Hire people to comment, write jokes, Navy forwarding, large recommended ... Weibo marketing

The chart shows the business data analysis on a microblog marketing platform.

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Pay Brush Word-of-mouth, hire the Navy "wash white", a domestic Chinese lunar festival blockbuster recently provoked a controversy. Although the main battlefield of the network Navy confrontation is in time network and Douban, but regardless of the praise or splashed Blackwater, behind it are hidden a "executive team" microblog marketing studio.

If said, before the network marketing is still only stragglers, singles alone, now with the growth of micro-BO platform and expansion of this type of marketing has become increasingly large-scale and institutionalized, the business category is increasingly "open Xinjiang." In the Internet world, these "stealth strategist" how to advise? And what role do they play behind the flood of navy?

Diverse skills

Intelligent software replaces manual operation, hires part-time to complete "advanced" task

In the microblog marketing market, the film is praised, just a small cake. A director of the team put 50,000 yuan for the film "Wash the white" move, was ridiculed by netizens "do not understand the market", it is obvious that this business is more lucrative. How intense is the Navy war? According to industry sources, sometimes there are even two customers at the same time to hire the Navy, want to hold red and discredit the same film. It seems, the seemingly lively battle of the Navy, but the marketing team from the performance of the "Hand in Hand", and the money of both sides became a sucker.

However, in the industry, in time, watercress and other sites on the brush points are only low-level means, easy to be seen as a mark of perjury. And the Twitter toss is their specialty, and the way is more diverse. "Hire people to review, write funny jokes, hire the" navy "mass forwarding, to find many fans of micro-broad recommended ..." Judiclaus Studio's microblog department head Shi, at one breath counted out 4 kinds of marketing methods.

The army is ferocious, and the manipulator behind it is really small. Like Shi's studio, there are only 10 people in the core team. "We have advanced weapons." Shi said that the workshop-style "manual production" has long been eliminated. According to her, studio engineers have long developed specialized software that enables automatic forwarding of multiple IDs. Before the need to constantly change the account login hours to complete the forwarding task, the program can be arranged in a few seconds. That, she says, is the gap between studios and "retail". It is reported that, in addition to bulk forwarding, many studios also have other "high-end" software, can be scheduled to release, directional @, automatically crawl other account original content and many other functions.

However, the software can be programmed to control only a number of the studio Autotrophic account, and sometimes meet customer requirements for high-quality real account. And a lot of "advanced" tasks, such as planning ads, writing comments, must also be done manually.

"We have some long-term or short-term partners, almost all of them part-time." "Shi said, the studio under the 10 QQ group, each group is full of 500 people, there is a need to release the task in the group, and then from the registration of the person to choose the performer." "Now the studios are basically small, otherwise the costs are too high, and the business does not need to be fixed," he said. ”

Process Clarity

The workshop occupies the upstream technical link, the Navy is only the low-end "peripheral"

In the microblog marketing camp, a part of the studio was originally engaged in network marketing, micro-Bo after the rapid influx of the market gold rush. And the other part of the microblog after the birth of a new studio, the franchise microblogging or compatible with other network platforms. Some experts said, because these studios are almost not registered, it is difficult to count how many home. According to industry estimates, there are at least thousands of people, but not much of a large size.

Take Shi Studio As an example, a total of "star services", "Planning Promotion", "short film", "Micro-blog (and other Internet) marketing" 4 departments, although the entire internet, but the "main battlefield" is still Weibo.

Like "star Service" includes two parts: one is for the star Custom Internet promotion, the other is uses the star's microblog for the enterprise custom Internet promotion. When asked about a partner's star, Shi said it covered "The top line, the first line, the second line, and the small model" at all levels.

According to the introduction, a successful marketing contains a number of links, the planning of advertising content, the creation of marketing tools, find release platform, grasp the timing of the release ... Finally, to the specific publisher to operate. The main task that the studio undertakes is the upstream link of these technical content, the Navy is only the nerve endings at the lowest end of the marketing level. And, many of the content of the release of the need for a specific large, do not choose the Navy.

"The emergence of the studio, like a sea of a whirlpool, gradually led the navy and cohesion around, for their own use." "There are people in the industry to sum up.

As for the studio's customers, Shi said that the enterprise-oriented, "There are many international and domestic brands." And the studio Taobao on the shop, then often take some personal business, most of the purchase forwarding or reply to the number of comments.

Accurate positioning

Bridging between advertisers and Weibo owners to keep fans "Mas"

Compared with the Shi studio-led planning and promotion, other micro-blogging marketing teams have focused on creating trading platforms, known as "Channel Flows". They build a bridge between advertisers who have marketing needs and those who are willing to pick up the task, for advertisers to engage with Weibo owners. But the studio itself does not own an account, do not do a specific promotional business, earning is "intermediary fees."

Xiao Xia is a blogger who has benefited from this kind of platform. Since the registration on the trading platform, Xiao Xia often pick up the ad list. A release can only earn a few yuan to dozens of yuan, add up, monthly also can bring about 1000 yuan of income.

According to him, in the microblogging marketing platform registration, there will be a special person to the micro-blog account for strict audit, platform is different, the requirements are not the same: some rules micro Bo mainly have more than 2000 to achieve a certain degree of active fans, and some also need to apply to become "Weibo talent" to join "I joined the platform has the stipulation, in receives the order within half an hour must publish the advertisement, if many delays, will lose the customer, the serious person is more likely to be removed from the platform." "Xiao Xia said that after receiving the ad, there will be SMS notification, in order to complete the task in time."

"It's not a commercial. As Shao says, each blogger's account usually needs to be focused on a particular aspect, attracting fans who are interested in it to ensure the effectiveness of the ad. "For example, clothing ads will find those who have long been wearing a matching so-called fashion account to publish, mobile phones, cameras and accessories ads, will choose long-term focus on electronic digital products account." ”

Sometimes, if the business is not the same, the summer will refuse. "It's not a good deal to lose some long-term fans for a single benefit." "In order to keep up with fans, bloggers will often post useful messages to create hot topics," he said.

As a grassroots micro blogger, the most of the summer is Taobao and other shop products advertising. In addition, the platform also has a lot of star accounts and media accounts, they rarely pick up the task, a shot is often "big business."

However, as businesses become more and more, many businessmen think the advertising scheme is not enough to attract people, or micro-bloggers are not suitable to affect the promotion effect. In order to expand the business and retain customers, and some platforms also launched packaging services from the planning of copywriting, select Account, determine the timing of the release of all to do, gradually to the universal studio change.