<!DOCTYPE html>
|
<html lang="en">
|
<head>
|
<meta charset="UTF-8">
|
<meta name="viewport" content="width=device-width">
|
<meta name="theme-color" content="#222"><meta name="generator" content="Hexo 6.3.0">
|
|
<link rel="apple-touch-icon" sizes="180x180" href="/assets/Q/ios-icon.png">
|
<link rel="icon" type="image/png" sizes="32x32" href="/assets/Q/32.ico">
|
<link rel="icon" type="image/png" sizes="16x16" href="/assets/Q/16.ico">
|
|
<link rel="stylesheet" href="/css/main.css">
|
|
|
|
<link rel="stylesheet" href="https://cdnjs.cloudflare.com/ajax/libs/font-awesome/6.4.0/css/all.min.css" integrity="sha256-HtsXJanqjKTc8vVQjO4YMhiqFoXkfBsjBWcX91T1jr8=" crossorigin="anonymous">
|
<link rel="stylesheet" href="https://cdnjs.cloudflare.com/ajax/libs/animate.css/3.1.1/animate.min.css" integrity="sha256-PR7ttpcvz8qrF57fur/yAx1qXMFJeJFiA6pSzWi0OIE=" crossorigin="anonymous">
|
|
<script class="next-config" data-name="main" type="application/json">{"hostname":"zxq.im","root":"/","images":"/images","scheme":"Pisces","darkmode":false,"version":"8.18.1","exturl":false,"sidebar":{"position":"left","display":"post","padding":18,"offset":12},"copycode":{"enable":false,"style":null},"fold":{"enable":false,"height":500},"bookmark":{"enable":false,"color":"#222","save":"auto"},"mediumzoom":false,"lazyload":false,"pangu":false,"comments":{"style":"tabs","active":null,"storage":true,"lazyload":false,"nav":null},"stickytabs":false,"motion":{"enable":true,"async":false,"transition":{"menu_item":"fadeInDown","post_block":"fadeIn","post_header":"fadeInDown","post_body":"fadeInDown","coll_header":"fadeInLeft","sidebar":"fadeInUp"}},"prism":false,"i18n":{"placeholder":"Searching...","empty":"We didn't find any results for the search: ${query}","hits_time":"${hits} results found in ${time} ms","hits":"${hits} results found"},"path":"/search.xml","localsearch":{"enable":true,"trigger":"auto","top_n_per_article":1,"unescape":false,"preload":false}}</script><script src="/js/config.js"></script>
|
|
<meta name="description" content="社交货币 Please Don‘t Tell——复古电话亭后的秘密酒吧。玻璃球比橡胶球弹得高——Snapple饮料瓶盖内印有的与众不同的事实。兑换里程数不到10%——人们热衷累积航空公司的里程数却不兑换。100美元的三明治——巴克莱首厨加入神户牛肉、龙虾、黑松露。will it blend——用搅拌机搅碎木头、弹珠、CD、手机等物品的系列广告视频。 人们会分享让自己脸上有光的事情。一个产品或创">
|
<meta property="og:type" content="article">
|
<meta property="og:title" content="《疯传》笔记">
|
<meta property="og:url" content="http://zxq.im/19776.html">
|
<meta property="og:site_name" content="ZXQ">
|
<meta property="og:description" content="社交货币 Please Don‘t Tell——复古电话亭后的秘密酒吧。玻璃球比橡胶球弹得高——Snapple饮料瓶盖内印有的与众不同的事实。兑换里程数不到10%——人们热衷累积航空公司的里程数却不兑换。100美元的三明治——巴克莱首厨加入神户牛肉、龙虾、黑松露。will it blend——用搅拌机搅碎木头、弹珠、CD、手机等物品的系列广告视频。 人们会分享让自己脸上有光的事情。一个产品或创">
|
<meta property="og:locale" content="en_US">
|
<meta property="article:published_time" content="2019-07-25T16:00:00.000Z">
|
<meta property="article:modified_time" content="2021-04-23T01:25:16.201Z">
|
<meta property="article:author" content="ZXQ">
|
<meta property="article:tag" content="发财书">
|
<meta name="twitter:card" content="summary">
|
|
|
<link rel="canonical" href="http://zxq.im/19776.html">
|
|
|
|
<script class="next-config" data-name="page" type="application/json">{"sidebar":"","isHome":false,"isPost":true,"lang":"en","comments":true,"permalink":"http://zxq.im/19776.html","path":"19776.html","title":"《疯传》笔记"}</script>
|
|
<script class="next-config" data-name="calendar" type="application/json">""</script>
|
<title>《疯传》笔记 | ZXQ</title>
|
|
|
|
|
|
|
|
|
|
<noscript>
|
<link rel="stylesheet" href="/css/noscript.css">
|
</noscript>
|
</head>
|
|
<body itemscope itemtype="http://schema.org/WebPage" class="use-motion">
|
<div class="headband"></div>
|
|
<main class="main">
|
<div class="column">
|
<header class="header" itemscope itemtype="http://schema.org/WPHeader"><div class="site-brand-container">
|
<div class="site-nav-toggle">
|
<div class="toggle" aria-label="Toggle navigation bar" role="button">
|
<span class="toggle-line"></span>
|
<span class="toggle-line"></span>
|
<span class="toggle-line"></span>
|
</div>
|
</div>
|
|
<div class="site-meta">
|
|
<a href="/" class="brand" rel="start">
|
<i class="logo-line"></i>
|
<p class="site-title">ZXQ</p>
|
<i class="logo-line"></i>
|
</a>
|
<p class="site-subtitle" itemprop="description">just a typist</p>
|
</div>
|
|
<div class="site-nav-right">
|
<div class="toggle popup-trigger" aria-label="Search" role="button">
|
<i class="fa fa-search fa-fw fa-lg"></i>
|
</div>
|
</div>
|
</div>
|
|
|
|
<nav class="site-nav">
|
<ul class="main-menu menu"><li class="menu-item menu-item-home"><a href="/" rel="section"><i class="fa fa-heart fa-fw"></i>Home</a></li><li class="menu-item menu-item-archives"><a href="/archives/" rel="section"><i class="fa fa-archive fa-fw"></i>Archives</a></li>
|
<li class="menu-item menu-item-search">
|
<a role="button" class="popup-trigger"><i class="fa fa-search fa-fw"></i>Search
|
</a>
|
</li>
|
</ul>
|
</nav>
|
|
|
|
<div class="search-pop-overlay">
|
<div class="popup search-popup"><div class="search-header">
|
<span class="search-icon">
|
<i class="fa fa-search"></i>
|
</span>
|
<div class="search-input-container">
|
<input autocomplete="off" autocapitalize="off" maxlength="80"
|
placeholder="Searching..." spellcheck="false"
|
type="search" class="search-input">
|
</div>
|
<span class="popup-btn-close" role="button">
|
<i class="fa fa-times-circle"></i>
|
</span>
|
</div>
|
<div class="search-result-container no-result">
|
<div class="search-result-icon">
|
<i class="fa fa-spinner fa-pulse fa-5x"></i>
|
</div>
|
</div>
|
|
</div>
|
</div>
|
|
</header>
|
|
|
<aside class="sidebar">
|
|
<div class="sidebar-inner sidebar-nav-active sidebar-toc-active">
|
<ul class="sidebar-nav">
|
<li class="sidebar-nav-toc">
|
Table of Contents
|
</li>
|
<li class="sidebar-nav-overview">
|
Overview
|
</li>
|
</ul>
|
|
<div class="sidebar-panel-container">
|
<!--noindex-->
|
<div class="post-toc-wrap sidebar-panel">
|
<div class="post-toc animated"><ol class="nav"><li class="nav-item nav-level-3"><a class="nav-link" href="#%E7%A4%BE%E4%BA%A4%E8%B4%A7%E5%B8%81"><span class="nav-number">1.</span> <span class="nav-text">社交货币</span></a></li><li class="nav-item nav-level-3"><a class="nav-link" href="#%E8%AF%B1%E5%9B%A0"><span class="nav-number">2.</span> <span class="nav-text">诱因</span></a></li><li class="nav-item nav-level-3"><a class="nav-link" href="#%E6%83%85%E7%BB%AA"><span class="nav-number">3.</span> <span class="nav-text">情绪</span></a></li><li class="nav-item nav-level-3"><a class="nav-link" href="#%E5%85%AC%E5%BC%80%E6%80%A7"><span class="nav-number">4.</span> <span class="nav-text">公开性</span></a></li><li class="nav-item nav-level-3"><a class="nav-link" href="#%E5%AE%9E%E7%94%A8%E4%BB%B7%E5%80%BC"><span class="nav-number">5.</span> <span class="nav-text">实用价值</span></a></li><li class="nav-item nav-level-3"><a class="nav-link" href="#%E6%95%85%E4%BA%8B"><span class="nav-number">6.</span> <span class="nav-text">故事</span></a></li><li class="nav-item nav-level-3"><a class="nav-link" href="#%E6%80%BB%E7%BB%93"><span class="nav-number">7.</span> <span class="nav-text">总结</span></a></li></ol></div>
|
</div>
|
<!--/noindex-->
|
|
<div class="site-overview-wrap sidebar-panel">
|
<div class="site-author animated" itemprop="author" itemscope itemtype="http://schema.org/Person">
|
<img class="site-author-image" itemprop="image" alt="ZXQ"
|
src="/assets%5CQ%5Cavatar.png">
|
<p class="site-author-name" itemprop="name">ZXQ</p>
|
<div class="site-description" itemprop="description"></div>
|
</div>
|
<div class="site-state-wrap animated">
|
<nav class="site-state">
|
<div class="site-state-item site-state-posts">
|
<a href="/archives/">
|
<span class="site-state-item-count">69</span>
|
<span class="site-state-item-name">posts</span>
|
</a>
|
</div>
|
<div class="site-state-item site-state-categories">
|
<a href="/categories/">
|
<span class="site-state-item-count">3</span>
|
<span class="site-state-item-name">categories</span></a>
|
</div>
|
<div class="site-state-item site-state-tags">
|
<a href="/tags/">
|
<span class="site-state-item-count">14</span>
|
<span class="site-state-item-name">tags</span></a>
|
</div>
|
</nav>
|
</div>
|
|
</div>
|
</div>
|
</div>
|
|
|
</aside>
|
|
|
</div>
|
|
<div class="main-inner post posts-expand">
|
|
|
|
|
|
<div class="post-block">
|
|
|
|
<article itemscope itemtype="http://schema.org/Article" class="post-content" lang="en">
|
<link itemprop="mainEntityOfPage" href="http://zxq.im/19776.html">
|
|
<span hidden itemprop="author" itemscope itemtype="http://schema.org/Person">
|
<meta itemprop="image" content="/assets%5CQ%5Cavatar.png">
|
<meta itemprop="name" content="ZXQ">
|
</span>
|
|
<span hidden itemprop="publisher" itemscope itemtype="http://schema.org/Organization">
|
<meta itemprop="name" content="ZXQ">
|
<meta itemprop="description" content="">
|
</span>
|
|
<span hidden itemprop="post" itemscope itemtype="http://schema.org/CreativeWork">
|
<meta itemprop="name" content="《疯传》笔记 | ZXQ">
|
<meta itemprop="description" content="">
|
</span>
|
<header class="post-header">
|
<h1 class="post-title" itemprop="name headline">
|
《疯传》笔记
|
</h1>
|
|
<div class="post-meta-container">
|
|
|
<div class="post-meta">
|
<span class="post-meta-item">
|
<span class="post-meta-item-icon">
|
<i class="far fa-calendar"></i>
|
</span>
|
<span class="post-meta-item-text">Posted on</span>
|
|
<time title="Created: 2019-07-26 00:00:00" itemprop="dateCreated datePublished" datetime="2019-07-26T00:00:00+08:00">2019-07-26</time>
|
</span>
|
<span class="post-meta-item">
|
<span class="post-meta-item-icon">
|
<i class="far fa-folder"></i>
|
</span>
|
<span class="post-meta-item-text">In</span>
|
<span itemprop="about" itemscope itemtype="http://schema.org/Thing">
|
<a href="/categories/%E8%AF%BB%E4%B9%A6%E7%AC%94%E8%AE%B0/" itemprop="url" rel="index"><span itemprop="name">读书笔记</span></a>
|
</span>
|
</span>
|
|
|
</div>
|
|
|
</div>
|
</header>
|
|
|
|
|
|
|
<div class="post-body" itemprop="articleBody"><h3 id="社交货币"><a href="#社交货币" class="headerlink" title="社交货币"></a>社交货币</h3><blockquote>
|
<p>Please Don‘t Tell——复古电话亭后的秘密酒吧。<br>玻璃球比橡胶球弹得高——Snapple饮料瓶盖内印有的与众不同的事实。<br>兑换里程数不到10%——人们热衷累积航空公司的里程数却不兑换。<br>100美元的三明治——巴克莱首厨加入神户牛肉、龙虾、黑松露。<br>will it blend——用搅拌机搅碎木头、弹珠、CD、手机等物品的系列广告视频。 </p>
|
</blockquote>
|
<p>人们会分享让自己脸上有光的事情。<br>一个产品或创意有非凡之处，人们就不会闭口不谈。<br>游戏机制促进口口相传，人们想要炫耀自己的成就。<br>让人们觉得自己是内部认识，任何产品和创意都可以收益。<br>打造社交货币：新发现、游戏机制、内部人士。</p>
|
<h3 id="诱因"><a href="#诱因" class="headerlink" title="诱因"></a>诱因</h3><blockquote>
|
<p>Mars糖果销量猛增——因为NASA成功探索火星。<br>盘子与水果——“每天餐厅的盘子里都需要五种水果”比普通健康广告更有效。<br>烂歌《星期五》——每周五下载量达到高峰。<br>百威啤酒——wassup？wassup？wassup？<br>奇巧巧克力——”relax“ & ”Kit Kat and coffee“</p>
|
</blockquote>
|
<p>产品被讨论的次数取决于诱因。<br>独特制造即时口碑，诱因制造持续口碑。<br>新颖、原创的关联能制造出更强大的诱因。<br>诱因应该发生在所期望行为的附近。</p>
|
<h3 id="情绪"><a href="#情绪" class="headerlink" title="情绪"></a>情绪</h3><blockquote>
|
<p>《美联航摔坏吉他》——乐手写歌抱怨美联航，激起评论者共鸣。<br>《巴黎之爱》——谷歌的超级碗广告打起感情牌。<br>The Hire系列广告——讲述亡命车手惊险刺激的故事。</p>
|
</blockquote>
|
<table>
|
<thead>
|
<tr>
|
<th>情绪分类</th>
|
<th>高唤醒</th>
|
<th>低唤醒</th>
|
</tr>
|
</thead>
|
<tbody><tr>
|
<td>积极情绪</td>
|
<td>惊奇、兴奋、快乐等</td>
|
<td>满足</td>
|
</tr>
|
<tr>
|
<td>消极情绪</td>
|
<td>愤怒、焦虑等</td>
|
<td>悲伤</td>
|
</tr>
|
<tr>
|
<td>人们愿意分享高唤醒情绪，而不爱分享低唤醒情绪。</td>
|
<td></td>
|
<td></td>
|
</tr>
|
<tr>
|
<td>唤醒是一种激活的状态，随时准备行动。</td>
|
<td></td>
|
<td></td>
|
</tr>
|
<tr>
|
<td>高唤醒情绪下，感官敏感，心跳加速，是战还是逃？</td>
|
<td></td>
|
<td></td>
|
</tr>
|
<tr>
|
<td>运动或饮酒状态下的人体反应类似心理唤醒，能激发更多分享。</td>
|
<td></td>
|
<td></td>
|
</tr>
|
<tr>
|
<td>对有唤醒作用的伤害性谣言要尤为警惕，传播极快，要及早处理。</td>
|
<td></td>
|
<td></td>
|
</tr>
|
</tbody></table>
|
<h3 id="公开性"><a href="#公开性" class="headerlink" title="公开性"></a>公开性</h3><blockquote>
|
<p>患者拒绝肾源——肾源被拒绝了99次，第100个患者也很可能拒绝。<br>蓄须潮——为前列腺癌募款而留胡子，活动风靡全球 。<br>禁毒广告适得其反——让看广告的年轻人意识到很多其他人在吸毒，反而对毒品更感兴趣。 </p>
|
</blockquote>
|
<p>行为是公开的，而想法是私密的。<br>可观察性决定社会认同效应对产品购买的影响大小。<br>提高传播，要将不可见转变为可见，将隐私转变为公开。<br>行为痕迹在人们不适用产品时，仍产生长久的社会同人效应。<br>如果你不想让人们做某事，就不要告诉他们别人都在做这件事。</p>
|
<h3 id="实用价值"><a href="#实用价值" class="headerlink" title="实用价值"></a>实用价值</h3><blockquote>
|
<p>玉米去须视频疯传——因为很实用。<br>转发纽约时报文章——健康和教育类文章最常被转发。</p>
|
</blockquote>
|
<p>前景理论，人们做出的决定往往违反标准的经济假设。<br>老人吝啬有更深层次的原因，因为他们的参照点不一样，他们会对比当年的物价。<br>敏感性递减指同样的差值离参照点越远，影响越小，反之。<br>100法则，价格低于100元，用百分比表示折扣更好；反之，用具体金额表示更佳。<br>受众面广的信息传播更广，但是，受众面窄的信息才能传播更深。<br>分享实用信息与助人为乐密切相关。</p>
|
<h3 id="故事"><a href="#故事" class="headerlink" title="故事"></a>故事</h3><blockquote>
|
<p>特洛伊木马——不仅是故事更传达了教训。<br>减肥100磅——吃三个月赛百味快餐竟然能减肥。<br>依云旱冰宝宝——视频热门，但当年依云销量减少近25%。<br>熊猫乳业——广告有趣而和产品紧密联系。</p>
|
</blockquote>
|
<p>好的故事应该包含很多有用的信息。<br>我们可以通过故事学习群体或社会的规则和标准。<br>与不相信广告相比，人们不相信故事的几率要小得多。<br>在没有诱因的情况下，故事是个好由头。<br>故事能够为人们提供心理上的遮掩，让他们畅谈产品，而不显得在做广告。<br>品牌或产品成为故事不可缺少的部分，传播才有价值。</p>
|
<h3 id="总结"><a href="#总结" class="headerlink" title="总结"></a>总结</h3><p>书的后记部分有个两个表格总结的不错，我就基本照搬了。</p>
|
<table><tr><th>社交货币</th><td>人们会分享让我们脸上有光的事情。</td></tr><tr><td colspan="2"><small>谈论你的产品能否让人脸上有光？能否找到其内在独特性？能否使用游戏机制？能否让人们感觉像是内部人士？</small></td></tr><tr><th>诱因</th><td>好的诱因能制造持续口碑。</td></tr><tr><td colspan="2"><small>想一想具体环境，什么线索能让人想起你的产品？如何打造环境让人们更多地想起你的产品？</small></td></tr><tr><th>情绪</th><td>高唤醒情绪激发更多的分享。</td></tr><tr><td colspan="2"><small>关注人们的情绪，谈论你的产品是否能激发人们的情绪？如何点燃人们的情绪之火？</small></td></tr><tr><th>公开性</th><td>能够被看到的产品才有增长的潜力。</td></tr><tr><td colspan="2"><small>你的产品是否具有自我宣传的能力？别人使用你的产品时，其他人能否看到？如果看不到，你如何变不可见为可见？你能否创造行为痕迹，在人们使用产品后也依然存在？</small></td></tr><tr><th>实用价值</th><td>分享有用的信息是人助人为乐的本性。</td></tr><tr><td colspan="2"><small>谈论你的产品是否具有帮助他人的作用？如何突出产品的独特价值？如何将你的专业知识凝结为他人愿意分享的有效信息？</small></td></tr><tr><th>故事</th><td>信息打着闲聊的幌子广泛传播开来。</td></tr><tr><td colspan="2"><small>你的特洛伊木马是什么？你的产品是否编织在人们愿意分享的故事中？这个故事是不是不仅能够疯传，还具有价值的传播力？</small></td></tr></table>
|
|
|
</div>
|
|
|
|
|
|
|
|
<footer class="post-footer">
|
<div class="post-tags">
|
<a href="/tags/%E5%8F%91%E8%B4%A2%E4%B9%A6/" rel="tag"># 发财书</a>
|
</div>
|
|
|
|
<div class="post-nav">
|
<div class="post-nav-item">
|
<a href="/48317.html" rel="prev" title="《设计师要懂心理学》笔记">
|
<i class="fa fa-angle-left"></i> 《设计师要懂心理学》笔记
|
</a>
|
</div>
|
<div class="post-nav-item">
|
<a href="/41819.html" rel="next" title="用npm scripts打造我的前端工作流">
|
用npm scripts打造我的前端工作流 <i class="fa fa-angle-right"></i>
|
</a>
|
</div>
|
</div>
|
</footer>
|
|
|
</article>
|
</div>
|
|
|
|
|
|
|
</div>
|
</main>
|
|
<footer class="footer">
|
<div class="footer-inner">
|
|
<div class="copyright">
|
©
|
<span itemprop="copyrightYear">2024</span>
|
<span class="with-love">
|
<i class="fa fa-heart"></i>
|
</span>
|
<span class="author" itemprop="copyrightHolder">ZXQ</span>
|
</div>
|
<div class="powered-by">Powered by <a href="https://hexo.io/" rel="noopener" target="_blank">Hexo</a> & <a href="https://theme-next.js.org/pisces/" rel="noopener" target="_blank">NexT.Pisces</a>
|
</div>
|
|
</div>
|
</footer>
|
|
|
<div class="back-to-top" role="button" aria-label="Back to top">
|
<i class="fa fa-arrow-up fa-lg"></i>
|
<span>0%</span>
|
</div>
|
|
<noscript>
|
<div class="noscript-warning">Theme NexT works best with JavaScript enabled</div>
|
</noscript>
|
|
|
|
<script src="https://cdnjs.cloudflare.com/ajax/libs/animejs/3.2.1/anime.min.js" integrity="sha256-XL2inqUJaslATFnHdJOi9GfQ60on8Wx1C2H8DYiN1xY=" crossorigin="anonymous"></script>
|
<script src="/js/comments.js"></script><script src="/js/utils.js"></script><script src="/js/motion.js"></script><script src="/js/next-boot.js"></script>
|
|
<script src="https://cdnjs.cloudflare.com/ajax/libs/hexo-generator-searchdb/1.4.1/search.js" integrity="sha256-1kfA5uHPf65M5cphT2dvymhkuyHPQp5A53EGZOnOLmc=" crossorigin="anonymous"></script>
|
<script src="/js/third-party/search/local-search.js"></script>
|
|
|
|
|
|
|
|
|
|
|
|
|
|
</body>
|
</html>
|
