Buzz Marketing

BuzzMarketing•BuzzMarketingAtermusedinthemarketingindustrytodescribeactivitiesthatcompaniesundertaketogeneratefavourablewordofmouthpublicityaboutproductsandservices.=WordofMouthMarketingHypeamongconsumersBothexecutiontechniqueandresultsPositivebuzzisoftenagoalOldestformofadvertising,butnewasmarketingdisciplineSomereasonsforrelyingonBuzzMarketingInfactbuzzmarketingisatalkbetween...Customers...Employees...Investors...…people!Quickastheinternet...Wecan’torganizeWe’renotincontrolAndcanbeamessSomebenefitsforsenderandreceiverofwordofmouthmarketingIt’sanewwaytounderstandmarkets,notonlyanewcommunicationchannel.Case:EA–TigerWoodsPGATOUR=h42UeR-f8ZA=FZ1st1Vw2kYEmbrace!Empower!Subject:WHQIlluminationforGM's100thAnniversaryAfewyearsbackwecelebratedour100thyearinbusiness…andwhatagreat100yearsitwas.OnTuesday,September16thGeneralMotorswillbecelebratingits100thyearanniversary.Asasignofgoodwillandtoofferourcongratulations,WHQwillbeilluminatingthesouthsideofthebuildingMondaynightcommemoratingtheir100thBirthday.Thiswillbeaccomplishedbystrategicallyopeningandclosingspecificblindsonthesouthsideofthebuilding.OnMonday,September15pleasedonotchangethepositionordirectionofyourblindstoensurethatWHQisbrightlyilluminatedforthe100thAnniversaryofGeneralMotors.WeaskyourcooperationandthankyouforhelpingusmakeFordMotorCompanyshine.FordxGM?Becreative!It’snotonlyaboutproducts!It’saboutPEOPLE!26TWOTHIRDSOFU.S.ECONOMONYDRIVENBYWOM27BRANDADVOCACYEVENMOREIMPORTANTTHANBRANDIMAGEORBRANDSATISFACTION91%LIKELYTOBUYONRECOMMENDATION10%INFLUENCEPURCHASINGBEHAVIOROFOTHER90%92%PREFERWOMRECOMMENDATION2828•Buzzmarketing–Specialhook,event,promotion.AquaTeenHungerForceBostonBombScare•Viralmarketing–Brandedmaterial,websites,blogs,advergames,widgets,bligets,videos,utilities,collaborationtoolsetc.thatsneezersspread.ParkRidge47,VoteDifferent•Influencermarketing–Identifyingandfindingtheinfluencers•Evangelistmarketing–Turningmostloyalcustomersintocitizenmarketers•Streetmarketing–InteractingatpopularofflineplaceslikeBuzzOven•Stealth/Undercovermarketing–Bree,lonelyGirl15BreeWOMMumbrellaterm29STIMULATINGDISCUSSIONPROMOEVENTREDUCEDPRICINGFREEWAREGAMEDEMOTRIALBETASEEDING…30Howdoesinformationflowinmyindustry?Wheredopeoplegettheirinformation?Doesinformationflowinacentralizedway?Howdoconsumersinteractinmyindustry?Dotheyhangoutinnetworks?Howbigarethesenetworks?Ismyindustryconservative?Whatinfluencesmycustomers?Whoinfluencesmycustomers?Ismyproductrisky?ASKYOURSELF…31PERSON-TO-PERSONTALKINGTALKINGBYPHONESOCIALMEDIATOOLSSMSE-MAILIMBLOGGINGVBLOGWRITINGVEHICLESFORWOMCONTAGION32SUPERIOREXPERIENCECONTAGIOUSPRODUCTSUPERIORQUALITYUNDERPROMISEOVERDELIVERANTICIPATIONREACH10%-15%TRUTHBUZZGUIDELINES33LINKSORNODESSPREADBUZZNETWORKANETWORKBNODETRUSTEDCHANNEL33WHOARENETWORKHUBSCONNECTORSALPHASOPINIONLEADERSSNEEZERSPEERSAnaveragepersonhas…11TO12INTIMATECONTACTS150SOCIALCONTACTS500TO1,500WEAKTIESAlphasarepowerfulinfluencers,notbecauseofthemoneytheyspendbutbecauseoftheweightoftheirinfluence.Theyaretypicallyindependent,confident,opinionated,andcurious.Alphasaredrivenbyahungerforstimulation,adisregardforconvention,andanurgetotakerisks.Buttheyarenotparticularlysuper-social.Connectors-whofunctionassocialgluebyspreadingthemessagePeers-Spreadingthewordatcrowdsandgroupgatherings.Sneezers-influentialendorsersOpinionLeaders-Individualwhoseideasandbehaviorserveasamodeltoothers.Opinionleaderscommunicatemessagestoaprimarygroup,influencingtheattitudesandbehaviorchangeoftheirfollowers.Therefore,incertainmarketinginstances,itmaybeadvantageoustodirectthecommunicationstotheopinionleaderalonetospeedtheacceptanceofanadvertisingmessage35REQUIRENOADVERTISINGLEAVEATRACENETWORKEXTERNALITYINCREASECOMPATABILITYINCREASETRANSPARENCYSELFCONTAINEDIDEALBUZZCANDIDATES…Guerrillamarketinginvolvesunusualapproachessuchasinterceptencountersinpublicplaces,streetgiveawaysofproducts,PRstunts,oranyunconventionalmethodsofpromotion.Viralmarketingandviraladvertisingarebuzzwordsreferringtomarketingtechniquesthatusepre-existingsocialnetworkstoproduceincreasesinbrandawarenessortoachieveothermarketingobjectives(suchasproductsales)throughself-replicatingviralprocesses,analogoustothespreadofvirusesorcomputerviruses.ItcanbedeliveredbyWOMorenhancedbyinternetsocialnetworks.37ANETWORKOF100PEOPLE=4,950POSSIBLELINKSLINKSFUELDIFFISUIONANETWORKOF1,000PEOPLE=500,000POSSIBLELINKS