It builds brands,

它建立品牌

drives sales,

驅動銷售

and sparks conversations

而刺激對話

both consumer to consumer

包括靠戶對客戶

and consumer to brand

以及客戶對品牌

The founders of WOMMA, the Word of Mouth Marketing Association, had

WOMMA口傳行銷聯盟 的創辦人

the vision to understand that the power of WOM

有遠見地意識到口傳行銷的力量

would only increase as people became more interconnected through social media.

將隨著人類透過社群媒體變得更加緊密 而逐漸壯大

This vision continues today

這個遠見持續存在

as WOMMA has become the premier organization focused on representing and

隨著WOMMA成為口傳行銷界的首席組織 他們專注在呈現

improving the word of mouth marketing industry.

以及改善口傳行銷產業

Word of mouth marketing can be defined simply as any business action that

口傳行銷可以簡單定義為 任何會產生

earns a customer recommendation.

顧客推薦的商業活動

Delivering the best product in a category,

在同類產品中提供最好的

providing a great customer experience,

提供一個絕佳的消費體驗

rewarding customer loyalty.

獎勵顧客忠誠

These are all examples of business actions that can earn customer recommendations.

這些都是贏得顧客推薦的商業活動實例

Recommendations are important to marketers because when a recommendation

推薦對於行銷人員相當重要 因為

is earned, it indicates preference from a customer,

當我們獲得推薦 這顯示出一個消費者的偏好

leads to purchase by a customer, and results in a strong probability that the

引發消費者購買行為 然後很有可能導致

customer will tell others through word of mouth.

這個消費者透過口耳相傳 告訴其他人

As an organization, WOMMA believes the most effective word of mouth marketing

身為一個組織 WOMMA認為最有效的口傳行銷

follows five principles.

遵循著五個原則

It's credible,

是可信的

respectful, social,

值得尊重的 社交的

measurable,

可衡量的

and repeatable.

然後可重複

Here's how we define each principal:

這是我們訂一個個原則的方法

Credible word of mouth is honest and authentic marketing messages

可信的口傳行銷是 真實可靠的行銷訊息

from brands to customers

從品牌到消費者

and from customers to customers.

以及消費者到消費者

Respectful word of mouth is transparent and trustworthy behavior

值得尊重的口傳行銷 是透明化而且可信的行為

as it relates to privacy matters between brands and consumers.

因為它與品牌和消費者之間的隱私問題相關

Social word of mouth involves brands listening to conversations, participating

社交性的口傳行銷 需要品牌聆聽對話 參與對話

in conversations, responding to conversations,

回應對話

and encouraging conversations online and offline.

然後鼓勵 無論線上或是線下對話

Measurable word of mouth is the ability to define, monitor, and evaluate a program's success.

可衡量的口傳行銷 是能夠定義 監控 評量 計畫成效的能力

Repeatable word of mouth is the ability to do it over and over again in order

可重複的口傳行銷 是可以一次又次不斷來過的能力

for a business to become a truly talkable brand.

為了使一間企業可以成為真正被討論的品牌

The reality is: not every brand becomes talkable.

事實是 不是每個品牌都會被討論

However, through WOMMA's ongoing education and its growing community of

不過 透過WOMMA的現行的教育計劃 以及持續成長有遠見的行銷者

visionary marketers, you can learn what's working today

社群 你可以學會今天什麼會成功

and what will work tomorrow

以及明天什麼會成功

to make your brand

使你的品牌

a talkable brand.

成為一個被討論的品牌