linkedin 架构_LinkedIn尝试使用Facebook风格的广告

linkedin 架构

Business social networking site LinkedIn has launched a new advertising feature called DirectAds that allows the site’s members to buy targeted text ads. DirectAds was launched in a limited beta a couple of weeks ago, and opened to the full site last night. In an announcement blog post, Product Manager Jack Chou, introduced the new service as an alternative method of advertising on the site (to going through their sales team) for individuals and small businesses.

商业社交网站LinkedIn推出了一项名为DirectAds的新广告功能，该功能使该网站的成员可以购买目标文字广告。 DirectAds于几周前以有限测试版推出，并于昨晚全面开放。 产品经理Jack Chou在公告博客中介绍了这项新服务，作为在个人(和通过其销售团队)上在网站上投放广告的另一种方法，适用于个人和小型企业。

DirectAds is a nearly identical product to one that Facebook has had in place for a couple of years called “Flyers” initially and “SocialAds” since last fall. Basically, both systems allow members of the site to buy targeted text ads — on a CPC or CPM basis at Facebook, and on a CPM basis at LinkedIn.

DirectAds与Facebook已有两年历史的产品几乎完全相同，最初被称为“ Flyers”，去年秋天以来一直被称为“ SocialAds”。 基本上，这两个系统都允许站点的成员购买有针对性的文字广告-在Facebook上以CPC或CPM为基础，在LinkedIn上以CPM为基础。

On Facebook, the results have been mostly poor. In March of 2007, Valleywag reported a dismal 0.04% CTR for Facebook ads, a number that was sadly better than what venture capitalist Fred Wilson saw 8 months later. Charlene Li got a very respectable response rate of 2.76% with Facebook flyers, but that seems to be the exception rather than the norm (and she wasn’t selling anything).

在Facebook上，结果大多很差。 2007年3月， Valleywag报告 Facebook广告的点击率仅为0.04％， 令人遗憾的是，这个数字比风险投资家Fred Wilson 8个月后看到的 要好 。 夏琳·李(Charlene Li)在Facebook传单上获得了非常高的回应率，达到2.76％ ，但这似乎是个例外，而不是正常现象(她什么也没卖)。

On LinkedIn, the results will likely be markedly better. Because the average household income on the site is $109,000 and the site’s members are there for work and not play, LinkedIn is already selling CPM ads at a $50-75 CPM. Even though mainstream social networks like MySpace and Facebook have tens of millions more members than LinkedIn, their user base is less attractive to advertisers because it is more focused on making social connections and less tuned to business propositions.

在LinkedIn上，结果可能会明显更好。 由于该网站上的家庭平均收入为109,000美元，并且该网站的成员在这里工作而不是娱乐，因此LinkedIn已经以50-75美元的CPM出售CPM广告。 尽管MySpace和Facebook之类的主流社交网络比LinkedIn拥有数千万的用户，但他们的用户群对广告客户的吸引力较小，因为它更专注于建立社交关系，而不太关注业务主张。

Jack Chou says it all in his blog post:

周杰克在他的博客文章中说了一切：

For example, maybe you’re a tax accounting firm looking to reach young professionals, or you’re a design agency looking to find potential new clients in key industries, or maybe you’ve just written a new book on a career or business topic. You can use DirectAds to get the word out to your target customers.

例如，也许您是一家希望吸引年轻专业人士的税务会计公司，或者您是一家在主要行业中寻找潜在新客户的设计公司，或者您只是写了一本关于职业或商业主题的新书。 您可以使用DirectAds向目标客户宣传。

We added emphasis to the key word there: customers. On LinkedIn, users are customers, on Facebook and mainstream social networks, they’re “friends.” DirectAds are also very transparent, linking the ad to the profile of who posted it. Because anyone placing an ad will have their professional reputation tied to it, it is likely that instances of spam or abuse of the system will be few and far between.

我们在这里增加了关键词：客户。 在LinkedIn上，用户是客户，在Facebook和主流社交网络上，他们是“朋友”。 DirectAds也非常透明，可以将广告链接到发布者的个人资料。 由于放置广告的任何人都将拥有与之相关的专业声誉，因此垃圾邮件或滥用系统的情况很可能很少。

翻译自: https://www.sitepoint.com/linkedin-tries-facebook-style-ads/

linkedin 架构