Five Secrets of millet Word-of-mouth Marketing

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Lead: Lei said: "Alli, you do MIUI time did not spend a penny, do mobile phones can also be so?" Can we continue to open the market without spending a penny? "

We have made a 30 million marketing plan, want to borrow all the media resources have planned to do one-month national core road signs to promote, the results face by Lei "Pat dead." He said: "Alli, you do not spend a penny when you do Miui, do mobile phone can also be like this? Can we continue to open the market without spending a penny?"

1, Internet thinking is the king of Word-of-mouth

Google is familiar with this truth: "All the user-centric, everything else." "When Google launched its Gmail email in 2004, it relied entirely on word-of-mouth. At that time, Google only provided thousands of Gmail trial account, people who want to try, must be invited to do. The limited number of "invitations" is rapidly being used globally to exchange a variety of things, such as a two-night vacation to Dubai, or a San Francisco postcard. Even, the Gmail account on the British ebay price of up to 75 pounds, I was trying to get the invitation code. This is the first time I have been shaken by Google's powerful Word-of-mouth effect.

Many Amoy brand's rise is also rely on word-of-mouth spread. For example, "Korean clothing homes" with rapid follow-up fashion design and selection, in all kinds of shopping communities are female users recommended to share the key brands, skin mask category in the "Royal mud" to the origin of the special natural raw material mineral slurry as a selling point, attracted a lot of female users in pursuit of Taobao is the leading brand of mask category; For example, the NUT category of Amoy brand "three Squirrel", in the Word-of-mouth spread more and more fire, I and many of my friends have experienced.

The traditional business marketing logic is because information asymmetry, dissemination is to hit advertising to do public relations, in short, everything is louder than the voice. However, the new social media to flatten everything, the spread of the rapid outbreak of information, the spread of the radius of a hundredfold, thousand times to increase the frequent emergence of "overnight fame" case.

Information symmetry allows users to vote with their feet greatly enhanced. A product or a service good, the enterprise own boast does not count, everybody is the boss; good news or bad news will soon be shared by social networks. The fair and equal characteristics of information, also make the network public space with strong public opinion self-purification ability, fake really can't, really also can't fake.

2, the essence of Word-of-mouth is the user's thinking, is to let users have a sense of participation

Based on the sense of participation of the Internet thinking, for the traditional business, similar to science fiction, "three-body" in the dimensionality of the attack, is a different dimension of the world duel, more commonly speaking is "the day changed."

The decision mentality of consumers to choose commodities has changed a lot in these decades. Users buy a product, from the earliest functional consumption, to the later brand-type consumption, to the recent popular experience-type consumption, and millet discovery and is participating in the new "participatory consumption."

In order to allow users to have a more in-depth experience, millet open to do products to serve the enterprise operation process, let users participate in.

3, Word-of-mouth is the transfer of trust relationship: and users to be friends

What is the best relationship between the user and the enterprise? Thousands of users, there are thousands of ideas, why do they want to recognize your product? After you have approved your product, why do you want to help spread it?

The establishment of social networks is based on the trust relationship between people, and the flow of information is the transfer of trust. The higher the trust of the user relationship established by the enterprise, the wider the spread of Word-of-mouth.

Do business as a person, friends will sincerely to spread for you, maintain your reputation, friends are the most trustworthy user relationship. Millet's user relations guiding ideology is--and users to be friends!

4, good products are the source of Word-of-mouth and engine

An enterprise wants to have good reputation, good product is Word-of-mouth engine, is the foundation of All Foundation. Product quality is 1, brand marketing is behind it 0, no the former all meaningless. And if the product to power, even if the marketing is almost done, it will not be too ugly.

Millet Marketing is Word-of-mouth communication, Word-of-mouth origin is the product. So based on the product's selling point and how to express the selling point of the basic material is the lifeline of communication.

Each new product release, the conference presentation to do a good job, the product station to do even if the completion of the half.

This is the opposite of the logic of many large companies, we have contacted some 4-a advertising companies, in the definition of new release will tend to use most of the energy in the "big concept" and the sense of form. Some companies even think that do not do product stations, that users can not see or understand, that too much information will affect the "big idea" of the arrival. So many creative people talk about the concept of products, but even their own marketing of the important parameters of the product is a smattering.

In millet, we think that our users have never been so smart as today, because a beautiful advertising word on the purchase of products is gone forever. In our millet community can be seen, users will carefully read the product features, search comparisons and evaluation, and even product dismantling will be read. Every user is an expert, even more than we know the characteristics of the competition.

So, after refining the core selling points, we will be in the PPT and the product station up and down. I to our marketing colleague's request is to the product and the technology understanding is no less than the engineer, because you only then understands, can translate the technical language to the user to listen, can also from this process excavate to the real user valuable characteristic. Designers can only learn the most detailed features of the product to the best selling point to the design language.

5, Word-of-mouth can be zero cost

I started Millet first project MIUI, Ray always told me, you can not spend a penny to do 1 million users? method is to catch Word-of-mouth. Because you have no money to spend, to let everyone take the initiative to praise your products, the initiative to the people around the recommendation, you have to concentrate on products and services do a good job.

June 2011, we began to find Millet mobile [micro-blog] Marketing director, I and Ray have always met a number of people, to the people always love to say to us, "you go to play advertising", "You go to open the entity shop" ... We are disappointed that Millet is looking for not only sales, but a real understanding of the concept of Internet phone people.

Two months have passed, have not found the right person, Ray always said: O Li you go.

At first, we made a 30 million of the marketing plan, want to borrow all the media resources have been planned to do one-month national core road signs to promote, the result is the total "shot dead". He said: "Alli, you do not spend a penny when you do Miui, do mobile phone can also be like this? Can we continue to open the market without spending a penny?"

At that time my first reaction is to do MIUI system, users can not spend money on the use of, do mobile phones, users are to spend money to buy. At that time, my heart will also make a question mark: Mobile phone is 2000 pieces of things, if you do not spend a little advertising fees, so that users to pay, is not really feasible?

Millet is brand new, no money, no media, no advertising. No way, we can only die of new media.