Forgot the Milk … 聆听窗外  

我个人了解口碑营销比较少，虽然订阅了不少这方面的博客，但是还处于懵懂阶段。我只知道口碑营销不是最近才有的新事物，古代人都知道有“酒香不怕巷子深”，蜜蜂找到好的花源会鼓动同伴一起去，这些都是从古至今、每个角落每天都在发生的事情。最近更成为热门话题，形成了一种理论，上升到科学的层面上了。

如果要我举口碑营销的最佳案例，在我看来，莫过于如下这个：

观音：唐三藏，你的罗嗦我早就听说过了，不过没想到你居然这么罗嗦！我给你的金刚圈让你用来制伏这猴子你居然不用！
唐僧：唉，那个金刚圈尺寸太差，前重后轻左宽右窄，他带上之后很不舒服，整晚失眠，会连累我嘛！他虽然是个猴子，可是你也不能这样对他，官府知道了会说我虐待动物的！说起那个金刚圈，去年我在陈家村认识了一位铁匠，他手工精美、价钱又公道、童叟无欺，干脆我介绍你再定做一个吧！

唐僧面对面给观音这个金刚圈的大客户推荐陈村铁匠的产品，而且是在自己遭受观音姐姐批评的时候，实乃品牌推荐第一人。

最近上海i-merge与Sinomonitor合作发表了关于网上品牌和产品推荐现象的在线调查结果，调查分别从消费者媒体中品牌交流的频度、男女之间交流的频度及影响力、品牌推荐的渠道和方式、推荐之后的影响力等各个角度进行。就像CNNIC对互联网用户的调查一样，每种调查都会一定的局限性，数据难去真伪，就像花花说的：“在很难辨别的数据面前，自己的想法就显得比较苍白。”尽管如此，其调查问题的角度无疑可以为自己做一个指南：

• On average, a Chinese consumer communicates in one month with 8 people about brands. 17% of the consumers however talk about brands with more than 10 people monthly.
• These consumers who communicate monthly with more than 10 people about brands not only have the highest communication index they also score the highest influence index. Women communicate more than men, but men have a higher influencing power.
• 31% of all respondents in the study are sure their peers bought something that was recommended by them. 26% are sure they convinced their peers not to buy a certain brand or to give up.
• The vast majority of the communication about brands is face2face. Nearly 90% is communicated during conversations.
• But although they use mainly face2face to communicate with their peers the internet is declared as being the most important medium in their life
• The Internet is the most important medium for consumers to learn -for the first time- about a new brand or a new product, followed by TV commercials.
• For further information on these newly discovered products, the Internet again is the most important medium:
  for all age-groups ; for all education levels ; for both men and women.
• Again a vast majority of the respondents also want to stay informed about a brand after they bought it. Again it’s the web that is their preferred medium.
• To discover brands. To find more information on brands. To keep oneself informed after the sales. …it’s the internet which is the most important tool.
• Again the internet is considered having the most influencing power in all age-groups, education levels and for both men and women.

以上相关中文译文在奥美博客的中国的推荐风潮，还有具体调查书的pdf格式文档可以下载。

以下则是我则从人的动机方面入手的分析：

1. 绝大数人都有倾诉欲、表现欲，爱把自己喜欢的或者讨厌的东西说给朋友们听，“三个女人一台戏”，这戏之所以能够唱起来也正基于此。当一种产品质量和服务特别好或是特别差的时候，这种欲望就更强烈。
2. 在网上人们面对的都是一个个ID，因为可以更加不负责任的表达自己对某种商品的喜好，这种倾诉欲望也会变得更加强烈。
3. 人们在买某类商品之前通常需要进行自我心理认定，而这个过程通常需要他人进行说服，比如商店推销员、产品宣传单、电视广告、朋友的推荐和网上对此商品的评价，不同的说服方式有不同的熵值，这里面朋友的推荐很重要，再次是网上网友的评价。比如我和家人买笔记本之前就已经从朋友、同事那里听到过不少什么笔记本最好用、什么牌子最差之类的话，真的想去买之前又在网上搜到很多相关的评论，最后才确定确实要买。这种心理认定的过程因人而定，地位、财富、性格都有影响。所以我认为i-merge的调查还过于粗糙。

最后说说feedsky的话题广告，首先话题广告不是口碑营销，大多数写话题博客的都没有真正深入的使用过商品(或网站)，缺乏一种倾诉的渴望；再者话题博客本身不是通过口碑营销而使用商品(或网站)的，自我心理认定过程较弱，自然也很难向他人很好的表达自己的感觉。