Buzz is a powerful way to let your customers tell their story about your brand. When you provide them with a launching pad for positive mentions and recommendations in their own voice, across many networks, good things happen. But it’s not all magic — there are key elements in making a successful Buzz.
Here are 7 things to keep in mind as you craft your Buzz campaign.
1) Define Your Objective
Identifying the core objective of your Buzz campaign is a crucial first step. Are you looking to drive awareness for an event? You might want to link back to a landing page to capture signups rather than link back to your home page, and ensure the word “signup” is clear and prominently represented within your Buzz description.
Your story should be easy to understand at a glance. The flexibility of Buzz technology allows you to craft any story you’d like, and it can point back to any online presence. It is an instant amplification of your customer’s voice. They can customize the story to fit the tone they would normally use with their own audience, so provide them with a story to share that allows for flexible language.
Setting campaign milestones along the way will help you better understand how your story has resonated with your audience.
2) An Enticing Headline
The headline conveys the concept of your Buzz to the customers and friends who will support it on their social networks. It is displayed prominently at the top of the “Buzzlet”, but it is not included in the actual story of the Buzz unless you decide to include the same wording within the message. The shorter the better — we know that attention spans are ever-decreasing. Feel free to spice it up to draw more attention.
For the story you want your customers and friends to share about your brand, event or product, what are the most meaningful words you’d hope they’d say? Make that your description, and summarize it in your Buzz story. Give your advocates suggestions — up to 10 with the new Multi-Story Buzz feature, which rotates the story in your Buzz every 3 hours to keep the conversation varied as the campaign is fulfilled.
4) A Mobilized Buzz Support Team
As you can see in the “Buzzlet” below (lower-left corner, below the words “Buzz Page”), each Buzz campaign has its own corresponding URL which can be easily emailed to any and all of your customers, employees, friends and family. If you give them a heads-up before it goes “live”, they’ll know to look out for the link you’ll be sending them.
5) Hashtag Research
Each Buzz campaign has its own corresponding hashtag of your choice, which is included each time your story is shared. This enables ease-of-tracking with a variety of tools (including our own proprietary Buzz Analytics feature), so be sure to choose a hashtag that is relevant and unique. Tip: search it on Twubs.com to see if you can register it, and enter it in Twitter search to see how often it is used, if at all.
6) Be Ready to Respond
The good news about Buzz: it rapidly ignites conversation. But if you’re asleep at the wheel, you might miss some fantastic opportunities to connect with your core community. Be sure to track your hashtag on Twitter using the Topsy tool, or keep an eye on mentions in HootSuite, and thank those who support you in real-time. Maintaining the conversation solidifies the bond your brand has with your customers and grows the reach of your story.
Timing is the most important element in a well-executed Buzz campaign. Decide how long you want your campaign to run so that you know when to monitor activity. Plan a small timeline in the days leading up to the launch of your Buzz campaign so that your supporters are well-informed about what is expected of them. Alert your Buzz support team in a clear, coordinated manner so that everyone is on the same page.
HINT: You can use the “Buzz Repeat Rate” to spread out the number of actions your supporters can take (every 3 hours, every 6 hours, etc) and lengthen the campaign before all of the Buzz actions are depleted.
Please reach out to us on Twitter with any questions, or contact Marita Roebkes at +1 (650) 384-0057 to learn more about purchasing and setting up a Buzz campaign.