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一沒官網(wǎng),二沒微信公眾號,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,三沒有App,卻就這樣給創(chuàng)業(yè)者上了一堂生動的傳播課。

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、評論、發(fā)酵等,短短一周,一個標(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。如果一個事件被瘋轉(zhuǎn)了,那么這個內(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。

比如我公司市場部去年無意中玩出的一個網(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、電視臺、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被此前關(guān)注事件進(jìn)展的粉絲們在朋友圈、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,粉絲粘性和社會輿論就不會再有“張士超”什么事兒了。

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