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                                                                                                                                                                          1. 热点营销八大套路


                                                                                                                                                                              导读:8月14号,“宝强马蓉离婚事件”火爆微博、朋友圈,一度成为各大媒体持续关注的热点事件;在营销盛行的今天,谁能第一时间剥夺用户的注意力,谁就能占领行业竞争中的优势权;因此,在互联网产品(网站、APP等)越来越多的,竞争也越来越激烈的今天,如何掌握和利用热点事件进行营销,成为运营人员不可缺少的一项技能?

                                                                                                                                                                                     

                                                                                                                                                                             

                                                                                                                                                                              无论是明星八卦事件、里约奥运会还是七夕、中秋传统节假日甚至清明节、中元节都被大家当作热点去追!

                                                                                                                                                                              不管是何种热点对时间的有效性要求都非常高,在热点发生的那一刻到1小时内都是借势营销黄金期,这个阶段你所借势的任何动作就会成为别人在朋友圈等社交平台分享的素材,一个热点过了12小时以后基本就算是过气的热点。

                                                                                                                                                                              在运营领域我也喜欢把热点借势营销称之为时效性热点营销,这样可以根据热点的不确定性分为,可以预见的时效性热点和不可预见的时效性热点。其中传统节日和社会热点为可预测热(七夕和奥运会如约而至)社会事件和明星八卦为不可预测热点(下一秒出轨的明星你不知道会是谁)。

                                                                                                                                                                              节日月月有,热点随时发生,作为拼杀在互联网一线的运营要是不懂些热点营销的常见玩法,怎么在运营圈里行走江湖,下面分享基于小贤自己的观察总结出的运营做热点营销的8大套路。

                                                                                                                                                                              套路一:热点借势海报

                                                                                                                                                                              想在热点产生的一小时内为产品发声,海报是运营做热点借势营销的首选,操作相对简单,一句文案加一张美图就可以图文并茂的传递产品与热点的关系,达 到借势热点的效果。在奥运期间,与奥运运动有关的形象就可以引发联想,比如这一天比赛日有游泳,画面是一个泳池,对面是一个金牌,在赛事热点时,很容易关 联起来。

                                                                                                                                                                              


                                                                                                                                                                             

                                                                                                                                                                              杜蕾斯太污啦

                                                                                                                                                                              热点借势海报的策划思路目前常见的有温情类、数据类、搞笑类、文艺类、鸡汤类、谐音类、口号类、比拟类,各种类型海报大家见的太多这里就不做举例,具体采用哪一种方式需要运营根据热点特征和想传递的产品卖点来决定。

                                                                                                                                                                              套路二:软文

                                                                                                                                                                              在大家普遍认为海报是针对用户注意力集中短暂的问题的最好信息传递载体的时候,写篇彼有意思的软文或许能够起到更好的效果。(在电商的商品页面中长 文字比段文案拥有更高的转化率)。比如孙杨拿200米自由泳冠军,在展示自己实力的同时也暴露了自己的牙齿问题,那牙齿健康方面的产品跟热点就可以写一篇 关于孙杨等奥运冠军牙齿健康方面的软文。

                                                                                                                                                                              


                                                                                                                                                                             

                                                                                                                                                                              孙杨夺冠,国外媒体和网友们却盯上了他的牙

                                                                                                                                                                              再比如Uber中国和滴滴合并那天,易道用车写的那篇致用户信(软文)着实是让我们这些即将被垄断平台任意定价的用户感到欣慰。关于运营写软文的技巧可在公众号「产品菜鸟汇」回复关键词”软文”查看。

                                                                                                                                                                              套路三:启动页

                                                                                                                                                                              无论是热点营销还是普通的品牌推广,正确的传播圈层应该是先从现有的用户开始。做热点营销对互联网产品的运营来说,最优先需要考虑的是如何通过站内的渠道让现有的用户感知到热点与产品的关系,其次才是考虑怎么到社交媒体上去影响潜在用户。

                                                                                                                                                                              营销海报和软文是任何企业在新媒体平台上都可以做的营销,产品的启动页则是拥有移动应用的互联网企业的热点营销特权,和它相类似的还有首页推荐、弹窗、push等站内宣传方式。

                                                                                                                                                                              


                                                                                                                                                                             

                                                                                                                                                                              老板电器冠名网易奥运栏目

                                                                                                                                                                              非互联网企业有的为强化热点营销渠道,也会购买一些优质的互联网产品启动页做为宣传渠道。类似奥运会这种全世界瞩目的社会热点,资金充足的企业还会以冠名的方式参与内容借势营销。

                                                                                                                                                                              套路四:产品肤色

                                                                                                                                                                              和用启动页做热点营销一样,也属于互联网企业的做热点营销独有的玩法,只需要运营在产品开发阶段留好产品按钮的样式调整接口,遇到大型的热点既可随时调用特型。

                                                                                                                                                                              


                                                                                                                                                                             

                                                                                                                                                                              可口可乐奥运装

                                                                                                                                                                              传统企业的产品要想换肤色换包装不仅需要经过层层工序,还得考虑库存和渠道的跟进能力。传统企业在奥运会这样可预测的热点有做产品换肤色的可能,对于不可预测的热点基本做这种换产品包装玩法的概率微乎其微。

                                                                                                                                                                              套路五:内容专题

                                                                                                                                                                              这种热点营销玩法相信大家并不陌生,经常能够看到各大互联网平台做内容聚合专题,在奥运期间做内容专题聚合也是各大门户网站的标配。

                                                                                                                                                                              为可预测的热点做内容专题对于运营来说难度不大,对于非可预测的热点,要想用内容专题的玩法借势热点,除了运营要有足够的内容敏感度,还得拥有好运营工具(投票工具、弹幕、优惠券、页面生成工具)和产品内容挖掘机制,看它们能否帮助运营快速的找到热点相关内容并生成页面。

                                                                                                                                                                              


                                                                                                                                                                             

                                                                                                                                                                              百度贴吧热点话题专题页

                                                                                                                                                                              套路六:优惠券口令

                                                                                                                                                                              这种玩法的灵感来源于Uber和神州专车在去年的撕X,当时的情况是神州专车出了一系类海报狠咬Uber专车不安全,后来的结果大家都知道的是神州 专车出于舆论压力开始妥协。不过在当时这件事已经形成互联网圈的一个热点,Uber作为主角跟进热点所采取的策略,除了写文案反击外,在海报的底部还有设 置了红包口令,用户回复关键词既可获得乘车优惠,用优惠券口令的方式获取了不少新用户。

                                                                                                                                                                              


                                                                                                                                                                             

                                                                                                                                                                              Uber口令

                                                                                                                                                                              根据热点设置口令,这是目前我觉得运营做热点借势营销最好的也是最简单有效的方式,不仅让用户觉得你紧贴热点,还能提升产品的订单量/用户量。比如 当你想用口令玩奥运会的热点营销,其实就可在孙杨比赛开始前让大家知道这种玩法,告知他们只要孙杨夺冠,在产品搜索框内搜索关键词『孙杨』既可领***元 红包。

                                                                                                                                                                              套路七:线下体验

                                                                                                                                                                              玩多了互联网上的活动,在朋友圈被刷屏惯了,参加一些线下的体验活动对于用户来说可能会是另外一番不错滋味。现在越来越多的产品,在移动智能终端上 基于lbs做成线下体验的O2O形式,策划类似步行竞技、签到等参与性较强、门槛较低的互动活动,从这些参与者中选出若干名优胜的用户进行VIP体验活 动,并在各大直播平台进行现场的二次互动传播。

                                                                                                                                                                              


                                                                                                                                                                             

                                                                                                                                                                              滴滴线下体验奥运项目

                                                                                                                                                                              套路八:整合营销

                                                                                                                                                                              对于运营老司机来说,跟热点做营销可远远不想只是一张海报或者说一版启动页就结束了。奥运会、世界杯、春节、情人节、父亲节这样的可预测的热点事 件,其实应该早早的准备起了,确定一个创意主题,然后把前面7个单项的热点营销套路整合在一起,再加上视频、h5、游戏等营销标配。把整个运营战线拉开, 从热点到来前的预热到热点当天的主活动,产品在互联网上大营销阵势就有啦。

                                                                                                                                                                              比如对于一款社区类产品来说,在奥运会前就可以举行各类活动,比如以去里约看奥运为噱头的选拔、比赛、画展,都可以吸引目标用户参与。在奥运期间可 以结合竞猜等方式:线上可以竞猜比赛结果、看图猜运动名;线下可以根据动作猜运动名,奖励相关运动产品,比如乒乓球拍、游泳券、足球等等。





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