0 consumption of "media 0th"

Introduction: 72% of Word-of-mouth communication is generated by face-to-face conversation, 18% of Word-of-mouth is formed by telephone conversation, email and SMS is 3%, only 7% is through the network.
Word-of-mouth interaction has a very creative team

Get popular participation and recognition with influential people, influential media, and influential topics.

72% of Word-of-mouth Communication is produced by face-to-face conversation, 18% of Word-of-mouth is formed by telephone conversation, email and SMS is 3%, and only 7% is through the network.

On the afternoon of April 18, 1775, a goldsmith named Paul Revere in Boston, USA, heard more than once the rumors of British colonists attacking Boston. That night more than 10 o'clock, revere horseback riding, around the alarm. By 9 o'clock in the morning the next day, the news had spread to a distance of hundreds of miles. On that day, the attacking British troops were beaten to the beat by the early-prepared colonial militia.

Revere's "Riding Night" may be one of the most famous examples of verbal communication in history. This human most primitive means of communication in today's communication means so developed commercial society, still can because of its "wonderful incomparable" performance, for the merchants brought great wealth, its communication strategy is also favored by many marketing personnel.

According to a survey in the United States, it is precisely because of the overwhelming marketing activity today, verbal communication has become the only persuasive way, most people will respond to it. Of course, the reason for Word-of-mouth marketing is much more than the consumer's boredom and "numbness" in sales campaigns. Back to the essential level of business transactions, the most fundamental reason is that consumers believe that the spread of Word-of-mouth services in the fairness of the service is higher than other ways, fairness for the Enterprise service quality, customer satisfaction and customer loyalty has a very important impact.

When it comes to the fairness of services, there must be comparisons, and the reference system includes "others", "System", "ego", and these three systems have different weights when customers buy, and thus have an impact on the willingness to buy. A very important "others" reference system, including the customer's friends, relatives, neighbors, colleagues and other customers have some kind of relationship with the people, but also include other customers. The way that "others" affect the level of fairness in the customer's mind is to have a reputation after firsthand experience. This most effective word-of-mouth is to uphold the moral premise, with the real Word-of-mouth information to guide consumers to produce a correct understanding and accelerate their decision-making.

0 consumption of "media 0th"

"Moral" is also to provide Word-of-mouth marketing services in Beijing Word-of-mouth Interactive Marketing Planning Co., Ltd. (hereinafter referred to as "Word-of-mouth interaction") general manager Yang has been stressed. Word-of-mouth Interaction was established in 2006, China Mobile, Huiyuan, Wuliangye, bi GUI garden, Tian Lions, correction and many other industries well-known enterprises have become their customers. Word-of-mouth Interactive July 2006 was established in August, signed a list of more than 6 million yuan, when the year-end sales reached more than 1,000 million. This May, the company has completed the year ahead of the annual target set for the number of customers, the current annual sales maintain more than 80% growth rate.

Has many years of domestic well-known advertising company experienced Yang of Word-of-mouth communication has a profound understanding, he believes that now the community is full of malicious, immoral word-of-mouth marketing practices, to network Word-of-mouth marketing for example, wearing a "vest" registered various IDs, irrigation posts, these as no integrity can be said. And some companies themselves as consumers deliberately create some consumer experience, such as the release of "So-and-so shampoo, cosmetics I feel very good" and other information, is actually cheating. He cautioned that for some large companies, such behaviour, once exposed, was a major scandal that could spark a bigger corporate crisis. Yang believes that true Word-of-mouth marketing is not by publishing deceptive Word-of-mouth information, instead, use influential people, influential media, influential topics, get everyone involved, discuss, and then participate in the discussion of the product to have more understanding, so that the public to the product or brand goodwill, so as to guide the final consumption. Word-of-mouth marketing is sought after by all parties, must be inseparable from its good commercial benefits. From the media choice, television media by the industry is considered to be a media, radio, newspapers, the internet in turn, the second to the fourth media, and do not spread any advertising word-of-mouth spread in the West is called "No. 0th Media", and because of the very low cost of transmission is jokingly dubbed as "0 consumption media."

For companies that want to promote their products and services, if the company is small, the threshold of traditional advertising is too high, the price is not appropriate. Even if you have tens of millions of dollars a year advertising budget companies, the overwhelming advertising is not necessarily able to solve the problem, because now China's consumer education has been more mature, more and more people gradually turn to rational consumption, through the details, technology and other indicators to compare, will seriously refer to netizens and friends around the Word-of-mouth recommendation.

More concern is that, in the context of dissemination, traditional advertising media waste is increasing, the effectiveness of brand information transmission is gradually declining. And the Internet as the main platform of Word-of-mouth transmission can enable enterprises to reduce the transmission costs, reduce the spread of consumption, and the spread of speed and the effect is often more direct than traditional advertising, more in place.

Strengthen the public relations

Word-of-mouth Interaction A recent service case may be the most direct word of mouth marketing effect of the footnote. A beverage industry in the south of a customer, Sichuan earthquake, in the charity party donated out billion of money, Word-of-mouth interaction immediately launched in the network community to "Ban xxx (the name of the customer company)" and other title words as the main word of word-of-mouth communication activities. In a two-day period, the Post's click-through tens of millions of hits, access to nearly million netizens enthusiastic response and reply. And online, the Word-of-mouth spread for the customer brought a "universal collective consumption", the company's beverage products sales have blowout, many places even the phenomenon of broken goods, a greater return is the consumer's awareness of their brand image further improved, the courage to assume the reputation of social responsibility also soared.

Yang that Word-of-mouth marketing is not simple on the network to send some positive posts, to understand the needs of netizens and enterprises is the most basic prerequisite. At present, China's internet users have broken 200 million, the survey showed that 70% of netizens will screen out or turn off all the information that has nothing to do with themselves, including advertising. In this case, enterprises should not only pay attention to network advertising, but also pay attention to the network of consumer Word-of-mouth and public opinion management.

Understanding the various evaluation on the network is the leading work of the enterprise on the management of Word-of-mouth and public opinion. To this end, an effective means of network monitoring and early warning must be established. Word-of-mouth interaction by a returnee technical team developed a set of monitoring system, is the earliest and only a set of news, forums, blogs and network questions and answers information monitoring and analysis system.

According to the industry, the system collects more than 30,000 words that appear on all print media and online media, including positive and negative ones, and especially collects some of the more unique negative Internet language of netizens. After matching and semantic analysis of these words, the system will soon be able to give a positive, negative or neutral vocabulary. In this system also has the media ranking information, if the enterprise appears the negative news, according to the media clicks to rank, the system can determine this negative news influence how big, and gives a rating score. This system greatly liberated the business public relations staff's daily work difficulty and the trivial degree, every day as soon as the boot can obtain this information quickly, and can automatically form the judgment and the report.

Yang that, in the web2.0 era, many enterprises are not only facing the media and business-to-business PR, "traditionally as long as a number of media and network to deal with the line, but also to increase the public PR, in addition to the media, but also to handle individuals." "These individuals include many bloggers, forum writers, moderators, and countless netizens who like to express themselves," he said.

The power of creativity no doubt, the company's Word-of-mouth and public opinion monitoring is very important: about XX products or advertising praise than the media advertising to be more effective, of course a negative evaluation may also bring greater lethality. In June 2005, a reporter for Jeff Jarvis, an American, posted an article on his blog about his recent purchase of a faulty Dell laptop, despite the extra cost of a deferred warranty, and a poor customer service. Dell failed to find out and deal with the matter in time. It was not long before the article was posted by other Dell users who had experienced such a situation. The news spread through a wider blogosphere and was later reported in traditional media, such as The Washington Post and Wall Street times. This negative word of mouth incident led to Dell's sales in trouble, culminating in a crisis.

Relying on creative opinion leaders is another important factor in the spread of effective word-of-mouth. In Revere's "Riding the Night", there is another one named William Davis's tanning workers, also shoulder the same urgent mission, but he later did not take the area of resistance to the British enthusiasm ignited. Historians used to think these towns were pro-British, but the real reason was that Rivilby Davis was more creative and socially gifted, and Revere became a prominent political leader in the later American Revolution. He is just like the opinion leader in Word-of-mouth communication.

Have a top of the various industries rich creative opinion leaders of the team, is the Word-of-mouth interaction has been a good development of important reasons. Yang in the company formed a "E-face" team, members are from Europe and the United States or domestic well-known 4a advertising company, "This team is very interesting", which has a famous cartoonist, visit the amount of tens bloggers, famous designers, famous network planners, Thus, a powerful and fast word-of-mouth communication creative platform is formed. In order to strengthen research power, Word-of-mouth interaction with the University of Communication has established a reputation research institute. Monitoring system, E-face creative team, Word-of-mouth Research Institute has become the current three core advantages of Word-of-mouth interaction.

The internet is undoubtedly the most popular word of mouth communication platform, but can not be ignored, offline is equally important. According to the American Word of Mouth Marketing Association (WOM), 72% of Word-of-mouth communication is generated by face-to-face conversation, 18% of Word-of-mouth is formed by telephone conversations, emails and messages are 3%, and only 7% is through the Internet. Yang also believes that offline public relations activities are essential, the company has served a southern clothing company, through a variety of offline activities and CCTV station for the brand Word-of-mouth spread, its marketing effect unexpectedly than in the CCTV put hard ads other clothing brands also 15% higher. Traditional advertising era Many people agree with "advertising, public relations as a supplement", and Yang that, in the network era, has become a "public relations, advertising as a supplement", the line of Word-of-mouth communication will also play an important role.

"Understand your lips" (read your lips), which is a "romantic" description of Word-of-mouth marketing given by foreign marketers. Yang that, in terms of word of mouth, the Earth and the world are flat, China will have a huge market opportunity in Word-of-mouth communication, and may become a global leader in Word-of-mouth marketing.