7 Elements of a Successful Buzz Campaign

S3Buzz, Society3 Buzz, Buzz Advertising, Axel SchultzeBuzz 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.

Society3, S3Buzz, Buzz Marketing, Rob Nielsen3) A Well-Constructed Story

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.

7) Timeline

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.

FacebookLinkedInPinterestGoogle+

The post 7 Elements of a Successful Buzz Campaign appeared first on Society3.

Buzz Campaign – A case study

Businesses of all sizes have the same challenge: How to get more people talk about their brand, products, or events. No this is not really new. What is new though, is the fact that today approximately 80% of all purchase decisions are based on mentions and recommendations. Also roughly 80% of event attendees  join any given event based on mentions and recommendations. And there is no difference between B2B or B2C. Growing mentions and recommendations are now becoming strategic objectives for today’s marketing engagement.

Case Study OpenStack Conference

Cloud computing with open source technology isn’t exactly a consumer topic and it isn’t really sexy either. The job was to stimulate discussions and outbuzz everybody. Easier said than done because there are industry heavyweights like HP and Rackspace competing for attention and mind share as well. And a competing event, organized by 800 pound gorilla Amazon was already introduces as “Cloud War” by the tech press. The Redhat team however was equipped with the new S3 Buzz Technology that was created to stimulate massive engagement in a way that was not possible before. The new technology allows its users to disseminate short tweet size text blocks to business friends, partners and customers with the goal to share those and stimulate conversations. Friends of friends of friends can obviously respond, comment and share it further with others. Everything with a push of a button and a robust management system with analytics to manage the progress of the campaign in real time. With a very agile partner organization that has already

TwetterRS-RH-02

been motivated to engage online, mentions and reach grew instantly

SiliconAnglePost

and rapidly. On the second conference day the discussions reached the „Top News“ status on Twitter and conventional media reported „Redhat steals the show at OpenStack Summit…“.

 

What exactly happened?
Within only three days we created over 100 pieces of content based on known presentations, known speaker and topics and formed them to 140 character long information snippets, ready to communicate. The content was entered into the S3 Buzz System. Every partner and friend of the company as well as speakers and sponsors had access to the Buzz page and could share the content easily with their network, with a single click. The mostly highly interesting content was quickly picked up by others and re-shared. While the conference was in full swing, we communicated live by introducing the current speakers, what they present and also reactions from the audience. The short and fast content distribution was easy to read and easy to follow. Business partners and buzz teams where in stand by for new content and actually provided a never ending information stream throughout the day. Intrigued IT professionals from around the world picked up the news stream on Twitter, Facebook, LinkedIn and Google+ and began to ask questions, provided comments and shared the info with their network. In just a few hours over 5,000 people outside the conference were involved in topics and conversations. Obviously, partner and buzz team was busy to engage, respond or re-rout questions to the respective experts all in real time.

S3-RH-Openstack-post-buzz

The conference made history. Not only with the participating parties, but it was a proof of concept for the effectiveness of Buzz campaigns and its ability to reach markets like no other media. After day 2 the conference had a reach of nearly 30 Million.

Summary

Buzz campaigns evolve to a strategic marketing tool that is capable of improving sales productivity by allowing sales teams to point to the customer voice instead of bluntly promoting the product themselves. Brand reputation is taking an all new height when a market is no longer discussing only problems but sharing exciting news and participating in conversations around the world. Compared to conventional awareness creation marketing, Buzz creates real customer engagement with a positive long term effect to brand sentiments and brand reputation. More details are presented at the upcoming webinar Nov 19.

@AxelS

FacebookLinkedInPinterestGoogle+

The post Buzz Campaign – A case study appeared first on Society3.

When Your Social Media Scores Suck

There are lots of controversial discussions about scores. To some extend it is personal as people do not want to be measured against something, and yet other highly competitive people love the challenge. The deeper meaning of scoring however is the very basic concept of feedback. It’s a great way to support learning and improving whatever needs to be improved.

Activity Scores

There are many well known activity scores out there such as Klout and Kred and many others. They all evolved and went though a steep learning curve. Today more and more people look at those scores and use them to judge a persons networking and communication skills. Most take it with a grain of salt, yet see it at least as one of several key performance indicators. Activity scores measure the countless events of activities and to a certain degree responses to those activities. Social Media folks have learn to be highly active and through the evolution of the scoring algorithms also learn that pumping out content is not all – getting qualified responses are key and one good dialog is more worth than 100 posts without value. Action and reaction is key in the activity scores.

Return On Engagement

Now – over time business people have developed a great success pattern for themselves, yet struggle to “bring it home”. There is so much valuable content they created but most have a hard time to let every of their connections know where all that content is. It’s literally scattered around the global web. Much of the creative energy is evaporating and only those who are right at the time of the post on the respective network see the content. Everything else remains hidden – unless the user finds a way to always share their entire presence with all the connections on all the contributions with a simple and non intrusive “signature”. This nut was cracked by XeeMe. The more you share your entire social presence the higher is the leverage of the energy you put into content creation. If a user looking at a post, tweet, picture and video you shared and looks at other content you created through the little signature URL you doubled the Return on Engagement.

ROE Score – XeeScore

The XeeScore is a strategic counterpart to the engagement scores and you can see it all around. XeeScore is strategic because having a high engagement level is only have the story. Only having a high return on those engagement is actually bringing the success home. Just envision bringing the users “home” to your entire social presence.

Inbound data
The XeeScore looks at the “inbound visits” meaning people who visit your XeeMe. If they leave right there, you XeeMe is apparently not very attractive or the story that got people there was not so compelling.

Outbound Data
The outbound number are visits that are initiated by clicking on any of your sites on your XeeMe to the respective social presences. If people visit more than one site, you actually experience a great amplification because they see more than one item of your content. That amplification (the ration between inbound and outbound) is a key to a high XeeScore.

Uniques
It tells you how many unique visitors you have to your XeeMe. The more the better for you. And as such the XeeScore increaees with unique visitors.

Amplification
As mentioned before, the ratio between inbound and outbound visits, gives you the “amplification”. An amplification of greater than 1 is already good. An amplification of more than 2 is excellent. An amplification of 0.5 is ok but tells you there is some room for improvement. Below that you should review with peers and friends what they think about the value you contribute and the size of your network.

Tips to grow your score

Verify your social footprint with Google
One interesting idea is to check your google presence by clicking on the Google Search link on your XeeMe. You will find it under the profile tab. If you look at my XeeMe you find a high XeeScore but you also get about 50,000 findings from Google.  You will hardly find anybody with a high Klout score, a high reputation on Google and a low XeeScore. Even though Google is not a social tool you see an interesting correlation on the ROE.

Checking other resources
You will find a lot of helpful tips on the XeeMe website to grow your XeeScore. Check out the resources area

Axel
http://XeeMe.com/AxelS

FacebookLinkedInPinterestGoogle+Share

The post When Your Social Media Scores Suck appeared first on Society3.

Social Media Engagement – How much value?

Still today, many business leader struggle understanding the impact of socially engaged brands and their teams. Is it just a faint background noise in a world of meaningless chit chat? Well it is if you don’t know how to use this new communication mechanism.

Democratization Of Influence

Brands just can’t any longer “control” the communication. If communication is controlled by a legal department and marketing preventing a free flow of open communication will die as much as businesses died who had one owner and 200 slaves working for him.

Understanding democratization of influence is the key to success. Massive noise level like in the case of Red Hat for example is not created, dominated and controlled by the brand, but created by the audience around that brand. By people who care, people who build on the conversation, take it as learning on steroid and share what they learn instantly. Mastering the conversation is by letting it go – an oxymoron? Not at all.

Red Hat and their teams mastered the conversation by providing highly interesting content, sparked conversations and never stopped engaging with their audience – but neither controlling it nor dominating it. As a result not only engineers cared about what is going on but all kinds of business or finance related groups.

This is the beginning of the end of dominance as a singularity, a brand or an individual. Influence is created when information spreads nearly at speed of light and many join the idea or effort. The drama in Boston crossed that stream paused it and very quickly the decision was made: no terror can any longer control our lives.  We all sent prayer to the victims and worried about loved ones. YET the terror couldn’t dominate any of us – not any more. Purposely we did not allow their “message” to disrupt our lives despite the tragedy. Not because we got ignorant, because we care about our freedom more than anything.

 

FacebookLinkedInPinterestGoogle+Share

The post Social Media Engagement – How much value? appeared first on Society3.

Do you really think that your Social Media Strategy can work in your business without a cross functional engagement??

 

If you answered yes, think twice…

It is all about connecting from many to many, not from one to a few… but collaborating, communicating, expanding.

Yes it is the users, consumers and fans that will define your products and your strategy ultimately. Consumerization is a reality and you will need to engage internally to accommodate.

Or do you prefer to ignore 1.3 billion (and growing) users of social networks? Don’t you think they are consumers lively connecting with your brand and their influencers? how fast can your brand reputation be ruined after exhaustive efforts to position it ahead? in the other hand , how nice to penetrate in this new territory with an effective network engagement through the power of your communities?

That is why you need  a plan, a strategy that can drive this new force and position you ahead in this revolution. This is where you engage full force. Like a World famous Technology maker says : “The power of we, is much better than me…”this is true, and you can only win if you have a cross functional engagement from inside out and connected to external users, communities partners and so on.

Social Media can help you , Social Media can finish you.

But this is just my opinion, what do you think?

 

 

Share