4 questions about Buzz Marketing

1 - How a community can reinforce a brand?

There are at least 7 good reasons to use the communities:

- Consolidating buyers in their choice to take the brand to brand the community used to add additional value-added product (advice, uses unique ...) which will reinforce the feelings of the customer to have made the right choice. In addition it can reassure its relations on the seriousness of the mark, climbing a further dialogue. For example, the site of the PACE. Com offers within a community that allows members to share their experiences and enhance the data already on the website.

- Obtain a customer base that is willing to receive messages, which was not necessarily to sell the community can spend more messages quickly, more informal and non-commercial, instead of going through the usual channels of communication that are locked and formatted (both by the internal process of self-censorship by publishing procedures and validation ...). The community puts in place a less corporate communication. For example, the division of Sage CRM has established a community for users of Sage SalesLogix one of their software.

- Get customers from other brands: establishing a community theme with high added value can also be recovered from customers of other brands that are looking for information related to a generic use of the product. For example, the site www.buzzpoker.fr federates the first community of poker enthusiasts in France, but ultimately this will be a tremendous tool for recruiting crazy poker!

- If the trend in a sector or sharp edge, setting up a community around a brand also helps to make "the reference" on this subject on the Internet. Indeed, on the net more than elsewhere, there is a premium first-come, thus raising barriers to entry for the following. A community is also very interesting to federate the early adopters and influencers that will make this community a reference. For example, Orange Business Services has established a community of bloggers around the security of data, thus enhancing their expertise in this area (nb: for now this community is exclusive to employees of orange, but it should not fail to be open to a wider audience).

- Make a community work for you: set up a community can generate content via users instead of having to produce all or even ... That is how we acquire a better visibility (more text, images ... improve the natural search of a site) but also new and original content generated by the members (video ...) a bit like blogbang.com that provides members to create their own videos.

- Develop a communication tool for loyalty in the long term in that role by his "neutral" in relation to commercial messages is the ideal tool to implement a customer loyalty program.

- Get the ski field more quickly and directly. For example, the site developers of the software to animate Act allows resellers such solutions and validate them live with the new features, patches ...
Ideally this website allows you to develop specific products that can be carried by this community because after it. This is already the case in the salesforce community where customers and resellers can share together, their customers requests and their partners specific addons. It happens to the establishment of a win-win ecosystem where everyone finds his advantage.

The dangers of the community:
- No longer controls its communication
- Show its strengths and weaknesses of its competitors
- To manage its distribution channels

Prerequisites:
- Accept to hand over to users
- Provide content to the growing community members to become interested and get involved (tips, help, new content, value added ...)
- Providing the means to launch the machine to start supplying the content, and moderate figures published.
- Be patient: a community must be built over time. The accession of new members is a lengthy process that gave little fruit at the start ... and to ensure that successive it is essential that a communication relay (information in newsletters, to relay commercial, organization of events ...).
- Identify the number of leads generated or it via the community to justify its existence.

2. The viral marketing a new Eldorado?

Viral marketing is an Eldorado for both brands but also (and especially ...) for communication agencies ...

In fact all companies now are dreaming of a buzz campaign that could very quickly make them known to millions of Internet users through the calling native of the Internet allows a rapid and decentralized information.

This trend is especially strong as the apparent ease of achieving a viral marketing campaign can now dream and in most communication plans there to become a new line of video on the buzz ...

Why a video of buzz over another media (image, sound ...) me would you? Simply because the video has democratized (which has not had to suffer the projections movies weddings, communions ...) and secondly most amateur videographers have a much better control of video and bases special effects (see Film Sweden).

Finally broadcast platforms are easy to use and broadband allows for easy viewing on the Internet.

In the final video is a tool that may not cost too much and big ... if we manage to succeed his video and its dissemination (see an example of viral video failed because of bad actors) ...

Indeed another aspect of viral marketing is the use of social networks to disseminate information. It can be done through organized networks (facebook, koreus.com forums, communities rigoler.com, like digg as chauffeurdebuzz.com, influential bloggers ...) and free (dissemination via the Internet directly by email)

Again these tools do not necessarily a lot of money but a good knowledge of the tools and time to convince and identify influencers (places and persons) ...

Communication agencies have fully understood this because they now offer these tools in their catalog of services ... the problem is that most have a very theoretical buzz and therefore they produce videos promoting products rather than videos buzz ...

More who do evil new communication tools of Web 2.0 they are often not to disseminate their "advertorials videos clumsy" ... and therefore the last few months of communications agencies virales days have seen the benefits with quality very often variable ...

Finally viral marketing can be a good solution for a small creative company that wants to be known (with a successful example www.mymajorcompany.com) or for companies who choose a specialized agency.

However lack of knowledge of this tool and an agency, most companies will find themselves face to face with communications agencies located in the viral marketing that a new opportunity to increase customer's bill without having to assume a result ... because who can predict success at the failure of a viral campaign ...

3. Could you give 3 tips on using the new tools of marketing alternative?

- Focus first on the idea the prime substance over form. A very funny but not very well formatting will always be more effective than a nice message, but that does not viralité. You must ask yourself these questions "Why someone would transfer this information?" "What's funny enough, surprising ... that the reader will think that it would appeal, or one of his contacts?"

- Put as much time and money in putting the operation in its implementation. That is for 1 euro invested in the creation you have to invest 1 euro to promote it. This can be done by purchasing tickets to sponsorisés bloggers, buy advertising space, by renting mailing lists ... it's even more important that tens of viral campaigns arise every day, and to distinguish have a good idea is not enough to be on its success ...

- Do not forget the visibility of its brand: a viral video (or any other tool) is to attract traffic to a site, generating orders, increase awareness, make the teasing ... it must ensure proper visibility of the brand or best offer a series of viral videos with a relay on a dedicated website.

For more information you can read our articles viral videos:
- To publicize his business through a viral video
- 4 tips for successful buzz.
- Behind the buzz of a successful

4. As bloggers what do you want a brand that you approach?

A brand any interest to contact the bloggers of its theme, because they represent a huge audience (targeted or general) and so far google greatly favors the blogs in the natural search ...

There are 3 types of bloggers with different behaviors, and therefore different approaches ...

- Bloggers niche: they are sophisticated in their themes and they attract a targeted audience. To seduce them must be content, action, publicity ... relating to their activities. Personal contact is of course essential (for example, a point between the mark and a recently published article) to establish a relationship with him. Another plus is to offer a small gift that will motivate them to speak more quickly your product.

- Bloggers low hearing to mark the time income is too low to justify an individual contact. It will be interesting to make the membership or advertising adsense ...

- Bloggers stars (or influential) as their specialty, they are courted by the marks because a posting on their site is equivalent to hundreds (or thousands) of visits ... It is therefore necessary to provide a quality and highly personalized. For example, in making contact well before the release of its news, offering exclusive (very popular blogs like TechCrunch) ... and of course the evening or gift vip!

However all have in common that can only have time and therefore we have always to say why the blogger would be an article about his business, and present this argument in his email presentation.