Social networking-make you no longer alone

What is a social advertisement?

According to the findings of the Nielsen Company, 91% of online consumers have varying degrees of trust in the products recommended by acquaintances, which is the role of social networks

When you go into a social networking site and you see a couple of friends playing a game at the same time, do you have a desire to try? When you want to buy something, many acquaintances invariably recommend a brand, will this product have a greater appeal to you?

The so-called "social ads", "and the traditional advertising is no longer a dry to promote information alone, instead of a friend to the service participation and attention, users see no longer purely ads, they are concerned about the friend dynamic, the result of a large increase in ad clicks, and advertising costs are also significantly reduced. "(Tencent company senior vice President Tong Dawsong language)

Why do social ads work?

According to Maslow's demand model, human needs are divided into physiological needs, security needs, social demands, respect for demand and self-realization requirements from low-level to high-level.

(Maslow needs model diagram)

In situations where both physical and security needs are effectively guaranteed, people have a natural need for social needs. There is a commercial value in the existence of demand, so social advertising naturally has room for survival.

The important thing about social advertising is that it gives us a strong herd hint. Based on the trust of friends, a familiar social network will be more convincing to us, so we see friends are playing games, we all agree that things, we are more likely to generate trust. Like movies, we often go to the movies depending on the people around us, judging the quality of the movie, we don't know what the movie is like until we see it, but we tend to go into the cinema on the basis of the people around us. More because friends and colleagues are playing, we are eager to integrate into a collective, and then discover the fun of the game. The charm of social advertising is not only the existence of a huge natural space, but also its strong herding effect, bringing the herd mentality.

When advertising is no longer a dry sentence, picture, and advertising into life, this is the charm of social advertising.

Social advertising in China

At home, Tencent has accumulated many years of relationship chain to make itself occupy a great advantage in the social advertising system. It was revealed. The use of a large amount of user resources will create amazing market value.

On the other side of the ocean, Facebook's listing has set a record of up to $5 billion trillion in financing, as well as an imaginary space for the future of the social-networking advertising market. 85% of Facebook's 3.7 billion-dollar revenue last year came from advertising, and Tencent's annual report showed that its Internet value-added services accounted for more than 80% of total revenue and less than 10% per cent of online advertising revenue.

"Frankly, Tencent has been building a chain of relationships for years, but never looked at it from a business-to-business perspective," he said. "(Tencent senior executive vice President Lau).

It is clear that Tencent has created the largest social network in the country, covering the largest number of netizens in China and having a huge advantage on social networks. Specific data can be seen in the following figure:

And Tencent's several platform advertising types are slightly different:

①QQ, Hard implant ads

(QQ on the hard embedded ads, and the current chat box without any contact)

QQ Chat box on the hard-implanted ads and no social advertising features, and the current user's use of the product is irrelevant, and ordinary advertising is no different.

② QQ Space provides a "so-and-so friend playing" social advertising and corporate authentication spaces, for the advertising based on interest promotion.

③ Similar, Weibo also has similar social ads and certified microblogs

④q+ and other open platforms, "So-and-so friends are playing" social advertising model can also be seen everywhere

Looking at the stars, no longer alone

Modern people are more or less lonely, the loneliness originates from the heart, from the distance with friends apart. Most people drift in the city, but can not find the heart of belonging, although we all belong to a star.

Social ads are more of a factor than traditional portal advertising (stiff hard implants), search engine advertising (keyword matching). Looking at the stars at the same time, we found their own ownership, whether it is their own friends, or the network has the same interests and hobbies of the group.

Tencent's social advertising platform positioning is different, a good solution to the user's multi-level needs.

"So-and-so friends are playing" let us and friends fun, those years, we walked together friends, in the network continue to feel the same side. These social connections based on strong relationships are a way of selling that is more easily believed and trusted by each of us.

Officially certified spaces and microblogs are more like an interest concentration camp. Everyone's circle of friends is limited, we are subject to the limits of the Dayton, if social advertising is limited to the strong relationship chain, but also limits their own spread space. and the weak link based on interest solves this very well. Different people, based on the same interests, focus on the same public home page, based on the public homepage of the marketing tools, social advertising delivery, in the same interest in the crowd to resonate and respond.

Under the example of a friend, we choose Trust. Social advertising in the small circle of the Dayton-bound, we are more naturally receptive to this kind of hard implant. Strong relationship chain makes the herd effect more obvious.

Driven by interest, we are more willing to participate and break through our own social circle and share common topics with other people. Social ads in the specific interest of the crowd, a good vertical marketing, breaking the bar number of restrictions more directly to the specific target population. The weak relationship chain makes social advertising wider.

Whether it is our friends, or those we do not know the network friends. Looking up at the starry sky, we are still with the former friends, but also with the same interest to look at.

Social ads are meant to help people, not be lonely, but more like a clever implant marketing.

Not being alone is too overkill.

Social ads escalate boring hard implants or empty keyword matching ads to the human attribute level.

However, the social network is also a double-edged sword, no longer lonely, but also the risk of overkill.

Although, each of us is not independent existence, we yearn for their own social attributes, but complex social networks, we often have their own faceted attributes, everyone can not in QQ, QQ space, micro-blog, friends on the Internet to maintain a unified face. We live in a social networking world of anonymous, Semi anonymous, and real-name crossover. Yearning for the community at the same time, we also have their own independent space, the need for privacy protection.

As a staff member, I may not want my boss to see me playing games recently. But the boss is my QQ friend, space friend. Social advertising exposes my privacy while delivering messages.

and daily life, my shopping behavior, game operation, maybe I do not want people to know, even among friends.

This creates the first question, social ads enhance the distance between people, but also increase the risk of information disclosure, especially the computer can not purely semantic analysis of the risk (in the example, the game information computer from the semantic analysis of the privacy risk, but in real life, may not want to let the Boss know)

The best solution is to let users know whether their actions can be collected and what social circles to know. And now similar to "So-and-so friends playing" More is the default agreed to data collection, the default display to all friends on the platform.

In addition, social advertising in the behavior of friends to the individual implied and marketing, grasp the scope of marketing will also become a problem.

Social ads, based on the strong relationship chain of friends behavior, the individual has a stronger recommendation and guidance, but our strong relationship chain is limited (150 people), and Virtual anonymous social circle in some types of advertising, the role is much weaker.

For example, I would like to know where the best tea shop is located near the school, based on this purpose, if there is a friend's recommendation (social ads), for me is very important reference value. Unfortunately, the amount of information in my social circle may be limited, but my friend's friend has a lot to learn about, and he may be a certain person in the next class, and for me, knowing this information is very useful to me. And such social advertising is also very successful.

That is to say, social advertisement can enlarge the coverage of strong relation chain and increase marketing effect on the basis of mining user information.

But it's also obvious that the second problem is that social networks can provide more accurate ads based on the analysis of user data, but mining user data and expanding marketing scope also have the risk of infringing on user privacy and causing users to worry.

The launch of the QQ circle has caused some users panic, and even ridicule said to grasp the new weapon, to find ex-boyfriend/girlfriend Magic weapon. A six-degree network connects us to each other, but sometimes we don't want to get involved with a certain level of networking in six-degree space.

So, social advertising seems to be a paradox between the scope of the launch and the privacy of the user, the more people make up the more complete social circle, the more data can be mined and the more accurate the match will be, but the greater the social network, the more easily the privacy of the person is violated and the more difficult it is to predict what information is private to the user.

Perhaps, between marketing scope and user privacy, need to find a balance point.

In addition, Tencent's wide-point system can be based on user information to launch, simply said, you can choose the age of users, sex, etc. for users to launch. But users ' acceptance of advertising is quite different.

Computers can match intelligently with user information and behavior, but it is difficult for a social platform to accurately analyze and match user preferences. For example, based on the recommendation of the electricity quotient, a user who has never traded on the Tencent platform is difficult to carry out accurate advertising.

This creates a third problem, the advertisement is based on the user behavior matching, but this kind of user behavior information collection itself is very difficult to complete comprehensive, users as a passive acceptance of the party, the user's feedback on the advertising strategy is not enough impact. The problem of accuracy of social advertising.

For example, the user may very much like in the vertical shoe city electric merchants to carry out shopping, such as good music to buy, but never in QQ Mall, QQ Online shopping, Pat on any deal. In view of the complex diversity of society, a social platform even Tencent, it is difficult to achieve the user's precise grasp, which caused the advertising information on the deviation. And this customer is likely to be a shoe enthusiast, but Tencent's platform does not cover this part of the user's information match well.

Continue to analyze, assuming that based on existing information, you can analyze the user likes to buy shoes, want users to push the good music bought ads, but the user may be just Amoy loyal customers, users of good music to buy ads do not catch a cold. Alternatively, the user is not interested in the type of social advertising that is currently being pushed. The ideal advertising mode should be the user's feedback on the ad rating (the frequency of the user clicks on the AD, the option to close the ad, the user's preference for the ad or the praise (like Google +)). But the feedback itself on the advertiser's launch behavior is lagging behind, many users of the ads may take is ignored attitude, in addition to the click Rate may be difficult to have data feedback. This results in a time lag of feedback, and the longer the feedback cycle, the greater the damage to the user experience may be.

Advertising needs a large number of data to support, feedback data in the process of collection, how long the cycle, whether it will affect the user experience, is not sure. In other words, the launch of social ads may misjudge the behavior of users, and social advertising is based on human behavior, based on human data analysis, but relying on user feedback has hysteresis, it is difficult to the human complex life of the behavior of accurate speculation.

Perhaps, a solution to social advertising is that, on the established platform, how to combine the existing data, the behavior of people more accurate prediction, how to let users from the passive acceptance of the party to become active feedback correction.

To sum up, social advertising at the same time, in the marketing of independent individuals to establish relationships, let each other feel, no longer alone. However, social advertising in the complex network, it will also bring the risk of privacy disclosure and judgment errors, too "care" for users. Too, maybe we are not alone. However, we look up to the side may not be our friends, not like-minded netizens, but unnecessary embarrassment and some of the malicious people of the peep, and we coexist is not what we need to promote, but it is meaningless to us advertising harassment.