Stop talking about social marketing, Word-of-mouth is the kingly way

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In the former Internet age, people decided whether to buy a product is probably two references, one is the external display of products, such as its appearance, feel (experienced people a pair of large hands can touch a clothing material), and the other is the mutual advice between friends, that is, products in the reputation among friends.

The first of these two references is not reliable, after all, most consumers are not reading the countless consumption of people, and our eyes are often deceived. Take my experience, in 2000, there is no watercress, when renting a movie disc in a video store, it was often attracted by the fascinating images on the cover of a film, waiting to be when by a salesman with a malicious smile, renting it and taking it home for a little while before discovering that the film had nothing to do with its cover. Then suddenly shouted: "Pit Dad!" then think of the salesman's meaningful smile--that is not ridicule, that is laughing and another fool fooled.

But sometimes there will be a trip friend, he saw you pick up the fascinating disc, will reach out to block, but also mysteriously to a: This film I have seen, is the pit Dad movie, do not look. So you put the disc back in place, seeing the salesman's face from a smile to become angry, have to secretly thank friends.

This is the second reference-the product's reputation among friends, a reference that is extremely important even in this internet age. Cr-nielsen's 2009 Global report shows that in terms of consumer trust in various types of advertising, the recommendation to know people is ranked first in the 90% ratio. The second ranking is that we are familiar with the consumer posted on the network views, such as watercress on books, film ratings, Taobao on merchandise good, bad rating and so on.

The opinion that the consumer publishes on the network is one of the most important references that people consume after entering the interconnected age, this reference forms the ex-post filter mechanism for online shopping (the term comes from Anderson's long Tail theory)-that people rush to make a purchase decision without simply showing the product. Instead, it is easy to make a purchase decision by relying on other consumers ' online evaluations. Afterwards, the filter mechanism makes it difficult to sell the products with inferior reputation. But there are exceptions, such as "Rich Fuchun map", "small Time" so in time nets and watercress have harvested countless bad reviews of the film has still achieved the success of the box office, is the filter after the failure of the mechanism?

Why bad movies get high box office--the power of false Word-of-mouth

Before you say a movie, I'm going to start with a book--Barabasi's eruption, a book that probably has a little bit of big data that people have heard, this book is hailed as "subversion of the Black Swan", following the genetic revolution, the most influential discovery! ", and is" the Chinese Academy of Sciences, Cass, Beida, and other experts, Well-known investors, media people to recommend "(Dangdang recommended)." What are these? These are the word of mouth-but it is a false word of mouth. Have you ever seen someone say, "eruption" really subversive "Black swan"? Is it really the discovery of the best influence after the Wiki revolution? I see still very far, as to what is called the Beast which brick home tears recommended, this is too simple for a person in the book industry.

The false Word-of-mouth created by these media and Web sites gives a false impression--a good book, which of course makes its sales a decent record in the new release phase, but as consumers buy more and make real evaluations on the web, it becomes less of a stamina. (Note: "Outbreak" in the Amazon English site 5 points in the score of 2.6 points, is really a bad book score. )

See "Rich Fuchun" and "Small time", they have a very high-end publicity before the release slogan, and the overwhelming publicity, such as "Rich Fuchun Map" of "International production", "Small Time" "All-Star deduction" and on the social network of the major stars, celebrity recommendations, which for many people, Of course, it is seductive, but they are not clear that many of these propaganda points are not real, they create a false reputation.

False Word-of-mouth can make a very general commodity become look good, thus attracting a group of not good reference to the Internet evaluation (such as not at all) and the false Word-of-mouth resolution is not high for people to pay for goods. In my opinion, false Word-of-mouth generally includes the following several aspects:

1. Packaging and overwhelming publicity. A bad product, through packaging and the overwhelming publicity, easy to create a trust. For example, stars, celebrities for product endorsement, recommended, this is the star for the product to win Word-of-mouth important way. At this point, just now the outbreak is a typical example.

2. Brush Word-of-mouth. This is relatively simple, is to hire a group of navy to the product of Word-of-mouth brush up. For example, watercress film is now the battleground of the film.

3. The huge amount of praise on social networks. "To youth" from the word of mouth is a relatively general film, but its micro-blog has won a huge amount of praise. Black Ma Liang in the "< Youth": a set off a social network of careful planning, said, "Youth" on the microblog has more than 20 Big V for its help, these big V fans total of more than 370 million, so the coverage of the impact of micro-blog is not insignificant. But the question is, do all these big V really see the movie and actually think the movie is good? By the way, a lot of new books are written on what is called The Beast, which is recommended by the brick house, in fact, most of these animals and brick home have not read this book.

Social marketing affects the box office but does not play a decisive role

Into the web2.0 era, everyone is talking about social marketing, from the "lovelorn 33 days", it seems that each of the popular movies make social marketing into the box office to help push the force. But how much will social marketing help the movie box office?

According to the state news and publication of the SARFT film funding Office, the data show that last week, "Return to Earth" released 3 days income 85.82 million won the championship; "Blind" to 78 million yuan to win the runner-up, Zhou Dong new film "Tiantai Love" ranked third.

From the box office rankings, last week, "small time" has not crowded into the top three, and the release has been nearly two weeks of the "blind" is ranked second, appears to be more than enough stamina.

If you look at their microblog index, the hottest is still "small time", followed by "Tiantai Love" and "blind". What does that mean? The overwhelming marketing of social networks can be a big help to the box office in the early stages of a movie's release, but the more it relies on its own reputation, the less likely it is that a bad movie will continue to be popular at the box office.

In this regard, there is a positive example, that is, Xu director of "Ted", "Ted" in a total of 68 days to obtain 1.26 billion of the box office. Earlier, the explosion of social networking provided support for its box office, but after two weeks, its box-office performance remained strong, relying on genuine word-of-mouth. Relying on true word-of-mouth-driven "Thai embarrassment" has achieved sustained and steady box office trend, this and by false Word-of-mouth-driven "small era" in the box office of the performance of the result of a sharp contrast.

True reputation is king.

A product can continue to be favored by consumers, relying on not packaging, publicity (although this has an impact on its early sales), but it's true Word-of-mouth, true Word-of-mouth also reflects the quality of the product itself. Real good products can rely on the promotion of true word-of-mouth continues to strengthen, and bad products, even if its packaging, publicity hype, its bad reputation will eventually shorten its life expectancy.

What do you mean by word of mouth? In my opinion, true Word-of-mouth includes two aspects:

One is on the internet on the evaluation of products minus those for propaganda and made false evaluation, the final leave the real meaningful, real evaluation.

Second, in the real life of the recommendation between friends, this aspect of Word-of-mouth is not adulterated, because since the referral is a friend, it is not likely to hang you.

These two areas are also the top two factors in the Cr-nielsen's global report that consumers trust in various types of advertising.