口碑营销旧貌换新颜

    当然，在社交网络上培养一个粉丝群体是需要时间的。男装品牌Bonobos的社交媒体总监大卫•法奇就说：“它不是一天就能建成的。”他向其他企业提出了自己的建议：就算短期内看不到成果，也不要放弃口碑营销战略。2007年Bonobos刚刚问世的时候，它的服饰只在网上销售。而且这家公司还表示，它是第一批在Facebook上打广告的公司之一。

    瑞斯•戴维斯认为，最成功的口碑营销就是要把顾客当成大使，给他们特殊的权限，让他们接触到产品或是公司高管等他们感兴趣的人。这么做听起来要颇费一番工夫，但是值得。他说：“这可能会增加口碑营销的人力成本，但是你没有花什么广告费，这样就足以弥补人力成本了。”

    Bonobos还成立了一支专门的内部团伙管理社交媒体，他们的工作就是尽可能地坚持在Facebook上积极活动。也就是说，他们要回复大量Facebook上的信息，还要想办法把与Bonobos有关的博文顶上去。不过除了纯粹的人力因素，还有哪些内容是人们愿意分享的？

    Bonobos的法奇认为，人们喜欢分享有视觉效果、幽默的而且能表达独特观点的内容。比如，这家公司2013年的愚人节发布了一款名叫“女友牛仔裤”的恶作剧广告。这个视频在YouTube上收获了6.6万次点击量，而且为Bonobos的官网带来了创纪录的访问量。它虽然不是时代广场上的大广告牌，也不是“超级碗”杯期间的电视广告，但它显然让消费者认识了这家公司。（财富中文网）

    译者：朴成奎 

    To be sure, building a social web community is a process. "It doesn't build overnight," says David Fudge, head of social media at men's clothing retailer Bonobos, who warns companies not to abandon their strategy when they don't see an immediate uptick. When it launched in 2007, its clothes were only available online and it claims to be one of the first companies to advertise on Facebook.

    Reiss-Davis argues that the most successful word-of-mouth initiatives treat customers as ambassadors and give them either special access to products or connections to executives and interesting people at the company. This level of access sounds like hard work, but it pays off. "It may take you more labor to set up a successful word-of-mouth campaign," says Reiss-Davis, "but you're not spending those advertising dollars, which tends to make up for it."

    Bonobos has an in-house team manning social media feeds. Their job is to be as active and consistent on Facebook as possible, which means responding to the majority of Facebook messages and liking Bonobos-related posts. But beyond pure manpower, what kind of content do people want to share?

    Bonobos' Fudge focuses on visual, witty content that expresses a unique point of view. Take the company's 2013 April Fools' Day prank about a fake product called the "Girlfriend Jean." The video garnered over 66,000 views on YouTube and sent record traffic to Bonobos' website. It wasn't a billboard in Times Square or a commercial during the Super Bowl, but it certainly got a message across to customers.