Create "Word-of-mouth" virus on web2.0

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For SNS people, the biggest headache problem, is SNS what can do. Two days ago, chatting with a journalist friend, his very interesting idea is, why not run a newspaper of 500,000 circulation?

This friend is also if the next network of registered users, there are about 150 friends in his one-time connection, and according to the six-degree relationship of conversion, his 150 friends to bring him the number of the relationship between 500,000. With his current connections, assuming that he founded a fairly quality newsletter and became a friend who was happy to share the forwarding content, "spread, wildfire", the number of times the newsletter has been forwarded is theoretically up to 500,000.

Of course, this is a number based on quite idealized assumptions. Only from common sense, to achieve the goal, my friend at least need to find in his contacts a group of people willing to help him spread the opinion leader, while producing enough good content. Applying the theoretical system of the "exploding Pop" book, the newspaper, which relies on layers of communication between friends to spread the virus, needs more and better "individual characters" (Few), impressive adhesion (stickness), and enough environmental power. context), can constitute a perfect word-of-mouth marketing model.

But who is the opinion leader? How do we find them? This communication between friends and friends is not a step to design? is the person responsible for the spread willing to spend more time explaining the value of the information? I think it's not just my friend's problem.

Commonly used online Word-of-mouth marketing approach is to find well-known blog to do opinion leaders. Take it as an example, we have a number of well-known blogs around us, and they have a great deal of insight into new IT trends and web2.0, which has earned them a wide range of reputations, and even their abstracts have a significant amount of subscriptions. This let a lot of marketing friends in the dynamic borrowing well-known blog Word-of-mouth marketing brain. In fact, the overseas example of inviting about 100 bloggers for free tasting wines is already quite famous.

The problem is that the case lets us see the path to a blog's Word-of-mouth marketing, but it's hard to say how successful it is in business. The reason is very simple, the blog strongman does not equal to wine experts, a do not drink or do not know how to drink the recommendation of the blog or simply "mention", are easy to attract others to the business factors of suspicion and disgust, the adhesion of information and even blog I in the reader's opinion leader status will be greatly Another possible scenario is that the current blog in the "Web marketing craze" is a search for an experiment in which the reader helps as much as possible to make the entire communication surprisingly successful, but it is not marketing, and it is not replicable.

So in "detonation pop", in the first few, called "Expert" (mavens)-This is not related to fame, if the need for marketing things do not understand, then the popularity of the well-known blog is also only the image of the spokesperson.

Not only that, in many of our previous Word-of-mouth marketing experiments, people just cared about opinion leaders, but rarely cared about the spread of "next stick" after opinion leaders. Most of the time, the opinion leader is just expressing his opinion and not having a clear understanding of his oral objectives. Before that blog encountered wine case, blog readers have a large proportion of the likes of drinking, and is willing to do this good wine information to do again spread? Hard。 But if this problem is not resolved, then what is the difference between so-called Word-of-mouth marketing and advertising in other media? Obviously, a friend of the wine is not interested in your blog to see the recommendation of wine, then this message for him is only "mention" and not "Word-of-mouth".

To effectively carry out word-of-mouth marketing, we urgently need a way to identify "people". Find the real "insider" and spread it among the people who really care about the product. In fact this is the traditional marketing has been doing the work, but in the web2.0 so that there is more accurate space.

We have talked before, in this era of user collective creation, the user actively left the rich network traces to restore them to a living person, and now, it is time to use these traces. For example, blog site, through the article tag tag, quote, reply, find "Expert" is not too difficult. Since you can label the article, then for SNS site, is it possible to "people" also labeled tag? You can always label yourself and your friends like "drinking", "Technical Mania", "Mac". For users, this is a useful tool for interpersonal management, which is an important entry point for marketing.

If we want to come to a SNS community wine Word-of-mouth spread, find the absolute number much more, by their friends affixed to the "drinking" label grassroots users to do opinion leaders, is not a few so many community celebrities more effective, more "long tail"? And like tag, it's just one of the tools web2.0 offers.

We can even go further: what keeps the layers of communication going on? This is also the issue of "adhesion" mentioned in the "detonation of the epidemic"--after people get information, how much does it impress them, is there any action taken, and what is the effect of action?

Imagine the most common word-of-mouth spread in our daily lives: a June and b June go to dinner together, a June said, better to go to this, the last time I eat down feeling very good, so two people go, eat down B June to glutton a June recommended quite satisfied, next time friends ask where to eat, naturally again recommended. In such a word-of-mouth dissemination process, the dissemination of the effective and ultimately led to action, because B June hungry in the stomach to find a place to eat, the hotel information just useful, a, B formed a good interaction. B will retain this message and spread it again in the next appropriate context. Obviously, "eat" This situation itself, is the word-of-mouth dissemination process of "adhesion" basis, and "Meeting" the situation produces the effect, will be completely different.

This is the added value of context to Word-of-mouth marketing: When one is in need, products appear in front of him, so it is logically "hired", resulting in buying behavior; in Word-of-mouth marketing, what happens is often not the product itself, but the product information, and information is "hired" the result is to become "Word-of-mouth."

This is not a very esoteric marketing theory, but is to find the right person, in the right time, place to do the right thing. And Web2.0 really offers the opportunity to master this process. From this point of view before we mentioned the tag tag, it is far more than the classification of people, he provided is cured, separated from the timeline of the situation, is a person in the life of the different roles played in the summary. "Drinking", "glutton", "Technical Mania", "good father", when these characters are collected, the life situation also has the foundation which is restored in the timeline. Time to eat? Why don't you listen to "Glutton"? Time to eat? Let me tell you "glutton" Opinion!

Web2.0 finishing under the Word-of-mouth marketing, is far more than just selling wine. 500,000 circulation of newspapers, why not?