Wang Ju, Travel Frog and other hot spots review skills, 3 tricks to teach you how to create hot spots

Recently, a colleague asked me how to analyze social events such as Wang Ju, Fengyoujing, and Traveling Frog . Today we will talk about how to use hot topics to review the changes in media platforms, fans, and social sentiments behind the hot topics, so that you can go from chasing hot topics to becoming a master at creating hot topics.

Previously, I have analyzed the behind-the-scenes story of Wang Ju's popularity, "50 hours and 600,000 data, revealing for the first time the mastermind behind Wang Ju's popularity ", "Traveling Frog" "The secrets behind the popularity of "Travel Frog" are all here", and "The man behind Fengyoujing" "A chat with the mastermind behind "Fengyoujing", how did he write the hot post that went viral on the Internet" and other articles. Today, Qian Long will organize and share with you the past analysis and review techniques of hot spots. If it is helpful, please forward it to more friends.

Social media communication sees a small change every three months and a big change every six months. This is the rule of the industry, but few people know or care about it until now. This is also the reason why most social media is so bad. In order to better understand each change in communication, we need to systematically study the formation process of each influential social hotspot, so that we can see the subsequent migration of users from the changes in the media.

In order to provide necessary reference for advertising campaign planning, chasing hot spots, creating hot spots, and improving online sense, let us start from the results of hot spots, that is, the hot keywords that most of us see, and begin research. I use three steps to review the event path. The more you study, the better you will feel when creating hot spots.

The first step is to find the source of hot words

Step 2: Sort hot words

Step 3: Trigger point sorting

1. Find out the hot word source keywords and search by category, and cross-comparison on multiple platforms

To find the source of hot words, we need to search for hot keywords in search tools such as Weibo, WeChat , Baidu, and Sina . For example, searching for hot words for event dissemination such as "small target", "Juwairen", "Xianggu Lanshou", "Fengyoujing", etc., because different events will have different content forms, you need to use targeted search tools to search, and sometimes keywords are part of the hot words for dissemination.

For example, when the word "Juwairen" was spread in the circle of friends , if you look deeper, you will find that it is the name used by Wang Ju's fans to refer to non-fans. We need to make a clear distinction between these. The way to distinguish them is to search, and when you have collected enough information, the truth will come to light.

For words like "小目标", search on Weibo and Baidu first. For words like "香菇蓝瘦", search through video websites. If it is a Weibo joke, split the joke into keywords and search on Weibo first. For emoticon packages , we should search for emoticons in WeChat and check related articles to find the source of information. The emoticon package can also be used to search for image content through Baidu Google Image Search function. These commonly used search engines have no problem handling smaller social events.

In general, no matter what form the content takes, it will be more efficient to find the source of hot spots by using matching search tools, such as searching for pictures on images, searching for jokes on Weibo, and searching for articles on public accounts on Sogou.

With the full development of social platforms in recent years, the amount of data has skyrocketed, and the content of each platform has been completely separated. Weibo cannot search for content on WeChat, and WeChat cannot obtain content from Weibo, etc. The platforms are independent of each other. Simple search can no longer fully display the full picture of an event. It is necessary to use big data platforms and tools to quickly search for events.

Xiaomi's IPO Weibo Communication Index Big Data

Hot topics such as the recent listing of Xiaomi and Dying to Survive can be clearly seen on the Zhiwei data platform. The Weibo platform has big data tools such as Weirehong and Zhiwei, which can conduct dimensional analysis such as heat index, communication analysis, word-of-mouth analysis, and Weibo sentiment. I previously shared 50 hours and 600,000 pieces of big data to analyze the behind-the-scenes of Wang Ju's popularity, using Sina Weibo's Weibo hotspot big data tool to search for the source of the hot spots.

Screenshot of Wang Ju's communication analysis report on Produce 101

To find the source of hot words on the WeChat platform, we usually use Sogou to search WeChat articles and cooperate with WeChat search to search, and use the floating light tool to capture Weibo, WeChat, Toutiao, and Baidu News for cross-comparison. Different platforms may produce different content at the same time. Missing an account may lead to a lot of content missing, affecting subsequent judgments. Proofread and compare repeatedly.

After the above preparations, we will find useful content, take screenshots and store them on the computer for sorting in the second step. If your company has paid public opinion monitoring software, it will be even better. It can give a very systematic report, and the report can give a context. Coupled with manual proofreading and comparison, you can find the source of hot spots and dissemination nodes very efficiently.

2. Sorting hot words and content points, ranking the popularity of key content, and horizontal comparison of content on multiple platforms

Sort hot word content points, sort by popularity, and content with over 100 interactions (the sum of reposts + comments + likes). The earliest mentions of hot words include Weibo, public account articles, emoticons, videos, etc. The forwarded content of media accounts, government accounts, Weibo KOLs , and small and medium-sized V accounts are all captured and saved one by one.

For example, the first person to mention Wang Ju was @老鸡灯儿 on Weibo on May 6, 2018. He mainly complained about Yamy, and also complained about Wang Ju, who was dark and fat. He wanted to see her compete with Fan Tiantian, which was really vivid.

As for Fengyoujing, it was posted by "Big Sister Who Loves to Fight" on Douban at 8 p.m. on June 28, 2016, with the title "I applied the cooling oil there..." in the "I Always Feel like I'm an Idiot" group.

This change changed the way humans use cooling oil.

The second step is the most critical, tedious and time-consuming. It requires taking screenshots on major social platforms and trying to find the source of the hot spots. If you find that content is missing during the sorting process, you need to go back to the first step for review. Until the entire incident is presented in its entirety. In this process, you are like a detective, looking for clues step by step to find the real hot spot "culprit".

Screenshot draft of Wang Ju's hot spots in "Produce 101"

A little trick is that when taking screenshots, you can name the file in chronological order. The naming rule is: time + platform + KOL name. The time should be accurate to the minute. It is possible that within one minute, multiple platforms will send out multiple pieces of content. The issuance of each piece of content may change the direction of the event. For example: 20180701-11:21-Weibo-Qianlong, the various collected materials can be displayed in detail using a computer file manager, which can be very conveniently sorted in chronological order.

3. Tipping point sorting, ranking of key content popularity, and horizontal comparison of content on multiple platforms

When sorting out the triggering points, how do we determine what kind of content is the triggering point? It is generally judged by the amount of interaction and media weight.

In terms of interaction volume, different social events and different influences will produce different data on the interaction volume on a certain platform.

For example, on January 29, 2018, when Traveling Frog became popular on WeChat Moments, the 1,075 interactions of the Traveling Frog guide compiled by the @178 Mobile Game Station account on the Weibo platform were considered the detonating point.

Screenshot of the Travel Frog KOL

Judging from experience, if there are around 30,000 reposts on Weibo and 30,000 page views on a WeChat public account , it is enough to penetrate a circle or industry. This is based on the fact that the account’s fans are completely real and are the result of natural dissemination, not the result of promotion , mutual transfers, or brushing. The article I wrote before, "Analysis of the " Tik Tok " Operations of 24 Brands including NetEase, Xiaomi, Alipay , and Haidilao" , has been read nearly 25,000 times and sparked industry discussions. In the marketing circle, a total of 51 accounts reposted it.

Another dimension is media weight, which is divided into Weibo marketing accounts, real-person KOLs, media accounts, corporate blue Vs, yellow Vs and other influential accounts. On the official account, it is divided into headlines self-media , corporate self-media and media accounts. There are also major news clients and all content platform APP pushes, which should be sorted out one by one.

The content of the above-mentioned media platforms should be sorted in chronological order. The content media needs to extract the viewpoints and organize the comments into word clouds to see what the fans are saying, what viewpoints are being spread by KOLs again, and whether the fans are excited, humorous, wry, sarcastic, or abusive.

"Dying to Survive" Weibo sentiment word cloud

Then we sorted out the proportion of each media’s voice, and the degree of involvement of Weibo, WeChat, online media, clients, and new platforms in the event. Social media platforms will be adjusted in a six-month cycle, and different adjustments reflect the migration changes of the people behind them.

In early 2018, the entire social media was voiced on the public account platform, flooded the Moments, and then discussed in related group chats. It was further expanded in the Moments before being reposted and commented on by public intellectuals and KOLs on Weibo, which then sparked discussion on Weibo. Weibo media would then participate in in-depth reporting.

For example, the various public welfare screen-sweeping events at the end of 2017. If it is an entertainment or positive energy event, the corporate Blue V will follow the hot spots, and major news clients will participate in reprinting self-media content.

Trend chart of Weibo, WeChat and online media platforms of "Dying to Survive"

In mid-2018, Wang Ju from Tencent's girl group show "Produce 101" became very popular. She first spoke out in the small V circle on Weibo, and then iterated on content in the gay circle, resulting in doggerel, Wang Ju's character as Thanos in the local creation, and Tao Yuanming (because Tao Yuanming loved chrysanthemum, it became a respectful name for Wang Ju's fans).

Afterwards, the WeChat Drift Bottle was used to canvass votes to create a detonation point, and the content of "Juwairen" and "doggerel" were spread on WeChat public accounts, and social media was disseminated in Moments and WeChat group chats. Back on Weibo, entertainment KOLs followed up on the spread, Blue Vs chased the hot spots, and the media reported on it, further promoting the Wang Ju incident.

Through comparison, we can see the changes in media platforms in the past six months of 2018.

This year, there are more group chats. In the NBA Finals, there was a Warriors and Cavaliers quarreling with each other. Later, in the Internet circle, there was a 36Kr APP push error, a fan group chat for He Wenhui’s girlfriend, and various quarreling groups derived from it. Let’s not discuss whether the incident is right or wrong for now. If you have done hotspot path analysis before and find that the media has changed, you can quickly create a hotspot. This is also the reason why many brands spend millions of dollars on ranking on Weibo, but end up with nothing, because the situation is already over and it becomes extremely difficult.

We often review social events and observe changes in media platforms, so we can know where the hottest traffic is and why it changes. Different events attract different groups of people on different platforms. We regularly review social communication paths, which will guide planning, media planning, and advertising execution for campaigns and advertisements that need to be launched in the near future.

4. The significance of reviewing the social communication path

It takes nearly a week to systematically organize and disseminate information. After all this effort, what kind of improvement will it bring to our understanding of work and socialization?

First, match the changes in the media. If you are an advertising or public relations company or a client, and you happen to be planning events for your clients recently, or are about to launch a social brand strategy marketing campaign, you can review the hot topics that have occurred in the past three months and trace their social communication paths. In terms of event communication, you can combine the most active media at the moment to carry out campaign planning, which can greatly increase brand exposure and increase the possibility of explosion, allowing you to go from chasing hot topics to being an expert in creating hot topics.

Second, based on the changes in the platforms, we need to combine the data reports of each platform, conduct cross-comparisons, and further verify our above speculations on platform changes, so as to think about the changes in the population, age, sexual orientation, gender, and circles behind the media changes, or the rise or decline of a certain interest circle, thereby providing thoughts for daily new media operations , so as to more effectively follow hot spots, increase community and account activity, and bring greater exposure and conversion to the brand.

Third, socialization will undergo a small change every three months, a big change every six months, and the rise and fall of platforms will occur every three years. Through continuous research, you can form a systematic perspective on social media. It is recommended to break down and analyze social events every three months according to these methods, and gain an in-depth understanding of the changes in social media. The process of each hot spot formation and iteration is of great help in project planning. If you can move from chasing hot spots to creating hot spots, I believe you will look at the current social media from a different perspective. This is a change in the pattern and an accumulation of quantity, which will lead to a qualitative change in personal growth.

Finally, I recommend a book called "The Tipping Point", which systematically describes the detonation and popularity of a social event. It contains the "Three Laws of Popularity" for creating popularity. See the following figure:

Let me explain in detail:

The law of stickiness is the key factor in making a message more acceptable, easier to remember, act upon, and share. This can be high-quality products, elegant experiences, or what is called consumer insights in the advertising industry, or the use of human nature.

The law of individual characters refers to the small number of people who play an important role in the rise of popular waves. According to their personality traits, they can be abstracted into three types of people: connectors (wide connections), insiders (professionals, opinion leaders) and salesmen (strong persuasiveness). Usually these three personalities are combined into one. In layman's terms, internet celebrities , KOLs, big Vs , stars, and famous people are all considered individual figures.

The Law of Environmental Power: People are more sensitive to their surroundings than they appear, and the broken windows effect can well understand this.

Author: Qian Qian Qianlong, authorized to be published by Qinggua Media.

Source: Creative Manual (Storylab)