WordofMouth (word of mouth) originated from communication and is widely used in marketing.
Thinking mode of word-of-mouth marketing
With word-of-mouth marketing.
Traditional word-of-mouth marketing: refers to an enterprise spreading its product information or brand through mutual communication between relatives and friends.
Both of them have one thing in common: the marketing method has high success rate and strong credibility.
According to the survey of eight companies, word-of-mouth marketing is called "viral marketing" by people in the industry, and marketing person Ao Chunhua explained that it is because of its great communication influence. Many entrepreneurs will find that products with good reputation will produce greater profit value. In China, PR in Qing Dynasty believed that word-of-mouth marketing was a means of publicity by using the power of public opinion. Abroad, there are also many marketers who study it. The new business of SNS and Weibo will also package the whole market more completely. [ 1]
meaning
"Word-of-mouth communication [1]" refers to the informal communication of opinions about products and services between individual users.
One of the most important characteristics of word-of-mouth communication is its high credibility, because generally speaking, word-of-mouth communication occurs among close groups such as friends, relatives, colleagues and classmates, and they have established a long-term and stable relationship before the word-of-mouth communication process. Compared with pure advertising, promotion, public relations, business recommendation, home improvement company recommendation, etc., the credibility is higher. This feature is the core of word-of-mouth communication and the best reason for word-of-mouth publicity. Instead of spending huge sums of money on advertising, promotional activities and public relations activities to attract the attention of potential consumers, it is better to achieve this goal through this relatively simple and effective "user-to-user" way.
trait
Word of mouth is the purpose, marketing is the means, and products are the cornerstone. But in fact, the popularity of word-of-mouth marketing comes from the Internet, and its background is the popularity of interactive network applications such as blogs and forums, and it has gradually become the channel with the largest traffic of major websites, even exceeding the traffic of news channels. The process of circulating word-of-mouth marketing, that is, the way of product positioning, communication factors and communication channels, is difficult to achieve real word-of-mouth marketing.
1, product positioning: Many marketers hope that word-of-mouth marketing can go beyond the traditional marketing methods, but if consumers don't like the marketed products, it is easy to have a negative word-of-mouth effect, which not only fails to promote the products, but even leads to the early withdrawal of the products from the market.
2. Communication factors: Communication factors are persistent and story-telling, which can attract consumers' continuous attention and be easily extended and spread.
3. Communication channels: Marketing mode determines communication channels, and the choice of communication channels is mainly determined by the characteristics of product target users. Besides traditional media and online media, the most influential and suitable channels for word-of-mouth marketing are blogs, forums and interpersonal interaction.
superiority
1, low publicity cost
2. High credibility.
3. Strong pertinence
word of mouth marketing
4. follow the group.
5. Enhance corporate image.
6. The success rate of exploring potential consumers is high.
7, affect consumer decision-making.
8. Build brand loyalty.
9, more affinity
10, avoid the sharp edge of the opponent [1]
Word of mouth optimization
Word of mouth optimization concept:
Word-of-mouth optimization deduces the perfect combination of word-of-mouth marketing and search engine optimization. It uses the ranking advantage of communication platform in search engine to optimize the ranking of popular keywords, so that word-of-mouth information stands out from many information when searching for keywords, obtains a good ranking on the home page, and expands the word-of-mouth source of sharing platform.
Word of mouth optimization value:
1, locate the best promotion keywords and word-of-mouth promotion content direction of enterprises and brands.
2. Improve the information collection rate of enterprises and brands.
3. Improve the keyword ranking of enterprises and brands, and gain competitive opportunities in the industry.
4. Improve the coverage of word-of-mouth information of enterprises and brands, and lay a good foundation for brand building.
Advantages of word-of-mouth optimization:
1. Visualization of marketing effect: You can see the marketing content and effect by searching for enterprise optimization keywords.
2. Traceability of marketing data: the marketing effect cycle is long, and the data effect can be tracked and counted continuously.
3. Exclusivity of the marketing service industry: the marketing effect is the keyword homepage ranking, and the number of places is limited.
4. Unique marketing form: the only word-of-mouth marketing service based on SEO concept planning, writing, optimization and maintenance.
Word-of-mouth optimization strategy method steps:
1, product analysis, keyword positioning: based on product attributes, functions, positioning and characteristics; Keywords popularity and optimality are the basis of strategy.
2. The content elements of word-of-mouth optimization: keyword matching degree, keyword density, text position, length and paragraph structure of keywords and brand words, with original content and strong readability.
3, word-of-mouth optimization content delivery: channel selection, delivery execution.
4. Word-of-mouth optimization information optimization: optimize operation and track the effect.
5. Marketing summary: data analysis, strategy optimization and adjustment. [ 1]
motive
1. physiological needs: people will feel a little nervous after shopping, especially for some unfamiliar goods. At this time, we need to eliminate this feeling in different ways, among which telling relatives and friends is a good way.
3, social needs: Many times, word-of-mouth communication behavior occurs inadvertently, such as friends gathering and chatting, eating and chatting. At this time, the relevant information is mainly for social needs.
4. Respect for needs: Under this motivation, consumers send information to meet some of their emotional needs, such as showing that they are a prophet or follow the trend and become more "fashionable", especially when others buy the same product because of their persuasion, they will be more sure of themselves and think that they have been respected by others.
5. Self-realization needs: by transmitting information, sharing happiness with others, bringing convenience and benefits to friends (by introducing good products and services), self-satisfaction is realized.
meaning
1, ready to go
Word-of-mouth marketing is characterized by small
word of mouth marketing
Strive hard and be good at using all kinds of powerful potential energy for our own use-we can rely on natural laws, policies and regulations, emergencies, and even the potential energy of competitors.
A small American record company was sued for infringing the copyright of an industry giant. The record company found it profitable to get involved with the industry giants, so it went to court with the industry bosses and publicized it. Although he lost the case twice, he still insisted on appealing and ended in failure. However, the confrontation between ants and elephants attracted many people's attention, making an unknown record company a well-known company in the United States.
When Pepsi was first established, it was banned by Coca-Cola, a veteran beverage giant. Coca-Cola takes its long history and American traditional culture as its selling point, mocking Pepsi as a brand without history and culture, and comparing its "old" with Pepsi's "new" in various ways in advertisements. Indeed, such advertisements make many consumers believe that Coca-Cola is more authentic. At that time, Pepsi-Cola, as a start-up brand, had no strength to refute or confront Coca-Cola through advertising war, so they came up with a way to establish Pepsi-Cola brand image with the help of Coca-Cola's "new and old theory". As a result, Pepsi-Cola launched an advertisement with the theme of "a new generation of coke, a new generation of choice", preaching the benefits of the new coke, and focusing on young people who like to try new things. As a result, Coca-Cola advertisements flooded.
2. Benefits
In life, we are most concerned about and talking about various topics related to our own interests. For example, in 2008, people's livelihood was rated as the most talked about topic, which proved this point. Therefore, word-of-mouth marketing must directly or indirectly connect the spread content with the interested target audience, which is particularly important in China market. For example, the success of "Super Girl" is to make use of the communicators who are the main interests of the event, so that they not only pay attention to and participate in it, but also actively spread it and invite relatives and friends to pay attention to and participate in it, which has a strong multiplier effect.
In order to defeat its competitors, a biscuit manufacturer in the United States launched a large number of activities to deliver biscuits for free. The competitors accused it of unfair competition, and the industrial and commercial departments began to intervene in the investigation. Because the gift of cookies is related to the interests of consumers, the development of the incident has aroused widespread concern among consumers, and this enterprise has really played a role in mobilizing consumers to get sympathy and support, and some even supported the enterprise in the form of demonstrations. Although the gift-giving activities were finally stopped, the company's popularity and reputation have been significantly improved, and product sales have also been greatly improved.
3. Novel
Word-of-mouth marketing is also called virus marketing, and its core content is the virus-event that can "infect" the target audience. The power of the virus directly affects the effect of marketing communication. In today's era of information explosion and media flooding, consumers are extremely immune to advertisements and even news. Only by creating novel word-of-mouth communication content can they attract public attention and discussion. The incident of Zhang Ruimin smashing the refrigerator was a hot topic at that time, from which Haier gained wide spread and high praise. However, after the similar behaviors of other enterprises came out, almost no one paid attention, because everyone was only interested in novelty, accident and the first time, so the content of word-of-mouth marketing should be novel and strange.
Nowadays, the form of gift-buying promotion is common, and the effect is not obvious, but the earliest form of gift-buying has achieved unprecedented success. /kloc-In a small town in England in the 6th century, fruit farmers planted a lot of grapes and got a bumper harvest. Therefore, the price of grapes is very low. Even so, it can't be sold. It's rotten in the orchard. A manor owner thought of a way to buy a batch of apples from other places, and customers can get two apples for every 3 kilograms of grapes. In Britain at that time, apples were very expensive fruits. Because they are not the origin of apples, apples in this town are more expensive. Due to transportation difficulties, apples are hardly seen in the local area. The owner of the manor did not make any publicity, but it triggered a panic buying by the townspeople. Everyone rushed to tell each other and surrounded the manor. Although the gift of apples has increased some costs, the price is not high because it is purchased directly in the main producing areas of apples, and the grapes bundled with apples have also been bought at a relatively high price. In the end, they not only sold all the grapes short, but also made a fortune. This is the earliest gift sale, but later everyone adopted this method, and consumers became accustomed to it and lost their original power. Therefore, novelty and strangeness are important factors for the success of word-of-mouth marketing.
Step 4 argue
Controversial topics are easy to be widely spread, but disputes often contain some negative content. Enterprises should grasp the scale of disputes in word-of-mouth communication, and it is best to let disputes develop in two positive opinions. In order to attract the attention of the public, an enterprise made a strange move in recruitment: it did not recruit employees who were dogs. Sure enough, it has aroused widespread public concern and discussion, and many media have also reported it, but the incident has not brought positive benefits to enterprises. The public accused enterprises of employment discrimination, feudal superstition and other problems, which brought extremely serious negative effects to enterprises.
5. Private secrets
Many of the most popular events in the world used to be secrets, because each of us has an interest in prying. The more private things are, the more we can stimulate our interest in exploration and discussion. An English scholar did an interesting experiment: he mysteriously revealed a message to two neighbors. A strange bird laid a huge green eggshell egg in his yard in the morning and told the two neighbors not to tell anyone, but within an hour, someone in the street was talking about it. The next day, everyone in the town where the scholar was located knew the news.
operation sequence/order
The first step is to encourage
Trendy people, mainstream people who consume products, even if they experience the reliability of products for the first time,
Wine marketing: winning by word of mouth
The dominant audience will also spread the texture, raw materials and efficacy of the products to the surrounding circle of friends at the first time, or tell the people around them about the 5S system and thoughtful service feelings of products, enterprises and businesses, thus driving others to pay attention to a new product, a pop song or a new business.
For example, Heshibi Media made a ban advertisement for a famous herbal tea brand, which attracted the attention of netizens on a large scale and effectively improved the brand's attention.
Another example is Procter & Gamble's tremor advertisement, which has aroused the attention and discussion of all parties. We feel that Tremor advertising has done enough in word-of-mouth marketing. Encouraged and moved by everyone, P&G invested a certain amount of time and energy, but realized the low-cost strategy of word-of-mouth marketing.
We firmly believe that encouraging elite consumer groups and word-of-mouth marketing agencies to believe that word-of-mouth combination and expansion can stimulate consumption and make products extremely influential. Indeed, brand companies such as Procter & Gamble, Amway and Wuliangye have been working hard on word-of-mouth marketing. On the one hand, they mobilized all resources to encourage consumers to buy; On the other hand, we should work hard on word-of-mouth marketing combination boxing, do everything possible to expand the audience, and carry out word-of-mouth marketing tactics combining "one-on-one" and "individual" to reduce operating costs and expand consumption.
Step 2 Value
Without sincerity, word-of-mouth marketing is ineffective and loses the meaning of word-of-mouth communication. let
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If a company wants to promote its brand through word-of-mouth communication, it must try its best to decorate its products carefully and enhance its sound and efficient service value concept in order to achieve the best effect of word-of-mouth marketing.
When a consumer comes into contact with a new product for the first time, he will first ask himself,' Is this product worthy of my publicity?' Validity is their passport to gain a foothold in the market, so what they have a "word of mouth" must be something they can trust and value. "
When the information or experience of a product is easily talked about by people, and the product can naturally enter people's talk after dinner, we think that this product is very valuable, so it is easy to form a word of mouth.
Step 3: Return
When consumers get product information through the media and word of mouth and make purchases, they hope to get corresponding returns. If the products or services provided by for-profit enterprises and institutions really make the audience feel that they are worth the money, they will successfully push the product or service concept to the market in a short time and achieve the goal of low cost and profit.
Four laws
Number one: be interesting.
Before advertising, before launching products, before adding new dishes to the menu, ask for other people's opinions.
Second: make people happy.
Happy customers are the best advertisers. Get them excited.
Make people happy by making really good things, and introduce products that can play their due functions and be handy to use.
Third: talk about morality.
Be a decent company. Be ethical in everything, be kind to customers, communicate with consumers and meet their needs.
Fourth: simple.
Word of mouth is laziness. In order to play its role, we must help it. We must do two things: find a super simple news and help everyone share it.
Eight suggestions
1. "Word-of-mouth communication" should provide materials that can form a * * * sound with the target customers.
2. Upgrade customers to word-of-mouth ambassadors.
Word-of-mouth communication needs patient and long-term promotion, so we should be prepared psychologically.
4. Carry out word-of-mouth communication so that customers can experience the goods or services personally.
5. Make maximum use of propaganda tools that can induce word-of-mouth communication.
6. Pay attention to the contact points that generate word-of-mouth communication.
7. Understand the characteristics of word-of-mouth communication and integrate word-of-mouth communication with other marketing activities.
8. In the implementation of word-of-mouth communication, we must first clarify the "commodity power".
Four misunderstandings
Myth 1: As long as it spreads, it can gain a good reputation.
Some people think that as long as word-of-mouth marketing is done well, they can create a good word-of-mouth for their products, which is really a big misunderstanding. The most basic requirement for word-of-mouth formation is to ensure excellent product quality. Inferior and inferior products will not have a good consumer experience, and of course it is impossible to form a good word of mouth.
What word-of-mouth marketing can do is to help excellent products accelerate the spread and formation of word-of-mouth, rather than fabricating word-of-mouth or lying and boasting about inferior products.
If the quality of the product itself is not too hard, then its use value will be greatly reduced, and users will not have a good reputation no matter how they use it. Then, no matter how eye-catching advertisements and big publicity will have much impact, they can't stand the test. The online platform provides consumers with a low complaint threshold, which makes it easier to increase the exposure of product defects, make all the publicity work done in the early stage in vain, and make it easier to spend money to create negative feelings for themselves.
Therefore, the excellent quality of the product itself is a solid foundation for forming a good reputation.
Myth 2: Ignore the existence of negative word of mouth.
Word of mouth is a double-edged sword, which can not only bring positive construction strength to enterprises, but also bring great destructive power due to the spontaneous spread of negative word of mouth. More statistics show that the spread speed of negative word-of-mouth is ten times that of positive word-of-mouth, so the handling of negative word-of-mouth must not be relaxed.
At present, many domestic enterprises are often at a loss when facing the crisis, or simply ignore it because they don't know how to grasp it. The problem is that the bad influence will not disappear automatically. Just because you don't watch it doesn't mean that consumers won't watch it either. So you came forward to break the silence? Or wait for others to take the initiative to say? We believe that enterprises that choose the latter will be eliminated by the times, not only can't wait for rabbits, but also waste good time under big trees.
As an enterprise in a crisis whirlpool, we must consider how to coordinate our own interests, public interests and the credibility of the media, and spread the true and objective situation to the public through the most appropriate channels in the shortest time, so as to restore the good reputation of corporate brands, minimize the losses of enterprises, and even turn passivity into initiative, so as to follow the trend and achieve the purpose of further publicity and shaping corporate reputation.
After the "melamine" incident, should we face the problem directly or pass the buck? Everyone can see what the enterprise will do! Sincere attitude towards the problem and vigorous remedial measures will make the public see the boldness of vision they should have as a dairy giant. Therefore, we have seen many voices affirming these enterprises that face problems directly and solve them in time.
This is the correct attitude towards negative word of mouth.
Myth 3: Word of mouth marketing is a "virus".
Or Wang Laoji. If there is no product awareness that "herbal tea is not hot" is spread in place through traditional means, if there is no touching Wenchuan earthquake and Wang Laoji really donated 100 million yuan quickly, if there is no long-term application of online marketing application means such as online forums, post bars, QQ groups and blogs before the enterprise, the title of "Wang Laoji's wanted incident" alone may bring great negative effects to the enterprise. Wang Lao Ji's success lies in the application of integrated marketing means, and at the same time, he occupies the advantages of "good weather", "geographical location" and "harmony with people", which is the product of "long-term cultivation" and "grasping opportunities".
In such an era when there is no threshold for dialogue, learning to understand and participate in dialogue is becoming a compulsory course for enterprises. But in this process, there is no shortcut to the south. Word-of-mouth marketing is simply a kind of communication mode and influence process of "breaking the whole into parts", "scattered around consumers" and "imperceptibly".
Myth 4:
Word-of-mouth marketing is the least restrictive mode of communication. The original intention of many enterprises to choose word-of-mouth marketing is to be restricted and restricted by more and more laws and regulations in the process of communication, while online word-of-mouth marketing seems to be free from communication restrictions because of the low threshold of "saying whatever you want" provided by its network.
In fact, word-of-mouth marketing also has its own moral constraints, and the hype beyond this range will definitely bring adverse effects.
Some time ago, an IPHONEGIRL incident spread all over the world in just six days. All this stems from a netizen's post on a forum called macrumors in the United States. After buying an IPHONE, the netizen found a photo of a girl in China in the phone and posted it on the forum. It was confirmed by the media that the girl was an employee of the mobile phone testing production line in Guanlan Science Park, Foxconn, Shenzhen, and the photos were not deleted after testing the camera function of the IPHONE. Since then, IPHONEGIRL has attracted a lot of attention on the Internet and spread like a virus. Some netizens specially built a website for IPHONEGIRL, and even some Apple consumers joked: I am going to return the IPHONE because there is no such girl in it.
The initiator of this virus is the webmaster from the Apple product fan forum. In order to increase the number of visitors, the webmaster registered a vest to create a beautiful IPHONE activity.
From the point of view of word-of-mouth marketing, IPHONEGIRL is a good network communication case and word-of-mouth marketing planning: a small event was put on the network, and after countless times of browsing and reprinting, the content was enlarged, thus forming a huge effect. This is a typical application of "viral network marketing" word-of-mouth marketing: through the user's word-of-mouth publicity, information spreads and spreads like a virus, and it is transmitted to thousands of audiences in Qian Qian in the form of rapid replication. In other words, by providing attractive information, "let everyone tell everyone" and others will promote it for you, thus realizing the role of "marketing leverage".
But behind the incident, no matter who is the promoter and beneficiary of this matter, this little girl must have been hurt. Related news shows that after the incident, an employee of Foxconn (the OEM factory of IPHONE) where IPHONEGIRL is located said that according to the regulations, if such a thing happens, employees will be fired. Fortunately, Foxconn carried forward the style this time, did not dismiss the girl, and made the right decision in many negative news. IPHONEGIRL's originally quiet life has also become noisy and uneasy because of this incident. A media received a short message forwarded by the little girl's cousin: "I just want to be an ordinary person, an ordinary girl!" I don't want to be too stressed and become the focus of attention! In that case, you will not be free. I hope you can say thank you to all those who care about me. Please don't give me too much pressure. I just want to be an ordinary person! " Too much attention overwhelmed her.
IPHONEGIRL is not only a classic case of the rapid spread of word-of-mouth marketing, but also a trial of the lack of integrity in word-of-mouth marketing. After the IPHONEGIRL incident was exposed, not only the IPHONEGIRL itself was affected, but also it almost brought a crisis to Foxconn. The terrible destructive power of online word-of-mouth almost shows ferocious teeth.
Regarding word of mouth, WOMMA (Word of Mouth Marketing Association), the most professional word of mouth marketing company in the world, has a definition of word of mouth marketing on its website, some of which are worth pondering: enterprises can encourage and promote the spread of word of mouth. Enterprises can strive to make consumers more satisfied, pay attention to their voices, help consumers tell their friends more conveniently, and ensure that influential consumers know the advantages of products and services in time. However, word of mouth must not be fabricated. Fabricating word-of-mouth is not only immoral, but also counterproductive, damaging brand image and tarnishing corporate reputation. Decent word-of-mouth marketing will never underestimate the intelligence of consumers, and will never fool consumers through manipulation, deception, water injection and dishonesty.
The network seems secret, but in fact everyone is seen through. Enterprises have good products, and it is the right way to spread word of mouth quickly through appropriate methods and promote the generation and spread of benign word of mouth. Trying to seek benefits on the internet through improper practices will eventually expose the stuffing and hurt enterprises and brands.