Creating Buzz Marketing in the Age of Social Media

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The digital age has provided

companies with a marketing

tool of unparalleled

effectiveness:

Social Media

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Social Media has created a marketing

platform with a reach more massive, a

process more instantaneous

and an audience more interactive than ever before.

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Online where most of us live a lot of the time now the

way we interact with brands changes

- Catherine Toole

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Using social media, marketers can not only get their message

to the market, but can

Stimulate Debate

Launch a Viral

Sensation

And above all, CREATE

BUZZ

Why is creating buzz so important? When people are talking about a

brand, it generates consumer

awareness at a speed and scale that companies

cannot do on their own.

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Todays most innovative marketers create

engagement platforms that do more than push

out messages. They create a gravitational

field that pulls prospects and

customers into orbit around their brands

-Mark Bonchek

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One of the most previously successful social media marketing strategies is

Content Marketing

Social Media has launched the content marketing revolution:

Redefining customer relationships based on serving, educating, and entertaining customers

with content necessities a shift away from the I of a brand or product toward the you of the

customer

-Rebecca Lieb

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Social Media and Content Marketing are arguably the most effective ways to engage customersbut

what is the risk?

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In Social Media Marketing, the people have the power; a campaign is must harder to

control than traditional media, in that once the message is out there, it is hard to

predict what will happen to it.

High Risk, High Reward

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It is becoming increasingly hard to recover from crises

of reputation online. A seemingly

innocuous event can unleash a storm

of negativity, and such negativity

spreads directly on corporate accounts

that were established for

promotional purposes -Larissa Ott Photo Source: unspash.com, by Pablo Garcia Saldana(CC0)

Chaos can be scary but it can also be the key to success. Theres

unlimited potential out there, take advantage of it

EMBRACE THE CHAOS

-Tyler Crosson

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An example of a company who have taken an effective, albeit unique,

approach to the development of their social media presence is American

Fast Food Chain, Taco Bell.

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@TacoBell Taco Bell has almost 2 Million followers on Twitter, and for a good reason. The company delivers a clever combination of retweets, funny comments and sassy comebacks that have consumers not only just thinking about the brand in a positive light, but relating to it on a personal level.

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@TacoBell

Supports their customers

Interacts with celebrities

and acknowledges other brands.

Another example of a company

who are considered

pioneers of social media content marketing, and

launched one of the most

successful online campaigns in a pre-Instagram

era, is

Dove Photo Source: janoschka.org

In 2006, to propell the launch of their Campaign For Real Beauty, Dove

released a video called Evolution on YouTube, a platform that not many

brands had used before for this purpose.

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I think what made this campaign perform

particularly strongly is the content, which elicited the

intense emotional responses of warmth,

happiness and knowledge from its target

demographic one of the key factors behind a

videos sharing success. But, more importantly, we

are really seeing social motivations behind

sharing becoming a lot more important. Brands

have to give people a reason to share the video

-David Waterhouse Photo Source: picjumbo.com (CC0)

If companies know their audience and can deliver content that people want to see, social media can have the power to

promote brands like no other form of media can.

It can create what is of the utmost importance for a brand: online BUZZ.

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The game has officially

changed: despite the risks,

companies must embrace social

media marketing in order to be

Successful Photo Source: stokpic.com White Iphone 5s connected to laptop on desk (CC0)

Social Media is here. Its not going away;

not a passing fad. Be where

your customers are: in social

media

-Lori Ruff

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References

Course Content Additional Sources Slides 4 & 9: Toole, C. (n.d.). Brands as publishers: inside the

content marketing trend. Retrieved February 28, 2017 from http:// curve.gettyimages.com/article/brands- as-publishers-inside-the-content- marketing-trend

Slide 7: Bonchek, M. (2014, October 10). Making sense of

owned media. Retrieved March 1, 2017, from http://web.a.ebscohost.com/ehost/ pdfviewer/pdfviewersid=184c0a66-4933 -49de-9f6af8836024d0f7%40sessionmg r4006&vid=1&hid=4112

Slide 12: Ott, L. (2015, March). Reputations at risk:

engagement during social media crisis. Retrieved March 1, 2017, from http:// journals1.scholarsportal.info/pdf/ 03638111/v41i0001/97_raredsmc.xml

Slide 13: Crosson, T. (2012, November 15). Embrace the

chaos os social marketing. Retrieved February 28, 2017, from http://098- embrace-the-chaos-of-social-marketing

Slide 19: Stampler, L. (2013, May 22). How Doves real

beauty sketches became the most viral video of all time. Retrieved March 1, 2017, from http://www.businessinsider.com/ how-doves-real-beauty-sketches- became-the-most-viral-ad-video-of-all- time-2013-5

Slide 22: University of Waterloo. (2016, October 17). The

future of education. Retrieved March 2, 2017, from http://smbp.uwaterloo.ca/ 2016/10/creativelive-the-future-of- education/