Micro-blog marketing front behind the scenes: The Navy is only the low-end "peripheral"

Pay Brush Word-of-mouth, hire the Navy "wash white", a domestic Chinese lunar festival blockbuster recently provoked a controversy. Network Navy confrontation between the main battlefield in time Network and Douban, but regardless of praise or splashed Blackwater, behind it are hidden an "executive team"-Micro Bo 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 comment, 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.