Operation of word-of-mouth: the vulnerability of the conspiracy
In the classic marketing (advertising and public relations) context, the mass and there are two distinct groups. Chuan is the mass, and send a message, or organization; affected, that is, by those who receive such messages, also known as the audience. These two concepts of cutting, at first is to describe the convenience of (this as in economics where producers and consumers have to cut as the two groups), then, habits into a natural, the audience will be described as a group of blind acceptance of all kinds of information people.
This habit of thinking logically, making advertising and public relations operators or researchers, has maintained the "natural" as some kind of real sense of "natural", it seems natural audience is blind to receive such messages. They pay more attention to such issues to consider: The audience received the information after what is offensive, or expressed strong interest in? Or, simply on the HKTB launched the consumers? Advertising or public relations people, appears to have done little to consider the question: how audiences receive information? Because the answer seems very simple: the mass media (Mass media) chant!
The reason why mass society known as the mass society, and "mass media" or "mass" which is closely related to. The mass of the word, English expression is mass, already contains a "good but a large" metaphor. Mass society of origin should be traced back to the mid-15th century printing of the Gutenberg revolution, because, since the printing has been on the rise to the formation of the scale of the mass media, so there will be a mass communication (media lack of it is not possible Mass Communication), eventually formed a mass society.
Although researchers have long ago reached a lot of people are convinced of the theory: the secondary spread of the theory, or opinion leaders in the theory. The core of this theory lies in the fact that in the mass society, the public sometimes is not affected by the mass media, and more, those around them is the so-called "opinion leaders" by the impact. However, it seems only a sense of common sense, it is difficult in the use of specific marketing, the reason is simple: the assessment is very difficult to quantify.
Since the assessment is difficult to quantify, since the mass media affect the general public also has a certain effect, then, tens of thousands of marketing promotion expenses into the mass media, it becomes a matter of course. With the rise of network marketing, people gradually found on the Internet there is a group of opinion leaders, as well as can be opinion leaders for instigating the "I" used to help the "I" on the Internet to complete "the dissemination of two." This is the so-called "word-of-mouth marketing."
However, two (or N-class) to disseminate the essence of belonging to interpersonal communication, and today we have too many ad sales people seem more interested in mass communication (so far China's position on interpersonal communication research books, including the translation of books, few left). Everyone knows the importance of the organization's reputation, but not everyone knows how to word-of-mouth operation.
This article published in the vPro | boraid | 1 Yes, I am here to say is: word-of-mouth operation.
To manage the position of the mentality and to word of mouth is very difficult to operate because the mouth longer to someone else, you can not do - no, not you say so. To guide the position of the mentality and word-of-mouth is not impossible to operate. The key is that an organization's reputation is composed of two parts: the organization (or product) of visibility, as well as reputation.
I personally have always thought that, if not well-known, it is not what reputation. Therefore, nowadays a lot of word-of-mouth marketing activities around the reputation is actually make a fuss about, nor even well-known. A result, organizations have to hire a lot of gunmen to write did not experience the product experience report, it was not surprising been criticized as a "marketing of violence."
But in fact, word-of-mouth marketing in the settlement of the issue of visibility is very easy to operate. Organizations know how to write a press release, through public relations, to the greatest possible number of media published, but expect the audience to help say much to defend themselves, this logic is very strange. Allow recipients to become Chuan collusion, but also do not allow them to do those things the non-existent. The press release given to them so that they can be widely disseminated, this is a conspiracy.
Give a very simple example. this shaver brand in the middle of this year introduced a new razor. wrote a few press releases, and then called on Internet users with widely scattered, for example, in the BBS, for example, in Blog, such as in the SNS. Internet users can do the driving force, there are 100 lucky get 100 yuan worth of goods to offset coupons. About thousands of netizens took part in this event, those who do not waste the wisdom of brains and experience, where what to write the report, a copy plus copy, to complete. Finally, there are 100 lucky ones to receive and consume to the deduction of 100 yuan coupons. Of course, also easy to get a little sales.
This is a reputation marketing practices, the operation is only one goal: visibility. Let more people know the better, which is ideal for new products (not brand name) to do. You launch a new product, so a lot of people help you applauded both breach of business ethics, but also very difficult to operate, the effect of a certain general.
Let the audience to conspire to enhance the organization's reputation to promote, it becomes slightly more complicated because the organization must understand enough recipients. With the way the mass media are also not encouraged by the (such as a mass e-mail what), organizational needs and their interpersonal communication.
In today's networked society, in fact, not too many brands to form the climate community, the majority of the Organization's official website and the website of the death made little difference. The establishment of a brand community is one of the ultimate goal to find a group of qualified people: they are fanatical brand Fans, also have practical experience of product usage. Moreover, the brand or the product itself, but also have enough experience and stories available to write (a pack of shampoo, is to write what experience). Brand reputation reputation resolve operational problems, in fact, in today's interaction in the political arena, there is no positive solution.
