Friday, February 13, 2009

Day Two - Afternoon

Holly Ross of NTEN and John Kenyon
Generating Buzz breakout session


What is buzz? - word of mouth, tell a friend, viral marketing

What is the best way to create buzz?
1.) Keep it simple - make it simple to participate, simple to spread, simple message

Buzz campaign examples - Beyonce video, Barack Obama
2). Take it and make it your own - "what do you hope for?" iphone apps, facebook widgets

Why Buzz Marketing Works
- People have an urge to help, to answer questions
- Cool factor - people want to be cool and with the in crowd
-- central to these is trust - source is reliable, source is authoritative, message is authentic (not like a fake or corporate marketing message)

Social Proof - Related to cool factor - blog posts with more comments get more comments, Digg submissions with high Digg count get Dugg even more. All the cool kids are doing it. "Everyone's doing it" is a powerful message. Petrified forest - people taking the wood home. Message that millions of pounds were lost each year one piece at a time had bad effect - people figured, "everyone's doing it - why shouldn't I?"

The Cost of Buzz
- Tools are cheap
- Time is money - time factor is high - about an hour a day
- return on investment takes a long time

Building Relationships
- it's a cocktail party
- make others feel important
- be smart, witty, and funny
- be relevant
- put your best foot forward
- being awesome is the best way to SEEM awesome

- don't promote every blog post you do

Case Study - epic change and tweetsgiving
their mission is complicated - the campaign was specific

  • Twitter
  • Digg
  • StumbleUpon
  • Friendfeed

In common - username, bio, URL, picture - these are incredibly important - when people are trying to decide whether or not to engage with you, they typically look at these

For any tool or service, ask yourself:
- why are we using it?
- who will use it in our agency?
- how will you know you are succeeding?
Set up your accounts to reflect the answers to these questions

Keep the same username across networks



Twitter Tips - listen to people, find out what is interesting, don't talk to yourself - keep it relevant and interesting

Twitter Tools
  • tweetscan
  • tweetstats - tag cloud, time spent, number of tweets
  • twitterfeed - tool for bringing in any RSS feed to an account

Desktop Apps
  • tweetdeck - create groups - would solve problem of not wanting to follow everyone.
  • twhirl - have to tab through

StumbleUpon - a million and a half users per month
Semantic web - the web will give you stuff you know you want because it's been watching you. Recommendation service. Network effect - based on your friends as well as what you like.

Where is the buzz building? In the networking. You need to friend people. e.g., Jonathan Colman has lots of followers, active user. Get hooked up with influencers. You can DM your friends if the relationship is mutual.

Case Study - Jonathan at the Nature Conservancy - launched a site about ecosystems - low traffic. Objective was to grow traffic. He took a video about sharks, stumbled it, reached out to his network, and encouraged everyone to stumble it. Drove 2,000 people to Nature Conservancy home page.

Digg - 25 million users per month
Seems to be much more news oriented. Also weird stuff and tech stuff does well.
when you submit your story to digg you get to give it it's own headline and abstract. So you can make the headline sexier than whatever it was originally. You send your friends a "shout" and get them to digg it too.

Case Study - Danielle Bridger - endangered cats - grew from 1500 page views to 44,000

I created an account there - serviceresource

The Perfect Storm - use all the tools together to build buzz.

Facebook - causes, groups, fan pages. Causes are typically for donation campaigns. Groups was originally the only thing for NPOs but now there are fan pages. As a group or a fan you can message your members. But don't approach it as list building - approach it as community building.

Missed the Story Telling session, but Nina Simon and Britt Bravo said, the person who blogs should be the person who wants to blog. You don't have to be the expert. Invite your readers on a journey.

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