Network Marketing and publicity and hype

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On the web, no one knows you're a dog. This sentence in the primary network era, there is a certain truth, and after the rapid evolution of the network, if also the network as the main driving force of entertainment era, this is undoubtedly the network of the belittle. In the near-exhaustion of traditional media excavations, the traditional marketing model is too old-fashioned to be in vain, the network will be a subversive face, and along with various kinds of regret network hot events, the network will be from the primary entertainment platform to become a more valuable media platform and commercial platform.

But the various "celebrities" in the internet age, its success rate is far higher than any traditional media, from the Snow village, Muzimei to Sister Furong, February girl, and even vigorous super girls movement, all by virtue of the network in a short period of time to form a hot spot of great value, hot point directly bring benefits, Snow village red, Muzimei famous, February Girl started a cameo, Super Girls Crazy Commercialization, the network has become a new commercial carrier, at all times as a market propeller role. The network has also become the largest, most differentiated, covering the widest segment of the market, a Web site is often able to bring together a specific group of people with the most dominant habits, the number of which is growing at a geometric level with the rapid spread of the internet, which will be an unprecedented and disruptive market for the business age. In this market, can converge people eyeball hot spot event will become the network market biggest winner, how uses this kind of event or use the public relations method to plan to manufacture such hot event, will be the future network age marketing direction.

Hua Pu Xu Gang reply, is hype? Is it PR?

Tianya, mop Such network camp is always hot event has been out of the regret place, some time ago, Tianya once produced such a hot spot, that is the Shanghai Hua Pu car Mister Xugang and an Tianya Netizen's debate. The event originated from the user ID "Owt 99". In view of the operation of the company and the market strategy, the question of the model is open in the end of the World Economic Forum posts, the name of the post called "to Shanghai, the CEO of Xugang," a letter, the text of the wording of the fierce, to Hua Pu wantonly banished. Post once published, in the Tianya Economic Forum immediately caused a small response, the number of clicks Higher. A week later, Xugang car Mister, "Hua Pu Xu Gang" A solemn response, post entitled "To the" Owt 99 "netizens reply", two posts a first after the end of the Tianya hot for half a month, after the Tianya main version of the recommendation, but also in the forefront of the horizon, a time to attract a large number of netizens attention.

Regardless of the content of the two posts, but look at the matter itself, Shanghai Hua ordinary past this incident can be said that a lot of income. The original paste of Owt 99 created 40,000 clicks on the horizon, Hua Pu Xu Gang's reply clicks for more than 44,000, to tianya the Netizen registers the amount 20多万来 calculates, roughly may estimate has 1/5 netizen to pay attention to the Maple event, this quantity also does not include two posts other outside to lead out the post, It also has a very impressive number of clicks. At the same time, Hua pu Mister Xugang Blog Clicks also soaring, Baidu above search "Hua pu tianya", there will still be more than 480,000 of the information, these data add together, it is evident that two posts created great value.

Shanghai Hua Pu car, this is far from Geely, Chery well-known national automobile manufacturers, many consumers do not even know the appearance of Pu-car, also do not know maple the car manufacturer, after a short period of a network event hype has become more people know and be recognized. Although many people think that this is the Pu Xu Gang of China's self-directed performance of a hype, there are those who believe that Xugang is sincere in the face of a common consumer's query, but the unexpected harvest. No matter what the argument, from the matter itself, Shanghai Hua Pu Outstanding Public relations awareness is worthy of praise, in the hot media, the form of hot spots, the formation of a hot event, a short time to gather a large number of popularity, to attract the attention of the audience, this is not to say that the network era to use creative public relations tools talent.

If this event is Maple's ego hype, then the Hua Pu still has the clever place. As we all know, the network is different from the traditional media, the voice of ordinary consumers without the restrictions of power, so the network of event material can be more life and real. In the network, often flooded with consumers the most real complaints, handling is not good, often the brand damage to the enterprise is huge. When too many people on the internet point to a company or brand, it is possible to have an unprecedented crisis at any time without coping. Maple's success lies in choosing the right media, taking the crisis as a breakthrough and conducting PR.

KFC Advertising events, 31 heavy industry blog Door incident similar

The author thought of this year's two major network events, one for "KFC TV ads by netizens questioned" incident, and 31 heavy industry Mister "to Wombosi Blog Door" event, both in the network caused a stir, whether the enterprise or the boss itself, are facing the network brought about by the public relations crisis.

First of all, KFC's television advertising college entrance examination of the crisis caused by once the advertisement broadcast, from the Internet first burst the query voice of netizens, the world appeared on the title of "KFC now put the old Beijing chicken roll ads too much" of the post, the Netizen in the post pointed out that KFC ads hinted that not eat KFC will lead to the college entrance examination. A post, immediately attracted more than 60,000 clicks, some more intense netizens sigh: This advertisement let the college entrance examination to study hard to see the students are not hit? Study hard and not enough to eat KFC?

After the end of the world, many sites have reproduced this paste, a small TV ads triggered a wide range of social disputes, and even refused to eat KFC, KFC for good students is a mockery of such remarks. After the Sudan incident, this is KFC faced a most serious crisis, not in time to quell, it is likely to cause great damage to the brand of KFC. Fortunately, KFC has always been sensitive to crisis management, the post only a week later, KFC suspended the controversy over the advertising broadcast, and openly "respect the views of the audience", the content of the advertisement to modify.

31 Heavy Industry Blog Door incident also originated in the network, and caused a stir, President Wenbo in his blog on a succession of comments, publicly criticized at that time the hot spot xugong mergers and acquisitions incident, suggesting that Xugong is suspected of fraud. Wenbo's blog is thought to be a malicious attack on the Xugong takeover, the speech, even triggered the stock market fluctuations, to wombosi and 31 heavy workers were also pushed to the loss of the public letter of the cusp, netizens have questioned to Wombosi's behavior, is personal behavior or business behavior, the interference of economic events is malicious or unintentional? Blog Gate event, the rapid spread on the network, apparently a "malicious attack" to the Wombosi and 31 heavy workers have met the public's cold shoulder, the main point of view of the network is that the Wombosi move is to buy a xugong to do the bureau. But after the event, the Internet's search for 31 of heavy jobs and Wombosi has surged, adding up to a total of more than 600,000.

and KFC incident, experienced a short, but hot enough after the uproar, to Wombosi also chose a high-profile appearance, in Sohu's network interview solemnly pointed out that the blog speech is purely personal remarks, only for discussion. After the network of speculation, in the Wombosi to clarify, blog gate event also gradually cooled, 31 heavy industry and to Wombosi's popularity has soared up.

At this point, I can not help but think, hype or purely unfortunate, the network is a east of the sun in the west of the rain freak, people who know, often able to use the network of this feature, planning a, to seek benefits. KFC Incident and blog Gate incident in this still some similarities, it is the same first after the Yang, not only resolved the crisis, but also received widespread attention, improve visibility. If this crisis is deliberately planned, this can be regarded as a network of public relations experts, need 12 of the ability to cultivate in the network beats. Of course, the incompetent also at any time to face a crisis, their own move stone smashed their feet. These network PR strategies can be said to be a few years after the stunt, for the development of the network media and Chinese enterprises in developing countries, the most important thing is to maintain a brilliant and advanced mind, solve the current network of public relations problems, and humbly learn to cultivate themselves in the network era.