Case study on how to do Word-of-mouth marketing in Network Marketing

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In the network marketing, in the Word-of-mouth marketing, do the event PR class relatively good to do some. and do enterprise product promotion class, need concrete controllable, obvious effect. Everyone feels particularly difficult. Is that actually true?

The actual case analysis Enterprise product promotion class execution effect.

Data Description:

The promotion of a product, the winning criteria for the collection Taobao store + name + mobile phone number +QQ group. That is, there is the opportunity to reward the product package gift packages.

Data Moisture Elimination:

1 Remove moisture from the data. We look at the total click-through and recovery rate of 32788,178 respectively. The promotion of the assumption that all the navy posts, the Navy's post is generally 1000 of clicks, 100-200 of the recovery rate, that is: the rate of return is the CTR 10%-20%. The proportion of this data is 0.542%. Data ratios are grossly unbalanced. Remove the posts from the Navy. This response rate is not indicative of the success of the promotion. It will be explained later.

2 Remove moisture from the id attribute. We see 30 IDs, intermediate and above 20-digit members. Moderators accounted for 12, that is: 30 ID, moderators accounted for nearly half.

The above two points to prove the promotional activities, not the Navy. All in the promotion of product side to promote.

Special reminder: The effect of promotional activities is not in accordance with the actual number of Sun award accounting. We'll explain later.

Please look at several sets of data in detail again.

Total Hits: 32788, Recovery rate: 178, the number of winners: 30 (of which more than 20 mid-level members), Sun Award number: 14, Promotion duration: 20 days.

An effective total coverage

1: Total coverage: From the top of the winning staff, the winners basically involve 70% of the moderators of the entire forum. In other words, the entire forum of other sections of the browsing crowd also see the promotion. If not, other forum moderators will not participate in the event. The flow of the forum is (as shown below, from third party data)

Take the intermediate value according to the Forum Flow 4000 people calculate, namely: 4000 website traffic *70% Coverage rate = 2800 Traffic Total coverage

2: Total clicks 32788

We estimate that 25% of the total clicks are repeated. (from another point of view, the higher the level of repeated clicks, indicating the greater accuracy of the activity for the crowd) remove moisture 25% namely: total clicks: 24591

3: Total coverage of moderators and forum members in their own QQ group will also discuss the exchange of the event. Suppose Forum official QQ Group and moderator QQ Group Total 3, each group 200 people namely:

3 Groups * 200 people = 600 People exchange this event

4: The table 13 line has been performed the press paste operation, if does not press pastes, the coverage rate will be better

5: From the duration of the 20-day period, the longer the activity returns, the better the influence of the activity itself in the audience.

Namely: effective total coverage = 2800 Traffic + 24,591 clicks + 600 times other coverage

Second Precision Coverage:

1 form 14E for the list of the Sun award returned a total of 76

2 Table 15e-28e Total 14-digit sun awards, with a total number of clicks of 3261. 3261 minus 14 bits. (The forecast single person also saw all of these 14 people all the Sun prize) namely: The accurate repetition number is 232 digits

3 Form 31I represents the intention of the event to purchase 30 customers

namely: accurate coverage = 76-bit reply +232 reply + 30 intention to buy customers.

Promotion effect: Effective total coverage + precision coverage

The cost of this promotion:

Cost = Time Cost + 14-digit Sun Award Gift Set

Time cost = Approximately 1 hours of staff salary

Gift Set Text Knife did not do this kind of product industry, do not know the specific cost is how much, trouble to see the form of a friend told me. But all know that the industry's gross profit of more than 50%. And this precise 30-bit intention to buy customers at least 15-bit purchase rate.

That is: 15 purchase rate-14 gift Set (Note if the gross profit is not more than 50%, you can not calculate) = 1-bit gift Set

1-bit gift set-about 1 hr salary = estimated profit. That is: The actual cost of the promotion is profitable.

And then we look at the actual overall effect.

Effective total coverage + precision coverage + a slightly profitable cost equals

(2800 traffic + 24591 people click + 600 times other coverage) + (76 reply +232 reply + 30 intention to buy customers) + (slightly profitable cost)

This article knife from the Word-of-mouth promotion of the more difficult product promotion, elaborated the depth of word-of-mouth promotion of the specific effect. Table 12 for this product peer Taobao customer promotion effect. (This is the only one in this forum, the content is also pale) can be compared to the difference between the depth of each other.

The breadth analysis of word-of-mouth promotion can pay attention to another article of the text DAO network PR.

From other angles can also be analyzed to promote the way, for example, according to the effect and cost extend the whole Word-of-mouth promotion program or word-of-mouth promotion ideas, etc., different dimensions, different data. You ... How much do you understand?

The privacy question form hits the code, needs the friend which does not have the dozen code form to be possible to download, also may concern the text knife website to have the more intuitive impression. For example, the total cost is the time cost plus 14 sets of gift sets. There is a detailed answer in the link to the form. Form download address on Sina Weibo @ Text knife on the road micro-disk: HTTP://VDISK.WEIBO.COM/S/9O9KP

Author: Wen DAO network PR http://www.tuishoucn.com/