Network "Hunter" Marketing password Netizen comments also make money

September 11, Mabao (alias) habitually open a portal site, browse the news, as usual, encounter their interest in the topic, but also do not forget to rob a "sofa", leave a message. Tens of thousands of netizens have been accustomed to the Internet "have words to say," This is not a lot of surprises.　　However, no matter the person who writes the commentary or the news person, perhaps did not think that oneself inadvertently one clicks, a "saliva", will arouse the layer ripple through a special way. The following is true: Mabao's comments, along with other comments about the news, or dozens of or hundreds of, are quickly crawled to a server in Hebei.　　On this server, there are articles and comments from various websites, forums, blogs, and everything from society to economy.　　The data (if aligned with the relevant topics) will then be assigned by the person responsible for sampling and sorting, extracting data and indicators, and, after being counted and calculated, become a public opinion report, perhaps after a few hours, perhaps a few days. "We have the ability to report within one hours and be able to keep track of it over a long period of time."　　"September 16, IRI, the executive director of the Network Word-of-mouth Research advisory Body, said proudly to reporters that the timing of the report depends on demand side requirements, some companies need real-time reporting, and some require a detailed report after the Li Wei, the principle is: The longer the time, the more detailed report, and vice versa. "These data are neutral, accurate, and objectively reflect the entire domestic internet view."　　Li-Ning told reporters that IRI is standing in the independent third party to do statistics, "data is reversible and traceable". Wanglaoji's story: Using data to talk to IRI there are more than 10 other types of reports that are quietly underway, the research object from the society to the business, and the report of many of the demand side are listed companies, the relevant data on the Internet, Non-stop flow, of course, most of the process is achieved automation, everything in the background.　　You know, currently, IRI has only about 50 staff.　　IRI, what kind of business is this? Li-Ning first cited an example. On the morning of May 11 this year, at a press conference held by the Ministry of Health on the "national crackdown on the illegal addition of non-food substances and the abuse of food additives", Sangwishing, deputy director of CDC Nutrition and Food Safety, said in response to a reporter's question　　Some of the ingredients and ingredients are not included in the list of approved medicinal herbs published by the Ministry of Health. A stone stirs up thousand layers of waves. Immediately, the media coverage of the overwhelming, questioning Wang Old Kat herbal tea formula used Prunella Vulgaris, may lead to adverse reactions. As usual, in various size forums, portal sites, netizens also "spit Splash."　　In accordance with the Convention, when the media on a large scale negative coverage, the Netizen's response is often more intense and negative, directly lead to the brand of bad reviews and product unsalable. Received any, IRI immediately launched an analysis of the network public opinion, however, the conclusion is surprising: for Wanglaoji, nearly 80% of the netizens expressed support; for drinking more will cause adverse reactions of the report, and even 43% of netizens think, Wang Old Kat as a herbal tea, is not when the water drink; there are 23%　　NET friend clearly expressed support for domestic brands.　　2008 Wenchuan The Earth Epicenter, Wang Lao Ji donated 100 million yuan, do not rule out is the move gained a wide range of brand identity, so that has the ability to resist negative news. "Analysis of the results, see 80% of netizens choose to support Wanglaoji, we know it has been safe clearance." Li Ning said.　　IRI then made four recommendations to Wanglaoji: including the soundness of the formula, and the emphasis on national brands. Due to accurate and timely public opinion judgments, business decision-makers less than a point of anxiety, but also a point targeted. Of course, the premise of all this is accurate, otherwise it may make the client false, diametrically opposed.　　[Page] IRI ensures its accuracy through accurate index systems and quantitative models.　　"Li Ning said that the IRI is all called the Internet Realtime-public-opinions Index, the network public opinion index system, where the quantitative model is critical."　　Li Ning said, if you make an analogy, the stock market has thousands of stocks, and the Dow Jones only selected 30 representative companies, its stock index can represent the whole stock market ups and downs, "for the network public opinion, a fair Web site Index system has become the first essential." IRI's index system actually chooses 100 representative websites, and gives different weights, even for different enterprises and different industries have different websites and weights.　　According to the introduction of Li-Ning, IRI100 index system after more than 200 experts to prove the birth of many times. The other two tools for network public opinion analysis are i-monitor and I-catch, which capture media reports and user reviews, and are fed into the server's information pool for processing.　　In the background, IRI's data handlers classify the complex data and finally process it into reports, providing customers with information about their concerns, ratings and so on to help them deal with the crisis that has occurred or provide long-term monitoring and recommendation services. "We are the only one dedicated to the network of public opinion and network of quantitative analysis of Word-of-mouth enterprises."　　"Li Ning told reporters that at present, most of its corporate customer structure is listed companies and large enterprises," we want to make the company into a network of public opinion service on the AC Nielsen (for Enterprise Services), or Rand. During the interview, Li-Ning emphasized one point: IRI is not responsible for specific PR, nor to help customers implement PR programs. "IRI is going to be an independent third party evaluation agency."　　"said Li Ning. The marketing value of the network public opinion on the line of online public opinion, Li Ning admits that he is rushingGood time. Peking University graduate of Li Lemon, has been in CCTV, Ogilvy and other companies have worked, have a lot of marketing experience and experience.　　At the end of 2007, the financial crisis let Li Lemon began to rethink their development direction, in her view, with the deepening of the financial crisis, traditional marketing channels will be greatly affected, network marketing is a new field, it is likely to represent the future. But her fancy is not internet advertising. "2008 can be said to be China's Internet public opinion year one."　　Li Ning said that from Lin to Jiugeng prison, from the southern Spring Festival heavy snow to the May Wenchuan earthquake, from Sanlu milk powder incident to citrus pests, the network began to show unprecedented strong vitality and social and economic participation.　　She keenly believes that the Internet public opinion will be a very valuable area for business operations, can be from the Netizen's comments to get the most authentic information. But this area is also brand-new, at that time did not have an organization to carry on this thorough research.　　At the end of 2007, Li Lemon took the lead in cooperation with the Communication University, established the IRI Network Word-of-mouth Research Institute, trying to use academic strength to complete the quantification of indicators, model building and so on. However, for a variety of reasons, the ivory tower is made of things, distance commercialization is quite remote.　　The firm's determination to make his own team was determined. After an effort, the IRI team gradually formed.　　As a team that has accumulated experience in actual combat, IRI continued to follow up research and development and formally established the company in October 2008.　　Today, IRI has offices in Beijing and Hebei, with 50-person implementation team, most of them are British universities, Peking University, the University of China and other institutions of the master's and Ph. D., and have more than 200 consultants. In this series of research, IRI gradually established the increasingly sophisticated quantitative management methods and models, but also with some enterprise customers have established good relations of cooperation. Although Li is confidential to the customer catalogue, it says "most are listed companies and large enterprises".　　[Page] Currently, IRI provides these customers with two kinds of services: regular reporting to companies requiring long-term service, dynamic reflection of netizens ' attitude to the business, or short-term crisis analysis for crisis events. Insisting on a neutral assessment in the eyes of some industry insiders, the so-called network public opinion and the banner is engaged in the network Word-of-mouth is actually one thing, the analysis of the two methods are consistent, the difference lies in the different application context, the banner of the focus is to help enterprise customers to complete Word-of-mouth marketing, and IRI's core competitiveness is quantitative analysis,　　Turn the uncertain masses ' opinions into visible data and provide them to the customers. "At present in the network Word-of-mouth marketing and research to do a better job there are three companies, in addition to the banner, there are Shanghai's CIC (that is, Shanghai Jia AI Business Information Consulting Co., Ltd.), and IRI."　　"An Yongzheng said. Li Ning told reporters that IRI since its inceptionAre not as troubled as many start-ups.　　For the network of public opinion analysis industry, now is not the lack of funds, but technology itself. The research of network public opinion still has many key technology not to break through.　　For example, although the current blog, website, forum data can be well crawled, but, when encountered more fashionable SNS website and micro-blog, micro-video, IRI still has no better solution. With the speed of Internet transmission, more and more topics moved into SNS and micro-blog.　　Enterprises also pay more and more attention to this, optimistic about their marketing capabilities.　　An Yongzheng to reporters that the banner has helped customers use SNS to make a breakthrough in word-of-mouth marketing, and rely on and SNS website cooperation, has a simple assessment of strength. As for the micro-video, because of the Netizen's again creative, easy to create sensational effect. The earliest public opinion events in China occurred in the field of video. 2006, Chen Kaige director of the "Promise" launched, Hugo will be the creation of an adaptation of "a steamed bread caused by the murders", directly led to the "promise" a series of spoof stories. "In all fairness, the promise is not a virgin, and it has a lot of advantages," a film-industry official laments. However, "steamed bread" A, public opinion began to ferment. "According to the reporter understand, the industry has so far to micro-video Word-of-mouth marketing can not make quantitative assessment."　　Thus, the breakthrough of micro-blog, micro-video and SNS site restrictions have become the next target of IRI.　　Li Ning said that IRI will still be positioned in research, as a neutral third-party advisory body, not to assume the role of marketing operators, in the future, will be through more standardized process, the evaluation of public opinion industry standards. An Yongzheng said, "The domestic social media marketing is still in embryonic stage, our research on Word-of-mouth marketing found that China's Word-of-mouth marketing still has a strong element of speculation."　　"The reason, he believes, including replicable international Word-of-mouth marketing success stories less, some of the marketing staff lack of social responsibility and so on." Li-Ning believes that it is at this time, the establishment of a certain standard among enterprises, pay attention to the neutrality of assessment, it is more likely to let the whole public opinion, Word-of-mouth research towards maturity.