Chapter 2003 Self-Service Advertising System

Hearing Feng Yiping's affirmation, Zuckerberg, Hastings, and Randolph fell silent.

Neither of the two little guys knew why, but they were very sensitive to the changes around them. Amanda immediately held her brother's hand, and Vincent leaned towards Feng Yiping.

Not to mention Zuckerberg and Hastings, even Randolph, who trusted Feng Yiping the most, was a little uncertain about his firm statement at this time.

We say that to see whether a company is strong or not, you can look at its competitors, such as Google and Yahoo.

To see whether a startup is strong or not, you can look at what investments it has received, or which companies have favored it.

Being favored by News Corporation and Comcast at the same time fully illustrates the success of MySpace.

Speaking of this, we have to explain Comcast. This is the company that planned to acquire Disney for a high price of 66 billion US dollars last year.

It is the largest cable TV company in the United States and the largest Internet service provider in the United States. To put it more intuitively, it is roughly equivalent to the combination of CCTV and China Telecom - is it strong or not?

Of course, its proportion of cable TV users and broadband users in the United States is naturally not as high as that of CCTV and Telecom in China. Such a monopoly company cannot exist in the United States.

One of its recent amazing things is that in 2002, it spent $47.5 billion to acquire AT&T, the famous American Telephone and Telegraph Company.

Of course, this giant now seems to be Feng Yiping's future competitor. Netflix wants to occupy the TV in the homes of American people, so it will inevitably compete with Comcast, the largest cable TV company in the United States.

Will MySpace, which is favored by both it and News Corporation, be as vulnerable as Feng Yiping said in the future?

Feng Yiping is very sure of this.

In fact, he didn't know much about MySpace before, but it was precisely because he didn't know much about it before that he was sure that this product, which now looks good and has been favored by giants such as News Corporation and Comcast, will definitely have no prospects in the future.

Otherwise, how could he not have an impression?

After knowing the result, it is always much easier to infer the cause than to infer the only correct result from the complicated reasons.

Feng Yiping touched the little heads of the two children, "At present, News Corporation is obviously more concerned about the acquisition of MySpace and is more likely to succeed,"

"Then, we can predict some things that will happen after News Corporation's acquisition is successful. First of all, combined with the previous failed experiences, this time, News Corporation is expected to maintain the relative independence of MySpace, but it will still inevitably send a management team to MySpace whose main role is supervision,"

"A team that originally has little experience in successful business management, a bureaucratic supervision team, plus a big boss who certainly doesn't know much about product functions and appeal, think about it, what kind of effect will such a combination produce?"

"More importantly, not all companies can be like us, so indifferent to the KPI of efficiency, right?"

"We are a company based on the long-term, so we can go long-term," Zuckerberg said immediately.

This can be seen from the fact that he still very carefully decided not to advertise after NEXTDOOR was established for such a long time, and this point coincides with his own.

Giving users a good user experience is the first goal that a high-tech company should put.

Then he understood, "Oh, you mean, after the rapid increase of registered users of MySpace, they will put up a lot of advertisements?"

"I think there is a high probability that they will do so," Feng Yiping nodded.

This is the most reasonable reason he deduced based on the results.

In the social network, after being popularized by NEXTDOOR and Facebook, with the support of News Corporation, MySpace's users exceeded 100 million, which should not be a problem. The reason why it was so unknown that Feng Yiping had never heard of it could only be that it lost users.

Based on the current situation of the two companies that he knows about, the most likely reason for losing users is that after they have achieved certain achievements, they value efficiency too much and are eager to monetize traffic.

"So this is also a point that all our companies must always keep in mind. From a strategic point of view, the first thing we should pay attention to is the user experience, and the benefits can only be ranked second,"

"Of course, from a causal relationship, as long as we can always pay attention to the user experience and ensure that our products will not lose old users when new users increase rapidly, then in the end, this will definitely bring us huge returns," he concluded.

"Indeed, we should insist on focusing on user experience and satisfaction, so that even if the investment is relatively large at some times, such as in the early stage, it must be correct from the overall perspective," Hastings said.

"Yes, those who are too eager to make money often don't make much money in the end," Randolph said.

They all have this understanding, which makes Feng Yiping very happy.

"So, I have been thinking about how to serve our other important users well," Feng Yiping said.

"You mean, advertisers?" Zuckerberg asked.

"Yes, we are advertisers. If we want to survive, we must serve both sides, okay?"

"I always feel that the current advertising system has too many links, is opaque, and is not intuitive. It just nourishes a group of intermediaries. Can we make some changes to this situation?"

"I have been doing some thinking about this aspect during this period. Please listen to my thoughts."

"This must be heard," Hastings said immediately.

"Feng, it sounds like you are going to take action on the original advertising model," Randolph said.

Xiao Zha was also very happy. In the past few days when Sandberg called him back from India, he happened to have some ideas about Facebook's advertising system.

"Mainly for Facebook, I'm wondering, can we build a self-service advertising system?"

"What do you mean, for example, we have a new product on the market, or Netflix has a new activity, for example, if you purchase our one-year membership at one time, we will give you one month for free. For these, we plan to use Facebook To promote,”

"Then next, we don't need to contact anyone at Facebook. We only need to log in to Facebook's self-service advertising system. After that, we can follow the system's guidance, starting from selecting the audience, and setting a series of parameters step by step,"

“Including choosing which users’ pages we want to see our promotional ads on on Facebook, we can filter from Facebook users’ information, including their age, gender, country, marital status, interests, etc. Finally, attach our budget,”

“After entering these parameters, the system will automatically calculate our best target audience. Moreover, it also allows us to test the effects of different advertisements. For example, which solution, whether it is pictures or text, is most popular among the target audience? likes, so that the advertising effect is the best,"

"After setting all these parameters and filling in our credit card, the advertisement will go online according to the time we set. Of course, more than that, we can understand the effect of the advertisement in a timely manner through the system,"

"Including the number of new or decreased fans we add every day, where the new ones come from, their basic attributes (age/gender/country), etc.,"

“We can also see the events we plan to hold, the number of people we can reach, click-through rates and conversion rates (Click/Connection), so we can change our strategies at any time,”

"For example, the system allows us to pause or cancel the activities we have set at any time, and change the daily advertising budget at any time..."

"What do you think of this idea? Hey, how many of you," Feng Yiping waved his hand.

Amanda and Vincent looked at the three guests curiously. What were they doing with their mouths wide open? Want to talk, or want to eat?

"Okay," Randolph reacted first, nodding vigorously and applauding vigorously.

"Very good," Hastings also applauded vigorously. This not only saves trouble, but also achieves multiple goals with one stone. Why didn't I think of it?

Xiao Zha still had his mouth wide open. I thought of some things, but not as comprehensively as he did.

"Really?" Feng Yiping asked.

"Of course!" Hastings and Randolph said excitedly.

"Zach, can such a system be designed?"

"Yes," Zuckerberg looked at Feng Yiping with admiration, "We can design it,"

"That's fine, but why are you looking at me like that?"

"Feng," Zuckerberg suddenly came over, grabbed his hand and said, "you are my idol!"

"Hey, let go, let go..."

ps: The happiest thing about the New Year is that I can take a few days off, but the unhappy thing is that I have to go back to the same situation tomorrow. I go to school when I need to go to school, and go to work when I need to go to work. It’s not fun! So, I wish you all good grades and lots of holidays in the new year!