Twitter创始人Jack Dorsey演讲 :营销–让产品展示自己
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One, the marketing strategy.
第一，市场策略
We have not done any marketing whatsoever just yet.
我们还没有做任何市场营销
So, a lot of it has been word of mouth.
所以很多都是口口相传
By the way,
顺便说一下
starting a startup after Twitter is
创业在推特出现之后变得
so much easier than before
更加容易了
because you have an amazing way
因为推特不仅能帮助你
not just to promote the product but you
推销产品
get instant feedback of
还能给你即时的反馈
what people are feeling about it and what they
你可以很快地回应
like and they dislike
人们对产品的感觉
and you can react very quickly to that.
喜欢它，还是不喜欢它
But what we're trying to do now is
但我们现在努力要做的是
identify the key influencers
在商界确定
in those merchant areas
最重要的影响因素
and make them distribution points.
让他们变为非配点
For instance, there's 5000 taco trucks in Los Angeles
例如，有5000洛杉矶的塔克卡车
and 300 people a day go to each one of those.
每天由300个人负责驾驶
Ten to thirty percent of those people
其中10%到30%的人
have their own small business.
有他们自己的事业
This is not just small businesses.
不单是小的公司
This is individual services like teaching piano
还有个人服务，比如教钢琴
or cutting someone's grass or a hairstylist.
或是帮别人修剪草坪或是作一个发型师
So, it doesn't make sense
所以，想给这5000辆卡车
to ship 200 Squares to
配送200个Squares订单
these 5000 taco trucks and allow them to give these
让他们免费运送这些订单
away for free or with the purchase of a taco.
或是以包下卡车为补偿运送这些订单都是不可能的
We think it does.
当时，我们觉得这可以实现
And then, people discover,
之后人们发现
"Well, this is interesting but how can I use it?"
"恩，这很有趣但我们怎么用呢?"
And then, suddenly I need to
之后突然我需要
sell my MacBook Air on Craigslist
在克雷格斯利斯特网站上卖我的MacBook Air
and I can take the person's credit card
而且我可以让那个人拿信用卡过来
instead of having
而不是
them bring $1200 to me or whatever I'm selling it for.
带着1200美元或是我需要的别的东西给我
That's how we're thinking about it right now.
这是我们现在对营销的构想
A lot of the way I think about marketing
我想到的多数营销方法
is through the product itself.
集中在产品自身这一媒介上
So, I think the marketing function,
所以我觉得营销功能
the best aspect and the best it can do is
最有力，最强大的一面
surface the product as much as possible.
就是让这个产品尽可能多地显露出来
And to do that,
为了做到这个
we're doing this taco truck thing and we're also
我们要做这个塔克卡车的东西并且
purchasing Facebook ads and
我们要购买Facebook的广告
Google ads and doing the standard thing
和谷歌的广告，然后让它们标准化
and looking into print media and
在平面媒体和
the Union of Accountants because
会计联合会中寻找机会因为
they might be influencers and their trade magazines.
它们很可能成为影响因素，他们的贸易杂志也很有影响力
So, it surfaces the product.
产品就这样展示出来了
And then, the product takes over.
之后就轮到产品自己来展示自己了
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