RINAPE :: Volume #12

#1189: Subversive new experience

LNMTL needs user funding to survive Read More

The weather assistant who Li Mu wants to be, the inspiration came from later generation app about weather. 李牧想做的天气助手,灵感来自于后世一款关于天气的app。 Integrates YY the weather assistant, on the one hand can increase YY own function usability, on the other hand, the cartoon image of weather assistant, can change the weather forecast only to put the weather icon in those days the approach, increases a cartoon image to enhance among the interaction with users, this experience in the weather forecast, absolutely is subversive. 把天气助手融入yy,一方面能增加yy自身的功能实用性,另一方面,天气助手的卡通形象,也能够一改往日天气预报只放天气图标的做法,增加一个卡通形象来提高与用户之间的互动,这种体验在天气预报上,绝对是颠覆性的。 The weather assistant can, when the air pollution wears the mask to remind everyone to pay attention to the health, can grasp the umbrella in raining, reminded everyone to go out must pay attention rainproof, but can also take the sunglasses to remind everyone to pay attention to the sun-screening, this type presented the way to user, was the non- common affinity, will therefore also make the user favorable impression multiply, in this case made the product placement, the effect will certainly not miss. 天气助手可以在空气污染的时候戴上口罩来提醒大家注意健康,也可以在下雨的时候手持雨伞,提醒大家出门要注意防雨,还能带上墨镜来提醒大家注意防晒,这种呈现方式本身对用户来说,就是非常有亲和力的,所以也会让用户好感倍增,在这种情况下做植入广告,效果一定不会差。 Moreover, Li Mu has basically wanted to understand, the cartoon image of weather assistant, oneself can look for the star cooperation authorization directly, for example Anne Hathaway, if she is willing to be authorized oneself cartoon image to Muye Science and Technology, then Muye Science and Technology will increase her image to choose for the user in the weather assistant, this is a huge popularity draws to her, if several hundred more than ten million male are the weather assistant with her cartoon image, her own influence definitely will have a round sudden growth. 而且,李牧基本上已经想明白了,天气助手的卡通形象,自己可以直接找明星合作授权,比如安妮・海瑟薇,如果她愿意把自己的卡通形象授权给牧野科技,那么牧野科技就会在天气助手里增加她的形象供用户选择,这本身对她就是一个巨大的人气拉动,如果有几百上千万男性用她的卡通形象来做天气助手,那她自己的影响力也必然会有一轮猛增。 Actually, the advertisement implanting has been popular in the traditional business was very long, overwhelming majorities are present in the television work, advertisement on the implanting internet, has not so far appeared truly. 其实,植入性的广告在传统行业已经流行很久了,绝大多数是在影视作品中呈现,互联网上的植入性广告,到目前为止还没有真正出现。 Li Mu presents to George Buckley, is the internet business model mature later method, with the product element as the carrier of product placement, this advertisement way can achieve in the maximum degree to avoid harming the user, moreover can guarantee the advertisement the actual result. 李牧给乔治・巴克利呈现的,是互联网商业模式成熟之后的玩法,用产品元素作为广告植入的载体,这种广告方式能做到最大程度上避免伤害用户,而且还能够保证广告的实际效果。 George Buckley is interested to the new method that Li Mu said that listened to Li Mu's to introduce, while the structure in the mind a sideline product blueprint, as if saw on the screen to reappear a demonstration frame of weather forecast, above is demonstrating: Silicon Valley, today cloudy to clear, the temperature 5-36 degrees Fahrenheit, the pm2.5 index 98, suggested to wear the n95 level mask journey ; 乔治・巴克利对李牧所说的这种新鲜玩法格外感兴趣,一边听李牧的介绍,一边在脑海中构架了一副产品蓝图,仿佛就看见了屏幕上浮现出一个天气预报的显示框,上面显示着:硅谷,今日多云转晴,气温5-36华氏度,pm2.5指数98,建议佩戴n95级口罩出行; Afterward, in side of weather forecast, a cartoon image, he puts on down-filled garment that this season must put on, to bring the yarn hat and glove, the most important thing is, on his face also wears a 3M mask. 随后,在天气预报的旁边,还有一个卡通形象,他穿着这个季节应当穿着的羽绒服、带着毛线帽和手套,最重要的是,他的脸上还戴着一个3m的口罩。 The mouse clicks in the mask of cartoon vivid face, can skip to the 3M official site in the introduction automatically about this/should mask, or skips to 3M directly in the address of some US (America) e-Commerce platform...... 鼠标点击到卡通形象面部的口罩上,就可以自动跳转到3m官网上关于该口罩的介绍,或者直接跳转到3m在美国某个电商平台的地址…… Thinks of here, George Buckley especially is excited, this is he sees the Li Mu's biggest goal, if really cooperates with Muye Science and Technology with this way, then the 3M image can, when the people most need it, appears in the field of vision of people, this advertisement form, simply talent! 想到这里,乔治・巴克利心里格外激动,这就是他来见李牧的最大目的,如果真的用这种方式跟牧业科技合作,那么3m的形象就能够在民众最需要它的时候,出现在民众的视野里,这种广告形式,简直天才！ When excited, George Buckley blurts simply said: „Mr. Li, I am interested in this partnership model, it should also agree with the 3M current overall demand, you looked when we can start this cooperation?” 激动之余,乔治・巴克利脱口便道:“李先生,我对这种合作模式非常感兴趣,它应该也非常契合3m目前的整体需求,您看我们什么时候能够开始这种合作？” Finishes speaking, George Buckley also hastily said: „Embarrassed Mr. Li, was I neglected, has not known that such cooperation, how the cost did calculate?” 话音刚落,乔治・巴克利又急忙说道:“不好意思李先生,是我疏忽了,还不知道这样的合作,成本如何计算？” Li Mu shows a faint smile: „This idea I have not continued to refine thoroughly, therefore has not thought what cost way temporarily good to use, but I felt, normally, if not the e-Commerce advertisement, the cost way nothing but is two types, either suspends with honest price tag displayed the promoted resources, either according to demonstration conducts in order the cost, if e-Commerce, but can also use after the partnership model that the net profit is divided into, but this is not quite definitely suitable to 3M, therefore other two we can the specific consultation.” 李牧微微一笑:“这个想法我还没有继续深入细化,所以暂时也没有想好到底应该用什么样的计费方式,不过我觉得,正常情况下,如果不是电子商务广告的话,计费方式无非就是两种,要么把推广资源摆出来明码标价,要么按照展示量进行按次计费,如果是电子商务,还可以采用经净利分成的合作模式,不过这个对3m来说肯定不太适用,所以另外的两种我们都可以具体协商。” Nod of George Buckley approves, US (America) e-Commerce has not imagined is so developed, the popular rate is not very high, therefore 3M basically does not have to make the attempt in e-Commerce aspect, the pattern that as the matter stands, the net profit is divided into may not take, remaining, be only buys out one time, as well as in order cost these two types. 乔治・巴克利赞同的点了点头,美国的电子商务并没有想象中那么发达,普及率也并不是很高,所以3m基本上没有自己做过电子商务方面的尝试,这样一来,净利润分成的模式也就不可取了,剩下的只有一次买断,以及按次计费这两种。 Buys out although one time sounds very convenient, but to George Buckley, no practical accurate frame of reference makes the standard, he is very difficult to determine some gold content actually many that Li Mu this type recommends the resources, if actual result, be only half of money invested are even lower, oneself may owe in a big way. 一次性买断虽然听起来很方便,但是对乔治・巴克利来说,没有一个切实准确的参照物做标准,他很难确定李牧这种推荐资源的含金量究竟有多少,如果实际效果只有投入金额的一半甚至更低,那自己可就亏大了。 Carries on the cost to be in order most worthwhile to demonstration. 如此说来,还是对展示量进行按次计费最合算。 A each advertisement delivery can weigh the delivery cost of user, the quite popular algorithm is thousand people of costs, said is more popular, the advertisement demonstrated that sees the cost of needing to 1000 users. 每一种广告投放都会衡量用户的投放成本,比较流行的算法就是千人成本,说的通俗一些,就是将广告展示给一千个用户看到所需要的成本。 For example some TV Station time interval has 1 million audience also to watch, but 3M conducts ten advertisements to promote in such TV Station, needs 50 ten thousand USD costs, the demonstration people of then accumulating are 10 million times, according to the statistical standard of advertising industry, thousand people of costs of advertisement delivery achieved five ten USD. 例如电视台某个时段有一百万观众同时观看,而3m在这样的电视台进行十次广告推广,需要五十万美元的成本,那么累积的展示人次就是一千万次,按照广告行业的统计标准,广告投放的千人成本达到了五十美元。 The conversion rate of television media is not high, of the audience ordinary circumstances looks at one, are most in the mind strengthens to remember, without giving user a channel that sees the advertisement to be able the direct deep understanding, or the direct purchase, but Li Mu this type different, the user when sees the demonstration, only needs to click, can obtain the entrance of the deep understanding or direct purchase, such conversion rate nature can be much higher. 电视媒体的转化率不高,观众一般情况下只是看一眼,最多在脑海中增强一下记忆,没有给用户一个看到广告就可以直接深入了解、或者直接购买的通道,但是李牧这种则不同,用户在看到展示的时候,只需要点击一下,就可以获得深入了解或者直接购买的入口,这样的转化率自然会高出不少。 If according to calculates like this, 3M is willing to undertake thousand people for such advertisement delivery 80, even a hundred USD advertisement cost. 如果按照这样来计算的话,3m愿意为这样的广告投放承担千人八十,甚至一百美元的广告成本。 After wants to understand these, George Buckley hastily said to Li Mu: „Mr. Li, I think that I will favor to use the approaches to cooperation of demonstration pricing, therefore probably needs your firm to set a concrete demonstration price, if in the price does not have the issue, we can sign momentarily.” 想明白这些之后,乔治・巴克利急忙对李牧说道:“李先生,我想我会更倾向采用展示量定价的合作方式,所以可能需要贵公司定一个具体的展示价格,如果价格上没有问题,我们随时可以签约。” Li Mu had guessed correctly George Buckley will certainly choose to demonstrate the gauge fee/spent the partnership model, because this is the advantages most balanced one way, is the risk smallest one way. 李牧早就猜到了乔治・巴克利一定会选择以展示量计费的合作模式,因为这是利弊最为均衡的一种方式,也是风险最小的一种方式。 However, the entrepreneurs try to reduce to slightly the risk, is very easy with this mentality, gradually falls into others' trap, finally degenerates into others 's slave. 不过,企业家都试图将风险降低到最小,却很容易在这种心态下,逐渐落入别人的陷阱中,最终沦为他人的奴隶。 The keyword delivery that previous life, Baidu is despised by the people, bases on the demonstration gauge fee/spent the way, simultaneously joined bidding in this foundation. 上辈子,百度为人诟病的关键词投放,就是基于展示量计费的方式,同时又在这个基础上加入了竞价。 For example, adds the garden Tian system hospital in snatching „psoriasis” the search result of this keyword, then whose single price is highest, who can arrange to arrive at a higher position. 比如,多加圃田系的医院在抢“牛皮癣”这个关键词的搜索结果,那么谁出的单次价格最高,谁就能够排到更高的位置。 Li Mu once heard, about „reshaping” and „cancer” such keyword bidding, was cooked up several hundred RMB one times, in other words, user in reshaping, if clicked on the hospital ranked the first, then this hospital must pay the Baidu several hundred Yuan demonstration expenses. 李牧曾听说,关于“整形”、“癌症”这样的关键词竞价,被炒到了数百人民币一次,也就是说,用户在整形,如果点击了排在第一位的医院,那么这家医院就要付给百度几百元的展示费用。 Do not think that such bidding is somewhat shocking, in fact in the sudden and huge profits industry, such bidding is common, some people think, so long as click on the link of some bidding hospital unceasingly, can this hospital to the bankruptcy, actually such situation not have, the promoted environment that for Baidu feels relieved to these bidding safely, will shield the false click with a series of technological means that guaranteed as far as possible includes the click of expense is the real click. 不要觉得这样的竞价有些耸人听闻,实际上在暴利行业,这样的竞价屡见不鲜,有人会以为,自己只要不断点击某个竞价医院的链接,就能把这家医院点到破产,其实这样的情况也并不存在,百度为了给这些竞价者安全放心的推广环境,会用一系列的技术手段屏蔽掉虚假点击,尽可能保证计入费用的点击都是真实点击。 Under Baidu this devoted safeguard, the bidding hospital only needs according to the hit rate, conversion rate and aurp value( single user average consumption values), profit ratio these four data, can judge profit point that put. 在百度这种悉心的保障下,竞价医院只需要根据点击量、转化率、aurp值(单用户平均消费值)、利润比这四个数据,就能够判断出自己投放的赢利点。 For example, such and such orthopaedic hospitals, in Baidu bidding „tidying up” keyword, if in every 100 clicks, can have ten people to spend to the hospital, and had 10,000 Yuan income in average, then also means, Baidu every 100 clicks, will bring 100,000 Yuan gross profit to the hospital, if the profit margin of hospital is 50%, then these 100 clicks will bring 50,000 Yuan net profit to the hospital. 比如,某某整形医院,在百度竞价“整容”关键词,如果每一百个点击里,能够有十个人到医院消费,并且人均产生了一万元的收入,那么也就意味着,百度每一百个点击,会给医院带来十万元的毛利,如果医院的利润率为50%,那么这一百个点击就会给医院带来五万元的净利润。 100 clicks, can trade 50,000 net profits, in other words, cost of each click, so long as is lower than 500 Yuan, the hospital can make money, in this case, even if were bidding were 300 Yuan and 400 Yuan one time, hospital also doing without hesitation, because in this cost sector, they were profitable. 一百个点击,能够换来五万净利润,也就是说,每一个点击的成本只要低于五百元,医院就能够赚钱,在这种情况下,哪怕是竞价达到了三百元、四百元一次,医院也会毫不犹豫的做,因为在这个成本区间内,他们是有利可图的。 As the matter stands, finally is fearful, most garden field hospital although are making money, but their a large number of profits contributed to give Baidu completely, possibly one hospital one year gained one hundred million, 90 million must deliver to the hand of Baidu, the although proportion was very fearful, but they also had no escape route, once because broke the delivery, was equal to that the income, cooperated to gain 10 million with Baidu, did not cooperate cannot make money even to do business at a loss, in such a case, these hospital will not have given up with the cooperation of Baidu. 这样一来,结果就非常可怕,大部分的圃田医院虽然在赚钱,但是他们相当一部分利润全部贡献给了百度,可能一家医院一年赚一个亿,有九千万都要送到百度的手里,虽然比例很可怕,但他们也没有任何退路,因为一旦断了投放,就等于断了收入,跟百度合作能赚一千万,不合作就赚不到钱甚至赔本,在这样的情况下,这些医院没有一家会放弃和百度的合作。 Actually not only Baidu, Boss Ma Taobao is also same. 其实不只是百度,马老板的淘宝也是一样。 Boss Li and Boss Ma give the choice of sponsor to be the same: Either do not make money, either gives me over 50% of net profit! 李老板和马老板给广告客户的选择都是相同的:要么别赚钱,要么把净利润的50%以上给我！ This bandit general method, is Li Mu most despises, if Taobao also makes keyword bidding now, certainly will have considerable a large number of Taobao seller insane general unceasing puts up the cash to do, when the time comes through the tough environment of competition, Taobao can certainly get so far as in the hand these ordinary seller more than 50% profits, but Li Mu is not willing to do that absolutely. 这种土匪一般的玩法,是李牧最为不齿的,如果淘宝现在也做关键词竞价,一定会有相当一大批的淘宝卖家疯了一般不断的砸钱来做,到时候通过激烈的竞争环境,淘宝一定能够把这些普通卖家一半以上的利润弄到自己手里,但李牧绝对不愿意这么做。 He must do, is all based on the health fair partnership model. 他要做的,是一切基于健康公正的合作模式。 For example, Li Mu will not make keyword bidding in Taobao absolutely, therefore his Taobao, the profit margin be lower than Boss Ma previous life Taobao. 例如,李牧绝对不会在淘宝做关键词竞价,所以他的淘宝,利润率要比马老板上辈子的淘宝低很多。 Draws an analogy, present Taobao, cell phone sales volume exceptionally fiery/popular, if Li Mu „cell phone” this keyword, makes keyword bidding in Taobao, certainly will have a large number of cell phone manufacturers and cell phone sellers to fight for this keyword, in that case, the user searches the cell phone, the default demonstrated that gives them, does not appraise well, is not most, is not the seller credibility of selling is highest, but disburses money many in this keyword, as the matter stands, the consumer on was very difficult to find most suits own shop and commodity. 打个比方,现在的淘宝,手机销量异常火爆,如果李牧把“手机”这个关键词,在淘宝内部做关键词竞价,一定会有大量的手机厂商、手机卖家争抢这个关键词,那样一来,用户搜索手机,默认展示给他们的,不是评价最好的、不是卖的最多的,也不是卖家信誉最高的,而是在这个关键词上出钱最多的,这样一来,消费者就很难找到最适合自己的店铺和商品。 However, in Li Mu in the Taobao keyword searches uses, is one set of highly fair algorithm, this set of algorithm has several critical data to take the weight, for example: The commodity sales volumes, the commodity high praise rates, the shop high praise rates and shop degree of comparison these aggregations of data the computation, whose comprehensive score is highest, who can appear before the default search most the position, as the matter stands, Li Mu although lost the big income of keyword bidding, but can actually guarantee that the user searches, is various aspects synthesizes well. 但是,李牧在淘宝关键词搜索里采用的,是一套高度公平的算法,这套算法有几个关键数据作为权重,比如:商品销量、商品好评率、店铺好评率、店铺信用等级这几个数据综合起来计算,谁的综合分数最高,谁就能出现在默认搜索的最前位置,这样一来,李牧虽然失去了关键词竞价的大笔收入,但却能确保用户搜索到的,都是各方面综合起来最好的。 It looks like in Li Mu, this is the matter that the truly conscientious platform should handle. 在李牧看来,这才是真正有良心的平台应该做的事情。
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