明星微博背后的营销故事(上)

When Jeremy Lin of the New York Knicks contacted Facebook for help understanding how best to use the site, the company's representatives showed him how. After Mr. Lin underwent knee surgery this spring, he returned the favor: a live chat for Facebook fans from his hospital bed. To date, about 54,000 people have "liked" it.

当纽约尼克斯队（New York Knicks）球员林书豪联系Facebook，请教如何最好地利用该网站时，Facebook的公司代表给他做了示范。今年春天做完膝盖手术后，林书豪还了这个人情：在病床上与Facebook粉丝在线聊天。迄今为止已经有约5.4万人“赞”过这次聊天。

Social-media sites like Facebook, Twitter, YouTube and Tumblr are increasingly forging relationships with celebrities to give both users and advertisers plenty of new material. Many of the sites have hired people and added resources to provide celebrities and entertainment-industry brands like TV host Kelly Ripa and Nascar with marketing ideas, insider tips and even technical support.

Facebook、Twitter、YouTube和Tumblr等社交媒体网站正与越来越多的名人结成合作关系，从而为广大用户提供更多新鲜爆料，也为广告商们带来更多新的商机。许多网站已经招兵买马并增加资源，为电视主持人凯莉•里帕（Kelly Ripa）以及美国赛车协会（NASCAR）等明星和娱乐产业品牌提供营销理念、小道消息甚至技术支持。

"I get the dish right from the celeb's mouth," says Nicole Eisenberg, a 42-year-old mother from Bloomfield Hills, Mich. She used to devour celebrity magazines to get the latest on who is dating whom and who wore what designer to which premier. Now, she follows Gwyneth Paltrow, Kid Rock, Ivanka Trump and others on Twitter.

来自密歇根布卢姆菲尔德希尔斯（Bloomfield Hills）的42岁母亲妮可•艾森伯格（Nicole Eisenberg）说，现在能直接从明星嘴里得到消息了。她以前总是翻阅杂志了解明星们的最新消息，比如谁和谁好了，谁穿着哪个设计师的衣服参加哪个首映礼了。而现在她在Twitter上关注格温妮丝•帕特洛（Gwyneth Paltrow）、基德•洛克（Kid Rock）、伊万卡•特朗普（Ivanka Trump）等一众明星。

Celebrities generally aren't paid for their social-media efforts. But their involvement is essential to the sites because their photographs and posts give people glimpses of their rarefied worlds, drawing even more users and advertisers.

明星一般不会因为在社交媒体上的努力获得报酬。但他们的参与对这些网站至关重要，因为他们的照片和帖子能让人们了解娱乐圈，从而吸引更多的用户和广告商。

"Our primary goal in partnerships is to enable users to have great experiences on Facebook," says Justin Osofsky, director of media partnerships for Facebook. "We have a business model BAsed on advertisements and as people spend more time on Facebook, we monetize that."

Facebook媒体合作总监贾斯汀•奥索夫斯基（Justin Osofsky）说，我们合作的主要目的是促使用户在Facebook上拥有良好的体验；我们是基于广告的商业模式，随着人们在Facebook上花的时间越来越多，我们便可将其货币化。

Today, most major social networks have departments dedicated to creating partnerships with celebrities, politicians and sports figures- as well as professional sports leagues, movie studios and television networks. Even start-ups are quickly staffing up with Hollywood liaisons. In some cases, employees of social networks act as IT assistants for celebrities- helping them learn how to sign on to their websites and download apps.

如今，大多数主要社交网站都设有专门负责与名人、政客和体育明星，还有职业体育联盟、电影工作室和电视台建立合作关系的部门。就连初创企业也开始迅速安排专人与好莱坞联络。某些情况下，社交网站的员工会充当明星的IT助手，帮助他们学习如何注册网站和下载程序。

Members of Twitter's partnership team keep a close eye on upcoming film premieres and reach out to studio executives and celebrity publicists with ideas of how Twitter can be used to help create buzz- debuting film trailers exclusively on Twitter, for example. Twitter also meets with agents and producers to analyze the stats: What likely caused spikes in tweeting? What didn't work as well? When a public figure's tweet results in big buzz, Twitter makes sure other celebrities know it. One such moment came when Nascar driver Brad Keselowski tweeted a photo taken from his car of a fire at the Daytona 500. He saw the number of his followers triple.

Twitter合作关系团队的成员们会密切关注即将举行的电影首映，并联系电影公司高管和明星的公关人员，磋商如何利用Twitter来帮助造势，比如在Twitter独家首播电影预告片。Twitter也会与经纪人和制片人会面分析数据：促进微博数量激增的可能原因是什么？有哪些是效果不甚理想的？当某位公众人物的微博引起轰动时，Twitter就会确保其他明星知道。一个例子就是，在Daytona 500比赛中，美国赛车协会车手布拉德•克塞罗斯基（Brad Keselowski）在着火的车里拍了张照片并发到Twitter上。接着他的粉丝数就翻了三倍。

Omid Ashtari, Twitter's man-on-the-ground in Los Angeles, is known to refer to celebrities as "clients" and say that his job is to provide them "customer service." (Rachael Horwitz, a spokeswoman for Twitter, said no executives were available to comment.)

据说Twitter驻洛杉矶媒体主管奥米德•阿什塔里（Omid Ashtari）称明星为“客户”，还说他的工作是为他们提供“客户服务”。（Twitter发言人蕾切尔•霍尔维茨（Rachael Horwitz）说高管们都无暇置评。）

When former NBA star Shaquille O'Neal debuts "The Comedy Shaq," a channel devoted to comedians this fall, viewers will tune in on YouTube. "My philosophy is 60% to make you laugh, 30% to inspire and 10% to promote whatever I'm doing," says Mr. O'Neal.

当NBA前球星沙奎尔•奥尼尔（Shaquille O'Neal）的喜剧频道“The Comedy Shaq”今年秋天开播时，观众可以在YouTube上直接收看。奥尼尔说，我的哲学是，60%让人发笑，30%起激励作用，10%用来为我所做的事宣传。

One Direction, the British boy band, launched its official U.S. tour blog on Tumblr, after the social blog network made a compelling pitch. Tumblr's new publication, "Storyboard," would publish a story about the band and its fan base. In addition, Tumblr promised a "mass promotion" package that would include tweets to 300,000 Twitter followers and additional coverage in another publication, such as Seventeen or Rolling Stone.

社交博客网站Tumblr强力造势后，英国男孩组合一世代（One Direction）在该网站发布了其美国巡演的官方博客。Tumblr新推出的“Storyboard”将会发布一篇有关该乐队及其粉丝群的报道。此外，Tumblr还承诺将会举行一次“大规模宣传”活动，包括面向30万Twitter粉丝的微博，以及在《Seventeen》和《滚石》（Rolling Stone）等杂志上进行报道。

"They're the most popular thing on Tumblr, hands down, and we reached out to them," says Jessica Bennett, Tumblr's executive editor.

Tumblr执行编辑杰西卡•班尼特（Jessica Bennett）说，毫无疑问他们是Tumblr上最受欢迎的，所以我们联系到了他们。