Wide-point communication is an advertisement of "Tyrants Jin"--eworld2013 speech

Thank Dcci Hu's invitation, thank the host and Liu Xingliang Teacher's organization, have the opportunity with a lot of electrical business friends in this meeting to share the idea and value of wide-dot effect advertising.

----------------The updated speech shorthand---------------

Host：
The next Tencent company Zheng Zhihao for everyone to share the theme, "Wide point is the advertisement in the" Tyrants gold. Ask you a small question, mentioned many times before, the broad point of communication, what kind of advertising? As a high return to the electrical business, has been fully prepared?

Zheng Zhihao:
The broad point is in the Tencent social platform develops the effect advertisement. From the user's point of view, we want to do the most user-value ads. From The Advertiser's point of view, we want to do the most efficient, the highest return on the ads.

Host：
Look forward to your wonderful sharing.

Zheng Zhihao:
Today, we say that a wide range of ads in the "Tyrants Gold", but also to borrow a current popular concept, may be separately speaking, each word represents a wide range of some of the connotations.
The first "Earth" word: As the effect of advertising wide point, is the most grounded air ads, we can take root in the business here to sprout, we can open the territory here.

Wide-point pass is large platform large data effect.

We are talking about the big platform behind the broad point, when you have a big platform, you have the opportunity to get big data, when you have large data, you can better understand your users, you can have a big effect.

We can see that the broad point behind its large platform, is more than 800 million QQ active users, 626 million of the QQ space active users, 300 million of the Qqmail users, which also includes the open platform, Qqshow and Qqgame on the hundreds of millions of users, not only users, the user's active degree is very high, Day upload photos 360 million, daily point of praise to express their feelings of more than 300 million.

Your little buddy has a nice, nice car, and it's a possibility he's going to be a fan of the car and he could be a potential buyer. Another user in space to bask in the baby, she is likely to become mother and child products potential users. This is our big data, big platform.

The so-called rooting germination, wide-spread is to give everyone a chance to do repeat marketing, many times to disseminate such opportunities. In a social network, you can use the authentication space, you can use your personal page, you can use the app repeatedly marketing, you can camp on the social network. Red rice in front of marketing, through the hunger and thirst marketing to bring 10 million of fans, and these fans continue to spread the Millet brand, can continue to strengthen brand awareness and the future of hunger marketing opportunities, this is to say that our electric dealers have the opportunity to camp on the social network. Facebook page also has a similar marketing approach.

Then open the frontier is what I have just said, today's electricity quotient biggest growth bottleneck? is to get traffic to get new users. A few of the first gentlemen who came up earlier said that the question what we need most today is new users, the cost of new users is high, and today we have the opportunity to further reduce the cost of acquiring new users on the social networking platform, so that we can open the territory, we see a foreign survey data, there are 40% New users in the social network 40% of people through the spread of friends, through the friend perception, through social advertising, effect advertising to obtain valuable goods and services information, directly into new users. And only 30% is through the search ads, in the lower e-mail, which is what we say to use a wide-spread, you can open Xinjiang to overcome the bottleneck of marketing.

Wide-point advantage is large data, I give an example, at the foot of everyone, to everyone's location as the center, within 5 km radius, we can put ads on the current platform of users how many people? Is Chaoyang Park this one, southwest not to Wangfujing, northeast not to Wangjing. Please answer, the order of magnitude can be, 10 million, 1 million, 100,000?

Reply:
Level 100,000.

Zheng Zhihao:
It's only level 100,000, is there any other answer?

Reply:
Millions。

Zheng Zhihao:
Congratulations, let's take a look at the answer, millions, 2.4 million. I would like to give the prize to this friend, this is real, in fact, Square Park kilometer circle is not small, but on the big platform, big data to give us the opportunity is huge. Just now a friend said O2O promotion is difficult, I can not find the user, unable to locate. This is our 2.4 million target users, today, as long as he opened a wide-spread user scenarios, you can have the opportunity to directly disseminate your user value, service value.

We talked about the way the marketing today has a profound change, we saw 2.4 million of users, but it is possible that the user is not in the mobile phone online, he is in an office scene online, what do we do? Today we have the opportunity to change the screen between the cross screen communication, this is a typical scene, I am going to eat at noon, I still busy working on the PC, in a PC scene, I will see here is a O2O ads, I click on this o2o service coupons, directly to my phone, You look at your mobile phone products, such as QQ, or space, or other Tencent products. In the present scene, we mentioned earlier, a lot of advertising chain is very long, unable to close the loop, we are today to help you shorten this chain. Every time you click, your app can be installed directly, for example, Beautiful said, there are many partners, our own product watermark camera, are in this scenario can be directly installed in the PC on a button to install on the phone, complete our installation and download the closed loop, the complex value chain to become simple. This is through PC direct contact to reach the phone, whether it is coupons, or app downloads.

This thing is more familiar, yes, is two-dimensional code. A wide spread of advertising, OK, here you sweep a sweep to buy Millet 3, please open your habit of payment, such as you like to pay with micro-letter, such as you like to pay with QQ, brush, immediately on the phone to complete payment, complete the transaction.

Our life today has changed, today we see TV users, including watching TV, the time continues to decrease, but today every day playing mobile phones, play apps, users will use their own lifestyle to redefine today's business behavior, today's consumer behavior. "The world changes because of you", in today's mobile internet tide, the world because of users change, business to adapt to the user's life scene changes, to keep pace with user behavior changes, users go, business also go, a wide point to take everyone to go.

The second word is called "Hao". "Hao" refers to the Sea Na Chuan, examine Autumn "Hao" and No.
First ask a question, the large platform to bring the flow of wide-point traffic in what order of magnitude? Billions, 1 billion, billion

Reply:
1 billion.

Reply:
Billions。

Zheng Zhihao:
Yes, billions. So the Haina rivers of a exposure resources and use of the scene, so that we can in today's various scenarios, to help each e-commerce search for the right touch user scenarios. For example qqshow scene, a lot of advertisers to try, but we found that the app advertisers in this scenario is relatively low conversion rate, but you can think about, a like in the virtual world to dress up their own girls, what kind of electronic business advertising conversion rate is high? Clothes, fashion, makeup, beauty and so on, in this scene conversion rate is very high. A shop on the network to pay 10 or 20 yuan to buy a virtual clothing users, very fashionable, she is also likely to buy physical clothes, each scene has its own characteristics, we need to continue to find that it may bring higher value.

So examine Autumn "Hao", which I changed a Hao, not millisecond "cents", but tyrants "Hao". You have to find the tyrants in your target position and really find the target group. We see examine Autumn "Hao", here has some examples, the commercial households take the initiative to choose some target users, you can see that the rate of return will be 300% of the promotion. We can see your "tyrants" is not necessarily in the first-tier city, not necessarily office white-collar, only to find the audience for your target audience, you can really find your "tyrants".

The third point is, when you have the data, feedback, I can find the continuous optimization of our launch standards, a lot of some do not have to put, can be saved, can help you save resources, optimize intelligence, is a iterative process, and the iterative process itself can make our input is no less, Pinpoint our target users. Can even intelligently help you locate in each ad scene of the best user crowd.

The third word "gold" is to speak three points: the day into the bucket gold, the value of real gold and silver, ciopper.
Ask a question: millet in space starting 100,000 red meter mobile phone, quickly a grab and light, the whole sales time is how long?

Reply:
1 minutes.

Zheng Zhihao:
Yes, 100,000 red meters in 1 minutes 30 seconds all sold out, the back of the friends can only participate in the booking of 10 million. We see this as an example of real gold and silver.

Now to tell you one example, during the Golden Week, Shenzhen Vanke Real Estate has a new property, in the non-central area, more suitable for some of the first to enter the workplace white-collar to buy, they try to put on a wide range of targeted advertising, we can imagine, in fact, before very soon speaking O2O, traditional electric dealers, traditional industries can do O2O, This is a typical example.
So let's take a look at this attempt, the real estate developers in the broad point of input-output ratio is how much? 1:1000? 1:100? 1:10?

Reply:
1:100.

Zheng Zhihao:
This is a practical result, with 30,000 inputs, bringing in more than more than 4 million of the property deals, and two sets of real estate sales within a week.

Let's take a quick look at a Vanke red the actual launch of this property, users in the QQ to see a real estate ads, click to see, this at that time can see a telephone number, soon two or three weeks, there are about 60 to dial in the phone, 30 people to the scene to see the house, the two families signed a purchase agreement, payment. In this process, the input at present, the front back to the point I just said, large and not necessarily good. We found that nearly 100% of the final deal of users, including the audience is in Luohu District, work graduate two to five years of it crowd and government agencies crowd, almost all of these people. The equivalent of a real estate in Changping opened, and finally you found that buyers may be from the central region of the new white-collar workers in the workplace. So the previous launch, including other groups, such as people below the age of 23, such as non-white-collar people, all the clicks and exposures are invalid, the system can be smart to recommend you to use more accurate way to launch. This is what we said in front of the finesse, the intelligent itself, you do not need to put to 23 years old, you can put to this part of white-collar people, in Shenzhen Luohu District live accustomed to, with the subway, would like to live far away, round the dream of buying a house. The intelligence itself not only helps the user to enhance its user value, but also helps us advertisers to save your costs.

Today, a wide range of electrical companies with a large number of cooperation, many have seen very good returns.

Today we will talk about effectiveness-efficiency, efficiency, and a wide range of intelligence to help us improve effectiveness-efficiency-effectiveness.

To sum up, wide-point is the highest user value of the advertisement, wide point is really for the advertisers, the effect-efficiency-the maximization of an advertisement, is the advertising "tyrants gold." Everyone here, not only you from the electric business, or from O2O, you are a wide range of "tyrants", tyrants, we make friends! Thank you!

Author: Vice president of Tencent company Zheng Zhihao Published: 2013-10
Space Address: http://peter.qzone.qq.com Weibo address: Http://t.qq.com/PeterZheng