Yesterday, I saw Andy Senovitz's book "Doing Word of Mouth". The booklet was very thin and expensive, but it was given a very clear word-of-mouth marketing analysis framework and steps through the English letters beginning with five T. Talkers, Topics, Tools, TakingParts, and Tracking, writing small articles, counting them, sharing them here. 1. The Talkers talker is the starting point for word-of-mouth marketing. The first thing to consider is who will actively talk about you? It is a fan, user, media, employee, supplier, and distributor of the product. This part involves people's problems and role settings. The current word-of-mouth marketing is often initiated by the role of product users, represented by product trials. In fact, if the product is placed in a slightly macro marketing environment, there are still many roles that become the starting point for word-of-mouth marketing. In fact, the establishment of the reputation of the company's employees and distributors can not be ignored. 2. Topics give people a reason to talk about it! It is product, price, appearance, activity, spokesperson, etc. In fact, word-of-mouth marketing is a process of hype and finding a topic. It is always necessary to find a reasonable and unexpected gimmick to make people, especially potential users, make irresponsible remarks. For the discovery of topics, there are already many tips in marketing textbooks, similar to 4P, 4C, 7S can be used as tools for analysis and discovery. The method of the things that everyone can learn, the ability to really write a script, the level of storytelling. 3. How can tools help information spread faster? Website ads, virus mail, blogs, bbs, etc. Network marketing gives people a feeling of more technical content in this part, not only needs to have a comprehensive grasp of the communication characteristics of different channels, but also the experience of advertising has a great influence on the choice of tools and the evaluation of the effect. In addition, the monitoring of information is also an important link. From the earlier website access analysis, to the rise of public opinion monitoring, the value of word-of-mouth marketing needs more and more quantitative data support. 4. Participation in the (TakingPart) book refers to “participation in the discussion of topics of concern to peopleâ€, that is, encouraging enterprises to actively participate in the discussion of hot topics. In fact, the topic is never scarce in the network, the key lies in how to find and product value. The point of contact that fits the corporate philosophy is the point of contact. Just like the Wenchuan disaster relief incident this year, Wang Shi and Wang Laoji are both participants in the word-of-mouth event, but the result is the opposite. 5. Tracking How to find comments and find customers' voices? This is a post-mortem monitoring process, and many companies and software are now offering services in this area. I believe that with these tools, it is easy to find some feedback and opinions. But more importantly, what do you do if you know people are talking about you or they are ready to talk about you right away? Participate in their topic discussion? Still trying to lead the discussion? Or ignore it?
5T principle of word of mouth marketing