Who Controls Network Marketing?

Editor's note: a netizen in Britain, after activating a new cell phone purchased, found a picture of an Asian "cute little sister". He then posted 3 photos on the Internet Forum.

China's most beautiful working girl has been popular all over the world for 7 days.

As a result, people immediately broke the news on the horizon. It was their operation for Foxconn, and announced some QQ chat records with Foxconn staff.

The most beautiful cleaning sister in Beijing auto show has caused a discussion frenzy on the forum. After the netizens' human flesh search, the girl turned out to be a professional actress.

Fortunately, the implantation of brand information was not successful, and did not rise to a public relations crisis.

Lan Dong, who shows off her wealth, was originally a staff member of a website. She published a video showing her wealth. The purpose is to bring traffic to the website.

In the past, all kinds of Chinese communities and forums are the exchange platforms for netizens. Nowadays, it has become the platform for information dissemination of major advertisers. The cyber gunmen who have various purposes (they have an alias: "50 Fen") are manipulating the public opinion of netizens, so that we can get rid of the gray screen of Internet word of mouth marketing which is controlled by behind the scenes commercial black hands.

Advertisers, especially mass consumer goods companies, are beginning to rush to these cheap and cheap "Internet speculation" schemes.

As a result, carefully planned social hot events began to circulate in various forums.

The big companies of the company are frequently caught up in the market. "We are innocent network citizens. Our enthusiasm is being manipulated by marketing companies."

Case 1: British Netizens found a picture of an Asian "cute little sister" after activating a brand new version of the 3G iPhone phone. He then posted 3 photos on the Internet Forum.

China's most beautiful working girl has been popular all over the world for 7 days.

However, in September 5th, an online word-of-mouth studio called Ebuzzing broke the news on Tianya. It was their operation for Foxconn, and announced some QQ chat records with Foxconn staff.

Case two: the most beautiful cleaning sister in the Beijing auto show has caused a discussion frenzy on the forum. After the netizens' human flesh search, the girl turned out to be a professional actress.

Fortunately, the implantation of brand information was not successful, and did not rise to a public relations crisis.

Case three: Lan Dong, who shows off her wealth, was originally a staff member of a website. She published a video showing her wealth. The purpose is to bring traffic to the website.

Case four: in February 27th, dozens of mainstream automobile network communities in China suddenly appeared a netizen named "Roewe 1.8TKavachi engine award abroad".

The post claimed that the Roewe 1.8TKavachi engine was selected by the British Automobile website "Carnews" as the best 1.4L-1.8L engine in 2008, with a screenshot of the website.

After investigation, he found that the Carnews website was a false website, and the registration information of all of them was consistent with the personal information released by Andre Soth, a Roewe network marketing company (EnergySource) employee. All of these topics have become the hot spot of the BBS forum. They are commented by thousands of Internet friends, while Foxconn and Roewe frequently recruit "word-of-mouth", but they lose the Mai City and have been caught by netizens. "RamJue"

In July 24th, a Kangshifu: where is your high quality water source?

"The master of water factory exploration" post, the author claims to sneak into the production base of Kangshifu, revealing that the bottled water comes from tap water, although bottled water for tap water is no longer a trade secret.

The water gate incident caused Master Kang to fall into an endless crisis of trust, and Master Kang never thought that a post on the Internet would cause himself so much trouble.

We have no way of judging whether it is a direct friend or an intentional planner of an opponent company.

It is alleged that the "Kangshifu water incident" is also sponsored by a marketing team. "The operation team used 3-4 diving ID to maintain this post, and there are 1 ID perspectives to expose the identity of the main ID, causing controversy.

In the 1 afternoon, it attracted a large number of participants, and produced very exaggerated visits.

The Chinese characteristics of the Internet speculator, sister Furong, and sister of the fairy, the business value of the girls in February has yet to be developed. The network pushing hands behind the Internet red men are beginning to stride toward the "commercial market".

"Low cost and high return is the biggest feature of network marketing". Wang Jun, a company specializing in Internet marketing consulting, is hidden in a residential building in Tianhe. The office is not large. About more than 10 people, the most prominent office is the apple laptop. "When you go out to meet customers, this notebook is very professional."

A few years ago, Wang Jun was an editor of a website on a website. After several successful speculation, he began to consider going to sea.

Several electronic products have been received and are currently working with a notebook manufacturer.

Their business scope covers a wide range, for example, they can help businesses eliminate negative information on the Internet. Wang Jun calls this business "network information optimization", and the other associated business is full-time professional website monitoring information. A little higher level business is by modifying the weight of web pages and inserting decoy codes in the web pages, which indirectly allows Google and Baidu's search engines to be cheated and compete for the highest ranking.

"This kind of business, sometimes a customer is thousands of dollars a month, but when there is an enterprise to crisis public relations, it will be willing to pay."

This kind of network marketing technology is the lowest, and the other kind of consulting company has a lot of gold content.

For example, in BBS, forum design topics, implantable marketing, first to form their own ID in the professional forums visibility, cultivate their fans, and in their posts quietly embedded sales products, he said they are "third kinds of pushing hands" or design some questions, under the Blogbus planning, GM's word of mouth promotion is also quite successful.

Blogbus's heavy blockbuster "Chinese gentlemen" Duel "foreign gentleman's topic, triggering the debate of the bloggers community, grafting the concept of" gentlemen "and" men "to Buick Lacrosse car.

As a result, the frequency of Chinese keywords in the global blog authority statistics engine Blogpulse climbed to the peak in May and June, and even doubled at the highest.

Of course, these are all "pushing hands" in the Internet culture, and Internet marketers have also become the choice of entrepreneurs. For example, when you enter a forum, such as you can see the news of a laptop brand in the forum, in the subsequent placard, there will be a full of violent threads in the name of consumers. The netizens who are familiar with internet marketing operation will know that such a large-scale organized action is a counter strategy for the brand's opponents.

The community has encountered a crisis of confidence. "We have not done a TV advertisement, no poster has been posted, and no Internet advertising links have been made". This set of Google's wording for word of mouth marketing has been worshipped as a textbook by word of mouth marketing people.

At the beginning of last year, Microsoft did not carry out any publicity and promotion to try out a poison word of mouth marketing sweetness. Microsoft organized a I m plan in the world, trying to hang up a string of code in front of the MSN user name to help some American local charities to raise money.

Nobody thought that, in a short month, tens of millions of MSN names were hung in front of all kinds of hats.

"At present, the spread of gunmen in various forums has reached an unthinkable level. Many companies employ thousands of thousands of water forces to fill them. It is no longer a platform for communication, but a platform for vendors to release, and less and less netizens go to the forum." the banner of CEO Zhou Chun LAN believes that the result of such development is the result of losing a few parties.

There is no support from netizens in the forum, and the community does not exist, so there is no need for merchants to linger.

Now that businesses can't approach netizens, Zhou Chunlan also uses distortion to evaluate this business model. "In any normal business mode, there are commercial balances among the parties to the paction, and the media, advertisers and media readers are triple wins.

Only in this business mode, there is no balance of interests.

Why can the concept of the imported marketing be so popular abroad?

"In the social media environment, it is a personal statement, not allowed to speak on behalf of an interest group. Europe and the United States strictly prohibit the release of factory opinion in the identity of netizens.

For example, taking Foxconn fraud as an example, it is false from identity to motivation, and it is unthinkable to fabricate news events overseas.

What kind of advertising brand will choose this way of communication? "Industry leaders are living in a great sense of helplessness and fear.

Industry leaders rarely say that you send one hundred posts, I send two hundred posts.

2/3 of ID, which often attacks the company, comes from the same ID, which is an organized operation. Even though these Internet companies have sprung up all these years, they have begun to get in touch with advertisers. "But no company has spoken publicly about its Internet word of mouth.

Why is word of mouth not made?

As a matter of fact, we understand that formal foreign-funded enterprises dare not employ false ID to release information.

Internet users are getting more and more sophisticated. They are more and more resistant. They can not eat coarse grain as they used to be. They know that they choose to eat from a favorite.

Although some vendors quietly implanted their ads into a post, they thought they handled it smoothly.

But there are also sharp eyed netizens who can pick out advertising messages at a glance.

Can Internet sell?

A booklet written by Malcolm Gladwell, which was written by Malcolm Gladwell in the past, has almost become a must read publication in the marketing field. This pop up attempt tries to reveal how all kinds of popularity are detonated after the pmission of information through the Internet. The most valuable is its complete scientific statistical method. According to the author's statement, there are three common characteristics of the viral pmission of word-of-mouth information being altered, infectious, minor incidents, and sudden consequences, and even the three rules of individual characters, adhesion factors and environmental power rules are summed up.

If we want to make use of BBS, we must not be false at first. We can not make false promotion in the way of consumers.

The best mode is to communicate with the open brand identity card forum, and the netizens make a choice under the premise of knowing the truth.

In terms of corporate brand building, there are some high opinion leaders in forums, blogs, and IM groups, that is, daring people make public opinions on products.

Of course, the premise is that these people are built on the basis of knowledge and voluntariness through experience.

For example, "brand reputation analysis" system can help customers understand all aspects of their products being discussed by netizens and the overall situation.

"Brand reputation early warning system", for early warning of negative information, for example, on BBS and blog, many people will comment on some brands, and the flag network will be monitored in time and effectively, and feedback to customers.

The result of this is to maintain the brand monitoring and feedback system of the word of mouth marketing, which can quickly find the voice of users, search the information of manufacturers' concerns, and share the terminal with the manufacturers.

The latest release of the 2008 Olympic Games Internet word of mouth marketing research report shows that there are some problems in the Internet word of mouth marketing market, such as the lack of awareness of word of mouth marketing, the uneven quality of service, the lack of marketing monitoring and evaluation system.

Enterprises need to establish long-term strategy based on their own characteristics, user needs and market changes.

1 mining the word of mouth construction point - user segmentation, product positioning: before making marketing strategy, the company must analyze the characteristics and highlights of the products, and more importantly, subdivide the user groups, understand the attributes of the users' groups, and formulate marketing strategies on this basis.

2 innovation and communication form -- marketing strategy takes creativity as the first priority: marketing strategy formulation needs to focus on creativity, not simply posting, setting up and so on. It needs to create topics that can cause concern based on product characteristics and user attributes, and promote Internet users' in-depth exploration and attention.

The company is constantly creating new hot topics and topics, so that netizens are concerned about continuous improvement.

3 expanding the scope of communication -- promoting communication with multiple platforms: