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iWOM (Forum marketing) in China

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iWOM (Forum marketing) in China

  1. 1. Word of Mouth for your brand!
  2. 2. Why iWOM is important
  3. 3. Attention Interest Search Action Share Search on the iWOM (Forums) is the new consumer behavior nowadays!
  4. 4. Source: A collaborative Baby Care White paper by GroupM & CIC Most Netizens search on iWOM (forums) before they actually purchase DIFFERENT products.
  5. 5. Most Netizens search on iWOM (forums) for the brands! Having good WOM on internet for your brand is essential!! Source: A collaborative Baby Care White paper by GroupM & CIC
  6. 6. But why consumers check on iWOM
  7. 7. Source: A collaborative Baby Care White paper by GroupM & CIC “Before purchase, checking others’ user experience can help reduce purchasing risk”
  8. 8. How One Digital do iWOM for the client
  9. 9. a. Establish iWOM Objectives b. Align on iWOM Strategies & Framework c. Align on WOM Plan d. Execute, Evaluate & Optimize One Digital Methodology
  10. 10. a. Establish iWOM Objectives 1. Increase the popularity of the brand and its products at CN’s popular portals 2. Educate the CN’s target audience about the brand’s key benefits through active interaction 3. Promote any ad-hoc campaign if any The Brief
  11. 11. b. Align on iWOM Strategies & Framework Firstly, iWOM Portal Selection MMore….
  12. 12. b. Align on iWOM Strategies & Framework Secondly, iWOM Communication Framework This is a simple formula, a combination of 4 factors: Product Selling Points Lead-in Portal c. Align on WOM Plan
  13. 13. d. Execute, Evaluate & Optimize Execute – Approaches by One Digital 1. Creative and engaging posting content – product photos and other relevant photos 2. Comparison and Arguments
  14. 14. Please Note: Dos & Don’ts by One Digital
  15. 15. • Correct Product/brand Info delivery • Encourage the discussion from netizens • Convey the sales promotion message • Hard-sell the brand/product • Bad-mouth the competitors Dos & Don’ts by One Digital
  16. 16. For more information, please contact us: Tel: 3116 2247 Email: info@onedigitalhk.com

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