That night, the news that spreadsuddenlydetonated the entireChinesepopular musiccircle, Muye Science and TechnologycollaboratedEasy Music Network and Taobaonet, formallyinvited the majorrecord companyaffiliatedsingersto move intoTieba (Post It), in the meantime, toencourage the singertried hardto operateownTieba (Post It)of the same name, Tieba (Post It) all resources of entirethreecompany, tooperate the Tieba (Post It)singerdiligentlyprovide„the entirechannelpromotion that”was in sole possession ofservice.
当天晚上,一个忽然传出的消息引爆了整个华语流行音乐圈,牧野科技联手易听网、淘宝网,正式邀请各大唱片公司旗下歌手入驻贴吧,同时,为鼓励歌手努力经营好自己的同名贴吧,贴吧将整个三家公司的所有资源,为努力经营贴吧的歌手提供独有的“全渠道推广”服务。
The invitationmoves intoTieba (Post It)to have no ignition point, howevernecessary„the entirechannelpromotion”madeallsingersbe attractedextremely, had the Mo Wenweiexample, whounderstoodthisset„the entirechannelpromotion”influence, Mo Wenweibefore the entirechannelpromoted, was ordinaryin the Mainlandfame, the special editionsales volumewas ordinary, the performanceinvitedfew . Moreover the pricewas low, the advertisementrepresentedare also few, nowfor several days, sheriseson the rocketin the Mainlandfame, the special editionsold200,000-300,000, moreoverinunceasingselling in advance, the performanceinvitedalsocomes in swarms, priceto turntimenot saying that invitation that the advertisementrepresentedalsostartedto increaseunceasingly.
邀请入驻贴吧没什么引爆点,但是配套的“全渠道推广”还是让所有歌手极受吸引,有了莫纹蔚的榜样,谁都明白这套“全渠道推广”的影响力,莫纹蔚在全渠道推广之前,在内地名气一般,专辑销量一般,演出邀约较少而且价格较低,广告代言也较少,现在短短几天,她在内地的名气就火箭般蹿升,专辑卖出去200,000-300,000而且还在不断的预售,演出邀约也蜂拥而至、价格翻倍不说,广告代言的邀约也开始不断增加。Influence that the synthesis, thisentirechannelpromotes, the wholeis not inferiorinpreviousSpring Night . Moreover, inSpring Night was very the most important thing is difficultto draw the special editionsales volumebefore, even ifdraws the sales volume, stilldraws the piratingsales volume, nowhadTaobaonetchannel, the sale of genuinespecial editionalmostopened a Yangguang Avenue.
综合来看,这个全渠道推广的影响力,整体不逊色于上一次春晚,而且最重要的是,之前上春晚很难拉动专辑销量,就算拉动销量,也是拉动盗版销量,现在有淘宝网这个渠道,正版专辑的销售几乎就是打开了一条阳光大道。Not only the singer„the entirechannelpromotion”attaches great importance tothisespecially, the record companyalsoattaches great importance , the star who evensomewhatsteps in the film and televisionsongtriphibiandevelopment, the music and film and televisionsignedrespectivelyto the differentcompanies, that side the film and televisioncompanycalledto urge the artistto strive forthisspeciallyas far as possible„the entirechannelpromotion”, becausethis„entirechannelpromotion”althoughfrommusic, but the popularitywanted, developmentinfilm and televisionalso had majorpromoter actionto the star's, in briefwasvarioustypes, ifcertainlywants the meansto attainone.
不只是歌手对这个“全渠道推广”格外重视,唱片公司也非常重视,甚至有些涉足影视歌三栖发展的明星,音乐和影视分别签给了不同的公司,影视公司那边都专门打电话敦促艺人尽可能争取这个“全渠道推广”,因为这个“全渠道推广”虽然是从音乐着手,但知名度只要起来,对明星在影视方面的发展也有非常大的促进作用,总之就是各种好,一定要想办法拿到一个。But, Muye Science and Technologyhas not talked clearlyparticipationexplicitly„the entirechannelpromotion” the appraisalstandard, the standard of onlyannouncementisstaras far as possiblemanyparticipationinownTieba (Post It), thereforevariousgroup of starsreplythroughoneselfrecord company, expressed that is very willingto move intoTieba (Post It).
可是,牧野科技又没有明确说清楚参与“全渠道推广”的评审标准,唯一公布的标准就是要明星尽可能多的参与到自己的贴吧中来,于是各路明星纷纷通过自己的唱片公司回复,表示十分愿意入驻贴吧。Bynext noontime, the Tieba (Post It)Businessconnectionpersonhas received the explicitreplies of more than 200singers, thereforeTieba (Post It) the startfollow-up work, according to the Li Mu'srequest, the follow-up workis divided intotwodirectionsimmediately:
截止到第二天中午的时候,贴吧的商务接口人就已经收到两百多名歌手的明确回复,于是贴吧立刻着手后续工作,按照李牧的要求,后续工作共分两个方向:First, propaganda!
第一,宣传！Pushes the starto move into the Tieba (Post It)newsin the entirechannelgreatly, drums up supportvigorously, mustmake the entirenetuserknow,large quantities ofMainland and Hong Kong , Taiwansingerswill soon move intoTieba (Post It)in the way of honorable person, and conducts the directinteractioninTieba (Post It) and user, Tieba (Post It)is the fan and idolpoint blank rangecontactandhas the direct communication the onlyplatform;
在全渠道大推明星入驻贴吧的新闻,大力造势,一定要让全网用户知道,有一大批内地、港台歌手即将以真人的方式入驻贴吧,并且在贴吧与用户进行直接的互动,贴吧是歌迷与偶像最近距离接触并产生直接沟通的唯一平台;Second, execution!
第二,执行！Is willingto move into the Tieba (Post It)starto open the exclusiveindividualaccount number, the account numberrequestis the singertwocharacters+ the real name, toavoidconflictingwithotherusersof the same name . Moreover, authenticates the account of singer to with the golden colorshow, the suffixadds on the goldenValphabetic characters, the meaningis the officialauthenticationuser, for example: Du WeiTieba (Post It)authenticatesIDis„singerDu Wei”, then the singermoves intoownTieba (Post It)of the same nameofficially, the weight computingwayalsoformallystarts.
给愿意入驻贴吧的明星开专属个人账号,账号要求是歌手二字+真实姓名,以避免与其他同名用户相冲突,另外,认证歌手的账户要用金色显示,后缀加上金色v字母符号,意为官方认证用户,例如:杜薇的贴吧认证id就是“歌手杜薇”,然后歌手就正式入驻自己的同名贴吧,权重计算方式也正式启动。
The concreteexecution, the Li Mu'srequestis: Firstpreparesoverall plan, after several hundredsingersclear the account number, mustwiththemdecide a timenode, the starmoves into the method that the Tieba (Post It)activitymustselectto proceed in an orderly way, groupstheseseveral hundredsingers, 10 : 00 am to10 : 00 pm, take each houras a timenode, eachtimenode, arrangestensingerlog insinceownTieba (Post It), conducts onehour of interactivequestion and answerin the reportplacard of topwithownfan, anyfans that pays attention tothis/shouldTieba (Post It)caninpostintrovertedownidolinquiry, the singer can also preparesomepictureevenvideosahead of time, ininteracting. In the processsends outgradually.
具体的执行方式,李牧的要求是:先做好统筹准备,给数百位歌星开通账号之后,就要跟他们定一个时间节点,明星入驻贴吧活动要采用循序渐进的方式,把这几百名歌手进行分组,每天上午十点到晚上 10 点,以每小时为一个时间节点,每个时间节点,都安排十位歌手登陆进入自己的贴吧,在置顶的报道帖内与自己的歌迷进行一个小时的互动问答,凡是关注该贴吧的粉丝都可以在帖子内向自己的偶像提问,歌手也可以提前准备好一些照片甚至视频,在互动过程中逐步发出。Reason thatmustseparate the star, letstheirlog inTieba (Post It)group by group, those whomainly, maketheseseveral hundredsingerscontinuousfor the wrongpeakisTieba (Post It)has the influence, ifseveral hundredpeoplecamealtogether, goes inoneselfto operateownTieba (Post It)muddleheaded, oneselfgo tooneselfTieba (Post It)to postandgive regards, like thisseemstoonumerous and disorderly, moreoverdoes not have the methodicalness, not to plan, the user is also muddleheaded easy, does not know that whichTieba (Post It)shouldgo to be better, the entireTieba (Post It)current capacitywill be certainat the appointed timewill gathertothatseveralmost popularsingerTieba (Post It), the remainingbiggroup of singers can only sillylooks atownTieba (Post It), feelnobody will ask. Awkwardness.
之所以要把明星分开,让他们一批一批的登陆贴吧,主要也是为了错峰、让这几百名歌手持续不断的为贴吧产生影响力,如果一股脑几百人来了,稀里糊涂的进去自己经营自己的贴吧,自己去自己的贴吧发个帖、问个好,这样显得太庞杂而且没有章法、没有统筹,用户也容易稀里糊涂,不知道该去哪个贴吧更好,整个贴吧的流量届时一定会汇聚到那几个人气最高的歌手贴吧,剩下一大堆歌手只能傻傻的看着自己的贴吧,感受着无人问津的尴尬。With this, was inferior that everyonefirstagrees on the goodtimeahead of time, this time the node, whichstarsgot onlineenterTieba (Post It)to interactwithoneselffans, wait forthisbatch of starinteractionsto finish, the nextgroup of starscame upto conduct again the secondround, moreovereachround of timesstarmatched must havetasteful, for example, eachraidtenstars, achievedvariousmale and femalehalfas far as possible, agelevelsupplementarymatching, Mainland and Hong Kong , Taiwanareawas relatively even, moreoverin the samegroup, the first-linesingerwere mostonlyarrangesone, so as to avoidsnatched the class/flowphenomenon is too serious.
与此这样,不如大家提前先约定好时间,这个时间节点,哪些明星上线进入贴吧跟自己的粉丝互动,等这一批明星互动结束,下一批明星再上来进行第二轮,而且每一轮次的明星搭配也要有讲究,比如,每一批次十个明星,尽可能做到男女各一半,年龄层次互补搭配、内地、港台地区相对均匀,而且同一组内,一线歌手最多只安排一个,免得抢流现象太严重。12 hour a day, every day120singers, calculate, the singer who participates incan not redundantsupportthree days, suchactivitylatereach weekguarantee a minimumonetime, to the singer, theyevery weekonlyneedsto put out one hour coordinates, buttoentireTieba (Post It), oneweekonly thensevendays, buthasthree days„fanscarnival”.
每天12个小时,每天一百二十名歌手,这么算下来,参与进来的歌手可以不重复的支撑三天,这样的活动以后每周保底一次,对歌手来说,他们每周只需要拿出一个小时的时间来配合,但是对整个贴吧来说,一周只有七天,但却足足有三天的“粉丝狂欢节”。Thisactivityis the officialorganization, in addition, allstarscanarrange the activity, whenhas the time, canpublish the postinownTieba (Post It)momentarily, hasanything to tellfans, hascanpostdirectly, canlook forsomefansposts that anythingwantsto demonstrateto replyappropriately, thiscanincreasesomeweightscoresforoneself.
这个活动是官方组织的,除此之外,所有的明星都可以自己安排活动,什么时候有时间,随时可以在自己的贴吧里发表帖子,有什么想告诉粉丝的,有什么想展示的都可以直接发帖,也可以适当找一些粉丝的帖子回复一下,这样就可以为自己增加一些权重分数。
After thissetcarries out the plandecides, Tieba (Post It)staffclears the exclusiveaccount numberto the star, whiletransmits the concrete arrangement of activitywith the record company, on the one handneeds the starafter the propagandagets online, poststorespectiveTieba (Post It)inas soon as possible, informsTieba (Post It)fansto move intoTieba (Post It), on the other hand, but must coordinate the timearrangement of starfor the followingquestion and answeractivitywiththem, separates the timerunning schedules of differentstar, subscribes the schedulearrangement of activity.
这套执行方案定下来之后,贴吧的员工一边给明星开通专属账号,一边跟唱片公司传达活动的具体安排,一方面需要明星在宣传上线之后,尽快到各自贴吧里发帖,告知贴吧的粉丝自己已经入驻贴吧,另一方面,还要为接下来的问答活动跟他们协调明星的时间安排,把不同明星的时间档期隔开,把活动的排期安排订好。
The Tieba (Post It)operationteamcarries out the efficiencyto be quick, starting fromnoon, YYpop-up window and YYGametrundlenews and Happy FarmtrundlenewsandTieba (Post It)topped the newsto start the synchronizedpromotion, several hundredsingerswill soon move intoTieba (Post It) at exactly 8 : 00 pm collectives, the influence of thisactivitymight be considered as the occasion unmatched in grandeuroninternet, internetemergesnow, but alsowithouthas let the platform that the singer and faninteractedspecially, thisTieba (Post It)calledseveral hundredsingersall of a sudden, manythesebiglevelsingers, totouchingrelativebig of Internet users.贴吧的运营团队执行效率非常快,从中午开始,yy弹窗、yy游戏滚动新闻、开心农场滚动新闻、贴吧置顶新闻就开始了同步推广,数百名歌星即将在第二天晚上八点整集体入驻贴吧,这个活动的影响力在互联网上堪称是盛况空前,互联网兴起到现在,还没有过专门让歌星与歌迷互动的平台,这一次贴吧一下子就召集来了数百名歌手,其中还不乏那些一线大咖级歌手,对网民的触动相当之大。
The internetplatform that the earliestusecertainmagnitudestardrums up supportisSinaBlog, initialcelebrityBlogtrulyonlinehad the enormousstir, andallowsall the peopleto enter the Blogtimerapidly, at that timeOld XuBlogandHanHanBlogwas the visitsoverhundred millionsupergreatlyabundant, but a starBlogweaponrycould not compareTieba (Post It)thistimemovementby far.
最早利用一定数量级明星来造势的互联网平台就是新浪博客,当初的名人博客确确实实在网上产生了极大的轰动,并且迅速让全民进入博客时代,那时候老徐博客、韩涵博客都是访问量过亿的超级大博,不过明星博客的阵仗远远比不上贴吧这次的动作。BesidesSinaBlog, the platform that anotherlots ofstarmoves intoisSinaWeibo (Micro Blog), the influence of itsheydaywas naturally needlessto saymuch, the movie staror the TV starandsingerevenwereHost, the celebrity who so long ashadrelationswith the entertainment world, flooded intoWeibo (Micro Blog)to clearownindividualauthenticationaccount numberon own initiative, butSinaWeibo (Micro Blog)moststartedtime, suchstronginfluence, itmosthas not startedusingstarBlog, moststarbloggerswill transform the Weibo (Micro Blog)bloggerinitially, introduceda number offreshcelebrityblood, thiscontinuallyenhancedowncohesive force, Built a valueseveral billionsevento crosshundredhundred millionUSDsocial networksWeibo (Micro Blog).
除了新浪博客之外,另一个大量明星入驻的平台就是新浪微博,它全盛时期的影响力自然不用多说,无论是电影明星还是电视明星、歌星甚至是主持人,只要和娱乐圈沾点关系的名人,都主动涌入微博开通自己的个人认证账号,不过新浪微博最开始起步的时候,也并没有这么强大的影响力,它最早就是利用明星博客起步,将当初大部分明星博主转化成了微博博主,又引入了一批新鲜的名人血液,这才不断提升自己的凝聚力,将微博打造成了一个价值数十亿甚至过百亿美元的社交平台。Li Muunderstandsstar'sstronginfluenceoninternet, will take advantage ofoneselfownresourcesin every way, attractsthesesingersto move intoTieba (Post It), becausehadSinaprevious lifeto try to find outexperience that his timemustdoachievesdirectlyruthlessly, several hundredstarswill landTieba (Post It), thisabsolutelywas the entertainment world and internetbiggestgrand occasion.李牧正是深谙明星在互联网上的超强影响力,才会利用自己自身的多方资源,去吸引这些歌星入驻贴吧,也正是因为有了新浪上辈子摸索出来的经验,他这次要做就直接做到最狠,几百个明星将一齐空降贴吧,这绝对是娱乐圈和互联网最大的盛事了。
......
……In the afternoon3o'clock, newestRTHKChinesesongdragonHubangrankedto make known.
下午三点钟,最新的香港电台中文歌曲龙虎榜排名揭晓了。Du Wei«Next Station, Tian Hou»justlog in, rushes to the thirdpositionyesterdaytodayunexpectedlyat one fell swoop, thisresultnot onlymakes the broadcasting stationshock, evenZhang GuorongandMo Wenweido not dareto believe that the RTHKChinesesongdragonHubangcomputing modeisto take the recentsevendays of average figures, didn't expectDu Wei is only on the list for a day alreadyhas attainedthislistthird, thisalsomeans,Du Weithissongdividessevenfromyesterdaytopresentonlyoneday of index, has surpassed the listbesidesfirst, secondallsongsevendays of mean values, ifgaveheragainoneday. Perhaps the time, shecanrush to the firstpositionto come up.杜薇的《下一站天后》昨天刚刚登陆,今天竟然就一举冲到了第三名的位置,这份成绩不但让电台震惊,连张国容、莫纹蔚都不敢置信,香港电台中文歌曲龙虎榜的计算方式是取最近七天的平均数值,没想到杜薇只上榜一天就已经拿到了这个榜单的第三,这也就意味着,杜薇这首歌从昨天到现在只一天的指数除以七,就已经超过了榜单除了第一、第二名之外所有歌曲七天的平均值,如果再给她一天的时间,她或许就能冲到第一名的位置上去。Zhang GuorongandMo Wenwei these people of understandinglistruleexclaimed in surprise,majoritydid not understand the people that ruledo not feelsurprised, in their opinion, thissongis truly good, not onlyof pleasant to hear, but alsomeets the rusticityvery much, veryhas the warm feelings, in their eyes, thissongdid not takefirstsomewhatto owe, thereupon an important goodspersondrivingtelephoningselection and broadcast«Next Station, Tian Hou», wantsto helpthissongrush to the first place.张国容、莫纹蔚这些了解榜单规则的人惊叹,大部分不了解规则的民众却不觉得惊讶,在他们看来,这首歌确实非常棒,不但好听,而且还很接地气,十分有亲切感,在他们眼里,这首歌不拿第一都是有些亏了,于是乎一大帮人又主动打电话点播这首《下一站天后》,就是想帮这首歌冲到榜首。Meanwhile, manyHong KongPeoplealsostartto attemptthroughvariouswayunderstandingrelatedDu Weisomesituations, is quicktheythento discover,Du Weiis not the Hong Konglocalsinger, butis the Mainlandsinger, butthistheyhave no prejudicetoDu WeithisMainlandsingertimeactually, becauseinsteadDu WeisangthisCantonesesong, thereforesprouted a proudspecialfavorable impressiontoherin the heart, Li Mualsohas toacknowledge,makingDu WeisingCantonesesong some ingredients of taking the easy wayto be one of them, thiscanmakeDu Weieasierto be acceptedby the Hong Konglocal areafan.
同时,很多香港民众也开始试图通过各种途径了解有关杜薇的一些情况,很快他们便发现,杜薇原来并不是香港本地的歌手,而是内地歌手,不过这一次他们对杜薇这个内地歌手倒是没有任何成见,反而因为杜薇唱了这首粤语歌,所以在心底对她萌生了一种略带自豪的特殊好感,李牧也不得不承认,让杜薇唱粤语歌有些讨巧的成分在其中,这样能够让杜薇更容易被香港本地歌迷所接受。
( To be continued.)
(未完待续。)
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