Transcript Benetton - WordPress.com

WHAT’S ALL
THE BUZZ
ABOUT?
EVERYDAY
COMMUNICATION AND
THE RELATION BASIS OF
WOM AND BUZZ
MARKETING PRACTICES
WORD-OF-MOUTH
DEFINITION
 Every day WOM
= Informal/evaluative communication (+ or -)
between min. 2 participants about:
organization, brand, product/service - on/offline
 Institutional WOM ( = buzz)
= Communication where the institutional identity of min. 1 participant is
important and/or where the object being dis- cussed is part of an
organized WOM campaign.
BUZZ MARKETING
DEFINITION
= Amplification of initial marketing efforts by third
parties through their passive or active influence .
Thomas, 2004
ROLE OF WOM IN BUZZ
MARKETING
 BUZZ is the contagious word-of-mouth
commentary about products, services,
brands and ideas (Walker, 2004)
 WOM is influential because of its
everyday basis, routine talk of relational
networks
 Firms seek to introduce buzz in relational networks
 Commercialization of chit-chat?
BENETTON
CAMPAIGN
UNHATE COMMUNICATION CAMPAIGNS :
- Promoting human rights,
- Aim: engage the attention of the public
- Promote positive actions, where anyone can become a
player in the fight against intolerance, from the global
scenario to everyday life.
BENETTON :
- received 54% negative sentiment
- but 90,000 mentions on Twitter
 24 hours after the launch of the campaign :
more than 35,000 mentions of “UNHATE” on Twitter
BENETTON
CAMPAIGN
Kisswall.benetton.com
10 time less facebook fans
than H&M
Benetton fan’s activity was
more intensive during this
period
OUR OPINION
Effectiveness and Ethics of buzz
marketing campaign
Buzz Marketing  WOM
Self selected agents
Everyday WOM
Positive
Unplanned
Face to face
OUR OPINION
Effectiveness and Ethics of buzz
marketing campaign
No negative talk
No internet
Close friends mostly
Other buzz marketing organizations
CONCLUSION
The three most common locations for
WOM episodes were :
 at home : 39.7%
 at work : 21.6%
 in a commercial environment : 13.7%
55% of the agents reported an activity during the WOM episode :
EATING : 12.6%
WORKING : 6.8%
WATCHING TELEVISION 4%
BROWSING THE INTERNET : 4.8%
CHILD CARE : 4.2%
CONCLUSION)
WOM takes place within a context of
everyday, routine, relational
interactions
More established relationships
have the highest percentages of their
interactions involve a WOM episode
CONCLUSION
Buzz marketing works because individuals are easier to
trust than organizations that may be perceived to have
vested interests in promoting their products and/or
services.
But today, thanks to social networks, the buzz marketing
easily reaches more and more people in record time.
VIRAL
MARKETING
Sophia Habhoub
Mathilde Thérond
Xavier Hincker
Agathe Marcotte Ruffin
Laurent Carnaille
Adeline Agrafojo