Opinion leaders have gradually become the pioneers of word-of-mouth marketing. In the early stages of development, it is often word-of-mouth leaders who deliver new information. My family’s long-lasting online genealogy application is an example.
1. Provide valuable websites and functions, happy user experience, and create communication points.
The mysterious invitation registration mode is used to whet the appetite of users. It will not be open to users on a large scale at the beginning, but will adopt an invitation method. First, some people will register and experience it, and then these people will recommend it to friends and colleagues and send out invitation registration codes. New users can only use the invitation registration code. To register. This registration method stimulates the mentality of "rare things are more valuable" and makes netizens rush to get an invitation code. After successful registration, the limited invitation code is given away like a treasure. This cycle repeats and naturally expands. gain influence and popularity.
2. After you have a communication point, you still need to choose a good communication method.
(1) Email: Because emails are typically sent between friends or colleagues, this method of transferring registration information via email is less daunting.
(2) QQ, MSN, etc.
3. Find and win opinion leaders
There is a key point in word-of-mouth marketing, which is to control the "information source", and there is a core in the control of information sources, which is to find the carrier of information-those "opinions" that have a strong influence on a certain market leader". Opinion leaders are not concentrated in specific groups or classes, but are evenly distributed among any group or class in society. When Tencent promotes QQ, it attaches great importance to finding and locking in opinion leaders. The average age of the users they target is about 19 to 21 years old. They are a group of people who are fashionable and sensitive to new trends. They have no resistance to QQ, a convenient and emerging online communication method, and can quickly accept it and be happy to spread it. Websites cannot ignore opinion leaders at all, as their reactions may affect the majority of users. These people may also represent high interest and can bring more users to the website. Find impactful topics. Maintain the topic well.
4. Unique experiences and feelings
5. Build user communication platforms and channels
Social scientists tell us that everyone lives in an intimate network of 8 to 12 people. The network may be friends, family members, and colleagues. Depending on the position in society, a person's broad network may include several people. Tens, hundreds or thousands of people. It is necessary to establish communication channels between the website and users and between users, so that users’ opinions of users can be conveyed to the website, so that users can actively participate in marketing activities, so that word-of-mouth marketing can exert greater power.
1. The first tool to create word of mouth is to ask people to do it just right. If you don't ask people to do it, most people will not take the initiative to talk about it. Asking customers for help implicitly and politely can stimulate their enthusiasm.
2. Send interesting emails, add your topic into the email, and let the recipients tell their friends.
3. On each page of the website, set the "tell a friend" template and link method.
When everyone first discovered that the world was flat, they began to exclaim about the advent of the experience economy.
Experience economy is coming
At Dell's headquarters, there is a slogan on the wall of every office: "Customer experience: Master it." Not only that, Dell even believes that "customer experience is the next battlefield for competition." The so-called customer experience is the sum of the interactions between customers and enterprise products, personnel and service processes. The experience economy is also the customer participation economy. It means that enterprises focus on services and use commodities as carriers to create valuable and heart-pounding feelings for consumers. They shape sensory experience and mental identity based on life and situations, so as to Capture consumers' attention, change consumption behavior, and find new survival value and market space for products.
The impact of experiential consumption is so far-reaching that it will change previous marketing models and concepts and rebuild every detail of marketing activities. According to research data from McKinsey, about two-thirds of business activities in the United States involve people sharing their opinions about products, brands, or services. Business activities are affected by these exchanges of opinions spread among the crowd. Positive or negative impact. A survey conducted by Mediaedge in the UK also found that when consumers were asked what factors made them feel more confident when buying products, more than three-quarters of them answered "recommended by friends." Obviously, in the era of experience economy, whether it is TV, newspapers, radio, magazines, outdoor media, etc., the effectiveness of traditional advertising is becoming worse and worse. The explosion of information has left consumers at a loss as to what to do. Now they tend to obtain relevant information through interactive communication and personally participate in products and services to satisfy their consumption desires. The experiential economy has further developed word-of-mouth marketing and played an increasingly important role.
Although word-of-mouth communication has existed for a long time, the advent of the information age has changed the marketing environment and consumer psychology, which has challenged traditional marketing strategies. Word-of-mouth communication continues to change with the development of the economy. As a new type of marketing strategy, word-of-mouth marketing, like traditional price strategies, promotion strategies and channel strategies, are innovative strategies adopted according to specific market conditions.
In the past, information transmission strategies often started from products, compared with competitors’ positioning and strategies, and repeatedly emphasized the functions or advantages of their products, but neglected to refine the concepts and differences of products from the perspective of consumers, thereby creating a strong impression in consumers’ minds. Get a place. In the world of marketing, there is no comparison of products or services, only consumers' perceptions and feelings about products and services. When word-of-mouth marketing conducts consumer analysis, it will find out the delicate experiences of consumers in a diversified and all-round way, and discover those opinions that have not yet been discovered or publicized, but best represent the inner needs of consumers, so as to find out The position of the brand in the minds of customers. Therefore, you can more accurately feel the pulse of "God", move and capture the heart of "God", and gain immeasurable benefits.
How to do word-of-mouth marketing
1. Provide valuable products and services and create communication points
Take Gmail as an example. It is supported by Google's brand. At the same time, as the world's first 1G free email, its mysterious invitation registration model has whetted the appetite of users. At the beginning, Gmail was not open to large-scale users. Instead, it adopted an invitation method. It first registered among some people for experience, and then recommended these people to friends and colleagues and sent out invitation registration codes. New users could only register through invitations. code to register. This registration method stimulates the mentality of "rare things are more valuable" and makes netizens rush to get an invitation code. After successful registration, the limited invitation code is given away like a treasure. This cycle repeats, naturally Expanded influence and visibility. The later infringement lawsuits also contributed to its spread. Even if there is no marketing activity, the media and netizens will rush to report if there is any disturbance.
2. Simple and fast communication method
After you have a communication point, you still need to choose a good communication method. For example, the well-known communication method of Hotmail is very special. Whenever a Hotmail user sends an email, there is a link below the email to "Get your free Hotmail mailbox now." Because emails are typically sent between friends or colleagues, this method of transferring registration information via email is less daunting. Network technology has improved the speed of script transmission and response. As long as you click to register, you can have a free email. Why not? Network, public relations, advertising, membership, clubs, etc. can all use clever methods to achieve word-of-mouth communication and achieve The purpose of building momentum for the brand.
3. Find and win opinion leaders
There is a key point in word-of-mouth marketing, which is to control the "information source", and there is a core in the control of information sources, which is to find the carrier of information-those "opinions" that have a strong influence on a certain market leader". Opinion leaders are not concentrated in specific groups or classes, but are evenly distributed among any group or class in society. When Tencent promotes QQ, it attaches great importance to finding and locking in opinion leaders. The average age of the users they target is about 19 to 21 years old. They are a group of people who are fashionable and sensitive to new trends. They have no resistance to QQ, a convenient and emerging online communication method, and can quickly accept it and be happy to spread it. Businesses simply cannot ignore opinion leaders because their responses may influence the majority of consumers. These people may also represent high consumption power and can bring more benefits to the company.
4. Unique experiences and feelings. According to New Oriental’s internal survey, 80% of New Oriental’s students were selected through word-of-mouth. This interpersonal communication effect of word of mouth is more effective than any kind of advertising. Because what New Oriental students experience here is completely different from any previous training institution. New Oriental is not only marketing courses, learning methods and test-taking skills, but more importantly, it is marketing a spirit of life, which is the New Oriental spirit of "looking for hope in despair, and life will eventually be brilliant." New Oriental's strategy of focusing on spiritual cultivation has achieved great results. Success, because teachers and students are not only teachers and students, but also sharing life philosophy and attitudes, cultivating friendship and loyalty. In contrast, the reason why New Oriental's competitors are slowly declining is precisely because they do not realize humanistic care. It has a unique power in the education industry, but treats training as a naked business transaction. New Oriental's huge brand influence largely relies on word-of-mouth among students, attracting more people. Many students come to experience and feel.
5. Build user communication platforms and channels
Social scientists tell us that everyone lives in an intimate network of 8 to 12 people. The network may be friends, family members, and colleagues. Depending on the position in society, a person's broad network may include several people. Tens, hundreds or thousands of people. For example, a waiter may contact hundreds of customers in a week. Therefore, word-of-mouth marketers should recognize the important role of these human networks and try to spread marketing information quickly through various existing relationship networks. On the one hand, this can minimize the cost of communication; on the other hand, it will also try to avoid being to the user's disgust. Strengthening communication channels with users can increase user loyalty and greatly increase the economic benefits of the enterprise. Loyal customers will purchase the company's products and services for a long time, are willing to pay higher prices, provide favorable word-of-mouth publicity for the company, and influence the purchasing behavior of other customers. Therefore, it is necessary to establish communication channels between enterprises and users and between users, so that users' opinions on products can be conveyed to the enterprise, allowing users to actively participate in marketing activities, so that word-of-mouth marketing can exert greater power.