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Review of Beyond Buzz
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Review of Beyond Buzz



social media book review

social media book review



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Review of Beyond Buzz Presentation Transcript

  • 1. A Social Media Knowledge
    MKTG 6090
  • 2. Beyond Buzz : It is the Age of Conversation
    • Old marketing model is dead
    • 3. Creating buzz has been the focus till now
    • 4. Marketers have failed to communicate the right kind of message
    • 5. Buzz will soon die down if it is not meaningful
    • 6. New marketing is all about being part of conversation where the brands and customers co-exist
    • 7. 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
    • 8. People are overwhelmed with information
    • 9. Explosion of new “talk” communications channels
    • 10. 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
    • 11. No more selling, it is all about communicating
  • Ingredients to interesting conversation:
    • Relevance
    • 12. Context
    • 13. Pattern Making
    • 14. Emotions
    How to do it ??
  • 15. ‘Point Of View’
    • Beliefs and ideas that provoke conversation and help understand each other better
    • 16. People are better engaged when they have a point of view
    • 17. Book outlines 9 methods to kick start a conversation
    ‘Conversational Culture’
    • Need to build talk culture in the organization
    • 18. Need to re- look at executive communication, PR, sales communication , communication strategy
    • Outlines many methods of creating and maintaining useful conversations – very useful resource
    • 19. Book is structured very well
    • 20. No new concept but very innovative and interesting takes
    • 21. Minimum jargon and keeps the book simple
    • 22. Filled with insightful examples of conversation
    • 23. Illustrates methods on how a company can successfully generate much more than buzz.
    Thumbs Up to the book!!
  • 24.
    • Few case studies of actual use of conversation in marketing
    • 25. How to implement conversation in a marketing plan??
    • 26. No analysis comparing the costs and expected benefits of conversation vs. more conventional marketing techniques ?
    • 27. Measurements metrics of conversational marketing is missing
    Being ‘Alpha Fraidy Cat’
  • 28. Social Media is a medium through which we can do conversational marketing
    Social Media and Conversational Marketing
  • 29. Social Media = People Power
    • Social = People involved in a conversation
    • 30. +
    • 31. 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
  • 32. 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.
    • 33. Purpose of Marketing – identify the needs of customer, give them the product in the form they want and communicate the message to customers effectively
    • 34. 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
    • 35. Instant Messaging
    • 36. Forums
    • 37. Social networks
    • 38. Blogging
    • 39. Microblogging
    • 40. Video sharing
    • 41. Image sharing sites
    • 42. Audio sharing
    • 43. Human filtering sites such as digg, delicious, stumbleupon
    • 44. Comments on webpages
    • 45. Wikis
    • 46. 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
  • 47. 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
  • 48. 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.newswire.ca/socialmediarealitycheck/-- Social media data
    Image References