How Mengniu "Keeping Your Doors" in Internet Marketing How to "Make Evil"

Mengniu's employment network public relations company posted a case of damage to Yili’s goodwill, allowing the public relations industry of the network to be exposed once again in the public’s view, and some of its practices of malicious postings and deletions were again criticized by the industry. Judging from the event itself, in fact, this is a war without a winner. Regardless of whether Mengniu, Yili, or the “employed” Internet PR company, when social responsibility and business ethics have abdicated one after another, only the interests have prevailed. As a result of illegal activities, not only parties have become inevitable “victims”, but the deeper wounds are the entire dairy industry in China.

So, how did Internet marketing, which once had a good reputation abroad, become a network "evil"?

Online Public Relations "Business Classics"

According to an industry insider, companies doing public relations business on the Internet have two main businesses. One is to create a good word of mouth for the company, and the other is to create negative news for the company’s competitors. There are also two ways to do good word-of-mouth marketing. One is to help companies send "reports for approval", and the other is to help companies delete unfavorable information on the Internet, that is, delete "negative news." Due to the great difficulty, the network deletion has become a more profitable business than simply publishing.

Due to the fast spread of the Internet, negative news is almost impossible to prevent. Countless websites will be crawled and included. In addition to using common methods, deletion firms often have special resources. The hard-to-failure manuscripts will exert influence through higher layers, sweeping away all negative news on the Internet, and even search engines cannot search for negative news. At the same time, these deletion companies will also use other means to divert the attention of readers, such as the release of new content with special keywords to help reduce the new negative news from the search engine weight, or post in the forum or top Posts, to send some old news up, so that readers are not easy to find the company's negative news at the first time.

Some Internet PR companies are also trying to attract business by maliciously publishing negative news from some companies before they are deleted to earn fees.

However, as the network spreads deeper, some companies have begun to launch "preemptive" active attacks against their major competitors. Some companies personally hand over the negative news of their competitors to the Internet, and it is more convenient to employ public companies to publish negative news from their competitors and even to plan a "step-by-step, organized, planned" attack against the opponents' series.

It is reported that the most common way to dismantle an opponent is to find individual average consumers first, post on the Internet or in forums, and employ “cyber navy” to comment and interact with this news. At this time, many consumers may Will stand up and condemn the issue of enterprise product quality. After “cyber navy” and consumers form a kind of media atmosphere, media reporters will often start to pay attention. After reporting in the mainstream print media, a large number of print media will follow suit. At the same time, the portal website will carry out reprint recommendations for key positions. "Therefore, it is a negative voice of a company."

An upgraded version of this malicious marketing tool for the Internet is called "out of thin air", which is also known as "defamation." However, due to the existence of defects, the parties will not explain them and explain that they will be considered as “the explanation is disguise and disguise is the fact”. A related person in charge of such company revealed that in terms of simple forum batch posting, the charge for a post can be less than 1 point from 5 hairs. These professional posting companies began mass production in 2007. Small and medium-sized companies in the market entered the original posting market in batches. The main battlefield includes Baidu Post Bar, Tianya, Maopu, Kaidi and other forums. Even some companies in the market segment specialize in undertaking posting tasks on BBSs within the campus website. If there are “negative” articles, they should “refut” the customer’s request.

One such contract that the reporter obtained was stipulated in the following rules: Large posts (with length or original ideas) of 300 yuan for each article, Fly posts (for targeted transmission) of 50 yuan each, small posts (including top posts, replies) , 2 yuan each.

In response to this, a person who once worked as an online marketing PR company expressed his worries: “Follow it up again. Sooner or later it will allow the government to introduce relevant laws and regulations to make this business impossible to do.”

The abuse of internet marketing

There is a demand for industry chain. The "Mengniu Incident" that has been stirred up in these two days is obviously a result of a demand in the industry struggle. In fact, on the Alibaba e-commerce platform, there are not a few vendor information such as “2 million yuan online news publishing network marketing solutions”. From 4A companies to various network consultants, the network public relations service industry chain has been very complete. Its public relations "full case" service form includes network monitoring system, event and topic planning, media and community publishing, tracking optimization, search optimization, retraction and other links. These services are understandable, but each of them can be abused.

For example, the network monitoring system service can monitor the major web portals, media websites, and forum communities for enterprises, allowing companies to discover related topics on the Internet at the first time, and find that relevant negative news and posts can react to them at the first time. A public relations company official told reporters that such monitoring is completely normal for itself, but some companies will pay a few times more input to closely monitor the dynamics of several competitors, as soon as the negative news of the other party is discovered. Depending on the circumstances, it will be decided whether or not to use the other party's problems to “drive the waves”. This is the abuse of tools.

The abuse of Internet distribution is more common. According to people in the online public relations industry, most of the business is used by companies for their own promotion, and attacks on competitors are a minority of businesses. The fees for such services are higher, but companies themselves will not only choose more trusted PR companies, but public relations companies will not take over such services at will. For example, the “Mengniu incident” that violates the law will also be given to external public relations companies. Bring great risks. For such attacks, most of the company's public relations personnel operate on their own, and a small number of cases are also operated by public relations companies. However, the general topic of choice is mainly the selection of topics for disputes.

In fact, forums, blogs, instant messaging, social networking, video and other media forms that are internationally known as “social media” are increasingly permeating the daily lives of netizens, coupled with the increasing influence of portal websites and news websites. Enhanced, the company's communication crisis may erupt at any time without any sign - some because of its own mistakes, while others come from the manipulation of competitors.

“In the industry, there are always companies that like to take the initiative to launch an offensive. If you are not able to fight or retract, you will continue to be beaten.” A director of public relations said that the company’s internal and external public relations forces are a kind of “strategic deterrence”. Force, and each company's needs will form a huge market. This can also explain why the public relations director with an annual salary of millions and millions of dollars has emerged in recent years.