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Using Buzz Marketing For Influencing Strategy
 

Using Buzz Marketing For Influencing Strategy

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Presentation to IDS communication management and partners: ...

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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    Using Buzz Marketing For Influencing Strategy Using Buzz Marketing For Influencing Strategy Presentation Transcript

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