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The author:(作者)aaapublished in(发表于) 2014/8/12 2:40:18 Millet’s secret is the word of mouth marketing，
Millet's secret is the word of mouth marketing-millet, Word of mouth marketing, engagement-IT news Millet's word of mouth marketing secret is the
The sense of participation: millet internal handbook for the word of mouth marketing book for me in four years of work, Remy notes, General job is mine was ten years ago. Rice under the brand behind the fast-emerging because social media word of mouth, reputation and millet's core keywords are "engaged".
Privately, many of my friends will ask me: "millet ways to make Word of mouth quickly in the social media tipping? ”
My answer is: first participation; the second is participation; the third is a sense of participation.
Thinking is the core of the Internet word of mouth is King, Word of mouth is the essence of user mindset is to make users feel involved.
Thinking of participation based on Internet, to traditional business, similar to science fiction novels in the three-body dimension attack, is the confrontation of different dimensions of the world and, more generally speaking is "the sky changed."
Consumer product selection decision-making psychology in that great changes have taken place for decades. Users to buy a product, from the earliest features of consumption, then brand consumption, the recent popularity of experiential consumption, millet is found and involved new "participatory consumption."
In an age of scarcity, and consumption in order to meet functional needs. Back then, when a user wants to buy a watch when the watch are Shanghai and North Sea licences are not important, important is that it can accurately read the time. With the development of society, and increasingly commodity-rich, rise of the advertising industry in this day and age, the core elements of the brand to become a commodity world. Branding consultants, advertising agencies, VI design of fire did everything together.
Motorola, Ericsson invented the mobile phone. But in the year 2000 or so, Nokia "human technology" as a concept of global brand operations, Nokia brand enjoy popular support, surpassing Motorola, Ericsson, in the consumer electronics industry has achieved an unprecedented market share.
In the brand with the most crazy times, health products and liquor industry's most prominent, many people still remember, some health products throughout China each advertisement onto the County rural, rural House are painted on the walls of their advertising, brand awareness gives them unparalleled in history. But to experience consumption coming era, many brands are basically disappeared.
With the experiential store gradually replaced the traditional department stores such as supermarkets, experiential consumer era. The food doesn't taste good? You first try. Dress does not look good? You try them on. Mobile phone fun to use uncomfortable? You to our store to try.
In order to let users have a better experience, millet beginning users to take up the product development process, including marketing. We gradually discover "participatory consumption" has arrived, and the needs of users of this new consumer mindset.
Allow users to participate in, to meet young people "present involvement" the psychological needs, to express the "world" enthusiasm. Prior to this, more common in content-UGC (user generated content) of product, such as in anime circles, the famous "b" (Bilibili.tv), is a typical example. Anime-loving and creative young people of parody by ridicule, forwarding, creating many ways, such as by posting, creating a unique subculture of discourse.
In the course of running a business, how to quickly build a sense of participation?
Building a sense of participation, is the service brand product sales process, allowing users to join, build one you can touch, own and grow brands and users! I've had three strategies and three tactics, known internally as "participation 33 rule".
Three strategies: do explosive, do fans and media.
Three tactics: open participation nodes, designing interaction, spread word of mouth event.
"Explosive" is a product strategy. Product planning at some point must have the energy to do only one, do it do this category market first. Product line focusing is difficult to scale effects, too dispersed resources can cause a sense of participation is more difficult to expand.
"Fans" are user strategies. Behind the proliferation of participation is "trust endorsement" is a weak relationship to the users with better confidence for strong user relations evolve, fan culture so that employees become fans of the brand, then let the user benefit. Functions, information sharing is the most preliminary interest incentive, so we often say that "ridicule is a kind of participation", followed by the honor and interests, only for both enterprises and users benefit of participation could only be sustained!
"We media" is a content strategy. Decentralization of the Internet has eliminated the authority, has also eliminated the asymmetry of information, since the media is to make their Internet messages node and let information flow faster, flat structure of information dissemination, internal organizational structure to support a flat. Encourage each employee to every user becomes "product spokesperson." Content operation proposed to follow the "useful, emotion and interaction" ideas, useful information only, to avoid information overload, emotional output any of this information should be a personalized, to direct users to further interact and share spread.
"Open participating nodes" service product brands in sales process and filter nodes for both enterprises and users benefit, benefiting both the engagement could only be sustained. Open the nodes should be based on functional requirements, more participants, the more you want.
"Designing interactions" based on the node for the appropriate design of the open, interactive proposals follow the "simple, benefits, interesting and true" design ideas, like products, interactive way to continuous improvement. 2014 Festival bursts of "micro-letter envelopes" activity is very good interaction design case, everybody can grab a red envelope to benefit, fun and pretty easy.
"Spread word of mouth event" to filter out the first batch of the product identity, local fermented sense of participation, interaction based on the contents of transmitted by topic events, cause the mouth to produce fission, increased participation of affected people in 100,000 people, also amplifies the user's sense of achievement, sense of participation to form the storm of proliferation effect!
Diffusion of way, General has two species, a is in open of products internal on implanted has encourages let user share of mechanism, similar 2013 phenomenon level of leisure game "crazy guess figure" and "find you sister" on do have very good, daily are has hundreds of thousands of article information is from products in simple on share to micro Bo micro letter, socialization media in; II is official from and user interactive of process in the, found topic to do thematic of depth event spread.
Why does under the same play, different enterprises of the effect varies greatly? Also, many participation activities did not last, the reason mainly is not simply copying the tactics from the strategically thinking deeply. Strategy is to insist on what to do or what not to do, tactics is the operational level of how to do it. For users, the strategy under the iceberg seen tactics such as the iceberg is more palpable. I chapter will face different users through the case tells us, in various scenarios including products and services, how to develop a sense of participation.
Millet was established four years ago, engaged in the depth and breadth of practice are rising, it is not limited to products and marketing, but a company-wide business. In order to be engaged into each of our employees and users of blood, did a lot to try.
In millet full and we have set up a system that relies on user feedback to improve our products. Millet is is no KPI and performance appraisal system, the drive does not come with performance, not bosses "brains", drivers are real feedback from users.
Prahalad, author of the consumers reign once said: "Corporate Center" innovative way has disappeared. Instead, consumers making use of unique personal experiences in the creation of value is playing an increasingly bigger role in the process. Therefore, companies must establish new organizational structures.
Participation sense in I of understanding in the vital, it means with consumption needs occurred has once key of jump moved, consumption needs first times beyond has products itself, no longer limited Yu products of materialized property, more extends to has social property: today buy things no longer simple is can do, but I with it can do what, can let I participation to what new of experience process in the to.
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