Buzz Metrics and Mazda
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![Beyond Blogs and Social Networks New Technologies & New Ideas December 1, 2005 Jonathan Carson President & CEO [email_address] (646) 253-1901](https://image.slidesharecdn.com/buzzmetrics-091227233707-phpapp01/85/buzz-metrics-and-mazda-1-320.jpg)
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Buzz Metrics and Mazda
- 1. Beyond Blogs and Social Networks New Technologies & New Ideas December 1, 2005 Jonathan Carson President & CEO [email_address] (646) 253-1901
- 3. How important are these New Technologies & New Ideas?
- 4. How important are blogs?
- 5. A new blog is created every second Source: Technorati
- 6. How important are social networks?
- 7. MySpace has 50% more traffic than Google It should surpass MSN and AOL within a few months Only Yahoo will have more Source: Comscore
- 8. How important are wikis?
- 9. Wikipedia is #1 online reference site By a long shot Double the traffic of #2 Dictionary.com Five times the traffic of Encarta Source: Hitwise
- 10. How important are podcasts?
- 11. 5 million U.S. podcast users in 2005 (up 500%) Forecasted to grow to 63 million by 2010 XM and Sirius have about 7mm subscribers… … and a combined market cap of $16 billion Source: Bridge Ratings, Yahoo! Finance
- 12. How important is photo sharing?
- 13. June 2205: Flickr had 19.5 million photos, 80% of which are shared publicly At current growth rate, over 75 million photos available for public download by end of 2005 Getty Images, world's largest image archive, has 70 million images for sale… … And a $5.7 billion market cap Source: Internet News, Yahoo! Finance
- 14. How important are these New Technologies? ?
- 15. The bigger point: The role of consumers in media and marketing has fundamentally changed.
- 16. A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies. These markets are conversations. -- The Cluetrain Manifesto (1999)
- 20. Consumer content dominates Internet Source: Jupiter Research Jupiter Research found that 26% of top search results for world’s twenty largest brands is consumer-generated.
- 21. FACT #1: Consumers trust the opinion of other consumers more than they trust advertising, spokespeople, unbiased “expert” third parties, or the traditional media.
- 22. FACT #2: New technology tools have made it remarkably easy for consumers to create media to share with other consumers.
- 23. FACT #3: New technology tools have also made it remarkably easy for consumers to find the media created by other consumers.
- 24. RAMIFICATION: To effectively reach consumers in the future, companies must enter into the global conversation. What’s the first thing you do if you want to enter a conversation? You listen.
- 25. Four things you can do by listening… 1. See the future… 2. Dissect catastrophes in real-time… 3. Create a hit with no advertising… 4. Understand the language of buzz…
- 26. Four things you can do by listening… 1. See the future… 2. Dissect catastrophes in real-time… 3. Create a hit with no advertising… 4. Understand the language of buzz…
- 28. Current trend: Death of Low Carb Percentage of Nutrition Panel who mention “Low Carb” Percentage of Nutrition Panel who mention “Low Carb”
- 29. Current trend: Death of Low Carb Percentage of Nutrition Panel who mention “Atkins Diet”
- 30. Current trend: Death of Low Carb Percentage of Nutrition Panel who mention “South Beach Diet” Percentage of Nutrition Panel who mention “South Beach Diet”
- 31. Current trend: Rise of portion control Percentage of Nutrition Panel who mention “portion control”
- 33. Four things you can do by listening… 1. See the future… 2. Dissect catastrophes in real-time… 3. Create a hit with no advertising… 4. Understand the language of buzz….
- 37. Some buzz storms are constant and intense Buzz for “Iraq”
- 38. Other storms are brief and pass quickly Buzz for “missing explosives controversy”
- 39. Buzz origination can be dissected Correlation between media channels
- 42. Four things you can do by listening… 1. See the future… 2. Dissect catastrophes in real-time… 3. Create a hit with no advertising… 4. Understand the language of buzz….
- 46. “ The stuff you can wash is amazing. Stuffed animals…antique quilts, comforters, electric blankets, 22 towels (it is true).... I'm still much in love.” Epinions – Washing Machines, 2003-09-22 “ I have played with my machine in the past. Testing its limitations.” That Home Site, 2003-10-08
- 48. Four things you can do by listening… 1. See the future… 2. Dissect catastrophes in real-time… 3. Create a hit with no advertising… 4. Understand the language of buzz….
- 50. Buzz tracking is crucial AT FIRST: “ Bottom line: It was a win-win situation for Oprah and Pontiac. For whatever Pontiac paid, they'll get their money back and more.” Car and Driver Forums, 2004-09-15 BUT THEN: “ The G6 should be renamed the Pontiac Oprah. Because of its close association with Oprah, this will be a chick car and not a guy's car.” GMInsidenews.com, 2004-09-16 “ It would've been nice for Oprah or GM to pay for EVERYTHING.” Free Republic, 2004-09-22 “ So they sell the car, pay the 7G's and then use the other 20G's left to buy a different car. They can get a Civic for 14, which is a better car anyway.” Runners World, 2004-09-22
Notas do Editor
- Let’s first talk about why word of mouth is so important. To start, we can look at results from countless research studies that have recently been conducted to demonstrate the power of this medium on public opinion and consumer behavior. The first was conducted by the UK arm of Mediaedge:CIA, the WPP-owned media planning company. Mediaedge asked consumers “Which factors would make you most comfortable purchasing a product?” 8% said “The product’s website”, 15% said “An advertisement for the product”, 22% said “A newspaper or magazine recommended it” – and that is the editorial section of the publication… And 76% said “A friend recommended it.” Another study by Yankelovich found similar results. They asked consumers to tell them the best source for advice on a new product. 67% claimed the best source was “Another consumer who owns the product.” And this compared to only 35% for traditionally revered sources like Consumer Reports. This is a staggering shift when you consider that certain industries literally build their products to the specifications of Consumer Reports editors, rather than to what their consumers want – that’s how important those information services used to be. Finally, a study by Forrester in which they asked consumers which type of advertising they trust. 90% of respondents trust “Recommendations from consumers”, versus 50% for the next most trusted source, magazines. This is why word of mouth is so prized. This is why marketers are trying to crack the code as to how they might tap into this organic, naturally-occurring phenomenon and leverage it to achieve their brand goals.