Mr. Hao Chun, Marketing Department of Zhawen Network Marketing Company, through the analysis of "Pepsi music" word-of-mouth video actual case, for network marketing planning, brand word-of-mouth and other fields to share views and experience.

Host: The topic of today's interview will be around Iresearch 09 community word-of-mouth marketing category best effect marketing award case "Baishi Music" to carry out, it is a great honor to invite the case behind the veteran Zhaowen Tong marketing Mr. Hao Chun visit Iresearch.

"Pepsi Music Club" : Different concert, different Pepsi

Hao Chun: The case of "Pepsi Concert" is a big event of Pepsi 2009. What we do is the part of Internet marketing. The event will hold a concert in many universities across the country.

Zhaowen has several main tasks in this activity. The first task is to make more college students know and participate in this theme concert. The second task was to cooperate with the network promotion during the activity. We mainly created the expression through the way of "dynamic graffiti" on the street. The whole creation process was very interesting, but also very hard. The creative staff spent three days and nights in the creation process, slowly doodling a long wall into animation, in order to achieve a perfect overall effect.

You can see the production process of this video animation on the Internet. After that, we made post-production of this video animation, and then released it on Tudou, Youku and other video websites as a preview of the activity. This is what we call a viral approach. The video has been reposted more than 1 million times, exceeding the expected effect. After the customer is very satisfied with this visual effect, the final communication effect is also very surprising.

Word of mouth marketing is more of a methodological division

Host: Can you explain to us the relationship between video marketing and word of mouth marketing?

Hao Chun: Word of mouth marketing is a methodological concept. We often say that network marketing or traditional marketing is more divided from the perspective of media. Word of mouth marketing is probably more of a methodological division.

Word-of-mouth marketing itself is not just on the Internet, but in any media, you can do word-of-mouth marketing. The first thing to understand is that word of mouth is a method, not a medium. Nowadays, many practitioners equate word-of-mouth marketing with social media marketing. In my opinion, there are some differences. Social media marketing is more from the perspective of media. Online word-of-mouth marketing has a lot of ways, including just mentioned video marketing, including community marketing, including SNS marketing, these are the difference between word-of-mouth marketing inside the channel, I understand it this way.

Reflections on Network culture triggered by "Jia Junpeng Incident"

Host: As a senior word-of-mouth marketing expert in the industry, how do you view the recent heated "Jia Junpeng event" marketing case?

Hao Chun: This is very interesting. Recently, this topic has been very popular, including a series of Internet culture, such as "my brother is not playing the dance troupe, but lonely", which has triggered people's thinking. Including a lot of customers, they are also asking whether they can lead the popular culture on the Internet, through the way of marketing can create some popular events?

In my opinion, the case of Jia Junpeng is a spontaneous event of netizens. The Jia Junpeng incident is popular because it conforms to several key points: first, it is grassroots, in line with the daily speaking habits of netizens; second, it has resonance. "Going home for dinner" may be a childhood memory of everyone, which reminds you of something in your childhood, thus generating some resonance.

Popularity is both accidental and inevitable. It may seem boring to everyone, but it can indeed make some netizens find a sense of identity. However, in the communication with customers, we will really combine the characteristics of enterprises and their products to market, rather than purely to cater to the preferences of Internet users.

Word of mouth marketing is a supplement to traditional marketing

Host: From the brand advertisers you've talked to so far, how do they feel about word of mouth? Compared with other traditional network marketing models, their emphasis is how?

Hao Chun: I think the key point of word-of-mouth marketing is a supplement to traditional marketing.

First of all, word-of-mouth marketing cannot completely replace traditional advertising or marketing methods, especially online word-of-mouth marketing. Network word-of-mouth marketing is actually a combination of public relations, advertising or network marketing, but it is not a pure network public relations, nor a pure network marketing, it is actually a combination of various industries.

2009 is the first year of online word-of-mouth marketing

2009 should be the fastest development of network word-of-mouth marketing year, some people say that the first year of network word-of-mouth marketing.

In 2009, many corporate customers realized that the network word-of-mouth marketing has a great influence on the brand, including positive and negative influences. Netizens' evaluation views are of reference significance to enterprises. Especially some large transnational companies have realized that online reputation has gradually become an important part of public opinion guidance. We think there are several components to this: one is discovery listening. Listening to what people are saying, what they are talking about about our brand, whether their comments are good or bad, that's part of what we're listening to; Another important thing is research and digging. It is about how to understand the deep stories behind the surface words. In the process of conducting the research on Internet word-of mouth, Zhaomuntong also collects and digs a large amount of data. We find that many interesting stories can be read behind the voices of netizens, which will provide beneficial help for our future brand communication and marketing planning for customers.

The essence of word-of-mouth marketing is authenticity + sincerity

Host: In your opinion, if a word-of-mouth marketing is successful, what are the key elements of it?

Hao Chun: We need to see the originality first. Word of mouth marketing has several principles, because Asweitong is also a member of the Asian Word of Mouth Marketing Association, in this association, everyone will respect some principles, word of mouth first must be true, we can call it word of mouth, because the voice of the consumer is word of mouth, if it is fabricated, we can not call it word of mouth, and word of mouth must be a sincere experience, We pay attention to sincerity, this is the essence of word-of-mouth marketing. Now domestic to do this aspect may still have some misunderstandings, such as a large number of posts, or hire a large number of writers to hype, such some behavior is relatively some relatively primary word-of-mouth marketing way.

In our opinion, word-of-mouth marketing is a kind of communication generated spontaneously by Internet users, which means that your creativity is good enough and attractive enough, or your content is attractive enough, Internet users will generate a kind of spontaneous communication, so that we can call it word-of-mouth marketing.

There are three types of Internet word-of-mouth marketing companies in China

Host: In fact, when it comes to word-of-mouth marketing, there are a lot of topics that can be discussed in depth, because a lot of forums or some SNS websites, they will do some word-of-mouth marketing promotion. But when it comes to talking to them about this topic, they don't want to talk about it in depth. Is it because the whole industry has its own killer cards or is there some secret in the industry that can't be spread to the outside world?

Hao Chun: It is understood in this way, in fact, the so-called Internet word-of-mouth marketing in China has several common ways, the first is the so-called Posting company. They do a lot of Posting or hiring people to post, which is a relatively rudimentary form; The second group is called event marketing companies. Since it is event marketing, some things behind it are certainly not very convenient to make public. Traditional public relations will also do some event marketing, so it is impossible to completely open to the society; The third is creative word-of-mouth marketing companies. Similar to the Morning News, with the creative lead. We're more about creating interesting content on the web and less about creating fake events, so for us some of that is open to the public.

The "Three No Principles" of word-of-mouth Marketing

Host: From the three common forms of word of mouth that you just mentioned, is word of mouth the highest form of word of mouth is creative word of mouth?

Hao Chun: Each has its own way, but everyone should respect some principles. One of the principles that our company has always advocated is not to do three things. The first is not to denigrate competitors, which is a basic requirement; The second thing is not to do some false propaganda, first of all, we ensure that the content of our propaganda is true; The third is very strict to review the product qualification of our customers, that is to say, not what products are suitable for word-of-mouth marketing.

In fact, word-of-mouth marketing is first based on good products and good services, if the product and service itself has problems, there is no way to do word-of-mouth marketing, may be done more and more bad effect, so we first need to find really suitable for word-of-mouth marketing customers, and then help them to do word-of-mouth marketing.

There are three measures of word-of-mouth marketing: attention + health + activity

Host: Now a lot of Internet marketing is looking for a measure, such as pay for results, pay per click and so on, so word-of-mouth marketing has its measure?

Hao Chun: This is a very good question. Actually, we have a product to solve this problem, which is a set of online word-of-mouth research system. This system firstly collects, captures and analyzes information through our technology. With these three metrics we can see a change in marketing trends.

In addition, by comprehensively evaluating these three indexes, we can also see the status quo of word-of-mouth marketing. Meanwhile, these indicators and data can also be used to evaluate the changes brought by word-of-mouth marketing. These are also the three steps of word-of-mouth marketing of our company I just mentioned. The third part is propagation and influence.

Word-of-mouth marketing represents the future direction of network marketing

Host: Compare domestic and foreign, do you think the future network marketing will have what new innovative forms, in addition to some foreign advanced network marketing methods will smoothly transition to China?

Hao Chun: Read some foreign cases, this year we are more recognized Cannes Award "the world's best work" - the Great Barrier Reef, this is a way we all recognize, but the definition of it is event marketing or word-of-mouth marketing or a traditional public relations, the boundary is relatively fuzzy. The difference between China and foreign network marketing I think, the foreign environment is more simple and simpler, the domestic development is relatively late, some practitioners and companies have not thought clearly in the end what the word of mouth camp is like, in the end how to do. Some advanced experiences from other countries can be learned, but they should not be copied. Adjustments should be made based on China's national conditions and the preferences of Chinese netizens.