On social advertisement-the fantasy drifting of the doom-cutting cake

For the understanding of social advertising, I think we can use the "Doomsday Cake fantasy Drifting" This seemingly title party combination to understand that there is no specific definition, but the combination of these hotspots can help us to better understand the social ads a few misunderstandings.

1, "Doomsday"--not as usual, advertising ≠ exposure rate

Social advertising as the third Pole force, and the past search engine advertising, portal advertising has the biggest difference is that the flow of information is along the community chain to expand, advertising exposure rate is not the primary goal, the end has come, sentient beings mediocrities, The information big explosion premise user's custom has formed to the independent network advertisement consciousness level automatic shielding. Blindly pursue the exposure rate, is often looking at that only 0.01% less than the click-through, exposure more, the greater the loss. (therefore, in the context of large data precision advertising is necessary, which can effectively reduce the initial advertising hard exposure costs and the spread of preheating period, of course, this is something.) )

At the end of the day, social advertising is not the traditional sense of the pure hard exposure, but by virtue of the community chain of communication soft exposure, only mixed with UGC (user create content) of the advertising social sharing, can truly realize the virus-type transmission, and further enhance ROI (input-output ratio).

So, at the end of the day, the K-factor virus spread index is the king, social advertising to consider the first social, the next is advertising.

2, "Cake"--prize ≠ attract users

This is sherry inspired me to explore the relationship between the prize value of the interactive lottery and the rate of user transmission, but in fact the two are not related, especially after the community user group stable mature, users have been difficult to arouse the excitement of the forward lottery, only users from the content of the perception of their own value is the most important. For ease of understanding, here we might name it "cake" value, it was an era of entertainment to death, especially in social media, where hot spots include but not just social hotspots, but also the hot spots that advertisers operate, such as Durex "shoe sets", where objects, etc. Often arises because it is not the content itself, but whether it provokes the insensitive and sensitive nerves of the user community, provoke the user's curiosity and creativity, in the media age, everyone is the creator and disseminator of information, through the creation and enrichment of content, "cake" itself covered by the user scene will also become wider, thus causing users to marvel , resonate and propagate, and the value of "cake" will be magnified in the user's two-time spread UGC. The following figure:

For social advertising, the prize itself can only be added to the icing on the cake, or in another sentence, overwhelm the user to spread the last straw line of defense.

3, "Fantasy drifting"-we can control the creation of ideas?

In the Web 2.0 era, we ushered in a near-runaway (why "near", this is inseparable from the countless efforts of network management to delete the Web world, everyone in the Web surfing at the same time, but also in the manufacture of waves, and the trend of information dissemination may be due to the spread of small changes in the chain caused by the form of a huge change in user intentions.

In the planning of social advertisements, we all pay attention to the originality of the advertisement, because the prize ≠ attracts, the user prefers to spread the attention to the new thing, how does the originality come?

Creativity is born out of control.

This is my personal point of view, reader can reserve views. In the east of the Garden of Eden there is a saying that groups never create anything, treasures are always hidden in one's lonely heart. This sentence may not apply to all situations, but at least in the early stages of creative creation.

People tend to have a misunderstanding, brainstorming will be conducive to the creation of ideas, but the reality is that people often in the discussion with a large number of judgments and personal interference, and finally formed a compromise plan, and often predecessors of the work of the revision. Otoschamo's U-shaped theory refers to the learning team in terms of creative inspiration, the brainstorming highlights the fact that team members are not judgmental about presenting solutions and insights, and meeting the emerging possibilities by connecting the inner scenes of consciousness that are different from the brainstorming that we understand everyday.

All the sources of creation are the integration of existing things under the influence of runaway stream of consciousness, excellent artist imitation, great artist plagiarism, the difference lies in the different granularity of the integration material, whether it is Dylan's earlier works or the Jobs ' iphone. The following figure: each material is a set, the direction of the inspiration arrow is uncontrollable, but can be based on different scenarios, but there is absolutely no one you have never seen or imagined the material.

In the creative aspect of social advertising, the value of group discussion is to verify the feasibility of creativity and implementation plan from logic and experience. If we look at the birth process of our consciousness from a runaway perspective it may be easier to understand, limited to space, here is not to be discussed, the idea was born in the fantasy drift of consciousness, this is the emergence of the process, there are ways to guide, but can not control the unknown things.

To sum up, for social advertising, I would prefer to consider it as a social interaction with the chain of content promotion of a kind of interactive communication with the group, although the birth of creativity is not controllable, social public opinion is not controllable, but the arrival of the big data age, In the social advertising platform has been able to do the advertising user response data in a relatively large range of real-time detection, and according to the data constantly updated optimization marketing program. On user data mining, have to say Tencent Open platform's strong advantage, through the user data of each platform through, including user behavior data, content class data, situation class data and attribute class data, Tencent open platform by virtue of strong user data accumulation, through monitoring user's some basic dynamic, Combined with the user's own attributes, the combination of directional conditions, can achieve accurate advertising. Even if you have not used its relevant tools, but I still believe that, of course, also welcomed the use of people to spit.

4. Improve the thinking model of social advertisement operation

Social advertising as a way of interacting with groups, in the context of large data, the integration of their own understanding of social advertising, here to share a social advertising group communication rhetoric process model, here we have a premise, communication is a cover situation, assumptions, intentions, audiences, methods, processes, products, The rhetoric process of evaluation and feedback. We try to achieve a goal together with the audience, so we express it through words or images, video, games and so on and let the audience evaluate it. The social advertising rhetoric process model extends from management communication to a certain extent to help the product Operations Manager evaluate the feasibility of the originality, thereby enhancing the efficiency.

Into

Based on subjective assumptions: including the operational team's understanding of social values (including hotspots), self-evaluation of the Organization, and other assumptions based on experience or logic in the communication process of social advertising, such as Sherry's experience in how to improve CTR (ad-clicked) on material design:

Users will be more inclined to click: ① overall feeling strong, generous concise design ② focus, warm design ③ suitable for Chinese characteristics combined with hot design ④ regular updates can prevent the natural attenuation ⑤ text not more than 5 and clear design ⑥ add interactive guidance can avoid false information ⑦ targeted material design ⑧ through continuous A/b The design of test optimization

Based on objective status: including the current social structure, recognized and proven network behavior, the role of the organization in social advertising, advertising channel and budget, team members of the individual background. If conditions are available, the social AD operations team can use their own collection of user behavior data (ad clicks, shopping behavior, search behavior, etc., Scenarios (LBS, festivals, gifts, etc.), content categories (log, Weibo, albums, videos, etc.), attribute class data (gender, age, location, education, etc.) to model, No conditions can also be provided through third-party data, such as microblogging index, Baidu Index, industry reports.

Integration

Here is the need for the materialization of social advertising solutions, including the integration of organizational intent and the pain point of the audience, the integration of the program implementation process and the implementation approach, and the materialization of the feedback. There are some cases, but the space is not here. The following cases can be used for reference:

Starbucks micro-letter two-dimensional code;

Mercedes-Benz Smart Electric dealer;

Nestle "Stupid Nana" ice cream;

Nike "Social DNA" socialization;

Volvo "Lin China Line";

Pony Pentium "Huang Jinda robbery case";

Mini china "Trading London";

Sino-American Styrofoam clean denture cleaning tablets;

"Group of Yi Apprentice" recruitment reality show;

Volkswagen China "Blue Drive" APP

Output

Subjective evaluation: The evaluation of social advertising is derived from the information actually received, not from the information sent. Here we need to get the evaluation, including from the audience evaluation, the media evaluation, has been the operation of the team self-evaluation, in order to measure what the reviewers understand the advertising and our intentions are consistent, where we can not control the evaluation process. Given the persistence of the influence of successful social advertising on existing brands, for example, Millet mobile phone in the previous advertising hunger and thirst marketing in the main mobile phone price, then in the eyes of the public, millet brand has been and configured High + cheap and other key words linked, after millet if you want to through marketing means to enhance the high-end brand, Then there's a lot of difficulty. In addition, once the public opinion of the adverse remarks, such as "futures", if the case is true, then the original large rice noodles may become rice black.

Based on objective product: This mainly focuses on the effect evaluation of social advertising, in short, it is to prepare and can show or share with the company, for example, sherry-sharing cases, such as the "Big Wedding" of the "dau" advertising case, during the promotion, the implementation of User day (day active users) up to 8920 , app virus channel user reflux accounted for 25%, social advertising ROI of 2, the evaluation of 0.4%, the average CPC 0.3 yuan, sales on the daily average of 500 times, daily peak sales of 10000 yuan, the cumulative purchase of Diamond Subscribers 600, these are objective products, is the measurement of quantitative advertising effectiveness of the important indicators, of course, there are many products can be measured, different companies are the focus of the indicators are not the same.

As I know, here I would like to share with you the analysis principles and methods of the community game Operation data:

★ Simple (at a glance)

★ Executable (Reliability)

★ Measurable (validity)

★ High Lever (primary and secondary)

★ Revenue-oriented

★ Relative indicators (such as ratio, conversion rate, year-on-year trend, etc.)

Community Game Evaluation Index

★CAC User Access Cost

★k-factor Virus Spread Index

★ Average length of user

★ Retention rate for the following day and 7th

★ Average life cycle (average how long a user will stay in the game)

★arppu (amount paid by a single paid user)

★ Pay Penetration (percentage of paid users)

By estimating the latter three indicators, we can draw the LTV customer lifetime value, which will be one of the necessary indicators of advertising.