Questioning "human flesh search" Network Marketing

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"Human flesh search" is one of the most shocking network means. In the face of the huge market of more than 200 million netizens, a "human flesh search" may make the enterprise earn pots full. More and more need to seek consumer attention of enterprises naturally refused to let such business opportunities, then how to carry out "human flesh search" marketing, enterprises can from "human flesh search" in what?

Do you still remember the "accord girl" bossy Clamor, "iPhone Girl" youthful sweet smile, Gado donation at the disaster Relief party? These events have once occupied our eyeballs, so can you see the common ground behind seemingly unrelated things?

Yes, they have been the vast number of netizens enthusiastically "human flesh search", also have been proved in fact is a network marketing hype. So, "human flesh search" is how to operate, exactly what is "human flesh search engine", it can give network marketing how to influence? Below let us delve deeply into the secret behind "human flesh search".

What is "human search"

Someone used this phrase to describe "human flesh search": "If you love him, put him on the human engine, you will soon know everything about him, if you hate him, put him on the human engine, because there is hell." ”

This passage aptly describes the "human flesh search" in the eyes of the users of the position. So, what is "human flesh search" What is the difference between it and Google, Baidu and other representative of the traditional web search engine?

As the name suggests, "human flesh search" is the use of modern information technology, Poly corners Netizen Power, with artificial solutions rather than search engines through machine automatic calculation method to obtain results, is to maximize the use of artificial participation to purify the search engine to provide information of a mechanism.

According to a very familiar network concept or some netizens know in the chest of the "six-degree Division" theory, any two strangers, only through six passes can pull the relationship. This is the case, from a person interested in, to a group of people interested in, everyone shows their ability to launch their own information network and social relations, through various channels to obtain the scattered information of the object of search. Then, the Netizen will these each to gather together in the scattered message, then formed the "human flesh" object's complete information system.

Compared to Google, Baidu and other traditional web search engines, "human flesh search engine" relies more on information transmission between people, rather than simple mechanical Web page query. Human flesh search enhanced interactive function, so that everyone can participate in, change the traditional network information search for people, people ask people, people touch people, people squeeze people, people get people of the relationship between the network community interaction activities, to change the point to point one-way search for the current point to Group, group to point, Group-type open Search, Become boring and tedious query process for "one person questions, all the responses, a stone stirred thousand layers of waves, a call awakened million sincere" human search experience.

Because "human flesh search" has this characteristic, the majority of netizens regard it as a more reliable source of information than Baidu. Some people joked that this is the real "science and technology people-oriented."

Business opportunities behind the IPhone Girl

At present, "human flesh search" is not uncommon, many businesses see the looming business opportunities, and began to use. Among them, Baidu launched the "Baidu Know", Sina launched the "Sina Love to ask", Yahoo launched the "Yahoo Knowledge Hall", are the use of "human flesh search engine" in the form of the establishment. So, in addition to the "human flesh search engine", "human flesh search" can bring what kind of economic benefits?

In 2008, a netizen named Markm49uk, who was an Englishman, bought a brand new 3G iphone and found that the phone had a few smiling pictures of a "cute little sister" working on a production line. He sent the photos to an Apple enthusiasts forum macrumors.com, this post aroused the enthusiastic discussion of foreign netizens, some people think this is the production line of the workers out of curiosity, but forgot to delete the photo.

News to the domestic, in most of the website forum has aroused people's hot discussion. Some forums even have netizens post, call on the girl to "human flesh search." As of September 3, 2008, Google search engine has 1.82 million to meet the "IPhone Girl" query results, Baidu related pages have about 900,000.

With the popularity of the "most beautiful iphone Girl", Apple's iphone product sales have improved markedly. At the same time, human-flesh search has led to a steep rise in the exposure rate of Foxconn, which supplies OEM for the 3G version of the iphone, as well as a growing number of posts claiming to reveal the lives of Foxconn employees, effectively curbing the previous talk of Foxconn as a "sweatshop".

As the incident was raised, it was revealed that it was an online marketing event using human flesh search. "IPhone Girl" is not the originator of the British netizens, but Americans, he is not an ordinary enthusiast, but the Post forum webmaster. An assembly line beautiful female worker's splendid smile, makes the apple and the Fuji Kang the income to be many, in this one to the Iraqi identity tracking, the shrewd merchant obtains what they most want.

How to operate "human flesh search" marketing

"IPhone Girl" success is an "event hype" victory, or "human flesh search" mode of operation of the victory, which has been controversial in the industry. More people think that this is a use of "human flesh search" conducted by the network marketing events.

So, has always focused on manufacturing events, triggering viral transmission of the network marketing, how can the "human flesh search" combined it? This seems mysterious, the actual operation is not very difficult.

First of all, planners will choose a noticeable point, causing everyone's attention. The choice of this point is the key to the success of the hype. "Human flesh search" is the fundamental foothold in people, the network relationship is actually the relationship between netizens, only people have an interest in this "person", only willing to take the trouble to expand their search.

In this "person" choice must be extreme, or extremely beautiful, or extremely ugly, but also have strong contradictions. An advertisement of beauty is not surprising, an inferiority complex ugly woman is not enough strange, and a cleaning lady or an extremely narcissistic ugly woman's huge contrast is very attractive to the eye, so that people can not help to produce want to further know her background impulse.

On the other hand is the topic, the emergence of hot topics often prompted everyone to produce a "human flesh search" impulse, and this campaign to mobilize the masses of the group will make this hot topic further upgrade, become the focus of attention. Therefore, this "person" choice also must meet the marketer needs to advertise the main body, for example, "The iphone Girl" rides is the iphone product hot sale, "Ban Wang Lao Ji" rides is 100 million disaster relief donation.

Secondly, after the election of the "person", the next step is to warm up the public opinion. In the "IPhone Girl" incident, when a person in the online first raised this topic, if no one to follow up in time, then the topic will soon be buried in the ocean of the same network world. This requires the network push hands quickly intervene, constantly through a variety of channels to the topic to render, creating a "this has become a hot topic" atmosphere. Netizens have a herd mentality, if one thing others know and he does not know, then he will deliberately to pay attention to, and not let others feel that they "out", "old-fashioned", "from Mars." It is because of this psychological existence, the topic will be like "snowball" as much as the bigger, become a hot spot.

Finally, in the early days of public opinion preheating sufficient situation, "human flesh search engine" This tool should quickly debut. In the current network marketing, can not expect netizens spontaneous "human flesh search", but should take the initiative to attack the way, their first burst out a number of information to launch a "human flesh search engine." Pushing hands tend to put on a vest, through a variety of channels to throw the object of all kinds of information. They can use the exclusive blog to attract users of the eyeball, you can use the forum to disseminate the discussion and attention, you can use Baidu to know, Sina love to ask the platform to release the authenticity of all kinds of information to be discussed.

In such a comprehensive use of various platforms under the guidance of a few people caused by small-scale topics will soon be made millions of people pay attention to the big hot. In this step-by-step induction, everyone began to participate actively in the network carnival, the purpose of manufacturing "human flesh search" is achieved.

In the whole process of "human flesh search", the topic and information are always bound together with the subject that the operator wants to publicize. For example, in the "accord women" incident, the heroine has been on the "green Entertainment" on the Web site, every one wants to "accord women" launched "human Flesh search" netizens are not around this site. In the "Accord women" became a social concern, while the "Green Entertainment" site clicks and exposure rate also rapidly increased, which is the real purpose behind this incident. Did this step, this massive network hype also announced success.

Beware of "human flesh search"

So, "human flesh search" can be widely used in enterprise marketing, become a new profit growth point of enterprises? I think it is too early to draw a conclusion.

The risk of "human flesh search" marketing

Let's take a look at once the "ban Wang Lao Ji" incident: In the CCTV Disaster relief party, add many treasure Group Hao donated 100 million yuan paragraph, caused the Netizen's high attention. In "human flesh search" under the people that Cadogan Bao group products are canned herbal tea Wanglaoji, at this time, someone issued the "King Old Kat out of a can buy a can, thoroughly ' blocked ' Wang Lao ji," The call, Wanglaoji sales surge. And soon after someone burst the material, is the famous network pushing hands "two demolition three" planned the whole incident.

See such a burst of material, there will be many have been involved in the event of the ordinary netizens in the heart of the taste, an instant there is a feeling of being fooled. In fact, there are many seemingly spontaneous human flesh search incidents, there are network pushing hands behind the scenes control. Seemingly a short period of time, we have found a lot of events leading to the information, in fact, the hands of a different vest will be prepared for the news gradually published online, to "human flesh search" illusion. This release of information is rarely true, is entirely the use of the enthusiasm of netizens to serve their own hype.

This approach, it seems, in a short period of time to achieve results, economical to complete the marketing task. But they underestimate the IQ of netizens, think everyone will be led by the nose, and netizens "tactics" power is infinite, false truth will be discerning. Once the hype of the insider by netizens exposed, the use of this marketing method of the brand will certainly be hit. No one wants to be fooled by other people, and when they find out they are fooling themselves, they are bound to resist the brand instinctively.

The principle of "human flesh search" marketing

The author believes that the use of "human flesh search" in the network marketing is possible, but should follow the principle of good faith to ensure that the information you publish is authentic. Otherwise, once someone discovers that the information you are disseminating is false, your credibility will be gone, not to mention long-term development.

In addition, if the marketing process in the use of human flesh search means, we must ensure that do not reveal their true purpose, do not let others see the operational nature of it. Exposing your motives prematurely will only make your users feel disgusted with the brand you are promoting.

With the advent of the information age, the impact of the network is expanding at an unprecedented rate. In the long run, network marketing is to conform to the trend of the times of the public relations marketing model, in the next 5-10 years, network marketing will inevitably become one of the most marketing force means. However, China's internet market is extremely irregular, the network of the world's relatively chaotic, hampered the healthy and orderly development of network marketing. In addition to the quality of users and the relevant departments of the supervision of the delay in place, the network pushing the quick success also played a role in fuelling.

In the final analysis, "human flesh search" marketing methods need to be used with caution. In the process of network marketing, more should pay attention to how to avoid being "human flesh search" and expose their own purposes. The internet world has a strong maneuverability, like "butterfly Effect", in the start of the "human flesh search engine", who do not know how the impact will be after. Therefore, how to make the information is not disclosed is the enterprise and network marketing planners need to focus on the subject.

Article from: http://www.embeta.com/opinion/2009/0212/6.html