Recently, I happened to find that "he" (a colleague) lost weight, which was too obvious. He changed from a 160 kg fertilizer to a 120 kg reed stick. When we were curious about this, we were discussing whether he was "haggard for Iraq" because of his lovelorn love, and the tipping point appeared.
He mysteriously invited several girls from the company to his house for dinner. After dinner, these delicious girls began to lose weight, which further aroused our curiosity. Finally, when curiosity turns into active inquiry, we know the truth-he plays games at home every day and plays somatosensory games on WII.
Finally, office colleagues collectively buy WII or XBOX? 360, all became prisoners of somatosensory games, and when the chat content in our office became an exchange of experience in playing games after dinner, the "flu" of somatosensory games gradually spread to other offices or other companies, and even spread from this building to another building. ...
This is the tipping point. This tipping point can also appear on Weibo, but the scene has moved from reality to virtual, from actually seeing him losing weight every day to drying his weight in Weibo, taking pictures of his slimming achievements and experiencing them.
As the old saying goes, it is better to teach people to fish than to teach them to fish. At present, it seems that the best word-of-mouth tipping point is to teach people to fish, and it is not bad to make a useful communication. The tipping point really exists in word-of-mouth marketing. As long as it is used properly, the effect of directional blasting will be very considerable.
Do you want to see the live surgery? In February, 2009, Henry Ford Hospital performed the first live surgery through Twitter. Through Twitter communication, the purpose of education has been achieved, and thus the credibility of this institution has been strengthened. Later, the 15 operation was broadcast live on Twitter, which also made the operation execution and effect more transparent and could stand the test of various people. More and more patients are willing to operate there, and more and more doctors are willing to work there. Because of the good effect, the practice of Henry Ford Hospital has also caused other medical institutions to follow suit.
What is this critical point? It is a live broadcast of surgery, which others dare not imagine. This hospital did it, which is an anecdote and naturally gained a lot of attention. As a result, through the continuous live broadcast in Weibo, people who are concerned constantly get a clear message from word of mouth-good surgery, good hospital.
So has such a tipping point ever occurred in China? There were many such examples in the past, but most of them were plastic surgery hospitals, which cooperated with TV stations to broadcast women's plastic surgery as necromancers. What about the effect? In terms of spending money, the former's advertising cost is zero, while the latter's advertising cost is millions (taking up so much broadcast time, it's all money); In terms of making money, the former is very successful, bringing business to the hospital, while the latter rarely regards successful cases as showing off capital.
Why is this happening? It's not that live TV is not good, but that live TV in Weibo is great. In fact, the key lies in the setting of the tipping point. Although the gimmicks are all live broadcasts of surgery, the former focuses on education and popularizes surgical knowledge, which is refreshing. The latter is too showy and commercialized, and the middle operation is no different from the draft. The links that really involve technology are not fully exposed and the directional blasting angle is inaccurate. As a result, the word-of-mouth avalanche after detonation has questioned the technical level of plastic surgery hospitals.
Even if there is a good tipping point, we should pay attention to clever use to achieve the best detonation effect.
China Southern Airlines won Airbus's first large aircraft A380 in China, and launched Weibo marketing on its maiden voyage, gathering word of mouth with the topic of "big aircraft" that all China people are very cold. What if it's you?
I asked several senior practitioners of public relations companies that promoted Weibo, and the answers were: release the ride experience of A380 in real time, provide a WiFi environment for flight attendants (if possible), call popular Weibo main groups to shoot and participate in the first experience of A380, and release the anecdotes and information of A380 through China Southern Airlines official Weibo, so that A380 flight attendants can open Weibo to interact with netizens like China Eastern Airlines Ling Yan. ...
Admittedly, these ideas are very good implementation plans, but this effect is also a routine, which can only be regarded as the proper maintenance and promotion of Weibo, and it is difficult to spread word-of-mouth marketing. However, the promotion team of China Southern Airlines adopted another scheme, which sublimated the whole A380 microblog promotion.
China Southern Airlines Airbus Experience Marketing This activity, China Southern Airlines made full use of the topic clustering function of Tencent Weibo, and took Weibo as the main event login entrance. After logging into the activity website through Weibo, netizens can fill in their personal information and upload their avatars to form personalized virtual air tickets, and at the same time, they can synchronize the virtual air tickets to Weibo. Through Weibo Virtual, netizens have their own unique boarding passes, which really look like A380 flying in the air. This unique experience is completely different from other brand marketing. Every netizen who participated in the first flight of A380 was a participant and a witness, which made the image of China Southern Airlines "taking the lead" imperceptibly implanted in the hearts of netizens, and also allowed enterprises to establish some emotional ties with netizens. "Let the dream fly farther and the heart stick closer", a certified user said after participating in the activity: "China Southern Airlines is good." During the event, the number of broadcasts about Airbus A380 increased to 83,000 times, and the daily broadcast volume even reached 1.7 million.
At the same time, in this activity, netizens can also get the "flying big difference" medal. Medals are used to express Weibo's activities and become emotional nodes between users and enterprises. This activity greatly enhanced the brand influence of China Southern Airlines: in just one month, the number of participants reached 200,000, the audience of China Southern Airlines increased by 1.24 million, boarding passes were generated by 1.8 million, and 1.35 million people successfully shared Weibo virtual boarding passes. According to the average audience number of Tencent users in Weibo 100, the word-of-mouth communication power of netizens has exceeded 1.35 million.