360 Battle With Tencent: Flooding The Internet

Again and again Network War Behind them, there are countless water forces lurking.

The 3Q war, which lasted more than two months, finally came to an end. In November 20th, the Ministry of industry and Commerce ordered Tencent and 360 Make an apology to users and stop attacking each other immediately. That night, the Tencent portal and the 360 security guard's home page hung out an apology letter.

But the internet war is still unknown.

A senior marine soldier named Wang Hai, who is employed by the Internet for diving posters, told Southern Weekend reporters that he was deeply involved in the war. Since the beginning of September, the Navy's middleman, a full-time subcontractor, has received almost 360 of the entrust every day.

Another general manager of the Internet public relations company, who was employed by Tencent, also admitted frankly the existence of the Navy. "This time it doesn't use much and the result is not good."

Although Ma Huateng and Zhou Hongyi did not publicly admit that they used water forces in the incident, the netizens still carried out the "water finding army" game with interest and summed up the rules. For example, at the end of micro-blog, following the inexplicable and unrelated numbers or unusual words, it is very likely that the Navy. "The original Navy is such a piece of ah." The earliest discovered netizen sighed.

People living in the Internet age can not tell the truth from the incident. The only thing that is beyond doubt is the existence of the network Navy. This is a large contingent of mercenaries. They are employed by enterprises, organizations or individuals to publish comments that are good for employers on the Internet through posts and replies.

From the Mengniu black relations incident two months ago to the just concluded 3Q war, the naval forces' armaments and tactics have completely surfaced. Wang Hai even labeled the 3Q war a "milestone in the water industry". Because of the number of people, it "jumped two or three times at a time", and because of its popularity, CCTV's focus interview has reported that "we are only called Internet hooligans". In fact, "we are migrant workers in the network public relations industry".

According to the Southern Weekend reporter survey, the water force group sprouted five years ago and began to scale three years ago. Until now, the navy has infiltrated every corner of the Internet, from forums, blogs to QQ groups, mail groups to new micro-blog. It is also almost active in every hot event, every net red man, every consumer product promotion, and even personal interests.

Above the water army such as the ant ants, they are the network pushmen or network players who plan this drama, and they are carrying out the diverse will of the producers.

　　 "The water force has become the norm. It is strange not to use it."

Jia Junpeng's main position is the Baidu post bar; the "human flesh search" has played a role in cat pads.

"Driving to the park today, I suddenly felt that Zhou Hongyi was quite a cow. Think of the people who worked in his company, the people who followed him, and now came out to fight for a lot of money."

Such a personalized expression is repeated in dozens of different accounts of micro-blog. This is the most direct evidence that 360 of the navy soldiers are hired to drive to the park.

360 the company responded quickly to this "park gate" incident, saying that this is a new "legend" and suggested that "fabricators" should use more professional personnel and more innovative techniques to enhance credibility.

An old water army like Wang Hai will not make such a low grade mistake. When he dispatched a task to the referrals, he had a set of rules: at the time of posting, a forum of the same content was issued at most, and at the same time, at least 50 replies of the same ID could appear again. No matter posting or replying, IP addresses must be kept changing.

This is a lesson that has been fought for many years. In 2007, a public relations company was hired to send advertisements to the major digital forums. The moderators who delete posts and hand pain are angry, forming an alliance to boycott the brand.

"Now it's not just the screen, it can also be targeted selectively." Katie, deputy editor in chief of the famous forum, Li Wanli, is very grateful for the professionalization of the Navy today.

Jia Junpeng's main position is the Baidu post bar; the "human flesh search" has played a role in cat pads; while in the Katie community, a large number of naval forces have been gathered behind the war between the US and the United States and the battle of Danone Wahaha.

In the United States, the famous network promoter "Lang Lang" believes that judging whether the navy is based on whether there is any interest behind it. There are no hot water posts that are not related to commerce. Migrant workers do not have wages to take who will do it.

"Will Xi Li Ge give you a penny? A 100 thousand volume, 4 to 5 hair, a post means forty thousand or fifty thousand. Who can do that without making money? "He said.

However, there is a lot of relationship between business and business. If it were not for the subsequent exposure, no one would have thought that Jia Junpeng was tailor-made for World of Warcraft; the cat killer was the cat killer; the Gome shares, Danone Wahaha and the 3Q war, which the Navy commanded to win, were the commanding heights of public opinion.

Even vulnerable groups will hire water forces to work. After the Southern Weekend reporter sneaked into a water army group, the first task he received was to send a post to the 1000 floor of a "lucky lottery center employee who collectively complained that he had not been properly resettled after unemployment." Gao Shengning, the customer director of the interactive marketing department of the new trend integration and communication department, also mentioned that he made a posting on the horizon by helping a group of Guangdong residents to make the first pot of gold in life.

Of course, it is still essential for Li Wanli and his colleagues to delete the naked ads on the small ads every day, "at least 1000 posts a day, increasing." Like the real society, in the network world where the navy is flooded, there are also stars in the media. There are leaflets distributed on the street, and there are well planned event marketing.

According to Yin Xiaodong, general manager of China public relations network (17PR.com), as long as a company needs public relations business, Internet public relations will be used in ten to nine. The traditional public relations companies began to change with the trend five years ago. Nowadays almost all of them have been equipped with network department or network public relations talents. "The water force has become the norm. It's strange not to use it." The brand director of a portals said. {page_break}

　 Proud times

Celebrity speculation is coming one after another. There was "fairy MM" excavated by "Lang brothers" before, with "pin changing villa".

Tan Peng, who had been a public relations company for 5 years (a pseudonym), was the first single network public relations business in 2005. At that time, the company opened two years ago, and its main business was to help customers send news on traditional media.

This year, the number of Chinese netizens has exceeded 100 million, and the major portals and forums are thrived. Tan Peng talked about them when he saw old customers, and the two sides hit it off.

This first order is completely independent of the water force. It is still a script, but the medium of communication extends from the traditional media to the Internet. "At that time, some IT, automobile and consumer company noticed the importance of network communication, and began to require local PR companies to invest in this area."

However, Tan Peng also noticed that outside the public relations industry, some people began to explore the commercial value of network irrigation. "Some small companies that do not have network media resources can make up for quality by forcasting in forums."

In an interview with the Southern Weekend reporter, Chen Mo claimed to be the first to use the Navy.

In 2005, at that time, Chen Mo, who was the editor of the world's true and elegant demeanor, took photos of lotus sister and set the top to boost the birth of this landmark Internet red man. In the next year, he helped Sina's real version of the moderator to win the "February maid" in one fell swoop and then embarked on the career path of pushing the Internet.

Celebrity speculation is coming one after another. There was "fairy MM" excavated by "Lang brothers" before, with "pin changing villa". These well-known pushing hands are often the most popular Internet writers or moderators. They plan at the stage, and the unknown water forces are pouring water behind the scenes.

In the same period with Chen Mo, Li Haigang, the senior network marketer of the Sina Real edition moderator and general manager of interactive marketing company in the grassroots age, chose different business paths of Yu Tanpeng and Chen Mo to be the network promoter, but pushed the product, and made the network public relations, but depended on the planning of things.

Li Haigang has so far been complacent in planning, which is a new word "Ben Ben" created in 2006. It was born in 1975-1985 years, the most stressed society, the most devoted to play, and the most successful group. This plan is tailored for the Changan Ben Ben brand car, so that the Changan listed company will be queued up to pay the price, and the revenue will be 400 million yuan.

Yang Jun, formerly known as "Lang Lang", is now an interactive marketing CEO of Erma (USA). In an interview with the Southern Weekend reporter, he said that in 2008, he planned the "ban Wang Lao Ji" incident should be regarded as a symbol of the scale of the formation of the Navy.

"At that time, Wang Laoji donated one hundred million yuan to the Wenchuan earthquake stricken area. We accepted Wang Laoji's advertising agency as a marketing tool and came up with this plan. We call on netizens to buy Wang Laoji up and kill it. "Ban Wang Lao Ji" brought about 260 million yuan of income for business accidents.

　 "Network goons" debut

From rising star PK Jinshan, to the high quality water gate of Kangshifu, and the sexual harassment of New Oriental teachers, and so on, all of them were clearly or secretly confirmed as competitors.

Since the beginning of 2007, in addition to the Internet public relations companies springing up, traditional public relations companies have begun to follow in the wider network public relations or network marketing industry, and set up the network department.

According to data from China International Public Relations Association (CIPRA), the growth trend of Internet public relations industry in 2008 has been the champion of the public relations industry, with annual gross income of 1 billion yuan.

In 2005, the proportion of traditional media public relations business and relying on the network of Qin Peng company was 82. Three years later, this proportion just dropped.

But in 2008, Tan Peng chose to close the company. Because he felt that he had become an intelligent publishing machine, and because of fierce competition, the cost was rising. "From 2005 to 2008, almost doubled the cost of sending papers, and the rate of deleted posts is also rising."

But to his surprise, the water army camp is still growing and its chain is becoming clearer. According to "Lang Lang", usually customers or their own or commissioned by the network marketing company to issue tasks, "sailor" after receiving the mission, MSN or QQ will be assigned to the lower reaches of the task assigned to the Navy. "Water army" usually has no company, so they use personal accounts to get money from their hands. A post is three or 40 Fen.

In order to be realistic, the "sailor" will divide the task into positive opinions, negative opinions and neutral opinions, and often let different teams operate, sometimes it may be more than a dozen, with the purpose of making things lively.

When the booming network public relations company has grasped how to push people to promote products and irrigation and delete posts, some companies and their employers soon find that malicious slander and attack are often more effective than positive publicity, which has already been well known to some enterprises in the era of non internet.

From early to 2006, rising PK Jinshan, to 2008, the high quality water gate of Kangshifu, and the sexual harassment of New Oriental teachers in 2009, etc., were all confirmed or covertly proved to be competitors. Original posts are often issued on Tianya and other forums for a long time, but they appear in major forums within a few hours. ID They were called the "Internet goons".

After the advent of Internet goons, some companies have to think about strategies. The chief director of public relations of a high-tech manufacturing company is the Baidu post bar. Because of the principle of fairness, enterprises often do not have a bar owner, almost no coordination, but the information in Baidu post bar always appears in the first page of Baidu search. "Negative information can not be deleted, then let the invalid information drown it." According to the insiders, the director of public relations knows that the water army can do "explode" business. "An invalid enterprise is better than a negative enterprise."

Until the Mengniu incident two months ago, the operation of the "network hit" operation has reached its peak. At last, it has attracted judicial intervention and public attention. {page_break}

　 Who should be on board?

It is impossible for the navy to create topics in an artificial way, but to skillfully use or cater to the public's tastes. In a society of common sense, the success of the navy is not accidental.

In November 7th, CCTV's focus interview reported that the Navy group was defined as "network hooligans and cyber triads".

CCTV reported, so that less than a month after the founding of the group, the "commander" of the "fleet commander" of the construction group suddenly began to retreat. The commander of the site for the construction of the website had never been a water force before. Wang Hai happened to have resources. The part-time job also sounded zero cost and low difficulty, so he built a group of cooperation. "Commander" is worried that one day his part-time job will turn him into a lawbreaker.

"The essence of the navy is migrant workers." All the people in the industry, including "Lang Lang", are calling injustice for the Navy. "They are the lowest level of the food chain in network marketing, the lowest technology, the least money and the largest number of people."

Network promoter Chen Mo believes that the water army can not achieve any network hot event, they have never been a tool. In fact, from a certain point of view, this is true. It is impossible for water forces to create topics, but to skillfully use or cater to public tastes, such as moral judgment, nationalism, general mistrust and entertainment tendency. In a society with common knowledge, the success of the navy is not accidental. "If the water force is an actor, then the Internet PR is the director, but the big principle that can really influence the play is the producer of the money - the company." Li Haigang, general manager of interactive marketing company in the grass roots era, is more willing to explain this question.

In the Mengniu incident two months ago, Erie reported that Mengniu hired a network beater to maliciously slander his competitors. Mengniu also turned out the old account 7 years ago. That time, the public relations company used to denigrate Mengniu by Erie, but at that time the battlefield was traditional media. Searching for the root of Internet goons can only investigate the vicious competition environment that lacks rules for a long time.

In fact, even if it is not as good as the Chinese network of naval forces, the similar sprout also appears in the United States with mature business rules. However, since last year, regulatory agencies and industry organizations in the United States have begun to set up rules and regulations for this purpose.

According to a report by New York Times last August 10th, the national advertising Censorship Committee of the United States has suggested that consumers should be explicitly disclosed when they sponsor a website or pay for product evaluation. A cosmetic company, Lifestyle Lift, who issued a false positive comment, was released and prosecuted. It stopped the practice and paid a fine of $300 thousand.

The Internet public relations insiders interviewed were willing to consider the judicial intervention of Mengniu incident as a useful signal to strengthen supervision. For the long-term development of the industry, they hope that the industry will no longer be a legal blank area that can be arbitrarily slandered and not responsible.

Attachment: after the publication of the southern weekend in November 25th, 360 companies issued a statement to the southern weekend on November 26th. The full text of the statement is as follows:

360, the company once again solemnly declared the rumors of "one hundred thousand water forces".

Recently, some companies fabricated rumors of the so-called "36 million water army". As early as November 1st, the 360 companies have officially issued the relevant statement of "thank you" for "360 Mengniu public relations" and "behind the scenes rumor".

Today, the 360 companies solemnly declare the following:

1, if 360 really have the so-called "one hundred thousand water army", 100 thousand people each day 100 posts or replies, according to the so-called "5 wool" per post, a month to pay 150 million yuan! This huge expenditure, only a few hundred people and not listed 360 companies can not afford to pay. On the contrary, only some large companies that have been listed and have a market value of tens of billions of dollars have this ability.

2, the so-called "park gate" is the first micro-blog by a famous netizen named Shao Ying, who was then released by a large number of people with ulterior motives in a large number of almost ID registered at the same time. Then, the Kingsoft Corp marketing department, Li Tiejun, who made false testimony in the "miscarriage of justice" case, "deliberately screenshots", deliberately falsified the 360 "water army" illusion. Found this sign, Shao Ying has taken the initiative to delete the micro-blog, and explained that the micro-blog was used maliciously.

3, some companies have always been good at forging false appearance, providing perjury, performing a good play of "thief calling to catch a thief", intent to blacken 360 and retaliate 360. Recently, "360 yellow, one hundred thousand Navy, pirate box, buckle bodyguard backdoor, Jinshan game were intercepted, leaving the old staff broke, to prevent 360 invasion QQ group will be closed, 360 listed blocked......" It is a series of lies that these companies have jointly worked out.

4, since October, we have repeatedly found that someone deliberately played the banner of 360 and openly recruited the water force on the Internet and opened a very high price. The condition was to send some posts which seemed to flatter 360 of the actual but disgusting people, so as to artificially produce the evidence of the so-called "360 water forces".

5, in fact, 360 have at least 300 million "water forces". When 360 encountered unfair and oppression, a large number of netizens took the initiative to speak for 360. These just voluntary acts are all beaten by some companies into "5 hairs". Such hegemonic acts will only arouse more resentment among netizens.

6, starting from killing rogue software and free antivirus, the 360 companies have been subjected to the craziness of 1024 networks and so on, and 360 companies are the biggest victims of the "Internet triad". In this regard, many authoritative media have publicly reported. Some antivirus vendors and large Internet Co are the main customers of the 1024 companies.

360 companies

November 26th, two