英国皇室经典传播案例的启示

    它的影响很快超越了欧洲。英国皇家空军（RAF）轰炸机受命携带当日的影片飞往加拿大和美国，在那里，数亿人民等待着分享这一神圣的——直到如今仍非常私密的——时刻。

    毫无疑问，做出这样的选择并不费劲。谁会反对以如此有意义的方式将信息发布给如此广大的受众呢？

    然而，78岁的首相温斯顿•丘吉尔就是其中之一。

    他坚定且固执地反对这一想法，直到最后一刻。

    他感到非常愤怒，如此神圣的仪式将被下层人民看到——被那些戴着帽子，混迹于酒吧的人们看到。

    那么当今的营销又是什么状况呢？我们从中可以学到什么？尽管不是所有营销人员都要筹备皇家加冕仪式，许多人需要卖出更多的汽车、可乐，或更多的柠檬味地板清洁剂。我确信对任何商业领域而言，都能从这场规模盛大的活动中得到感悟。

    这个想法的核心是“人”。它的本质是，一个强大的机构决定打破常规，以一种全新的方式实行开放，接触大众。它还在于无畏的年轻领袖只需听取民意，同时给予人们想要的东西。

    60年之后，关于规模的理念已经发生了翻天覆地的变化。我们每天要看约150次手机，Facebook上每月要发布约60亿张照片——Instagram上每天也会发布4,000万张照片。与此同时，88%的美国人在看电视时还同时看着另外的屏幕。而在YouTube上，每分钟都有超过100小时时长的短片在上传。

    在这个新世界，人人都是信息的发布者和传播者。仅仅有一个优秀的创意还不够，我们还需要用一种有意义的方式实现它。不过幸运的是，一旦你实现了那个伟大的想法，我们当今拥有的技术和社会力量就可以让你不必动用空军飞行员就能把它带到全世界。（财富中文网）

    译者：严匡正

    Oh, and it went way beyond Europe. RAF Bombers were standing by to fly footage of the day to Canada and the USA, where hundreds of millions of people waited to share in the sacred--and up until now, very private--moment.

    Surely, such a triumph was an obvious decision. Who could possibly be against reaching so many people in such a meaningful way?

    Well, the Queen's 78 year-old Prime Minister, Winston Churchill, for one.

    He was firmly and adamantly against the idea and fought it to the end.

    He was outraged that such a sacred event would be witnessed by the lower classes--by men in pubs wearing hats.

    So what about marketing today? What can we learn? While not all marketers have a royal coronation to work with, many need to sell more cars, more cola, or more lemon-scented floor cleaner. I do believe that for any business, there are significant lessons to be learned from this moment that found enormous scale.

    People were at the center of this idea. It was about a powerful organization that decided to break the rules, opened up and connected in a new way. It was about a fearless young leader who simply listened to and gave people what they wanted.

    Sixty years later, the idea of scale has changed dramatically. We check our mobile phones about 150 times a day. Around six billion photos are posted on Facebook every month--and another 40 million a day on Instagram. Meanwhile, 88% of people in the U.S engage with a second screen while watching TV. And more than 100 hours of footage are uploaded to YouTube every minute.

    In this new world, everyone is a publisher and a conveyor of information. Simply having a good idea isn't enough; you need to scale that good idea in a way that matters. But luckily, the technological and social capabilities we have today mean that once you land that great idea, you don't need a squadron of fighter pilots to make it global.