Online word-of-mouth communication and customer relations, transforming "target audience" into "participants". Word of mouth, an ancient mode of communication, is a future mode of communication. Because in the future, whoever can tell stories best will have a strong brand.

线上口碑传播与客户关系，将“目标听众群”转变为“参与者”。

Online word-of-mouth communication and customer relations, transforming "target audience" into "participants".

过去的传播营销，是一种单向的传播，无论是广告还是公关，都是以大众传播媒体为平台，以不同的传播技术为工具（严格而言，直销也不例外），向目标对象进行有目的的宣传。宣传的目的正是要建立品牌的价值，以及与消费者之间的关系。而口碑在过去早就是用来检验这些宣传活动是否成功的真诚的评估标准：当人们在聚餐时谈论你的广告，媒体争相报道你的新闻，你才是真正的成功。重点是：“有口碑”证明曾经到此一游，而不是像大多数的宣传活动一样—春过了无痕。

In the past, communication marketing was a one-way communication. Both advertising and public relations were targeted at the target audience with the mass media as the platform and different communication technologies as tools (strictly speaking, direct marketing is no exception). The purpose of publicity is to establish the value of the brand and the relationship with consumers. In the past, word of mouth has long been used as a sincere evaluation criterion to test the success of these promotional activities: when people talk about your advertisement at a dinner party and the media scramble to report your news, you are truly successful. The key point is that "there is a word of mouth" to prove that you have visited here, rather than like most promotional activities - spring has passed without trace.

然而，现在打造口碑的过程和过去不同。互联网的现代化，使人们可以在一秒之内复制信息，借着几乎每个人都有的社交平台，传播给无数的人。互联网上的平台，充满着提供讨论的场地，无论是官网、博客，还是任何一个活动网站，都让人们可以随时随地进行分享与讨论。这样大量、方便、快捷的分享结果，让消费者与消费者之间的互动沟通的效果已经远远大于厂商对消费者的传播。

However, the process of creating word of mouth is different from that in the past. The modernization of the Internet makes it possible for people to copy information in one second and spread it to countless people through social platforms that almost everyone has. The platform on the Internet is full of places to provide discussion. Whether it is the official website, blog, or any activity website, people can share and discuss at any time and anywhere. Such a large, convenient and fast sharing of results has made the effect of interactive communication between consumers far greater than that of communication between manufacturers and consumers.

因此，口碑的形成从过去的被动式，演变成如今的主动式。被动式的口碑传播，是消费者随着营销传播的刺激所做出的反应，主动式的口碑传播则是消费者主动参与的结果。于是，我们思考传播策略时，开始要将“目标听众群”改成“参与者”。

Therefore, the formation of word of mouth has evolved from passive in the past to active in the present. Passive word-of-mouth communication is the response of consumers to the stimulation of marketing communication, while active word-of-mouth communication is the result of consumers' active participation. So when we think about the communication strategy, we should start to change the "target audience" into "participants".

我相信，经过网络转发和实体口碑的传播信息量已经超过总体传播信息量的一半，也就是说人们在多家平台所获得的信息或知识总量，已经超越广告、公关、直销、促销的总和。其中，那些单价高、交易风险高的商品更加明显。例如，旅馆、金融、汽车、计算机、药品等。人们对餐厅的偏好度更是八成以上来自口碑的影响力。

I believe that the amount of information transmitted through network forwarding and physical word of mouth has exceeded half of the total amount of information transmitted. That is to say, the total amount of information or knowledge that people have obtained on multiple platforms has exceeded the sum of advertising, public relations, direct marketing and promotion. Among them, the commodities with high unit price and high transaction risk are more obvious. For example, hotels, finance, cars, computers, drugs, etc. More than 80% of people's preference for restaurants comes from the influence of word of mouth.

有报道显示，线上口碑传播仅占口碑总量的（非常意外）7%，因为，人们在网络上的社交活动虽然已经极为普遍和频繁，但这种交流仅限于人与人之间，对于商品的植入，人们并不欢迎。这个7%的占有率，是当今数字时代启动口碑营销的关键，是口碑原子弹的引爆器，优良的商品或动人的品牌故事被识货的网络达人发现，于是转发线下粉丝，粉丝们又各自分享给他们的朋友，朋友再传给朋友，于是在线下的社交活动中成为大家的热门话题。

According to some reports, online word-of-mouth communication only accounts for 7% of the total word-of-mouth (very unexpected), because although people's social activities on the Internet have been extremely common and frequent, this kind of communication is only limited to people, and people do not welcome the implantation of products. This 7% share is the key to launching word-of-mouth marketing in the digital era. It is the detonator of the atomic bomb of word-of-mouth. Good products or moving brand stories are found by the discerning online talent, so they are forwarded to offline fans, and fans share them with their friends, and friends pass them to friends, so they become a hot topic in offline social activities.

事实上，人们在真实世界生活与交谈的时间是远远多于在虚拟网络世界的，我们在放大线上口碑传播效应的同时，也不要忽视真实世界的真实性。在网络上进行口碑传播的优点是，一次能快速分享给很多人。至于口碑内容的营造，则越接近真实世界的生活场景越好；同时，具有声光电的影片总是比满篇的文字有感染力。

In fact, people spend far more time living and talking in the real world than in the virtual network world. We should not ignore the authenticity of the real world while amplifying the effect of online word-of-mouth communication. The advantage of word-of-mouth communication on the network is that it can be quickly shared with many people at one time. As for the creation of word-of-mouth content, the closer it is to the real world life scene, the better; At the same time, films with sound and light are always more appealing than full text.

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