"Small program first share" the same journey Yilong, how to achieve super entrance through social advertising?
The following articles are derived from Xiao program observation ，作者Ying lian zhang
Internet plus eco-connecters
Every technological revolution and the emergence of new forms of technology, there are a lot of business opportunities, but some people see the opportunity to choose to wait and see, and some people will be desperate to "bet", for their own chance to win a corner over the car.
The same journey Yilong belongs to the latter.
On November 26, the same Cheng Yilong officially landed in the capital market, becoming the first weChat small program shares, its first day of listing closed at 12.4 Hong Kong dollars / share, up 26.53% from the issue price.
In September of this year, the "same-course Yilong Hotel ticket train" small program overtook the 260-day-old game "jump", which dominated the Aladdin index, and successfully climbed to the top of the WeChat small program monthly list. Then in October and November, the same process Yilong small program continues to top the list, to achieve WeChat small program "triple crown."
Standing on the shoulders of Tencent, the giant, the same Cheng Yilong also has a strong "engine". While the vast majority of players are still hesitant and trying, unconscionably, WeChat has grown into an important part of the future traffic pattern of the same Yilong.
Same-course Yilong built a "city of traffic" with a small program.
But just two years ago, everything was completely different.
At that time, the OTA giant "you fight me to grab", the market competition has been in a state of anxiety.
On December 29, 2017, The Same Journey Network and Yilong Travel Network, together, officially announced the merger of a new company, The Same Journey Yilong, and completed the merger in March this year. Soon, the top management of Tongcheng Yilong decided that the new brand would no longer independently develop The Same Cheng Yilong App, but choose "All in small program".
In the same way Yilong's view, OTA products homogenization, low gross margin, tourism in many pain points can not be resolved. Compared with competitors, the same Cheng Yilong also has its own "short board", such as the market share gap with competitors, as well as the competition focused on the first and second-tier cities accounted for a low proportion.
How to bend over the car, is the same way Yilong has been thinking about the problem, they set their sights on the small program.
A group of 1 billion high-stick users of WeChat ecology, in this ecological system with its own social attributes, there are public numbers, friends circle and other content carriers, plus WeChat payment, can form a complete closed loop. At the same time, the natural advantages of WeChat wallet entrance, but also for the same journey Yilong to win the explosive growth of online travel, adding more possibilities.
Based on this, the same journey Yilong to do is to use WeChat ecological soil and user groups, as far as possible to tap the user group can reach the travel scene, and through small programs to reach, to provide users with products and services.
To this end, the same Journey Yilong did several things:
After the transaction is completed, the same process Yilong did not let the chain stop, but through the operation of activities to precipitate more members and potential user groups. For example, let the user after each transaction, to receive a train ticket or hotel red envelope, stimulate users to register members at the click of a button, for future customers to carry out "water storage."
Make good use of the small program messaging ability, and through this ability to build small program services or recall user mechanism, complete the re-purchase, is also the same process Yilong innovation.
When the user completes the transaction in the small program, the small program will push the message notification, prompting the user to view the transaction details, and guide the user to receive red envelopes, coupons, to achieve re-purchase.
Since then, the same process Yilong through the construction of a matrix-style service system to form a triangular traffic closed loop, so that the different needs of users in the traffic closed loop flow. Among them, through the main small program to complete the same process Yilong's bottom through, sub-small program to solve a single service to reach the user group high cost pain point, to meet the needs of users in different scenarios, while allowing the public number to become the same process Yilong service and precipitation small program user carrier. The benefits of this are:
Data show: In the third quarter of 2018, the combined average monthly active users reached 206 million, and the combined average monthly paid users reached 22.6 million.
Although the small program well activated the original public number of the same process Yilong and WeChat wallet natural traffic, but to meet the high-speed development of the same process Yilong business, these natural traffic is obviously not enough, and WeChat as a "super entrance", its huge traffic potential obviously far beyond a single wallet natural entrance. So the question is, can Tencent based on WeChat "mother" traffic as far as possible for their own use, a greater degree of play the traffic hub value of small programs? In this way, it can solve the problem that the natural traffic in the wallet entrance cannot meet the business development needs.
After that, the same Yilong program obtained four types of traffic sources:
The first is weChat's open entrance, mainly based on WeChat's own basic functions. For example, if the user searches the WeChat search box for "Beijing to Shanghai" "Hotel" and other content with a high degree of travel relevance, WeChat's native search function will automatically associate with the entry of the same program. After WeChat opened the two-dimensional code recognition function in March last year, it also allowed the same program to easily promote the small program in other scenes such as online.
The second is the diversion in the offline scene of the tour - which is also closely related to WeChat's open entrance. Offline travel scenarios are themselves closely related to OTAs, and it's easy to connect with users in between. After weChat open small program QR code recognition, the same process Yilong immediately on the station, scenic spots, airports and other scenes of materials for small program QR code layout.
The third is the social fission based on WeChat's social capabilities. Small programs can use red envelopes, collages, cut prices of the game, in different scenes and nodes to drive the user's sharing behavior, and these activities fission out of the new and old users, precipitated as potential small program users. And through social fission diversion, the brand's customer cost is relatively low.
More importantly, the commercial traffic generated by social ad serving. Tencent in social advertising has formed a mature solution covering the entire marketing link, which for the same Cheng Yilong, including insight-based effective reach of user groups, efficient use of social platform traffic matrix, precipitation of user assets and other aspects of significance, can be said to be a relatively high degree of refinement of the operation of the promotion. In the view of Jiang Ying, marketing director of Yilong at the same time, social advertising is not only a source of new traffic for the business, but also an all-round business chain remodeling of analytics insights and user precision targeting, traffic operation, and product efficiency transformation.
Tencent's social product system covers more than 90% of the country's Internet users and accounts for more than 50% of mobile Internet usage, which is Tencent's inn for achieving multi-dimensional consumer insights. How does Tencent's powerful insight power empower the same Yilong to gain a large number of high-value users?
Because of the low-frequency characteristics of the tourism industry, it is difficult to figure out the behavior of the tourist population, so it is very difficult to accurately obtain the target population. In this regard, Tencent applied its "two-dimensional spatial model", on the one hand, based on geographic big data, to understand the consumer preferences of user groups, on the other hand, with the help of social data insight into the social interests of target groups, through multi-dimensional insights to form a combined force, to obtain in-depth tourism insight results.
At the same time, Tencent's social insights, combined with the same Cheng Yilong's side data insights, a closer understanding of the characteristics of the tourist population, and the expansion of the lookalike crowd, such as the adoption of targeted differentiated marketing strategies: the first visit users focus on doing a good job of wallet entry habits education;
The same process Yilong power small program, in addition to hoping to harvest user good feelings, but also need to better cost to obtain a large number of users. Therefore, the product efficiency has become the same journey Yilong and Tencent advertising marketing service line of the common goal. On the one hand, the two sides verify the properties of different traffic and the advertising mission carried by the data to form WeChat full traffic matrix, on the other hand, fully study the user characteristics of different traffic and scenes, and combine the same process Yilong product attributes to select targeted delivery strategy.
In the overall strategy of running, for friends circle ads, public video ads and other user-gathered traffic scenes, the same journey Yilong focused on communicating the entrance education and the user's in-depth communication, through the delivery to enhance the user's awareness of the wallet entrance booking train tickets and hotels, and enhance brand 2. For the public number of the bottom ads, small program ads, text ads, small game incentive ads, etc. , more focused on the transmission of user benefits, discount information, directly guide users to convert, improve the effectiveness of delivery.
In the process of implementation, Tencent marketing service line on the materials and scenes, have been finely designed and operated, for different traffic, different advertising positions, are based on user needs for creative analysis, and combined with holidays, seasonal hot spots, product selling points, to further achieve creative segmentation.
In addition to layering according to the user base, highlighting the corresponding points of interest, the selected visual footage is also actively trying the creative form of short video. From image to video, the hosting content is more diverse, information dissemination is more efficient, and user acceptance is higher. Based on the deep user demand insight of the real-life scene real-life form, visual communication of the same Cheng Yilong products and services selling points, successfully created a tourism industry short video marketing benchmark case.
In the new user scenario, through advertising, and users in-depth communication, but also a successful exploration of the two sides. For example, in the emerging scene of small games, a new form of advertising is used to motivate video. Once the user has watched the video in the game, they can get the reward from the game, allowing the ads to blend deep into the entertainment scene, with more than 3 times the usual click-through rate. With LBS, you can choose the user base you're traveling with to take advantage of the immediate needs and interests generated during your trip, reaping twice as many hits as you would normally get.
▼Games motivate video ads
To ensure efficient use of the cost of serving, Tencent's advertising marketing service line also leverages oCPM/oCPA bidding capabilities to continuously optimize operations based on marketing objectives. Automatic bid delivery and continuous optimization of the model through data back-passing and system simulation learning resulted in a 54% overall 54% decrease in user acquisition costs. With the subsequent access of more data, the system learning ability and delivery efficiency will be further enhanced.
By November of this year, the same course Yilong small program has three times beyond the "jump" - for the industry to rely on small program operations to achieve rapid growth sample. In the same Cheng Yilong's view, WeChat is a full communication with users of the mesh structure. Whether for the same yilong or other enterprises, when you really see user growth, efficiency improvement, conversion rate improvement, you can really feel the small program behind the potential huge business opportunities, and this is undoubtedly one of the important track for future success.
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