Sina Weibo, which accelerates the commercialization process in question

For the current Internet industry, Sina Weibo is undoubtedly the most popular information publishing and exchange platform.

Continuous online micro-task, information flow advertising platform, in the micro-blog content to push advertising information, Sina Weibo in commercial advertising on the pace of gradually accelerated. In the profit model has not been clear, empty flow can not be effective in the plight of the situation, Sina Weibo through the rectification of marketing market, the introduction of bidding ranking system, Amnesty grassroots large series of measures, began in the advertising market formal test water.

Emulate the search engine bidding ranking system

"I have never paid attention to these business executives, but they appear on the microblog page and will appear after the refresh." Recently, a number of Sina Weibo users said that their micro-blog page in the ' @ on Hai ', ' @ Kang Master private beef noodles ' and other enterprises, can not be forcibly shielded or deleted.

The source of this advertisement, Sina has just launched the "Information Flow Top Promotion" advertising system. A Sina personage tells a reporter, at present this platform mainly is Sina Weibo provides to the advertisement user Self-Service delivery system, The advertiser may in this platform advance recharge pays, but the billing model adopts the CFP, the CPE two kinds of models.

"CPF mode in accordance with the number of display charges, 5 yuan/thousand onwards, 0.1 yuan to bid;" CPE mode by forwarding, the number of concerns such as billing, 0.5 yuan/time, 0.01 yuan to bid. According to this person, because the system launched through the promotional ads can only be displayed to users two times a day, so also took a bid ranking operation, "the same keyword, the highest bidder can be given priority to display to the user." ”

At the same time, Sina's new push of the information system also carries out accurate advertising. The person said that through the background system, you can see the user's age, gender, geographical, hobbies and other information, the enterprise can analyze the data and put matching ads.

A person in the industry told reporters that the overall effect of advertising through micro-blogging is higher than the traditional search products. "Compared to the micro-blog ads display more than a lot of results, and the average click Price is much lower than the search ads, conversion rate of about 10%, is the search transformation effect of more than twice times." ”

Forced promotion raises questions

Although the pace of commercialization is in a hurry and is beginning to be effective. However, the practice of the imposition of such a forced implantation of Sina Weibo has attracted questions.

Without attention, there will be ads, has become the most criticized by users of the place, can not close the ads, but also let users dissatisfied. "An open micro Bo, see is the so-called ' micro-bo promotion ' advertising, can not be deleted, can not pull black, can only look after hiding." You can turn people off, but we can't close your ads, what's the logic? " One microblogging user said indignantly, and in most promotional ads in the forwarding and commenting on the content, there are many complaints. For the user's query, some of the micro-blog with promotional content is the choice to turn off the comment function, to a "blind heart not annoying."

According to the above practices of Sina Weibo, social media researcher Mo Zhao said that the essence of social marketing is dialogue, but this one-way forced information to push the behavior, still do not break away from the traditional portal advertising mode of thinking. "For the social media of the original advertising, the most important thing is the user experience, to not disturb the user as the bottom line, and Sina in the early stage of the immature advertising model, is bound to cause harm to users." Sina should do is, will push the advertisement information into the user context, in order to minimize the harm to the user experience. ”

And Yan Huang Network CEO Yupeng said, this full by the user criticized the hard to promote, just explain Sina in data analysis and mining have short board. "Sina is more media attributes, not technology-based, this time it in advertising personalized marketing, accurate delivery on the poor." ”

At the same time, the industry has revealed that, in addition to the above advertising, Sina Weibo is a short message marketing platform, enterprises can be pushed through the traditional message channel, directly to the content of the Subscriber to subscribe to the service mobile phone. The move, the person said, was an accurate marketing card that Sina dug into the data through the user's basic information.

"This will be a step in the commercialization process of Sina Weibo. "Wu Zhao believes that now the premise of the short message marketing is licensed marketing," to the premise of user choice, if the authority to decentralize to the business Officer micro, and rudely push spam information or advertising information, this is undoubtedly thirst. ”

News link

Soft and soft and Ji Amnesty grassroots micro-blog

"Sina has opened up the advertising interface for us, then advertisers can launch ads through our platform, but Sina Weibo has to charge a certain fee according to the flow of its lead." "A microblog marketer told reporters that he operated a third-party platform and Sina's advertising system to cooperate, but Sina also to take a break from, is" Bo Main, platform, Sina Tripartite Commission model. ”

It is understood that in addition to the third party marketing platform open advertising interface, Sina Weibo also shelves the "service provider platform" to seek to the grassroots large marketing team into which. According to Sina, the platform is mainly aggregated for enterprises to provide micro-operation, marketing, training services, such as Third-party service providers, there are already many operators settled in.

"Micro-task + information flow + service provider", Sina Weibo commercialization of the model has been beginning to prototype, but also strive to "all" upstream and downstream resources. Hanyu, director of micro-media research, said to reporters, under the capital pressure, Sina Weibo rush through the hands of the flow of liquidity, to solve the "people have no income" dilemma, and the core of the commercial model is to create a full range of advertising platform, and at present although due to technology is not in place, There have been forced to promote such practices, but "Sina Weibo under the demand for capital need to profit, Commercial road is also the general trend, irreversible." ”