The most cattle-grassroots micro-blogging manipulator

　　This article is published in the "Entrepreneur" magazine May 3, 2011, the original document entitled "Grassroots Bullog Manipulator"

You are playing Weibo, Twitter is playing with you. Weibo decorates your life, and you decorate other people's dreams.

According to the "entrepreneur" magazine survey interview, Sina Grassroots micro-blog ranking of the top 50, half of the "Fujian Gang", Du Zijian, "Wine red ice Blue" each has more than 10.

"Cold jokes selected"-Sina Weibo grassroots list first, fans 30,915,290,000 (as of April 22, 2011), and the "reference News"-the circulation of the largest newspaper in China. Behind the scenes, Yin Guangxu is a 85-person Fujian, who has a 3-million-fan microblog, excluding "cold jokes".

Yin Guangxu is not a man in the fight, behind a huge and secretive "micro-Bo Fujian gang." Angel investors, known as the "King of the Webmaster" Mr. Cai is not only Yin Guangxu investors, but also Sina Weibo in the control of the number of fans in the first person. A senior personage in the micro-blogging marketing industry says Cai Wen's account controls at least 1/8 Sina Weibo users, while one of Chua's peers tells the entrepreneur that Chua's account has at least 20 million fans.

Weibo's second gate faction is Beijing's Huayi Media Technology Co., Ltd., it is said that they have Sina grassroots meager 50 of the top 15, the boss is a wandering singer, engaged in beauty pageant activities, claiming to be able to "destroy a group overnight" Guizhou Strange man Du Zijian. Angel investor Shire has teamed up with the blue-cursor PR company to subscribe to 2.5 million yuan for a 24.5% stake in the Chinese art hundred.

"Wine red ice Blue", real name Xiaojunli, single mother, once well-known webmaster, is now the founder of Yangzhou Mountain Ruzod Enterprise Management Co., Ltd., the third Gate faction, the general Rudder Yangzhou, active in the Yangtze River Delta, control "global Fashion", "Love words" and so on more than 100 accounts, The number of fans it owns has exceeded 7 million.

Silently, the most powerful three-door faction in the micro-blogging world has been formed. If you like, you can understand the three major marketing groups, or three major media groups. Their power and influence are beyond your imagination. The so-called "Onlookers change China", 2009 China Weibo users 8 million, 2010 up to 125 million, and more than 10% a month faster growth. For "micro Bo Fujian Help", Du Zijian, "Wine red ice Blue" These three gate faction, Micro Bo is a secret business, Micro Bo is a brand of marketing, Micro Bo is with the Devil Faust Trading. When China's microblogging platform has not yet found the direction and profit model like Facebook or Twitter, they have downwards side yiqiu and day into the bucket.

They are the most powerful people in the micro-blogging arena, they are grassroots bullog manipulator, they are "Weibo on the Chinese" peculiar miniature.

　　Xiamen Turning Point

Many years later, Weibo may be updated by the technology eliminated, "cold joke Select" will also remember that April 8, 2011 in Xiamen, the first China Weibo marketing conference will become a turning point. He accepted the "entrepreneur" magazine interview, "Micro Bo Fujian help" show the flesh, those hidden grassroots bullog since then exposed in broad daylight.

Why should the first China Weibo marketing conference held in Xiamen? BEIJING, Shanghai, Guangzhou, Shenzhen and other domestic first-line cities are not the most micro-bo users, Enterprise Micro-bo marketing demand the most intense place?

Sina vice president, Sina Weibo division general manager Peng Shaobin told me, "in the Sina grassroots microblog rankings, the top five of micro-blog In addition to Veggieg (song Faye Wong's microblog, fans 2953966), the remaining 4 of the operators are Fujian people." "Angel investors, the king of Stationmaster, 4399 company chairman Cai Wen wins very proud:" Fujian has been and micro Bo have predestination, celebrity Weibo first is @ Chen Yao Grassroots micro bo First name @ Cold jokes selected are Fujian people, the first micro-BO marketing conference also in Xiamen. ”

The 4 micro-blogs are "cold jokes selected" (Fans 3091529), "wonderful quotes" (fans 2057299), "Twitter comedy rankings" (2033585 fans) and "We love to speak cold jokes" (fans 1673084). If you often go on Weibo, especially Sina Weibo, it's hard not to know these 4 interesting Weibo accounts, but we want to tell you that these accounts have commercial value and are related to Cai Wen wins.

Close to Cai Wen wins people told the "entrepreneurial", "cold jokes selected" and other grassroots bullog operators are lurking in Xiamen Software Park Cai Wen wins office building. In mid-March, when we visited the "Wine Red Ice blue," she said, Cai Wen won the investment and the purchase of grassroots micro-Bo controlled by a conservative estimate of 20 million, is the microblog of the most powerful faction.

You don't have to be surprised. "Wine red Ice Blue" is also not simple. The hundreds of accounts she runs on Sina Weibo have more than 6 million fans and topped 7 million in April. The "Global Fashion" (1200624), which ranks 15th in the grassroots microblog, is under her umbrella.

In the April 8 microblogging marketing Conference site, we also saw the Beijing Huayi founder Du Zijian. He's the guy with the gray hair and his mouth open to talk to you about the "quick gram" microblogging and "answer" marketing cases that look weird. It has been predicted that Du Zi has controlled at least more than 5 million fans.

Unlike the "Wine Red Ice Blue", which is eager to succeed in business, Mr. Cai is clearly more cautious. He talked about "Weibo developers" at the microblog marketing conference. April 8 After lunch, he briefly talked to us a few words.

Before accepting our interview, he forwarded a microblog on Weibo and commented:

@ Mr. CAI: Internet is the most annoying is too many account password, this is not in line with development, the future will only form several large platforms, users need only an account.

@ Wang Daya: #微博营销大会 # said in the future, an ID throughout all applications is kingly. Rational! Text Forwarding (506) original Comments (167) @ Cai Wen Sheng

April 8 11:20 from iphone client forwarding (411) favorite Comments (350)

Mr. Cai used his mouth to "fan" to say "powder West" Xiamen Mandarin to us, "First of all, I clarify a point, don't say Du Zijian, don't say Mr. Cai, don't say any one person, is Sina itself cannot control Weibo account." To make an inappropriate analogy, if you can control the entire microblog, then it is the head of state, which is so powerful? There are hundreds of thousands of people on Weibo, how many people can control it? ”

"What is the relationship between cold jokes and your selection?" Did you buy it? I asked him directly.

"No, he (Yin Guangxu) is a child ... You want to understand, why do I do webmaster net? I helped hundreds of, thousands of sites, and some is hundreds of thousands of investment, I have no share of money, on the pure help, this is Cai Wen wins, (this is) why so many webmaster admire me ... Cold jokes selected, there is a chance you can interview him, he is seriously doing micro-blog content, I feel good, I am willing to help such people. ”

"I heard he went to your software park for work?" ”

"Misunderstood, the house was bought by my company, I can rent to him." ”

"Is it very sensitive to say who controls the Weibo account?" ”

"Not sensitive, there is no such story ... Microblogging marketing and I have no concern, I do not participate in, do not pay attention to, Mr. Cai is angel investors, I will only vote for some projects, as I personally put micro Bo do so well, it is because I personally have the ability, is this. ”

"It is now certain that, first of all, you did not buy Weibo accounts; second, at least you are not ready to use these accounts to do commercial things?" ”

No ”

"These two are certain?" ”

"OK. ”

Isn't it a great thing that we don't know why Mr. Cai denies and controls millions of fans? A few hours later, we saw Yin Guangxu.

Yin Guangxu, the most mysterious person in China's micro-blogging world, is the owner of the first "cold joke collection" of Weibo grass roots, while also mastering the other 3 million-fan Weibo accounts.

"I am very afraid of the media, have not received an interview." "Yin Guangxu said," The Barbarian article is very good (refers to the "entrepreneur" 2011 third cover article "Angel Investment First Person Shire", the first barbarian is to vote for us. ”

"Why didn't you vote?" ”

"Wensheng cast." The barbarian was not on Weibo, we let him on. He talked to me, I feel very not active, I can not say ...

However, when the official interview, I put the recording pen out in front of him, Yin Guangxu has refused to disclose half of the investment-related things.

6 o'clock in the afternoon, Yin Guangxu, Du Zijian, Mr. Cai and other "Xue Department" backbone surrounded by Shire out of the venue, "China's micro-Bo Lake, the most powerful people of a big party". Yin Guangxu The friend to the Xiamen airport to the taxi, and to the friends who can not personally off a phone call said "poor care."

All right, everything seems too mysterious. Let us from Shire, Cai Wen win two big angel investors scramble for 85 "child" Yin Guangxu start talking about it.

　　"Cold Jokes featured" legend

Yin Guangxu is willing to share his microblog business story with us, and he sits in the closest position to the recording pen. At this time, his colleagues are still updating his dozens of micro-broad number.

@ Cold joke Picks: "The benefits of short girlfriends" 1. You can hug her and kiss her 2. If she's got a little kick on her back, it's going to be easy. 3. You can look at her in a nice high heels 4. When you look at the excitement, you can carry it to the shoulder 5. Bird, walking together without pressure 6. is always younger than the actual age, old can be spoiled 8. Maintain the fragile nerves of boys (lest they are lower than girls).

The microblogging style, like the Yin Guangxu, is a typical 85-post child. He was born in January 1986, Fujian Songxi County People, stature is not high, Minnan characteristics are obvious: high cheekbones, eyes deep-set, Chin left a tuft of beard, all over the body with more than 25-year-old mature, shrewd.

June 2009, Nanjing, sweltering, Yin Guangxu in the house with 3 high school classmates, accidentally read an article about the--twitter of overseas new micro-blogging website. Founded on March 21, 2006, Twitter registered more than 50 million subscribers and completed tens of millions of dollars in funding. Yin Guangxu thought it was amazing why a website that posted 140-word Weibo would be so hot? He can't wait to run to the "rice" that claims to have millions of registered users to play (whether Rice is the first microblogging site in China, which was later closed for special reasons). At this time Yin Guangxu did not know Sina CEO Cao Chao has planned to enter the micro-blogging business One months ago, is in intensive research stage.

There's a problem with this "play" game. At that time, the top ten of the number of rice account fans not more than 3000 people, Yin Guangxu a night on the registration of 3,000 small accounts, all concerned about their new open main account, the main account of the number of fans overnight soar to the first. "Rice no user is too little, Wang (Rice founder, and then set up the United States Group Network) that brother idle nothing dry, sent me a letter dms: Your trumpet has disappeared, your large fans have been I came back, be careful! ”

Yin Guangxu was playing this way because he had started the same type of operation on Douban in the previous one months, and had been successful in the next few months.

May 2009, has "Eat sleep, sleep eat", meditation thinking more than half a year "direction of life" Yin Guangxu decided to convene three high school students to Nanjing together to start a business, the direction is to make a successful watercress group-"We are very creative." Its approach is near "shameless": he and three other venture partners first registered 100 "vest", each "vest" plus 5 friends, the 500 friends will be a considerable part of the "vest" as a friend, the cycle, "with this relatively primitive method, in the middle of the night doing this boring things, and engaged in about three months, into the first place. "At that time, the largest group of watercress accumulated for several years only 150,000 team members, Yin Guangxu of several groups added up quickly reached more than 200,000."

Advertisers quickly look for ads, including the current online shopping Network, "We are very creative" monthly income of 1000-2000 yuan.

That means the beginning of success, says Yin Lai. A year ago, in March or April, he left his college diploma "to the headmaster", leaving school early, relying on credit cards, and at the highest peak, he used 5 credit cards to cash in. Yin never thought he was a good boy. When he was 10 years old, he contacted the computer 15-year-old sina chat room "bubble mm", the middle school almost do not go to class, as a model: can not follow the flow, to have their own thinking ability, to do unique people, because this society is not more than you have excellent, but more unique than you. He likes to see Wang Yung-ching, Bill Gates and other successful entrepreneurs biography, the university in the first year of a breath to see hundreds, but also to the Internet to see Yu Shivi, kai-Fu Lee and other people's lectures.

From the beginning, Yin Guangxu want to be an entrepreneur, do a big business, he in the "entrepreneur" reporter and his colleagues, students do not feel this is a boast. Now entrepreneurship has been a preliminary success he deliberately talked about a detail: In a recent event, he finally saw Kai-Fu Lee, stepped forward to Lee said, "Before I know you, you do not know me, now you finally know me." "Complacent feeling is palpable.

Yin Guangxu wasn't the first to play Sina Weibo, but it was the best.

August 28, 2009, Sina Weibo low-key beta, "purposeful" Yin Guangxu did not immediately flutter up. On the July 8 before, at that time, the main micro-BO platform rice No, muttering, all have been shut down, few people bullish Sina Weibo, even Sohu CEO Charles Zhang asserted that Weibo is worthless. Instead is the perennial bubble forum Du Zijian, wine red ice blue and other people to become the first Sina Weibo users.

But Yin quickly slowed down, and in October 2009, he signed up for more than 100 Weibo accounts, including the names of successful entrepreneurs such as the founder of Zhou Chengian, and certain nouns such as "entrepreneurial Deeds", "Fudan University", "Wangfujing" and so on. He thought that Weibo was a media-only, link and name would be very valuable.

There is no doubt that this is imitating the Cai Wen wins the domain name play. He expects to make a windfall out of business and celebrity Bosera to buy a registered account, but so far there is no result. But you can not say this recruit completely wrong, Dangdang founder Li Guoqing in micro bo very active, Du Zijian had wanted to set up with "Li Guoqing" account "million science" editor Li Guoqing will account to each other.

(Sidebar: The domain name business in micro-blog can be perfect replication?) At present, there seems to be no successful case, but the name of Weibo account is indeed very critical, especially to highlight the industry attributes, such as "cold jokes selected", positioning is very accurate. ）

Everyone doubts how long Sina Weibo can operate, but Yin Guangxu ignore it. He told the entrepreneur: "The biggest risk is yourself, you have nothing, what risk?" Barefoot is not afraid of shoes, why so many grassroots entrepreneurial success? With nothing, and a lot of people in debt, you think you have to be successful, you want to do everything you can to succeed, you have to make it succeed. ”

Sina Weibo registered more than 1 million subscribers in November 2009. In December 2009, Yin Guangxu shifted its focus from a fixed-income watercress group and began to "do" Weibo.

He analyzed, internet development early, joke website traffic is very big; watercress, the group of jokes is also doing well; he believes that history will repeat itself on Sina Weibo, registering 10 micro blog accounts with jokes, carrying forward the spirit of the porter, and making a direct draw from each of the major jokes, and making 140-word "micro-blog Body" On Sina Weibo, a week later, he found that the "cold jokes selected" account most attract fans, and then as the main.

At that time, Yin Guangxu in the Watercress management group of users have reached 300,000, and Sina Weibo's most popular actress Chen Yao fan number but more than 200,000, fans more than 10,000 of ordinary Weibo account few. For Yin, this is a tangled moment: one side is the 300,000 watercress users who can make money, while the Sina Weibo is just beginning to be uncertain. He let his business partners continue to run the Watercress group, and himself in Sina Micro-blog implementation of the "powder-adding strategy": With their own microblog account to add 2000 fans, 800-1000 will be in turn to add his friends. The experience of "a night back before liberation" made him chastened wiser, "You do things on the platform, you have to consider the bottom line of a platform, which is the reason I am more conservative on Sina Weibo, never do crooked things." ”

One trick or another. Yin Guangxu plus fans more accounts for friends, to find ways to forward their microblog, or let their other 9 account to forward the "cold jokes selected" account Weibo.

(Sidebar: When your fans are rare, mutual powder is a strategy that affects other fans with good content to help you forward and increase your fans, which is equivalent to boosting your influence by contributing to the media.) ）

"Cold jokes selected" Early also encountered bottlenecks, when only 500 fans, Yin Guangxu desperately think, how to break through 10,000? He has studied the top 50 grassroots micro-blogs: What content to say what words can attract people to pay attention to, what the user comment is, to the celebrity blogger steals a recruit--why some bloggers have a lot of fans, and some micro-bo forwarding volume is very large ... Constantly reflect on, and optimize their content. But he never thought to do the original microblogging, "self-creation on the limits of their own, the integration of resources to here, what users want to what, this is not the concept of businessmen?" ”

Yin Guangxu is a grassroots micro-borrie the first text and exquisite pictures of the combination of the blogger, "Most of the micro-blog, on a text, without pictures, I made a very beautiful map, the effect is very good, a lot of micro-bobo the main imitation." ”

After adding powder, forwarding, stealing division, graphic combination and other means, January 2010, "Cold jokes selected" fans exceeded 10,000, March to 30,000, into the grassroots ranked top 10, May to a hundred thousand of, to become the first grassroots micro-bo. This is not accidental--Sina Weibo in 2009 11, December batch introduction of celebrities, stars, viral spread widely attract users. At the same time, January 2010 Sohu Weibo and NetEase micro-blog has been closed, April 1 Tencent micro-bonnet test, April 6 Phoenix Micro-bonnet test, micro-blog to become China's Internet military battleground. April 28, 2010, Sina Weibo user breakthrough 10 million.

Weibo fan base of the explosion, coupled with a lot of people do not pay attention to the field of jokes, so that Yin Guangxu accounted for the opportunity. However, a microblog marketing personage said, "Cold joke select" is actually similar to the "story" such media, may have a large readership, but not so much value. Yin Guangxu does not think so: "The value of things are not good communication." Micro-blog is not just the media, or transmission channels, to first spread the media, if the media to spread again, it is difficult to find the key points in the initial stage. I am glad that many people have not found this demand, disdain to make jokes. ”

I asked Yin Guangxu why many elite users did not have the same grassroots user success as he did in Sina's strong recommendation. "Why are grassroots microblogs successful?" he said sharply. Because the elite have Weibo after narcissism, only hair their own things, pondering one hours, carefully organized language to send a micro-blog, hair 3-5 a day, it is not our competitors. And the traditional joke site webmaster think micro-blog traffic is not as big as their own site, but also to help Sina to do the promotion, why? Weibo is an unknown market, some of the revenue of the network marketing staff look more short-sighted, will not join. ”

At the moment, Yin Guangxu's company, which has more than 30 employees and has not yet started making money, is busy doing software development based on micro-blogging applications. "I don't need to make that money right now," said Mr. Cai, "You say, right?" Why are you rushing to make money? Ten years ago, Sina net traffic is very big, can make money? Not easy. Did Baidu make a lot of money 8 years ago? It's not easy, but it doesn't affect them now to make a lot of money. ”

　　Micro-Blog Tips: Keep account, corps combat, large with small

Although the story of Yin Guangxu is very shocking, but this is far from the micro Bo Bo River Lake all. "Entrepreneur" magazine special Consultant, NTA Innovation Communication organization founder Shenyin to Weibo marketing conference summary quite profound.

@ Shen-Yin Xiamen # Weibo Marketing Conference # Return, see @ dell China, @ Every customer fan group @ Cold jokes selected operations team, profound recognition, successful microblogging operations, must be 70后 group resources, with team, 85 after the creative play execution; 85 friends want to do business on Weibo, welcome to me.

The 70后 behind Yin Guangxu in 85 is Cai Wen victory.

Mr. Cai is considered "the first Chinese to find the value of grassroots micro-bo people." During the 2010 World Cup, Cai guessed that the World Cup's 4-strong iphone activity was a sensation in Weibo, with hundreds of thousands of fans in the event, though there are still a few senior marketers in the microblogging industry who think it is a "fraud". But Chua has taken the top spot in the grassroots micro-blogging world by buying a large number of big fan Weibo accounts.

In the two months before Mr. Cai borrowed the World Cup, the second-Du Zijian (born 1966), now known as Weibo, has held a party through Weibo and has caused a sensation.

September 2009, Du Zijian received Sina micro-bonnet test invitation code, at this time Du Zheng in the plan to cover 20 of the National "beauty pageant" contest. Played one months after the microblogging, this was the Tianya Forum 4 founder of the senior netizens feel Micro bo "very", began to study. 2 months later, Du decided not to play "beauty pageant", change to play "scarf."

His beauty pageant company has 48 employees, when du announced that adjusts the strategic direction to weave "the scarf" fully, 12 people chose to stay. Du had no business and clients at the time, but he realised that raising accounts would make money. "I call them to keep account, all willing to stay to play Micro Bo, is playing, play two or three months, I paid pay, you make your professional." What is the specialty? You make your account bigger, like a healthy microblog, and you specialize in health knowledge. ”

April 2010, Du Zi built the first grassroots micro-blog account: The top five, with a hundred thousand of of fans of Weibo by him even the "Yiguoduan"-account buyout, people into the company work. But for prices and other details, "Big Mouth" Du Zi built mouth is very strict, "confidential" block back, only revealed that the value of the account has now risen 10 times times.

Du Zi Built "difficulties": "You need to know how much controversy I have in the microblog, how many people are chasing me, how many competitors are staring at me." "It is said that Huayi Chong on Sina Weibo with a" machine register "a large number of accounts, these account number of fans almost zero, that is, so-called" zombie "account. He used these accounts to pay tens of thousands of yuan "maintenance fee" corporate Weibo to increase the number of fans, forwarding micro-blog. Such "stiff powder" Corps let the Sino-Sea Interactive founder Ai Song full of vigilance, she still remember the rise of happy net, some happy net "talent" forwarding an advertisement can take 6000 yuan, but with the addition of stiff powder, the market is done rotten, now hundreds of yuan price are done.

It appears that SINA officials are not satisfied with Du Zijian's approach. "I told Du Zijian in Xiamen that if you do this again, I'll have your account sealed off," he said. Sina vice President, Micro Bo Business Department general manager Peng Shaobin to "entrepreneur" said.

However, it is not possible to deny Du Zijian's "contribution" to the microblogging marketing community. "I was the first batch of people who know how micro-blogging will form a chain of communication, the first to put forward the concept of micro-bo to operate, the earliest proposed micro-Bo can establish the concept of personal brand, the first to put forward micro-blog can be made into a private magazine concept, I played in the Speaking of these words, Du's thin face as always steadfast expression.

It can be said that Du Zijian is the first sober awareness of Sina Weibo value, and to take "corps combat" one of the people. And the decisive outcome of this war is who has enough real fans, who form the real influence on Weibo.

When Du Zijian acquired the first micro-broad, he realized it was a war between the strong. Whoever has the capital will be able to get enough "big size". who has "tuba", who can affect enough "small", while enough of the "trumpet" to form a "large". Several "large" with a bunch of "small" groups fighting, this is already the main door of the general tactics.

Yin Guangxu's experience as a watercress group made him aware of the value of the "large size with small" mode of operation. In March 2010, Yin Guangxu persuaded three other start-up partners to run Sina Weibo. "Cold joke Select" fan number of fans have been ranked in the top 10 Sina grassroots microblogging, he began to do "wonderful quotes" and other "small". At that time, Sina Weibo has been known as the "Classic quotes 001" account, ranking very close to the front, "but he has only one quote, and I have two very large numbers." "Yin Guangxu used" cold joke picks "forward to recommend" wonderful quotes ", and last year's more than 100,000 fans behind the" wonderful quotes "has now pulled their opponents down hundreds of thousands of fans.

(Sidebar: Large size with small, is already a grassroots micro-blogging operation of the general tactics, for the entrepreneur after entering, not a large size will be very difficult.) Although the large size brought to the trumpet is the same fan group, but still has a strong transmission effect, and small and large can still maintain a certain breakdown of differences. ）

When it comes to large, small regiments, they have to talk about "wine red ice Blue" and her team's legendary story.

The first time I saw "wine red Ice Blue", is a tea restaurant in Shanghai, she did not disguise the love of food, so that after lunch I two people eat so much food dumbfounded. She is the kind of careless woman, had a few years side with the child to do four sites at home, daily independent traffic up to 500,000-600,000.

Two hours before seeing "wine red ice blue", she said on Weibo:

@ Wine Red Ice Blue: special disgusting a so-called marketing expert, to each he felt can use of people said: "I accept you as my only apprentice!" "Hey, make yourself more value others like, in fact, do not know with this so-called apprentice ceremony cheated how many individuals, apprentice full scarf, all think oneself is the only."

Micro Bo Marketing This industry water is very deep, "Wine red ice Blue" touch the doorway also has a tortuous process.

November 12, 2010, Xiaojunli officially founded Yangzhou Mountain Ruzod, hoping to do e-commerce information, training and hosting services for traditional enterprises. On the second day of the formal listing, she went on a business trip to Beijing to talk about orders. After 23 days, an order was not received. "I am stronger, the company opened half a month has not received a single, is very angry." "Staff comfort her, nothing, nothing, we have made you a lot of fans." Xiaojunli thought it was a joke to comfort her, no heart. When she returned to Yangzhou, a look at the report, surprised: 170,000 fans into 290,000.

This is thanks to Sanruzzod's planning director, Butyl Sheng. Dingkisheng and Yin Guangxu is 85, after the launch of Sina Weibo, he was still in Henan a tertiary institutions to school, with mobile phone registered an account "select quotations", occasionally to update internet cafes Weibo. "Wine red Ice Blue" is another Weibo account of his (now the "Zodiac") the first fan, two people communicate with each other. One day, "featured quotations" made a joke, happened to be Chen Yao saw and forwarded a bit, the result of the day increased more than 2000 fans. Since then, fans of the "featured quotations" have soared. Ding Marketing Professional background, of course, know the value of it. June 2010, he has not decided to drop out, "Select quotations" fans have reached 100,000, Ishun and other advertisers to find door-to-door, forwarding a 50 yuan. But it's a little hard to do Weibo marketing single-handedly, he wants to take refuge in a company.

August 2010, "Wine Red Ice Blue" received a DMS, "I am butyl sheng, do you still remember me?" Ding has dropped out of college at this time, his cousin helped him in Shanghai Songjiang a logistics company to find a job to pick and choose items, a monthly income of 1500 yuan. After meeting, "Wine red ice blue" found ding incredibly made a number of fans up to 170,000 of the account, "with 170,000 fan account how can no one want you?" After dinner, she told Ding, you first find a house to live under, every day to be a fan, you calculate wages. She asked Ding, how much do you want for one months? Ding said 2000 yuan. She opened 3000 yuan to ding.

In "Wine red Ice Blue" to Beijing, "select quotations" 170,000 fans turned 290,000. By picking up "forwarding" fragmented business (that is, forwarding clients ' tweets to help clients promote) and selling a large size, the mountain Ruzod will soon make a profit.

Taste the sweetness of "wine red ice Blue" let Dingkisheng do more micro-blog account, mainly for women, slimming, fashion, tourism, automobiles, digital, recruitment and other potential huge industries. "We have more than 100 accounts, the largest account is ' global fashion ' (fans over 1.2 million), and a hundred thousand of of our fans have dozens of Weibo accounts. "With the" Micro Bo Fujian Gang "" Cold jokes selected "Like the" story "such as the mass media," Wine red Ice Blue "account more like the industry professional media, and mainly for the field of business.

Just for a few months, the mountain Ruzod has signed millions of dollars in a single. "Wine red Ice Blue" said that this year's revenue target is 10,000 yuan a day of pure profit. The main source of income is: the annual list of large companies, individual project planning cases, and other PR companies to provide micro-blog "forwarding" business. She said that the current microblog marketing company's million-dollar list is not particularly common, corporate customers are generally still in the water test stage, the majority of the demand is the official micro-blog maintenance, short-term promotional activities. To maintain an enterprise official micro-blog For example, maintenance one months, update 500 company and product-related micro-blog, add 5000 true fans, organize two online activities, the charge is 20,000 yuan (including planning fees). A fan 4 yuan, is it expensive? She thought it was not expensive, "there was a company that gave me money is not cost-effective, I asked two employees to do the official microblog, a total of 5000 yuan monthly salary, one months to do only increased 500 fans, a fan 10 yuan." ”

According to the "entrepreneur" survey to understand that a fan of more than 600,000 of micro-blog account, only forwarding public relations company's ads, each value of 300-500 yuan per day, 15 or so, monthly income stable at 150,000 yuan. "If they are bought by the three forces, then a lot of PR companies, companies want to do microblogging marketing, can only find me or Du Zijian." "Wine red ice blue," said Mr. Cai, although the majority of the micro-Bo control fans, but currently mainly used for their own websites, software applications to do the promotion, does not provide micro-blog marketing services.

Make a big account is not easy, do a microblog account is more difficult to work. "Wine red ice Blue" thinking is that the account all do their own, snowball-like development and growth. This requires the person responsible for account management. Sanruzzod chief executive Director Xiao Yong an important work is to grasp the daily micro-bo Heat, and timely follow-up adjustment to adapt to market demand, this is the micro-broad management must do daily homework.

(Sidebar: Heat is active, such as a micro-blog account issued a micro-blog after a very low forwarding volume, to prove that the Weibo account or content of the fans less attractive, if the forwarding volume is particularly high to prove attractive, high heat. Managers to observe the trend of micro-blogging, and make appropriate adjustments and planning. ）

Sina Weibo first popular jokes, later became constellations, quotations, this February popular psychology. "Wine red ice blue," said, "We do a psychology-related account, particularly hot, daily growth of 5000-6000 fans, forwarding one can increase tens of thousands of fans, other teams will come up to do after seeing." "So we saw a very interesting phenomenon on Weibo, Weibo accounts often" the king of Changes in the "banner, that is, constantly renamed. There is an unwritten rule of renaming-account name can only be changed more advanced, the so-called advanced refers to the higher business value, such as from the constellation to fashion category. The "global fashion" that you see today is the "featured quotes" of the year (this account now has only 298 fans).

　　Crazy fan battle: Cash or future?

More and more people are aware of the value of micro-broad account. A microblogging marketing entrepreneur is gearing up, "the reality is that few big accounts are difficult to mix." You have to help me ask them how they did it. ”

If you see these big account ad quotes, you will also "envy jealousy hate". We learned in the interview, micro-Bo queen Chen Yao an ad Weibo bid has reached 680,000 yuan, "the exercise book" tells us, "Every day there are 4, 50 DMS demand advertising, high to 10,000." ”

At the beginning of March this year, Du Zijian in Beijing to gather those who have not been incorporated in the 20 grassroots micro-bo "large" meeting, hope that they "pack" down, 60,000 yuan a month, was "package" Weibo account can only meet the Chinese art Hundred Chong Orders. But only two accounts are willing to be "package", including a fan of up to more than 800,000 of the grassroots micro-broad.

"When the big accounts on Weibo are controlled by a handful of people, the price rises are no longer in suspense," said the entrepreneur, a founder of the Shanghai Company's PR firm. Just as CCTV's ads raise prices every year, customers don't have a better choice. ”

Ai Song, the founder of China Sea, said, "It is now almost a week's price, so that the customer quotes will be stated ' quote effective this week ', one months can rise 30%." "The Advertiser was born of Ai song for the current micro-BO marketing industry is quite emotional, she more value advertising creativity and effect."

@ AI song Weibo marketing do not call micro-BO marketing, change called micro-Bo put it! Everyone has labeled their own publication, then the agency unified purchase of a good, the most PK a discount on which agent, which agent return point higher, anyway, to the end is only a data report, do not study what ROI, meaningless, direct CPC, CPA Good, simple and clear.

(Sidebar: ROI means excellent advertising must have three basic characteristics, namely, relevance (relevance), originality (originality), Shock Force (Impact). CPC refers to the single click Cost, which is the cost of each click of the network advertisement. CPA refers to the actual effect of advertising, that is, the response to the effective questionnaires or orders to billing, and unlimited advertising volume. ）

"These last few months prices have risen very quickly, and will continue to rise, at least we have the intention of raising prices." "Wine red ice Blue" said. "Sina Weibo fans ranked the top 50 micro-blog accounts, 25 and Cai Wen wins, 15 or so is Du Zijian, 10 is our." ”

In the fan wars, the Matthew effect is obvious: the more fans you have, the easier it is to attract more fans; This makes the existing large size has a huge commercial value, the market parties have a strong desire to buy. According to the microblog marketing circle Personage discloses, Mr. Cai and Sina Micro-bo relations close, Sina Weibo inside clear each grassroots micro broad behind the operator, and to Mr. Cai Matchmaking. But we have not been confirmed by Sina official for this statement. March 23, 2011, Sina Weibo enabled t.cn short domain name, the domain name before the Cai Wen wins all. Some insiders say that Cai Wen may have deeper cooperation with Sina. April 15, 2010 only opened Sina Weibo Mr. Cai many times publicly expressed only special sentiment Sina Weibo platform.

At least from the present point of view, Cai Wen to do a great deal of value. According to people familiar with the matter, Mr. CAI 2010 2-March began to buy micro-blog account, an early hundreds of thousands of fans of Weibo account only 560,000 yuan can be bought, "Now who sell ah?" He is really a very powerful person, at least 20 million fans. ”

Through the acquisition, Mr. Cai has become the boss of micro-Bo Lake. According to Yin Guangxu, he has mastered the number of millions of fan Weibo account number has reached 4, are the cold jokes selected (3.09 million), wonderful quotations (2.05 million), the secret language (1.59 million), Creative workshop (1.33 million), grassroots micro-blog rankings are first, third, six, the total fan volume of about 8 million. Plus has been Cai Wen win solicitation of "fashion Classic quotes" (1.5 million) and its raised "trumpet" such as "Beauty Mito" (690,000), etc., as well as Cai Wen's 3.22 million fans, the official Weibo fan of its operating software, Cai Wen's estimate of 20 million fans should have been less skewed.

Cai Wen's strength makes the industry full of worries. There seems to be no "intellectual property" on Sina Weibo. "You send a piece, it copy one, copy you dead, it is not up?" "Nor does a company that runs Weibo accounts dare to hold high the banner of" original ". A senior personage told "the entrepreneur", they easily dare to "raise" the subdivision domain micro-blog account exposure, but also dare not push to Sina's grassroots microblog rankings. He complains that the grassroots microblogging operators have been driven away, "Slowly Sina Weibo is about to become the microblog of Cai Wen ..."

It is not just Cai Wen that is being questioned, but almost all grassroots microblogs that are trying to commercialize operations are widely questioned by the market. In April, I saw the "exercise book" On the Road in Shanghai Auto South Railway station. Ad copy of the "Exercise book" is a rare original writer on Weibo, his style is sharp, text unique, currently has nearly 250,000 fans.

The "Exercise book" is the kind of person who lives in words and thinking, he said, "Are you saying these people are shameless and shameless?" How many times do you think they've plagiarized me? You may not have counted, I calculated, at least 1 million, the number of copies of your things, paste, add together at least 1 million times. ”

For the microblog marketing industry, which is still in the turn of spring and summer, this is clearly not just a moral issue. China Sea Interactive founder Ai Song very seriously, "you now just set up a company specifically on Weibo to help play the copyright, you can be rich, a dozen a." Contact the owner of the copyright, must be able to find, you said that someone embezzled your copyright, you can not fight this lawsuit? We won the Penny, really! ”

Ai Song A bit pessimistic, the degree of hydration of micro bo than people think even faster. "I believe that the future of Weibo is not a merger of resources, but that Social media is just beginning," he said. If Sina out of a whole station scheme, 10,000 dollars a day, the whole station can be seen, I want to buy the whole station visible large promotion, you unless less than 10,000 dollars, otherwise you will not be competitive. I am not big, because I think this business model and core competitiveness is not in my hands, now I have a monopoly of pricing power, but not necessarily in the future. ”

(Sidebar: Look at the mature and regulated microblogging market: in foreign countries, Vitrue operates 2,500 companies with Facebook and Twitter accounts, and 8 of the world's top 10 brands are using Buddymedia to manage their official accounts.) And China's grassroots bullog basically identity is not open, plus V may mean that it will see the light of death. Even more embarrassing is that the higher its ranking, the greater the risk of "disappearing". ）

Du Zijian declared himself to be another state, "our company is a big customer, the general single is more than 3 million, 3 million below the single we are lazy, small live, dirty work we do not answer." "He's emboldened by the" answer marketing "he has been preaching everywhere," a good network marketing, to the answer on the line. " For example, in micro Bo, I say hungry, this time selling instant noodles, selling bread can follow up to give an answer to how to solve. ”

Guangzhou Shang DAO Women Marketing Co., Ltd. chairman Zhang Huan on Weibo is so record the Du Zijian point of view:

@ Zhang Huan: @ Du Zijian: 1, spread from the Gerber end (the lie said 1000 times is the truth), the answer to the end of the Zhouyi (Zhouyi is philosophy fatalism), marketing to Maslow's End (demand is the beginning of the marketing of the essence of drinking); 2, micro-Bo is now the answer, Baidu know is the past, outdated, no interactive answers; 3, Weibo reconstructs human social relations; philosophy in the interpretation of people, marketing in helping people. And watched him grow wildly.

In the December 2010, Du Zijian received Shire investment. This February, Shire told the entrepreneur: "Before I invested in Du Zijian, I pulled the blue cursor (the country's first public relations firm that landed on the gem) and we voted the same money." Blue cursor to Duzik CEO, CFO and other talent, but also the blue cursor more than 750 customers of the microblogging needs of all the Du Zijian company to complete. ”

March 19, the blue cursor issued a notice, to 2.5 million yuan subscription Du Zijian of the total equity of the 24.5%, of which 240196.08 yuan will be injected into the registered capital, 2259803.92 yuan as a premium injection Huayi hundred Capital Fund. Shire the same contribution to the Chinese arts hundred 24.5% of the equity. He said, "I've only been in the 45 days, and I'm up 10 times times, and Shen and Andrew Y. Yan are going to vote." Huayi Hundred Create this year if do good revenue more than 30 million yuan, bad also have more than 20 million yuan. ”

and Du Zi built deep "answer marketing" different, "Wine red ice Blue" is more like a micro-blog on the media for the electric business, she and the team do not want to put Bao are on Sina Weibo platform. "The internet has become too fast, and Sina Weibo is still a beta, and it is possible to shut it down any day." Even if you have 10 million fans, you don't know the data of one of the fans. "She still want to power in the field of electricity, raised a lot of" small "with women, fashion-related, she intends to build several women, fashion E-commerce site, will be micro-Bo fan transfer past," Registered user data, this is the most fundamental thing. ”

Ebb Tide, Sina Gold, the domestic several big internet companies are crazy for fans, Micro Bo business and human nature will be like this in the transition of the country, will gradually rational, perfect, become normal, beautiful. As a voting end-user, you pay attention, or don't pay attention to those grassroots bullog, where they are. Since the internet into China, from the forum to the portal, from the vertical to the community, from Web1.0 to Web2.0, has been active in a group of entrepreneurs engaged in network marketing, but to discuss the eruption, drama and influence, grassroots micro-blogging operators will play to the peak.

(This article