Buzz Marketing Douglas Tokuno

http://en.wikipedia.org/wiki/Buzz_marketing Buzz Marketing = Word of Mouth Marketing Hype among consumers Both execution technique and results Positive buzz is often a goal Oldest form of advertising, but new as marketing discipline

Some reasons for relying on Buzz Marketing

In fact buzz marketing is a talk between...

Customers ...

Employees ...

Investors...

… people !

Quick as the internet ...

We can’t organize

We’re not in control

And can be a mess

People are using social media for many reasons : #1 – Keep in touch with friends or make new friends #2 – Professional purposes ( jobs, education, etc ) #3 – Participate in discussion groups, forums #4 – Personal marketing #5 – ...

Companies are using social media for other reasons: #1 – Brand awareness #2 – Relationship with customers #3 – News generation #4 – Influence buy decisions #5 – ...

Through many plataforms...

Some benefits for sender and receiver of word of mouth marketing

It’s a new way to understand markets, not only a new communication channel.

Case: EA – Tiger Woods PGA TOUR

http://www.youtube.com/watch?v=h42UeR-f8ZA http://www.youtube.com/watch?v=FZ1st1Vw2kY

Embrace !

Case: Samsung Omnia

http://www.youtube.com/watch?v=QQlzX7EyIwU

Empower !

Subject: WHQ Illumination for GM's 100th Anniversary A few years back we celebrated our 100th year in business…and what a great 100 years it was. On Tuesday, September 16th General Motors will be celebrating its 100th year anniversary. As a sign of goodwill and to offer our congratulations, WHQ will be illuminating the south side of the building Monday night commemorating their 100th Birthday. This will be accomplished by strategically opening and closing specific blinds on the south side of the building. On Monday, September 15 please do not change the position or direction of your blinds to ensure that WHQ is brightly illuminated for the 100th Anniversary of General Motors. We ask your cooperation and thank you for helping us make Ford Motor Company shine. Ford x GM?

Be creative!

It’s not only about products! It’s about PEOPLE!

Do you remember them?

Some challenges #1 – Measure how much it increases revenue #2 – Measure how much it engages users #3 – Deal with talk to everyone channel (CS 2.0)

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