The first chapter of Liu Yifan's PPT is basically a data analysis report, but the perspective of analysis is placed on the advertising position.

Therefore, when Liu Yifan finished the first chapter, Zhang Xuanming did not have much surprise, that is, he did not make a comment or express his opinion, but just touched a cigarette and lit it, waiting for Liu Yifan to continue preaching.

Liu Yifan was not in a hurry, he went to the water dispenser to make himself a glass of water, drank it in one gulp, and then returned to the bedside, opened the PPT to the second part, and continued, "This part is the data I took from an eldest sister who works at the starting point, and it is about the content marketing of novels. ”

"Hmm?online novels?" Zhang Xuanming couldn't help but raise his eyebrows when he heard this, and drank a big sip of pomegranate juice, and continued, "Online novels have done a good job in the past two years. ”

"The marketing model of online novels has begun to change a little now, they are no longer like before, through the slogan to give their APP hard guidance, but directly take out one online novel after another, simulate it into content, put it on various channels, with tempting titles, uh...... For example, the brother-in-law climbed into his aunt's bed...... Ahem, like this," Liu Yifan took a sip of water before continuing, "Users are often attracted because of the title, and think that this is content, so even if it is the position of the text chain, the click-through rate is far greater than that of the advertisement, sometimes even reaching seven or eight percent." ”

"How much? seven or eight percent?" Zhang Xuanming couldn't help but be taken aback when he heard this, and said, "So high?"

"Well, that's that high!"

"Isn't that taller than three or four floors?!"

"Two or three thousandths, to seven or eight percent, I'm afraid it's thirty or forty floors...... I'll continue to finish this marketing chain," Liu Yifan tapped the cup with his hand, thought for a while, and continued, "Let's even if the click-through rate of the ad is 5%, so that it is convenient for later calculations." Later, the user clicked in, and saw the real content, that is, the first chapter of a certain online novel, of course, the online novels that can use this marketing model are carefully selected, and often the first chapter can deeply attract users to read. ”

"What percentage of users are attracted to read?"

"Close to 70%!" Liu Yifan made a move, compared a number of seven, and then said, "This is still not the point, let's look down, the user reads with the content chapter by chapter, and reaches a key plot point, usually the fifth or sixth chapter, the system will give the user two choices, or pay 15 yuan on the spot to finish the novel, or download the APP that is serializing the novel, and you can read it for free in the APP." ”

"What about the follow-up conversion rates for these two?"

"Compared with the users who saw the charging point, the conversion rate of paying on the spot is about 30%, and the conversion rate of downloading the APP is about 35%, of course, this data will be closely related to the content of the book and the matching degree of the user attributes of the media and the excitement of the book itself, just like going to a platform like Mom.com to put "The Legend of Mortal Cultivation of Immortals", the effect will be very poor. ”

"5% click-through rate, 70%, and then 35%, that is to say, ......" Zhang Xuanming frowned, mentally calculated, and said to Liu Yifan, "If there are several text chain positions, well, count 5, add up to a thousand clicks a day, then you can bring 12 effective installs to the novel APP, according to the average of 6 yuan for an effective installation on the market...... Then the value of this advertising space is 72 yuan, and it is 2160 yuan a month, and the text chain of these leftovers, if you look at it alone, is basically used for distribution, and if you really want to sell it, I am afraid that it will be 100 yuan a month, and customers do not plan to ...... it. ”

"Mr. Zhang, we might as well calculate another account, 5% click-through rate, 70% content acceptance, and 30% payment rate, a user pays 15 yuan, then, a thousand clicks a day, can bring 157 yuan of direct income, a month, is 4700 yuan. Liu Yifan said this, snapped his fingers, and then said, "According to the five positions you just mentioned, if we use the price of 500 per month to cover the garbage distribution locations that these customers can't look at, the media doesn't pay attention to, and even we don't pay attention to ourselves, the profit margin in this is ......."

"Yifan children's shoes, give me a cigarette, and I'll take a closer look at these data models you listed. ”

Liu Yifan smiled and handed Zhang Xuanming a cigarette, no longer spoke, but walked to the window, leaving time for Zhang Xuanming, while he looked out the window and thought about it.

In this part of Liu Yifan's PPT about online novels, only a small part of the data comes from Guo Wei, and most of the data models come from the memories of previous lives.

In this data model, the core of this marketing model is to use cheap but high-quality online novels as the content base, generate exposure through low-cost advertising positions, stimulate users with eye-catching titles, and drive users to pay through engaging plots.

The fact is that in 2016 and 17, a marketing model similar to this single online novel began to become popular on new media channels, and the companies and marketing teams that Liu Yifan counted as many as possible were no less than 100 large and small, of which at least 10 had an annual turnover of more than 100 million.

Whether it is the theoretical correctness of the model, or the operability of the specific implementation, there is no problem with this business model, plus this is a business model that is easy for Zhang Xuanming to understand and easy to cut into, so Liu Yifan plans to take this model as the first step of his online novel strategy in 2013 after summarizing the knowledge of his previous life and combining it with the actual case of the current thought.

Liu Yifan is very clear about the pain points of Zhang Xuanming and Yinian, but Liu Yifan, as a small copywriter, is not suitable for picking and facing the topic of man-made disasters, so Liu Yifan chose to use the data calculation of the actual case as a breakthrough to impress Zhang Xuanming.

As for whether this mode can be turned on, whether this model can be used to balance Huang Peng, whether Zhang Sichun, who is good at dealing with data, can be allowed to control the company with the help of this model, and even whether Yinian can continue this model to another field, Liu Yifan left these thoughts to Zhang Xuanming, Liu Yifan believes that according to Zhang Xuanming's ability in the memory of his previous life, he will naturally make a series of effective and useful judgments.

…………

"I still have some questions. After about ten minutes, Zhang Xuanming's voice sounded in the room.

"Mr. Zhang, you say. ”

"According to what you said in the PPT, this marketing is a long chain of things," Zhang Xuanming said, turned the notebook, pointed to the screen and said, "Novels should require cost, and professional people are needed to select novels, channel advertising space is easy to say, we do this, but we need to adjust the focus of gravity, but there is also a cost, users will have to deduct one hand on the payment channel, and finally ...... We should also need to develop the corresponding H5 code. ”

Hearing Zhang Xuanming's question, Liu Yifan couldn't help but secretly praise it.

Zhang Xuanming's several questions are no longer thinking about how to help literary sites implement advertising, but all point to charging directly to users, which shows that Zhang Xuanming has begun to think about the more cost-effective TO C business model.

This is the result that Liu Yifan wants to see.

I was happy in my heart, but Liu Yifan didn't express it on his face, but turned around and said calmly to Zhang Xuanming, "The cost of the novel is very transparent, generally at 50%, and I also have a way, well, I am the chief editor in China Literature Group, and the cost of the payment channel is very transparent, and it is not high, 3~5% only, as for the development of the corresponding H5 code, Mr. Zhang may not know, I graduated from the Software Application Department of the National University of Defense Technology." ”

"Yifan children's shoes, do you know how to program?!" Zhang Xuanming was shocked when he heard this, and said with a smile, "I can't see that you are still an all-rounder." ”

"Mr. Zhang's praise," Liu Yifan blushed and said, "I'm ashamed to say that I didn't study hard in college, write a program, and I can crash the server without user access." ”

"You are direct," Zhang Xuanming said with a smile when he heard this, "Then what do you mean by showing professionalism?"

"I mean, I can't program, but I have a big brother from the National University of Defense Technology!"

"Huh, big brother?"

"Well, my senior brother's name is Ji Chao, but it's very powerful. ”

"How powerful?"

"It's hard to describe, let's put it this way, the National University of Defense Technology used to have a big brother that everyone admired. ”

"Who?"

"Please. ”

“…………”

Zhang Xuanming lit another cigarette, took a puff, thought for a while, and said, "If these problems can be solved, is there a way for you to make a small-scale attempt?"

"I just plan to conduct a test with Mr. Zhang this time," Liu Yifan nodded and said, "However, I need some resource cooperation." ”

"You can make a budget table and I'll make an assessment. ”

"That's not what I meant," Liu Yifan shook his head and said, " I roughly estimated,Novel side,I brush my face,,I should be able to get ten copies for free,Advertising space,Anyway, the last small positions of the footsteps are used to install the façade.,Customers don't care at all.,I won't even monitor carefully.,I just mix the test in a customer's list.,And the copywriting of the title of the novel,My sister Lin is better at this.,As for the payment channel and H5,It's not a problem at all on the big brother's side.,So,This test,I don't think you need an additional capital budget.。 ”

"And what resources are you talking about?"

"I want the support of two colleagues," Liu Yifan raised two fingers and said, "This test, lock a batch of advertising space, I need Yin Tihua, real-time monitoring of data changes in each position, I will do it myself, but for some financial report processing, I need Liu Zhiyi." ”

"Yin Tihua, Liu Zhiyi......" Zhang Xuanming thought for a while and said, "Okay, I'll explain to Sichun, um...... This is not appropriate, I guess Sichun can't speak clearly, so, I think about it, I'll go and greet them myself tomorrow. ”

"Then it's hard for Mr. Zhang......" Liu Yifan said, as if he remembered something, paused, hesitated, but bowed to Zhang Xuanming, and then said seriously, "For a graduate like me, whether it was before or now, Mr. Zhang can trust and work so hard, I am very grateful!"

"You, ......" Zhang Xuanming smiled and waved his hand, just wanted to say something encouraging, but looking at Liu Yifan's face that felt more and more familiar, there was an inexplicable trace of absurd emotions in his heart, so Zhang Xuanming thought about it and said seriously, "I always feel ...... Belch...... I don't know why, but I just admire you. (I would like to use this sentence to pay tribute to Xing Ye's "Jigong".) ）

“…………”

"By the way," Zhang Xuanming paused, as if he was about to dissipate some of his emotions, and exhaled heavily before he said, "How long do you plan this test will take?"

"Does Mr. Zhang have any time to expect?"

"I have less than a month to go to the United States. ”

"It won't take that long," Liu Yifan calculated, and said, "The preliminary preparation is about a week, the online run is a week, and after two weeks, we should be able to complete a complete test, give me two more days to write the closing report, and after seventeen days, I will report to Mr. Zhang." ”

"Okay!" Zhang Xuanming took another cigarette and lit it with some excitement, then looked at his watch and said, "Today is April 7th, seventeen days later, that is, on April 24th, we will meet again...... It's almost 9 o'clock. ”

"Well," Liu Yifan also looked at his watch, and said with some emotion, "Time flies so fast." ”

"Hurry up, Yifan children's shoes, Sichun and others are coming. ”

"Uh...... Belinda will come...... What's the inconvenience?"

"Put away the cigarette butts, open the window, and ...... under the bed."

"There are no cigarette butts under the bed. ”

"It's over there...... Yes, yes, yes, that's the bottle of air freshener!

…………