Fanstong operation experience—original and practical information! (Analyze usage scenarios, increase user density, and be creative)
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During the operation process, great emphasis is placed on scenario-based approach to increase user density and differentiation to improve solution creativity. Today, I invite my good sister Yixuan, an operator with tens of millions of fans , to share her operation experience with everyone. After working in the operations field for a long time, sometimes some friends would ask me, what is attractive about this field? After all, the simple and direct numerical feedback from operations really puts a lot of pressure on a girl like me. Today I would like to use the OPP2 platform to talk about some of my experiences in operations and my current job - Sina Weibo Fans Channel. Last time, I introduced some information about FansTong on the OPP2 platform. OPP2 told me that some users in the background expressed interest, but also expressed concerns, such as concerns about the development of SiTong, doubts about its effectiveness, and doubts about the bidding method. In fact, it is not difficult to activate IOS within 3 yuan using Fanstong. Today I will explain it to you one by one. In order to demonstrate my strength, I’ll first post a fresh screenshot of the data - the cost of interaction is 0.1 yuan. 1. Introduction to Sina Weibo Fans Pass 1. Current status of the Fans Channel environment: Many people have told me, "Sina Weibo was once very popular, but now no one uses it anymore." In fact, even mobile QQ has been affected by the rise of WeChat, so the decline in active users of Sina Weibo is understandable. However, the last sentence of CCTV News Broadcast: "Welcome to follow CCTV's Weibo, WeChat and mobile clients!" shows that these three things are trends, and Weibo's efforts over the years have laid a very solid foundation in the direction of media platform communication, so Weibo still occupies a place in the promotion market. Since there are still people using Weibo, who are the users? Currently, the proportion of Weibo users born in the 1980s and 1990s is roughly 50-50 (so don’t try to use apps related to primary and secondary education), and users are moving to second-, third- and fourth-tier cities, with the proportion of first-tier cities dropping from 50% to 20%. However, the education level and income level of Sina Weibo users are still better than those of other channels such as Guangdiantong. For a certain e-commerce APP, the order cost of Fensong is 1/3 of that of Guangdiantong. The advertising traffic of Fanstong is about 110 million per day, with an average of 4.5 times received by each person. It can be concluded that the actual number of daily active users of Weibo should be 25 million, not the 60 million boasted in the prospectus. 2. History of the development of FansTong In early 2013, Sina Weibo selected Baidu and Google agents in various regions to sell FansTong. The customer structure of this type of agents is basically traditional industries, such as education and training institutions, medical beauty institutions, and their financial consumption is relatively low and the rate of return is low. When all agents were confused, in November 2013, a certain agent created a miracle of spending one million in a single day, which led to a trend of developing e-commerce clients (Tmall, Taobao) in various places. However, the conversion rate of Fanstong’s expensive traffic is still far lower than that of the Through Train. If it is not optimized, it is not excessive to cost 5,000 yuan for a facial mask order. Only imitations with strong functionality can make money in the short term (NB shoes, lemon cups, 55° cups)! You heard it right, it is short-term and it is a counterfeit product. Someone once published an article called "Fensiantong Operation Secrets" saying that Chu Orange's ROI reached 1:30. Friends who have worked in e-commerce would all say "Haha". If it is really that awesome, why is Chu Orange's annual advertising budget on Fanstong only tens of thousands? Few people will buy a car or a bottle of Coca-Cola on their phone — at least not yet — so proving the ROI of mobile advertising is difficult. But there is one thing on these small screens that offers an immediate return on investment: apps. The application was first used on FansTong in early 2014. At that time, a few apps tried FansTong and created magical effects. The activation cost on IOS was less than 1 yuan! Such as beautiful artifacts, dare to chat, pudding animation, etc. Now let’s finally get to the point. 3. Advertising form: Fanstong is divided into account promotion, application promotion and blog post promotion. Account promotion : ECPM 4 yuan, ECPC 1.4 yuan, and the cost of attention is about 2 yuan. Account promotion is mainly to support Weibo operations and has no direct relationship with APP growth. Application promotion : The algorithm for application promotion is very unreasonable. The average CPC is as high as 1.5 yuan, and CPA 5 yuan is the starting price. Moreover, there is no volume. 2,000 devices a day are already a lot. Blog post promotion : This is the promotion method I recommend most. Many adventurers have created many factions using blog post promotion. 4. Three major factions: Playback faction : The representative product is "Meipai". There is no app download address in the blog post, and users are required to click on the video. The click-through rate of video cards generated by Weibo is higher than that of web links, which is a perfect combination of user experience and viral spread. Suitable for video playback and recording apps such as Meipai, Miaopai, and Youku. What if you also want to play Meipai? Go download it yourself. Disadvantages: The assessment can only assess the click-through rate of the video, and cannot track the specific activation cost. Exposure faction : The blog post representing the product "Little Love" is so capricious that it doesn't even have a video address, it just exposes the product introduction for you to see. This is similar to the way Yao Chen reposted the Kuaikan Comics APP Weibo some time ago (ranked third on the APP STORE free list), using the powerful exposure of Weibo to gain popularity and then get activated. Unable to track specific activation costs, can only be calculated by subtracting natural amounts Activation faction : Represents the product "IN", guides users to click the URL through blog exposure, jumps to the download page, and monitors the number of activations brought by Fanstong through third-party tools. The link automatically recognizes the click source from the IOS browser and automatically jumps to the APP STORE (the conversion rate of click to activation is about 20%), and recognizes other mobile sources and automatically jumps to the download page (the conversion rate of click to activation is about 10%). Because the conversion rate of Android is low, the activation costs of IOS and Android of Fanstong are actually similar. 5. Choice of bidding method: There are two bidding methods for blog promotion: CPE and CPM. CPE is charged based on interaction. Sina helps you get exposure for free. You will only be charged if users follow, forward, collect, click, and like your ads after seeing them. CPM is charged based on exposure, for every thousand exposures (the current average price is 13 yuan), and no interaction brought by the exposure is charged. So the question is, should we choose CPE or CPM? CPE is the most cost-effective way for advertisers to pay based on performance. For Sina, its traffic is limited and it is charged based on CPE. If Sina uses 10,000 traffic to help you gain exposure but your crappy creative does not get any interaction, the system will lose money. The system is so smart, can you game the system? Therefore, CPM is a fairer bidding method. Sina sells you 1,000 exposures. As for how many interactions these 1,000 exposures can bring, it all depends on you to optimize the ads to increase the interaction rate, and you are responsible for your own profits and losses. So choose CPE first and then CPM. 6. Model of the bidding mechanism: The bidding mechanism of Fanstong is called the generalized second price mechanism. In short, under the influence of quality score (the weight of quality score from high to low is creative quality score → planned quality score → ad group quality score → account quality score, the standard name is the cascading funnel model, if you can't get it at this level, get it from the lower level), your final settlement price is the planned settlement price of the advertiser behind you in the bidding ranking plus 1 cent. Let me explain it with a vivid metaphor: all advertisers live in the 8-story residential buildings of the 1990s, and the water supply is about to be cut off, and everyone wants to get water (grab traffic). Bidding higher = opening the valve wider. Advertisers with high quality scores live on the first floor and can get water by opening the valve a little bit. The advertiser with a low quality score lives on the 8th floor and cannot get water even if the valve is opened wide. Now the bid weight is higher than the quality score, so if the valve on the 8th floor is opened wide, the 1st floor will not be able to get water. 7. Bidding skills: The settlement price is usually 80% of the bid. When CPM is cheap, offer CPM; when CPE is cheap, offer CPE. The settlement price of the day will depend on the changes in four parameters of the previous two days: interaction rate, CPM, CPE, and consumption amount. If you were better yesterday than the day before yesterday, then it will be easier for you to invest today. Traffic will be very good starting at 10 p.m. If you increase your bid, the delivery speed will increase, and the settlement price may actually decrease. However, at 0:00 the next day, all accumulations will be reset to zero, and your high bid will result in a high settlement price. If an advertising plan stops consuming, it means that the bidding mechanism has squeezed you out of the arena. You can use two methods to activate and return to the arena: 1. High and low dislocation : There are two identical advertising group plans, one bids 5 yuan and the other bids 10 yuan, so the 10 yuan plan can be launched. 2. Electric shock resuscitation : If covering 20 million people with a bid of 20 yuan is not consumed, then the plan will be suspended and changed to covering 100,000 people with a bid of 5 yuan and then started. Then the plan will be suspended again and changed to covering 500,000 people with a bid of 10 yuan and then started. Then the plan will be suspended again and changed to covering 20 million people with a bid of 20 yuan and then started. The plan will be activated by constantly re-quoting the system. 2. Two ways to improve operational effectiveness There are two tips for Fanstong creativity: one is to assume user scenarios, explore user needs, and finally come up with solutions that meet user needs; the other is to break conventional marketing thinking. Today, I would like to briefly share two cases I have used in exploring user scenarios and differentiated thinking. Friends who are engaged in operations and promotion can discuss with me. 1. Assume user scenarios, increase user density, and improve interaction rate: The method to improve interaction rate can be achieved by optimizing the background and optimizing creativity. Background optimization accounts for 20% of the weight, and creative optimization accounts for 80% of the weight. Therefore, I do not recommend using precise targeting to increase interaction rates, because doing so will limit the number of people covered and reduce exposure. I generally choose to optimize creatives to increase interaction rates. How to use creativity to increase interaction rate? The secret is to increase your user density . Take XX Travel APP as an example: Blog Post 1: The interaction rate for the campaign in Shanghai was 2% , but due to the limited coverage of the population, the exposure was low. If I put the ad in cities other than Shanghai, users in Chongqing and Wuhan won’t care when they receive it, and my advertising dollars will be wasted. Therefore, the user density of this blog post is high in Shanghai, but low in the whole country. Blog Post 2: The interaction rate is 0.8% . You can ask your colleagues in the office. Only 2 out of 10 people plan to go to Maldives, so the exposure of the remaining 8 people is lost and wasted. The conclusion is that the user density of this blog post is low Blog Post 3: The interaction rate is 1.4%. If you ask your colleagues in the office, only 5 out of 10 people have the habit of traveling nearby on weekends, so the exposure of the remaining 5 people is lost and wasted. Blog Post 4: The interaction rate is 2.2% . The hotel logos are arranged in order of popularity and voted for colleagues in the office. 8 out of 10 people have stayed in the hotel, so only 2 people will lose exposure. This tactic is actually the same as the one used by Taobao stores to promote hot-selling products and attract traffic. Blog Post 5: The interaction rate is 1.4% . Although 8 out of 10 office comrades have stayed in hotels, half of them are single and they don’t have sex. So putting the tag "啪啪啪" in the copy will be superfluous and cause you to lose half of your users 2. Differentiated creativity breaks the traditional promotion thinking: The creativity of Fanstong and Guangdiantong feeds ads is actually the same. I once took over an APP for ordering food. It was no different from group buying except that it was more expensive. It is difficult to promote a product that does not bring value to users. The idea I gave him was: "Use our APP to go to Diaoye Beef Brisket without queuing." The customer asked if this would be useful. This is how I answered the client: If I can achieve the KPI using conventional methods, I will definitely help my peers who are richer than you to promote their products. There is no beef drawn on the instant noodles packaging bag, but no one will buy your instant noodles if you don’t draw beef. My job is to get people who are used to going to restaurants to download your APP, that is, to get your target audience to download your APP. The user only gives your ad 1 second, can you get him to interact with your Weibo? By optimizing your blog posts, you can get more clicks with the same expenditure (the average APP interaction rate is 2.0%, and the highest is 10%). By optimizing the landing page, the same click can bring more consumption. The activation rate for iOS is 20% on average, with a maximum of 50%, and the activation rate for Android is 10% on average, with a maximum of 25%. So the cost of Android is not lower than that of IOS. With this ratio, you can calculate how much CPE your CPA needs to be within. Final words Just as no flower lasts forever, the mobile market is changing with each passing day, and no single product or marketing method can always dominate. However, the market is fair. When too many promoters flock to the most popular promotion method, it will also face the problem of insufficient resource allocation. Promoters will encounter a situation where they spend money but the effect is mediocre. After continuous optimization, the second most popular promotion method will continue to tap its own potential and maximize the effect, so promoters can spend less money to get practical results. In a word: the final evaluation of promotion effect is not based on which platform you are on, but how much profit you get for every dollar you spend. Personally, I feel that Fanstong is more time-consuming than Guangdiantong, but also more fun! Recently I have reduced the IOS activation of two apps to less than 2 yuan. It’s early morning now, I’m going to check my account first! |
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