Buzz Your Products And Brand By Engaging With Key Online Influencers

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Buzz Your Products And Brand By Engaging With Key Online Influencers by Sandrine Plasseraud, Renault

Forrester, Barcelona 2007

Published in: Business, Technology
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Buzz Your Products And Brand By Engaging With Key Online Influencers

  1. 1. Sandrine Plasseraud Brand Manager Small Cars & Customer Offers <ul><li>Buzz your products and brand b y engaging with key online influencers. </li></ul><ul><li>How do you identify those influencers and engage with them ? </li></ul><ul><li>How do you monitor the online buzz that they create around your product and brand ? </li></ul>
  2. 3. “ Emerging” Media and Effect they have on customer behaviour <ul><li>Social Networking </li></ul><ul><li>Online gaming </li></ul>
  3. 4. “ Emerging” Media and Web 2.0
  4. 5. Netvibes – keep up with the rest of the world easily
  5. 6. Facebook – What are your friends doing ?
  6. 7. Twitter – what are you doing ?
  7. 8. “ Emerging” Media and Effect they have on customer behaviour User Generated Content
  8. 9. Consumers trust UGC
  9. 10. 36% wouldn’t buy a product with negative comments online
  10. 11. 57% are influenced by online comments about a product
  11. 12. <ul><li> Product </li></ul><ul><li> Price </li></ul><ul><li> Place </li></ul><ul><li> Promotion </li></ul><ul><li>… . </li></ul><ul><li> PARTICIPATION </li></ul>Forget the 4 Ps !
  12. 13. Blog me I’m famous ! <ul><li>Andy Warhol, 1968 : “In the future, everyone will be world-famous for 15 minutes”. </li></ul><ul><li>2007 : “In the future, everyone will be famous to fifteen people” </li></ul>
  13. 14. Viral and Buzz Marketing <ul><li>a satisfied customer tells 3 people about it </li></ul><ul><li>a dissatisfied customer tells 11 people about it </li></ul>Identifying individuals with high Social Networking Potential can help you buzz your brand or your products, especially online Bloggers = influencers with high social networking potential Bloggers – “Twitters” – “Facebookers” – etc.
  14. 15. Twingo Concept
  15. 16. Twingo Concept & Bloggers <ul><li>A Viral Marketing Strategy in 2 Phases : </li></ul><ul><li> 5 bloggers invited to the Paris Motorshow as “VIP” (29 th September 2006) </li></ul><ul><li> Seeding operation targeting 30 bloggers (from the 30 th of September) </li></ul>
  16. 17. Twingo Concept & Blogger 1 <ul><li>20 yrs old blogger </li></ul><ul><li>design </li></ul><ul><li>new technologies </li></ul><ul><li>urban </li></ul>
  17. 18. Twingo Concept & Blogger 2 <ul><li>30 years old </li></ul><ul><li>viral marketing </li></ul>
  18. 19. Twingo Concept & Blogger 3 <ul><li>25 years old </li></ul><ul><li>viral marketing </li></ul><ul><li>e-commerce </li></ul><ul><li>internet </li></ul>
  19. 20. Twingo Concept & Blogger 4 <ul><li>30 years old </li></ul><ul><li>Famous DJ </li></ul><ul><li>Music </li></ul><ul><li>Travel </li></ul>
  20. 21. Twingo Concept & Blogger 4
  21. 22. Twingo Concept – Seeding Operation
  22. 23. Twingo Concept – Seeding Operation
  23. 24. Twingo Concept & Bloggers - Results
  24. 25. Twingo Limited Edition Nokia - Buzz
  25. 26. Twingo Limited Edition Nokia - Buzz

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