Online Word-of-mouth marketing through personal experience

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Do not know how many read the Shi Yuzhu's classic quotations, which has been said by the population mouth: "If the brain platinum is not valid, please tell your side 100 people." This sentence makes a good use of people's psychology, to the suspicion of melatonin effect of the people pointed out the proposal, and if the brain platinum effective, people will naturally tell each other, recommend to friends. Virtually formed a reputation, and for the brain platinum is effective this issue, we do not know, and virtually, so many people for the brain platinum invisible to do word-of-mouth marketing, so many people know the brain platinum, understand the brain platinum.

In 2009, the financial crisis was not dispersed, the spring breeze blows, the economy gradually warmer background, how to use limited funds and resources to do word-of-mouth? How do you turn a success into a long-term trust? Deliver a customer's satisfaction to more customers? This should pay attention to "let everyone tell everyone", "spread wildfire" word-of-mouth effect. The above-mentioned Shi Yuzhu's brain platinum formation of word-of-mouth marketing effect is not copy, can only say your product or service Word-of-mouth how far, that business opportunity will have how big.

In order to better understand what is word-of-mouth marketing, I deliberately read Baidu Encyclopedia, the so-called Word-of-mouth marketing (Word-of-mouth Marketing), refers to the practical level of marketing from the enterprise analysis, Word-of-mouth marketing is the use of various effective means, the enterprise's customers to its products, Services and the overall image of the company to discuss and exchange, and to motivate customers to their surrounding people to introduce and recommend marketing methods and processes.

Word-of-mouth Marketing has a number of characteristics: 1. Wide spread, influential; 2. Communication based on interpersonal chain; 3. is a personal medium expressed by information; 4. The process of communication is beyond control.

China's network development so fast today, why do we not make good use of the network, the formation of online Word-of-mouth marketing it?

The so-called network Word-of-mouth marketing is the organic combination of Word-of-mouth marketing and network Marketing, aiming at the application of Internet information dissemination technology and platform, through the consumer word and other expressions as the carrier of Word-of-mouth information, including the interaction between enterprises and consumers information, to open up new channels for enterprise marketing, to obtain new benefits. Simply put, is to integrate a variety of network marketing methods, including news, blogs, forums, IM, WIKI, Circle Group, Post Bar, encyclopedia, question and answer, and so on 10 kinds of network communication forms and means of comprehensive and effective use, together to form a unique effect, comprehensive network coverage, the rapid spread of Information network innovation Integrated Communication

The greatest advantage of the network is to break the age limit, geographical boundaries, hierarchical differences, gender gap, so that all people in a platform to share resources, sharing resources, so communication will be more smooth and convenient than the traditional era. And the greatest contribution of Web2.0 is interaction, it through the relationship between people to share ideas, values, and exchanges and communication, BBS, SNS and other communities within the site, information, media, audiences form a "triple" situation, everyone has become the source of information of the Disseminator, the manufacturer.

Japan Info-plant released the "Word-of-mouth Survey" shows that 35% of the user's purchase behavior by relatives of the impact of Word-of-mouth, 17% of netizens are affected by Word-of-mouth communication online ... In this Web 2.0 era, the success of Obama's successful election to the U.S. president through online Word-of-mouth marketing is one of the most persuasive success stories of online Word-of-mouth marketing. Obama's victory, it is said, is a successful experiment in the political arena of online Word-of-mouth integration marketing. This success once again confirms the necessity of network marketing in the business sector, a new era of online Word-of-mouth integration marketing has arrived.

Through the article "What is Word-of-mouth marketing?" And the characteristics of Word-of-mouth marketing described above and President Obama's use of online Word-of-mouth marketing case, I think as to how to develop online Word-of-mouth marketing, is our most concerned about the problem! In order to create a good reputation effect, we must adhere to the 5T principles of Word-of-mouth Marketing:

1. The speaker (Talkers): The current Word-of-mouth marketing is often based on the end user as the target, and in fact, the enterprise personnel themselves and channels should also be noted important links.

2. Topic (topics): In fact, Word-of-mouth marketing is a hype and find the topic of the process, the ultimate goal is to find a surprise gimmick, for the crowd discussion, dissemination.

3. Tools: How to help spread information faster, blogs, forums, EDM, online advertising? This requires us to have a thorough understanding of the characteristics of each channel, platform, network marketing the most technical content of the link is also in this part.

4. Participation (taking part): includes two levels of meaning, one is to participate in the topic of creation, that is, the so-called spiritual leaders or public opinion-oriented people; Their common trait is to be in it.

5. Tracking (tracking): The monitoring of information is also an important link, the value of Word-of-mouth marketing more and more need some quantitative data support, and the scalability of the network, in this respect to occupy the biggest advantage.

We have reason to believe that only by adhering to the 5T principle of word-of-mouth marketing, we will be able to create a brain platinum like the Word-of-mouth marketing effect of advertising. Because network Word-of-mouth marketing relative to traditional marketing has a unique advantage, that is, low publicity costs, this is in the financial crisis of enterprises, is undoubtedly an excellent opportunity. To carry out Word-of-mouth marketing, enterprises must first in good faith to face netizens, their own introduction, the description of goods or services, can not have any exaggerated or false description of the ingredients. In the network, people's judgment of things is no longer a personal judgment, but a judgment of the wisdom of the group. The same is "spread, wildfire, hundred chuan thousands" word-of-mouth effect, can be good, can be bad.

Author: Lu Xiaodong

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