????當(dāng)然，在社交網(wǎng)絡(luò)上培養(yǎng)一個(gè)粉絲群體是需要時(shí)間的。男裝品牌Bonobos的社交媒體總監(jiān)大衛(wèi)?法奇就說：“它不是一天就能建成的。”他向其他企業(yè)提出了自己的建議：就算短期內(nèi)看不到成果，也不要放棄口碑營(yíng)銷戰(zhàn)略。2007年Bonobos剛剛問世的時(shí)候，它的服飾只在網(wǎng)上銷售。而且這家公司還表示，它是第一批在Facebook上打廣告的公司之一。

????瑞斯?戴維斯認(rèn)為，最成功的口碑營(yíng)銷就是要把顧客當(dāng)成大使，給他們特殊的權(quán)限，讓他們接觸到產(chǎn)品或是公司高管等他們感興趣的人。這么做聽起來要頗費(fèi)一番工夫，但是值得。他說：“這可能會(huì)增加口碑營(yíng)銷的人力成本，但是你沒有花什么廣告費(fèi)，這樣就足以彌補(bǔ)人力成本了?！?/p>

????Bonobos還成立了一支專門的內(nèi)部團(tuán)伙管理社交媒體，他們的工作就是盡可能地堅(jiān)持在Facebook上積極活動(dòng)。也就是說，他們要回復(fù)大量Facebook上的信息，還要想辦法把與Bonobos有關(guān)的博文頂上去。不過除了純粹的人力因素，還有哪些內(nèi)容是人們?cè)敢夥窒淼模?/p>

????Bonobos的法奇認(rèn)為，人們喜歡分享有視覺效果、幽默的而且能表達(dá)獨(dú)特觀點(diǎn)的內(nèi)容。比如，這家公司2013年的愚人節(jié)發(fā)布了一款名叫“女友牛仔褲”的惡作劇廣告。這個(gè)視頻在YouTube上收獲了6.6萬次點(diǎn)擊量，而且為Bonobos的官網(wǎng)帶來了創(chuàng)紀(jì)錄的訪問量。它雖然不是時(shí)代廣場(chǎng)上的大廣告牌，也不是“超級(jí)碗”杯期間的電視廣告，但它顯然讓消費(fèi)者認(rèn)識(shí)了這家公司。（財(cái)富中文網(wǎng)）

????譯者：樸成奎?

????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.