From the beginning of March suddenly burst into flames, and now still hot! Not reduced, "Zibo barbecue" fire out of the circle of the reason in the end?
01
Zibo barbecue is so hot, first of all, in the short video platform fission propagation boost.
Combing Zibo barbecue out of the circle pulse, it is not difficult to find, social platform dissemination plays a great role in promoting. As early as May 2021, B station, an up master store Zibo barbecue, released "Shandong big brother:" I guarantee that this barbecue you want to eat as soon as you look! , play volume broke 5 million; Shake a food blogger to visit Zibo barbecue, the number of likes 900,000 +.
This year's explosion of fire, but first from the various platforms of netizens, especially college students, a large number of grass-raising videos. Since the beginning of late February, Zibo train station passenger traffic began to rise significantly, the average daily sent passengers hit a record high in the past three years.
College students group to eat barbecue in Zibo, into a moment of scenery, in the "Zibo train station card", create "Zibo barbecue gesture", a variety of fancy card triggered by college students to collectively imitate the young people to eat barbecue in Zibo! "Autonomous hair circle", Zibo barbecue began to "detonation".
Subsequently, the media quickly captured this news phenomenon, Shandong Radio and Television and other provincial media quickly followed, CCTV, Guangming Daily and other media have joined, released a variety of live, short videos, reviews and in-depth reports. At the same time, the local invited netroots V, foreign friends to Zibo experience. Each media communication matrix widely spread, coupled with net red V automatic diversion, so that Zibo barbecue continues to be hot.
Zibo barbecue so hot, followed by the ultimate pure "grounded".
A short square table, a few old matzah, three or five friends sitting around a small grill in front of the grill, has been grilled to six or seven cooked meat skewers to the grill bracket, soon, meat skewers nuisance, oil drops to the charcoal below, mixed with the charcoal of the fruit charcoal flavor of the grill floated out, appetizing move.
Subsequently, palm spread on a small cake, or pinch garlic sauce, or dipped in chili noodles, cumin powder, put on the green and white crispy green onions, charred and oily meat skewers, rolled up the cake, a jerk down, and then sent to the mouth ......
In the great satisfaction of the taste buds at the same time, do it yourself and participate in the signature of the barbecue in Zibo! The first step in the process is to make sure that you have a good idea of what you're doing. "Small cake grill plus dipping sauce, soul barbecue three-piece suit", diners according to preference for DIY, squeaky barbecue sound, the sound of smoke and fire, full of people after the epidemic life to the right track of the sense of solidity, sense of happiness.
Zibo barbecue so hot, but also thanks to the local quickly launched hardcore convenience initiatives.
After the Zibo barbecue fire, the local rapid response, the release of a series of hard-core initiatives:
New 21 "Zibo barbecue" customized line buses
For the students to provide free or half-price youth station accommodation
Strengthening the patrol prevention and control, preventive propaganda and traffic diversion
Fast food inspection to ensure food safety
Published Zibo barbecue map
......
All kinds of initiatives, convenient for the people, exempted the Zibo diners from worries, and further enhance the "Zibo barbecue "This regional brand image.
02
Zibo barbecue fire out of the circle, bring us what inspiration?
It has to be said at two levels: one is how to become a net red city, and the second is how to change from "net red" to "long red".
First of all, the first level -
To create a net red city, first of all, you have to firmly grasp the youth as the most positive, most active, the most dynamic group. Young people are full of vigor and enthusiasm, bring their own traffic, willing to share, good at using all kinds of social platforms.
Whether it is the fire of Zibo barbecue, or transcendent building light out of the circle, or earlier Cao County red, are the first by young people, college students involved in card, and then red network. It can be said that young people pay attention to where, what to pursue, the flow of nature to where.
How to create a fashionable and energetic and youth-friendly city image, how to grasp the young people of this city fire flow group, is the key to creating a net red city. We expect young people's eyes to continue to focus on Shandong, where the next Netflix city will emerge.
Again, to meet people's beautiful needs, especially the demand for good food and fun, is the hard way, the real skills. The human fireworks, the most appeasement of the mortal heart. Many cities have their own characteristics, full of fireworks food, the most grounded, but also the most close to people.
In the past few years, Zibo has been building a good learning, good-looking, delicious, fun, good business "five good" city. This "five good", corresponding to all kinds of human needs. From this point of view, may be able to find Zibo barbecue fire out of the beginning of the circle.
Then look at the second level -
How by the "net red" into "long red"? The first is to take the initiative to actively attract traffic. After the emergence of the first signs of fire, can not sit back and do nothing, but to actively follow up, rapid action.
"Zibo barbecue" case, whether it is the introduction of a number of initiatives to enhance visitor satisfaction, security bottom line, or active planning, effective guidance of various types of media, business platforms, network V, the public, college students voice, and continue to expand the dissemination of the channel, are reflected in this point.
And then, jumping out of the limitations and magnifying the effect.
How to keep people's hearts and minds, so that the effect of the net red city elongated, amplified, so that tourists, diners stay here for a few more days, a few more days to play, Zibo has also been trying. From building the most beautiful bookstore Haidailou Zhongshuge, Tangku Literature and Creative Park and other card locations, to the Qingdao Beer Festival will be held, Maitian Music Festival, Zibo Barbecue Festival, Zibo's grasp of the rhythm of attracting young people to participate in the more and more mature, and the effect may also be gradually revealed.
The memory of the network is usually not more than seven days, too many sudden "burning dry" place is like a flash in the pan. Only from the hot elements to enlarge the field of vision, extend the chain, the flow will lead to more areas, and then realize the city brand overall publicity, in order to let the net red city long "red" never fade.
03
2023, in the network end, the field of public opinion, Shandong constantly attracted attention. The red building, fire Zibo barbecue, their success can be replicated? From the perspective of publicity work, and what insights can be drawn?
The author believes that in-depth grasp of the three "degrees".
A greater degree of embrace of short video, tightly grasp the traffic code.
In the era of mobile Internet, short video is the most direct, easy to disseminate, the most efficient, compared with text, pictures, has a greater amount of information, stronger interactivity. At the same time, no matter it is professional media, or self-media or individuals, they can shoot and upload at any time, which makes it easier to form public opinion influence and generate network explosion.
To give full play to the role of short video, the media should not only improve the level of short video planning and production through professional means, but also fully attract and learn from the excellent short video content launched by the self media and individuals, so as to be used for our own purposes, keep up with the hotspots, and then guide public opinion to gain an advantage and occupy the peak.
More angles to operate out of the circle of topics, different angles, repeated diversion, often do new.
From the typical case of Guizhou's "Village BA", the reason why it has been able to hit the hot spot again and again and the topics are endless is because, in addition to the earthy flavor, fierce and hot matches, there are also a variety of oddballs to watch the game of the "die-hard fans", the local agriculture and sideline products, the Miao version of the "Lifetime", the "Lifetime", the "Lifetime", the "Lifetime" and the "Lifetime". The reason for this is that in addition to the earthy, intense and hot competition, there are also a variety of strange spectator "die-hard fans", local agricultural and sideline products, the Miao version of the "love of a lifetime", the Miao traditional songs and dances, and grounded prizes, attracting the majority of users.
The success of the Zibo barbecue, there is a similar wonder, college students group card, network V promotion, foreign friends praise, CCTV Kang Hui praise, "the most beautiful bookstore" to show Qiyun, a wave of traffic continues, so that the topic continues to lead to in-depth, but also to make the label of the city of the net red really stood up.
Higher dimensions of publicity to see the dissemination of good use of resources and power to build a large publicity pattern.
Publicity is never the propaganda department's own business, can horizontal, vertical use of internal and external forces, is the key to publicity can achieve results. Whether it is the central media, media outside the province, city and county media, head of the commercial platform, positive V and even the occasional upload of good works of individuals, or the provincial departments and units, cities and counties, are the power of publicity, we must learn to borrow, force, to form a strong publicity synergy.
After the emergence of hotspots with out-of-circle potential, there can be a set of mature ways to cope with them, innovative ways to master the flow, and strategic ways to guide public opinion. Do these, perhaps the next Netflix city appears, it will not be long.