Chapter 171 Launch a massive value platform and fully commercialize it (3
In the evening, an article titled "The 101 Big V Users Who Will Finally Escape from Weibo" was wildly reposted by netizens to major social networking sites.
He pulled off Weibo's shameless pants.
It’s a good thing that netizens immediately understood the true intention of Xiao Cheng Shu’s official announcement of the arrival of 101 big Vs.
After all, big Vs with high Weibo followers have been very active on the Xiaocheng Book platform in the past few months, and everyone has long been accustomed to it.
Previously, even Bo Langchui like "Evening Breeze Like Clouds" didn't understand the reason why Xiaocheng Book specially announced the arrival of the Weibo big V.
This viral article points out a few key points:
1. According to incomplete statistics, the total number of non-entertainment celebrity users on the Weibo platform with more than 200,000 followers is about 1,300 accounts. Counting these 101 new big Vs, there are 1,024 accounts on the Xiaocheng Book platform.
2. The number of Weibo non-entertainment celebrity followers with the most followers is 6.9 million. The number of followers of Xiao Chengshu’s first sister ‘Yaqi’ is close to 50 million, and she currently ranks first on the entire network in terms of followers…
3. The average monthly consultation volume of Xiaochengshu's self-built Internet advertising trading platform since 2012 is 200 million, and it is expected that the average monthly consultation volume will exceed 500 million in the second half of the year.
4,…
This article provides detailed data support for some previous radical views.
Netizens expressed their opinions one after another.
"The total number is about 1,300, and there are 1,024 people who have left and settled in Xiaocheng Book? No wonder Xiao Cheng Book wants to make an official announcement. Weibo's non-celebrity V users have been completely hollowed out."
"I know some people will definitely ask, there are more than 200 left... I can only say that everyone understands this. If you don't leave now, you either can't leave or you can't leave."
"Everyone understands that some users are not easy to attract, but some users are basically the same as Mr. Jia."
"This time Xiaocheng Shu didn't seem to do anything, but it made me experience the edge of Bolang more deeply than ever before."
"..."
In addition to paying attention to the main points of the article, netizens also paid attention to some side things.
“I thought some of the views were quite radical before, but now it seems that the market dominance of the domestic social platform advertising business has long been controlled by Xiaocheng Book.”
“There are rumors that 85% of the online small and medium-sized advertising business occurs on the Xiaochengshu advertising trading platform!”
"Because of Xiaochengshu's relatively restrained advertising strategy and the return on advertising that far exceeds that of its peers, many small and medium-sized advertisers in need would rather wait in line than advertise on other platforms."
“What about large-scale online advertising?”
"The current large-scale online advertising relies on popularity, and most of it is concentrated in the entertainment industry. It can basically be equated with endorsements. Most of the fees are paid by brokers, which is not very profitable for social platforms."
"..."
In short, the outside world really felt that Xiao Chengshu, who seemed so calm, actually had such a strong foundation.
As for the activity of the content ecology of Xiaocheng Book, you can feel it during daily use.
Everyone also felt the dominance of Xiao Chengshu's silent actions.
The active users on Xiaocheng Book began to sit on the sidelines.
They are all waiting for an opportunity.
After more fully sorting out the information, some people realized that this might be the last battle for emerging social methods in China.
Whoever wins will leave a mark in the history of domestic Internet development.
They believe that even if Weibo's shameless pants are pulled off, it is still just a prelude.
…………
It's now past eight o'clock in the evening, and the various office areas of Weibo are still brightly lit.
The phone rings from time to time, the messy keyboard typing sounds, and the sound of hurried footsteps.
‘Busy’ is the theme here.
Regardless of whether he is really busy or pretending to be busy, the atmosphere is so intense that it can be seen with the naked eye.
Mr. Jia didn't even go out to eat today. The assistant packed all the food.
In less than 30 hours, Xiao Chengshu showed his sharpness in an understatement.
Weibo...it's a lot of pressure.
Mr. Jia moved his mouth, endured the sores in his mouth, and said in a low voice: "Our seven-day average daily activity is 36.5 million, Xiaocheng Book's seven-day average daily life is 66 million, and our total number of users is more than Xiaocheng Book
100 million!”
"The situation is more serious than imagined."
"The help from the goose factory is unlikely to be of much help. We need to find a way to break the situation."
Over the past day and night, Mr. Jia quickly became angry and developed oral ulcers.
Not to mention opening my mouth, whenever I move my tongue, it feels like burning pain.
However, even so, the player cannot rest, nor can he enter a resting state at all.
'This is just the prelude, Bolang's background has become so strong without realizing it!'
‘I got a headache from Bolang Li Ze yesterday and it’s going to be hard to deal with next.’
Several people nearby had their own opinions: "It doesn't make much sense to focus on the total number of users now. What we need to focus on are core users, non-star core users."
Someone else said: "It is necessary to grab people. If the 200 million incubation fund is spent in the shortest possible time, the effect will definitely be good."
"..."
Listening to the words of the people below him, Mr. Jia felt that his mouth was exploding.
Over and over again these common methods are used.
There is no doubt that under the pressure of Xiao Chengshu, Weibo has been exhausted.
However, the most effective behavior of throwing money may not be effective.
The so-called spending of 200 million incubation funds in a short period of time is nothing more than giving some big V users a signing fee.
This will definitely have an effect.
But it will also make a very bad start.
You can only keep spending money to retain people, which means the platform itself is unattractive.
Moreover, if a very high breach of contract clause is signed, it will not be very attractive to some big V users with high fan stickiness, especially when there is the option of Xiaocheng Book.
You should know that Xiaocheng Book brand partners have no restrictions on users.
Of course, it has long been interpreted by the outside world as Xiao Chengshu’s full confidence.
…
Mr. Jia and the others are discussing countermeasures, and there is a small group on Weibo secretly communicating.
No. 1: "Brothers, I feel that the future is not very clear. We are just pretending to work overtime. We know better than anyone whether it will have any effect."
No. 2: "Indeed, what do you think, brother?"
No. 3: "Oh, I started working overtime last Friday. I said before that I would have a single day off every week this month, but now something is wrong. I didn't work overtime until past 10 o'clock yesterday."
No. 4: "..."
No. 1: "I can't talk about my thoughts. I just heard something from a friend. When I compare it, I feel even more unbalanced."
"What happened?"
"Brother, tell us quickly."
"..."
No. 1: "Bo Lang didn't work overtime yesterday, and got off work at five o'clock today, and the employees at Bolang who are responsible for the social business of Xiaocheng Book will get more money because of their good work results during the day;
It is said that it is a unique salary system formulated by their boss Wen. Those who perform well during the prescribed 5 days and 8 hours of working time will be rewarded with corresponding performance, and some can receive double salary at most."
"What the hell? If you perform well within the specified time, you can get double the salary? Is Bolang's salary very low?"
No. 1: "The same position is 15% higher than ours, and this is just the basic salary. Bolang's salary consists of several parts, salary, performance, year-end bonus, dividends, quarterly project bonus, etc. It is said that the last day of each month is the first to pay the current month.
Salary, and performance will be paid before the 5th of next month, etc."
"What the hell? This guy has made so much money, and he's not afraid of going bankrupt?"
"Are you kidding? Bolang's revenue is hundreds of millions a month, and its salary expenses are only a little more."
No. 1: “Furthermore, Bolang advocates not working overtime unless necessary. It is said that Bolang employees now privately despise the person who works the most overtime, thinking that he is not capable of working;
However, Bolang's overtime wages are also very high. Overtime work at night is usually 2 times the hourly wage, emergency work is 3 times the hourly wage, and emergency work is 4 times the hourly wage in the early morning. Overtime work of 30 minutes or more is counted as 1 hour of overtime."
"Damn it, why isn't Bolang in the capital?"
"Why does eldest brother suddenly know so much?"
"yes?"
No. 1: "Someone told me on purpose, but it's really difficult for me to have a mental balance."
“I really hope Weibo is acquired by Bolang.”
"You're overthinking it. With your boss's style, you won't be bought by Bolang even if you're dead."
"Let's hear what brother thinks."
No. 1: "I really have no idea. Bolang is in Yangcheng and I can't go even if I want to. This is one thing. On the other hand, there is no need to do anything at this time. This is already the case. Please be more patient. We can also see it."
,According to the current situation, it is estimated that we will see the results soon."
"..."
This kind of exchange is happening quietly within Weibo.
As the saying goes, Rome was not built in a day, and the empire did not collapse in a day.
…………
…………
On the 6th, the day before the annual college entrance examination.
Weibo officially started the implementation of the 200 million incubation fund, that is, attracting people to pay signing fees.
And the targeting is very obvious, directly targeting the Xiaocheng Book brand partners.
Especially for those less active brand partners.
The purpose is self-evident, to gain an advantage in public opinion.
When the news came out, all parties were discussing it hotly and were also waiting for Xiao Chengshu's response.
Good thing netizens also gave this action on Weibo a name:
"The Battle between Little Orange Book and Weibo"
It’s called the War of Small and Micro Enterprises.
Xiaocheng Shu did not disappoint the expectations of netizens, and responded on the same day.
The first is to promote a brand new platform through official channels.
Call:
Massive value.
The keynote of the promotion is: We are committed to mining massive value for each user.
This platform integrates a number of modules such as the Xiaocheng Book cooperation area and the Xiao Cheng Book self-built Internet advertising trading platform. It is a comprehensive digital marketing platform affiliated with Bolang.
The platform is well established.
Divided into multiple vertical categories.
It integrates all the existing advertising resources of Xiaocheng Book and combines them into marketing products.
Marketing products are divided into two parts.
The first one is Xiaocheng Book, the marketing products include:
[Enterprise number]
[Open screen advertisement]
[Information flow advertising]
[Search Ads]
[Orange+]
Some of the original marketing and promotion methods have been integrated, and some new marketing methods have also been introduced.
The official account was upgraded to an enterprise account.
Search ads and Orange+ are newly launched ad types.
The former is to search on Xiaocheng Book and display advertising information in the search results.
The latter is a content heating and promotion tool for Xiaocheng Book. It can be used by yourself or other users, with a minimum investment of 19.9 yuan.
The second part is mobile games. The list of marketing products is very simple:
[Game content naming]
Marketing tools are then listed:
[Massive Star Road]
[massive observation]
[massive creativity]
[Massive insights]
[Traffic Monetization]
Massive Star Road integrates the original Xiaocheng Book user cooperation, brand partners, etc., and fully integrates them here to show the best value for each brand partner and special partner.
It also lists past successful cases, consultation methods, etc.
Observation, creativity, insight, and realization are all various auxiliary marketing and promotion measures, including cases, etc.
In a true sense, we fully explore the massive value of each user.
In addition, this new platform also lists solution reference templates for various industries, etc.
In a word, Bolang is based on its existing social advantages, fully opening up advertising products, and fully entering commercialization.
Provide the most complete digital marketing solutions for the entire industry.
Many people saw the commercial value of this at a glance, and they all thought that Bolang was going to increase the original average monthly advertising consultation amount by ten times.
Of course, Bolang's actions don't stop there.
We also launched some new things based on Xiaocheng Book, including new features that can be experienced without upgrading the version.
For example: Orange +.
For example: certification system including enterprise number.
It is divided into two large modules, one is user membership, and the other is the V certification system, which is for corporate users, celebrity users, industry users, Internet celebrity users, etc.
Of course, both cost money, the former is not cheap, and the latter is even less cheap.
There are also new features that you need to upgrade to the early adopter version to experience:
For example: work group.
For example: fan base.
The former is completely based on the Xiaocheng Book communication and social module and is integrated in the Xiao Cheng Book App [Homepage] column;
The latter is based on the Xiaocheng Book public social network and is naturally integrated in the [Chat] column.
They are two completely independent products.
Moreover, these products have good functions and have been personally tested by them.
[Fans Group] is only open to specific groups of people, such as entertainment stars, or users with more than 500,000 followers.
[Working Group] is open to early adopters.
These new features undoubtedly directly indicate that Little Orange Book will involve entertainment star resources.
It also shows from a positive perspective that Xiaocheng Shu has clearly responded to the challenge and is further seizing the core value of Weibo! -
