Network Navy bad Word-of-mouth Word-of-mouth marketing How to create a win situation?

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At present, the domestic network marketing industry there are a lot of chaos, there are many businesses using the anonymous characteristics of the network community, in a large number of online publishing untrue false water stickers and gun stickers, and even appeared a group of special generation of false information companies, exposing the network community many irregular practices. There are even 10 days to release 100,000 posts, can quickly earn 10,000 yuan phenomenon, this "network Triad" on the entire social economy, production and normal life order has produced a serious destructive effect. Internet users can not help but ask: such a network environment, we should also believe who? and companies and manufacturers are puzzled, how should we deal with the dialogue between netizens? For the network marketing industry, network Word-of-mouth Marketing really no way out?

The age of Word-of-mouth decision buying comes

2010 is a crucial year for the network marketing industry. On the one hand, the Chinese internet market is developing rapidly, on the other hand, the reputation of the whole network marketing industry faces great challenge and moral hazard. This situation makes more and more people deeply aware of the network Word-of-mouth marketing industry to want to have a way out must respect the Netizen's right to know and the right to speak, truly create the real integrity of the network public opinion environment.

Because of the rapid development of the Internet, the Internet has become closely related to our work and life. According to industry sources, 2009 Chinese netizens to 360 million of the world's largest users, and 2010-2012 the number of Chinese netizens will have a further climb. According to the "2009 China Social Media Development Report" shows: 2009 Chinese netizens posted posts, blogs, videos and other users of the original content has reached 1.13 billion, compared with the 2008 growth of 3.14 times times. In 2009, internet users posted nearly 370 million topics on the Internet, 2.28 times times more than in 2008. According to the 2009 American Association of Word-of-mouth Marketing data show: The world's top 20 brand reputation is related to the original content of users, 34% of bloggers published on products and brand advice, in the choice of goods and services, people pay more attention to their ranking on social networking sites, 78% of consumers believe that friends recommend, only 14 % of consumers believe in advertising.

On the other hand, many of the negative aspects of the business come from the Web. For the enterprise, whether you know, whether you want to listen to, consumers are talking about you anywhere, we have entered the era of Word-of-mouth decision purchasing power.

How manufacturers and netizens talk directly to each other

At present, there are nearly 5 million Chinese-language forums in China, and the information published by netizens has reached 1.13 billion this year. How in such a sea of information, timely and accurate excavation of the various topics related to the enterprise, for enterprises, is tantamount to a haystack. On the other hand, the current network community search and analysis is a very complex and professional technology, some enterprises through artificial means, using search tools to find their own topics, this way for static news page is more effective, but because the forum not only to crawl the main post, but also to grab a lot of reply information, And the information continues to increase dynamically in real time. The analysis of Community speech requires specialized search techniques, including keyword multilayer matching techniques and classification optimization techniques, and so on.

According to the Banner Group CEO Zhou Chunlan: As a domestic professional social media word-of-mouth Marketing Management Agency, Banner Group has developed a leading Chinese community of professional search engines and mining technology, so far has established a total of more than 2.4 billion social media information database. And the domestic 70多万个 Chinese active forum, more than 100,000 elite blogs and 7 domestic mainstream video sites for real-time information capture, can be based on the importance of the forum and customer needs, for every 1 minutes, every 5 minutes, every half hour, every 24 hours of the scan, and the information on the induction classification, at the same time, Store the crawled data in your own data center.

Word of mouth analysis early warning to create win situation

It is the first step of Word-of-mouth management to understand the comments of netizens on their own business in time. Banner Group has launched a system of Word-of-mouth Analysis Services. To provide customers with a system of Word-of-mouth research reports, including: Word-of-mouth speakers research and analysis, brand Word-of-mouth trends research and analysis, industry opinion status research and analysis, competitive Word-of-mouth research and analysis, social media Research, market communication word-of-mouth effect tracking and evaluation. At the same time, the banner group also provides customers with Word-of-mouth early warning system, once the online presence of significant negative information, can do the first time to inform customers, and advised customers to take corresponding measures to help customers avoid risk.

Have a word of mouth analysis and early warning system, can help customers avoid certain risks, but the real improvement of corporate reputation is the need for enterprises to truly participate in the sincere dialogue of netizens. In this regard, the banner group has developed a social media customer relationship management system to help businesses and netizens talk directly. At present, the banner has some successful cases, such as: a well-known domestic appliance enterprises, has successfully established such a system. A consumer has posted a negative post in a small forum complaining about the product's services, banner group in the Forum search in time to find this post, and timely notification of the enterprise after-sales service personnel, service personnel immediately through the online real name and user dialogue, quickly resolved the problem, this dialogue so that consumers deeply moved, and actively asked the moderator to delete the previous negative posts, and the resolution of the process posted online to netizens, praised the enterprise after-sales service.

According to statistics, at present in the forum, less than 10% of the Internet users posted more than 80% of the original posts, and attracted more than 90% clicks. Aiming at the new trend of "network reach People" in the network, the banner group takes the lead in establishing a brand-new new product experience platform between manufacturers, forums and "network Tatsu people", and establishes the largest "network of people" Member library in China. Through this set of experience system in the manufacturers, forums, netizens, consumers create a more win situation.

Facing the irresistible trend of the global Internet, in the network Word-of-mouth marketing industry, we want to explore the sustainable and healthy development of the road, we must adhere to the basic principles of truth, integrity. Manufacturers, netizens and forum community must carry out sincere and equal exchanges, in order to build a real network dialogue platform to create a harmonious, prosperous, win-win network environment.