Sina Weibo on the weekend low-key release of the long brewing marketing works fan Tong

Summary: Sina Weibo last weekend low-key release of the long brewing marketing fan Tong. As the authorities have explicitly targeted small and medium-sized enterprises as advertisers, the electric business has become the biggest sacrifice in the commercialization reform of Sina Weibo. Prior to that, Sina Weibo commercialization

Sina Weibo last weekend low-key release of the long Brewing marketing "fan Tong." As the authorities have clearly targeted small and medium-sized enterprises as advertisers, the electricity business has become the biggest "sacrifice" in the commercialization reform of Sina Weibo.

Previously, Sina Weibo commercialization of the exploration has always been referred to as "not successful", "Fan tong" can become a brand other than advertising legs, accelerate the pace of micro-bo, will depend on whether it can really solve the electric business enterprises for the pursuit of effect.

From the official introduction can be seen, "fan Tong" will appear in Sina Weibo in the top display, enterprises put "fan tong" ads, from the presentation of the way, and ordinary micro-bo and no difference, such as forwarding, comments, collection, praise and other features one by one. But its commodity attributes are more intense and the push path is targeted to target audiences based on user attributes and social relationships. In addition, the most important point is that "fan tong" to bid to determine the scope of coverage.

This marketing model and Baidu "promotion link" business principle is very similar. Colloquially speaking, that is, the greater the cost, the higher the rank, the greater the number of users to obtain, the more the purchase behavior. But one thing is more advanced than the simple bidding ranking, is its precision.

According to billion power network to understand, "fan Tong" in the current quote, one is CPM, the price is 5 yuan/thousand exposure, exposure for the active online fans; another one is CPE, the valuation mode is 0.5 yuan/time effective interactive billing, each minimum bidding range of 0.01 yuan (effective interaction including forwarding, attention, Collection, short chain clicks).

"Both models are paid by effect, and are moving closer to the path of precision marketing." "Percentile technology COO Zhang Shaofeng to the billion Bang power network, although now the" fan tong "effect of the assessment is premature, but Sina Weibo the commercialization of the idea is very reliable. "Formerly rely on big customer, big brand, big sale, now dismantle sell, do small and medium-sized Enterprise single, more flexible." ”

Analysts believe that the previous commercialization of Sina Weibo is the fetters, although the creation of a perfect ecological environment, but because of the lack of a reasonable profit model, it is difficult to benefit from it. Whether it is marketing agencies, or micro-broad, these platform-rooted species rely on the growing supply of enterprises, but not to the soil to transport a little food.

For most electric companies, social marketing is often regarded as a "free" or "inexpensive" source of traffic, unlike the pay models of CPC, such as search engines. But many appliances business enterprise to billion power network reflects, with the micro-blog and other social network environment, as well as the professional requirements of operation, social marketing costs began to high, ROI all the way down.

"In the past stage, micro-blogging platform can not directly serve the marketing of electric business enterprises, but must indirectly rely on the various resources on the platform in order to produce results." In this process, regardless of the electric business enterprise or Sina Weibo has paid a very high cost, the vast majority of benefits were grabbed by the third party. "The head of the microblogging marketing platform, who declined to be named, said Sina Weibo" fan Tong "is the lethality of the use of accurate advertising engine, according to user attributes, social relations, remodeling the" fan "and" enterprise "relationship between the feelings, or even the purchase of relations, and thus from the micro-broad hands to rob back profits.

"Electric dealers to pay to the platform, but no longer to find a professional marketing agencies to do planning, buy fans, micro-broad forwarding and so on, and the effect of marketing can better save business costs, is a stone three birds." The above people think.

If "Fan Tong" above the commercial logic can be set up, the power of the hands of tens other advertising costs, will no longer be its unattainable a piece of "fat."

But it is clear that "fans" need to overcome several hurdles before helping to get the electricity business through the world:

First, Sina Weibo should have the technology of accurate advertising. Although since May 2012, the establishment of small and medium-sized customer Sales department, but has not clearly stated, Sina Precision marketing technology from where, what is the logic, can help customers find potential Weibo fans, and the data to match.

Second, Sina Weibo's "fan economy" water is both deep and muddy, which will inevitably affect the purity and authenticity of its potential customer base. Therefore, the number of fans can only become a micro-blog marketing growth record, the real decision micro-BO marketing activities success or failure, is still to shop conversion rate and purchase conversion rate.

Moreover, this kind of forced into the fan page, and the promotion of the top way, whether the marketing to the user experience, which causes fans of the strong antipathy to advertising, is still unknown. Although "Fan Tong" has done a number of details to differentiate between ordinary microblogs, shopping is not the primary attribute for a community. This is why Taobao in the past stage research and development of countless products, have failed to assume the Ali SNS idea of one of the important reasons.

According to Zhang Shaofeng, at home and abroad, no social company has been able to achieve real commercialization, including Facebook, the ability to realize is also worse than expected. Community advertising and search engines are relatively young, still need to continue to explore.