英国新闻听力 参与式营销（在线收听）

主持人：本周第一个话题，产品和理念的销售有了一个新的趋势，参与式营销。我们很多人才刚刚理解了所谓的病毒式营销，意思是说商家设计一则非常有感染力的广告，让人们通过电子邮件把它发给自己的朋友们。不过，这种模式已经过时了。

注释：

viral adj. 滤过式病毒的

buzzword n. 行话，流行语

empowerment n. 授权，分权

trailer n. 预告片

preach v. 讲经布道，竭力劝告

convert v. 使转变，使……改变信仰

文本内容:

The host: But first this week, the new trend in selling us products and ideas is called participation marketing. Many of us have only just caught up with the so-called viral marketing, the idea that companies create an advert which is designed to be appealing enough to be passed via email by friends to each other. Well, this model is already out of date. The problem was that advertisers lost control of the process. People would pass on the adverts but who would they be passing it on to? And frequently research showed not always to the targeted group of would-be consumers and often they would be passing on adverts having changed their message. So, the new model is participation marketing and Justin Kirby is the managing director of the marketing company, Digital Media Communications and he joins us now. Justin, welcome to Culture Shock. Just explain what this concept of participation marketing actually is.

Justin: Well, consumer participation is dressed up in a number of buzzwords. I mean it is not often called 'customer participation' or 'consumer participation'. It's wrapped up in whichever marketing company's buzzword they have decided to call it. So you'll hear it being called 'co-creation', you'll be hearing it called 'customer made communications', you'll be hearing it called 'consumer empowerment' or 'customer empowerment'. But underlying all of those different buzzwords is a term called 'participation' which has been used in political science and management theory for years now.

The host: Give us the most up-to-date examples then of how this actually works and who has done it.

Justin: Well, one of the most recent examples would be something like the way that Fox and myspace teamed up to promote X-men The Last Stand and created this environment within myspace called 'X space' which by offering sort of enhanced functionality within myspace they managed to create a community of say 3 million people within this actual myspace X space community. So I think what's interesting there is they're not being promoted to in the normal sense, where it's like here's an ad or here's a trailer. It's like come and be promoted to within this environment of this community you are already part of.

The host: OK that sounds pretty interesting actually. That you make people feel that they are part of something much bigger and they are not just getting something sold to them and I suppose you are also preaching to the converted in the case of X-Men groupies or fans. Which are the most successful instances of participation marketing, you mention the X-Men, the film, but are there other more consumer products where this has been successfully used?

Justin: Funnily enough there is another film example which funnily enough shows that actually just asking people whether they should choose A or B logo can have an amazing effect. I mean, Tremor, which is a division of Proctor and Gamble in the US has recruited 250,000 teen influencers and for a film called 'Win A Date with Ted Hamilton', I think it is called, they asked 1000 teenage girls in one town in the US to say which of two logos they thought should be used to promote the movie and in that town attendances were double anywhere else in the country

参与式营销

主持人：本周第一个话题，产品和理念的销售有了一个新的趋势，参与式营销。我们很多人才刚刚理解了所谓的病毒式营销，意思是说商家设计一则非常有感染力的广告，让人们通过电子邮件把它发给自己的朋友们。不过，这种模式已经过时了。其问题在于，广告商会对整个过程失去控制。人们的确会发出电子邮件，但是天晓得他们会发给谁。调查显示，很多时候收件人并不属于预计消费人群，而且人们转发邮件时还经常更改广告的信息。于是，我们又有了新的营销模式，参与式营销。贾斯汀·科比，营销公司"数字媒体通信"的执行官，今天做客"文化冲击"。欢迎来到我们的节目，贾斯汀。请解释一下参与式营销究竟是个什么概念？

贾斯汀：有很多流行语表达的都是用户参与这个意思。也就是说，人们并不总说"消费者参与"或是"用户参与"，他们会任意地用营销业的某一行话来取而代之。所以你会听到它被称为"合作创造"、"发展用户的沟通"、"用户掌权"或是"消费者掌权"。但是，潜藏在所有这些行话背后的，就是一个词，"参与"，很多年以来这个概念一直在政治科学领域和管理理论中被广泛运用。

主持人：请举几个最新的例子，告诉我们这个模式是怎么运转的，还有，哪些人在操作它？

贾斯汀：最近的一个案例要数福克斯公司携手"我的空间"（My space），共同为电影《X战警-最后一役》造势，他们在"我的空间"中创建了一个社区，叫做"X空间"（X space），可以容纳三百万用户，其功能比"我的空间"还要更强大，以此吸引人们加入。我想，这个例子的有趣之处在于，他们并没有以普通的方式做营销，像是摆出一个广告或是播出一段预告片，而是走进消费者本身所属的群落，然后进行营销。

主持人：好的，这听起来的确很有意思。你让人们觉得自己是个庞大团体的一员，而并不仅仅是在被推销某样东西，而且我猜你也会对《X战警》迷们讲经布道，让他们转而加入这个社区。参与式营销最成功的案例是什么？你提到了电影《X战警》，事实上，这种模式有没有在其它更实体的消费品上成功运作过？

贾斯汀：这事儿挺逗的，另一个典型案例也是关于电影的。该案例表明，实际上，光是问问人们，他们会从两个标语里挑哪一个，就可以收到意想不到的效果。美国P&G公司旗下的特莱默营销公司为电影《赢得一个与泰德·汉密尔顿的约会》做宣传，他们总共招募了二十五万参与者，年龄都在十几岁，让这些人从两条标语中选出一个更适合的，作为电影的宣传语。其中，有一千个女孩子都来自同一座城镇，结果，这部影片在该城镇的上座率是在全美其它任何地方的两倍。