Web2.0 Network Word-of-mouth Marketing

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Web2.0 is a new internet way, developed by Web1.0. Typical Web2.0 sites are: Network community, blog, wiki and so on. From these applications can be seen, Web2.0 focus on the user's interaction, encourage users to share, so that the resources available for sharing become more abundant, so users are both the site's visitors, but also the site content builder. Because users can easily

The characteristics of Web2.0 marketing

Compared with traditional marketing, Web2.0 marketing has the following characteristics:

(i) lower cost of marketing

The content of the Web2.0 community is generated by the participation of each user, and the communication effect is formed through the sharing between people. Therefore, for the enterprise, the enterprise only needs to have a good activity creativity and promotion mode, the next content creation, dissemination and cross replication is done by the network consumers. For example, after Dangdang bought a book, Dangdang encouraged buyers to comment on the book, the content can be various, such as can be commented on the quality of books, book content to meet the requirements of the reader, or with the site to cooperate with the logistics Company's service attitude. There are some information that viewers can get directly from the seller. But this information, publishers themselves will not tell viewers, Dangdang will not tell the visitors, but the viewer can still learn from the comments of other buyers about the goods, and comments will affect the book in the viewer's mind, thus affecting the subsequent purchase behavior. This shows that people believe in comments, and to a certain extent, people trust ordinary users over the trust of official experts.

Therefore, the enterprise through the use of Web2.0 to carry out marketing activities, so that the role of enterprises and advertising agencies have migrated, the enterprise has become a consumer initiative to promote the brand organizers, consumers become content of the share and disseminator.

(ii) the dissemination of information can be more or more points

Traditional media is a minority control of the content and the majority of the media contact, ignoring the general public participation awareness. Compared with Web2.0 's interaction and sharing, the main melody of Web1.0 development is still in the imitation stage of traditional media, which weakens the individual netizens to the audience, and the netizen becomes a bystander who seldom participates in the behavior. The interactive and participatory nature of Web2.0 the Internet to the netizens, making it possible for customer groups with special personal preference or common user experience to disseminate information and share experiences to others through the form of virtual community.

Second, the use of Word-of-mouth marketing in brand communication

The emergence of network Word-of-mouth is not the creation of enterprises, but consumers after the experience of communication and communication created. In the Web2.0 environment, enterprises can have a plan for consumers to participate in the "brand" experience activities, so that customers in the use of constantly deepen the recognition of the brand, thereby actively become a corporate brand of publicity. But how to put the network Word-of-mouth communication successfully into the process of brand communication, the need for careful planning and implementation.

(i) Selected network Word-of-mouth points

Word of mouth refers to consumers in the use of products or receive services after the critical point of comment, Word-of-mouth generally do not exceed three, to choose to be able to cause consumers to resonate with the selling point as a word of mouth, but also to allow consumers to distinguish between the differences and competitors. Tencent has just launched instant messaging services, using Word-of-mouth marketing. Tencent's QQ software is now the most user groups in the timely communication software, the young people have little knowledge of QQ. According to Tencent official data, as of September 30, 2009, Tencent Instant Messaging QQ registered account total has reached 1.057 billion. As of the author of this thesis, Tencent Instant Messenger QQ top online users reached 107 million. And Tencent in just launched QQ, select one of the propaganda focus is "free", users can download the use of free, "free" measures to make the spread of QQ faster.

(ii) Finding the right network community

In the WEB2.0 environment, the network client is not a single individual, but a virtual community of customers who have shared experiences, which establish some kind of regular connection through the virtual community. The target customers of Internet advertising are also in the form of community, which is the consumer or potential consumer of corporate brand. The user experience gained by browsing information can be improved when participants in the online Community share personal preferences or experiences, and express their views through the web or post new posts. This way of sharing the user experience, the effect is not only a single accumulation, but a geometric growth.

(iii) Creating topics and developing mainstream ideas among selected communities

By setting up a topic that is attractive enough, and through the appropriate guidance of the enterprise, it is usually not necessary to spend a lot of energy on the enterprise can make a bigger impact on the netizen, thus attracting the attention of netizens, forming word-of-mouth spread quickly on the network. Hangzhou Super Girl Wang Xiaoquan to "Ai Qing Qing" as the name, in the Tianya website posted that "in the real world to make ' pin for Villa ' beautiful fairy tale", attracted 500,000 of users click.

After the enterprise chooses the topic and succeeds in attracting the Netizen's attention, then needs to discover the opinion leader in the community, passes the topic information through the opinion leader, thus affects other netizen's attitude, realizes the enterprise information two times spreads. Comments from opinion leaders will not only affect the consumer decisions of other customers in the community, but will also affect the next word of word-of-mouth, as these comments are widely cited into other communities, causing greater impact.

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