how platforms make money ？
DESCRIPTION
How Platforms Make Money ？. [email protected]. Four Theoretical Models. Ecosphere - Octopus model Business Needs - Pyramid model Marketing Path - Grid model Harmony of Users and Customers – Volleyball model. 2. The Main Business Pattern of Internet Platform - Connect. - PowerPoint PPT PresentationTRANSCRIPT
How Platforms Make Money ？[email protected]
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Ecosphere - Octopus model
Business Needs - Pyramid model
Marketing Path - Grid model
Harmony of Users and Customers – Volleyball model
Four Theoretical Models
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Virtual service - connect user with userY2005 vs. Y2013: 0.18 vs. 9.9 (Billion $)
Advertiser - connect user with informationY2005 vs. Y2013: 0.04 vs. 5.3 (Billion $)
E-commerce - connect user with productY2005 vs. Y2013: 0.09 vs. 7.9 (Billion $)
The Main Business Pattern of Internet Platform - Connect
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Octopus, Ecosphere, not Ecological chain
User(who use your product), Customer(who pay you)、 partner(who help each other)
the Matthew effect
Ride bicycle
The drinker's heart is not in the cup
Real-time, continuity
… ...
The Characters of PlatformQuestion：what is a platform？ How to distinguish between platform, product and tool?
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The Search Ecosphere - traditional circleThe upstream channel
Search engine
Downstream contentwebsite
advertiser
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The Search Ecosphere - new version with Octopus featureThe upstream channel
Search engine
Downstream contentMiddle page
website
Backflowadvertiser
Recommend search
New scenesusing search import
7Customer Needs Business Model Media ResourceDEAL
AGENCY
ADS Tier 1：first pass TV/news paper/radio video/portal SNS/UGC//websites
Tier 2：second pass Web navigation search/vertical search
Tier 3： sma sh dealbranding
branding+effecteffect
numbers
Consumption ability Demand Generation Media length
Demand fulfillment
The General Business Model - Pyramid
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The General Business Model - Pyramid
8Customer Needs Business Model Media ResourceDEAL
AGENCY
ADS Tier 1：first pass TV/news paper/radio video/portal SNS/UGC//websites
Tier 2：second pass Web navigation search/vertical search
Tier 3： sma sh dealbranding
branding+effecteffect
numbers
Consumption ability Demand Generation Media length
Information agencyMerchant deal
Demand fulfillment
Hard ads Platform agency
manufacturer deal
Soft ads
brandingbranding+effect
effect
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The Business Ecological Environment of Internet in China产业链
客户需求 商业产品 媒体资源
Deal platform
DSPImplantable ads
Search ads
Exchange
B2X platform
Display ads
Value-added service
DMPNavigation ads
Recommended ads
BannerVideo adsNewspaper adsTV adsTV shoppingSocial adsbrand implantation
Navigation &DisplayBrand zoneBrand landmarkTaobao affiliateGoogle AdsenseAmazon affiliate Affiliate ads
AmazonBaifendian
Baidu Phoenix NestGoogle AdwordsTaobao zhitongcheHAO123HAO360meilishuo
WangwangBaidu shangqiaoLixianbaoTongji
Tmallebay JDAmazon
VanclTaobao big seller
DoubleClick For AdvertiserAd exchangeData exchange
B2X manufacturer
Taobao mofangBaidu Sinan
Tier 1：first pass TV/news paper/radio video/portal SNS/UGC//websites
Tier 2：second pass Web navigation search/vertical search
Tier 3： sma sh deal
Customer Needs Business Model Media Resource
User Experience vs. Customer Needs
CPM vs. PV
Monopoly vs. Competition
Continuous vs. Discrete 0
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search adsvideo adssuperbowl adssocial ads
Four Dimensions affect revenue scale - case of ads
search
bbssocial network
we-media
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The tipping point of Marketing•TV/Radio（ short/expensive)•Video website•Newspaper/magazine•Outdoors/bus/metro
Evaluation of marketing effect•official website•online shops•offline stores•supermarket Marketing Path
Branding is rigid demandExtending and linkage are potential demand
Marketing Path – based on two marketing practice
Brand awarenessCatchBrandFavoriteConnectPurchase CloseBrand loyaltyContinue
Audience action 3RMarketing stage4C
Reach Resonate ReactPV UV Engageshare, like, poke, vote
Click Leadregister, inquiry ,call
Salepay
3R4C Grid model
Media PlatformThe third party-contentfree chargeowned-contentfree chargeAds & import PV
User (netizen) Customer(enterprise)
CPA/CPSfulfillment of user’s business decision
CPT/CPM/CPCattracting of user’s attention
CPTsale of product/service
The panorama of Media Platform - user-centered
Business product
Ads
Import PVDeal
Make user impressed
Make user pay Make interested user learn more
The future of business product around marketing
A integrated solution for user and customer
user customer Second pass
smash
First pass
Indexing （ relate demand）
content （meet demand）
recommendation（ inspire demand）
CPCCPA
CPM
The volleyball theory - integration of business and user product
Design Logic - case of search platform query type product style purchase navigation information Demand level Meet style functional description Key action
nonstop/dealquick purchase goods store identification / authentication of official website official website accurate/timely knowledge graph/aladin need smash core meet
micro-purchase Link/function preposition sub-link/brand zone/nonstop for official activity user zhixin buniness zhixin/aladin
link/import PVuniform/overall/non-repeat e-business platform/middle page/spider logo/industry chain/overall spider/partner website/ads store abundant/safe/timely spider/partner website/ads store want second pass addition relate
text link/aladin search ads text link/aladin search ads text link/aladin business zhixin cards/search ads
recommend/adsRelevance logic & declare goods store/ relevant data base
correlation analysis/extract similarity & Differences correlation data base/ads store extended read knowledge graph/search ranking list desire first pass recommend inspiremore recommend recommend purchase(cross/up sale) ranking list correlated recommendation guess u like/others ‘ search brand landmark/ correlation adsuser product design resource key points what relay on
business product user product business product user product business product
