Jiede Micro-Bo Gray marketing: Well-known big V protocol Forwarding "price"

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Tencent Science and Technology Fan Xiaodong Xushuchi August 27 Report

With the continuous fermentation of Qin events, a public relations company, network push hands, well-known micro-broad V, such as micro-bo Gray marketing industry chain again public, for the internet marketing industry sounded the alarm.

Meanwhile, the crackdown on Internet rumors has also hit Sina Weibo, which has been accused of declining activity. It is reported that Sina Weibo recently also held an emergency seminar and reflection. Outside of the speculation that the department "Sina Weibo in the Big V yajing."

Some industry analysts to Tencent Technology, Sina Micro-Bo Zheng encounter dilemma, on the one hand, the existing model under the new policy risk, on the other hand, grassroots large and micro-broad v microblogging user activity and influence is critical, specifically how to deal with the current situation is still no better way.

In fact, the phenomenon of paying for micro-broad to be marketed has been on Sina Weibo for a long time. A technology company in charge of Tencent Technology revealed that the price of 5000 yuan to turn to a fan of tens of thousands of well-known internet people forwarded Weibo.

Micro-Broad v involved in the grey industry chain

According to media reports, similar to the Qin, such as the operation of the ER, such as the interaction of the Internet companies in a number of front-line cities exist, many of the more well-known public relations companies, but also more or less business involved in helping corporate customers to promote the brand, or to combat competitors, malicious spread and promote some false

Among them, micro-blog has become the internet marketing and public relations war, one of the main battlefield, micro-broad v also become the network pushing hands of the company to strive for the object. Thus, this has spawned an industry-savvy industrial chain.

It is understood that some enterprises in the network with the hands of the company signed business cooperation, clearly stipulated that the promotion costs, including such a big V Weibo original or forwarding the required costs. In cooperation, hand-pushing companies will also provide a full price list, including account level, number of fans, industry and its subject direction and so on.

People familiar with the matter said that the average marketing account price ranging from 100 to 3000 yuan, the general team operation of the Star Big V, basically in 10,000 to 100,000 yuan. And fans over tens of millions of large V, their forwarding prices are determined according to the situation.

Today, micro-broad forwarding marketing microblogging mainly has the following four kinds of situations:

One, some millions of fans of the grassroots account, which is itself marketing company operations Marketing account;

Second, in order to common interests, big V each other to help each other promote their products;

Third, in order to maintain its reputation and public identity, the intentional forwarding of some unconfirmed but controversial micro-blog;

Iv. charge Forwarding.

Chen Interactive CEO Chen to Tencent Science and Technology, said the agreement to forward the Big V to entertainment stars, some known as "public" Big V will also accept payment forwarding, in addition to the well-known professors and lawyers involved. Entertainment star forwarding is typically done by brokers, some of which are established for long-term paid-forwarding partnerships, and some are just a sub-contract attached to an activity, such as a tweet that forwards the activity or product after an activity.

Some industry analysts believe that many stars through the brokerage studio to come forward to operate, the personal behavior into the company's behavior, 20% of personal income tax can become 5% company business tax, so not only can avoid tax, but also prevent "forget" to declare personal income tax and encounter legal risk.

Oriental TV propaganda director Weiliang has revealed that a lot of television program propaganda "all take the shortcut of celebrity Weibo", and has "marked price."

There are tens fans of the Big star, a separate soft article price for 20,000 yuan, forwarding a thousands of yuan. "However, most big V is more focused on their own public image, for the" soft "things will not forward.

But some fans millions grassroots microblogging, in order to realize the impact of the realization of the first use of rumors and other extreme words to arouse the attention of netizens, accumulate a certain influence, and then use these influence, help enterprise marketing, the illusory fans into real gold and silver. What's more, by publishing negative stickers, exposing privacy, and extortion.

Industry transparency is the trend of the general

With the recent crackdown on network rumors, the future of micro-blog marketing will go? Tencent technology in this connection is called the father of Weibo marketing Du Zijian, the other side said temporarily inconvenient to express any views.

Liu, deputy director of China Electronic Commerce Association Policy and Law Committee, believes that celebrity star Weibo to make brand effect, accept the normal endorsement can understand, but should be in the micro-blog, marked is advertising, so that fans can be judged; if the ad as a personal feeling published, do not make any logo, It is possible to mislead fans and other users.

Weibo is the nature of the media, and Weibo marketing tends to involve false propaganda, commercial defamation and defamation risks. Liu said that this is also the way celebrities protect themselves, once they advertised on the micro-blog products appear problems, as long as marked, then most of the responsibility to the enterprise, not labeled, to assume the moral risk of personal integrity, the celebrity reputation may have a greater impact.

"The Qin incident has sounded a wake-up call to the entire internet marketing industry," he said. In the short run, there should be very few PR companies and marketing companies dare to do waves, malicious spread rumors. In the long run, promote the transparency of internet marketing industry. Micro-Blog advertising can be, but to mark out, not malicious rumors, public events can be discussed, but not to judge the spread of rumors. Chen to Tencent Technology.