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.

線上口碑傳播與客戶關系，將“目標聽眾群”轉變為“參與者”。

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

過去的傳播營銷，是一種單向的傳播，無論是廣告還是公關，都是以大眾傳播媒體為平臺，以不同的傳播技術為工具（嚴格而言，直銷也不例外），向目標對象進行有目的的宣傳。宣傳的目的正是要建立品牌的價值，以及與消費者之間的關系。而口碑在過去早就是用來檢驗這些宣傳活動是否成功的真誠的評估標準：當人們在聚餐時談論你的廣告，媒體爭相報道你的新聞，你才是真正的成功。重點是：“有口碑”證明曾經到此一游，而不是像大多數的宣傳活動一樣—春過了無痕。

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，現在打造口碑的過程和過去不同?；ヂ摼W的現代化，使人們可以在一秒之內復制信息，借著幾乎每個人都有的社交平臺，傳播給無數的人?；ヂ摼W上的平臺，充滿著提供討論的場地，無論是官網、博客，還是任何一個活動網站，都讓人們可以隨時隨地進行分享與討論。這樣大量、方便、快捷的分享結果，讓消費者與消費者之間的互動溝通的效果已經遠遠大于廠商對消費者的傳播。

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，口碑的形成從過去的被動式，演變成如今的主動式。被動式的口碑傳播，是消費者隨著營銷傳播的刺激所做出的反應，主動式的口碑傳播則是消費者主動參與的結果。于是，我們思考傳播策略時，開始要將“目標聽眾群”改成“參與者”。

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，經過網絡轉發和實體口碑的傳播信息量已經超過總體傳播信息量的一半，也就是說人們在多家平臺所獲得的信息或知識總量，已經超越廣告、公關、直銷、促銷的總和。其中，那些單價高、交易風險高的商品更加明顯。例如，旅館、金融、汽車、計算機、藥品等。人們對餐廳的偏好度更是八成以上來自口碑的影響力。

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.

有報道顯示，線上口碑傳播僅占口碑總量的（非常意外）7%，因為，人們在網絡上的社交活動雖然已經極為普遍和頻繁，但這種交流僅限于人與人之間，對于商品的植入，人們并不歡迎。這個7%的占有率，是當今數字時代啟動口碑營銷的關鍵，是口碑原子彈的引爆器，優良的商品或動人的品牌故事被識貨的網絡達人發現，于是轉發線下粉絲，粉絲們又各自分享給他們的朋友，朋友再傳給朋友，于是在線下的社交活動中成為大家的熱門話題。

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.

事實上，人們在真實世界生活與交談的時間是遠遠多于在虛擬網絡世界的，我們在放大線上口碑傳播效應的同時，也不要忽視真實世界的真實性。在網絡上進行口碑傳播的優點是，一次能快速分享給很多人。至于口碑內容的營造，則越接近真實世界的生活場景越好；同時，具有聲光電的影片總是比滿篇的文字有感染力。

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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