Viral way there are mainly two, is the Internet-based fan event marketing and word of mouth spread, when it comes to these two aspects we must be on the familiar, event marketing, said recently that "ice bucket challenge", "Which excavator strong "and so on, said fans reputation, it would have been regarded as a benchmark mention millet, then why would these overnight explosion of red, how will word of mouth? Here to talk about my understanding.
Here specify what a night explosion of red, word of mouth reason I "Heart Tai Chi spread parasitic marketing Internet" in the article written parasitic There are three main ways of marketing, the main event is the aid and help of people the way. So, the matter by means of parasitic and parasitic borrowed into internet marketing event marketing and fans up is word of mouth. Whether a fan of event marketing or word of mouth is the most fundamental theory based on the parasitic marketing.
Internet marketing, event marketing is the use of parasitic novel, unique, interesting events to spread, but the incident angle must be cut and their product or service related. So the first event marketing companies to do the public's concerns, companies selling point, the core point of the event to the Trinity. Secondly, we must find a convergence point, event marketing companies want to be that hot events on the basis of carrying on the message you want and the core competitiveness of enterprises, corporate values and brand core concept closely. Otherwise, students pull rigidly, not only ineffective but will laughable.
Fans say the Internet word of mouth spread parasitic marketing do not know whether it recognized? I think this is the highest means of marketing is to make use of parasitic people to do beneficial parasitic being who becomes a parasitic media communication. It relies on fans to spread the word of mouth, your fans, but flesh and blood, thinking, feelings of real people, that's viral is parasitic on top fan groups.
On how to do word of mouth, has a lot of discussion, the following integrated look, boils down to: find five categories of people, doing six content focus, attention to the spread of seven principles.
Do word of mouth viral marketing, we must first find that is parasitic media fans, the fans come from? You can follow this step
1 seed users. Through various channels to find the seeds of the user, the user must establish emotional and seeds after find them for you sound.
2, opinion leaders. Looking for your product or service related fields opinion leaders as you sound.
3, grassroots critic. Looking for your product or service related fields grassroots critic or sound from the media for your fans spread word of mouth.
4, authoritative media employees. Looking for your product or service related fields authoritative media employees, and they established close ties PR someone to speak for you.
5, their own employees. Before looking for someone, first of all employees use their own social circle.
After finding people, we must operate socialization content. How to make your content more widely spread? The following content from crazy pass, as social media content strategy guide.
Principle 6 appeal: Let your brand idea and content widely disseminated.
What factors make the dissemination of the contents have appeal?
A social currency
Simply put, people want their friends in the eyes of "fashion, forward, there is meaning, fun," we do want to be able to cater to people's content to show off the identity of her friends need to construct the image they desire. So that the audience is willing to stand together with us.
2, incentives
Design of a specific environment in the heart of the product the customer can activate clues and ideas will we have to spread the product or idea to do a scene with this association. Thus, once people experience this popular trail in an environment, will think of our products and ideas, and great ideas will lead to a great spread.
3, emotional
Some emotional events will increase people's desire to share some emotional event it will destroy people's desire to share. So we need to choose who can motivate people to actively share of emotional events spread. However, in some cases, even negative emotions can ignite the fire of people's hearts, as we use.
4, public sex
People just did not see the things that are not easily imitated, not to let these things become popular. So, we need to design some products with common applications and content, we need some product packaging and original ideas, create a behavior penetration and influence.
5, practical value (Practical Value)
Do have a tendency among people to help each other, as long as we are able to give them a product or idea to save time or money to help their personal improvement, they will help us spread vigorously. To this end, we should first find out what would make me feel more nutritious target audience, better quality, more reliable, use our knowledge and expertise of thought, the solution user needs.
6, the story (Stories)
People are naturally inclined to listen to the story, what we narrate stories and logic to express our thoughts it? People will not only share information, which may be easier to share relevant stories. We need to use the legendary story, used to inject our products and ideas. For example, tell me and STC small partners in social marketing innovation to explore the story of the marketing progress. When people talked about talking about these stories, but also to spread our products and ideas. Of course, our aim is more than just telling a great story, but to make the story more spread value. We need to inject some important plot information, and to let everyone is talking about the story, but also be able to talk about the information we need propaganda plot.
Summarize the six principles of the appeal:
Product or idea needs to include social currency, likely to be activated, can stimulate the emotions, there are public and practical value, and integrated into the story. I hope you can think in practice, for example, the article which of several elements to meet it?
Find people with the content strategy, you also need to follow the law of word of mouth about the job, the following is the seven laws of the Internet word of mouth
The first law: Do not spread the word equivalent to overnight explosion of red, in front of someone, to develop content strategies are the basic work, so word of mouth spread awareness to locate businesses based on steady and long-term operational thinking, not to "benefit" small not for.
The second law: the extension part of the product design to make reputation points, that is the parasitic marketing material parasitic borrow, on top of your product or service plus some beneficial parasitic thing that is a little creativity to allow users to scream.
Third Law: using the Internet to search for a way to identify the reputation points to be word of mouth, we must find a good point in the product or the industry most likely to spread, focusing detonated. That point is that the demand by searching the target population.
Article Law: extensive testing and focus on training the reputation of the path. Word of mouth can design multiple focus points, but focused, requires repeated testing.
Article Law: Let reputation points and effective brand association
Article Law: fawn 10,000 fans, as the service is good 100 KOL (key opinion leaders).
Article VII era law to the center, so that all people are involved in the spread of businesses.
In summary, whether it is the Internet or a fan of word of mouth marketing, events, essentially in line with the "Internet integrated marketing methodology" novels "," theory I wrote before, that to find the right people, saying dialogue, build relationships, into the feelings, so do not red explosion the night thinking about the dream, and from the foundation to build your network marketing system is the right way.
