热点把握好,别借灾难热点打品牌!

2015.08.18 |    22023 view 140 comment

类别: 移动互联网    主题: 热点话题, 话题营销, 品牌战略

正文内容

导读:

  最近天津爆炸事件的一出,许多企业开始抓住此话题热议。在这个时候,无论品牌大小,要做也只要做的三件事就是:捐款、祈福、不瞎猜。



 

  天津这次爆炸,我是今早起来才在朋友圈里知道的。夜色里的火红蘑菇云看起来触目惊心,的祈祷手势替代了微博的蜡烛,也是刷了满屏,但偏偏有违和感甚重的宣传海报出现了。
 

  一位做互联网家居装修的朋友发了一张图:背景是爆炸现场,左上角是品牌logo,标题四个大字“祈祷平安”,下面是slogan——我们阻挡不了化工库爆炸,但我们会尽全力保卫业主的家。
 

  突然就燃起了一种怒其不争想把他往死里打的冲动。
 

  在这个时候,无论品牌大小,要做也只要做的三件事就是:捐款、祈福、不瞎猜。
 

  别借灾难热点打品牌,别借灾难热点打品牌,别借灾难热点打品牌!
 

  重要的事情恨不得说一千遍。
 

 

第一,不做无谓猜测,不煽动公众情绪


  每次天灾人祸前后,总有人会跳出来怀疑事故起因、政府隐瞒伤亡、事后处理不当或善款流向不明等等。但品牌万勿沾上这种负面导向的言论,避免让受众形成浮躁不可靠的品牌印象。最重要的是,这时候和政府作对、煽动人心干扰救援,真是一点好处都没有。


  这一条不是针对大品牌,主要是针对初创品牌的社媒运营。品牌拟人化是好的,但品牌毕竟不是真人,表态时应慎之又慎。


 

第二,不要低估民众的负面情绪


  集体大灾难后人们恐慌情绪会怎么发酵,负面反应会强到多可怕的程度,这都是无法预测的。先被爆炸惊醒,又在恐慌中惶惶逃窜的人们,已经很难对相关信息作出理性的正确反应了。在这时候,哪怕品牌只是善意地说:“我们会尽全力保卫业主的家”,那也真的是一点用都没有。


  朋友和我解释为什么要做这张海报:


  “因为爆炸点方圆几公里的房子都遭受了不同程度的损害,而我们的施工质量过硬啊。”


  但是你猜,民众是会庆幸知道一家有过硬保障的装修:“啊,以后我都只用你们家的装修施工,以后再发生灾难的时候我就不会受伤了。”还是会怒发冲冠,觉得你在伤口上撒盐:“难道你是说,施工不过硬就活该伤亡啊?!”


 

第三,别着急送鸡汤


  事件发酵最前期,民众正处于震惊、担忧、悲愤的激烈情绪冲撞中。无论是牺牲的官兵、触目惊心的现场视频,每个人都恨不能身至此地参与救援,都是胸口一团火不吐不快。如果这时候,品牌突然端来碗“逝者安息,生者坚强”的鸡汤,那只能是被泼回去一脸。


  哪怕是套路式的人文关怀,也要选择够走心的时机。事件最初,那就多发RIP(Rest in Peace,愿死者安息),血库急缺,不要占救援道路,与民众一同行动起来,急人之所急。切勿摆出高高在上、不以物喜不以己悲的冷静脸,鸡汤可以端,但别在太烫的时候端。


 

第四,做比说好,但做不好不如别做


  昨夜凌晨的事件进行到白天,品牌已经可以行动起来了。除了在微博微信上,普通公司开始献血捐款,土豪公司可以选择联合慈善协会开一场捐赠发布会。如果公司产品是灾区所需物资,那就以产品方式捐献,也是一个小亮点。若是在当地有分部的公司,赶紧组织员工抢救伤员、协助维持地区治安稳定,虽然实现的要求很高,但如果能做好,那真是可以出彩的宣传活动。


  就再拿前文提到的家居品牌来说,如果施工质量过硬真的是他们的核心优势,那他们完全可以在事后,对受灾范围内的民众提供部分免费的装修服务。又做到了慈善,又推广了品牌。做肯定比说好。如果说海报上的文案像是长舌妇毫不走心的安慰,那么落实行动才是真汉子会去扛起社会责任的表现。


  但是!此时要反复强调的一点:品牌千万不能因为担心声音过于同质化,而企图在这时候标新立异。哪怕最后只能变成毫无特色的公关稿,也比祈福海报中带上品牌大logo要来得好。


  灾难时别嚷嚷别作秀,不做不说就不错。


  要我说,如果没把握做得特别正确又出彩,一般的官微就点个蜡烛,公布下急救电话地址,再发动员工捐个款,就足够了。如果你没来得及拦住自家好胜心太强的社媒,出了不该出的稿子,那赶紧撤了再罚他多捐一百块。


  好的热点一定要抓住,但是这种热点,呵呵。就像之前吐槽优衣库的热点不该跟一样,我只能说,不是自己的公关危机,就别往自己身上揽了。


 

 

(来源:虎嗅网)

 

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