百度云网盘教你如何巧借「Bug营销」来做产品推广 - 知乎专栏
{"debug":false,"apiRoot":"","paySDK":"/api/js","wechatConfigAPI":"/api/wechat/jssdkconfig","name":"production","instance":"column","tokens":{"X-XSRF-TOKEN":null,"X-UDID":null,"Authorization":"oauth c3cef7c66aa9e6a1e3160e20"}}
{"database":{"Post":{"":{"contributes":[{"sourceColumn":{"lastUpdated":,"description":"五大科技媒体、十大顶尖 VC、BAT3M 联合推荐；病毒营销的缔造者、硅谷传奇投资人 Tim Draper 推荐作序。\n\n我的新书「增长黑客」现已上市，感谢支持！\n\n京东：\n/.html\n\n亚马逊：/gp/product/B011BHQSV0\n\n当当：\n/.html\n\n天猫：\n/item.htm?spm=0.0.0.0.WwMlyr&id=\n\n豆瓣：\n/subject//\n\n个人博客：\nhttp://www.fanbing.net\n\n敬请关注微信号：growthhackerbook\n\n官方读者群：","permission":"COLUMN_PUBLIC","memberId":4792,"contributePermission":"COLUMN_PUBLIC","translatedCommentPermission":"all","canManage":true,"intro":"五大科技媒体、十大顶尖 VC、BAT3M 联合推…","urlToken":"growthhacker","id":4638,"imagePath":"54f781e21d1b48f07d33a.jpg","slug":"growthhacker","applyReason":"","name":"《增长黑客》 Growth Hacker","title":"《增长黑客》 Growth Hacker","url":"/growthhacker","commentPermission":"COLUMN_ALL_CAN_COMMENT","canPost":true,"created":,"state":"COLUMN_NORMAL","followers":5720,"avatar":{"id":"54f781e21d1b48f07d33a","template":"/{id}_{size}.jpg"},"activateAuthorRequested":false,"following":false,"imageUrl":"/54f781e21d1b48f07d33a_l.jpg","articlesCount":71},"state":"accepted","targetPost":{"titleImage":"/ab0b543b792dad627491_r.png","lastUpdated":,"imagePath":"ab0b543b792dad627491.png","permission":"ARTICLE_PUBLIC","topics":[],"summary":"《星球大战：原力觉醒》上映在即，各地自发组织的粉丝活动洋溢着星战迷无比的骄傲与喜悦，而作为一枚 Darth Vader 的粉丝，我也第一时间参与了 Google 官方组织的阵营投票活动，果断加入了 Dark Side。说到投票，通常能想到会提高产品的活跃度。如果只是单…","copyPermission":"ARTICLE_COPYABLE","translatedCommentPermission":"all","likes":0,"origAuthorId":4792,"publishedTime":"T19:36:43+08:00","sourceUrl":"","urlToken":,"id":334696,"withContent":false,"slug":,"bigTitleImage":false,"title":"百度云网盘教你如何巧借「Bug营销」来做产品推广","url":"/p/","commentPermission":"ARTICLE_ALL_CAN_COMMENT","snapshotUrl":"","created":,"comments":0,"columnId":4638,"content":"","parentId":0,"state":"ARTICLE_PUBLISHED","imageUrl":"/ab0b543b792dad627491_r.png","author":{"bio":"《增长黑客》作者，创业公司增长黑客营销咨询 ","isFollowing":false,"hash":"f44f1ceffbce","uid":68,"isOrg":false,"slug":"xdash","isFollowed":false,"description":"《增长黑客》作者。/.html","name":"范冰XDash","profileUrl":"/people/xdash","avatar":{"id":"fc9a7dd4b017","template":"/{id}_{size}.jpg"},"isOrgWhiteList":false},"memberId":4792,"excerptTitle":"","voteType":"ARTICLE_VOTE_CLEAR"},"id":305917}],"title":"百度云网盘教你如何巧借「Bug营销」来做产品推广","author":"xdash","content":"《星球大战：原力觉醒》上映在即，各地自发组织的粉丝活动洋溢着星战迷无比的骄傲与喜悦，而作为一枚 Darth Vader 的粉丝，我也第一时间参与了 Google 官方组织的阵营投票活动，果断加入了 Dark Side。说到投票，通常能想到会提高产品的活跃度。如果只是单纯为某个项目投喜欢/反对票，可能应者寥寥，而一旦加入不同阵营的对抗，或将掀起此消彼长声势浩大的自发拉票行为，产生额外的用户增长、活跃度以及黏性。比如做一款明星相关的产品（你可以试想成音悦台这样的 App），相比单做 TFBoys 应援，可能效果远不及策划一场 TFBoys vs EXO 的粉丝大 PK。因此也有活动策划者故意在投票里留下漏洞，默许刷票行为的产生。他们追求的不是票数的高下与结果的准确，而是借此带来的实际增长。比如最近国内著名的财经网站和讯网正在进行“2015和讯华文财经图书大奖”的评奖活动，。习惯性地，我对这个投票页面进行了试探，发现不知是故意放出的漏洞，吸引大家投票，还是一家专业做财经的网站（虽然很多年了）对基本的互联网技术尝试没有概念，亦或是程序员偷工减料，这个页面的投票居然存在各种漏洞：举个栗子，虽然要求填写手机号和邮箱，但没有做发送给服务器，完全可以乱填啊（就算是要求验证，Email 这种东西通过 Gmail 的 yourname+ 格式完全可以轻松通过）；再比如可以通过 Chrome 的安全模式或者 360 浏览器的上网无痕功能来反复刷。如果是蓄意的，那实在是会玩。（所以如果您喜欢我的书，可以不吝顺手在左侧选择企业管理奖并为《增长黑客》投上一票，人肉刷票，不甚感谢。文末的原文链接是地址。）巧借 Bug 来赚人气、拉用户的手法，称之为“Bug营销”。有些是顺水推舟的巧妙解围，有些从一开始就是蓄意策划的。例如百度云网盘（当时还叫百度网盘）就玩得很溜。事情是酱紫的：2013 年 6 月 21 日晚，各大论坛、微博、QQ 群里出现了一条广为流传的消息：“百度云网盘的支付系统疑似出现了重大 bug，所有付费套餐的价格变成了原来的 1/1000，1 毛钱就可以买一年会员，100GB 最高等级套餐也只要 5 毛钱，快去抢福利啊！！”一时间网民炸锅了，不管之前有没有百度云网盘的账号，这会儿都麻溜地奔去抢购。经过我的亲自验证，所谓的“bug”的确存在。原本 15GB、30GB、50GB、100GB 的套餐年费分别为 75 元、150 元、250 元及 500 元，当时的实际支付环节只需花费 0.08 元、0.15 元、0.25 元及 0.5 元。我也立即掏钱把容量升至了最大。现在看来，这起看似由 bug 引发的网络狂欢，背后极有可能是精心策划的一场炒作。作为国内搜索引擎网络巨头，百度在众多互联网公司中的技术实力毋庸置疑，此前也曾经推出过电商平台有啊及支付平台百付宝，因此对于相比之下业务逻辑更简单的网盘支付系统，不至于出此纰漏。即便的确因为工程师的疏忽而偶然马失前蹄，也不可能在早上 6 点问题发生、21 日全天掀起网络热潮的情况下，经过数十个小时仍没能修复。微博认证身份为猿题库、粉笔网 iOS 开发工程师的“唐巧_boy”在次日评论说：“百度云的‘价格漏洞’直到今天早上 6 点还没有被修复，作为一个技术人员，我可以肯定他们这次是做营销了。因为简单用 nginx 把支付页面重定向到维护页面这种事情几分钟就能搞定，只是改价格，整个 bug 修复加上线正常也应该在 2 小时以内。”百度官方对此并未发表任何意见，最终于几十小时后低调地“修复”了 bug。几天后的 26 日，百度对外宣布百度云用户量突破 7 千万，且正以每天 20 万的速度增长。至此明眼人都能判别出来，百度云的此次疏漏完全是一起“bug 营销”，它借助了网民贪小便宜的心理，在短时间内获取了大量的眼球和转化，堪称精彩案例。整个传播印证了那句老话：“好事不出门，坏事传千里”。以百度网盘来看，整场营销首先胜在被炒作话题的简明易懂，朗朗上口——百度网盘出 bug 了。人们在传播时，只用很少几个字就能描述清楚，且足以引发好奇：究竟是什么 bug？会产生怎样的影响？百度这样的大公司怎么会犯如此低级的错误？现在问题修复了吗？试想，假设当时的传播场景中换成另一种说法，官方引导用户使用“现在通过百付宝购买百度网盘的空间，只需要支付原来千分之一的价格，就能获得 100GB 的空间优惠”的说法，如此冗长且不具戏剧性的文案，传播效果必然大打折扣。其次，百度为此付出的成本，其实并没有想象中那样高昂。免费领取的网盘空间，如果不传文件空置着，那仅仅是个上限数字而已；即便是真的上传了大量的电影、音乐，在服务器上也只需保存一份，通过哈希码对照，很容易地知道用户上传的文件是否在服务端已经有过一份了，也就无需重复上传，实现了所谓的“秒传”。每个新增用户的边际成本其实很低。那么百度通过这场“bug营销”获得了什么呢？大量的新注册用户：作为本身可以“来了就走”的工具类的搜索引擎，用户登录并不是必要的，但若要发挥更大商业价值，就必须将用户充分沉淀下来。网盘恰好是一种极其适合获取用户身份的产品形态。百度云网盘的铁杆粉丝：在国内云存储大战日渐激烈的战况下，各家网盘数 G 空间的赠送活动你方唱罢我登场。普通网民已经领取到麻木了。此时百度云网盘用一招看似意外的事故，激发了网民的主动性贪婪。让用户略微付出一点点代价，也能使获得的东西更显出价值，因此愈加珍惜。这比起出现可以直接免费领取空间的 bug，更加高段。百付宝的完整使用流程体验：许多用户此前从未使用过百度旗下的支付业务百付宝，但为了参与本次活动，还是绑定了银行卡，激活了百付宝。有些网民正是通过完成了这次流程体验，了解到中国除了支付宝外，原来还存在这么一家同属巨头旗下的在线支付服务吧。百度云网盘上大量的用户个人文件：一旦东西上传上去，就相当于寄存在了百度手上。有一些用户为了节省手机或电脑本地硬盘空间，会将东西上传之后，从本地完全删除，纯粹将网盘当作云端的备份来使用。于是使用百度云网盘的粘性会更强。无独有偶，在百度云网盘的“bug 营销”事件一周后的 6 月 28 日晚上，迅雷副总裁在微博上主动自揭其短：“迅雷会员今天活动的支付页面出现 bug，1 分钱可以买 180 元的白金年卡，在发现之前，5000 多个年卡被一抢而光，100 多万啊！抢到的雷友们你们太狠了，这样搞行吗？不过蛋定，你们有福了，我宣布全部有效！看得起迅雷会员就是我们的朋友，只给1分钱也是朋友！请继续支持迅雷会员！”相比百度，迅雷的此次“bug”时间仅持续了几个小时。如果的确如微博中所言，损失了 100 多万费用，对于年收入 10 亿元的公司而言，也只是九牛一毛。反倒是通过捡便宜体验到了迅雷会员特权的网友们，日后还能忍受非会员的下载速度与限制吗？要知道，在知乎网上的一篇《哪些东西买了之后会让人因生活质量和幸福感提升而感觉相见恨晚》的讨论中，“迅雷会员”一项可是获得了近 6000 票的超高人气。类似地，在《增长黑客》的病毒环节章节中，我也分享了云诺网盘的“世界末日无限送空间”活动如何巧妙地故意放出漏洞来吸引程序员纷纷破解，以此实现百度千万级索引量的 SEO 的案例。感兴趣的您不妨翻出来回味。文末提醒，别忘了去和讯的财经图书大奖评选活动下的哦。","updated":"T11:36:43.000Z","canComment":false,"commentPermission":"anyone","commentCount":4,"collapsedCount":0,"likeCount":26,"state":"published","isLiked":false,"slug":"","isTitleImageFullScreen":false,"rating":"none","titleImage":"/ab0b543b792dad627491_r.png","links":{"comments":"/api/posts//comments"},"reviewers":[],"topics":[],"adminClosedComment":false,"titleImageSize":{"width":571,"height":353},"href":"/api/posts/","excerptTitle":"","column":{"slug":"growthhacker","name":"《增长黑客》 Growth Hacker"},"tipjarState":"inactivated","annotationAction":[],"sourceUrl":"","pageCommentsCount":4,"hasPublishingDraft":false,"snapshotUrl":"","publishedTime":"T19:36:43+08:00","url":"/p/","lastestLikers":[{"bio":"CMU","isFollowing":false,"hash":"4aed8885714adf28c912ede5876f0fae","uid":539300,"isOrg":false,"slug":"piao-hen-7","isFollowed":false,"description":"","name":"漂痕","profileUrl":"/people/piao-hen-7","avatar":{"id":"da8e974dc","template":"/{id}_{size}.jpg"},"isOrgWhiteList":false},{"bio":"学生妹","isFollowing":false,"hash":"29b72e77f789cc41fed7","uid":062800,"isOrg":false,"slug":"xia-dong-17-63","isFollowed":false,"description":"","name":"夏冬","profileUrl":"/people/xia-dong-17-63","avatar":{"id":"v2-caade3a0e13d8a2b7385cd9","template":"/{id}_{size}.jpg"},"isOrgWhiteList":false},{"bio":"面瘫看似高冷笑点低。","isFollowing":false,"hash":"cbaf5737641","uid":76,"isOrg":false,"slug":"bigpen","isFollowed":false,"description":"美味佳肴任你品尝","name":"大笔大笔","profileUrl":"/people/bigpen","avatar":{"id":"e5f525ebd84b32fecc3cb28","template":"/{id}_{size}.jpg"},"isOrgWhiteList":false},{"bio":"北居","isFollowing":false,"hash":"8ba1ba382d6fe","uid":24,"isOrg":false,"slug":"qing-tian-fei-mao","isFollowed":false,"description":"","name":"晴天飞猫","profileUrl":"/people/qing-tian-fei-mao","avatar":{"id":"v2-102fc5bfea40ab3b082b12bf0da909a6","template":"/{id}_{size}.jpg"},"isOrgWhiteList":false},{"bio":"做一个很牛逼的逗逼。","isFollowing":false,"hash":"f2bb015f31fbb090f829e2","uid":809500,"isOrg":false,"slug":"a-zhe-13-27","isFollowed":false,"description":"","name":"A-zhe","profileUrl":"/people/a-zhe-13-27","avatar":{"id":"da8e974dc","template":"/{id}_{size}.jpg"},"isOrgWhiteList":false}],"summary":"《星球大战：原力觉醒》上映在即，各地自发组织的粉丝活动洋溢着星战迷无比的骄傲与喜悦，而作为一枚 Darth Vader 的粉丝，我也第一时间参与了 Google 官方组织的阵营投票活动，果断加入了 Dark Side。说到投票，通常能想到会提高产品的活跃度。如果只是单…","reviewingCommentsCount":0,"meta":{"previous":{"isTitleImageFullScreen":false,"rating":"none","titleImage":"/50/25de03d96cb007bd15b36d273fa2bfb6_xl.jpg","links":{"comments":"/api/posts//comments"},"topics":[],"adminClosedComment":false,"href":"/api/posts/","excerptTitle":"","author":{"bio":"《增长黑客》作者，创业公司增长黑客营销咨询 ","isFollowing":false,"hash":"f44f1ceffbce","uid":68,"isOrg":false,"slug":"xdash","isFollowed":false,"description":"《增长黑客》作者。/.html","name":"范冰XDash","profileUrl":"/people/xdash","avatar":{"id":"fc9a7dd4b017","template":"/{id}_{size}.jpg"},"isOrgWhiteList":false},"column":{"slug":"growthhacker","name":"《增长黑客》 Growth Hacker"},"content":"只贴图，不说话。敬请期待。恩~答案肯定不会辣么简单的啦。","state":"published","sourceUrl":"","pageCommentsCount":0,"canComment":false,"snapshotUrl":"","slug":,"publishedTime":"T12:44:32+08:00","url":"/p/","title":"不许联想","summary":"","reviewingCommentsCount":0,"meta":{"previous":null,"next":null},"commentPermission":"anyone","commentsCount":1,"likesCount":2},"next":{"isTitleImageFullScreen":false,"rating":"none","titleImage":"/50/44bb8be20bbf5c12b13ee9c_xl.jpg","links":{"comments":"/api/posts//comments"},"topics":[],"adminClosedComment":false,"href":"/api/posts/","excerptTitle":"","author":{"bio":"《增长黑客》作者，创业公司增长黑客营销咨询 ","isFollowing":false,"hash":"f44f1ceffbce","uid":68,"isOrg":false,"slug":"xdash","isFollowed":false,"description":"《增长黑客》作者。/.html","name":"范冰XDash","profileUrl":"/people/xdash","avatar":{"id":"fc9a7dd4b017","template":"/{id}_{size}.jpg"},"isOrgWhiteList":false},"column":{"slug":"growthhacker","name":"《增长黑客》 Growth Hacker"},"content":"我对星球大战的喜爱始于高中，那阵恰逢周五晚电影频道佳片有约安排播出。我看后便再也无法忘却天行者阿纳·金在塔图因的血色残阳下疾驰的身影。他悲剧性的黑化过程与对力量的迫切渴望成了我叛逆青春的注脚。然而回到现实，一路创业跌跌撞撞走来，遇到的苦难问题不计其数，纯粹的「力量」似乎并不能解决一切问题，你必须提升「智力」，你的团队必须学会「敏捷」，尤其是在我朝这片土地上。何况尘世间的事并不都像科幻电影里那样，能清晰地界定出原力的黑暗面与光明面，你从中选择一方站队。很多时候，你必须在灰色地带游走，怀揣光明之心，动用黑暗能量。这过程中，稍有不慎脚下踏空，或将万劫不复永堕业火，但也总有高人得以竹杖芒鞋凌波微步，火中取粟之后全身而退。《增长黑客》里提到一些数据抓取解决冷启动的案例。其实在互联网行业里，依靠抓取来获取数据的做法，并不罕见（如果你觉得很新鲜，那只能说道行太浅）。但我敢于将其写出来，这当中自然会遭到一些质疑和非议，参加的大大小小活动也总有人提出如何规避风险的问题。在此我就「如何规避抓取别家数据的潜在风险？」的问题在此简单阐述我的观点：第一，技术是中立的，本身不带有任何倾向性。如何你觉得从别的平台「右键另存为」来获得素材运用到自己的产品里不构成任何问题，那么写脚本批量抓取没有改变这件事的性质，它只是帮你将原本需要人工操作三天的事情简化到三个小时内自动完成。第二，平台各有自己的政策，不同平台的抓取策略不同。有的平台明确在自己的用户协议里声明，「本平台只承担数据存储的作用，内容版权隶属原作者所有」，这时候，你完全可以征得原作者同意之后，以你觉得方便的姿势去获取。至于如何快速大量获得原作者同意？通过写脚本批量发私信给目标群体就可以，这个行为的性质参见第一条。第三，分清学习目的与商用目的。我专门查询过版权法等相关法律法规，其中对「出于学习目的」是有专门的分类讨论的。如果将抓取来的数据用于产品上线前内部的测试、参考、决策依据，我认为是属于这一范围的（当然还是得具体问题具体分析）。至于正式上线成为一款商业产品，那么还是小心为妙。最后，你有没有越过界其实你自己心里清楚。（题图：今天在三里屯美嘉影城门口的星战展购买的风暴兵周边）","state":"published","sourceUrl":"","pageCommentsCount":0,"canComment":false,"snapshotUrl":"","slug":,"publishedTime":"T18:44:38+08:00","url":"/p/","title":"如何规避抓取别家数据的潜在风险？","summary":"我对星球大战的喜爱始于高中，那阵恰逢周五晚电影频道佳片有约安排播出。我看后便再也无法忘却天行者阿纳·金在塔图因的血色残阳下疾驰的身影。他悲剧性的黑化过程与对力量的迫切渴望成了我叛逆青春的注脚。然而回到现实，一路创业跌跌撞撞走来，遇到的苦难…","reviewingCommentsCount":0,"meta":{"previous":null,"next":null},"commentPermission":"anyone","commentsCount":0,"likesCount":9}},"annotationDetail":null,"commentsCount":4,"likesCount":26,"FULLINFO":true}},"User":{"xdash":{"isFollowed":false,"name":"范冰XDash","headline":"《增长黑客》作者。/.html","avatarUrl":"/fc9a7dd4b017_s.jpg","isFollowing":false,"type":"people","slug":"xdash","bio":"《增长黑客》作者，创业公司增长黑客营销咨询 ","hash":"f44f1ceffbce","uid":68,"isOrg":false,"description":"《增长黑客》作者。/.html","profileUrl":"/people/xdash","avatar":{"id":"fc9a7dd4b017","template":"/{id}_{size}.jpg"},"isOrgWhiteList":false,"badge":{"identity":null,"bestAnswerer":null}}},"Comment":{},"favlists":{}},"me":{},"global":{"experimentFeatures":{"ge3":"ge3_9","ge2":"ge2_1","isOffice":"false","nwebStickySidebar":"sticky","qrcodeLogin":"qrcode","favAct":"default","default":"None","mobileQaPageProxyHeifetz":"m_qa_page_nweb","newMore":"new","newBuyBar":"livenewbuy3","newMobileColumnAppheader":"new_header","appStoreRateDialog":"close","homeUi2":"default","answerRelatedReadings":"qa_recommend_with_ads_and_article","wechatShareModal":"wechat_share_modal_show","iOSNewestVersion":"4.2.0","qaStickySidebar":"sticky_sidebar","androidProfilePanel":"panel_b","liveStore":"ls_a2_b2_c1_f2","zcmLighting":"zcm"}},"columns":{"next":{},"growthhacker":{"following":false,"canManage":false,"href":"/api/columns/growthhacker","name":"《增长黑客》 Growth Hacker","creator":{"slug":"xdash"},"url":"/growthhacker","slug":"growthhacker","avatar":{"id":"54f781e21d1b48f07d33a","template":"/{id}_{size}.jpg"}}},"columnPosts":{},"columnSettings":{"colomnAuthor":[],"uploadAvatarDetails":"","contributeRequests":[],"contributeRequestsTotalCount":0,"inviteAuthor":""},"postComments":{},"postReviewComments":{"comments":[],"newComments":[],"hasMore":true},"favlistsByUser":{},"favlistRelations":{},"promotions":{},"switches":{"couldAddVideo":false},"draft":{"titleImage":"","titleImageSize":{},"isTitleImageFullScreen":false,"canTitleImageFullScreen":false,"title":"","titleImageUploading":false,"error":"","content":"","draftLoading":false,"globalLoading":false,"pendingVideo":{"resource":null,"error":null}},"drafts":{"draftsList":[],"next":{}},"config":{"userNotBindPhoneTipString":{}},"recommendPosts":{"articleRecommendations":[],"columnRecommendations":[]},"env":{"edition":{},"isAppView":false,"appViewConfig":{"content_padding_top":128,"content_padding_bottom":56,"content_padding_left":16,"content_padding_right":16,"title_font_size":22,"body_font_size":16,"is_dark_theme":false,"can_auto_load_image":true,"app_info":"OS=iOS"},"isApp":false},"sys":{},"message":{"newCount":0},"pushNotification":{"newCount":0}}《ownlcyg58540》分享的百度云盘资源
分享资源：95&&粉丝：36&&关注：0&&&&07-09
百度云盘分享达人推荐