Social Buzz Communities


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Preparata nel 2007 per un progetto presso l\'Università di Copenhagen, la presentazione è ancora attualissima nello spiegare il fenomeno delle Buzz Community e le dinamiche alla loro base.

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Social Buzz Communities

  2. 2. THE REQUEST <ul><li>Advertising is loosing its initial power: spots and print campaigns are no more able to point out target’s attention and people believe less and less in what they are told trought the traditional media. </li></ul>Social Buzz Community - Laura Sicolo
  3. 3. The solution <ul><li>Advertising agency and big companies are more and more interested in alternative ways of communication: </li></ul><ul><ul><li>Viral videos </li></ul></ul><ul><ul><li>Guerilla campaigns </li></ul></ul><ul><ul><li>The word-of-mouth phenomena </li></ul></ul>Social Buzz Community - Laura Sicolo
  4. 4. Buzz and “word-of-mouth communities ” <ul><li>Everyone has in average </li></ul><ul><li>10 continued contacts </li></ul><ul><li>150 frequent contacts </li></ul><ul><li>Up till 1500 occasional contacts </li></ul><ul><li>Everytime you speak with friends, co-workers or family about a trend, a brand, a service or a product you generate word of mouth, or ‘buzz’ </li></ul>Social Buzz Community - Laura Sicolo
  5. 5. Definition <ul><li>A “social buzz network” is a community of active, curios and well social linked people who </li></ul><ul><ul><li>want to be the first in testing a new product which is going to be launched in the market </li></ul></ul><ul><ul><li>want to be aware of what happens in the market and have an active rule in it spreading a buzz </li></ul></ul><ul><li>The aims of each member is </li></ul><ul><ul><li>to help in spreading the buzz in the enviroment he/she lives or operates, both real (family, friends) and virtual world (blog, forum) </li></ul></ul><ul><ul><li>after testing the product the member has to fill up a report and send to the agency </li></ul></ul>Social Buzz Community - Laura Sicolo
  6. 6. <ul><li>Some examples </li></ul><ul><li>BuzzParadise </li></ul><ul><li>BzzAgent </li></ul><ul><li>Zzub </li></ul>Social Buzz Community - Laura Sicolo
  7. 10. <ul><li>PARTS INVOLVED IN THE PHENOMENA AND STRUCTURE </li></ul>Social Buzz Community - Laura Sicolo
  8. 11. Brand companies, advertising and marketing companies <ul><li>This company looks for more and more information about their potentional customers and want to know their opinion about a product before launching it in a market </li></ul><ul><li>Use the community as an alternative way to advertise a good, creating a ‘buzz’ around the services and products </li></ul>Social Buzz Community - Laura Sicolo
  9. 12. Buzz and communication agency <ul><li>Most of them belong to big advertising companies and are specialized in buzz and viral phenomena </li></ul><ul><li>Their aim is to connect the brand company and the customer, they provide the platform in which they met and collaborate </li></ul>Social Buzz Community - Laura Sicolo
  10. 13. Social Network <ul><li>Community formed by well-informed consumers, experts, bloggers and opinion leaders (BuzzParadise) and common internet users ( </li></ul><ul><li>to become a buzz angels/zzubers/ buzzagents you have to fill up an application with your information, hobbies, your blog, the platforms you use (Facebook, MySpace..). </li></ul>Social Buzz Community - Laura Sicolo
  11. 14. How does it work? <ul><li>Step 1 </li></ul><ul><li>The brand contacts the buzz agency asking </li></ul><ul><li>to advertise a new product throught a buzz </li></ul><ul><li>to test a good, changing some features if it need before launching it in the market </li></ul>Social Buzz Community - Laura Sicolo
  12. 15. <ul><li>Step 2 </li></ul><ul><li>The buzz agency edit the campaign in the platform and people spontanesly apply for (“Vodafone recycle car” in or the agency select the proper member who will test the product (Nokia mobile) </li></ul>How does it work? Social Buzz Community - Laura Sicolo
  13. 16. <ul><li>Step 3 </li></ul><ul><li>The member will received the sampling, product, an invitation to a VIP event or exclusive information </li></ul><ul><li>The member has to use it, helping and generating ‘buzz’ around a product or a service, if he likes it, in exchange for samples. He has to fill up a report with the comment, this is the feedback (karmapoint) </li></ul>How does it work? Social Buzz Community - Laura Sicolo
  14. 17. <ul><li>The one which really exploits the social network is </li></ul><ul><li>The buzzparadise has more a vertical structure. The reason is that they pratice more “seeding campaign” than democratic buzzing, giving sampling quite expensive to only important people. The community communicate trought MyBlogLog </li></ul>Social Buzz Community - Laura Sicolo
  15. 18. Values <ul><li>The members feel imporant to belong to this kind of network because they will be the first in testing the new fragance, the new drink, the new mobile. It will attract people that want to be “cool” (buzzparadise) and they will give important information to the agency </li></ul><ul><li>Member has to be honest and quick in their answers and filling up the report (feedback) </li></ul>Social Buzz Community - Laura Sicolo
  16. 19. <ul><li>On the other hand the agency will send the sampling, but their cost will be always less compared to a complete panel research </li></ul><ul><li>The agency also promise not to share with other the information about their members (privacy) and to respect them, and their opinion </li></ul>Social Buzz Community - Laura Sicolo
  17. 20. CONSIDERATIONS <ul><li>Relation between on-line and off-line life </li></ul><ul><li>The community is based on shared product experience </li></ul><ul><li>It’s different from a normal forum about some kind of product ( where people discuss about a camera, mp3 a mobile; it’s a relation between brand and the single customer (and all the potential customers he/she knows) </li></ul><ul><li>Architecture of partecipation </li></ul><ul><li>Power to people who can change some feauture’s product trought their report </li></ul><ul><li>Economy of experience </li></ul><ul><li>As MySpace and similar, belonging to these communities is a sign of member’s social capital </li></ul>Social Buzz Community - Laura Sicolo