BSI Blog Marketing Conference Title

BSI Influentials and Blog Marketing

Marketing 2.0 Conference, Barcelona 2006

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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



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


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



2/// A changing World!!!



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



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



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”.



3 /// Marketing WITH
Influentials & Bloggers



3.0 /// The Blog phenomenon in the media



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



3.1 /// Blogs? Show me the figures! > Growth

A new blog every second!
The number of blogs is doubling every 5 months!



3.1 /// Blogs? Impact?

Kryptonite Lock
– $10 million lost because of blogs!

Kensington Lock



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?



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




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




3.2.1 / Find the influencers 3/3

USA : BzzAgent BuzzParadise plateform

Tremor (Procter & Gamble
USA) > Teens




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




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



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,…




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




3.2.4 / a blog written by your CEO….
USA : GM & FastLane michel-edouard-leclerc.com

USA : Boeing CEO Bloggers Club




3.2.4 / …a blog written by your employee
Microsoft : Le Journal de Max
Robert
Scoble

Fired by Delta Air Lines for
blogging




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




3.2.6 / Blog as PR tool: communicate towards the media

SNCF & its media blog Rp-net & Rumeur Publique




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


4 /// e-ifluentials, seeding
buzz & blog marketing
A few concrete examples



1.Nokia > Bloggers &
influentials Seeding
Nokia 7710, Nokia N91 & 3250



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



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



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



2. Warner Bros > Viral & Seeding
Corpse Bride / Tim Burton movie launch



Viral & Seeding
Viral & Seeding / Warner Bros
Tim Burton, Corpse Bride (France, Spain, Germany)

Website : http://www.nocescalculator.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!



Feedback & Tracking
BuzzParadise / Exemples of blogs feedback



3. Warner Bros > Blog, consumer
generated media & Seeding
Charlie & the Chocolate Factory, DVD Launch



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



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



4. L’Oreal > Blog marketing…
the wrong way
The diary of my Skin (Vichy anti-wrinkle cream)



Blog Blog marketing… the wrong way
marketing failure
L’Oreal, Vichy > My Skin Diary (France)

Website : http://www.journaldemapeau.fr/blog



5. 5 Learnings about buzz,
blog marketing & seeding



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



The end
Thank You!

Emmanuel Vivier
emmanuel.vivier@culture-buzz.com



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