明星微博背後的營銷故事(上)
When Jeremy Lin of the New York Knicks contacted Facebook for help understanding how best to use the site, the company's representatives showed him how. After Mr. Lin underwent knee surgery this spring, he returned the favor: a live chat for Facebook fans from his hospital bed. To date, about 54,000 people have "liked" it.
當紐約尼克斯隊（New York Knicks）球員林書豪聯繫Facebook，請教如何最好地利用該網站時，Facebook的公司代表給他做了示範。今年春天做完膝蓋手術後，林書豪還了這個人情：在病牀上與Facebook粉絲在線聊天。迄今爲止已經有約5.4萬人“贊”過這次聊天。Social-media sites like Facebook, Twitter, YouTube and Tumblr are increasingly forging relationships with celebrities to give both users and advertisers plenty of new material. Many of the sites have hired people and added resources to provide celebrities and entertainment-industry brands like TV host Kelly Ripa and Nascar with marketing ideas, insider tips and even technical support.
Facebook、Twitter、YouTube和Tumblr等社交媒體網站正與越來越多的名人結成合作關係，從而爲廣大用戶提供更多新鮮爆料，也爲廣告商們帶來更多新的商機。許多網站已經招兵買馬並增加資源，爲電視主持人凱莉•裏帕（Kelly Ripa）以及美國賽車協會（NASCAR）等明星和娛樂產業品牌提供營銷理念、小道消息甚至技術支持。"I get the dish right from the celeb's mouth," says Nicole Eisenberg, a 42-year-old mother from Bloomfield Hills, Mich. She used to devour celebrity magazines to get the latest on who is dating whom and who wore what designer to which premier. Now, she follows Gwyneth Paltrow, Kid Rock, Ivanka Trump and others on Twitter.
來自密歇根布盧姆菲爾德希爾斯（Bloomfield Hills）的42歲母親妮可•艾森伯格（Nicole Eisenberg）說，現在能直接從明星嘴裏得到消息了。她以前總是翻閱雜誌瞭解明星們的最新消息，比如誰和誰好了，誰穿着哪個設計師的衣服參加哪個首映禮了。而現在她在Twitter上關注格溫妮絲•帕特洛（Gwyneth Paltrow）、基德•洛克（Kid Rock）、伊萬卡•特朗普（Ivanka Trump）等一衆明星。
Celebrities generally aren't paid for their social-media efforts. But their involvement is essential to the sites because their photographs and posts give people glimpses of their rarefied worlds, drawing even more users and advertisers.
明星一般不會因爲在社交媒體上的努力獲得報酬。但他們的參與對這些網站至關重要，因爲他們的照片和帖子能讓人們瞭解娛樂圈，從而吸引更多的用戶和廣告商。"Our primary goal in partnerships is to enable users to have great experiences on Facebook," says Justin Osofsky, director of media partnerships for Facebook. "We have a business model based on advertisements and as people spend more time on Facebook, we monetize that."
Facebook媒體合作總監賈斯汀•奧索夫斯基（Justin Osofsky）說，我們合作的主要目的是促使用戶在Facebook上擁有良好的體驗；我們是基於廣告的商業模式，隨着人們在Facebook上花的時間越來越多，我們便可將其貨幣化。Today, most major social networks have departments dedicated to creating partnerships with celebrities, politicians and sports figures- as well as professional sports leagues, movie studios and television networks. Even start-ups are quickly staffing up with Hollywood liaisons. In some cases, employees of social networks act as IT assistants for celebrities- helping them learn how to sign on to their websites and download apps.
如今，大多數主要社交網站都設有專門負責與名人、政客和體育明星，還有職業體育聯盟、電影工作室和電視臺建立合作關係的部門。就連初創企業也開始迅速安排專人與好萊塢聯絡。某些情況下，社交網站的員工會充當明星的IT助手，幫助他們學習如何註冊網站和下載程序。Members of Twitter's partnership team keep a close eye on upcoming film premieres and reach out to studio executives and celebrity publicists with ideas of how Twitter can be used to help create buzz- debuting film trailers exclusively on Twitter, for example. Twitter also meets with agents and producers to analyze the stats: What likely caused spikes in tweeting? What didn't work as well? When a public figure's tweet results in big buzz, Twitter makes sure other celebrities know it. One such moment came when Nascar driver Brad Keselowski tweeted a photo taken from his car of a fire at the Daytona 500. He saw the number of his followers triple.
Twitter合作關係團隊的成員們會密切關注即將舉行的電影首映，並聯系電影公司高管和明星的公關人員，磋商如何利用Twitter來幫助造勢，比如在Twitter獨家首播電影預告片。Twitter也會與經紀人和製片人會面分析數據：促進微博數量激增的可能原因是什麼？有哪些是效果不甚理想的？當某位公衆人物的微博引起轟動時，Twitter就會確保其他明星知道。一個例子就是，在Daytona 500比賽中，美國賽車協會車手布拉德•克塞羅斯基（Brad Keselowski）在着火的車裏拍了張照片併發到Twitter上。接着他的粉絲數就翻了三倍。Omid Ashtari, Twitter's man-on-the-ground in Los Angeles, is known to refer to celebrities as "clients" and say that his job is to provide them "customer service." (Rachael Horwitz, a spokeswoman for Twitter, said no executives were available to comment.)
據說Twitter駐洛杉磯媒體主管奧米德•阿什塔裏（Omid Ashtari）稱明星爲“客戶”，還說他的工作是爲他們提供“客戶服務”。（Twitter發言人蕾切爾•霍爾維茨（Rachael Horwitz）說高管們都無暇置評。）When former NBA star Shaquille O'Neal debuts "The Comedy Shaq," a channel devoted to comedians this fall, viewers will tune in on YouTube. "My philosophy is 60% to make you laugh, 30% to inspire and 10% to promote whatever I'm doing," says Mr. O'Neal.
當NBA前球星沙奎爾•奧尼爾（Shaquille O'Neal）的喜劇頻道“The Comedy Shaq”今年秋天開播時，觀衆可以在YouTube上直接收看。奧尼爾說，我的哲學是，60%讓人發笑，30%起激勵作用，10%用來爲我所做的事宣傳。One Direction, the British boy band, launched its official U.S. tour blog on Tumblr, after the social blog network made a compelling pitch. Tumblr's new publication, "Storyboard," would publish a story about the band and its fan base. In addition, Tumblr promised a "mass promotion" package that would include tweets to 300,000 Twitter followers and additional coverage in another publication, such as Seventeen or Rolling Stone.
社交博客網站Tumblr強力造勢後，英國男孩組合一世代（One Direction）在該網站發佈了其美國巡演的官方博客。Tumblr新推出的“Storyboard”將會發布一篇有關該樂隊及其粉絲羣的報道。此外，Tumblr還承諾將會舉行一次“大規模宣傳”活動，包括面向30萬Twitter粉絲的微博，以及在《Seventeen》和《滾石》（Rolling Stone）等雜誌上進行報道。"They're the most popular thing on Tumblr, hands down, and we reached out to them," says Jessica Bennett, Tumblr's executive editor.
Tumblr執行編輯傑西卡•班尼特（Jessica Bennett）說，毫無疑問他們是Tumblr上最受歡迎的，所以我們聯繫到了他們。
