明星微博背后的营销故事
Behind That Celebrity Tweet

        When Jeremy Lin of the New York Knicks contacted Facebook for help understanding how best to use the site, the company's representatives showed him how. After Mr. Lin underwent knee surgery this spring, he returned the favor: a live chat for Facebook fans from his hospital bed. To date, about 54,000 people have 'liked' it.          当纽约尼克斯队（New York Knicks）球员林书豪联系Facebook，请教如何最好地利用该网站时，Facebook的公司代表给他做了示范。今年春天做完膝盖手术后，林书豪还了这个人情：在病床上与Facebook粉丝在线聊天。迄今为止已经有约5.4万人“赞”过这次聊天。 
        Social-media sites like Facebook, Twitter, YouTube and Tumblr are increasingly forging relationships with celebrities to give both users and advertisers plenty of new material. Many of the sites have hired people and added resources to provide celebrities and entertainment-industry brands like TV host Kelly Ripa and Nascar with marketing ideas, insider tips and even technical support.          Facebook、Twitter、YouTube和Tumblr等社交媒体网站正与越来越多的名人结成合作关系，从而为广大用户提供更多新鲜爆料，也为广告商们带来更多新的商机。许多网站已经招兵买马并增加资源，为电视主持人凯莉•里帕（Kelly Ripa）以及美国赛车协会（NASCAR）等明星和娱乐产业品牌提供营销理念、小道消息甚至技术支持。 
        'I get the dish right from the celeb's mouth,' says Nicole Eisenberg, a 42-year-old mother from Bloomfield Hills, Mich. She used to devour celebrity magazines to get the latest on who is dating whom and who wore what designer to which premier. Now, she follows Gwyneth Paltrow, Kid Rock, Ivanka Trump and others on Twitter.          来自密歇根布卢姆菲尔德希尔斯（Bloomfield Hills）的42岁母亲妮可•艾森伯格（Nicole Eisenberg）说，现在能直接从明星嘴里得到消息了。她以前总是翻阅杂志了解明星们的最新消息，比如谁和谁好了，谁穿着哪个设计师的衣服参加哪个首映礼了。而现在她在Twitter上关注格温妮丝•帕特洛（Gwyneth Paltrow）、基德•洛克（Kid Rock）、伊万卡•特朗普（Ivanka Trump）等一众明星。 
        Celebrities generally aren't paid for their social-media efforts. But their involvement is essential to the sites because their photographs and posts give people glimpses of their rarefied worlds, drawing even more users and advertisers.          明星一般不会因为在社交媒体上的努力获得报酬。但他们的参与对这些网站至关重要，因为他们的照片和帖子能让人们了解娱乐圈，从而吸引更多的用户和广告商。 
        'Our primary goal in partnerships is to enable users to have great experiences on Facebook,' says Justin Osofsky, director of media partnerships for Facebook. 'We have a business model based on advertisements and as people spend more time on Facebook, we monetize that.'          Facebook媒体合作总监贾斯汀•奥索夫斯基（Justin Osofsky）说，我们合作的主要目的是促使用户在Facebook上拥有良好的体验；我们是基于广告的商业模式，随着人们在Facebook上花的时间越来越多，我们便可将其货币化。 
        Today, most major social networks have departments dedicated to creating partnerships with celebrities, politicians and sports figures-- as well as professional sports leagues, movie studios and television networks. Even start-ups are quickly staffing up with Hollywood liaisons. In some cases, employees of social networks act as IT assistants for celebrities-- helping them learn how to sign on to their websites and download apps.          如今，大多数主要社交网站都设有专门负责与名人、政客和体育明星，还有职业体育联盟、电影工作室和电视台建立合作关系的部门。就连初创企业也开始迅速安排专人与好莱坞联络。某些情况下，社交网站的员工会充当明星的IT助手，帮助他们学习如何注册网站和下载程序。 
        Members of Twitter's partnership team keep a close eye on upcoming film premieres and reach out to studio executives and celebrity publicists with ideas of how Twitter can be used to help create buzz-- debuting film trailers exclusively on Twitter, for example. Twitter also meets with agents and producers to analyze the stats: What likely caused spikes in tweeting? What didn't work as well? When a public figure's tweet results in big buzz, Twitter makes sure other celebrities know it. One such moment came when Nascar driver Brad Keselowski tweeted a photo taken from his car of a fire at the Daytona 500. He saw the number of his followers triple.          Twitter合作关系团队的成员们会密切关注即将举行的电影首映，并联系电影公司高管和明星的公关人员，磋商如何利用Twitter来帮助造势，比如在Twitter独家首播电影预告片。Twitter也会与经纪人和制片人会面分析数据：促进微博数量激增的可能原因是什么？有哪些是效果不甚理想的？当某位公众人物的微博引起轰动时，Twitter就会确保其他明星知道。一个例子就是，在Daytona 500比赛中，美国赛车协会车手布拉德•克塞罗斯基（Brad Keselowski）在着火的车里拍了张照片并发到Twitter上。接着他的粉丝数就翻了三倍。 
        Omid Ashtari, Twitter's man-on-the-ground in Los Angeles, is known to refer to celebrities as 'clients' and say that his job is to provide them 'customer service.' (Rachael Horwitz, a spokeswoman for Twitter, said no executives were available to comment.)          据说Twitter驻洛杉矶媒体主管奥米德•阿什塔里（Omid Ashtari）称明星为“客户”，还说他的工作是为他们提供“客户服务”。（Twitter发言人蕾切尔•霍尔维茨（Rachael Horwitz）说高管们都无暇置评。） 
        When former NBA star Shaquille O'Neal debuts 'The Comedy Shaq,' a channel devoted to comedians this fall, viewers will tune in on YouTube. 'My philosophy is 60% to make you laugh, 30% to inspire and 10% to promote whatever I'm doing,' says Mr. O'Neal.          当NBA前球星沙奎尔•奥尼尔（Shaquille O'Neal）的喜剧频道“The Comedy Shaq”今年秋天开播时，观众可以在YouTube上直接收看。奥尼尔说，我的哲学是，60%让人发笑，30%起激励作用，10%用来为我所做的事宣传。 
        One Direction, the British boy band, launched its official U.S. tour blog on Tumblr, after the social blog network made a compelling pitch. Tumblr's new publication, 'Storyboard,' would publish a story about the band and its fan base. In addition, Tumblr promised a 'mass promotion' package that would include tweets to 300,000 Twitter followers and additional coverage in another publication, such as Seventeen or Rolling Stone.          社交博客网站Tumblr强力造势后，英国男孩组合一世代（One Direction）在该网站发布了其美国巡演的官方博客。Tumblr新推出的“Storyboard”将会发布一篇有关该乐队及其粉丝群的报道。此外，Tumblr还承诺将会举行一次“大规模宣传”活动，包括面向30万Twitter粉丝的微博，以及在《Seventeen》和《滚石》（Rolling Stone）等杂志上进行报道。 
        'They're the most popular thing on Tumblr, hands down, and we reached out to them,' says Jessica Bennett, Tumblr's executive editor.          Tumblr执行编辑杰西卡•班尼特（Jessica Bennett）说，毫无疑问他们是Tumblr上最受欢迎的，所以我们联系到了他们。 
        Tout, a service that lets user make 15-second videos that can be posted to sites like Facebook and Twitter, was less than a year old when it hired Brooke Fedro, who began her career at Creative Artist Agency. Among her strategies is finding actors with television shows that are on hiatus and musicians who haven't had an album release in a while and encouraging them to 'tout' themselves. 'It's important to take advantage of their downtime and let them promote their own brand,' says Ms. Fedro, director of entertainment relations and marketing for Tout.          Tout在聘用布鲁克•费德罗（Brooke Fedro）时成立还不到一年。用户可以通过该网站制作15秒的视频并上传至Facebook和Twitter等网站。费德罗的职业生涯始于好莱坞经纪人公司Creative Artist Agency，目前担任Tout娱乐关系及营销总监。她的策略中有一项是，寻找暂停播出的电视节目中的演员，以及暂时未发布专辑的歌手，鼓励他们宣传自己。费德罗说，要充分利用他们的空档期，让他们宣传自身品牌，这很重要。 
        New social networks are creating business plans to appeal to celebrities who want to make money off their online presence. OpenSky is a year-old site where personalities like Molly Sims, Veronica Webb and others can help market health, beauty, decor and kitchen merchandise. They present to their followers recommended items, and sales revenue is split between OpenSky and its celebrity curator.          新型社交网站正在创建商业计划，以吸引希望通过自身的网络影响力赚钱的名人。OpenSky是一个成立刚一年的网站，明星可以在该网站帮助宣传健康、美容、家居装饰和厨具商品。目前已与该网站合作过的明星有莫莉•希姆斯（Molly Sims）、维罗妮卡•韦伯（Veronica Webb）等，她们向粉丝展示推荐的商品，销售收入由OpenSky和卖出商品的明星分成。 
        Actress Jessica Alba founded Honest Company, an online venture that sells household supplies and diapers which are eco-friendly. Currently, Ms. Alba has 3.2 million followers on Twitter, 4.5 million subscribers to her Facebook page and nearly a half-million followers on Instagram.          演员杰西卡•阿尔芭（Jessica Alba）创建了在线网站Honest Company，主要销售环保家居用品和婴儿尿布。目前，阿尔芭在Twitter上已经有320万粉丝，Facebook主页有450万人订阅，Instagram上有近100万粉丝。 
        'You have to have a social-media presence if you want to have a successful business, scalable business,' Ms. Alba says.          阿尔芭说，如果你想把生意做大、做成功，就得在社交媒体上有影响力。 
        Ryan Seacrest, radio host, television personality and producer, leverages social media's cross-promotion potential. Mr. Seacrest and his team are in talks with Dick Costolo, chief executive of Twitter, in which Mr. Seacrest would help celebrities create videos and photos to share on Twitter, giving the social network more branding opportunities.          电台主持、电视名人及制片人莱恩•西克雷斯特（Ryan Seacrest）就在发掘社交媒体的交叉宣传潜力。希克斯特及其团队正与Twitter首席执行长迪克•科斯特罗（Dick Costolo）洽谈：希克斯特帮助明星制作视频和照片在Twitter上分享，从而让Twitter有更多塑造品牌的机会。 
        A videographer from Ryan Seacrest Productions will follow Mr. Seacrest as he covers the Olympics this summer for NBC Sports. The videographer's footage and photos will be posted to RyanSeacrest.com, Facebook, Twitter and Pinterest, according to Tony Novia, executive vice president for new media at Ryan Seacrest Productions. 'We sit on very valuable content and we try to use it to promote all of Ryan's projects,' Mr. Novia says.          莱恩•西克雷斯特制作公司（Ryan Seacrest Productions）将会有一位摄像师随莱恩•西克雷斯特一起为NBC Sports报道今年夏天的奥运会。公司新媒体执行副总裁托尼•诺维亚（Tony Novia）表示，这位摄像师拍摄的视频和照片将会发布在RyanSeacrest.com、Facebook、Twitter和Pinterest上。诺维亚说，我们有非常宝贵的内容，因此我们尝试用这些内容来宣传莱恩的所有项目。 
        Among those on the management side bridging Hollywood with social media is Eric Kuhn, an agent at United Talent Agency. 'We try to help our clients understand that social media is about much more than promotion,' says Mr. Kuhn, who turns 25 next week.          很多艺人经纪公司都在努力为好莱坞和社交媒体牵线搭桥，United Talent Agency（简称UTA）艺人经纪公司经纪人艾瑞克•库恩（Eric Kuhn）就是其中之一。25岁的库恩说，我们力图帮助客户了解，社交媒体并不仅仅是宣传。 
        Mr. Kuhn recently signed Foursquare, the location-based social-media network with 20 million users who 'check in' to venues. Together, Foursquare and UTA will work to develop relationships with concert promoters like LiveNation, says Jonathan Crowley, director of media partnerships for the New York-based Foursquare. Mr. Crowley says market research shows that many people go to concert events without tickets, merely to tailgate with friends. If non-ticket holders 'check in' outside of concert venues, promoters can sell tailgaters any remaining tickets.          库恩最近与位置社交网络媒体Foursquare签了约。Foursquare总部位于纽约，拥有2,000万用户，他们可以在各种不同的地点“签到”。Foursquare媒体合作总监乔纳森•克劳雷（Jonathan Crowley）说，公司将与UTA共同合作，与LiveNation等演唱会宣传公司建立合作关系。克劳雷说，市场研究表明，很多去看演唱会的人都没有门票，他们只是尾随朋友而来。如果没有票的观众在演唱会会场外“签到”，那么演唱会公司就能把余票卖给他们。