Senior Alibaba waiter teaches you how to play multimedia marketing

Yanxin: My first encounter with Lao Gao Crown Club was in 2012. I shared the relationship with E-commerce Feige as an internal waiter. Today I am also happy to stand here to talk to you about the issues that everyone cares about the most and understands most - how to play live videos and Weibo? It should be the hottest problem at the moment, and it is also very suitable for the situation. The weather is also very hot today! Speaking of this, it is a guide to wireless interaction. First of all, when it comes to the upgrade of wireless interaction, the merchants here should have an impression that Alibaba will have a very important battle in 2014 , and I believe that every seller here will have an experience. At that time, we always emphasized, "We are not changing consumers' purchasing habits from PC to wireless, but we adapt and accept them." This year, I believe everyone should also understand that Xiaoyaozi emphasized three important directions of Taobao in 2016 at the merchant conference : "communication, contentization and local lifeization." The most core point is "contentization", which is what I want to share with you today, and it is also closely related. When it comes to content, I have to mention: in the past so many years, everyone has been working on Taobao, and there are ten years of experience in Taobao. In fact, they have been doing optimization: optimizing graphics, text, keywords, doing some centralized areas, and doing optimization and transformation. Then, this year's transaction or traffic ratio reaches 70% from the general trend of wireless terminals, our centralized traffic is far from meeting the demands. Why? Because everyone can see today's PC and mobile phones intuitively . One of the well-known differences is the screen. With such a small screen, how can we use the recommended products that we want to see for consumers the most to let the right people read the right content at the right time? This is also what we have to optimize and improve. So the current content operation is very important!

Weitao Events

Let me tell you the case first, let you take a look at the "Estee Lauder" Spring Festival activities, and consumers upload videos to participate in the interaction.

The Spring Festival is a relatively sluggish time, and everyone is preparing stocks. What should I do at this time ? At that time, I had an idea: I invited a foreign internet celebrity. She recorded a video to teach everyone to dance, and airborne it on Weibo to allow fans to participate in the interaction: consumers upload videos to wish you New Year's greetings through Weibo. For such a WeChat event, 400,000 viewers and 2,084 videos uploaded by users . What is the concept of active upload? Users take photos on their own through their mobile phones, and some edit and post them on their own. In fact, this cost is very high, but the participation is very strong. This was our test event at that time, visiting consumers’ response to the upgrade of wireless content, what exactly did merchants and consumers react to? Whether consumers are willing to cooperate with us to do this is the first case.

The second case, everyone should know this case: I will follow up on Angelababy 's live broadcast throughout the process. I would like to complain about many of the imperfect points we did at that time: for example, when the stars arrived, they did not match our expected time. For example, when the expected 6:30 , the result was delayed until 7:30 . This hour was because the previous warm - up preview had been sent out, and many people had already come in the live broadcast room at this time. So what should we do? Including the on-site network environment, is 4G or WiFi network better? These are some pitfalls we have gone through. Such cases are live broadcast: they have a star effect. We can make a very novel change through celebrities through the original discounts and marketing promotions, but through the creation of "people-centered" situation.

The third one is Wang Sicong's girlfriend, Sydney. This is the "New Force Week" of women's clothing this year. 30 live broadcasts were done in 3 days . We were unexpected at the time: the merchant's ability to live broadcast and the operation of Internet celebrity fans are already very mature. The transaction rate of this case also exceeded 10 million. After reading these, I believe everyone will be touched. With current wireless transactions, many consumers come to Taobao to find a product every day. How can we get to these buyers and our own target shopping group? I think this is a very critical point: it is the fan economy!

Fan economy forces content interaction form to be rapidly upgraded

Our consumers are no longer satisfied with simply shopping. They need multimedia forms: live broadcast, video, knowledge interaction, and emotional interaction to convey and understand some stories behind the brand's production process. For example, Zhang Dayi's live broadcast, her trailer went to her own production workshop and laboratory to tell everyone the color fastness of clothes, production technology, etc., including how the warehouse looks like. Even such a simple live broadcast, there is no complicated brand launch event. Live streaming can also bring her and her fans closer together. So we have gradually changed from traditional consumer goods to consumer content. There are many sources of content: merchants, brands, Internet celebrities, experts, etc. Now it is no longer a purely businessman to produce content. Including the relationship between collection, collection is just a "remnant fan economy". It has now been upgraded to an account to follow. After clicking in through the Xiaohongdian of Weitao, I saw some merchants and brands that consumers want to follow. Their new launch: the diversification of a single merchant. What did we do in Alibaba ? We built the underlying multimedia platform to the front desk, and the traffic in the merchant’s private domain: stores, details, Weitao; "good goods" in the public domain traffic, etc. Public domain traffic hopes to broaden the content that produces high-quality capabilities of "live video" to "Weidao" so that more consumers can see it. This way, there is a richer shopping and entertainment social consultation, which is a change in consumers' minds; rather than simply taking pictures of buying things. Next, let’s talk about how to do “multimedia”? We have already talked about doing "WeiTao" activities: we did a lot of trial activities at the beginning of the year, such as the Spring Festival New Year greetings and the Lantern Festival store "Opening Red Envelopes" activities. We invited about 15 merchants to put celebrity endorsements in our stores, watch videos and get red envelopes. The entire merchant’s ability to reserve video live broadcasts is still very efficient in terms of consumer popularity. You can see the attention of merchants and consumers to videos and the demands from a large number of brands that have received from us. For example, first: search page : search result page video requirements, search page keywords; second: store side: through the store, Weitao's own brand business philosophy or interaction with buyers, these are all demands for the scene, including brand customers' demands for live broadcasts. Third: Weitaoduan : Whether it is a press conference or a large-scale event, everyone will continue to have demand for this. So in line with consumers' multi-dimensional demands for merchants: providing a complete data link for both the waiter platform and the merchants, so we did a large number of multimedia businesses at the beginning of the year, and the most core thing was to build a multimedia platform.

One-stop multimedia solution

Consumer demand

• Access of valuable content

• Fun, show yourself and show your personality

• Simple, easy to use, smooth experience

Merchant needs

• General Publishing Portal (Independent Domain Name)

• Unified merchant backend (edit, data, etc.)

• Enrich marketing functions (red envelopes, shopping guides, interactions, etc.)

Platform requirements

• Extend consumer activity time and enhance use stickiness

• Content is safe, compliant, clear and controllable

• Add data precipitation of media attributes

•

• Multimedia center merchant usage process

Let me briefly explain how to post it online, because I believe that everyone here has a team behind these details, so I just want to roughly demonstrate where these things are. About the store homepage , click the small card to enter the baby details. While watching the video, there will be Easter eggs and coupons. We gave a minute to the video in the product details . During your viewing process, there will be a small window for the video in the lower right corner; there is also the interactive gameplay in Weitao . You can watch it while buying, or you can book it directly by collecting it. A merchant has already made a demonstration at the front desk.

Merchant entrance : duomeiti.taobao.com

Multimedia Center

You can post videos directly inside. Not everyone can post live broadcasts, but merchants who have reached a certain level can post them, and they can open whitelists and permissions to do such things. Merchants can do various backends: Qianniu, Tmall Merchant Center, wireless operation center, and mobile phone controls, etc., and can send videos. There are also video processing, live broadcasting, multimedia services, video production, content planning, and interactive components that are all completed in the multimedia center. If you think that making videos is not so professional and you need to hire professional people, we will also provide video shooting service providers to everyone. At the same time, the front-end has made some displays here: including Maoke, store homepage, details page, Taobao community, Taobao expert, and Weitao.

All our video uploads are now manually reviewed by Alibaba: one-minute videos, from uploading to transcoding, and then to review, can be completed within ten minutes, which can ensure everyone's efficiency. After completing the video, you need to transcode, why do you need to transcode? Because there are many kinds of uploaded videos, we need to convert them into 8 formats to support normal playback of different mobile phone functions, and then publish them after transcoding. Only by reaching the level of " W4 " can you complete the "live broadcast of Internet celebrities and experts". (Note: There must be a video link provided to the waiter before publishing it)

Wireless video public beta, merchants are responding enthusiastically

So far, the public beta participating merchants have 5.5W , and the online video has exceeded 12W .

Starting from May , all online merchants can publish videos on WeChat.

Starting from June , all online merchants can publish videos in stores.

Starting from July , Taobao merchants across the Internet can publish detailed videos in the details of the magic blog. (Tmall merchants still need to apply for review)

Up to now, the video coverage PV has reached 85 million, the video exposure PV is 30 million , and the video playback PV is 8.4 million.

Products after wireless video release, the average transaction conversion rate increases by 16% in details

It is important for the store to increase the duration of the store by 3.8 seconds. Today's store homepage (which conveys the store's brand concept activities and new products. It is a collection page. If it is added by 3.8 seconds, it means that the merchant can retain customers and currently spend more time on the content the merchant wants to deliver to him). There is also a product value page, which is the value of wireless video in the entire store. After adding the video, the overall categories and items have been significantly improved. For example, the adjustment of product desk lamps and the use of curling rods: it is more intuitive after adding videos, and the number of customer service consultations has decreased, which is conducive to the increase in automatic ordering and purchase transaction volume. The live broadcast emphasizes the early test of the waters. When you try a point, consumers will quickly ignite this point and turn this point into sales. The video port will be RMB 20 per month after August 15 this year , meeting 80% of small and medium-sized sellers, and the traffic of large merchants exceeds that of rechargeable. We hope to have more ways to play the upgrade of multimedia technology: including 3D and VR technology.

We prefer manual content release : because this is edited by the seller himself, just like a topic page.

1. Multimedia interactive gameplay: video broadcasting and video topic interaction (similar to Weibo topic interaction plus double shake sign)

2. BC interactive gameplay: Buyer Show Interactive and ISV Open Components

3. New product release: Manual new product launch (main, video, products, etc.)

On-site Q&A:

1. Audience : The videos taken by our store are relatively long, but the baby details and the difference between different video functions and what weight does it occupy?

Yanxin: The video length requirements are different for different scenarios. First of all, for the videos in the store, we pay more attention to the recommendation of our own brand, such as celebrity endorsement, the video here is given two minutes; Weitao is more about daily maintenance, and Weitao is three minutes; baby details are one minute, why put it for one minute? Many merchants have endless reactions in one minute. We have verified some data on the product in the past: Baby Details is a well-known entrance to traffic in the entire Taobao mobile phone, and we should pay attention to performance and price. If your phone is an Android or a low-end mobile phone or your mobile phone network is below 2G , not 3G or 4G , and the memory is below 1G , the purpose of Baby Details is to enable consumers to see the seller's products and content faster and better, so we hide the video module. The first thing we consider is conversion and transactions. If the time is too long and we consider the performance loading of Baby Details, we do not recommend putting the cart before the horse, so Baby Details video is one minute. You just said that in the event, there is no emphasis on one minute, which is not affected. Just like Weitao can add three-minute videos, allowing consumers to buy while watching.

2. Audience: We are engaged in a store of home soft decorations. You mentioned Weitao Live many times just now. Is Weitao Live Live real-time? Because we have done Weitao Live before, we found that we will only synchronize to Weitao to see after the live broadcast, which is equivalent to the fans who have already visited the fans when they see it, not in a real-time state.

Yanxin: You are not called live broadcast anymore, it is considered a recording broadcast. You may be with your category waiter, whether from the content form or from the perspective of celebrities, if you think your live broadcast is more prominent and can be recommended by the front desk, it can be pushed to Taobao live broadcast on Taobao. Weitao Xiao Assistant and other official groups will push this live broadcast, which will be a live broadcast of public domain traffic introduced into the video. If you made this video yourself and didn’t contact any official waiter, what channels do you use to create your live broadcast room initially, or your live broadcast skills and timing appropriately, so that more people will be attracted to watch it!

You mentioned just now that you will go to Weitao to present it after the live broadcast is completed. In fact, it is just that we will publish the recording of Weitao as the news of Weitao as the dynamics of Weitao. In fact, it is not considered a live broadcast, but only one video. The live broadcast will have the whole show preheating and preparation. It will be preheated on the day of the live broadcast or a day in advance to attract traffic to users so that more people can watch it. " H5 Live Room" is our internal live room, and in layman's terms are some brand press conferences that everyone discusses. It requires professional machines to collect video traffic, and then pull it into the center console. At this time, the address of a live broadcast room will be generated. This address can be preheated in advance and spread to various channels; mobile phone initiation is not possible, mobile phone initiation needs to be real-time, so it depends on how you choose. Mobile phone live broadcast is full vertical screen, and it will have a lot of benefits for likes and DC interaction. It will be more lively than the H5 live broadcast room, and its form will be more inclined to some "personal shows", but it is not a form similar to celebrity interviews, or a new product release similar to squares and shopping malls; so different live broadcast forms will be different in the corresponding preparations.

3. Audience: I have been doing baby details videos, but I can’t find where to watch the data of baby details videos in the background? Includes the user's play rate and clicks per day.

Yanxin: You can now go to duomeiti.taobao.com to see the data you want. We will continue to improve the subsequent data, and we can see more exposure and playback of videos, complete playback of videos, average playback time of videos, and which products appear in which frame they play. Consumers see the most popular and at what time their videos are turned off; these contents can be reversely promoted, and the video team can optimize internally based on this data.

4. Audience: We have not done live broadcasts yet. Videos can be done on the home page of the baby details. Can live broadcasts only be done on Weitao? Is it the three combined for one minute or each minute? Which one is the most reasonable? In the product, can you play multiple videos or one video in details?

Yanxin: Let’s talk about the first question first. Can you only broadcast live on Weitao? There are two entrances for live broadcasts initiated by merchants: Weitao and Maoke. These two are for internal communication; if you are both Taobao and Tmall, "Tmall Maoke" is also a channel. Currently, only one video can be played, one video per baby.