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Anybody that's been a business ever, knows that word of mouth is probably the most important part of building your brand,
如果你经商的话，你就知道口碑其实是创立品牌最重要的部分，
whether you're a product like RedBull, you don't think all the club-goers, the in-crowd build that brand,
比如说红牛啊，你绝对不会认为它是一些酒吧达人，或是时尚达人建立起来的品牌，
or Crystal or Grey Goose or if your landscaper or dentist or a lawyer.
还有什么灰雁伏特加，你不会认为这与什么景观设计师，牙医或是律师扯上关系。
You think those ads that you buy in the yellow pages mean anything, mmm, word of mother effing mouth.
你觉得黄页上的广告有什么用，这就叫做口碑，口口相传。
Now let's talk about word of mouth in 2008. It's a lot more powerful.
那让我们来说说2008年的“口碑”问题，它的影响力巨大。
It's on steroids. It's Roger Clemens in. It's Barry Bonds in.
巨大无比，这好比罗杰·克莱门斯，好比贝瑞·邦兹。
It is on absolute steroids in this day and age with social products, like Pownce and Twitter
在当今的社交媒体时代，口碑的影响力巨大，比如现在的“Pownce”“推特”，
and all Jayco and Dodgeball, I don't I just wanted to go there.
还有比如“Jayco”“Dodgeball”等等社交平台，我也不知道怎么说到这些了。
Facebook and MySpace with bulletins or whatever you use whether it's Bebo
“脸书”“MySpace”等等，不管你用什么，对了还有“Bebo”平台，
or you know Orkut depending if you're in Brazil right?
还有在巴西非常火热的“Orkut”。
With the way we're going now and with the SDK stuff,
看看我们现在的市场，还有什么软件开发工具等等，
you don't think there's gonna be an amazing billion dollar company that's an application through texting
你不会想到一家数十亿美金的公司变成了一款应用，
a trillion people in two seconds, heck, Twitter is that now right?
更不会想到数十万亿人会在两秒钟之内收发短信，但是现在的“推特”就是如此对吗？
Um, so the fact that matter is where this world is going on June 16 2008,
所以在2008年6月16日，当今世界又在发生什么变化呢，
people need to recognise, companies need to recognise that world of mouth is absolutely more explosive, more powerful than ever.
我们需要认识到，企业需要认识到口碑的力量无穷大。
Let's talk about the biggest socialite in 1998 a decade ago heck,
让我们回到十年前1998年，当时时尚界最风靡的人物，
let's go to 2001, the biggest socialite you knew could only do so much damage with her or his word of mouth.
还有2001年，这些人只会在自己的圈子中遭受影响，或者说口碑下降。
What 30, 60, 80 and email is fine but very very spammy，
最多会有30，60或者80个人知道，当时的电邮也会对他们产生影响，但影响不大。
but in a world where you connect to people and you have the option if you want to follow them or not,
但如今的世界是人与人连接的世界，你可以决定是否关注，
word of mouth now is a greater impact to every business and brand than it's ever been in my opinion,
如今的口碑对企业，对品牌的影响力超乎了你的想象，
and it's going to continue that way and so that's what's really important now for people to understand
而且它的影响力还将继续，所以人们需要明白的是，
how powerful word of mouth is, how important word of mouth is
口碑的巨大影响力，口碑的重要性，
and how people's reach with their word of mouth has expanded to levels we've never seen before
还有人们能够影响口碑的广度也是前所未见的，
or could comprehend where people have forty, fifty thousand followers. When do you think what excuse me,
现在我们有四万，五万关注者，你什么时候认为对不起，
what do you think is going to happen when real-life non-internet brands get involved with things like Twitter
你觉得如果一个非互联网品牌，一个实实在在的品牌与“推特”产生了联系，你觉得会怎么样，
when Lindsay Lohan, when Tom Cruise, when Oprah Winfrey has a billion followers on a Twitter-like product.
想象一下林赛·罗韩，汤姆·克鲁斯或者是奥普拉·温弗莉有十亿关注者的场面。
I mean what do you think is gonna happen, the impact, the speed,
你觉得会发生什么，它的影响力，它的传播速度，
anybody using these new technologies knows what I'm talking about.
所有使用社交媒体的朋友一定懂我的意思。
Now Factor listen, 99 percent of the world doesn't know about this yet.
听着朋友，现在有99%的人还不知道这回事。
What happens in the next 24, 36, 48 months when the rest of the world catches up
那么未来24个月，未来36个月，48个月会发生什么呢，到那时候全世界都进入了社交媒体时代，
and starts using these social tools to get their word of mouth into a greater space.
并开始在互联网上传播他们的“口碑”。
The whole marketing and branding of brands is gonna go upside down, flip！
到时候整个市场，整个品牌界将发生巨大变革！
And newspaper ads and billboards and radio spots are gonna seem very unsexy
到时候报纸广告，广告牌或是广播广告都将荡然无存，
and brands where are you Coca-Cola, Gillette, Procter and Gamble, which is Gillette.
什么可口可乐，吉列，宝洁。
I mean where are you? Where are you leveraging these brands now?
到时候你们在哪？ 你们的品牌效应在哪里？
Why are you not testing the waters in a much bigger way when word of mouth now is so powerful
你们不再尝试新事物，口碑的影响力太大了，
when no longer is it just a celebrity pitching your product anymore,
再也不是明星为你代言那么简单了，
when three or four common folk with a lot of following on the Internet can do that kind of damage,
互联网上的一小撮人就能砸了你的牌子，
where are you, word of mouth 2.0 is the future.
你们在哪，口碑决定未来。
