互联网之口碑营销

飞扬读感：年初时候的一篇译文，价值相当高，特与朋友分享。越来越多的品牌公司，将会关注社区互动、用户口碑、Blogmedia，这些网络的微媒体对网络口碑的引导，而事实上越来越多的案例让我们看到网络口碑雪球般的力量，而新一代的营销公司，也许会出自那些早先熟悉网络新媒介载体的营销人手中。而另外一方面，web2.0的创业者也许是新的机会，用户参与分享的社区本身是最佳的品牌口碑载体，社会化营销的浪潮必然到来，但创业者必然需要让自己脱颖而出，毕竟无法营销自己更无法解说如何营销客户。

　　转载至：http://thrillerking.blogbus.com/logs/14750514.html

　　How will brand marketers leverage platforms like blogs and social media to build their brands and reach out to Chinese consumers in 2008?

　　2008年，品牌经理们如何使用类似Blog或者社区媒体等平台来经营品牌同消费者进行沟通？

　　I have been watching the Chinese internet word-of-mouth space since 2004, and I strongly believe that 2008 will be the most interesting year yet. Here are my 10 predictions for the IWOM Industry this year.

　　从2004年，我就致力于研究中国的口碑营销模式，今年，我觉得对于口碑营销会是非常有意思的一年，以下内容就是我对WOM的预测：

　　Brands (really) join the conversation

　　After sitting on the sidelines listening to the millions of conversations happening around them on bulletin board systems (BBS) and blogs, a number of high profile brands in China will join the conversation and become corporate netizens just as Dell, Intel, KFC and IPOD-wannabe Meizu did. They will use one of several platforms including blogs, BBS or a concept like Dell Idea Storm. "Joining the conversation" does not mean pure promotional blogs or BBS, which are set up for a quick campaign with frivolous posts or unsubstantial content that are later abandoned. Instead, these are rather long-lasting platforms that will succeed because they are the voice of the brand. This is a "non-corporate" voice that reflects the brand and resonates with the consumer conversations at the same time.

　　品牌参与对话（与消费者）

　　基于成百上千的BBS和博客平台，中国的很多品牌已经成为了这些媒介的合作伙伴并参与其中，比如：Dell,KFC和iPOD。他们使用了很多的方法，比如 blog，论坛或者建立mini-site。建立对话沟通并非只是单纯的发一些能够迅速带来人气的促销帖子或者文章，而是，建立一个长期沟通品牌的平台， 这是非官方的手段，不仅仅能传递品牌声音，同一时间能和消费者进行对话

　　Online communities and brands forge more explicit relationships
Brands will begin to recognise the power of the communities that already exist on vertical BBS, such as sites like PConline, Xcar, Redbaby and Baidu Tieba. These owners and fans in communities like the one for Ford Focus on Xcar provide customer service. It has volunteer experts answering questions as well as marketing via IWOM recommendations. Companies like Get Satisfaction in the U.S. have figured out such a business model to take this service to brands, and it won't be long before the commercial portals behind these communities begin to offer involvement, sponsorship or even outright purchase.

　　在线社区能够建立品牌和消费群之间进一步的联系

　　各个品牌已经开始意识到了社区的巨大作用，比如在太平洋电脑网，爱卡，红宝宝和百度贴吧中的论坛区域。Ford Focus曾经就在爱卡上建立社区并为消费者提供服务。社区中有资深人士能够回答问题并进行推荐，美国的企业如：Get Satifaction已经建立了这样的商业模式，不久以后，这些承载论坛的商业网站就能作更多的参与性活动，赞助甚至是（直接）购买。

　　BBS sites add SNS-like features and rebrand themselves as SNS
Facebook is worth US$15 billion? In addition to sites like Xiaonei and 51.com making claims to be the Chinese Facebook, expect to see BBS communities add some social networking site (SNS) features and rebrand themselves as SNS in an attempt to ride the Facebook wave. The truth is, the Chinese BBS platform represents a 'legacy' SNS platform. BBS sites already have massive communities and have SNS features such as private messaging and profiles, and in many ways, have stronger social networks than any of the existing SNS sites in China.

　　BBS增加社区服务类功能或者转型为社区服务类网站

　　Facebook 竟然价值150亿美金？在中国，类似“校内网”或者“51.com”都声称自己是中国的facebook，基于BBS平台添加更多社区网服功能，或者直接 转型为社区服务类网站，以便赶上Facebook追捧的一波。事实上，中国的BBS只是古老的社区服务网站，BBS现已拥有广大的人群也具备一些基本的社 区服务网站功能，例如短信或者个人资料等，但是这些还是远远不够的。

　　"Real names" becomes a buzzword that netizens don't buy into
Sites like Hainei tried to copy Facebook by employing "real name" systems. Expect more SNS and BBS sites to try this. While real names can reduce seeding from "gunners" (people hired by brands or agencies to pose as consumers to write 'fake' messages to promote the brand), it is unlikely netizens will adopt such systems. This is because self expression on the internet in China is driven by self exploration of different identities that netizens may feel inhibited to explore offline. Self exploration is better done anonymously.

　　“实名”并不一定是中国网民所追捧的

　　在中国，类似Facebook的“海内网”一度采用实民制系统，我们也会看到更多的网站会使用这种方式。实名的好处在于能降低枪手的存在（品牌雇人冒充消费 者去写假的内容以便能传递品牌的讯息），但是网民不一定会接受这种做法，这是因为在中国，网络是一个能够让人以不同身份实现自我价值的地方，而自我价值实 现往往都是匿名的。

　　Brands recognise IWOM as a separate skill set and headcount in China
Do a search on American job aggregator, Indeed ,and see the increasing number of job descriptions including the term "social media". Many of these jobs are related to digital marketing and PR. Toyota USA has an IWOM manager. We see this same trend happening in China, with some of our clients beginning to have budget line items and headcount dedicated to IWOM.

　　品牌已经意识到网络口碑营销作为一种技巧会转化成为一种工作

　　搜寻美国的招聘网站，会发现越来越多的工作中含有“社交媒体”的字眼，如今的很多工作都很网络营销或者是公关有关，美国的丰田就有口碑营销经理，我们预测这也会成为中国的趋势，因为有些客户已经开始有预算去支持这项工作。

　　Facebook acquires a local SNS, and Chinese netizens couldn't care less
Facebook will acquire a local SNS, but no one will care except for the foreign media. What does Facebook have to offer in China? Chinese netizens have been expressing themselves and communicating online since the beginning of the Chinese internet in late 90s. Facebook will do fine, but they won't have the impressive numbers it has in the West. There is too much competition for the community/ expression attention of netizens in China, and most of it is dominated by existing players like QQ.

　　Facebook会收购一家本土社区服务网站，但是中国网民不会不关注

　　Facebook 会收购一家本土社区服务网站，但是如果它收购的是外国网站，没有人会关注这点。对于中国，Facebook会提供些什么不同的哪？中国网民从90年代晚期 互联网刚刚冒头的时候就开始习惯在线沟通和表达自我，Facebook能做的更好，但是它在中国的影响力和网民数目还没有到一个很大的量。在中国，争夺注 意力的竞争在社区网站中比比皆是，而QQ是占据了这块市场的绝大部分。
　　Brands recognise the importance of social commerce

　　If you think Jack Ma's Taobao is the eBay of China, or that Taobao beats eBay at its own game in China, then you are wrong. Taobao won by recreating C2C just for China by building up an incredible community of buyers and sellers. eBay has the platform, but Taobao has the platform and the community. Sellers build up reputation not only through the official trust management ratings, but also through active participation in communities offering helpful information and influencing purchase decisions. The fact that these sellers are not official reps and may sell grey market or repackaged goods from Hong Kong, will make brands uncomfortable as they struggle on the issues of if and how to develop relationships with these sellers to ensure they are offering the correct and most helpful information.

　　品牌意识到社区商业模式的重要性

　　如 果你认为"淘宝"就是中国的"EBAY"，或者说"淘宝"在中国打败了EBAY,那就大错特错了。"淘宝"赢在建立了庞大的买家和卖家的社区网 络，EBAY只有一个交易平台，而"淘宝"兼有两者。卖价不仅仅通过官网认证的信任度来建立个人声誉，更是通过社区重的参与，提供有价值的信息和影响购买 决定来提升声誉。事实上，令品牌不快的是，这些卖家并非是品牌官方授权代理，他们会出售一些盗版物品或者是重新包装那些港货来出售，因此品牌应该致力于和 他们的沟通确保这些卖家能够提供合法商品并提供更有效信息。

　　Digital agencies take ownership of IWOM marketing

　　PR firms in China are missing the IWOM boat by retaining an exclusive focus on mainstream media, or at best, treating IWOM in the same way as traditional media. Digital shops like Agenda and China Interactive will make impressive gains this year by adding even more impressive social-based programmes to their case list such as Agenda's award winning Pepsi Creative Challenge II.

　　互联网代理公司会承担口碑营销重任

　　中国的公关公司仍然把注意力集中在主流传统媒体上，他们正在逐步失去网络口碑营销的掌控。而互联网代理公司比如Agenda和China Interactive在这方面作了很多杰出的进展，增加了很多以社区为主的功能，也成功地推出了系列广告活动,如Agenda的“百事创意挑战赛”

　　Vertical-focused SNS sites will emerge

　　Shao Yi Bao's Babytree is an example of what will become a trend of successful vertical-based SNS. Expect new sites to be launched for other popular verticals with strong communities and strong commercial interest including mobile phone, automobile and cosmetics/fashion (these categories have the most active BBS communities).

　　垂直型的社区服务性网站会浮出水面

　　Bo Shao的宝宝树就是正在逐步发展的垂直型社区服务性网站的典型。我们期待有更多的网站会浮出水面，他们拥有更强大的社区和交易平台，提供手机，汽车和化妆品等商品。（这些品类在BBS上非常活跃）

　　IWOM has its day on Consumer Day

　　March 15th is Consumer Day in China, and consumers are encouraged to express their opinions about customer service on that day. Traditionally, Chinese mainstream media will select various companies or issues to focus on. This year, expect netizens to organise themselves online to bring attention to certain issues (perhaps with the help of portals). We saw a few examples of this last year and the groups that carried this out had official press contacts and a media strategy. This year, expect more.

　　口碑日

　　每年的三月十五日是中国的消费者日，消费者能够在这天提出他们对商业服务的意见。通常，传统媒体会挑选一些公司或者时间曝光，今年，我们希望网民能够组织起 来在线上晒出这些事件。去年，我们关注到不少这样的例子，这些曝光时间的团体最后得到了商家的会面，今年，我们期待更多。。。
 

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