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微信、微博、来往的明星造势策略

市民王叫兽 2014-04-22 37302°c

  早在范冰冰做客微社区之前,业内就曾传出陈坤的微信公众号收入700万的消息,先不论真假,至少从陈坤到范冰冰再到目前在微社区活跃的陈赫,微信已经初步显示出了对于明星的价值,据传腾讯方面还将继续拉入更多的明星加入微社区,值得我们期待更多。   微信“最严厉公众号政策”出台后,关于该项政策的解读层出不穷,业内对微信的未来走向也莫衷一是。4月11日晚,话题女王范冰冰突然做客微社区与粉丝们进行了长达半小时的交流互动,导致微社区访问量瞬间飙升至200多万。这一事件,或许是官方释放出的一个信号:明星的生态搭建将是重要动作之一,那么也借此对比一下微社区与先行者微博、来往的明星策略的差异。 一,传播生态对比 1,开放策略 微博:明星发布最新微博后,粉丝可以直接转发到自己的微博上以及微信和来往上,进而反过来再为微博的明星的该条微博导流。 来往扎堆:明星在扎堆里发布动态后,粉丝可以分享的渠道是最多的,可以分享到动态、微博、微信好友、微信朋友圈、QQ好友、QQ空间。 微社区:只能分享给微信好友以及微信朋友圈,再加上一个不是那么重要的腾讯微博。 那么从三家的开放策略上来说,来往最开放,微博次之,而微信则愈加封闭,不愿意将自己信息对外传播。 2,受众对比 虽然微博和来往的分享策略都是如此开放,但是从另一种角度来说微博和来往更希望能够借力微信的朋友圈,从而达到流量回流的效果,而微信的没有借力传播恰恰是一种自信所在,我们重点分析下微信的朋友圈价值。 微信目前拥有6亿庞大用户群,是国内第一也是唯一的超级熟人社交帝国,从微信朋友圈社交的设计上来说,是一个非常封闭的生态,不像微博那样开放,当你发出一个动态后只有你的好友可以看到,传播力实际上是非常小的,但这种小却决定了价值的大,朋友圈就像一个过滤器,用户会不由自主的更认可熟人和半熟人所分享的内容,而这种分享价值决定了受众更加认可其传播的质量。 在微社区中,你发表的全部内容是可以被看到的并且是所有人可以看到并且回复的,微社区的这种社区模式又给出了传播的覆盖广度,当然这种广度都是触及向关于某个话题感兴趣的用户。 从传播这一角度上来说,明星开辟的微社区也有非常强的传播能力,某个明星如果在微社区发布某个关于自己的重要事件,就会引发一系列忠粉的转发,其传播能力等价于微博,而此时的用户也不再需要通过上微博去了解某个明星,只需要打开明星的公众号即可。或许未来,类似文章劈腿事件将会第一时间从微社区里传出来。 3,资源扶植 微博:热门头条,热门微博榜单,热门微博笑话、娱乐、神最右...... 来往扎堆:扎推推荐,阿里系资源推荐。 微社区:腾讯系其他资源推荐。比如微社区在手Q端入口处做了推荐。 这三者中,微博的扶植无疑是最有力的,因为微博本来就是一个影响力社区,而在其生态中很容易为明星打造最有利的天然环境,所以目前微博依然还会是明星的主流驻扎阵地这点毫无疑问,无论来往扎堆和微社区短时间内都不可能撼动微博的地位。 来往的感觉就更像是当初微博建立之初,希望能够通过用明星吸引用户的策略来增加用户数量的方法,在这点上来往比较弱势。 最后的微社区能够为明星推荐的位置虽然也只是腾讯系资源,但是由于微信的天然优势,粉丝会比来往更活跃。 结语:微博的优势在于公开以及推荐位,来往扎堆的优势最弱,微社区的优势在于庞大的用户基数以及熟人关系链。 当然这里微信有个问题,当用户进入明星微社区还需要打开其公众号才可以进入,这使得用户进入明星微社区的过程变得有些繁琐,拉大了粉丝与明星的距离。而这样的距离问题是否会构成粉丝问题?我们只能拭目以待粉丝的热情,不管怎么样,用户在哪,明星就会在哪。 二, 互动性对比 对于粉丝来说,能够和明星互动是非常渴望的事情,微博上永远是粉丝围绕明星,而明星是无法回复的,来往也同样如此。而这就是微信的优势了,在微社区中,是真实存在回复的,不过这种回复分为两种。 第一种是像范冰冰这种女神大咖型,虽然在其微社区的35分钟内有2.5万个话题产生,但范冰冰显然无法一一回复,只是挑选着回复了17个。尽管只是回复了17个,粉丝还是很开心,因为知道自己接触女神有一线希望,这就够了。但这样的活动微社区也不可能一直搞,所以这样的大咖明星的微社区在本质上和微博以及来往扎推没有多大区别,只不过是个明星的展示平台而已。 第二种则是微社区要用全力去做的,这也是微社区优于微博和来往的最大点,像陈赫这样和用户更加亲和的明星或者是一些小明星,会真正的与用户互动起来。最近陈赫在他的微社区非常活跃,回复了很多用户的主题,而其微社区的访问量也突破1000万,远超范冰冰的230万。像陈赫这样的亲和型明星更有可能借助微社区这样的平台提升自己名气,并未即将到来的《爱5》做曝光,这和当年姚晨入驻微博时的情形有点像,还真说不定陈赫有可能成为下一个姚晨。 互动无疑是微社区的最大优势,微社区有一个细节做得非常好,就是可以在明星回复过的帖子前都加上一个“XX飘过”的标签,让所有人看见,让粉丝拥有极大的归属感,此外在陈赫的微社区里一些粉丝都在刷屏等回复,相当活跃。并且用户在手机上的回复成本比PC更低,就范冰冰事件来说,一晚上三万个回帖,这是PC上所无法想象的,这一优势更加促进了用户的发帖互动。转载出处:砍柴网

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2楼贞操锁  2014-11-09 21:49:25
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4楼散1场暖阳  2014-12-23 11:36:26
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6楼散1场暖阳  2014-12-23 11:07:06
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