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一没官网,二没微信公众号,三没App,神曲“张士超”怎么就火了?
时间:2016-01-26 08:52:37
文章发布:
原创作者:未知
来源:互联网

当所有的创业公司在为10W+的阅读量而绞尽脑汁的时候,一首《张士超你把我家钥匙放哪里了》的神曲悄然刷遍了微信朋友圈、微博。与此同时,“张士超”的百度收录量瞬间突破80W,百度搜索指数从1月13日起,飙升至13000。这让新老SEOer也都瞬间暴毙。一个此前名不见经传的合唱团,一没有官网,二没有微信公众号,三没有App,却就这样给创业者上了一堂生动的传播课。

网传此举是无心之作,为什么突然间红了,合唱团自己也装作不知道。但是仔细看来,从网易音乐上传的“内容”,到后来的微信大号转发,再到两三天后的当事人采访以及相关内容恶搞、评论、发酵等,短短一周,一个标准网络事件的炒作流程跃然眼前。

那么,此事究竟给我们广大创业人群带来怎样的启示呢?简单说来有三点:

第一点,毁三观的内容

此前我曾撰文《从地铁凤爪女说起:如何把“注意力”转化成“购买力”?》,文中提到“狗咬人不是新闻,人咬狗才是新闻”。而“张士超钥匙歌”的内容创造上,恰恰也应用到了这一点。

和大多数人一样,我第一次听“张士超钥匙歌”也是在朋友圈里偶遇,毁三观的歌词和穿正装的旋律、唱法结合在了一起,让人忍俊不禁,而且印象深刻。

起初以为又是“叶良辰”式的恶炒,不知道是哪家PR公司正要捧红“张士超”。第二天,我发现这首神曲的转发率在朋友圈里已经超过了10%,心中不禁揶揄:张士超,你赢了!

是的,在互联网时代里,只有这种“人咬狗”的毁三观事件才具备瞬间引爆的基础。如果你造一个标准的合唱,哪怕唱法再精湛,词曲再高大上也很难引起共鸣。举个例子,宋祖英唱民歌不算新闻,但是宋祖英如果唱摇滚就一定引来围观。

其次,三天为限

内容造好了,如果3天里面你还没发现自己造的“源内容”被疯转,那就赶紧收手。因为已经证明你的这次内容炒作失败,再继续投入精力和资金也是枉然。

我们大家听到看到“张士超钥匙歌”、“叶良辰事件”、“凤爪女”火了,但是其实还有很多事件在开始的前3天里就已经熄火,没有被疯传。

我们可以结合百度搜索指数来看一下这些被炒热的事件发展周期。首先在内容上传前一天,内容关键词(如张士超、叶良辰、凤爪女等)在百度搜索往往是风平浪静,搜索指数为零的。如果一个事件被疯转了,那么这个内容关键词在接下来的1~3天里,百度搜索指数必然飙升至10000+,否则说明炒作失败。

比如我公司市场部去年无意中玩出的一个网络热门事件:“配镜哥,求加薪”。起初他们只是随手玩玩,并没有想着炒作什么。但是当视频传到优酷、腾讯后,也不知道什么原因,就被推到了首页。那阅读量顷刻破了百万,而且同时被多家视频网站疯狂转发。而视频的拍摄的主要事件“验光车上门配眼镜”,也成为了热门搜索词。

第三,公关文章及时

凡事,预则立,不预则废。这是大家都知道的一句话。在做热点事件炒作的时候特别忌讳没有计划的进行,不做任何引导,任由事件自由发酵。往往这样要么造成流量浪费,要么就是舆论失控,亦或是虎头蛇尾的草草了事。

“张士超钥匙歌”是一个标准教科书,音频、视频内容疯传3天后,立刻多家电台、电视台、自媒体开始采访当事人。当事人发声时,当然不会说是一次成功的炒作,而是辟谣说无意之举。不管你信不信,大多数老百姓是信的。而这些媒体的采访稿很快会被此前关注事件进展的粉丝们在朋友圈、微博、QQ空间里疯转。这算是官方引导的一次正规发酵。

但是,如果此前团队没有将事件的“官方发酵”整理好“通稿”,那极有可能这样的时间在两三天后草草收兵,没了下文,粉丝粘性和社会舆论就不会再有“张士超”什么事儿了。

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