Buzz marketing Concept Key issues To find relevant and real-time information and to interpret it To create information and to transmit it via informal and personnal communication channels (rather than by mass media and traditional advertising) Key issues Buzz marketing can only amplify existing qualities of a product Information must be credible and from trusted people (experts and trendsetters) These slides are not about how to make a buzz marketing campaign, they are rather on what technologies are available to measure buzz

Buzz marketing Measuring/influencing buzz Nielsen BuzzMetrics measures, analyzes and leverages the influential power of online consumers Communispace manages “customer conversations” with private online communities on topics chosen by businesses Affinova proposes online “prototypes” that instantly evolve according to consumer feedback. IC Agency investigates brands’ positioning perceptions online and corrects this positioning if needed Nielsen BuzzMetrics offers a suite of technologies and services to measure, analyze and leverage the influential power of online consumers who share experiences, advice, opinions on everything from issues of reputation to customer service and product performance. Communispace builds private online communities and manages “customer conversations” with then, where businesses can have direct returns from targeted communities on whatever topic. Affinova proposes online “prototypes” for concept/product/package/promotion that instantly evolve according to consumer feedback. IC Agency provides tools and investigative know-how to evaluate brands’ positioning perceptions online and to correct this positioning if needed, notably in case of online abuse of a brand name.