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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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