Two ways to replicate the Community marketing model

2005 6-August, after I finished Baidu "Tong Pak Fu", many people asked me how many people I can spread, can reproduce and so on. Frankly speaking, the pure "word of mouth" has nothing to do with advertising, and it has a lot to do with platforms or products. This is a very real problem.

Until recently a few months ago, I still felt that the essence of word-of-mouth marketing is creativity, not a strictly media way of communication. such as Sister Furong is just a creative. However, my views have changed a lot in recent months, and I now make it clear that if I jump out of the concept of Word-of-mouth marketing, I think it can be replicated.

There are two ways to replicate:

One method is to be able to combine with the BBS, have top post reply nature pattern. This and Qihoo now Word-of-mouth marketing approach is basically close.

Although it is not perfect, can not 100% to achieve the goal, but can be 50% to achieve the spread of your information to the place you want to spread, this is no more than http://www.aliyun.com/zixun/aggregation/9680.html "" "The traditional advertising more convenient way. For example, a direct benefit is that we can be in the traditional post bar to see the ads, after reading can only enter his website, can not directly click on the response. This is at least half the result that the business wants, and it will fit the industry. This is a very real replicable model, and the basic efficiency can reach 30%-50%. This piece I call 1.5.

Another approach is Community Client Management (SRM). Whether marketing web2.0 or Word-of-mouth marketing, and finally fell to the customer management.

Traditional customer relationship management is called CRM, if C is changed to S (social), it is Community relationship management. In fact, the word change is not a conceptual play. The relationship between customer management and web2.0 Web site is not a business activities, awards, etc., but the enterprise's user database and web2.0 database together, this is very valuable things.

In the future in the customer-centric era, direct the relationship between each brand's products and their consumers through the web2.0 Web site or many other ways to connect together. In the customer center on the basis of carrying a variety of recreational activities, advertising, etc., this is really 2.0 of things. In short, although the so-called Word-of-mouth marketing can not be replicated, but through 1.5 of the way to effectively spread.

The last sentence: Now the most effective way should be to web2.0 website, BBS, mobile phone, and a variety of clubs together, this may be the future trend.

(excerpts from the statement of the Community Congress of May 15, 2007)