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一沒官網(wǎng)，二沒微信公眾號(hào)，三沒App，神曲“張士超”怎么就火了？
時(shí)間：2016-01-26 08:52:37
文章發(fā)布：
原創(chuàng)作者：未知
來源：互聯(lián)網(wǎng)

當(dāng)所有的創(chuàng)業(yè)公司在為10W+的閱讀量而絞盡腦汁的時(shí)候，一首《張士超你把我家鑰匙放哪里了》的神曲悄然刷遍了微信朋友圈、微博。與此同時(shí)，“張士超”的百度收錄量瞬間突破80W，百度搜索指數(shù)從1月13日起，飆升至13000。這讓新老SEOer也都瞬間暴斃。一個(gè)此前名不見經(jīng)傳的合唱團(tuán)，一沒有官網(wǎng)，二沒有微信公眾號(hào)，三沒有App，卻就這樣給創(chuàng)業(yè)者上了一堂生動(dòng)的傳播課。

網(wǎng)傳此舉是無心之作，為什么突然間紅了，合唱團(tuán)自己也裝作不知道。但是仔細(xì)看來，從網(wǎng)易音樂上傳的“內(nèi)容”，到后來的微信大號(hào)轉(zhuǎn)發(fā)，再到兩三天后的當(dāng)事人采訪以及相關(guān)內(nèi)容惡搞、評(píng)論、發(fā)酵等，短短一周，一個(gè)標(biāo)準(zhǔn)網(wǎng)絡(luò)事件的炒作流程躍然眼前。

那么，此事究竟給我們廣大創(chuàng)業(yè)人群帶來怎樣的啟示呢？簡(jiǎn)單說來有三點(diǎn)：

第一點(diǎn)，毀三觀的內(nèi)容

此前我曾撰文《從地鐵鳳爪女說起：如何把“注意力”轉(zhuǎn)化成“購(gòu)買力”？》，文中提到“狗咬人不是新聞，人咬狗才是新聞”。而“張士超鑰匙歌”的內(nèi)容創(chuàng)造上，恰恰也應(yīng)用到了這一點(diǎn)。

和大多數(shù)人一樣，我第一次聽“張士超鑰匙歌”也是在朋友圈里偶遇，毀三觀的歌詞和穿正裝的旋律、唱法結(jié)合在了一起，讓人忍俊不禁，而且印象深刻。

起初以為又是“葉良辰”式的惡炒，不知道是哪家PR公司正要捧紅“張士超”。第二天，我發(fā)現(xiàn)這首神曲的轉(zhuǎn)發(fā)率在朋友圈里已經(jīng)超過了10%，心中不禁揶揄：張士超，你贏了！

是的，在互聯(lián)網(wǎng)時(shí)代里，只有這種“人咬狗”的毀三觀事件才具備瞬間引爆的基礎(chǔ)。如果你造一個(gè)標(biāo)準(zhǔn)的合唱，哪怕唱法再精湛，詞曲再高大上也很難引起共鳴。舉個(gè)例子，宋祖英唱民歌不算新聞，但是宋祖英如果唱搖滾就一定引來圍觀。

其次，三天為限

內(nèi)容造好了，如果3天里面你還沒發(fā)現(xiàn)自己造的“源內(nèi)容”被瘋轉(zhuǎn)，那就趕緊收手。因?yàn)橐呀?jīng)證明你的這次內(nèi)容炒作失敗，再繼續(xù)投入精力和資金也是枉然。

我們大家聽到看到“張士超鑰匙歌”、“葉良辰事件”、“鳳爪女”火了，但是其實(shí)還有很多事件在開始的前3天里就已經(jīng)熄火，沒有被瘋傳。

我們可以結(jié)合百度搜索指數(shù)來看一下這些被炒熱的事件發(fā)展周期。首先在內(nèi)容上傳前一天，內(nèi)容關(guān)鍵詞（如張士超、葉良辰、鳳爪女等）在百度搜索往往是風(fēng)平浪靜，搜索指數(shù)為零的。如果一個(gè)事件被瘋轉(zhuǎn)了，那么這個(gè)內(nèi)容關(guān)鍵詞在接下來的1~3天里，百度搜索指數(shù)必然飆升至10000+，否則說明炒作失敗。

比如我公司市場(chǎng)部去年無意中玩出的一個(gè)網(wǎng)絡(luò)熱門事件：“配鏡哥，求加薪”。起初他們只是隨手玩玩，并沒有想著炒作什么。但是當(dāng)視頻傳到優(yōu)酷、騰訊后，也不知道什么原因，就被推到了首頁。那閱讀量頃刻破了百萬，而且同時(shí)被多家視頻網(wǎng)站瘋狂轉(zhuǎn)發(fā)。而視頻的拍攝的主要事件“驗(yàn)光車上門配眼鏡”，也成為了熱門搜索詞。

第三，公關(guān)文章及時(shí)

凡事，預(yù)則立，不預(yù)則廢。這是大家都知道的一句話。在做熱點(diǎn)事件炒作的時(shí)候特別忌諱沒有計(jì)劃的進(jìn)行，不做任何引導(dǎo)，任由事件自由發(fā)酵。往往這樣要么造成流量浪費(fèi)，要么就是輿論失控，亦或是虎頭蛇尾的草草了事。

“張士超鑰匙歌”是一個(gè)標(biāo)準(zhǔn)教科書，音頻、視頻內(nèi)容瘋傳3天后，立刻多家電臺(tái)、電視臺(tái)、自媒體開始采訪當(dāng)事人。當(dāng)事人發(fā)聲時(shí)，當(dāng)然不會(huì)說是一次成功的炒作，而是辟謠說無意之舉。不管你信不信，大多數(shù)老百姓是信的。而這些媒體的采訪稿很快會(huì)被此前關(guān)注事件進(jìn)展的粉絲們?cè)谂笥讶?、微博、QQ空間里瘋轉(zhuǎn)。這算是官方引導(dǎo)的一次正規(guī)發(fā)酵。

但是，如果此前團(tuán)隊(duì)沒有將事件的“官方發(fā)酵”整理好“通稿”，那極有可能這樣的時(shí)間在兩三天后草草收兵，沒了下文，粉絲粘性和社會(huì)輿論就不會(huì)再有“張士超”什么事兒了。

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