Talk about what is real word-of-mouth marketing

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"Community Word-of-mouth Marketing Platform" is not like the shape of God

Mr. Zhou's so-called "community Word-of-mouth marketing Platform", mainly for corporate customers, to help enterprises collect in various network communities in the company's posts, as well as the posting of potential users or loyal users, forming a network user club, enterprises will communicate with these users, to persuade them to write, post to the enterprise-friendly posts, " Let netizens use their own words to the enterprise's products, brands, service word of mouth, thus forming a huge advertising effect. And that's what traditional advertising can't do. "In this regard, I think Mr. Zhou did not understand the" Word-of-mouth marketing "the true meaning, but only the form of" Word-of-mouth marketing ", but the reality of the ordinary advertising model moved to the Internet.

"Word of mouth is about all the comments about a brand, the sum of all the verbal communication of people in a particular product, service or company," said Emanuel Rosen, author of "Tomy of Buzz". "The book also said that Word-of-mouth marketing is a kind of smooth things quiet, is a spontaneous behavior."

In fact, the concept of Word-of-mouth marketing has been used in many video ads, for example, TV direct advertising, the good use of the "Word-of-mouth marketing" concept, so that experts or users to the benefits of this product, so that consumers trust and purchase, although these experts and consumers are basically hired by the "entrusted", But still played a very good sales effect, but the liar will eventually be exposed, "Master Hu" is an example.

Then look at Zhou's "Community Word-of-mouth Marketing Platform" purpose: to persuade netizens to write to the enterprise-friendly posts, so as to achieve "word-of-mouth spread." Is this spontaneous? Is it natural? It's obviously not up to newer Rosen's demand for word-of-mouth marketing and the sense of cheating. Is it a kind of cheating to launch a part of the Qiang-shou and evaluate the superiority of a product?

The steps of Internet Word-of-mouth Marketing

The author has in the "NEC Notebook quit the Chinese netizen speech to help", said the internet to make Word-of-mouth marketing possible, but it is not this cheating suspicion of word-of-mouth marketing, because this is "similar to God does not like", did not comprehend "Word-of-mouth marketing" embellish the essence of the quiet. Ladder network when it comes to word-of-mouth marketing think; The internet makes the information asymmetry more and more rare, the lie is more and more easy to expose. Honest is the only way to win the favor of consumers for a long time. ”

Word-of-mouth Marketing is not only the promotion of product performance, the goal also includes the discovery of product shortcomings and to improve, step-by-step to achieve true Word-of-mouth marketing, thereby shaping the corporate brand. Personally think that the "online Word-of-mouth marketing" Steps should be as follows:

The first step: on the network platform to find suitable for "Word-of-mouth communicators" people. These people are characterized by the use of your products or services, and feel a lot of advantages, they spontaneously spread online. There is also a need to find some people who think your product is flawed and spontaneous in spreading your flaws.

The second step: let "word-of-mouth communicators" constantly spread. Of course this is a spontaneous transmission, and there is no deceptive nature, because the users of products and services, their personal feelings are most trusted by consumers. and the negative information can be achieved by changing the performance and service of the product to their satisfaction, and then they also spontaneously spread, this spread will increase the consumer's trust and loyalty to the brand.

The third step: to the "Word-of-mouth communicators" power. I think this motivation is not necessarily money, you pay the blogger money, let them spread, money leads to the spread of distortion, so the best way is to give them the latest products and services, so that they can be donated to others, thereby expanding the "Word-of-mouth marketers" team.

Fourth step: Control the way of transmission, to avoid sabotage. (This article from www.spuw.cn member original reprint please specify and keep the link thank you for cooperation)