China's "military" public pay: for China's domestic drama Twitter brush comments, hundreds of 30-army-IT information
"Chromakey" saddled with negative news, such as the TV series of the solitary Fang did not tour, a wonderful event yesterday on the headlines. Yesterday, in the Forum of Sina weibo, watercress, and many social-networking pages, it appears "the solitary Fang did not reward buy Navy recommended default to" comments, and on the show's official under strong crowding the screen. Time, the solitary Fang did not enjoy the drama is a network of army pay "anecdote", becomes the focus of attention, and in Chinese-made TV marketing buy in Navy, brush brush brush flow word of hidden rules in the industry, also became "Ming".
? Since since the start of the tour, the solitary Fang did not, have keying issues controversial, encounter reputation bad reviews in the social network, now in the "unpaid" storm.
Rashomon
Opera denies buying "Army" is being "black"
The so-called "Navy", in fact, as early as a few years ago in the movie war of, became a well-known group. Generally considered "Army" refers to those employed by the network public relations firm, campaign for the post and the replies of others, network staff, post injection gets paid. From the "Army" functions of the post, they can do both applause for a work, can also be like this belly black counterattack.
In the solitary Fang not self-admiration, the attack apparently does not make sense, were informed shortly before the end of the play, do not continue to buy "water army" is necessary. Firmly stated that they never buy any "water army", have no contact with each other. Its slightly hinted yesterday afternoon, the show has been when the schedule of TV does not pose a ratings threat, military "black", mostly under malicious attack for some reason.
However, this interpretation in the view of the industry is somewhat shaky. "If you want to attack a competitor and it is certainly the sowing time in the play. Play has been finished to make trouble, most true and ' army ' at the settlement of a problem. "One unnamed industry sources, the" military "settlement does not advance all the amounts in the project budget is high or you can hire a number" military "cases may receive milestone payments. This "Army" in the networks pay, mostly because the huge amount of arrears, and the buyer has refused, "the Navy" not receive a final, gross went to the front desk to pay, "according to estimates, this number should not be less than the amount of 300,000 yuan. ”
Behind the
Company operation, "one-stop" service
If you look closely, in the solitary Fang did not tour micro-page "water army", is named after numbers, no real head "zombies", they are a uniform similar to the reviews focused on the time point. If it points into a specific account, you may find these accounts usually do not publish meaningful content, some simply don't have any Twitter content, only in the "unpaid" comments activity.
In the "military" category, which the existence of zombies, stems from the fact that its software for machine brush. Taobao search "brush comments" or "brush", you will find a large number of sellers to provide such services, and recently on sale at several thousands of records. This service covers not only today's relatively popular Sina microblog, douban, and contains almost all of the Web site with a forum community, such as Baidu post bar, the tiger attack and know, as well as for video sites, car sites, shopping sites have specific classification.
To comment on Taobao brushes sale highest seller "a new Media Studio," for example, sellers promise of Sina weibo and watercress webcast "Navy" comments, and comment on different types of accounts, there is a corresponding quotation. According to seller introduced, with complete name, avatar, and true account of daily publication, is considered to be "weighted", the price is relatively high, in such account sells for douban "comment and rate a charge 20 Yuan".
As Gu Fang does not reward the "unpaid" storm appeared in "zombie", largely shaped by the network Registrar bulk register, provided in software programs and through the brush after you publish the content and time and achieve social network focused on a topic comment. This "Army" in the chain of services in Internet marketing at a relatively low level, SINA weibo offer costs 30 yuan per 100.
Sellers on the products page shows, the "Army" not only security and stability, and each site has a long-term experience in service operations. In addition to providing a "Navy" posting comments service, sellers also undertake scoring site, cleaning points, for comments like top, topic tweets on top-searched list, ranking, such as "one-stop" services, and promised "no list no fee".
Fun
Opera sucks, "Navy" more useless
The solitary Fang did not appreciate this "army pay" event, is not so much an accident is more than the entire television market a already scabby scar, only this time it was suddenly removed the wound, before its ugly face to the public.
According to industry estimates, in accordance with the solitary Fang does not reward "Navy" at least 300,000 yuan to purchase price estimate, only this piece of new media marketing budget in excess of 1 million Yuan, plus traditional promotion and marketing resources on the ground, the play in content marketing part of the overall budget should be no less than 4 million Yuan.
According to producer Xie Xiaohu introduced, since social network, new media platform rise yilai, TV tablets party increasingly attention network reputation, in traditional of media publicity put zhiwai, sharply increased new media budget, which except General of soft paper, and hard wide put outside, "Navy" this class missing light of marketing way also began became indispensable, "in ratings fraud, ills not except of situation Xia, another hidden of index is reputation evaluation. Require ' Navy ' praise for his play, the illusion of creating a surge in audience buzz, Word of mouth, and with a variety of top hit, scoring list indices to prove their plays. ”
In Xie Xiaohu seems, and movie market in the reputation evaluation can directly effect box office of behavior logic compared, TV of reputation marketing, actually on most audience and no directly of influence, also not brings ratings and network play volume of larger fluctuations, more is drama party of "fun", "while can to home drama brush points concern degrees, on the from publicity marketing of angle told, regardless of is outsourcing of publicity company, also is drama party itself of publicity sector, is on party or investment party of a account. ”
These last two years, "the drama of conscience" "word play" titles, such as flood, seems to be word of mouth marketing ideas at work. "Really good dramas will be sought after by real audience word of mouth, if we just take the ' army ' to paint the mouth, dummy fake, is no doubt a cart before the horse. "Xie Xiaohu asserted that this fake ratings and reputation fraud practice than abnormal market will become the norm.
中国“水军”公开讨薪：为中国国产剧微博刷评论，发百条30元 - 水军 - IT资讯
此前被“抠像”等负面新闻缠身的电视剧《孤芳不自赏》，昨天又一次因为奇葩事件上了头条。昨天，在新浪微博、豆瓣论坛等多个社交网络页面，集中出现“《孤芳不自赏》买水军刷好评赖账不给钱”的评论，并在该剧的官微下强势刷屏。一时间，《孤芳不自赏》剧方被网络水军讨薪的“趣闻”，成为众人关注的焦点，而中国国产剧在宣传营销中买水军、刷分刷流量刷口碑的业内潜规则，也就此变成“明规则”。
▲《孤芳不自赏》自开播以来，曾因抠像问题备受争议，在社交网络遭遇口碑差评，如今又身陷“讨薪”风波。
罗生门
剧方否认买“水军”，是被“黑”
所谓“水军”，其实早在前几年的电影圈骂战中，就成了一个为人熟知的群体。通常认为，“水军”是指那些受雇于网络公关公司，为他人发帖、回帖、造势的网络人员，以注水发帖来获取报酬。从“水军”发帖的功能来看，他们既可以做到为一部作品叫好，也可以像这次事件一样腹黑反攻。
在《孤芳不自赏》片方看来，这次的攻击明显有些无厘头，该剧已于前不久收官，没有继续购买“水军”的必要。片方坚决声称，不曾买过“水军”，与对方没有接触。其官微昨天下午暗示，该剧在已经不对同档期电视剧构成收视威胁之时，还被水军“黑”，多半是某种原因之下的恶意攻击。
不过，这种解释在业内人看来多少有点站不住脚。“如果要攻击竞争对手，肯定也是在剧播的时候。剧已经播完还来闹事，多半就真的是和‘水军’的尾款结算出了问题。”一位不愿具名的业内人士透露，“水军”的结算方式并非提前预付全部款项，在项目预算较高或者同时雇佣多家“水军”的情况下，有可能会出现阶段性付款。这次“水军”在网络讨薪，多半是因为欠款数额巨大，而买方一直拒付，“水军”方面迟迟收不到尾款，才公然走到前台来讨薪，“据估算，这笔金额的数字应该不低于30万元。”
幕后黑手
公司化运作，“一条龙”服务
如果仔细观察，在《孤芳不自赏》官微页面出现的“水军”，大多是以数字编号命名、无真实头像的“僵尸号”，它们以整齐划一的评论内容集中在相近的时间点出现。如果点进去每一个具体的账号，会发现这些账户平时并不发布有实质意义的内容，有的干脆没有任何微博内容发布，仅在此次“讨薪”中以评论的方式活动。
在“水军”分类中，这种僵尸号的存在，其实来自于机器刷号软件。在淘宝网上搜索“刷评论”或“刷分”，会发现有大量卖家提供这类服务，并在近期有过数以千次的售卖记录。这种服务不仅覆盖了如今相对热门的新浪微博、豆瓣网，而且包含了几乎所有带有论坛社区的网站，如知乎、百度贴吧、虎扑等，同时还针对视频网站、汽车网站、购物网站有具体分类。
以淘宝网上评论刷分销量最高的一个卖家“某新媒体工作室”为例，卖家承诺可以在新浪微博和豆瓣等网络发布“水军”评论，并根据评论账号的种类不同，有相应的报价。据卖家介绍，拥有完整姓名、头像和日常发布内容的真实账号，被认为是“权重号”，价格相对较高，在豆瓣网此类账号的售价为“评论和打分一条收费20元”。
像《孤芳不自赏》这次“讨薪”风波中出现的“僵尸号”，基本是由网络注册机批量注册，并通过刷号软件程序规定发布内容和时间后，实现在社交网络对某一话题的集中评论发布。这种“水军”服务在网络营销的链条中处于较为低端的层级，新浪微博中的报价为每100条收费30元。
卖家对产品的介绍页面显示，其“水军”服务不仅安全稳定，而且在各家网站有着长期的服务运营经验。除了提供“水军”发帖评论的服务，卖家还承接在打分网站刷分、为评论点赞置顶，以及将话题内容顶上微博热搜榜、排名前列等“一条龙”服务，并承诺“不上榜不收费”。
自娱自乐
剧太烂，“水军”再多也无用
《孤芳不自赏》这次的“水军讨薪”事件，与其说是一场意外，不如说更像是整个电视剧营销市场一块早已结痂的伤疤，只是这次突然被揭下了创面，才让其丑陋的面目公之于众。
根据业内人士估算，按照《孤芳不自赏》“水军”至少30万元的购买价格估算，仅新媒体营销这一块的预算经费就不只100万元，再加上传统的地面推广和营销经费，该剧在内容营销部分的整体预算应不少于400万元。
据制片人谢晓虎介绍，自社交网络等新媒体平台兴起以来，电视剧片方日益重视网络口碑，在传统的媒体宣传投放之外，大幅增加新媒体预算，其中除常规的软文、硬广投放外，“水军”这类不见光的营销方式也开始变得不可或缺，“在收视率造假等顽疾不除的情况下，另一个隐性的指标就是口碑评价。片方需要‘水军’来为自家的剧目点赞，营造观众热议、口碑飙升的假象，并以各种排行榜排名、评分榜指数来力证自家剧目的热播。”
在谢晓虎看来，和电影市场中口碑评价可以直接影响票房的行为逻辑相比，电视剧的口碑营销，其实对大多数观众并没有直接的影响力，也不会带来收视率和网络播放量的较大波动，更多是剧方的“自娱自乐”，“一方面能给自家剧刷点关注度，另一方面从宣传营销的角度讲，不管是外包的宣传公司，还是剧方自身的宣传部门，也是对甲方或者投资方的一个交代。”
这两年来，“良心剧”“口碑剧”等称号的泛滥，似乎都是口碑营销的理念在作祟。“真正的好剧会被观众真正的口碑所追捧，如果一味只是拿‘水军’这种假人假号来刷口碑，无疑是一种本末倒置。”谢晓虎断言，这种收视率造假、口碑造假的做法不除，畸形的市场就将成为常态。