On the implementation scheme of network Word-of-mouth Marketing

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The latest Nielsen Global Consumer online survey results show that acquaintances and brand sites are the most trusted forms of advertising for Chinese online consumers. The survey found that 91% of Chinese online consumers trusted others (acquaintances) with varying degrees of recommendation. Word-of-mouth Marketing on the internet is playing an important role in consumer decision-making. At present, many enterprises at home and abroad have begun to actively try various levels of "Word-of-mouth marketing." Whether it is the beginning of the 09 Sony notebook combined with mail, "talent" use and members of the Word-of-mouth marketing experiment, or the network by Lenovo promoted by the "fierce Little Y" incident, these undoubtedly show the business of Word-of-mouth care. Before launching the network Word-of-mouth marketing, should have a comprehensive and clear strategic deployment.

First, the development of strategic objectives and the overall planning program

Art of war pay attention to "justify", also do a word-of-mouth marketing the most important thing is to understand the project implementation objectives, with the target employees to select the target group, the development of marketing plans. Take the "Man Help" TV series Word-of-mouth Marketing, its goal is to improve the popularity of the play, ratings, the play is mainly the young audience group, so the choice of video sites, microblogging, Renren, shopping malls and other platforms for marketing activities. A word of mouth marketing success or not, in the specific implementation of the preparation before the important, the positioning of the good can even achieve a multiplier effect.

Second, multi-version of the activities of the design

Relevant design planners to design creative, designers should put forward a targeted version of the activities of the design, and test these versions, and finally determine the best promotional version. Pre-test can improve the success rate, such as in the use of soft text promotion, should make a number of versions, first in different sites put different versions of the test: different titles and content, and even the choice of the site will have a great impact on the click-through and conversion rate. Then according to customer feedback, choose a better response to the soft text to promote.

Iii. maintaining interaction with the target population

The so-called "play Jiangshan easy to keep the Jiangshan difficult," for a marketing campaign, to obtain a short period of exposure is not difficult, and how to continue to receive attention is the most important. "Man Gang" in the first stage of the hype propaganda, into the mature stage, micro-blog on the numerous creative publishing microblogging, "the celebration of the men's Help" click on the broken 1 billion "so hot will naturally arouse everyone's attention." Then the forwarding of micro Bo can win the signature of the act is to let Honglei and other star fans excited, until the end of the play, its micro-blog has been hot topic point.

Iv. monitoring and evaluation of the whole process

The implementation of the activities of the whole process of tracking, analysis and evaluation, in favor of the activities in the direction of the expected, but also to help monitor the implementation of the enforcement agencies, has been achieved by both sides of the total win. The Executive Party should provide a copy of the data report to The Advertiser for review at intervals.

Through Word-of-mouth marketing, to reduce the acquisition of new customer costs and maintenance costs, so that the company's profits rise. In recent years, domestic enterprises overwhelming use of the Internet for Word-of-mouth marketing, a time of the rise of network interactive marketing, network professional hand-fired, the major forums in the "Navy" appeared, Word-of-mouth marketing in full swing. There are a number of successful classic cases, but there are a lot of hype to negative news or consumers ignored and ended. In order to chase the short-term exposure rate, regardless of repeatedly to challenge the public's bottom line, after all, destroyed the brand. This article from the www.lp666.com reprint, please keep the author link, thank you.