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【緊貼網絡熱潮,亦可把握成機遇?】

「雞,全部都係雞」一個月前是網絡熱潮,連明星、網絡紅人都爭相拍片自彈自唱;一個月後,這個話題卻已顯得Outdated。這個現象正正反映了網絡世界的即時性、快速傳播和具爆發性的特點,如果能把握時機作出應變,隨時為品牌帶來正面而巨大的影響。

當互聯網不斷滲透到生活、每名香港人平均日花超過3小時上網,瞬息萬變的網絡威力實在不容小覷。早前探討過藉助社交媒體監測(Social Media Monitoring)幫助管理網上聲譽,今次筆者想跟大家分享從社交媒體監測網絡熱潮,從而轉化成機遇的案例。

事緣有網民於8月12日在高登討論區以歌詞形式發佈了「雞,全部都係雞」的帖子,出乎意料地都令大家聯想到Richard Clayderman 演奏的鋼琴名曲《夢中的婚禮》,這份創意也頓成網絡熱話。8月13日,有反應較快的網絡紅人如盤菜瑩子以影片形式分享自彈自唱,為事件升溫,影片亦陸續於互聯網上瘋傳、轉載和討論。

當大家期待售賣炸雞的KFC「出招」時,其競爭對手麥當勞卻搶先於8月16日在Facebook出Post成功「抽水」,造出巨大迴響,該Post除了有極高的投入互動率(Engagement rate),背後的社交媒體監測數據更值得我們留意。

筆者分析「全部都係雞」現象期間的數據發現,KFC的搜尋量(Search Volume)一直高於麥當勞,但在8月16日麥當勞Facebook成功抽水後,麥當勞的搜尋量首次出現逆轉,甚至於8月17日後開始大幅高於KFC,成功為品牌帶來更多談論。另外,筆者亦留意到有網民留言提及麥當勞過去的一些口耳相傳(Word of Mouth)的負面報導,亦巧妙地給予麥當勞一個澄清的機會,可見善用網絡熱潮,擊中爆點,能夠轉化成更多發展品牌的機遇。

傳統紙媒直到8月18日才廣泛提及事件,但事件已降溫不少,以往由傳媒主導的社會熱話,現今更多經由Facebook、YouTube、討論區等醞釀及爆發,最後才「推上報」。互聯網的角色越來越重要,而且機遇處處,如果投放更多資源,配合社交媒體監測,把握一閃即逝的機遇去觸及目標客群,隨時為品牌帶來巨大效益。當然,品牌也要用心經營,建立口碑,避免被精明的網民反駁。

 

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