Last year, some BuzzFeed employees were scheming to prank their boss, Ze Frank, on his birthday. They decided to put a family of baby goats in his office.
舊年(2016)幾個 BuzzFeed 嘅員工 想喺佢哋老細 Ze Frank 生日時 整蠱佢 佢哋決定將成群山羊仔
(Laughter)
偷偷放入佢嘅辦公室
(笑聲)
Now, BuzzFeed had recently signed on to the Facebook Live experiment, and so naturally, we decided to livestream the whole event on the internet to capture the moment when Ze would walk in and discover livestock in his office. We thought the whole thing would last maybe 10 minutes, and a few hundred company employees would log in for the inside joke. But what happened? Ze kept on getting delayed: he went to get a drink, he was called to a meeting, the meeting ran long, he went to the bathroom. More and more people started logging in to watch the goats. By the time Ze walked in more than 30 minutes later, 90,000 viewers were watching the livestream.
啱好個時 BuzzFeed 開始用 Facebook 嘅直播功能 於是,我哋決定全程直播 錄低 Ze 行入辦公室之後 見到啲山羊仔嘅反應 我哋以為成個過程最多 10 分鐘 就得幾百個員工喺網上睇下 但點知 出咗各種意外 老細突然間去買嘢飲 又突然間去開會 個會仲好長 跟住佢又去洗手間 網上有有越聚越多人來湊熱鬧 30 分鐘後,Ze 返到辦公室個時 已經有 9 萬人喺度睇住曬
Now, our team had a lot of discussion about this video and why it was so successful. It wasn't the biggest live video that we had done to date. The biggest one that we had done involved a fountain of cheese. But it performed so much better than we had expected. What was it about the goats in the office that we didn't anticipate? Now, a reasonable person could have any number of hypotheses. Maybe people love baby animals. Maybe people love office pranks. Maybe people love stories about their bosses or birthday surprises. But our team wasn't really thinking about what the video was about. We were thinking about what the people watching the video were thinking and feeling. We read some of the 82,000 comments that were made during the video, and we hypothesized that they were excited because they were participating in the shared anticipation of something that was about to happen. They were part of a community, just for an instant, and it made them happy.
之後,我哋嘅團隊分析呢條片 點解會咁成功,討論咗好耐 其實佢唔係我哋做過嘅最大嘅直播 最大嘅喺一條有個芝士噴泉嘅片 但喺今次嘅效果比預期好好多 今次有咩因素係我哋冇諗到嘅呢? 大家提出咗各種合理嘅猜測 可能啲觀眾鍾意小動物 可能佢哋鍾意睇辦公室嘅惡作劇 可能大家想睇老細做咩 又或者想睇生日驚喜 我哋其實冇關注呢條嘅內容 我們嘅其實更想知道 啲觀眾睇直播時,係度諗同感受乜 我哋睇曬大家喺直播時 寫嘅 82,000 條評論 推測大家對呢條片咁感興趣 係因為佢哋覺得就儘管時間好短 仍然有參與 一個即將發生嘅事嘅共同感 佢哋成為咗一個團體嘅一部分 所以好開心
So we decided that we needed to test this hypothesis. What could we do to test this very same thing? The following week, armed with the additional knowledge that food videos are very popular, we dressed two people in hazmat suits and wrapped rubber bands around a watermelon until it exploded.
於是,我哋決定測試下呢個推測 要點先測到同樣效果嘅大細呢 以後一個禮拜 因為我哋知道食物視頻好熱門 我哋叫兩個人穿咗危險品防護衫 將啲橡筋一條條咁箍住個西瓜
(Laughter)
箍到個西瓜爆為止
(笑聲)
Eight hundred thousand people watched the 690th rubber band explode the watermelon, marking it as the biggest Facebook Live event to date.
800,000 人睇咗個直播 睇到第 690 條橡筋箍炸個西瓜 呢個直播變成 Facebook 歷史
The question I get most frequently is: How do you make something go viral? The question itself is misplaced; it's not about the something. It's about what the people doing the something, reading or watching -- what are they thinking? Now, most media companies, when they think about metadata, they think about subjects or formats. It's about goats, it's about office pranks, it's about food, it's a list or a video or a quiz, it's 2,000 words long, it's 15 minutes long, it has 23 embedded tweets or 15 images. Now, that kind of metadata is mildly interesting, but it doesn't actually get at what really matters. What if, instead of tagging what articles or videos are about, what if we asked: How is it helping our users do a real job in their lives?
最多人睇嘅直播 經常有人問,你係點令到一樣嘢爆紅 其實呢個問法本身‘錯咗 因為個關鍵唔係件事本身 而係觀眾做咩 睇咩,讀咩時 佢哋喺度諗咩 宜家好多媒體公司喺度分析數據時 會關注件事嘅主題或者形式 個主題係山羊仔 個主題係辦公室惡作劇 個主題係食嘢 係個清單,視頻或者小測試 佢有 2,000 隻字咁長 佢有 15 分鐘咁長 佢有 23 條推或者 15 張圖 呢啲元數據可小小用 但佢答唔到,一個視頻點解會爆紅 倒不如唔再去貼標籤落個視頻或者文章度 而係問 一個視頻對觀眾嘅真實生活有咩影響
Last year, we started a project to formally categorize our content in this way. We called it, "cultural cartography." It formalized an informal practice that we've had for a really long time: don't just think about the subject matter; think also about, and in fact, primarily about, the job that your content is doing for the reader or the viewer.
舊年,我哋展開咗一個項目 將我哋以前發佈過嘅內容咁來分類 呢個方法叫做「文化分類」 佢將我哋一直做緊嘅一件事形式化 唔好諗事物嘅本身 就係諗你嘅內容對讀者或觀眾有咩影響
Let me show you the map that we have today. Each bubble is a specific job, and each group of bubbles in a specific color are related jobs.
我哋製作嘅圖表係咁 每個泡代表一個特定嘅功能 每一組相同顏色嘅泡泡
First up: humor. "Makes me laugh." There are so many ways to make somebody laugh. You can be laughing at someone, you could laugh at specific internet humor, you could be laughing at some good, clean, inoffensive dad jokes.
代表著相關嘅功能 第一個:幽默 「令我大笑」 有好多方法可以令到一個人笑 你可以笑人 可以係一個網上嘅笑話 可以係個咩人都唔得罪嘅笑話
"This is me." Identity. People are increasingly using media to explain, "This is who I am. This is my upbringing, this is my culture, this is my fandom, this is my guilty pleasure, and this is how I laugh about myself." "Helps me connect with another person." This is one of the greatest gifts of the internet. It's amazing when you find a piece of media that precisely describes your bond with someone.
「呢個就係我」 越來越多嘅人用社交媒體來解釋 「呢個就係我, 呢個係我嘅家庭背景同文化, 我係邊個個粉絲,我鍾意咩, 我係點去自己笑自己。」 「幫我同其他人產生聯繫」 呢個係網路最大嘅優點之一 你喺網上發現,有樣嘢好精準咁 描述你同另外一個人嘅關係時
This is the group of jobs that helps me do something --
你會很興奮
helps me settle an argument, helps me learn something about myself or another person, or helps me explain my story.
呢個係另外一組功能 幫我處理糾紛 幫我了解自己或者人哋 或者幫我講自己嘅故事
This is the group of jobs that makes me feel something -- makes me curious or sad or restores my faith in humanity.
呢個係另外一組功能 令我覺得好奇,唔開心
Many media companies and creators do put themselves
或者重拾對人嘅信任
in their audiences' shoes. But in the age of social media, we can go much farther. People are connected to each other on Facebook, on Twitter, and they're increasingly using media to have a conversation and to talk to each other. If we can be a part of establishing a deeper connection between two people, then we will have done a real job for these people.
好多嘅媒體公司 都有從觀眾嘅立場考慮問題 喺社交網路時代,我哋仲可以做更多 大家通過 Facebook、Twitter 聯繫 越來越多人通過社交媒體 同朋友傾偈 如果我哋可以加深兩個人之間嘅聯繫 咁我哋就真嘅有為佢哋創造價值
Let me give you some examples of how this plays out. This is one of my favorite lists: "32 Memes You Should Send Your Sister Immediately" -- immediately. For example, "When you're going through your sister's stuff, and you hear her coming up the stairs." Absolutely, I've done that. "Watching your sister get in trouble for something that you did and blamed on her." Yes, I've done that as well. This list got three million views. Why is that? Because it did, very well, several jobs: "This is us." "Connect with family." "Makes me laugh." Here are some of the thousands and thousands of comments that sisters sent to each other using this list.
我舉個例子 呢個係我最鍾意嘅一篇文章 「32 個你應該要即刻話你家姐知嘅梗」 「即刻」 比如:「當你偷偷抄緊你家姐啲嘢時 你聽到佢上樓嘅聲」 咁嘅嘢我梗係做過啦 「睇住你家姐因為你領嘢 仲賴埋佢」 咁樣嘅事我都做過 呢篇文被瀏覽咗 300 萬次 點解? 因為佢有幾點做得好好: 「呢個就係我哋」 「同家庭產生連結」 「令我大笑」 呢啲係成千上萬嘅姊妹 有關嘅留言
Sometimes we discover what jobs do after the fact. This quiz, "Pick an Outfit and We'll Guess Your Exact Age and Height," went very viral: 10 million views. Ten million views. I mean -- did we actually determine the exact age and height of 10 million people? That's incredible. It's incredible. In fact, we didn't.
有時我哋要事發之後先知道佢嘅作用 呢個爆紅嘅測試:「你揀套衫, 我來估下你真實嘅年齡同身高」 瀏覽次數:一千萬 一千萬 我哋係唔係真係估測咗一千萬人嘅 真實年齡同身高? 真係令人難以置信 其實,我哋冇咁做
(Laughter)
(笑聲)
Turns out that this quiz went extremely viral among a group of 55-and-up women --
後來先知道, 55 歲以上嘅女性最鍾意做呢個測試
(Laughter)
(笑聲)
who were surprised and delighted that BuzzFeed determined that they were 28 and 5'9".
一個好驚喜被測為 28 歲 和 5'9" 身高嘅群體
(Laughter)
(笑聲)
"They put me at 34 years younger and seven inches taller. I dress for comfort and do not give a damn what anyone says. Age is a state of mind." This quiz was successful not because it was accurate, but because it allowed these ladies to do a very important job -- the humblebrag.
評論:「我被測到後生咗 34 歲 同高咗 7 英尺啊 我每日著衫舒服至上,唔理人哋點睇 年齡係一種心態來㗎」 呢個測試好成功,唔係因為佢有幾準 而係因為佢使呢啲女性做到一樣 好緊要嘅嘢:謙卑咁演嘢
Now, we can even apply this framework to recipes and food. A recipe's normal job is to tell you what to make for dinner or for lunch. And this is how you would normally brainstorm for a recipe: you figure out what ingredients you want to use, what recipe that makes, and then maybe you slap a job on at the end to sell it. But what if we flipped it around and thought about the job first? One brainstorming session involved the job of bonding. So, could we make a recipe that brought people together? This is not a normal brainstorming process at a food publisher. So we know that people like to bake together, and we know that people like to do challenges together, so we decided to come up with a recipe that involved those two things, and we challenged ourselves: Could we get people to say, "Hey, BFF, let's see if we can do this together"? The resulting video was the "Fudgiest Brownies Ever" video. It was enormously successful in every metric possible -- 70 million views. And people said the exact things that we were going after: "Hey, Colette, we need to make these, are you up for a challenge?" "Game on." It did the job that it set out to do, which was to bring people together over baking and chocolate.
宜家,我哋將呢個公式套到 食譜出版業個度 食譜通常教你煮中午或者晚黑個餐 寫食譜時,你就係咁構思啲餸菜 先諗下要用咩食材 再諗下點煮 然後再諗下有咩賣點 咁我哋可唔可以掉轉佢,先諗啲賣點 賣點就係,使人與人之間關係更加緊密 咁點打造一個情感聯繫嘅菜譜? 食譜出版業一般唔係咁策劃嘅 我哋知道人鍾意一齊焙烘 又鍾意一齊面對挑戰 於是我哋決定打造 一個兩樣都做嘢嘅食譜 一個會促使以下對話嘅食譜: 「喂,老友,不如一齊整嘢食咯。」 整出來嘅視頻就係 「世界上最軟熟嘅布朗尼蛋糕」 取得咗空前嘅成功,七千萬瀏覽 網上嘅評論的確係我哋要嘅 「喂,科萊特,我哋一齊整呢個咯 接唔接受挑戰啊?」 「接定啦。」 呢個視頻達到咗預期嘅目標 就係畀人通過焙烘同朱古力加深感情
I'm really excited about the potential for this project. When we talk about this framework with our content creators, they instantly get it, no matter what beat they cover, what country they’re in, or what language they speak. So cultural cartography has helped us massively scale our workforce training. When we talk about this project and this framework with advertisers and brands, they also instantly get it, because advertisers, more often than media companies, understand how important it is to understand the job that their products are doing for customers.
我好興奮,因為呢個項目好有潛力 我哋同內容提供人講呢個框架 佢哋無論領域同地區 講咩語言 都係一點就明 文化分類幫我哋有效咁有比例擴大 我哋嘅團隊 我哋同廣告商同品牌商 講呢個項目時 佢哋亦係一點就明 因為廣告商通常比媒體公司更加明白 佢哋要好清楚啲商品 為到啲顧客做嘅嘢
But the reason I'm the most excited about this project is because it changes the relationship between media and data. Most media companies think of media as "mine." How many fans do I have? How many followers have I gained? How many views have I gotten? How many unique IDs do I have in my data warehouse? But that misses the true value of data, which is that it's yours. If we can capture in data what really matters to you, and if we can understand more the role that our work plays in your actual life, the better content we can create for you, and the better that we can reach you.
我對呢個項目好有期望,因為 佢改變咗媒體同數據之間嘅關係 多數媒體公司會諗媒體係我嘅 我有幾多粉絲? 我有幾多擁躉? 我有幾多瀏覽? 我嘅數據庫裡邊有幾多唔重複嘅身份 佢哋忽視咗數據嘅真正價值 就係,啲數據係你嘅 如果我哋獲得真係對你有用嘅數據 我哋可以更加明白我哋喺 你生活裡邊真正嘅角色 我哋可以提供更好嘅 更受你歡迎嘅內容
Who are you? How did you get there? Where are you going? What do you care about? What can you teach us? That's cultural cartography.
你係邊個? 你係點來到咗呢度? 你要去邊? 你關心咩? 你可以教我哋咩? 呢個就係文化分類
Thank you.
多謝大家
(Applause)
(掌聲)