Rebirth in a Perfect Era Chapter 1645: Do n’t cherish feathers too much

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After eager to win Li Gouzi ’s Weibo promotion resources, the Wall Street Journal analyzed this eager action with a page, based on the popularity of hunger on internet, the sharp increase in sales, and the rapid spread of The sales channel came to a conclusion: longing for this 26 million USD advertising investment, if you want to achieve the same effect in traditional media, at least 180 million USD can be achieved.

This price is not a word of mouth.

Coca-Cola invests about 3 billion USD in advertising costs each year to maintain their global exposure. Only 3 billion USD can earn real household names around the world.

Wanting such a brand, if you want to be as well-known as Coca-Cola, the actual cost will be much greater than 3 billion USD, because after all, pet supplies are still a vertical segment, not as powerful as Coke. Closer to their vertical users, but also farther away from other users.

And longing for not only to become popular online after this auction, offline also received a lot of traditional media promotional resources, so combined, the intensity of this publicity is unprecedented in the entire advertising field.

Even if Coca-Cola invests 3 billion USD annually for publicity, the 3 billion USD is only divided into hundreds or thousands at least in hundreds of countries and regions around the world, depending on the media and channels, large or small , Or even tens of thousands of copies, it is impossible to have a single one that can be more powerful than the eager propaganda.

This makes Mars regret that he ca n’t kill several executives to sacrifice to heaven. Such a big small advantage was eagerly picked up under his eyelids, which not only made Mars regret, but also made Mars feel huge. Competitive pressure.

The desire to burst into popularity instantly made the world see the huge value implied by the media. For a time, all accounts with a large number of fans accounts on Weibo Twitter have become the objects of choice for advertisers to place ads. Especially for the Weibo of stars, the quotation has risen sharply. For example, for a star with millions of fans, an advertisement in the morning is still 150,000. In the afternoon, it may be fired to 300,000.

Moreover, many companies and individuals who have seen business opportunities are also actively operating their own media accounts on Weibo, hoping to achieve the effect of quickly gathering fans.

Li Mu just spent two nights with the Rock Records record recorder to get all the to compose of "21Guns". When he came to Muye Science and Technology the next morning, a bunch of executives found him, hoping he could host A conference, the core content of the conference is how to deal with the crazy advertising of the platform at this stage.

In the Muye Science and Technology executive team, on this issue, divided into two camps.

On the one hand, I feel that the advertising market of Weibo Twitter should be encouraged and promoted to further increase the gold content of the entire Weibo Twitter, and even an advertising distribution platform should be set up on Weibo Twitter.

The so-called advertising distribution platform is because the executives of this camp believe that if the big V is completely allowed to use Weibo Twitter to accumulate money, then Weibo Twitter itself should receive a certain share of income, otherwise it is completely for others to make wedding dresses, which is invisible The loss in is too large.

The advertising distribution platform is to put all the ads into the export and take it to Weibo Twitter ’s own hands. For example, it is explicitly required that all users should not receive ads privately, and all big V who want to receive ads must first access As for the advertising distribution platform, they can only take over from the advertising distribution platform, and the advertising distribution platform itself is actually a middleman that makes the difference.

For example, if a facial mask brand wants to find Du Wei ’s personal Weibo once, then it must find an advertising distribution platform. According to the Du Wei quotation, the distribution platform will raise an additional 30% to the enterprise, and then take it from Du Wei. With a 10% commission, you can basically achieve a 40% gross margin.

On the other hand, people think that Weibo Twitter cannot cultivate the advertising market endlessly. In this way, it is likely that the entire Weibo Twitter will be flooded with advertisements, thus affecting the proportion of high-quality content on the entire platform, and even letting The platform lost a lot of users.

Li Mu came to the meeting room and spent more than half an hour listening to the opinions of the pros and cons first. Then said with a laugh said: "Everything must have two sides. The car drives too fast. Naturally it costs more fuel. Just like our platform's attitude towards advertising behavior, if you allow them to advertise freely without restraint, then the overall advertising volume of the platform will inevitably increase rapidly and affect the user experience, but if you don't allow them to advertise freely, Then everyone ca n’t see the way of monetization, and their own motivation will be hit hard. "

Li Mu talked about it here, and said a bit, "Before looking at the problem in detail, we must first make sure that we are a super company that covers all internet and even prepares to cover offline, so in front of our big strategy , Never consider vertical, once vertical, our pattern will be smaller, so everything has to find a balanced treatment. "

Kong Lingyu said: "Chief Li, what about the model of the advertising platform? The better part of this model is that we can control the advertising volume of the entire platform, just like we have the valve in our hands and can open it when needed. You can turn off the small or even off when you do n’t need it. "

Li Mu said: "Establish a dedicated advertising platform, and the platform will control all advertising business. This is certainly a manifestation of the platform's control, but this platform hegemony is too obvious, we can not go like this Way. "

Kong Lingyu said: "Chief Li, the platform and the flow are all ours. It is natural for us to set up such a control unit ..."

Li Mu nodded and said, "Of course we set up such a control unit, of course, but if we change to a more soft and open way, it will become a clear stream in the internet platform field."

Li Mu hopes to make Muye Science and Technology a large closed loop in the industry. This closed loop will make other competitors in the industry look up and breathtakingly, but he does not want Muye Science and Technology to form a closed loop at the user level.

The platform wants to achieve a closed loop at the user level. Generally speaking, the motivation is to cherish feathers.

I do n’t want others to grab their own users, do not want others to use their own users and platforms to monetize, nor do they want them to incubate their career.

This mentality, in the eyes of Li Mu, is too much care for feathers.

And he feels that any platform that loves feathers too much is generally difficult to grow.

For example, at a certain point, they can control the flow of their own platforms to a very strict point. Their keyword bidding system is completely linked to the user ’s search behavior and profit. They sell countless keywords. , Is to hope that users can bring them benefits every time they search, so what keywords users search for, the top ranking is generally advertising, and squeeze the potential value of users;

In the products like Tieba (Post It), I also set a very powerful screening mechanism to identify users who advertise as much as possible. They will delete the advertisement posted in the Tieba (Post It) that they know and will send all the ads. Advertisements, or users who are just suspected of advertising, are permanently banned and do their utmost to stop others from draining his products. This is a manifestation of extreme love for feathers;

More ridiculous is that even the knowledge encyclopedia product, such as encyclopedia, is mixed with huge interests. Ordinary users want to create an encyclopedia, and it is difficult to pass the review, but if you choose to spend money, you can do it in minutes. Definitely.

For such a company, you as an ordinary internet user, or an ordinary internet entrepreneur, do n’t say you want to pick up his two hairs, even if he loses his dandruff, he will take it away by himself, so that no one can get it. Yes, pay for it.

If a company achieves this level, it is difficult to become a leader in this industry. It will only become a slave of money. Li Mu does not want the Muye Science and Technology platform to follow this route in the future.

Ali and Tencent in the later generations, the platform although in their hands is not completely open to users, but it also gives users a lot of freedom in moderation, such as WeChat public accounts, so in the huge self-media group, WeChat is basically for external links. It is not fortified, unless the other party ’s link is a Taobao product link, or a link that violates the law. This proves that WeChat does not worry about its users. It will be robbed by the situation of the public account outside the chain. This is also a platform Self-confidence performance.

Moreover, the WeChat public account has never required to control the free advertising of all account owners, nor to share from them. This is also the performance of the platform ’s self-confidence. There are really few platforms that can really do this. .

But it ’s different at a certain point. The external link is very sensitive at a certain point. Basically, more than 90% of the external links published by users will be killed in various ways by the degree, in order to fear their own users. Through these external chain overflows, I am afraid that others will use their users to grow his projects and earn the money they should earn.

So, Li Mu cannot set up a platform for advertising management on Weibo Twitter, he must give users enough autonomy.

Of course, the user ’s autonomous space should also be appropriately limited. Otherwise, once everyone publishes ads without restrictions, the platform may immediately become a gathering place for spam.

Think about it, Li Mu said: "Our Weibo Twitter must find a mean solution. In the future, we must not be obsessed with the revenue generated by advertising, which will make our platform a lot of garbage. Advertising is full and affects our user experience, but it ca n’t be completely decided by the users themselves, so in my business philosophy, we need to formulate a set of reasonable and convincing rules of the game. Everyone plays according to the rules of the game. Things. "

Finally, Li Mu said again: "In this way, my idea is, first of all, to limit the spam content of each Weibo Twitter account, for example, the total number of Weibos that can be published by an ordinary account per day cannot exceed ten, this In fact, it has met the needs of most normal users;

Second, we conduct three judgment logics: algorithm screening, assisted manual review, and user complaints, to determine the punishment for spam content exceeding 10%, 30%, and 50%. Follow, forcibly deduct powder or time ban and permanent ban;

Once again, all advertising platforms must bear certain responsibilities for the products they advertise. First, they must never advertise any Sanwu products; secondly, if there is a problem with the advertised products, then the owner must also bear the responsibility. Joint liability, ranging from penalties to heavy titles;

Finally, advertisements are only allowed to be distributed by traffic owners themselves. No company or individual can use any way to put advertisements on the Weibo list. As a platform, we must present high-quality content to users! "