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  1. 1. Soo Wenyong email: June, 2010 Buzz marketing
  2. 3. Four Important Trends In Modern Marketplace
  3. 4. Trend #1 <ul><li>Trust in Consumer Advertising Plummeting </li></ul>
  4. 5. Corporations have demonstrated that they can easily lie or mislead, and it travels to the realm of consumer advertising. Why?
  5. 6. What is the MOST MYSTERIOUS corp. in the world?
  6. 8. We trust Bob at ChinaMobile more than we trust ChinaMobile itself. What’s the solution? Abandon appearance of a corporate look.
  7. 9. So DON’T look corporate, but DO look personal! Be more personal and be less corporate in every aspect of marketing and how we present our brand.
  8. 10. Trend #2 <ul><li>Consumer Content Creation/User Generated Content </li></ul>
  9. 11. Computer hardware and digital equipments have become more and more affordable for general people
  10. 12. Broadband and mobile phone penetration
  11. 13. Acceleration of buzz with new digital vehicles
  12. 14. Trend #3 <ul><li>The Law of 6X </li></ul>On average, people pay attention to the content in a TV show and the content in a print publication six times more than its advertising. – David Ogilvy, 1970s On average, people who search on Google click on its content (organic search results) six times more than ad-sponsored links on top and on the right. – Jupiter Research, 2000s 6
  13. 15. What’s BUZZMARKETING?
  14. 16. <ul><li>Word of Mouth </li></ul>Viral Marketing Buzzmarketing
  15. 17. Definition: Buzzmarketing captures the attention of consumers and the media to the point where talking about your product, brand or company becomes entertaining, fascinating, and newsworthy.
  16. 18. Traditional marketing model If anyone wants average results, this is the ticket
  17. 19. Buzzmarketing model
  18. 20. To put it simple: Buzz starts conversations!
  19. 21. The first rule The first rule of marketing is to have a great product. Policing your product is essential to buzz. It’s the lifeblood of buzz. You need to delivery a product or service that people will go out of their way to talk about. Without all that, you have no buzz.
  20. 22. <ul><li>The taboo (sex, lies, bathroom humor) </li></ul>The Six Elements of Buzz The unusual The outrageous The hilarious The remarkable The secrets (both kept and revealed)
  21. 23. Why word-of-mouth works well? REASON #1: undivided, face-to-face attention REASON #2: credibility REASON #3: reducing the cost of experiment
  22. 24. Create a buzz in the media Newspaper is a business where the name of game is to delivery high-quality stories of interest and, ultimately, increase the number of papers sold.
  23. 25. Why story?
  24. 26. Humans seek patterns, even where there are none
  25. 27. The Six Most Frequently Written Stories <ul><li>The David-and-Goliath story </li></ul>The unusual story The outrageous story The controversy story The celebrity story What’s already hot in the media
  26. 28. The Art of Buzzmarketing – Discover Creativity
  27. 29. The Six Maxims for Discovering Buzz Creativity
  28. 30. Maxim 1: Be Honest The foundation of creativity Bear in mind, be honest to yourself! It’s always easier to cheap yourself than doing hard job.
  29. 31. Maxim 2: Be Courageous Demand creativity of yourself Rule number one is, if you want big ideas, be prepared to be uncomfortable. If you’re comfortable, it’s too vanilla. Just remember, if you’re pleasing everybody, your stuff will look like everybody else’s, and you’ll be invisible.
  30. 32. Finding the right consumer insight is the foundation of success Maxim 3: Understand Your Consumer Firsthand
  31. 33. Well design every single touch point Maxim 4: Pay Attention to Details
  32. 34. Marketing and advertising can be exciting and fun but creating word-of-mouth buzz is draining, demanding and frustrating. Maxim 5: Swing the Bat Often
  33. 35. People want to be entertained and engaged—not sold to. Ads get impressions, but content gets attention (or even make connections) Maxim 6: Creative Content, Not Advertising
  34. 36. Let’s start creating buzzzzzzzzzzzzzzz Soo Wenyong email: