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.
去年 網路新聞 BuzzFeed 的一些員工 計劃著要 在他們老闆傑·法蘭克生日的那天 捉弄他 他們決定將幾隻小山羊
(Laughter)
藏在他的辦公室
(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.
最近 BuzzFeed 開始使用 臉書的直播功能 所以很自然地 我們決定要在網路上 直播整個過程 從傑走進辦公室 直到他發現辦公室裡的 小山羊們 我們以為這個過程 只會持續 10 分鐘 一些公司的員工們 會登入來觀看這個惡作劇 但結果呢 這個惡作劇一直被各種事情拖延: 傑跑去買東西喝 傑突然被叫去開會 這個會還開了很久 後來他還跑去洗手間 越來越多的人開始 點進來看這場惡作劇 直到 30 分鐘後 傑再次走進辦公室 已經有 90,000 人
Now, our team had a lot of discussion about this video
正在看這個直播了
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.
在那之後 我們的團隊對這隻影片 為什麼會這麼成功 展開了討論 這其實不是我們做過的 最大的直播影片 我們做過最大的是一個 關於乳酪噴泉的影片 但是這次的效果 卻出乎我們的意料 這其中有什麼因素 是我們沒有想到的呢? 大家都可以提出各種合理猜測 可能是因為觀眾喜歡看小動物 可能是因為觀眾喜歡辦公室惡作劇 可能是因為大家想看老闆在幹嘛 或者只是因為想看生日驚喜 但比起關注這隻影片內容是什麼 我們的團隊更想要知道的是 當大家在看直播的時候 他們在想什麼 以及感受到了什麼 我們看了一些大家在直播中 留下的 82,000 條評論 我們推測 大家之所以如此感興趣 是因為他們共同參與到了 這個即將發生惡作劇的期待當中 他們在短暫的時間裡 成為了這個期待團體的一部分 這使他們感到快樂
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.
所以 我們決定要測試一下這個推論 我們要怎麼做 才能測試到一樣的效果呢? 在接下來的一個禮拜 因為我們知道食物的影片都會很熱門 我們讓兩個人穿上了防護服 將橡皮筋綁在西瓜上 直到西瓜爆炸
(Laughter)
(笑聲)
Eight hundred thousand people watched the 690th rubber band explode the watermelon, marking it as the biggest Facebook Live event to date.
八十萬人觀看了這場直播 直到第 690 條橡皮筋 終於令西瓜爆炸 使這個直播變成臉書上
The question I get most frequently is:
觀看人數最多的影片
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?
我經常會被問到 你是怎麼讓一樣東西爆紅的 其實這個問題本身就是錯的 因為關鍵不應該是事物本身 而是觀眾是怎麼去接觸這件事的 不管是通過文章還是影片 他們在想什麼 現在很多媒體公司 當他們在分析元數據的時候 他們只關注事件本體 或者是進行的形式 這是一隻關於小山羊的影片 這是一隻辦公室惡作劇的影片 這是一隻關於食物的影片 這是一篇清單文章 一隻影片或是一個測試 它有 2,000 字那麼長 它有 15 分鐘那麼長 裡面包括了 23 條推文 或是 15 張圖片 這些元數據可能很有趣 但卻無法分析到一件事情 爆紅的真正原因 比起給爆紅的文章 或影片的內容貼標籤 我們或許能去探究這件事 對觀眾的真實生活有什麼影響 這樣會不會有其他新發現呢?
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.
去年 我們開始了一個計畫 將我們的內容正式用這種方法分類 我們將這個方法叫做文化製圖 它將我們一直在做的 一件事情形式化 分析的時候不要只想到事物本身 還要想到 事實上第一時間就要想到 你的內容對讀者或是觀眾
Let me show you the map that we have today.
會產生什麼影響
Each bubble is a specific job, and each group of bubbles in a specific color are related jobs.
這張是我們製作的地圖 每一個泡泡代表一個特定的功能 每一組相同顏色的泡泡
First up: humor.
是相關聯的功能
"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.
第一個:幽默 「讓我大笑」 有很多方法可以讓一個人笑 可以是一個好笑的人 可以是一則網路笑話 也可以是不傷人但老套的笑話
"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.
「這就是我」 個人特質 越來越多的人喜歡 用社群媒體來解釋 「這就是我」 這是我的教養 這是我的文化 這是我喜歡的東西 這是我拿不上檯面的愛好 這是我怎麼嘲笑自己 「幫助我聯繫其他人」 這是網路最大的優點之一 你會很興奮 當你在網路上發現 有東西可以精確地描述 你和另外一個人的關係
This is the group of jobs that helps me do something -- helps me settle an argument, helps me learn something about myself or another person, or helps me explain my story.
這是另外一組功能:幫我解決問題 教我如何排解一場紛爭 幫我從自己或別人的身上學到更多 幫我解釋我自己的故事
This is the group of jobs that makes me feel something -- makes me curious or sad or restores my faith in humanity.
這是一組功能:能挑動我的心弦 讓我覺得新奇 或者難過
Many media companies and creators do put themselves
或者讓我重拾對人的信任
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.
很多媒體公司和業者 都有做到站在觀眾的立場思考問題 但在這個社群媒體的時代 我們可以做更多 人們通過臉書及推特聯繫 越來越多的人也通過 社群媒體來和朋友聊天 如果我們可以在人們之間 創造更深層的聯繫 那我們真的是在創造價值
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.
讓我來舉個例子來解釋這個理念 這是我最喜歡的一篇文章 32 個你應該要馬上告訴你姊的梗 馬上 比如說「當你在翻你姊的東西的時候 聽到她上樓的聲音」 當然,我也做過那樣的事 「看著你的姊姊 因為你做的事陷入麻煩 卻責備她」 是的,我也做過那樣的事 這篇貼文獲得了三百萬的瀏覽次數 為什麼? 因為它做到了這幾點: 「這就是我們」 「與家庭產生連結」 「讓我大笑」 這是上千條姐妹們互相傳送 給對方的評論中的一條
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.
有時候我們會在事情發生後 才發現它的影響 這個爆紅的測試: 選擇一套衣服來測試 你的真實年齡和身高 得到了一千萬次的瀏覽 一千萬次 我的意思是 難道我們真的有測量這一千萬人的 真實年齡和身高嗎? 這真的是太厲害了 太厲害了 但事實上,我們並沒有
(Laughter)
(笑聲)
Turns out that this quiz went extremely viral among a group of 55-and-up women --
而且這個測試 在 55 歲以上的女性間最流行
(Laughter)
(笑聲)
who were surprised and delighted that BuzzFeed determined that they were 28 and 5'9".
這是一群看到自己被定為 28 歲和 175 公分高後 會很驚訝和高興的群體
(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.
「我的測試結果年輕了 34 歲 和高了 18 公分耶 我每天都穿得很舒服 完全不在意別人講什麼 因為年齡是一種心態」 這個測試很成功不是因為 它的測試結果有多準確 而是因為它讓這些女性們 有了機會成功的誇獎自己
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.
我們甚至可以將這個理念 用在食譜和食物上 食譜一般是用來告訴你 怎麼去做午餐和晚餐的 你構思食譜的過程應該是: 找出你要用的原料 烹調的方法 可能到最後你還成功的 賣出了這份食譜 但如果我們反過來呢 我們腦力激盪的主題是連結 我們可以製作一份食譜 將大家都凝聚在一起嗎? 這不是一個正常的腦力激盪過程 我們知道大家喜歡一起烘培 我們知道大家喜歡一起接受挑戰 所以我們覺得製作一個 包括兩樣東西的 具有挑戰性的食譜 我們想讓大家可以和自己的好朋友說 「嘿,我們來試試做這個怎麼樣?」 我們做了一隻影片叫做 「史上最布朗尼的布朗尼」 它獲得了巨大的成功 總共七千萬的觀看次數 大家都做出了我們預期的反應: 「 嘿!柯萊,我們來 挑戰看看這個怎麼樣?」 「 沒問題! 」 這隻影片成功達到了它的目的 通過烘培和巧克力將大家凝聚在一起
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.
我對於這個計畫的潛力感到很興奮 當我們和內容創作者 談論到這個理念的時候 他們很快就懂了 無論他們翻唱什麼音樂 在哪個國家 講什麼語言 所以文化製圖在我們的 培訓上幫助了很多 當我們和廣告業者和品牌商 談論到這個項目和理念的時候 他們也很快就理解了 因為廣告業者 很多時候比媒體公司 更加了解他們產品 對他們的顧客
But the reason I'm the most excited about this project
有什麼幫助的重要性
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.
但讓我對這個計畫 感到最興奮的原因是 它改變了媒體和數據間的關係 很多媒體公司將媒體當成自己的工具 我有多少粉絲? 我有多少新的追蹤者? 我得到了多少觀看次數? 我的資料倉儲裡 有多少個唯一識別碼? 但卻忽略了數據的真實價值:「你」 如果我們從資料裡知道 對你來說什麼是最重要的 如果我們更加了解我們的工作 在人們的生活中扮演著什麼角色 那我們就可以給大家 創造出更好的內容 我們就更能和你產生連結
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.
你是誰? 你在哪裡? 你要去哪裡? 你在乎什麼? 你可以教我們什麼? 這就是文化製圖
Thank you.
謝謝你們
(Applause)
(掌聲)