On the topic marketing of TV programs

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"Non-interference" is a very successful television program, but this summer, "China's good voice" began to launch, rely on continuous topic bombing, in the ratings list, grabbed the "non-interference" in the limelight. However, recently, relying on the "deputy head of the whole out of the lamp," the success of the topic of planning, "Do Not Disturb" the concern again soared, reversing the decline of the summer. The following figure is "Non-interference" in recent months Baidu index.

In fact, the topic of marketing is the basic operation of the process, today I will be "Non-interference" "Deputy Township" topic for the case, with you talk about TV programs to the specific steps of the topic marketing.

The first step is to find a topic of communication. The most important communication platform of the current topic marketing is the social media, I have already elaborated in the previous article, the social media marketing Most importantly utilizes the user's existing relations chain to disseminate the information, but a topic wants the user to be active to propagate, must have the dissemination. The dissemination of the building has many skills, can use humorous spoof, can use social problems, can also occasion hot events. For example, "Deputy head of the whole out of the lamp" This topic, the "Civil Service test enrollment" This hot spot, is highly disseminated, many people want to spit on this topic a slot. The ultimate effect is that tens of thousands of viewers will talk about or even debate this topic, and the bearer of the topic of "non-interference" as collateral along the user relationship chain is widely disseminated.

The second step is to provide a boost to the topic of communication. Now that the information overload of the big Data era, the internet every day the birth of hundreds of topics, topic marketing only rely on a spread of the topic is far from enough. Therefore, we must use their own advantage resources as far as possible for the topic of the dissemination of assistance. In the case of "Deputy Township head", Jiangsu Satellite TV has spent a lot of resources to help the topic spread. The news program continued to follow the report, related topics on almost all the mainstream network media home page, while boarding Sina and Tencent two major micro-blog topics list, to ensure that in the beginning of the topic of communication has enough attention. Under the integrated bombing of various media, the coverage of this topic is very extensive, which provides a good foundation for the generation of communication sources. The figure below is Tencent Net homepage, "Deputy Township head" incident ascended the news and today topic two important columns.

The third step is to continue to throw the follow-up topic. Have the source of communication, and will spread the source pushed out, or not enough, the previous article has said that the internet every day the birth of a large number of events and topics, a topic after the launch of the following topics if there is no follow-up, will inevitably go down the drain. Take "Deputy Township" This topic for example, from "Deputy Township head was brutally extinguished lights" began, successively has "its mother tears too ashamed", "the township head said performance is not good because did not report to the leader", "the township telephone is asked the folk prescription calls to explode", "The donation folk prescription is investigated by the health bureau", "the whole village cadre request Meng Fei to the improper speech apology" And so on a number of highly controversial follow-up topics produced. The most important thing is, every follow-up topic, Jiangsu Satellite TV are using their own resources to help spread, which makes almost every follow-up topic has boarded the major portals and major video site home. Relying on the more than one-week continuous media bombing, the "Deputy Township" incident began to arouse the attention of opinion leaders, various media commentators, writers began to express their views on this topic, and eventually created a "Deputy Township" topic of concern on the solid long tail. The following picture is the follow-up report of Jiangsu Satellite TV to this topic.

These three steps are basically the main step of topic marketing, but there are some places to pay attention to.

First, when creating a communication topic, try to avoid the topic of vulgar and profane. Bad vulgar easy to find topics, please highly disseminated, such as "China's good Voice" topic marketing can be said to be very successful, but a large number of vulgar dirty topic hype up the program can continue to be popular in the next year? This is to play a big question mark, the recent "Good Voice" tour of the cold is the best example.

Second, when it comes to providing a boost to the topic and continuing to throw in a follow-up topic, must integrate all the resources, do integrated marketing, rely on their own news program coverage is not enough, rely on the popularity of Micro-blog topic list is not enough, boarded the major news site home is not enough, must be multi-pronged, the user caused information "bombing." Only avoid the propaganda offensive, can let the user more active participation topic dissemination.

Finally, and most importantly, the quality of the program is fundamental. "The good voice of China" If the program is poorly produced, the level of students is inferior, even if the topic hype hot, can only be seen once the audience big call. So we have to understand, marketers can do is to lower costs to get higher information arrival rate, and can not keep the audience, can form Word-of-mouth transmission, ultimately, or to see the quality of the program.