The law of Network event propagation from "fan run" and "Guo Jumps"

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The information on the Internet is massive, and the number of websites is huge. Every netizen has a different habit of surfing the internet, the social networking tools used are different, and it is interesting to see that such a vast network, such a vast ocean of information, and the composition of such a complex network of netizens, will still irregularly form a hot topic on the Web-a hot topic that most netizens know, pay attention to, or participate in.

In the near future, more typical is the "Carrefour" event, the IM tool plays a decisive role in a large network event-public opinion, in this incident through the network true expression and full dissemination. Many traditional media in the story of this event also mentioned several times, "POST", "Network Survey", "Search volume" and other words. It seems that through this incident, netizens understand the strength of unity, learned to use the Internet to realize their own right of speech.

A more recent atypical example is the "512 earthquake", which says it is atypical because all portal sites and all traditional media coverage were single throughout the process of the event. So "single" the "height" of the information coverage, resulting in the whole society at that time the only topic. The power of traditional media (especially television media) and portals in this event is enormous. Internet users in this incident showed an unprecedented enthusiasm, the flow of all sites and all types of UGC Web site content volume has increased.

Chinese netizens are gradually active, netizens are more and more produced in the network social activities, more and more like to express their opinions and establish their own network of social relations:

The number of blogs in China has exceeded 4200W (perhaps not too accurate);

Tianya, mop and other large communities have access to international funds pro-Lai;

SNS community one by a rise, just campus this a crowd of the scramble is very fierce;

Im is no longer QQ and MSN two home alone big situation, many have their own advantages of IM tools are online;

......

More and more active netizens have made one and another network of hot topics, such a high degree of concern one after another event so that businesses see brand promotion opportunities, but also let marketers see the commercial value. So "event marketing" and "topic marketing" became the most recent buzzword--all Internet users became media resources, and the topic was like CCTV1 's prime time--enough to excite all those who were trying to spread the brand.

Network marketers have done a lot of attempts, word-of-mouth marketing, the emerging marketing model is also constantly moving forward. Sonia has written about event marketing or topic marketing articles, the critical nature of "red female" and "Lan Dong", for their only to obtain PV and disregard of the brand injury behavior and regret, there can be established as a successful model of "Ban Wang Lao ji." Regardless, the network topic event's gathering effect and the virus proliferation effect are unquestionable, the network Word-of-mouth marketing to the brand also has the extremely helpful value.

Recently in the study of some Internet topics found a very interesting phenomenon: people like to call some topics as "xx door."

Perhaps the earliest "XX gate" incident was Nixon's "Watergate" (no official data support), and the "door" in that incident was the real "door". Then appear Clemens "Zipper Door", Dell's "Change Core door", Italian "telephone door", cgx "pornographic door" and so on.

Why do people like to call an event "XX gate"? conjecture, perhaps in the transmission of a major event (perhaps the "Watergate"), the media finds that a complex description of events is simplified to a few words, more easily described, more representative and more sexually transmitted. When the public discusses the event, the term "XX gate" also allows them to identify events more quickly and to form interpersonal communication quickly.

When the network of "pragmatism" (Jakob Nielsen) recently released its annual survey report, compared with a few years ago, 70% of the current Internet users look directly at what they want to see, while the network ads and other network applications Jakob Nielsen; If you can't find the information you want, they will not be as patient as they were a few years ago and will consider replacing the search engine. After rapid development, the term "XX gate" has a better reason for existence and development: a more convenient search--when people enter an event keyword that they want to get information about, A lack of uniformity or inaccurate description may result in users not getting information accurately. Then, a world "default", "unified" term, can quickly form the uniform name of this event, and make search results more comprehensive and accurate.

PS: There is a strange psychological phenomenon is that when an event erupts, Sonia even want to be able to quickly appear a "XX gate" name, so in the discussion, in the search, in the dissemination, can be more convenient. (This psychological phenomenon only represents the individual)

The existence and persistence of the "XX Gate" may illustrate a problem: simply naming an event (network event), and being appropriate to the name of a network language, may make it easier to discuss and propagate, and help it form events with greater impact (network events).

Of course, "XX gate" is only used by some events, not all network events will be named "XX door". CIC has written a number of articles that specialize in analyzing web terms, and Sonia here to share a small example of a network event.

After the 512 earthquake, fan the students to help themselves and do not save the student's behavior published online, and to defend their behavior-this incident due to its specific background and the human ethics and the emergence of a hot topic. Netizens therefore gave fan a name: "Fan Run Run". Interestingly, after the "fan ran" the name was born, "fan" The three words gradually forgotten by netizens, replaced by the "fan run Run" these three words. From Baidu on the two words of the search volume curve can be more intuitive to see:

Although the representative of the same person, but "fan ran" this simpler and more easily memory also more representative of the words of the event, quickly replaced the "fan", forming a network of events synonymous and circulated.

"Guo Songmin" teacher recently because on television to defy "fan" overnight fame, but in the birth of "Guo Jump" this name, "Guo Jump" network search volume within a day quickly exceeded the "Guo Songmin."

It says that giving an event a "good name" that fits the web's popularity can help the event spread more quickly and make a bigger impact.

"Fan ran" This incident, there is an interesting place, is the event "hot cycle", and "heat curve."

In fact, the observation of some network hot events is not difficult to find, many popular events of the search curve is very similar: the rapid formation of the highest value, and then slowly trend of "0"-very much like the "Long Tail theory" curve. such as "Wenchuan", such as "ZD", such as "Wang Lao Ji":

And the "fan run" event of the search volume does slowly rise, has not yet to "peak" meaning:

Compared with the "fan" search curve, it is more in line with the "network event" Search law:

Of course, the event may not be persuasive. On the one hand because the nature of the event itself and the social discussion he triggered is escalating gradually, on the one hand, because of the late continuous new topics to join in (such as "Guo Jump"), to stimulate this may have long to quell the incident has been mentioned.

In any case, the development of the "fan run" event has given us some inspiration for the law of Network event propagation:

An event always has a breakout period and a recession, especially in network events, and the outbreak of network events is faster and quicker, and the recession is relatively rapid.

If you want to keep an event with a longer spread cycle, it should be a good idea to keep adding contradictions and new stimulus events. (for example, Wu Liang Ye's best wine model-of course, the best wine mold planning itself or some grassroots, but his event planning techniques do have a place worth learning)

The text discusses some superficial rules about the network topic briefly, Borrow Ma Yun in "win in China" say a word: "The reason of the success is thousands, the reason of the failure is so several"--for the network event marketing is also so. Thanks to many of the predecessors engaged in Network marketing and Word-of-mouth Marketing to try, I believe that the network event marketing will bring more and more value to the brand, will also bring more and more help to the brand.

In Admin5 an article: Fan Run Run PK Guo Jump http://www.admin5.com/article/20080612/88696.shtml is triggered 450 floor comments. Fan ran and Guo jumped the controversy is not 2 people, but the whole society of professional ethics, human instincts, human nature and moral of the big discussion.

Latest News: Teachers in the earthquake regardless of students first run by the Ministry of Education to cancel the qualification http://news.sina.com.cn/s/2008-06-16/011315749621.shtml