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「沒有原創思維?沒關係,我有臉書!」- Using Social Media To Cover For Lack Of Original Thought


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Social Media... Social media is the driving force behind the new economy.
社群媒體...社群媒體是新經濟背後的推動力。

What does that mean?
這是什麼意思?

NOBODY KNOWS...
沒人知道...

I'm a successful social media consultant, even though I never had a thought or original idea in my life. Now because my firm charges lots of money, we've put social media on the tongues of some of the biggest companies in the world...without providing an actual service.
我是名成功的社群媒體顧問,雖然在生活中我從未有過想法或是原創的構想。現在因為我的公司索取大筆金錢,引起世界上一些最大的公司對社群媒體議論紛紛...而沒有提供實際的服務。

To survive in the new internet economy, you need to come up with the new service or product that people would want.
要在新網路經濟中存活,你需要提出人們想要的新服務或新產品。

Not likely, right?
不大可能,對吧?

But social media eliminates the need to provide value to anyone. Let me give you an example.
但社群媒體淘汰了提供價值給任何人的需求。讓我給你舉個例子。

My firm was contracted by Cheetos, so we ran around the room, talked about ways to leverage their brand online. And it turned out none of us had any original ideas!
Cheetos(奇多餅乾)和我們公司簽訂合約,所以我們在房間裡奔忙,討論在網路上提升他們品牌影響力的方法。結果我們沒有人有任何原創的構想!

So instead, we gave them a Facebook page. Eventually, people "Liked" it. These people "Liked" Cheetos, even though they had no reason to as we gave them no incentive. And remember, any teenager could have done what we did for no money and much faster.
所以我們轉而給他們一個Facebook粉絲頁。最後,人們都按了「讚」。這些人「讚」了Cheetos,即使他們沒有任何理由這麼做,因為我們沒有給他們獎勵。而且記得,任何十幾歲的青少年都可以做到我們做的事,不收錢,還快得多。

Using your brains to think of an idea and your skills to implement it, that's the old model. Like anything that's old and requires effort, it's inefficient.
動腦思考構想並用你的技能完成它,這是老舊的模式。就像任何老舊且需要努力的事,這是沒有效率的。

Facebook is already invented! We simply need to know it exists, and we can pay ourselves richly as middleman to leech off of their work. Let me show you another example.
Facebook已經發明出來了!我們只需要知道它的存在,而且我們能以中間人身分給自己豐厚酬勞,來榨取利用它們的成果。讓我給你看看另一個例子。

Our firm was hired to expand Speed Stick deodorant's Twitter Footprint. They already had a Twitter Feed. We, of course, had no original ideas. So we hired a separate company to create thousands of fake Twitter accounts, designed only to follow Speed Stick.
我們的公司被雇用來擴展Speed Stick體香劑的Twitter Footprint(推文紀錄)。他們已經有了Twitter Feed。我們,當然,沒有原創構想。所以我們雇用了另一個公司來產生數千個假的Twitter帳號,只為追蹤Speed Stick而設計。

We were able to increase the number of accounts following Speed Stick from three hundred to nine hundred thousand in less than a week. And the best part is: all these accounts were robots. So we didn't have to tweet anything, because nobody was reading it. Companies don't care if their followers are real or not. They'll pay you either way.
我們能夠在一週內將追蹤Speed Stick的人數從三百增加至九十萬人。最棒的部份是:所有的帳號都是機器人。所以我們也不必在Twitter上發表任何東西,因為沒人會讀。公司並不在意他們的追蹤者是真是假。他們不管怎樣都會付你錢。

Ideally, real human user will leave social networking altogether. And all that will be left will be thousands of robots, talking to each other, who we can then advertise to. Now robots don't yet buy products. That's all our concern.
理想上來說,真正的人類使用者會全部離開社群網絡。而所有留下的會是數以千計的機器人,相互談話,這些是我們打廣告的對象。現在機器人還不會購買產品。那就是我們一切的擔憂。

In the new social media economy, you just have to keep looking like you're doing work, and people will pay you for it. Thank you.
在新的社群媒體經濟中,你只需裝做你有在作事,而人們會為此付錢給你。謝謝。

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