Zhaomitong, the largest online word-of-mouth marketing company in China, has put forward a new consumer consumption model -AISAS model: attention - interest - search - action - sharing. That is to say, more and more consumers will get information through the Internet and share their consumption experience with the vast number of netizens after purchasing behavior. This provides new channels for enterprises to promote products or brands and influence consumers, but also brings severe challenges.
In addition to the differences between new media environment and traditional media environment in terms of interaction and low cost, the biggest difference is that every Internet user is a media, and every Internet user can voice his own voice, and every Internet user's voice can influence others' opinions. The traditional media environment is controlled by gatekeepers. As long as we have a good relationship with gatekeepers, we can control public opinion and the spread of negative news. This kind of control completely fails in the new media environment, and the traditional mode of information transmission is completely broken.
This requires enterprises to change the thinking of media public relations formed in the past and pay more attention to network media while focusing on traditional media relations. Such attention is not impromptu but long-term. The enterprise should raise the network public relations to the strategic height, and take the network public relations as the long-term choice of the enterprise. Specifically, the following points should be done:
1. Network public relations is not the work of a certain person or a certain department. Everyone from the top leaders to the lowest level employees in the enterprise should have the thinking of network public relations, and should always pay attention to all kinds of information on the network that is conducive to the survival and development of the enterprise. Encourage employees to report negative information found on the Internet to the public relations department of the enterprise in time and give appropriate rewards.
2, network public relations is not temporary or impromptu, the enterprise should set up a corresponding department or assign a specialist to be responsible for the daily monitoring of the network media, responsible for the communication with the network media, especially with large portal websites, all kinds of blog sites and well-known bbs, regular communication with them not only to enhance understanding, two to enhance affection, three to understand the dynamics of public opinion, Last-minute Internet PR is not going to work.
3, we should pay special attention to complaints and customer complaints in the forum, the neglect of complaints and customer complaints may evolve into a huge crisis on product sales and brand image. In the face of complaints and customer complaints, to respond quickly, to timely contact with complaining customers to understand the specific situation, as far as possible to minimize the minor incident, do not let the situation expand; At the same time, contact the forum and use various methods to get the post deleted or make it sink as quickly as possible to draw people's attention away from it.
4. When communicating with traditional media, do not forget the network media. For some well-known network media who act as opinion leaders in the network media environment, give the same treatment to the traditional media, and realize their importance from a strategic perspective. In this way, network public relations often get twice the result with half the effort. In the existing network media environment, it is impossible to communicate with all websites, enterprises can only focus on the large and small, and do a good job of communication with large websites and forums, so that they can influence those slightly less influential network media and forums.
5, the era of one-way communication has ended, the era of two-way communication has come, which requires enterprises to pay attention to the interaction with the target audience, and the network is a good platform. Enterprises should carry out network event marketing to mobilize all available resources to enhance the participation of target audience. There are two modes: one is the active mode; One is the borrowing mode. The active mode is to actively create some events to attract the attention of netizens. It should be noted that the activities hosted by oneself must be innovative, public and reciprocal, otherwise it is difficult to attract the attention of the public. The borrowing mode is that the organization will bring the organization's topics close to the social hot topics, so as to realize the public's attention on the hot topics to the organizational issues. To achieve good results, the following principles must be followed: relevance, controllability and systematicness.
6. Compared with traditional media, online media is quite cheap. Network media should become an important choice for enterprises to save costs and improve return on investment under the economic crisis, such as enterprise website, blog, forum, E-mail, etc., especially the cost of the last three can be ignored. However, not all enterprises have achieved good results, the method is not right, too hasty, adhere to insufficient, understanding is not in place is an important reason for no good results. The author will not discuss, there will be a special article to explore the network marketing misunderstanding and how to get the maximum network marketing.
