What does online word-of-mouth marketing mean?Key steps in planning word-of-mouth marketing

How to do online word-of-mouth marketing?Summarize the 5 major stages of the core of word-of-mouth marketing (fission trick)!

Word-of-mouth marketing is to provide consumers with the products and services they need in the context of investigating market needs.

This article will share:

1. How to do word-of-mouth marketing?
2. What are the key steps in word-of-mouth marketing?
3. How does your product or service fission?

At the same time, formulate a certain word-of-mouth promotion plan:

1. Allows consumers to automatically spread good reviews of a company's products and services.
2. Let people know about the product and build the brand through word of mouth.
3. Ultimately, the purpose of selling products and providing services is achieved.

What is word-of-mouth marketing?

Internet word-of-mouth marketingWeb Promotionand word-of-mouth marketing methods:

• This is a newInternet marketingBirth of a pattern.
• Refers to the word-of-mouth information of information dissemination technologies and platforms, through the use of users and the expression of texts as carriers.
• This includes information on interactions between companies and consumers, forE-commerceMarketing opens up new channels and reaps new benefits.

It can also be summarized as:Internet word-of-mouth marketing refers to consumers or netizens, through forums, blogs, podcasts, photo albums,Public account promotionDiscussions and related multimedia content about products or services shared with video websites and other channels.

2 key steps in word-of-mouth marketing

First of all, to summarize, the two key steps of word-of-mouth marketing:

• Step 1: Create word of mouth
• Step 2: Pass word of mouth

Please note these 2 major steps and then continue to review the details below.

What are the specifics of word-of-mouth marketing?

1) Word of mouth

• Not beforenew mediaWhen it was developed, word-of-mouth communication methods were passed down by word of mouth.
• It is also the primary communication method for word of mouth marketing.
• Through word of mouth, the premise is that there must be good products and services as a basis for customer satisfaction and some marketing.

2) Traditional media communication

• Well-designed word-of-mouth marketing campaigns, dissemination of word-of-mouth marketing through newspapers, TV and radio.

3) Network promotion and dissemination

• The Internet is a new thing with strong vitality.
• Taking the event as the communication content, the audience will often appear in forums, blogs, etc. to release information, and then lead the communication through opinion leaders.

Phase 1: Create a product that users actually want

Why do many products need marketing?

• Because many people do not know there is such a product.
• More importantly, this product is not what users want most.
• If it’s the product users want, even if they don’t give users money, users are willing to help you spread the word and help with word-of-mouth marketing.
• Therefore, the first step in word-of-mouth marketing is to create the products that users want the most.

How do you make products that users really want?

• Answer: Open Participation Session
• Let users participate in product development, service, marketing and after-sales.
• However, not all aspects of the product can be made available to users.

The main problem is that users are not professional R&D personnel, they do not have the qualifications for all R&D work, so they can only open some links to some users.

What should be open?

You can refer to the following standards:

1. User-initiated costs are very low
2. powerful interaction

Ok, now you understand that the product development process is divided into 2 parts:

1. User participation required
2. No user involvement

No user involvement required

While engaging users is important, what’s more important is that when teams are doing work “without user involvement,” the norm is to make a product that users actually want.

as follows:

1. The team is doing work "without user involvement"
2. Products that users really want
3. high user satisfaction
4. Budding word of mouth

User satisfaction increases when teams produce products that users actually want.

• After they're satisfied, you get "budding word of mouth".
• "Budding word of mouth" isChen Weiliang's first words.
• Sprout word of mouth, the word means, refers to word of mouth from the first users.

Germination word-of-mouth is very important, just like the seeds are just beginning to sprout ▼

Sprout word of mouth can help you acquire users, so you should pay attention to this batch of sprout word of mouth.

Do you rememberChen WeiliangWhat is said at the beginning of the article?

Two key steps in word of mouth marketing:

• Step 1: Create word of mouth
• Step 2: Pass word of mouth

Traditional industries are generally here and begin to pass word of mouth.

But the budding word-of-mouth strength at this time is not enough, up to 30 points (0 points - 100 points).

At this time, we also need to use the power of users to enhance the strength of budding word-of-mouth.

The specific method is to open up some product development work and let users participate.

This is Phase 2: Provide users with engagement activities to further create the product that users actually want.

Phase 2: Provide users with event participation

At this point, you need to engage users in order to entice users to make product improvements.

• After users participate, they make suggestions for improvement.
• This improvement has at least 2 major benefits.

Benefit 1: Improve pressure to improve team ability

• This pressure to improve will put pressure on the company's team.
• This will improve the team's ability to further create what users actually want.
• One of the most taboo things about creating a product is doing it behind closed doors.

The approach of many companies is that the R&D department is immersed in the process of making the product:

• If you do it well, you have nothing to do, the rest is for the sales department.
• If sales are not doing well in the sales department, it is a sales problem, not related to the R&D department...
• Push the problem to the sales department.

At this time, there is still a sales department between the R&D department and the user:

• The R&D department does not understand the opinions of users.
• User comments will not be passed on to the R&D department.
• Even if opinions are passed on, the R&D department will think that the sales department is looking for trouble.
• After all, whoever speaks the bad news will bear some responsibility.

But now things are different:

• Directly let developers and users connect directly, and users' opinions can be directly fed back to the R&D department.
• The R&D department can't blame the sales department now, and can only bite the bullet to solve the user problems.
• When you provide such a feedback loop, the R&D level of the R&D department will have a qualitative leap.

Now for the second benefit.

Benefit 2: Improvement comments point in the direction and can create products that users really want

• The first benefit is to enhance the capabilities of the R&D department.
• The second advantage is pointing the way and letting the R&D department know where to improve.

By involving users in improving, you can now go a step further in creating what users actually want.

• When the user gets to take his own opinion, he wants an improved product, his satisfaction will increase, he will be very satisfied.
• At this time, the value of Germination Word of Mouth can increase from the previous 30 points to 75 points.

Stage 3: User participation improves, and the user's sense of achievement will rise

In fact, as long as you are willing to involve users in improving your product:

• If you take his advice, the value of budding word of mouth can rise to 75 points.
• Of course, not all users' opinions will be taken into account.
• But as long as you take the attitude of a friend, not an arrogant attitude, the value of the sprout word of mouth can increase to 80 points.

Stage 4: Honor and privilege, user loyalty will rise

When users engage with your product improvements, the user mindset changes.

He will feel that he is not only a user, but also upgraded to the protagonist of the brand.

Remember this:

• relative to those who helped us
• We prefer to help those we have helped.
• So, as long as the user has helped you, he will be more willing to help you again, so the brand loyalty will be further enhanced.

At this time, according to the degree of contribution of the user, various honors and privileges are given to the user:

• Then the loyalty of users will be further improved.
• When user loyalty increases, the value of budding word of mouth can rise to 90 points.

Let's wrap it up now!

Currently, these 3 dimensions can improve the budding word of mouth score, they are:

1. customer satisfaction
2. User achievement
3. user loyalty

Whether you are creating a product brand or a personal brand, you areLoyalty must be prioritized, followed by visibility.

If you don't have loyalty, you'll be blindly advertising and blindly increasing your visibility.

Then you'll be wasting advertising dollars in vain.

Let us summarize again, the process of germinating word of mouth:

• Phase 1: Create a product that users actually want
• Phase 2: Provide users with event participation
• Stage 3: User participation improves, and the user's sense of achievement will rise
• Stage 4: Honor and privilege, user loyalty will rise

Stage 5: Delivering budding word of mouth

The budding word of mouth is only the stage of birth, that is, the process of going from 0 to 1 is completed.

Now it is necessary to move on to the next stage, the long stage, from 1 to 80.

At this point, you need to pass on the budding word of mouth.

There are 2 types of characters delivering budding word of mouth:

1. One is the company itself.
2. The other is the user.

After all, users are not professional network marketers, they don't know how to do network promotion?

Therefore, you want them to do fission for you and pass on your word of mouth, you need to reduce the user to doDrainage promotionlaunch cost.

What are the starting costs?

Launch cost:It refers to the cost you need to consume before doing something.

• Person B is going for a walk by the river (that's what he wants to do).
• Suppose a person B is walking by the river (this is what he is doing).
• If B lives in the south of the river, he can walk to the river in 3 minutes.
• Now living on the north side of the river, the walk to the river is 12 minutes.
• 由于发动成本上升了4倍以上，某B步行次数从过去3个月的90次，减少到目前3个月的0次。

So, for WeChat fission marketing:

• The higher the activation cost, the worse the fission effect;
• The lower the activation cost, the better the fission effect.

So if you want users to help you withWechat marketingFission, you must significantly reduce the cost of fission activation.

How to reduce start-up costs?

Primary method:

• Provide users with fission material, allowing users to share and forward very easily.

Advanced method:

1. Upgrade the budding word of mouth into stories and events that are conducive to delivery.
2. Let users pass word of mouth through new media and public account promotion.
3. so as to achieve "Viral marketing"Effect.