病毒式传播,数字时代品牌价值最大化的捷径
作者:编辑
2017-08-23
摘要:世界是平的。社交媒体使品牌在全球范围内的传播速度和广度达到了空前的水平。策划一场像病毒般迅速传播的活动是每个营销人员的梦想。

世界是平的。社交媒体使品牌在全球范围内的传播速度和广度达到了空前的水平。策划一场像病毒般迅速传播的活动是每个营销人员的梦想。然而对许多品牌而言,赢得富有激情的观众的注意力非常困难,许多超级品牌的病毒式成功案例也很难复制。对于那些想要吸引观众注意力的品牌来说,是否有方法助力他们成功? 

病毒式营销的特征不一而足,但公认的是,病毒式营销利用用户口碑传播的原理,凭借互联网这个平台,这种“口碑传播”更为方便快捷,成为一种高效的信息传播方式。病毒营销的六个因素:提供有价值的产品和服务;提供无须向他人努力传递信息的能力;信息的传递范围很容易由小向大范围扩散;利用公众的积极性和行为;利用现有的通信网络;利用他人的资源。 

消费者也接触到越来越多的国际化品牌。根据世界品牌实验室(World Brand Lab)的调查,很多消费者在购买决策前,除了看品牌,还看是哪个国家制造的。国别在消费者决策时有怎么样的作用?“中国制造”的商品和品牌,哪些种类还是值得信赖的?在执行病毒式营销时,是否要考虑品牌国籍和文化背景?《总裁》(MeetBoss)杂志专门就这些话题,访问了麻省理工学院斯隆管理学院营销系主任希南·艾瑞尔教授(Prof Sinan Aral) 

问题一:品牌管理是目前每一家企业都重视的模块,一直以来您就许多社交媒体和品牌的问题进行深入研究讨论,您多次提到社会传染性一词(Social Contagion),这个话题比较新,相信大家也对这个概念比较模糊,能简单谈谈对于品牌而言,什么是社会传染性?它将如何影响品牌的建立呢? 

Q1.Nowadays, Brand Management is very important to every company. You have continuously conducted in-depth study on social media and brand-related issues and always mentioned the term Social Contagion. This topic is relatively new and I believe many of us still have questions on it. Can you talk a little bit about Social Contagion, especially for brand? How will it affect the brand's establishment? 

艾瑞尔: 那么,正如我将在发布会演讲中所描述的那样,上个世纪80年代是单一消息的时代,同样的电视广告给每一个人都播一遍; 20世纪90年代是分裂的时代,我们从18-24岁的游戏玩家中区分出足球老妈(中产阶级妇女,在美国选举中被视为强有力的利益团体,非常重视小孩休闲活动,亲自开车接送小孩参加运动、活动的母亲,又称为足球老妈),并以不同的方式与这个团体沟通; 21世纪开始后就是个性化时代,我们使用详细的数据将个性化消息定位到个人消费者;自2010年以来,我们一直处于网络消费者的时代,企业必须了解消费者之间的社会关系,以及他们如何影响和揭示彼此的偏好。如果您的公司业务仍然集中在分块阶段,那么您大概还活在三十年前。 

A1: Well, as I will describe in my talk, the 1980’s was the era of the single message, the same TV ad made for everyone and broadcast to everyone; the 1990’s was the era of segmentation, when we differentiated soccer moms from 18-24-year-old gamers and communicated to these groups differently; the 2000’s was the era of personalization, when we used detailed data to target personalized messages to individual consumers; and since 2010 we have been in the era of the networked consumer, in which businesses must understand the social connections between consumers and how they affect and reveal each other’s preferences. If your business is still focused on segmentation, you are about three decades behind. 

问题二:在这个信息化时代,各类社交媒体兴起,您也曾帮助许多社交媒体企业如脸书,Twitter实现它们的经济价值,在这个过程中,信息化互联网似乎起到了关键的作用。这就衍生出了信息扩散(information Diffusion),那对于企业而言,该如何通过信息和互联网来提升公司价值呢?能简单说说该从哪些方面注重这个信息扩散呢? 

Q2. In this information age, various types of social media arise. And you have helped many social media companies such as Facebook, Twitter to achieve their economic value. In the process, information network seems to play a key role. And this remind us of information diffusion. To be more specific, how to use information and Internet to enhance the value of the company? Can you talk more about the things companies need to pay attention to when they do information diffusion? 

艾瑞尔: 管理信息传播的关键目标是品牌价值最大化。关键策略是最大限度地发挥品牌积极信息的传播,并学习和回应负面消息。测量和管理信息传播可以帮助企业在营销活动中获取成功,满足消费者需求,在收入和利润方面实现多重增长。 

 A2:The key goal in managing information diffusion is to maximize brand value. The key tactic is to maximize the spread of positive information about the brand and to learn from and respond to the negative. Measuring and managing information diffusion can help companies achieve many-fold increases in the success of marketing campaigns, consumer demand, revenue and profit. 

问题三:您一直认为不仅仅要Viral marketing,更重要的是Viral Product的设计。您也曾在论文中做过一个Viral Product设计的量化研究,发现这样的设计不仅具备高辨识度,带来更大的需求,同时能带来社会传染效应。能简要谈谈一般Viral Product 设计的特征,以及它将如何提升品牌的竞争力吗? 

Q3. You always think that Viral marketing is not enough for marketing, what’s more important is the design of Viral Product. You have also done a quantitative study of Viral Product Design in one of your paper, and found that such design could not only generate high recognition, bring greater demand, but also bring Social Contagion effect. Can you briefly talk about the characteristics of the Viral Product Design, and how it will enhance the brand's competitiveness? 

艾瑞尔: “病毒式产品设计(Viral Product Design)”是开发产品的过程,因此它们更有可能在人际网络中分享和讨论,无论是在Twitter、Snapchat、Facebook,还是在工作场所的饮水机旁。它强大的三个主要原因是:1)它是传播公司产品和服务最具成本效益的方式;2)它从受信任的朋友和同行那里创造了积极的口碑,这是一个比品牌本身更有效的信息传递渠道;3)它在社会中发挥社会乘数效应,并为每一个直接回应者创造需求溢出效应,这意味着它可以真正加速采用品牌意识。 

A3: "Viral Product Design" is the process of developing products so they are more likely to be shared and talked about in human networks, whether on Twitter, Snapchat, Facebook or by the water cooler at work. Viral design is powerful for three main reasons: 1) it is one of the most cost effective ways of spreading the word about a company's products and services; 2) it creates positive word of mouth from trusted friends and peers which is a more effective messaging channel than advertisements from the brand itself; 3) it engages social multipliers in society and creates demand spillovers for every direct response adopter, meaning it can really accelerate adoption brand awareness. 

问题四:从一个消费者的角度来看,“中国品牌”的整体形象是怎样的?中国在千百年前已经有全球化品牌甚至是奢侈品,比如丝绸、瓷器等。在大宋大唐的鼎盛时代,外国人看了这些都视为珍宝追捧,其用户忠诚度,应该超过当今的苹果。您认为,“中国品牌”大约还需要多少时间,才能重整昔日雄风? 

Q4. What is the image of “Made in China” from a consumer point of view? There are lots of global brands and luxury goods thousands of years ago in China, such as silk, porcelain and so on. Foreigners regarded these as treasures in the great age of the Song and Tang Dynasty and their customer loyalty should be greater than today's Apple. According to your opinion, how long will it take for "Made in China" to restore and revive.

 艾瑞尔:我相信中国有一个双重的形象:有很多品牌和产品受到人们的尊敬,而在西方,它们被认为是质量较差的。我认为,除了丝绸和瓷器等奢侈品,一群新兴的中国互联网服务正引领着一种非常积极的品牌形象。 

A4: I believe China has a dual image: there are brands and products that are revered the world over and industries in which it is seen in the west as being of lower quality. I think that in addition to luxury goods like silk and porcelain, the new group of Chinese internet services are leading the way with a very positive brand image. 

问题五:据2016《财富》世界500强显示,中国上榜公司达110家;同年,世界品牌实验室(World Brand Lab)《世界品牌500强》研究报告,中国仅36家企业入选世界品牌500强。在你的周围,应该很少有人能说出10个中国品牌的名称。您认为,作为拥有14亿人口的大国和世界第二大经济体,中国品牌总体实力薄弱的原因是什么? 

Q5. The 2016 Fortune Global 500 shows that 110 Chinese companies are in the list. At the same year, World Brand Lab shows that there are only 36 Chinese companies were selected into World Brand 500. Actually, few people could be able to say the names of 10 Chinese brands. As a huge country with a population of 1.4 billion and the world's second largest economy, why the overall strength of Chinese brands is so weak? 

艾瑞尔: 我想你回答了自己的问题。中国企业很少依赖于外贸的增长。中国国内市场人口众多,并且需求量不断增加,因此中国品牌还不需要像其他j竞争对手一样在国际市场上进行品牌营销。 

A5:I think you answered your own question. Chinese firms rely less on foreign trade to grow. There is such a large population and an increasing demand from Chinese domestic markets that Chinese brands have not needed to market themselves internationally as much as some of their competitors. 

问题六:中国品牌在创立初期,命名一般是基于中文的涵义,然后再翻译成英文。中文和英文是完全不同的两种语言,中文强调发音、象形等,这使得被翻译后的品牌名称,西方人无法理解和记忆。品牌的建立和塑造,必须具备浓厚文化沉淀,消费者愿意为这种文化支付更高的价格,但中外有巨大的文化差异。你认为,有什么办法破除这一难题? 

Q6. In the early developing days, the names of Chinese brands were generally based on the meaning of Chinese and then translated into English. Chinese and English are completely different two languages. Chinese emphasizes on pronunciation and pictograms, etc, which makes the translated brand names difficult for westerners to understand and memorize. The building and shaping of a brand must be based on a strong cultural precipitation. Consumers are willing to pay a higher price for this culture, but there are huge cultural differences between China and foreign countries. Do you think if there is any way to solve this puzzle?  

艾瑞尔: 我认为在所有国家之间都有不同程度的文化差异。中国与其他亚洲国家的文化更近,同时美国与西欧文化更为密切相关。我不知道这个难题是否有“解决方案”,但有些公司在国外的品牌营销比其他公司更出色。这通常是由于他们同化文化的能力以及与那些能快速将消息传递到当地市场的国外品牌实体合作的能力。 

A6:I think there are cultural differences, of varying degrees, between all countries. China has closer cultural proximity to other Asian countries, while the United States has a closer cultural affinity with Western Europe. I'm not sure whether there is a "solution" to this puzzle, but some companies are better at foreign branding than others. This is typically driven by their ability to assimilate culturally and their ability to work with foreign branding entities that can adapt their messaging to the local market.

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