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    當前位置: 首頁 > 新聞 > 業界動態
    一沒官網,二沒微信公眾號,三沒App,神曲“張士超”怎么就火了?
    時間:2016-01-26 08:52:37
    文章發布:
    原創作者:未知
    來源:互聯網

    當所有的創業公司在為10W+的閱讀量而絞盡腦汁的時候,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,&ldquo;張士超&rdquo;的百度收錄量瞬間突破80W,百度搜索指數從1月13日起,飆升至13000。這讓新老SEOer也都瞬間暴斃。一個此前名不見經傳的合唱團,一沒有官網,二沒有微信公眾號,三沒有App,卻就這樣給創業者上了一堂生動的傳播課。

    網傳此舉是無心之作,為什么突然間紅了,合唱團自己也裝作不知道。但是仔細看來,從網易音樂上傳的&ldquo;內容&rdquo;,到后來的微信大號轉發,再到兩三天后的當事人采訪以及相關內容惡搞、評論、發酵等,短短一周,一個標準網絡事件的炒作流程躍然眼前。

    那么,此事究竟給我們廣大創業人群帶來怎樣的啟示呢?簡單說來有三點:

    第一點,毀三觀的內容

    此前我曾撰文《從地鐵鳳爪女說起:如何把&ldquo;注意力&rdquo;轉化成&ldquo;購買力&rdquo;?》,文中提到&ldquo;狗咬人不是新聞,人咬狗才是新聞&rdquo;。而&ldquo;張士超鑰匙歌&rdquo;的內容創造上,恰恰也應用到了這一點。

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

    起初以為又是&ldquo;葉良辰&rdquo;式的惡炒,不知道是哪家PR公司正要捧紅&ldquo;張士超&rdquo;。第二天,我發現這首神曲的轉發率在朋友圈里已經超過了10%,心中不禁揶揄:張士超,你贏了!

    是的,在互聯網時代里,只有這種&ldquo;人咬狗&rdquo;的毀三觀事件才具備瞬間引爆的基礎。如果你造一個標準的合唱,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

    內容造好了,如果3天里面你還沒發現自己造的&ldquo;源內容&rdquo;被瘋轉,那就趕緊收手。因為已經證明你的這次內容炒作失敗,再繼續投入精力和資金也是枉然。

    我們大家聽到看到&ldquo;張士超鑰匙歌&rdquo;、&ldquo;葉良辰事件&rdquo;、&ldquo;鳳爪女&rdquo;火了,但是其實還有很多事件在開始的前3天里就已經熄火,沒有被瘋傳。

    我們可以結合百度搜索指數來看一下這些被炒熱的事件發展周期。首先在內容上傳前一天,內容關鍵詞(如張士超、葉良辰、鳳爪女等)在百度搜索往往是風平浪靜,搜索指數為零的。如果一個事件被瘋轉了,那么這個內容關鍵詞在接下來的1~3天里,百度搜索指數必然飆升至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絡熱門事件:&ldquo;配鏡哥,求加薪&rdquo;。起初他們只是隨手玩玩,并沒有想著炒作什么。但是當視頻傳到優酷、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,而且同時被多家視頻網站瘋狂轉發。而視頻的拍攝的主要事件&ldquo;驗光車上門配眼鏡&rdquo;,也成為了熱門搜索詞。

    第三,公關文章及時

    凡事,預則立,不預則廢。這是大家都知道的一句話。在做熱點事件炒作的時候特別忌諱沒有計劃的進行,不做任何引導,任由事件自由發酵。往往這樣要么造成流量浪費,要么就是輿論失控,亦或是虎頭蛇尾的草草了事。

    &ldquo;張士超鑰匙歌&rdquo;是一個標準教科書,音頻、視頻內容瘋傳3天后,立刻多家電臺、電視臺、自媒體開始采訪當事人。當事人發聲時,當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,大多數老百姓是信的。而這些媒體的采訪稿很快會被此前關注事件進展的粉絲們在朋友圈、微博、QQ空間里瘋轉。這算是官方引導的一次正規發酵。

    但是,如果此前團隊沒有將事件的&ldquo;官方發酵&rdquo;整理好&ldquo;通稿&rdquo;,那極有可能這樣的時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&ldquo;張士超&rdquo;什么事兒了。

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