Chapter 1645

After eager to win the promotion resources of Li Gouzi's Micro blog, the Wall Street Journal analyzed the desired action in a special page. They drew a conclusion based on the popularity, sales volume and sales channels of eager to skyrocket on the Internet recently: eager to invest 26 million dollars in advertising this time, if they want to achieve the same in traditional media At least $180 million is needed to achieve the effect.

The price is not a blatant one.

Coca Cola invests about $3 billion in advertising costs every year to maintain its global exposure. Only with $3 billion can Coca Cola become a real household name around the world.

Eager for such a brand, if you want to be as well-known as Coca Cola, the actual cost is far more than $3 billion, because pet products are still a subdivision of the vertical field, not as powerful as Coke's applicability, it is closer to its own vertical users, but also farther away from other users.

After this auction, I am eager to get a lot of traditional media publicity resources not only online, but also offline. Therefore, the strength of this publicity is unprecedented in the whole advertising field.

Even if Coca Cola invests 3 billion US dollars every year for publicity, these three billion US dollars are only used in at least 100 countries and regions around the world. According to the different media and channels, it can be divided into hundreds of thousands or even tens of thousands of large or small shares. It is impossible for any one of them to be put out alone to achieve greater publicity than this time.

This made Mars regret that he could not kill several executives to sacrifice to heaven. Such a big bargain was longed to be picked up under his eyes, which not only made Mars regret, but also made Mars feel a huge pressure of competition.

The instant popularity of desire makes the world see the huge value implied by self media. For a while, all accounts with a large number of fans on Weibo and twitter have become the advertisers' choice for advertising, especially the star Weibo. The quotation is just like a star with millions of fans. It's 150000 in the morning or 150000 in the afternoon It could have been fired to 300000.

In addition, many enterprises and individuals who see business opportunities have begun to actively operate their own self media accounts on Weibo, hoping to achieve the effect of quickly gathering fans.

Li Mugang spent two nights working with the recorder of rolling stone records to finish all the arrangements of 21guns. When he came to Muye technology in the morning, a group of senior executives found him and hoped that he could preside over a meeting. The core content of the meeting was how to deal with the craziness of advertising on the platform at this stage.

In the senior management team of Muye technology, there are two camps on this issue.

On the one hand, I feel that we should encourage and promote the advertising market of microblog and twitter, further improve the gold content of the whole microblog and twitter, and even set up an advertising distribution platform in microblog and twitter.

The so-called advertising distribution platform is because the executives of this camp think that if big V is completely allowed to make money with micro blog twitter, then micro blog twitter itself should have a certain share of the income, otherwise it's totally to make a wedding dress for others, which is too big an invisible loss.

And the advertising distribution platform is to put all the advertisements in the export and get them into Twitter's own hands. For example, it explicitly requires that all users should not receive the advertisements without permission. All the big V who want to receive the advertisements should first access the advertising distribution platform, and they can only receive the advertisements from the advertising distribution platform. The advertising distribution platform itself is actually a middleman who makes a difference.

, for example, if a mask brand wants to find Du Wei's personal micro-blog, then it must find an advertisement distribution platform. According to Du Wei's quotation, the distribution platform will report an additional 30% to the enterprise, and then get 10% commission from Du Wei, which will basically achieve 40% gross margin.

On the other hand, people think that microblog twitter can't cultivate the advertising market endlessly. In this way, it is likely to make the whole microblog twitter full of advertising, thus affecting the proportion of high-quality content of the whole platform, and even make the platform lose a large number of users.

Li Mu came to the conference room and spent more than half an hour listening to the opinions of both sides. Then he said with a smile: "everything has two sides. The car is driving too fast, so it naturally costs more fuel. It's like our platform's attitude towards advertising behavior. You allow them to freely carry out advertising transactions without curbing them. The overall advertising volume of the platform will surely increase rapidly Promotion and impact on user experience, but if you do not allow them to freely carry out advertising transactions, you will not see the way of realization, and your motivation will be greatly hit. "

Li Mu said, after a little pause, he said: "before we look at the problem in detail, we should first make it clear that we are a super enterprise covering all the Internet and even preparing to cover the offline. Therefore, in front of our big strategy, we should never consider the vertical. Once it is vertical, our pattern will be small. Therefore, we have to find a balanced place The way of management. "

Kong Lingyu said: "President Li, what about the model of advertising platform? What's better about this mode is that we can control the advertising volume of the whole platform, just like we hold the valve in our hands, which can be opened when needed, or closed or even closed when not needed. ""To build a special advertising platform and let the platform control all the advertising business is certainly a manifestation of the platform control power, but the platform hegemony is too obvious for us to take such a path," said Li Mu

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

Li Mu nodded and said, "it's natural for us to set up such a control unit, but if we change a more gentle and open way, it will become a clean stream in the field of Internet platform."

Li Mu hopes to make Muye technology a large-scale closed-loop in the industry, which will make other competitors in the industry look up and marvel, but he does not want Muye technology to form a closed-loop at the user level.

Generally speaking, the motivation for the platform to achieve closed-loop at the user level is to cherish feathers.

Don't want others to rob their own users, don't want others to use their own users and platforms to cash in, and don't want them to hatch their business.

Such mentality, in Li Mu's eyes, is to cherish feathers too much.

In his opinion, the platform that cherishes feathers excessively is generally difficult to develop.

For example, in a certain degree, their control over the traffic within their platform can be extremely severe. Their keyword bidding system is to completely link the user's search behavior with profits. They sell countless keywords, hoping that the user can bring benefits to them every time they search. Therefore, the user can search any keyword at will and rank first Most of them are advertisements, trying to squeeze the potential value of users;

in the product of know and post bar, a very powerful screening mechanism is set up to identify the users who send advertisements as much as possible, they will delete the advertisements posted in the know and post bar in seconds, they will ban all the users who send advertisements, or they are only suspected to send advertisements permanently It's an expression of extreme love for feather to prevent others from draining their products;

What's more, even encyclopedia, a kind of knowledge encyclopedia product, has a huge interest relationship. Ordinary users want to create an encyclopedia, and it's hard to pass the audit, but if they choose to spend money, it can be done in minutes.

For a company like this, as an ordinary Internet user or an ordinary Internet entrepreneur, don't say you want to pick up two hairs from him. Even if he loses his dandruff, he will take it away by himself and won't let anyone get it. If you want it, you can pay for it.

If a company does this, it will hardly become the leader of the industry. It will only become a slave of money. Li Mu does not want the platform of Muye technology, and will take such a route in the future.

Although the platforms in the hands of future generations of Alibaba and Tencent are not completely open to users, they also moderately give users a lot of freedom, such as wechat public account. In such a large self-Media group, wechat external links are basically undefended, unless the other party's links are Taobao products or links in violation of the law, which proves that wechat It is not a worry that their users will be snatched away by the situation outside the public official account. This is also a platform for self confidence.

Moreover, wechat public account has never required to control the advertising freedom of all owners, let alone share. This is also the performance of platform self-confidence. There are few platforms that can really do this.

But in a certain degree, the external chain is very sensitive. Basically, more than 90% of the external chain published by users will be killed in various ways in a certain degree, for fear that their users will overflow through these external chains, that others will use their own users to raise their projects and earn the money they should earn.

Therefore, Li Mu can't set up a platform to control the placement of advertisements on Weibo and twitter. He must give users enough independent space.

Of course, the space left to users should be appropriately limited. Otherwise, once everyone releases ads without restrictions, the platform is likely to become a gathering place for spam information.

Thinking about it, Li Mu said: "our microblog and twitter must find a middle way to solve it. In the future, we must not stick to the revenue brought by advertising, which will make our platform full of junk advertising and affect our user experience, but it can't be completely owned by users. Therefore, 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 and is safe with each other. "

After that, Li Mu said: "in this way, my idea is, first of all, to limit the spam content of each twitter account. For example, the total number of tweets that can be published by ordinary accounts every day cannot exceed 10, which actually meets the needs of most normal users;

secondly, we carry out algorithm screening, auxiliary manual review and Users complain about these three judgment logics. If the content of garbage exceeds 10%, 30% and 50%, what kind of punishment will be given respectively, such as: restricting publishing, restricting being concerned, forcibly withholding powder, timing blocking and permanent blocking;

once again, all platforms receiving advertisements must be responsible for their products receiving advertisements. First of all, they must not make any three no products widely available Second, if there is a problem with the advertised product, the owner shall also bear joint and several liability, with a slight penalty and a heavy seal;Finally, advertising is only allowed to be spread by the traffic owners themselves. No enterprise or individual is allowed to brush advertising on the list of microblog in any way. As a platform, what we present to users must be high-quality content! "