Mobile Marketing Management by Hua Hongbing;

Author:Hua, Hongbing;
Language: eng
Format: epub
Publisher: Taylor & Francis (CAM)
Published: 2018-02-11T00:00:00+00:00

Chapter 12

Behavioral Characteristics of Super Users

Topics:

1.The Rise of Communities

2.Brand Communities

3.Community Leaders

In the traditional business mode, enterprises believe in the “2:8 Rule”, i.e., 80% of the profits are produced by 20% of the customers; but contrarily, the fact is 80% of the enterprises’ energy is spent on the few troublesome customers among the 80% customers, which is a big headache of the managers. The managers try to put 80% of their energy on the 20% high-quality customers who can create profits, but the results are seldom ideal. The mobile Internet has brought a new situation that solves the problem of the traditional management. Now the enterprises can finally put their major efforts and money on the key high-quality customers, as the Internet enterprises follow the “1:99” rule instead of the “2:8” rule, i.e., the profits of Internet enterprises are created by the 1% “super users”.

Let’s take the popular Inke Live as an example. Inke claims to have over 100 million users. According to the “5:1” ratio of “zombie fans” to daily users, it may have about 20 million active users. On August 10, 2016, the live show of the Olympic celebrity Fu Yuanhui had 10,540,000 online audiences, and the rebroadcast the next day had only 300,000 audiences. The more impressive is that Fu received 3,185,000 “diamonds” from the fans during the 1-hour live show, which are worth CNY 318,000 as one diamond costs CNY 0.1.

According to the rules of Inke, the proportion between the platform and the anchor is 68:32, so the platform will get CNY 216,000 at least. No wonder Fu kept saying “You don’t need to send me gifts” during the show. The reason is simple: the live platform earns money by the online celebrities and earns much more than the celebrities themselves. According to Inke, it only has 180,000 anchors on the platform, accounting for less than 1% compared with its 20 million fans. What does that indicate? It indicates that Internet platform companies make money with their 1% super users from the 99% ordinary fans. The 1% super user rule of Inke has shown that the Internet enterprises have a lower cost; they only need to serve the 1% super users well, and can leave the 99% users to the network technology. According to financial accounting, the cost of serving the users by technology or equipment is much lower than that of serving the users by people.

The financial accounting method provided by management accounting is shown in Figure 12-1.

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