Review of Beyond Buzz

A Social Media Knowledge
Benchmark
KishoreParthasarathi
209945262
MKTG 6090

Beyond Buzz : It is the Age of Conversation
Old marketing model is dead
Creating buzz has been the focus till now
Marketers have failed to communicate the right kind of message
Buzz will soon die down if it is not meaningful
New marketing is all about being part of conversation where the brands and customers co-exist
Companies need to reshape their entire approach to communication to have any hope of influencing today's customers.

Why conversation is important?
People don’t trust marketing and sales information
People are overwhelmed with information
Explosion of new “talk” communications channels
People want to be heard and have a say
# In a recent study, being satisfied with the product accounted for only 21% of participants becoming advocates for a company, while identification accounted for 62% of the participants becoming advocates
Marketing ≠ Advertising
No more selling, it is all about communicating

Ingredients to interesting conversation:
Relevance
Context
Pattern Making
Emotions
How to do it ??

‘Point Of View’
Beliefs and ideas that provoke conversation and help understand each other better
People are better engaged when they have a point of view
Book outlines 9 methods to kick start a conversation
‘Conversational Culture’
Need to build talk culture in the organization
Need to re- look at executive communication, PR, sales communication , communication strategy

Outlines many methods of creating and maintaining useful conversations – very useful resource
Book is structured very well
No new concept but very innovative and interesting takes
Minimum jargon and keeps the book simple
Filled with insightful examples of conversation
Illustrates methods on how a company can successfully generate much more than buzz.
Thumbs Up to the book!!

Few case studies of actual use of conversation in marketing
How to implement conversation in a marketing plan??
No analysis comparing the costs and expected benefits of conversation vs. more conventional marketing techniques ?
Measurements metrics of conversational marketing is missing
Being ‘Alpha Fraidy Cat’

Social Media is a medium through which we can do conversational marketing
Social Media and Conversational Marketing

Social Media = People Power
Social = People involved in a conversation
+
Media = Different types of content through various distribution channels shared
Influences customer’s decision due to presence of different opinions & views
Social Media allows users to share their ‘point of view’ digitally

Social Media Marketing
Most of the people are online and are talking to each other .For instance - around 70% of the Canadians have used social media.
Purpose of Marketing – identify the needs of customer, give them the product in the form they want and communicate the message to customers effectively
Social Media achieves the above objectives – looks at ways humans communicate with each other and how conversational aspects, hooks and themes can be used for marketing

Different types of Social media
Email
Instant Messaging
Forums
Social networks
Blogging
Microblogging
Video sharing
Image sharing sites
Audio sharing
Human filtering sites such as digg, delicious, stumbleupon
Comments on webpages
Wikis
Cloud Computing
No one form of social media is weak or strong . It all depends on the context of your message. Every form is powerful on its own

Can Social media be quantified?
Is it the end of mainstream marketing
Is it possible for B2B companies to use social media?
Are consumers interested in conversing about everything ….do they want to talk only about cool products
Questions on Social Media

http://www.smh.com.au/ffximage/2006/12/12/borat_thumbs_up_narrowweb__300x504,0.jpg- Borat Photo
http://2.bp.blogspot.com/_qGSiMLu6NXM/Ry-ohZgXJaI/AAAAAAAAAW0/5-JPXKJtCXI/s320/Beyond%2BBuzz.jpg– Cover page of Beyond Buzz
http://blogs.salon.com/0002007/images/conversation.jpg- Conversation Image
http://drewmclellan.typepad.com/photos/uncategorized/2008/06/29/conversation_cover.jpg - Age of conversation Image
http://www.idiomstrategies.com/CMConvergence.png - Conversational marketing image
http://www.ronnestam.com/wp-content/uploads/2009/01/conversation_marketing_social_media.jpg- Social Media + conversation marketing Image
http://glassowater.files.wordpress.com/2009/02/black-cat.jpg - Alpha fraidy cat
http://www.6smarketing.com/learningcenter/social-media-survey-results/
http://www.newswire.ca/socialmediarealitycheck/-- Social media data
Image References

http://www.foghound.com	103
http://kozinets.net	76
http://blog.foghound.com	17
http://www.kozinets.net	4

Review of Beyond Buzz

by York University-SSB on Oct 07, 2009

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