Submit Search
Upload
咪蒙 網紅文章擴散影響力
•
Download as PPTX, PDF
•
0 likes
•
250 views
T
Tequila Wu
Follow
針對微博博主咪蒙所作的簡易粉絲分析 #咪蒙 #微博 #網紅 #擴散 #影響力 #粉絲轉化 #weibo #social media
Read less
Read more
Social Media
Report
Share
Report
Share
1 of 5
Download now
Recommended
電子商務的下一步
電子商務的下一步
Richard Chang
如何社群行銷?就是不銷而銷!
如何社群行銷?就是不銷而銷!
綠生活 GreenLife
1111手指搶救大作戰
1111手指搶救大作戰
Tequila Wu
上海地鐵房選購指南
上海地鐵房選購指南
Tequila Wu
2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
Marius Sescu
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
Expeed Software
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
Pixeldarts
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
ThinkNow
Recommended
電子商務的下一步
電子商務的下一步
Richard Chang
如何社群行銷?就是不銷而銷!
如何社群行銷?就是不銷而銷!
綠生活 GreenLife
1111手指搶救大作戰
1111手指搶救大作戰
Tequila Wu
上海地鐵房選購指南
上海地鐵房選購指南
Tequila Wu
2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
Marius Sescu
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
Expeed Software
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
Pixeldarts
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
ThinkNow
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
marketingartwork
Skeleton Culture Code
Skeleton Culture Code
Skeleton Technologies
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
Neil Kimberley
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
contently
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Albert Qian
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
Search Engine Journal
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
SpeakerHub
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Clark Boyd
Getting into the tech field. what next
Getting into the tech field. what next
Tessa Mero
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Lily Ray
How to have difficult conversations
How to have difficult conversations
Rajiv Jayarajah, MAppComm, ACC
Introduction to Data Science
Introduction to Data Science
Christy Abraham Joy
Time Management & Productivity - Best Practices
Time Management & Productivity - Best Practices
Vit Horky
The six step guide to practical project management
The six step guide to practical project management
MindGenius
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
RachelPearson36
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Applitools
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
GetSmarter
ChatGPT webinar slides
ChatGPT webinar slides
Alireza Esmikhani
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
Project for Public Spaces & National Center for Biking and Walking
More Related Content
Featured
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
marketingartwork
Skeleton Culture Code
Skeleton Culture Code
Skeleton Technologies
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
Neil Kimberley
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
contently
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Albert Qian
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
Search Engine Journal
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
SpeakerHub
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Clark Boyd
Getting into the tech field. what next
Getting into the tech field. what next
Tessa Mero
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Lily Ray
How to have difficult conversations
How to have difficult conversations
Rajiv Jayarajah, MAppComm, ACC
Introduction to Data Science
Introduction to Data Science
Christy Abraham Joy
Time Management & Productivity - Best Practices
Time Management & Productivity - Best Practices
Vit Horky
The six step guide to practical project management
The six step guide to practical project management
MindGenius
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
RachelPearson36
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Applitools
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
GetSmarter
ChatGPT webinar slides
ChatGPT webinar slides
Alireza Esmikhani
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
Project for Public Spaces & National Center for Biking and Walking
Featured
(20)
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
Skeleton Culture Code
Skeleton Culture Code
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Getting into the tech field. what next
Getting into the tech field. what next
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
How to have difficult conversations
How to have difficult conversations
Introduction to Data Science
Introduction to Data Science
Time Management & Productivity - Best Practices
Time Management & Productivity - Best Practices
The six step guide to practical project management
The six step guide to practical project management
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
ChatGPT webinar slides
ChatGPT webinar slides
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
咪蒙 網紅文章擴散影響力
1.
網紅文章擴散影響力 2015/08 2016/07 微博@咪蒙原創 轉發數前3大 10,065名用戶 12個月
2.
0% 14% 63% 5% 2% 0% 0% 2% 11% 2% 1% 0% ~10 10~20 20~30 30~40 40~50 50~ ~10 10~20 20~30 30~40 40~50 50~ 女性男性 性別與年齡分組 216 8,921 844 70 12 1 1 十人 百人 千人 萬人 十萬人 百萬人 千萬人 用戶自帶粉絲數 評論用戶分析 @陳赫 @咪蒙 一支穿雲箭 千萬粉絲來相見 妹子才能吸引妹子 超過6成為20~30歲女性 大V強強聯手 百人等級親友團規模
3.
內容持續討論期間 1 10 100 1,000 M M+1 M+2
M+3 M+4 M+5 M+6 M+7 M+8 M+9 M+10 M+11 M+12 發文延續討論效應 1508 1509 1510 1511 1512 1601 1602 1603 1604 1605 1606 1607 微博文章保質期 可能只有3個月 1,000 -> 100 -> 10 回應熱度持續發燒 #我喜歡這個 功利的世界
4.
用戶評論頻率 水軍易有、鐵粉難尋 36篇文章 90%回覆1次 是鐵粉生鏽? 還是打醬油? 1%回覆3次以上
5.
結語 On-line Off-line 話題生命週期 粉絲互動 熱度迅速下降 女粉眾多,低頻互動 文章觸及 高擴散率,低回應頻率 實體活動 實體書籍加強話題討論
Editor's Notes
資料選取原則: 影響力定義為文章發表後,在網路上流竄的持續力,以微博大V為標的選取作家咪蒙,在文章類別選取時小小糾結了一下是否區分原創與轉發,最後決定以網紅本身為出發點選擇以「原創」文章延伸資料作為基礎,時間自2015/08至2016/07一年期間。 選取文章指標時又糾結了第二下,排除粉絲為狂讚士與僵粉,擴散方式以轉發數前三為選擇指標,視文章回應者為活人有實質互動撈取用戶基本資料進行分析。
*受微博限制僅撈取約10,000人 以咪蒙作為兩性作家(有錯請指正),可以想見女性粉絲組成為大部份也是很合理的,單以年齡分區約75%為90後受眾,多數用戶自帶粉絲多為百人等級,推測為一般普羅大眾,其中較為特殊者為@陳赫,為另一千萬級微博大V,其回應文章與「#我喜歡這個功利的世界」相關,該則回文回應咪蒙實體書籍出版文章。
以發文後持續討論時間分析,當月發文都有500至1,000則回應內容,次月迅速下降至100則至個位數,其中兩則文章在發文後三個月內仍舊有達到百則回應,兩則皆與「#我喜歡這個功利的世界」相關,推測為讀者對書籍內容有較長時間的討論熱度。
用戶回應頻率為低頻次(不考慮微博資料撈取限制),整年度36篇文章中回覆一次者佔多數,回覆三次以上者僅不到1%,若考慮微博資料限制,推測回覆三次以上者應仍為相對少數。
就以上數據推論,咪蒙發表內容較多為兩性及雞湯話題,吸引受眾超過半數比例為90後女性;以擴散影響力而言,大V粉數眾多相對有較高觸及率,但粉絲回應多為低頻次,若以回應頻次推論是否為鐵粉,其比例可能僅有3~5%,可作為粉絲變現轉化率參考數據;文章發表後三個月討論熱度退燒與低頻互動原因推測受限於微博本身設計,文章發佈後博主較不易與粉絲進行互動,其中兩則仍有較高熱度討論文章都與線下實體書籍發表有關,因而保有較高的討論熱度。
Download now