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Influentials and Blog Marketing
 

Influentials and Blog Marketing

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    Influentials and Blog Marketing Influentials and Blog Marketing Presentation Transcript

    • BSI Influentials and Blog Marketing Marketing 2.0 Conference, Barcelona 2006
    • Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
    • Culture-Buzz.com / BuzzParadise.com Influentials & Blog Marketing version 1.0 Emmanuel Vivier Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 1 /// A quick word about us Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • Our Expertise 1.1 /// Word Of Mouth Marketing Experts Culture-Buzz | Agency & Blog BuzzParadise | BuzzMarketing Platform Created in 2003 and based in France, Benelux, & BuzzParadise® is an international buzzmarketing platform Switzerland, Culture-Buzz is the buzz, blog & viral marketing which connects brands & influent persons (bloggers, agency of Vanksen Group. experts, brand fans, buzzers,…). We collaborate with brands such as Nokia, Sony, Warner We collaborate with brands to conceive word of mouth Bros, Sony, Ubisoft,… to conceive & deploy word of mouth marketing campaigns. We help them to engage opinion marketing strategies & campaigns. leaders by inviting them to VIP events, to access exclusive information or to test products & samples. With more than 640 published articles, 145.000 viewed pages/months, Culture-buzz.com’s blog has become the biggest French portal dedicated to WOM. Website | http://www.culture-buzz.com Website | http://www.BuzzParadise.com Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 3 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • Our Expertise 1.2 /// Who are we buzzing for? Some of our clients Buzz campaigns examples 7710 Grand Optical Amityville Harry Potter Movie Launch DVD Launch Charlie & the Constantine LG KG800 Panique au Chocolate Factory DVD Launch Village DVD Launch Glowria BenQ Siemens Sony (N°1 in DVD rent in France) CL75 Poppy Nwa-1000 Cannes Festival Walkman Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 4 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 2/// A changing World!!! Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 2.1 /// Is traditional Advertising over? Saturation Advertising cost is soaring… From toilets to TV, taxis or Explosion of the number of media streets, adversting is everywhere. = cost explosion to try to break out Invasion & interruption. of the clutter Lack of credibility… …But its efficiency is sinking All marketers are liars (Seth Godin) …& Reject Demonstration against advertising in the French Underground Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 6 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 2.2 /// Consumer is dead! Long live the consum’actor! I am active and reactive Markets are conversation (Clue Train Manifesto) Blogs Always connected to the world Social software & networks Instant Messenger, Agile Messenger (phone) Nearly 3,5 millions of the 12-25 years old spend hours to chat via the free and confidential Instant Messenger software of Microsoft . A world aside the adults, where teenagers chat together while creating a new way of communicating. MSN Messenger, Microsoft Instant Messenger solution is knowing a growing success among teenagers... Source : Le Monde, january 2005 Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 7 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 2.3 /// Consumer is dead! Long live the consum’actor! I am unique : From Taylorisation to Tailorisation The Long Tail : “Forget squeezing millions from a few megahits at the top of the charts. The future of entertainment is in the millions of niche markets at the shallow end of the bitstream”. Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 8 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3 /// Marketing WITH Influentials & Bloggers Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3.0 /// The Blog phenomenon in the media Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 10 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3.1 /// Blogs? Show me the figures! > Importance 100.000 blogs in 2003 30 millions blogs in May 2005 150 millions estimated in the world (40 millions being active) (source, Perseus) 1 million new posts/day 30 millions blogs readers in July 2005 (Nielsen/NetRating) 6 millions blogs in France 10 millions blogs in Europe (estimation) The french blog plateform Skyblog only gather 4.785.000 blogs But…. 55% (only) of blogs are still active 3 months after their creation Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 11 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3.1 /// Blogs? Show me the figures! > Growth A new blog every second! The number of blogs is doubling every 5 months! Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 12 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3.1 /// Blogs? Impact? Kryptonite Lock – $10 million lost because of blogs! Kensington Lock Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 13 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3.1 /// Blogs? Impact? Bloggers talk about brands everyday without their permission… Hacking Netflix & Netflix.com Treonauts.com non official blog = 30 000 members 300 000 viewed pages/month!!!! And you? Do you know what people, your clients, bloggers are telling about your brands on the Internet and on the blogs? Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 14 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3.2 /// Corporate blogging > Strategies? 3.2.1 / Find the Influencers 1/3 How does buzz spread within the blogosphere? What is an influent blogger? – Reputation & Influence = Connectivity (links) & Expertise Robert Loic Lemeur Joi Ito Scoble VP of Microsoft SixApart Europe Japan USA France Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 15 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3.2 /// Corporate blogging > Strategies? 3.2.1 / Find the influencers 2/3 Seeding Campaign Few seeding actions we have VIP event/site implemented : Help an influent or a community Grand 7710 Optical Amityville Harry Potter Movie Launch DVD Launch BenQ Siemens CL75 Poppy Constantine Hide & Seek Panique au DVD Launch Movie Launch Village Nokia 7710 VIP Blog DVD Launch Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 16 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3.2 /// Corporate blogging > Strategies? 3.2.1 / Find the influencers 3/3 USA : BzzAgent BuzzParadise plateform Tremor (Procter & Gamble USA) > Teens Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 17 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3.2 /// Corporate blogging > Strategies? 3.2.2 / Sponsor a Blog Sony sponsored 3 blogs In Italia Ducati sponsors moto.it*** Lifehacker.com Gizmondo.com Gawker Media 50,000 visits/day & 2M viewed pages/month for 25000$/month Alfa Roméo sponsors during 3 months Autoblog.it USA : Volvo sponsors MSN blogs (msn spaces)** – 4,5 M bloggers Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 18 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3.2 /// Corporate blogging > Strategies? 3.2.3 / Launch a brand blog written by consumers & bloggers Celio Egg Bank La Fraise.com Blog « vous les Hommes » Online T-shirt sale Siemens SK65 48000 € of revenue/month – No advertising but a blog – Visitors create and vote for tshirts – Community building – Partnership with Celio Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 19 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3.2 /// Corporate blogging > Strategies? 3.2.3 / Offer your visitors to open a blog Numerous firms already offer it : Skyrock Radio & Skyblogs – Loyalty increase – 4,78 millions users! – Revenue creation = nearly 3% of the world market! – Raise of the pages with Contact-us to launch your own advertising blogging plateform for your – Better search engines positioning webusers – Technical help, consulting, business model,… Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 20 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3.2 /// Corporate blogging > Strategies? 3.2.4 / Create a brand blog…. Skype : Fantastic Four Share Blog Nike « the daily snkr blog » Stonyfield Farm Blogs - 150 fans have exposed their collection - 200 sites have written about the blog - 30 000 visitors in one month Uniting sneakers addicts who collect Nike shoes Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 21 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3.2 /// Corporate blogging > Strategies? 3.2.4 / a blog written by your CEO…. USA : GM & FastLane michel-edouard-leclerc.com USA : Boeing CEO Bloggers Club Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 22 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3.2 /// Corporate blogging > Strategies? 3.2.4 / …a blog written by your employee Microsoft : Le Journal de Max Robert Scoble Fired by Delta Air Lines for blogging Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 23 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3.2 /// Corporate blogging > Strategies? 3.2.5 / Event blog, or blog as corporate site… Glowria in Cannes Festival CapGemini replace its CMS by a blog platform for its corporate website – 110000 visitors in 18 days! Paris Apple Expo Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 24 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3.2 /// Corporate blogging > Strategies? 3.2.6 / Blog as PR tool: communicate towards the media SNCF & its media blog Rp-net & Rumeur Publique Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 25 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3.2 /// Corporate blogging > Strategies? 3.2.7 / Buzz monitoring : detect, analyse, predict, understand… Blog Monitoring: Our BuzzMonitoring services – http://www.technorati.com – Competition Benchmark – http://www.blogpulse.com Site monitoring – http://blogs.feedster.com/ – Your message Monitoring your sites – http://blogs.clusty.com/ – Brand Abuse Sponsored Links Site contents Images & Logos Why? Domain names – Anticipate a crisis – Detect a competitor – Discover a new need – Crisis communication – Identify key consumers or detractors Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 26 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 4 /// e-ifluentials, seeding buzz & blog marketing A few concrete examples Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 1.Nokia > Bloggers & influentials Seeding Nokia 7710, Nokia N91 & 3250 Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • Feedback & Tracking Bloggers & influentials Seeding / Nokia 7710 Non official Nokia 7710 blog supported by the brand – Many consumer generated articles – 58.000 visits VIP members meet together! Website : http://rodrigo.typepad.com/nokia7710 Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 29 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • Feedback & Tracking Bloggers & influentials Seeding / Media Feedback Media E-influentials & bloggers Nokia 7710 buzz campaign i ng ng s Pres s Seed i Seed Pres Seeding Seeding Press Press Se See Pr Pre edi din ess ng ss g Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 30 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • Feedback & Tracking Seeding & Bloggers > Next step Nokia n91 Blog Nokia 3250 Blog 130 seeded 130 seeded phones phones Website | http://nokian91.typepad.com Website | http://nokia3250.typepad.com Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 31 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 2. Warner Bros > Viral & Seeding Corpse Bride / Tim Burton movie launch Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • Viral & Seeding Viral & Seeding / Warner Bros Tim Burton, Corpse Bride (France, Spain, Germany) Website : http://www.nocescalculator.com Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 33 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • Viral & Seeding Viral & Seeding / Warner Bros Viral propagation through e-influents Get the critical mass : We collaborated with influential bloggers and online opinion leaders to start the buzz and spread the viral videos We Selected 50 BuzzAngels with blogs from our Buzz Marketing platform BuzzParadise and 550.000 visits in 3 months invited them to “avant première” to watch the movie & provide them with the viral module Monitoring of the buzz & Feedback Analysis The results French viral module adopted by Germany & Spain because of the success 550.000 visits in 3 months (pure WOM, no ads) Still audience 8 months afterwards Still 380 visits/day on the french version 8 months afterwards! Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 34 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • Feedback & Tracking BuzzParadise / Exemples of blogs feedback Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 35 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 3. Warner Bros > Blog, consumer generated media & Seeding Charlie & the Chocolate Factory, DVD Launch Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • Blog & Seeding Blogs , CGM & Seeding / Warner Bros Charlie & the Chocolate Factory, DVD Launch (France) Key points - Convincing the client - Choosing the blog format - A very popular communication tool within the target - A communitary tool with consumers to consumers interaction - Initial start with a seeding action involving 50 influential bloggers (BuzzParadise) - Viral spread via a viral banner on blogs Results - 98% of consumer generated content > 60 posts in 1,5 months - 75.000 visits in 3 months Website : http://www.chocolateriewonka.com Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 37 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • Blog & Seeding Blogs, CGM & Seeding / Warner Bros Charlie & the Chocolate Factory, DVD Launch (France) E-fluentials feedback & viral spread Website : http://www.imaginelle.fr Website : http://www.gamongirls.com Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 38 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 4. L’Oreal > Blog marketing… the wrong way The diary of my Skin (Vichy anti-wrinkle cream) Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • Blog Blog marketing… the wrong way marketing failure L’Oreal, Vichy > My Skin Diary (France) Website : http://www.journaldemapeau.fr/blog Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 40 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 5. 5 Learnings about buzz, blog marketing & seeding Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • 5 learnings 5 Learnings while working with influentials 1. Don’t even think about lying 2. Stop being boring, be creative 3. Involve efluentials in a real way 4. Make efluentials look good 5. Balance Freedom & Control Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 42 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com
    • The end Thank You! Emmanuel Vivier emmanuel.vivier@culture-buzz.com Copyright 2002-2004 Culture-Buzz & BuzzParadise (Vanksen Group). All rights reserved 43 Contact : Emmanuel Vivier | +33 6 159 283 18 | emmanuel.vivier@lculture-buzz.com