杜蕾斯为何不追王宝强?

软文营销 运营法宝 3年前 (2017-07-03) 4786次浏览 已收录 511个评论

大家被一条娱乐圈的重磅消息炸了锅。

我们的宝宝王宝强离婚了!

被老婆带了绿帽子,

还是经纪人干的,

还有在传可能孩子也不是亲生的….

网友们除了对事件本身关注外,

还在揣测

一直在忙活奥运会的品牌商们

是不是要有大动作了?

于是,

网上马上流传出

堪称文案界的典范,

广告界的教科书之称的

杜蕾斯的文案海报。

杜蕾斯为何不追王宝强?

杜蕾斯为何不追王宝强?

你的想法可能是

“和热点事件结合得多巧妙啊,杜蕾斯真是太牛逼了”

然后,

随手转发到了更多的微信群里或朋友圈。

的确,这样的借势案例,

个性鲜明的杜蕾斯佳作频频。

但你可能忽略了一个基本的道理:

这个热点能借势营销吗?

紧接着反转的是,

原来这两张图是假的

并非杜蕾斯官方所为

估计是看着这个假图传得太猛了,

杜蕾斯新媒体的服务团队的负责人

金鹏远赶紧发微博辟谣。

杜蕾斯为何不追王宝强?

随后他还转发了自己之前的一条评论

杜蕾斯为何不追王宝强?

那么对于一个文案营销高手杜蕾斯,

除了老金所说的之外,

还有什么原因让它为什么没有发声呢?

有句话是这么说的

杜蕾斯为何不追王宝强?

其实这个对杜蕾斯来说,

是不适合追的热点,

因为

1

这件事还没有尘埃落定,

双方相持不下,

各种谣言满天飞,

很难下结论。

2

这种话题本就是公说公有理,

婆说婆有理,

本又是严肃的事情,

实在难站队。

3

话题本身为负面,

如果盲目去追,

容易让品牌在消费者的认知中与负面挂钩,

影响企业形象。

抛开王宝强事件本身,

当品牌小编遇到热点时,

如何判断要不要追呢?

追王宝强热点之前,这些问题你想清楚了吗?

我们可以通过以下几个点来展开分析。

杜蕾斯为何不追王宝强?

一、事件属性

如果对于一个事件的属性没有正确的认识,

那么可能不只是费时费力,

还有可能搬起石头砸自己的脚。

01

话题新性

判断一个事件话题性是不是强,

用户是否能够参与话题、与用户的相关度,

以及事件的后续是不是被人们所期待。

用户在对话题展开讨论的过程,

也是对事件进行传播和发酵的过程。

❶争议性

一件事,

网友的意见一边倒,

那么这件事往往就不会太火,

而如果有另一方持不同观点,

并且双方僵持不下,

那么事件本身就会像“鲶鱼效应”一样,

保持比较高的生命力。

比如前段时间“蛇精男”事件,

大家都在骂,

骂完散场也就结束了;

而“人大硕士雷洋涉嫖”事件,

不管是“警察执法是否应该出示证件”,

还是“嫖娼是否应该合法化”等等,

网上各种意见都有,于是事件不断升温。

❷延展性

延展性就是说:

一个话题有没有展开成更多话题的可能

比如“和颐酒店女子遇袭”事件,

可以延展到“性服务是否应该合法化”,

“女生遇到危险应该怎么做”;

比如 papi 酱获得 1200W 投资,

到第一条视频贴片广告的拍卖,

再到广告的具体玩法,都值得人们讨论。

02

传播性

❶是不是有趣

有趣意味着好玩和不寻常,

一个事件能否传播开,

往往决定于它是不是有趣。

还比如,

友谊的小船说翻就翻的漫画很可爱,

又可以套用到任何场景下,

也是非常有趣。

❷是不是简单

人类在长期生存发展中会产生很多的认知方法,

其中有一种就是简化思维,

也叫做标签化。

当一个人无法完全了解到一个问题或者事物时,

就进行标签化,也就是简化,

而简化的产品在传播中有很好的传播效率和速度。

我们可以看到很多大企业利用简化思维为自己贴标签:

杜蕾斯为何不追王宝强?

❸是不是值得分享

用户在看到一篇文章的时候,

会有各种心理因素促使他们想要转发、分享。

杜蕾斯为何不追王宝强?

二、影响力

一个事件的影响力,

往往体现在 2 个方面:

1、话题热度

2、行业相关度

01

话题热度

“话题热度”指的是:这件事在多大程度上刷了屏。

判断一个话题的热度有很多依据,

比如:

微信文章 10W+,

微博上热搜,

知乎 10K,

B 站 10W 弹等等。

关于“话题热度”,

可以通过一些新闻网站,

百度指数,

微博热度排行榜等来帮助分析。

02

相关度

每件事都有它对应的受众。

一件事在你看来是热点,

可在别人眼里未必就一定值得关注。

就像大部分 80,90 后不会关心 TFboys,

那些 95,00 后对周杰伦往往兴趣也不大;

papi 酱广告拍出 2200 万的高价。

此事刷爆了互联网人的朋友圈,

但在我们父母眼里,

papi 酱可能跟凤姐都没有什么区别。

所以

追热点时要想清楚自己的用户是谁

不要一叶障目,

看不清事情本质。

当遇到一个看似火爆的热点时,

要多一步思考:

谁会对这个热点感兴趣?

是不是我刚好在这个人群中,

并且社交圈子中也多是这种人,

才会让我觉得它很火?

我的用户是不是也会对这个热点感兴趣?

三、时效性

时效性指的是:事件热度会持续多久。

我们应当对一件事的“持续时间”有正确的预期,

否则文案刚出来,

话题已经冷掉了,

就是白白耗费时间精力。

如何简单判断一件事

是否会有比较长的持续时间呢?

一般来说,

持续时间较长的事件,

往往有以下特征:

01

时效性弱

时效性弱就是指,

事件受时间发展的影响较小。

比如“百度魏则西”事件,

就不会随着时间流逝而很快被人遗忘;

反之,

一些节日如圣诞,

六一一旦节日过了,

人们便不再提起了。

02

有持续发酵可能

比如“人大硕士雷洋涉嫖”事件,

大家都在期待后续;

“papi 酱广告拍卖”,

大家都在等第一条广告;

“阿尔法狗”事件,

一共五场比赛,

也是显而易见的可以直接发酵。

四、回报率

做任何事都要考虑投入产出比,

在追热点的运营中,

投入产出比往往体现在:

成本、收益和风险。

01

成本

❶时间成本

软文可能会耗费你一下午的时间;

做一个 H5,

往往还要牵动公司其他部门与你配合。

因此,

在在追热点之前要合理计算成本,

毕竟老板雇你不是来添乱的。

❷物料成本

文案做出来总是要投放的,

总是要想办法做传播的,

如果有线下,

还需要各种物资,

场地费用。

❸机会成本

把资源投入到追这个热点上面,

就可能导致其他事情做不来,

划不划算,自己判断

02

收益

收益有显性和隐性两种。

显性收益就是用户量的增长,

或者销量的增加,

这些都可以通过公众号阅读量,

或者 App 的 button 埋点,

比较容易得出。

隐性收益比较难计算,

比如用户对产品的好感度,

市场上的知名度等等。

03

风险

如果一篇文案没有传达正确的三观,

发出后被网友狂喷,

虽然可以看到粉丝量在增长,

但用户对于产品的好感度,

可能会受到很大的伤害。

以下就是一些因为企业或运营人员三观不正,

而给品牌造成伤害的反面教材:

“优衣库”事件

曾是公关届的灾难——由于话题热度太高,

各种企业蜂拥而上,

而忽视了这件事本身是对隐私权的侵犯,

再加上很多品牌压根与事件无关,

强行营销,

被三观无比正确的网民骂了个狗血喷头。

而文案高手“杜蕾斯”,

并未发声,

反倒成为“优衣库”事件最大的赢家。

在这里,

震哥想说的是,

文案的创造来源于文案个人本身的素养

而创造的内容,

会直接影响品牌在受众心中的形象。

因此

君子有所为

有所不为

才是一个品牌文案人员应该具备的素养


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