Generating Buzz 2008


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PainePR presentation from PRSA Conference in Detroit - October 2008. Topic: Buzz Marketing.

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  • Generating Buzz 2008

    1. 1. Generating Buzz: Strategies for B2C and B2B Audiences Oct. 26, 2008 PRSA International Conference
    2. 2. PainePR: We’re an innovations-based communications firm
    3. 3. Our goal is to be key strategists, asset aggregators and top-quality/expert implementers Our DNA
    4. 4. Our Agenda <ul><li>Our POV on generating Buzz and WOM Marketing that works </li></ul><ul><li>Key Principles … getting grounded in strategy </li></ul><ul><li>Some case studies from the marketplace </li></ul><ul><ul><li>B2B </li></ul></ul><ul><ul><li>B2C </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Non-profit </li></ul></ul><ul><li>Putting it all together </li></ul><ul><li>Q&A </li></ul>
    5. 5. Start with Some Good News … Economic Recession = Boon for Social Media According to a recent Forrester report, economic recession -- which usually spells trouble for advertising budgets -- will actually be good news for social media marketing. The report indicates that, while marketers will likely back off from traditional media spending, they will continue to invest in social media and brand building initiatives, should a recession occur.
    6. 6. And Something Scary … Every Second: 1,157 Videos Viewed Source: Dell, Dec. 11, 2007 7 PCs Sold 2 Million E-mails Sent 7 People Logon For the First Time 11,000 Songs Shared 2 New Blogs Created
    7. 7. How Can We Keep Up? <ul><li>People - the online population will double in 4-5 years from 1B to 2B </li></ul><ul><ul><li>Fast growing and emerging markets are leading the way </li></ul></ul><ul><ul><li>147 MM people online in China … around 10% of the population </li></ul></ul><ul><li>Content – it is exploding </li></ul><ul><ul><li>More content on YouTube in 2006 than on the Web in 2000 </li></ul></ul><ul><ul><li>Only 44% of Americans have broadband access </li></ul></ul><ul><li>Media Transformation: Driven by the addition of a “new news cycle” and a proliferation of outlets </li></ul><ul><ul><li>News cycles can start from anywhere, anytime today </li></ul></ul><ul><ul><li>Single blog posts can have as much power as major news stories </li></ul></ul><ul><ul><li>Citizens are now publishers and content providers </li></ul></ul>
    8. 8. Sentiment Counts London School of Economics Study
    9. 9. You must unlearn what you have learned. - Yoda Star Wars: Episode V – The Empire Strikes Back
    10. 10. A Blurring Spectrum PSA Press Release Newsletter TV Spot Direct Mail Advertorial YouTube SMNR Blog Shared Message Track … Many Conversations
    11. 11. Reaching the Spectrum Source: Forrester, North American Technographics Online Survey, Q2 2007 The Social Technographics Profile of online US adults <ul><li>Creators </li></ul><ul><ul><li>Publish a blog, web pages, upload video, audio and music content, write articles or reviews </li></ul></ul>18% <ul><li>Critics </li></ul><ul><ul><li>Post ratings/reviews of products and services, comment on blog posts, contribute to online forums, edit Wiki pages </li></ul></ul>25% <ul><li>Collectors </li></ul><ul><ul><li>Use RSS feeds, add tags to Web pages or photos, visit content sites (Flickr, etc) </li></ul></ul>12% <ul><li>Joiners </li></ul><ul><ul><li>Maintain a social networking profile, visit social networking sites </li></ul></ul>25% <ul><li>Spectators </li></ul><ul><ul><li>Read blogs, watch video from other users, listen to podcasts, read online forums, read customer ratings/reviews </li></ul></ul>48% Inactives – otherwise known as the ‘influenced’ 44%
    12. 12. Consumers Trust Consumers Source: Forrester, NACTAS Q3 2006 Media & Marketing Online Survey How much online North American consumers trust sources of information about products or services Opinion of a friend or acquaintance who has used the service before 83% A review of the product or service in a newspaper, magazine or TV 75% Information on a manufacturer’s Web site 69% A review by a known expert 63% Consumer reviews on a retailer’s site 60% Consumer reviews by users of a content site 52% Information at online consumer opinion sites 50% An online review by the editors of a content site 49% Information in online chat rooms or discussion boards 37% An online review by a blogger 30%
    13. 13. “ Advertising is a tax you pay for unremarkable thinking.” Robert Stephens, founder, Geek Squad
    14. 14. Buzz Vs. Brand-Building Conversations <ul><ul><li>Brand-Building Conversations: </li></ul></ul><ul><li>Ongoing; conversations </li></ul><ul><li>Part of community </li></ul><ul><li>Organic </li></ul><ul><ul><li>Buzz: </li></ul></ul><ul><li>Topical; short-lived </li></ul><ul><li>Propelled by </li></ul><ul><li>word of mouth </li></ul><ul><li>Groundswells </li></ul>
    15. 15. When Is Something Buzz-able? <ul><li>Recommendations = Success </li></ul><ul><li>When the idea is remarkable </li></ul><ul><li>Breakthrough messages </li></ul>
    16. 16. Be Remarkable <ul><li>Compelling product </li></ul><ul><li>Passionate consumers </li></ul><ul><li>Traditional falls short </li></ul>
    17. 17. Not Unremarkable <ul><li>Idea > than sum of its parts </li></ul><ul><li>Dispassionate consumers </li></ul><ul><li>Targets are not online </li></ul><ul><li>It’s possibly illegal (lying, misrepresenting, targeting kids, etc.) </li></ul>
    18. 18. Can you name the $50 video that reached 100 million consumers? Blendtec combined several good strategies with their &quot;Will it blend&quot; series: viral marketing, online videos and sufficient uniqueness
    19. 21. But what does it take to get a buzz communication to take off ?
    20. 22. 7 Key Communications Principles <ul><li>Research & insights </li></ul><ul><li>Be remarkable – creative strategy and plan </li></ul><ul><li>Aim for key outcomes : buzz, conversation, engagement </li></ul><ul><li>ID/leverage influencers and advocates for recommendations </li></ul><ul><li>Work holistically in execution </li></ul><ul><li>Innovate in strategy (message) and tactic (tools) </li></ul><ul><li>Measure and report </li></ul>
    22. 24. Selling to people who want to hear from you is easier than selling to those who don’t. - Seth Godin
    23. 26. James Surowiecki, The Wisdom of Crowds “ If we're trying to make a good decision, or predict the future, the knowledge we need is buried in the heads of people who you would never think to ask.” A Paradigm Shift: Listening Is Important
    24. 27. Know Thy Audience Audience Internet & Blogs Thought Leaders Advertising Editorial Media Professional Groups At Retail At Work Entertain- ment Friends & Family
    26. 29. The Difference is Engagement
    27. 30. In The Beginning…
    28. 31. Then…
    29. 32. … Then
    30. 33. … and Recently
    31. 35. Coke Learned Lesson From Mentos Video When the now-infamous Diet Coke and Mentos video clips first hit YouTube, Coke was unhappy with the unwanted, uncontrolled attention. Now, two years later, Coke has joined the viral video bandwagon, and has embraced a video from a Lyons, France-based online video user featuring shots of young men throwing bottles of Coke into a garbage can from &quot;impossible angles.&quot; The video has garnered a following, and Coke is paying attention -- even going so far as to collaborate on a follow-up. WOMMA News, March 2008 “ “
    32. 36. Dove Real Beauty Campaign: Evolution … and More Recently “ More total views than the Superbowl.” Neilsen, 2008
    33. 37. Generated massive buzz by a unconventional tactic Generated massive buzz by an unconventional pick … and Now
    34. 38. Most people like coffee, including Democrats and Republicans. However, depending on your loyalty, the cup may be half-empty or half-full. 7-Eleven is providing coffee drinkers the ability to weigh in on their favorite candidate by choosing one of two 7-Election coffee cups. Not exactly scientific in nature, 7-Eleven boasts having predicted the results of the 2000 and 2004 campaigns.
    35. 39. … and Right Now
    37. 41. Influencer = Consumer The Power of the Few … the Strength of Weak Ties X
    38. 42. Real Science <ul><li>Diffusion Theory </li></ul><ul><ul><li>The Life Cycle of New: Innovators, Early Adopters, Early Majority, Late Majority, Laggards </li></ul></ul><ul><ul><li>Strength of weak ties </li></ul></ul><ul><li>Evolutionary Biology </li></ul><ul><ul><li>How ideas move through society: idea propagation versus species propagation </li></ul></ul><ul><ul><li>Science of epidemiology </li></ul></ul><ul><li>Power of Word of Mouth </li></ul><ul><ul><li>Local: Spheres of influence and the power of peers </li></ul></ul><ul><ul><li>A few hundred elite shape the opinions of the masses </li></ul></ul>
    39. 43. The Importance of Influencers What the experts say … According to a recent New York Times poll, a &quot;recommendation from a friend&quot; is the most credible source of information “ The most powerful selling of products and ideas takes place not marketer to consumer but consumer to consumer” – Malcolm Gladwell
    41. 45. There’s not one right way to build buzz, outside of just being interesting. David Weinberger, “The Cluetrain Manifesto”
    42. 46. Shareable Messages Message Received Message Shared Message Amplified Relevance Share-ability
    43. 47. Share-ability Checklist <ul><li>Create a message that is: </li></ul><ul><li>RELEVANT to target </li></ul><ul><li>COMPELLING with a sense of urgency </li></ul><ul><li>DIFFERENTIATED from others in the marketplace </li></ul><ul><li>ENGAGING to the target or community </li></ul><ul><li>ACTIONABLE and easily shared </li></ul><ul><li>SUSTAINABLE over time </li></ul>
    45. 51. The Golden Rule – Or The Tupperware Principle
    47. 53. Experiential/WOMM Strategies <ul><li>Stunting, event marketing </li></ul><ul><li>Guerilla marketing </li></ul><ul><li>Viral marketing </li></ul><ul><li>Street-level marketing </li></ul><ul><li>Influencer marketing </li></ul><ul><li>Stealth or subversive marketing </li></ul><ul><li>Street theater marketing </li></ul><ul><li>Experiential marketing </li></ul><ul><li>Advocate/agent marketing </li></ul><ul><li>Social media </li></ul><ul><li>Social networking </li></ul><ul><li>Mobile media </li></ul><ul><li>Rapid response </li></ul><ul><li>Product placement </li></ul>
    48. 54. Getting Off On the Right Foot <ul><li>Find out where the people we WANT are talking to one another or to other influencers </li></ul><ul><li>Start by listening … analyze what’s being said, and find common or divergent points of view that might be relevant in the conversation </li></ul><ul><li>You’ll get an inexact view … and you need to document it </li></ul><ul><li>Results will not be the same for any two companies or brands </li></ul>
    49. 56. TRACK & MEASURE
    50. 57. New Macro Measurements <ul><li>Search </li></ul><ul><li>Blogs </li></ul><ul><li>Social Networks </li></ul><ul><li>Influencer Engagement </li></ul><ul><li>Share of Conversation </li></ul>
    51. 58. And Clear Metrics <ul><li>Awareness & Activity – SOV, LOV, downloads, ect </li></ul><ul><li>Attitudes, Values & Behaviors – pre- and post </li></ul><ul><li>Conversations – comment to post/ratio; screen penetration; raw word increase/decrease </li></ul><ul><li>Community – frequency of return visits; frequency of comments within visitors; idea generation </li></ul><ul><li>Community Transference – guest blogging; special outreach </li></ul><ul><li>Digital News Waves – relevance of your content to daily top 10 news items for industry or community </li></ul>
    52. 59. Selected Case Studies <ul><li>Bridge Medical (B2B) </li></ul><ul><li>Dell (B2B/B2C) </li></ul><ul><li> (NP) </li></ul>
    53. 60. <ul><li>Objectives </li></ul><ul><li>Devise integrated marketing communications strategy to introduce new company to key audiences </li></ul><ul><li>Build awareness of medication errors </li></ul><ul><li>Position Bridge as issue authority </li></ul>BRIDGE MEDICAL
    54. 61. BRIDGE MEDICAL <ul><li>Activities </li></ul><ul><li>Create trade show ownership to introduce Bridge and highlight medication errors issue </li></ul><ul><li>Publicize event and issue through direct to customers strategies: </li></ul><ul><ul><li>INfluencers </li></ul></ul><ul><ul><li>Direct mail </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Innovative media promotion </li></ul></ul><ul><ul><li>Special event </li></ul></ul>
    55. 64. Doni Haas Director of Risk Management, Martin Memorial Health Systems Dennis Dunn Hospital Pharmacist Sylvia Bartel Director of Pharmacy, Dana Farber Cancer Institute &quot;When we decided to come forward, we came forward... out of a belief that we had a responsibility... to the family to try to prevent the death of another child.&quot; Dr. C. Everett Koop Warren Olney KCRW, Los Angeles Moderator Michael Cohen President, Institute for Safe Medication Practices
    56. 65. Documentary Film Conveyed the Emotion <ul><li>Powerful Results </li></ul><ul><li>More than 12,000 copies of &quot;Beyond Blame&quot; have been sent to individuals involved in healthcare </li></ul><ul><li>Distributed by the American Hospital Association to all member hospitals and featured by the Department of Veterans Affairs (VA) in its training programs </li></ul><ul><li>Bridge Medical received more than 4,000 qualified hospital leads in 3 months from event </li></ul>
    57. 66. DELL <ul><li>Share Content & Collect Ideas </li></ul><ul><li>StudioDell (225k page views per month) </li></ul><ul><li>IdeaStorm (7,200 ideas & 30 business improvements) </li></ul><ul><li>Blog Roundtables </li></ul><ul><li>More to Come… </li></ul><ul><li>Join Conversations </li></ul><ul><li>Enter conversations via blog posts (up to 100 per day) </li></ul><ul><li>Pay attention regardless of size of blog </li></ul><ul><li>Negative sentiment has dropped from 48% to 23% since August ‘06 </li></ul><ul><li>Tell Our Story </li></ul><ul><li>Direct2Dell now leading blog & serves as “Dell wire service” </li></ul><ul><li># 1008 of 92 million blogs </li></ul><ul><li>5MM page views per month </li></ul><ul><li>Resolve Dissatisfaction </li></ul><ul><li>Identify online & resolve CE issues </li></ul><ul><li>New monitoring system tracks 99% of online </li></ul>FOCUSED STRATEGY: ENGAGE IN RELEVANT CONVERSATIONS WITH OUR CUSTOMERS ONLINE 24/7 WORLDWIDE IN ALL MAJOR LANGUAGES
    59. 68. Outreach <ul><li>5 million views last month </li></ul><ul><li>Available in English, Spanish, Chinese, Norwegian... </li></ul><ul><li>Today #1008 out of 92 million blogs </li></ul><ul><li>5000-7000 posts/conversations everyday </li></ul> OBJECTIVE: Transparent, candid and quick communication RESULTS:
    60. 69. Educate <ul><li>An active small business community </li></ul><ul><li>Millions of videos served, reviewed and tagged </li></ul> OBJECTIVE: Use new media to impart knowledge & create interactivity RESULTS:
    61. 70. Dell Learnings/Issues <ul><li>1) What we say offline can create online excitement and vice versa </li></ul><ul><li>2) How we respond makes all the difference </li></ul><ul><li>3) Our first hints of an issue are often online </li></ul><ul><li>4) No secret formula exists on how to handle issues online </li></ul>
    62. 71. Ten Concluding Observations <ul><li>1) Messages are co-created in the marketplace. What you announce is the start. The community completes your message. </li></ul><ul><li>2) Customers don’t care about LOB’s. They gravitate to their “community of passion.” </li></ul><ul><li>3) If you focus on English, you are not reaching 65% of the audience. Ten languages = global. </li></ul><ul><li>4) When one billion new people enter a market in 4-5 years, they change it ... get ready for change. </li></ul><ul><li>5) Great companies will excel in transparency. Others will find you cannot hide. </li></ul>
    63. 72. Ten Concluding Observations <ul><li>6) Ideasourcing allows the customer to walk the hallways every day. Become their advocate. </li></ul><ul><li>7) Response to issues must happen in minutes and hours, not days and weeks. </li></ul><ul><li>8) Language is no longer a barrier for news to travel. </li></ul><ul><li>9) Your digital experience should be similar at work and at home . </li></ul><ul><li>10) Gut feel and common sense matter more than ever, despite the overwhelming feeling that it is all about technology. </li></ul>
    64. 73. Created concept, Web site, volunteer board, partnerships and sponsorships-based support infrastructure to engage masses in volunteer initiative
    65. 74. Driving Interest: Media & Influencers
    66. 76. Going Old School: The letter to the presidential campaigns A Shot Heard Around the World
    67. 77. Pioneering Social “Cause” Networking Site
    68. 78. So, What Are Some Rules of Buzz?
    69. 79. The Ethics of Buzz <ul><li>Where does this fit within the PR profession? </li></ul><ul><li>First: It may not be for every professional </li></ul><ul><li>Create rules that work for you/your organization! </li></ul><ul><li>Honesty of relationship </li></ul><ul><li>Honesty of opinion </li></ul><ul><li>Honesty of identity </li></ul><ul><li>Treat people like peers, with respect </li></ul><ul><li>Maintain the line of trust </li></ul>
    70. 80. The New Frontier Isn’t All That New <ul><li>The Web has made PR public again </li></ul><ul><ul><li>Isn’t this just what we wanted? People reading press releases </li></ul></ul><ul><li>Share information that people want … add value </li></ul><ul><ul><li>News You Can Use </li></ul></ul><ul><li>Reach your audiences “directly” </li></ul><ul><ul><li>Wasn’t that called community relations? </li></ul></ul><ul><li>Leverage influencers to help tell your story </li></ul><ul><ul><li>Public affairs does that too </li></ul></ul><ul><li>If everyone else can have a voice, shouldn’t your organization? </li></ul><ul><li>But for heaven’s sake, LISTEN </li></ul>
    71. 81. Every Influencer is Unique <ul><li>Be Genuine…. </li></ul><ul><li>Spend time reading multiple </li></ul><ul><li>post from a blogger </li></ul><ul><li>Don’t make assumptions </li></ul><ul><li>Don’t send form emails </li></ul><ul><li>Communicate w/respect </li></ul>Blogger makes reference to the NFL Blogger posts an Cowboys logo In reality, Blogger really only writes about Fantasy Football.
    72. 82. Every Blog Is Someone’s NY Times <ul><li>Be Respectful…. </li></ul><ul><li>Most bloggers aren’t paid so </li></ul><ul><ul><li>Be knowledgeable </li></ul></ul><ul><ul><li>Be personable </li></ul></ul><ul><ul><li>Be complimentary </li></ul></ul><ul><li>Start a dialogue </li></ul><ul><li>Respond at their pace </li></ul><ul><li>Always follow through on every </li></ul><ul><li>statement you make </li></ul>
    73. 83. Online Influencer “Don’ts” <ul><li>Speak like a human, not company </li></ul><ul><li>Don’t spam (no form emails) </li></ul><ul><li>Converse, don’t pitch </li></ul><ul><li>Don’t pay for posts/reviews </li></ul><ul><li>Don’t dangle carrots for positive posts </li></ul><ul><li>Don’t push deadlines; they’re busy </li></ul><ul><li>Don’t assume that inclusion is a privilege </li></ul>
    74. 84. You Can’t Force Buzz <ul><li>Set Realistic Expectations…. </li></ul><ul><li>For you Staff </li></ul><ul><li>For the Influencer </li></ul><ul><li>For your Client </li></ul>10M+ downloads 1,000 downloads Axe Viral Film
    75. 85. Suggested Reading List <ul><li>“ Groundswell” Charlene Li and Josh Bernoff </li></ul><ul><li>“ Diffusion of Innovation” Dr. Everett Rogers </li></ul><ul><li>“ The Fall of Advertising and the Rise of PR” Al and Laura Ries </li></ul><ul><li>“ The Cluetrain Manifesto: The End of Business as Usual” Levine, Locke, Searls and Weinberger </li></ul><ul><li>“ Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force” McConnell and Huba </li></ul><ul><li>“ Buzz: Harness the Power of Influence and Create Demand” Salzman, Matathia and O’Reilly </li></ul>
    77. 87. Contact: Daryl McCullough [email_address] ph: 213-996-3764 Daniel Lemin [email_address] ph: 213-996-3762 New York – Los Angeles – Orange County Craig Howe [email_address] ph: 213-687-7716 Los Angeles – New York – Stockholm