The dark food chain behind the official microblogging campaign

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This is a "media" of the chaotic era, this is a "new media" together with the miserable world.

Why should I use quotes? I don't want to explain, you and I have the answer in mind. Let's briefly review the background:

The rise of Weibo, brought the first wave of new media, enterprises regardless of size, no industry, the rush of the swarm, squeezed in, and thus the birth of a new business category: Official Bo outsourcing.

Soon, the rise of micro-credit public platform, brought the second wave of new media, and thus produced from the media to promote the form, the enterprise is still no scale, the industry is still mess, rushed in, killed in, and once again born a new business category: Official micro-trusteeship.

Because, too quickly, too fast, so the industry is also a burst of growth, and the combination of the dark food of the tongue of the bar.

90%, the middleman's "no profit"

In a word to describe the official BO outsourcing: The fans are plump, the effect is very bony.

Seemingly busy, unusually active many of the official Bo case, in fact, really out, truly convey the enterprise's own values and ideas of the few, only from the active degree and the exposure to see also can point out "Durex official microblogging" and other minority to make the eye of the case, moreover, Durex can only be regarded as an official Bo outsourcing success model.

Gumbo outsourcing, this is how much profit, to see a practical case, working in a well-known domestic public relations company friends with the author talked about a case, a domestic resounding big enterprise, each year's various marketing costs are outrageous, just a official Bo promotion, give out the n 100,000 months of high prices. In fact, according to the logic of the enterprise, n 100,000 is just a vertical network medium less than one months of delivery, or a few media advertising space, divided the money in order to put the official microblog, not only the number of feedback is good-looking, the report is fancy and beautiful, to stare at the promotion of innovation Boss is also a good account.

This account, in fact, is not wrong. Outsourcing, or subcontracting, or subcontracting, is in itself a common sense in PR circles. However, the day-to-day public relations promotion and official Bo promotion than up, the profit can be far away. Normally speaking, the daily public relations promotion profit is very low, even some PR companies can only profit 10% of the case outsourcing promotion business, at the same time to risk hiding from customers. And most important media maintenance and promotion are done by the PR company itself.

and official Bo outsourcing is not, n 100,000 monthly fee list, the signing of the PR company directly removed a 0 subcontract to do the implementation of the company, that is, directly eat 90% of the profit. And the remaining 10% to the implementation of the company, there is no small profit margins. This is almost a business without a profit.

Who is the last loser on the food chain?

One of my media friends, who resigned two years ago to be a company that specializes in microblogging promotion, has a surprisingly much business. He was a journalist in the It circle, but he received a wide range of clients, both local branches of state-owned enterprises and local branch stations of internet companies. Each customer's monthly fee is not high, 20,000, 30,000 of all, the price system is the end of the food chain to do the implementation of the small outsourcing companies to compare the standard prices.

However, for his small company, the United States can share, planning can be shared, copy can be shared. In his words, "official Bo this thing, look at the industry is a lot worse, but in fact, or a standardized product, similar activities can be pushed to every customer, the same kind of copy can be a little more than a lot of official bo." So, even though he is at the bottom of the food chain, his company's earnings are not low.

Finally, it is worth mentioning that all of his clients come from the outsourcing of big PR companies or advertising agencies. Obviously, the biggest cake has been cut away, but the same as his many of the implementation of the microblogging outsourcing companies are still making a pot full of. They are all winners in the food chain.

After all, money-paying companies have become the biggest losers in the government's food chain, and lucrative PR and outsourcing firms have become the parasite-winning winners. Enjoyable behind the decision to defeat the key is the enterprise mentality. Plainly, the herd mentality, and the outside of the market environment of the marketing force to push the enterprise step-by-step out of this path.

Who is more suitable for this hand-pusher?

Of course, the topic goes back to the beginning. In the face of the temptation of new media promotion, no company can take it for granted, without concern. The promotion of new media can indeed form the second communication of corporate brand, and even to a certain extent to enhance the impact of enterprises in the industry.

The question is, who is the right person to do this? At present, there are three kinds of common practices in the industry:

The first kind. Is the company's own business, the advantage is that only enterprises know their own, the disadvantage is that the professional people do not necessarily understand the spread of this thing, belong to the layman to do, in addition, the promotion of chewing slowly will increase some time costs, at the same time resulting in higher human costs. Well-known enterprises, such as IBM belong to this category. and rigorous, step-by-step style also conforms to the always robust characteristics of the IBM enterprise.

The second, and most common form, is outsourced to the PR company or has grown up to the larger microblogging promotion professional organizations. The advantage is the ability to plan, understand the spread of the content, will be in the shortest possible time to create the best results, the report is beautiful, a short time to see than the enterprise itself to do the effect of more significant. But the shortcomings are still obvious, for the enterprise product line, corporate values, enterprises to achieve the core concept of the understanding, leading to the promotion of the level can only be limited to the eyeball and the external level. In this kind of enterprise, Durex's outsourcing effect is the best. But more than just stay in the general level, more can only be reduced to the top of the food chain of the tragic incarnation.

The third, is now beginning to become popular, through some commercial media outsourcing to achieve micro-BO promotion enterprises. Through the media to manage the official Bo, is actually the first two kinds of compromise effect. In contrast, the media understand the enterprise, but also understand the promotion. But the disadvantage is also obvious, after all, media is not as good as enterprises to understand themselves, after all, the media is not a professional promotion company. Both sides of the situation, the effect is only between the first two. But in the food chain, the media's identity is not strong, some media, the maintenance of the official Bo will not achieve business performance, but also may be as a by-product of some advertising and promotion.

is outsourcing tantamount to cheating?

The final key issue is the most important nutrients outside the food chain: users.

Gumbo's outsourcing and official micro-hosting means cheating? The biggest difference between official and official and traditional media is that this is not a third party export. This new media information, has been taken for granted by the user is the enterprise itself, official Bo and even the official micro-information for the exchange of users, has long been assumed as a business to its own reply and exchange.

A lot of friends outside the circle have been feedback with the author of similar information: "For some activities or events, through Gumbo inquiries, the feedback is always very late, and often to no avail", this is one of the reasons for the rapid decline in the impact of micro-blogging, the function of micro-blogging is first interaction, followed by the release. Official Bo lost the most important function of communication, the value of publishing function can be left much, this is very debatable.

Written at the end, as an important part of enterprise promotion, the official micro-blog and the official micro-letter, in the early days of the establishment in order to achieve some results, loss of some, or even a large amount of money can make up for the new media promotion team's human and time costs, this is understandable However, if it is a long-term overall image of the enterprise and brand strategy components, although you helpless, this matter finally still need enterprises to do their own. To stand at the top of the food chain is to achieve maximum value.