RINAPE :: Volume #3

#278: Spares nothing to make the public relations

LNMTL needs user funding to survive Read More

To has not participated in this 1 million people of netizen who explodes the activity, they almost, happen to that more than 20 minutes in q on matter know nothing. 对没有参加这次百万人爆吧活动的网友来说,他们几乎对那二十多分钟内、发生在q吧上的事情一无所知。 However the news of professional is extremely quick, they had many people to mingle among Tieba (Post It), Tieba (Post It) that internet, it the jobholders have liked soaking, last night exploding the action just started, they have paid attention. 不过业内人士的消息是极为灵通的,他们本来就有不少人混迹在贴吧里,互联网吧、it吧一直都是从业人员喜欢泡的贴吧,昨晚的爆吧行动刚开始,他们就已经关注到了。 Next morning, q spread over the entire internet circle by the news that 1 million users exploded crowded. 翌日上午,q吧被百万用户挤爆的消息就传遍了整个互联网圈子。 Most shocking is the Tieba (Post It) rallying point, many internet people do not think clearly, how Tieba (Post It) has such strong rallying point, can transfer 1 million people to work as one to destroy website? Do their users possibly have such high loyalty? Now the internet recognized macroviscosity and high loyalty user have two types: One is the user of immediate Instant Messenger software, one is the Online Games user, the former strong had established own personal connection in the user on their products, the latter strong is the payer, wallows the index to be high in their users . Moreover the average period of revolution is long. 最让人震惊的就是贴吧的号召力,很多互联网人想不明白,贴吧怎么有这么强大的号召力,能够调动百万人齐心协力去摧毁一个网站？他们的用户怎么可能有这么高的忠诚度？现在互联网公认的高粘度、高忠诚度用户有两种:一个是即时通讯软件的用户,一个是网游用户,前者强在用户已经在他们的产品上建立了自己的人脉,后者强在他们的用户都是付费用户、沉迷指数高,而且平均使用时间长。 But, even QQ and Legend these two at present the hottest immediate Instant Messenger software and netizen, do not have this type to transfer 1 million people to make a rallying point of matter, only if they do to yield profit to the user, if QQ delivers the membership service and Legend to deliver Point card, could attract 1 million users, but if thinks to summon overnight the benefit that 1 million people go to for the platform fights, radically is dream of a fool. 可是,即便是qq和传奇这两个时下最火的即时通讯软件与网友,也不具备这种调动百万人去做一件事的号召力,除非他们给用户搞让利,如果qq送会员服务、传奇送点卡,或许能够吸引百万用户,但若是想一夜之间号召起百万人去为平台的利益而战,根本就是痴人说梦。 Those who made all Renmin drop the eyeglasses was, the matter of this dream of a fool, Tieba (Post It) achieved unexpectedly, although everyone also saw that this inside had the trace that the water army operation stirred up, but this harmless, because overwhelming majority companies operated the instigation with water army even. Also is impossible to achieve such effect. Thinks that the flickering netizen fights for you. First must make him have the sense of belonging to your product, he regarded as himself is a member, will be stirred up by you, fights for you, otherwise the user was not interested in your life, how also to pay for you? 令所有人大跌眼镜的是,这种痴人说梦的事情,贴吧竟然做到了,虽然大家也看出这里面有水军操纵煽动的痕迹,但这无伤大雅,因为绝大部分公司就算用水军操纵煽动。也不可能达到这样的效果。想忽悠网友为你而战。首先就得让他对你的产品有归属感,他把自己视为是这其中的一份子了,才会被你煽动、为你而战,否则用户对你的死活都不感兴趣,又怎么会为你而付出？ Tieba (Post It), although becomes the Chinese's first community, actually seems like website that even the profitability model had not found, can actually trigger in the network 1 million people of punitive expedition wars, this is really inconceivable. 贴吧,一个虽然成为了华语第一社区、却看似连盈利模式都没有找到的网站,竟然能够引发网络上一场百万人的讨伐战,这实在是不可思议。 This also makes many people start to reexamine Tieba (Post It). Reexamines this company's future development opportunities, in the meantime, everyone also to q next step is more curious, it is depending on the social software of back several million users, definitely such will not be exploded the action to defeat one time, temporarily closes website, what to internet Corporation not to be regarded, who knows that it will definitely also stage a comeback, Tieba (Post It) depended upon its user to win one time, can these users help them win for the second time? 这也让很多人开始重新审视贴吧。重新审视这个公司未来的发展空间,同时,大家也对q吧的下一步更加好奇,它依托着背后几千万用户的社交软件,肯定不会被这么一次爆吧行动就打垮,暂时关闭网站,对互联网公司来说算不得什么,谁都知道它肯定还会卷土重来,贴吧依靠它的用户赢了一次,这些用户是否能帮助他们赢得第二次呢？ Li Mu patted Du Wei at noon in the Haizhou last actor's pay. This plot scene majority in the office of school teacher, the plot is: Villain role Chen Xiaoshuai who because Chen Kun acts envies Female lead and Male lead in the same place. Therefore considered teacher there the matter of two people puppy love, the teacher invited two people guardians, told both sides the parents the matter of two people puppy love, Zhang Xuan who Zhang Kexuan acted anger by „father” was hit a slap in the face in the office, but Female lead corner/horn Du Wei Wei who Du Wei acted was taken away the office by the parents directly, in that moment of boarding, her father is saying an aggressive statement: „Later do not come this school to attend class, I give you to relate to transfer schools today, from now on will get up, cannot say goodbye that young hooligan surnamed Zhang!” 李牧中午拍完了杜薇在海州的最后一个戏份。这段剧情场景大部分是在学校老师的办公室里,剧情是:由于陈昆扮演的反派角色陈小帅嫉妒女主和男主在一起。所以把两人早恋的事情告到了老师那里,老师请来两人的家长,把两人早恋的事情告诉了双方父母,张克轩扮演的张轩在办公室里被“爸爸”怒打了一个耳光,而杜薇扮演的女主角杜薇薇被父母直接带离了办公室,在上车的那一刻,她的爸爸在撂下一句狠话:“以后不要来这所学校上课了,我今天就给你联系转学,从今起,不许再见那个姓张的小流氓！” Afterward Du Wei is getting angry to sit boards, the automobile leaves Haizhou in one front door, she finished in the Haizhou actor's pay. 随后杜薇红着眼坐上车,汽车驶离海州一中的大门,她在海州的戏份就全部结束了。 Because the actors had integrated this movie, therefore the efficiency of photography is quick, play that original 1 : 30 makes, when a o'clock had ended. 由于演员们都已经融入了这部电影,所以拍摄的效率很快,原定一点半拍完的戏,在一点钟的时候就已经全部结束。 After the performance ended, Li Mu found Ning Hao, told he himself to return to Yanjing this afternoon, making him lead the following two days of photography, the Haizhou actor's pay has patted 80%, remaining 20% asked him to help conclude, after concluding, brings the dramatic team to return to Yanjing directly, oneself are waiting for them in Yanjing, does not come back. 演出结束之后,李牧找到宁昊,告诉他自己今天下午就要回燕京,让他主导后面两天的拍摄,海州的戏份已经拍了80%了,剩下的20%就拜托他来帮忙收尾,收尾之后就直接带着剧组回燕京,自己就在燕京等着他们,不回来了。 Several days of cooperation, Ning Hao and Li Mu have become brothers, on the square Ning Hao is Li Mu has shared various work, outside the square, Li Mu with Ning Hao often had a lengthy conversation all night in the future to the future movie development direction view, Li Mu to „bold forecast” as well as „open field of vision” makes Ning Hao subdue, in his words was: „I clearly know that you are blowing awesome, but does not have other, I take you.” 几天的合作下来,宁昊和李牧已经成了哥们,片场上宁昊一直在为李牧分担各种工作,片场外,李牧跟宁昊经常彻夜长谈对未来电影发展方向的看法,李牧对未来的“大胆预测”以及“开阔视野”让宁昊折服,用他的话说就是:“我明知道你在吹牛逼,但没别的,我就是服你。” Because of this more and more close relationship, Ning Hao is not waiting for this movie to end, prepared to sign Muye Pictures in 2002 First Day, when the time comes will sign Muye Pictures with him together, is playing the director is going to school Tang Wei. 正因为这种越来越密切的关系,宁昊不等这部电影结束,就准备在2002年的第一天签约牧野映象,到时候会跟他一起签约牧野映象的,还有正在中戏导演系上学的汤维。 Li Mu's past life previous life has not contacted the entertainment world from the start, even does not have the short distance to understand, this whole life just moistened near a point, makes him be interested in this circle especially, because he discovered, so long as open a breach in this circle, can always have the unexpected benefit, just arranged the movie time, he knew Ning Hao, taking advantage of the Ning Hao light, he knew Chen Kun, because of Chen Kun and because of Simple Plan, he knew Zhao Wei, made a movie to the scene, he knew still in making Tang Wei of student. 李牧上辈子上辈子压根就没接触过娱乐圈,甚至都没有近距离了解过,这辈子刚沾一点边,就让他对这个圈子格外感兴趣,因为他发现,只要自己在这个圈子打开一个突破口,就总能有意外收获,刚筹备电影的时候,他认识了宁昊,借着宁昊的光,他又认识了陈昆,因为陈昆、因为简单计划,他又认识了赵微,到了现场拍戏,他又认识了还在做学生的汤维。 Li Mu vainly hoped for that the Muye Pictures most perfect operation mode is: Oneself make the continuous money from other domains , begins using these potential actors to make the potential movie money continuous throwing to these potential directors again, because oneself is a seasoned person, understands the development of domestic film market, therefore this buys and sells hold/container Zhuan not to compensate . Moreover, if oneself can also have bigger cash flow, oneself invest Cinema, Cinema were many, own movie on are more, earns many on can gather more that can gain to lead the star to make the movies of much money -making, to open many Cinema again. 李牧梦想中牧野映象最完美的运作模式就是:自己从其他领域赚来源源不断的钱,再把钱源源不断的投给那些有潜力的导演、启用那些有潜力的演员去拍有潜力的电影,因为自己是过来人,了解国内电影市场的发展,所以这个买卖包赚不赔,而且,如果自己还能有更大的现金流,自己就去投资院线,院线多了,自己的电影就能赚的更多,赚得更多就能招揽更多的名导明星拍更多赚钱的电影、再开设更多的院线。 So long as operates appropriately, this is a making a snowman operation mode, future development opportunities non- general huge. 只要操作得当,这是一个滚雪球的运作模式,未来的发展空间非一般的庞大。 ...... …… Li Mu and Du Wei subscribed the same class airplane to take off to return to Yanjing from Jinling, the airplane in the afternoon 4 o'clock launching, in the afternoon did not have actor's pay Ye Tianming to drive to send two people to the airport personally, before 3 : 30 boarded craft, Li Mu also gave Zhao Kang to telephone specially, on the one hand inquires from the morning to the present situation situation, on the one hand asked about public relations of media. 李牧和杜薇订了同一班飞机从金陵起飞返回燕京,飞机下午四点钟起飞,下午没有戏份的叶天明亲自开车送两人去机场,三点半登机之前,李牧还专门给赵康打了电话,一方面询问从上午到现在事态的发展情况,一方面询问媒体的公关情况。 Zhao Kang said oneself also at the matter of outside running public relations, he went to the Yanjing biggest supermarket chain to buy 200,000 shopping cards in the morning, all was 5100 currency values, in his words, this type of shopping card did not record a name, did not keep any record, delivered outward others took do not have the psychological burden . Moreover the store in this supermarket now is very prosperous in Yanjing, commodity also very entire, the electrical appliances sold especially good, the price recycling that therefore some shopping card people in this supermarket by 95 folded momentarily, can easily the realization. 赵康说自己还在外面跑公关的事情,他上午去燕京最大的连锁超市买了二十万的购物卡,全是五千一张面额,用他的话说,这种购物卡不记名,也不留任何记录,往外送的时候别人拿着没有心理负担,而且这家超市的卖场在燕京现在很红火,商品也非常全,家电卖的尤其好,所以这家超市的购物卡随时有人以95折的价格回收,可以轻易变现。 Li Mu at heart to Zhao Kang present praised without cease exquisitely, definitely after his approach, inquired his present public relations progress. 李牧心里对赵康现在的细腻赞叹不已,肯定了他的做法之后,又询问了他眼下的公关进度。 200,000 shopping cards have delivered 160,000, now misses the news media and paper media had not found itself the appropriate method, Li Mu immediately initially in an interview to receiving several media reporter contact details to give Zhao Kang. 二十万购物卡已经送出去十六万,现在就差新闻媒体和纸媒方面还没找到合适的门路,李牧立刻把自己当初接受采访时对接过的几家媒体记者联系方式给了赵康。 Meanwhile, Li Mu also urged Zhao Kang In short: „Told all media who you contacted with, after this matter completed, supplemented a time of public relations fee/spent again.” 同时,李牧又叮嘱赵康一句话:“告诉你联系的所有媒体人,这件事做完之后,再追加一倍的公关费。” 1 million people explode the event is a flash news, but, if not guide, the media reported this type of flash news time, the starting point often has the difference respectively. 百万人爆吧事件本来就是个大新闻,但是,如果不加以引导,媒体报道这种大新闻的时候,出发点往往各有不同。 On for example this event, what some media possibly see was q the right infringement triggered the resistance of Tieba (Post It) netizen, such media angle of view to Tieba (Post It), was without a doubt beneficial ; 就比如这次事件,有些媒体可能看到的是q吧侵权引发了贴吧网友的反抗,这样的媒体视角对贴吧来说,毫无疑问是有益的; Some media possibly look deeply, aims at present the law the topic in the internet domain blind spot and peripheral zone, tries to initiate the legal relevant authority and ponder of internet domain, this media angle of view to Tieba (Post It) on no too big meaning ; 有些媒体可能看的更深一些,把话题指向眼下法律在互联网领域的盲区与边缘地带,试图引发法律相关部门和互联网领域的思考,这种媒体视角对贴吧来说就没什么太大意思了; If some media aim at this event the topic „1 million people of scales”, and make much ado about nothing and publicize in this internet influence greatly, that may on some dangers, fear that fears the listener to intend, if brings in the excessive attention of government, will unable to do well may ask for trouble. 若是有些媒体把话题指向这次事件的“百万人规模”,并在此大做文章、宣扬互联网影响力有多巨大,那可就有些危险了,怕就怕听者有意,如果引来政府的过度关注,搞不好可能会惹火烧身。 Therefore, stemming from the consideration that q pursues to the end and hit hard, considered stemming from oneself safely, Li Mu needs to guide the media angle of view unification to the first level, is simplest and most direct level: q infringement massive Tieba (Post It) the rights of friend, the friend organizes q spontaneously the protest, must avoid the media excessively explaining this event, if everyone thought that this matter is such simple causal relations, then this event will not outsmart oneself, brings the trouble to oneself. 所以,无论是出于对q吧穷追猛打的考虑,还是出于自身安全的考虑,李牧都需要把媒体视角统一引导到第一个层面,也就是最简单、最直接的层面:q吧侵犯大量贴吧吧友的权益,吧友自发组织到q吧抗议,一定要避免有媒体过度解读这次事件,如果大家都觉得这件事就是这么简单的一个因果关系,那么这次事件就不会弄巧成拙,给自己带来麻烦。 In order to achieve this goal, let alone 200,000, two million Li Mu also refuse to balk. 为了达到这个目标,别说二十万,两百万李牧也在所不惜。 This also is Li Mu leads the peer first-grade place. 这同样也是李牧领先同行一等的地方。 The development of internet must pass through many stages, before 2000 internet in the fumble period, everyone attempted to try to find out that the internet all kinds of possibilities, bravely proposed the supposition and bold fumble attempt ; 2000 later internet have lasted several years is the hard work period, tries the path that gradually to be proven since the fumble period, everyone is busy claiming markets by making preemptive investments, takes the favorable position in the different neighborhoods, therefore internet Corporation of this stage is used in the dedicated development most energy, traded the sentence straightforwardest words saying that present internet Corporation, was unable to put in order the monster moth ; 互联网的发展要经历很多阶段,2000年以前的互联网处于摸索期,大家尝试摸索出互联网各种各样的可能性,大胆提出假设、大胆摸索尝试;2000以后的互联网有长达数年的时间属于苦干期,从摸索期开始尝试的道路已经逐渐被论证,大家忙着跑马圈地、在不同的邻域抢占先机,所以这个阶段的互联网公司都将绝大多数的精力用于专注发展,换句最直白的话说,现在的互联网公司,还不太会整妖蛾子; But after 2005 internet market gradually will enter to the true mature stage, everyone starts the layout ecology and development closed loop, to do the software wants to do the hardware, makes the hardware wants to play the software, the overlapping domain starts mutually more and more, 05 years ago eight bamboo poles cannot hit two companies of relations, 05 years later perhaps will also make war in many domains, at this time Tencent Chief Ma and 3721 Chief Zhou will perhaps have a dream do not think, will cross again for ten years, their company can hit earth-shaking, will be heavily engaged. 而2005年以后的互联网市场才会逐渐进入到真正的成熟阶段,大家开始布局生态、发展闭环、搞软件的想做硬件、做硬件的想玩软件,相互交叉的领域开始越来越多,05年以前八竿子打不着关系的两家公司,05年后没准就会在多个领域同时开战,此时腾训的马总和3721的周总恐怕做梦也不会想到,再过十年,他们两人的公司会打的天翻地覆、不可开交。 In the future all -out competition of three-dimensional will also expedite all kinds of competitive methods, as rips to compel more and more, method to emerge one after another incessantly, how everyone also more and more rips clearly compels completes the resources linkage, 05 years later big internet Corporation all have the powerful public relations department, but reviews the present, domestic several well-known internet Corporation will not even have „public relations department” this function construction. 未来立体化的全面竞争也催生了各种各样的竞争手段,随着撕逼越来越多、手段层出不穷,大家也越来越明白撕逼的时候如何做好资源联动,以至于05年以后的大型互联网公司无一不具备强大的公关部门,但反观现在,国内几家知名的互联网公司甚至都没有“公关部”这个职能架构。 In this case, how possibly to play Li Mu?( To be continued.) 这种情况下,怎么可能玩的过李牧？(未完待续。)
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