OBuzz introduction (EN)


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Developed by Ogilvy China, Obuzz is a set of digital marketing solutions helping our clients to monitor, measure, and ultimately positively influence online consumer discussions.

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OBuzz introduction (EN)

  1. 1. OBuzz TM Ogilvy IWOM Solution for Influence Marketing
  2. 2. What is iWOM? Cool It’s fun. I don’t like it. So bad… …… …… …… …… …… ……
  3. 3. Internet Word-of-Mouth (IWOM) IWOM is consumer-generated content related to brands, products, and services that is transmitted online. Consumers content via social media platforms such as BBS, blogs, and video sharing websites. celebrities Passive Info Received internet ads magazines TV radio OOH DM eNewsletter family friends colleagues 2.0 communities advocators professionals Internet Word of Mouth BBS community mkt blogs Active Info Search portal site Cooperate site magazines expert site professionals counters social network BBS 800 2.0 community
  4. 4. Power of iWOM in China 42% Own a blog/personal space 73% Go online to share their opinion(young Chinese) 61% Are keen to ask other BBS users before making a purchase 98% Want to stay informed about a brand after the purchase
  5. 5. IWOM Growth in China Data Source: The 23 rd Statistical Survey Report on the Internet Development in China by CNNIC, Jan. 2009
  6. 6. <ul><li>… we can learn: </li></ul><ul><li>Who is talking and who is listening? </li></ul><ul><li>What are they saying? </li></ul><ul><li>Why are they talking? </li></ul><ul><li>How can their perceptions and feelings be influenced? </li></ul>By listening to Mandarin Chinese Internet Word of Mouth…
  7. 7. <ul><li>NOT organized! </li></ul>Internet Word of Mouth is… NOT on message! NOT controlled!
  8. 8. OBuzz TM is a systematic and comprehensive Mandarin Chinese Internet Word of Mouth tracking tool and set of influence marketing solutions that can help you influence the buzz surrounding your brand online. Harness the power of IWOM to drive brand affinity Our Comprehensive IWOM Solution
  9. 9. <ul><li>… it can help brands: </li></ul><ul><li>Understand consumers’ perspectives </li></ul><ul><li>Detect and address potential crisis issues </li></ul><ul><li>Identify key online influencers </li></ul><ul><li>Guide communications strategy </li></ul><ul><li>Assess campaign results </li></ul><ul><li>Optimize overall communications program </li></ul>When IWOM is measured properly…
  10. 10. When IWOM is measured properly… To learn more about OBuzz TM, Ogilvy’s proprietary Internet Word of Mouth tracking tool and set of influence marketing solutions, visit our website at www.obuzz.com.cn
  11. 11. <ul><li>Clients can login to the OBuzz Dashboard directly from www.obuzz.com.cn </li></ul><ul><li>The Dashboard allows clients to view various graphic visualizations of internet word of mouth (buzz) volume and sentiment data relating to their brands, products, and services. </li></ul><ul><li>The OBuzz Dashboard is fully customizable to suit each client’s specific needs. </li></ul>
  12. 12. Tel: 86-10-85206625 Fax: 86-10-85206699 Email: [email_address] Address: Ogilvy Beijing 9th Floor Huali Building , 58 Jinbao Street Beijing , China 100005 Website: www.ogilvy.com.cn www.obuzz.com.cn Contact the OBuzzTM Team