Buzz Marketing.pptVIP

* How does information flow in my industry? Where do people get their information? Does information flow in a centralized way? How do consumers interact in my industry? Do they hangout in networks? How big are these networks? Is my industry conservative? What influences my customers? Who influences my customers? Is my product risky? ASK YOURSELF… * PERSON-TO-PERSON TALKING TALKING BY PHONE SOCIAL MEDIA TOOLS SMS E-MAIL IM BLOGGING VBLOG WRITING VEHICLES FOR WOM CONTAGION * SUPERIOR EXPERIENCE CONTAGIOUS PRODUCT SUPERIOR QUALITY UNDERPROMISE OVERDELIVER ANTICIPATION REACH 10% - 15% TRUTH BUZZ GUIDELINES * LINKS OR NODES SPREAD BUZZ NETWORK A NETWORK B NODE TRUSTED CHANNEL * WHO ARE NETWORK HUBS CONNECTORS ALPHAS OPINION LEADERS SNEEZERS PEERS An average person has… 11 TO 12 INTIMATE CONTACTS 150 SOCIAL CONTACTS 500 TO 1,500 WEAK TIES Alphas are powerful influencers, not because of the money they spend but because of the weight of their influence. They are typically independent, confident, opinionated, and curious. Alphas are driven by a hunger for stimulation, a disregard for convention, and an urge to take risks. But they are not particularly super-social. Connectors- who function as social glue by spreading the message Peers- Spreading the word at crowds and group gatherings. Sneezers- influential endorsers Opinion Leaders- Individual whose ideas and behavior serve as a model to others. Opinion leaders communicate messages to a primary group, influencing the attitudes and behavior change of their followers. Therefore, in certain marketing instances, it may be advantageous to direct the communications to the opinion leader alone to speed the acceptance of an advertising message * REQUIRE NO ADVERTISING LEAVE A TRACE NETWORK EXTERNALITY INCREASE COMPATABILITY INCREASE TRANSPARENCY SELF CONTAINED IDEAL BUZZ CANDIDATES… Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any u