What does this concept mean? Take a look at the secrets of "Buzz Marketing" with me!

1. BUZZ MARKETING
Presented
by
GiuliaSabbadini
Business English - Prof. Ulisse Belotti - A.A 2014/2015
- The Power Of WordOf Mouth -

2. Introduction
The Word of Mouth
Why and How do ‘Buzz’ Marketing
Measure the Effectiveness
Coca Cola #Shareacoke campaign
Conclusion

3. …they aren’t paid nor
do they reciving an
incentive for spreading
the word.
…People tend to
believe in their
contacts, rather than an
advertising…
Word of Mouth is what
people say about a
Brand or service…

4. ... 64% of marketers
believe that WOM is
the most effective
form of marketing…
For the 92% of consumers
recommendations from
friends and family could
be a forms of advertising…
…a good WOM strategy is
credible and respectful.
Dishonesty is NEVER
acceptable!

5. The term “e- Wom”, identifys actions performed
exclusively on the Net through Social Media
Companies love it because it's free
advertising
The secret is to let people talk about something to
increase the knowledge of a brand

6. ‘Buzz’ recalls the hum of bees or background
noise , that can be heard in a place;
Is the strategy about people use the web to
talk about goods, companies or brands;
Is the most common technique to make online
communication and spread the WOM.
Bzzzz
Bzzzz
BzzzzBzzzz
Bzzzz

7. A high level of individual engagement on social
media, increase the positive associations with the
brand.
Events that generate bad associations with
the product in the mind of the public.

9. The Taboo: Creating a controversy
The Unusual: Doing something unique
The Outrageous: Making sure that “Buzz” gives you a beneficial brand
impression
The Hilarious: Being hilarious may be the top way to get people talking
The Remarkable: Creating remarkable content
The Secrets: Building suspense around a launch or event

10. Volume:
Level:

11. Coke logos, have been replaced with popular
names and generate growing online Buzz…
…Company said more than 353,000 virtual bottles
have been shared on the #ShareaCoke
campaign’s website.

12. … 353,000 virtual bottles have been shared on the Share a Coke campaign’s website!

14. Australia Objectives Data
Page visualizations + 870 %
Total impressions on media 12 Million
Virtual Coke shared 76 Thousands
Facebook fan + 40%
U.K. objectives Data
Coca Cola sales +4,93%
Sales of the entire line products +2,8%
Purchase after TV spot +7%
Twitter +8%
Facebook +18%

16. -http://www.forbes.com/sites/kimberlywhitler/2014/07/17/why-word-of-mouth-marketing-is-the-most-important-
social-media/
http://fareimpresa.liquida.it/fare-impresa/buzz-marketing-nei-social-media-be-viral-to-make-it-grows/
http://www.yourarticlelibrary.com/marketing/notes-on-buzz-marketing-and-viral-marketing/13804/
http://www.coca-colacompany.com/stories/opinion-buzz-vs-sentiment-word-of-mouths-most-important-
distinction#TCCC
http://www.coca-colacompany.com/stories/opinion-buzz-vs-sentiment-word-of-mouths-most-important-
distinction#TCCC
http://blogs.wsj.com/cmo/2014/07/15/cokes-personalized-marketing-campaign-gains-online-buzz/
http://www.coca-colacompany.com/innovation/buzzworthy-social-at-the-heart-creates-impact#TCCC
http://blog.rejoiner.com/2014/03/6-buzz-marketing-buttons/
http://blog.crazyegg.com/2012/06/25/buzz-marketing-content/
http://www.theguardian.com/media-network/media-network-blog/2013/jul/24/share-coke-teach-brands
http://www.brandforum.it/papers/1204/condividi-una-coca-cola-dal-de-branding-al-we-
branding#sthash.EPZ5rqrF.dpuf
Libro: Buzz marketing nei social media. Come scatenare il passaparola on-line,Dario Caiazzo (Autore), Andrea Colaianni
(Autore), Andrea Febbraio (Autore)