Buzz could be defined as the sum of all comments about certain issue that is exchanged between people online and offline. For companies buzz is something they keep hoping with finger crossed while doing traditional marketing. Buzz isn't any magical fortune effect, but creatable marketing outcome. It must be strategically crafted with specific planning and carefully seeded to the online community. Buzz requires people strategy combined with understanding of online network structure and online tools. The investment for creating buzz isn't money, but time, energy and imagination. It's challenging, but not difficult! SmallBizU suggest that you don't count ROI anymore for investment, but for imagination and if you have it, it's worth a lot. This is the new era of marketing!
When creating social media buzz you have to put aside your traditional view about marketing. Forget the still "oh so successful marketing charts" for Fortune 500 companies. Remember with buzz being small is often advantage, because it allows you to be more flexible, fast and you don't have such an burden to carry around. So put on your guerrilla goggles and begin to see your customers in the micro level in the terms of networks. Nodes and hubs are your new best friends!
Very fitting metaphor for how buzz marketing is different is to think buzz as harnessing the power of the wind through windmill. You can't necessarily control the wind itself, but you can harness the power for your mutual advantage and direct it in the right direction. The fact that the power might be beyond your ultimate control scares often companies, which are used to control all the information available, or that what they think. They are the one using nuclear power and believe me they don't like surprises. Wind power doesn't require such a big investments and almost anyone can do it as long you have the proper knowledge of how it works. Believe me, that in social media it's always windy.
Remember, you have to be prepared and be up-to-date of the latest twists in social media everyday. When you see that the wind changes, you have to adjust the angle of the propeller and you're back in business, while the nuclear guys don't even necessary hear the whispers in the wind. What you don't know really can hurt you. As legendary corporate blogger Loic Le Meur said "no company can go around the blogosphere and if you don't blog, someone else will do it for you". It's better be part of the conversation that outside of it. Le Meur presented the advantage of being present as using offence as defense, but the ideology in creating buzz is to use actual offence and push out right information at the right time in a right way and just in the exact right place. Simple isn't it?
The difference in creating buzz marketing is the level of paid and direct influence. You just don't need so big weapons, because you are going viral and you have to think your marketing methods more like creating an epidemic. In next article I will show you the elements to start a proper flu season.
Buzz marketing is very perishable topic and there is new information and news daily, go ahead and see what is buzzing now in my blog in http://www.creatingmarketingbuzz.com/ or follow CMB in Facebook. Let's keep buzzing. Thank you for reading
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