Some doubts about internet Word-of-mouth Marketing

A speech Lord Cao teacher did a blog inventory, listed Cao Teacher prefers 40 blog, unexpectedly, Sonia ' s Buzz ranked among them, it is a kind of "a rise, a big pie miscellaneous face" feeling. On the one hand grateful and Cao teacher love, on the other hand unworthy of this recognition-has been nearly two weeks did not update the blog.

But since Cao teacher gave this affirmation, Sonia ' s buzz must be updated today.

One of the most important reasons for not updating a blog recently is the recent confusion: what is online Word-of-mouth marketing? What should I do?

One of the puzzles: online Word-of-mouth marketing = a lot of forum posts?

It's been a good chat. A friend of the industry recently asked me if I want to take a job as a forum marketer. Requirements are fixed daily issued a quantitative forum draft, sent to the designated forum, to promise a certain number of responses to a certain amount of browsing, was given me a other company to his offer.

After reading the quote, to tell the truth a little monk-0.006 yuan a post, write 5 posts a day, 50 forums a day, promising to reply to the number of each post is 5, the commitment to a single paste PV not less than 100, and then 300 yuan a day (like this). Post ID does not require (as long as the line is not the same), the reply ID does not require, as long as the post does not delete the line.

After reading after a long time, actually know that there are many forum marketing companies, but also probably know more and more companies in the use of forum marketing such a way to promote, but it really and I understand the forum marketing or network Word-of-mouth marketing far apart.

All along, firmly believe that a concept, Internet marketing or Word-of-mouth marketing-Internet is the means, marketing is the essence. A brand in his development phase needs what kind of communication, need and consumer say what, should be after repeated thinking, thoughtful, do not deny the overwhelming quantification of the spread will certainly wrong, but the forum marketing is not to win, it is debatable.

Confusion of the second: Word-of-mouth marketing, or marketing Word-of-mouth?

A colleague in the selection of notebooks, told me: HP DV3000 good, online evaluation is very good, commented on more articles.

The first feeling is happy, Lu Xinchin for HP DV3000 a series of online Word-of-mouth marketing work, from the IT circle of the elite proliferation effect, to the participation of the vast number of bloggers, HP DV3000 created a very large amount of network comments, and more than 90% are positive. When choosing a notebook, look at the online commentary on the article is certain, so the results of the search moved to buy the needs of colleagues.

Happy is the whole DV3000 of the spread of the process I know very well, thanks to Lu Xinchin love, each link are involved in the discussion, and as a blogger, participated in the final marketing case of the commentary. A network Word-of-mouth marketing to their own people around to play a role, how many let me a little proud.

But then came a little melancholy: Word-of-mouth Marketing said it, or a marketing of deception. DV3000 's network Word-of-mouth, is indeed "marketing" out, or to use "latent" in the consumer side of the "from the media" they created. People who make comments are basically unused to this notebook, and their purpose of creating word-of-mouth is not an objective comment, but a number of other goals, either by their friends or by their interests, or in order to improve their blog clicks and so on. However, in any case, the user to provide content in the form of media communications, consumers are more willing to believe that friends around the word of mouth comment, rather than to believe in television advertising.

Remember freshman first class, Huang teacher very loudly told us: advertising, is a marketing deception!

In fact, this should not go to doubt that their advertising has done so long, how much understand that advertising is exaggerated advertising is a trick, effective advertising is actually just "clever deception." The reason for the confusion is probably from the first contact with "online Word-of-mouth marketing" The term of their own "perfectionism plot": feel that Word-of-mouth should not be said by the brand, but by the true expression of consumers, the brand in the entire network of Word-of-mouth marketing in the role of only guidance and technical processing.

A large number of such people make "Word-of-mouth" and believe that research institutions like CIC will get worse. Would have been objective and neutral to monitor a brand in the network of Word-of-mouth, but had to be artificial information affected the evaluation effect. Remember CIC once changed their definition of online word-of-mouth marketing, the definition of new changes, to the network of Word-of-mouth manufacturers to join the enterprise part. See the current composition of Word-of-mouth, CIC has been psychologically prepared, but the objectivity of the data may be greatly reduced.

Remember talking to Blogbus's friends about their new product "Yell City". I said I admire Wei Wave, he put I always want to do virtual management to move to a platform; but I am also worried about Wei to do so, all transparent, the existence of online Word-of-mouth marketing will be more than a form, "Word-of-mouth" to the end, it will only be regarded as a kind of advertising.

Speaking of "Yell City", want to say a few more words. BSP platform involved in blog marketing is not surprising, RSS provider Feedsky has been the topic of marketing as a business project, direct and many bloggers contact the BSP operators to do these more handy. Many independent BSP platforms, Blogbus is I personally very appreciate and optimistic about a family, not simply because a very "scholar" of the leader (Wei teacher is too able to write), but also because Blogbus no matter from the team management concept or from the promotion model and so on are very unique, This lets Blogbus from numerous independent BSP platform drag the shadow, obtains the industry high appraisal and the concern.

Blogbus not satisfied with their own blog topic marketing, and involved in the network Word-of-mouth marketing, which I really admire-there is a good platform to do things, this sentence is the truth, but must be on their "platform" has enough correct judgment. Blogbus do UGC start, in the establishment of enough brand awareness and user stickiness, continue to UGC flourish, let write blog people do not write so long article, let not too love to write blog can also in their own active place (forum, SNS, etc.) to play their role.

"Yell City" Yell principle is basically network Word-of-mouth marketing textbooks:

first pick up the product, yell again--a certain cognitive basis for brands and products the content of the yell must be its own understanding and perception of the brand or product--not simply shouting names can be a place for any social network media, but the hope is that there is a certain social ID in that network social group People with the right to speak/network social relations, including QQ or MSN signature of various 2.0 forms-Network Word-of-mouth marketing approach

Yell the city's double incentive to get information on web fragmentation, one that is free to receive the product, and one is the bonus scheme. The former is the transmission of brand consumer identity test, the latter is the test of Blogbus brand identity-without the premise of money temptation, such a double incentive reward should be said to be relatively complete.

How much energy can a BSP platform have? Blogbus large user base and high user stickiness can form a relatively high conversion rate, of course, is far from enough. Can form the network virus spreads the word of mouth spreads the effect, the quantity is enough wide enough extensive fragmentation information also on one hand--this needs more people to participate in "Yell City" to yell.

A simple look at the "Yell City" of the integral assessment method, there are several questions:

1. How to judge? Seemingly quantitative evaluation results require a large number of people to qualitative screening work, poor management and will appear user dissatisfaction

2. How to maintain stickiness? Points can stimulate how much user participation, after the points only in the Yell City upgrade seems to not be able to form a long-term user participation in the stimulus

3. Link with Blogbus. After all, Blogbus is the foundation of the brand, if you do a dual brand development strategy, the mutual connection between the products can also play a role in promoting the development of independent brands. At present it seems that only the intersection between the user groups, the actual conversion of user interests has not appeared

4. Will there be vertical development? Even fast-moving consumer goods, there is a certain Population Division. The content vertical brings the crowd vertical, the vertical effect already more and more appears, "Yell City" in the backstage user database management to also have these aspects consideration?

Doubt, but "Yell City" did make a bold attempt on internet Word-of-mouth marketing. Although I personally do not agree with the possible should be "black-box operation" of the things transparent, but perhaps, this is also a product and consumer direct communication way-through a platform, users contact products, share experience, manufacturing word-of-mouth, and then form a virtuous circle.

Or to say back, about their 3rd confusion, is central or to central.

said that 2.0 of the Internet is to be centralized, information is fragmented. But after a few experiments, found that actually played a major role, or central information: such as high flow of the site's home page, or a person who has the right to say words.

Often in doing online word-of-mouth marketing, the fragmentation of the information is somewhat self-deception feeling-a beautiful report of the dissemination effect, often to win, rather than quality.

Perhaps I have not found the true meaning of Word-of-mouth marketing, there is no real proficiency in the media from the operation of the way. The above puzzled a little bit the feeling of ^_^. But to write their own doubts, I hope to communicate with you more ~ ~ ~ ~