谭氏名字大全:营销 VS 僵尸

The nature of marketing is to attract as many eyeballs as possible, or place yourself where everyone is looking. So when most people are riding the social networking wave, it’s perfectly natural that marketers try their best to get involved.

营销的本质就是吸引尽可能多的眼球，或将自己置身与众人瞩目的地方。所以，营销人员应当千方百计与大众一起随波逐流。

In China right now, people are on Weibo (microblogs), and all major internet companies have made their attempt to to get a piece of the action. Sohu, Sina, Tencent, and NetEase all have their own versions of weibo, while older social websites such as Douban and Tianya are trying to merge microblogs into their existing business models.

在现今的中国，人们热衷于微博（MicroBlogs），所有主流网络公司都试图分得一杯羹。搜狐、新浪、腾讯和网易都开发了自己版本的微博，而老牌的社交网站，诸如豆瓣和天涯正在将微博融入到他们已有的业务模式中去。

The future of microblogs should be VERY bright. However like in any shooter game, when your Gatling gun overheats, you know it’s gonna jam and nasty things will happen.

微博的前途必定十分看好。然而，正如打枪一样，如果枪过热了，你就知道容易卡壳，烦恼也就不期而至。

Today Chinese blogger Wang Hero revealed a rate card from a certain “microblog marketing company.” There are some very interesting items on the list. Among them are:

今天中国博主Wang Hero将展示来自一家“微博营销公司”的费率表，上面有些很有意义的条目。其中：

Create and verify an official microblog account, and add up to 5,000 followers (5000 RMB per company)

创立并验证官方微博账户，添加5，000以上的粉丝（公司5000元人民币）

Add a huge horde of zombie followers (10,000 followers per 200 RMB)

添加一大群普通粉丝（每万人200元人民币）

Add a small heap of real followers (1,000 followers per 100 RMB)

添加一小群真正粉丝（每千人100元人民币）Paid retweets (1,000 retweets per 100 RMB, from different accounts)

付费转发（每千条不同账户的转发100元人民币）

Retweet to specified microblog users (1,000 target users per 200 RMB)转发给特定微博客户（每千目标客户200元人民币）

Management of official microblog account, with guaranteed 2 updates posted per day and at least 3,000 new followers per month (3000 RMB per month)

代管官方微博账户，保证每天2条以上微博，每月增加3000以上的新粉丝（每月3000元人民币）

Retweet or endorsement by popular microblog users with 100 to 800 thousands of followers (500 RMB per retweet, 550 RMB per endorsed tweet)

红人微博主（有10万到80万粉丝）的直发与转发（每次转发500元人民币，每条直发550元人民币）

In terms of marketing efficiency, all these services might easily sum up to a grand-looking heap of nothingness. Because what we can see from it is:

从营销效率上看，以上这些服务看起来蔚为大观，实际上不过是一些微不足道的堆砌而已。因为从中我们可以看出：

This company clearly has tens of thousands of bot-controlled “zombie users” on popular microblog sites. And that most likely costs it nothing.

很显然这家公司有成千上万主流微博网站的受控“僵尸微博用户”

Since zombie users come from zero cost, making them follow somebody costs nothing too.

由于僵尸微博用户成本为零，驱使他们追随别人的成本也为零

And telling zombie followers to retweet something costs nothing too.

让僵尸微博用户转发的成本也为零

Creating a “zombie king” with 100 to 800 thousands of followers costs… how much? Still nothing. Just tell all those zombies to follow this, this, and this. A few clicks of a button and Bob’s your uncle.

创立一个有10万到80万拥趸的“僵王”的花费……多少？还是零。就是让僵尸跟着这个，这个，还有这个。点击几下按钮，就这么简单。

Rate card from microblog marketing company

微博营销公司费率表

To wrap it up, whoever trusts his/her marketing objectives to companies like this might spend quite a lot of money on zero-cost services, and have the all-important marketing message being ricocheted among a legion of zombie followers. Does that sound like good marketing? Of course not. A company who relies on this will get nothing but two rather meaningless numbers: a follower count of bots, and a retweet count (with no real human actually reading their message).

简而言之，谁把他/她的营销目标寄托在这样的公司，谁就是在把大把的钞票扔到零成本的服务上，而且还使至关重要的营销信息在一群僵尸微博用户间抛来抛去。那是好的营销吗？当然不是。一个公司寄希望在这上面，除了两个毫无意义的数字，其它一无所得：一个是受控僵尸博客用户的数量，一个是转发的次数（实际上根本没有一个真正的人来看它们的信息）。

This is obviously another dent in the reputation of China’s already badly criticized online marketing sector. It’s not the lone case. If you try searching for weibo/microblog on Taobao, you will find a huge number of people selling zombie followers there, and it’s quite cheap. 1,000 zombie followers on Sina Weibo is generally sold for around 3 to 4 RMB there. If you boost the order to 10,000 you’ll get a nice discount bringing the total price to 25 or 30 RMB. OK. What I’m trying to say is, if you really feel in bad need of some zombie juice, go to Taobao, because it’s vastly cheaper than some “professional marketing agents.”

很显然，这对本已饱受指责的中国网络营销来说无疑是雪上加霜。如果在淘宝上试一下“微博/Microblog”，你会搜索到很多人在贩卖僵尸微博用户，价格相当的便宜。新浪微博的1000个僵尸围护用户只卖三四块钱。如果你声称要10000个，还可以打折到总价只有25到30块钱。好了。我想说的是，你如果真的很想玩大战僵尸的游戏，那就上淘宝网，它要比其它自称是“专业营销机构”的便宜得多。

Zombie accounts are a big problem on China's microblogs

僵尸账户是中国微博的一大顽疾

To illustrate the effectiveness of such microblog marketing agents, Wang Hero gave an example. On September 29th a company created a reward-for-retweet event to celebrate the successful launch of China’s Tiangong number one space lab. Despite a modest follower count of 1800, it generated over 13 million retweets in the end, out of which only slightly over 2000 were attached with any comments (clearly made by humans).

为了对比这些微博营销机构的有效性，Wang Hero 举了一个例子。九月29日，一家公司发起了一项“转发回报”的活动，庆祝成功发射“天宫一号”太空实验室。尽管只有1800个粉丝，到头来却生成了超过一千三百万次的转发，其中只有2000千出头一点附带有评论（很显然是人工干预的）。

There is not any systematic method of evaluating the effectiveness of microblog marketing at the moment, but we could be pretty confident to believe that retweet and follower numbers don’t account for everything. Next time when someone offers to do microblog marketing for you, ask “how big a HUMAN network do you have?” first.

目前还没有什么系统方法来评判微博营销的效用，不过我们很有确信转发和关注者数量没什么意义。下次有人向你推销网络营销的时候，先问他“你的真人网络有多大？”

This surge in zombie business makes me ponder: how much is “registered users” worth when Chinese microblogs are trying to boast their growth rates? We know both Tencent and Sina have sped past the 100 million registered users milestone long ago. But when creating zombie accounts becomes a profitable activity, how many of those users are real humans?

这汹涌而来的僵尸业务发人深省：在中国微博全力关注增长率的时候，“注册用户”究竟值多少？我们知道腾讯和新浪的注册用户早就超过了一亿大关。可当创立僵尸账户有利可图的时候，这些用户里究竟有多少是真正的人类？