My family: Word-of-mouth marketing based on opinion leaders

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Opinion leaders gradually become the pioneer of Word-of-mouth marketing. In the early stages of development, Word-of-mouth leaders are often delivering new information. My family's long network of family tree applications is an application.

1. Provide valuable website and function, happy user experience, manufacture spread point.

Use the mysterious invitation registration mode to hang the user's appetite. Open not to do large-scale face the user open, but adopt the invitation way, first in some people register experience, then by this part of the crowd to friends, colleagues recommended, send out the invitation registration code, new users can only through the invitation registration code for registration. This type of registration stimulates the "things to dilute for your" psychology, so that netizens flock to, scrambling to get an invitation code, after registering successfully, and the limited invitation code like a treasure sent out, so the cycle repeated, the natural expansion of influence and visibility.

2, with the spread point, but also need to choose a good way of transmission.

(1) e-mail: Because e-mail messages are usually sent between friends or co-workers, the way this message is transmitted through the mail is not to be resisted.

(2) Qq,msn and so on.

3. Find and win opinion leaders

There is a key point in Word-of-mouth marketing, which is to control the "information source", and the source of information in the control of a core, that is to find the carrier of information dissemination-those who have a strong influence on a market "opinion leader." Opinion leaders do not focus on specific groups or classes, but are distributed evenly among any group and class of society. In doing QQ promotion, Tencent attaches great importance to the search and locking of opinion leaders. They locate the average age of the user about 19~21岁, which is part of the fashion, sensitive to the new trend of the crowd. They have no resistance to QQ, a convenient and emerging form of online communication, and can quickly accept and enjoy spreading it. The site cannot ignore opinion leaders because their reactions may affect most users. These people may also represent a high degree of interest and can bring more users to the site. Look for influential topics. Keep the topic well maintained.

4. Different experiences and feelings

5, build user communication platform and channel

Social scientists tell us that everyone lives in the intimate network of 8~12 people, the network may be friends, family members and colleagues, depending on the position in society, a person's broad network may include dozens of, hundreds of or thousands of people. must establish the website and the user and the user and the user's communication channel, enables the user equally to the user's opinion to reach the website, lets the user participate in the marketing activity, causes the Word-of-mouth marketing to exert the bigger power.

1. The primary tool for creating word-of-mouth is to ask people to do the right thing, and if you don't ask people to do it, most people won't talk about it, and asking customers for help in a subtle and polite way can inspire their enthusiasm.

2. Send interesting emails, add your topic to your email and let the recipient tell your friends.

3. On each page of the website, set the "Tell Friends" template and link.

When we have just found the world is flat, and began to exclaim experience of the advent of the economy.

Experience Economy coming

At Dell's corporate headquarters, there is a slogan on the walls of every office: "Customer Experience: grasp it." "Not only that, but Dell even believes that" customer experience is the next battleground for competition. " The so-called customer experience, is the customer and enterprise products, personnel and service flow of the total interaction. The experience economy is also the customer participates in the economy, refers to the enterprise to serve as the center of gravity, commodity as the carrier, for consumers to create a value of the feeling of excitement, from life and situation, to shape the sensory experience and thinking identity, so as to seize the attention of consumers, change consumer behavior, and to find new survival value and market space for the product.

The impact of experiential consumption is so far-reaching that it will change past marketing patterns and concepts and re-establish any detail in the marketing campaign. According to data from McKinsey, a consultancy, about 2/3 of the business in the United States involves a process of sharing opinions about products, brands, or services, which are positively or negatively affected by the exchange of views that spread among people. A survey carried out by Mediaedge, UK, also found that more than 3/4 of people responded to "recommend friends" when asked what factors made them more comfortable buying products. Obviously, in the era of experience economy, whether it is television, newspapers, radio, magazines, outdoor media, the effect of traditional advertising is getting worse. Information explosion makes consumers feel at a loss, and now they tend to interact with each other to learn about the information, personally involved in products and services to meet the desire to consume. Experiential economy makes the further development of Word-of-mouth marketing and plays an increasingly important role.

Although Word-of-mouth has existed long before, but because of the arrival of the information age, the marketing environment and consumer psychology have changed, so that the traditional marketing strategy has been challenged, Word-of-mouth communication with the development of the economy has been constantly changing. As a new marketing strategy, Word-of-mouth marketing, like traditional price strategy, promotion strategy and channel Strategy, is an innovative strategy for specific market situations.

The past information transmission strategy often from the commodity, against the competitor's positioning and strategy, repeatedly stressed the function of its goods or advantages, but neglected from the consumer's point of view to refine the concept of goods and differences, so in the consumer's mind to get a place. In the world of marketing, there is no comparison of products or services, only consumers ' perceptions and feelings about products and services. Word-of-mouth Marketing in the consumer analysis, it will be diversified, all-round to find out the delicate experience of consumers, found that those who have not been found, was preached, but most representative of the consumer's inner needs of the view, so as to find the brand in the hearts of customers position. Thus, more accurate pulse of "God", moved to seize the "God" heart, to obtain immeasurable benefits.

How to carry out Word-of-mouth marketing

1, provide valuable products and services, manufacturing spread point

For example, Gmail mailbox, it has Google's brand support, and as the world's first 1G free mailbox, its use of the mysterious invitation to register the model is to hang up the user's appetite. Gmail initially did not face a large number of users open, but using the invitation, the first part of the people in the registration experience, and then by this part of the crowd to friends, colleagues recommended, send out the invitation registration code, new users can only through the invitation registration code for registration. This kind of registration stimulates the "things to dilute for your" psychology, so that netizens flock to, scrambling to get an invitation code, after registering successfully, and the limited invitation code like a treasure sent out, so the cycle repeated, the natural expansion of influence and visibility. Later tort lawsuit also for its spread played a role, even if do not do any marketing activities, what the slightest sign of trouble, the media, netizens will be competing reports.

2. Simple and fast communication method

With the spread point, we also need to choose a good way of communication. For example, the familiar way of Hotmail is very special. Every time a Hotmail user sends an e-mail, there is a link to "Get your Hotmail free mailbox Now" below the letter. Because e-mail messages are usually sent between friends or co-workers, this way of registering information via mail is not overwhelming. Network technology to improve the speed of script delivery and response, as long as the click to register can have a free mailbox, why not? Network, public relations, advertising, membership system, clubs and so can be used skillfully to achieve word-of-mouth communication, to achieve the goal of branding.

3. Find and win opinion leaders

There is a key point in Word-of-mouth marketing, which is to control the "information source", and the source of information in the control of a core, that is to find the carrier of information dissemination-those who have a strong influence on a market "opinion leader." Opinion leaders do not focus on specific groups or classes, but are distributed evenly among any group and class of society. In doing QQ promotion, Tencent attaches great importance to the search and locking of opinion leaders. They locate the average age of the user about 19~21岁, which is part of the fashion, sensitive to the new trend of the crowd. They have no resistance to QQ, a convenient and emerging form of online communication, and can quickly accept and enjoy spreading it. Companies cannot ignore opinion leaders at all, because their reactions can affect most consumers. These people may also represent a high level of consumer power and can bring more profits to the business.

4, unique experience and feelings according to the new Oriental Internal Survey, the new Oriental students, 80% is through Word-of-mouth transmission choice. This kind of person-to-person communication effect is more effective than any advertising campaign. Because the new Oriental students are experiencing a completely different experience from any previous training institution. New Oriental not only marketing courses and learning methods and test skills, but also in the marketing of a spirit of life, that is the new Oriental spirit "in desperation to find hope, life will eventually be brilliant." The new Oriental culture-oriented strategy has been successful, because teachers and students are not only the relationship between teachers and students, but also the sharing of life ideas and attitudes, cultivate friendship and loyalty. By contrast, the new Oriental rivals are slowly fading because they are unaware of the unique power of humanistic care for the education industry, but rather the training as a stark commercial transaction. New Oriental's huge brand influence, to a large extent, is relying on the students to communicate with each other, attracting more students to experience and feel.

5, build user communication platform and channel

Social scientists tell us that everyone lives in the intimate network of 8~12 people, who may be friends, family members and colleagues, depending on where they are in society, a person's wide network may include dozens of, hundreds of or thousands of people. For example, a waiter may contact hundreds of customers in a week. Therefore, Word-of-mouth marketers should recognize the important role of these human networks, as far as possible through the existing network of various relationships to spread the marketing information quickly, on the one hand, this can minimize the cost of transmission; On the other hand, it will try to avoid being disgusted by users. Enhance the communication channels with users, can improve customer loyalty, but also greatly improve the economic benefits of enterprises. Loyal customers will buy the products and services of the company for a long time, willing to pay a higher price, and make a favorable oral publicity for the enterprise, affecting the purchase behavior of other customers. Therefore, it is necessary to establish the communication channel between the enterprise and the user and the user and the user, so that the user can reach the enterprise with the opinion of the product, let the user participate in the marketing activities, and make the Word-of-mouth marketing exert greater power.