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标签：杂谈 |
欢迎光临！
Blueblood
2008-2-16
| 分类：营销2.0 |
Easier to Talk
Since WOM already exists in our daily life, why some brands can use it while some cannot? Because conversation should be motivated and smart marketers can find ways to make it easier for consumers to talk to their friends.
There are several ways to do that.
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标签：word-of-mouth |
分类：营销2.0 |
Rethink the Word-of-Mouth
Word-of-Mouth (WOM) is usually defined as the act of consumers providing information to other consumers. WOM Marketing is giving people a reason to talk about your products and services and making it easier for that conversation to take place.
This co
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标签：social |
分类：营销2.0 |
SPI的定义有如下几点：
1. Size of Social Network: SPI是积极的社群活动参与者，同比其他人群，他们参与各种组织活动的可能性是四倍。
2. Persuasive Power: SPI往往具有很强的credibility，他们的信息往往容易被人们接受。
3. Information Dissemination: SPI还要具备传播信息的意愿，他们喜欢谈论自己使用过的产品或者服务，更愿意推荐自己喜欢的东西。
这样看来，SPI的特点就在于自身不仅有能力传播信息，更重要的是自己愿意和别人分享自己的想法。
这样，对于一个希望利用WOM 进行的marketing
如何进行BCM
类似于Nike Plus，很多品牌也进行了这样的
Community Marketing从属于Social Media Marketing（SMM）的范畴。SMM
Alternate Reality Game（ARG），是一种似真似假、游走在真实和虚拟之间的一种游戏。ARG Network网站中有一篇关于ARG的定义是：
Alternate Reality Gaming is, according to CNET, '...an obsession-inspiring genre that blends real-life treasure hunting, interactive storytelling, video games and online community...These games are an intensely complicated series of puzzles involving coded Web sites, real-world clues like the newspaper advertisements, phone calls in the middle of the night from game characters and more. That blend of real-world activities and a dramatic storyline has proven irresistible to many.'
关于Viral Marketing的案例及思考
Justin Kirby等人写过一本《Connected Marketing: the buzz, viral and word-of-mouth revolution》这本书。他们将目前基于Web2.0的思想而产生的营销方式定义为Connected Marketing，顾名思义，即与consumer产生connection的营销。他们将buzz、viral和WOM分别进行了定义，但事实上这些定义的差异性很小。其中，Buzz marketing主要是offline的行为，Viral则主要是online marketing，而WOM则包括online & offline，同时更侧重与通过大众媒体来传播。
