "$ 1 Billion Lessons," a book (Note: thumb read app for download), which talked about the game 51 and QQ space before 2006 QQ space is still only an internal testing department, the direction is not clear, input power is not enough, almost a "not as" state.

However, the social chain of relationships and the power of big data, brewing for many years to accumulate, eventually make space for social marketing advertising advertisers favored rich ore.

Home Appliances Merchants Dark Horse Merlot CEO Gao Yang revealed this year that 20% of its traffic was obtained through Tencent's social marketing advertising platform Guangtong Tong, with its promotion channel Baidu ranked No. 1 widely and it expects to see a second Next year's investment in Broad Point will exceed Baidu.

So, behind the red-hot, QQ space what exactly social marketing and big data killer? What inspiration for reference?

1, account system, especially the social relationship chain control and opening up, the future will be about the effect of social marketing and investment.

In China, only three models of internet profitability proved viable: games, advertising and value-added services. The former two have more profit margins and the sole platform with a strong account system can maximize it.

Analysis of the BAT account Ecology: Taobao holds the largest online shopping account, then supplemented by Alipay, evaluation mechanism, thus building a powerful e-commerce account system; Tencent has the most powerful social account system, QQ, QQ Space, WeChat and other social tools stick to the 700 million Chinese Internet population, the social chain behind it is an undisputed bonanza; Baidu, holding more than 70% of the domestic search data, but its weak account system only .

Among them, Tencent's social account system in the field of marketing more powerful transformation, once it let go of the social chain, businesses can quickly get a lot of fresh traffic.

For example, millet mobile QQ space certification account was opened on May 21 this year, on July 29 about 180 million fans, pre-sale of red rice, today has risen to 999.7 million fans.

This is a staggering figure, knowing that there are about 2 million Weibo microblog fans and about 1 million WeChat fans. For this Internet company that has built up fans from the most primitive BBS forum, this time around The outbreak is almost unprecedented.

This source of explosive power are two, first, QQ space will grasp the account system and social relations chain of red rice open to a large number of red rice may be concerned about the promotion of QQ users, and second, QQ space is an acquaintance relationship, you can form a friend Circle of word of mouth marketing.

Guangtong has done some internal tests. For example, adding some friend-friendly designs to a user's shopping share will increase the click-through rate by 51% and increase the contact percentage by 71%. This is the power of the social chain.

2, big data capabilities will be the power of Internet giants social marketing key, and wide traffic through the traffic matching and conversion capabilities are greatly improved, will promote the QQ space to become an important social marketing pole.

Wide point of communication is Tencent social system platform-based advertising system, which covers the main channel is QQ space, in addition to QQ client, mobile QQ, mobile QQ space.

It has a unique advantage over the coverage of the population alone. Among them, QQ space users 611 million, 70% of 19 to 35-year-olds, QQ client active users 825 million, while the certification space fans total 1.8 billion, 400 million independent fans.

In addition to the huge data size, wide-point big data matching capabilities are also improving. Its delivery model is roughly to help advertisers choose to broadcast their ads only to the people concerned, the right people, using pay-per-click, and the price of a click roughly a few cents.

Take red rice as an example, the millions of fans attracted are precisely targeted by Guangtatong's advertising system. Through big data analysis, users who may be interested in red rice cell phones are identified and then red rice is pushed to them , And really interested fans will click on their certification space, at the same time recommend and share red rice to their closest friends. Compared with the more popular method of award-winning forwarding on Weibo, Guangtong-Tung has higher accuracy and better matching; at the same time, loyal fans take the initiative to make friends with friends and friends, and more sustainable to ensure trustworthy And take the initiative to promote marketing effectiveness, which is also the advantages of integration of various resources and capabilities of QQ space.

This precise delivery and matching based on big data makes Guangtong's delivery cost and effectiveness better than traditional online advertising and search advertising, and its performance has soared. As of April this year, Guangtong-Tong's overall revenue grew 900% over the same period of last year.

To put it in a nutshell, the traffic conversion capability will attract more and more e-commerce companies. Millet is the ultimate e-commerce company, it chooses QQ space In addition to matching the target line below the third line of red rice, there is another important reason is that Tencent ecological flow is still in a bonus period, you can quickly find a lot of fresh flow and conduct Conversion.