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1. How does online word-of-mouth marketing work?
The Internet is becoming more and more "socialized" and more and more "relational." Because everyone can “sound†on the Internet, they can all be “mediaâ€, so the Internet world seems to be a perfect place for “word-of-mouth marketingâ€.
There is a saying that the "Internet word-of-mouth marketing" that has been infinitely magnified by us has poured some cold water: "80% of the word-of-mouth comes from offline, 11% of the word-of-mouth is generated in IM instant messaging tools, only 8-9% of word-of-mouth is produced. From social networking media platforms such as blogs, bbs, and sns."
In fact, we do have more or less the experience of recommending or discouraging the use of a brand, and most of them are in daily life chats or through instant messaging tools. We are more than happy to talk about a brand with people we know, or we will recommend a brand that we think is suitable for him based on a certain understanding or judgment of a person's consumption behavior habits, and this brand is basically We love or are not exclusive brands.
Most of the brand recommendations come from acquaintances, and it's hard to imagine that we would recommend brands like a person we don't know unless we are a promoter.
Thinking about the conditions for the production of these offline word-of-mouth is actually very helpful for us to do online word-of-mouth marketing. In many successful online word-of-mouth marketing cases that we can see, it is not difficult to find out that he is actually in line with the rules of offline word-of-mouth.
The word-of-mouth of industry products is more generated from vertical communities. We live in different circles, and most of the circles in our lives are separated - we don't talk to colleagues about love, we don't talk to friends who eat, drink, and play... each of our relationship circles Because of the establishment of a common "relationship", we follow the "relationship" to carry out the topic.
Therefore, the riders talked about the car, the mothers talked about the baby, the women talked about the make-up...——The vertical community was established because of some kind of “relationshipâ€, and kept creating the word-of-mouth people related to this “relationship†foundation. Maybe it will reject the profession, but people will never refuse to entertain. Some jokes will pass through ten and ten, and everyone has almost entertainment needs. When we try to find common topics, "jokes" become a tool for us to promote relationships. On the Internet, we call some information that has penetrating power as a "virus." The virus invades everyone, penetrates all circles and infects everyone. So Kaixin.com became popular, so "Tuzki" was everywhere, so "a bloody case caused by a girl" is unknown. Viral marketing has become an almost unsuccessful marketing tool. To solve it, there is only a good combination of how to make brand information.
2. How to do online word-of-mouth marketing?
Whether we use forums or blogs, or even SNS, we use a social network relationship of one or a few IDs, and use his "discourse power" in this relationship chain to make "self-media" "media". .
The AISAS consumer behavior model may help us sort out some of the interest-making interests of Internet word-of-mouth marketing. The remarks made by having a certain "relationship" basic platform may accurately attract some aspect of his interest, or the virus can also Searching - positive or neutral information or word of mouth may be okay, but people will always focus on negative word of mouth at this time - high attention topics may cause some attention (action) - Let consumers make a later consumer choice may not be a viral video, nor some piece of information that is not painful, and more likely from the influence of the people he is convinced.
Share (share) - 80% of online speech is made by 20% of netizens. There are not many active netizens. The number of people who are willing to share consumer feelings may be less than 20%. This part has already chosen consumers of our brand. It happens to be an active netizen. This is the time we should do it. Perhaps it should be a deep consumer communication management. “Cultivating†a group of true loyal word-of-mouth creators may create more authentic and positive positive word-of-mouth remarks for the brand.
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