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What’s all the buzz about?

What’s all the buzz about?. Everyday Communication and the relation basis of WOM and Buzz Marketing Practices . Word-of-Mouth definitio n. I nstitutional W OM ( = buzz)

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What’s all the buzz about?

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  1. What’s allthe buzz about? Everyday Communication and the relation basis of WOM and Buzz Marketing Practices

  2. Word-of-Mouth definition • Institutional WOM ( = buzz) = Communication where the institutional identity of min. 1 participant is important and/or where the object being dis- cussed is part of an organized WOM campaign. • Every day WOM • = Informal/evaluative communication (+ or -) between min. 2participants about: organization, brand, product/service - on/offline

  3. Buzz marketing definition = Amplification of initial marketing efforts by third parties through their passive or active influence . Thomas, 2004

  4. Role of WOM in buzz marketing • Buzzis the contagious word-of-mouth commentary about products, services, brands and ideas (Walker, 2004) • WOMis influential because ofits everyday basis, routine talk of relational networks • Firms seek to introduce buzz in relational networks • Commercialization of chit-chat?

  5. Benetton campaign UNHATE communication campaigns : - Promoting human rights, • Aim: engage the attention of the public • Promote positive actions, where anyone can become a player in the fight against intolerance, from the global scenario to everyday life. Benetton : • received 54% negative sentiment • but 90,000 mentions on Twitter • 24 hours after the launch of the campaign : more than 35,000 mentions of “UNHATE” on Twitter

  6. Benetton campaign Kisswall.benetton.com 10 time less facebook fans than H&M Benetton fan’s activity wasmore intensive duringthis period

  7. Our opinion Effectiveness and Ethics of buzz marketing campaign Buzz Marketing  WOM Self selected agents Everyday WOM Positive Unplanned Face to face

  8. Our opinion Effectiveness and Ethics of buzz marketing campaign No negative talk No internet Close friends mostly Otherbuzz marketing organizations

  9. Conclusion 55% of the agents reportedan activityduring the WOM episode : Eating : 12.6% Browsing the Internet : 4.8% Working : 6.8% Child care : 4.2% Watchingtelevision 4% The threemostcommonlocations for WOM episodeswere : • at home : 39.7% • atwork: 21.6% • in a commercial environment: 13.7%

  10. Conclusion) WOM takes place within a context of everyday, routine, relational interactions More establishedrelationshipshave the highestpercentages of their interactions involve a WOM episode

  11. Conclusion Buzz marketing works becauseindividuals are easier to trustthan organizations that may be perceived to have vested interests in promoting their products and/or services. But today, thanks to social networks, the buzz marketing easily reaches more and more people in record time.

  12. VIRAL MARKETING Sophia Habhoub MathildeThérond Xavier Hincker AgatheMarcotte Ruffin Laurent Carnaille Adeline Agrafojo

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