Presentation to IDS communication management and partners: Raise awareness of IDS research Gain more partners Increase the use of IDS research theories, publications or even commission new projects

1. Using ‘Buzz marketing’ for Influencing Strategy Robin Coleman IDS Communications

2. Objective Raise awareness of IDS research Gain more partners Increase the use of IDS research theories, publications or even commission new projects

3. How? Leaving comments on blogs, news stories, videos, discussion forums Web 2.0 allows interaction between visitor and website Influence those presenting the content as well as others visiting the website Quote IDS web page addresses to drive visitors to our site Applies to any IDS web channel

4. ‘Buzz’ tools Social Bookmarking Micro-Blogging /Social Network Social Networks Blogs and Blogging Web Alerts Multimedia RSS and Readers Wikis

5. Revealing your identity Login and identity needed to contribute and leave comments Provide expert insight or opinion Opportunity to build their reputation as leading experts

6. Tailoring the Message Each communication needs to answer or react to the host’s content Make unique and personal to gain trust Be careful not to appear like spam or advertising Indicate where your from i.e. IDS Leave your URL – a landing page

7. Examples of Web 2.0 sites to use News websites have comment areas e.g. Guardian, BBC Video sites such as YouTube.com, Blip.TV Presentation sites like SlideShare Blogs of influential research writers, charity worker bloggers, government writers Discussion forums like Eldis Community

8. Preparation ‘Landing page’ has a call to action i.e. email address for contact, download pdf Page content is correct, up to date, has no spelling errors etc. Make sure visitors can navigate to related pages to extend their visit.

9. Process stages Identify keywords and draft potential short copy Search for forums, blogs, websites, wikis etc. where potential target audiences would use Communicate, leave identity and URL Bookmark (Delicious) site for M&E Sign up for RSS, discussion board alerts and set up Google Alerts for research terms and keywords Generate buzz on Twitter

10. Available resources to help Bookshop customer data Subscriber database for emails/Yellow Monday/newsletters Existing partner organisations – stored in CMS Twitter followers Our competitors and partners website links

11. Timing of buzz marketing tactic Launch of News articles Project has an output appropriate of promotion Blog entry created by research team/fellow Whenever other websites quote similar content to our own research

12. Twitter What are our followers talking about Search through using keywords Find people talking about similar subjects Send direct messages @name and short url to web page to promote

13. Keeping up with the ‘buzz’ The web doesn’t take a break Avoid having to revisit every website again and again to check for new discussions an alert and feed mechanism is needed Use RSS Feeds Follow those in Twitter who talk about similar research Use Twilert and Google Alertsfor email notifications on keywords discussed

14. Short URLs Popular on Twitter as 140 character messages Some users wary as also used for spam/phishing attempts Write message impact and meaning Customise URL so it has /ids*** etc. Tiny.cc can track how many click-thrus

15. Monitoring and Evaluation Bookmark the sites you have ‘seeded’ Track via web statistics and measure for their success Use Delicious - social bookmarking Tag sites with ‘buzz’ Analysis will reveal most effective sites for future communications Trends may reveal user location, common research themes etc.