Three Things You Need to Know About Groundswell (Fifth Post)三件关于网络营销不得不说的事儿

最近和一个朋友聊天,聊起来网络营销的事儿,朋友表示病毒传播不可取

聊起来PR这个专业,朋友表示只能想到黑丝美腿

最终本咔表示很无奈,决定还是写一点儿东西为PR和网络营销正正名

网络营销说到底也不过是一种市场运作方式,而且不知道比广告有效多少倍。我们平日里不知不觉地也在成为网络营销中的一份子

譬如学生会对于活动的推广,Kent CSSA的论坛,公共主页,QQ群,都可以被视作网络营销。

Recently has a casual chat with a friend. While we talking about the online marketing, he was thinking about online spam.

While I talking about PR major, all he can think about is high heels and long legs.

I showed my disappointing and decide to write something for my major and online marketing.

Online marketing is nothing but a marketing way, a more effective one than ad. We are potentially be a part of online marketing or groundswell in our daily online activities.

For example, how CSSA promote their activity, how they run public page and manage QQ chatting group, these online activities are all considered as groundswell strategies.

QQ group talking page

1. 网络营销阵地

Groundswell technologies

网络是集合公共意见的地方,什么地方能够聚集公共意见,大家已经众所周知了,我认为并没有必要再做赘诉,但是以防万一,在此还是对于网络营销和意见整合的领域做一个简单的介绍。网络营销的阵地包括博客,维基,书签网站,社交网络,论坛,评分系统,评论系统,RSS订阅以及一些常见的窗口小工具。

Internet is place gathering public opinions. It is well-known that in which place people share ideas and opinions. Here, I will simply introduce the groundswell technologies. Introduced by the authors of Groundswell, “Groundswell technologies” includes such as blogs, wikis, bookmarking and tagging sites, social networks, forums, ratings, reviews, RSS feeds, and widgets.

2. 用户分类

Social Technographic Profile

Charlene Li和Josh Bernoff 将网络用户的分类法则介绍给我们,通过甄别你的目标市场里不同的用户特性,以此来帮助任何组织选择正确的营销团体和方式。

用户分类包括Creators, Critics, Collectors, Joiners, Spectators, Inactives, 以及近年出现的conversationlists.

  • Creators致力于创造新的在线内容,他们经常性地使用博客,维护一个独立网站,或者上传音频视频。
  • Critics 对他人的在线内容进行回应,譬如回帖,使用评分系统,或者编辑维基词条。
  • Collectors 使用收藏夹和书签,在线订阅收集和整合信息,从侧面讲,是对Creators和Critics的肯定。
  • Joiners 使用社交网站维持一个基本的存在状态。
  • Spectators 是只读不写的在线受众,就是我们常说的潜水。潜水者是一个巨大的人群,在米国的在线受众中占据了将近二分之一的比重。
  • Inactives 不被网络营销所影响的人群
  • Conversationlists 在线进行信息交流的用户,譬如QQ群。

作为组织来讲,在进行市场营销策划的过程中,首当其冲应该找到在你的用户人群中,什么特性的用户占了什么样的比重,你的目标受众都在使用怎样的软件和网站,从而决定用什么样的网络营销工具来进行宣传和意见整合。此外,如何激发inactives和Spectators也是一个可以有很大发挥空间的话题。

Kent CSSA renren page

Charlene Li and Josh Bernoff introduce an interesting data tool called the “Social Technographic Profile”. By showing how you can use this metric to understand what percentage of online audience in your market, it will be hopefully helpful for organization to choose the right group and right method to conduct groundswell.

The social technograohic profile includes Creators, Critics, Collectors, Joiners, Spectators, Inactives, and of course the newly added, conversationlists.

  • Creators dedicate on producing new online content, they post new articles on blog, maintain an independent website, or upload video and podcast.
  • Critics react to others online content, like post a comments, use the grading and reviewing system, or editing wiki.
  • Collectors use bookmarking and RSS feeder to collect and integrate information. To some point, they complete the works of creators and critics.
  • Joiners use social network website and maintain basic profiles.
  • Spectators, all they do is merely reading. They do not react or create to the online content. The specific number of percentage of spectators among US online audience is 48%, almost half audience remains a spectators statue.
  • Inactives, they are non-participating for online conversations.
  • Conversationlists, people share idea and information with online chatting. Like QQ group.

The real value for the organization to use this classification is to help you locating your audience’s characters in your target market, find out what they are using now, and therefore will help make decision on what kind of online promoting tools to conduct groundswell and public opinions monitoring. Besides, how to active inactives and spectators is another topic we could go deeper.

3. 确定网络营销的目标

Establish your objective of groundswell

网络营销不是打酱油,确立目标是关键一步。

Groundswell一书提出了五种目标:

第一,了解受众需求。知道你的受众的活跃区域是那里,通过不同在线网站和软件的意见整合,了解你的目标受众,现在需要什么,关注什么,并且据此发现自身问题,调整产品改善服务。

第二,进行受众沟通。通过网络营销的工具,我们可以参与到受众的讨论中来,与受众的直接沟通往往会对组织的形象有直接的影响作用。

第三,激发受众兴趣。如果已经建立起一定的忠诚度,那么就鼓励和促进你的忠实粉丝进行在线意见表达。比起广告效果,人们更倾向于朋友推荐,这是不争的事实,没有任何广告对你的影响效果能比得上身边朋友的一句推荐。

第四,促进受众群体形成。受众是具有粘合性的,他们会自觉的组成小团体,而你要做的就是保持这种团体的粘合性,并且不断扩大。

第五,促进自身发展。当有一天你的新产品是由受众所决定的,那你就达到了网络营销的终极目标。并不是你的新产品要得到受众的认可,而是受众的呼声决定了你的推陈出新。这是五种网络营销目标中最难达成的一个,让你的用户参与到组织结构的决策中来,取其Idea为我所用,才是groundswell最理想的状态。

需要注意的是,五个目标并非递进关系,而是基本处于一个平行状态,你的网络营销策略可能或多或少地取得了某些成就,但是并不代表你已经成功地达到了上一级的目标。

Online marketing needs walk your talk, you need to establish your goal first to help you achieve it.

There are 5 goals mentioned by the book Groundswell.

  1. Listening: First you need to know where is your targeted audience group, what kind of tools and websites they are using, what’s they opinion. By integrating public opinion, understand what they need and focus for now, and find wealthy ideas that can help you improve your products and enhance your services.
  2. Talking: By using the groundswell technologies, we could have the chance to join the conversation. The direct communication with audience will have direct impact on organization’s image.
  3. Energizing: If you already build a loyal audience base, then find a way to enable and encourage your audience to express online. Comparing with ad, people tend to accept suggestions from friends. Word of mouth recommendations and advice from your audiences can go a lot further than anything you do on your own.
  4. Supporting: Adhesiveness is building audience group. People naturally have the tendency to gather together when they have something in common. What we need to do it to maintain and improve this group.
  5. Embracing: When one day, your audience is helping you with products, you are achieving the final goal of groundswell. It is not like you need reorganization from your audience, but what you did is to meet the demand from your audience. This is probably the hardest goal among total five. Find ways to use the groundswell to involve your customers in your decision-making processes, and implement their best ideas as quickly as you can.

One thing needs to pay attention is comparing to going forward one by one, the above five goals are more likely parallel. The achievement your online strategy accomplished for now does not necessarily mean your accomplishment to one or two goals.

More Information could be found on the author’s blog.

http://forrester.typepad.com/groundswell/

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4 thoughts on “Three Things You Need to Know About Groundswell (Fifth Post)三件关于网络营销不得不说的事儿

  1. I like this post because it shows how network marketing goes in China. The renren page and QQ group are two major ways for Chinese college students to communicate with each other. They share photos, hot videos and book selling info. by utilizing those networking sites. Our lives have never been more convenient ever before. Liked the way you linked our book to the popular Chinese social networking sites! That’s creative!

  2. Alex Peters says:

    As a totally layman to PR domain, I don’t have too much words about this post. However, I can definitely tell, through this post, that PR is a key to open the door of markets for business men and a window where customers get the information they want. Besides, without the help of PR, the world trade could get into trouble, especially in an information exploding era.

  3. It’s always nice to read or hear about PR from an international standpoint. It reminds me to be conscious of other cultures and to enter the marketplace with an open mind.

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