WHAT’S ALLTHE BUZZ ABOUT?

EVERYDAY COMMUNICATION AND THE RELATION BASIS OF WOM AND BUZZ MARKETING PRACTICES

WORD-OF-MOUTH DEFINITION

Institutional WOM ( = buzz)= Communication where the institutional identity of min. 1 participant is important and/or where the object being dis- cussed is part of an organized WOM campaign.

Every day WOM

= Informal/evaluative communication (+ or -) between min. 2 participants about: organization, brand, product/service - on/offline

BUZZ MARKETING DEFINITION

= Amplification of initial marketing efforts by third parties through their passive or active influence .

Thomas, 2004

ROLE OF WOM IN BUZZ MARKETING

BUZZ is the contagious word-of-mouth commentary about products, services, brands and ideas (Walker, 2004)

WOM is influential because of its everyday basis, routine talk of relational networks Firms seek to introduce buzz in relational

networks

Commercialization of chit-chat?

BENETTON CAMPAIGN

UNHATE COMMUNICATION CAMPAIGNS :- Promoting human rights,- Aim: engage the attention of the public

- Promote positive actions, where anyone can become a player in the fight against intolerance, from the global scenario to everyday life.

BENETTON :- received 54% negative sentiment- but 90,000 mentions on Twitter 24 hours after the launch of the campaign :more than 35,000 mentions of “UNHATE” on Twitter

BENETTON CAMPAIGN

10 time less facebook fans

than H&M

Benetton fan’s activity was more intensive during this period

Kisswall.benetton.com

OUR OPINION Effectiveness and Ethics of buzz

marketing campaign Buzz Marketing WOM

Self selected agents Everyday WOM

Positive Unplanned Face to face

OUR OPINION Effectiveness and Ethics of buzz

marketing campaign No negative talk No internet Close friends mostly Other buzz marketing organizations

CONCLUSION

55% of the agents reported an activity during the WOM episode :

EATING : 12.6% BROWSING THE INTERNET : 4.8%

WORKING : 6.8% CHILD CARE : 4.2% WATCHING TELEVISION 4%

The three most common locations for WOM episodes were : at home : 39.7% at work : 21.6% in a commercial environment : 13.7%

CONCLUSION)WOM takes place within a context of everyday, routine, relational

interactions

More established relationships have the highest percentages of their interactions involve a WOM episode

CONCLUSION

Buzz marketing works because individuals are easier to trust than organizations that may be perceived to have vested interests in promoting their products and/or services.

But today, thanks to social networks, the buzz marketing easily reaches more and more people in record time.

VIRAL MARKETING

Sophia HabhoubMathilde ThérondXavier HinckerAgathe Marcotte RuffinLaurent CarnailleAdeline Agrafojo