Using ‘Buzz marketing’ for Influencing Strategy<br />Robin Coleman<br />IDS Communications<br />
Objective<br />Raise awareness of IDS research<br />Gain more partners<br />Increase the use of IDS research theories, pub...
How?<br />Leaving comments on blogs, news stories, videos, discussion forums<br />Web 2.0 allows interaction between visit...
‘Buzz’ tools<br />Social Bookmarking<br />Micro-Blogging<br />/Social Network<br />Social Networks<br />Blogs and Blogging...
Revealing your identity<br />Login and identity needed to contribute and leave comments<br />Provide expert insight or opi...
Tailoring the Message<br />Each communication needs to answer or react to the host’s content<br />Make unique and personal...
Examples of Web 2.0 sites to use<br />News websites have comment areas e.g. Guardian, BBC<br />Video sites such as YouTube...
Preparation<br />‘Landing page’ has a call to action i.e. email address for contact, download pdf<br />Page content is cor...
Process stages<br />Identify keywords and draft potential short copy<br />Search for forums, blogs, websites, wikis etc. w...
Available resources to help<br />Bookshop customer data<br />Subscriber database for emails/Yellow Monday/newsletters<br /...
Timing of buzz marketing tactic<br />Launch of News articles<br />Project has an output appropriate of promotion<br />Blog...
Twitter<br />What are our followers talking about<br />Search through using keywords<br />Find people talking about simila...
Keeping up with the ‘buzz’<br />The web doesn’t take a break<br />Avoid having to revisit every website again and again to...
Short URLs<br />Popular on Twitter as 140 character messages<br />Some users wary as also used for spam/phishing attempts<...
Monitoring and Evaluation<br />Bookmark the sites you have ‘seeded’<br />Track via web statistics and measure for their su...
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Using Buzz Marketing For Influencing Strategy

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Presentation to IDS communication management and partners:
Raise awareness of IDS research
Gain more partners
Increase the use of IDS research theories, publications or even commission new projects

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Transcript of "Using Buzz Marketing For Influencing Strategy"

  1. 1. Using ‘Buzz marketing’ for Influencing Strategy<br />Robin Coleman<br />IDS Communications<br />
  2. 2. Objective<br />Raise awareness of IDS research<br />Gain more partners<br />Increase the use of IDS research theories, publications or even commission new projects<br />
  3. 3. How?<br />Leaving comments on blogs, news stories, videos, discussion forums<br />Web 2.0 allows interaction between visitor and website<br />Influence those presenting the content as well as others visiting the website<br />Quote IDS web page addresses to drive visitors to our site<br />Applies to any IDS web channel<br />
  4. 4. ‘Buzz’ tools<br />Social Bookmarking<br />Micro-Blogging<br />/Social Network<br />Social Networks<br />Blogs and Blogging<br />Web Alerts<br />Multimedia<br />RSS and Readers<br />Wikis<br />
  5. 5. Revealing your identity<br />Login and identity needed to contribute and leave comments<br />Provide expert insight or opinion<br />Opportunity to build their reputation as leading experts<br />
  6. 6. Tailoring the Message<br />Each communication needs to answer or react to the host’s content<br />Make unique and personal to gain trust<br />Be careful not to appear like spam or advertising<br />Indicate where your from i.e. IDS<br />Leave your URL – a landing page<br />
  7. 7. Examples of Web 2.0 sites to use<br />News websites have comment areas e.g. Guardian, BBC<br />Video sites such as YouTube.com, Blip.TV<br />Presentation sites like SlideShare<br />Blogs of influential research writers, charity worker bloggers, government writers<br />Discussion forums like Eldis Community<br />
  8. 8. Preparation<br />‘Landing page’ has a call to action i.e. email address for contact, download pdf<br />Page content is correct, up to date, has no spelling errors etc.<br />Make sure visitors can navigate to related pages to extend their visit.<br />
  9. 9. Process stages<br />Identify keywords and draft potential short copy<br />Search for forums, blogs, websites, wikis etc. where potential target audiences would use<br />Communicate, leave identity and URL<br />Bookmark (Delicious) site for M&E<br />Sign up for RSS, discussion board alerts and set up Google Alerts for research terms and keywords<br />Generate buzz on Twitter<br />
  10. 10. Available resources to help<br />Bookshop customer data<br />Subscriber database for emails/Yellow Monday/newsletters<br />Existing partner organisations – stored in CMS<br />Twitter followers<br />Our competitors and partners website links<br />
  11. 11. Timing of buzz marketing tactic<br />Launch of News articles<br />Project has an output appropriate of promotion<br />Blog entry created by research team/fellow<br />Whenever other websites quote similar content to our own research<br />
  12. 12. Twitter<br />What are our followers talking about<br />Search through using keywords<br />Find people talking about similar subjects<br />Send direct messages @name and short url to web page to promote<br />
  13. 13. Keeping up with the ‘buzz’<br />The web doesn’t take a break<br />Avoid having to revisit every website again and again to check for new discussions an alert and feed mechanism is needed<br />Use RSS Feeds<br />Follow those in Twitter who talk about similar research<br />Use Twilert and Google Alertsfor email notifications on keywords discussed<br />
  14. 14. Short URLs<br />Popular on Twitter as 140 character messages<br />Some users wary as also used for spam/phishing attempts<br />Write message impact and meaning<br />Customise URL so it has /ids*** etc.<br />Tiny.cc can track how many click-thrus<br />
  15. 15. Monitoring and Evaluation<br />Bookmark the sites you have ‘seeded’<br />Track via web statistics and measure for their success<br />Use Delicious - social bookmarking<br />Tag sites with ‘buzz’<br />Analysis will reveal most effective sites for future communications<br />Trends may reveal user location, common research themes etc.<br />

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