Small Bee Network Community Word-of-mouth Marketing case

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The small bee is an American cosmetics brand, the product characteristic green pure natural, the natural degree is up to 95% above, the infant skin care product is close to 100%, the interesting is this brand never hits the advertisement, its founder says "for the environmental protection". Last year, the small Bee brand did a social marketing campaign, from brand communication, consumer Word-of-mouth, network product sales have achieved very good results. Integrated marketing activities in my proposal and participate in the completion, I also for everyone to share the whole process of social marketing, I hope to give you some inspiration.

In this case we adopt the idea is: Brand implantation-brand interaction-word-of-mouth sharing and dissemination-promote sales

Brand Implant

First, the small bees choose suitable implantation platform, community and SNS Group, gather the source of consumer Word-of-mouth, through Word-of-mouth source and then gradually outward divergence, finally we choose to set up a small bee in the network of the brand club, gathered nearly 400,000 of the young women cosmetics community, accurate consumer groups, Cosmetics Related topics have strong interest, the interaction effect is very good, most importantly, such a platform is most suitable for word-of-mouth sharing and dissemination. We also will be small bee products to join the "Baby" (cosmetics product library, consumers can comment on products) channel to enhance the promotion of word-of-mouth effect, driving the overall product line of all Word-of-mouth, the overall brand concern.

Brand Interaction

In the little Bee trial experience, female users in the community showed an extremely strong interest in the community activities in 1 months, summoned a total of more than 150,000 browsing, 3,000 times to reply, can be said to achieve a very enthusiastic interactive effect, a lot of netizens performance of small bee products are extremely concerned about the attitude, and a strong desire to buy. Through brand interaction, the Bee brand has achieved a very good brand exposure, raising the profile of the small Bee brand in the network and the brand influence in the precision female community.

Word-of-mouth Sharing and dissemination

Experience activities are called through the community, the trial Center for user filtering and screening, select the most suitable for the Bee brand positioning of the population of the trial. The users who get the trial opportunity are also willing to actively share their trial feelings with more people, they will be the trial report published in the Small Bee brand Club (small Bee Forum), become the source of Word-of-mouth marketing network. Through the network-only sharing mechanism (incentive nature), the user will be her written trial report reproduced to other well-known female community, such as: Ruili network, Onlylady, Yoka, Sina Beauty Forum. I share the final data with you:

Activity PV nearly 300,000;

Community Call Click (click) 152,124 times, reply 3,216 times;

Small Bee Forum added more than 200 main posts, more than 5,000 replies, the number of posts far more than the number of L ' oreal Forum;

Total number of products distributed: 250;

Number of trial reports: 142 (Word-of-mouth acquisition rate 57%);

About 500 Words Report 111 (high quality Word-of-mouth accounted for 78%);

The trial report actively reproduced 642 (transmission rate 6), passive reproduced such as snowball generally rolling larger;

Covering 64 women-related forums, SNS, groups and other community media, 32 BSP blog platform;

Incomplete statistics, reproduced the trial report a total of 356,432 visits, 5,169 replies (as of January 18, 2009);

Baidu, Google-related collection of small bees have a certain extent of ascension, search for "small bee Trial", "Burtsbees trial" and other keywords, the first 3 pages of more than 50% of the content for the only users of the Iranian web site to create Word-of-mouth comments.

Activities are expected to directly spread the audience 600,000, interpersonal communication (SNS) audience 4 million.

At this time, the small bee Word-of-mouth spread, has affected a lot of potential consumers, many people in the consultation to where to buy, there are many users can reflect the time to do group buying activities. It can be seen from this that the conventional brand marketing does not allow consumers to generate enough interest in buying, but the consumer's reputation has a significant impact on the potential consumer decision-making.

Promote sales

We have mainly done 2 things, one thing is in the dissemination of the event itself is also accompanied by the promotion of the small Bee purchase site, the site during the event, the number of people who came to counseling and purchase increased.

Another thing is, in a strong consumer response, we did a period of group buying activities (a week), the results and higher enthusiasm than the purchase order is not much, probably only more than 20. Later we analyzed: First, the time before the rush, ready to go home to affect the purchase; second, more people are still in the stage of attention, belong to better not draw; third, the Word-of-mouth cycle is too short, not enough to trigger the possibility of large-scale purchase. Year after February we did a group of activities, the results reflected than the previous period to be a lot more enthusiastic, small bees a week orders have more than 60, the customer unit price is also higher.

Obviously, along with the brand spreads deeply, the influence to the consumer is also more and more big, impels buys the person also to increase gradually, the word of mouth effect from the probation to the initial purchaser, but also by the first time buyer's word-of-mouth transfer to more potential consumer, buys the crowd to become big, repeat buys the frequency to If the word of mouth activity cycle, continuous spread, that for sales, also will gradually advance, the accumulation of consumer groups will become more and more big.

In this process, there are several key points:

1. The establishment and accumulation of word-of-mouth sources

Many Word-of-mouth marketing will focus on short-term effects, and in the long run, there is no thrust in the case of unsustainable, word-of-mouth can not effectively accumulate into the power of communication, and become fragmented, the strength gradually weakened. The case of the small bee, in the only network established brand club, gathered a small bee loyal consumers, the first is the experience of the trial of the contribution of Word-of-mouth, is gradually purchased people contribute to Word-of-mouth, these word-of-mouth topics in the gradual accumulation of more exchanges and discussions, while more word-of-mouth is reproduced, to share with other female media, Influence the search engine into the power of continuous communication.

2. Frequency and coherence of activities

Because the whole program in the process design embodies a very strong purpose, in the marketing mix is also more appropriate, in the appropriate frequency and cycle (long-term and short-term combination) to achieve the brand and consumer interaction, when many experienced people share the word of mouth, and actively stimulate the consumer's desire and demand for shopping, combined with the corresponding guide strategy, To a certain extent capture the shopping needs during the activity. And after another year of group buying activities, and once again captured the influence of Word-of-mouth consumer groups.

3. The persistence of Word-of-mouth marketing

From the Bee case, we also got a very important revelation, the intensive Word-of-mouth activities will have a significant impact on brand communication and product sales. Years ago in weeks as a unit, continuous four-phase experience activities, the data are better than other cases of customer action. Therefore, we suggest that the brand long-term establish the source of word-of-mouth communication, periodic promotion of Word-of-mouth marketing, cycle interval auxiliary interactive marketing activities to achieve good exposure frequency, depth of interaction, breadth of communication.

Of course, there are some deficiencies in this process, for example, the pace of activity accelerated and unprepared, consumer data how to effectively mining, buyers tracking and feedback, and so on, but overall, is still a classic network Word-of-mouth marketing communications case, but also to some extent changed the marketing activities can not directly drive sales problems, Although the effect is not immediate, it may give more people enlightenment. This article by the Www.bjzxhl.net webmaster feeds