Enterprises to use Blog to carry out Word-of-mouth marketing

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The blog has been invited to participate in the press conference, is in the last year only the emergence of a form of transmission. "Invite the famous blog to attend the conference, should start from some multinational companies, such as Google, Microsoft and other multinational companies, have invited me." A blogger told reporters.

Liu Xingliang based on Sina's blog has more than 2 million clicks, in the IT blogosphere has been a small celebrity, he admits that he often received a number of corporate invitations: "I am not a professional blogger, my full-time job is magnanimous consulting vice president, write a blog is just a hobby, So I will be present only if time permits. Enterprises invite Blog to attend the conference, I think the enterprise is in the implementation of Word-of-mouth marketing strategy. ”

Consumer electronics industry More senior blog Wang Bin, some famous blog has even surpassed the influence of some media, so the blog will inevitably become a publicity form of enterprise attention, "now hard advertising has been difficult to impress consumers, we need enterprises to consider what form better, Blogging is a form of word-of-mouth marketing that you can use. Some famous bloggers have had a lot of clout, and in a way they are the leaders of consumers, so their views and evaluations can also affect many consumers. If enterprises can enhance the communication with the blog, show their advantages, should receive unexpected results. ”

In the blog's view, companies invite bloggers to attend the company's activities in order to win a good reputation, but Intel's PR manager Liu Yan that this statement is inaccurate.

"Our recent activities have invited bloggers to attend, but our goal is simply to invite them to witness this historic moment, and we have no hard rules as to how they put their activities into their blogs," he said. These famous blogs are often experienced and experienced insiders, their views may be just as complementary to the media, enterprises are very happy to hear different voices, even the voice of criticism, this behavior is a kind of supervision. Liu Yan said.

She also told reporters that because it is the first attempt to invite a blog to participate in the conference, no experience, some work can not let the blog satisfaction, therefore, the blog has pointed out some deficiencies, put forward a lot of suggestions worthy of improvement.

"Companies invite bloggers to participate in activities to reduce the impact of negative transmission." Xingdong, Chairman and CEO of the blog Network, the blog often stand in their own position to speak, have their own independent observation, not what the company wants to spread what the spread of what, and enterprises invite blog, not to consider the blog spread will bring many positive effects of transmission, They consider reducing the impact of negative transmission through this form, because negative communication is likely to completely subvert the original good spread.

"Blogs as personal media, in some areas, some aspects of Internet users will be more than the impact of traditional media, such as strong personality of the blog, is likely to be in opposition to the enterprise, and the formation of a confrontation, enterprises through the invitation to blog, to a large extent, to let the blog close to the enterprise, understand the enterprise, Play an auxiliary role in communication. "Xingdong said.

When it comes to blogging about why the company is concerned, Professor Guoming, vice dean of Journalism, Renmin University of China, said that this is determined by the characteristics of the news dissemination, according to a foreign agency research released, by 2010, 60% of the news will be the first release channel is not through traditional media, and blog is an important distribution channel, " Many bloggers have a large number of readers, based on their personal professional ability to blog, professional quality and related cultural identity, blog to a large extent, as the interpersonal relationship between people, it in the dissemination process is not only the content, but also the content of professional image, cultural orientation and other people like to be loved and recognized things, So it's easier to get people's trust or affection. ”

     However, companies should seriously consider which bloggers to contact. Guoming that people's liking for blogs is related to the individual performance of the blogger, "If the person pays special attention to business interests and loses his position, his trust will gradually be lost." Then choosing such a blog would be a disservice to the business. "Guoming said.