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.

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How Much Are American Shoppers Spending on Gifts?

christmas dollarThe Christmas shopping surge is upon us in retail stores nationwide. Sales performance during this season is crucial for businesses, especially those with brick and mortar locations, and the continued adoption of social networks for customer product recommendations would seem to be a driving force in the year-over-year growth of U.S. holiday spending.

Check out the #1 most desired gift this year in the infographic below… that’s quite a surprise, isn’t it?

In 2012, holiday shopping accounted for nearly 20% of all retail industry sales. Our spending domestically has been on a continued uptrend for the last several holiday seasons; this has been one factor in the ability of businesses to take on an additional 720,000 workers during this time of year.

Black Friday, perhaps the worst of the faux holidays and a day that promises to ruin the Thanksgiving tradition in America, has seen steadily increasing numbers despite the relatively neutral economic forecast of recent months. Thankfully this hasn’t affected Christmas tree sales, with nearly 25 million of them being strapped to car rooftops everywhere last year.

As for online sales, there looks to be a solid boom for this holiday season, as Thanksgiving Day saw a 60% increase in online spending versus the year prior, crossing the billion dollar mark. With a healthy 29% increase forecasted for 2013, we can assume our favorite local malls will still be packed with frenzied shoppers hunting for discounts.

But the crowds aren’t just in stores — they’re on Facebook, Twitter and Pinterest, sharing subtle and often not-so-subtle product references and recommendations. Word of mouth is the strongest form of marketing, according to this infographic, and we’d have to agree. If you consider how we make our choices when the time comes to brave the crowds and gather gifts for our families, where do you often get insight on what to buy and where to buy it?

The growth of mobile apps, combined with the vast reach of social networks, means that recommendations from friends, family and peers can often be found in your Facebook newsfeed, or even in the background of one of your Instagram photos, and they are a strong force in your decision making process. 80% of purchase decisions are based on the mentions and recommendations of others.

And when was the last time you saw a TV commercial that didn’t have a hashtag associated with it? Conservative retail analysts feel that social media’s role in retail conversion is not accurately measurable, if at all. Recent insight into social activity around the 2013 holiday season points to a very different conclusion; on the whole, nearly 7 million tweets this year mentioned at least 1 of the top 10 most desired products for this Christmas.

Let us know in the comments below where you’ll be doing your holiday shopping this season. What’s on your list?

 

How Much Are American Shoppers Spending This Year?

 

 

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Giving Thanks to the Buzz Community

Society3, S3BuzzIn honor of the Thanksgiving tradition in the U.S., the team here at Society3 would like to take a moment to give thanks to our community for all of your help this year.

Your thoughts, feedback and discussions in the Facebook Groups as well as on our many webinars have been instrumental in shaping our product and company culture — from the early days of testing XeeMe to these past several years developing the technology for S3Buzz.

Because Society3 is about teamwork, education and working together towards a common goal, we’d like to highlight a few individuals who make S3 an extra special family. These friends go above and beyond to ensure that each of us gets the awareness and exposure we need for our Buzz campaigns, while also teaching us new ways to improve and strengthen our professional social presences.

At the end of each section, you’ll notice a XeeMe link that leads to all social profiles for that person — be sure to visit and connect with each of these amazing members of the Society3 community!

Berrie Pelser, Ber Art, Society3, S3BuzzBerrie Pelser | S3 Partner

Berrie co-founded his company, BER/ART Visual Design, in 1999 as a web design firm. It has since grown into a full-service agency for maintaining complete corporate websites hosted by BER/ART in a secure and fast cloud environment. He is a strategic partner of S3.

Berrie inspired the creation of S3Buzz, and has made many significant contributions to the development of the technology since its inception.

Berrie can attest to the power of Buzz Marketing and it’s powerful effect as the “new SEO”. His frequent Buzz campaigns, focused on insightful infographics, have enabled many Buzzers to earn credits to help them create their own Buzz campaigns.

Connect with Berrie Pelser here → http://xeeme.com/BerArt

Annie Diamond, Society3, S3BuzzAnnie Diamond

Annie is an ultimate connector who thrives on people, products and passion. Based in the UK, Annie has built a LinkedIn presence of over 29,000 connections, providing the foundation of her portfolio of 2-Tier Affiliate Programs. Annie is a long-time independent affiliate with BrandGoLive and AWeber Communications.

Connect with Annie here → http://xeeme.com/AnnieDiamond

 

Andrew Baker, XeeMe, Society3, S3BuzzAndrew S. Baker

Andrew is a Virtual CIO at BrainWave Consulting Company, LLC, where he focuses on Information Security and IT Operations. He has brought a vast array of skills and insights to the XeeMe and Buzz communities, helping us understand and test the more technical aspects of our products. His advice has been invaluable in keeping our corporate environment secure.

Connect with Andrew here → http://xeeme.com/AndrewBaker

 

Ken Danieli, XeeMe, S3BuzzKen Danieli

Ken is a brand strategist and marketing consultant with an MBA from Northwestern University’s Kellogg School of Business. He brings over 25 years of branding experience with Pepsico, and has been a key piece to the implementation and execution of Buzz technology. Ken consistently provides crucial feedback and helps all members of the S3 community as they carry out Buzz campaigns.

Connect with Ken here → http://xeeme.com/wittier

 

We wish everyone a wonderful holiday season!

 

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Buzz is changing the way marketing is communicating

In the old days marketing was using a rather brutal language to stimulate customers to talk about their brand. A market was “penetrated” and the key was to “get the message out”. The ‘customer’ was grouped and sorted in demographics, stored in data marts, was sliced and diced to get maximum number of ‘eyeballs’ and increase in ‘traffic’. By the way “traffic” is nothing but a numerical count of IP Addresses visiting a website – no name, no face, no conversation. Marketing automation was about getting the biggest bang for the buck - no matter what the customers actually really thought or wanted.

 

BuzzCloud

With the inception of social engagement, marketing is undergoing a big change for the better.

In today’s world, customers, prospects and business partners have a face, a name. They are real people we can see every day in the online world. We can hear their voice through groups and forms, can get their opinion and feedback in real time and have the most accurate ‘market research’ with a click of a button.

 

Driving revenue with the customer voice

A customers recommendation is more influential than any advertising. This has always been the case but there is an utmost significant difference between today and 5 years ago: Unlike in the past where “word of mouth”  was basically 1 customer talking to 1 other person – in today’s online world 1 customer is talking to thousands of people within a blink of an eye. Understanding this critical difference is the key for understanding the economic importance of viral and Buzz marketing.

 

Making a difference

Instead of hoping that one customers talks to another one – or now, one customer is spreading the word online, why not proactively stimulating those mentions and recommendations. The more people talk about you, your brand, your products and services and your events, the better it is. As the old saying goes: “The worst thing to be talked about – is not to be talked about at all”. Buzz marketing is the technique to stimulate conversations in the market by providing stories that customers or partners are happy to share or craft in their own ways. This is even more important in times where 70% – 90% of purchase decisions are based on mentions and recommendations.

 

The new way marketing is communicating

Prospects are attracted most by what other customers have to say. Smart and highly successful marketers not only don’t fear what’s said online – they actually turn it to their advantage and stimulate the conversation. In other words Buzz Marketing is a technique to work *with* the customers and amplify the customer’s voice and not shouting *at* the audience, hoping the message will resonate. The Buzz Cloud below shows in a nice way which of the marketing terms are of growing importance such as “inspiring, stimulating, mentions, reach, conversations…” and what terms get kind of pushed aside, such as “message, demographics, clicks, eyeballs…”

BuzzCloud

In essence: Marketing is no longer about pushing out a message, but stimulating a market to talk about their experience and what the brand is all about. And so Marketing just stepped up one level in sophistication and got a bit more demanding. Saying “we are the greatest” is no longer working. What you want is that your customers say that about you. In other words is not about your “Message” but about their “story”. And to help craft those stories is the new way of communication for successful marketers. Buzz is exactly that: “Crafting a simple story and providing a few places for your customers to share it”.

How is Buzz doing that?

S3-PublicBuzzLetsS3-Buzz is a product that marketers are using to craft little stories and providing places to share them by their customers. Those stories are crafted in a way that any customer is happy to share it and is also allowed to modify those stories – remember: it is not YOUR message, it is THEIR story. On a buzz page customers can share those stories with a simple click and post it on their LinkedIn, Twitter, Google or Facebook  timeline and other places. Each click is basically creating a mention for the respective brand – and mentions is the new currency in brand reputation. The more people mention your brand, product, event and so forth the more value your brand gets and the more business it can expect.

 

 

Respecting the behavioral changes of our customers

Our customers have changed. They are better informed than ever. They call marketing messages “Bull Shit”. Customers are searching the web for references, customer experience from others and know exactly what a specific product or service will cost, independent of any promotion or advertising. And this is true for a consumer product  such as a cell phone or a business decision to buy a new satellite to power those cell phones. If marketing is not respecting that change, the brand will slowly but steadily suffer in reputation, authority, competency and as a result in business success.

 

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CXM 2017 – the greatest opportunities for CMOs

0a20818[1]Is Customer Experience Management going to be a responsibility of tomorrows CMO?

As most of you know, I’m passionate about Customer Experience and run the largest Customer Experience Management Group on LinkedIn. In my endorsements you find acronyms like “Marketing Machine” or the marketing Mastermind behind the company etc. And while not a CMO I’m a member of the CMO Council. Any connection with one and the other? Absolutely. The CMO is a company’s best bet to get customer experience in line with brand awareness and brand perception, driving demand for sales and direct support to do what needs to be done.

Over the past years CMOs have become data junkies and they are pushed farther and farther into that rat hole. At one day they know absolutely everything about every human being on the planet except one thing: “What to do with all the intel”? You hear it almost every day that our world is changing, customers are changing, buying pattern are changing… and its correlating data… are changing too. Do you see the dilemma?

1) 80% of purchase decisions in B2B or B2C are made based on mentions and recommendations.

The opportunity is to stimulate those mentions and recommendations and raise the noise level around the brand – rather than trying to avoid any brand discussions, fearing they could be negative.

 

2) Most businesses, still today, have no other market feedback mechanism than surveys which most customers don’t like. Even worst, most of the results remain unused.

The opportunity is to leverage instant online feedback and create a fast product alignment with market needs in near real time accelerating the time to market over the competition.

 

3) Email marketing and advertising go rather unrecognized due to an overwhelming brand noise every day. Like people living at a train station no longer hear the train.

The opportunity is to move from a conventional and no longer digestible corporate messaging model to a user voice amplification to grow product and brand awareness and receive an additional boost of authenticity in the message.

Now if you look at the above you will notice that the user voice is by far the most influential force in purchase decisions and growing revenue. The consequence is to stimulate positive user voice at almost any cost.  But interestingly enough this isn’t all about money. You really cant “buy” positive feedback; it is about creating a customer experience that breeds positive feedback on its own.  This leads almost automatically to a customer experience centric go-to-market strategy. And to put this together – again – the future CMO is the most likely the one who can and will do it.

Become part of the new recommendation chain right here:
If you like this post and think it would be good to know more: Join this Buzz, express your own “user voice” s3buzz.com/u3vis2

With some clicks you contribute to what others think and stimulate the market with more impact than any brand can ever create.

 

 

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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

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S3 Buzz!™

See on Scoop.itAwareness & Advocacy


America’s Innovation Showcase is a new, cutting-edge event that stimulates creativity and company innovation by immersing attendees in a live snapshot of the most significant trends and innovations of today.


Axel Schultze | http://XeeMe.com/AxelS‘s insight:

Buzz is no longer a mystic art but a professional way to integrate the market into a businesses communication mix.


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Best Western: how customer experience and telling stories will grow your business – Econsultancy (blog)

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Best Western: how customer experience and telling stories will grow your business Econsultancy (blog) Tim Wade is Director of Marketing & Ecommerce at Best Western Hotels, and has been responsible for repositioning the brand in Great Britain under…


Axel Schultze | http://XeeMe.com/AxelS‘s insight:

Many years ago I wasn’t too excited by Best Western. But it is great to see how this organization is working to do a bette job.


See on econsultancy.com

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New S3 Buzz Release

A big thank you to all the active Buzz Masters and their feedback. We tried to do as many as possible in this new release of S3 Buzz 1.2. Below you find the most important enhancements:

GoldCredits1) Instant Buzz Start for Gold Credit owner

If a user wants to create a Buzz with Gold Credits, he or she would not need to wait until they make it to the “Buzz Master Level”.

Business customer can now start building and releasing their Buzz campaigns instantly. A verified Account however is still required.

 

 

S3-PublicBuzzLets2) New smaller Buzz widget

The new Buzzlets are smaller and cotain even more information. Visitors can support any of the active Buzz Campaigns right away.

Thanks Rob Nielsen

S3-Buzzlet-0013) Credit free main URL

Visiting the main URL of a Buzz is no longer providing any rewards. People can visit the site as often as they like, only sharing the story will get rewards credits.

Thanks Garry Hewett

 

S3-budget-alert4) Budget Alert

If the Buzz is below 20,000 credits, you will receive an alerts via XeeNotes. If it is a commercial Buzz, you also receive an alert email. Thanks Marita Roebkes

S3-Buzzlet-aging5) Buzz age display

Bow Buzzlets shows how long ago the Buzz was created.

Thanks Berrie Pelser

 

S3-Buzzlet-supported6) Buzz support display

Now Buzz Warriors can see if and how often they shared a Buzz. Obviously the person needs to be logged in order for the system to display that information.

Thanks Michelle Harris.

S3-Buzz-Listing

7) More statistics on Buzz lists

Buzz lists are updated and show number of advocates and mentions.

8) Buzz list for Buzz Warriors

Under “My Buzz” you see a list of Buzzes from the Buzz Masters you committed to support.

 

S3-Buzz-Dashboard9) More guidance for new users

The new main buzz page has now some guidance for newbis to become buzz master. The three steps shall help a user to understand that they need to be verified to start a Buzz, then build a buzz team to get their support for the Buzz and finally buy some credits to release a Buzz.

Thanks Ken Danieli

S3-BuzzList-on-Homepage10) Featuring active campaigns on S3 Homepage

We now feature active Buzz campaigns on our home page. We currently feature the 10 newest campaigns. Over time we will develop other methods to select the top 10

Thanks Berrie Pelser

 

 

 

 

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Managing different client accounts without logging in and out

multiChrome

Social media managers or agencies are challenged with juggling many different social media accounts. You need to log into this twitter account than that twitter account, back to Facebook then LinkedIn and so forh – all from one browser. And all of a sudden ….ouuuch you posted to the wrong account.

Google Chrome has a powerful feature, that is not widely known.

You can create several different and independent instances of Chrome and just click on the respective browser icon to be in the respective account. Yes, it maintains the session, keeps the cookies and everything you need to have dedicated to that account. It’s like a different browser.

 

Here is what you need to do:

1) Create a subdirectory on your computer for each account i.e.

C:/chrome/client1
C:/chrome/client2
C:/chrome/client3
(Use the backslash of course)

2) Create copies of your Chrome Link Button on your Desktop

3) Add this code extention to the TARGET definition after ….chrome.exe

-user-data-dir=C:\Chrome\society3

ChromeSettings

 

Now you can login into the various accounts and stay logged in. Just click on the respective icon. Each chrome instances you have setup that way keeps their own cookies and sessions. :)

Happy switching

Axel
http://XeeMe.com/AxelS
(my entire online presence)

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