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Hit Makers: The Science of Popularity in an Age of Distraction

Hit Makers: The Science of Popularity in an Age of Distraction

作者 : Derek Thompson

出版社 : PENGUIN GROUP (USA) INC.

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定價 : NT 699

售價 : NT699

內容簡介


從《格雷的五十道陰影》到NETFLIX, 
從《冰與火之歌》到「一世代」, 
這些引爆全球狂熱的事物背後究竟有什麼我們所不知道的關鍵因素? 

◎AMAZON網路書店評選「2017最佳商業選書」 
◎《美國今日》、《金融時報》、《時代雜誌》、《經濟學人》、《柯克斯評論》爭相曝光 
◎富比士2016年「30 Under 30」媒體類得主/德瑞克‧湯普森話題之作 
◎引爆瘋潮絕非僥倖,如何抓住大眾的注意力才是創造流行最佳解! 

曾獲選路透社「BLOGs TO FOLLOW」以及時代雜誌評選最熱門的一百四十名推特主的德瑞克‧湯普森在本書中揭露了所有爆紅事物的背後成因與推動行為,透過許多藝文、影視、管理、科學的名人訪問及全球爆紅的案例分析,讓爆紅再也不是秘密。 

德瑞克在他多年的實務與研究中歸納出幾大重要發現: 

1. 相似驚喜法則:人們都會試圖從事物中尋找熟悉或是似曾相識的元素,同時也期待能有驚喜的發生,將其融合更容易被接受。 
2. 回饋科學:你無法務期人們喜歡點擊什麼,唯一能做的就是觀察受眾的環境、研究如何在其環境中售出、從有意義的回饋中學習。 
3. 天賦極限:你可以透過你的手機拍攝電影,或是上Youtube發表你剛錄好的歌曲,可是要成功,這些終究有其極限。《格雷的五十道陰影》的作者 EL James自我發行的格雷電子書賣出了25萬冊,但Random House卻幫她賣了1億本,你必須了解其中的極限差距。 
4. 病毒行銷迷思:真正造成狂熱的事物從來都不是從病毒行銷開始的,而是像「大規模汙染」的形式擴散出去,想想超級盃的廣告為何是兵家必爭之地呢? 

德瑞克在本書中鉅細靡遺地為你從消費行為心理逐層抽絲剝繭,透過精準的內容設定與行銷操作,將能夠使你更快更準確地提前鎖定消費大眾的需求,讓「遺珠之憾」也能成為明日流行趨勢!

“This book picks up where The Tipping Point left off." -- Adam Grant, Wharton professor and New York Times bestselling author of ORIGINALS and GIVE AND TAKE

Nothing “goes viral.” If you think a popular movie, song, or app came out of nowhere to become a word-of-mouth success in today’s crowded media environment, you’re missing the real story. Each blockbuster has a secret history—of power, influence, dark broadcasters, and passionate cults that turn some new products into cultural phenomena. Even the most brilliant ideas wither in obscurity if they fail to connect with the right network, and the consumers that matter most aren't the early adopters, but rather their friends, followers, and imitators -- the audience of your audience.

In his groundbreaking investigation, Atlantic senior editor Derek Thompson uncovers the hidden psychology of why we like what we like and reveals the economics of cultural markets that invisibly shape our lives. Shattering the sentimental myths of hit-making that dominate pop culture and business, Thompson shows quality is insufficient for success, nobody has "good taste," and some of the most popular products in history were one bad break away from utter failure. It may be a new world, but there are some enduring truths to what audiences and consumers want. People love a familiar surprise: a product that is bold, yet sneakily recognizable.

Every business, every artist, every person looking to promote themselves and their work wants to know what makes some works so successful while others disappear. Hit Makers is a magical mystery tour through the last century of pop culture blockbusters and the most valuable currency of the twenty-first century—people’s attention.

From the dawn of impressionist art to the future of Facebook, from small Etsy designers to the origin of Star Wars, Derek Thompson leaves no pet rock unturned to tell the fascinating story of how culture happens and why things become popular.
 
In Hit Makers, Derek Thompson investigates:
·   The secret link between ESPN's sticky programming and the The Weeknd's catchy choruses
·   Why Facebook is the world’s most important modern newspaper
·   How advertising critics predicted Donald Trump
·   The 5th grader who accidentally launched "Rock Around the Clock," the biggest hit in rock and roll history
·   How Barack Obama and his speechwriters think of themselves as songwriters
·   How Disney conquered the world—but the future of hits belongs to savvy amateurs and individuals
·   The French collector who accidentally created the Impressionist canon
·   Quantitative evidence that the biggest music hits aren’t always the best
·   Why almost all Hollywood blockbusters are sequels, reboots, and adaptations
·   Why one year--1991--is responsible for the way pop music sounds today
·   Why another year --1932--created the business model of film
·   How data scientists proved that “going viral” is a myth
·   How 19th century immigration patterns explain the most heard song in the Western Hemisphere
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