HOME
ABOUT US
BRAND MANAGEMENT
CORPORATE REPUTATION MANAGEMENT (CRM)
CORPORATE SOCIAL RESPONSIBILITY (CSR)
BUSINESS TO BUSINESS (B-to-B) MARKETING
ECOMMERCE FOR CONSUMERS IN RETAIL MARKETING
CONTACT US
                
© 2011. WOWOWOW. All Rights Reserved.
Website by Magnetyz
     
  BUZZ MARKETING  
   
 

What's the Buzz?

Advances in viral marketing and social media have made buzz the hot topic.

It is contagiousness. It shows that there is a lot more to contagion than either word-of-mouth or emotional engagement.

Emotion- once a largely ignored field of cognitive psychology - has become accepted as a major spring of consumer behaviour.

There has been a much-increased interest in the social mechanisms by which ideas spread - particularly as the ubiquity of social media has made 'buzz' such a seductive strategy. The power of word-of-mouth and, in particular, the commercial value of recommendation by highly influential individuals within society.

GETTING CONTAGIOUS

There are three components in any social interaction: there's me, there's you and there's an idea that we might discuss or pass on to one another.

Contagiousness is not just about the effect that ideas have on people. That might seem a subtle distinction, but it's an important one because it makes us think about why an idea takes root and spreads.

However ideas matter much less than what people say about them.

It's all to easy for us to get distracted by character of the things we make - by their stickiness and the contagiousness - and imagine that it's these kind of qualities (and thus ultimately our efforts) that determines… how far and fast they spread through a given population.

Why?

Because the means by which ideas engage people are often emotional and unconscious. Indeed, it is the people-centric models - with their emphasis on (conscious) advocacy and recommendation - that are closer to the old view of how communication works.

Of course it is not ideas that replicate, it's people who copy (and modify) ideas and who pass them on - be it through social networks or simple conversation.

  It's not so much that people spread ideas because they're engaged with them - rather that ideas engage people and encourage (impel) them to spread them.

If we can choose (consciously) not to pass something on or repeat it - it's just an idea

Ideas acquire people.

What would make an idea contagious?

Contagion - Making sense of a marketing epidemic

Firstly, we need to identify the dimensions that tap directly into our thinking about why ideas engage us - the concepts that go straight to the heart of what contagiousness is about.

Broadly there are five broad target ideas (domains) that are important in the description of contagiousness:

1. Buzz is, essentially, a product of contagion - the effect of     contagious activity and, because it is close to (but not the     same as) the thing it is trying to describe. Hence "The room     is buzzing" (which may be almost literally true) transfers to     the idea of being buzzy.

2. Belonging is a core quality, because contagious ideas seem     to create a sense of shared ownership: of the idea belonging     to us and of us belonging to the idea.

3. Attraction is closely allied to belonging... the (metaphorical)     idea of attraction as a "force". Contagious ideas have the     power that attracts people to their cause. Buzz

4. Dynamism is about contagious ideas being possessed of     some inner energy that propels them though society. It is     sometimes expressed as irresistible energy that builds and     then, once it has reached "tipping point", bursts forth on an     unsuspecting public.

5. Numinosity (awe) : Truly contagious ideas seem to have a     quality that goes beyond the rational and way beyond the     literal. It is a belief system. The power of truly inspirational or     "numinous" ideas is frequently manifested in our desire to     belong to them: to identify with them; to be part of something     special. And, if ideas inspire us, we often become     evangelists for them - we spread the word. It is the     combination of awe and enlightenment (borrowing from     religion) that we call numinosity.
 
 
PAGES:
1
2